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Tag: technology

  • Innovation junction: Where competition, collaboration, and technology meet

    Innovation junction: Where competition, collaboration, and technology meet

    When we talk about innovation, there is a tendency to focus solely on the technological advancements and groundbreaking ideas that emerge from it. However, at its core, innovation is as much about the interactions between individuals, companies, and technologies as it is about the innovations themselves. It is about how competition drives companies to push the boundaries of what is possible, how collaboration allows them to combine their strengths and resources to achieve more together than they could alone, and how technology serves as the enabler that makes it all possible.

    The role of competition in innovation

    Competition fuels progress, drives companies to push boundaries, and fosters an environment where creativity and ingenuity thrive. Here is a look at some of the key reasons why competition is crucial for innovation:

    .  Encourages continuous improvement – In a competitive market, companies are under constant pressure to improve their products. It is always a race to try and outdo the others, and this drives innovation even more.

    .  Stimulates creativity – While a pressured environment might not always be great for thinking, competition is often what compels companies to come up with unique solutions and novel ideas to differentiate themselves from the competition. This stimulation of creativity is a cornerstone of innovation, as it often leads to the development of new technologies, products, and services.

    .  Drives efficiency – Competition forces companies to optimize their processes and reduce costs. Efficient operations not only lower prices for consumers but also free up resources that can be invested in research and development. This reinvestment can lead to further innovation, creating a virtuous cycle of improvement and advancement.

    Challenges of a competition driven innovation

    Now, let’s look at some of the challenges that come with this competitive mindset. While competition is a significant driver of innovation, it also presents several challenges that companies must navigate:

    .  Risk of short term focus – Intense competition can lead companies to focus on short-term gains at the expense of long-term innovation. The pressure to deliver immediate results can stifle creativity and lead to a risk-averse culture where only safe, incremental changes are pursued. Balancing short-term performance with long-term innovation is a critical challenge.

    .  Resource constraints – Competing companies often need to allocate significant resources to maintain their market position. This can lead to limited budgets for research and development, especially for smaller firms. Finding ways to innovate with constrained resources requires strategic planning and efficient resource management.

    .  Market saturation – In highly competitive markets, the saturation of similar products and services can make it difficult for new innovations to stand out. Companies must invest heavily in marketing and differentiation strategies to ensure their innovations capture consumer attention and market share.

    The power of coopetition

    Coopetition might seem like just a jumble of words, but it encapsulates a powerful strategy that combines the best aspects of competition and collaboration. This hybrid approach leverages the strengths of both collaboration and competition, fostering an environment where innovation can flourish. The benefits of coopetition are as follows:

    . Shared resources and expertise – Coopetition allows companies to pool their resources, including research and development capabilities, technological infrastructure, and market knowledge. By sharing these resources, companies can undertake larger, more ambitious projects than they could alone.

    .  Cost reduction and risk mitigation – Collaborative efforts can help reduce the costs associated with innovation, such as R&D expenses and production costs. This shared approach allows for bolder initiatives that might be too risky or expensive for a single company to undertake.

    . Accelerated innovation – When companies work together, they can shorten development cycles, quickly bring new ideas to fruition, and respond more rapidly to market changes. In other words, coopetition accelerates the innovation process by combining the strengths and capabilities of multiple organizations.

    Technology as the catalyst

    Competition and collaboration are necessary, but in the midst of it all is technology, acting as the driving force behind the intersection of competition and collaboration. It provides the tools and platforms that companies need to compete effectively while also fostering a spirit of cooperation and innovation. As technology continues to evolve and expand its reach, its role as the catalyst for change in the business world becomes increasingly evident, shaping the way we work, communicate, and innovate. That’s not all though. Technology and innovation go hand in hand, each fueling the other in a continuous cycle of advancement and is a symbiotic relationship in a way that extends to almost every industry.

    Concluding thoughts

    When competition, collaboration, and technology come together, it creates an exciting and fast-paced environment that sparks innovation and growth. Companies juggle the challenge of competing to make the best products while also working together to tackle common problems and improve industry standards. Technology acts as both a catalyst and an enabler in this process, providing platforms for real-time communication, data sharing, and joint development efforts. This fine line between competition, collaboration, and technology represents the delicate balance that companies must navigate to thrive in today’s rapidly evolving landscape. It’s a space where rivals become partners, where innovation is both a driver and a result, and where technology serves as the connective tissue that binds it all together.

    The article has been authored by first-generation serial entrepreneur, Assiduus founder & CEO and angel investor Somdutta Singh.
     

  • Decoding the role of high-speed internet in enhancing quality of life

    Decoding the role of high-speed internet in enhancing quality of life

    The digital revolution has transformed our world in ways we could scarcely have imagined just a few decades ago. This transformation has been led by high-speed internet, a technology that has become as essential to modern life as electricity. Far from being a mere luxury, high-speed internet has emerged as a powerful tool for enhancing our quality of life across multiple dimensions. In this article, we will explore how high-speed internet is reshaping our daily experiences and opening up new possibilities for personal and societal growth.

    The education revolution

    The days of confined learning restricted to the four walls of a classroom are gone. High-speed internet has opened the doors to a world of knowledge accessible at the click of a button. Students can now attend virtual lectures from top universities, collaborate on projects with peers across the globe, and access vast digital libraries without ever leaving their homes.

    This democratisation of education is particularly impactful in rural and underserved areas, where access to quality educational resources was once limited. With high-speed internet, a student in a remote village can potentially receive the same quality of education as one in a metropolis. Interactive learning platforms, educational videos, and online tutoring services are revolutionising how we acquire knowledge and skills, making lifelong learning a tangible reality for millions.

    The work-from-anywhere revolution

    The concept of a traditional office has also seen dramatic changes, thanks to high-speed internet. Remote work, once a niche arrangement, has become mainstream. This shift has profound implications for our quality of life. Employees can now balance work with personal commitments more effectively, reducing stress and improving overall well-being.

    The ability to work from anywhere also opens up new possibilities for where we choose to live. No longer tethered to urban centres, many are opting for quieter, more affordable locations without sacrificing career opportunities. This redistribution of the workforce has the potential to revitalise smaller communities and reduce the strain on overcrowded cities.

    Entertainment and social connections redefined

    High-speed internet has transformed how we entertain ourselves and connect with others. Streaming services offer a vast array of content, from movies and TV shows to live sports and concerts, all accessible from the comfort of our homes. This on-demand entertainment model gives us unprecedented control over our leisure time.

    Social media platforms and video calling apps have redefined how we maintain relationships, especially over long distances. Families separated by oceans can share daily moments, friends can game together in virtual worlds, and communities of like-minded individuals can form around niche interests, regardless of geographical boundaries.

