Dear Parents: Your kid might be a ‘Misfit’ and it’s OK! 

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Dear Parents,

You know what, what is our biggest fear? it’s the fact that at times people like us suffer from Identity crisis. We don’t know who we are, either we’re the ones who wear creative ideas on our sleeves or the ones who know number munching by the back of our hands.

I’ve suffered an identity disorder like this since childhood. I loved science but scored the highest in literature. I knew physics theorems by heart but still carried a sketchbook and color pencils in bag and drew random doodles. A confused kid as I was, I took up engineering only to teach  Othello to an English honors student and help her pass the exam. No, I’m not saying that I was some super talented idiot or I was not doing well in my engineering subjects. I’m just telling you, I was a confused misfit and still I’m doing OK!

I studied as hard as I could but my heart always belonged to script writing and fine arts. I can tell you more about classical and folk music than any subject expert of that field.

I switched professions right after I completed my degree. My family and especially my parents had to face all sorts of questions over my decisions. Most of the people thought they were rash and stupid things that I was doing.
Even when I stepped into the business of Social Media Marketing, I realized this was a field dominated by journalism and communication graduates and you could find stereotyping at every nook and corner. People thought that an engineer was an outsider and we’re nothing but geeks who don’t have an iota of creativity.

Keep that story aside as to how I proved them wrong and build what I wanted, bit by bit. What I want to tell you is, your kid might be a misfit, an introvert, or a I-know-what-I-am-doing brat. Please learn to listen to them if you can’t  agree with them always. I’m not asking you to back off and let them do what they want always but try to at least understand the world they’re living in which is much different and evolved than yours.

Digital marketing didn’t existed 10 years back and let me tell you the amount of number munching and creativity it needs in equal measures, a faint heart will fall apart too early here. Had my parents been too conservative about the job I chose, I wouldn’t have been this happy all my life and writing this to you. They accepted that their kid wasn’t like others who would be happy in simply graduating with an MNC job and a monotonous life ahead. They put up with my early stages of constant trying and failing and then trying again, my workholic attitude, my unreasonable rudeness when at work and a lot more. They were OK if I came home too exhausted to even give them  a call. They endured it all and still kept encouraging.

Your kid is special, let him choose what he wants. Your job is to be vigilant enough to educate him about everything. I never ask kids to believe that, ‘marks don’t matter.’, Marks definitely matter and that’s the reality check every kid needs to have growing up but what you need to tell them is that marks in your favourite subjects are the ones that matter the most! If you love English, score well in it and it’s ok if you can barely pass mathematics. If you’re good at sports, then strive to be the best sportsman in the world. Whatever you do, wherever you go, do what you love and give it all and rest everything will fall in place.

There’s no glory in being a frustrated engineer stuck in a job you hate and there’s neither any greatness in being a creative director. The glory only lies in choosing what you love and killing it with success. You can’t compare a Sachin Tendulkar to a Mark Zuckerberg, they both have toiled enough to attain what they have and that’s all that matters. I know MBBS graduates going for MBAs simply because they don’t want to be doctors all their life and trust me, we find it pretty normal.
I was lucky enough to have a family that understood and accepted the ‘misfit’ kid. I hope that someday your kid also grows up to say the same.

Header Image Courtesy: Mark Anderson’s Comics


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2017. Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

 

It’s not a You Vs Us Battle: A Millennial’s Rant

I’m a 90s kid (not a kid but a grown up) and it hasn’t been long since I celebrated my 25th birthday. It’s been more than 3 years in the industry and I think I’ve been trying to work as hard as I could. My college juniors look up to me for some gyaan and free lunches, my parents still think I’m a underdog, my friends are more or less in the same boat, my employer is fine with my progress, clients are reasonable with ROIs I generate for them, my landlord is happy to have a quiet and disciplined tenant, my kaamwali is happy because I’m considerate enough to ask her for a cup of tea on a winter morning, passer-bys don’t notice me; may be an introvert like me doesn’t really needs to be noticed. I pay my bills from my own hard-earned money and sometimes do struggle to make ends meet.

Overall, I’m much like any normal human being on this planet but lately I’ve seen/read so many discussions about millennials that I really get a feeling of being ‘the new animal in the zoo’. At times I don’t understand why the older generations are so obsessed with stereotyping us? Why are we always projected as mindless high-school revolutionaries?

I do agree that we aren’t as experienced as you are but we do have a mind and understanding of our own. We do have a sense of responsibility towards our organisations, our society and towards the entire human race. We don’t beg for kindness from anybody, we work hard to carve our path, trust me it isn’t as easy as you think so. We understand, we are privileged in terms of getting access to today’s technology at a much younger age but not all of us can really afford shitty expensive gadgets.

