 Ladies and gentlemen and a very warm welcome to all of you to the fourth edition of Exchange for Media's Screen Age 2021, India's biggest mobile marketing conference. My name is Pallavi Seni and I will be your host for the day. Screen age is presented by the Exchange for Media group that was set up in the year 2000 and today is a one-stop information platform for the entire industry via news, views, analytical information, in-depth analysis of events or trend forecasting. And the heartening part of the theme at Exchange for Media is that our publications have a loyal following and consumer base. With the acceleration of mobile adaptation, not only is the foundation laid to build future ready marketing assets, but the very definition of marketing and consumer engagement is also undergoing changes. Screen age breaks down all these elements that are becoming crucial for a marketer's everyday decision making. Before we go any further, can we have the A-Bs for Exchange for Media and Business Words to familiarize our audience with the same please? Exchange for Media, a name synonymous with the latest news about the advertising industry in India. The Exchange for Media group set up in 2000 has the most credible media platforms covering the entire advertising, media and marketing domain with its highly acclaimed digital, print and on-ground assets. The group's flagship news portal Exchange for Media.com reaches over 6 lakh subscribers who are the first to receive breaking news in the industry. The buzzing website not only covers the news but goes beyond the obvious to bring in a fresh point of view. Impact, the weekly news magazine from the group, is the most widely read business magazine in the advertising trade with in-depth analysis and news based features providing perspective to key happenings in the industry. 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The world is fast changing, best practices are available now on the net. Because development in the whole of politics has become a focus. BW Business World events provide a speaking platform to the voices that matter. The basic amenities that we have are to be fixed. You don't have to be a technologist. You need to understand how technology influences the world. Mahatma Gandhi was a great man. He was the leader of the freedom struggle. We believe that e-governance and IoT will play a very, very important role. BW Business World is an excellent exhibition platform that helps you showcase your services to the right audience. To be a part of our legacy, write into us at partner at the raidbusinessworlds.in. Before we go any further, needless to say that our shows are nothing and aren't half a surprise without the support from our partners. For today, our presenting partner in-movie, Driving Real Connection, a co-powered by partner, ABP News, ABB Life Ke Saath Jaan Te Raho. Co-partners, Pubmatic, Fueling, Advertising, Innovation, and our technology partners, Armand Vertex. Can we have the AVs for our partners who've worked relentlessly with us to make this show come through today? Technology has always shaped how we communicate with one another. The wheel, the printing press, the pony express, the telegraph, the telephone, the computer, and mobile devices. Technology changes, yet one truth remains. We want our communications and interactions to be meaningful and have relevance. Today, however, driving real connections are easier said than done. But we help brands do that, to drive real connections. With our platform technology and exclusive mobile data, InMobi helps you understand, identify, engage, and acquire your customers. InMobi, driving real connections. Business world, an exchange for means. It's a sunny day. It's a bright day. It's an energetic day. Today, 22nd October 2021. It is also our Home Minister, Mr. Amit Shah's birthday. So, happy birthday, Mr. Amit Shah. May you continue to serve the country well. Today, we are here at the Exchange for Media Mobile Marketing Conference, the screenagers. You and me may not be teenagers anymore, but we are in the screenage. We are all screenagers. Mobile, in the last 19 months of the pandemic, has become our primary companion. Mobile was always big. Mobile was our window to the world, so to say. But in the last 19 months, our mobile has become more than a mobile. It is our office. It is our cinema. It is a school for some children, the school for some parents. It is also our work. It is also a communication tool. I can go on. The importance of mobile in this virtual economy, contactless economy, in this digital economy, has only gone up. The millennials were the e-commerce customers. Today, people who are silvers, more than 60 years, are doing e-commerce transactions. In-home has led to the growth of mobile marketing. Today, at Exchange for Media Screenage Conference, we discuss mobile marketing. Mobile marketing has five trends. The first trend being more and more campaigns, more and more initiatives are mobile first. They are being created only for mobile. Second is data has become very important. What kind of content you use? When do you consume? The targeting has become more personalized. So first is the fact that we are spending much more time on mobile than we were pre-pandemic. Second, targeting and personalization has become even better. Third, e-commerce is a category grown because it takes a single click on the mobile and e-commerce is the future of commerce, the future of business and is already very big. Just to give you a sense of how the e-commerce across the world has grown in the U.S., where e-commerce started in 1999, 2000. In 20 years, the retailing market was 100 and e-commerce was 16. In 20 years, the e-tailing was 16 percent of overall retailing. In the 18 months, this has become 27 percent. So 16 percent in 20 years and 11 percent in less than one and a half years. That's the kind of growth. In India, also the numbers. That's why we talk about the valuations of consumer tech companies which are screenage friendly and where you can just through a click order product or service. So really, that's where we're moving forward. The fact is integration with smart devices, what is our TV, what is our phone, so on and so on. So everything is converging. We've been talking convergence and because of audio, you don't have to type. You can just order something through an audio command. So really, audio is becoming big on the phone. Video was always big. E-commerce was always big. Searching for content was very big. And last, the growth in the Indian language. I think next three, five years, the mobile phone will become even more relevant for Bharat. I mean, look at the financial ecosystem. Look at FinTech. Our FinTech is the biggest FinTech ecosystem in the world. FinTech companies are becoming the new age banks is because when it comes to payments, India has taken off in a big way, bigger than Europe, bigger than America. The bank penetration in rural areas is not that big. So this phone has become the bank. And when the financial services and FinTech grows on the mobile phone, everything else linked with it grows. So I think for marketeers, it's an exciting new field in terms of mobile marketing. Earlier, it was an adjunct campaign. But today, what you do on the mobile is what has become mobile marketing in a deep way. So today, we have our mobile marketing conference. You hear from stalwarts. You look at case studies. You look at practitioners, see what they're doing. And in the evening, we have our screen age awards, the mobile marketing awards. I wish you a great day of learning, but I must also caution you. One of the things that you learned in last 18 months is health is important. Downtime is important. Self-care is important. So we must all take a mobile detox. In the night, I do not look at my phone. I put it in my study and I go to my bedroom. And that's how I'm able to do a good night's sleep. So give yourself mobile breaks. Don't look at the mobile all the time. And your health, your eyesight is very important. So minimize your screen time, regulate it, balance matters. But yes, we live in a mobile age. We live in a screen age. So welcome to the screen age conference, exchange for media's primary conference on mobile marketing. Thank you. God bless you. Thank you, Dr. Bhattra. That was truly a great welcome for our audience today. Ladies and gentlemen, let's kick start the day with a fireside chat for which the topic is the new frontier for mobile apps. Before I invite the speakers for the session, may I please invite Mr. Amit Yadav, Country Manager, South Asia Pubmatic as a session chair, followed by the speakers Ms. Sanushree Radhakrishnan, head biddable, Group M, and Atisham Ali, Vice President, Monetization, Operations, and Progmatic Business, NDTV. Hello, hello. Am I audible to everyone? Yeah. Hi. Hi, Atisham. Hi, Tanishri. And thank you, Pallavi. All right. I think we're done with the introduction. So that's a good bit. Let's just quickly jump into it. So we heard Dr. Bhattra talking about the way mobile has penetrated in our lives. I mean, the situation at this point of time is like for the past four or five years, we've seen like multi-fold growth on mobile. You think of a used case and maybe that is probably solvable in one way or the other by a mobile app. So the usage has grown significantly, which basically means there are lots and lots of users on the mobile ecosystem. But then again, it also poses a lot of challenge in the sense that how do we basically cater to these users or this audience in the most effective, in the most efficient manner and also ensure that the right messaging is delivered in the right context. And possibly drive some call to action. So with that context set, I would probably get on my first question and that's to you, Tanishri. So what do you think the value of programmatic is for a mobile app ecosystem as such? Sure. So I think there's no point in terms of purely talking about the value of mobile per se. So like was the Bhattra mentioned right now, right? I mean, we are screenagers. We live in the times of mobile. And I think we have seen that really significantly pick up post pandemic. I think what no CDO, no CTO could do, COVID has done for us. So while the surge has been humongous, I think, see what happens on the mobile, on the programmatic app pieces, app-based programmatic was traditionally followed by I think waterfall model of buying, right? And in which developers would typically request for bid sequentially from a hierarchy of networks. Now, the problem with this model was that it lacks transparency. And often, there's a good result in lower price for publishers than what could potentially be available in real-time auction. While in web environments, we kind of managed to have unified auctions and have the header bidding in place. But apps, unfortunately, you know, like, I mean, we still do not have that level of, I would say, no technical advancement out there. So while we are using variety of terms and process, you know, including bidding in app bidding, there's still a long way for us to go out there. So while it is, it has faded an importance on the web front, I think on the mobile, because of the technological challenges that exist, you know, whether it's around reconciling SDKs and stuff, I think till the time we are not able to attribute each one of them individually, I think till such time, I think we'll have to continue looking at it. And interestingly, you know, like I stumbled upon this report, I think, which was with Pubmatic itself, which spoke about how header bidding has increased significantly in the mobile front. So while we are seeing a growth one year, I think it would be very interesting to watch out for that. But until such time, yes, value for programmatic on mobile app definitely exists. And there are no two ways about it. Perfect. I'll shoot the same question to Atisham as well. Atisham, what do you think that programmatic, how it drives value for your mobile app business? So just to start with like all the industries moving, if I say app as a product, yes, we have, we are growing, obviously the spends are coming. And all like mostly you like spends are going towards like fintech, adtech, all those places. So the biggest challenge, like being a publisher, what we face is obviously the cycle to make any technology changes. It takes a lot. So obviously, so that is something publisher always struggled with. And obviously, like being a news publisher, yes, there are spends coming, there are buys happening on mobile apps and stuff. But we haven't seen that kind of upliftment in terms of programmatic or per se on a news genre, per se, because obviously advertisers and buyers are a little cautious about what content they are present on. That is a biggest thing, which has started coming up that obviously they wanted to be, they don't want to be associated with any bad content, like which is a negative news, even like most of the advertiser now started treating COVID news also as like a negative news. So obviously, that is also a biggest challenge what we've been like being a news publisher we've been having. But yes, we've been seeing growth, but obviously the growth isn't that great. So obviously, we're still trying to figure out like what we're exactly to invest on, where exactly what technology to be used on. But yes, header bidding, yes, we are working on header bidding, but we are working with problematic only on the header buying stuff. So we have seen initial good results. So let's hope like this will will be learned from this. You talked about challenges, which is news probably not being the preferred media, especially the negative news not being the preferred, what do you say, context where advertisers would like to run their ads. Tanishi, my question is actually to you. How do you think that this is a blocker? So where I'm coming from is, there are users, there are people who's consuming the content. But like at the sham said that that idea or the connotation of associating with negative news is still very strong in the advertisers mind. And that probably also stops from advertising on the overall website itself or the app itself. Do you think that there are ways to probably filter out or to probably, or maybe at your end, you're probably doing something which is basically carving out like good quality inventory to basically serve to that kind of audience. Certainly, as an advertiser, it's quite evident. They would be worried about the quality of the content on which an ad is being played. But I think the fact remains that how do you really instill that confidence amongst them in terms of what can be done. So the simple problem logic that we apply is as long as we have sufficient hygiene as far as brand safety is concerned, like viability, ad fraud and stuff, I think if we are implementing those measurements and blocking partners in place, then it's not really a problem. So the key I would say is to have a mix of contextual and measurement partners, which can supplement the DSPs with specific options. And that's what will actually give us the right, I would say the right ad, the right point in time. And it is also beneficial for the client because you are eventually being better otherwise. So I think it's not really so much of a concern. Yes, we have to be careful and cautious about where we are doing it and how we are doing it. But that does not really add help people from using programmatic is how I see it. Perfect. A question related to like the same set of same stream. What formats do you think are basically preferred mostly these days by the advertisers? So whether it's video, is it display, is it native? So see, I mean, especially post COVID, again, you know, like I mean, as people hunkered down at home during the pandemic, and they spent a lot of time watching video, I think we definitely see a growth on that front. And it's way more than what we had anticipated initially. So yes, there is a huge surge in video. What we've also interested in this team is, you know, a surge in contextual in-app advertising, which has started picking up. See, because this whole era where we would not really be able to look into third-party tracking or cookies and all that in a cookie-less world, I think the first-party data point becomes way more important. And, you know, so surprisingly, though, I would say, you know, native has not really picked up scale in India yet. So that's one piece where, you know, like, definitely we would want to see more interesting stuff and content come into play. But our video is a definite plus-plus. We have seen growth across and I think it is across all formats, like six-seconders, ten-seconders, long-form content, because I think there's no better way to communicate and engage your audience than video. So that's there, definitely. You said surprisingly native. Do you expect like you have demand for native and there is no supply as such or the advertisers are not willing for native? See, it would be a mix of both, right? Because when you look at the way the market is evolving and we're talking about personalization at scale or, you know, like having a content to scan, context to screen, all those terminology are fine, right? But the fact remains that how do you really get the right kind of inventory, the right kind of format which will engage your audience? I think what comes to my mind is, you know, like, I mean, I don't remember the name of the brand, but KFC had done a very interesting in-game, you know, content sinkage with one of these gaming apps where, you know, like, I mean, I think it was to do with some hunting of ghosts and stuff. And, you know, like, you could actually find out those specific posts in the KFC outlets. I think that's a brilliant way to engage a consumer, right? I mean, you are in a gaming app, but you're not taking it away from them. You are enhancing that experience for them. So as long as the content enhances the consumer experience, I think it's a brilliant place to be in. Nice. Ateshaan, do you think that native is something that your advertisers or agencies are asking for? Do you think native would probably be able to make something? I agree with Tanushri on that. We haven't seen native much, but obviously, one thing which we have really seen as a pickup is obviously the demand for the video, especially for the app thing, because now a lot of advertisers, what started obviously mapping users' messages, what handset device they are on. So obviously, if you are actually have an iOS app, and obviously, you know, like any iPhone is like more than 30,000. So obviously, if you wanted to actually target that kind of an audience who have like a, like that kind of a spend, so obviously, they can easily target to iOS app and they can get there. So that's one thing what we have seen, like obviously on the video part, like the spend has increased. But yes, native we haven't seen it, it's pretty much the same what it was earlier. Okay. Tanushri, you mentioned about going away of cookies, I think that's a good point of discussion. We have seen that regulation or self-regulation coming in the in-app environment also, and we have seen that Apple going for an opt-in version of passing device IDs. Do you think, well, I think that in-app as an app, Apple is still not a scalable solution in India, but if Google follows the same path, which means Google also makes it opt-in, do you think that will affect the way you target users? Do you think that's going to affect your overall performance business, so to say? Yes, definitely. So in fact, we, where I would say honestly, so happy about the fact that they rolled it back for about two years, because then at least that helps us have a head start on it. So while we've already started working on first party data and methods, so that we can actually capture that entire piece. And I see there are no two ways about it, because respecting the sentiments of users and choice-based marketing as we're calling it, that is the way to go. We definitely see Google or taking that stance. But what I would say is when the duopoly kind of moves into such a place, the markets will kind of go. We will figure out ways in terms of ways around it to deliver on it. And it would be very similar to what we're working around on the whole cookie deprecation front. So there are ways in which we're working, let's say with Google when we talk about the flock-based method mechanisms. So there will be instances and there will be technology which will be utilized in terms of having a way around it. So I say because tracking and cookies are not the only way targeting gets done. So there's a lot more to it. So yes, of course, we would be able to work around it and come up with more interesting alternatives of device level of targeting. But yes, at the start, it will definitely pinch. We would see that drop happening in terms of performance. But I think as we evolve, we would see those numbers also scaling back up. I see Amit has dropped off. All right. I think I probably have got some of the critical answers for myself. I'll probably wrap up with one question each for both of you. What are the biggest challenges that you see pertaining to growth of in-app business? And I'll probably ask this question first to Atisham and then to Tanushree. What do you think is the biggest challenges or at least two challenges that you see that will probably be a blocker to your in-app business growth? I think the biggest thing for an in-app business and even from the buyer side and from the publisher is to build up good data points for an advertiser to come and actually buy. So that is the biggest challenge in coming in because in-app, obviously, there are limitations in terms of how you actually pass on the data and stuff and that is something we need to work on. Plus, there are obviously Google of the world and Apple of the world are dependent on and stuff. So that is also one thing. And another important thing when it comes about data or for example, right now, we talk about first party, cookie third party. On a browser, still easier for a user to actually manage that part. But on an app, there are users, they are not educated that how exactly you do opt-in and opt-out. Even if they do that, users are not educated like how exactly. So those are the challenges. It is respective of how much amount you spend on that technology piece and stuff, but obviously those challenges would always be there. Right. Do you think infra will also be one of the bigger challenges? I keep thinking that the more users, the more people come on the app, the more info that you probably have to invest to basically, you know, and then you probably obviously need more revenue to, you know, manage that info across. Those are things asked to be managed, but those are things obviously if you see that there are demand coming and there are money flowing in office, those are not the biggest point. But point is right now, first to get a right technology. Like whether are we going in the right direction? Because obviously, even if you put money or to wait, obviously, if you're not able to capitalize or utilize that, so obviously then it will be a challenge. So the biggest question here is like, are we going the right way or are we using the right technology? That is the biggest question. What do you think, Tanishreen? One completely second what Aatishan was saying, right? I mean because in light of the current situation, when we are seeing the application of third party companies and other identifiers, I think it becomes imperative that apps themselves have a very robust mechanism of getting the content ready because it's definitely not easy to put all the content on apps. So, you know, while I would say a lot of these large publishers have started creating their cohorts on demo, interest, age and everything, but I think the real the fun in the game will only start when we actually start overlaying all these apps with these different identifiers, you know, whether it's location context, because that's when the AI, you know, which will, an AI driven model will actually start happening to work, right? Because otherwise we are just going back to the initial ways of working. So that's where it is. And, you know, another interesting point, Apple and the Google, you know, while Apple says, you know, it's an opt-in, Google is mostly an opt-out. And like what Aatishan mentioned, you know, it's completely, you know, like how many of us to even really go and see whether it's an opt-out or not. So I think that's where the game will change. I think very well said, Tanishi. I think the most critical part is how do we build an ecosystem which is probably self-regulated and also, you know, takes care of the privacy of the users while giving them the right set of information about brands and, you know, at the same time, a good set of performance. Thanks both of you. Good chatting with you. I hope the users also enjoy the discussion and have some good takeaways around in that monetization. Thanks both of you. Thanks Pallavi and over to you. Thank you all for being here. That was really enriching and we really appreciate you making the time and being here this Friday. Ladies and gentlemen, without any further ado, allow me to introduce our first panel session for the day for which the topic is creating mobile experiences that keep your consumers spending. Before any further ado, allow me to welcome Mr. Rajesh Pantina, Director of Marketing Asia Pacific in Mobi as the session chair for this panel. Mr. Pantina is the Director of Marketing for in Mobi in Asia Pacific and is responsible for the public relations, integrated marketing communication, demand generation, and customer marketing initiatives in the region. He's an alumnus of the Indian School of Business Hyderabad and we look forward to this session. The speakers for the panel, Mr. Shakil Anjum, Head of Marketing and Product Planning, Honda Cars India. He's an experienced head of marketing communications with a noteworthy history in the automotive industry. Strong marketing professional, skilled in business development, marketing strategy, customer relationship management, market research and team management and much more. Mr. Vikas Bansal, Director of Marketing, Amazon Pay. As a part of the founding team at Amazon Pay, he set up the strategic direction, invented new payment experiences and financial services products, drove non-linear business growth and