    The smart home revolution

    As our homes become increasingly connected, high-speed internet serves as the backbone for a new era of convenience and efficiency. Smart home devices, from thermostats to security systems, rely on robust internet connections to function optimally. These technologies not only make our lives easier but can also contribute to energy savings and enhanced safety.

    Imagine adjusting your home’s temperature from your office, receiving real-time alerts about potential security breaches, or having your refrigerator automatically order groceries when supplies run low. These scenarios, once the stuff of science fiction, are now everyday realities for many, thanks to high-speed internet.

    Healthcare at your fingertips

    The impact of high-speed internet on healthcare cannot be overstated. Telemedicine has made healthcare more accessible, especially for those in rural areas or with mobility issues. Patients can consult with specialists from afar, receive remote monitoring for chronic conditions, and access their medical records instantly.

    Moreover, the ability to quickly share large medical files, such as MRI scans, between healthcare providers can lead to faster diagnoses and more coordinated care. In emergencies, this speed can be life-saving.

    Empowering entrepreneurship and innovation

    High-speed internet has levelled the playing field for entrepreneurs and small businesses. With minimal upfront costs, individuals can now reach global markets, collaborate with international teams, and access powerful cloud-based tools that were once the preserve of large corporations.

    This democratisation of business tools and market access has sparked a wave of innovation. From app developers working out of their garages to artisans selling handcrafted goods worldwide, high-speed internet has enabled a new generation of entrepreneurs to pursue their passions and create economic opportunities.

    Challenges and considerations

    While the benefits of high-speed internet are clear, it’s important to acknowledge the challenges that come with this technological advancement. Issues of the digital divide, where some communities lack access to high-speed internet, need to be addressed to ensure equitable distribution of these benefits.

    Additionally, as our reliance on the internet grows, so do concerns about cybersecurity and digital privacy. Educating users about online safety and implementing robust security measures are crucial steps in harnessing the full potential of high-speed internet while mitigating its risks.

    Looking ahead

    As we look to the future, the role of high-speed internet in enhancing our quality of life is set to expand even further. Emerging technologies like virtual reality, artificial intelligence, and the Internet of Things will rely heavily on fast, reliable internet connections to deliver their promised benefits.

    The potential for high-speed internet to drive positive change is immense. From revolutionizing education and healthcare to fostering innovation and connecting communities, it has become an indispensable tool for progress. As we continue to unlock its potential, we move closer to a world where knowledge, opportunity, and connection are accessible to all, enhancing the quality of life for individuals and societies alike.

    The article has been authored by ACT Fibernet CMO Ravi Karthik.

  • Summercool aims to offer high-performing, durable & eco-friendly products: Sanjeev Kumar Gupta

    Summercool aims to offer high-performing, durable & eco-friendly products: Sanjeev Kumar Gupta

    Mumbai: Established in 1992, Summercool Home Appliances, a brand founded by Sanjeev Kr Gupta and Rajeev Kr Gupta, has transformed from a modest startup with Rs 25,000 into a business empire valued at Rs 300 crore. With a sprawling infrastructure in Ghaziabad spanning over four million square feet and housing four advanced factories, the company has significantly expanded its product line from air coolers to include ceiling fans, exhaust fans, and other home appliances.

    The brand boasts a robust distribution network of over 300 distributors across India and has begun exporting to Nepal, with plans for further international expansion. Renowned for its commitment to quality, innovation, and customer satisfaction, Summercool is setting its sights on enhancing its global presence and exploring new markets.

    Indiantelevision.com’s Arth Chakraborty, in conversation with Summercool Home Appliances Ltd CMD Sanjeev Kumar Gupta explored the brand’s evolution so far, their standout aspect, current marketing strategies and more…

    Edited Excerpts:

    On Summercool’s evolution over the past 32 years in terms of its identity, product offerings, and customer perception; and the most significant milestone in this journey

    Over the past 32 years, we have undergone a remarkable evolution in terms of our brand identity, product offerings, and customer perception. We began with a humble capital of Rs. 25,000 and today we have grown into a formidable brand under Summercool group in the home and kitchen appliances sector, valued at approximately Rs 300 crore. We initially started with the production of air coolers, and by the year 2000 and now our product line has expanded to ceiling fans, exhaust fans, and a diverse range of other home appliances. Additionally, our production capacity stands at an impressive 5,000 air coolers per day, showcasing its significant growth and operational capabilities.

    A key aspect of our evolution has been our commitment to quality and customer satisfaction, which has helped the brand build a loyal customer base of 30 million satisfied customers. This dedication to delivering superior products and exceptional customer service has positioned Summercool as a trusted name synonymous with innovation, quality, and reliability.

    On Summercool maintaining its brand identity over the years while expanding its product line

    From our inception, we have been committed to providing reliable, high-quality home appliances that enhance the everyday lives of our customers. This focus has allowed us to build a strong reputation and foster trust with our customers, which remains the cornerstone of our brand identity. Whether it’s our range of air coolers, ceiling fans, or other home appliances, we apply the same rigorous standards in design, manufacturing, and testing.

    This consistency across our product portfolio helps reinforce our brand identity and ensures that every product carrying the Summercool name reflects our commitment to excellence. Moreover, our expansion strategy is driven by a deep understanding of our customers’ evolving needs and preferences. By continually innovating and introducing technologically advanced products that meet the demands of modern consumers, we have been able to expand our offerings while still staying true to the core values that define us.

    On Summercool differentiating itself from competitors in a highly competitive market

    Our combination of strategic advancements, innovation, expansive infrastructure, and a strong distribution network is what differentiates us from the market. Our state-of-the-art infrastructural unit, which spans over four million square feet and includes four advanced factories. This strong manufacturing capacity is further strengthened by a dedicated plant covering 1.5 lakh square meters, enabling the brand to maintain high standards of production quality and efficiency.

    Additionally, Summercool boasts a strong and expansive network of 25K retailers across India. This well-established distribution network ensures that the brand’s products are readily available to customers throughout the country, enhancing its market reach and customer accessibility. This extensive reach not only provides us with a competitive edge in terms of product availability but also helps in building and maintaining strong relationships with its retail partners and customers.

    On the impact of rising e-commerce platforms on your sales and brand visibility

    With the growing trend of online shopping, we recognised the importance of expanding our presence beyond traditional retail channels. In addition to our website, we have made our products available on major e-commerce platforms like Amazon and Flipkart, which has greatly enhanced our reach and accessibility for customers nationwide. Being on these prominent platforms has not only increased our sales but also helped in boosting our brand visibility.

    Customers now have the convenience of browsing and purchasing our products from the comfort of their homes, which has led to a noticeable increase in online sales. This accessibility is particularly beneficial in reaching customers in remote areas, where physical stores might not be as readily available. Moreover, e-commerce platforms allow us to showcase our wide range of products with detailed descriptions, images, and customer reviews, helping potential buyers make informed purchasing decisions.

