 Thank you so much for joining us today. Welcome to this special panel discussion presented by Exchange for Media in association with the Bula. The topic of discussion today is how the smartphone and telecom industry has adjusted its launch and performance strategy in the wake of COVID-19. I'll be joined by speakers on the panel today are Ms. Ruchira Jaitley, CMO India, HMD Global. Mr. Avilish Khosla, CMO, Vodafone Idea. Mr. Damyant Singh Khanoria, CMO, OPPO India. Mr. Shivam Ranjan, Head of Marketing Motorola India. Mr. Sandeep KS, Associate Director of Marketing, RedMe India. Mr. Hanan Fajal, VP, APAC, Tabula. And I want to welcome our session chair, Navala Hojja, Co-Founder of Exchange for Media. A quick announcement that towards the end of this discussion, we will have a Q&A. And if you have any questions, please post and we'll make sure it gets answered. Thank you so much for taking time and joining us. Over to you, Mr. Ahuja. Thank you so much. Thank you, Rohil. Thank you for introducing us and thank you to all the panelists for taking time out. As you all know, we are here to discuss what's happening in the smartphone industry, what's happening in the smartphone and telecom industry, as far as COVID is concerned, the new launch is a performance strategy. There are two, three areas around which we'll center our discussion today. First being, what's the learning that companies in this domain have from the evolving consumer preferences, consumer habits, especially in the post-COVID world? What's happened in the last 12 or months? As we all know, smartphones, telecom is an extremely ultra competitive industry and the churn rate of products in this industry is very high. So we'll talk to our panelists about what they have picked up over the last 12, 18 months that gives us insights about how marketing in this industry will shape up in the next foreseeable future. The other part around which we'll, the pillar around which we'll center our conversation is content marketing. Content marketing has been a domain around which brands have built a lot of their consumer reach out strategies over the last three, four years and it's a domain that's really come out of age. We will then discuss the latter part of the conversation will take up areas around how smartphone industry has utilized content marketing and what are the evolving trends there. So thank you again for joining us. Let me start with the lady on the panel, Ruchira. Thank you for being on the panel. You belong to a brand that has a very rich legacy and that's also been kind of challenged by this inundation of new brands over the last few years. Nokia is back in the game. What's been your, what's been your take on how consumers have evolved in this entire journey that Nokia has had over the years? Naturally, smartphones have become ubiquitous. So consumers have very deep already have very deep insights into what they require. So they, they don't require as much education. But what are the three, four things that you've seen after having coming on board in Nokia that tells you something about how consumers base their purchase decisions? Thanks, Naval. And first of all, really happy to be on this panel with a lot of my very illustrious contemporaries and peers. They certainly make my life very interesting. But to your point, I think I'm sure we'll all agree that there are a number of themes and I think particularly of the last year, 11 months is really the topic of this panel. The last 11 months, I think consumers have come back to really the core of what this category stands for and why it's become a hero category in the industry, which is really on connectivity, on communication, on staying connected really, not to paraphrase an old Nokia line. So it's really clear that for us in this period, the one thing that we could do was be there for consumers. And our entire premise has been that as Nokia, we believe technology is a force for good. And in being a force for good, you need to be there with consumers doing what is necessary to make their lives better, whether it's with pure secure after date, which is a promise that we maybe brought in for the first time three years ago. And at that point in times of last year, at this time, we were rolling out Android 10 upgrades at a point when consumers were really looking for how to keep their devices fresh. You were rolling out security patches, so you didn't have to worry about your online transactions. We rolled out an industry first with the replacement guarantee, you know, and that was at the lower end of devices, not just at the higher end. So, you know, if your device broke down, it was no questions asked replacement. We're still doing things like screen replacements. We've even, by the way, did an online launch for a feature phone, which is 5 3 1 0, because there was a period by about May to June where consumers were tired and there was a store, there was a study put out, I think I count upon consumers were overloaded and wanted a digital detox but needed to stay connected in this period. So we actually broke all records with sales of that device counter intuitive in a time like COVID. The bottom line and you spoke about content, I think content and we'll come to that later. But the power of great content with a promise of what a device can do in this period has, I think, been a huge solace for consumers. And which is why we continue to see rankings of trust rankings of phones and devices and, you know, Nokia is there, of course, and as our number of devices here as well, while those why those trust rankings are so important because consumers do trust their lives to their devices today. So I'm going to hand back to you in the spirit of saying succinct, but I could talk a lot more about this topic. It's been a complete transformation, though, I would say in terms of consumer wants and needs. So consumers today are coming back and saying, that's the phone with the replacement guarantee. I want to know if you're going to give me an Android upgrade. I want to know as to what's the kind of bloatware that you're putting on my device and will it slow down? Because they also want to, by the way, hold on to their phones for longer, given the kind of economic downsides that we've seen in this period. So all in all, it's been a very, very interesting period of learning in this industry and I'm sure my co-pandalists will agree to that. Thank you. Thank you. Sandeep, I'm going to jump to you. Redmi has been a success story of the last few years. It's a brand that has done well and I presume there is some very deep consumer-connected brand has managed to find insightful conversations you had. I don't want you to divulge great secrets, but tell us what's the three, four things, last 12 months that Redmi has done or picked up when it comes to increasing your value, volume share? Hi, Naval. Thank you for the good question and hi to everybody. Like Rochina mentioned, I think it's we make our lives interesting every day. I know we follow each other's work and two, three things. Obviously being the market leader comes with this huge advantage. We are a six-year-old brand in India, a little more than 10 years old globally and from a Redmi perspective, we've always delivered three things to our me fans as we like to call them. One is best specs, right? So we have known for providing great hardware. Could you talk a little louder? Can you hear me now? Yeah, we can hear you. Yeah, so the three things that we have read me always usually deliver is one, like I mentioned, best specs. We've always known to give great hardware and being an internet company and at the heart of being innovation for everybody, hardware is something that we really well want obsess on. The next point that we always have been delivering is highest quality. It's great that people buy our products, right? I'm sure all of you are aware we are usually sold out in seconds but they do come back to us simply because the quality is great. And last but not the least, honest pricing. I mean our chairman and founder, Bijun, has openly admitted saying that we will not make more than five percent in terms of profit. So that being said, we have absolutely seen a fantastic year 2020 smartphone became an essential commodity. It was almost like a Roti Capra or smartphone, right? You had to communicate to the world, stay connected. It was a very, very challenging year. So smartphone became essential and we realized that delivering on these three pillars, the best specs, highest quality and honest pricing will enable us to grow from strength to strength. And when it comes to marketing, I think we've been a very social and a digital first brand, right? I'm sure all of you must be following our India head, Manukumar Jain. We are all over, we are all over social media, we're all over the digital ecosystem. Content marketing is something that we absolutely tried. To give an example, the single biggest quality about our content marketing would be agility. As an internet brand, right, we don't take ourselves so seriously where we obsess on content which might take months to probably get executed. There