Mobile Marketing Association Forum, Singapore 2015

Mobile Marketing Association Forum, Singapore 2015

by Madanmohan Rao
Editor, “The Asia-Pacific Internet Handbook”
Email: madan @ techsparks .com Tweets:

Logging in now from one of my favourite annual events: Mobile Marketing Forum, Singapore!
MMA Summits: my takeaways from 2010, 2011, 2012, 2013, 2014!

Earlier coverage of MMA events by @YourStoryCo

6th MMA Forum in Singapore – Mobile Marketing from a learning market #MMAF2015

Don’t forget to check out the MMA AsiaPacific Yearbook – best practices in mobile marketing across the region! (edited by yours truly!)

Rahul Welde, Unilever
“Unlocking the Magic of Mobile” – the ecosystem is getting more complicated and dynamic
We are a people-first company, not mobile-first. Be in love with your customers, not just gimmicks.
Components of our mobile strategy: content, connection, culture
Brands have to think of themselves as content creators and publishers
Unilever launched a content company in India a few months back
Digital content properties of Unilever – All Things Hair (ATH), Cleanipedia, Recipedia, Bango, BeBeautiful
Recipedia – recipes, food and videos (with Unilever products)
Send us a message/SMS with three ingredients you have and we send back a recipe
Content @ Scale: think multi-format.
Different demographics: have nots, haves, have lots. But they all have mobiles.
Move beyond connections to direct personal relationships.
During the frequent Jakarta floods, we provide safety and health alerts to parents
Leverage mobile as an addressable media for customer profiling, engagement and relationship building
Knorr, Sunlight, Magnum, Omo, Uhmapko
Gamechanger – mobile use for marketing by small neighbourhood stores
Omo Africa – Fast Kids app – teach maths to children in an interesting way (through laundry brand)
Culture change within Unilever – becoming partners with Google, Baidu, Uahoo, Amazon, Microsoft, Facebook
Agile marketing – listening and reacting in real time (Unilever’s Media Command Centre)
We work with startups via @UnileverFoundry – Singapore, Shanghai, India – Collaboration, Experimentation for brand leadership
We worked with one startup and scaled their reach to 37 countries.
Tip: start an Idea Experimentation Fund. Build a culture of fast experiments
Hellman’s Recitweet (Spanish) – a wealth of recipes just a tweet away
15 #innovation tips: how large corporations can successfully engage with #startups via @YourStoryCo #MMAF2015
My Q: How about mobiles as wearable and #IoT? @RahulWelde: That’s our next frontier, watch our video next year!
We have 40 million mobile users in India listening to our mobile radio (voice, music)

Rohit Dadwal, MMA
Startups are the key to success for the big brand. Startups are the new innovation hub for MNCs
Mobile is the most engaging medium. Hilarious CCTV video of swimming pool cleaner falling into pool while looking at phone
MMA SMoX research initiative: 20 companies, 7 marketers: metrics for mobile impacts, RoI
Mobile marketing impacts: Awareness, Image building, Purchase intent, Foot traffic, Sales
AT&T: Mobile delivered almost twice awareness per dollar as compared to other media. Mastercard: 1.7 times more conversion via mobile than other media
Walmart: 1.9X purchase intent.
Coca Cola in China: campaign during Chinese New Year – mobile RoI was twice that of TV (driving sales). Mobile was 4% of budget, but accounted for 8% of sales
We recommend mobile marketing spend should be at least 10-15% of overall budget
Mobile marketing success factors: format, location, time of day, creatives
Mobile drives results across the entire purchase funnel.

Joanna Flint, Country Director, Google Singapore
‘Micro-Moments – Big Opportunities in Small Moments’
Singapore is the smartphone capital of the world.
Today’s battle for hearts, minds, and dollars is won (or lost) now in micro-moments—intent-driven moments of decision-making and preference-shaping that occur across the consumer journey.
World’s top users of smartphone search – Korea; shopping: Thailand; maps: Singapore
Three buckets of important moments: I want to go (map), I want to buy (local search), I want to know (factual search)
The Intent Economy = Context + Immediacy + Proximity. That’s what makes mobile so powerful
Myntra is an amazing example of a company that leverages mobile for shopping; bold strategy to go mobile only
Stores are here to stay despite what everyone says – Orchard Road stores are NOT about to disappear!
Beauty is a high-involvement category; videos are used for blending tips with branded products
Acting on moments: Go (list, direct, transport), Buy (review, order, deliver), Know (discover, educate, engage)
Q: Singapore has high smartphone usage but media is dominated by print and TV for marketing
Conversations are cross-media; mobile intensifies and accelerates it, calls for partnerships
YouTube has highest percentage usage in Singapore as compared to any other country

Panel: Key Principles to becoming mobile

Vishnu Mohan, Chief Executive Officer, Havas Media Group Asia Pacific @vishnumohan
Suresh Shankar, Founder, Crayon Data @sureshshankar
Regina Goh, Managing Director, Asia, BlisMedia @BlisMedia
Ashutosh Srivastava, Chairman & CEO AMEA, Russia & Emerging Markets, Mindshare

Ashutosh/Mindshare – show your advertising clients where the money is, invest in education about mobile marketing
Different kinds of conversation – format instead of platform: video – across TV or Internet; static – print/banner ad.
Mobile cuts across and includes all format types, and more
Transformation of advertising: the agency is now the algorithm. Traditional ad agency has to transform in the mobile age.

Regina/BlisMedia – don’t lose your pitch/message in the complexity of media, generation differences. Focus on the data, not just the medium

Suresh/CrayonData: Think of ‘how mobile’ not ‘why mobile’ any more
To make mobile marketing succeed, you have master the ‘design meets data’ challenge
Design is a key issue when you go to mobile, as compared to desktop
People want 5 results, not 500 results – on one mobile screen. Need analytics, design

Herwinto Sutantyo:
Digital Business Innovation Advisor, XL Axiata @gfunkerwin
‘Mobile Driven Social Innovation’
How mobile network and smartphone has provided equal access to the undeserved fisheries communities in Indonesia and assist their daily livelihood, improve productivity and bringing them home safely. The service, known as mFish, has assisted over 600 fishermen since its pilot in February 25th 2015 and is now fully supported by the Indonesian government in helping other fishermen across the country.
Video presentation of Tone project by the UNESCO
Mobile weather alerts for fishermen to return home, find better fuel/fish prices, tools, boat repair
Next steps – expand to farming, forestry, women empowerment

Edward Prank, Managing Director, Warc Asia Pacific @edpank
Marketers are understanding consumers’ penchant for multi-screening. Display ads will lose significance; location + wallets increase
Biggest challenge for mobile marketing sector: talent
Engage, enable and entertain
Social, search and TV complement mobile strategies
Singapore, India, China seen as most innovative for mobile marketing. Brands: Unilever, Coke, Apple, Samsung, Google
LBS, wallets, gaming, QR codes, AR
Skills, metrics, content need to improve for future success of mobile marketing
Recommendations: educate yourself, find best practices, keep experimenting and allot budget for testing
Case study: Coke – #ColourYourSummer (#Australia campaign)

Jayesh Easwaramony
VP & GM, Asia Pacific, Middle East and Africa, InMobi
Need to combine rational confidence + emotional attractiveness. Memorable + money.
Sunsilk, Cornetto, Citra, Axe, Dave, Lifebuoy, Ben&Jerry’s.
Attractiveness, Resonance, Creative, Data, Effective moments, Continuous optimisation
Creativity: expertise, experience. Data Science: SDK + tech.
Interrupt-driven ad model is broken, can mobile create a deeper customised model?
Lifebuoy case study in Indonesia: when it rains it doesn’t just pour, it floods in Jakarta. Need map, hygiene alerts

Kaushal Bhalotia, Head, Online Marketing, Zalora
Key success factor for mobile marketing: constant testing, iterative optimisation (impressions, clicks, conversions)

Kalidas Ghose, CEO, FE Credit, Vietnam
Evolution of Mobile Banking
Remote and contactless payments, location-based marketing, mobile and social media integration.
Vietnam population – 31% has bank accounts, 141% mobile subscription, 9% mobile banking
Kalidas cites the ‘WhatsApp’ moment of disruption – from messaging to mobile payments
Disruptions: card = smartphone; identification = myself (biometrics); wallet = mobile
Mobile transformation: every individual is now an ATM.
Tap the ‘data exhaust’ – digital footprint. Tack financial info to give wealthy advisory services
Banks no longer needed for authentication, KYC, e-wallet! But needed for financial advice, credit profiling, advisory services
Banks have to mobile-enable five activities: transactions, services, borrowing, wealth management, protection
Bank evolution: Basic: alerts, statements. Advanced: fund transfers, bills, P2P. Next Gen: contactless payment, LBS, social media
Users of mobile banking are more intensely/frequently engaged than branch-based bank users
Mobile-only banks: Simple GoBank, Moven
Emails are becoming effective all over again.

Dan Neary, VP Asia, Facebook
The world is not going mobile. The world has gone mobile. 7.2B SIM cards, more than world’s population
Mobile cross-over is already happening in Asia-Pacific (Malaysia, Thailand, Vietnam, China, Hong King)
Challenges for marketers – walled gardens of apps as compared to websites (search/cookies); cross-device nature of mobile usage
Even Google may ditch cookies as ad tracker
Mobile is about reach, identity, engagement, pages, immersive creative canvas, cross-device
Facebook accounts for one out of every four minutes spent on mobile Internet
Experience evolution: text, photo, video, AR/VR. Video consumption on mobile is skyrocketing
New format: cinemagraph = photo plus a bit of video
54% of devices worldwide are still feature phones. New format: slideshow (video parsed into slides on slow network) is available in 29 countries (9 million people onboarded)
We are developing solar powered aircraft for Internet access
Wingspan greater than commercial aircraft but lighter than a car

Vikas Gulati, Managing Director, Asia, Opera Mediaworks @vikasgulati
Opera Mediaworks is one of the world’s largest independent mobile ad platform
12 app user types (persona): sports mad, autho enthusiasts, career minded, cultural elite, average goes, smart explorers, savvy shoppers, etc.
Evolution of mobile advertising – increasing consumer delight today. Mobile is the new TV!
Mobile video time growth in 2011-2014 is over 1K%
Marketing metrics – brand recall, message recall, purchase intent

Manav Sethi, Group CMO, AskMe India & Findit Malaysia @sethimanav
AskMe is bringing SMEs and consumers together. Services marketplace, national delivery, hyper-local market. Next – AskMe Pay,
106M monthly searchers, 50 million users per month
14M SMEs in database across 5,500 categories, 77K merchant storefronts, 1.4M monthly orders

Nitin Mathur, Senior Director, Marketing (APAC) & Head of Media (INSEA), Yahoo @nitinmathur
Yahoo recently acquired the company Flurry (app research)
90% of mobile time spent in the US is on apps
Singapore has 6M active devices. We track daily/monthly app sessions (firing up apps), create personas, eg. new mothers
Music, games, retail, etc are all becoming mobile-first services
Largest app sessions monthly are in China, South Korea. Next: India, Indonesia, Taiwan, Vietnam, Singapore
Popular apps in Asia: games, lifestyle/shopping, utilities, messaging/social
Men: photo apps more popular in Asia than US. Women: personalisation apps more popular in Asia than US
Asia loves action games on mobile (as compared to cards, brain, puzzles)
Dumb Ways to Die – app from Australia to make people less careless. 30M players.
So what is your app strategy?

