MxMIndia

Category: MEDIA

  • The mobile app is designed to deliver real-time information on dengue and malaria based on the user's location at vulnerable places

    Godrej HIT & LinTeractive unveil ‘Track the Bite’ App on occasion of World Mosquito Day

    By A Correspondent

     

    Over the years, Godrej HIT has been at the forefront in building awareness against pest borne diseases through its ‘Kill Pests Kill Diseases’ campaign. Driving the initiative in a big way for Godrej HIT is its variant – Kala HIT that has executed many successful education campaigns through media and on-ground activations to fight diseases like dengue and malaria.

     

    It is a well-established fact that diseases like dengue and malaria claim thousands of lives globally every year. In fact several institutions and brands have been constantly sensitizing people on the measures that need to be taken by spreading the message through mass media vehicles. But despite such investments, Godrej HIT realized that intense media clutter and noise in traditional media channels has made people indifferent (it often becomes a blind spot) even to such critical messages. However, if such messages are designed to address a specific need, people are far more receptive. Godrej HIT decided to draw people’s attention by causing a disruption in the communication by using a tech intervention that solves a specific need.

     

    An idea of developing a mobile app called ‘HIT – Track the Bite’ was thus born. Developed by LinTeractive, the digital arm of Mullen Lowe Lintas Group, the mobile app is designed to deliver real-time information on dengue and malaria based on the user’s location at vulnerable places. Timely and personalized messages provided on the app leads to higher engagement and persuades people to take effective action against dengue & malaria. Rapid awareness also builds up if information is available and sharable in one click. HIT – Track the Bite mobile app is the perfect solution. With app features like easy share, users can push information with their family and friends at the click of a button, which is a must for boosting organic reach.

     

    Godrej HIT would be running a special drive that would kick off on August 20th – World Mosquito Day to create heightened awareness around the need to download the app. The app is available for download on Google Play store for Android users (http://bit.ly/TrackTheBite). It will be launched on the iOS platform soon. The brand would be running an app download campaign on the day on Twitter where it will trend under the hashtag #HarKoneMeinDanger. This would help in driving more app downloads and also create buzz about the impending risks arising due to dengue and malaria.

     

    Sunil Kataria

    Sharing his thoughts on the new initiative undertaken by Godrej HIT, Sunil Kataria, Business Head India and SAARC, Godrej Consumer Products said, “As a category leader Kala HIT has always led the fight from the front against dengue and malaria by educating people about this threat. This has been achieved through innovative campaigns under “Kill pests Kill diseases” like sand art activity on beaches of Chennai and Puri last year. This year on the occasion of World Mosquito Day, we are unveiling HIT – Track the Bite App, a latest initiative on our mission to provide real time information to people. We are hoping that this information will empower people to fight the threat of dengue and malaria.”

     

    Adding further he said, “Taking our fight against mosquitoes a step further, HIT intends to reach out to every citizen in the country sensitizing them about the threat of dengue or malaria through a technological disruption. HIT-Track the Bite is one-of-a-kind mobile app that intuitively provides real-time information on the threat levels to users basis their location. The app also provides precautionary measures required to remain safe. Spreading this information is critical and thus the app has a built-in feature that allows users also to alert their family and friends at the click of a button.”

     

    According to Kataria, Kala HIT would be embarking on a 4000 plus kilometers drive starting from the national capital – Delhi with the objective of educating people about dengue. On its way to Bangalore, the HIT van will cover more than 20 cities and demonstrate how HIT – Track the Bite app can help them be informed and be safe from dengue and malaria.

     

    Some of the highlights of the app include:

    • It provides real time updates to users on dengue & malaria news in their locality
    • The app tracks internet sources for any published news in India on dengue and malaria
    • Users can check the threat levels in any part of the country by entering a particular location
    • It provides a list of potential risk areas for malaria and dengue in the country
    • Easy share features enable users to inform family and friends in any part of the country
    • Gives power to the user to report mosquito infestation in a particular locality
    • Lists important safety tips to take necessary precautions

     

    Sumanta Ganguly

    Sumanta Ganguly, Senior VP – Lin Teractive said, “HIT — Track the Bite app is an offering that is unique in its approach. It’s the first of its kind that takes safety and precaution to the next level on the digital platform.”