are times when we execute content absolutely over the fly, sometimes it's as good as a tweet, which probably takes minutes. Fantastic. I think the areas that every smartphone manufacturer today wants to focus on. At least let me come to you guys work with perhaps almost every mobile manufacturer in this country. And Sandeep very succinctly put down the three areas where Redmi really focuses on. Isn't that the focus area for every phone company? If I were an X phone company, I'd want to give my customer the best pricing and the best hardware quality as well as the best specs available out there in the market. So what do you think is stopping X company from doing that versus COI company? I suspect each company has its priorities in terms of what kind of segment of the market or what end of the pyramid you want to focus on. Fundamentally, how you want to position yourself. I'm not so sure I really want to comment on what the OEM manufacturers are doing. I think in terms of, I should just circle back to the question you raised in terms of what's really changed in the last 12 months. I think let me, in some perspective, from a consumption standpoint, in terms of what really is happening from a human lens perspective, what are we seeing as far as consumption is concerned? What really is changing? So it's been a huge roller coaster from our perspective. Overnight, we had a huge amount of consumption that broke through. We had to go out and capacitate our networks. So more than ever, people in businesses have adopted digital. They're doing things that they never did before using both connectivity and mobile devices. And I think when we fundamentally talk about really this whole uptake as far as ability is concerned, what we're essentially seeing is time spent and therefore consumption has galloped, which means that consumers are obviously spending close to three and a half to four hours on their mobile devices, which is good from our perspective, which effectively means that consumers are starting to upgrade, which means a better yield from our perspective. The other thing that we're seeing, obviously, is that consumers have come online at an accelerated pace. Obviously, we've owned all our digital acceleration agendas, we're almost about two, three years. And what this therefore means is that we're able to excel as well as serve our customers far more effectively. And obviously, at a far lower cost. So really, I mean, from an economics perspective, it's really, really benefited if I were to look at what are the positives that we've seen. The other fundamental shift we are seeing is in terms of consumption patterns, right? So it's no longer entertainment or it's no longer, I mean, at a particular point of time, almost about 70% of the video consumption was entertainment. It still is, but there is a discernible shift that we are starting to see where essentially entertainment is moving to more enrichment. So from mass to curated experiences, this therefore means we are starting also to create experiences extremely differentially. We just recently launched a prime VOD, which is, you know, you can buy a VOD at a transaction level. So that's something that we've just done. The other thing that we've done is obviously, consumers are starting to drive this whole philosophy of thrive, which is really about how we go out and enrich ourselves. So it's all about education. It's all about upskilling. It's about fitness. So there's a lot of work that we are starting to do to be able to see how we can be more relevant and meaningful at this point of time in terms of the propositions that we're attempting to create digitally to be able to target these customers. And therefore, in the process, we're starting to open up a world of endless possibilities as far as consumers are concerned. Thank you. Thank you, Abhishek. Chanan, let me just come to you now. Since you guys work with the, you know, the entire spectrum of wild manufacturers across the board. What's your sense of, you know, what's happened during the last 12 months during COVID? Since you work with all of these manufacturers, they have their own areas of focus in terms of their consumer reach out strategies. I'll come to the content part later, but give us an overview of how you think, you know, consumer preferences, consumer reach out strategies of change for these mobile brands. Sure. I mean, first of all, thanks for the question. And I think that when we look at all of these manufacturers as advertisers on the Taboola network, we see certainly how many of them have had to shift, change, and pivot the way that they're going to try and connect with their potential consumers. So certainly there's been a great shift in the types of content that have been, that have been running on the network. How those stories are told, and how do I really get consumers to connect and convert one type of device to another in a day and age where when we look back into the lockdown month, certainly people couldn't even walk, walk across the street to a shop, see something that caught their eye and, and really change over. So I think that we've seen a lot of great innovation out of all of the partners that we've been looking and seeing on our network from an advertiser standpoint. But there's another area in which Taboola works with, with all of these OEMs globally. And this is through our Taboola news product. I think, you know, when we look at or listen to what some of the panelists have mentioned of niche spoke about time on device and consumption of content. And the Ruchiro spoke about content and trust. And I think that these are very, very, very important topics. The one thing also that I think is really important is experience and the value in the services. And that's where I think that Taboola comes in to, to connect the consumers, the consumers of now, right? So who is, who is my target audience that I'm trying to convert and get them to purchase my product? How do I continue to drive connections with these, with these consumers after they have bought the product? And this is really where Taboola comes in and we can drive good post purchase and post conversion relationships between the users now and the manufacturers. Yes. Damian, let me quickly come to you now Oppo has again been a, you know, success story in India in the last two years. COVID has really one chain consumer preferences and you also had to lie low because of what was going on in the larger environment. What are the things that Oppo has done? Tell us new interesting things that Oppo has done as far as, you know, covering approach towards consumers or any insights you picked up habits that you think are a result of COVID and that are likely to stay here. So I think one of the, one of the big things for us really is if you look at the last 11, 12 months, you know, there was the industry kind of shrunk for a large period of time and our business specifically because we're such an offline dominant brand for us, it was, it was a massive challenge, right? And it was almost like the innovation of having to go online and change the way our go to market strategy work was almost forced on us. And it was great because it had to kind of happen overnight. Right. So, so we, I think in the middle of the year had had a massive challenge on our hands. And I think we had innovation in the company that was working at Bob speed because we literally had to kind of change the way we were selling our devices to going online. And there was really an outpouring of ingenuity in the company in how we dealt with our partners in the way we're kind of selling to our consumers. And I think over a period of time in the last seven, eight months specifically, I think what we've seen is a from a, just from a pure industry perspective, the pace at which consumers are upgrading the devices and wanting to buy devices that are significantly more capable than what they had has moved significantly. Right. So, and I think, and I think over a period of time we'll start seeing the average selling price of devices really move up. So I think, I think one of the big upsides for us during the COVID period has been people have been buying or have started buying significantly more capable smartphones. Right. And like Avni said, there is a lot more well time on smartphones. And so some of the features like fast charging, I mean, one of the key benefits that we have is, for example, the fast charging, like aspects of the product that made it more capable came to the forefront and consumers went from kind of really buying entry price buying segment phones to significantly more capable devices. And so for us, from that perspective, it was, it was really, really positive. And I think if we look at 2020 overall, OPPO grew in a declining market, which is amazing, given the fact that, you know, our offline dominant go to market strategy was, was really challenged. I think if I think of consumers and how they're kind of changing, I believe one of the key differences that, that we're going to start seeing in the way consumers behave is, I think there's going to be a very strong shift