Category: Brand

  • So, whats the big picture?

    A long time back, I’d written a post on Reliance’s (the Anil version) plans and how they could end up making one huge value proposition. At the time of writing that post, there was an entity called BigFlicks. Though that sounded like a cricket shot description, its actually a DVD rental and video download service, which has since been renamed as BigFlix.

    The competition in the space, other than the quite well known Seventymm, can be seen here. The reason for this renewed interest is the TVC that i have been seeing for the last couple of days. You can take a look here. Its quite a well made TVC which spoofs a few English & Hindi movies like OSO, Saanwariya and Matrix, and did manage to make me laugh. 🙂

    Meanwhile, this is a post from long ago, that showed very well why an entity in the same space  – Madhouse (which has since been acquired by Seventymm. This is a story on the possible acquisition of Seventymm by Reliance) was funded.

    While i understand the logic there, I am not sure if the competition has been defined amply. I, for one, no longer see the local DVD rental shop as competition. I see a whole bunch of rock-bottom-priced Moser Baer DVDs. Once i buy them, I don’t have to return them ever, and the cost is so low that I can even buy a movie which I’m not very sure about. And their distribution is quite good since I’ve seen them everywhere from Planet M and Landmark to Foodworld and Spar. Now, one argument would be that MB doesn’t have all the titles, but given this aggressive pricing and the response its getting, its only a matter of time before the other players have to match up.

    So which need gap of mine is a DVD rental store going to satisfy. Or have i missed something totally here?

    until next time, maybe I’m not thinking big enough

  • The Virtual Address

    Read a very interesting argument yesterday here on how an online community is different from a group on a social network, or is it?

    As i commented there, while Orkut definitely works as a way to rekindle those school crushes/ get in touch with those long lost friends, Facebook goes beyond that, thanks to its applications. I’d written about it earlier. The idea is that Fb allows you to connect on more planes with an existing contact (hey, you’re a Heroes fan too) or know people who share a common interest, like the group ‘I love trashy Hindi movies’. Facebook allows a lot more scope for activities on the group as opposed to Orkut’s polls an forums. Its way more social.

    But that was not the debate I had in mind. I look at Fb and Orkut as a sort of mall in the virtual space. As in a mall, there are various sets of activities that one can done on these SN sites. As a businessman, would i rather open an outlet in the mall or would I take retail space outside? That’s a question I’d like to ask specialised websites. eg. say HolidayIQ or Burrp.

    If i open the shop in a mall, I might be have some constraints imposed on me by the mall -space, opening/closing times etc, but which may not be issues in my own retail space. But think of the cost that I’d incur in getting people to come to my stand alone shop, as opposed to people coming into the mall and visiting my shop with maybe a few catchy posters/offers to boost their chances of walking in. In a virtual world, I think the cost of building my own site + marketing it would be much more than making a ‘shop’ inside say, Facebook. In Fb, like the mall, I can utilise the existing population to build a brand. This is specially true for the typical time-strapped net audience. A simple thing like a newsfeed (Manu has joined/added the group/app …..) would itself attract some ‘pull’, because there all kinds of people in an SN site – book lovers, backpackers, music fanatics, food lovers….. And if i keep doing it right, then maybe it would warrant a spin off later- an own site. The case for existing specialised sites to have an app/page on SN sites is a kind of no brainer, I’d guess.

    So, what do you think is a better way – to build a specialised site in the beginning or use an existing site’s pull to build a brand, and start a site only when the audience is ready for monetisation?

    until next time, a group of communities

  • Don’t call us, we’ll call you…

    Read a very good post here on how words lured a potential customer in, but actions spoke louder and managed to get him out safely.

    I had a similar experience with an entity i wrote about (like a lot of other people did) a few days back – in.com. Like I’d mentioned, I skipped the mobile invite and was content with an email one. And as they’d promised on the site, it arrived within 5 days (4 days – customer delight?). And it wasn’t just one, i got 5 of them. I started out with the first one, didn’t work. I thought it was just me, and tried the second, that didn’t either. No, I wont bore you with single counts anymore, none of the 5 codes worked.

    Since i love to give the benefit of the doubt to everyone but me, i started googling for similar experiences, and found out there was at least one more guy like me. But the number of positive entries there made me try again, still didn’t work, so I guess the cosmos’ message is pretty clear “Beta, it’s not for you’. Sigh. Fine, i get the message.

    There’s another tangential set of experiences. I have always bemoaned the lack of a good ‘Amazon-like’ site here. So whenever i notice there’s a new player in the field, whether it be rediff’s feeble attempts, or newbies like gobookshopping or the flipkart guys (who i got to know of through a brilliant marketing exercise of giving away bookmarks outside the Strand Book Festival) I immediately sign up. The next thing I do is check out if they have stocks of a book that I’ve not been able to get offline.

