 Thank you. Thank you so much. Novel Anurag had a question. How do you know that? You know as much as gaming and alcohol and drugs that addictive Mobiles are as well. So we look at that answer from you later on through the day Thank you so much for setting the ball rolling, but doesn't look like this audience is warmed up yet When will we have the alcohol on the floor? Are we having some alcohol at all because we need to get these spirits roaring really high tonight? We're starting off with the panel discussion. We have a very pertinent topic of discussion talking about Mobile marketing Specifically how much is too much personalization versus Intrusive marketing taking the checkboxes just to get a brand app for your brand a lot of things are going to be discussed here tonight And we have a robust panel here with us that is going to be moderated by Venita I'll be calling out your names requested to please come up on stage and as normally through all Panels that I curate or anchor I would like the audience to participate as much as these Panelists have prepared here. So we'll try to keep At least 10 to 15 minutes within the time allocated for the panel to have an interactive session With the audience here when he thought I requested to please come up on stage with a loud round of applause, please acknowledge this panel Miss Vanita case Vani CEO Madison Media Sigma She's been recognized as a media professional for over 15 years and has carved a niche for herself in the field of Media, thank you so much for doing this for us when he thought Mr Akash Banerjee head marketing in partnerships by com 18 digital ventures and Aluminous of faculty of management studies started his career with FMC G's and now of course with the world of media Mrs. Sachin Kapoor co-founder and CMO nearby Strong career path in sales and marketing started with the media and online space of course and Moved into times of India earlier. He was also the CMO for Groupon Our next panelist mr. Shamsuddin Jasani managing director ISO bar India He's been in the digital industry for over 16 years launched ISO bar in August 2008 and has grown the agency's billing size from zero to 150 million US dollars not a mean achievement there for sure Mr. Vir Chan the Botra chief innovation officer and net core solutions a Marketing technologist social media enthusiasts with over 17 years of experience so you can see all of these people Have been with the digital media industry since the time since the word go So they've they've seen it all and they're seeing the transitions going high like I mentioned about 40 45 minutes What we're looking maybe a panel discussion for 30 35 minutes and then 10 minutes for a Q&A all yours Hello, good evening, and I hope you don't bore you and we have lots of questions at the end of the panel discussion Well, the just to set the context like Superna just mentioned mobile has changed the landscape of consumerism in India We all know that it's our favorite tool to just about do everything and anything right from you know watching news television You know can socializing whatever it takes. It's all our mobile, right? It's really really our favorite tool given that that's the case. Obviously, it's the best place a marketer can find audiences today and Having said that with so much power on the mobile With power there comes responsibility and today's session is a lot about you know, how much is too much which is about Responsibility and how you know marketers don't make certain mistakes to really piss off the consumer essentially So now we'll structure the panel in a way that first we'll have each one of them speak for three minutes on what they are doing in their Profession currently in their current role and how they see the topic broadly in a very Overview kind of a sense and then I'll take you know questions and spear the steer the conversation To start with the can I request such and to start? Thanks Thanks, Vanita Good evening everyone and Really honored to be here So from a perspective of what we've been doing on mobile We started out as group on group on was the largest deal site in the world and still is the largest deal site in the world There was a time when we we were looking at desktop to be our our main sort of mainstay and suddenly I think towards the end of 2012 and the beginning of 2013 we saw what a lot of marketeers and a lot of panels had been discussing about the emergence of mobile and we saw that happen almost overnight when our traffic started on mobile started to rise and To be honest in in group on India. We were caught a little off guard With that we had not really prepared our technology in the US was was that a different space and our technology in India was was not Kind of catching up that is the time when we decided to do a management buyout of the group on India business And we rebranded it to nearby We wanted to focus not only on deals but also on relevance and and make it a discovery led local commerce experience and From that day in August of 2015 till today our entire focus has been on mobile Not to say the desktop has stopped but mobile has been extremely important to the extent that we've seen almost double Retention rate on mobile apps for our business. We've seen Almost a 30 to 35 percent lower cost of acquisition On mobile and and it's just just growing. So every day that we work while we focus on on the desktop All our energies are just focused on on improving the mobile experience for the customer Thank you Hi, I had the marketing for boot boot Is the digital video? Destination or a platform from the house of wife on 18 that houses