We wear ideas on our sleeves instead of hearts. We do love the rush, the madness, the newness of places and people. All we ask for is an atmosphere that drives us crazy and compels us to be a better person than we were yesterday. We don’t work for your handsome CTCs or medical cover, we work to help you build a better organisation and fulfil a greater purpose. We look for your guidance not orders. We might sound incorrect at times but we aren’t wrong always, we simply carry different perspectives because we grew up in a much different world and are again building something that will be much more different. You might think that our world will be complex; no it will be much easier. We want to see a world where you get evaluated on the basis of your work not on what you wear to office or how many hours you spend working. We want to build a Do-it-yourself world instead of Do-it-for-me.

Stop judging us on how many dates we pick every weekend or how many months our relationships last. Your generation must have had its own crazy times; do we come asking for it? No!

As far as our loyalties as an employee is concerned, keep giving us innovative environment, we will keep serving you success stories but please stop overrating us! We aren’t celebs or politicians. Not all of us believe in being job-hoppers. We’re a much normal generation that carries all kinds of individuals, some will grow up to be billionaires, some will be their employees, some might just remain being NOTHING, much like in your generation.

So let’s bear with each other and build a better world!

Peace Out!

Udisha M.

Header Image Courtesy: CollegeHumor


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2017. Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

‘Shop Now’ on Instagram: From Marketing to Sales

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Image source: SproutSocial

Instagram has registered a phenomenal growth since its inception. The photo sharing app boasts of a 500 million user base and is only behind its parent company, Facebook in terms of user-engagement. Research says that 7 out 10 hashtags used on Instagram are that of brands and 65% of top featured posts are that of products, this clearly speaks volume of the branding that enterprises have done through the platform. Being an image driven social network, Instagram quickly grabbed the eyeballs of  brands and individuals. Verticals like Food tech, E-commerce, Photography, etc. works wonders on Instagram. Not just this, individuals got to the platform to express their personal views, paving way to the rise of a whole new level of ‘influencer marketing’, concepts like; ‘Insta-Meet’ no more sound strange to the Social Media savvy generation.

Moving on, Instagram has shown a great progress in commercializing itself. The introduction of videos, analytics and many more has boosted the commercial power of the mobile app. Instagram is also expanding its market by making it available on Windows 10 PCs. The future of this feature is yet to be decoded but it seems promising.

What took me by surprise is the recent introduction of ‘Shop now’ button for Instagram. The platform will no more be a ‘window shopping only’ place but will ensure a complete shopping experience for the E-commerce portals. Now brands can tag upto 5 products in a picture and can redirect the users to their website. I expect this to be a huge game changer for the brands as well for the influencers. Bloggers working on brands can directly measure the amount of sale garnered because of their participation and can ask for direct share in profit, in the similar way brands can focus on creating more inclusive and collaborative campaigns.

The only drawback which I see now is the rise of ethical issues in advertising. Brands might pay a good amount to Instagram to advertise on the platform but how will the users identify between the real and paid recommendations given by Bloggers/Influencers. This might not be a concern from the commercial point of view, but looking from the Instagram’s credibility perspective; this will create issues as it is still a self-reporting platform which relies on user recommendations for flagging the irrelevant posts.

To conclude, we can only say that right now its time to simply sit back and watch the feature growing. It might become a great success or might meet the fate of Pinterest shop now feature, this genuinely depends on the shoppers.

Header Image Courtesy: www.allure.com

Udisha M.


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2016 . Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

 

 

 

Tinder: When Dating Meets Marketing

Dating is no more a taboo for the Indian youth. Youngsters are getting to Tinder, TrulyMadly, Happn and a lot more dating applications to find a match. Most of these mobile applications rely on Geo-targeting to help their users find a partner. Tinder alone boasts of a 50 million user-base where more than 85% are aged between 18-34. Tinder offers a great opportunity for startups and enterprises to reach out to consumers with a more personalized experience.  However, the brands need to be really smart in making a move. Tinder has some really successful campaigns to boast about overseas but in India we haven’t yet seen any brand harnessing the opportunity well.

The user base of Tinder in India is majorly restricted to metro cities, this is an opportunity and a threat as well. Since, there’s least competition on the platform in India, enterprises and startups can smartly plan campaigns that are engaging and hit the right nerve of the users. Campaigns like that of ‘Ex-Machina Stunt‘ can be a huge success. Bollywood and Hollywood Filmmakers can engage Indian audience with Tinder profiles of their lead actors or villains and set the town talking easily for movie promotion. In the same way, small enterprises or restaurants can attract audience like Domino’s Pizza which allowed Tinder users to swipe right some great deals on Valentine’s Day. In a similar fashion Gillette did a marketing research on Tinder just to find out as to how facial hair affects the popularity of men on dating platforms.

Looking from the Tinder’s perspective, the dating application really needs to allow such campaigns on its platform to boost its popularity in India. Campaigns related to movie promotion/restaurants/social causes etc. will create curiosity among the youngsters and compel them to install the mobile application.

My suggestions for Tinder Campaigns: A find-your-team-match for the Indian Premier League: A campaign wherein the Tinder users can interact with their favorite teams and once they have swiped right the team they wish to support, the teams can tell the users as why they should be with them and redirect the users to their Instagram/Twitter handles. This cross-promotion will help not just boost the social media handles but will increase the branding.

