Who? Me??

It was the summer of 2005, I was in the quest for knowledge in the mostly empty libraries of IIM-Indore. That’s one of the main reasons to be there, if you don’t want to be disturbed, then the library is for you … nobody goes there

I found Soft War by Larry Ellison. It was an interesting read, but throughout the book, there are potshots at Microsoft and the personal PC concept. Oracle says that the era of the personal PC is over and its time everything moved onto the web with machines as dumb terminals. Although I agreed with most of the things he was saying, I could not fathom how could the PC fade into oblivion? One of the main reasons why I thought this not possible was because of games. As a gamer, I thought that PCs are here to stay, games require too much hardware support to have a successful online game.

Five years later, I stand corrected and oh so much humbled! With games like WoW, 9 Dragons, Silkroad, Eve Online, League of Legends, DotA, most of the game titles which we know are planning (if not already) a MMO version of their game. What really makes sense to the game companies is the ease of distribution and control they get over the piracy that soon ensues after a successful release. Add to that a pay-per-use business model that is inherent to the cloud architecture, and organizations really stand a chance to make a thriving profit. I am thanking the stars because creators are looking at replayability as one of the critical success factors in making an MMO.

I still have some nagging doubts about the cloud (I guess because of a higher total cost of ownership), but its there to stay, for games to go online and create a variety of possibilities. I wonder when people will start having company reps within these games ala social media.

Every year Google releases their Zeitgeist (“spirit of the times”). I was going through their 2009 release when I came across this list for India.

The top 10 How-To’s that were searched in India are listed below

How to

1. how to kiss
2. how to hack
3. how to meditate
4. how to study
5. how to swim
6. how to draw
7. how to flirt
8. how to chat
9. how to concentrate
10. how to download

Does that tell you something about the average Indian web-user?

A romantic student who fantasizes about being a cyber superhero but in reality is failing in studies.

I walk into a brick and mortar store (say a book store), browse through some books, finally decide on my selections, head to the counter, make the payment and come out a happy customer. All that the vendor needs to do here is –

   1. ensure that he is well stocked with books I like
   2. have a search mechanism in place to find the right book for me
   3. have someone manning the counter

The beauty here is that if the book were torn or something, I do get a chance to examine the goods before buying them. I decide to buy the goods only after I say its ok, who would I trust more than myself? Thus, I perceive the transaction as fair, and I pay the book store and head home.

Now consider a second scenario, I walk into a bookstore, and I inform the vendor that I am looking for, say a Jack Reacher novel. The vendor shows me his collection, but much to my chagrin the particular title I am looking for is not with him. The attendant assures me that they have run out of stock and will restock in 5 days. However, they would be more than happy to inform me once the book arrives. I hesitantly leave my no. with them and think that it’s good to have book stores who inform their customers about books they want.

Apply the same paradigm to an online shop. Rarely would I come to this shop for idle browsing, if I do have a title in mind, then I would be interested in skipping directly to it. If at this juncture, the store informs me that it is out of stock and will not accept my order, however they will be more than glad to inform me when the book is in stock – I won’t be that pleased. I will grumble and grudgingly close the browser.

If the decision making involvement is the same, if the outcome is the same, then why the difference in behaviors?

In December 2006, we were working on an e-commerce portal aimed for the B2C segment. It was supposed to rival Amazon in terms of features, experience, technology … a very ambitious project. When doing market research for that project, we tried out many Indian e-commerce sites, actually shopped on some of them, and literally choose from the best of them the features we want to build. That was the first time I came across Futurebazaar. I bought a book, (Shantaram) from the site, the book was delivered in a week or so. I soon forgot about the site, little did I know that I was one of the first customers on the portal. Within a month or so, I got a mail from them saying so and also an invitation to their public media launch. Wow! My first media launch invitation!! Wheee!!

I look at the site now, almost 40 months later, and I can see how well they have evolved. No more the tacky-looking nested menus, distinct spaces which map onto their physical presences, interesting sales promotions (Lucky Wheel thingy), only products which they stock in their physical stores, support offered through their physical stores, etc. The way they have evolved their business from being a pure play online shop to a click and brick model is to be applauded.

Kudos to you Futurebazaar!!

Was listening through a podcast by Duct Tape Marketing on Web Analytics 2.0 by Avinash Kaushik. It started of as an interview promoting his new book on analytics powered through crowdsourcing. Towards the fag end of the interview, something that Avinash said really got my attention.

Most people treat Twitter as a shout channel. Please do not treat it as one.

Then he rattled off two important parameters for measuring one’s tweeting success. They made more sense because I agree with him on Twitter being an engagement space with your customers. His parameters are -

1. No. of RTs/1000 followers
2. No. of replies per day

The first one measures how many of your followers are listening to you and see value in your ideas. The second one measures how many of those listeners are engaging with you.

Simple.

A classmate of mine has jumped and launched his enterprise with some of his friends. MyZingo is in the e-commerce space, and has launched their first online B2C initiative known as buytheprice.com. As part of their launch, they are planning to give out free t-shirts to the prime registrants.

So if you do want a t-shirt, then head off to their launch portal and register.

PS – If you have a gmail id and if you know how to use it wisely, then you can win a free t-shirt for sure!!

Yesterday, I attended Startup Saturday … the theme was Social Media and how it can be leveraged by start-ups effectively.

Some of my key learning -

• Online marketing does not replace offline marketing efforts, and vice versa. If you are planning a huge effort in one media, do not ignore the other
• The best way to use these platforms is not as a broadcasting medium, but as a way of engaging with your customers
• Don’t create propaganda, create evangelists … who can propagate your name
• Social media marketing is not cheap, and it is certainly not a free alternative to traditional marketing
• In case of B2B space, marketeers can target the end-customer through social media and get the attention of their intended customer organization

Will attach the respective presentations as and when the organization committee puts them online

This is more of a recollection of my learnings than anything else, people can share their learnings and I promise to grow this space.

1. Targeted resume submissions - Find the organization you want to apply to, go find folks in your network who work for  that organization. Use their referrals to get your resume the place you want it to be.
2. Business Visibility – Professionals talking about their organizations can act as evangelists on LinkedIn. With the integration of Twitter, the value of LinkedIn as a Social Media Platform has increased a thousandfold.
3. Peer learning – People who work in the same industry can collaborate to discuss and resolve each other’s problems. Whereas this seems to be a generic utility of a community, I have seen this happen pretty well through the Q&A forum of LinkedIn. Since people who contribute to these are serious minded professionals vis-a-vis the casual replies of Orkut. All this for free unlike Experts-exchange, where the user has to fork out good money to get to the solution.
4. Showcasing – This is the most obvious one, do I need to get into this

Your comments are more than welcome on this one, since it will only add to this post.

I first came across the Hype Cycle in 2008, immediately, I posted about it here. Back then, the Web 2.0 and SOA was considered to be a market failure. Everyone who was anyone in the web development arena was claiming to create “Web 2-point-oh” applications, without knowing what that term meant. I know about an entrepreneur who pitched the idea of a Web 2.0-based e-commerce portal to a VC. In return, the VC asked one simple question – “Do you know what Web 2.0 means?”

Hype cycles are just that, they indicate the evolution of the system and its mainstream adoption with the amount of hype it is creating among the society. They also are an indication to future market leaders – companies which are poised to take off due to the right adoption of technology.

So, what do you think you should invest into now? Do you think you will buy “the Kindle"”? How about that power saving infrastructure? What to do with KM?

Kudos to Gartner for coming up with this framework.