 Are you all ready for the question? Are you all ready for the question? So here comes the question. All you need to do is tweet the correct answer to the Zirqa digital handle at the rate Zirqa digital also to the Microsoft advertising handle at the rate MSFT advertising and please use the hashtag techmunch. So here goes. Now tell me what is the worldwide and India PC market share for Microsoft advertising and your options are 15.6 percent and 10.1 percent, 10.6 percent and 4.1 percent or 9.6 percent and 8.1 percent. Should I say it again? Yes, I have to say it again. So you can say option one, two or three. Even that will do okay. Option one is 15.6 and 10.1 percent 10.6 and 4.1 percent or 9.6 and 8.1 percent and you could actually win yourself an iPhone. Yeah, 10R. Okay. Ladies and gentlemen, let's head into our next session. Keynote address two and this one's called change before you have to. Wow. And this session is being stared by a man who comes armed with 20 years of experience of having worked in banking, financial services and advertising. He's held several leadership positions at organizations such as Standard Chartered, ANZ, Grindleys and Deutsche Bank and Religium Acquire Wealth Management. Now he's been writing for several key publications across the world. He's been featured in several key publications across the world such as the Wall Street Journal. Ladies and gentlemen, please welcome on stage Vikas Agnihotri, Country Director of India Sales, Gugu. Here he comes. Good morning. That's your clicker. Good morning. You know, companies have been slow to adopting into digital as well as new technologies into their core competencies to an extent where, you know, I believe that their core competency has become a competency trap and there are several examples that you can actually look back over the years to see how certain companies just refuse to evolve or move along in the times. In fact, to an extent today, what used to be science fiction has become reality. Things that were unimaginable are powering the growth today and enabling a whole change in the way we do our, the way we live our lives. And which is why, you know, I chose the title the way it is. And many of you, I don't know how many of you were over here. I'm sure many of you would be, how many of you follow science fiction? How many of you remember Star Trek? This image, Captain Kirk, would be very, very familiar to many of you. Captain Kirk, and you see over there, is actually holding in his hand what is called the communicator. This is 1966. 2004, you have the Motorola flip phone. In all probability, that is the one that got inspired by Captain Kirk in Star Trek. Here's another one. 1962, this is a serial called Jetsons. Jetsons was the first one who came in in 1962. Somebody had the power of imagining that you could actually have, it had its own hardware to have a video conference where you could talk to your friends, your family, and including your boss. 2003 is what you saw as a handheld on a mobile as a video compensability. Look at this one. Same serial. It actually ran for one season, unfortunately, Jetsons. It was far ahead of its own time. Again, this is a flying car. Jetsons had a flying car. You now see in 2009, we actually saw the first time a driverless car. If you really look at it in terms of the drones and the work that is happening on drones in all probability, in our own lifetime, not too far ahead, we will definitely see, maybe, flying cars too. You think so? Could happen. So are you prepared for what's next? It's a question. This is really directed to most of the marketeers around and this is what I ask most of the marketeers because it's really a question for them because consumers are adopting to technology faster than the marketeers have been. Think about some of these numbers behind in terms of what's happening in India. It's probably, I think, one of the finest moments for all professionals to be working in this country. You have a GDP that is growing. This is a McKinsey report. It's expected to grow on an average about 7.5% up to 2030. You will be, we were 2018 number six in terms of our global ranking. This year, we will be number five, not that we are growing too much, but I think UK shrinking because of Brexit issues, but we will be nevertheless number five and we will continue to grow in 2030 close to a $7 trillion economy and we will be after China, US and India. Amazing growth. This is something that most of you would know all about. It's what's called the geo effect. If you look at it, post, you know, the data prices fell dramatically, unprecedented. It's never happened anywhere in the country, anywhere in the world that you had data prices falling by 90% overnight. With the result, data consumption went up by 18x. Today, we are in a situation where those numbers over there are mind-boggling. I joined Google about eight years ago at a point of time that we did not have even 100 million people on the internet. It had taken 18 years to get the first 100 million people onto the internet in this country. And look at the numbers. 560 million people on the internet, 350 million people are on smartphones. Number is going to go up to 750 million by 2023 and on all probability, more than a billion users in this country on the internet by 2030. Phenomenal growth rates, right? Now think about, as I said, a GDP growth that's actually happening. You have data, data consumption, people and consumers lapping on to the technology and you have a very, very young generation or very young population of people in this country. Pretty much from 1981 to now, 50% of the population in this country has been born post-1981 till now, right? Which basically brings us to three important factors which is an amazing confluence of things that are happening which again should actually be very exciting for most of the marketers in this country. Number one, you have, in fact, let's, you know, there is a Millennial dominance, as we call it, let's start from bottom up, where by 2025 you will have almost 45% of the workforce in this country as millennials. They will be connected, no doubt about that, on the internet, so reaching them is that much easier. And there is a report that's been done by Kalari Capital which actually