Who? Me??

Wikipedia definition of Niche -

A niche market is the subset of the market on which a specific product is focusing on; Therefore the market niche defines the specific product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact.

A micro niche is a much more focused and a smaller component. For example if you take people who listen to Techno music in the Indian market, thats a niche … people who listen to Tiesto only (and he is GOD ), then that’s a micro-niche.

I gave the music example specifically because I was talking to a good friend of mine about airing Techno. Niharika works for Red FM, and handles their marketing activities and although I am not a listener, I would have been one. Had they played Techno , then I would have been an ardent follower. Then it simply became an MBA-to-MBA talk, and the final answer came out as simply as this – I am not their target segment.

That’s why I have a Worldspaceradio at my home. Thats why I listen to the System channel. They cater to my needs, however small a business I represent.

I actually am willing to pay a premium for that service. What normally was free for Red FM or other channel users, I have to pay something like Rs. 3000 a year. But I get what I want at the end of the day. I think businesses should cater to more and more micro-niches, especially businesses which are planning to enter a red ocean. They need that small group of ardent followers. What say?

There was an incident when I was working in a particular start-up. The company was not used to buying original software licenses for any of its users. One business manager decided to go and register his pirated software. Within a week, the CXOs in this start-up recieve a nicely worded legal notice from you-know-who (Billu bhaiyya and his cronies). The notice said, that the CXOs are liable to go to jail and a penalty of some 3-4 lakhs!! Within days, a software audit was done, and a no. of software licenses were bought. We decided to keep on purchasing licenses till we were completely licensed. It took some months, but it was done!!

75% of the corporates in the country are using pirated software right now. The other 25% are not because either they have taken an ethical stand on this issue, or their clients have taken that stand for them, or they are people who have been caught and are now aware. It’s just a problem of awareness, and of seeing value in buying proprietary licenses. So why not have a hybrid model, where the software firm launches a software for minimal or free of cost, and gives all the killer features for that price. Would that work? Or are Indians just used to getting stuff for free??

Why has it not still rained yet?

My job at Illumine is to make a career enablement platform for individuals. To ensure that users once they come on the website wont get overwhelmed by the enormity and complexity of the task at hand. To keep on coming back to the site, in order to enable their careers. No, not like a Naukri.com or a Monster.com. They have their place in their own regards, but that place is in matching the job seekers to companies, and that’s it. This is why it has to be different. The way the user will engage with the site will be different. In order to understand this “Customer Engagement” thing better, I decided to investigate further.

It is how the user engages with the idea of the portal, and all the ambience surrounding it. Yes we know that, and we also know how to measure it. Often at times great business use Customer Engagement either as a marketing tool or as a metric to measure the success of an initiative. All this gyaan was great, but it did not get me anywhere. I still had a design for the site to be made, and none of the literature around is talking about Customer Engagement as a Design driver , all of them are using it post execution to see the effects of an action/treatment. People talk about user centric design, is this similar to online CE? I am finding out!!

Today after a long discussion with our modelling team, I realized that to use CE as a design driver would mean to completely re-structure the portal that we are developing; and keeping the customer engagement at the center. I am sure that this concept is already there in all design paradigms, but then why do not I see this being practiced in real life? Great products have this built-in them – iPod, WordPress, TCP/IP, GMail, Books, I could go on. That’s why their fundamental design has not changed much. The way the user engages with the product remains constant, what changes is the technology, the look and the price . What do you think?

Remember I was ranting about Co-ordinate geometry and changing communities? Well, in case you have’nt, here is the link. Well here’s a nice example that is changing the society. And it is being done bit by bit, vector by vector

Today we had gone to my Maami’s place. She gave us this cute little bag which comes nicely packed in a small pouch. The pouch can be attached to a purse or your belt through a metal hook. Pretty nifty, huh!?! The cost, Rs. 100. Nice product, good value as well. The idea of this bag is that it folds out to become a very big shopping bag, eliminating the need for those pesky plastic bags. Its so small that you dont even realize that you are carrying one!! Imagine, slowly but steadily eliminating those plastic bags that vendors give to you to carry subzi. Its a fresh idea, and economical at that. Plus a nice idea for gifts as well!!

And the best part is that these bags are made by women who live in tsunami afflicted regions! The bags come with those cute Tsunamika dolls.

Imagine – the word about these spreading around slowly but surely. Sounds realistic no? Slowly because of a few determined souls, the social norm of using plastic bags has changed to not using them. Thats social transformation through the power of an idea

They are only going to make 10 million of these bags, get yours today!!

This is how Indian law defines Pornographic Content -

“Any content that is lascivious and that will appeal to prurient interest or the effect of which is to tend to deprave or corrupt the minds of those who are likely to see, read or hear the same.”

Who are they kidding? The lascivious and prurient I can still buy, corrupting minds?? Really?? So if it does not corrupt my mind (as if you can tell!!) then it is not porn?? Do we need to re-look at our IT Act and policies?

I say yes.