17 January 2021 18:31

MediAvataar's News Desk

MediAvataar's News Desk

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9Apps, the world’s leading third-party Android app store, announced the launch of a fun and exciting app, 9Apps OnTV for its Indian consumers. With 9Apps OnTV, you can create your own breaking news and share it with your friends on Facebook, Twitter and WhatsApp.

9Apps has roped in television celebrity couple Upen Patel and Karishma Tanna for the launch. In turn, the company will donate money for every download of 9Apps OnTV to Prayas, a social welfare society that Upen and Karishma support. Prayas works to empower and provide opportunity to children and women of economically weaker section of the society.

Talking about the new app, Simon Shi, Head of 9Apps said, “Our aim is to make your mobile experience diverse and colourful. We always try and deliver entertaining, exciting and fun products to our customers. We have a deep understanding of what an Indian consumer likes. I am confident this app will delight many.”

Commenting on the move, Karishma Tanna said, “We played a prank on social media to draw people’s attention to our endeavor. We are grateful to 9Apps for their donations. 9Apps OnTV is not just fun but you also get to play a part in improving lives of millions of children and women. I request all my fans to download this app.”

Money donated by 9Apps will work towards imparting free education to poor and deprived girl children. Prayas will work with the two-fold objective of developing basic education for street children and of preventing children in difficulties from ending up on the streets.

Weber Shandwick, one of the world’s leading global public relations firms, today appointed Rafi Qadar Khan as executive vice president, Weber Shandwick India. Based in Delhi, Khan will report to Valerie Pinto, chief executive officer, Weber Shandwick India.

Khan will oversee client delivery and focus on the implementation of the firm’s strategy to deliver robust and engaging client work. He will play an integral role in strengthening current business, while providing strategic counsel on business development within the market.

Khan brings over 20 years of communications experience to Weber Shandwick. He joins from Cohn and Wolfe in India where he led the agency’s strategic growth and was at the forefront of diversifying the firm’s client portfolio. He has extensive experience in brand creation and positioning, entry strategy and integrated marketing.

“In this era of engagement, we need to keep abreast of emerging trends and evolving client needs. With Rafi’s appointment, I believe that we have acquired a great asset who can further mentor our teams to embrace the transformation afoot in media and help Weber Shandwick stay ahead of the curve,” said Valerie Pinto, chief executive officer, Weber Shandwick India.

“This is an exciting phase in the communications industry,” Khan said. “I am thrilled to be a part of the growing network at Weber Shandwick in India. I look forward to working with this talented and diverse team of professionals and am sure that, together, we can deliver impactful campaigns and results.”

Media Stalwarts, Corporate Communicators,Bloggers &Tech Marketersgathered at the forum in Pune, India

MediaValueWorks, India's first communications company to offer cloud based PR architecture to help companies commune at a global level efficaciously concluded their inaugural Tech Editors’ meet at Pune. Themed as ‘How to Leverage on New Age Media’ the forum put forth expert conversations on futuristic media engagements across a cross section of the media universe.

The thought stimulating sessions were addressed by media experts on how a communicator should transform and sharpen their skills to develop far-impacting, compelling content that can positively influence their company’ brand.

Talking on the relevance of such inspiring & engaging forums, Rachana Chowdhary, Founder Director, MediaValueWorks said, “We are overwhelmed by the response received from the Industry, as the inaugural session of the Tech-Editor’s Meet was a roaring success at Pune. The delegates sportingly soaked themselves in the atmosphere at the event, whilerevisiting their strategic communications decisions and introduction of newer best practices. We aim to advance the conversation levels amongst the stakeholders of the industry, thereby garnering a scientific methodology to the business.”

Delving into all aspects of “telling stories” the meet encompassed in itself sessions on advanced platforms of media engagements like business media, B2B broadcasting, engaging through videos, relevance of language media & exploring the blogosphere.