     

     

     

    Gauri Joshi

    Sharing her views on developing the app, Gauri Joshi, Unit Creative Director, LinTeractive said, “Our vision to create a unique app that protects users from the ever-present risk of dengue and malaria has finally been realized. Given the increase in smartphone penetration, we are confident that the users will download and discover the many benefits that the app offers. With the app, users can stay informed and keep their near and dear ones safe from these diseases.”

     

  • Announces appointment of Vidur Vyas as VP Marketing and Sumit Mehra as Studio Head

    Hike strengthens its Leadership Team

    By A Correspondent

     

    Hike Messenger announced the appointment of Vidur Vyas as VP of Marketing and Sumit Mehra as Studio Head. Vidur will be spearheading Hike’s marketing initiatives, brand positioning and strategic alliances; while Sumit will be responsible for driving game strategy, development and production. Both Vidur and Sumit will be reporting to Kavin Mittal, CEO & Founder Hike.

     

    The company is looking at beefing up its presence in the high-growth IM space at the back of its recently announced integration with Hoppr and Tiny Mogul.  Towards attaining its mission to bring billions online, the company is envisioning and expanding the IM landscape by offering its users much more than simple messaging. And to accomplish the mission the company is all set to strengthen its leadership team, earlier this year Hike announced the appointment of its new HR Head as well.

     

    Speaking on the appointment, Kavin Mittal, Founder and CEO, hike, said, “I’m excited to add Vidur and Sumit to our leadership team. It’s great to see such strong leaders in the industry share our vision to bring India online. I look forward to working with them and leveraging their experience to build hike into a world class product and a brand that is loved by millions in India.”

     

    With a career spanning over 18 years, Vidur was a Senior Director of Marketing at Pepsico India. He brings extensive experience in brand building and was responsible for driving nutrition and beverage portfolio for Pepsico India.

     

    Sumit started working as a game developer in 1999, and later went on to work with companies like Microsoft Games Studio, EA Games, Jump Games and Zynga. Before joining Hike, he was GM of the New IP division at Zynga and was responsible for the successful launch of Zynga India’s maiden New IP Game – Hidden Shadows.

     

  • The Economic Times Editorial Director joins Network18 as CEO News and Group Editor-in-Chief

    Rahul Joshi joins Network18 as Group Editor-in-Chief & CEO News

    By A Correspondent

     

    What Raghav Bahl couldn’t achieve, AP Parigi and the bosses at Reliance Industries have been able to.

     

    Bahl, it may be remembered, had almost signed on Jaideep ‘Jojo’ Bose for his proposed Financial Times newspaper project. But now Parigi, an old Times of India hand, has pulled in Rahul Joshi as CEO News and Group Editor-in-Chief.

     

    Presently Editorial Director with The Economic Times, the appointment is of special interest to readers of MxMIndia because he used to be once editor of Brand Equity, the popular pull-out for advertising professionals.

     

    In a mail addressed to all employees of the group, Parigi introduced Joshi as “outstanding leader with stirring success behind in all formats of the media”.

     

  • The appointment of Lodestar UM is a part of Helpchat's larger objective of strengthening its brand visibility and recall across geographies

    Helpchat appoints Lodestar UM as its media agency

    By A Correspondent

     

    Helpchat, the messaging based personal assistant app has announced the appointment of Lodestar UM, part of IPG Media brands, India to lead its media mandate in the country. In a multi-agency pitch, Lodestar was chosen because of its good record in strategy and approach. The current mandate for the agency spans across all affiliate media services including print, Radio, Digital and OOH.