in the narrative that consumers buy into from, from really looking at only the speeds and speeds narrative of, of just the hardware to really looking for meaningful innovation, right? And then saying, okay, fine, it might be 120 FPS screen or whatever it might be, but I'm not just interested in that story. I want you to kind of tell me about how this device genuinely empowers and enriches my life, right? And I think that's a storyline that consumers increasingly are kind of going to look at from, from smartphone brands. And as they upgrade to more capable smartphones, I guess our ability to also kind of tell stories is going to be increasingly challenge because it's going to be less about hardware, and it's going to be more about software features and what really the phone kind of allows you to do differently. So to put it succinctly, I think meaningful innovation is going to be what consumers look for in the future. And that's really the big change we need to kind of bring about in the marketing that we do. I think thank you, Damian, very well put. I think as consumers, we want to move away from just, of course, everybody wants the best camera. There's no denying, I think that's become a hygiene. And it's also not a differentiator anymore, so to say, because hardware quality at some level has peaked across the phones, right? So it's now about the qualitative aspects about, like Abnish mentioned, entertainment being consumed and that entertainment also going beyond mass entertainment to curated. So what is the experience that your phone is giving you, which is enriching your life, not just from an entertainment point of view, but for example, education, one of the things he said and so many other aspects. Shivam, let me come to you now. Abnish, Damian rather mentioned a very important point as far as innovation is concerned. As Ruchira started the session by saying, there are three key aspects that Nokia focuses on and one presumes that every smartphone manufacturer wants to focus on that aspect. How do you make sure that you get your brand stand out as compared to the others? The competitive market, multiple brands, each brand has various products. What do you do as a marketer? It's a nightmare. Absolutely. I think the point is bang on. The industry is absolutely crowded. We've got multiple brands competing for the same space. And I think from our perspective, I completely agree with Damian. I think we have to move away from sticking to a hardware story only because the more we stick to a hardware story, the more challenging it's going to get for brands to differentiate. And that's what I think we also believe in. So one of the things that we have stood by and we've delivered to our consumers is a clean and pure Android experience. I think that's what consumers see with Motorola to ensure that there's no adware, there's no bloatware with the experience that they have with the devices. That's clearly a differentiator which we have created, which is coming from the consumer experience on the device and not just specifically from a hardware perspective. However, I don't think that hardware can be completely eliminated. And I think it's important for hardware to evolve basis the consumer needs and changing consumption patterns. So for example, if you see with the impact of the pandemic, we've seen shifts in consumer behavior in terms of doing a lot of personal as well as professional tasks on their devices simultaneously, a lot of multitasking aspects. What is evolving is possibly a requirement for better performance for them to be able to handle so many things simultaneously on their devices. What is evolving with say upcoming technologies like 5G? What are the use cases that consumers are going to take up? Say with 5G, a lot of content viewing which ensures that we're looking at a better display experience in the future. So I think it's important to have the services and software differentiation. But along with that, I think the hardware differentiation has to be played with respect to the future consumer trends and consumption patterns. So I think while I clearly believe that just doing hardware upgrades and playing the megapixel and megabyte story is not enough and playing a certain price point is not enough. But I think a combination of providing service-based differentiation or software-based differentiation along with capitalizing or predicting the right consumer trends and then printing those trends and then developing hardware solutions that actually cater to those consumer use cases like Damien also mentioned. We have to ensure that we build consumer use cases and build devices that deliver what matters to the consumers instead of just providing them a package which looks good on paper. So that being said, I think at Motorola, we've tried to do that consistently. We've not just delivered software and OS level experiences that are differentiated which provide consumers a clean OS experience. But we've also delivered innovations. So for example, we've been first this year in multiple segments. So we've been the first to launch Snapdragon 6.6 to 750G. A lot of these performance-led chipsets, we've been first to market in India with respect to the entire market portfolio that exists in the country. And I think that came from the fact that like I mentioned, the consumer use cases demanded better performance etc. So we've done that. So consumer use case-led hardware innovation is also along with software innovation. And we are happy that we've actually grown with a significant premium to market this year. We've grown in double-digit numbers across the year while obviously the first half of the year was seeing a decline clearly. We've actually had a double-digit premium to market growth throughout the year. So I think that's what is important from my perspective. And I think a consumer in approach is always going to be critical in the market. Yes, I think good point. Dinesh, let me come to you what I've gathered and there are very good insights from each of the brands that we've got so far. Because of the nature of the industry and the association a consumer has with his smartphone which is a personal device, the decision making is very kind of complex. It is multi-layered when you're looking at the features, the quality of hardware, the price, the other areas, the apps and integration, charging is one interesting point that we have made. Whereas as a consumer when I see smartphone advertising largely focused on camera or pricing, these two pillars roughly. You think there are other areas of focus when it comes to advertising that the smartphone industry needs to bring into play or the other areas are still kind of very nascent in terms of consumers focusing on them and pricing and phone, camera quality is what eventually says in this country. So thanks Navel for bringing up this point. In fact, at Asus, we are starting actually with the consumer needs in mind and we really deep dive into looking at what are the areas which are there to not serve by the rest of our esteemed competitors out there. So one of the key areas that we've been working on which has been very relevant to the market is essentially smartphone gaming. And we've got this brand called ROG which is Republic of Gamers and we have a flagship gaming smartphone focus in the market. And what exactly happened is that when pandemic actually struck, a lot of consumers were confined to their homes and they could not indulge in outdoor sports, outdoor social activities and therefore gaming really really grew in India. In fact, if you look at some of the numbers which have been stated by many analysts, the growth rate has been in excess of 50%. In this particular scenario, what we've done is that we've bought in very very strong capabilities which are differentiated from the rest of the smartphones which actually enable console like gaming experience on the smartphone. Of course, when it comes to performance or sustained peak performance, it's the best product in the world meeting every other smartphone in those aspects not focused on the camera story but very very strongly focused on bringing differentiators like very very high touch response rate, a 6000 image battery which can give you endless content consumption, excellent audio. In fact, getting the best DXO mark on audio for this smartphone range. And we've actually been a brand which has been able to break the 40,000, 50,000 rupees price point barrier in India which very very few brands despite making massive investments have been able to break through. And this is coming because of our consumer centricity because of creating products, solutions, community engagements which are very very consumer centric and then communicating to them effectively either through content marketing through digital for connecting directly with our consumers, giving them excellent experience both virtually as well as offline to ensure that they really really get the essence of what we are marketing them and because we are differentiated, we are consumer centric and we deliver what our target consumer really requires. It's got amazing