Shireesh Joshi, Head, Strategic Marketing, Godrej Group @shireeshjoshi
Purchase cycles differ across categories: Awareness, Interest, Exploration, Purchase
FreeG (99808-99808): a Godrej number to call after seeing the ad. USSD for browsing without Internet.
Menu gives you 8 categories of products, then different purchase paths (eg. Nature’s Basket)
Mobile doubled our RoI. Market multiplier for marketing. Most calls came within an hour of seeing the TV ad; allows us to assess effectiveness of TV channels for different products
We have become an internal consulting agency for all our group’s brands
One single episode of TV, with eight product placements, led to 1,000 calls
Tip: understand your market; our Indian customers still prefer voice to apps.

Panel: Mobile Innovation Cycle

Nandita Pal, General Manager, SEA & Hong Kong, Near @palnandita
Gregory Armshaw, Digital Product Strategist/Advisor, Topme @innovasian
Purwa Jain, VP, Business Development and Growth, POKKT @JainPurwa
John Sinke, Assistant Vice President Digital Marketing and eCommerce, Resorts World Sentosa

Nandita Pal/Near: Our work is like what you saw in the movie Minority Report!
Best RoI is from commerce – so target the Top 5 shopping apps. Go where the shopping is, beyond your brand app
We are part of Unilever’s Mobile Foundry for mobile marketing research in India
You should know where your audience is – and where they are going. Audience profiling is key.
Usable data = data in perspective, contextualised. Screaming for disruption!

Gregory/TopMe: Dumb Ways to Die became an ad-supported educational game, great success story.
Need much greater creativity to effectively do location-based contextual mobile marketing
People hate irrelevant advertising; permission-based options are best. Respect your customer and give them better options to choose relevant ads and dismiss others
A wrongly targeted ad is like a poke in the eye! Rude interruption has got to go.

Purwa Jain/Pokkt:
Use both, site and app. Use your mobile Web site to get users to download your app.

Q: Will advertisers/brands pay/reward people to see ads they opt for? (cash/kind)

Harriet De Swiet, Managing Director & Board Partner, Brand Learning
The Growth Code: create a growth-ready organisation, involved employees,
7 Cs of a growth organisation: Conscious speed, Collaboration, Curiosity, Customer-centricity, Cultivating talent, Commitment, Courage
Growth tensions: inclusion/speed; empowerment/control; data/intuition; core/new; nimble/scale; short/long term
Stop talking about human capital, talk about humans!

Mohammad Bashar, Co-Founder & Chief Product Officer, Restaumate: “Startup Story”
Design the app experience and loyalty programme based on diner’s preferences and behaviours
Digital tables give diners the menu options, and ordering service
Give diners data on how money they have spent and how many calories they have gained per month in your restaurant!

Updated: my compiled #MMAF2015 tweetnotes:
Thanks to all the speakers, sponsors, organisers, attendees, baristas and re/tweeters in Singapore and beyond!

Global Mobile Internet Conference (GMIC) 2015, Bangalore

Global Mobile Internet Conference (GMIC) 2015, Bangalore

Compiled tweetnotes by Dr. Madanmohan Rao, Bangalore; Author, ‘Global Mobile’
Books: Tweets:

‘Mobile Everything – Connecting Innovation’
Great to see Edward Tse’s book ‘China’s Disruptors’ coming to life today in Bangalore!
Also see ‘China Fast Forward’ by Bill Dodson

Vijay Shekhar Sharma, One97/PayTM

Mobile will change everything, mobile itself will change.
Mobile is the first hi-tech mass personal medium. The app on top of that is the magic.
If the next big thing is not on an app, it is not the next big thing.
Indian government needs to free up more spectrum for mobile
This is the age of the Internet conglomerates in India, which will be bigger than the earlier traditional conglomerates
India is now where China was in 2003. This is the age of investment in India
Winner’s curse – unable to ride the next wave, eg. Nokia, Blackberry

Naveen Tiwari, inMobi

Mobile Internet will be more about audio/video than today’s text
Ads should support free content on mobile Internet, no need to violate Net Neutrality
The biggest threat to incumbents is not from competitors but from the next startups – the unknown unknowns

Sachin Bansal, FlipKart

English will still be the key driver of the Internet in India in the near future
People spend an average of 90 minutes on TV and on desktop, but 160 minutes on smartphone
In 10 years, Internet can create $1 trillion market cap in India. Today’s valuations are justified.
Indian startups today have reversed the Brain Drain to the West, but long way to go to become like the US or China

Vikram Chandra, CEO, NDTV
Challenges for India in mobile – awful network quality with dropped calls

Coming tomorrow: Photo highlights of GMIC2015 on YourStoryCo!
A nice touch – live music band as fillers between GMIC2015 sessions!

Li Mingyan, VP, Baidu

Amazing is not enough of a word to describe India – incredible is better!
I feel the changing power of the Internet in India the way it was in China ten years ago
We have 75% market share in China
We went public in 2005, first Chinese company in NADAQ 100
Our next phase – index the real world. The ‘Next Baidu’ – O2O e-commerce
In 2014 Baidu made the transition to a mobile first company; now we have 80% of the mobile search market
Our innovation journey – Phase 1: technology. Phase 2: businesses (eg. Phase 3: products.
We have now opened up an AI lab in Silicon Valley
Big markets for us with growing Internet base – India, Brazil, Indonesia, Thailand, Egypt
We have opened up an office in Gurgaon this year, huge partnership opportunities
Baidu partners in India – Flipkart, Quikr, Snapdeal, Jabong, NewsHunt, Myntra
India has 1.25B population but only 19% Internet penetration; many search/mobile partnerships, O2O deals

Christy Trang Le, COO, Misfit – “Wearables 2.0: The Next Wave”

Co-founder – Sridhar Iyengar, John Sculley
We are launching a new product in India today, via SnapDeal
(1) Shine – sleep monitoring product (2) Flash – activity monitoring. Use even while swimming. New partners – Victoria’s Secret, Swarovski Shine (fashionable pendant).
Wearables 1.0: sensing, medical, smartwatch. Wearables 2.0: safety, identification, transactions

Fu Sheng, CEO, Cheetah Mobile

I thought Yahoo’s early investment in Alibaba was insane, but now it’s now the biggest e-commerce player in China!
In the mobile age, you just have to ‘Dare to Think’ global. Create your dream, even if it is crazy.
Successive localisation will take you to globalisation.
We built our India team three years ago.
70% of our users and 50% of our revenues are from outside China.
Our formula for success – Fast and Free. Legitimate free products are always welcome!
Key for US success – they think different, they think big.
Failure is the mother of success
The mobile Internet is breaking through cultural barriers

Leslie D’Montie, National Technology Editor, Mint
India’s definition of broadband is 512 Kpbs; the world has moved on to 2 Mbps

Rohit Bansal, Co-Founder, SnapDeal

My son learnt the word iPad before he learnt the word ‘Papa,’ I missed out on that!
Our young employees have developed ride-sharing apps, ‘cafeteria crowd detector’ apps (based on WiFi router traffic)!
Today’s users don’t want to search for things, they want things to show up, eg. reminders, alerts

Kunal Shah, Founder, FreeCharge

India has a massive trust deficit – we always double-check restaurant bills, petrol pump meters
The teenager is now the CTO and CPO (procurement) of the house!
‘Uncles’ use one finger to use the phone and keep it far away in case they make a mistake; youngsters use both thumbs!
Success tip for apps – reduce friction and load time, especially on India’s painfully slow networks
One of India’s big weaknesses – we jump to conclusions too fast and make sweeping generalisations!
We can learn from US and Eastern models but also need to innovate in ways unique in/for India

Dippak Khurana, Co-Founder, vServ

We are India’s largest mobile marketing agency
Most marketers in India still think desktop first, then mobile. Shocking!
In two years, 5-10 million Indians will be buying/viewing movies on mobile Internet
Top buyers of mobile learning will be countries like India, China, Indonesia (self-learning)

Deepak Ajwani, Forbes India

Are we heading to an ‘appocalypse’ with overload of apps, just like information overload?
In future, what will disrupt the mobile Internet itself?
Who would ever have thought that one day we would have such a huge conference only on mobile Internet in India?

Manish Agarwal, Nazara Technologies

Gaming is one category which cuts across national/cultural boundaries very easily. My 62-year old mom plays Candy Crush!
China actually had an advantage by not having English as a main language; local players could tap/grow on Chinese market. India defaults to Google, Facebook
India has come later to the party but we will rock the party!

Vikas Agarwal, OnePlus
China has a 20-year lead in economic liberalisation, as compared to India

Tomsin Tung, CEO, Inveno

One more Chinese company expanding operations to India this month: Inveno
Much of India can leapfrog PC era into mobile Internet.
Success factor for new Chinese startups: micro-innovation, eg. glocalisation
China’s growth: (1) Learn (2) Innovate (3) Expand, teach
We repeat things three times in China. I Love India, I Love India, I Love India! (drum roll – literally, there’s a band here!)

Ronen Mense, AppsFlyer
India is an underperformer compared to China in glocalisation, even though it has English language

Karthik Reddy, Blume Ventures

We have made 70+ investments in India. More startups want to be global from Day One. India can become like Israel
Emerging markets familiar with Western culture stand to gain from reaping the best of both worlds
You can’t take the same idea from abroad but operationalising it will take different skills in branding, delivery, etc.

Ross Veitch, Wego

Our HQ is Singapore. Pivoted to mobile, it came faster than we expected!
Challenge: improving the mobile booking experience for travel
We have 1+M users in India, want to scale it to at least 10M
Mobile conversion rates have increased over the years: better devices, networks, site/app design
Apps are more sticky than mobile web – more people come back, and more often
Next big emerging market opening up for mobile travel – Iran!

Ananda Sumbramaniam, Ola

We are now in 100+ cities. Developing hyper-local use cases in supply and demand
New categories: yellow-and-black taxis in Kolkata, we have changed an 80+ year old habit of haggling!
Payment is a big part of the taxi/auto experience as booking. Genesis of Ola Money

Yogendra Vasupal, Founder, Stayzilla

There’s a new breed of branded hotel chains in India, they are our enablers. 60% of foreign properties are chains, 4% in India
There is a big undersupply of quality budget rooms in India
India will continue to have massive shortage of hotel rooms; need to tap under-utilised real estate, eg. sharing homes
Indians will open up their homes to strangers – if they can choose which kind of guest they want, eg. music lover, IIT alum
We create communities of homestay owners to improve governance, service, innovation
Panel: safety, security and comfort will be key success factors for travel apps

Li Tao, Founder, APUS Group

To date, the most innovative engines driving mobile Internet internationally are US, China.
Broadband-speed Mandarin address by Li Tao, Founder, APUS Group keeps Bangalore audience fascinated!
Internet phases in China (i) Foreign companies enter China (ii) Domestic players emerge (iii) Domestic players internationalise
India: 1.28B + China: 1.36B = huge population, big opportunity
India: $2T GDP, China: $10T GDP. India growth rate: 7.5%, China: 7%
India: 240M mobile users, third largest in the world; 50% aged 18-24.
Average Indian smartphone user is on phone for 3h18m; one-third of it on apps
In five years, India will have 700M mobile users, 90% on Android.
India market will be different from US, China – different in commerce, culture
APUS = constellation; ‘chief’ in French; swift bird
APUS app launcher taps Big Data from 200 million users for analytics
APUS partners: Google, Facebook, InMobi, Yahoo, Yandex
APUS is investing 1B rupees in India operations.