Session highlights - Leveraging New Age Media

Evolving Business Centric News Stories

Broadening the B2B Horizon

Embedding Video Stories in Regular Communications

Impact of language media as a global platform

Capturing the Transformation at Blogs

Digitizing your Records / Archiving for use

The Tech Editors’ Meet at Pune saw an increased focus of media attention for the technology stories differentiating on the nature of the content and its penetration. The forum supposed and expressed the need for expanded space allocation towards technology sector stories primarily moving beyond the gadgets and the devices. There is a definitive need to express more of growth-oriented, enterprises and SME-led software architecture stories, as India witnesses a stupendous growth in the IT deployments.

The amalgamation of great minds aspired to proactively change how companies communicate to the media & to their target audiences. The Meet witnessed keen participation from several leading corporates of Pune.

India’s homegrown innovation culture has the potential to become a globally relevant business methodology.

In our previous post, we discussed how Elon Musk’s approach to product design embodies classic frugal engineering principles. Of course, frugal engineering is not an idea often associated with Western markets. The exact constraints that gave rise to products such as the Tata Nano car generally don’t apply in developed economies. In a “first-world” context, and with a market cap of around US$27 billion, why would Tesla chase frugal solutions?

The answer is that such solutions are fertile soil for disruption, as Musk demonstrated when his company PayPal made a complacent banking industry sit up and take notice. Disruptive innovators across the globe face challenges analogous to the rigors of the Indian market, where companies are working against very harsh resource and demand constraints. The logic of a low cost airline like Southwest as well as “hard discounters” like Aldi are not very distant from frugal engineering thinking.  Would-be innovators, start-ups and incumbents alike, would do well to look closely at the frugal engineering practices emerging in markets like India, because these ideas have legs that can carry them a long way, if adapted creatively.

In our book India Inside, we argued that India may be missing a trick because a lot of innovation today by globally branded MNCs embeds Indian involvement somewhere or other in its value chain, but this is invisible to end consumers. Intel is able, through its “Intel Inside” branding to signal its critical contributions to the products it embeds (in fact, a play on the same idea gave us the title for our book).

The Next Six Sigma?

We also argued, and believe even more strongly today that frugal engineering has the potential to go from forming a part of “must know” practices for MNCs entering emerging markets, to a full-fledged methodology for business improvement à la Six Sigma, Total Quality Management or Zero-Based Budgeting.

Let’s be clear: we are not talking about cute stories of people using washing machines in roadside restaurants to make beverages or hooking up their water pumps to bullock carts to develop a new mode of motorised (well, sort of) transportation. Colloquially, North Indians use the term “Jugaad” to describe such improvised quick fixes or repurposing of solutions from other domains, in response to constraints. Frugal engineering is different: it is a systematic approach to changing the constraints by reframing the problem.  It’s the difference between “making do” and “doing more with less”.

For instance, when Ratan Tata and more recently Carlos Ghosn set an extraordinarily low price target for a car for the Indian market, this meant their engineers couldn’t  try to make an existing model cheaper, they had to start from scratch by challenging all current methods of car production to achieve the price. Not only have their efforts changed the market, they have also changed how automakers around the world approach car design.

To us, no country is better qualified than India to introduce frugal engineering principles to the world and to take the lead in refining it and disseminating it globally. This is because it is a crucible in which many of the key ingredients for frugal innovation — low purchasing power, deep technical talent, aspiring global firms, and demanding customers — all come together. This is where the Indian government can play a crucial role.

What India’s policy makers can do…

Indian Prime Minister Narendra Modi has repeatedly said he aspires to make India a global innovation leader. He has made promoting entrepreneurship and skill development a priority for his new government, and has also appointed a minister for entrepreneurship. Perhaps one of the first orders of business for these new initiatives should be tapping into frugal engineering as a linchpin of India’s homegrown innovation culture.

The government can play a critical role in creating a set of standards, a body of knowledge, and a community of practitioners around the concept. Institutes to encourage research and training in codified frugal-engineering practices could be set up, possibly within existing educational establishments. Perhaps it is time for Indian universities to investigate offering master’s degree programmes in frugal engineering and related design thinking disciplines. These graduates would be uniquely fitted to be evangelists for this revolutionary method within global companies.