To sum up, being a Digital Marketer, this is going to be an exciting phenomena to watch out for. I am really looking forward to see which Indian brand really takes the risk of starting with a Tinder campaign and making it a success in this world of opportunities yet uncertainties.

Udisha M.


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2016 . Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

 

Visual Marketing: The Game Changer for Digital Marketers

Visual Marketing is no new term in the Marketing world. Biologically validated, Human brain is more receptive towards visual information and takes it 90% faster. The reason why Image and Video are playing a heavy role in era governed by Social Media. The success of YouTube, as the third most visited website after Google and Facebook and Instagram beating Twitter in terms of user count shows that the consumption pattern of Digital world is clearly inclined towards the visual marketer. Even Facebook had to introduce video functions in its Click-To-Website, Carousel and other ad offerings. Virality of Memes and GIFs in Social Media is no hidden fact.

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Intel is rocking its Instagram Marketing with stunning visuals, testimonial videos and real time coverage.

Be it brands or celebrities, they all need to get set with marketing strategies using the power of visuals, specially videos. But the bigger challenge lies in being unique with your visual content, social media world offers a short shelf life of posts. You can definitely go back to Starbucks, Oreo or even Intel for inspiration for your Instagram strategy but you can’t really be successful if you don’t offer something which they don’t. These platforms are littered with stereotypical images of sunsets, birds, food, technology, etc. and the user may simply scroll away your content as well. Making the user stop by your brand is the challenge.

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Starbucks is one of the biggest brands on Instagram. They believe in making their brand a part of your routine.

This is again threatening for brands who are looking to create memorable brand stories. The right content at the right time is the thing. Brands really need to define their content themes, image templates, video shoots, much in an integrated manner to create impact. Good visuals backed by targeted ads can surely ensure desired ROIs for brands. Other than this, the targeting of online advertisements need to be meticulously planned. ‘My brand is for everyone’, doesn’t really works in Digital world. Customer Profiling based on age, gender, purchasing power, interest, geographical conditions is prerequisite. Other than this, use of relevant hashtags, timings and consistency in postings is equally important. YouTube videos and Instagram Images/Videos, both need to be interactive to ensure regular consumer engagement. Even a simple one-liner after your post text asking for audience feedback can make a lot of difference. Technical brands can rely on infograph for explaining their cases well, research suggests that presenters who use visual aids are 43% more effective in persuading audience. Slideshare has been highly instrumental in use of presentations to increase business outreach.

Other than these, another aspect of Visual Marketing is Live Streaming; the possibility with applications like Periscope, YouTube Live and Facebook Live have created are enormous for the Social Media Marketer. They can be thoroughly harnessed for sneak peeks, product presentations, behind-the-scene footage, question-answer rounds or simply live coverage of your event. You can even conduct contests with Live Streaming on any of the platforms and cross-promote it across channels. This makes your brand more interactive and fun.

Adding to these, usage of videos can also revitalize the Email Marketing for the better. Embedded videos in mailers can give a better glimpse of your message and definitely generate a greater ROI. Embedded videos can be used on websites as well to give a sneak peek into your product.

Coming to the end, Visual Marketing needs to be a priority for every Digital Marketer and I would advice that instead of rushing to generate fresh video and image content, take a back step; look inside your brand and pick what can be marketed. Use and convert your data into video and move forward to innovate more.

Udisha M.


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2016 . Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

 

When Engineers define the Future: My Experience at NASSCOM Engineering Summit

You know life is blissful when you get paid to study technology all day long, write about it, travel for it, meet great people, enjoy good hospitality and a lot more. I can never imagine a job as fulfilling as mine. Being working for NASSCOM [National Association of Software Companies] gave me this golden chance of attending the NASSCOM Design and Engineering Summit consecutively for the second year. Ah yay!

Themed on ‘Imagineering for the Digital Future‘, the summit discussed topics like Design Thinking, Rise of Internet of Things, BigData usage and Artificial Intelligence, Self Driving Cars, 3D Printing, Aerospace designing, to transforming a traditional enterprise for a digital age. Presided over by who’s who of the industry, the two-day extravaganza was enough to blow your mind with insights and jaw dropping facts.

Starting with the workshop on connected vehicles led by S. Sreegururaj from Tech Mahindra talked about the rising need of sensor-driven smart vehicles and the market seems to be very receptive. Another masterclass was led by Deepa Bachu from Pensaar India on Design Thinking. One of the most interactive sessions, she helped people create the road map to design thinking and the key point to takeaway: ‘Innovation is not just about products, it’s about business models. ct-ksbvwiaq7vki-jpgArdhendu Pathak from Airbus conducted various 3D Design activities in his Deep Dive Session. Attendees came up with innovative solutions like how can 3D Printing help in Disaster Management, in Medical conditions and a lot more. Ardhendu summed up beautifully saying, ‘Collaboration is the way of life.‘ Then came the man who won our hearts and left us awestruck by his endurance of empowering India with a Self Driving Car, Roshy M. took the stage to talk about his personal project. His vision of developing extremely sophisticated predictive models that can work on Indian roads and his countless trials inspired every attendee. We wish him all the best and wish that his dream comes true soon.

