Monthly archives for May, 2009

Zoozoo!

May30
2009 2 Comments Written by Prasad

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Buzz behind Zoozoos – Everyone is talking about Zoozoo these days. Even me for that matter!! And you know what this is creating my friends? Its creating a buzz … a buzz unlike any other in the market these days. People love it, people hate it … but people definitely talk about it. Vodafone has a winner here – or so one might think.

Industry situation – With mobile penetration in India going to touch around 90% by 2014 (thats 1 billion mobile phones!!!), the revenues from simply voice based services are going to trickle down. What were considered to be luxury services on mobiles (missed call alerts, caller ring back tunes, et al) are now considered necessary services. Living in a country which has multiple mobile service provider also means that all these service providers have to invest for customer acquisition. Which means even lesser charges from voice based services.

Jumping the gun – The only way voice based revenues could be increased is to increase the Value Added Services (VAS) part. Before we go any further, What do you mean by VAS?? Don’t worry, even I didn’t know about them a few months back, I worked in an IT firm making solutions for Telecom Operators and I had no clue what they meant by VAS!! Thanks to those beautiful ads, now I do!! But why will people buy these services, how can they buy them if they do not even know what they means?!? Hence the need for awareness for these VAS was recognized by Harit Nagpal (Chief Marketing Officer, Vodafone India). Ogilvy was given the charge of creating the buzz for Vodafone.

The Buzz Explained – A good buzz can be dissected to have these elements

  • Clarity of message – Each ad ends with the particular VAS feature. The message is clear.
  • Simplicity – Ogilvy’s Rajiv Rao, in charge of this promotion knew that the entire idea had to be simple and yet stupefying to cut across all ages and convey the idea. All the ads depict this minimalistic approach.
  • Stand out – The egg shaped head; it stands out. The cute shape of those zoozoos; it stands out.
  • Variety – A single idea can also cause a buzz, but over a period of time it dies down, simply because people cannot keep on talking about the same thing again and again. e.g – pink chaddi campaign. You need fodder for people to talk during train journeys!!
  • Right time, Right medium – IPL for TV, Youtube for online.  Zoozoo is everywhere. An nice article by Sushrut Bidwai can be found here.

It’s a great campaign, and I would not be surprised if this turns out to be a case study in a few years. As I finish this post, a question still remains in my head – what will happen if the Zoozoo’s buzz transcends Vodafone VAS and moves on to something totally different (e.g I saw a political ad with the zoozoo theme)?

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What does he do for a living?

May24
2009 14 Comments Written by Prasad

Since the day I got into an engineering college, my mother has been proudly saying “Majha mulga computer engineer ahe!” . I used to get amused by her pride, and it still makes me smile that she is happy for me (love you Aai :-) ). As days went by and I graduated to become a software developer, the “Computer engineer ahe” line was still there. Even when I got admission into one of the better known b-schools in the country, Aai would still tag me with Computer engineer.

The point is that sometimes you feel stereo-typed with the tag. People still ask me to troubleshoot their Windows. I dont mind doing that, but to expect me to visit their place at Borivali just because something is wrong with their Internet Explorer?? Sometimes I think I need a tag which defines my work and competency space better than “Computer Engineer”.

When I started working in a start-up, explaining to my family what I do became slightly more difficult. I was in charge of handling and building the technology on an entire organization. A lot of work which required a considerable bandwidth of know-how across the tech domain – a CTO in a nutshell. Whenever someone would ask, prompt would come the reply “Majha mulga computer engineer ahe!” . I kind of prefer IIM grad, but I dont think many people know about them – with people I mean the old aunty types, who ask your mother (in a nasal twang) “Kaay karto tumcha mulga?” The ones that sometimes do know about then quip “Oohh! Ahemadabad hoy?”, mother then simply says “To computer engineer ahe!!”” . Then I would butt in to say – “I sell shirts” rather than the oft repeated computer engineer tag.

These days I am working in a knowledge lab. We work on designing knowledge interventions and designing models which can change communities to become more productive and human oriented. I hope I got it right in this one line. My specific job entails a mini-CTO who is in charge of taking care of all technology details. Now what?!? I think “Majha mulga computer engineer ahe!”  is there to stay :-)

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Changing Communities through Vector Algebra

May21
2009 8 Comments Written by Prasad

This is a follow-up post of my previous post on Perspectives and Co-ordinate geometry. Each individual’s perspectives form the different axes on which the individual perceives the world – and judges the world, so you have (happiness-sorrow axis, good-bad axis, moral-immoral axis, ethical-unethical axis, and so on). Each of these axes define who you are, your values, your beliefs, et al. If I were to map each of these axes against the society’s axes, then we can plot an individual on the society space (its an n-dimensional space, mind you).

