 Hello, everyone. Welcome to the webinar out here. We are at the exchange for media webinar. We're going to be talking about how driving performance in mobile marketing, essentially. And we have a beautiful panel out here coming from brands as well as platform solutions. And I would let the panel introduce themselves. I think we can start off with Amit because you're on the top left of my screen. So I think we could just go that way. Amit comes from such and I would let Amit introduce himself. Well, thank you so much, guys. You know, my name is Amit. As you mentioned, I represent SESCA, a name which is very well known in the space of LED lighting in the entire country. It belongs to FMEG space, so it's not CG and CD. It is something which is very different. It is EG, fast moving electrical goods. And as we speak, it is a very diversified brand right now. Obviously, right from your LED lights to your grooming appliances, wires and cables, fans, switches, mobile accessories, and the latest is smart home devices. So I think this entire diversification has made the entire journey as a market year very, very interesting for me. So yeah, and yes, there's a lot to talk about as to how we have dealt with pre and post COVID. I think that is something that you're all looking forward for. Perfect. Thank you, Amit. I think Ankit, you're next on my screen, so I'll just take it that way. So if you could introduce yourself. Hi everyone. I hope I'm audible. I'm Ankit Prasad, founder and CEO at Bobble AI. We have built world's largest and first conversation media platform. And as the name suggests, we are enriching everyday conversation on smartphones with our expressive and fun technologies. These ranging from keyboard technology to conversational content like stickers, chips, emojis, we have more than 30 million users who are using our product. Some of our well-known products are bubble index keyboard and mint keyboard. Mint is in fact the default keyboard of all the Xiaomi phones in India and Indonesia. So please do check out our products and let me know how you feel about them. So we are primarily into the conversation media space. Perfect. All right. I think next to the gentleman from Future Group, Pawan, if you could introduce yourselves, though all of us know you very well, but for the viewers, I think it would be great if you could introduce yourself. Hi. Good afternoon everyone. This is Pawan Sarda from Future Group. I'm the CM at Future Group. Thank you. Perfect. I think that's short and sweet. We'll move to Arjun if you could introduce yourself. Hi everyone. My name is Arjun. I lead the ads monetization for Spotify in India. For those who don't know, Spotify is the world's largest audio platform across music and podcasts. And we've been in India for about 18 months, so early days and fun times. Looking forward to the conversation. Thanks. Great. Darshana, if you could introduce yourself now. Thanks, Mitesh. Hi everybody. And I'm happy to be here at E4M webinar. And I'm Darshana Shah, part of Aditya Billa Capital, Aditya Billa Health Insurance. And you're looking forward. Great. Thank you. Last manual, I think we're on to you now. You could introduce yourself. Yeah, sure. Good evening, everyone. My name is Manu. And I represent a company called Clevetab, which is positioned to solve user retention problem across apps and websites. Great. Perfect. So, I think as we, you know, we had discussed and the topic itself is how do you drive more performance on the mobile marketing, you know, domain in the domain or on the platform and other things. And we all had separate conversations where we try to understand more in terms of what you're doing. Right. But if we start off somewhere, right, it's a very simple point where we want to start off by understanding is, you know, let's say why mobile should be a prominent part of the marketing strat in the current COVID going on in the future, obviously from here. And how can it be used effectively to tell a brand story, right, because three of you come from the brand side and the big emphasis on all three brands that we have here on the storytelling. Right. And I mean, while the question might seem something where we want to start off, but the key pieces I want to put through is something has shifted in COVID. You know, so one thing is I'm actually at my parents' home. I'm operating out of my parents' home, which I've never, never done in my whole working life. This is the first time ever. Right. And what I heard my parents recently speak about is like, no, we don't have a timeline. We don't have a schedule anymore. You know, you're just busy on your phone whole day and that is how it is going. Right. So, so what you see somewhere is that there are lines of blood consumers reach out to the phone for each and everything, especially in the COVID scenario where there is not a lot more to do. Also somewhere there is that always on mentality which has stepped in. Right. You're completely always on accessible communicating seeing I'm sure Bobble could prove that for us in terms of the statistics that they've seen essentially. Right. So this is where so why is it important and how could you use it back into weaving the brand story across. I think if we could first, you know, take it with you, Pawan and Darshana, if you could bring out and Amit from the brand's end, you know, how do you guys see it and then we could obviously move towards the platform. Pawan, if you could, you know, take this. Oh, okay. I thought maybe ladies first. I think we should do that. My bad. Darshana, I think we'll, we'll let you go first. Always. No, no, it's fine. No, please go ahead, Darshana. Start off with you. Thanks also. Yeah. So in my category, specifically health insurance category, which is what you buy and forget it's an intangible benefit to buy and you don't want to use it because obviously you don't want to be in the hospital. So what we have seen the difference, it's not an engaging category. What we have definitely tried and what we want to do is we want to talk health first and health insurance. We just don't want to be a plain funding category and that's how we've launched since past four years. That's what we do now coming to the consumer behavior change and specifically in COVID. We've seen that the screens and thanks to the penetration of smartphones and Internet in India and you know, with the, I think, particular houses that and thanks to all of that. So the screens have changed from a television big screen to everybody coming to this small screen in my own hand to with that content has changed. It used to be when we were young and you know, if you were at your parent's house, you didn't have one television and all of us are watching that thing together to today's world where the screen has changed smart phones and penetrated you have your own phone that small screen in your hand. And what data tells us from pre COVID to post COVID now you see at least 25 30% increase in the time spent on that screen. Plus it is not my own content. And this I have so we did a recent study and we also seen the way housewives in India the homemakers. I don't want everybody glued to that screen because not everybody's at home. So people some people are watching cricket some people so everybody had me time, my content what I want to do what I want to see content is becoming the king the hero, and people are personalizing their content and use it in that space. I mean, I think it's very interesting plans for marketers, because now we have to plan for this kind of content and for the screen in the hand and to engage so for a category like health insurance, where I said we speak health first. What we did is we, we realize that people at home don't know what to do. They really, there was a lot of anxiety during COVID the initial months, a lot of stress frustration. That's what we said health first week we created an entire Facebook live series called health from home. And this is what you could every day log into your Facebook in the morning to evening and it was physical fitness mental wellness, we were calling doctors, a lot of so answering your question is all live and nutritional fitness. So all these wellness series that I was doing for four months every day from 830 to seven o'clock in the evening, getting different kind of consumers coming on the platform talking. And that's how you so you're not just talking health insurance you're talking health you're talking mental wellness with such a key. So I think that's how we started engaging. That's where we've