close to 25,000 plus hours of content spread across various genres we launched boot around four months back and In a space of four months. We have already become pretty much the leading video-on-demand digital brand and We are already seeing extremely healthy time spent by the viewers close to 35 to 40 minutes per day per viewer and Obviously lot of the Content that we have housed as a part of our platform and the big success that we have seen on boot has been thanks to this massive data explosion massive digital explosion Thanks to essentially three basic things higher better access to internet Across the country in deeper pockets as well cheaper access to smartphones and most importantly a gradual but certain Lowering of the data cost these three Specific drivers could also act as big Ineviters in different markets if these three things are not as per what the consumer is really demanding But we sincerely and surely see Thanks to a lot of the revolution that possibly geo has now You know announced in the last couple of weeks that things are only going to be better and bigger from here onwards and Specific to the topic that how much is too much. I would just like to make two points over here one is That for audiences advertisers and content providers alike. I think the Significant advantage will only be gained by not just understanding that how the consumers are viewing their content and making the purchases But most importantly Why the consumers are behaving in a manner they are demonstrating currently that's one and second is For at least for a platform like boot We strongly believe that content will continue to be the king and Providers who Differentiate themselves on these two accounts on these two measures will continue to drive Significant advantage, but having said that For marketers and more importantly for users Too much of information Too much of choices being given out to them at one level is not just simply Empowering at times it can be overwhelming and that's I think with the broad topic Which we are really going to be discussing today, and I hope to have a good time and thanks E4M for having me over here Thank you Thank you, Vanita My company net core has been instrumental as a enabler in some of the most successful Mobile marketing campaigns and we have seen the rise of mobile from being a SMS device and you know campaigns around SMS to To rural marketing, you know on the ground campaigns Media dark market campaigns have seen mobile grow from being a SMS and voice channel Device to a multi-channel device which not only covers SMS But now even email we say that email is now a native mobile channel. It's not no longer a PC channel So we have seen the growth of the device in order to encompass more and more channels in the ability to reach the customer and What we do at net core is we help the marketer so we are a marketing technology solutions company and We help the market do on the calendar campaigns, which are planned campaigns and also in the movement marketing which is you know taking opportunities that real-time data provides and capitalizing on those Opportunities so on the calendar campaigns as well as in the movement campaigns. That is what net core does Thank you Yeah slightly different thinking so Yeah, so we belong to Isobar as an agency and Being the premier digitally in India Thoughts really is what's gonna happen next and as Akash was pointing out You know the geo-revolution that has happened The future really is about devices. It's it's about mobility and not just mobile So while we are talking about mobile We are talking about how many devices are going to be there with someone so right now at this point in time I have three devices with me. I've got an Apple watch. I've got the geo Dongle whatever this is called and I've got my phone It's estimated by 2020 there are going to be one trillion devices across the world That's one trillion opportunities to understand and one trillion Touchpoints for data Imagine what is the kind of personalization that you could do? What is the kind of insights that you could get? so as as a as a marketer and especially as an agency person it's the future is Tremendously bright. It's going to bring Such brilliant amount of Insights to us such different ways of reaching out to people You know beyond just what we're doing on mobile as I saw we are talking about how are we going to take this into worship reality? You know, how are we going to take this into augmented reality? That's that's something that's really I think some that's that's the future That's coming up. The other thing that I would like to point out is that we today are living in a mobile world and fortunately or unfortunately we still very heavily skewed towards As I would call it because I've already spent about 16 years in digital We send its digital has become traditional digital So it's already the display the old search is traditional digital people have moved on the consumers moved on to mobile Everyone is there on this device now and on mobility platforms How can we actually accelerate and people who are not and marketers were not going to Really take this on and with open arms. I think is something that people are going to be left behind so Today the mobile revolution is here. It's not tomorrow. It's today that it's there and we need to really get there As as marketers as an agency. So that's that's pretty much the point. I want to thank everyone So here let's start now essentially what chums is exactly saying so much to learn and every ever dynamic and ever changing environment and Coming to the first point which we've