Moving on to the main conference, R. Chandrashekhar, President, NASSCOM talked about how the lines between the manufacturing and software is blurring. Kevin Ashton, the much awaited speaker and Father of IoT gave us the mantra of technology evolution, ‘Technology moves from Ridiculous to Miraculous and finally to Monotonous.

Kevin Ashton left us speechless with his predictions.
Kevin Ashton left us speechless with his predictions.

Talking on the challenges of enterprise transformation, Paul Humphries from Flextronics confessed that it’s difficult for a hardware company to make software. Day 1 ended with a superb advice coming from Karthikeyan Natranjan from Tech Mahindra saying, ‘Don’t take a bazooka to kill mosquitoes’ referring to solutions fitting the problem.

Day 2 started with a fireside chat with S.N. Subrahmanyam, M.D., L&T and he shared the company’s vision of, ‘Digital Enterprise that builds the physical world.‘ Followed by him, Thomas Jakob from Bosch shared, ‘One of the key barriers we found in Bosch was, it’s not about the technology, it’s about the business model.‘ on the enterprise upgradation. In an exciting revelation, Prassana from Mercedes Benz told us that, ‘The best time for automobile is yet to come.‘ Supporting the fact, Karthikeyan Natranjan also said, ‘It’s going to be an exciting time for automobile industry. We are going to jump 3 curves in 2 decades.

The summit was well concluded with the signature statement coming from Silvio Pietro Angie, ‘Design makes the world a better place.’

A learning that will stay with me for a very long time, NASSCOM Design and Engineering Summit was nothing less than a roller coaster ride. It passed in a blink of an eye but has given me the pride of a contributor in its success. To sum up, I would say, ‘Disruption has existed and will tend to exist, you can either be excited to embrace the change or get disrupted and die.’

Udisha M.


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2016 . Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

Hike Messenger: Rise of The Indian Unicorn

The story of youngest Indian unicorn
The story of youngest Indian unicorn

Hike Messenger hit the billion dollar evaluation mark in the month of August and grabbed my attention. Following its success story for quiet some time now, here’s a candid take on the mobile messenger’s success.


Hike offers around 10,000 stickers in about 40 languages for ultimate user experience

The recent evaluation of Hike Messenger has set the industry on rage. Founded on 12-12-12, it’s the youngest Indian startup to achieve the feat of hitting the mark of a Billion Dollar evaluation. While the world goes gaga over the success of this 4-year-old Indian messenger app, it’s time to understand what did they do so right?

Founded by Kavin Mittal, Hike Messenger was just another messaging app in playstore and Apple app store till few years back but they had innovations to offer and that was free internet SMSing. That was a time when smartphones were owned by a few privileged ones and internet SMSes were much needed. Hike messenger quickly captured the eyeballs of college going crowd and became a personal favourite for the age group and rest is history.

What fascinates me most is the idea behind the innovation. Kavin Mittal got the idea of inventing a messenger like Hike when he saw a Golgappa seller talking on a primitive phone. He wanted to address the strata of society which is yet to discover the privileges of high-end smartphones. He quickly made progress by providing news and cricket updates on Hike app itself. The smart move clearly showed his vision of capturing a market owned by low-cost smartphones which have less memory to accommodate multiple applications. Cricket being a religion in India definitely has a huge fan following and its updates are must for every citizen. With Hike messenger allowing its users to get them on one single platform without the pain of having another app in phone was a bonus. Other than this, Kavin tied up with leading e-commerce and other portals to provide free coupons which wooed the young crowd even more. From the strategy of giving top-up recharge to those who used Hike messenger more than Whatsapp to introducing privacy mode to protect profile picture and status updates, Kavin has beautifully played on the psyche of young India. The mobile app’s marketing technology has fetched it around 100 million users. On an average its users are exchanging 40 billion messages per month and are spending 120 minutes per week using it. capture-20160926-130441

The success story is not just about the innovation which Hike messenger brought in but also about the way they marketed it. Not long back, the TVCs of Hike messenger clearly targeted the teen and screamed of privacy settings, free coupons, live cricket and news updates which the teens and youth of this generation greatly need. The Social Media Channels of Hike messenger are as quirky and attractive as the coming generation. Their Moment Marketing skills are at par, they don’t miss a single festival or occasion to introduce cool stickers and send wishes to their users. Thus, a much personalized experience. The Digital Marketing spent of Hike Messenger speaks volume of how much they take their Digital presence seriously and this has helped them grab eye-balls of investors. With backing from brands like Bharti Softbank, Tencent, Foxconn Technology group and many more big names, Hike Messenger has proved that it is here to stay!


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2016 . Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

I Will Never Grow Up

100I will never learn to grow up.

I will always be that little girl with larger than life dreams.

I don’t want to give up on the thought of fairy tales.