seen people coming to us, talking to us, asking their questions openly. We've created a mental health line and many such things will help from home become a big initiative for us. It's also part of Facebook Hall of Fame. So, and this is what the screen has done if you can get your content right, you will get them to engage with you otherwise you will lose them but this is where people are. You don't know where else to go there is no cinema, there is no shopping, everything is on this phone and it is all personalized to my taste. So today in my house my son will have his own content, my husband will have his own and I will have my own. That's how it has become so diversified. And that's why as market years we have to become so more relevant and meaningful when you're driving content on that screen. So I think, you know, before we move on, one thing I wanted to ask from you is because of the kind of category that you are in and we were talking about this before the start of the discussion itself. Have you seen the shift of the millennial audience from I want to know to I want to buy that micro moment into the health insurance category because suddenly the product has now become more important even in the consumer mind at the end of the day. Absolutely we've seen that so I was saying this is a you know when because I come from retail and that's how I know for one and I used to always say that oh my God health insurance nobody wakes up to say that you know wait today I want to go and buy health insurance. So given to that life to suddenly this entire COVID has a backdrop and the fear anxiety that it has brought into people and also the cost of medical care, the COVID care if you're hospitalized on the kind of cost and you know money that it's swiping away savings around the other side, people are putting all of that together and financial protection. So we've definitely some millennial specifically since you asked me the whole attitude that I want to experience things and visa we not want to own that attitude is now changing. They are realizing that they, because if they are not careful, then who's going to take care of them they have to go and buy their parents savings. So that entire attitude of I don't want to own a car and I don't want to own a house to you know the other day I was hearing from one of my friend who is part of the residential people are today now looking at having their own places because you want to be safe. You want your security. That's why health insurance conversation has become a, you know, it's a pull category suddenly from a push, people are waking up to saying am I adequately covered or what next you know so I think that's really changed for the category. This is so I think these are exciting times yes, I don't know whether it is just a pent up moment, because now people are fighting to go back to normalcy. And will this change I don't know but yes, for the past six months we've seen that change, including who would believe that you know I don't need it to now I wanted I have to have it. Well I'm glad few people can say it's a golden time so I could see power and smiling when you said that. So I think we'll move on to you right now coming to you future group which is so diversified. So omni channel I think more than anything else right and we've known you also coming in putting in initiatives that that really drove things in fact from your past of Tata homes and other things that there have been a lot of specific intent towards digital that you've done right but but if if we dissect digital we get a bit more into mobile right because which is becoming a large part of digital right now at this point of time so how or why is it prominent for you in the in the covert time so going ahead in the future also that mobile strategy per se saying you know this has to take some kind of a precedence or has to have some kind of importance in our overall strategy digital marketing strategy. Great so how do you look at that. Yeah thanks Mitesh. Firstly I feel that you know it's all about mobile I think digital is is is just the you know one of the big part but finally it's about mobile because I think that's where the consumption is happening and that's where exactly penetration is. That's exactly I think that's what I was talking about I think that's number one. I'm going to address this in two parts one is from a consumer side we all know it. Sorry, we all know it what happened pre covid and now obviously the penetration the content usage the time spent I think everything is gone up like dramatically it's gone up but I personally feel that it was valid even before covid just as a platform as a device as a marketer's tool I think it was valid even then. But now I think that there is a sense of acceptance sort of which is come among the marketer's more than anything else. I see that our boardroom if you ask me you know they have kind of gone warmed up to the idea of digital. I don't think that Shana or me we would have any doubt about you know the medium I think the doubts were at the boardroom and I think that's what something which has been been been sort of kind of you know address in that sense and that's why when when Dashana says we are here to have a good time now yes of course because you know that was a big struggle because you know you know when you come from a sort of a background and and the acceptance of you know doing something on mobile we have battled our own journey you know within the boardroom and so on right that maybe I think we don't need to as much I think that's a big change which I which I can see it. I think if you know if I talk on behalf of Future Group and honestly I think mobile has really helped us to generate business in last six to eight months. I mean that's that's the only source of device to actually engage and communicate with our audience. You know so much so that like we are launching Sara Ali Khan this weekend through a mobile campaign I mean Future Group would have never ever thought to do something like that right. But yeah I mean that's the medium where people are that's the medium where people are consuming spending time so why not. I think that's a big change which is sort of happened and when it comes to mobile I also feel that as a marketer you know I am very particular about this one aspect of three seconds. I mean that's all it you know a consumer you know they have it for you you have to ensure that you know how you create stories within three seconds right. I mean that's where you get effectiveness right. I mean there's a bit of a shift which you need to do when you think of a let's say a traditional marketing to a mobile marketing. This three second shift is a hugely important aspect. I mean anything a consumer whether it's a long form content small form content it doesn't matter. The decision of consumer to spend time with you is just he takes that decision within three seconds. Right. I mean I'm a big believer of that you know that's what we are pushing in and that's how we create all kind of campaign but I personally feel that you know mobile marketing digital marketing is is is it's mainstream. I mean there is there shouldn't be any debate or discussion I mean that's how I see it. I think that makes a lot of sense. I'll come to you Amit because Amit I think we had a conversation you you see again on a similar thought chain I think you see mobile marketing as very mainstream and again the brand that you come from is so diversified in terms of the SKU or the product offering or the kind of industries that you're trying to tap in because we've seen. I think from durable variables essentially you know that has come in from Cisco to obviously the push for more intelligent lighting back in the home also. So how do you see mobile playing a role for you specifically in a case where I think the market like like you know some of the other marketers for you is so pan India you're so you know multi tier essentially geographical locations that you target across so how does the mobile strategy for marketing comes into the play and how do you take the brand storytelling to the platform for Cisco. So I think as you rightly said I think you know we have all understood the importance of mobile marketing or digital marketing as a marketer we know way back I guess but as I said you know it took some time for our counterparts within the organization to accept that fact and thanks to the situation that we are in right now. Finally people have agreed that you know you know we have to shift the entire conversation from