established Amazon Pay as one of the top payment and financial services player in India. Next, Mr. Saumya Rathore, the category lead Pepsi Cola PepsiCo. An avid marketer, Saumya has more than 10 years of experience on building memorable brands. Currently, she is leading the iconic Pepsi Cola brand at PepsiCo and believes in the power of storytelling and data to curate compelling experiences for consumers. Ms. Meghana Aparau, brand, digital and e-commerce expert. Meghana is a passionate marketer and business builder, having worked with iconic companies like Google and Amazon and Atlasius, a fast-growing BTC startup with over 30 years. She loves working on pioneering work like creating new category, building existing businesses to greater heights and driving behavior change in a significant expertise in the digital ecosystem. Mr. Neeraj Ruparil, head of mobile and emerging tech at Group M India, head of voice practice WPP India. He leads the voice practice at WPP India and has past experience in mobile marketing, XR marketing, voice marketing, consumer platform, brand communications and marketing analytics. He has been recognized as one of the 40 rising talents in Asia-Pacific by Campaign Asia-Pacific. All our speakers and session chair in. Hi, hello everyone. Thank you for being here today. Over to you. Hello. Thank you, Pallavi. And I mean, those introductions itself show what a heavy panel this is. Welcome everybody. Very nice to see you all at screen age and on this panel about creating mobile experiences that make your consumer spending. Now, I was actually about to go ahead and give a huge, huge stats and trends dump right at the start about why mobile is important, etc. But then in a prep call, Meghana said, hey, come on, this is just so basic. Why are you doing this? And so I'm going to quit all that and directly jump into the questions itself. Now, why we all have the data and the stats about how mobile and all of that is very critical. How bad would in the last six, nine months, despite a whole year of pandemic and the change and that same WhatsApp joke being pushed all around, we still have seen a lot of change happen in the last six, nine months. And so I'd like to just starting with Shakil, just try to understand what's really changed as a market or consumer landscape and the role of mobile in your specific vertical, for your brand, so on and so forth, just with Shakil starting, yeah. Yeah, hi. Good afternoon, everyone. And hello. Thanks Rajesh for this opportunity. So I will take you from you and be very brief and quick and stick to auto. The mobile first is beaten to death. How it has changed in our category, let me step back a couple of years. We launched a connected card and to fully utilize and connected cards, you have no choice but to download the app and kind of have that seamless integration. So in a way, our industry is maybe even more strongly integrated with the mobile than most of the categories. How we plan to use it or how we are currently using it and your specific question, what has changed in six to nine months? So what we have seen in the last two years since we launched this application, the traction has definitely changed. And especially after the COVID situation, we are seeing more and more non-vehicle applications or usages which are going up. So typically before this, you would see people checking on the vehicle performance, route, information, etc. But now we have seen increased traction or services like booking an appointment or buying an extended warranty, etc. So clearly there's a shift which is happening. We hope this is sustainable and we can leverage somewhat to increase the customer value. The second shift is actually what we have seen or observed and I think you played in movie, played a part in this, what we saw in selling of the new vehicle. So we saw this phenomenal response to one of the new SUVs being launched and 50,000 plus bookings coming. So clearly there is a huge potential to mobile as a marketing tool in our industry also. And we look forward to leverage it more. It's really great because I mean, today I don't know, people still don't believe that automobiles can be added to cart but it's happening today and people are really like, I mean, I know all the features, I'll just add to cart, I'll book it off. Saw me up for you, like, you know, when it comes to PepsiCo as a brand and like, you know, retail was hit badly. But then again, the second wave came in, you kind of recovered, second wave came in and then again, you had to basically look at a lot of pieces. So what has changed for you guys from a PepsiCo standpoint? Hi, I think I'm going to just, you know, talk about it from a meta perspective. I feel that, and this is something that I've realized about mobile in the last few years, I think given the unprecedented nature of the last two years that we've really had, what we've realized is that earlier, I think mobile was something that, you know, filled up the interstitial spaces between life, right? Like, it was something that was happening between life. But I think what the mobile has really eventually gotten to being is that it's actually become life, right? I think it's become, it's where life is actually happening. And I think it's increasingly become a source of social connection because in a world that was getting so physically isolated, mobile was one medium that could instantly get us to connect with people that, you know, matter to us. And I think that was a very big role and a very big shift, the way we sort of, you know, looked at what mobile is really doing within the larger category, right? And of course, I think Pepsi is a very resilient brand. It's a very resilient company. So I feel that it's always been very impulse driven. And I think that given the fact that people weren't really stepping out of their houses too much, we had to find a way in which we could step into the house, right? So I think that's the way we sort of used social connections and mobile and try to get inside the house of consumers more. Yeah, and we'll definitely hear more on those connections a bit for sure. We'll come to that. But we are going to because, because I mean, yeah, payments has picked up like crazy. And every cobbler, I mean, is accepting payments digitally. So what's been, you know, eating your head on Amazon? Yeah, no, thank you, Rajesh. So it's nice to meet everyone here. So in the world of payments and financial services, right, mobile and payments are almost synonymous to each other that there is so much innovation going on in the market today to make payments more convenient, intuitive, and they are all mobile based, right? So whether we think about UPI or buy and not pay later, or, you know, wallet, all of this is like how we can make it very convenient to pay in your app at external merchants, you know, at stores, right? And it is it is largely or largely I would say all of it is now on mobile. And mobile has has just going to is transforming the way we experience, you know, in our industry, right, payments and financial services. And that's what we are doing even at Amazon pays, like we continue to invent solutions and most mostly on payments. The other one, what what smartphone penetration has also done is that earlier, the mobile payments, right, was generally a tier one phenomena. And what we've seen in last two years, you know, as with the after the pandemic that this is the payments, the digital payments and mobile payments have moved really to tier two, three, four cities in India. And I'll give you like so today, you know, on UPI, right, which is the bank to bank based payments, 75% of payments are coming from tier two, three, four towns, so 75% of total payments. And and and the mobile is at the heart of those payments. And when we look at all of our payments, right, that we have today 90% more than 90% of mobile base. And remember, all of the form factors existed for many, many years and mobile just got started right smartphone with the penetration in India. So I'm saying like for us, it's just like, it's not that mobile as a channel for us mobile is the business. So yeah, that's just wanted to just set it up that way. The perfect and those stats actually kind of bring me to Meghana like seasoned market here with I mean, she's seen everything from Unilever, GCPL and now Licious. So just want to understand your take in at Licious, you know, how did things change, what was basically happening when it came to the larger market landscape and mobile specifically. I think you're on mute. Yeah, yeah, I said thanks for inviting me. And this is the first time in a panel, someone has dinged me even before the panel started, but for the right reason. So I think from a world of mobile first, which was a few years ago, I think now almost all of us are mobile only almost. Yeah. And that seems to be the story of us as consumers, as well as builders of brands and ecosystems. And that's been a similar story. And I think one of the big things that stands out for me is as we think of mobile experiences, how do you look across medians and all touch points and then translate your message by touch point to make it work most effectively. Because I think gone are the days of very tradition marketing that you created, you know, one video asset and one quote unquote key visual and then just change it for sizes and slap it across medium, right? I think looking at the consumer journey in the context of your category, the medium touch point and then doing really hard work in adapting that. And I'll give you an example. So at Licious, we are a 95% old app business that we run. So pretty much mobile only, I would say. We had this big opportunity on value added products where these were like almost ready to cook, you know, you take it out of the packet, put it on a pan, fried up and eat it. And it was a blessing to many so-called novice cooks, especially during the pandemic and also with concerns on eating out, even ordering in, etc. So this was a fantastic consumer insight and a great business case. But what we saw was while we had tested some really fabulous products, we were getting some kind of erratic ratings on product feedback. And what would be the first thing you'll do? You'll go and change the product. But here instead, when we spoke to these consumers, it was a completely different revelation. We had used this classic, let me call it traditional principles of taking a product detail page and writing out almost recipe like usage instructions on saying step one, smear something, saute something, splash something and the novice cooks it was, you know, kind of googly. And we realized that the problem is not with the product, it's because they are each doing it their own way and hence not getting the same outcome every single time. And that was a reflection not on them, but more as us saying what is the right medium to interact. So then when we step back and just jump into the consumer's world, this is how we broke it down. We said the first point is where do I go find you? If I find you on a Discovery platform like a Facebook or an Instagram, let me not show you a pack of marinated meat, because there's nothing appetizing about, you know, a sludge like marinated meat. What is actually very mouthwatering and tempting is that delicious tandoori chicken, which is sitting on a plate. So when I want to entice you in, let me show you that finished delicious product which sets your, you know, rumble tumbles happen, you go and order the product. Great. But after you order the product, let me not assume that tomorrow when it comes and you're cooking it, you're actually going to remember what usage instructions were there. So we then used our CRM backend to say that after the product is delivered on WhatsApp, we will send you a video on how to cook that particular product. And that then means that you've got it and when you're cooking it up, it's all sitting there right easy for you to watch, observe and go ahead and do it. And this seemingly simple intervention by choosing the medium and what message you put on every touchpoint and skyrocketing in terms of results, both in terms of conversion outcomes and percentage contribution to our business. So I think for me, this was the learning like how do you look at your consumer touch point across every medium and selectively choose what you do to get to the best output. Awesome Meghana. And I mean that really brings me to needed, you know, like he's basically at the center of innovation for a lot of things. And I do think I mean for you as well, at least like, you know, five, six years ago, it was all, hey, what do we innovate with mobile? And today it's a whole different world altogether with mobile only, like as everybody's mentioning being a main state. So what did you see basically, you know, becoming more and more mainstream this year or becoming more and more, you know, as an innovation that's being picked up by everybody. Absolutely. Firstly, I think Meghana being a vegetarian, I heard you spill, I feel like having that chicken, you know, so blown by the attitude, cook it up well, build an interesting recipes and where it goes for escape. So you guys are aware, I've been doing mobile marketing for a decade now, right out of college, I moved into my first core domain was mobile marketing. It was pretty much an SMSH from there to landing my first banner campaign on Airtel Live those days. I think it was being landed on a platform built by N Pocket, which later got acquired by Nokia. And 2009 I landed my first video campaign on a platform called Zengar for SBI, where the content used to buffer. This was the first IPL ever contested to seamlessly buffer then. And today we are talking about commerce and we just spoke about how it's growing. And predominantly, if you see the current last year's growth, and I was going through so many reports and one of that, which is being published by MOBI as well, in terms of the new users who have come onto the platform, almost like 40% of the users, the wave one we got when the survey was on, we got almost like 40% of the users were the first ones to try commerce as a platform. And I still remember we used to still go out when the lockdowns were on and we used to pick up groceries, but they came wave two, which was all the more lethal. And everyone kind of leaned back on these e-commerce platform to transact. Right from you standing outside of McDonald's and you'll have to book it via Swiggy because government rules quickly. And that was a propeller in that sense in terms of our numbers grew on e-commerce. And not just the numbers, but a lot of technology interventions which got created in this space, right from your AR commerce and I'm sure Vikas can talk more about it. A lot of learnings on Flipkart as a platform out there in terms of how they leverage e-commerce and especially the new age platforms like AR commerce and voice commerce is gaining traction now. We're trying some of the pilots on gamification commerce. And now there's a new animal which is picking up, which is live commerce. And then live commerce, riding on social commerce is going to be the next level when it comes to commerce and emerging tech in the space of commerce. Thanks Neeraj. I mean you'd probably need to start an A2Z of commerce kind of book soon and publish that as well. But we will actually come to a couple of great ideas that you've wanted to share. But before that I'll go back to Meghana because she's mentioned a very important point that of the crux of all the mobile marketing strategy, there is something which is about knowing that consumer insight well and basically picking that to drive either make sure that your own property or paid media, whatever you're basically activating is all based on that consumer insight. So can you share another example of where you basically had this very clear insight around what the consumers were doing and then you activated things on similar lines on mobile? Don't mute again, sorry. So what I gave you was an example of owned media where we used our own channels, CRM, app, etc. Another interesting one I'll share with you is what we found in the influencer space but a little unique and targeted and worked very, very effectively for us. While a couple of you are vegetarian, I hope some of you are not on this panel or the food traction that we have irrespective of whether you'd like to cook or not, I think food is a massive passion and people enjoy seeing pictures about it, they like talking about it. It's very hard to get people to do fun posts around many, many topics and both of us who are marketers know how much effort it takes. But the cool part about food is it's just inside this passion and free flowing ideas go all around. So one very, very big revelation which we were able to use a lot was these foodie groups. So every city, big city has their own foodie groups with very active admins, many of them are also amateur groups and people also use that as a surrogate for sharing recipes, finding out home cooks, all kinds of stuff. So we felt that for our brand, this may be a really, really good connect. So one of our best engagements that we managed to do was tying up with these foodie groups, working with each of them to figure out what works for them and what are they interested in and then doing almost customized activations. So for example, there was a foodie group for Women's Day. They wanted to pick up their top women influencers, send them out a package of yummy goodies from Rishis, get them to cook it and pull it up, work very, very well. But the one which is even closer to my heart and was quite fun in terms of executing was, we want everyone to cook. And we felt that kids are a nice symbol of saying if a kid can cook, anyone can cook. And when we had these ready to eat spreads, their chicken and meat spreads from Rishis, which you can just slap on a sandwich, eat with a roll up and a roti, things of that sort. So we said around summer holidays, it was also the leader, the second wave the leader was talking about, to just bring in some cheer. We called it the kids can cook contest and we said, just get yourself some Rishis spread, cook up some recipes and put it up there with a mom and child kind of moment. And I must tell you, we were so amazed at the number of entries that we got, like literally in like hundreds and thousands of entries that came in. I did a lot of positive cheer. And most importantly, gave us that real hook, because the outcome was not that kids will start cooking. The outcome is all the novice cooks can believe that, you know, I can do it too. And ride on that wave. So we found this to work very, very effectively for us. I'll just add one more than pass it back to you is staying with the space of value added products. We were doing a campaign on Facebook. And one of the insights that came up was the people, the audiences who tend to do gaming are more interested in this particular segment. Yes, now we're going to stop there and said, okay, great, let's just run a lot more campaigns with a gaming look alike audience. But I think when we dug deeper, it revalidated our hypothesis that this is a more early job, a younger demographic. But then we found gaps in regions. So we were doing very well in the North, but not so well in some of the other cities. And we went and looked at our portfolio and said, you know what, we have fantastic Kabaab range, which does well in the North. But that Kabaab range does is not as authentic from a regional and local flavor and say a Chennai or a Hyderabad. So let's go and create a portfolio that works here. So I think for all of us as marketers, how do you look at these insights? And they impact not just your media channel deployments, but how do you take it back strategically into your business and find opportunities on all kinds of gaps to fill? So you're looking at your own media planning and deployment as insights, you're looking at foodie group as influencers and insights. So I think it's been a very enriching and fun ride. I mean, for us to in fact, like I mean, yeah, there was like three big examples, but clearly calling out how there was a huge huge feedback loop in everything that you did. And then that ensured that, you know, you had the right amplification across actually sticking with that entire, you know, influencer and the, you know, community-based stuff. Somya Pepsi has done some huge, huge pieces around influencers and the communities, especially Genzi Millennials, would love to hear from you as to how does basically mobile really come into the picture in all this and what have you basically done a couple of campaigns that really have stuck up for you? Well, I think Pepsi has always been a culture curator and we are constantly keeping our pulse on, you know, we are always keeping our finger at the pulse of the Genzi consumer. And of course, like I said earlier as well, their life happens on the mobile. They constantly, they get that dopamine rush from it, it's their source of validation. So their life is pretty much happening on a mobile. If it's not captured, if it's not shared, then it's not happened in their life, right? So for us, it's really important that we are, you know, curating timely, memorable experiences for the consumers and constantly keeping up in their lives. So I think we've done a couple of campaigns and they cover like a massive spectrum of different ways in which you have sort of targeted a Genzi consumer. One of my favorite campaigns is actually on Valentine's because I think on Valentine's day everyone is talking about love. But the reality is that seven out of 10 people in India are single and no one's really talking to the single people on Valentine's Day and they're feeling pretty, you know, ostracized and they feel pretty upset that day. So I think we got the quintessential bachelor boy of Bollywood to talk about the fact that it's okay to be single. And we had this campaign, I'm sure Neera to be aware of it, which is Swax's solo. And we had influencers joining in, we had massive renditions of the hookstep all happening on mobile. And a lot of influencers found fame while, you know, being a part of this campaign. So I think my favorite one, especially because I feel that on Valentine's Day, it is such a different stance and it's helps us also break away from the clutter, but at the same time, strongly resonate with our TG. So that's one campaign where we sort of leveraged the short video format because I think the short video format is something that kids these days are completely hooked on too. I love calling the short video format the IPL of entertainment, you know, it's a 15 seconds and done, you know, you see lots of challenges, you take part. And, you know, kids these days love it, they love living their lives in 15 second reels or 15 second, you know, takatak or whatever, depending on the format of your choice. So we've done a lot of activities, whether it was to access solo, we've done the iconic Salam Namaste campaign as well, which was during peak COVID where we wanted to encourage consumers to take on social distancing and, you know, completely embrace Salam and Namaste without making it very preachy because Pepsi is not a preachy brand. It's fun and cheeky. So of course, the short video format is our favorite one because it's our consumers favorite. Then the other campaign, which is the most recent one is the long form content. Like Meghna was also talking about that, you know, nowadays marketing is not just about one KV, it's about adapting yourself across various platforms. So the most recent one was actually tapping into this trend of given the fact that everyone's staying at home, they constantly binge watching series, whether it's on Netflix or whether it's on Amazon Prime. And so we decided to do this collaboration with Netflix, which is the Pepsi Money Heist campaign that we did and it's pretty viral. And we leveraged all touch points for the consumer right from our packaging to our, we even leveraged a bit of, you know, away from home channel, which is what we call that in the Pepsi parlance, where we are also collaborating with our customers in the form of KFC, Pizza Hut. So we had an all-encompassing campaign where we brought to life on the physical stores, as well as in our channel partners. And of course, we culminated with the first live stream party in India. I don't think there's been any FMCG brand that has done something live. And we were the first global brand to do something with YouTube. And we took their live master, which raked in phenomenal numbers for us. We got close to around 10 million views in 24 hours, which is something that very few brands have been able to break. So I think that campaign sort of catered to the long format content. And of course, I think like we were speaking earlier as well, I think precision marketing is something that all marketers sort of want to do. And we want to be able to talk to a consumer at the right time at the right place. And we've done this very nice campaign, which was all about cutoffs or temporary swag is permanent. I think in India, the 12 standard results are something that's much awaited. And I think it's a big stress point for parents and children alike. And given the fact that cutoffs range from 100%, I mean, in my time, I don't think the cutoffs ever went to 100%. I mean, that's like the cutoff, right? So I think it's a, it's very stressful for consumers and kids to wake up that day and find out whether they've made it to their college of choice. And what we did was we done geo fencing and consumers, when kids were walking into a college campus where they're, where the cutoffs were displayed, we'd given messages to them that saying, you know, your cutoffs don't really define you, you're much more than that. I think that was a campaign which had purpose at the heart of it, but we still, you know, it was still done in a quintessentially Pepsi manner. So I think Pepsi as a, as a brand, we sort of try to do everything. We try to do short format content. We try to do long format content. We also try to do location targeting. But I think the biggest driver for us is how can we be relevant at the right time with the right message for the consumers. And that's our endeavor, typically. No, and as you've been mentioning, wasn't it 10 billion somewhere after the TikTok success, your benchmark? TikTok was 100 billion. Every campaign more than the planet population. Yeah, I