been debating about personalization versus intrusiveness We were actually have a very very valid point when we were discussing at the back room It's actually who really uses the mobile a lot more is still actually everybody does but it's more of the Millennials and way forward is all Obviously all one side the Millennials and one side like you were mentioning by wood to go to deeper pockets Etc. How do we really see on this question as to both Akash and shams? How do we really see the difference coming on from these two segments because as I heard You speak shams that you see you have a very interesting point He has a very interesting point of you know really our Millennials of the current generation looking at You know information being given away as intrusion at all or are they pretty okay with it? And what Akash was interestingly mentioning is you know really it's not only about Millennials and is this true of Millennials versus the Deeper deeper two tire towns where we are reaching out to women etc. And so I start with shams to take the point Yes, so the thing about privacy as he was discussing privacy is really something which is Very little now and especially with the Millennials. They really don't believe in that the next generation really is all about you know snapchat and about As old people are still on Facebook But that's where they've gone and they really want to share more and more and more They don't mind sharing more if you're gonna give them more relevance Hence I would say that it's not too much So they they more they're more than happy to share more information Because they want stuff which is more relevant to them So that's that's really as far as Millennials go and then we had a chat with Akash is No, it's a it's a very valid one I think the the young consumers the so-called mobile first consumers the digital natives We end up using a lot of different terms to define this specific set. I think for them data sharing Privacy personalization customization being extremely adept at Experimenting with newer platforms newer technological advancements they come very easy, but As a marketer, and I'm sure there are lots of them, you know who are sitting over here in the audiences as well The fundamental question that we all need to ask is that for whom are we designing? The platforms for the products for and who is my intended tg set The point to be noted is that while the current 250 300 350 odd internet consumers and let's talk about you know the more frequent 250 or million consumers every month who are there on the digital medium They they obviously have much minimal issues in terms of Traversing from one platform to the other Apple iOS has a different system has a different ecosystem Android has a different ecosystem windows has a different one Mobile app behaves in a certain manner Websites behave in a certain manner mobile sites behave in a different manner apps and Applications that are designed for TV for casting for Chromecast They all have their own individual ways of Functioning and the digital first consumers they don't mind experimenting with any of these advancements but the point to be noted is What's going to happen in the next five years in this country in the next five years the next hundred? 200 million odd consumers are primarily going to be coming from your tier three cities and more importantly From the rural set How do you ensure that these consumers have the necessary skill sets? Have the necessary knowledge to be able to traverse from one platform to the other at equal ease as is seen and experienced by your digital natives and on that front I think This is something you know, which we all marketers have possibly read in our big marketing Bibles Cotlers of the world that the fundamental thing that really drives a purchase that really drives Consumption is the decision simplicity By giving too much of information by giving too much of choices will not Necessarily yield higher purchase or higher consumption Consumers are essentially inherently lazy fellows They want all the decisions to be made in an easier format so that Lesser the effort the higher the possibilities of transaction You say that the smaller towns used to just see that it may not should not be an overwhelming experience Education is there and something which I said it cannot be While we may see it as something, you know all these initiatives might be empowering the individuals Empowering the users, but empowering should not lead to Overwhelming the consumers understood, but I think broadly the point I agree with the Shams is that you know Do use the data wisely, but then there is no problem with millennial Point that he made which I think you also agree Can I disagree with that? Yes, we got a little bit of friction is good for momentum Absolutely, so So while I agree with what Shams is saying in terms of the spirit of what he's saying That the millennials are more open, but everybody has a threshold. They may be more open than probably people born in the 70s But they also how much So I think it's always a trade-off between My private information. What am I getting in return? right and In that information also, I will stop at a point Some people will stop at giving demographic information and they are fine with that some people may be willing to give their Financial information, but everybody has a threshold because it's all about taking information using it with permission But giving something in return. So if the customer is not seeing value By giving you his private information and not getting in return, then he'll not be happy That's sure of course