footfalls to finger falls now and that's where you know the exciting time has again started for us as a brand. See. I can give you an example right I mean like my own father. He's somebody who never believed in digital you know in a way of life actually but one day he called me and he said can you help me how to use Google pay. I said what happened he's like no when I go out for my regular grocery shopping and all people you know don't accept cash anymore they're like a Google maker. This is what I was telling you about right so this is a small example as to how consumer today has accepted few things at least there are those types is the thing that I can talk about. Now as far as mobile is concerned I think the best part with us as a brand is that you know we use mobile not only for marketing reasons but thankfully for even our product integration as well. I mean like you know so you spoke about intelligent lights right. These are the lights which are actually controlled because of your apps because of your voice assistants. We have we have in fact launched a smartwatch last month and you know that is again controlled by an app actually. So I think for us it's a dual advantage that not only for marketing but also for product we use this device beautifully and as far as your last bit of the question is concerned as to how we you know go out and tell the story of the brand I think. You know it's very simple see I mean like me as a brand you know I mean like at a brand level we're in love with television I mean like you know so first thing that we think of is okay how you know how do we go out and reach out to the. You know millions and millions of you know our customers through television but that's one part of it second is okay I have spoken something which was very brand led but I have to transform that conversation into something that is maybe. You know more easy to understand as to how your products are going to help me right and that's the space exactly where we actually go and tell them how to save electricity. How to groom your own cell with the help of my grooming appliances. You know we are talking about contactless era today I mean like right from contactless shopping payment delivery why not contactless. Lighting as well so I think these are some of these interesting aspects of the entire you know brand and product portfolio that I have which makes the journey you know super awesome. Nice nice so if I if I take it away from all of all three of you essentially one thing that covered as help is transformation in the boardroom right that is that's where it has supercharged the whole piece and I think we'll get back to that. You know you're launching a mobile first campaign because knowing future group of a traditional house I think it's completely new what we're hearing so I think after world shots that this is going to be something I would be looking forward to. Right but so I come to platforms right because we have some very interesting mix I'll give a very quick. Understanding right Bobble is known for you know in the conversational space essentially they've created a niche you know and uncle is well recognized in that space so that's something that we've come to Spotify I really don't need to explain anything as when I'm assuming all of our viewers would know Spotify well but. Yes I think what what our own past interactions has been with Spotify is trying to create amazing amount of storytelling you know going back into the campaigns whether audio whether video essentially all right and then manual I think we will speak to you because. Where manual comes into the picture is where we had this discussion where he gave me a brilliant point he's saying you know what a lot of marketers spend money to acquire customers. Our job is to retain and that you know essentially makes a lot of sense in the longer run right so I would actually skip the first part in terms of the question of the mobile strategy but if you could start urgent if you could help us understand that. The telling of that effective brand story on to the on to the platform right what is your opinion because I mean you would be one of the advocates for the same so how do you look at it. Sure I think thanks for that petition and you know I was just hearing. Pavan and Darshan and I'm gonna talk about mobile and when I was thinking about the session I was like okay do we really need to talk about mobile in India it's 2020. You know but maybe I come from a different world so I'm already a convert in many ways right. But see the way we look at it and again picking up from some of the key things that I picked up from what Darshan said or Pavan said two lenses to it right one is obviously with covid. You know digital and mobile was any back rating covid has actually read that a lot. The second thing that has happened is your routines are now new right they're not the same anymore so if you look at a traditional way in which. Media would approach or an advertiser would approach media you have your print in the morning then you have your commute time so you're probably looking at outdoor or radio then you know some snackable social media time during work and so on right now. Now everybody has their own routine everybody is figuring out their own sort of rhythm in terms of how they want to approach the day and their lives and what mobile for me really drives as a part of that is context right. It gives you context it gives you sort of additional information to make your message more meaningful more relevant at that point in time right. I would say that you know you have with Facebook or Instagram or Spotify or any of these platforms you have thousands of options for targeting right. But how is a brand really leveraging that targeting to make their messaging more meaningful at that point in time is what really counts right so to give you an example from the audio world which is where I come from. You know there are I would say probably two or three things one is sure a digital platform or mobile will tell you that okay this is a female 25 lives in Mumbai uses an iPhone is interested in fitness right so that much you know because of data that you're collecting etc. But audio can tell you yeah but this person is going for a run right now right because they're listening to a high BPM running playlist at so and so time we know that during this time is when they actually go for a run so you have that context. So if you know that somebody is a fitness enthusiast and then you can combine it with information that okay and right now they're running what will your brand message be at that point in time right. So it is about identifying those moments within the consumers sort of journey through the day and using the power that mobile and context gives you to be relevant at all those points in time because the old sort of ways of planning your media etc. Don't make any sense anymore and I think even when all of this is over a lot of it is not going to come back because these behaviors will sort of stay right that is one. The second thing is we work a lot with Spotify is an OS is for millennials and Gen Z is right over 70% of our audiences skews in that generation. The other thing we are seeing again which has been accelerated as a result of covid is this whole feeling of too much visual simulation right which is I need to take a break. So if you look at things like screen time which Apple has launched right where you can control how much time you're actually looking at specific apps. There is a very conscious effort to say or think about their own consumption and to sort of cut away from that and get a moment to yourself in terms of how you control whether you listen to a podcast whether you listen to music right. So it's what we call screen less moments and I think that is something else that especially for younger generations becoming extremely more prevalent. So brands need to start thinking about all these moments when the mobile is there but the screen is not necessarily to your advantage right you can't use that screen because the person is plugged in and cooking right. What is the point of your video at that point in time right so I think context relevance that moment and customizing the vast amount of information that you get about it consumers to drive a very relevant message is what we see and you know massive amounts of time spent already across mediums. So really a massive opportunity that brands need to tap into as these behaviors sort of solidify. I mean so that's that's audio right also one of the things