mean, exactly. Like you guys, I actually was remembering each visual, each campaign that you had run, and it is almost like you actually are putting mass into mobile and making sure that the medium is reaching as many. I think when you talk about commerce as well, it's all about like, you know, there was this line that we used to talk about that TikTok made me buy it, right? I think that was a nice way of intersecting mobile plus commerce. No, in fact, even last week when I had actually been a holiday, I actually saw someone asking, hey, give me that Bellachow Pepsi. And I was like, yeah, yeah, definitely. Your memorability is driving all the purchases for you guys. But interestingly, Honda, which, like, you know, we have seen as a traditional brand, they have been doing a lot on the, you know, mobile front and app front. And as I was speaking to Shaquille yesterday, their own media is basically something that they're using to create great effect. Shaquille would love to hear about how you are actually leveraging your apps for dealers and consumers, both, if you could share a bit about that. Shaquille, you're mute, I think. Can you hear us? Sorry, thanks. So as I said, I was saying that we have two basic trust areas. We have an consumer facing app called the Honda Connect briefly touched upon. And then we have a B2C app, which is with a sales consultant and how to stay connected with the customer, you know, once his bought a car. So very quick, some examples on how we are leveraging data from the Connect application. So there are three buckets, you know, one, we are leveraging the performance data of the vehicle. And we have tied up with insurance companies. And today you can buy an insurance based on your usage rather than just on the timeframe. So I think going forward, these kinds of things will become standard. The other thing is, it can also certify what has been your driving pattern. We're going to find that. And then you can, you know, get a certificate from us. And you can leverage that to sell your car at a better price. So there are some very tangible benefits, which data is throwing. So that is one bucket performance. There are also things we are exploring, which honestly, you know, are new to us, which is location based services, but I have with fuel pump, for example, you know, their location and certain advantages or points you can use something interesting, you know, startup is working still not operational as yet. They're talking about finding new Dhabas and reading them, you know, and ordering food on the go. So a lot of potential that we see even in our industry, and we're working, some is already operational, some is working towards that. The other part, of course, remains the B2C internal facing, where we have now completely mapped out the journey of each and every customer on the CDP platform and seven year journey is mapped. And it's fed and connected to each customer. Each customer is mapped to when sales consultant. And through his application, you know, every morning, like our, you know, our own calendars, he has a list of three or two five activities where he calls, is it a transactional call, or it could be in simple birthday wishes, all of it getting mapped. And we've seen traction, a lot of traction over there also because for us actually retaining the customer is equally important, if not more important, 25% of our sales come from existing customers. So these are some of the areas we are working on. And I think mobile is central to both these ideas and focus for us. Yeah, and that's amazing to hear because I mean, we on a daily basis hear about like the Uber for drivers app, or any other, you know, app being really used by all the D2C or digital first brands, but this is something very unique by Honda now quickly coming to actually Amazon pay, because you've already, you know, kind of called about that, it's very synonymous, right, there is nothing, you know, that basically is happening out of mobile. So in that sense, when you basically are looking to, you know, drive growth or basically look at your key mobile strategy itself, what are some levers that you basically use hyper personalization or anything else that you feel is most critical for you to drive growth? Yeah, sure. So, you know, one of the key things is right in our business is who are we competing against we are competing against cash, right, people who pay with cash today. And, and we think of cash is very convenient, you know, you can just take out and pay its instant, you know, you just pay and and but it has a lot of other implications which people don't recognize, right, for us to drive adoption is that it's really important, it goes back to the basics is, is my payment experience extremely intuitive? And is it instant, right? And is it mobile, which is the which is the really important part, right? And so we're dealing with a customer who lives in maybe tier two, three city who's used to cash just using no smartphone, how do we get them. So our key part of our strategy is very simple to the basics is can I build a very intuitive experience, right, that that's trusted as well trust is a very key component because we're dealing with people's money here, right. And so that's one and and so we competing with cash customer, that's a critical part of our strategy. And the second part of it is this customer today, when they have to buy, they go to a store, right, they when they have to pay the bill, they line up, they have to buy a train ticket, they line up, right, sometimes at the front of the railway, you know, counter and so forth. And the other part of it is can we just provide them a way that everything is together at one place in a very easy to discover way, right. So so we've started out building shopping was already in place, we started building out paying your bills, you know, recharges, buying your travel tickets, doing insurance, pay at store using the Amazon pay app, Amazon app and then paying it. So the other critical part of it is like, you really don't have to go anywhere because now you are going at all these places. And it was just inconvenient. And now you can do it all at one place, right, that's critical the selection we call in Amazon context is extremely important. So and then the third part of our strategy is because we're reaching out to those customers in those cities is, you know, the local language becomes very important. So we, you know, on the overall Amazon, we started out in English Hindi, and then we built four more languages and we just continue to expand. So because you have to connect with the customer in their language. And so if I have to summarize, those are the three critical parts of our strategy just goes back to basic is like, we need to talk to you in your language, you know, we need to be very into when we need to be able to help you for majority of your use cases, then only you will adopt right because because what you have is is you think is very convenient and you've been using it for years. So that's that's been our strategy. And I think, I mean, we've made some really good progress as I said, but still, there's a long way to go on that. So yeah, and it's interesting because you talk about how tier two, three, four is the biggest market for you guys. I'm sure in needed say to see commerce book, you have something which is audio or voice, right, that you basically used a lot in terms of innovation. So because if you could share a bit about, you know, the innovations that you're doing on this front, yeah, that would be very useful for the viewers as well to just understand that how you're actually making it much more easier as an experience. Yeah. Yeah. And I wouldn't say like maybe tier two, three cities yet because that's a way to go. But I really think the revolution we had a mobile experience is the next frontier is voice. And and and we will we'll see in five years and maybe sooner move from that. We would find it very hard to, you know, touch and do things interact. We just have to do it with voice. I see like, you know, my kids already starting to adopt it. And then they don't like to do what I'm doing even today, which is, you know, using app and then interacting to touch, right. So I think it is a really next frontier. And for us, all of us in all industries is how can be in the leading edge of voice. And that's where we are inventing, you know, really, really rapidly as we speak. So voice is really focused. And and we there's a lot of there's a lot of effort or a lot of issues going on Amazon level. But just for payments and financial services, we built out like now using Alexa, you can pay your bill. Like literally you can talk and pay your bill in like just by voice without touching anything. You can recharge your phone. You can check your balance. You can add money to your wallet. All of these things are happening as we speak. And literally this is starting out in the last couple of years. And and and we've been interesting things, the first time users and still very, very early days. It's just like, you know, I'm talking like 2008, nine of mobiles, we're in that early days. But but we already seen, you know, last year to this year, right, people who tried out first time, first time tried out any of these use cases that don't twice as much. So you're having more than 100% growth on people trying customers trying out these things. And and and so I think this is just one example I wanted to say. And the other one is just the discovery piece. We starting to leverage that as well. So this is like as your as your everything came in store. We want to make sure customers know right, they are able to navigate like instead of going lining up at all these places, you can just come here and find using voice very, very easily. So that's the other one for us. But I that's where we are investing because I really think that's the next one. Yeah. And Miraj, I mean, you actually see this happening at very, very broad view with many clients, right? So what's been your biggest takeaway on the audio or, you know, voice commerce standpoint? So sure, Rajesh, I think voice clearly is a one billion story in India. So it appeals to a 200 rupee feature phone and a connected feature phone now, which is kind of a smart feature phone. The voice is still going as a lead input medium because literacy remains a challenge in those markets, right? So when we are stitching solutions on conversational AI, that remains a core focus that we tend to create a lot of solutions on all three formats of conversational AI, which is right from text to stitching, creating recipe bots, which may not touch upon or creating duty bots, which are kind of a one on one bots where there are humans and bots chatting together and then coaxing people on to buying a particular product because WhatsApp now has got pay connected on to it with all possible UPI support. Right there on voice. Also, we've been creating a lot of engaging skills on Alexa. And one of our first commerce led skill was for was this Valentine's Day for Mondalis, when we got the lovers to actually exchange notes with Alexa as well as well connect to Alexa shopping app and transact. So there's a lot of innovation which is budding across these entire format of conversational AI. Lastly, I would say on video and creation of these video bots, we've seen tons of video bots on the banner ecosystem. We've seen tons of video bots getting created on the application ecosystem for the first time ever. We've landed up a video bot which actually runs on a $20 feature phone. And this is for Live Boy, the mobile Dr. Nebot, which is multilingual and it's a video format. So input still goes on voice but the output is fancy video which comes in. So this entire space as I said is constantly transforming with conversational AI, data tech and creativity kind of leading the charge and we are weaving solutions to get the core messaging across these various platforms. Like you said on audio, I would say audio is all time high in terms of penetration. So we are building a lot of at tech solutions through partnerships wherein if somebody goes and is listening to a music and if he's parallelly going and checking out a product and he adds it to the card, when he comes back onto these audio platform and he's listening to music, the product which is lying on the card, that same ad plays in there. So that level of seamless integration which is going on the audio at tech space. Another interesting area of work and we've been landing a lot of campaigns out there are these talking ads. So now when you go on to platforms like Ghana, you can actually talk to the ads and guess what the lending destination can also become a Google Assistant out there. So you're giving more and more holistic user journey as the user is coming in, listening to an audio content, give him a voice destination or he's coming in through a voice search channel, give him a voice skill with a voice commerce plugin. So these holistic user journey which you are mapping right now is going to help us actually zero down on the ROIs on the media spends. So clearly conversational AI, layered on top of media is making those media dollars more accountable and we have pretty bullish in this space and crafting a lot of solutions. You get to see a lot of cool stuff from us in times to come. Yeah, Neeraj and every time I speak to you, you kind of bring some other worldly stuff and I'm kind of bamboozled about how is this. We don't have time. I missed out on my on my core subject which is immersive technologies which is what Andy is going to be covering in the keynote. So stay tuned to this event. Yes, yes, definitely sorry for that. We're almost at the end of time but yeah, I'd like to thank each one of you panelists for joining this particular session. I know we could go without any end to this particular session and just keep discussing a lot. But I think yes, some key takeaways definitely was as Meghna and a couple of others mentioned was the fact that you need to get your core consumer insight and their journey really right, map it across touch points and make sure that you're using that insight as consistently as possible across earned and paid media. And then at the same time make sure that I think one of the core pieces that Chucky also kind of brought up was the fact that whatever you are doing you make sure that you use if double down on that own piece, you make sure that you are looking at all the avenues which is value added services even make me talk a bit about that and then bring all of that together to basically just make sure that you are making the most sort of your core insight core strategy on mobile. And I think Pallavi has just come to kick us all out. But thanks a lot guys. It was really lovely. Thank you so much. Thank you so much. Thank you so much guys. And it's been a pleasure having you Mr. Vikas Bansal sir. I'm so sorry I said your designation wrong. If Mr. Vikas is director of Amazon say I had to clarify that. Thank you all for making the time and being here. It's been an absolute pleasure. Thank you again. Thank you so much. Thank you. Take care. Ladies and gentlemen like we always say no event or conference of ours is complete without the unrelenting support of our partners are presenting partners in Mobi driving real connections and are co-powered by partner ABP News. ABP like it's hot. Can we have the AVs please for our partner. Technology has always shaped how we communicate with one another the wheel the printing press the pony express the telegraph the telephone the computer and mobile devices technology changes yet one truth remains. We want our communications and interactions to be meaningful and have relevance today. However driving real connections are easier said than done. But we help brands do that to drive real connections with our platform technology and exclusive mobile data in Mobi helps you understand identify engage and acquire your customers in Mobi driving real connections. ABP live app download. Any further ado let's move on to our keynote session. Let's kick start with Ms. Shalini Pillay Banerjee head of GP and NBU marketing Google pay speaking about building user preference in a world of transactions. Shalini joined Google five years ago as a head of SMB marketing in India and then moved into her current role last year starting her career at Coca Cola in sales and then brand marketing before co-founding her own venture funded enterprise in BI SaaS space which led for over eight years working with some of the largest CPG and financial services brands in India truly an honor to have you here Ms. Banerjee we're going to leave the floor to you ma'am and I had marketing for Google pay and NBU for Google India. First off I'd like to thank the team at Exchange for Media for inviting me to speak to you today. As the name of the conference suggests screen age and if there's one screen that's dominating our lives it is the mobile screen and we spend our time on apps. Data from app Annie reveals that Indians spend close to five hours a day on apps. This has grown more than 80% when you compare it to the same quarter pre-pandemic. 26 apps almost using 26 apps with five at very high frequency across gaming, entertainment, tools and of course financial apps. When we see the fintech world it has been transformational. The digital payment space has been double charged by UPI. UPI related searches peaked during COVID and continue to sustain at 20%. Over 150 million users using UPI to do their daily transactions be it sending money to a loved one, recharging their mobile, paying for groceries or paying for household utilities. A user has more than three to four financial apps for various needs so there is a preference game for every transaction. So what builds preference? For us, preference is built on two behavioral pillars. App engagement. How frequently is the app used? App satisfied. How satisfied is the user with the app at the end of every transaction? Let me share some data from a recent study that Google did with Kantar to understand the financial app user behavior. If you see the chart you will notice how strong the relationship is between brand metrics and app usage. Starting off when they just discover the app to onboarding, to start using it familiarity and then there's this huge big jump. Almost a 32% increase from usage to satisfaction. Not a surprise but let's double click a bit. Looking at the usage pattern and looking at what drives usage, we know safety and security is table stakes but after that it's the relevance to the user need and the context that need with the new features, the updates and that's what drives differentiation. It's not just what it does now but what it continues to do for me and how. Now let's look at the next slide. This chart it definitely shows there's no secret that offers and loyalty incentives nudge the user. In fact users are constantly searching for offers but I think it's critical to see if you can build that offer construct to move from it being a trial to a habit and don't just see it as a single transaction use case. Our guiding principles have always been helpfulness and delight. Let me give you some examples of what I mean. Let's go back to usage. Let's say I want to pay someone. I want to pay Amit. What comes into your mind is the face of the person not the full name. I have over 10 Amits. Don't even get me started on Raj or Rahul. That's why we looked at how you can remove this first friction point. How can you make this process easy, seamless, helpful? So when you want to pay you don't think about the name but you see who you want to pay and that's your first time that you're making that happen. Another example I want to talk about is bill payments. Something I don't enjoy. In fact when we get our bills we tag them into things to do board, pin it on the fridge, punch it onto a desk, make it into a checklist. Users get multiple bills in a household electricity, gas, newspapers, etc. There is a huge fear on missing the deadline driven by past experiences, penalties, service interruption that you did constantly lingering in your head till the time the bill is paid. Bills need tracking and users fill that gap using notebooks or by relying on family members. We wanted to move away from just enabling you to make that payment to assistance to almost automation to help users track, manage and pay these recurring payments, mimicking almost their offline checklist. So the feature that we've just recently launched is the recurring payment space and once we've launched it we've actually been helping educate our users on it. Let's play the ad. And that brings me to the next point, incentives. Now with Diwali around the corner, there are offers and offers and offers. We've looked at it at how we can also build on the moment. And for us, let me take you back a little bit into the past. It all started in 2019 with something called the Rangoli, where we reimagined do X get Y. The premise was simple, do different transactions, get stamps, but the elusive Rangoli stamp to complete the set only happened if you finished that one particular type of transaction. It captured the imagination of every Indian where collectibles not cash became the incentive. So in a nutshell, it's not just about the announcement of an offer or giving the offer, but what we've realized is how do you create the experience around it? Can you almost gamify it? If I had to look back and think about three elements that we see in gamification, the first one, it has to link to the cultural or the environmental context that brings a sense of understanding. The second, building levels that help users to get a sense of achievement. And when we think about these levels, it's not just within the offer, but are you doing it enough number of times that can actually help you create the habit? And the third thing that we've noticed that brings in delight is actually the social signaling. It's important. They talk about it. They brag about it. And it actually nudges other users. So when we took the 2019 principles and in 2020, we looked at the same thing and created another game called Go India. Let's play this ad. Built from an insight that the Diwali holidays was a time to visit new places or family, given the pandemic conditions, could we let our users tap into a virtual road trip? It was a 30-city road trip that celebrated famous landmarks and traditions. You would collect tickets, kilometers, based on the type of transactions made in their exchanges, community sharing, with users sharing their locations as they were traveling, posting about becoming ticket collectors. In fact, my parents said, you're not coming to Chennai, but can you send me the Chennai ticket? Like the Rangoli game, it generated huge user love, positive sentiment. And again, through the game, we were able to nudge, but more importantly, educate users about new type of way flows. See them adopted. And in fact, more sustained even after the game was over. It was surprising, delightful, in an unexpected way. But engagement doesn't always have to be chemification. It doesn't have to be about self-goals or wins. Early this year, we were inspired by what we saw in the early days of COVID wave two, the humanity we witnessed, where everyone helped each other. It was on this premise, we wanted to make sure that Google Pay on-app actions in India could keep this concern alive and drive continued concern. And so we thought, what if every action of our user counted for something more? India does only care for India. For this concern, Google Pay has made I Care Hearts. With this, at the cornerstone, we launched the I Care campaign in July, where we got users to gift care hearts with their friends once they made a socially good transaction. The I Care campaign had successfully donated 10 million meals to families affected by COVID, coming from the actions of millions of Google Pay users. This one is close to my heart. So as I conclude, I'd like to summarize. See how every engagement is leading the user to understand your app, exploring it, moving towards the end plus one goal. With this, at the cornerstone, we launched the I Care campaign in July, where we got users to share their experiences with their friends. With this, at the cornerstone, we launched the I Care campaign in July, where we got users to gift care hearts with their friends once they made a socially good transaction. The I Care campaign had successfully donated 10 million meals. See how every engagement is leading the user to understand your app, exploring it, moving towards the end plus one goal. Context your engagement to something they will find useful. Explore your nudges, your offers. Education can be surprising. It can be delightful. Re-imagine the do the X, get the Y. And most of all, thank you for listening. Okay, that was truly an enriching session with Ms. Banerjee. Thank you, ma'am. Ladies and gentlemen, moving on. Next up, we have Mr. Sunayan Mitra, Director Coffee and Beverage's Nestle, South Asia region. He'll be discussing the world at our fingertips, the science and art of fingertips marketing. Mr. Mitra has 24 plus years of experience in a diverse set of roles spanning general management, strategy, marketing, and sales operations in FMCJ FMNCs. Developed commercial and strategic expertise out of experiential learnings from a variety of responsibilities that range from successful creation of new businesses to generating high growth for robust businesses. Currently, Mr. Mitra is leading the beverages business at Nestle for the South Asia region. He's passionate about people, brands, and businesses. And we couldn't be more excited to hear you out here, sir. Over to you, Mr. Mitra. Good afternoon, everyone. Hi, sir. Can you hear me? Just share my screen. I just wanted to run a check. Good afternoon, everyone. Over the next 15 minutes or so, I will take you through the science and art of fingertip marketing. Mobile is very much what is the way forward for us and has encompassed all our lives. Now, what is science? What is art? And what is marketing? And how can we differentiate them? Now, we all have our ways of interpreting. A simple way which I had, I interpret them as science is the thought while art is the expression. So in marketing, we have a part which is the thought, which comes from consumers, their behavior, how they are, can be reached. And the art is how we express that into things which they can comprehend. And marketing