traction and amazing recommendation. In fact, the ROG phone is one of the most awarded smartphones in India. In 2019, we won more than 25 awards and now the 2020 awards season is on and we won more than 17 awards for the ROG phone. So it's been also one of the most awarded smartphones in India from that perspective. So realistically, apart from camera, there's a lot more that the smartphone can bring to the consumer and I'm sure brands are looking at multiple other aspects from positioning and marketing and also proposition perspective to the end customer. And if you are kind of delivering something which is differentiated, very sharply defined, for a certain target consumer, you certainly have success in that area. I think very important and that's fundamental to marketing, be very sharp in your targeting and also have your premise very well defined. Abnish, let me come to the content marketing part now. I know you have to leave at 4 so we'll preview up by then. Content marketing as a domain has evolved significantly in the last two years, but in an industry where there is so much going on, every telco, every smartphone manufacturer is trying to sell you the same thing. Fundamentally, what a telco is giving me is top time and serve time. So content marketing also beyond a point starts to look alike X versus Y versus Z. How do you differentiate when you go out to the market, especially content marketing being a domain, which unlike legacy media, where if you had to do a TV campaign, you would have to spend months planning your campaign, then investing significant amounts of money, content marketing has lowered the barrier significantly. You can create a plan and like Sandeep said, you can have it on the fly sometimes. So it's lowered the barrier of entry for everybody to do it. Two ideas can be copied very easily. So if X is talking about a new price package, the Y and Z can launch a similar looking price package within a very short period of time. So how do you as a marketer really utilize content marketing well at the risk of also not being copied so quickly? Nabil, let me just rewind and basically say that from our perspective, content marketing has been a forte much before we became Vodafone Idea or much before we became V. I mean, that extent there is a fair amount of work we have done as far as this space is concerned in terms of building capabilities as well as building this to a science. So fundamentally we believe that more is definitely does not necessarily translate into what we call a positive NPI or what we would call essentially a positive social sentiment. So from our perspective, it's extremely important in terms of the kind of content that we are putting out. Like I said, because we've been working over this for the last so many years, we have some fairly sophisticated listening tools, we look at sentiment analytics, etc. We're very, very clear in terms of what kind of content works for what segment of consumers and therefore to that extent you as a brand you will probably notice eventually at the end of the day the kind of content that we put out or the kind of content that we're curating is probably very, very different from the kind of content maybe others agree. I think to that extent we understand this space extremely well. We therefore have a fair amount of sophistication in terms of instant control, which therefore tells us what's really working from our perspective, what kind of consumers it is working. And we keep fine tuning this to an art in terms of whether it's the creative rendition, whether it is in terms of tactics, whether it's in terms of the videos that we create, whether it's the kind of content that we're infusing, what's really topical, what's really what are the kind of social associations that we want to drive. And I think over a period of time we've done some very, very endearing work in this space. So I won't get into further depth in the interest of time and also they don't want to reveal too much. But all I can tell you is that as a space in terms of what we are able to drive, we will not necessarily see too much from our standpoint. We fundamentally believe the kind of work that we do helps us deliver the kind of promoter scores that we need on social. It will bring in a lot of passes into promoters or help convert a lot of retractors into passive and then promoters. And therefore that's something that we are mining continuously as a science and as an art. Ruchira, you've been part of Pepsi for many years and Pepsi is a large advertiser on television. Nokia has also done that. Content marketing is new space and every phone company is invested significantly. And I don't mean to say that in many terms alone, but in terms of the attention, effort and time spent of the brand marketing team, what are your key deliverables from content marketing? How do you ensure that when it comes to usage of legacy media, for example, versus content marketing, what are the key ROI metrics you would look at? Great question, Aval. I think today for everyone, content marketing is, it's a brave new arena. Like you said, raises the bar at the same time drops entry barriers. So that brings an interesting contradiction in terms. Our approach actually, and it's interesting that you asked me that question because of the last four months, if you look at what we've done. And when I put that in conjunction with the last 11 months of what the consumer is at, our content marketing has moved dramatically. So I think there was a lot of content marketing, which was about the next Buzzy and so by the way, probably spoke about all of the devices for all of us on this call. It's moved from there to what's really more meaningful to the consumer in this moment. I'll give you some examples. In India, we worked with HelpAge over the Christmas and New Year period because we found the older population in India was very isolated with COVID because of the kind of risk that they had from infection and possible comorbidities. So we actually had a live concert with Alkay Adnick streamed across the country with HelpAge. Now, theoretically, that's not content that a millennial or a Gen Z consumer wants to know about, but we saw tremendous, I mean, Avnish spoke about net positive social sentiment. I mean, the kind of social sentiment you saw is just incredible. Equally, just recently globally, and a lot of our work by the way happens globally, because we believe that content by its very nature is not hyper local necessarily. It's really the story that you're telling. So we did something called 48 hours of change, handed devices to people across the world and said, tell us about how technology can be a force for good and can introduce positive impact in 48 hours. Those stories were not promoted. They were literally put up as just stories on Nokia's landing page, etc. went viral many times over across countries, regardless of language and the context. We also did something with Ruskin Bond, who's one of my favorite authors growing up, and someone called George the poet in the UK, where they wrote short moving stories, one page, really, and four lines about stories, but how people are feeling today, right? Now, look at three different pieces of content from music, which we've all kind of seen before concert streaming live to film to stories on a page. But all of them centered around where consumers were at and what they wanted to know about, which is, can we connect people and can we do it in a way that's meaningful? And that makes a positive impact, which I think this industry, and I'm sure all of my peers, we can disagree on a lot of stuff, but we'll agree that this industry can be a real force for positive impact and change. So I think that has been a very rich and that's just the last four months, three months, actually not even four months, we're not even into the fourth one yet. If I look back over the year, yes, sure, there've been all the interesting fuzzy things to do. But for me, this has been and this has been a thread that impactful brands over the world are seeing huge, huge impetus behind. And as a marketer, I think this is one of those times when you can actually put a line in the sand and say, you know what, if that's what my brand can stand for, and that's what we can deliver for consumers, this is the moment to do it, right? So it's been a terrific learning experience. But more importantly, we've got what we call the Nokia tribes. Those tribes are humming today, you know, with the kind of content that we're putting out because I think this is the brand that I've loved. Really great learning experiences. Sandeep, let me jump to you because you know, Redmi has been a brand that's been in the space, done significant work in the space and which has made some interesting points. Tell me as a brand marketer, where do you draw the line between content marketing becoming a vanity project versus, you know, really driving ROI because at the end of the day, what you want is move the needle on, you know, how your share in the market is moving, right? Of course, you want projects that go beyond just, you know, thumb thumbing