says that, especially in the stage where India is, it's called what's called the S-curve actually, the stage where India is, with the GDP growing to X, the FMCG per capita consumption is going to grow up 4X. Okay, think about it, right? If you were in an FMCG, in the FMCG world, in the next 5 to 7 to 8 years, the FMCG consumption per capita is going to grow up 4X, right? Phenomenal time to be in that industry. So is this, you know, is India coming online or is the change really already happened? Digital is now, it's actually become mainstream, right? And what we are seeing is that as, in fact, as over the years, and it's not too far back, even if you look at just about 3 to 4 years back, the way technology or science and technology has made it intuitively simple for people to come onto the internet thanks to the mobile devices that we have in our hand. In fact, 2 years ago, my own daughter made a comment which has stayed with me saying that, you know, even the grandmother can come online onto the internet today and it's become as simple as that. And that truly is, you know, it truly is a fact. Gone are those days where you have to sit behind, you know, I don't know how many of you remember, sit behind a computer, get onto a router that noise used to come in, we used to feel super excited that, you know, at least we heard that noise and then you would get the connection and Eureka, like, you know, you're going to be on the internet but you needed a whole bunch of things to do and then something magical will happen, right? That magic is taken for granted as in your hands today, right? That is, again, the power of digital and everybody is seeing that in India, whether it is metros or rural or whatever it is. In fact, we are fast moving till about few years ago or 2, 3 years ago, we used to talk about the 3M phenomena, right? A male, millennial and metro in terms of, you know, how the internet population was more, you know, was more concentrated around, right? That phenomena is again moving much, much beyond the male, millennial and metro phenomena, right? There was also this whole concept you would have heard where people used to talk about digital native versus, you know, adopters into digital, right? Again, if you think about the example I gave about my daughter talking about the grandmother, there is no longer this whole concept of a digital native versus a digital adopter because, again, technology has become so simple that everybody is actually enjoying the benefits of what internet brings to them in their lives. So I'm going to talk about basically four trends as we see it at Google, you know, in terms of Bharat is going online, right? It's more rural coming online. Regional languages are going to play a very important role. Video is going to play a very important role and the role of AI and ML and how that is actually changing the way we are, we are actually, you know, changing our lives as we see it. In terms of, you know, I mean, this is a really important... I don't know how many of you have had the opportunity of visiting rural areas. You know, I visit... I make it a point that I visit at least one or two villages every year because of the program that we run and I'm going to talk about that much later. And I can actually see some of the changes that are happening and how technology and digital is adding, you know, is adding to people's lives, you know, in rural areas and they're finding a use and as soon as you find a use, which is beyond entertainment, so they come for entertainment news, for information needs, for finding out information about their passion points, their hobbies, et cetera, and as they're finding more and more how-to videos and many others, it's an irreversible process as we see it. With the result today on Google Search, which we see is that there are more search queries that are coming outside of the eight metros than from the eight metros in itself. That shift has already happened. From 2012 to now, the increase in terms of number of search queries or coming from rural areas has multiplied by four times, right? There's a 45% of Internet users will be women online. Remember the 3M story and as I said, how it's dramatically shifting, right? There are more women coming online, which is a really good sign. These are three stories I'm going to talk to you about, which I'm personally very impressed with, which have touched my heart for sure and I hope, you know, you will enjoy listening to them as much as I've, you know, when I read about them as much as it touched my heart. The first one really is this is a story of a gentleman called Srinath. Like you and me, he had a dream. His dream was to come and work in a big city and make a change in his life. But he came in and all he could do was to become a porter at the railway station in Cochin in the state of Kerala. There was so much of hard work that he had to do and there was so much of, you know, unpredictability in terms of, you know, his ability to move out of the railway station to study that he soon forgot that he needs to, you know, actually give up on his passion and on studying and trying to make a change in his life. Suddenly, his dream he could actually see was getting shattered. Google along with RailTel, you know, has brought Wi-Fi to more than 400 railway stations. It is fast, it's stable, and it's great. In fact, it has, you know, the speed is much more than many of your offices in all probability, right? He, as Srinath, took advantage of that and started learning through YouTube videos and gave the Kerala Public Services exam got 82% and today is the assistant village inspector as part of the state government, right? Quite phenomenal. This is another story of Choti. She is, she comes from a village in Rajasthan. It's a village called Nangal Govind, right? She is an internet saathi. She has, she's a mother of four. She has her husband to augment their earnings from agriculture, actually supplement the earnings from agriculture was also a driver and actually trying to earn a little bit more, you know, driving around the cabs, et cetera, in that area. Through the internet, she actually started doing research and she found for him a second-hand car, which now they own. She got an online loan done