I still want to believe that I will fight the demons and win over them.

I still feel that someday, somewhere I will meet my Shrek who will accept me even if I look like an ogre.

I will never learn to grow up, never ever.

I still go crazy over Pokemon and I am not ashamed of it. I still listen to ‘I am Barbie girl.’ even if it’s no more considered cool.

I don’t want to grow up, I fascinate Peter Pan more than batman or any other super hero because he had the courage to go back to childhood even when he had aged in numbers.

I still need my mom like I used to when I was 5.

I will never grow up, I don’t want to.

Udisha M.

About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2016 . Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

Mobile Innovation: When Big Challenges Come In Small Packets

‘Do you remember the last time you booked a cab or ordered food on call?’

‘Do you remember the last time you uploaded a picture on Facebook via Desktop?’

‘Do you remember the last time you used a physical calendar to check the date?’

No, you don’t and that is the Big Change which Mobile Technology has brought into our lives and its impact tends to be increasing day in and day out.
Mobile Innovation 1
With the advent of mobile-age, technology is shrinking its size to fit into the palms of the user. This phenomenon is only set to grow with the Internet of Things and automation growing from mere buzzwords to a way-of-life. The mobile technology has moved ahead of being restricted only to the tech-savvy verticals of the industry, it’s causing impact even in unconventional arena like, fashion, Medicare, fitness, military, etc. Mobile Innovations will bring about distinctively more changes in next 10 years than it happened in the last 10-15 years.

With the major ROI coming from Mobile devices, e-commerce and Social Media giants are focusing towards the Mobile Innovation. But what are the challenges that Mobile Innovation has thrown that it has driven the industry nuts?

Mobile Innovation 2One of the key challenges and the opportunity that the industry faces is, the entry barriers are relatively low for the newbies. This has put at risk the market leaders who are constantly exposed to a slew of inventive new competitors capable of rapid expansion. One of the greatest examples can be PokemonGo and Prisma, these innovators captured the market in a very short period of time putting other Mobile Apps and Games at loss.  A key learning which innovators can derive from their success that these apps banked on the emotional quotient of the consumer. Similarly, Hike Messenger smartly targeted the young consumers and made it to the Unicorn club, becoming the fastest Indian Start-up to attain the feat. The Messenger app is giving a tough competition to messaging giant Whastapp. The success story clearly shows how important it is for app developers to devise a good marketing strategy according to the changing consumption pattern.

 

Secondly, Mobile Innovation is led by Hyper-Adoption but also runs with the risk of Hyper-Abandonment. Statistics say that more than 23% of mobile-apps are abandoned by the users after a one-time use. Games like Angry Birds, Temple Run, Candy Crush and Subway Surfers which were once a rage, now hardly find any takers because of lack of innovation. Similarly, once considered as top internet calling apps, Viber, Line and Tango lost it once Whatsapp introduced the calling feature.

Thirdly, the lack and risk of regulations in the Mobile Technology space. While many of the mobile apps are accessing the unwarranted personal data of users, industry is finding it hard to deal with the BigData explosion which Mobile Tech is causing. Authorities need to create flexible regulations which can monitor the industry, yet restoring the freedom to innovate.

Fourthly, the need of enterprise collaborations in mobile space. Ixigo recently launched it’s Cab booking app named Ixigo Cabs that let’s you choose from service providers on one single platform. The application offers options from Ola, Meru, EazyCab, Jugnoo and many other cab services. The mobile app has been a huge hit as consumers now don’t have to download multiple apps for a similar purpose. However, this new innovation is a threat to Uber, as it hasn’t collaborated yet on platforms like these.  Similarly, social shopping apps like Wanelo and networking platforms like YikYak are steadily capturing the market, as consumer patterns are changing.

To sum-up Mobile Innovation can be the best and the worst that can happen to the industry. The right kind of innovation at the right time is a quintessential to survive. New players can draw inspiration from giants like Facebook, Google and Amazon, who constantly upgrade themselves to stay in the market, whereas the giants need to stay on toes and keep a tab of rising competition because acquisitions are no more a way of survival.
Udisha M.


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. Reach her on udisha0902@gmail.com

#MagMugReviews: The Karachi Deception

imag1080.jpgThe Karachi Deception written by Shatrujeet Nath is a gripping tale set in the backdrop of Indo-Pak rivalry and cross-border terrorism. The fiction revolves around Major Imtiaz, a super efficient Indian Army commando and a member of discreet Unit Kilo. He is given the duty of Project Abhimanyu, an ambitious plan devised by RAW and Indian Army Intelligence to kill a globally wanted terrorist and underworld don, Irshad Dilawar.

The story carries real life examples of Bombay Cinema Blast and a lot more and Irshad Dilawar’s character is starkly similar to that of Dawood Ibrabhim. The story starts on a very high note with Major Imtiaz being assigned two of the best men to execute the operation. The plot is intelligently crafted to give you a glimpse of as to how intelligence agencies work and the book keeps you gripped till the first half. But the moment Major Imtiaz realises that he has been breached and Project Abhimanyu is compromised, the story starts losing its authentic nature. It feels like watching an Abbas Mastan flick where everyone is cheating on everybody, which is usually a rarest of rare case in an institution like Indian Army. The secrets which get unfolded at the end are too quick in nature and don’t give the reader enough time to digest.