your pricing and quality of handset and the best camera to, you know, what Pruchina has just mentioned. But there's also a risk somewhere that, you know, you get so deeply involved in that. All of us as, you know, brand marketers have used XC media and when you use television, you have a very, very dense defined set of, you know, quantitative rules in terms of how you are justifying your spend. Content marketing has a lot of gray areas, right? So how do you kind of sit down and say, yes, this work? No, this was not good enough. So now before it moves to Sandeep, I'm going to use, I'm going to interject. All of these drove traffic, engagement, and by the way, transactions. So I don't think there's a contradiction, but that's my point of view. Love to hear from Sandeep. Yeah. Back in Xiaomi, Redmi, right? Our single metric for ROI is sales walk in it. That's right. Yeah. Right. How do you create content marketing for that? That's my question. So how do we create? See, we are a far, far younger brand to start with, right? So we have this advantage of automatically behaving young, right? And then we have a large fan base, which is millions of number in whom we have regular interactions with. We do conduct regular meetups with the Mi fans, as we call them, right? And they didn't get the absolute feedback of what do you guys want? What do you want in terms of spec, in terms of marketing, in terms of product innovation, in terms of what's happening in the company. We're very open, and it's a two-way channel. And we actually understand the vibe of, hey, look, I mean, this is what the world is actually doing. So to give an example, if you go to our Instagram handle, right? We have multiple. If you go to Redmi's Instagram handle, the content there is absolutely true to probably what a Mi fan does. Beautiful images, shot on the phone. Thankfully, it's a great product fit for us, right? We make phones with wonderful cameras. There is absolutely no text. Some basic fundamentals, common sense is something that we absolutely apply. And in that way, once you start getting into a groove of being true to the platform or to the medium, right? It's far easier and needless to say, like I mentioned, keep our ears open with respect to our fans. Because out there being an internet company, right? Your validation actually happened in minutes. It's not, we don't have to wait too long. That's right. Interesting that you call your consumer fans. I think that that's the starting point of the journey of connect. Shannon, let me come to you. As I mentioned, you work with a whole host of smartphone brands across the entire domain. What are the content marketing friends you've seen for this industry specifically that you think have worked better than others? Well, I think that it's a very personalized approach to every single type of manufacturer and kind of the brand image and the brand story that they are trying to portray. But actually, I think that when I think about tabula in the space and thinking about what we can drive for all of these magnificent brands, so all of my esteemed colleagues here represent great brands. And of course, tabula is very excited to see if we can explore how we can help drive all of your brand stories based on your very individualized message. But when I look around the table, I don't see potential advertisers really on the network. In fact, I see up-and-coming publishers as well and how we create relationships with your potential buyers who then become users, as I mentioned earlier, using tabula's vast technology. So I would say that while tabula is a great platform to amplify content and advertise that very specific brand message that you would try and drive, the biggest opportunity OEMs and telcos have with tabula is actually elsewhere. So Damian spoke about enriching consumers' life. We see a huge shift towards credible sources of information, all of which are delivered through the tabula network across devices and languages, especially in India, where we have so many. Shivam spoke about the evolution and the gravitation towards consumer needs. Avneesh mentioned delivering the right piece of content to the right consumer at the right moment. Ruchira spoke about delivering meaningful value to consumers. All of these things are precisely what tabula has set out to achieve on the open web, a space which all of my fellow panelists belong to. So I think that the opportunity for OEMs and telcos actually is twofold. One is to become a meaningful, almost huge source of traffic towards the open web. Think about SEO 2.0 and what that means for rankings, to matter to journalism, to matter and look at what just happened in Australia over the past couple of weeks with the decision to cut off Facebook traffic. So being another source of traffic for the open web is something that is a huge opportunity for OEMs and telcos. And lastly, build your own CRM type relationship with users before Apple and Google does it for you and interact with your users directly around the news and services on the devices. So I guess a sort of Apple news experience powered by the carrier. So back to your original question about the trends in the types of content marketing, I think we see very individualized stories. But when we think about what the tabula can do as a platform to help all of these brands power their messages and then their relationships, that's where I think the answer lies. I think a very important point, especially with regards to handsets, smartphone companies also having a leg in the content piece. And as we've seen with what Apple has done, I think the world is moving in that direction to also have other companies, whether it is entertainment content or any other type of content, unless you want to hand over your entire piece to Google, as Shannon said. Damian, let me ask you to stay on this question of this topic of content marketing. How do you differentiate yourself in this wide open space where everybody is kind of trying to do the same thing? Yeah, well, look, I think there are two parts to this question. So the first one is, I guess content creation has become pretty mainstream. So when I look at the last 12 months, we had close to about 30 odd product launches at OPPO. And these were across smartphones, IoT devices, you name it. We actually launched the F17 Pro last year with an online music event. We used Raftar and Hadi Sandhu, and it was essentially 45 minutes of music played live on YouTube and interspersed with a bit of the product launch. So that I would call a fairly traditional use of content to launch a product. And when I say there are two parts to what's being discussed, I think the future really is going to be different in that when as many brands are there on the panel are into content marketing, I guess what differentiates you is what's going to be successful. And I think increasingly as we look to the future, at least the role of a brand like OPPO I think is going to be less about getting consumers to watch as it's about going to be getting them to create. So I think the way we at OPPO think about what we want to empower consumers with is really giving them very capable devices that allow them to do great things. And I think our simple philosophy at OPPO is we create or we democratize industry leading product, we bring up making innovation in the hand of the consumers, and we then trust them to do great things with those products, right? And it's less about what we as a brand want to kind of get them to hear and see. It's more about how do we use products in creating great things. So I guess from an OPPO perspective, our belief in really kind of creating change for mankind at large rests around creating great innovation, putting them in the hands of the consumers and then partnering with them and helping them create. So for me, I think really content marketing is going to be more around empowering consumers and allowing them to become, I mean, they need to become brands, right? OPPO needs to be the catalyst of enabling them becoming great instead of kind of becoming a part of this mass that's kind of looking for attention from consumers. I think in my books or in the books of our company, the way we look at content creation is really can we empower our consumers in going from these couch potatoes stuck on the screen to actually leveraging the great capabilities of our camera to leveraging the great capabilities of our products in creating and really kind of moving the next generation forward from a generation of content consumers to becoming a generation of creators. I guess that's kind of moving humanity forward and that's what I think as a company we want to kind of really invest behind. That's a very good differentiator for a product to have Dinesh. Let me ask you as a marketer, when you look at a domain like content marketing, there's so much out there on the web and today the world is grappling with multiple issues at the same time, fake information, irresponsible information, polarization. It's become a very difficult world to navigate when it comes to the online world. How does a brand as a marketer, how do