They won't even give it and in fact that brings us to a point that millennial also may not be giving a lot of truthful information That's another interesting area. What do you have to say there? So it's a simple fact that Approximately what one and a half no two billion people across the world have WhatsApp? and Each one of us has very few actually said that okay, I don't want to share information They pretty much everyone is sharing information. They can actually which pretty much means that they can read your messages I agree. We're all lazy. Yeah So that's the thing, I mean that that goes to each and every each and every message So a WhatsApp knows what you do throughout the day better than what you would know What you're doing throughout the day and hence Facebook knows and hence as an advertiser I can take advantage of that as simple as that. Yeah, so so if a billion two billion three billion people across the world are Okay, when you were doing these kind of information, there's a lot of sense of information that yes, I Trust that this information is only going to be used behind a wall Which means that I'm not going to be as an advertiser attract their information and it's going to be able to use that information to target better But it is something which people are getting more and more comfortable with and that's that's really where the future is going a Majority of people are more comfortable with sharing the information with partners that they trust That's that's a that's a big point. Yeah. Yeah, the people that they trust About you know how you use permissions as a permission prompts, etc. You'd like to speak about yeah Yeah, before I get that I want one very important thing is that as Consumers evolve and they today they're giving you those permissions Because they are in a hurry to discover something new when you're downloading an app 90% of us who are evolved, you know users don't read but thumbs in conditions There are a lot of apps that are taking super serious information from your Android phones and I said phones I'm not I'm not sponsored by Apple But I say that because I'm not is more open as a platform, right and they're taking super serious information They're they're actually listening to You know the the television that you're watching they're taking snapshots of what you're doing on the phone They're they're actually listening. They even know the last ad that you watched on television, right? And all this marketeers are happy Saying that oh we're getting a lot of information one a lot of us today Don't know what to do with that information a lot of us talk about big data Talk about a lot of these very very fancy terminologies, but we don't know when it didn't be faced with that data, right? We don't know how to use it Second we use it as as a shortcut saying that oh I've got the data now I'll send him a message and bang this guy will convert that that also does not happen The third thing is that with all this information the customers the day they realize the day the governments also the governments are Also using it right the governments are using it to their advantage to win elections and so on so forth But the day these guys realize and that day is not far They will start blocking that information and and we need to be prepared for that a very very good example of that And I'm sorry I'm just is that there was this this company that was into analyzing app behavior and They suddenly got I would not like to take any names here They were they were into analyzing app behavior and they got our traction They were they were tracking a lot of apps what people are doing how people are So information that Google was not privy to because it was all happening inside the app and And this company was then acquired by a larger sort of e-commerce player This company had data of a lot of e-commerce players in the country right and when it was acquired by a larger e-commerce player All that data all that sensitive customer information was then owned by this large e-commerce player Which is a very dangerous situation for us as marketers to begin and we need to be happy about the fact that we can We can track all this information, but we also need to be very with what service providers are we sharing that data, right? So so coming to to the point when either you were saying that what we do is permission marketing is is something as you know It's very important when you give the customer the choice when you tell him openly blatantly saying that this is the information I'm going to access and you know as you said this is the benefit that I'm going to give We've seen that customers happily give that if the perceived value of that benefit is really there to give you An example a lot of customers told us that you know we use nearby But you're not constantly reminded of the awesome offers that you have all across I need to know when I'm entering an area. Let's say if I'm entering You know a cyber hub in good gown. I need to know what offers you have So we started taking these permission saying that can we send you push notifications a lot of guys signed up for it And the guys who signed up for it suddenly started reacting to those notifications evening five o'clock. I enter cyber hub I send out a notification saying that you know This is this is the hottest offer or these are the set of offers that are running in and around and suddenly consumers I did to to respond to it, but that permission was really important Say something just one point, you know, we are still talking about You know this pick from a user interview and how the users if given a