through, through, and together they bought a car which is a Toyota and they now run that. He runs that as his own car, as his own taxi and they have to X their income levels as compared to what they were doing earlier. In terms of internet saathi, we have, this is a program that we run with Tata Trust. We have more than 58,000 internet saathis that are covering more than 200, 2,008,000 villages across 18 states. They have today touched the lives of over 20 million women in rural areas. In fact, before we started this program, the ratio of women coming from rural areas used to be 1 is to 10, it's now 4 is to 10, right? Which is a phenomenal achievement and a program of this massive scale is really difficult and complex to run. The third one is, this is an app called Bolo. This is, this is another, you know, research that was done, actually said that students coming from rural areas in class 5 had a reading ability equivalent of students in class 2, right? It's some things that we take for granted in the city, but the fact of the matter is, and you would appreciate that reading ability actually determines your education ability as you move along into the future years. And therefore, if at class 5 your reading ability is down to a level of class 2, there is no way that you are going to finish your education. It's going to be a pretty broken experience. So what the app really does is actually, it's English and Hindi. It uses the Google speech-to-text technology and it helps actually get parents to download this for the children. It helps the person as you speak along to see, you know, what's your pronunciation, how's your reading ability, and there is actually like a Google assistant in-built, someone called Dia, who actually encourages you as you go along. In fact, if you are doing something right and you've done something right in a sentence, he actually says shabash or says, you know, why don't you try again, et cetera, et cetera. So it's a pretty immersive experience and we do hope that this will bring in some change into the lives of the young students in rural areas. Again, going on to the second part, which is, you know, languages. You know, it's actually a colleague of mine once he mentioned this to me and it stayed with me that if you're travelling anywhere in the world, the sound of two things really make you feel, you know, a little more comfortable. It's one of the most two important sounds and noises that you will actually hear and you feel a lot reassured. First is the sound of your name and second is the sound of your language, right? Is that true? Do you think so? Right, especially in a country which has multiple, multiple languages, right? So what we've seen is that as we progressed with the internet going into, you know, as Bharat was coming in, no more than 200 odd million people in this country can speak in English. We have already reached 550, 560 million people onto the internet. Obviously, they are coming in because they have to have content which is beyond English, right? And they're finding a lot of content on through video and what we believe really is that voice as well as video, it actually is the greatest... It unlocks the education barrier for people to come onto the internet. You don't need to be literate. You don't need to be educated if you have content and especially you have videos explaining to you and helping you learn or pursue your hobbies or passion points, right? We're also seeing that from now onwards literally nine out of the ten people who are coming onto the internet are non-English speaking. It actually also gets reflected when we see the percentage in terms of YouTube content consumption, 95% of that is non-English, right? Again, this is something that, you know, we understand really, you know, as Google we understand that one of the things that is really important is that when people come onto the internet they need to find content on the internet which is available in languages for people to consume, right? Again, think about it a few years ago. It was, again, predominantly the internet was predominantly an English content-based destination. So we've been working under a project called Navleka. This is with the publisher community. Here, you know, it's been made pretty simple that you could have a PDF document in English as an example. This would get scanned. It gets scanned, and it gets automatically through... It gets scanned. It automatically gets into a editable format where the person can edit, you know, the words, the sentences, et cetera, as well as it gets you a format which is web-friendly and mobile-web-friendly, right? And it happens within minutes. It's really easy to do that. It uses Google's neural machine translation. That is available in this country in 11 languages. Again, what we've seen with this is that many of the publishers who did not have the resources or technology now have the resources and technology to produce content and get that content in languages and make it available for many of the users. And along with AdSense, we are able to help them monetize that content and get some revenues for the publishers. Again, as we said, video is just unprecedented in the manner in which video is being consumed. 75% of the data consumption is on video, and I think it would be no surprise to anyone if you're sitting over here again, right? YouTube is... I mean, this is like a couple of months old data, so it's much ahead of 265 million a number of users that we have in terms of monthly active. What is amazing and what we are really happy and delighted about is that we actually have a 90% attach rate in terms of daily active users, right? So when people come on YouTube, what are they doing, as I mentioned earlier? They're looking at entertainment, they're looking at news, they're looking at information around their passion points, hobbies, learning, science, et cetera, et cetera, and which is actually reflective in terms of what we are seeing in one year 2018 itself. We saw a 3x jump in watch time for science, cooking, and hobby-related videos, and many more interest points that people have, right? Here's another example that I quite like and I thought we should share this with you. This is a destination called Learn Engineering. This