you deal with something like that? No one, it's a good point that you've raised but ultimately it comes down to the ethics of the brand and I would also say that as a company we too are very very focused on our consumers and we definitely look at what we call as the ROG phones. In fact, the full form of ROG as a brand is Republic of Gamers. So when we talk about Republic for example, it's like a whole consumer community is part of this whole Republic. It's a community that we work with. Now what we do is that we don't leave the community to itself, we actually do meaningful activities which actually create a lot of content within the community. For example, every weekend we organize this gaming tournament which is called Battle of Gods which is exclusively for consumers who own the ROG phone and this tournament is livecast on our YouTube channel. There are casters who give commentary on this and there is actual live gameplay which happens and our consumers get awarded every weekend from a certain price pool that they actually win. So this creates very meaningful content for them. The other important thing is I would say, well it's fine, definitely a smartphone is a creation device and all consumers who use especially flagship smartphones creation is a given that they can do a lot more and better creation as compared to even other marsy smartphones in the market. However, when you actually talk about being consumer centric, we are also very very much looking forward to what are the pieces of information or insights that consumers look out for in their smartphone because smartphone offers so much, I'm sure that you're not using more than 30-40% of the capabilities of your own smartphone. So when it comes to giving those insights to our consumers also about what they can actually push the limits of the product that they're buying because the kind of product that we sell if I have to give an analogy with let's say automobile as a category would be like we are selling a sports car which is very high end with multiple extra capabilities as compared to a standard car. So how do you push this sports car to its best limits? So we definitely create meaningful content which then engages the consumer and also informs him, enhances his own experience with the product and the kind of capabilities that he can produce too. So we really focus again as far as content is concerned from more consumer centricity perspective and see what are the multiple areas of content that we can actually create or co-create whether it would be with our consumers or whether it be experts in the market or media which can actually really help our consumers to understand us better, connect with us better and also utilize the products and get better value out of them when they actually use them. So let me ask you when you sit down with your agency how do you deal with these areas which is very contentious you know open web is a wide space where all sorts of content is floating around and a lot of that content has been misinformation. How do you ensure that your communication is targeted? How do you ensure that your communication doesn't get jumbled up with you know information pieces on the web which are not really accurate which are not true which are not credible? How do you navigate that space? Sorry what's the question to me Nawal or somebody else? Okay so Nawal basically it's a very very good question. So from our perspective you know you have to look at media also from relevance perspective. So let's say if we are actually talking to you that we are talking to gamers what we actually look at is what are their media consumption patterns or habits that they actually have and then we talk to the relevant media channels and educate them more about our product, our philosophy, our entire capability set that we bring overall as a company to serve the needs of the consumer much better and engage with them very very deeply meaningfully and you know with very high integrity and we ensure that they are informed by us you know about details in great depth and you know the chances of confusion or chances of any misinformation spreading to the consumers through any kind of content which is published in media is therefore minimized that is what we certainly focus upon. Shivam you want to take it up too? Yeah absolutely I think fantastic question. Like you mentioned I think the space is cluttered you know there is a lot of content being created different kinds of content being created and I think it's important to differentiate to be able to stand out of the clutter. So I mean frankly I think it's important to stick to the basics you know sometimes it's really important to stick to the basics and the power of storytelling is really going to be important. So I think staying true to the visual identity, staying true to the brand's identity, staying true to the brand's core values and its tonality and then creating content which is engaging, which is relevant, which is realistic, which is appealing. I think that's what you have to stick to you know sometimes just going innovating beyond a point may not work but I think having said that what as a lever we use for example for our content creation is engagement. I think engagement for us is the biggest lever when it comes to content creation and for example like you mentioned I think in the beginning how does it stack up versus say an ATL on television versus you know content on digital. I think these are two very different things for example ATL or television advertising of content is for me you know enhancing the reach metrics and the impressions so top funnel metric completely but with respect to content creation on digital I think it's not just about reach and impressions. I think for me the most important metric there is engagement and like I think Damien mentioned I think one of the important things is how to get consumers to create content which then also becomes a source of trust. See a lot of brands are pushing out content right so I mean we are pushing out content to consumers and you know we are also getting some key influences to push out content to consumers but how does the consumer trust that because sometimes it becomes a blind spot completely right. You get that trust by getting your own you know set of consumers who are creating content for the brand that is being placed in communities which are close to brands so there are there are hundreds of close communities which exist out there which are actually close to brand brands can't enter there but there is a high value of trust and you know that that is associated with the admins and the people within those communities so I think it's important to get consumers to create content that is then shared within their respective circles that creates value for the brand over over over a long time and I don't think you know for example if we look at content marketing specifically with respect to just sell out right I think like you mentioned the ROI metrics there will become a great area right so to correlate sell out to content marketing I think is definitely going to be a challenge I think what we have to look at is sustained engagement over a period of time that results in sustained conversations positive sentiment for the brand which will obviously have an impact you know over a period of time. We have three minutes left so let me do a quick round of question I'll start with Avnish since he has to leave early. Avnish COVID has changed a lot in the consumer space a couple of things that I have picked up is time spent on devices gone up significantly like Damian mentioned people are upgrading more hence better phones being sold at higher price points which is overall good for the industry but what that also does is that raises the bar for the entire industry it makes things takes competition to a different level one of the two three things that you think COVID will fundamentally change for the consumers beyond what we have already seen. Well if you look at what I think what's here to stay essentially is that consumers are transitioning online at a fairly accelerated pace I don't see that changing which means that we will need to find better ways to be able to serve them sell and serve and I when I say serve it's also about how we engage with them and how we essentially do the whole air framework which means in terms of what are the kind of tools and technologies that we are bringing in be able to serve and create a high degree of engagement as far as consumers are concerned. I don't think that's going away I think the second part really is in terms of discerning choices that consumers are making in terms of the kind of content that they want to consume so there's a the material or a ketonic shift that's happening there and I don't see that changing I think there is this I mean consumers are basically discovering a whole new world in terms of the kind of information that's available and obviously marketers like us today are ensuring that there is meaningful content that's available today for them to be able to consume I don't see that starting to change I see a lot of