    On Summercool leveraging customer feedback to improve its products and marketing strategies

    Customer feedback is an important segment in our line of business. By actively listening to its customers we make sure that we are attuned to market needs and preferences, directly influencing our product development and promotional approaches. Apart from this, we employ multiple channels to gather customer feedback, including surveys, online reviews, social media interactions, and direct customer service communications.

    In addition to product enhancements, customer feedback plays a crucial role in shaping Summercool’s marketing strategies. Understanding customer preferences allows us to tailor its messaging and campaigns to better resonate with its target audience. This data-driven approach helps us to effectively communicate the unique benefits of its products, build stronger customer relationships, and enhance brand loyalty.

    On Summercool incorporating sustainability into its manufacturing and product development processes

    Sustainability is a core principle that guides our manufacturing and product development processes. We have implemented several eco-friendly measures in our manufacturing processes, such as optimising energy consumption, reducing waste, and utilizing recyclable materials wherever possible. Our state-of-the-art facilities are designed to ensure efficient production with minimal impact on the environment. In terms of product development, we focus on creating energy-efficient appliances that help reduce electricity consumption, providing long-term savings for our customers while also contributing to environmental conservation. By prioritising sustainability in our design and engineering, we aim to offer products that are not only high-performing and durable but also environmentally friendly.

    On ensuring that new products meet the specific needs and preferences of different regional markets in India and abroad

    As we continue to expand our product range, we make sure that our new products meet the specific needs and preferences of different regional markets in India and abroad is a top priority for us. We recognise that each market has its unique characteristics, and we strive to tailor our products to cater to these diverse requirements effectively. In North India, where we have firmly established ourselves as a leading multi-product manufacturer, we continue to innovate and introduce products that align with the preferences and expectations of our customers in this region. Our experience and strong presence here give us a deep understanding of what our customers need, enabling us to create products that are both functional and desirable.

    Apart from this, we have already started exporting our products to Nepal and are actively planning to expand our footprint in other neighboring countries. As we explore new markets abroad, we conduct thorough market research and collaborate with local partners to ensure our products are tailored to the cultural and functional needs of each market. This approach allows us to adapt our product range and marketing strategies to suit different regions, ensuring we provide value to our customers wherever they are.

    On Summercool’s future plans including expansion and growth

    We have some exciting plans for the future, as we continue to focus on expansion and growth. Our primary goal is to introduce products that are not only highly technologically advanced but also cater to the evolving needs of our consumers. We are investing significantly in research and development. By boosting a culture of innovation, we aim to develop new products that meet the highest standards of quality, efficiency, and sustainability.

    Additionally, we want to make our products easily accessible to customers nationwide, and by strengthening our presence in untapped markets, we can better serve our growing customer base. Furthermore, we are exploring opportunities to enter international markets, aiming to take the Summercool brand beyond India and introduce our innovative home appliances to a global audience.

  • “We harness the power of Gen AI platforms to revolutionise content creation:” Innova Solutions’ Arpita Dubey

    “We harness the power of Gen AI platforms to revolutionise content creation:” Innova Solutions’ Arpita Dubey

    Mumbai: As B2B marketing grows more complex with longer decision cycles and fragmented buyer behaviors, Innova Solutions is stepping up to simplify and unify the process. Under the expertise of Innova Solutions’ Sr director, head of marketing, APAC SBU & India, Arpita Dubey, who has over 18 years of experience, the company is utilising AI and data-driven tools to break down silos and deliver personalized customer experiences that drive business growth.

    Indiantelevision.com’s Arth Chakraborty caught up with Dubey to talk about integrating AI into B2B marketing strategies, challenges when adopting AI for marketing purposes, and more.

    Edited Excerpts:

    On the first steps for integrating AI into B2B marketing strategies

    To strategically leverage technology in B2B marketing, it is crucial to clearly define key objectives and identify opportunities where AI can have the greatest impact. Integration of AI in marketing enables curated persona development and hyper-personalization, which are vital for targeted campaigns aimed at niche audiences. By improving data analytics and content generation, AI allows for faster, more cost-efficient processes and better utilization of marketing budgets.

    Initial steps should include conducting a cost-benefit analysis, assessing the maturity and capabilities of AI tools, and identifying marketing techniques where AI integration can enhance brand presence and accelerate growth, all while meeting marketing and overall business objectives.

    On the AI technologies or tools that are currently most effective in your marketing efforts

    The effectiveness of any tool is directly tied to the specific marketing objectives it aims to fulfill. At Innova Solutions, our strategic priorities include enhancing brand visibility, establishing ourselves as an employer of choice, driving business growth, and cultivating a brand that resonates with customers, employees, and job seekers. To achieve these goals, we are leveraging AI-enabled automation tools like HubSpot for advanced segmentation and hyper-personalization of campaigns and ZoomInfo for deeper audience insights.

    We utilise the integrated AI capabilities of Salesforce to optimize customer relationship management. Additionally, we harness the power of generative AI platforms to revolutionize content creation, enabling us to produce high-quality content at scale while significantly reducing the time and costs associated with these efforts. We are also using an in-house developed content management platform that has the capability to store, train various resource banks and provide quick output for various services customer testimonials, etc. Furthermore, we are continuously exploring tools and technologies that enhances our performance ensuring that our digital presence remains strong and effective.

    On the biggest challenges you faced when adopting AI for marketing purposes

    As AI becomes increasingly integrated into marketing systems, several strategic challenges arise in achieving full-stack AI adoption. Foremost among these are ensuring content authenticity, maintaining data quality, preventing data leakage, and avoiding plagiarism. In the B2B marketing landscape, where our programs span multiple services across diverse industries and geographies, training AI models with extensive resource banks presents a significant challenge.

    A major hurdle has been related to data quality and integration. Ensuring that existing data is both clean and compatible with AI systems demands substantial time and resources. Furthermore, equipping the marketing team with the skills needed to effectively utilize AI tools involves considerable investment in upskilling and training.

    On measuring the success of your AI-driven marketing initiatives and the crucial KPIs

    The success of AI-driven marketing initiatives is measured through several key performance indicators (KPIs), including lead quality scores, conversion rates, customer lifetime value, and return on marketing investment. Custom metrics have also been developed to track efficiency gains in marketing processes.

    On the emerging AI trends that you believe will significantly impact B2B marketing in the near future

    Conversational AI, extended personalization capabilities, AI-enabled SEM are some of the trends in AI technology that are most likely to evolve and profoundly affect B2B marketing in the near future. Apart from this, we are also in a time where we need to be more targeted in our approach, AI-enhanced account-based marketing (ABM) is another trend that I am seeing picking up speed, leading to more efficient and effective ABM campaigns. Lastly, as I mentioned earlier AI in data analytics and decision-making is going to further evolve and become more seamless and help in driving better ROI.