is run by a general called Sabin Matthews. You know, you would remember, my own days when I was in college and I was studying, there were points of time when a professor would be teaching you and either, which is most of the time, you will get distracted, right? Because you were not paying attention or something else would happen, or just you didn't understand what the hell was the person talking about, right? But you couldn't tell the professor, please stop, rewind, and start all over again. So you spend the rest of the session because you are there completely oblivious of what is happening around. So once you were in a state of your own, then you continued in the state of your own because you had just lost the connect, right? With something like this, Sabin used to be called in his own, you know, in his own college, et cetera, as Mr. Concept. He used to get down into the basics and has the ability to explain to people in a really, you know, in a fundamental simplification process. He built this whole, you know, video destination for learning engineering and simplifying engineering where you can actually watch the video, stop it, rewind it, you know, watch it again and watch it in the language that you want. In fact, my own son who's doing engineering actually uses this a lot himself. This channel is available in English Hindi and believe it or not, Japanese, Korean, Bhaasa and Spanish, right? And that again tells you that a business idea coming out of India because learning is learning and it has global implications in the languages in that they are reaching out to global audiences, sitting out and operating here. Again, this is something very close to my heart in terms of, you know, how Google is actually making an impact in the lives of various people in terms of what you normally hear in terms of advertising, et cetera. So let me just give you a bit of a glimpse, right? We talk a lot about AI and machine learning, et cetera. Again, we are seeing massive, massive adoption as we go along. There is a 7X, so, I mean, you should look upon AI and machine learning really as an enabler to bring inefficiencies rather than a disruptor for, you know, what people normally look upon it. We are looking at it as a 7X increase in the use of the Google Assistant using Android and Google Assistant, and you will actually see the benefits of some of that. Many of the companies themselves have started actually using that. In fact, if you were to go on Google today on Android and say, you know, okay, Google, talk to Cadburys, in fact, Cadburys will start sending you cricket messages as you go along. You should try that, or you talk to Nestle and say, okay, Google, talk to Nestle. Nestle will start giving you information if you were a young mother. It starts giving you information about products, et cetera, et cetera. So there's a whole bunch of amazing things that today are possible and accessible by organizations. There are three examples again. As I said, I want to share with you which is related to weather, agriculture, and health, right? We are working with the Central Water Resources or with the Ministry of Water Resources. Here is a project that we are actually working in terms of identifying or getting early signs of river flooding, right? This is a project that we've taken to work in the Ganges Bramputra region, which is prone, as you would all know, to floods, right? And using the machine learning and a whole bunch of image recognition processes, et cetera, we are able to actually provide early warning signals on the eminent river flooding to happen. We started this project last year. We were able to give the first signal in about September 2018 for the floods that actually hit the Patna region. And you can imagine that a timely warning like that can save lives of hundreds and thousands of people. In fact, after the first alert went out, there were 54,000 people who came onto the site to check out exactly what is the nature of the impact that could have been or was going to be caused because of the river flooding. Second one is second one is an example where this is a company called Nebula. Nebula came out of what we call the Google Launchpad Accelerator. It is helping and working in the agricultural areas, helping farmers using, again, image recognition. They take the images of the grains and they do a 3D evaluation of the grains to give a certification to the farmer in terms of the quality of the grain. Now you may think that, you know, what's the big deal around that. But in a farmer's life, this is one of the most important things because the person who has worked months and months and brings this grain into the Monday and there is a objective analysis that happens by whoever is the agent in the Monday to decide what is the quality of the grain and based on that is what the pricing that they get or there are only very few very limited places which are run by the government for them to take those few grains and get a certification. That's time consuming, it's a long wait, process is long. This one actually does that literally in minutes. So this company has been working with the farmers, they actually give a certification of authentication in terms of the quality of the grain that you have and with that you can actually demand what is the right kind of price that you should as the farmer, you should get for the crop or for the grains that you've got into the Monday. Third one is you know, this is around diabetic retinopathy, right. This is one of the biggest causes of blindness. Again, Google has been working with doctors in Chennai and in the US and we've been actually building machine learning models based on the images that we've been taking of the retina and helping in the diagnosis and therefore moving into the cure element of it to ensure that a timely medication or timely diagnosis can help you or avoid the blindness aspect which is critical. But as machines are learning and this also actually gives efficiency to the doctors as well as scale because we have fewer doctors, we have bigger issues in terms of the number of people who have got this ailment. So with the efficiencies that are coming in, with the fewer doctors that we have you are able to now scale some of this to a lot more