Rene Buhay, KingSoft

We will start monetisation on mobile once we hit 1B users. Our money comes from desktop users
We are rated as the best Office alternative to Microsoft. Mobility is a user acquisition tool (download, hardware pre-load)

Gourav Chindlur, Vizury

We help marketers get transactions (PC, mobile) – travel, retail, finance.
Trend: transactions flip – from mobile Web to app
Mobile transformation CPC requirement is now CPI (install) and in-app monetisation activities

Harish Bahl, Smile Group

We are India’s largest monetisation platform.
The speed of the flip in dominance in India from desktop to mobile has taken us by surprise; we know it would come, but not so fast
Some macros still need to kick in for India, eg. monetisation of consumers; micropayments

Alex Qian, Qiku Internet
We have launched a new smartphone, with a first: a microscope!
As prosperity increases, monetisation of mobile will increase in India; similar pattern to China

The Nudge Foundation

And now a call for compassion and action from The Nudge Foundation to help the urban homeless. “Move the poison ivy to Ivy League”
“When you volunteer to help, others end up helping you more than you help them.”
We give the KarmaVir award to changemakers, citizen heroes. Helping hands are better than praying lips
Vijay Shekhar Sharma, #Paytm, comes on stage to make a pledge of Rs 25 lakhs to The Nudge Foundation!

Sumit Jain, Co-Founder, CommonFloor

Look to China, Brasil, Russia, Indonesia for India comparisons, not US
Indian startups are doing a lot of value chain work which government should have done!
Let us not forget that many emerging economies look up to India for ideas, examples
Opening up current apps to developers can give rise to mass market apps, gateways to Internet/services

Shailesh Lakhani, Sequoia India

India’s GDP is a fifth of China, twentieth of US. But new opportunities for mobile Internet startups
The mobile phone can deliver a better standardised experience; we have a lack of chains in areas like pharmacies
Trends to watch: hyperlocal; education apps; vernacular apps.
Big disappointment – none of the Top 10 apps on Google PlayStore for India are made in India
Other areas for improvement: mobile payment to enable monetisation, make citizen services easier
Not yet much dealflow in hardware startups in India.

Anand Daniel, Accel India

India can be better compared to China than the US, but China is 5+ years ahead in terms of infrastructure
Many China startups launch on WeChat; payment is taken care of automatically. Need something similar in India
Our portfolio company MindLab made a good sale in Brasil. Difficult to sell to schools in India
NGO model is also a good way of reaching out to a larger BOP audience in India
FoxConn coming to India is a great move; VCs won’t support fabs
Xiaomi has co-invested with VCs in dozens of hardware startups in China


Vallabh Rao comes on stage to announce the startup winners!
G-Startup winners: Omni, BabyStep.TV, WaveDen, HyperVerge
Overall winner gets a booth in GMIC Beijing also: HyperVerge!
HyperVerge: Deep-learning for image recognition – identify people, places in images/archives – and choose best of these images.
Demo of smart photo app called Silver, with deep learning.
Raised $1M from NEA, Milliways
Visual search will be the next generation of search. We want to be leading #IoT platform for visual data

Nudge Foundation’s Social Innovation Awards

RescueRangers (app: stray animals), (philanthropy: eg. Uber-like app for donors –
AgroStar (mobile platform for agri products/needs for farmers). In Gujarat now; pan-India in a year
RangDe: connect low-income entrepreneurs to individual donors/lenders (Rs 100 and more). Only 15% of Indians have access to credit

Wen Chu, Founder, GWC
Mobile innovators of today will become the business leaders of tomorrow

MobileSparks 2014!

MobileSparks 2014!

by Madanmohan Rao, Bangalore
Books: Tweets:

Top 20 Quotes from Mobile Sparks 2013 – looking forward to the 2014 quotes today!
Recap of 2013, 2012 editions:

Kirti Punia welcomes delegates to the mobile showcase of the year: Mobile Sparks!
Chandan Raj, COO of @YourStoryCo, formally welcomes audience to the third edition of MobileSparks!
Chandan: Mobile has changed the work we work, operate, think – many of you must have arrived here using a taxi app!
Chandan: 50B messages a day are shared on WhatsApp. Mobile drives content generation and sharing

I. Opening keynote – “The Next Chapter in Mobile”
Anand Chandrasekaran, Chief Product Officer, Bharti Airtel @anandc
Anand/Airtel: This morning we broke the TV ad for Wynk Music, let’s watch it now!
Nice roundup of global music sounds and images on the Airtel Wynk music ad!
I have been an entrepreneur and hate when people from big companies give gyaan about what’s happening!
We do market visits on Thu/Fri – part of the job! Talk to users across the country
We met a huge data user in Chandigarh running a video store, downloading videos on night, burn on SD cards, and selling them
Android best in breed smartphones under $100 is breaking barriers in India
Now we are also seeing 4G smartphones at $150, and this will continue to come down.
Airtel has 35M smartphone users in India. Smartphones dive data usage
Tenets to live by: focus on the user – pick the painkillers and not the vitamins
Challenge – telco can become an underdog, they have to fight to earn their place in the face of other bigger companies
Our survey: Will you add Wynk and delete every other music app you have?
Interruptions with ads disrupt the music listening experience
The best awards are those given by users
Our campaign to bring Indian users online: “India, meet Internet”
Big passions need a big screen – Airtel can bring these screens together also (eg Google Chromecast partnership)
No battle plan survives first contact with the company. 4G will drive a mobile revolution in India
Use cases, not just GigaByte quotas, drive mobile data adoption
Emerging frontiers – smart spectrum usage, self-organising networks in major cities
Airtel initiative – Everyone Get Aboard – with 20+ top app developers in India. Use APIs instead of network calls
We cut down download time of our homepage from 13.8 seconds to 1.8 seconds
We want to make mobile payments as simple as making a phone call
Startup tips: Pick a problem worthy of your life. Keep your eyes and ears open. Never forget ‘why’ for yourself and your users.
Give users autonomy, mastery
Wrigley’s was a washing powder company and then pivoted to become a chewing gum company
People launch startups do fulfill a bigger purpose in life, and do this within a framework of autonomy rather in a big firm
Tip: Big companies should have the foresight and courage to engage with startups and learn from them
Q&A session: 95% of our users are pre-paid, rest are post-paid
Q&A session: We started very early with Airtel money three years ago, not yet a big success
There are so many times I left home without my wallet, I wish mobile payment was easier, safe and frictionless
Mobile money has to be open loop, not bound to only one kind of money
Q&A session: I don’t think startups should want to be acquired by Airtel!
Q&A session: SnapDeal: 30% of app failures are to do with the network, not the app

II: Panel: Mobile Payments
@ezetap @Paytm MomoE @MobiKwik PayU Moderator: TC Meenakshisundaram, IDG Ventures @TCMsundaram
TCM/IDG: eCommerce companies are getting about half their transactions on mobile
Big trend of 2014 in India – rise of mobile-first companies
Amit Lakhotia, Paytm @amit_lakhotia: We are targeting online and offline payment channels. 2014 – we launched wallet solution
Within 11 months we had 18 million wallet users in India; will exceed credit card penetration in India in two months. A year ago no one mention mobile wallets, now it’s popular
Bhaktka Keshavachar @ezetap: I was building cellphones in the early 1990s! Even 20 years ago people expected mobiles to work with vending machines!
Prashanth Surarla, PayU (merchant payment needs): Findings of 2014 – consumer usage, banking integration. See Barclay’s video PingIt
Karthik Vaidyanathan, MomoE (payment app): accessible for restaurant payment in Bangalore (50 outlets)
Users can split bills on the app, get realtime updates of consumption, and check out in realtime
Panel’s 2015 predictions: Rise of alternate payments (beyond usual banking routes)
EzeTap: NFC can reduce friction from consumer side, we are working on bringing it into India
There is scope for NFC to take off quickly in India, given the large smartphone user base
Good use case scenario in India – one day I should be able pay my auto fare by tapping my phone on the meter
PayU: Faster refund solutions will increase volume of stored volumes, eg ClearTrip, BookMyShow
Audience Q: How much of mobile payment in India is tied to credit/debit cards, and how much is independent?
PayTM: We started P2P payments on Android phones in India two months ago; good traction
Q from BitCoin provider in the India: what is the vision of digital currency in India?
PayTM: Cash first, BitCoin later!
MomoE: There is potential for IMTS push transactions for merchants in India
EzeTap: Money has evolved over 2,000 years, have to move slowly in changing it! We may have Aadhar-linked digital payments in India

III. “How to Differentiate mobile UX with Design”
Sunit Singh, Design Head, Cleartrip @surdattack
Mobile has evolved from communication device to desktop extension to extension of life
Aim high – can you create a push-button experience in the mobile world to get things done?
Mobile design principles: reduce number of steps, eliminate redundancies, leverage device inputs
Sensitise yourself to each platform and see what it offers; takes care of hygiene factors
For design inspiration, look to the native apps in the device, eg typefaces, visual hierarchy
Be consistent in the form feel, eg in the way users search for flights, hotels
Context over consistency is also important at the same time, eg. during checkout flow
We now have added weekend getaways that you can search on your app; factored in for ‘hamburger’ menus on Android
The devil is in the details – always revisit the basics to make sure the design is right. Beauty takes sweat!
Audience attendee gives good feedback to ClearTrip on better promoting the app features/discoverability. Bravo!

