We are back to our old tricks of provoking our Wizard with Words to give us a juicy answer. But that’s the last thing we can expect to do… provoke him, we mean. Let’s read his reply to our question for the January 17 edition of Das ka Dum with Dr Bhaskar Das.
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Q: Jio changed the rules of the game last year by offering IPL cricket viewership at no cost. Disney Hotstar also followed suit with the World Cup. Now do you see them incentivising viewers to watch? Am sure there can be a tech-led solution where an audio watermark is offered and viewers need to log that? What say?
A: I have a general conviction that technology or organisations don’t disrupt markets. Markets get disrupted by the consumers. Organisations can send prompts in the form of offerings to attract customers but they have to be predicated on values (from consumers’ prism) and high quality of services.
An organisation might not always be correct in the planned efficacy of an initiative (that’s normal) but dynamic companies have prompt course-correction Plan B, Plan C etc.
In this case, your speculation may be tested technically and I can’t comment on that, but in a buyer’s market , marketing enticements are normal. And in the jungle of competitive offerings , only the fittest (conceptually and execution superiority including speed) would survive. As per Jio’s track record, I see taletale signs of strategic aggression and an indomitable spirit to win in the marketplace.