     

    Kali Shukla, VP. Marketing, Helpchat said, “We evaluated several agencies on various parameters and finally decided to go ahead with Lodestar because of their sound strategy and approach, buying efficiency and ability to innovate. Also, Lodestar Bangalore has a head start and expertise in its understanding of e-commerce and the Internet service ecosystem by virtue of handling multiple brands operating in a similar space.“

     

    Nandini Dias

    Nandini Dias, CEO, Lodestar UM, adds, “We went ahead with a simple yet compelling strategy rooted in consumer insight for Helpchat. Lodestar UM has always believed that strategy lies at the heart of understanding the consumer and that solutions should connect with the audience, being media agnostic.”

     

    The appointment of Lodestar UM is a part of Helpchat’s larger objective of strengthening its brand visibility and recall across geographies. It has recently repositioned itself as a personal assistant app that lets you get more things done with its brand promise of “Do more by doing less”. Firmly embedding its market position in the consumer mindscape will be central to Helpchat’s brand building and media initiatives.

     

  • The event, dubbed the biggest "edu-tainment" event in South East Asia started in Malaysia in 2002

    HT brings Smart Kids Asia to India

    By A Correspondent

     

    Hindustan Times is collaborating with Singapore Press Holdings (SPH) and mycity4kids.com to bring Asia’s Largest Educational Kids’ Fair to the country. This property, called Smart Kids Asia, is a fun-filled family event where parents and children can discover and experience educational stimulation. It also brings unparalleled opportunity Asia wide to exhibitors and sponsors through a unique platform that targets young parents and their children. Combining critical pillars of Education, Health and Family Bonding activities, Smart Kids Asia offers unparalleled opportunities to explore the potential of children through must-see demonstrations, family centric exhibits and product booths.

     

    The event, dubbed the biggest “edu-tainment” event in South East Asia started in Malaysia in 2002. Over the past few years, they have had successful editions across Philippines, Indonesia and Singapore.

     

    Talking about Smart Kids Asia and the tie-up, Rajan Bhalla, Group CMO, HT Media Ltd. said, “This is HT Media’s endeavour to form meaningful partnerships with experts and leaders in their fields to develop powerful initiatives that resonate with our audiences in India.  We have tied-up with SPH who conceptualised and have been running successful editions of Smartkids across Asia, and also with mycity4kids.com, which is the biggest online aggregator for kids’ activities, to make the India edition a roaring success. The event is planned for later this year.” And talking about the fair, Ashu Phakey, Business Head Delhi, HT Media Ltd. said, “In line with Hindustan Times continuous endeavor to create platforms that help improve our society through information, education and entertainment, Hindustan Times is excited to partner with SPH to launch Smart Kids Asia – India Edition. This is one such initiative that promises to be the ultimate edu-tainment platform for children offering innovative and relevant content for bringing up ‘Smart Kids’ in the city.”

     

    “We are proud to partner HT Media Ltd, which has a huge prominent presence in the international media space, to launch the inaugural edition of Smart Kids Asia in India, New Delhi. With the large media backing of HT Media Ltd, the industry’s trade and corporate stakeholders will be sure to benefit greatly from being a part of the Asia’s Largest Kids Edutainment Exhibition. It is our vision to continue evolving and expanding Smart Kids Asia, India Edition as the industry’s marquee event that integrates all the necessary elements to nurture a child’s potential to the fullest,” Chua Wee Phong, Chairman, Sphere Exhibits Pte Ltd (a fully-owned subsidiary of Singapore Press Holdings).

     

    “We at mycity4kids.com are really excited to partner with HT Media and SPH, the foremost and leading media houses from India & Singapore to bring forth a platform focused on the integral pillars of education, health and family. We through our content expertise will curate the best edutainment led activities for kids from across the country to make it  a great learning and engaging experience for children,” Prashant Sinha, co-founder, mycity4kids.com

     

  • Viral Jani joins Twitter as Head of TV Partnerships for India, will spearhead strategic collaboration with TV channels to increase their audience engagement on Twitter

    Twitter India strengthens leadership with new appointment

    By A Correspondent

     

    Viral Jani

    Twitter India has appointed Viral Jani as Head of TV Partnerships, who will be based at the company’s office in Mumbai. As part of his new role, Viral will work closely with the complete TV ecosystem of broadcasters, production houses and audience measurement systems to make Twitter the second screen to TV in India.