Shatrujeet Nath no wonders has conceptualized the story well, usage of language and other technical information deserve a thumbs up. It took me hardly a day to complete the book but I kept wondering for a long while as to what could have happened if the author would have written this particular incidence differently.

Overall it’s a good read for those who are looking for easy-to-read thrillers but definitely not for serious readers who believe in exploring every scratch of the plot.

  • Udisha M.

    About The Author

    An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


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No Grey: All Black and White

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I have always found it difficult to make people understand the kind of person I am. Some think I am rude, others think I am geek. Some take me as an intellectual, others as dumbass. There’s a huge list of names I have got in this short span of life.  Some love me for the kind of mess I am and some hate me for the kind of sorted mind I am.

But nobody knows that I have seen extremities of emotions in my life. Extremity to love someone insanely, extremity to hate someone madly! Extremity to understand and also the extremity to ignore everything and let people around me get hurt.

But what I realised all this time while religiously failing to embed shades of grey in my black and white life of love or hatred; that people never understand you, no matter how much you try. They will love you, hate you, accept you, reject you…… all according to their own fancies. But does that really means you have to hate them?

I think No! You can’t really hate people just because they disliked you; you can’t really hate them because they disapproved what brought you happiness. Life is unfair, so are people. The only thing you can do to help yourself is accept the fact that, it’s OK to let it go and not ask for justice all the time. As the definition of justice varies from individual to individual. It cannot be put into a catalogue of definitions, as it will turn out to be vague at the end of the day.

My tryst with the greys have been really unpleasant. I have tried and failed, and then tried again and failed, and then again tried to fail. Registering so many failures really makes me question the stranger in the mirror, as to what it actually seeks and the only reply I get is, there can be no grey for me, only black and white!

– Udisha M.


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Keep Calm and Love Chai Over Coffee

2It is not ‘tea’, it is ‘Chai’! Do you get it? Chai! Chaha! Chah! Cha! Call it by any name, in any language, have it in mug or glass; it is awesomeness, pure awesomeness!

I always have this debate with my intellectual and sophisticated friends who love coffee over tea! I mean, like what? Coffee over tea? Shut-up tea is better than coffee! Yes, it is! Your long trips or your night before exams are incomplete without some hot cups of tea and those delicious combos of biscuits or papad or pakode with chai!

Aah! Bliss!

I can’t imagine a day without tea, that sheer feeling of seeing the chai boil in its rusty, bubbly glory is joy! An overwhelming ecstatic happiness. That wait for letting the chai get ready on low flame and watching it anxiously as it sheds colors is heavenly. These are the joys which a coffee lover will never experience in life. Coffee is so stupid. It costs you bomb amount and hardly offers any taste.  Moreover, you cannot fix coffee with your favorite desi breakfasts like pakode, bun-maska, vada-pav, Parle G, etc. You need tea for that.

A rainy day will not make you ask for coffee, it will make you ask for tea. Because tea meets the feel and sound of roaring thunderstorms and the smell of soil after rain. Tea gives you the liberty of enjoying it with cardamom and cloves or black pepper or basil or all of them. Coffee surely doesn’t stand a chance. Coffee cannot be fixed with sutta, it cannot make you brag or listen to your friend’s woes after a long day. Only tea can do that! Tea rocks everywhere, be it home or office or trips or college adda.

The morale of the story: Keep Calm and Love Tea Over Coffee!
– Udisha M.

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Why Is The King Always Lonely?

Why is the king Always Lonely

There’s always a desire to be a king in all of us. We want to be number 1, we want to be the rulers and not the ones to get ruled. We run the rat race only to reach the finishing point and then learn that nothing like that really exists. There’s no end to this blind race of desires and unfulfilled wishes. Our expectations only keep soaring and by the time we learn that there’s no winner in this ‘rat race’, it’s already late.

I don’t know if I am the right person to write this, but I really pity the ones who ascend the thrones and entitle themselves with coveted position of the ‘king’.  I really think of their pain as to whom do they really get to talk to when the entire world is under their feet? They don’t have anyone standing shoulder-to-shoulder with them and holding them when they need support. Whom do they really call when they are sick or weak? Or may be, they don’t even have the liberty to be sick or weak. What kind of wretched life is this?

Why do we want to be the king when there’s no companionship, no luxury of friendship there? Why are we such sadist that we want to subject ourselves to so much pain? Why?

And as usual the question remains unanswered.
– Udisha M.

 

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Big Bag Theory: Thank you Delhi

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I sat on the platform waiting for the metro. A wait of 12 minutes for the Airport Express to arrive. The time seemed to be moving so slow. My parents were coming to see me and it was more that 40 days since I had met my mom. I was restless, the plane carrying my parents would touch down at the Delhi Airport any given moment and here I was, fashionably late! What the hell?