  • AI’s future in content discovery promises more intuitive and immersive entertainment: MovieMe’s Bhavesh Joshi

    AI’s future in content discovery promises more intuitive and immersive entertainment: MovieMe’s Bhavesh Joshi

    Mumbai: Navigating the vast sea of entertainment options can be overwhelming, with countless choices often making it hard to find content that truly resonates. MovieMe addresses this challenge with a groundbreaking approach to content discovery.

    Founded by Bhavesh Joshi, a film enthusiast with a background from the UK’s National Film and Television School, MovieMe harnesses machine learning to deliver hyper-personalised recommendations, making it easier for users to find content that truly resonates with their unique tastes. MovieMe is reshaping how we interact with cinema and television by offering features like ‘Scenes’ and ‘real-money game’.

    Indiantelevision.com’s Arth Chakraborty caught up with MovieMe founder and CEO Bhavesh Joshi to delve deeper into their offerings, future trends and more.

    Edited Excerpts:

    On the inspiration behind MovieMe, and the ways in which it is disrupting the traditional entertainment landscape

    The inspiration for MovieMe stemmed from my deep love for cinema and the realisation that, despite the abundance of content available today, many viewers still struggle to find films and shows that truly resonate with them. I wanted to bridge this gap by creating a platform that does not just recommend what’s popular, but what aligns with each user’s unique tastes and preferences. MovieMe is disrupting the traditional entertainment landscape by leveraging machine learning to offer hyper-personalised recommendations. We are moving away from a one-size-fits-all approach, giving users a curated experience that feels tailor-made just for them, which I believe is the future of content consumption. We are also extremely focused on enhancing the cinematic experience for audiences, giving them new tools and ways in which to interact with their favourite content, and celebrate their love for cinema.

    On MovieMe’s AI-driven recommendation system working to personalise user experiences

    MovieMe’s AI and ML-driven recommendation system is built on sophisticated algorithms that analyse a wide array of data—from a user’s viewing history and interactions on the platform to broader trends in content consumption, and over a thousand data points of movies (story arc, character development, plot tropes, etc.). By continuously learning from user behaviour, our system evolves to provide more accurate and relevant suggestions over time. It’s not just about recommending what’s trending; it’s about understanding the nuances of each user’s preferences and providing them with options they might not have discovered on their own.

    On ways in which MovieMe has transformed content discovery for its users

    One of the most gratifying aspects of MovieMe is hearing from users who have discovered hidden gems they would have otherwise missed. For instance, we’ve had users who primarily watched mainstream Hollywood films but, through our recommendations, found themselves exploring indie and international cinema that they ended up loving. Another example is our ‘Scenes’ feature, where users can discover movies based on short scenes or clips they enjoy, which has opened up a new dimension of content discovery, making the experience both personal and emotionally engaging.

    On the role that machine learning plays in understanding user preferences and predicting trends on MovieMe

    Machine learning is at the core of MovieMe’s ability to understand user preferences and predict trends. By processing vast amounts of data—from individual user habits to broader viewing patterns—we can anticipate what content will resonate with different audience segments. This allows us to not only recommend existing content but also provide insights into emerging trends that could shape future viewing habits. Our machine-learning models constantly evolve, ensuring that MovieMe remains ahead of the curve in predicting what our users want to watch next.

    On MovieMe ensuring data security while providing personalised recommendations

    Data security is a top priority for MovieMe. We employ robust encryption protocols and data anonymisation techniques to ensure that user information is protected at all times. Additionally, we are transparent with our users about how their data is used to enhance their experience. We believe that maintaining user trust is crucial, which is why we have implemented strict policies to safeguard privacy while still delivering the personalised recommendations that our users value.

    On MovieMe adapting to the cultural trends that are currently shaping the entertainment industry

    MovieMe is deeply attuned to the cultural trends shaping the entertainment industry, from the rise of diverse storytelling to the growing demand for localised content. We have incorporated these trends into our recommendation algorithms, ensuring that users are introduced to a wide range of voices and perspectives. Additionally, our platform is constantly updated to reflect the latest in entertainment, whether that’s emerging genres, the resurgence of certain formats, or shifts in how content is consumed.

    On MovieMe’s unique features like ‘Scenes’ and ‘real-money game’ and its impact on user engagement

    Our ‘Scenes’ feature allows users to explore movies based on short scenes or clips of content that resonate with them—whether it’s a thrilling chase sequence or a heartfelt conversation. The idea is to offer a new form of content discovery and allow users to discover content that truly strikes a chord with them. Of course, it also functions as an endless repository of bite-sized content, great for watching stuff in those little in-between moments when you don’t have time to watch full episodes or movies. This feature has significantly enhanced user engagement by offering a new way to connect with content on a deeper level.

    The ‘real-money game’ – or forecast game, as we call it – is another innovative addition where users can predict box office earnings and win cash prizes. This gamified experience adds a layer of excitement and drives engagement by integrating users into the entertainment ecosystem in a more interactive way. It also helps us generate valuable data points about audience expectations around different movie titles and their genres, cast members, production teams, etc. These data can then help industry professionals make informed decisions about various components of their future releases, including production, marketing, and distribution.

    On envisioning the future of AI in content discovery and entertainment, and MovieMe’s future plans for innovation in this space

    The future of AI in content discovery is incredibly promising, with the potential to make entertainment experiences even more intuitive and immersive. At MovieMe, we’re exploring new ways to leverage AI to enhance personalisation, including more advanced predictive analytics and real-time recommendations based on mood or social context. We are also looking at how AI can be used to create more interactive and dynamic content experiences. Our goal is to continue pushing the boundaries of what’s possible in content discovery, making MovieMe not just a recommendation engine, but a comprehensive entertainment companion that evolves with its users.

  • Evertz highlights satellite ground infrastructure digitisation at IBC 2024

    Evertz highlights satellite ground infrastructure digitisation at IBC 2024

    Mumbai: At IBC 2024 (2.B51), Evertz will present its advanced digital IF conversion and processing technology, which is transforming satellite ground infrastructure and improving workflows for broadcast and media professionals globally.

    As a key player in media and broadcast solutions, Evertz is actively involved in the digital IF interoperability consortium (DIFI), an international non-profit organisation focused on enhancing interoperability in satellite and ground systems networks. This initiative aims to set new industry standards, similar to the transition from SDI to IP, where Evertz has shown considerable expertise. These advancements are set to revolutionize business structures and aid in developing network transport for digitized IF signals.

    Evertz recently participated in the second DIFI PlugFest in the UK, where nine vendors tested compatibility with version 1.2 of the IEEE-ISTO 4900-2021 Standard and functionality of version 1.1. Out of 178 test cases, 93 per cent were at least partially compliant and 75 per cent fully compliant. Evertz provided the necessary RF and IP routing infrastructure for seamless signal routing and distribution.