     

    Viral’s main responsibility will be to forge strategic partnerships with broadcasters to help channels amplify their message, drive more viewers, and generate more user engagement with their content on Twitter. He aims to lead  this social TV movement in India in two ways: by bringing the best content from TV channels to Twitter’s platform for live, public conversations, while enabling Twitter as an incredible video and visual-driven storytelling platform to drive tune-in and audience engagement for the TV channels.

     

    Moving forward, Viral is keen to position Twitter as the largest virtual couch for viewing TV content in India, and facilitate broadcasters to use the full suite of Twitter’s products such as Twitter native video, Twitter Amplify, Vine, Periscope, SnappyTV and TV analytics. The real magic takes place, Viral believes, when brands follow a thorough content-driven strategy to optimise on the Twitter+TV experience. Each of the Twitter TV products boosts viewer engagement and helps provide unique Twitter content surrounding a TV show – Tweets, photos, videos, live chats with on-air talent, Twitter polls, and behind-the-scenes Periscope videos. Twitter is complementary to the full experience of a TV channel today, and each Tweet is an opportunity to strengthen relationships with the TV audience.

     

    Rishi Jaitly, Vice President, Media, Asia Pacific and Middle East, Twitter said, “Twitter is the ultimate companion to television and we have invested considerable time and effort in partnerships with TV broadcasters worldwide to ensure they are able to amplify the live, public conversations about their shows on our platform. In his new role, Viral will expand Twitter’s leadership and footprint in the social TV market in India, prioritising TV partners that drive audience engagement and growth.”

     

    With more than 12 years of experience in the media industry, Viral has previously worked at broadcasting group Times Television Network, where he was instrumental in building a strong social media presence for their channels – Times Now, Zoom & ET NOW, in addition to managing the portfolio of content strategy and audience insights for their TV Business. Under his leadership both entertainment and news verticals of Times Network achieved the best in class engagement on Twitter and other social platforms.

     

  • Certainly people have long expected a more hands on approach from Reliance at Network 18 and looks like they are getting it, writes Ranjona Banerji

    Ranjona Banerji: Emphatically, the old order changeth at Network 18

    By Ranjona Banerji

     

    The old order changeth blah blah blah. And sometimes is it more than that? Is it Reliance establishing its firm imprint on Network 18? Rahul Joshi, editorial director of Economic Times, is set to take over as CEO of news and group editor-in-chief. Joshi has been editorial director of ET since 2006.

     

    Furthermore, after the recent fracas at firstpost.com when an article critical of Union finance minister Arun Jaitley by the website’s very popular columnist R Jagannathan, also editor-in-chief of firstpost.com and Forbes India, was taken down, there are some changes here too. Lakshmi Choudhry had resigned as executive editor after the Jaitley critique was removed from the website. Now BV Rao has been appointed editor and Ajay Singh as executive editor to “assist” Jagannathan, whatever that means. Rao has been working with Reliance as news and communications director.

     

    The wording is interesting here. Surely, any person junior to the editor would “assist” the editor by the very nature of hierarchy or position. Indeed, this applies to any organisation. So why specify it? Are more changes afoot? Certainly people have long expected a more hands on approach from Reliance at Network 18 and looks like they are getting it. Rahul Joshi however is a very welcome surprise, given his experience.

     

    Stories doing the rounds say that the editorial staff at firstpost is very worried – naturally – after the Jaitley comment was removed. Caravan reports that the website has been given a list of top three leaders who cannot be criticised. Anyway you spin that it means a death knell for free comment. It will be fascinating to see what changes if any Joshi will make in both editorial policy and management control.

     

    Business Standard has gone a step further, saying these moves represent Mukesh Ambani’s total takeover of Network 18. As everyone knew, Network 18 will create content for his Jio project. Also Jagannathan is expected to retire in a few months when he turns 60 and this will presumably allow Rao full control of firstpost and Forbes.