that we wanted Delvin to say I think I believe Arjun and Ankit would be well slated to kind of take this up. Essentially is what you have seen with new Apple ad blocking Google is also going to introduce sandboxing essentially cookies is going to be a problem right and overall on the mobile advertising platform of the mobile as a platform. From the advertising that has something of a banner blindness that has started coming in right and I mean both of you actually are on on on certain side of the spectrum kind of trying to work around it or provide solutions to the market is around it right. So how do you see that going in the future and possibly how could marketers from the brands end with the help of the platforms like yours or others could improve the user experience right. I mean when I surf or I go through the web essentially I am so blind to the banners despite being a marketer right. I skipped them so quickly though I look go back and look because I want to just know what someone is doing right. But but coming from the platform of audio and then we'll move to uncle to you where you know conversational commerce essentially because that's your whole mantra that we would want to create a better UX essentially right. So how you guys see it as if you could start off. Yeah I think there are you know there are three spheres here from advertisers you want more responsibility right you want more responsibility you want more cognizance and awareness of what that consumer experience you want to create is I'll give an example open any news website on your phone right. You are probably six clicks away from reading the headline because it's just it's it's so crowded right and that UX the way and the advert and it's not just a fault of the news publisher it is also the brands that want to do that kind of stuff right. And that's not going to work for a lot more so both publishers and advertisers need to take responsibility to create better experiences. You know we again coming back to the studies that we do on Gen Z and Millennials there is a very high expectation key you know you have all this data about me what do better right show me something more meaningful right. Don't just keep doing this stuff all over again because this is like adapting what used to work in the days when web was only desktop to a new environment completely right. So I think that is one so more understanding of the consumer experience more respect for the consumers time like Paavan mentioned decisions are made in an instant. If you're not being respectful of their time and the experience they have you're not going to sort of get any value out of it right that is one. Two ways about optimizing like I said for so while I may have spoken about audio it is really about what is the moment that the consumer isn't so right now if he's looking at the screen I have an opportunity to show video. Let me show video but later the person is not looking at the screen is listening to a podcast is plugged in spending a lot of time that we do audio right or maybe at a different time I do a banner. So it is about understanding the consumer journey and being as seamless and as personalized and customer is as possible right the spray and pray days are over pretty much. What's your opinion because I think you have a platform that goes into users mobile phone through a keyboard essentially right. The most native integration that we could think of a platform and then from their brands could come in and obviously just saw stickers is something that is being seen as a very important medium essentially onto the mobile as a platform. So what's what's your take a towards the banner blindness or advertising is happening on mobile and how could you make it a better user experience. So let me start from the beginning to give you a better perspective and as I say after listening to this now I don't think we need to convince anyone that mobile marketing is important. And but what I would like to convince you or draw your attention towards this conversations yesterday I was reading an article written by Google team. They mentioned that 50% more than 50% of time that people spent on their smartphone is on conversations can you believe that and I'm sure you would buy you buy a phone because you want to convert that's the primary function of the phone right and we believe as as popular AI we believe that a conversation does what no other medium does it delivers hearts and minds. It is the number one way friends talk share feelings and leave each other's mind changed. If I share some more numbers specifically talking about India 70 billion plus messages are sent every day 10 billion plus emojis are sent every day and 700 million plus stickers and gifs are shared across chatting applications daily right and it's very interesting and it was an insightful discovery for us to realize that many of these conversations are already having brands you know into those conversations Brands are already present in billions of such conversations happening each second. Imagine yourself telling a friend let's go to Starbucks in the evening or you know talking to a friend and saying why don't you bring a crate of Kingfisher tonight. You know things like those so people are already talking while they're talking they are using brands in their conversations. We picked this inside and built the entire conversation media marketing platform which is driven by the truth depth and influence. In fact I would like to take a point by power here since he mentioned about celebrity endorsement we saw that there is a huge gap in what in the way people perceive people used to perceive celebrity endorsement. 10 years ago and today what the new generation how they perceive celebrity endorsement or for that matter any sort of influencer marketing. I doubt whether the person who is showcasing that product whether they are the users of the product but imagine my brother or my father or my school friend talking to me and using a product in their conversation that just adds a lot of credibility. And convincing into into that endorsement so I believe that is why this one is to one intimate conversations becomes very important for brands to enter into. In fact, in terms of reach and resonance I think Amit was talking about first upon it a little bit. In terms of reach conversation media like WhatsApp or Snapchat or Instagram direct or all of those conversation media have already surpassed social media in terms of reach five years ago it's not today. 2015 by the you know with the number of users and the time spent and engagement conversation media have already surpassed social media yet we are talking about Facebook live and where my younger cousin is not even active I mean they're not they don't have an account on Facebook it's a dying platform we don't believe that any of these social media. Good, you know we don't see them growing with that speed the way conversation media is growing. In fact, 92% of the consumers. This is out of a research by Newsom 92% of the consumers trust word of mouth from friends and family over any form of advertising. And since you mentioned with it that you know, you talked about how can along with the advertising in the smartphone while while brands are reaching out to their ideal customers. I think this is a great way to do that by natively integrating yourself into the useful flow that people are going through on their phone. So with that thought, I would like to leave leave the audience. There are many more points I actually wanted to touch I was listening to the show for example about reaching out to the right consumers at the right time, and I believe having a having data intelligence of the power. The power of mobile or the smartphone comes from the data that it brings on the table right real time understanding of what the user wants. It's not static profiling anymore it's dynamic it's real time. I might be a frequent traveler but I don't need to buy a flight ticket tomorrow why is to call us still showing me and make my trip back. I don't need to. That matter, I might I might not be a foodie in general but I'm hungry right now I haven't taken my lunch because I was busy, and I want to order a food right now. So why isn't why am I not getting the offer from Swiggy, which I used to get, you know, every day earlier. So this is something that that smartphone and the data and intelligence and that comes with the smartphone solves. Right. When you add value to the life of consumer they they won't be irritated by by you reaching out to them. But