• In trust we trust

    Karthik recently wrote a post on a subject I’ve been thinking about for a while now – “How should brands use public information you share on social media“, on British Airways’ “Know Me” scheme to personalise their service by providing iPads to their staff and “giving them instant access to customer data, including passengers’ travel history, meal requests and details of any previous complaints. They will also use Google Images to search for pictures to link with passenger profiles, helping staff to identify them next time they fly” (via) It has already been met with disapproval from some, but Karthik believes there is value if there is intelligent use of context to delight a consumer. I’d tend to agree.

    Any user of Rapportive would be familiar with the thrills it offers thanks to rich profiles provided as you read/write a mail from/to a contact. 🙂 At an enterprise level, any social media practitioner would also agree that it’s sometimes useful to butt into conversations where an @ has not been used, if you can provide value to a consumer. A Capgemini infographic, based on 16000 interviews in 16 countries, shows that 61% of digital shoppers want the store to remember their personal details, 54% want to receive persoanlised offers, and 41% actually want to be identified through digital devices when they enter a physical store! But when Orbitz starts showing Mac users different and costlier options as compared to Windows users,  I’d really wonder if the business is providing value to consumers in personalised offers!

    At paidContent, I read “Big data and the changing economics of privacy“, which discusses how easy it is to get info on people, and debates a ‘Do Not Collect’ law, especially in the context of new technologies like face recognition. Another suggestion I read at AdAge is to let consumers build their own tracking profiles – What consumers might prefer, if one were to actually ask them, is the ability to build, manage and get useful things from their own profile and data. Let consumers remain entirely anonymous and in control.

    As this Econsultancy report succinctly points out, personalisation is ultimately a trade off, and businesses need to learn to provide tangible value to consumers who share their data. But before that, they also need to make the consumer comfortable by using even freely available data intelligently in a way that shows their intent, asking consent when applicable, building trust and allowing users to retain control.

    I personally believe that if you’re putting any information out on the web, you should take responsibility for it – that includes what you share and who you share it with. From experience, it can give you great lessons in trust, and I think that applies to the relationship between people and businesses too.

    until next time, trust worthy

  • From the Kerala diary..

    An overcast sky met us at the Alwaye railway station on June 1st. As I sat inside the bus to Kothamangalam, I wondered where the rains would meet us. I saw school kids waiting for their bus, but not as many as I had expected. It has been a tradition in Kerala – on June 1st, when the kids begin their academic year, the rains are the first to welcome them. I remembered umbrellas, raincoats, pants hitched up, new wet notebooks…. But it seemed that things weren’t so anymore. I wasn’t the only one surprised – the Gandhi in Perumbavoor stood open jawed.  We reached our destination, dry. I learned later that most schools were opening on Jun 4th and the rains were scheduled on Jun 5th. On the way back to Cochin that night, starting from a near empty bus stand, I was able to relive the window seat. But I realised that just as the seer had changed, so had the scene.

    ****************************

    There’s a wonderful quote that’s attributed to Bryan White – “We never really grow up, we only learn how to act in public.” So when one goes back to places which only hold childhood memories, maybe there’s a natural pull to rewind to a time without that learning, and just let loose. And just like in that age and time, many impulsive, harmless things then become capable of delivering an incredible amount of joy.

    ******************************

    For a long time now, Nedumbassery had been my exit point from Kerala. And so I sat, after a wedding feast, on a journey from there to Palghat and beyond, watching a series of places I hadn’t seen in more than a decade. Familiar landmarks and new sights, and the Western Ghats that stood solidly in the background. Hello, Kuthiran. Dad was surprised I could remember the name of the towns. How many ever roads a man walks down, his first roads remain etched….