     

    Already, firstpost.com’s first mover advantage is under threat from the clutch of news and views websites which have been launched since. Scroll, The wire, DailyO, Huffpo, Quint, Quartz, Catch News and forgive me if I have left anyone out, all offer a variety of information and opinions, often superior to print journalism or to rival it anyway. Rediff.com, the true first mover, continues to have a presence. So if firstpost is going to become an open government or management or party mouthpiece, then it has its work cut out for it. Because of course, there is another whole universe already in operation there from Niti Central to Swarajya and many more.

     

    Interestingly though the news channels seem to continuing without that “star” (or wannabe star) presence that seems to be a must in Indian TV news. Perhaps those will be the next changes before us?

     

    This looks like fast-moving and fast-growing story with all the attendant drama of an Ambani takeover, even if it has arrived a bit later than many expected.

     

    http://www.caravanmagazine.in/vantage/why-firstpost-being-asked-refrain-criticising-three-top-leaders-bjp

     

    http://www.business-standard.com/article/companies/mukesh-ambani-moves-to-integrate-newsrooms-with-jio-115082000282_1.html

     

  • In his new role, Ravishankar will be working on key accounts across OMD and PHD to drive adoption of digital technology and create integrated marketing experiences.

    OMD India’s Shyam Ravishankar moves to Omnicom Media Group Malaysia as Head of Digital

    By A Correspondent

     

    Shyam Ravishankar

    Omnicom Media Group Malaysia has appointed Shyam Ravishankar as Head of Digital. In his new role, Ravishankar will be working on key accounts across OMD and PHD to drive adoption of digital technology and create integrated marketing experiences.

     

    Ravishankar joins Omnicom Media Group Malaysia from OMD India where he was the business director incharge of digital and mobility services. A digital strategist with over 13 years of experience and a specialist in data-driven brand building strategies, Ravishankar has a wide depth of knowledge across key areas such as performance marketing, SEO, social media and digital analytics to name a few.

     

    Commenting on his appointment, Andreas Vogiatzakis, CEO of Omnicom Media Group, Malaysia said, “Shyam is a digital evangelist, and a great addition to the team. His experience will complement our existing talent pool and help us deliver an even better product and exemplary service. Shyam is particularly skilled in creating synergies that provide an integrated offering incorporating the best of digital and weaving them with offline strategies. As a network, we are committed to investing talent to ensure that we are ahead of the curve when it comes to digital expertise. We are thrilled to have Shyam on board.”

     

    Added Ravishankar, “It feels great to continue being a part of the network in a different market. This is an exciting opportunity to work with a talented and welcoming team in a market that has great potential when it comes to digital. I am looking forward to lead the network’s digital prowess and further strengthen our offering.”

     

    Prior to his roles at Omnicom Media Group, Ravishankar worked in Mindshare on the United Breweries, Tata Steel and Nike accounts.  He will report to Vogiatzakis and his position is effective immediately.

     

  • The impact of BARC's proposed rural audience measurement is going to impact genres like GECs, News, Movies and Kids, writes Shailesh Kapoor

    Shailesh Kapoor: Rural Ratings: Interesting Days Ahead

     

     

    By Shailesh Kapoor

     

    It’s not been long since the official TV ratings of the media industry shifted from TAM to BARC. But BARC has moved ahead at good speed. When it was first announced that BARC will report only 1Lac+ towns data initially, and that urban LC1 (<1Lac) towns and rural will be added later, one was prepared for a long wait.

     

    But it’s good to be pleasantly surprised. As per a recent announcement, we may see urban LC1 and rural data as early as September 2015. Well done, BARC!

     

    Urban LC1 is not unfamiliar territory for broadcasters. TAM started covering this pop stratum in 2013, and broadcasters, especially the mass players, have made considerable investments in distribution, marketing and research in these markets since then. I’m sure BARC would refrain from the nomenclature “LC1”. I have been told it stands for two different things: Less Than Class 1 (Towns) and 50-100K population towns (L being 50 and C being 100 in Roman numerals). I suspect the former is the more accurate description. But who dreams up names such as “LC1” anyway?