IV. “Core Platform Capabilities to Create a Differentiated Experience”
Saran Chatterjee, VP Products, Flipkart
Desktop interactions have reduced to the single digits, the mobile shift is rapid and massive
15M Android downloads within one year!
Mobile opens up lots of bursty snacking; 4 or 5 bursts lead to a conversion
Anyone bought anything during our Billion Dollar day? Unhappy customers, I guess!
App ecosystem is not as agile as web ecosystem; still need to test features before wide rollout
Emerging frontiers: dynamic loading of libraries in optimized smart manner
Connectivity is a challenge in the world of mobile apps; especially an issue in India with network problems
Widget configuration should be on an as-need basis. We completely pivoted in our interaction flow
Top considerations going forward: leverage mobile capabilities – sensors, camera, location, voice
Key learning for mobile designers – early mindset is to pack desktop features into cramped mobile interface; avoid that!
See how mobile features can enhance discovery – eg link camera pics to product catalogues
Learning 2: Decision making – 50M shoppers use our app today; there will be more mobile-only than mobile+PC shoppers
Mobile convenience is becoming more palpable, more visible. 95%+ of our users will soon be on the mobile
Next steps: how to engage users with our app even though they may not have shopping intent!
Three phases of mobile shopper engagement: Attraction, Amplification, Addiction
Q: Is Flipkart using AugmentedReality, selection of nail polish? A: Exploring it, but not yet a priority
There’s a company with an app that allows products (eg TV set) to be ‘projected’ on a wall/table so user can visualise it

V: How Smartphones are Disrupting Other Adjacent Markets
Karthee Madasamy, Managing Director, Qualcomm Ventures
Qualcomm CEO: Mobile is the fastest and deepest adopted platform in the history of mankind
Mobile is the new architectural approach, disrupts other markets, eg energy, power
Mobile will have as many sensors as the automobile!
Mobile is also emerging as a hub of the Internet of Things, eg. home automation, automobile tracking
Key IoT challenge – discover, identify, interoperate, secure, manage.
Mobiles have taken on the harder problem of control in robotics, eg. reduced costs of drones (= aerial mobiles!)
We have launched a Robotics Accelerator targeting top 10 robotics companies/startups in the world!
If you are in robotics, don’t reinvent many of the wheels – start with the mobile phone as a platform

CEO/Founder of @YourStoryCo – @SharmaShradha – thanks all speakers for showing how India’s action is in mobile!
How many of you are entrepreneurs? How many of you have decided to never become an entrepreneur? ;-)

VI: Panel: Building Consumer Businesses on Mobile
Moderator: Karan Mohla @karanmohla IDG Ventures
Panelists from @freecharge @WeChatIndia @myntra @YatraHolidays @NewsHuntapp
Karan/IDG: Carrier billing can spur mobile commerce in India; need more trust in the system
Vishal Anand @NewsHuntapp: We focus on the Indian language market. We have different payment options for products
Nilay Arora @nilayarora @WeChatIndia: Multi-functional communication platform in India (people, objects)
WeChat mobile wallet is already being used in China to get soda from vending machines
Rajat Suri – @YatraHolidays: We have different audiences/needs in metros (airline; apps) and Tier3 towns (trains; SMS, USSD)
We have plugged in mobile wallet this year, getting good traction (eg. flight changes and re-bookings)
To improve engagement, we increase app functionality, eg. book airline ticket as well as do web check-in
Kunal Shah @kunalb11 @freecharge: We are the most utilitarian service possible, we focus on mobile access
Don’t ask your users to learn too much about complicated products/processes; simplification is key
Payment as a process should be as invisible as possible. I watched how college students in Koramangala topped up their mobile pre-paids
Our approach to engagement is different: get people to fulfill their task fast and get off ASAP!
Prasad Kompalli – @myntra: We want to engage users and bring them into the fashion world. Smartphones and apps are a default for Internet access
Myntra has less purchase frequency but higher transaction value. COD is convenient and scaleable in smaller towns
Shopping is a form of entertainment for many of our users; more traffic to our stores come from mobiles than desktop
Our engagement strategy is content led (beyond catalogues)

Chandan/YourStory: India’s mobile device sales market exceeded Japan this year ($10B)!

VII. Laws of Mobile Growth
Kunal Shah, Founder, Freecharge @kunalb11 @freecharge
Kunal/Freecharge: 82% of our charges are happening on mobile. We are already in mobile-only space
Marketing approach: We began only with IIT/IIM students; first coupon: McDonald’s (after 9 months of discussion)
Love is blind – don’t code first, you will become blind to the customer! Start with the customer first then develop product. For virality make sure it takes least effort for user to use/promote/share app
UBP > USP (Unique Bragging Point > Unique Selling Point)
Even the most mundane app has to have something cool and brag-worthy!
More weapons is better than less weapons when you want to try out what works for your customer
TV ads work for apps – we have seen a direct correlation with downloads (unlike desktop). Many small spots is best
There is no such thing as ‘cannot be measured’ – create a culture of daily metrics!
Be shameless and negotiate hard when it comes to setting prices
Maintaining speed is key (sounds like the movie Minority Report – “Everybody runs!”)
Always ask: Who is your customer? It changes over the years, keep probing to find ideal behaviour sets. Then migrate everyone else over to that profile – needs data crunching
Go beyond anecdotal reports, use data to probe and validate
We have a huge lift coming naturally from pre-paid. We are in a fundamental category like electricity
Comparisons: train platform v/s IRCTC v/s ClearTrip. Users migrate upwards, never go back to old methods of buying
We do not have a customer care number (neither does Uber). Use a more scaleable option like online

Time for networking now – after all, the motto of this MobileSparks event is Collaborate, Create, Conquer! mSparks

VII. “How to build a globally successful game out of India”
Anila Andrade @anilaandrade @99Games (from Udupi!)
Tip 1: In your soft launch, think of engagement and retention
Tip 2: Improve tutorial funnel (from download to learn to use)
Tip 3: Make sure your core loop is right, so that the product is new and engaging
Tip 4: Set up predetermined rules and pace the game/ product as needed
Tip 5: Get your users to invest in your app early
Tip 6: Make it easy to use the app with your friends
Tip 7: Keep content updates coming, it drives spikes in downloads
Tip 8: Figure out how to spread the holiday cheer. Get creative with holidays and current events.
Tip 9: Evaluate your revenue metrics, benchmark with industry leaders
Tip 10: Have awesome customer service!
We have 11,000 reviews on the Apple App Store so far!
Q&A: We took a year to develop the game pipeline – think of a game as a service also. Roll out across geographies

VIII: Monetizing your Apps in a Complex Mobile Internet Ecosystem
Prashant Dixit, VP, Global Data & Supply Partnerships, Vserv @dixitp @Vservmobi
There is complexity at the level of user, device, distribution. Calls for different number of builds
90% of apps are freemium and ad-supported. Ad monetisation: direct ads, auction, ad networks
Key challenges in ad monetization: don’t offend users; maximizing fill rate of inventory; managing across campaigns; clarity in reporting
Our product VMax helps you monetize multiple channels, formats and in various control models
Leverage SmartData – we have partnerships with telco for user data about app usage; we tune ads accordingly, eg. show ads about new mobiles for users with old phones

IX: Panel: How VCs evaluate mobile opportunities in India
Moderator: Govind Shivkumar, LGT Ventures – Seedfund, IDG, Qualcomm, Inventus
Govind/LGT: The last material good which monks hang on to is the mobile phone!
Rutvik Doshi, Inventus (India): early stage VC – Bangalore, SV. Portfolio: Dhingana, TeliBrahma, PoshMark
Karthee Madasamy @mKartheepan @Qualcomm_in: Mobile is not a vertical anymore; as a horizontal it affects everything. DeckApp, Capillary, MapMyIndia, Housing
Karan Mohla @karanmohla IDG Ventures India: early stage fund. Portfolio: VisaxChange, Silver Bush, SourceBits. Also Myntra, Zivame, LensKart, Yatra
Bharati Jacob, Seedfund: I love the energy levels after lunch! Mobile is coming of age in India. Inflection point – 2014. Portfolio: SportsKeeda
Q: What do investors look for in a mobile startup? Bharati: Team, product appeal, frequency of engagement, monetization model
Karan: Also – what is the scale and importance of the problem you are solving; local v/s global focus, eg. DeckApp
Rutivk: We look for uniqueness of product, eg. not copycats of WhatsApp!
Q: What are some unique India-specific innovations? Rutvik: Some problems are uniquely Indian, and the solution, eg. RedBus
Karan: Some Indian startups have focused on video over narrowband (for operators)
Bharati: Don’t blame only some entrepreneurs for being copycat; some Indian investors are also to blame!
Bharati: But levels of innovation have been rising now in India, especially over the last couple of years. There will be many India-first and India-only plays. I am bullish on Indian entrepreneurs today
Rutvik: Copycat is not bad – look at how many taxi apps are in the India market today doing good things for commuters!
Karan: PeelWorks is a B2B startup with mobile solutions; India-specific. Mobile is a key platform for workflow solutions in India
Q: Uber faces legal challenges but is still worth $40B, why? A: That is supply & demand!
Rutvik: We always require our invested company to comply with the law, but disruptive companies are in new ground
Imperfections are OK for a startup as long as they don’t break the law
Q: What would you like to see from India in mobile products going global? A: More mature products, addressing bigger problems; better advisory teams
Bharati: think big, be problem-focused, not tech-driven, more design skills
Rutvik: 100 million mobile Internet users in India are waiting for something useful in addition to WhatsApp
Describe your problem in 10 words or one sentence – and everyone will understand your solution!

X: MobileSparks Startup Showcase
Eight pitches lined up from 300 applicants!
Jubin Mehta takes the stage for the most exciting part of the event!
1. AppKnox – – security solution for apps, shopping
2. Fyne – dining app for menu ordering billing, sharing
3. Orobind – fitness app for booking a certified coach
4. SquadRun – mobile marketplace for crowdsourced work
5. VocoNow – mobile ad tech company for transactional newspaper ads (p-commerce)
6. Voonik – personalized shopping/styling app for women (even without being fashion guru)
7. Walnut – smart mobile assistant for day-to-day activities
It is mostly machines that are using SMS these days, not humans
8. Xenon Automotive – B2B enterprise mobile apps, eg. automotive dealer networks

Congrats to the eight mobile startups: AppKnox Fyne Orobind SquadRun VocoNow Voonik Walnut Xenon Automotive! mSparks
Jury’s pick of Top 3 mobile startups: Voonik Walnut SquadRun

XI: Mobile & Mobility – Make for India
Harsha Kumar, AVP, Product, Olacabs
Our customers are passengers and drivers – two different apps
Location is the lifeline of our business. Location accuracy impacts revenue
Even if a driver is offline for a few minutes, it affects service quality for driver and customer
We leverage GooglePlay services for GPS fixes (more accurate distance calculation)
We were competing with Uber who was giving iPhones to its drivers!
Staying connected is everything – and that’s a challenge in India! You often go from 3G to 2G to no data network on one street
We use app plus SMS to connect to drivers when 3G connection drops
Q: What about passenger safety? Harsha: You can sure your ride info with others, they can track you.
Q: Can you use operator triangular tech? Harsha: Not spoken to them as yet
Q: Would you have chosen iOS instead? Harsha: Android is more flexible and open, eg. SMS callback

XII: Increasing User Engagement on Mobile Apps
Amit Somani @amitsomani @makemytrip
More than 75% of mobile apps are not opened after download. Human attention span is less than that of a goldfish!
Influence and engagement models: read the books Influence; Made to Stick; Hooked
The Hook model: external trigger -> action -> variable reward -> investment -> internal trigger
Rewards vary across nature of task, eg utilitarian
Elements affecting engagement: context (sensors), emotions (triggers, feelings), motivation, action, loyalty
Good example of how NOT to design a mobile app – Times of India’s news apps: overload of notifications and alerts!
Engagement and retention: via distribution through deep linking and chat; enable sharing of content for virality
Chat can be a good distribution channel, eg. WeChat, WhatsApp – can we connect that to a taxi booking?
‘Aha’ moments should also be your metric! How does customer delight drive loyalty?
Deep linking via Google search and GoogleNow open up tremendous opportunities for engagement
Walnut (personal finance app) from India delivered a good ‘Aha’ moment for me – a visual map of how I spent my money!
GoogleNow lets me manage my calendar – and reminds me when it’s time for me to drive to specific events
I used WeChat to connect to people I wanted to meet in Shanghai/China, and it connected to location info services
Key message: start with user context, not cohort analysis – that comes later. Understand their mindset, emotions, needs, wants, responses
Can you give a mobile experience that is 10Xbetter than the real world experience? Create a 2X2 matrix of usefulness and relevance
Some apps can deliver useful data and delight within hours; others take weeks