certain value and benefit and If it's an if it's an if it's an opt-in act, then it's absolutely fine I would just like to talk about the fact that eventually it is also the Owners that needs to lie on the marketers when they are Collecting storing Managing and deploying the data. They need to ensure that it certainly means the best practices The best standards with respect to data privacy and data protection Unfortunately in this country, there is no legislation. There is no governmental Specific charter that clearly lays out, you know, these kind of rules unlike countries like Australia and EU where government actually plays a very very strict Role and has a very clearly well Documented charter in terms of to what extent you can collect the information how that information needs to be stored Encrypted and the same can deployed and to what extent I think a lot of that has to do with the India as a market I mean, it's so diverse like I just just At a tangent telling talking about DTH for example, which is not in the discussion here But just to make the point of diversity Internationally has a target audience just like a very segmented different kind of an audience But in India details just 70% rural when we started off with it now, of course, it's also changing bit But still, you know, I mean rural audience is on one side and you know urban audiences on one side. I don't know That's a big Difference that India has so I think even doing anything from a government side is not it is not a it's a very tall task Yeah, moving on to the notifications piece. I think such and we also spoke that While your notification can be on you know intrusion itself, right? And you spoke about something interesting called a fatigue engine that also you have like you to talk about that So while you're building this notification engine and we wanted to people to transact more often and come back and launch the app We realized that a lot of apps and one of the biggest reasons We looked at a lot of industry numbers and one of the biggest reasons people uninstall apps and to give you some perspective Some of the most popular apps in this country leave a leave alone the social media apps But I'm talking of transactional e-commerce apps have a three to four month retention of about seven percent Which means that in month one you got hundred people by the end of month three only seven of them are left Everybody else is uninstalled the app. Yes, they will reinstall when you launch all the offers and you know all the big sales and all of that But but you're still incurring a lot of repeat cost, right? So what is important is to build what we call the fatigue engine within the system and Realize that there's a human at the other end of the device who will be bothered While there'll be guys who love your notifications and you need to segment them build them into a cohort people who love seven Notifications ten notifications in a day keep bombarding them with that, but the guys who don't like it Limited so we started out with a fatigue engine that said not more than two notifications in a day And that's it and then there are guys who are who are you know, we're realizing that they they're responding to more of them So we kind of increase the frequency actually hungry people out there Some of them are really hungry. So so it's interesting. I thought the fatigue engine was a very interesting point So within personalization intrusion you actually have how you can control intrusion via personalization It's like almost, you know a balance of both Sorry, actually one interesting piece on the notification is that for a lot of consumers who don't regularly visit an app and Suddenly when they receive a notification, they are made to realize, you know, what I had this app on my phone Oh, God, I need to uninstall it immediately. So it just reminds them that bloody hell Why the hell why the heck aren't you uninstalling the app which has been lying there? So partner you want us to open the house to Q&A? questions Any questions requested to please raise your hands identify yourself the company that you represent and the person that you'd like to ask Looks like everybody's dumbfounded right now You've you've kind of nailed it. This panel is nailed it completely. Is it? Anybody wants to ask questions to raise your hand and I'll probably notice that and we can you know conclude the I think one of the other points we've covered personalization intrusion pretty well I think across the board we've had views from the panelists I'd like to move on and invite shams to talk about some cases actually You know because he's got brilliant work being done across some of our clients and there's a point on multiple platform Information integration how really you have some brilliant cases of you know, you how you make the best of that So there is stuff which is very basic to extremely advanced So for for say I won't name the client but for an FMCG client input of that way We are able to actually do a very basic cross-channel promotion using mobile. So I know You know through data that as they pointed out in terms of saying that there is a there's a TV spot that is running How can I plan my media around that and make sure that I have interactions on the mobile phone? I'm not listening to them. So it's more in terms of a planning process that happens I can also integrate at the same time when the person is moving out of home. How do I integrate with the out of home? You know channel that is there if there's a poor if there's a post or if there's an out of home Holding that is there. How can I integrate with that? How