     

    The addition of rural markets, in contrast, is an absolute first. There is no taste of rural ratings from the past, and there’s a mystery box feel to the whole thing. In one of their roadshows, BARC indicated that 50% of the universe would be rural, though the sample would be more skewed towards the more heterogeneous urban markets. We can expect ‘Urban+Rural’ and ‘Urban Only’ data cuts to be available soon.

     

    The inclusion of rural may not impact several genres, including those based on the English language, infotainment, lifestyle, etc. But it could wreak potential havoc for mass channels, read GECs and Movies. Two other categories that are likely to be impacted are News and Kids, though many advertisers may continue to buy them on Urban Only data.

     

    Impact on programming is likely to be significant as well, especially if the 50% weightage indeed becomes reality. Early prime is bound to gain more importance, and we should be prepared to see more mythology, culture reinforcement and patriarchy. It may not seem like a step in the right direction, but if it is closer to an accurate representation of what India watches, we can’t fault the logic.

     

    In a parallel universe, the internet and smartphones are enabling content consumption for a sizeable audience base (at least 10% of the Indian population). This content, as we know, looks nothing like what’s on TV. With the addition of rural markets to measurement, the gap will widen even more.

     

    At some stage then, an advertiser may have to choose which India it wants to target. Most research worldwide shows that television and Internet are complimentary media, and not competing ones. But the India story can pan out differently. We shall wait and watch.

     

    For now, it’s time to welcome Rural India to the world of television ratings. It was long overdue.

     

  • Use of Android phones is primary reason for the growth in mobile usage, says Opera Mediaworks & Mobile Marketing Association report

    India among Top 4 data consumers in APAC

     

    By A Correspondent

     

    This may come as no surprise to many. India is among the top four data-consuming countries in the Asia Pacific region, when it comes to smartphones. A recently-released study by mobile ad platform Opera Mediaworks and the global body, Mobile Marketing Association, shows that India, Indonesia, Vietnam and the Philippines, have seen a dramatic 545 per cent increase in the adoption of smartphones since 2013. The four countries have been dubbed the ‘Power 4’ or P4, according to the APAC State of Mobile Advertising report. The findings are based on Second Quarter of 2015 data from 400 million unique users on the Opera Mediaworks platform.

     

    According to Rohit Dadwal, Managing Director, Mobile Marketing Association APAC: “We believe marketers in Asia are best positioned to be leaders in global mobile innovation, building campaigns that harness the potential of the medium and the mobile audience. Opera’s stunning data proves that the future of mobile lies in Asia.”

     

    “India remains one of the most exciting markets in Asia when it comes to smartphone adoption, and rapid shift of consumers to make mobile as primary screen,” says Vikas Gulati, Managing Director, Asia, Opera Mediaworks. “Mobile advertising, on the other hand, is highly underrepresented in India and there is massive opportunity for advertisers to connect with the prime prospects, deliver rich and meaningful experiences at a time and place when it matters the most.”

     

    Mobile growth can largely be attributed to the rapid adoption of Android devices. In the second quarter, the Android operating system took the No. 1 position in the market share of impressions served to mobile devices, accounting for more than 60 per cent of traffic in APAC and over 55 per cent in India.

     

    Findings for India indicate that nine out of 10 mobile users in India are male, and Indian users are overwhelmingly young; the average user age being under 23. About 50 per cent of them are between 18-23 years old. And while the most visited mobile sites and apps by users in the P4 region are in the social networking category, Indian users are more drawn to sites and apps that serve music, video, media and entertainment, followed by technology content. The top three countries in the P4 region in terms of data consumption are Vietnam, Indonesia and India, and the average data consumption in these countries respectively is around 90, 65 and 60 MB per month.

     

    Moreover, in India, social networking sites and apps provided the highest number of impressions for advertisers, followed by news and information, and sports. The impressions of advertising on communication services is much higher than the global average by — and as much as 15x higher — for revenue.