    At IBC 2024, Evertz will feature the modular and hot-swappable 7880RFIP platform, offering up to 28 bi-directional conversions in a 3RU frame or up to eight bi-directional conversions in a 1RU frame. This platform can digitize up to 1GHz of instantaneous IF bandwidth per channel, enhancing spectrum management. For European customers, it improves spectrum efficiency, crucial for navigating regulations and limited spectrum availability. The digitized IF is transported over WAN networks using IP, overcoming distance limitations associated with dark fiber. This development enables new workflows and strategic placement of satellite dish farms, reducing operational costs and increasing efficiency. The platform’s scalability and flexibility make it suitable for European broadcasters, telecom operators, satellite operators, government agencies, and research institutions, preparing them for future technological advancements and industry changes.

    Additionally, Evertz will showcase the 670WSP channeliser, which provides flexible spectrum management to reduce IP bandwidth requirements and support dynamic workflows. Evertz will also highlight the integration with its MAGNUM-OS orchestration system, simplifying complex digital IF or hybrid workflows. MAGNUM-OS abstracts the underlying architecture, mitigating failure and providing status updates on hardware. Coupled with VUE, it offers a user-friendly interface that can be scaled and optimized for operational needs.

    For more information on Evertz’s range of RF products, please visit Hall 2, stand B51 at IBC 2024, or visit www.evertz.com.

  • “The OOH industry is in the midst of a renaissance:” Gour Gupta

    “The OOH industry is in the midst of a renaissance:” Gour Gupta

    Mumbai: Out-of-home (OOH) advertising has long been a cornerstone of the advertising landscape, offering a dynamic platform to reach audiences in their daily lives. From traditional billboards to cutting-edge digital displays, OOH has continuously evolved to capture attention in an increasingly crowded media space.

    In this context, Tribes Communications has emerged as a trailblazer. Founded in 2015, Tribes began as an OOH company and rapidly integrated digital advancements to redefine brand-audience connections. Their journey from static billboards to immersive, tech-driven campaigns exemplifies the innovative potential of modern OOH advertising.

    Indiantelevision.com recently caught up with Tribes Communication’s chairman and MD, Gour Gupta. With over two decades in advertising and marketing, Gupta’s leadership has been crucial in driving growth and technological innovation across OOH, events, activation, and retail. His strategic vision continues to impact the industry profoundly.

    Edited Excerpts:

    On the inspiration behind the inception of Tribes, and what sets it apart from other agencies in the industry

    Our story began in March 2015, when Tribes was founded primarily as an OOH company. OOH has always been a dynamic and versatile medium, its canvas for creativity limitless. This is what inspired us to explore a medium that could engage audiences in a creative and impactful way. Moreover, at Tribes we have always made a conscious effort to invest in technology and over the years this has paid off for us.

    Our ability to adapt to the dynamic advertising landscape and leverage cutting-edge technology to create more targeted and personalised communication has been a key differentiating factor that has enabled us to push the boundaries of creativity. This strategic foresight has fueled our journey from a conventional OOH company to a more robust integrated marketing agency.

    On Tribes transforming traditional OOH advertising with digital technology

    Digital technology has revolutionised OOH advertising and has been a game changer for us. Digital-out-of-home (DOOH) advertising has changed the way we view and engage with ads. We’ve moved much beyond static billboards to interactive screens that can be updated in real-time. With digital displays, signages, and LED billboards we have been able to create more dynamic spaces, with more targeted and personalised messaging for audiences using data analytics and audience measurement tools. We’ve also leveraged mobile technology to connect seamlessly with target audiences, giving them a more immersive campaign experience. Overall, technology has enabled our planners to understand the nuances of audiences – their behaviors and consumption patterns as well as the identification of hotspots that have helped them better plan and measure campaigns.

    On how AR, VR or AI has significantly enhanced one of your campaigns

    We used AR very early on for some of our automotive and sports clients. For example, when one of the world’s most popular professional basketball leagues decided to make its foray into the country, we were tasked with creating a disruptive event that would generate buzz and make the sport a trending topic in a country that lives and breathes cricket. We achieved this by crafting an artistic storyboard narrated through 3D mapping projection on one of the country’s most iconic monuments, the Gateway of India. The campaign became one of the biggest marketing pushes for the league. Within an hour of the projection, the event went viral. The projection attracted a crowd of 60,000 people around the venue and reached around 3.1 million people across the country.

    On the future trends that you anticipate in OOH advertising, and how should brands adapt

    The future of OOH advertising lies in highly targeted and interactive campaigns, driven by dynamic content to bring immersive experiences to audiences. OOH media formats have evolved significantly to reach diverse audiences in multiple locations. This ability to leverage data to target specific demographics and locations, and optimize reach, frequency and impact is what will help advertisers deliver powerful brand narratives. Integration with mobile and social media will allow advertisers to create seamless cross-channel experiences. The use of technologies such as QR codes and Bluetooth beacons, will integrate offline and online experiences as smartphones will be able to interact with OOH ads. AR and VR will increasingly be used to create immersive OOH experiences, engaging consumers in unique and memorable ways. AI is also poised to take OOH to the next level. Its algorithms and technologies, such as facial recognition, are helping advertisers analyze user data and create highly personalized video content.

    With this surge in technology and the OOH industry on the brink of advancement, sustainability and eco-friendly practices are coming into focus. There will be a push towards more sustainable advertising practices, such as the use of eco-friendly materials and energy-efficient digital displays.

    The OOH industry is in the midst of a renaissance. For brands to break through the clutter and stand out, they will need to disrupt the narrative. Clever and innovative use of technology with creative copy, impactful visuals and interactive elements will help create memorable stories that resonate with audiences and drive brand affinity.

    On the recent successes at GoaFest showcasing the innovative strategies employed by your agency

    Our recent wins at GoaFest were significant for us and they showcased some of our best campaigns that we had the privilege to work upon. They reinforced our strategic vision of embracing technology to bring alive exciting campaigns for audiences. The live billboard for the Cricket World Cup won us many accolades for its innovative use of ‘game adaptive technology’. The billboard changed its messaging based on real-time data points generated during the live match. Similarly, our Valentine Day’s campaign for one of our premier e-commerce clients allowed audiences to simply scan QR codes on our interactive installations, allowing consumers to choose from the range of Valentine’s Day-themed items delivered to them on the spot in 10 minutes. With a clear call to action, both campaigns piqued the curiosity of passers-by and served our purpose of engaging directly with the audience for maximum brand visibility and impact. It once again demonstrated our faith in the dynamism of OOH and its potential to deliver targeted and personalised campaigns.