is all about translating a brand promise into what the consumer needs. So if we go forward with this and how India as a country is and the kind of challenges which we face as marketers, it's diversity which has often defined India. So when we are launching a campaign, we often think of how many languages do we need to work on? How many edits do we need to work on? We have more number of languages, official languages than countries in Europe. We have more number of towns and no more parts of the country where we need to take care of whether what we try to communicate as a brand promise is what is getting understood. So therefore, conventionally, we always have different ways of communicating the same piece of communication which was either dubbed or we had to go back to the drawing board to think whether it could be interpreted or understood, be it when we are talking to rural audiences, when we are talking to urban audiences. But let's see what's happening in the fingertip world. I'll just check whether the sound is playing. If it's not, please let me know. I'll play quick short videos. Suddenly there is one language which is reverberating across towns, across languages, and across ACC's, be it a superstar, a commoner, or somebody from one of the villages, they're all suddenly being united in what is the new fingertip world we are getting into. So today's world is an attention economy and it is content which I will come to it again and again. It is content which will define how engaged your audience is and how much is she willing to listen to what you have to put up as a brand. Now, how has the audience changed in terms of attention span? In 2000, it was 12 seconds. It came down to 8 seconds in 2013. And finally, if we look at Gen Z today, it's 2.8 seconds. And it's said that the goldfish has an attention span of 9 seconds. So that's the kind of attention span we are dealing with today. And it is extremely important therefore the content which we have is meant to engage our evolving consumer behaviors as we see. Now digital is reality and it's exploding in India like nowhere else in the world. It is today the number one data consuming country. And a big part of that is that the data cost is one of the cheapest and with Geo coming in a few years back, the data cost reduced by 17X. Now these are things for a marketer which on one hand puts a lot of hope and a lot of excitement that Indians check social media 13 times on an average. They also remember people recall content on news feed after seeing it for just 0.25 seconds. And four in five businesses get a direct message on social media. So they're engaging. And 83% of people on Instagram have discovered new products. Earlier what was very difficult for small businesses to reach out to, suddenly there is a medium in which we can do so. And if we look at how does consumer behave through the day. These are scenes from some parts of the world. But you see that very, very similar stuff in our lives and you can very well picture yourself checking your phone on the go. Of course you need to be safe because that's something which is of very high importance with mobile. More and more we are getting news that people are having accidents because they are checking their mobiles while walking. But on the go is 70% of checking on your mobile. There is 20% where you are leaning forward a break between two meetings or between your household chores on a Saturday when you have that time. And the other 10% is when you lean back and you actively search out new communication or new content. So as marketers there are three clear ways of how we make our brand messages stand out. On the go is an immediate one. People don't have time to do too much at that point of time to interpret complex messaging. Interactive is when you would like to engage and reply to either social media or on the brands. And the third one is when you're ready for an immersive experience and you would like to do it to seek out more information and learn and educate yourself. This journey was always on. But the pandemic year has accelerated this journey. A few call outs on this fairly busy slide is TV is seen to be gaining while there was a part where TV lost but TV viewership has normalized and it's massive. Still in India it's massive but digital has seen exponential growth. We have more TVs, more mobile phones than we have TVs and with the smartphone price coming as low as 3000 rupees we expect to have 1 billion users by 2025. 1 billion. And the new ways the consumer is engaging is vernacular searches up to 2.1 billion, voice searches up to 4.2 billion. These are ways of reaching out to specific consumer cohorts which earlier was fairly difficult and mobile has become an extension of life choices where you share where you do it at your pace. You don't need to engage immediately. You wait for the right time. You learn and upgrade. That's when you are having immersive times. Of course you would like to explore trends. You would like to convert into a purchase and a consumer also wants to express her views. And there is a FOMO which is a big thing in today's youngsters, the fear of missing out. So therefore content, trending topics are extremely important. Therefore our new way of creative practices are be visible. The same thing which was there before this mobile explosion is still there. How you are visible is something we have to be very clear about and I'll come to that in a minute. You have to be ready for a world where your communication should be effective. Your message should come through even when there is no voice. So while there are mediums coming in new where voice plays a role, sound plays a role, there are major mediums where sound is just not there. And how your brand is visible, whether it stays in your memory or not, is again another part which we have to take care of. Now content is the key and brands have to adapt. From the category which I handle, I'll share a couple of examples where we have to look at a platform format. Most of our phones are vertical formats or TV communication has historically been a horizontal format. So when you are engaging, it's important that you know that the platform format is right. It should work with or without sound and the brand has to be visible in a non-intrusive way, in an interesting way while you are communicating. So I'll just play these short ones on Nescafe Gold. And this one is on Valentine's Day when Nescafe Gold went out with a communication on spending time with yourself, a very special person. All of these work without sound as well, while sound does add to the overall communication. A few more examples where how brand stands out in front, and I'll pick up one example from Nespresso, a global example, it's not in English, but it will, you'll see that language is not really needed for the indulgence of a great cup of Nespresso coffee. It's a flat white over ice and how it looks is what is communicated and the language doesn't matter. This one is another example from India where it was a consumer promotion with how to make a cold coffee and it works without sound. So I'll play it without sound. Again it is meant to talk about the product which is free and also the indulgence which it generates. The next one is on Starbucks again which works beautifully in this format, vertical format, talking about what you can procure and it works without sound. So it is about content. The last one which you saw was an example of using somebody who was an influencer. The audience who follows that influencer has a certain need and they are looking for a certain kind of a message which they resonate with. Now mobile offers the right teaching just look hard enough and here today we can reach out to different cohorts with different interests which your brand talks to. Another example I will use is of what was used by Lactogro where the objective was to reach toddler moms a difficult segment to identify on mass platform so toddler moms as specific as that just imagine if it was only TV and print there was really no way of reaching out only to them but today we have the power to do it and you can have partnerships with different platforms to promote your product with a relevant message and the results 25 percent repeat purchases in a category which is fairly robust or established. The other one we had from KitKat is when we talked to with Geo and engaged with youth beyond brand advertising where KitKat break zones were made with eight playlists reaching out to the cohort who gets music or for whom music is important. The other one I will use is being able to repurpose your TVCs and leverage them in mobile in a way where youth who was the role model here can engage with it. So as a result you have a TV commercial which then can be very soon repurposed to something which the youth engages with and enjoys. Also social messaging recently Nestlé launched the face of hope campaign encouraging youth in middle India to mask up and be safe. There is a way today to reach the mass through Facebook and Geo and we had 280 million plus reach three million plus pledges three million people came on the platform and pledged to be using a mask and it was right after the pandemic had hit India the second wave and this was something responsible for us to do to encourage people to start wearing masks so that it becomes accepted. So that's all I had to take you through the wonderful world of fingertip marketing. This is a new area which is constantly evolving. So what is what is the rule today? What is the right today? We have to be always on our toes because it may not be the right thing tomorrow and day after tomorrow a completely new set of rules will emerge. So that's the exciting journey which all marketers are going through and it gives a lot of power and also a lot of responsibility for us to ensure that we do the right things as we move forward in our journeys. That's all I had from my end. Thank you very much for listening today. Thank you Mr. Mitra. It is an absolute pleasure having you here and we're so happy that you could make the time and be here. I'm sure the audience really enjoyed it. Ladies and gentlemen allow me to introduce our next speaker for today. Ms. Ritu Merhotra regional manager South Asia at booking.com. Ms. Merhotra is currently the regional manager at booking.com hailing from Gurgaon. She started off strong by gaining achievements from IIM foreign trade powered business school and also graduated from Harvard University in 2013. She's also garnered experience by reaching senior level leadership positions and built her expertise by working with renowned organizations like Pacific Global, Bristol Corn, Zomato to name a few. In 2015 she founded Green Plate, an e-com site dedicated to providing corporate America with organically healthy meals. Ms. Merhotra today at screening it is going to be discussing and talking about unlocking your app marketing automation driving mobile app promotion in a COVID-19 world. Hi Ms. Merhotra it's nice to have you here ma'am and the floor's all yours. Over to you. Thank you very much Pallavi. I'm going to share my screen as well because I do have a power point but before that hey everybody it's a pleasure to be here with all of you this afternoon and I would like to thank Exchange for Media for having me here. We have 25 minutes and lots to cover so buckle up and we get on to the exciting journey. Is my screen visible? All right so maybe I'll just get started assuming that my screen is visible and so am I. Out of 7.7 billion people in the world 60 percent over 60 percent of them actually live inside the small circle that you see and this circle by the way also is the fastest growing in the world. India is as you can see a part of this circle and you can see that there are more people that live inside this circle than outside of this circle and very interesting thing is that India is one of the fastest growing economies as well. Also I think it's extremely diverse. It's a diverse nation. There are 23 languages. We have 415 dialects. We have 19,500 mother tongues and over million dishes in the country and when people say that they have one India strategy to acquire users at scale to build demand or have a product market fit it actually confuses me a lot. There's one thing in common. We all love our beloved phones. The picture that you see on the top is I clicked while I was passing through a school in college a few days back. There's one thing in common. Everybody is glued to their phones. Last year 70 percent of all internet visits were on mobile and this number continues to grow and why is this growing? Large and growing middle class skipping desktop and moving straight to mobile. Mind you this is the nation. This is the country where a lot of people actually have never experienced a desktop or a laptop. This is the generation that moves straight to their mobile phones. So for a lot of ways this is their first camera, their first TV, their first music store and most importantly this is how they connect with the world. Every day 80 billion messages are shared on WhatsApp, Facebook, Insta and all other social media combined and if I talk about India specifically there is a population which is again a young and middle class post COVID. I think the digital transformation went on a turbo state because it was not just the want it also became the need of the hour and therefore the need got even more pronounced. Average time spent on social media is over five and a half hours today and mobile has changed user behavior completely. People do not want to wait for answers. People do not want to stand in queues. People do not want to wait in line to get to any kind of gratification either. People are expecting instant gratification. Picture this when you get an Uber ride and the app shows you four minutes but driver arrives in eight minutes. You're already completely disengaged or if I sent a message on WhatsApp stating that hey guys I'm excited to all my friends and hey guys there's a new bar that has opened up why don't we go and have a quick drink and if I don't hear back from them in 15 minutes I am thinking that they are thinking it's a bad idea already and last if I look at booking.com's business same day reservations have gone up dramatically in the last couple of years. So it brings us to three things. Number one on one hand mobile as a platform is gaining so much traction. Number two messenger or messages is the way to communicate and third thing is that artificial intelligence machine learning that will personalize the content that we're sharing on the platform. So where does this take us? Let's turn to what happened in China. Let's look at this platform. It started as a messaging platform and very quickly morphed into a super app and it's called WeChat and this is empowering people to live their lives on phone only. Every day hundreds and thousands of customers are interacting with millions of businesses and even government services. If you want to get apply for a permit to get a visa everything is done through this channel. So if anything China is a predictive to what's going to happen to the rest of the world and why I'm saying this is because they embark on the mobile revolution much faster than any other country in the world including some of the western countries like Europe or North America. So as a business it's important for us to understand. Are we mobile ready? Are we innovating fast enough? Is our business is ready to target these mobile users? Are we communicating with the users on the medium that they're most comfortable in and the situation is actually even more grim especially when we send text messages on WhatsApp Facebook over 100 times a day and there is a key gap in how we communicate with the businesses and delivering value. Very interesting. Other key trend that we see also is and I already mentioned that you know we spend five and a half hours on our phone today but how are we going online? Google isn't the entry point anymore. We're going through our feeds which are highly personalized contextual and keeps bringing us back and just to make matters worse none of these search engines will be the entry points and just to let you know if I look at the last year's sales for Alibaba which is one of the largest you know retail chains in in China 60 percent of the sales came from contextualized content. So data shows that before we go to bed every night on an average people spend 50 minutes checking their feeds and social media. If anyone told you a few years back that you will be spending five hours on a six inch screen you would laugh but this goes on to show that if there's something easy useful frictionless boom it can change user behavior in no time. We spend hours on this without actually searching anything so when you're looking at your feeds on Facebook when you're looking at content you're not searching anything basically what happens is whatever notifications come in because they're highly contextualized you keep browsing more and more and more and more and if you look at each of these you know examples that I've shown that's that's exactly what happens and because the content content is so personalized but it's low intent so marketers have to be ready for that takes me to the next point. So how do we acquire users? What do we do to make sure that we have the right attention span? So at booking.com two years back we started to spend a lot of time and we invested a lot of energy and resources into growth of our app. We made big gains in booking and user engagement both on iOS and Android and I want to dig into our growth trends to show you how this momentum is opening up new partner opportunities and user growth. So from high level perspective our investment in future of our app follows it's a two prong strategy. How do we drive more app installs and how do we how does the app have more engagement as I spoke to you about and in the last two years we've been able to do both actually if I see the strategy. So let's focus more on the user acquisition side first. Number one app store optimization. I think that is one of the most important things in activating advertising campaigns and app stores around the web. So our app is increasingly reaching new customers, new users as we continue to add flights, tours and we are trying to do connected trips because the more choice you give on the platform the more users keep coming back and you know recently we launched another PR campaign that was all about downloading the app and I want to say that in the last two years the very focused efforts that we made globally in Q2 this year booking was number one downloaded OTA app according to third party research firm and during the same quarter we were one of the most downloaded app in US and our downloads increased dramatically over the last couple of years and we ensured that we create direct marketing. So apart from working on the conversion funnel etc we wanted to create content that brings low intent users to engage our entire funnel and also entire funnel is touched by machine learning. So this is how the user acquisition is working for us. Now if we look at how are we driving engagement? So if I look at booking particularly right a typical user will not use a platform every day. They will do that when they're planning a trip and when they need it but when they come and then they're planning the trip that's when they open the app a lot more right and it's possible that the pandemic has increased this engagement as well with the uncertain travel environment encouraging many travelers to pivot to mobile and that's what we see as well. With such clear so if I see today the overall business from mobile represents 60% and if I look at just India it's actually upwards of 70-75% so very large chunk of a business comes on mobile. With this clear success metrics pouring in now is a good time to think about how do we offer deals to these mobile users a differentiated rate strategy. So we started to work on a differentiated rate strategy and if you see the picture on the top you see that you know we have a very prominently listed mobile rates on a platform which are extremely compelling because if you see you know an app will have a very very small screen and a small real estate and therefore it's very important for us to showcase these deals and when partners and when I say partners it's a hotel partners when they implement these they receive on an average 28% on an average more bookings which is clear indicator that how people are so used to booking transactions online and on their cell phones. It just doesn't end there the intelligence and framework we've built to help automatically identify and triage request through booking assistant now work seamlessly in the background on booking.com helping customers to navigate our health center which is available in 44 different languages. So it's not just about getting users showcasing the deal it's also about making sure that once they come to the platform as I spoke about machine learning etc it's very important for us to give them the right kind of engagement there. If I go and start to work on the overall user journey as well so it's not about bringing the users it's not about engaging with them it's also about ease of use it's also about how contextual can we make the entire funnel and how it's touched by machine learning and if you see here when you land on our site and you aren't sure where do you want to go yet we make suggestions to you so if you see the picture on the top because we've been leveraging all your past data the user data that we've had and machine learning models we know that you know what are the kind of options that will work on closing the funnel sooner. When we recommend which apartment and hotel would best suit your search criteria so there is a lot of different machine learning systems working in the background when you start to show you based on what your past data is and we also work a lot on in the moment for the moment because sometime back you may have gone to the family today you want to go a voice trip you know on a road trip so our machine learning funnel actually works as you're going through the journey as well also it's very important to show as I said contextual right the reason you're going to your feeds is because it's contextual right somebody has sent you a message and you want to see that right so if you see the reviews right which images are most relevant to you will come to you because we know from the past experiences what kind of images helped us to convert the funnel better and which machine learning models have automated in the in terms of detecting important features so we know that for you pool may be important or for somebody else a right kind of bed or mattress may be important and data science has become rapidly more sophisticated over the past decade and it continues to accelerate which we love at booking.com and we've been passionate about data to say the least and because of the data we focus a lot on our CTAs and so we already know that if you are a family of four people even the reviews that we start to show you are the ones that are by families or people four so that it becomes highly contextual and you're able to engage in on the platform a lot better. The last piece I want to cover is the customer service and demand prediction. If you need support before, during or after your trip our demand prediction algorithms make sure that there's enough of our excellent customer service staff on hand to help you out in the native language so we use about 44 languages that I've already spoke to you about. So as we are looking at today's world of marketing and I talked about three important things it's not just about user acquisition. Google doesn't work anymore. It is highly contextual content driven low intent user based that we need to look at. Once users are on the platform it's important to have engaging you know content and that needs to happen entire user journey and that becomes available through the use of AI and machine learning. So I'll end with that world is moving to mobile experience and in times to come more or either businesses are going to be digital or on digital period and I'll end here. I hope I was on time. Thank you Ms. Mirotra very very very interesting session. I think the audience really had a field day with this part. Thank you again for being here ma'am taking up the time sharing all your knowledge and interesting ideas and we look forward to interacting soon. Perfect. Thank you very much. Thank you and take care ma'am. Ladies and gentlemen allow me to move on to our next panel session for today. The topic for this panel session is advanced metrics in mobile marketing the right way to practice it. There'll be three key highlight points being discussed on this panel. One best practices of mobile marketing. Two building effective dashboards to understand metrics that matter. Three dynamics at play for next phase of mobile marketing metrics. Allow me to welcome the session chair for this panel Mr. Kosal Maladi vice president Madison world. The speakers for the panel allow me to welcome the same Mr. Ajay Dhyani head marketing and econ timex group. Mr. Siddharth, Tahbade, MD and MI of MIQ India and SAR MIQ digital commercial private limited. Pravalita Bora head of marketing 91 mobile. Juhi Singh head of digital center of excellence India and international Mariko. Krithiman Kohli digital marketing in CRM league at racket. Welcome to all the speakers and our session chair and I hope I ununciated all your names correctly. If I haven't pleased to point it out over to you the clause all yours. Thank you. Thank you so much. Hello everyone. Welcome. So, since we've had a very quick introduction and we have about half an hour of session, I'll quickly jump into the topic, right? So, the discussion is about measurement metrics in mobile marketing. It's very interesting, right? I remember a time 10, 12 years ago when we used to talk about digital marketing and numbers. We used to get really excited. We used to track the comm score numbers month on month and we would say, you know, there are 20 million users per month on digital today. There are 25 million. I remember this one time when we got really excited when we had a number of 40, 45 million today, we probably had 450 to 500 million and that's the truth today, right? At that point of time, we had internet marketing, which is pretty much what we did