     

    The P4 countries represent less than half (43 per cent) of the population of Asia, account for less than 30 per cent of regional internet users — yet over 76 per cent of these users access the internet via mobile. For India, Opera estimates that 77 per cent of internet users can access the web via a mobile device. Business, finance and investing publishers fared well, accounting for a whopping 42 per cent of revenue paid to mobile publishers across the P4 region.

     

    “Opera Mediaworks represents almost 50 per cent of audience share of the market in India. We are making significant investments to grow the ecosystem, share insights on consumer behaviour and trends in mobile content consumption to help marketers better leverage the mobile opportunity,” adds Gulati.

     

    The full report can be accessed at: http://www.operamediaworks.com/innovation-and-insights/state-of-mobile-advertising-apac-2015-q2

     

  • Ecommerce players push mobile applications because apps provide more data on each user, allowing the firms to personalise user experiences based on interests and requirements gathered from users' buying and browsing history

    Flipkart keeps app plan on hold to assess how it will impact sales in big-ticket categories

    By Jayadevan PK

     

    Flipkart, the country’s top online retailer, has decided to put on hold its plans to go app-only because it has yet to assess how the move will impact sales in big-ticket categories such as large appliances and furniture, two company insiders said. “Major sellers who retail white goods, electronics and large appliances are not convinced about the move,” one of them said.

     

    “Flipkart might pick up the project (to go app-only) soon but as of now things have been stalled and September looks unlikely,” the company insider told ET. Chief Product Officer Punit Soni, who leads the firm’s ‘Project Shaw’ initiative to go mobile-first, was looking to shut its desktop site in September. Soni did not respond to a message sent as of press time on Sunday.

     

    A company spokesperson said, “We are constantly experimenting with various aspects of our service to create the best shopping experience for our users on our app. Meanwhile, we continue to offer both desktop as well as mobile option for our customers.”

     

    Flipkart said its mobile app accounts for 70-75% of the total traffic. Besides the fact that a majority of Indians use smartphones to access the Internet, ecommerce players push mobile applications because apps provide more data on each user, allowing the firms to personalise user experiences based on interests and requirements gathered from users’ buying and browsing history.

     

    Sellers of high-value goods sceptical

    However, sellers of high-value goods seem sceptical of Flipkart’s app-only move. They believe such a move would cripple a user’s ability to research products effectively before deciding to buy. Industry insiders agree.

     

    “Some categories are better viewed on a bigger screen,” said Sujayath Ali, CEO and cofounder of mobile appbased fashion retailer Voonik. “Also, going app-only will affect people browsing from office as well as price or value comparison,” he said. Flipkart-owned fashion retailer Myntra went app-only in May.

     

    At the time, Mukesh Bansal who heads Flipkart’s commerce platform, had said fashion is a personal experience and a mobile app works better for the category.

     

    Nearly 95% of Myntra’s traffic and 70% of its sales were already coming from mobile. Bansal, who founded Myntra, was not available for comment. Ali of Voonik said the market is much larger for mobile than desktop and it’s growing faster.

     

    According to Internet & Mobile Association of India and KPMG, India is projected to have 236 million mobile Internet users by 2016.

     

    Flipkart started selling large appliances in April 2014 after it briefly stopped retailing them. Earlier this month, it also started selling furniture such as sofas and beds.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Presenting officially sourced RAM numbers for Week ​32 – that's August 2-8, 2015​

    RAM ratings for Week ​32 (August 2-8, 2015)​… and it’s official!

    We take great pride in bringing you officially sourced RAM numbers for ​​Week ​32 of 2015 – that’s August 2-8, 2015​. By officially sourced we mean this is data that MxMIndia has secured from the measurement body RAM, a division of TAM Media Research, a joint venture of global research majors Kantar Media and Nielsen.

     

    ​We would like to advise our readers though that this is topline data only, and for making buying decisions, you may wish to look at dig deeper for a better profile of listenership.