    The latest case is that of ‘Dublin’ by Edward Rutherford. I have asked all three entities for it, but have not got a response. Rediff actually billed me for it and then sent a mail a few days later stating they didnt have stocks.  And this is not the first experience of the kind.  However i keep getting ‘push’ messages from them about ‘latest releases’ and ‘mega discounts’. I wish they’d understand how much difference a conversation with the customer makes. Meanwhile, Strand would note it down in their book and give me a buzz as soon as they got the book.

    until next time, action and satisfaction

  • Unsung Heroes?

    The last few weeks have seen a flurry of activity in the nascent Indian ‘celebrity blogger’ space. Most of the action has been around Aamir Khan, and his newly discovered penchant for ruffling feathers. Whether its the name of his dog or his lyrics which was supposedly making fun of Salmaan, his blog is almost a tabloid these days.

    I saw some branding at a mall last weekend that reminded me of AK being the brand ambassador for Samsung. The brand says, ” “The SAMSUNG brand stands for qualities of innovation, change, discovery, self-expression and excellence in performance. And these very same qualities are epitomised by Aamir Khan, whose quality and depth of work as well as versatility as an actor, have made him a much loved and respected actor in India today. We are indeed very proud and privileged to have him as our Brand Ambassador”.

    All that is fine, but after seeing this report (via this) and the claim that Amitabh has a 100 cr deal that includes sniping at co-stars, I’ve begun to wonder about this Samsung- AK deal. Lets twist the brand fit – AK is a niche persona thats supposed to have an element of class. Look at the brands he has worked with – Toyota, Titan. Coke is the only mass brand. AK’s brand persona is (like most celebrities) derived from the kind of work they do. So, in that sense, would it be fair to ask Samsung whether they plan to release only one product a year, and its chances of success would be 50-50. The only reason I am asking is that the creative i saw has AK saying ‘I am Samsung Mobile’

    Given the low key profile that AK had in the past, with the media spike happening only around releases, Samsung, being a mass brand and playing in a visibility intense market that has the likes of Nokia and Samsung would’ve found it difficult to convince itself that AK’s regular media dose is sufficient. So, why not a deal that includes uncharacteristic swipes at colleagues, the kind that makes it to the front page of all newspapers, and keeps the brand ambassador in the news?

    until next time, next is what?

  • Zoom In

    On one hand, i see the TV media guys, sprucing up their websites to improve engagement with users. On the other hand, I also read about how they are sharing content with pure play internet channels. I guess it will be a while before we see exactly how TV and internet will co-exist and still make money.

    I’m still figuring out Blinkx only slowly, especially since another entity of a similar kind caused me a lot of heartburn when i checked it out. In my first attempt at Hulu, they refused to show me most of the stuff I wanted to see, citing some regional reasons. I was so looking forward to seeing some Simpsons episodes 🙁 In my second attempt, i had to be operating from the US to see anything at all. Blinkx, however, operates on a video search level, though in the future, I wonder how much of a distinction there will be among a youtube, hulu, blinkx etc especially if content – professionally created or uder generated, will be shared everywhere. Will there be someone interested in keeping their content exclusive, or will it be too risky not to share it? Its something I’ve yet to understand. This and this, though old, might throw some light on it.

    Meanwhile, the other big news today is the launch of in.com. WATBlog says Web18 might have spent 2 C for that domain. I thought of taking it for a pin and have been told that it might take a couple of weeks since my mail id is in a queue. In typical Indian fashion, they told me that jumping the queue is possible, if i give my mobile number. But since I’ve been inundated with SMS relating to everything from commodities to movie tickets to holiday packages to jobs and everything in between, I decided to pass. Unfortunately, even WATBlog’s username/password combo doesn’t seem to work anymore. You can also read about it here.

    While its competing in the quite cluttered horizontal portal space, it already has a tangible differentiation with the homepage. I’ve always liked Web18’s moves even though they took the concept of niches to an extreme, and now this one seems likely to set a new benchmark for Rediff & Co. Come to think of it, com.in would also have been a cool name, maybe with a teaser like “Com.in soon”. “In.come soon” also has a nice ring to it. Haha, okay, i shall refrain. 🙂 They also have a presence on TV which is also on expansion mode. That almost makes them a ‘one of a kind’ entity here, except for, of course The Times Group. Incidentally, i saw an ad of Zoom yesterday (below)

    It claims to have 23 applications on Facebook. Now, I consider myself fairly active on Facebook, and have never come across a Facebook application from Zoom. Can someone enlighten me, coz i love Bollywood trivia games. Incidentally, if you consider yourself a Heroes fan try out my quiz here.

    until next time, kisko dekho?