XIII: Testing India’s Top Downloaded Apps
Pradeep Soundararajan @testertested @moolyatesting
Pradeep, wearing a mask: I am the blue whale in the Blue Ocean!
Testing is seen as unglamorous by the IIT/IIM types – that left the testing market wide open for you!
We tested India’s top downloaded apps! Top – Flipkart, PayTM, Ola, Zee
Device proliferation is a problem for developers but good for me – gives me more opportunities for testing services! We will soon have more testers than developers.
We have developed tools for scaling testing services. I am uber cool, just watch me!
We publish device reports and other content products. Current market gap: doing testing on the move
We don’t use simulators/emulators, we run on the real devices so we can show accurate logs of bug reports

XIV: Mobile App Launchpad
Four apps being launched today at mSparks
1. BetaGlide – mobile-first analytics insights engine. Track app performance, competitors; events
2. FreekAll – free low-cost phone calls without calling cards (via WiFi); ad-supported
3. Tapcibo – food demand platform with in-house chefs; delivery orders placed via app (Indiranagar and Domlur – weekday lunch)
4. TourLandish (500Startups) – curated selection of activities for tourists; last minute inventory. Launching next in Vegas!
Congrats to the four app launches: BetaGlide FreekAll Tapcibo TourLandish! mSparks

Mobile Marketing Association Forum, Asia-Pacific 2014

Mobile Marketing Association Forum, Asia-Pacific 2014

by Madanmohan Rao
Editor, “The Asia-Pacific Internet Handbook”
Email: madan @ techsparks .com Tweets:

Logging in now from one of my favourite annual events: Mobile Marketing Forum Asia-Pacific, Singapore!
MMA Summits: my takeaways from 2010, 2011, 2012, 2013!

Rohit Dadwal sets the stage with the promise of a great speaker lineup and vodka on ice in the evening!
Don’t forget to check out the MMA AsiaPacific 2013 Yearbook – best practices in mobile marketing across the region! (edited by yours truly!)

SY Lau, President, Online Media Group of TenCent, SEVP of TenCent Holdings

TenCent from China is now valued as the most valued brand in Asia, fourth largest Internet company in the world
Market cap of TenCent is over US$145 billion. We are still uncovering the China market, world is next!
BigData is like teenage sex – everyone thinks everything else is doing it, but no one is doing it, but they pretend anyway!
China – 500M mobile Internet users (80% of Internet users), 88% access social media, 71% buy online
China – 4G ready to boom in 2014. Government ensures fast development of infrastructure
Mobile phones are very affordable in China. More than 400M 3G users.
China has robust app development space. (Lau shows off 5 mobile phones lodged in his pockets!)
Cheap smartphone in China costs 25 RMB (US$ 4). WOW?!
Rural users will spur next wave of mobile Internet in China. Quantum leap in Internet experience – leapfrog PCs
Ecommerce is driving GDP in countries ranging from Germany to China
100 years ago, automobiles changed the US. Today, mobile Internet will change China
Mobile Internet is the most important media in China: 42% of time spent (PC Net: 29%, TV: 17%, print: 7%, radio: 5%)
WeChat can be used to make payments in stores in China now
350K tax drivers use WeChat, 160K+ orders placed per day in 2014 already, used by 22M users in 16 months
Bravo! WeChat has 600M users. Mobile inclusion – Voice Donor program, to donate audio e-books for blind users.
Mobile Internet is not only an extension, it is a disruption!
Mobile Internet helps a brand become not just a persuader but an enabler
PC Net – information helped interactive marketing; persuasion. Social media: dialogue. Mobile services: enabler
Mobile Internet helps media become more transactional. Flow of digital touchpoints, and now cashpoints
In China people now buy Mercedes Benz from the mobile phone! Bentley – are you listening? :-)
Mobile Internet has decentralised control, marketers have to move from standardised to agile mode
Concerns of mobile users in China: too intrusive, crosses the line into personal space; multiscreen management

Andrew Knott, VP Digital, McDonalds

Marketing can no longer rely on the funnel, the process is no longer linear
Customer experience stages – communication, information, purchase, connection
New feature – McDonald’s Surprise Alarm (free music downloads, fun content, coupons)
App analyses how you use the promo material and customises future ones
We are changing from 4-6 week campaigns to other kinds of value services like Surprise Alarm.
In 2 months, we reached 15% of smartphone users in SG; 93% people activated it, 15% redeemed it (within 24 hours)
Shopping: first moment of truth – seeing it in shelf, second moment of truth – purchasing it
Augmented reality app brings tables to life in our restaurants, shows you source of food components
Mobile helps beat the queue when you order at our restaurants; order on phone, pickup and take home
Our delivery business has yielded 10s of millions of names; good for data mining. Connects to web/mobile stream
TV and mobile play an important role in our journey as a brand

Dr Beverly Harrison, Director of Mobile Research, Yahoo Labs

New apps from Yahoo – Daily Alarm Clock (info package) – news, calendar info read out to you
Next new app – On The Go: access to content while in car/bike/walking without distraction (voice activated access to news, email, activation)
Mobile advantage: transact now or defer; realtime bids for businesses; connected sightings to ‘go there in person’
Next new app – MyChannel (blending TV and mobile). News, friends, etc. from your 3 favourite cities
Mobile + retail: in the moment updates, sales, ‘lures’ when nearby.
Wearable technologies – more than just a product category, new platform for apps, eg. AR, notification
The opportunity is not just new apps but connecting/integrating across apps, and to real world

Myung Jo Choi, Facebook MD Southeast Asia

Thanks to mobile and social media, a bartender in a new bar can serve you your favourite drink as you walk in
In 2013, the amount of time people in the US spent on digital surpassed TV for the first time
Facebook started off as a desktop company, now uprooted to be mobile first
53% of Facebook revenue comes from mobile. Emerging Asian markets spend more time on mobile than other countries (Indonesia, Thailand, Philippines)
3 trends impacting mCommerce: Discovery, Seasonality, Compression
Social media helps retailers discover shoppers, capitalise on seasonal moments, leverage creative/targeting
Advertisers are planning in advance of effects of haze in Singapore! eg airfares to get out of SG, Cadbury HAZElnut bars!
Don’t think of mobile as a subset of digital; it is pushing digital in new ways


Dick van Motman, Dentsu Aegis Southeast Asia: Third Screen dominates user engagement, but many marketers are still stuck in old age
Graham Kelly, Isobar: Many marketers still don’t get it, so us mobile evangelists have our homework cut out for us
Managers’ attitude: “My nephew can develop an app for $5K or less!”
David Cameron thought ‘lol’ meant ‘lots of love’ and not ‘laughing out loud’!
Helen Blanchette, FujiXerox: We have a marketing innovation group, who is fortunately mobile savvy; president supports us too
Andrew Newton, VP Millennial Media: Mobile is not in a separate silo like traditional media, it is an affinity medium (‘mobile is me, mine’)

Anindya Datta, CEO, MobileWalla

Transparency is lacking in mobile advertising: where were my impressions served, what audience is reached?
Questions for brands: Did I reach my objectives? Which media are performing for me? How much of my ad spend was wasted?
All clicks are not created equal.
Transparency blockers in ad spend data: lack of audience data, divided loyalties
RT @mratnam Lack of transparency in mobile is why mobile spend has only increased from 15-20% in the last 5 years


Sudipto Roy, MindShare: Is mobile marketing still in tactical rather than strategic mode?
Peter Mitchell, Mondelez: We are teaming up with startups to stay on top of the innovation game (Mobile Futures)
Kerstin Trikalitis, Out There Media: Unilver, P&G have venture arms to look at mobile innovation
Many mobile operators are still clueless in how to use their data for segmenting and opt-in marketing
I was on the jury for Cannes Mobile Awards. Last year – 100 entries, this year 400
Vishnu Mohan, Havas: The most important word in mobile success is democratisation. Get people to use the mobiles, Internet
Make data free, make money from targeted advertising and permission marketing. Many operators don’t get it
Jaideep Shergill, MSL Group: Media/agency ecosystems are siloed; need to have customers content & data in the centre
Sony in India uses Line messaging platform; we have gathered 2 million subscribers

Kitty Brown, Global Audiences, BBC

44% of affluent Asians access mobile Internet at least once an hour
Mobiles are the primary tool for organising the work life for affluent citizens (India, Australia, Hong Kong)
Affluents love news apps – skimming, streaming. Also travel, business, finance
Advertising on mobile will enhance your brand perception as modern, dynamic, innovative (especially on latest devices)
Mobile produces four times the results for ad awareness, brand awareness, message association, brand favourability, purchase intent over desktop; twice for average audience
Affluents also more likely to take positive action on social media (follow, comment, like)
Mobile advertising is effective, even more so among affluent consumers in Asia
Innovation drives consumption. Marketers should track consumer behaviour patterns of mobile

Neeraj Roy, Hungama

Digital is the funnel to the physical world. Digital is introducing non-linear patterns in traditional media world
Companies need to figure out how to deal with ‘self-help’ consumers, who are helping themselves and each other
Asia-Pac will be largest B2C e-commerce market by 2016. Hot: China, India.
Touch is current wave in mobile, voice-activated search is next
Mobile benefits for brands – ground activation, brand extension, loyalty, gratification
RT @kshitijgopal @neerajroy of @Hungama_com “Digital goods can be the biggest catalyst to mobile commerce adoption” – The age of “Stream-agers”

Graham Christie, Big Mobile

Client-agency relationships are not working as well for mobile as in traditional media era
UX toolkit – build personas for your users. Focus not just on what you are selling but why
Learn how to work within the real estate of mobile, take it responsibly – few milliseconds, few words
Assume your users have fat fingers, are uncoordinated and in dimly lit rooms. Give them the best chance of hitting your target
Cool! Graham shows video of Pandora app to design, position and fit your bracelet.
Take a sense-check on digital life. Look for patterns, see what is really natural and intuitive
Contextual relevance even more relevant in mobile; what is your ad next to, before after?
Graham shows Cadbury interactive game: jump, tap, type. Choc-o-meter quiz. 36& engaged with the campaign; average dwell time: 4 min 36 secs