Organisations that master this way of thinking — whether you choose to call it frugal engineering or “first principles” thinking — could be well-equipped to handle a world of disruptive innovation. The question is: Will “India Inc.” step up and brand it?

 

Written by Phanish Puranam, The Roland Berger Chaired Professor of Strategy & Organisation Design, INSEAD, and Nirmalya Kumar, Member, Group Executive Council, Tata Sons and Distinguished Fellow, INSEAD Emerging Markets Institute.

Source:INSEAD

When it comes to taking a risk on a new product purchase, why do consumers choose one product over another? What needs and desires drive new product purchasing, and which attributes are most influential in the path to purchase?

Nielsen’s Global New Product Innovation Survey polled 30,000 online respondents across 60 countries to gauge consumer sentiment about these questions. While new product selection depends on many things, such as life stage, family dynamics and personal choice, macro trends emerged with regards to products that appeal to our heart and our health suggesting there is a gap between what consumers say they are buying and what they wish they could buy if it were available.

While you’d be hard-pressed to find a consumer who said he or she didn’t care about the environment, when it comes to purchasing new eco-friendly products, words and deeds often part ways. Only 10% of global respondents say they purchased a new product because it was from a brand that cares about the environment. Even fewer (7%) cite corporate social responsibility as a reason for making a new product purchase.

But insincerity may not be driving this gap. In fact, product availability, or rather, unavailability may be partly to blame. Twenty-six percent of global respondents say they wish more ecologically friendly products were available, and 16% wish more products were committed to positive social impact—a 16- and nine-percentage-point gap, respectively, from those who say they purchased a product because of its environmental or social benefits.

“There are a number of barriers to more widespread usage and acceptance of environmentally and socially conscious products, including a perception of higher prices and poor performance along with distrust in sustainability claims,” said Rob Wengel, senior vice president and managing director of Nielsen Innovation in the U.S. “But perhaps even more telling is that consumers are just not finding the ecological products they desire. In many categories, green or socially responsible options don’t exist, are difficult to find or consumers simply don’t know about them. Better product labeling, shelf placement and promotion tactics that encourage trial can go a long way in closing the gap between desire and availability. To ensure consumers are not turned off at the shelf, brands must strike the right balance between ecological and effectiveness claims, testing and optimizing claims and packaging before going to market.”

A HEALTHY OPPORTUNITY

The world is facing a global health crisis—nearly 30% of the global population was considered overweight or obese according to the 2013 Global Burden of Disease Study—and consumers are attempting to take charge of their health. Nearly half (49%) of global respondents in Nielsen’s recent Global Health & Wellness Survey consider themselves overweight, and a similar percentage (50%) is actively trying to lose weight. And they’re looking for help from food and beverage manufacturers to make healthier choices.

On the list of new products consumers can’t find in stores but wish they could, healthy options are second behind affordability in all regions but one. North America was the only outlier; in this region, products made from natural ingredients and those fitting a healthy lifestyle are listed after affordability, novelty and convenience-based products.

“The healthy eating space holds great potential, but manufacturers looking to establish or expand their presence in this area should start by looking at what they can remove from foods rather than what they can add,” said Johan Sjöstrand, senior vice president and managing director of Nielsen Innovation in Europe. “Consumers want to go ‘back-to-basics’ with fresh, natural and minimally-processed options.”

“Stated simply, manufacturers need to make it easy for consumers to eat healthier,” continued Sjöstrand. “Consumption habits are changing for time-crunched consumers who increasingly forgo the traditional three meals a day and eat when it best fits their schedule, which is often on the go. But for many consumers, it’s not enough to be convenient; products must also be healthy and nutritious.”

ABOUT THE NIELSEN GLOBAL SURVEY

The Nielsen Global New Product Innovation Survey was conducted between Feb. 23 - March 13, 2015, and polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. For the purposes of this study, we defined a new product as any item a consumer has never purchased before. The sample has quotas based on age and sex for each country based on its Internet users and is weighted to be representative of Internet consumers. It has a margin of error of ±0.6%. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.

 

Source: Nielsen

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