can I drive that person to an event that is happening and everything is centered around this one piece of You know hardware and software that is there which really is now able to track what I am doing Across all of these and I can actually plan for a client These different pieces and integrate them using this one device. So that's number one Number two and this is for a retail client that we're doing What we are trying to do is take Their e-commerce platform online marry that with what's happening in the physical space when they are when a person is actually stepping into the physical retail You know environment again understanding Through the mobile phone on who is and then personalizing based on their earlier shopping behavior Whether it's online or whether if it's in their store because I have that data and that red data You know that unique identifier is basically their mobile phone. I can actually Give them much more personalized Products much more personalized. So I don't know. I mean I give this example a lot if you've seen the movie Minority Report the guy Tom Cruise enters the small and They read what's his iris and then accordingly give him the kind of sales that are happening Well, it's actually walking through them all if you're not reached that level But I can we can use beacons and through the phone actually give you you know relevant Product so that you can reach a decision much quicker than you would actually if you were not given that kind of personalization So that's a few examples of how But actually there's one area where I think The topic how much is too much may still not be so applicable because I think there's a lot of work that needs to be done Which is on the multi-platform attribution and when I talk about multi-platform attribution I'm essentially talking about the mobile world and the web world There are a lot of players in the market who would claim that we can very clearly target The unique reach of a campaign across mobile and web and give you the right number But I can tell you We are far far far away if you know from that reality from that from the dawning truth There are leading platforms big global giants and if you were to do any campaign on their platforms Even today, they will give you different set of impressions and reach on mobile and different set of reach and impressions on the web Because the multi-platform attribution is still something highlighting the measurement So it's it's extremely nascent stage absolutely right. I think while we are right now starting off on that journey I think it's it's it's so much in its nascent stage that we are Experimenting with it, but I think it's I don't think it's it's it's very far in terms of where it's gonna happen But I do feel that it's it's gonna happen very quickly now Especially with the explosion of video With online video It's a no-brainer you have to be able to actually do and not only that With geo and with you know as he was talking about With with apps on your television Do you television be a part of this media mix as well? So it's not gonna be just you know digital and like the TV digital combination you spoke about that's really Start off also and I think we spoke about you know how people search on the web and buy on mobile That's also the part you may like to cover here. It's so in terms of cross-device one very interesting data point that we saw So we have local offers and we have travel offers What we noticed was that people usually search for travel offers on the desktop because they it's much easier for them to Reviews trip advisor and so on so forth. They can they can manage toggling through multiple screens But the purchase happens on mobile and and from a data point of view It was very unique that people started searching these travel offers either during you know late evening office hours or you know Late evening on a weekday, but the transactions always peaked on weekends and the transactions actually peaked on on mobile So what we did was we actually created a campaign where you know We gave people a lot more Information on desktop and we let them to desktop because at that point of time about 60% of our emails were being opened on desktop So it started with email where we gave them a lot of information about what what are the upcoming or the Trending travel destinations we led them to do their research and at the precise point We triggered certain mobile ads That would lead them to make that decision process now This was not just a blind sort of cross-device retargeting. It was more information-led So if I am looking for hill stations, I saw a particular offer. I won't follow the consumer with that offer blindly I will Copy that is you know looking for a vacation in the hills check these options or these options are running out fast And that is where we saw a sudden jump in in mobile transactions So that's a simple way of adding communication across cross-device and making it like a journey rather than just following it up That brings up to a point which we're discussing on the communication, please. Yeah Vanita, my name is Parithosh Joshi. Hi, Parithosh. Hi, Vanita Quick question. There was a lot of excitement around augmented reality and virtual reality Like a month back or a month and a half back with the arrival of Go But that even internationally seems to have tapered out But does that not have implications if not in the near term in the medium term because the devices are becoming far more powerful than they Have been and there is I mean in the context of some of the stuff that was happening about Can we provide local information? You