Suresh Shankar, Crayon Data

Big Data Meets Mobile – Choice Replaces Search in The Age of More
We live in the age of more info, influences, choices, devices. Decision paralysis, postponed decisions, less satisfaction
Paradox of choice – more is less.
We have all the world’s stores in our pocket. Mobiles for search, price comparison, availability, purchase – across multiple devices
Marketers need to understand the ‘converged shopping’ journey.
Psychology shows that shopping options should be moderate in number, between 4 and 6.
Simplified choice works best. Shopping by search will be gone in a few years! Too much info. Choice is the currency of the future
Guided choice engines will take over from search engines for shopping, eg. GoogleNow
Recommendations drive sales books, movies, hotels, etc more than sales people
BigData helps you tap affinity graphs of like-minded consumers
Marketers need to match past tastes, current preferences, and context of each user
Metrics – number of repeat visitors, number of visits per visitor, conversions to bookings, increase in spend

Daniel Rosen, CEO, Joule

Advertising in the age of context
GoogleGlass is an example of where connected society is going
RT @JouleMobile Multiple devices are killing the traditional purchase funnel, it is more important to understand CONTEXT @DanielRRosen
RT @zeesh2 The end of the purchase funnel? Advent of screens and devices. Google Glass Rising.
Rosen recommends the book “Age of Context” – describes five key drivers: mobile, social, data, sensors, location
Age of Context: Mobile, Sensors, Data and the Future of Privacy, by Robert Scoble, Shel Israel
Act of putting radio in cars changed the nature of radio as medium. Parallels with mobiles/PC today
RT @mratnam @google patent for gaze tracking to analyze and monetize? whatnext scary Context is about more than how, when – also what, why
The world of the Chief Marketing Officer has become much more complicated over the last 15 years
Programmatic media is enabling buying via contextual media
Mobiles and OOH are a good combination: case study of Star Trek fans getting exclusive content by tapping phones on OOH installations
We have a proprietary tool called mFluence (mobile influence)
RT @sonyamadeira Art, copy & code: new thinking reqd says Joule’s Rosen

Barney Loehnis, Head of Ogilvy Digital in Asia

Mobility – bring the drama to marketing! Mobility is about context and behaviour, here and now
“There are three responses to a piece of design – yes, no and wow. Wow is the one to aim for.” Milton Glaser
Barney rallying the mobile troops to bring dramaturgy into the industry (drama + surgery? ;-)
Barney shows video of Singapore Kindness Movement for foreign workers – Coca Cola drone machines (“Happiness from the Skies”)
Mobile more than any other medium can deliver services to people when they are making decisions and choices
Mobiles help you get into the decision marketing architecture of consumers; appease customers
Barney shows video of Social Swipe – swipe card on kiosk, bread slices, donation goes to a cause; make it monthly
Case study: Misereor Social Swipe
One more ‘mobile moment’ video – Kiip. Connect brands to consumers during moments that matter
Three success messages for mobile marketers: dramaturgy, behavioural economics, service design

Fireside chat with Rohit Dadwal, Rahul Value and Impact of Mobile Marketing

Mobile is the big buzzword in most companies. Everyone looks at mobile marketing with a lot of excitement – but no one has cracked the code as yet, need to invest to learn about strategy, technology, communication
It is more than just marketing via mobile, it is business transformation via mobile
Unilever has a venture fund going after startup companies, investing in future technologies
Unilever has a 100 year culture of people first, bigger purpose, products, marketing
Change management needs a combination of organics and mechanics. Culture, capabilities, tools, enablers
Change management: sometimes you do have to take the water to the horse!
We created an experimentation lab (with help by Mindshare). On the job work, training, mentoring. We prefer live action projects to workshops
mPesa is in every nook and corner of Kenya, the most recognised brand, most loved, most used
With mPesa you can see the transformative power of mobile in society. The world needs more of this!
We as an industry need to make big leaps into mobile, no longer just small steps
Speed is the new currency, especially for mobile marketers. Look at the here and now and do it – across the ecosystem
Key to success – unlock the mobile magic! Unilever is doubling its projects, spends each year
RT @sonyamadeira People-first, brand love and unlock the magic: unilever mantra: @RahulWelde
We have launched a mobile radio station in India to reach media-dark areas. “Missed call” IVR choice of content (music, jokes)
We will have 50M users for this in Bihar by the end of the year, we could not have reached them through traditional media. Partners create content
We were in Barcelona for Mobile World Congress, got startups to pitch, take part in contests – we signed on 11 as partners
There are an enormous number of companies that are exciting to watch in mobile startup space
Mobile as ‘shop in the pocket’ – mcommerce is about buying big products as well as smaller components
Every year we talk of the mobile journey that has just begun, we are still scratching the surface today
Now we are talking not of ‘why mobile’ but ‘how mobile’ – capability building in the entire ecosystem
MMA is now in 146 countries; Asia-Pac – very active in Singapore, India, China

Other sessions/retweets

RT @AddedValueGroup: After a presentation 63% of people remember stories. Only 5% remember statistics
RT @JouleMobile In Asia they are challenging traditional storytelling rules with transmedia storytelling. The mobisode is the new episode
RT @villekulmala In 2013 gaming industry saw king, supercell, gungho make 1 billion rev from mobile. Brands have no more excuses not to do mobile presents case studies of mobile marketing in Indonesia (Axe astronaut – highest participation among all countries in the world)
RT @zeesh2 The rise of digital omnivores. Cool term :)
RT @mratnam You can’t change the way people think, you can give them tools to change their thinking
New term I learned today: O2O (connecting offline to online and online to offline) – thanks Daniela/MediaBuzz!

Barney Loehnis summarises: Even the best organisations have to keep reinventing themselves for the age of Mobile. Mobile has matured into a mass personalised medium.

Thanks to the speakers, sponsors, organisers, attendees, volunteers and all twitterati in this room and around the world!
Looking forward to the next MMAF summit in 2015 already!

Mobile Health Meetup 2014: Top 15 Quotes

Mobile Health Meetup 2014: Top 15 Quotes

by Madanmohan Rao

The recent YourStory healthcare meetup for the Vodafone Developer Program’s ‘Innovations through Collaboration’ featured a showcase of five innovative product strategies, an inspiring keynote by the World Health Organisation, and an insightful interactive panel with six leading experts in the field.

Here’s my pick of the Top 15 pithy and witty quotes from the speakers at this thought-provoking meetup.

Indians love to watch film songs on their mobile phones – can we get them to watch health videos also?
– B.P. Subramanya, Surveillance Medical Officer, WHO

To succeed in mobile health, focus on the ‘3 As’ – awareness, access, affordability.
- K. Chandrasekhar, Founder & CEO, Forus Health

We need to be careful with automated diagnosis. Sweating and chest pain can mean a heart attack – or the person is in love!
– Gautam Sathia, MD and CEO, BioQuest Solutions

India is like Lord Ganesha in many ways – we have a big head, but our movement is in small steps, like a mouse!
– B.P. Subramanya, Surveillance Medical Officer, WHO

Mobile health offers Indian players a great opportunity to innovate, implement and impact.
- K. Chandrasekhar, Founder & CEO, Forus Health

Indians take corrective steps only when there is a problem. How can we get them to be more proactive with their health?
– Dr. VG Vasishta, Founder and CEO, SBF HealthCare

Elders and senior managers may not be tech savvy – but managers and family heads must learn how to harness youth for their ideas.
– Dr. B. Y. Sudarshana, BBMP

A good go-to-market strategy for healthcare players is to go outside the hospitals as well – go to where people are having ice-cream!
– K. Chandrasekhar, Founder & CEO, Forus Health

To succeed in healthcare, you must make your solutions ‘idiot-proof.’
– Zach Jones, founder, Portea Medical

Even people without makans (homes) in India have mobile phones – that is the opportunity to reach, track and educate them about health.
– B.P. Subramanya, Surveillance Medical Officer, WHO

We have reached a stage today where we cannot imagine life without our mobile phone.
– Dr. B. Y. Sudarshana, BBMP

Don’t just replicate what is in the West – think and innovate for India also.
– B.P. Subramanya, Surveillance Medical Officer, WHO

Indians don’t like to be told what to do. So use gamification to increase adoption of healthcare solutions.
– Sourav Sipani, founder, GetActive

India used to add as many babies each year as Australia’s entire population. Now we are adding the entire population of Australia as well as New Zealand each year!
– B.P. Subramanya, Surveillance Medical Officer, WHO

In mobile healthcare, you cannot succeed on your own. Learn how to engage with the broader ecosystem.
– Jitesh Bhatt, General Manager, M- Healthcare, Vodafone India

Related articles:
Top 30 quotes for startups and innovators from TechSparks 2013
Top 20 Quotes from Mobile Sparks 2013

Emerging Trends and New Technology in Mobile Learning

Emerging Trends and New Technology in Mobile Learning: Concluding Plenary at MLW2014

by Madanmohan Rao (
Research Project Director, MobileMonday

Generations of ICT4Ed – (1) CBT (2) Net, eLearning (3) Mobile/handhelds, mLearning (4) wearables, cloud, open data, analytics (5) electric sensors for mind-reading? ;-)
Special cases: ICT4Ed for the differently abled (eg. automatic sign language translators – HandTalk, Brasil)
Special cases: remote/mountainous areas, eg. Nepal (Mahabir Pun), Bhutan

Classifications of innovation: core technology, content models, business models, process, human networks, platforms. (a) Pedagogic innovations: microlearning (eg. KnowledgePulse), gamification (eg. quizzes), place-based learning, blended learning (b) The Open Movement: open source tools, open content, open data (c) crowdsourcing, crowdfunding (d) content/publisher-driven innovations: eSchoolbag (e) rise of new intermediaries – curators (f) hackathons (g) mashups (i) workflow tools, apps (j) Modular technologies – India (Micromax – smartphones, tablets; dual-SIM devices), Nigeria (Osun state’s Opon Imo – 150,000 “Tablets of Knowledge” Android tablets from China)

Examples at #MLW2014:
‘Hardware’ innovations: classroom in a box (Aptus, School in a Box, SK Telecom Appcessories), ruggedised laptops/tablets (MillenniumEdu).
‘Hardware’ oriented policies – OLPC – OTPC
Curators: Educational App Store, BrainPop
Course/workflow tools: Quipper School, Ustad Mobile, Eneza, One2Act
Open Educational Resources (TESS India)

Kinds of emerging technologies: (i) Top down (ii) Bottom up – frugal innovation (eg. missed calls!), reverse innovation, lateral innovation (startups)
Emerging techs with uses in learning: (i) wearables (IoT), eg. Jawbone, GetActive – health education, sports, phys-ed (ii) augmented reality – history (what did ruined monuments look like in the past?) (iii) SMAC (social, mobile, analytics, cloud), Big Data

Need of the hour: (i) mashups to merge/bridge silos (ii) hackathons at conferences like this!
Neglected areas of mLearning? Teaching history, music, arts
Don’t just look at emerging technologies, also look at the ‘long tail’ of existing technologies (eg. SMS)
New opportunities: co-creation, students as teachers
Digital immigrants look at mobiles not just as technology but as media; no longer ‘black boxes’ like TV/radio which can’t be opened up.