when you start enforcing pushing your product I think that's not talked about it goes versus pull and you start pushing your product or services or brand and enforcing it to the consumers, then it becomes irritating. So I think what you're saying is any which ways what is more important at the end of the day to use harness the power of mobile marketing and working with platforms and partners essentially is through either collection of data or through AI and ML essentially drive out insights and then deliver back on to those insights right you have to get all the data into a central repository and then have to start making sense from there and that could not be done by a platform. I think at the end of the day a brand also has to have its own understanding of where my data is coming in and where it's going right so I believe on that point because we are on the point of the data and user experience and creative storytelling right manual I think I'll come to you because I've got the customer once to my website or into my fold of my universe in one or the other way right, but to extract maximum lifetime value from that customer and making sure that you know I'm spending least amount of dollar while getting maximum back that retention. How have you seen you know the tactics or analytics or analysis what does it say in terms of retention and how would you use the data that comes in through your platform that is taken back by the marketers and how do they use it essentially. Sure. So good to see some of the conversations right I mean COVID has actually not only made some of the verticals to emerge verticals like an attack or gaming or media streaming apps but I'm happy to see even the legacy business actually embracing digital transformation. Per se and you know considering mobile or digital to be one of their core front end to reach out to their audience. Now you know one of the things that we see is obviously what we solve for is retention, however we also do bit of a behavioral analytics and insights and thereby engaging with their customers as well. Now if you look at retention to be the goal, you know, some of the interesting benchmark studies that we have see is done shows that the leaky pocket is so huge. If I can put into perspective, the first week retention of food apps or food tech app is 78%, which means there's only 22% retention, which means 78% of the users churn in the first week. So which means it is so important and critical if you don't put the right messaging at the right point in time to the right set of users, you're going to lose them. And it is 75% with mobile payment apps and it's almost 55% for streaming platforms. So it is so important is not just acquiring users, while you invest so much of money in acquiring those users, it is so important that you retain them to ensure that your LTV is taken care. So our emphasis is not just, hey, you know, you know little bit of your users, what do they do? But as marketers make sense of that data, right, understand where they are dropping off, at which level, at what point they're dropping off, and you can automate some messaging. Let's say for example, if you are an e-commerce app and a user is added to cart and within four minutes, which is the typical time that any user in that web buy or app buy is not this guy is not making a purchase, you can automate messaging. So what we've done at CleverType, it's not just, you know, forms of messaging, this is something that you spoke to about Arjun as well. There are 13 channels of engagement that CleverType offers you to integrate, right, which is inside mobile and outside as well, which means you can also retarget them on Facebook and Google as well. So as marketers today, it's not just about reading the behavior of your users, deriving insights, but also actioning it on a real time that helps you to solve retention. So fair enough. I think what I will jump onto this and this would be a question for Amit Pavan and Darshan, essentially it's coming in from the Q&A box from the audience. And interesting because I think we spoke about this was that I'll quote out here, storytelling needs creativity, right? Obviously mobile is something which is super charging that whole need, right? So the mobile needs new content every hour at the end of the day. So have you expanded your team to kind of create this whole new gamut of content or you go out and outsource this new requirement? Or something that I would like to add to is how have you been able to actually tailor make content towards mobile and then take it to, you know, the next level essentially. So I think between three of you who wants to take this up. Well, at least I will speak on some things that, but do we see, you know, Mitesh, earlier I would say that, yes, I, when I do have a digital marketing team and they're looking at various kind of new age, you know, stuff and storytelling, because like everybody's talking, the power is storytelling or relevance of the content. So imagine we come from the world of 30 second TVC's to now coming down to 10 second turnstoppers. Last year and you come as a movement and you had to adapt to that, create your story in that 10 second, create your brand relevance. So these are, these are like, this is what we have to go through, we have to think through. But at the same time what COVID has taught us that it's not just about digital marketing team at least for me, the relevance is that everybody in my team has to now think digitally. That's why your consumer is moving and the screen in the hand is mobile. So digital marketing is on a digital mindset is what has become very important because that's why your consumer is where we've expanded the role of the team. So it's not about adding more people. It's everybody in my team has to become more digital in their thinking. That's how you have to think of your customers and that's storytelling today. I mean, there are many formats that has come up. Like Pavan spoke about the importance of three seconds and six seconds was there with YouTube readables and then you have 10 second turnstoppers. Everything is getting in seconds now. And imagine you have to say everything in that. So I feel it is becoming, it is not easy to do something like that. So it is a power of both that he has the team has to think digitally. The team has to be sharp enough to give what they want to talk. At the same time, you need a good partner. You need a good creative agency who can put this, you know, into your video into your whatever your story is together. And yes, advocacy because you need real people like Ankit was talking about. It's not just putting about, you know, influencers, but what your consumers, what are they feeling and what are they experiencing when you get them to talk. When you create testimonies, when you get advocacy, that power is much more and I have realized the power of that in COVID much more than pre COVID. Today, people want real people. They don't want to be indoors. They don't want to, you're from, you know, fake people. They want realism out there. So that would be my take on this. Right. So I think, Pavan, you have something to say on this. Yeah, or we can move to the next. I just want to add to what Darshan has said. So I completely agree to the whole real people aspect because I think digital is in the world of mobile, right? I think relate, relatability is a very, very important part, right? I mean, this is not a place where you create larger than life aura. It's all about relatability. I think that really works just to expand to the point of the, you know, a big change within the team as you asked. I think number one is I think it's a mindset change. And also as far as me and my team, we are concerned. We're all about moment marketing. So huge amount of freedom to the team. And therefore you learn a lot from the team as well. Right. So gone are the days where you have, you know, all the high fly camera is capturing your content. No, I mean, your mobile phone can capture the content. That's what we believe in. We create by the move. We capture. We literally take our consumers through the journey of what we are creating. That's extremely important. So I think a big mindset shift change in that sense, right? And a huge amount of freedom to the team. So again, in our case, at least there is with the agency partners, I think there is one team. I mean, literally it's not really about some brief going out, something coming in. I think those things have all sort of blurred, right? It's really about creating on the moment. If