    On blending cultural insights with technology to create impactful brand experiences and the role that storytelling plays in your campaigns

    Data-driven insights derived from technology are the cornerstone of understanding consumer demographics, preferences and markets. At Tribes, our planners are no less than ethnographers and use these insights to create campaigns that resonate directly with the target audiences. However, at the heart of any campaign lies the story. Storytelling is key to a brand’s narrative and we are cognizant of its relevance in creating an emotional connection with our audiences and shaping a brand’s identity.

    On the most challenging campaign you’ve worked on, and how did you address those challenges

    Perhaps one of the most challenging campaigns was the launch of a car variant for one of our automotive clients in the country; a car that had already made its global debut. We wanted to tell a great story, and for that we needed a larger-than-life canvas. That is how we came up with the idea of using the Himalayan ranges as our backdrop. We chose the iconic Rohtang – la, at 10,942 feet above sea level, and the surrounding mountains to capture the essence of the campaign through 3D projection mapping. An extremely difficult and logistically impossible task, but Tribes chose to face this challenge head-on. At a time when the world was turning back to traditional billboards during the pandemic, we decided to take advantage of the largest natural canvas available to us. Located on the highest motorable road in India, the terrain and weather conditions were a daily battle. It took four months of extensive planning with a crew of 156 putting in over 54,000 man-hours to bring the campaign to life. The sheer determination, grit and never-say-die attitude of the team ensured the success of one of the most exciting campaigns we have ever undertaken.

    On experiential marketing evolution in the coming years

    Experiential marketing has seen a significant resurgence in a technology-driven world that is changing by leaps and bounds.  With seamless integration of the physical and virtual world giving rise to “phygital” experiences, the opportunities are endless. As in OOH, the advent of new technologies has provided marketers in this space with tools that will shape their future. These technologies, combined with skilled storytelling, will allow advertisers to create experiences that take the brand’s emotional connection with the audience to the next level. Personalisation and the creation of immersive experiences will be key to experiential campaigns in the future.

    On your future plans for expansion and growth at Tribes Communication

    In a journey that is less than a decade old, Tribes has transformed itself from a traditional OOH advertising company to a full-fledged integrated marketing agency offering a spectrum of services ranging from brand activations, events, retail, content creation, talent management and marketing services that span sports, rural and digital. At present, we have a capitalised billing of Rs 800 crore and are now targeting Rs 1,000 crore by the end of March 2025, when we complete a decade. With the OOH industry on the verge of a monumental transformation, we are taking bold steps into the future and are gearing up for an IPO by 2027.

  • Our focus is to solidify Superbot’s position as India’s leading AI-powered voice agent solution: Sarvagya Mishra

    Our focus is to solidify Superbot’s position as India’s leading AI-powered voice agent solution: Sarvagya Mishra

    Mumbai: AI-powered voice agents are transforming the way businesses engage with customers, providing instant, personalized responses and streamlining communication processes across various industries. Amidst this transformation, Superbot, an AI-powered voice agent startup, founded by Sarvagya Mishra and Ankit Ruia in 2018, stands out as a pioneering solution.

    Based out of Gurugram, Superbot bridges the communication gap between organisations and their clients with its intelligent, AI-powered capabilities. With the potential to handle over one million calls a day, Superbot ensures seamless, 24/7 customer support, making it an essential tool for businesses looking to enhance customer engagement and satisfaction.

    To gain deeper insights into Superbot’s overall business framework and its solutions, Indiantelevision.com caught with Superbot co-founder & director Sarvagya Mishra.

    Edited Excerpts:

    On the inspiration behind starting Superbot in 2018 and the journey till now

    Our journey with Superbot began as a response to a challenge we faced while managing PinnacleWorks, our parent company in the education sector. Despite our diligent efforts and the deployment of dedicated counsellors, we encountered costly delays in addressing student queries, leading to missed opportunities and reduced conversion rates. This prompted us to conceive an automated chat agent capable of comprehending the sentiment behind customer queries and responding with human-like empathy. Initially designed for the education sector, Superbot quickly gained traction, becoming the preferred solution for round-the-clock customer query management among over 100 educational brands within a year. However, we soon realized that there was a need to proactively engage customers to boost ROI. This prompted us to evolve Superbot into an AI-powered conversation Agent, proficient in intelligent dialogues over telephony channels. As we transitioned Superbot into a versatile SaaS product, we expanded its capabilities to cater to diverse industries, addressing various calling needs from conducting large-scale surveys to handling critical tasks like lead verification and payment reminders. One of its standout features is serving as a 24/7 incoming helpline, guaranteeing zero wait time for user inquiries. This significantly reduces average handling time (AHT) and enhances customer satisfaction (CSAT). Today, Superbot is capable of managing over one million calls per day and supports 10 plus languages, with ongoing efforts to include more. It has become instrumental in facilitating seamless communication for businesses across India, and I am immensely proud of the journey Ankit Ruia and I (Sarvagya Mishra) have undertaken to make this vision a reality.

    On Superbot bridging the communication gap between organisations and clients

    Superbot bridges the communication gap between organisations and clients through its advanced AI-powered capabilities. Using cutting-edge natural language processing (NLU) and automatic speech recognition (ASR), Superbot responds to customer queries over calls in real time, reducing response times and enhancing satisfaction. In the education sector, it manages student inquiries, provides course information, and ensures 24/7 availability for prompt and accurate responses. Also it is being utilised by various organisations to verify their incoming leads on a real-time basis, and profile them, while saving 60 per cent of their counsellors time. In e-commerce, Superbot assists with product inquiries, order tracking, and issue resolution like returns or refunds, improving customer experience and reducing operational costs. Healthcare uses include patient queries, appointment scheduling, and service information, improving efficiency and satisfaction. With multilingual support, Superbot serves diverse customer bases, making it essential for organizations aiming to enhance customer service with faster, more accurate, and personalised responses, fostering stronger client relationships.

    On the unique features that Superbot offers to help brands stand out in a crowded market

    Superbot is a highly versatile platform, uniquely positioned to meet the diverse communication needs of various industries. One of its standout features is its in-house speech recognition modules, which achieve an exceptional accuracy rate of over 92 per cent. This capability allows Superbot to excel in understanding local Indian dialects and pronunciations, ensuring clear and effective communication with customers across different regions. Moreover, Superbot offers a user-friendly DIY platform that empowers businesses to customise their conversational experiences. This feature provides greater control and flexibility, allowing businesses to tailor Superbot’s interactions to their specific requirements without extensive technical knowledge. Additionally, Superbot supports over 100 use cases, demonstrating its versatility and adaptability across different industries. From e-commerce to healthcare, Superbot streamlines operations by handling tasks such as appointment scheduling, order confirmations, customer support, and more. This broad application makes it a comprehensive solution for businesses seeking to enhance customer engagement and operational efficiency. Furthermore, Superbot’s scalability is another key advantage. It can manage over one million concurrent calls per day, ensuring reliable performance even during peak times. This scalability, combined with its advanced AI-powered conversation capabilities, positions Superbot as a leading choice for businesses looking to improve customer satisfaction and stand out in a competitive market.