on desktops and we had mobile marketing, which was at one thing that you did through SMS, OBDs and so on and so forth, right? Of course, things have changed and as a great man, Uncle Ben once told Spider-Man with great power comes great responsibility and that's where we are today. Mobile marketing, digital marketing gives us so much data to play with and with so much data, we just don't know what to do. There are two challenges with data. One, what do I do with the data? How do I analyze the data and make sense of it? And two, what about privacy? Where do we stand on privacy today? So with that, I'd like to just open the floor and I'll address the first question to Ketiman. Taking a step back again, as I said, we had digital marketing, which was internet marketing and mobile marketing. What is mobile marketing today? How do you define it? You're not audible or I'm not the only person who can tell you that. Can you hear me now? Yeah. Hi, sorry about that. So as in the last session, I was mentioned almost 85% of all media consumption on the internet is happening over mobile. So almost all digital marketing right now is mobile marketing or mobile first marketing, which triggers us marketers to think in that direction and there is a big paradigm shift for us as well. Because earlier we used to look at our screens where we're looking at assets, we were looking at our, our tech stops while approving assets. We'll have to look at each asset in each communication to see that if does it fit well in a 16 screen or not? Or does it fare well? Does the consumer get the message in a 16 screen or not? Is something which is paramount as a marketer now? So just a small tip and I've been using this the past few months is every time I approve an asset or review an asset, I make sure that the team sends it on my phone rather than on the desktop. So that actually helps. Yeah, it's very interesting to say this because I remember this is back in 2014 we were creating this website, it was a really fancy website, which was opening by QR code at that point of time and lots of things. And we created it for a desktop and we had optimized it for the mobile screen. But the client was constantly complaining that it wasn't opening properly, it was opening on all our phones properly, but it wasn't going properly. Then we figured that the client was still using a four inch screen while the rest of the set five, five and a half, six inch so the size is different. So yeah, thanks for that. So I just like a slightly different perspective now. I'll move on to Prajolita who essentially sells markets to people who buy mobiles, which gives us all the data that we have today, right? So how would you define mobile marketing? Thanks, Kursal. So well, my views largely resonate with what Kirti Man has already sort of highlighted. We can't think of mobile marketing as a channel anymore. And I mean, and in the smartphone space, marketing is essentially mobile today. So we have to adopt the mobile first outlook. So whether it's the creative, the ad creative, or the ad, the length of your ad film or your brand film, the format, the sound, we have to make sure that they're optimized for mobile. So that applies of course to our space as well. The other thing in the smartphone and tech space is who are we distributing our ads to, right? If I'll give an example. For a smartphone brand today, any of us is a potential consumer, right? But how many of us are looking to buy a new smartphone immediately? Not a lot. Like the number will be very few. In fact, in a given month, only 10 to 10 million, 10 to 12 million smartphones are being sold. So and in laptops and tablets and appliance and other categories, the numbers will be even smaller. So while your TG maybe incurs, the in market high intent audience would only be a few lakhs. So when you have to advertise, it makes sense to disproportionately go after this audience and their ways to identify them. For example, of course, on gadget sites like 91 mobiles and further segment them based on their search behavior and customize your ads for greater impact. So that's something that we sort of follow very closely, adopting a scientific way to marketing. The other thing that I want to sort of touch upon and it applies to all categories, not just tech, I would say, is that in mobile marketing, like people are looking for immediacy, they are looking for compelling. And if you don't deliver it in an easy to consume format, they'll just walk away. Right? So I think as marketers, we have to make sure that you're delivering content and getting to the key value proposition immediately. And I think the fourth thing that I sort of would like to quickly touch upon is the fact that there's a whole proliferation of channels today. And it's very important to pick the right channels. Of course, it will vary based on your campaign objective, etc. But if you're creating ads for Facebook, you have an app, you have email marketing, you're doing mitro, you're probably going to clubhouse, you're leveraging influencers, it's definitely difficult to maintain brand consistency. So it's very important to sort of figure where your consumers are spending the most time learning and discovering about new brands and making sure you're available in those platforms in the best possible manner. So yeah, those are like a few highlights about how we sort of adopt marketing here at 91mobile. Yeah, I mean, it's very interesting because in fact, we can probably dig into this a little deeper. I mean, at 91mobile, you obviously have because of what the platform is, you know exactly where the consumers are coming here on the platform for, right? How do you actually start creating codes of users outside of your platform when they're not looking for mobile exactly, looking to buy mobile products, but understand that they are consumers of mobile, that'll be something that will be interesting to look at. And it'll obviously apply for a lot of other brands, because the website is not meant for that purpose, right? So yeah, that'll be interesting. And another thing that you mentioned, which I thought was very interesting was they are probably not looking to buy the phone immediately, they're doing some research. So and I think it's a fantastic way, it's a fantastic way that I probably want to ask the question to Joey, because if you're talking about the attribution here, right? I mean, if I'm searching for something on 91mobile, I'm probably not looking to do that. So there is a certain look back window. So today, if I look at what Facebook would say, Facebook would probably give a look back window of rating anywhere between one day to seven days depending on the category. And there is a different look back for each platform and attribution is always a big challenge. So it'll be probably, it'll be fantastic to know how you handle this attribution challenge at Marico. And also, how do you use data to make decisions on which platforms to be present on to drive more sales? Yeah, thanks, Paasul. So like you have mentioned, it's very, very easy in case when we have a DTC brand, wherein let's say the sales is also happening on the website, and then the direct attribution is possible, because we are having some tags, etc., to know that which of the channel actually converted. It becomes difficult when somebody enters a black box like Amazon and Flipkart, while to an extent, if we land them on brand store, etc., we get that data. But what happens is that most of the time on brand store, they are still exploring, and they go on the PDP later on and convert. So what we did at Marico is that we try and gather everyday sales data for all our brands from, let's say, Amazon, which is the largest partner for us. And then of course, we get all the digital marketing data. We run a multi-channel attribution model, which actually helps us to drive, derive ROI for each of the platform at a brand level, which in turn, which we have built optimizer tool internally, which helps a brand manager to play around with. And they can make a choice to go by the model, which is predicting the ROI, or apply their own intelligence, because maybe they have a better asset this time, or a better cohort defined on certain platform, and they feel that it will give a better outcome. So the model predicts the expected, let's say, max or optimum sale as well if this attribution is made as per model. We keep tracking that and we keep improving the model as well. And one number that we track very actively for the senior leadership and at each brand level is ROAS, which is essentially opposite of ACOS. And it's a very simple yet very effective matrix, because it can be applied at a company level, geography level, business unit level, even at a category, brand, time period, and campaign level. So what we have done is we have arrived at a certain benchmark at each of these levels, and we keep evaluating whether we are performing better than that or not so good, and then keep improving henceforth. So I think that's the way we do it. Okay, it's interesting. So just a follow-up question. Would you also, while obviously you are able to track the ROAS for an online sale probability, is there any modeling you would do or you're looking to do to track the offline sales, because a large part of Marico products obviously still sell offline. And for the e-commerce sales or e-commerce marketing spends to grow, I'm sure there is a huge impact that will have on the offline sale as well. Like for example, I see a product online, but I don't necessarily order. I mean, if it's a noil and probably don't order online, but what I see on an Amazon makes a huge difference. Yeah, so like the multi-touch attribution model is of course much more frequent because we have the data at that level. So it can be let's say a quarterly level model to predict the ROI and make changes. But for large brands and where offline data is there, and there is a data which is coming late to us through the store audits, et cetera, happening through meals and audits, et cetera, of course the data cannot be collated and the model cannot be run immediately. Also, a lot of factors come into picture, right? Because there is store, let's say, general trade visibility and there are promos running and all of that. And data accuracy is also a problem. So there we apply a multi-MMM model, right? And what we do is that we do it by annual and then we keep refreshing it as we go. However, having said that, the accuracy of that model is also getting impacted by, let's say, conditions like COVID, et cetera, which was not unprecedented, right? So that ways we attribute for the offline sales. Oh, okay. Thanks. Thanks, Julie. So just taking the e-commerce conversation forward, we have Ajay from Timex. So I'm just curious to see if the e-commerce journey for a CPG versus e-commerce for Timex, wouldn't be very different the way you look at it? Right. So in Timex Group, we have also seen unprecedented growth in our e-commerce and especially on the digital platform, especially we're not talking about the last lockdown that point in time when our stores were closed and physical stores, there were no walk-ins. And that point in time, I mean, it was complete lockdown in from e-commerce point of view. But even after that, the kind of growth and kind of response we have seen on digital platform that has been phenomenal. And we have taken a lot of initiatives to further grow this journey. And those initiatives are backed by data. I mean, one is our D2C initiative where we sell our watches directly from the brand website. And I would say that the performance of the brand website also started growing significantly just after the lockdown period. And that is again, backed by a lot of data. We save first party data and third party data and doing marketing activities and planning all sorts of marketing strategies, top of the funnel strategies and bottom of the funnel strategies to leverage from that and optimize your sales performance. Second, I would say that on e-commerce platforms like Amazon Flipkart, again, the growth, I would say the significant factor behind this growth would be data. I mean, working closely with e-commerce platforms and then getting those valuable data from the partners, I would say not only, I mean, consumer data of course not available, but other product data, I mean, that product insights data really help us to improve performance, be it, you know, for example, looking at, you know, what consumers are preferring to buy online space. And then we match it with our offline data, we get, you know, CRM data from our stores. And then we have DMS data from our distribution channel and then website data. And we try to analyze this data so closely to find and to make the cohorts of the consumers and try to optimize. And then there are various I mean factors which are involved, like for example, you know, if there are certain issues where you can really improve to lower the return rates and to improve the product performance by, you know, making, by doing contextual targeting and also improving our product presence on the e-commerce platform. So again, I would say on and all e-commerce, journey e-commerce growth has been a phenomenon in the last couple of years. And I would say that data played a very, very important role helping us to optimize and helping us to achieve these significant numbers. Thank you. Thank you, Ajay. So essentially, when we talk so much about data, we cannot run away from the question of privacy rate. And that's something that's been on top of a lot of people's minds. So addresses to Siddharth, considering programmatic as a platform has always been about transparency. It's been about consolidation. It's been about having more control on your campaigns. With all the conversation around privacy coming in, with restrictions coming in about how data gets captured, so on and so forth, has it really affected programmatic advertising in large way and will it going forward? How do you see this? Yeah, yeah. So I think, you know, just to take a step back on this, you know, because this is a very interesting and fundamental question which you asked. And thanks a lot for that. So let's look at the evolution of digital marketing and digital in India, right? So, you know, it started with Google, Facebook, and then, you know, there are e-commerce platforms like Amazon, Flipkart, they have, they are growing now. So we are going through a journey in India, right? And what we also see in this decade is that probably TV is going to change. TV, traditional TV is going to morph into OTT and connected TV and so on, right? It's the digitalization of TV which will happen. And of course, you know, as we go more and more into this decade, we will see that all the news is being consumed on digital and you know, so it's basically a lot more other channels coming in. Connected TV has spoke about digital lot of home. 5G can bring in a lot of other form factors as well and, you know, get you in a very advanced way in terms of where you want to target the consumers. So in this, definitely data privacy is an important factor and consumer privacy is something which is very, very critical. And what we see as a trend which is emerging because of this is that, you know, there are a lot of form factors coming in. There are a lot of new channels coming in. The biggest need of the hour is that how do you bring it all together? And within that, you have work gardens and you have open internet system. But ultimately, you need a place where everything is coming together and programmatic is probably one of the first good step which, you know, clients can take, you know, the brands can take to look at the all the different channels like, you know, you have display, you have video, you have OTT, you have connected TV, digital lot of home, other form factors which will be coming in. All these things, how you can have it together, have measured measurement in a single panel so that if you are for example doing a campaign where you want to maximize your reach in a particular TG, you would want to do that in a single screen and you would also still be able to manage an ideal frequency. If I want to have an ideal frequency of 8, I should be able to do that and manage it, right, and maximize my reach on all these form factors. So that is where programmatic comes into place and what we are seeing is that is one of the big reason why programmatic is growing very rapidly because it also creates a lot of financial saving. You are able to have all these channels together and you are able to optimize across all these channels together. So that creates a huge amount of financial saving. Then the other innovation which programmatic brings in is you can also overlay data on top of it. So you can have, as Ajay was also saying, first party data, third party data, second party data which is coming from campaign and you can make your campaign very data-rich and you can first look at what is the right cohort and then from there actually activate the right cohort for yourself and that is where the question of data privacy comes in. So for example at MIQ, we have 700 million consumers data in India. We have an extensive data lake. Globally we have 500 plus data partnerships, all data coming into a single data lake and then what we are doing there is every new data partnership we have, we connect the data at a primary key which is cookie ID and a device ID level, right, and of course cookie is going to go away. Device ID is going to remain for some time but definitely one is cookie because cookie is going to go away. We are also collecting a lot of contextual signals and stretching this data together so that at a cohort level we are still having signals both online and offline signals and it is a non-personally identifiable information which is completely DDPR compliant. So that way we are completely taking care of the privacy but at the same time we are able to leverage the good parts of problematic and data and help the brands with the insights as well as very strong data-driven marketing which you can do. And what I also feel is that cookie less paradigm is a good thing. It is coming in and it is going to keep growing and that's where you would want to look at your authenticated data which is basically the data which is the consumer data which you are getting because when consumers are coming onto your website or app they are logging in and obviously on purpose they are giving you the information and accordingly you can use that information to target these consumers but obviously in a smart way in a privacy compliant way still because even if they have given the permission it doesn't mean that you are going to take advantage of that so that's very very important. And then the emergence of the anonymous data where I was talking about contextual signals and a lot of other signals which are there where you are able to leverage that data at a cohort level and still maintain the efficacy of the advertising but also managing the data privacy in a very very good way. Got it. Thanks. Thanks so much for that. Just actually it's a very interesting point you brought out right about how you are actually looking at cross screen planning. So I want to get a perspective of a brand marketer. So Kirtan, within Rekid do you think that you have mobile marketing, you have TV, digital overall but we still call it mobile because today we are in this forum. Is there a challenge in driving cross screen planning? I mean there are multiple conversations and I've been a part of so many conversations where there is a team that says that TV is a big screen, mobile is a very small screen versus another audience which says that but mobile is more personalized, TV you don't know whether the person is actually seeing or not. How do you address these challenges is cross screen planning here to stay and how do you actually create a single data point to track them? So it's certainly here to stay like you said. See even if they're multiple screens it's the same consumer it's a single consumer. So rather than looking at mobile or TV in silos it's very important to have some sort of a screen neutral planning there and obviously that's an ideal scenario to have. We are still very nascent when it comes to screen neutral planning and we as a group would like to evolve a lot where there are other markets globally where you could plan TV and your mobile campaigns together through programmatic. So we're still nascent there as India's a market but we would want to move into that direction. But one thing that we can do is rather than looking at TV and mobile as different platforms in silos it's it'll be very necessary to understand that we need to look at it more from a business objective center rather than going to a platform. So we need to look at the funnel where we need to say we've got an objective for awareness or consideration and according to that we need to overlay our platform or platforms so that they can we can achieve our business results. So if and for example you get that query a lot in digital just because you have data you get exploited a lot there but vis-a-vis TV you don't get data and still the requirement suffices. So it's very important to look at each platform at the business objective level. So for example if you are planning an awareness campaign on both TV and digital it's very important to look at the awareness brand metrics only and rather than looking at converging which a mobile video or an OTT could provide. So it's very important to look at each platform and each campaign towards the business objective. So if you're going for an awareness campaign look at your reach metrics look at your brand metrics and your uplift look at your BLSS. If you're going for a conservation you should have your KPI set your expectation set behind each platform and then look at the results and then otherwise you'll just keep hopping around objectives which won't make sense. Okay thanks for that. I actually just want to understand one thing why if we look at each platform and this is a challenge that we face right as you rightly pointed out I mean the measurability of digital is sometimes what actually restricts the usage of digital because people always want results. But for example on TV there are certain parameters that have been said. I mean you say that if you don't do 150, 120 GRPs per week don't activate a TV plan and so on and so forth. On digital Google and Facebook have been trying for the log this time to say that you need to do I don't know 50% reach at an average frequency of five a month to be this one. But nothing's really I mean while there is an attempt is it possible to really compare the two mediums. I mean that's my question if you look at each medium in silos well it's good to have different parameters. Comparing the two mediums what would the right parameter be? I'm assuming it probably be reach right but how do you scale one medium over another and how do you take calls if you do not operate them together. So it's important to look at the advantages of each medium. So if the expectation is to go to a wider audience where you can carpet bomb a lot of people for a lot of great impact you could look at a TV but let's say if you want a certain micro cohorts you would want to target with personalized communication you move towards more of a digital format or you would want to target only a set of consumers that are from let's say an H&I group or from a certain section you'll have to look at the platform as per the business objective that you have. So you'll have to look at the strengths of each platform and create an amalgamation when it comes to planning. That makes sense thank you so much and Siddharth considering you are doing the cross-screen planning which are the categories that have really picked up cross-screen planning I mean Google obviously has been trying to create its own reach planner between TV and video data every agency has its own cross-screen planning tool. Bark has been trying to do this for the longest time with Acom right so but which which are the industries that are catching up here? So actually all the industries right so all the industries which are you know it can be tech it can be FMCG it can be consumer durables it can be you know even BFSI as well and basically the innovation which we've brought in here and you know this is something where it's about data right so basically the richer data you have for the market what what you would want to do is you would want to basically understand the consumer profiles first who are the different cohorts which you have and you know so that's what we do we create a very deep profile of the consumers for a particular brand and they can be online signals offline signals and also we have the signals for their media behavior right meaning online behavior as well as offline TV or watching behavior as well right so kind of connect the consumer profile with their media behavior as well and then kind of create the planning structure where you are saying that okay these are your most important consumers and if you're looking at doing an online video campaign for example in a single panel you want to do OTT is YouTube connected TV and possibly digital out of home as well then the planning will tell us that okay these are the right OTTs for you right if it is IPL time it doesn't mean that you know everyone is watching only IPL right so who is your particular consumer and where are they in the OTTs and which are the right channels on YouTube also and what are the locations for digital out of home where these consumers are present and that's how then you plan it so that your first step when you start the campaign itself is very well informed and then once you start the campaign then obviously as you get more data you can refine it further but the planning process becomes very important and that's where then you're able to bring in a lot of inefficiencies to be eliminated even before you start the campaign perfect thanks and and a lot of and I'm assuming and you can correct me if I'm not a lot of what you're doing between cross-credit planning is on the back of probabilistic data right uh no so it's uh you know a lot bases the device ID data which we have because as Kirti Manu also talking about that 80% of the ad delivery or the you know consumption of internet is on mobile in India right and also what device ID helps us with is the location data as well