you're not able to create that, which means that, you know, you're not making your brand come alive on the world of digital. I mean, that's, that's what we believe in. Amit, you want to add anything to this? I'll just add to what Darshan and Pavan mentioned. I think I don't see, I think that, you know, we should take a huge amount of pressure about as to how, you know, we are going to dish out so much of content, you know, in terms of volume. I think that's not what, you know, we sort of chase. I guess what is important is, are you able to, you know, create something which is maybe more relevant for the consumers and something that they can relate with more easily. Pavan spoke about those, you know, flashy content. I think I agree to what he said one other days. It's more realistic now. That's one. That's one. Secondly, I think as a brand, we try to, you know, you know, come out in the market as a small stimuli to the users, but in fact, they help us in creating content for the brand. I mean, like, you know, because we are, you know, you know, giving them a reason to participate in the storytelling. It is not like a one way conversation that will come in here what I have to talk about. No, that's not the point. The point is, okay, I'm giving you a conversation platform. Start talking, start creating and start participating. So I think that actually takes away this whole load of creating content, I think. So that's what thankfully, you know, I am not having any such target of creating so many, you know, films or short formats, storytelling, etc, etc. That's not my key area. Fair enough. So I'll actually pick up another question that is just coming from the audience first and then because it somewhere relates back to the question I wanted to ask you all. Amrit Mohan here asks us that hi. My question is, how's the customer's behavior changing in last mile rural customer on mobile. Right. So the behavior change essentially in the last mile rural geography that we're talking about. Definitely there have been an uptake in the mobile usage, but wanted to understand if the content there is more about the conversation, or do they prefer more visual content essentially coming to us versus the urban space where the conversation has become more prominent like Ankit essentially mentioned. And you know, how do you see social media versus mobile. So I think I'll just again just put it through one is the consumer behavior change in the last mile on the rural. Right. I would also want to hear Darshan on this from you because the product itself is so different. I know Pavan could go out and sell his product and Amit could go out and sell his product anywhere in the country. But then again the product you have essentially is needed by everyone at the end of the day. Right. So the last mile change that we have seen second is, I think, you know, Ankit you could also chip in there essentially for us would be is rural versus urban. Is it conversation or a lot of graphic content that is coming out there. So Darshan if you could just shed some light on that last mile piece. Interesting question rural is something, you know, I mean, and there's a market here digital used to be all these, you know, top 10 cities and English and all of that because look at the way the content is gone. But yes, today rural is very, very important they of course have the phone penetration usage internet. What I'm definitely seeing the difference that what we have to do in a rural strategy is one is the language by itself. The regional language visa we know your content can't be so the regionalization of the language and voice conversation that is what I am seeing is more and more conversation so it's more voice more chat where and you will see them that it's not that they can read and write but they can talk. So even when we when they do WhatsApp conversations with us it is voice. So we see more and more voice conversations coming from their yes it is more and more visual that you have to give them and in the language that they understand. They are using Google Paytm, but finally when and because the category like mine which is health insurance, you have to engage in that category. You have to go where you have to take servicing your needs to get to solve your needs, all this regionality voice and those kind of tools are helping us much more and visual yes it's it's more visual story. So that's the, that's how I am seeing it coming. Amit your take essentially on the last mile change in the consumers you know into the rural area essentially right now. So even we also see a huge opportunity which is coming from the tier two tier three market. See it's not about you know what language they talk about or that's important but you know we are giving them a reason to sort of talk back with us which is about this amazing innovative product. And if that is you know able to create that aspiration in their mind I think that is where they start talking back to us. That's one secondly the business model you know is actually riding on this huge distribution network that we have right. And it is not technically that you know I will only cater to top 10 cities of the country because I see a huge money potential that's not the idea. It's a mass brand and it needs to be available across the entire country and that's where you have a huge distribution channel technically which is very very offline in nature. But the good part is now a lot of my customers are actually not only coming from you know those rural areas but they're actually coming to me on my platform also talking about okay can I buy this product you know when this is going to be launched. There is any you know sort of a deal or a benefit that I can have you know for it etc etc. I think that's just a reflection of as to how these guys are opening up to the potential that only you know maybe two or three years back only an urban customer had right. Right. Yeah so that's a change. Right so I think to you I want to change the question a bit you know molded in terms of what I eventually wanted to ask you was that even as people increasingly embrace digital right brick and mortar still remains first choice for a lot of people that we're talking about in terms of across the country right so it's crucial that the business masters both aspects you know whether whether it's brick and mortar marketing funnel which is evolving or whether the digital funnel right. So being locally relevant is the key for any brick and mortar business essentially right that's that's that is important right. So how can a brand leverage mobile's power to create value for the local customer right is has there been an example in the in the future group itself which you would want to share. And and for uncle Manuel and urgent I think we would circle back to you after this because we would want to understand from you that how have you seen signs coming from the rural and the urban customers essentially in the recent past and how could pan India marketing be used you know mobile could be used through the platforms that you all essentially represent. So if you could start of this. So I'll try and answer this from a business side and a marketing side both. Let's first understand from the business side obviously during COVID and you know the kind of things which were happening. People are people were hesitant to sort of come to the store and I think that's that's one of the reason why we launched our e-commerce platform which we never had before. As far as big bizarre is concerned. So obviously I think retail is all about being local right if you're not being local if you're not addressing see what what a customer needs in Chennai and what a customer needs in Bombay is very different. What a customer needs in lower parallel and what a customer needs in Matunga is very different. Right. So I think that's a very integral part of retail. So what we did when we launched our e-commerce platform we ensure that our in stores are integrated. So basically you can go to the platform and you say that listen I live in Matunga so you can shop from the inventory of Matunga. Right. What happens is that you will get all the local nuances of what the store delivers to you or what the store can deliver to you. Right. So therefore the entire inventory in the store is sort of exposed to you that's from a business side. Right. Now as well as marketing is concerned. Obviously localization is extremely important. I think the shana touched upon this point of saying I mean I mean if you look at it like I personally believe