that really accelerate I believe that the engagement with both Delco and the device is going to increase exponentially I think a lot of the glue that we've been looking for I think we are finding new ways of being able to create that glue given the fact that for the longest period of time this category has been about how do I call it a washing machine in the earlier years right in terms of easy come easy go but fundamentally consumers are now discovering new ways to be able to engage with the Delco and reciprocally I mean I think Delcos are discovering in terms of what they can do to be able to serve their consumers better they're becoming a gateway to the larger digital world and I see a lot of that therefore getting only stronger I fundamentally believe the opportunities for partnerships in terms of how brands will collaborate collaborate to be able to serve consumers you know and in more meaningful ways will only increase so I see a lot of that continue to stay and only get stronger I think the only thing that I would probably want to look at at a far more accelerated pace would be in terms of we still have a large cross section of customers that are still not able to enjoy the power of the internet devices continue to be a challenge in terms of affordability for a very large cross section of the population and I think some of those challenges will continue and more so given the kind of economic pressures that certain cross sections of the population find themselves in I think to my mind that really is the challenge that all of us collectively will need to work on but having said that in terms of some of the mainstays that we've seen some of the discernible shifts that we've seen as far as the category is concerned are here to stay and only will get stronger at time as we move. Sandeep, what about you? From a product perspective I think things like a full HD screen right it makes your content watching experience and the entire mobile experience so much more richer and so much more immersive things like batteries but we know long-lasting batteries it's going to stay innovations like the camera specs whether it is 64 megapixel or 108 megapixel so on so forth these are I know a whole lot of panelists will say these are all specs but out there a whole lot of fans expect that I'm personally a big fan of RUG and RUG is something that every geek out there with saliva it's saying this is what the spec should actually be right that's something that that's going to stay in terms of the way the phones look it's getting much much better the designs are beautiful a whole lot of consumers are pushing towards better looking devices that's something that's going to stay in terms of content marketing right at least from a Xiaomi Redmi perspective we are going to be really creative we are going to be really agile that's something that the entire fan base looks forward to I think that's that's also going to stay and one last thing I would want to mention is we actually use our employees as influencers you would see a whole lot of marketing campaigns where we feature our employees and we take that forward and take it very seriously and it creates a nice fun environment because when you're involved in the project as well you don't hiring brand endorsers goes into that 5% fund see unlike unlike our competitors we don't have deep pockets in terms of marketing so sometimes you would have to you know it well I'm sorry I'm going to excuse myself just like to thank all of you you know a fantastic panel we should have spent a lot more time thank you so much thank you so much bye guys nice meeting you let me come to you Shannon tell us you know from a content marketing point of view what are the things that Covid will leave behind it would stay here well I think that what we can certainly say is that what will remain is the accelerated pace of innovation that we're seeing out of all of our marketers I think that we've all learned to pivot much faster to change to adapt to be more agile to echo some deep's message earlier I think that that is certainly something that that is going to stay at the same time you know when we think about the innovation within within content creation a lot of the things that were said content adjacency content safety consumer trust all these things and beyond is all very important considerations to marketers before Covid during Covid certainly after and what we're trying to do is actually we're trying to remove all the question marks around the content a lot of this is around creation and then distribution A B testing a lot of guessing goes into this game as well so we're trying to remove a lot of that guessing game so we make our tabula trends certainly on our india network data insights accessible to our advertisers and to our brand partners we build tools that help content creators and marketers drive real-time topical insights what are the users doing in the moment and over time and of course we also provide with the creative shop service to help brands craft not the message which is very unique to every brand but the delivery of this said message and it's all data driven so when I think about you know closing off with what Covid has left behind is a bang for buck be on point and see reach the right consumer with the right message in the right moment yes Ganesh you want to add to that yeah thanks nabal so if you've seen one of the biggest trends that has been during Covid and as Damian also said you know because it's definitely extremely strong for example the offline segment is shift to online and when the consumer shifts to online what happens is that the kind of path that the consumer takes in terms of discovering information and decision making is significantly different from the traditional pre-covid method where typically let's say going into retail and then banking on the retailer recommendation was extremely important for example in the smartphone category now what is happening is that as consumers have shifted a large number of them have shifted to online or they didn't have a choice for a particular period of time but to buy only from online they discovered new methods of actually evaluating products and new methods of actually discovering information video is one of the most important formats today available to the online to discover about products and learn about products and actually you know then create the belief that this product is better or another product is better so these are some you know very fundamental shifts you know which have been accelerated they were already happening even before Covid but they've got actually accelerated during the Covid period and what I expect is that this is here to stay and the way consumer is going to find about products they're going to use YouTube they're going to use videos they're going to find information they're going to compare reviews which are in person which are like online demonstration of products rather than offline demonstration of products is going to be something you know which is going to get even more critical going forward across many more categories and this is something that market leaders would have to you know look out for both for it as one of the key shifts it will happen another important shift which will happen is the fact that you know consumers also have started interacting with the brands much more online as compared to offline and the whole approach of product launches etc or interaction with consumers is going to get more hybrid and it's going to get more online as well as offline so these are some permanent long-term trend changes what we foresee you know currently happening post Covid. Saminth you concur with that what more can you add to that? I think one of the things that's really going to be a big change is just going to be the introduction of 5G in India I think that's going to be a massive game changer for our industry I think we'll see massive upgrade cycles coming into play the capability of devices itself is going to be transformational so what we as the smartphone industry are able to kind of really put into our phones that enable our consumers to really leverage this 5G cycle is going to be interesting to see right so I think for the industry the 5G the launch of 5G in India is going to be quite a transformational moment and I think at OPPO that's something that we're taking very very seriously we just set in place a 5G lab at Hyderabad to kind of be at the front of that that pack that really changes and transforms consumer behavior in the 5G era I think the second piece I'll kind of say there's I think our offline trade is going to be very resilient so I think we're going to as as Covid kind of starts fading we are going to see offline kind of earn back or win back consumers I think it's a it's a very resilient channel and I I'm not I'm not doubting the importance of e-commerce I just feel we we cannot write write off offline just yet I think we're going to see a very strong comeback from the offline trade these guys are going to kind of they're they're they're hardy they're tenacious so we're going to see them kind of