Examples: World of Proverbs project ( – using smartphones to record and archive proverbs (Twitter: @IndianProverbs, @SGproverbs)

Examples of startups in mLearning:
Trusanga, Learning Outcomes – analytics of learning paths
Divi Learning Solutions – tuitions
CATapp – CAT (test preparation)
Creya Learning – managing projects; Project Noah – projects in wildlife
WildChords – music

Mobile India 2014: Social, Mobility, Analytics and Cloud (SMAC)

Mobile India 2014: Social, Mobility, Analytics and Cloud (SMAC)

Madanmohan Rao
Research Director,
Tweets: Books:

Logging in now from the Mobile India 2014 conference: Social, Mobility, Analytics and Cloud (SMAC), Bangalore
See my article: Top trends in enterprise mobile: predictions from Mobile India 2014 conference
My writeup from last year: MobileIndia 2013 conference
My compiled tweetnotes from last year’s Mobile India 2013 conference:

I. Dr. Sanjoy Paul, IEEE Fellow and Managing Director, Accenture Technology Labs India

Check out blippar (mobile AR ads, eg how does the watch look on my wrist)
Location-based mobile advertising for recruiting (eg. Tokyo company recruits drivers for 2-hour time slots in different neighbourhoods; matching is based on proximity)
Consumer app ecosystems: there are 800+K apps on Apple and Android ecosystems! Indian app optimisation company was acquired by Facebook
Big Data is important because there is too much data, too little time
4 Vs of #BigData: Volume, variety, velocity, value
MapReduce programming is used by Hadoop, eg. Walmart – predict product demand; Google – predict keyword demand
Only 25% of CIOs believe they have the data they need (Coleman Parks Research)
Healthcare – ‘digitised patient’ – measure, model, predict based on instrumentation and on-body sensors
RT @AnujaMandore Sanjoy: cloud computing drastically reduces barriers to entry for infrastructure improvement eg Animoto’s agility to scale.
Even Harrah’s Casino in Las Vegas is using #BigData in blackjack tables, makes gamblers comfortable!
Designer shoe store Meatpack in Guatemala uses realtime analytics to ‘hijack’ customers from competitors!
Analytics is changing the face of what we usually think of as mundane business!
Emerging models – MbaaS – mobile backend as a service. Eg. App cost estimator (Kinvey), Appcelerator, FeedHenry (cloud)
Nicira can reconfigure physical network into multiple virtual networks
Challenges of SMAC – security. Hilarious photo of employee with desktop full of mobile devices!
Increasing digital nature of business is also creating chaos! Hackers have shut down water supply via mobiles
‘Attack surface’ of businesses is increasing via mobile. Need better monitoring and governance
Opportunity – context-based services using SMAC. Applicable even while walking your dog! mines Twitter to help hotels reach potential guests in real time
Misys GeoGuard uses customer location to reduce fraud for banks
Paul paints scenarios of avoiding health hazard in oil and gas industry; identifying loyal customers at retail walk-in
Paul shows how SMAC is improving field worker productivity, matching experts to problem spots
Every business is a digital business, thanks to mobile, social, cloud and analytics. Not possible before
SMAC helps companies simplify, accelerate, adapt and make better decisions
Audience Q: What will happen 5 years down the road? Facebook didn’t exist a few years ago, and may be eclipsed by others further down the road
SMAC can be used to transform all sectors including rural India. Cross-pollination between sectors is accelerating
Audience Q: What about darker side – Indian government invading rights of online users by spying and unwarranted arrests?
Magnificent overview of SMAC world by Sanjoy Paul of Accenture!
Terrific agenda up ahead, put together by Dr. V. Sridhar (Sasken) and S.R. Raja, #MobileMonday #Bangalore

II. Panel: Mobile in SMAC

Ramesh Adiga, AVP & Head, Global Delivery – Mobility Unit, Infosys Ltd; Bharati Jacob, Founder Partner, Seedfund; Manjunath Gowda, CEO, i7 networks
Moderator: S.R. Raja, Founder President, MoMo Bangalore

1. Ramesh Adiga, AVP & Head, Global Delivery – Mobility Unit, Infosys
Cartoon of ‘what is a newspaper,’ ‘what is a letter’?
Next stage of mobile evolution – ‘superphones.’ Platforms, lifestyle devices.
Mobile is pivotal to sense, influence and fulfill demand. Ubiquitous and pervasive
We worked with UK company Levera to sell pre-paid SIM cards.
Tomorrow’s enterprise is hyperconnected, super-aware, borderless. Will it be smarter?
Only 15% of Fortune 500 organisations have a concrete mobility strategy
See Adiga’s predictions in the @YourStoryDotin article on enterprise mobile
Use new mobile business models to supercharge customer engagement, enhance org efficiency, change platforms

2. Manjunath Gowda, CEO, i7 networks
Need to expand the acronym SMAC – to SMACS (add ‘Security’)
See Gowda’s predictions in the @YourStoryDotin article on enterprise mobile #mobileIndia
RT @AnujaMandore Manju Gowda: in SMAC, Mobile is the center, cloud is the backbone and analytics is the nerve center.
Look out for Trojans like mRats, host-based jammers, tunnel borers
71% of mobile devices have OS/app vulnerabilities. 600% growth in mobile malware over last couple of years
90% of BYOD enabled Indian businesses had a mobile incident in last 12 months
“Also mobile” will become “mobile first” even in the enterprise environment

3. Bharati Jacob, Founder Partner, Seedfund
VCs are so used to reading PPTs that they forget how to create one!
In 2004-05 we addressed mobiles in our funds, but the real impacts came after the feature phone phase. Apps changed revenue share scenario with operators
Uber may work well in Bangalore; but not as much impact in Bombay – there are reliable taxis everywhere
A student designed an SMS-based service to inform students how many classes they needed to stop bunking so as to qualify for exams!
Advice to #startups: look at context, need, scale, UI/UX, viral effects

Audience Q: How to attract VCs to my idea without a showoff degree? Bharti: Your idea, team and execution should speak for itself
Gowda: The Little Eye founder had no degree either, they put in their passion, funds and effort
Bharti: These days the cost of starting a company is also much lower than before.
V.Sridhar: Starting up costs are lower, but scaling up is still a challenge for Indian startups. We have only a handful of big cases from India, eg RedBus
Bharti: 1. A business should be good irrespective of VC backing 2. Need local buyers for enterprise products in India
Bharti: 3. Even those who do buy in India pay startups late 4. Founders need to think big (eg. Zomato)
Bharti: Maybe Indian education system does not encourage us to think big and aim high

III. Panel: Big Data Analytics and Visualization
MV. Balasubrahmanyam, Founder & CEO, Ramyam Intelligence Lab
Venkatesh Vaidyanathan, VP – Product Management, Business Analytics, SAP Labs
Moderator: Dr. Rajeev Shorey, Co-Founder, ChiSquareAnalytics

4. Dr. Rajeev Shorey, Co-Founder, ChiSquareAnalytics
$300K is spent on online shopping per minute. 600 videos uploaded to YouTube each minute
RT @AnujaMandore Rajeev: #facebook has 700,000+ updates/ min and #twitter generates 12 terabytes of data daily.
Traffic in Bangalore is a mess, ripe for analytics! End-to-end delays in Bangalore traffic are unbounded.
Coursera is using analytics to better serve learners. Also other sectors like healthcare, smart cities, sanitation, energy
To find good talent in analytics is a nightmare, especially in India.
Analytics is much more than statistics. There’s lots of low-hanging fruit, but need to go beyond
We are living in a world with increasing numbers of cyber-physical systems (CPS), increasingly complexity of BigData analytics
Check out FitBit, OnStar for examples of realtime analytics. eg. insurance related services, P2P car sharing services

5. MV. Balasubrahmanyam, Founder & CEO, Ramyam Intelligence Lab
Business challenge – huge growth of structured and unstructured data; heterogenous systems
Kinds of analytics: descriptive, predictive, prescriptive.
Usage of analytics and BigData by telcos: personalisation, reducing churn, loyalty management, cross-selling, ageing of devices on networks/services

6. Venkatesh Vaidyanathan, VP – Product Management, Business Analytics, SAP Labs
Key challenge today is the inability to think big and ask the right questions to make a difference to your business
BigData opportunities – predictive maintenance, brand sentiment, threat detection, product recos, fraud detection, realtime risk mitigation, realtime demand/supply forecast, personalised care, reduce churn, resource optimisation
Gartner hype curve of tech: BigData is at the peak of inflated expectations

7. S. Anand, Chief Data Scientist, Gramener (data analytics and visualisation)
Anand shows awesome visual maps of tech communities in Bangalore (most connected in Asia!), Hyderabad, Delhi
Anand shows inter-city connections: Chennai-Bangalore stronger than Bangalore-Singapore
We were asked to analyse phone call patterns in aftermath of Hyderabad blasts
Anand shows analytics and visualisation applied to the text of the #Mahabharata!
Anand shows analytics applied to understanding pass/fail patterns of Standard X board exams in Tamil Nadu
Anand shows jawdropping stats on birth-patterns by month in the US and India. Almost no babies are born in India in August; June 1 is the most common date of brith!
@sanand0: There are stories lurking in data. Analyse it, capture it, tell a story from it, make it actionable

Rajeev: Analytics is as much art as science. Need to mix analytics skills with software
Venky: Focus on insights, discovery, business knowledge and not just IT.
Audience Q: What are the legal and ethical issues of BigData and Analytics? Is there no line drawn at all?
Audience Q: Is there ever ‘enough’ #BigData and analytics? A: No!
Audience Q: What scope is there for ‘productising’ analytics? Are there standards emerging in the industry?
Rajeev: Sasken view – Big Data is applicable when you want to use the entire pool of data and not just a sample

8. Madhwesh Kulkarni, General Manager – Advanced technology solutions, Wipro Technologies
Challenge – going beyond pilots or small scale experiments of connected retail and extend it to mass consumer base
SMAC should be SSMAC – add smart sensors to the mix. More disruptive potential
Gartner – by 2015, 20% of all cloud services will be distributed through CSBs (cloud service brokers). Telcos will provide 45% of cloud distribution by 2020

9. Archana Kamath, Manager – Mobile CoE, EMC Software and Services India
More than 50% of employee devices are purchased on their own. 70% of professionals will use smartphones by 2018
EMC has its own app store, productivity apps and IT security in place
BYOI (Bring Your Own Identity) is the next wave of consumerisation of IT

10. Shreekanth Joshi, Vice President, Cloud Practice Head, Persistent Systems
SnapChat hacking incident shows API vulnerability in world of mobile API tracks device id as you switch between them; hard to scale easily as devices proliferate
M2M: mobiles are becoming sensor aggregators. API security will play centre stage as mobiles become gateways in Internet of Things

11. Alwyn Lobo, Senior Mobility Solutions Architect, IBM
Mobile strategy leaders: Apps unlock core business knowledge for mobile users, new insights for customer engagement, process optimisation and transformation. What works on your Web site should also work on mobile
Mobile cloud and workflow tools are now becoming available for SMEs too, new wave of value being unleashed
Mobiles give companies not just deep consumer insights but continuous consumer insights

Madhwesh/Wipro: There is as yet no killer mobile app for the Indian SMB. Mobile payment could possibly be one; needs jugaad/informal angle! There is a VAS opportunity here
Swami Krishnan, Sasken: All this is fine, but how does it make my Bangalore community more bearable? It has gone from 30 mins to 90 mins!
Audience Q: At what stage should a startup go for cloud? A: Once you are ready to scale. Also do an RoI calculation, shop around
Audience Q: Where is the monetisation in M2M? A: Telcos are seeing it as a data+pipe play
Audience Q: What are ways of reducing risk when you have so many connected machines?