that the entire digital or a mobile narrative. Right. Whether you look at it or anything it really comes from that rural India like literally right the heartland. I mean that's what we and that's one language which connects with everybody. It's nothing about rural and urban so much. I mean that's that's that's something which reflects India. Right. I mean essentially you know I think mobile is really brought that aspect for sure. Right. I mean while I think when when I was raising up we were all in the world of let's say Kavikushi Kavigam kind of a era. Right. But today that's not what it is. It's about if you look at any of the OTT player and the kind of you know content which they are bringing they are bringing from the heartland of India. Right. I mean in that sense I think just being local just being going back to your roots just being far more confident in there. It all I think mobile has played a big role and that's reflecting on any of the content which is playing whether it's for entertainment purposes or for marketing purposes. I mean I think that's that's a must today. I mean you have to speak from their voice. I mean no doubt. I think so. I think Arjun I'll come to you here because the point that Pavan also makes. Right. Which is the voice that you have to speak now audio traditionally was a platform that was one of the biggest platform and I'm talking about radio. Right. And radio obviously in this mobile digital world evolved into that audio experiences that we go through whether with Spotify with Savan with Ghana or any of the other platforms that we subscribe to. Right. How do you see that audio playing a role for the brands in in the pan India or the other main heartlands of India as we said where is the place and what could you offer or what could audio as a platform offer back to the brands in that space. So I mean I think I'm obviously not an expert on rural markets or consumers so I'll take a platform view because whatever I say on the other side maybe may not be very accurate. Right. My sense is that you know whenever we talk about these tier one tier two tier three or urban versus rural there seems to be a sort of subliminal tendency to assume that because somebody is from tier two town they are a tier two customer. That's not necessarily true. Right. The aspirations the exposure that they have the influences that they have now are so global. Right. If you talk to any youngster today just like Pawan was saying our influences were within a certain boundary but the influences of the youngsters today are global. There are Indians who have like K pop Korean bands have massive followings in India. Right. Swedish YouTube influencer could be your hero. Right. These are not governed by geographies. Right. A person in a rural area could have as much access to the same kind of content to the same kind of influence as etc. That somebody in an urban area has and that's something that mobile has made happen. Right. So I think that's the first point in terms of what you should do. I think I will just you know specifically go back to the point I made earlier which is any kind of segmentation that you that used to work earlier you know you wouldn't work anymore. You could earlier bucket people into three or four categories and say okay category A will do this category B will do this. But today those category lines are blurring the influences are blurring their tastes are blurring their choices and preferences are blurring into it could be anything from very local to very global. So going back to the point I earlier saying that there is so much data available. The question is how will you use it meaningfully. Right. So let's take the example of something like a podcast. Right. I heard Shole as a audio cassette tape on my two in one. Right. Because you couldn't go and watch the movie but you could imagine the dialogues now our podcast only something that is sort of so urban so to say couldn't you do podcast for education for entertainment etc. Across a bunch of languages or bunch of genres for different people across the country. So I think it's about understanding the niches that work for you understanding the signals that consumers are giving you and treating them equally with respect based on the data that you have to create the right experiences for them. Right. And that's really what counts so whether it is extremely short form 10 second thumb stopper or a six second bumper ad whether it's a two and a half hour podcast about how to improve yourself in life and move ahead. Right. It ultimately depends on what you know about the consumer and how you can use that to create meaningful and relevant content. Fair enough. Move to manual like so I think a guys we would close soon enough because we are running out of time so our list of questions remains unanswered maybe we'll do it later but coming here manual because we are on this track I wanted to understand what could brands pick out as signals or as data which comes through the mobile as a platform to retain or expand the customers pan India again we are talking about units not purely the urban view that we want to take but pan India what are the signals could we track and brands could use them well for them. Yeah, so I think one important piece is is individualization and personalization right every user on your app is so different right their consumption patterns that clickstream patterns. When they start playing let's say for example Spotify when they start playing do they pause it do they complete it how long do they take to consume a piece of content what kind of content do they search. Is it only audio do they set for podcasts do they look at the lyric so each of them are really signals right I mean these signals actually collate together to give you a better perspective of that perspective that. In a user and maybe that you can bucket it or bundled with other users who are also showing similar kind of behavior right so when you have that segmentation which also I just spoke about right segmentation is the key here right and these signals you have numerous amount of signals that's coming together the important point here we are in the generation of right here right now. Now if I'm listening to a podcast and if I paused it how would you nudge me to complete or if I've. You know search for ABC content or if I'm looking for a content can you give me a recommendation I'm a big fan of Spotify recommendation right so how relevant can you be at that relevant point in time. If you look at urban versus rural. I think yes there are differences but more likely when you look at very specific apps like Spotify or let's say Netflix or an Amazon Prime you might not find that difference from a consumption perspective maybe from a day perspective time of the day consumption perspective might be different but overall I think. There are multiple signals that you can draw out of these these users and how you make sense and you know reach out to them on the real time is going to be really critical. Make sense. I'll in the interest of time will be faster than uncle coming to you right because we spoke about I mean we never plan to get a conversation towards the urban and the normal urban India because. I feel it's quite odd because I have seen I mean one of the examples I'll quickly narrate because again being around parents I realize it's two to three years back or two years back I believe my father started using voice search more than. Right and that as a marketer just shook me saying yeah I don't do that on Google my dad does right so I mean but we are on this topic and it is important because there is a large population of. Of the country that stays outside the metro and unfortunately at times the market is have a have a bubble view essentially that's how do you see uncle the. You know this whole non urban India that we you know touched upon essentially what what is the evolving communication practice in terms of conversations or image based on any other thing important thing that as a signal is again coming because mobile keyboard you guys have I think the first possible native signals coming to you you know how should brand evaluate this and how should we go ahead you know if you want to be across India for the yeah. Yes British in fact our data intelligence show and clearly contrast the user behavioral differences between the urban India and the pan India. It's significant. The boundaries are not blurred. It's a clear contrast. I can give you a few examples to help understand. For example, the format that you talked