come back and win their consumers back and I think the third one just from a pure marketing perspective that I think I'm looking forward to actually is a rebound from our consumers to wanting to interact with brands offline right I think very quickly consumers will want to kind of you know enjoy the the sweat tears and glory of live events you know I think I think that's something that people have been missing deeply and I think consumer engagement in the real world is going to kind of come back quite it's going to be a u-shaped recovery on that front I generally feel there's going to be a a pretty big place for live events I think consumers are going to be dying to kind of get back and and really switch together if I may call it that so so I think that I definitely I'm sorry exactly exactly and I think it was a bit scary to see the the size of the audience that was there in the stadium yesterday but it tells you that people are I mean we've been in prison for for a year now right and people are dying to kind of go out and start experiencing normal life again and I think the imperative on us is as brands that kind of really drive marketing is to recreate some of those those amazing passionate events where where young kids and consumers can kind of come back and and enjoy life once again so I'm waiting for that rebound Mochira last word on this well thank you I'm going to take a slightly different shift really I think yes digital accelerate I'm accelerating digital transformation is here to stay accelerating constantly innovating and evolving you know someone said online Dinesh said online Damian said offline I think the consumer decision journey is going to be very very complex it's going to get more and more entangled and it's not going to be online or offline purely I think an omnichannel world is here to stay which is one where one fuses into the other it's not content it's not e-commerce it's shoppable content I mean if I look at the trends globally really and how consumers are getting information assimilating and acting on it those decision journeys are going to be so complex and that's going to give us all the good news is we'll all have a lot of work as a consequence in decoding those those decision journey the first part the second thing I think is you know I think pre-covid companies were revenue driven how much growth and how much revenue right COVID last year let's be honest became profitable or sustainable growth how do you do the right kind of balance between the supply shock demand shock and how do you get the right input levers in I think going forward though it's going to be about consumer lifetime experiences that as a brand you can build you know so what Damian said was the sweat tears and glory moments or whether you're on the online moments but how are you there for the long ride and in that is the third piece that I think we're going to see more of we are picking up globally that consumers are worried about their data security their safety and what's being handed out in the public domain and therefore privacy security coquillus world first party data that's going to be a huge driver of what's going to be the change coming ahead and it happens because I'm moving online because I've seen it grandmas in Italy are ordering groceries online right the women would walk out and their shopping bags and you know those iconic pictures that we see and it's true the demographic shift to online and e-commerce means that people are going to look for safety and security and data privacy and if you're not going to do that as a brand or as a business you could be sitting at a very interesting crossroad of whether a consumer trusts you because at the end of the game whether it's digital transformation whether it's the kind of experiences you want to give and holding on to a consumer for the lifetime you want your consumers to trust you above all so I think for me covid is going to change the relationship in terms of what consumers are going to demand from brands in the new world because that's here so it's going to be an exciting journey points first party data coquillus world I follow these and the way you know hardware software and the entire kind of ecosystem is merging together content I think foreign companies will also morph into a very different beast you know five years down the line they will not be hardware companies anymore thank you all the panelists we don't have time for more discussions but before we go I'll we have lots of questions I'll take a few questions so that now I'm sorry I have to excuse myself I have a hard stop thank you thank you so much it was a pleasure connecting with all of you this question is about how do you create segregated content marketing strategy for different age groups and how would you like to take this up yep segregated content it see it purely comes from the product pinpointing who this product is going to be majoritably bought by next point would be what do they consume where do they consume and when do they consume once you have the answer then segregation presents itself to you if I can add to that you know we've been doing a very interesting piece of work which we kicked off now a year ago with what we call Nokia tribes globally these are people who are global citizens right people across the world connected by shared values shared experiences and also a shared set of what they believe is important to them right these Nokia tribes are people who've got by the way high affinity to our brand and to the values that we espouse because we don't believe that everyone will ever espouse the same values to your point on segmented if you do not talk to those consumers first and build really strong fortresses literally losing out on what can be a core constituency of advocates evangelists and people who can build your brand messaging and amplify it and that for us has been really and this is not just about you know influencers going and spouting out a message this is about people who truly live eat and breathe the values that your brand disposes and therefore they are authentic they are people who are trusted within those trusted groups that brands will never have access to and that segmented strategy I think is possibly the biggest key to unlock really sustainable growth and value for the brand yeah so There's another question on content marketing creative strategy is not easy to do it has to be the right balance between your inclusion and what the data is showing you how can you find a better balance between these two Well I think that if somebody has the the the scientific answer to that question then please write the patent over it so that we can you can benefit and we can all learn but certainly I think that the trick of the trade here is really to to be open to testing and open to experimentation because nothing can change your brand message that is your unique identity as a marketer that is something that you remember that that your fans consumers users that that is what they all gravitate towards right what is that usp that I provide but when I'm trying to deliver that message it's about I think really experimentation and it's the data that can power that experimentation Thanks Damian the last question this is for you what are your main sources of channels for higher share of voice in the in digital media higher highest so so is in digital media on digital media what are your main sources so in on digital media what are the areas that you significantly pay attention and your investments in well I mean I think I think to be honest it's not any different because because you're looking for scale in in in this question I think it's not different from any of the other panelists here so I think we do spend a significant amount of attention to to YouTube to Instagram I think the streaming services are challenging to kind of get into I think there are some challenges around how we can engage with audiences who are streaming content on OTT platforms but we're starting to kind of figure out how we do that but largely I think it's it's I think it's it's largely YouTube and and and then I think Instagram those are the those are the our pet platform just may call them that and then of course the OTT is the is the is the one platform that we're trying to figure out how we kind of engage with but yeah I think it's it's still the the usual suspects fantastic thank you thank you to all the panelists for spending time go ahead back to you thank you so much I just want to thank every each each one of you Mr. Ruchirajetli CMO India HMD Global Mr. Dinesh Sharma business head commercial PC and smartphone systems business group ASIS group sorry I if I missed your name earlier Mr. Abnish Khosla CMO what up one idea who had to leave at four Mr. Damian Singh Kanoria CMO OPPO India Mr. Shivam Ranjan head of marketing Motorola India Mr. Sandeep KS associate director marketing redmi India Mr. Hanan for the VP APEC Tabula and Mr. Navala Hoja co-founder exchange for media it's been a great discussion thank you hope to see you at a physical event very soon thank you for joining us thanks and thank you to my