I looked around observing the crowd. A newly wedded couple was all set to fly for their honeymoon. The girl’s excitement was beyond measures as she talked to her husband in baby voice and complained that her mother-in-law has made her wear salwar-suit. The innocent husband pacified her saying she can change into comfy shorts as soon as they reached the airport. An old man was playing with his 5-6 year old granddaughter. An anxious fellow was looking at the watch again and again to make sure he doesn’t gets late for the important meeting. My heart was too excited to stay at a place for a long while. I walked the perimeter of the platform as if my walking would have made any difference in approaching train’s speed.

After a wait that seemed like an year, the train arrived. I took my seat and wished it could simply fly to the airport, well it didn’t! 5 minutes into my journey, I got a call from my dad telling me that they have arrived. I shamelessly confessed that I am still on my way. Instead of getting angry my dad said, ‘take your time, we are waiting.’

I got down at the Delhi Aerocity Metro Station and took the feeder for Airport terminal. I was saving those 150 bucks of cab thinking that will help me buy something for parents. The saving costed me another precious 20 minutes, but I reached. Hoping, jumping, running and most importantly smiling I was there at the arrivals to receive them. They came out smiling even when they had been waiting for some 40 minutes without a bite of food or sip of water.  I booked a cab and we got into it, my mom handed over a packet of 2 biscuits to me. I was surprised and asked her what it was?

She said, ‘The air-hostess gave this to me, I saved it for you.’

I didn’t had any words for that. Had it been any of my friends or anyone else in this world, they would have never done that. Nobody waits for you for 40 minutes without complaining. They stood there, hungry and thirsty, still wanted to push the first drop of water down my throat.

That’s how parents are. That’s how mothers are. And may be an alien city can only teach you their importance!

Thank you Delhi! 🙂
– Udisha M.

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A tribute to R.K. Laxman sir.

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There are times when you want to say so much, still there is something so poignant which keeps pulling you back! Those times are when, your eyes get blinded by the shedding tears, who are just not ready to stop! Someone, who didn’t belong to you, yet was so special!

The first memory  I have of this man is from my school days. I wasn’t a very studious or cognizant child, hence was never bothered about the newspapers or the magazines. But, during my school days we had an NIE [newspaper in education] program driven by Times of India. I chose to subscribe it! Not because I was looking forward to read the newspaper, but for those free movie tickets and food coupons which came as perks with the membership. Every day, I picked the newspaper in the school, put it in my bag, brought it home and threw it in the trash! Without bothering what was written in it! This phenomenally ridiculous activity went on for months, till the day, my newly recruited G.K. teacher took over me [or better say, all the NIE members of my class.]

155We were forced to turn the pages of that mammoth sized  paper trash [as I treated the newspaper], and find something worth reading!

Wow! What a punishment! Being a distracted kid of the highest order, I was just not able to find anything for myself! After turning a few pages and scanning them, I finally found a small rectangle, saying, ‘You said it!’

“What did I say?”

I thought! Still, I observed that tiny piece of art! It was a political cartoon depicting the current scenario of Indian democracy, I didn’t get its crux. My teacher, noticed me observing something so keenly! [Which was off-course world’s eighth wonder for her, to see a hooligan like me sitting quietly for so long!] She walked up to me and asked what was I looking for?

I showed her the cartoon, and she explained me what was it about! [Which I could hardly understand!]

Anyways, now the Times of India didn’t have to bear the disgrace of going straight into the trash, kudos to R.K. Laxman sir. I used to open the newspaper, see the daily cartoon, sometimes even try to imitate it in my sketch book and then throw it!

This went on for a year or I don’t know how long! With the passage of time, I started following the issues of national importance, only to understand those cartoons, only to draw something like them! 

By the time I was in class 11th, I had a sketch book [or a bundle of A4 sheets] with a pack of pencil colors in my school bag permanently! I landed up creating 2 cartoon characters of my own! [Yes, it’s a secret, which I am revealing today!] and started dreaming of becoming a cartoonist or preferably a comics writer some day! My friends teased me, for having that sketch book and colors in my bag, but there was always a piece of newspaper with ‘You said it’ in my sketchbook which kept me motivated!

Today, when I look at that piece of paper, my hands start shivering, the very concept of not seeing that, ‘you said it’ snatches my heart away! What else I can write for this man?

He was the man, who inspired me  to read, made me sketch, made me realize that even a hyperactive insane kid can have a constructive brain.

Rest in peace, sir! There’s no such word, no such poetry, no such writing that can define you! You are a phenomenal era of history, that’s all I can say!

-Udisha M. 🙁

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An open letter to the citizens of India, from an anonymous U.P. woman.