    On the role you see Superbot playing in the future of advertising and marketing

    At Superbot, we’re leading the charge in revolutionising advertising and marketing by capitalising on the increasing prominence of voice bots in consumer interactions. According to a Deloitte study (2022), it’s projected that by 2030, voice bots will contribute to 30 per cent of total e-commerce sales, highlighting the growing importance of voice-based communication channels in driving business transactions. With the voicebots market size estimated to reach $98.2 billion by 2027, growing at a CAGR of 18.6 per cent during the forecast period 2022-2027, the opportunities for voice-based technologies like Superbot to transform businesses of all sizes are immense.

    At Superbot, we harness advanced AI-powered conversation capabilities to enable personalised and interactive engagement with customers. This empowers brands to deliver tailored messages and promotions directly through voice channels, enhancing customer interaction and conversion. Our 24×7 incoming helpline ensures zero wait time for user inquiries, significantly reducing average handling time (AHT) and enhancing customer satisfaction (CSAT). With our scalable and versatile platform, Superbot also supports various marketing strategies, from conducting surveys and gathering feedback to providing real-time assistance and personalized product recommendations. By integrating these cutting-edge capabilities, we empower businesses to drive innovation and efficiency in their advertising and marketing efforts, enabling them to maintain a competitive edge over their rivals.

    On Superbot ensuring credibility and reliability in the era of AI and deep fakes

    At Superbot, we ensure credibility and reliability in an era where AI is frequently misused through stringent security measures and ethical practices. We maintain data security with advanced encryption and hold ISO 27001 certification, ensuring secure storage and protection of user data against unauthorized access. Our robust authentication processes verify user identities, guaranteeing interactions with legitimate users and not malicious entities. We source information from reliable databases, ensuring responses are based on credible information and not susceptible to manipulation or misinformation. At Superbot, we also promote transparency by clearly communicating our capabilities and limitations to users, fostering trust. We adhere to ethical AI guidelines, ensuring our algorithms are fair, transparent, and free from biases. Continuous monitoring of performance and user feedback allows us to promptly address any issues that could affect credibility or reliability. Partnering with industry leaders and complying with regulatory standards further enhances Superbot’s credibility, providing a secure and trustworthy conversational experience.

    On Superbot enhancing customer engagement and retention for brands and transforming customer support for local businesses through AI-powered voice agents

    Superbot is revolutionising how brands engage and retain customers through its cutting-edge AI-powered voice interactions. It leverages advanced natural language processing and emotional intelligence to deeply understand customer queries and provide highly personalized, empathetic responses. This fosters meaningful connections and unparalleled customer intimacy, going beyond transactional interactions to cultivate brand loyalty and advocacy. Superbot’s multilingual capabilities ensure seamless communication across diverse regions, breaking down language barriers. By intelligently automating routine inquiries and streamlining complex processes like appointment scheduling or order confirmations, it drastically reduces response times, elevating customer satisfaction to new heights.

    For local businesses, Superbot offers a cost-effective and infinitely scalable solution for 24/7 exceptional customer service without compromising quality. Its real-time data access ensures prompt resolutions by providing the latest information. Additionally, Superbot’s feedback and survey tools enable continuous improvement, ensuring businesses can consistently meet evolving customer needs. Through its transformative voice capabilities, Superbot empowers brands to proactively engage customers, minimise churn, and build lasting, trust-based relationships. Local businesses gain a competitive edge by delivering unparalleled AI-driven customer experiences that transcend traditional limitations.

    On the impact of Superbot’s DIY portal on businesses of various sizes

    Superbot’s DIY (do-it-yourself) portal empowers businesses of all sizes to harness the power of AI-driven voice interactions without the need for extensive technical expertise. This user-friendly platform allows organizations to customize and tailor conversational experiences according to their specific needs, fostering a seamless integration with existing processes and workflows. For smaller enterprises, the DIY portal serves as a cost-effective solution, eliminating the barriers typically associated with implementing advanced AI technologies. It enables them to elevate their customer engagement strategies and deliver personalized experiences on par with their larger counterparts. Conversely, for larger corporations, the DIY portal offers unparalleled flexibility and control, allowing them to fine-tune Superbot’s capabilities to align with their unique business requirements and scale operations as needed. This democratisation of AI-powered voice solutions levels the playing field, enabling businesses of diverse sizes and industries to leverage Superbot’s transformative potential and gain a competitive edge in the ever-evolving landscape of customer experience management.

    On your future plans for Superbot, including global expansion

    At Superbot, our immediate focus is to solidify our position as the leading AI-powered voice agent solution in India. We intend to make an indelible mark across the nation by refining and augmenting our offerings to cater to the diverse needs of various industry verticals and regions. This strategic approach will enable us to gain a comprehensive understanding of the unique communication challenges faced by businesses operating in different sectors and geographic locations within India. By tailoring our solutions to address these specific requirements, we aim to establish Superbot as the go-to platform for seamless customer engagement and support across the country. Our commitment to continuous improvement will drive us to consistently enhance our natural language processing capabilities, expand our multilingual support, and integrate cutting-edge technologies to deliver unparalleled experiences for businesses and their customers.

    Once we have firmly established our presence and gained extensive insights from our nationwide operations, we will be well-positioned to embark on a global expansion strategy. With a robust foundation built on our success in India’s diverse market, we will leverage our expertise to adapt and localize our offerings for international markets. This will involve integrating new languages, cultural nuances, and region-specific communication preferences, ensuring Superbot’s relevance and effectiveness transcends geographical boundaries. Our global expansion plans will be driven by a steadfast commitment to innovation, collaboration with local partners, and a deep understanding of the unique challenges faced by businesses in different regions.

  • JioCinema hires three power-packed tech leaders

    JioCinema hires three power-packed tech leaders

    Mumbai: Even as user experience has been improving and attaining global standards on its  OTT platform, JioCinema, Viacom18 has taken steps to take it a notch higher by roping in three top techies on its tech team.

    Coming in as chief product officer & ad tech platform lead is Bharath Ram with rich experience at Flipkart (as product & engineering lead), Instagram (core product ad team in the US) and Amazon Prime Video (personalisation lead).

    The second tech lead to join is Vijay Sheshadri who has come in as chief technical advisor. Sheshadri’s core strengths lie in enterprise security, e-commerce, and large-scale distributed system with experience as an engineering fellow at Swiggy, at Amazon and at Symantec where he built several enterprise security solutions and cloud infrastructure services. Vijay was the lead architect for Symantec’s reputation-based security technology, which won the Wall Street Journal Technology Innovation Award in 2010.