people. So your reach to in terms of number of people that you can cure is actually multiplying as we go deeper into this. As in fact with the machine learning, with the machine learning and what we are actually being able to produce out of the learnings of the diagnosis of diabetic retinopathy it is now being extended from to have a better learning of identifying heart diseases as well as giving early signals if there are for cardiac arrest. So it's kind of phenomenal and this is all happening in our lifetime and this is only going to scale as we see it over the next couple of years in terms of how you can actually add great value to machine learning in AI to the lives that we are living. Coming closer back home again I hope most of you in this room have Android phones and you are using the Google search bar in your own phones when you flip up, flip through the various apps and you press on the button G you will actually see that there is a curated there is a curated bunch of stories which are based on your point of interest. So if you follow Cricket and you follow certain kind of news or certain kind of hobbies that you have which you have been following it actually curates the entire reading content for you and the more you use it the more it makes it sharper for you and I know for sure that after I've been using it I used to actually spend literally an hour going through one publication to the other because I wanted one article from somewhere another article from somewhere now actually in the morning you get up and you start it's pretty much all there that I really want which is again I think saves at least an hour of my life to spend with my family for sure. Okay after all this I can't leave the stage without telling you this is where revenue gets made also and we have to let you know. So with all the science that we have we have just giving you one example of a product this is it's work that we've been doing called Rule by Weather Rule by Weather really means that in India is a huge large country you have multiple temperature zones across the country at one point of time it could be floods in some place and another place in India could have a famine one place is hot the other place is cold so it's really you can't have one message that is being broadcast across to the entire nation if you were to reach out to people GSK and we work together to say that here is an issue where 3 out of 10 people in this country have a nasal congestion issue so 30% of you in this room should have a nasal congestion issue sitting even today 1 out of 10 actually takes medication for that so the whole thing was how do we make sure that we get the right message at the right time for people to use the right medication that they truly should be using so they tied up with an online pharma store and we use this kind of targeted messaging based on different cities what was happening in those cities in terms of temperature zones and we had multiple other trigger points trigger points in terms of on Google search if you see flu search queries going up for flu and influenza it basically means there is a high correlation that you have a nasal congestion and if we see that these are coming in from Calcutta means there is an issue that is an outbreak that is going to happen in Calcutta so you would actually use those signals fire some of these messages and the result that they saw was a 100% increase in the online offtake for their product pretty cool right I am going to show you this is the last bit I am going to show you a video this is a video called India inspires India truly personally I am truly inspired I love watching this video again and again because it is just great to see how technology is truly transforming lives of people just beyond the metros into rural India and how it is changing the Bharat as we know it we have the video please come on let me take you on this small city how peaceful how peaceful it is from far away right? wrong will you tell everyone where are you going? internet class this is their internet class and this is teacher Parveen Begum I am an internet friend I teach them to use the internet is this the benefit of learning all this? who is going to tell? ok google lemongrass Padmavati internet friend this is Padmavati no one in their village had heard about lemongrass but with the help of internet they got rid of the lemongrass look at this lemongrass soil is used in every product and Padmavati your inspiration? Parveen Garo while watching this stories like Padmavati inspired many people to do amazing things like Channa Patna's Ria Zanna these statues are made all over the world and to keep this century old art safe they have learnt a new way internet these statues are made all over the world and to get online 4.8 stars there is a art in it by the way there are more artists here and if you want to see so let's go Ritik wow Ritik Babu is an artist national level martial artist and he practices his taekwondo at railway station yes at railway station ask like this Ritik wants to be national champion world champion sorry world champion that's why here there is no training videos of international players and people like Ritik are inspired by other people some come to study some come to learn and some come to change the world meet Girija and Vaishnavi who are working on a safety app for their city what is their inspiration I am Senthil sir Senthil Kumar a co-director who has created a health app for pregnant women in the village it is impossible for pregnant women to go to the hospital which is 20 kilometers away I used code to make certain devices and apps that bring the hospital to them in this crucial time actually this is not the story of technology nor the internet this is the story of Senthil Ritik Riyaz Padma Mati and every Indian who is changing their life and is inspiring each other in no time is inspiring us as you saw the path ahead is full of opportunities the path ahead is complex choose your partner carefully thank you thank you, please stay with us on stage I am going to invite on stage Mr. Tejinder Gill VP Global Sales and head of India Ops, Trucola to please present you with a memento or token of our appreciation please take centre stage sir both of you please take centre stage