Dear citizens of India,
Well, Uttar Pradesh is that one state which is hated by many, loved by few but is just not ignorable. We are known for our population[eh.. there are hardly handful of “countries” which beat us in that!] our illiteracy, our “desi gawarpana” and above all, we are the ‘Bhaiya jis’ and “Behan jis” for people from other states!
Honestly, I never had any grudges against anyone who judged me. As I have seen my dad getting posted from length and breadth of the country. Everywhere we have faced this kind of judgmental attitude of people.
But we got used to it, thinking there was no point in arguing with these idiots, as they have the ability to drag you to their levels and beat with their experience!
Now, this is a different story of my life and I don’t want to go into its depth. What shattered me most, when I saw the case of two teens being brutally raped and murdered in my own state, in my own land, in the place which I call ‘home’. and then came the Mohanlalganj case! Even more shocking, but afterwards the stories which unfolded giving the clear pictures were however ignored by the media and even the people!
I felt disgusted and dishonored as any human would do, our bunch of friends decided to protest irrespective of our busy work schedules and we did that.
But there was something more happening around us, on Facebook, on Twitter, or almost every social networking platform. People had started abusing us (the people of UP) just because we are from UP!
Is it a crime to be born in a state which is considered to be the land of Shiv, Ram, and Krishna?
Atrocities on women is not just a problem of my own state. If you go through the statistics, the number of cases of female foeticide, domestic violence, child abuse are happening everywhere even higher in the so called ‘hi-tech’ states. This doesn’t means I or any of UPite doesn’t wants the criminals to be punished.
We boast of the highest number of world heritage sites(including the Taj Mahal) highest number of elite services officers, ISRO scientists, and all blinded people can see is the number of labors going from UP and Bihar to their states.
Even in our state we have labor class coming from different parts of our country. Trust me, they too are as illiterate and as ill-mannered as you describe the UP and Bihar’s labor class. They too are making an average of more than 70% criminals of our states. At times we feel fed up of them, but we blame them not the place or people they belong to. We understand that good and bad people are everywhere, and the bad ones should be nailed. We never insult anyone saying that, “Meri kaam-waali ya mera garbage uthaane wala ladka tumhare state ka hai! Or your state is producing only rapists and thieves!”
Because we understand, underprivileged are underprivileged, they do not have any cast, creed or color and even “REGION” If they have chosen to leave their home behind and walk into a new world, there must be some agony behind it.
As far as our habit of saying, ‘Bhaiya’ or ‘Didi’ is concerned. Then let me remind you, ‘Bhaiya and Didi’ are the words of your national language. and I don’t think so talking in your national language is a crime anywhere!
We address everyone with these words as a mark of respect, even you people use such words in your native language, which we find funny. But we don’t make fun of it as we respect the fact that’s its your mother tongue and you are emotional about its use.
As far as our weird habits are concerned, that our men eat pan-masala, or walk around with a ‘angocha’ on their shoulder. Then there are people in this country, who wear sarongs(lungi to be precise) 8 meter dhoti sarees, weird headgear and what not!
But we never laugh on them, because we have been brought up believing that we must respect the diversity of our country, and we have always done that! And as far as eating Pan/Masala and spitting on random places is considered, our state has started drives to get rid of them. And yeah, leave this, there are states where the consumption of alcohol and drugs tops the charts! Those states are not ours, they are the hi-tech ones with ‘Modern people’
UP and Bihar men are being beaten up in other states, just because they are able to qualify the exams and grab the jobs more easily than the localities! Now tell me, is it a crime in being more hardworking or more intellectual than other people? Children from UP and Bihar grow up with the fact that they have a tough competition to face, be it on state level, or on National level or any damn level. They grow up facing the harsh realities, they know if they don’t grab a decent job, their parents don’t have enough to set up a business or start something for them. The ones from small towns have to leave their homes at tender age of 13-14 for further studies.The age at which you people throw teenage tantrums to your family members. If you actually want to see the struggle, come over, I will take you to the dungeon corners of Lucknow and Allahabad, where students burn the night oil to make a future. We have seen young boys living on salt and rice and becoming class one officers with shear hard-work! If you think I am joking, then just read any random story of an elite services officers from our state, what all they face for the sake of career. On top of that, people blame them for eating away their jobs! Heights! If you feel so insecure about your job, then work harder than them and beat them in competition! As simple as that!
Yes, I do agree to the fact that UP and Bihar still need a lot of development in few aspects. We have produced the maximum number of Prime Ministers for the country, we are considered to be the king-makers in national politics. And may be this is the curse of our fate. Every time politicians try to woo us with their long and wide promises only to prove them futile after elections. Be it Narendra Modi or be it Rahul Gandhi. They know our potentials, they know our caliber, but still all they can see is their vote banks! But it doesn’t means that these states are worthless. At present, the maximum number of youngsters joining the armed forces officer cadre are being produced by these 2 states. The highest number of IAS, IES, IFS officers are coming from these two states( surprised? check the statistics baby!)
and if you still think that people who speak your national language are ‘gawars’ toh ‘Bhaiya ji/ behan Ji! ye rahi aap ki soch! Mujhe geeri huvi mili thi!’
Sincerely,
An anonymous woman from UP.
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