know in the past we used to be asked to keep our Bluetooth on But is there opportunities in VR AR and stuff like that that we haven't yet seen or which we are going to see soon Shams, you want to take that? Yes Extremely extremely extremely exciting space. I think If social media was something which was the buzzword for the last three years, this is going to be for the next three years So if someone's talking or thinking of doing a startup Please look at the AR VR space because that's really going to be a big thing as we go forward because I and this is a personal belief that I have that More than and this again my personal belief more than what you really it's augmented reality which is going to drive stuff as we go forward because it really takes something which is physical and You know combines digital on top of that and as soon mobile goes It's it's it's actually the integration of the the digital and physical words, which is going to be I mean pretty much going ahead as things happen. So so extremely extremely gung-ho about augmented reality and just wait if Microsoft comes it is For the name of it Microsoft comes with platform. I think that is something which will throw people away even if it's 10% of what they have because it it is Imagine that you're sitting in in a in the music in a in a in a hall and In the United States and you have two performers one isn't physical and one is on a digital world using, you know augmented reality There's so many applications that are possible. So yeah, it's something that's absolutely there Yeah, I think the way we look at it is that if you look if you see the evolution of interfaces So first was the typical keyboard and mouse interface to information and content then it moved on to touch Now we are in an era where we are seeing that there's the interface has evolved to what is called as conversational interfaces So what's that is a form of chat? We have seen chatbot chatbots as well, right? Now chatbot is not chatbot Cortana Amazon eco You know and Siri These are conversational interfaces. So this is going to change So can you imagine that you know when you have a conversational interface and there's a man like let's say Pepsi How would Pepsi interact, you know in a conversational interface is Pepsi a male is the male? I mean, is it in female? What kind of tone does it have? So these are questions that we will see Coming soon, you know to brands that in touch after touch the next big interface evolution is conversational and Augmented reality and virtual reality are also an extension where the the customer is actually interfacing with you the brand As a personality. So there's a big question very exciting space Let's see how it goes. Lots of learning to be done. Yeah another question. Yeah a really informative talk. Thank you for that I'm Shashwat. I'm currently pursuing my graduation The probably the youngest guy Anyway, my question, sorry for deviating from the topic and asking a cliched question But then mobile is just a tool, but how important is the content and how do you generate revenues from that? I mean, it's probably Already covered that that content is king. It can never be true. Actually. So he actually spoke about it Also, you know just one point. I would I would like to make in something which we were discussing earlier There is this popular notion that on digital Even even if it's not professionally curated content content that's made at scale It will work UGC content be chalega For digital man anything anything works. I Think on the contrary. It's absolutely the opposite on digital The consumer is bombarded by so many choices of watching great quality content That if your content piece is not up to a certain scale is not does not have a strong narrative It's for sure my friend Not gonna fly Yes, and I think on that note we'll wrap up this panel Thank you so much for taking the time for being here and to acknowledge this robust panel may I invite on stage? Mr. Sandeep Goyal chairman Mogi group to hand over a token of appreciation on behalf of the exchange for media group Of course, we've spoken about content being king trillion devices Of course trillion touch points data privacy versus push notifications control intrusion via Personalization and measurement which is also still in its nascent stage Mr. Goyal, please request you to go up on stage Could we have the gifts on stage, please? Mr. Sachin Kapoor Mr. Akash Banerjee Veneta Keshwani beer chan and of course Shams Jasani Thank you. Can we all acknowledge them with a loud round of applause, please Some hygiene announcements, of course request you all to please put your mobile phones on silent mode We don't want you to just switch them off use them you hashtag the maddies There are some goodies to be one here tonight six goodie packs They're waiting to be grabbed for the most innovative tweet using the hashtag the maddies All the most frequent Twitter And like I mentioned evenings like these are not possible with the support of our partners I'd like to formally acknowledge them one more time the maddies powered by I am I powering smarter customer engagement Gold partner vote associate partner Moseo cheetah mobiles cheetah mobile world's number one app developer in the utility space with access to Over 85 million unique smartphone users in India Paytm India's largest mobile payment and commerce platform co-partner pay tunes your ad jingle Everyone's ringtone pocket India's leading mobile gaming ad solutions partner Pin network India's most diverse online content network delegate bag partner met lag omni channel messaging platform powered by