because you carry the device with you all the time and that's why the device is intelligent to tell about your location as well and then of course it is all non-personally identifiable information but then with the screen mobile screen which you are you know spending the most time with and also with the location data as a combination that creates that synergy which I was talking about as an example between online video and a digital lot of home and then of course now depending on the platform depending on the DSP you can also have this synergy between connected TV online video and digital out of home as well okay okay thanks thanks so much uh so uh speaking of data and non-personally identifiable data uh Ajay uh what sort of role does data play for uh time I mean uh you mentioned initially in short that you lose data you will go etc and so forth so really want to understand what sort of let's dig a little deeper into this understand uh what role data is playing and what role do you see dmp's and cd's playing in this uh journey right uh so uh in my view uh I think data is I would say uh in our digital marketing strategy data would be the most important uh piece of uh all the various digital marketing activities which we plan like for example uh first party data which is which is actually a kind of gold mine for the marketeers uh to use it in a way to really really flourish uh I mean not only flourish but also to understand your consumers and plan strategies trends and all like Siddharth also mentioned in a post cookie uh era where you know this this data would not be freely available the cost of digital marketing cost of acquisition will go up and you know marketeers who would have this first party data uh will have the benefit so from timings perspective uh we know that you know consumers who buy watches uh generally try to you know uh do a repeat purchase uh on certain occasions be it wedding or be it uh birthdays or other festivals so I mean we like to retain our customers and make sure that you know not only they but their family members also stick to the brand and you know we use that data in a way that you know we are able to uh create that personalized experience for them and stay connected with our consumers so I would say uh all in all data is absolutely critical I think uh mobile phone is one device I think is is is the device where the first time product discovery happens uh consumer searching for the product or maybe you know uh experiencing your products be it through apps or app downloads for smartwatches I think mobile phone is the first way of you know uh connecting with the brand and product discovery and all so using mobile phone as a medium you know uh creative wise and all even the brief with the creative agency starts with the mobile first approach so on and all data is absolutely important to create that kind of experience and to leverage from that data especially in the in the in today's uh a time where digital marketing is absolutely critical so I would say data for us is absolutely important yeah perfect uh so uh prajulata uh prajulata just uh we've spoken a lot about data right uh you also mentioned initially that you leverage influencers in the tech space uh it's I mean I know there's a lot of attempt to get data about influencers where which market are they from what are they interested in and so on and so forth but we also know that there are so many influencers who are uh fashion influencers today tech influencers tomorrow and something else the day after and they're also uh probably promoting a Samsung today they're probably promoting an Apple tomorrow and so on and so forth so how how exactly do you actually uh create a data-led strategy when there is very little data available right I'm especially talking about influencer marketing yeah um very correctly put actually causal um it's not as clear cut in the influencer space because it's still evolving um and in the tech space right influencer marketing like key influencers can really make or break a product uh in a certain sense you know because top influence and it makes sense right you know smartphones tablets laptops are highly considered purchases and top influencers would experience the product use it test it and then give a verdict and they have massive following base and uh based on their verdict you know their followers would sort of have a certain affinity towards the product or not so some of the things that you talked about right um it doesn't make sense so it's very important when you're adopting influencer marketing strategy it's very important to consider the influencers that you are onboarding do they for a particular campaign do their audience space resonate with what you're trying to sell it doesn't make sense to ask a fashion blogger to promote a gaming laptop for example obviously and there are a few other such checks that you should do for example you know how often does an influencer produce content the some quality so there are a few qualitative and quantitative checks that you must do to ensure that your influencer marketing program actually works so how often does he publish content how often does it do his followers engage with his content how often does the influencer interact with the content these are some basic qualitative checks there are of course the standard quantitative numbers that you would check you know that what is his total subscriber base where is he most active when he does a branded content what is the typical engagement you get all of those but yeah I think broadly it's about making sure that you sort of you analyze the audience space and choose the right influencers for the right programs that's very importantly the influencer space and as it evolves I think we'll have better metrics in place to track efficacy yeah thank you so much just before wrapping just one last question uh juhi uh with all the data that's there for us how do you put it together and uh make sense of the data we have about we're actually short on time so if we can just say here yeah so I think it's a very relevant question and one quote which I keep hearing is that data data everywhere not a drop to think but most of the organizations are actually struggling with the same thing because gone are those days when tom was a indicator that your marketing has delivered effectively and especially when you look at digital space so at marico we have developed a custom framework which we call digital quotient where and we look at 90 plus matrix and we attach a weightage to the matrix which are most highly correlated with business and then we look at about 130 plus brands where in 20 are marico brands etc and we do with some product so you get a index score out of it with the weightage as well as the performance of each of the brand looking at this whole framework then each of the brand knows that how good or how bad am I and at each of the matrix how should I improve so I think that's the way we have done it at strategic level and of course that there are weekly monthly daily dashboards available to uh track uh these matrix uh so I would say digital quotient has really helped us to focus thank you thank you so much before we sign off a quick show of hands I have two questions uh with all the uh this one about data privacy how many of us here hands on our heart don't mind sharing the data with the world so that we can get personalized communication quick show of hands okay fantastic so that's two and secondly how many of us and there is a saying right if you torture data hard enough it will tell you what do you want to hear so do you really trust the data that you get today or the how many really trust the data that we're getting today fantastic thank you so much and just one word from each of you uh what do you think is a trend that will come up in the future for mobile marketing one future trend just one word Juhi yeah I think owning your own data is the most important and data is the oil so I think that is the oil perfect yeah dude like he said owning data and then uh having a platform that can tell you how to leverage that data in the right way that you can target the right consumer is extreme effect so platform perfect thank you Siddharth yeah um I think it's uh related to first party data right mobile you know first yeah yeah a lot of material data and consumers are you know kind of you can basically target without infringing on their privacy in the right way so perfect so first party data Ajay one word uh besides data I think content creativity and the experience using technology uh will will be absolutely interesting to watch out for and uh I expect that you know technology will play a very crucial role enhancing customer experience through uh creative content I think BTO and skill images are there but still I think there are a lot of scope yeah so futuristic and I see yeah and Prajulita um taking a little bit from Ajay like as there's proliferation of more mobile first formats vertically oriented videos stories etc figuring out the right metrics to measure impact as you run campaigns on the newer formats perfect thank you thank you so much we are out of time or you would be no fantastic thank you thank you thank you everyone thanks so much thank you so much thank you thanks everyone thank you all for being here ladies and gentlemen without any further to do allow me to introduce our next session a fireside chat on improving your mobile app experiences by pushing the customers at the heart of the product excited to have mr. Vipul Chawla president pizza hut international young brand and mr. Nabil Ahuja co-founder exchange for media for this mr. Chawla has 28 years of experience leading 45 throughout the world his last 15 years have spanned global roles based out of uk singapore usa covering packaged consumer goods and global brands which are market leaders in their categories across personal care home care and food and restaurant retail mr. Chawla we're full to have you here and mr. Ahuja the flaws all yours over to you gentlemen thank you so much palavi thank you mr. Chawla for joining us it's good to see you i remember last year uh or the year before it was 2019 you were at our mobile marketing event uh where we met a lot of your uh you know aluminum if i can call it from in the sun you never it's good to see you and i hope the pandemic is behind us very soon and we are able to again meet in person uh with that let me uh come to uh you know the the sort of discussion at hand today before i uh get into mobile and how the mobile ecosystem has significantly impacted what brands are doing today let me ask you a few questions larger questions about what's happening in the business space how uh companies like yours have uh you know adapted to the pandemic what's happened in the last few years uh you are you are in an industry last 10 years you've been part of this company and this industry you're an industry which uh in some ways has seen a significant business uptake because of the pandemic right and technology today has changed or impacted touch businesses at so-called multiple points you know food tech as we call it is a is a is a term which was coined much before the pandemic food was one of the businesses which technology started impacted much before the pandemic but obviously things have you know really taken off during the pandemic tell us a few things few interesting things that have happened in the last 18 months with pizza hut with yum brands uh because of the pandemic and also because of the continuing change that technology was ushering in so first of all good morning good evening uh now it is wonderful to see you again i i wish we were doing this in person i had so much fun the last time i was there i'm meeting you and dr batra and so many good friends so thank you for having me uh i was listening in a few minutes ago and before i start i'm just continuously struck by the quality of dialogue and the level of innovation going on in my in my home country where the heart still is uh so just congratulations to everybody who's on this call for the tremendous progress at the you know the countries making and of course you know well wishes for safety and good health it's been a very challenging last 12 18 months in india you know many of us have experienced it personally but uh just you know prayers and wishes for good health uh specifically to your question uh yes i think uh you know the the pandemic has in many ways we think uh obviously been uh had devastated so many of us including our frontline staff but has also well validated many trends that we already saw coming uh one of which of course was the use of digital uh in the way in which we interact with our brands and a simple example i can talk about is you know the one the division i work on which is pizza hut uh in january of last year pizza international had about 20 percent of his total business online right and imagine that you have a half your business globally which is nine in restaurants and half which is let's say delivery and carry out but uh so it was a fifth of it was online as of last month 55 percent of our total businesses online and so you know we have seen a tremendous shift and this is a global shift there are countries in the world like the uk and japan where 80 percent of our businesses online singapore is 70 percent china is 65 70 percent australia 75 percent so that is a very significant shift and therefore you start thinking of your brand in the way in which it interacts with your customers as a digital first brand and imagine just 18 24 months ago we would still be thinking of it as a restaurant brand where people come in and you see them and so on and so for the now imagine using that framework and trying to apply it to the digital ecosystem requires quite a short time i will talk briefly in a couple of minutes on how and why that happened but we've seen that seismic shift the last you know so many months but before i talk about that i want to talk about people and culture i think the reason why we were able to you know emerge stronger and that's the thing we use was that we start with our people we look after our people they look after our customers the business takes care of itself it's really as simple as that and therefore making sure that we had safe and hygienic practices in our you know assets across the world where we were masked well before anyone asked us to we were you know doing temperature checks in fact in countries like china we were actually putting the temperature of the team that has prepared the product on the on the invoice so that the customer could see that look you know people are saying so we had we did a number of things and the thing is that the customer experience will never exceed that of a team member so if the team member is operating in a safe and a hygienic environment and feels that you know you can be trusted the customer will believe that the brand is trusted it's not surprising that in countries like india the breacher brand is number one on trust years and years on a truck 10 years on a truck become even stronger in the last 12 to 18 months despite the pandemic so there are a bunch of things that have happened obviously in the you know digital ecosystem but it starts with people and culture and that's how we believe we've been able to pivot in the last 18 months and we think we're actually emerging stronger as a brand I don't know if I answered your question and if you want to dig a little deeper on any of the areas it's yeah I mean it's it's amazing how some of the companies like you mentioned 20 months back you were looking at yourself a lot of management energy would be spent on you know focusing on how to improve the dining experience and suddenly here you are not even looking at you know dining dining will of course come back but you know that's kind of taken a backseat because of the pandemic tell us people you've been you've been leading you've been part of this company for a while and you've been leading pizza hut now first in apac and now across many countries in the world as a leader as a CEO what is the what is the key you know change in you know how the pandemic has changed the role of a leader and a CEO and the pandemic has also impacted you know after all CEOs are also humans and it also impacts you as a at a personal level your colleagues your family members your friends extended family but if you look at what what's happened to the you know corner office how do you see the role of the corner office changing as we come out of this uh pandemic that's a great question uh you know first of all just the physical corner office uh became the home office uh you know for example i'm taking this call from my home office so and that is a while it may sound like a lighthearted comment uh but the sheer act of you know every morning getting up and driving to work or taking a flight uh you know i mean prior to the pandemic i was traveling 170 days a year it was just natural for me to rock up at the airport and head out to our country and come back a week later that just stopped so i think uh just the way in which we worked has changed quite significantly and i think some of these changes are lasting now some obviously will come back travel will restart at some time offices are restarting hybrid ways of working but the first thing that i think it taught us all of us as leaders you know now when you do a huge leadership roles only on the call are doing huge roles it's just the sheer level of uh flexibility in the way in which we look at conventional models of working and therefore the future of work the hybrid model of working is something which we may have even debated a few years ago but we're now taking that as a given and one of the things i'd like to put to you is that even when we return back to 100 normalcy which maybe you can take a guess six months a year or two years away whatever it might be changes like the hybrid way of working are probably now permanent i think there is no longer an expectation that everybody's going to come to office five days a week i think that has just changed and therefore the concept of hybrid working and remote working i think is upon us now am i saying we are all going to shut up physical offices no we're not companies like twitter i've already announced that they will but you know that's different so i think that level of empathy and understanding that we can work in a somewhat different tone and manner is is is very clear and that's upon us and i think that's something all of us as leaders have learned as you i'm sure you've looked at it we've looked at it we'd also assume that we need to be physically in the same space for us to collaborate right and therefore offices were built as collaboration spaces and we're now realizing that that can be done remotely and frankly what it doesn't allows you to do is to collaborate remotely with a lot more different cultures which is very powerful if you can work through the time zones and i think there's a virtue in that and the benefit of that it can be more inclusive i'll give you a simple example we hold an annual marketing conference in dallas once a year we're about four 400 people 300 people fly in from across the world spend a week talking about their marketing plans and what they learn that's the usual way we've done it for 25 years that's the only way it's called the mpm the marketing planning meeting obviously we couldn't fly people around last year so the first time we did it online we did a forum like this where 1500 people dialed in first we were surprised that 1500 people actually dialed into a four-day meeting right which is now obviously we have to put in the timings we had to all get up in dallas at like four in the morning and do it from five to eleven because then the rest of the world could part split so some of us had to just change the clock a little bit but find that works but the benefit of that was it became a far more federal meeting meaning in the past you had 400 really senior executives who could fly to dallas and spend a week and spend you know 25 000 dollars each traveling up and down in hotels and flights now you could have 1500 people dialing in from all over the world and when i did a back check with my colleagues across the world there's so many young executives who said we would have had to grow to a much more senior level in the organization for us to be able to participate in meetings like this now we can sitting out in outer mongolia and oland bataar or in Auckland or in Singapore or Mumbai and Delhi or whatever it is participate in this meeting in the same level that anybody else does which i think is i want to use that as one simple example of one of the benefits of how covid and unfortunately all the circumstances have given us the mind space to think far more liberally in the way in which we approach work and in the way in which we approach interaction look at this meeting i would have loved to fly to Mumbai for this or Delhi or wherever you were going to do it but here we are again we can debate how effective this is i've been find out but it's certainly does not stop us from having the interaction you never thought about it or doing it like this three or four years ago yeah i think the hybrid model is also for good or bad here to stay and dare i say i think on balance it'll be good overall for companies for people to interact with each other and a very important point you made how technology how this hybrid system makes things very democratic allows opportunity for participation and helps allows party opportunity for more learning hence allows participation opportunity for you know getting into the thick of things so you know a democratic ecosystem in an organization on the balance is you know good let me come to you know some of the interesting things that we've seen during the pandemic and how the nature of the business has changed and again you know yum pizza is a great example of a brand which was focused so focused on you know dining experiences now adapting itself entirely to technology in India you know i was reading some reports it said you you doubled your sales in the quarter before the last and i presume i could not find specific numbers i presume a large part of those sales came from online deliveries because restaurants were shut they were perfused in large parts of the country at that time this is the april june quarter we are talking brands that have been built over decades with very clear specific purpose in mind and you know you you've been a marketer all your life you worked on defining purpose for brands what happens to those that that purpose that you so laboriously you know work to craft in the customer's mind all these years and suddenly pandemic happens the ground beneath your feet suddenly shifts what happens to the purpose of the brand where does that go away that's great what a great question that is and again many of us have been forced to reflect on this again in the way we look at our business models you're in the same space but let me talk briefly about how we looked at it in pizza hut and the journey we're on the journey is by no means complete so we're in the middle of that journey and we suppose but what are we doing at pizza hut we're saying we love pizza and we want to share it with the world so everything we do we do for the love of pizza we want to make great pizzas we want to have great experiences we want to make sure we have great local taste and adaptations we want to give it to you on time and we want to make that evening or that afternoon or that interaction really special whether you do it at a restaurant in our stores or whether we do it deliver to your home or wherever you are okay so everything that we do we do for the love of pizza so you'll see that in our restaurant designs you'll see that on our pizza boxes we love pizza I want to share it to the world right one of the things that we had to change was that the perception of the brand was that we are a restaurant so if you want to access pizza hut you have to go to a restaurant you have to go there with your family or your kids or for that first date or for after that you know good exam result or whatever it is and you go there and you get ushered to your seat and you get served you know a great experience of you know food and all the other stuff but we realized that more and more customers were experiencing our product of premise and therefore we started this campaign a couple of years ago around now that's delivering which is to say that we deliver pizza to you wherever you may be and we started that campaign in the UK three or four years ago and we're rolling up across the world obviously enabling the new ecosystem which has made you know the digital sign of Amazon so huge but specifically talking about purpose we also asked ourselves that is there a purpose we can associate with our brand which is just a little bigger than pizzas and food and some of the events that happened in the US last year you know around inequality which you know came to our head after the Floyd incident and so on and we were seeing that inequality in some ways became a far more heightened issue during the last 18 to 24 months because some people had access and some people did not so we asked ourselves what could our purpose for pizza hut be and we came back with the idea that at Pizza Hut we will serve an equal slice to everyone so the simplest articulation of our purpose is that we will serve an equal slice to everyone so when you cut a pizza everybody gets an equal slice regardless of how senior you are how much money you make how big you are how we can get an equal slice you may have two of them but the articulation and expression of that is for example in the UK we are now giving access to underprivileged franchises of colour and giving them resources to enter our brand and become franchise partners through the Hatch partnership we're doing the same in Canada for underrepresented minorities blacks Hispanics and others and for people of colour in Sri Lanka which is an example I'm really excited about our brilliant team there has opened the number of stores where the entire team member is differently able so they are speech and hearing impaired so imagine you walk into a store where every team member is speech and hearing impaired and you are you're getting service there you're getting full service now interestingly in Sri Lanka those stores are the stores with the best