    The third hire Shoury Bhardwaj has taken on the role of engineering leader for app experience, search, recommendations, data and app backend platforms.  He has 12 years of experience at Flipkart, where he worked on key areas such  e-commerce. In his most recent role, he led the product and engineering teams for new business initiatives.

    A company press release said these appointments aim to bolster tech expertise, agility, and market responsiveness, supporting the company’s swift expansion and commitment to providing exceptional digital experiences.

    “We are thrilled to welcome Bharath, Vijay and Shoury to the Viacom18 family. Their expertise and leadership will be instrumental as we embark on the next phase of our ambitious growth journey. These appointments reflect our commitment to building a world-class tech platform that can deliver the best of content and an unparalleled experience to our consumers,” a company spokesperson was quoted in the press release.

  • Earn, burn, repeat: The power of ‘Earn and Burn’ loyalty programs

    Earn, burn, repeat: The power of ‘Earn and Burn’ loyalty programs

    Mumbai: In an ever-evolving digital world, driving customer loyalty is crucial for business success. One effective strategy is the “earn and burn” loyalty program. This simple yet effective approach rewards customers with loyalty points for each purchase they make, which they can then redeem for exclusive rewards, discounts, and other perks.

    Also known as point-based transactional programs, Earn and Burn encourages repeat business by offering tangible benefits for customer engagement. From supermarkets and hotels to e-commerce and fitness centers, various industries have adopted this model to enhance customer retention, gather valuable data, and gain a competitive edge.

    To know more about this loyalty program, Indiantelevision.com has gained insights from some of the visionaries on:

    1   How has the concept of ‘Earn and Burn’ loyalty programs evolved and its difference from other loyalty program models such as tiered membership or cashback rewards?

    2   How has technology played a role in facilitating the earn and burn process today compared to earlier implementations?

    3   What challenges has your company faced in implementing and managing earn and burn programs, and how have they addressed these challenges?

    Thriwe co-founder and chief strategy officer Swati Sharma

    There has been a distinct change in the traditional ‘Earn and Burn’ loyalty program models, and today it offers more innovative benefits. Initially, these programs only awarded points for purchases. Today, they also reward actions like followings on social media and writing reviews, which fosters significant engagement.

    These programs promote quicker point redemption, benefiting businesses. Earn and Burn programs are simpler than tiered memberships that offer increased rewards based on spending levels – such as silver, gold, and platinum tiers. They emphasise personalisation, repeat visits, and quick point redemption with various options tailored to different demographics and regions, rather than cashback programs that merely return a percentage of spending with limited reward options.

    In short, the focus of Earn and Burn programs has shifted from merely earning points to enhancing engagement and incorporating gamification.

    Technology has transformed the ‘Earn and Burn’ programs. Purchases and activities are now tracked through digital transactions and apps, granting points instantly. Customers can even earn rewards for social media followings and reviews! With data, one can tailor promotions and rewards to the consumer preferences, and mobile apps make redeeming points easy. This transformation makes the entire process faster, smoother, and more personalised.

    I can tell you that implementing an ‘Earn and Burn’ program is an exciting act. The rewards must be appealing enough to drive point accumulation, but not so luxurious or exclusive that they go unused. Detailed customer data is crucial for optimizing the program and is required to be collected from the start. Simplicity is significant because a complicated program could be off-putting. Advanced security is also necessary to protect against hackers. By offering lucrative rewards, implementing clear communication, data analysis, and advanced security, an Earn and Burn program can be mutually beneficial for both the customers and the merchants.

    Tagglabs founder Hariom Seth

    The earn-and-burn loyalty program is the one with the little barrier to entry. This is one of the oldest loyalty programs that has existed. Initially, this was simple with customers receiving points for their purchases which could be later redeemed for a discount. Now it is not just used in retail but by airlines, and hotels and are customised to suit each sector. With the advent of data analytics loyalty programs have become extremely sophisticated. In the case of earn and burn this reward system is being made more interactive and easier to redeem using data analytics. This loyalty program is deepening the company’s customer relationship by individualising the reward system and making it more customer-centric.

    Earlier, spending money to earn points and to redeem them only once a threshold of points was achieved leading to low customer engagement. Also, in the age of instant gratification, this loyalty program was considered slow since the customers had to wait for a certain number of points to accumulate for them to redeem. Currently, data analytics, gamification, and AI is being used in various loyalty programs. This enables the creation of ecosystems for the customer where they can track and redeem their loyalty points across various platforms.

    POP founder Bhargav Errangi

    In a recent dive into my own Gmail, I uncovered a fascinating world of loyalty programs—38 to be exact. As a loyalty practitioner, I pondered on the dynamics that make these programs truly impactful.

    Surprisingly, despite a cumulative value of Rs 15K (and a potential unicorn status if we include CRED), the majority of these programs struggle to capture my attention. Why? The answer, in my humble opinion, lies in the challenge of redemption restrictions.

    Most programs tie redemption to their own brand, necessitating an intricate dance across 35 different brands for over 50 transactions worth Rs. 2.82Lacs(Hope my better half is seeing this ?) to maximize the value. A daunting task, to say the least! The true gems in my loyalty journey? Programs offering freedom to redeem across multiple brands.

    In this clutter of loyalty initiatives, I found myself an active participant in only three programs: my credit card provider, an airline, and a major e-commerce player—each sharing the common thread of flexible redemption options.

    The heart of the matter? Customers engage with what resonates and provides real value. The overload of transactions and the cognitive load of managing multiple programs are genuine hurdles. The lesson here is clear: simplicity, flexibility, and relevance are the cornerstones of a successful loyalty program.

    As a customer, I crave programs that align with my preferences and respect my bandwidth. Albert Einstein might have excelled at complex theories, but in the loyalty landscape, simplicity reigns supreme.

    At POP, we are not trying to keep things simple, be it the way customers earn and burn coins or the value comprehension of the program. Customers when shopping don’t have time or mental bandwidth to look for loyalty points, hence it’s important to ingest the program at various touchpoints so customers can easily understand the value of the program before they have made the buying decision. This is what can create impact rather than programs that integrate the redemption only once the customer has reached the checkout, where the decision to buy is already made and the delta in impact is much less.

    The journey of POP has been nothing less than a steep climb as not only are we battling the solutions from incumbents but also the bias that brands for their own currency rather than an ecosystem one. But we have been able to create strong inroads going brand by brand convincing them on the model and have been able to gather support from 150 brands including likes of Mcaffience, Myfitness, Adil Qadri, Bacca Bucci, Anveshan, Two Brothers Organic Farm, Powergummies, epigamia, etc.