Now, get this. The origin of the society (the norms dictated by the society) represented by (0,0,..,0) would be at a certain distance from your own origin say (1,2,1,-4,…,3). The vector (going outwards from the origin) which connects your origin to the society’s origin is your vector of existence. Every individual has his vector of existence. The people who are afraid of society and peer pressure have their origins closest to the society’s origins. Carefree people tend to be away from that origin. The more deviant you are to the society, the further you would be from the origin.

What makes a society? You, me and everybody. Thus, the society is a summation of these vector misalignments. And that my friend defines the origin of the society. Over a period of time, the origin naturally shifts – it shifts because many people change their origins (values, beliefs, etc), thus ensuring that the society also goes through that same shift (although much more gradually). A fact that would have been a taboo for the society would be a norm today. Take mini-skirts for instance or gay rights. Society changes its norms, because the collective changes their norms. The origin has shifted!!

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Co-ordinate Geometry and Perspective

May20
2009 6 Comments Written by Prasad

This is going to be a philosophical post, don’t say that I did not warn you at the beginning. But, I have came across an a-ha! for myself at work. This just does not apply simply to Good v/s Evil, but it can be applied to life itself.

Good and Evil are two sides of the same coin, that means, if I were to have an axis (similar to say X-axis), then Evil will be on the left hand side of the Y-axis and Good will be on the right hand side. Thus, Good and Evil are opposites. Now, my friend, what do you do to eliminate Evil? Think. Don’t move ahead and read the answer, please think. Think Co-ordinate Geometry.

You delete the origin (0,0), you take out the Y-axis. You take out the definition point at which Good starts being Evil. You take out that Evil-defining-perspective (Y-axis). I am defining each axes as a perspective on life, and thus, a way of defining (aka constraining) your perspective. Take out the Y-axis and now you have only a degree of Goodness left.

Now, ask yourself – what happens when you take away the X-axis? That translates into a change in your perspective. A shift which fundamentally changes the way you look at things, look at the world. How much more of the co-ordinate geometry concepts can I apply on this? Does this make sense to you? Would appreciate some feedback on this.

Posted in foo, social - Tagged , , , ,

It pains me to see this. So True!

May18
2009 Leave a Comment Written by Prasad

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Social Search: The new frontier

May13
2009 11 Comments Written by Prasad

One of my colleagues in a presentation remarked – that the problem these days is not about lack of information, it is about visibility of that information! These days the sheer volumes of information has reached such an extent that one cannot make out the differences between relevant and irrelevant. How many times have you clicked “I’m Feeling Lucky” button on Google in the past month? The answer is zero for me.

The way Google has chosen to solve that problem is idiotic at best – they let you indicate the relevance of the search result for that particular term (you have to be logged in to your Google Account and search for checking this feature out). The problem with this solution is that I still have to search for the solution which is most relevant to me. Visibility of the most relevant solution is an issue. What would have been great, if Google could have taken the relevance out of my social circle (read Google Contacts) and shown my contact’s relevance to me as well!! So my social circle is defining the context of the search and they are doing the search for me; not Google.

Social search, is what I am talking about. The new paradigm now is not to show all the possible searches – nobody has time to go through 567,198 results, show me what is relevant to me. Know thy customer. Take an application like Twitter and Tweetdeck. Tweetdeck lets me set search through the Twitter community, that way, the relevance and context comes out through the users. That is the way of the future – we used to talk about Search Engine Optimization (SEO), but now it should be Social Media Visibility (SMV).

Posted in business, social, Technology - Tagged , , , , ,

We need more of these

May11
2009 2 Comments Written by Prasad

We need the more enlightened spirits among us to come forth and guide the masses

Posted in social, Technology - Tagged , ,

Dropbox

May07
2009 2 Comments Written by Prasad

imageIf you already know about this, don’t bother to read any further, but if you don’t then hey, have I got a nifty utility for you!!

Do you remember GDrive? It had come up some time back, where users could use their GMail accounts like a virtual storage drive. I am not sure as to why it disappeared, possibly due to Google Docs and copyright issues, but it was great to have a online storage for your crucial documents. If I am going home and I want to take some files with me, why bother carrying them in a pen-drive when you can always have it online and access them anytime you want as long as you have internet.

Well, Dropbox does exactly that! You get a 2GB free account, from which you can version and collaborate documents. A good collaborative tool as any. There are a lot of such tools, but I really like the ease with which a newbie can start using this tool. Will try it as a tool within the office and post on this further.

Addendum

This is my application of the Dropbox idea. I have backed up my entire workspace (documents, mail, setups I need, etc) in one dropbox. And wherever I go I have my workspace online! No need for machines, laptops, pen drives whatever. Give me a new machine and all I have to do is install this nifty little application and voila! All my workspace documents will be synced with me in no time.

Posted in Technology - Tagged , ,