operating metrics in the country we have the same we have now similar stores in Delhi so an equal slice for everyone is now spreading itself across many parts of the world because we are giving people of different capabilities different financial access different physical access access to our brand so that they can help support that brand and road and every time we open a store we give employment to 30 40 people so on an average we open five 600 stores a year so we give employment to 30 000 people additional every hour or above the 250 000 that we have already so we're doing a bunch of things around we love pizza I want to share it with the world and an equal slice for everyone and that's how we're building our purpose as we go forward brilliant I mean that's a fantastic example I saw your latest campaign in India talks about you know delivery Dil Kholke if I got it right it's about sharing love happiness with everybody and Pizza Hut being at the forefront of you know sharing food and sharing it in an open-hearted manner and that's a fantastic positioning for a campaign let me talk about a larger question and ask you as the CEO of a you know a large corporation you know things in the board room move at a very fast pace CEOs and shareholders board members focus a lot on quarterly results so how do you keep your eye on that purpose because when you have to deliver results every three months and focus a lot on tactical stuff what happens to that you know purpose that you built assiduously over years how do you find the balance if there is a CMO in your company what would you tell that young CMO how to find that balance because board members shareholders are an impatient lot everywhere the marketers role what he's been taught in business school is to build a brand over many years how does a young marketer today find that balance because you know there is humongous amounts of cacophony around you you have social media you've seen so many examples in the recent past where you know a campaign that has been worked upon by the agency and the brand team for months is suddenly pulled out because of you know backfire on social media what does a young CMO do in such an environment it's a great question you know i started my career in marketing and i wonder if i could do it again because things have changed so much and i often look at our young marketers including neha in india who's doing such a brilliant job at pizza hut and i just applaud the speed and agility with which they handle multiple tasks but going back to i think there you had several sort of facets to your question the one facet was how do you balance the short term with the long term exactly results versus you know building the you know the brand and we have a we have a simple marketing protocol which many of us travel around the world and teach which is called sobo which is sales overnight and brand overtime and you know one of the things we teach all our new marketeers is that we have to do both we have to do get sales overnight because we are after all in the food business there's a pizza you got to get that pizza with that person in 30 or 40 minutes otherwise you know they're going to go off and eat something else or they're going to be hungry which is even worse so sales overnight and brand overtime and you have to do both now the sales overnight typically happens through appropriate access through strong operating metrics and making sure that if a customer engages with the brand then we are able to service that to request you know in real time so if you take the entire process of take make big cutback you know it should happen in like 40 minutes in the store and you know by the time we promise the customer we should get the pizza out in 30 35 minutes or whatever the promise was that sales overnight a lot of it is based on operating metrics brand overtime on the other hand is built on purpose and the purpose that I talked about everything that we do for the love of pizzas which means great taste means great innovation appropriate localization and so on and so forth specifically however and I will say this without without hesitation when it comes to so-called balancing short term financial results we're not confused at all we start with our people we look after our people they look after our customers the business takes care of itself it's as simple as that and frankly then the short term rolls into the long term you if you do that quarter after quarter frankly one quarter ends and another quarter begins and you will keep growing the business as as strongly and as you can because we remember this one quarter gets over another quarter starts right so there is just one continuum that's happening all the time so keep doing the right things but from a framework standpoint we we teach Sobo which is sales overnight and brand overtime and we believe that helps our marketers stay appropriately focused on the near term and the long term because you can't build a brand overtime unless you're getting sold sales overnight equally if you do silly tactical things for sales overnight you will not build the brand overtime so you got to do both fantastic yes keep an eye on the long term but work short term and the other way around both is true let me come to the you know topic at hand today we are discussing how mobile as a device has helped changed consumer reach out has helped change reorganize companies reorganize help companies reorganize their business tell us you know legacy sort of companies and when I use the you know term legacy in a very broad manner companies that are not technology first companies that are not native to technology have had to learn technology ground up right you were an in dining experience company you were a pizza delivery company and now you're a technology driven food company or you're headed in that direction what are the learnings that you know you had which have been very challenging for your team because you know the senior management has you know come from a you know for example you work in Hindustan newly labor for many years right 20 years before you came to pizza hut and yum brand you worked at actual actual being the leading FMCG company of the country was not a things were not as technology driven back in the day in the 1980s 1990s so there is no business that is not unaffected by technology so when you look at you know brick and mortar businesses sort of say and now look at you know how technology is completely changing that business what are the things that you know companies like yours have had to unlearn and then relearn that's a great question and I'll start first with the with the insight and then we'll talk specifically around it on the actions we have taken you know for years brands builders and market years have told ourselves that we've got to make the experience better we have to make the product better right the better so you know you have a product test where you have if you're launching a soap it's got a better perfume or more lather if you're launching a shampoo you know you've got that entire feel and I'm talking about categories that I've run in the stun lever or laundry detergent you know I ran surf for some time it removes more stains so we remove more stains than anyone else so we have better than anybody else and so on so far right you know I have many people on this audience maybe too young to remember some of these campaigns I worked on which frankly we have to hold anyway so the thing is most market years and brand builders thought that better is what takes us forward what we learned in the last five to ten years was that customers across the world with the emergence of technology favor ease over better and therefore easy beats better let me give you an example I'll go outside the category and then I'll come back into the category today if I don't know the name of the taxi driver who's coming to pick me up if I don't know the number of the car plate if I don't know how far away that person is I get frustrated right not long ago I was okay to go down and hail a yellow taxi a fear or whatever it was in Bombay and you know that was fine that was fine too but that's unacceptable as an experience I need to have it on my app I need to know the name of the driver I need to know how far away that person is I need to know the car plate number and so on and so I even need to know estimated cost right we take this for granted that's happened because a bunch of technologies collided with each other and you've got Uber and Lyft and Ola and whatever else that's what you have so the first big thing is that easy now beats better customers favor ease over necessarily better and complex and then if you bring that back into our category the reason why we have this pivot towards digital and technology was because today our largest store in the world is this this is 55 percent of our business right this is our biggest store this is our most democratic store it's our most federal store this hopefully should look feel and the same whether it is in Japan exactly so therefore this is a very significant change and if I now talk briefly to the subject at hand which is let's say ordering through mobile devices and apps this has now become the business that we have I'm just looking at some of our numbers firstly half our business is online but off that in places like Malaysia 60 percent is on the app Canada 25 percent is on the app India 55 percent is on the app this is our fastest growing store in the world and the reason why that is happening is because it gives customers ease and gives customers access when our customers download an app they're already more engaged with your brand than you know than than others and we know that the app conversion rates are two to three times higher than even our web experience so even within that space app mobile web there is very clearly a hierarchy but that hierarchy is driven by the underlying premise of ease it is easier to access the brand through this than to opening your computer and logging in and so on and so for today I do a lot of my banking on this I haven't gone to a bank branch I can't remember when I last went to a bank branch I can't remember last I opened my login on my computer I do all of it here this has now become normal for me it's become normal for many of us and therefore food is no different food is just so part of our lives that unless we make it all of this part of our framework our customers will not enjoy accessing the brand but the premise is easily that's the big seismic shift that's happened I think in brands and marketing in the last 5-10 years yes and the opportunity to collect first-party data you don't have a you know saleswoman filling forms or taking mobile numbers now you have a mobile app where all the data is available and the opportunity of what you can do with that first-party data yeah right how do you reach out the like you're saying you know the conversions are two three times when it comes to the mobile app customers keep coming back and you know if I can presume also you know doing sampling you know I saw you launched this momo mia pizza in India tell us how it's doing I was in India a month and a half ago so I had the fortune of tasting this product it is fantastic firstly momo's are just not so popular and then if you put a momo on the pizza it's just amazing so it's basically what is called a stuffed crust pizza but the crust but the stuffing outside is basically is momo so it's a fun snacky kind of product which also allows you to interact with it so I believe the first sort of set of launch results are truly spectacular so I if you haven't tried it yet you should and if you so I'm looking forward to trying it let me know and I will organize a delivery there are many things I cannot do but there's something I can do and I can certainly it's only an app app away thank you Mr Chawla thank you for an engaging insightful and fun conversation I'm told I can go on with this for another hour but I'm told there are other speakers waiting so we'll have to end it here thank you so much and I look forward to meeting you when you're in India next and I hope the pandemic is behind us very soon and you know we can host you at our next event not in in not not a very distant future with that back to you Pallavi thank you so much thanks for having me and well wishes to all of you good health safety and I look forward to seeing you again thanks for having me thank you thank you so much ladies and gentlemen moving on our next speaker for today is going to be addressing the topic emerging role of mobile and consumer experiences and identity resolution kelly kokanas evp global data star com publisist group as star coms global lead on data technology and analytics kelly works with the agency's client teams to ensure star com delivers advanced data driven strategy at scale she is responsible for helping star coms global clients determining determining their overreaching data vision while also collaborating with client teams to create the road maps and project plans that will bring that vision to life kelly hi hello hello reporting yeah reporting live from chicago so where we also enjoy pizza uh including uh so thanks to the previous discussion too that was really great hello everyone well uh good to see everyone uh and looking forward to talking here i'll share my screen uh as the process goes and um and here we go um thank you for that nice introduction uh the work of my team um is really how we use data upstream and um in tactical applications so how we use data in strategy work um identifying audiences for growth then revealing insights about those audiences and finding inspiration for game changing experiences including mobile mobile first experiences in commerce as well as in media and also how we use data in downstream ways the tactics of how those audiences are handled in optimization and activation and measurement and increasingly in this new wave of mobile growth and all the innovations in the mobile marketing space um the data that's created through these mobile experiences is increasingly important so i'll talk a bit today about the role of mobile in data driven consumer experiences highlighting some perspective and research from some agency work we've done and some data with partnerships and i'll talk a bit about another work stream that's emerging which is for more of our clients very important and that's around identity resolution and the role of mobile ad ids or maids as data that's critical to that identity resolution so as a as a point of introduction and we just previously heard how important customers are at the heart of our products likewise it's a good reminder that we when we think about data in all of its forms from id level to aggregated insights that data is simply people in disguise and um this keeps me motivated to um continue the work with data because it really is it's just about people and how we're interacting and it's people that uh are talking on social channels it's their and subsequently then it's their devices that are talking to us their purchases are talking their media habits are talking their favorite apps are talking and even their cars are talking and through this so much data is being created and so we as marketers and agency partners we are looking at all of these data signals that are given to us and we have this opportunity now which is more at the forefront more than ever to illuminate this incredibly dynamic consumer journey through the data lens and so for many of my clients in the work we're doing together it's about having a data strategy to capture the data capture enrich manage have respect for adherence to consent and privacy um but it's um it's about creating and maintaining a first party data strategy whether it's through CRM or loyalty programs but also through media and mobile first media experiences so this is the great opportunity that we face today the other lens that we uh can take as marketers um in this mobile first world is that this landscape is truly a platform world and successful marketers may also want to consider to act like a platform themselves um we know from our familiar platforms that are part of our daily lives um listed here below on the bottom of the chart some examples these platforms are data rich they know they know us as customers better than anyone these platforms are they benefit from network effects they're their own personalized ecosystems and they are direct to consumer and so in this rapidly evolving platform world companies can't afford to operate independently orgs and their partners like marketers and agencies need to work alongside each other to deliver this real transformation to stay competitive with these other other platforms um and uh and lead for category growth the consumer category and competitor shifts demand a new approach as brands are competing for attention retailer frenemies are disrupting different modes of business there's new d2c models that are challenging how consumers buy the products as featured in the previous discussion and we have shared distribution partners who are starting to know more and more about our own customers so we're in this new era of working together it's more holistic it's more integrated and we have to work together in new and different ways to navigate this platform world and winning in this platform world gives us um gives rise to in indeed the importance of data in all of its forms uh here in india um and actually across the globe i'll say we have about 14 different data intelligence centers within the publicist group um and one of them um located here in india and in these data intelligence hubs we have the practice of applying qualitative and quantitative analysis um to respond to these real world marketing challenges as in the platform world and so i've got a few charts here that are illuminating some insights from this tracker work it's um inclusive of consumer sentiment attitudes and search trends um social insight behaviors media consumption behaviors from a variety of different sources um uh social listening net base um tv viewing data from bark website behavior from comm score or similar web and then all uh various publicly available data sets especially in recent months tracking covid infections and vaccinations mobility data through google and economic government sources so i wanted to just share and reveal a few highlight data points here some may be a surprise some may be very familiar but mobile behaviors are certainly dominant in consumer experiences and the pandemic has shaped new behaviors no surprise but i think the the stat of one billion smartphone users by 2025 in india is really an incredible data point to watch monthly usage and new internet users are also on the rise and the search whether it's you know vertical search or voice search are certainly also at great rates of increase with all of this data we're also looking at keeping track of shoppers and coming into this festive season um swir shoppers are clamoring for different sales for duali i'm sorry um the sentiment we're tracking sentiment of course and there's a lot of sentiment are on celebration and shopping um and sales are top keywords and of course many of our retail clients are capitalizing on these festival offers in order to drive their own sales and important to us gathered here talking about the mobile growth i think it's interesting to notice that um some of the top conversation themes during this current season are inclusive of conversations around smartphones as one of the top conversations um and those conversations in the aqua green blue cluster there are around season the deals and discounts so certainly part of our everyday discussions looking at this data here from our tracker these are website visits um and what we notice here is that digital adoption is being driven by some old school industries we noticed we in the previous discussion there was discussions about the rise in visits to food and drink uh sites which is also inclusive here but the thing i think is interesting is in that lower right corner there around education visits and the lockdowns have definitely opened up avenues for experimenting with digital forms of education showing 181% lift versus the base and so certainly we are using not only our mobile devices but other technology that is and adopting those different digital whether it's the products themselves or whether the behaviors of visiting different websites those are certainly something to keep an eye on certain websites this is looking at here you've got visits to different websites this is year over year so 2020 on the bottom 2021 on the top and what we notice here is that certain sites like google and facebook continue to benefit from people seeking information and socializing on the internet uh and this they just continue to have that strong presence in our everyday lives and of course the um access to google and facebook oftentimes um overindexes mobile versus desktop um but we have to beware because of course even we as consumers and also as marketers we need to um keep keep attention to the potential overreliance on platforms in our daily lives um which was a good example earlier this month when facebook with the facebook outage and certainly brought that to life um and many of us were um worried about how we could connect in our in our normal daily lives uh during this outage but um certainly it will happen again and we'll need to um take note of um you know how we how we can maintain consumer connectivity not only through these um major platforms but also make sure we have our own um connections to them through our through potentially through our own platforms so shifting from um these highlights from our tracker i wanted to um uh share and this is really fresh and hot off the press there's a a new report um that i'm excited to share um actually it's just dropped today and there'll be press on monday globally um it's our global media intelligence report 2021 that we publish year over year with e-marketer and gwi primarily gwi data and the entire collection is an impressive and comprehensive compilation of data and traditional and digital media usage across 43 countries including india um and it's a really useful report for anyone looking at that market level data and looking for global trends um it's one of my personal projects and it's a fun time of year when this comes out um featured here i've got two charts to share and of course i encourage you to check out the uh full report when it drops on monday um by visiting e-marketer uh but the penetration of desktops laptops and tablets is actually falling across the globe um but in certain markets pc ownership is on the slight rise and so you'll notice on that second line of data here in india um that pc ownership is on the rise and i wonder i can't help but think that potentially the rise of pc and tablet ownership is driven at least in part by some of those dynamic those education dynamics that we mentioned earlier another another chart to show from the global media intelligence report in many countries digital video is overtaking broadcast tv and a good portion of that can be on people's mobile devices and so india is among the 50 percent of countries surveyed where 75 percent of internet users had watched streaming video on demand in the past month so another uh important trend to keep an eye on as we think about the branded experiences that we create for people on their mobile devices um either as part of their uh streaming video experiences or adjacent to and a bit of a pivot i want to just touch on the second piece of uh the second part of the theme um in my this discussion today is that in addition to all this data for consumer insights which of course typically is more at the aggregate level data at the aggregate level uh my teams and the work with clients today are focused on data for personalization and we do this through partnerships and identity resolution i think we all many of us here gathered uh realize the ambition for those journey centric personalizations um and all the stages leading up to that in understanding people through the data the data profiles um and within publicist group and publicist media all of our data partners excuse me are prioritized against our group data strategy so we are we're looking to create accurate and scaled identity data we uh and then create a deep understanding in uh and measurement framework by enrichment and have quick and high fidelity connectivity with those consumers that we come to know um and so i wanted to share this as an offer as we think about um the role of uh mobile in data collection we know that each market has its own places in the data maturity continuum and of course um within publicist group and our epsilon uh colleagues of course in markets like the us france and uk where we have very advanced core ids um to understand people with a high fidelity of data um i'm working with clients across um you know market lists that can be upwards of 90 90 different markets and so what we need to understand is what data is available to um create identity level data on about our consumers and so we look at device uh digital device penetration we of course keep tabs on privacy regulation um and then marketing spend and we're looking to work with partners um that lead in the local markets against uh whatever the local market conditions may be so we really do um recognize the role of maids um and mobile ad ids as really important consumer data signals and the consumer journey and we're working with key partners like zio tap for example here in india um to help make those connections um and to build that um id level understanding of our consumers um in partnership with our clients so i want to say thank you for your attention i look forward to your questions here or by email and follow up and uh uh good luck with the rest of the of the uh of the conference today hi kelly thank you yes hi it's really enriching extremely lovely and i'm sure the audience has enjoyed it thoroughly thank you so much for making the time i know you're overseas and it must have been difficult to do this but you've done it and we are so so grateful for you being here great thank you so much take care take care be safe and we definitely hope to see you soon some point in india at an on-ground event up until then thank you take care thank you bye bye bye bye ladies and gentlemen like we always say our shows are nothing