    The occasion for which we had made the trip saw 3 generations – one that had been born and had spent all their childhood in that village, another (mine) in which the majority of the members had cities that they considered home but had spent many a wonderful vacation there, and a third which was probably making a few memories. There’s that favourite Garden State quote of mine – Maybe that’s all family really is. A group of people who miss the same imaginary place. In this version, ‘imaginary place’ is not a place that no longer exists physically, but one that exists in a certain state in  the memories of many people. I wondered when a place would cease to exist at all – is it when it disappears physically, is it when all the people who have memories of the place cease to exist, or is it when the place changes so much that even memories cannot bring it back. You’ll see when you move out it just sort of happens one day and it’s just gone. And you can never get it back. When the seer and the scene let go of each other. And that was why this trip was special – memories had been added, and the disappearing had been delayed.

    until next time, seen there, done that 🙂

  • The White Tiger: A Novel

    Aravind Adiga

    The experts talk of India and China dominating the world’s economy in the near future. Aravind Adiga’s protagonist Balram Halwai agrees, and even states as much in his letter to the visiting Chinese Premier. But the macabre twist lies in his reasoning, and that’s perhaps why this book is unique.

    There are many books that talk about India’s rising middle class and its opulence. There are also ones that talk about the ‘Other India’, the one that lurks beneath the urban sprawl that inspired ‘India Shining’. So the premise is not a new one, but I haven’t yet read a book that explodes the accepted stories of India’s transformation with such a relentless and unforgiving narrative.

    The White Tiger is an animal that appears once in a generation, and Balram is given the title early in his life, for standing out amongst his classmates. He takes it to heart and climbs up the class ladder despite being born in the Darkness, where moving out of one’s position in the social hierarchy is impossible. From the Darkness, he moves to Delhi with his master. The city, with its politicians and malls, when seen from Balram’s perspective has a bleak tinge to it.

    Balram breaks all the rules that bind the traditional Indian joint family unit and ends up an ‘entrepreneur’ and a murderer. At one level, its a social commentary that starkly shows the difference in lifestyles of the various classes that make up India, and what it takes to break through.

    But more importantly, it is more a take on an individual’s morality – Balram’s and even his master Ashok’s, when traditional diktats meet the necessities of the modern world in a nation that has only begun its march towards a complete overhaul. Though one could be critical and claim that some parts of the novel/characters merely reinforce stereotypes, the fact that Balram’s story seems entirely plausible makes the book a winner.

  • DoctorsBooking.com

    DoctorsBooking.com aims to enable patients to make responsible healthcare choices through accurate information and increased accessibility to doctors.  In conversation with co-founder Roopa Rangaprasad..

     

    [scribd id=99996782 key=key-1o8wqkzog31ewsgqla8g mode=list]

  • Brand experiences

    Twitter’s event based hashtag pages (as opposed to brand based) made me think about brands as experiences. In another era, the ‘experience’ was restricted to a limited number of media vehicles (and I include non-social network WOM too) and the actual touch-feel, pre or post purchase, including retail outlets. But times have changed – social, media and technological platforms have increased the experience touchpoints manifold.

    A big fallout of this, with relation to brands, is the challenge they face on building a cohesive (no, not consistent) experience across these hugely varying platforms. We’re still at an early stage in this and though many brands like Starbucks have taken this challenge head on, others will probably take time to adjust to this flux that seems like a permanent state from now on.

    An interesting meta version of this, to me, is what is happening with Facebook. Product is more or less brand in this case. The Open Graph and the ubiquitous Like button had set a good stage for the network, but the recent business push (read Ads) and the “Mobile is to Facebook what social is to Google” death mumbles seem to be testing FB’s ability to adapt to the ever changing landscape. I am a very mild user of Path, but I sometimes wonder if it or others like it is the future because of its obvious comfort levels with the smartphone.

    But I also wonder if Facebook will split its services (like Messenger already – remember Beluga) and build specific value with an assortment of contexts eg. photography, (Instagram) location (Gowalla) and so on with the social layer working ‘quietly’ in the background. Facebook is also moving from the Like button, whose ‘meaning’ remains divided between marketers and consumers 🙂 , to (reported) Want, Purchased, Donate buttons that allow better consumer expressions and also allow brands (and FB) to contextualise experiences. These are only a couple of example of how Facebook is trying to evolve. In Facebook’s negotiation of its landscape, I think there will be lessons for brands -(whether FB succeeds or not) on adapting to platforms, consumption and technology itself, and creating a brand/product experience that uses these to its own advantage.

    until next time, advance booking