about voice is significantly higher usage in overall India than in urban India. Our voice technology was used by 6% of the daily active users in the tier one cities while it was used by it was used by 16% of the daily active users in the non urban cities non tier one cities. Pre COVID times which has increased to 23% during the COVID times, the usage of boys is surpassing the usage of all other formats of input on smartphone that I can assure you up and this is the reason why every other large tech giant is investing big on doing R&D around voice services. Right and this is going to be a big vote out about that we have seen this happening in China as well at the same time. One thing that I wanted to highlight is the languages. It's this, I would say that non urban India versus urban India is the similar difference that is the difference between hostile and Netflix. While we might feel like that Netflix is something so obvious and such such good UX and such good content but it's not that obvious for non urban India. If you look at the language penetration. It is massive the next 300 million users that we are adding on smartphone is 100% going to be native languages, almost 99% is going to be on the native language. We have already added 500 million users on smartphone out of it only 150 million and understanding less. So you can imagine the usage of native languages and the importance of native languages. It goes to smartphone marketing. And I believe for that region brands have to be extremely conscious about the affinity of Indian users towards their languages, even if I understand English but when it comes to brand marketing it is very important to speak in the language of your consumers. And this is where I think language related technologies makes complete sense. In fact, we were forced to by the data intelligence that we had we were forced to create more competing products for ourselves in native languages. Today we have got Malayalam keyboard, we have got Bangla keyboard, we have got Marathi keyboard and in Telugu keyboard, apart from bubble index keyboard, which was there earlier as a flagship product. Clearly we got forced to create niche products in specific languages is equivalent to going to a food court versus going to O Kolkata or Punjabi by nature. When you go to food court, yes, you do get Bengali food and Punjabi food there as well. But if you really want an authentic Punjabi Bengali food, you go to the specialized restaurant. And this is why we decided to diversify our product strategy and create language specific keyboards which has worked really, really well for us. And lastly I would like to touch upon two more points. One is time. We see that, you know, the content being consumed by consuming tier one cities is mostly ephemeral content in the movement content short form of content, like stories for that matter, like Instagram stories or Snapchat stories and things like those. But when it comes to non tier one cities, we see and it is exactly opposite to what we had anticipated. We see consumption of more large, you know, size videos and the consumption of YouTube is much higher in non tier cities for that matter. It came as a surprise to us, but yes, that is what our data intelligence shows. And then finally personalization, which is consistent across the country, even in tier one or in non tier one cities. Personalization is being preferred by everyone. I pulled out some data quickly. So 66% of the consumers are interested in purchasing personalized products and 70% 78% are willing to wait longer to receive personalized stuff. 90% of the market is agreed that personalizing a campaign which uses data like location, language, gender, age, etc. increase the ROI of a campaign multiple. So clearly personalization is important and this is one and it is validated by one of our features, which is where you take a selfie and the extract your face out of that selfie and create fun stickers just emojis out of it, which you can customize and share it with your friends and family. 70% of our daily active users use this feature and this is the most widely used feature in our keyboard applications. And therefore I believe personalization could be one of the key factors to reach pan India irrespective of whether a consumer is tier one or non tier one. So I think that that sets us a lot of light in terms of how mobile is being used across the nation essentially so thank you for that. I think again, as I said, there are, you know, there are questions that we had on our agenda which we could not take now because we are past 5pm. There are also questions that audience has asked, you know, specific months, you know, towards Pavan, towards Arjun, towards Darshan essentially I would request everybody seeing towards Amit that whoever wants to ask these questions I would suggest them to I think go on Twitter and, you know, you could tag E4M you could tag me and we could have the questions possibly answered there. Now, to sum it up, honestly, I would just simply want to thank all of you because I know all of you are very busy marketers and I'm happy that all of us were able to come here for an hours time and talk about mobile though as I said I think our topic is left midway and we'll figure what we could do out for that but thank you so much for your time I would like to sign off here if anyone else has a closing pot, you're more than welcome to take it now. Thank you, I really like this data increasing price question I don't know one of you should address. I mean, I believe if I'm not wrong, let me find the question essentially that what impact we might see increasing data prices not immediately let's say two to three years timeline. Yeah, I mean, I would I would want Arjun also to pick this up. Manuel, if you have any information around the thing the data prices which India was one of the cheapest markets ever now going back on the rise what's what's the change what's going to be there I think you could also help us. I would say as an engineer I would say the rate with which the price of data would increase the scientists and engineers would make sure that you consume less data to get the you know the same amount of content and services. So the amount of data consumption would also decrease proportionately and therefore it should not create large impact. And if it does then the providers of the data themselves also the providers of the data heavy services for that matter. If they increase the data prices their own geo service consumption would decrease and therefore it's a conflict of, you know, it's a contradictory thing and they would not want to do that for sure. Manuel Arjun you have any takes on the data prices. Nothing to add that I think that makes I didn't think of it from a evolution of tech point of view though I recently saw that NVIDIA has launched some AI based video conferencing tech that is going to reduce you know video bandwidth by 10x or 100x or something So tech keeps up. I think if data is something that's essential to consumers and they're getting the value out of it then at somewhere the price will you know the equilibrium point will be reached and both telcos and consumers need to get value and that should continue to happen because tech will keep it all. I think if you have to see it in another lens the reason why data was cheap because there was one giant who decided to make it as a large acquisition game. And because of that everybody had to but eventually today the way we have no choice you all want data all the time. So I think now it's a habit and obviously so now is the time for them to increase and monetize it but even if it increases nothing is going to change this to go to consume. I don't think anything is going to change and I like the way we are consuming data. Please don't highlight this. And I think in lockdown we've realized that data has become way more important than it was ever right. The 24-7 connected and I mean I realize I'm operating on four devices simultaneously. Absolutely. I think data has become part of essentials. Everybody you know we are paying to three different providers it doesn't matter we are anyway paying so. Correct absolutely. Now battery just needs to keep up. True true true I think a lot more MAH is needed. Great. So I think as I said we would like to close here so thank you all for your time and as for all the viewers if you have any more questions and the ones we've left answer answered please tag us back onto Twitter and we could take it from there. Alright guys. Thank you so much. Thank you.