without our partners our presenting partner in mobile driving real connection connections can we have the AV please technology has always shaped how we communicate with one another the wheel the printing press the pony express the telegraph the telephone the computer and mobile devices technology changes yet one truth remains we want our communications and interactions to be meaningful and have relevance today however driving real connections are easier said than done but we help brands do that to drive real connections with our platform technology and exclusive mobile data in mobi helps you understand identify engage and acquire your customers in mobi driving real connections research and development team at ak qa which operates where creative ux technology and strategy meets and we continue to lead them and lead the team until moving up to wpp this year in over 20 years at ak qa he worked with a huge range of clients including nike xbox h&m bar plays and many others on many award-winning projects mr hood hi i hope you're well hi there thanks very much i am indeed and thanks very much for inviting me to to host this session let's do the screen sharing thing sure the floor of the austere right hopefully we can all see this so hey everybody and again thanks for inviting me to host this session it looks like it's been a brilliant event for everybody i'm sure it has so i am a vice president of emerging technologies at wpp and in that role to be honest the the technology itself the workings and engineering of it is much less interesting to me than the the possibilities and the impact that it has the problems it solves and the behavior that it changes and creates now change can be unnerving and some emerging technologies can make people quite anxious i'm actually very positive about the possibilities that emerging technologies present and i couldn't do this role if i wasn't and i'm very fortunate to be working in a big company who prioritized that and who prioritized the the collaboration between big companies who have enormous amounts of really deep knowledge in wildly different areas and that's never more true of how it is actually in india where collaboration even recently between such entities as ogre v and wave maker and group m served to make the whole of wpp much greater than the sum of its parts now with all that in mind what i want to talk about briefly today are two major things which are quite nascent right now but will play an ever-increasing role in our digital future and they are one is digital humans and the other is the metaverse and i'm pretty sure that you'll have read and heard and seen an enormous amount about both of these things they're huge huge subjects right now so this is a digital human and a digital human for our purposes is an animated avatar that you actually have a conversation with and she can talk to you in a relatable authentic human voice she can see you through the camera and therefore with facial gestures respond emotionally to you she can understand and speak any language she could be anybody for example this guy and he can be always on everywhere 24 hours a day 365 days of the year which is a really powerful new thing now this may seem to be very high tech almost a sci-fi you see these things in films but actually everything i'm talking about today is entirely device agnostic there's no tech barrier and certainly no behavioral barrier preventing people from interacting with these things this report by group m and e4m that talked about the fact that you know 99 percent of people are using their phone to access the internet that's actually resulted in an increase in voice search of 270 percent in the region and a rise in Hindi voice search of 400 percent so clearly this behavior of using your voice to speak to your devices and interact with their services is something which is exploding and only going to get bigger and bigger so that's the how but the first thing many people think of when they're imagining having conversations with digital humans is won't that be won't that be strange won't that be awkward why would you do it but actually the interesting thing is that it's been shown that there are conversations that people will have where they will be far more honest and open with a digital human than they will be with a real one particularly in more sensitive subjects of health finance etc and the awkwardness wears off very very quickly if you remember the first time you used voice with your phone and how strange that felt but how quickly you move past those barriers and there are some examples of digital humans playing a role already in in interesting areas this is Ella and Ella is part of the New Zealand police force assisting the concierge team as part of an upheaval of their service delivery now Ella obviously can deal with a lot of inquiries at one time with stressed people and with her empathetic responses this helps can calm things down and deal with a large volume this is Maya and Emma they're from Maryville University in Missouri they have a huge influx of new students each year and Maya and Emma help guide those students in filling out documentation in career planning in financial advice all of these kinds of things that people want help with they want help when they need it like now this one this is Mia and as you can see this being delivered in entirely through mobile and Mia works for a company called Madera residential which is a real estate company and this is this is customer service which is an area we've become used to seeing chat box in and Maya deals with those kind of repetitive low-level questions that can otherwise take up a lot of people's time and people get frustrated with Maya can deal with all these this huge volume leaving the real people at Madera residential to deal with the things that they actually have expertise and knowledge in these kind of more nuanced conversations finally my favorite one of these is his Florence Florence is part of the World Health Organization and helps people get rid of their smoking addiction and the key here is that a conversation with Florence is a judgment-free conversation which is a really important thing when we're talking about things like addictions a lot of these things carry like a certain maybe a sense of sensitivity maybe shame with them being able to be open and honest can be really really helpful and Florence has been successful enough that at the start of the pandemic when there was so many myths and theories about COVID-19 and let's face it there still are that Florence was deemed as a great way to debunk those myths basically to clarify the situation because there couldn't be a question that you would be too embarrassed to ask Florence because of that judgment-free conversation so there's real power here to reach a lot of people in an interesting way actually at WPP we use the artificial intelligence behind digital humans to to elevate and to upskill the the tens of thousands of people that's a it's a big organization about 130 thousand people at WPP and we're dedicated to upskilling those people so here you can choose any topic to do with AI and whatever language you want to have that conversation is and a video is generated of someone talking you through it looks a bit like this next up strategy and creativity across WPP a teams use AI to enable and inform creative work that wins hearts minds and awards Wonderman Thompson's the next Rembrandt was a masterpiece in the creative application of AI to help I and G celebrate its sponsorship of Dutch art and culture Wonderman Thompson used artificial intelligence to create an entirely new Rembrandt painting or remaining faithful to the artist's vision and craft now obviously this video goes on and there are many many videos like this with different digital humans and the beauty of this is that the digital humans can be swapped in and out new languages can be added this digital human could say that and repeat the same video and narrate it in you know in Spanish or Cantonese or Mandarin or English or Hindi so you know there's a lot of scale and a lot of reuse that comes out of this we can even personalize these videos so digital humans there's an enormous empowerment to having this 24 seven access to open information this is democratization of expert information being able to have those conversations with empathetic responses and a judgment free environment is also very powerful we've already seen that voice behavior is already well established and only going to grow intriguingly there are actually digital people everywhere and you become so used to it that you're kind of almost immune to it so the digital de-aging of people in Marvel films through to actors actually being recreated entirely from the past in certain movies music artists like concerts featuring holograms of artists who passed away like Tupac or Ronnie James Deo and then the digital influencers who exist everywhere on social platforms and then the conversational technology behind these is rapidly increasing in sophistication this is happening all the time we're really at the beginning of this movement let's take a quick look at that so we used to chat bots and voice assistants that sound the same and say the same things to everybody it's one conversation at scale but that's not how we are as people is it but as humans we change what we say and how we say it depending on how we're talking to now AI can actually start to build a picture of your character and personality as it's talking to you which enables it to start to adopt a tone of voice for you as an individual using the camera basically being able to analyze your emotional state and respond accordingly now this it can sound you know uncomfortable but actually this is only enabling a digital human to behave in exactly the same way that you all and I do all day every day how about how they sound the voices we're used again to hearing that artificial voice that we've become accustomed to that Siri kind of voice but that's changing too this is a famous coach from the NFL Vince Lombardi he did a passionate speech at the Super Bowl last year a kind of an inspirational rallying cry you know stick together in these dark times kind of thing it was powerful it was absolutely his voice there was no actor involved but Vince Lombardi died in 1970 so how has this done again this is artificial intelligence and an artificial intelligence doing voice cloning which is where an AI is trained to be able to say new things in an old voice and just to show how accurate this can be this is done using Microsoft's custom neural voice this is a human voice four walls is so good laughing out loud and this is the synthesized voice is version three the JPEG version that would be fantastic as you can see there's not a lot to choose between those two and it again it's not just English here is one example voice and here is its twin now I actually can't remember which order those two are in that's pretty powerful stuff so the conversation technology behind digital humans enabling us to distinguish between people to therefore personalize tone of voice and approach to actually have a you know an empathetic response in a genuine human voice so rather than being one conversation going on everywhere this is true to one to one conversation at scale and that's very powerful so that's digital humans what about the metaverse because that's kind of exploded hasn't it well let's start with with a few stats here so in 2020 27 million people attended five concerts by Travis Scott in fortnight these were viewed 45 million times in May of this year and for a one hour only Gucci sold a digital version of one of its Dionysus bags in Roblox a virtual world for 475 Robux each Robux is the currency within this Roblox virtual world so about six dollars now the resale value of these digital bags reached a point where one of them was resold for over four thousand dollars which is eight hundred dollars more than the asking price for the real physical back until October last year the most money being made by digital artists of people off the sale of one of his works was about a hundred dollars and then he got into the NFT game and this year an NFT of one of his works was auctioned at Christie's in New York in fact about 69 million dollars and then this year again commerce company Boson protocol spent a fairly significant six bigger sum of money I'm purchasing real estate in decentralized land with a plan to build experiences there that bridge the the physical and digital commerce divide now these are all metaverse stories but they're all wildly different they're all really big with really big numbers attached to them and they're not outliers they're like there are lots of other stories I could have used in the place of this so what actually is the metaverse well simply put the metaverse is a any virtual space where people go to play games to interact with each other meet people buy things dance moves outfits go to gigs and just hang out now again like digital humans this all sounds very very high tech and expensive and rather science fiction but again the answer is no it's not for example this is hype land which is built off the back of the hype messaging app in India and it's a space where people can watch videos and hang out it's a pure mobile virtual world and it's described as a magical place to hang out online there are a lot of big virtual worlds out there with millions and millions of players fortnite roadblocks league of legends decentral land minecraft animal crossing but as you can see there's no technology barrier here a mobile first or even a mobile only community can be still be just as much a part of the metaverse as a person with an xbox or a playstation and actually this report from the mobile marketing association in collaboration with group M showed that of all those many people that we've heard about today you know using their mobile as the way to access the internet 84 percent of those are using it for entertainment so there's no shortage of an audience for the metaverse in this region sort of NFTs because we've heard about those but they're not virtual worlds and that's indeed true but they are crucial to any future metaverse economy now an NFT or a non-fungible token is essentially a code which is attached to a singular instance of a digital image or item and tracked on the blockchain now we're used to a digital asset being just one of a potentially infinite number of identical copies so each one individually doesn't really mean much as you attach an NFT to one of them the first one that becomes a unique one-of-a-kind item that gives it value that gives meaning to ownership which gives rise to trade this scarcity that's created by NFTs is a powerful thing so the NFT boom that we're experiencing is inextricably a metaverse phenomenon now Indian blockchain firm Polygon have actually created a solution which is the first dedicated NFT platform specifically for cricket and today is actually quite an auspicious day because I'm pretty sure that today is the day of the auction for Dinesh Kartik's 6 for the win NFT now cricket fans out there and I'm going to assume that there's a fair number and I am myself would remember India needing six runs to win off the final ball against Bangladesh in a famous cricket match and Dinesh Kartik smashes it out of the ground so what's been created here is little animated film of this event with Dinesh Kartik himself narrating it giving his kind of thoughts and feeling as it happens and NFT has been attached to this and it's being auctioned today so keep your eyes peeled basically for the success of this auction and see what happens but this is just one of many many things happening in the region with NFTs now interesting things happen when the metaverse in the real world coincide and crossover we can imagine that happening through augmented reality in the spatial way and an interesting example of that happened in London fairly recently through Snapchat so again a completely mobile first experience with city painting and this enables you to go to a real physical space and apply virtual graffiti through augmented reality but the key is that graffiti is retained in the virtual world so you go away somebody else comes in they look at this wall through their app and they see the graffiti that you left behind so there is a digital copy of the world invisibly inhabiting the same space as the real one which is really interesting but what it means is that we can't afford to think of this metaverse as these virtual worlds as being separate as other and kind of closed off the metaverse is becoming an increasingly large part of the everyday world we live in and it will play an increasingly large role in our everyday lives just as it already is for so many millions of people now earlier this year Mark Zuckerberg stated that the future of Facebook is as a metaverse company and there's word that they might even change their name basically to you know to accommodate this or what does that mean well it really means that alongside everything else we've talked about today you can see that the metaverse is not like a passing fact it's a fundamental cultural and economic shift that we need to be involved in and understand right now the whole movement is nascent which presents a huge opportunity to get involved and help to shape a metaverse that we can all believe in a metaverse which is consistent with the values that we hold to build an environment that is a positive one for ourselves and for our children but things are moving very very fast and that window of opportunity to be truly influential will not remain open indefinitely so really to close this my kind of my rallying cry for everybody is to get involved because the more people with a with a passion and with a good aspiration who can partner with people who have the same aspiration and the knowledge and experience this is the thing that will allow us to actually make real positive change in the world using these technologies so thank you very much and i will stop sharing my screen and i'll take any questions if anybody has them i actually can't hear anything now so i'm assuming they're answering questions hi there we go i thought i'd got away with it there for a minute no you didn't in fact the audience that i'm just going to restrict myself and ask you three so here goes the first question how would you suggest that we all get started in learning about nft and the meta metaverse it's it's an interesting one this one because i think like way back when we were talking about websites you know in the 2000s we all used websites that was quite easy and then we started to talk about iphone apps when they emerged and we all used our mobile phones so that was quite straightforward we are now finding a lot of people talking about the metaverse and nfts where it's quite possible that not that many people over say 35 have actually been there so the thing to do is actually to dive in and and you could start with the metaverse for example you don't have to create big profiles and do complicated things in roblox and fortnight you could just start by having meetings business meetings internal meetings in things like alt space or mazilla hubs or horizons which are really really easy and what you get out of that is just understanding the feeling of being in there of what it's like to meet people and talk to them and to behave in virtual worlds and then you know we create a common ground to have a conversation which which we can move forward and getting a you know a wallet for an nft transaction again just buy some cheap ones it's not about spending lots of money just use the mechanisms of the metaverse and and have a presence in it so that you can understand it it's it's really really easy okay well that takes me to the next question which is what steps should a brand take if they are planning to get into the metaverse like what are the initial go-to strategies that a brand should employ for the same yeah and you know there's there'll be a lot of brands thinking about this because the stories are coming thick and fast so but the key is to understand the relevance and kind of role of the brand and the consumers it's just like if the metaverse was a real physical new country a brand wouldn't just you know fly in set up shop and start selling things they do some thinking and research to go okay well you know what where does our brand fit in this new country and and how do we speak to the people there and what are their customs and behaviors and how do we align with those it's the same so you need to kind of have an idea about where your brand will fit in the metaverse and the kind of message it could have all these kind of experiences you could provide how they relate back so that brand in the real world is important because as we say these things are not shouldn't be considered as two completely separate things if you've got a big audience in one you want that to translate so it's just having some some ideas and some thoughts that you can test in quite small ways to prove some of these ideas out before starting to do some bigger things right I'm gonna end this with a slightly open-ended question you know because of the pandemic we've seen this sudden shift worldwide to a more virtual and hybrid model for businesses and that also brings about this as things normalize it brings about this thought that things will get back to normal see what we need to know a bit so my question to you would be all of this right we're talking about metaverse here we're talking about the importance of the virtual world why would you why would you say that this is all not just a fad not just a passing tandem trend and you know what is it what is going to ensure that this model stays yeah to me it's because the so technology change although obviously it requires you know experts and gifted people or whatever it's it's easier than behavior or change behavior or change is really really hard it's the hardest thing you can do is to try and shift people's behavior so technologies that do really well um have a tendency to actually allow you to use your normal human behavior to you know to interact it's why voice is is actually so easy and has you know which seemed odd when it first happened it was an awkward thing you would like say something to your phone and then it would kind of respond and you love and tell jokes and things but very quickly it becomes normal because actually it's just you interacting with your devices and services in the same way that we interact with each other um and in the metaverse what you see is that people have an environment and an identity in the metaverse and they care for it and curate it um as exactly as they do in the real world so there isn't a big behavior or shift you're using your lifetime of learned experience to behave in the metaverse as you do in the real world um but the the fact that it is you know it's not the real world allows you to uh to to carry out things and do things which in the real world you can't going to a concert um in uh in a metaverse concert like Roblox or Fortnite these are concerts which are not bound by the laws of physics and those are amazing experiences so it's that combination of the enhanced experiences you can have but just being able to have those things with the kind of life experience that you bring to it it's not that you have to learn some complex set of controls and culture you really can just dive in and get going straight away just to understand a little bit more i'm actually not supposed to but this is an interesting topic and you have a lot to say so i'm going to ask when you say metaverse right i mean essentially what we're saying is that you talked about behavioral patterns right of consumers behavioral patterns often not often actually always are dependent upon the environment they're in right so during the pandemic the environment was such where the behavioral pattern turned to a metaverse so in your humble opinion i mean do you see um even if the environment changes quote unquote becomes normal do you see metaverse holding in terms of behavioral patterns of consumers yeah because the the these metaverse worlds that have you know that have become enormous things they come from the world of gaming and their game worlds and gaming is uh gaming isn't going to go away basically this aspect of play it isn't going to disappear there are you know there are more and more gamers like all over the world there's a huge number of gamers in india for example it's become a professional sport now and you see esports which is people watching people play games which is which to me when i was young would seem crazy but it's a huge industry so the the metaverse basically is has kind of been created off the back of the gaming explosion which means that rather than anyone who might remember second life from way way back in the day which was which was metaverse to a degree but it was really um it was a bit bare bones like it hadn't been fleshed out it was new but by the time people now are getting into the metaverse these gaming worlds are very well established and very sophisticated in kind of complete exploratory environments so um and i think that passion for uh for gaming and connecting in these places will just keep powering it forwards lovely well that was a really interesting session i know that you're overseas and you logged in at a different time thank you so much it's pleasant it was it was an honor having you here and we hope to see you soon in india at an on-ground event absolutely it would be lovely to do this uh to do this in person at some point wouldn't it 100 and we look forward to that up until then take care stay safe cheers everybody ladies and gentlemen that was a wrap today at exchange for media's fourth edition for screen age 2021 under the leadership of miss Priyanka Badooria who's team has worked relentlessly to put this together we also had a lot of support from our partner abt and inmobi thank you again to them thank you to the audience for being so patient sending in your questions we're sorry we couldn't ask all and like mr andy who from wpp ended talking about the gaming space stay tuned because we are exchange for media plan to bring all these to you real soon up until then stay safe stay take care thank you exchange for media a name synonymous with the latest news about the advertising 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