Panel: Mobile Social Media
Ashvin Vellody, Partner, KPMG India
Kaushal Sarda, CEO, Kuliza Technologies
Ravi Pratap, Co-Founder and CTO, MobStack
Hrish Thota, Senior Manager – Social Computing, Happiest Minds
Moderator: Dr. Madanmohan Rao, Head-Research, (me!)

13. Ashvin Vellody, Partner, KPMG
Mobile social media can help companies make money.
Digital marketing should not be reduced to ‘spray and pray’ – be more focused and targeted
I was stuck at Delhi airport in fog, but no airport/retail app took ‘advantage’ of the situation to market something to me
Tier 3 and Tier 4 cities are takeoff markets for e-commerce in India; eg for lingerie sales.

14. Kaushal Sarda, CEO, Kuliza Technologies
Mobile amplifies stories in realtime, especially the when and where factors; this triggers more stories via social media.
Social commerce has not worked out so well; though discovery, inspiration and validation of shopping can happen on social media.
Social media is about conversations, so marketers/advertisers should figure out how to be part of or stimulate conversations.

15. Ravi Pratap, Co-Founder and CTO, MobStack
Mobiles accelerate consumption of content and commerce.
Need multiple kinds of m-payment models in India, including via mobile operator billing (as in the US).
Native ads perform better on mobile (eg for Twitter).
Keep an eye on real time bidding (RTB) exchanges for things like ads; static models are declining.

16. Hrish Thota, Senior Manager – Social Computing, Happiest Minds
Retailers in India are executing their marketing campaigns on mobile social media now, not just PC-based Facebook.

Mobile Sparks 2013: Mobile Conference and Startup Showcase

Mobile Sparks 2013: Mobile Conference and Startup Showcase

Madanmohan Rao, Research Director, YourStory
Tweets: Books:

Meet the speakers of MobileSparks 2013 via @YourStorydotin (Bangalore Dec 14)
My compiled tweetnotes from last year’s MobiSparks 2012 mobile conference + startup showcase: (+ report:
SHOWTIME! @MobileSparks 2013 mobile conference & startup showcase, Bangalore!
#Mobile #India: 900 million mobile subscribers, 110 million mobile internet users; 300 million smartphone in next 3-5 years #mSparks
First cool gizmo of the day: solar-powered briefcases, backpacks and #Christmas tree! #mSparks
Speakers’ companies at MobiSparks: @ezetap @helpshift @IntelIndia @seedfund @Olacabs @SamsungMobile @QualcommVenture @Inventusvc @Accel @Mindtree_Ltd @Cleartrip @deckpresent @Kalaari @twistmobile
Speakers at MobiSparks: @abinashtripathy @AshOnIndia @bhash @ttojattoja
@paragdhol @rrazdan @skirani @sumanthr @VaniKola
Mobile Sparks 2013 kicks off!

1. Shradha Sharma, CEO/Founder, YourStory
@SharmaShradha – “Mobile is our future.” Also check out Selfie + solar Christmas tree outside!
Books on sale outside: Elephant Catcher (Subroto Bagchi), Master Laster (Sumit Chakraberty)
Quotes: “Facebook is a mobile company.” Mark Zuckerberg.
Quotes: “About 20 per cent of our traffic comes from mobile, up from zero two years ago.” Sachin Bansal, Flipkart
Quotes: “Mobile is the future and there is no such thing as communication overload.” Eric Schmidt, Google
iTunes is world’s largest music vendor. Google generated 1/13 of its revenue from mobile in Q1 2013
India is Top 4 growth market for LinkedIn, fastest growing market for Facebook

2. Subroto Bagchi
Author of “The Elephant Catchers” & Co-founder-chairman of Mindtree (formerly with Lucent, Wipro)
I am here to talk about scale. Scale comes effortlessly for some, not for all. @SharmaShradha and @YourStoryDotIn have scaled!
Growth is uni-dimensional, scale is multi-dimensional: growth but taking care of problems also
Failure to scale is seldom due to business reasons.
6 dimensions of scale: 1. Comfort with idea of scale 2. Visible change every 5 years (business/customer/delivery)
Japanese believe that every 5 years a company dies! Reinvent yourself often
3. Scale your intellect (it’s a mind game; don’t blame only outside factors)
4: Scale your reputation (not just a warm fuzzy thing, not on the side; it’s your currency. Newest form of capital, beyond machinery and human resources)
5. Focus on scaling people. Entrepreneur is the rock star in the startup. “Nothing grows under a banyan tree.” Founders sometimes compete with their own people!
Trying to look as hardest worker in the company
6: Need to scale adversity; sheer capacity to deal with problems (including in-laws!)
Scale and strategy go hand in hand, triggered by intellect. eg. non-cigarette revenue of ITC (43% of total)
ITC is about food and cooking oil also – burns a hole in your pocket but not your lungs!
Rural enterprise seems hard for urban types; it’s hard to upload cauliflowers!
Case study – Suguna Chicken. Entrepreneurs must know how to channel anger and hurt
Inflection point is not just about sales, but can be a matter of the heart
Suguna Chicken has now expanded to Sri Lanka and Bangladesh. Co-founder is learning English to learn new business concepts
Examples of social entrepreneurs in the audience: training for disabled and for handicapped children; free Websites for NGOs
See the video “Infinite Vision” for info about Arvind Eye Hospital as a business model
Founder came from a family which owned only one buffalo; school had no blackboard, learnt writing on sand
Founder was inspired to become a doctor after a teenage neighbour died during childbirth
Founder tackled ‘needless blindness’ – caused by lack of information about eyecare and clinics
Founder was inspired by McDonald’s model to tackle problems in the ‘blindness capital of the world,’ India. A blind person in India is seen as a ‘mouth with no hands and legs.’ A liability.
Intra-ocular lens cost was driven down to $5 from US market price of $200
Those who could pay were covering the cost also of those who could not pay
See Sri Krishna Sweets – started off in Coimbatore, door to door bicycle salesman. Now sells at Chennai, Dubai, Los Angeles
GMR airport was founded by someone who was a villager. Mellum (Kerala) was founded by a black pepper grower
Even if you are in love with technology, you have to understand branding – it is not just about marketing and Web sites
Bagchi shows videos of Seemati saris (Kerala): Shreya Sharan and Deepika Padukone as models, ads in Kenya
Founder’s family owned two sari shops in Kottayam and Kochi. She scaled social adversity after husband passed away. Redefined art of weaving
See how your own classmates in school/college did or did not scale and look for my 6 principles there!
Q: Why is five years the limit to redefine yourself?
A: Not a hard and fast rule, but changing every 3 months is too fast!
If you love your customer too much you get into a deadly embrace – not recommended in the deep end of the pool!
Don’t get married to your existing customers, you need to always find new customers. Your business is more than your product
Your change must also be visible and perceptible, otherwise you may face extinction
#Sanskrit #Proverb: “Erandapi dhumayate.” In a land in which there are no trees, a castor plant passes off as a huge tree
You can scale intellect with a board of advisors. Helps get you out of your comfort zone
Advisors should not be friends and family – can be a professor or other entrepreneur
Consultants are used not just by the Big Boys/Girls; the growth of super-specialties calls for more inputs from advisors
Q from YesBank (founded by first gen entrepreneur): Is customer always right?
A: No, ask Steve Jobs!
Look beyond stated needs, dig below the tip of the iceberg. Only then you will do quantum leap
How many of you married young? So the rest of you are happy!
Draw 2X2 matrix of known/unknown needs of known/unknown customers. Address rational + emotive needs
RT @_craj “Unknown customer, unstated need – that is bleeding edge of innovation!” – Subroto Bagchi RT @vmalu
What need is Twitter filling? The need to tweet like birds (find mate and set location!)
Look at Ranbaxy – understood scale and drug business. But did not scale reputation
Reputation is currency today; you settle dues with your reputation
Plan for risk – there are real threats to your reputation (eg. bird flu; doctor mis-diagnosis). Have to go beyond ‘I am sorry’
The world needs love, food, a good night’s sleep, security – not just social media or mobiles or cloud or Big Data
Banking is not just about giving money to farmers, but understanding their security and growth needs first

3. Karthee Madasamy, Managing Director, Qualcomm Ventures
“Future of Mobile”
I won’t actually talk about the future of mobile because it is already happening, I will talk about new architecture
Mobile is the biggest platform in the history of mankind
Mobile/smartphone experience is the expectation in other device categories and ecosystems, eg. cars
RT @adeptpros if you build something for mobile, it is applicable to multiple ecosystem @mkartheepan
RT @YourStorydotin When you see a whatsapp status from a school teacher, you know mobile is prevalent and growing fast in India.
Mobile is disrupting computing, entertainment, TV,
Smartphones are becoming anchor of range of sensors: light, acceleration, motion, toxic gas, motion, temperature, etc.
Smartphones are powering the Internet of everything. Enabling social and digestible information
Whatever you thought is not a device will become digitally connected to the smartphone
Mobiles transforming health: active monitoring (people getting ailments earlier in life), hospital management
Qualcomm has a Q-Life fund only for healthcare startups
180M students in emerging economies can further their education through mobiles. Tablets are a good first step
Harnessing the mobile crowd: new startup we invested in – Waze (apps on user smartphones map routes and traffic)

4. Panel: Mobile Payment
Panelists: Ezetap, Helpshift, Twist Mobile, Magzter, Deck App Technologies, Tencent WeChat
Abinash Tripathy, CEO, Helpshift: I looked at moving CRM from B2B to B2C. Spoke to WhatsApp, 1/3 of staff was doing customer service.
Abhijit Bose, CEO, Ezetap: Mobile POS solutions to SMEs. Latent need in India (cash/cheque based)
Girish Ramdas, Co-founder & CEO, Magzter: We heard about apps in 2008, worked in magazine sector. Eye opener was iPad magazines.
Sumanth Raghavendra, Co-founder, Deck App Technologies: Aha moment: seeing mobile travellers using tablets rather than laptops. We are skating to where the puck is going to be
Virat Khutal, CEO, Twist Mobile: I was in Gameloft, switched to bridging gap in Indian gaming sector
Rahul Razdan, India Head, Tencent WeChat: Tencent expanded from China globally; it can help socialising in India also
Panel views: (1) Windows has a great chance, focus not just on Android/Apple (2) Use app generators for vertical apps
Abinash: Key drivers are virtual goods ($25B in 2013), gaming (70% of total), m-commerce (beyond Amazon)
Uber enabled GPS + commerce; Third Love disrupting lingerie (custom bras via app pics); Madison Lead in custom haircolouring
Sensors in smartphones are enabling new kinds of commerce not at all possible in the Web era
Mobile commerce will be a multi-trillion industry, not just multi-billion
Internet of Things – huge explosion of hardware-oriented startups (see KickStarter and raise some money!)
The world is your market in mobile apps. Japanese company Rakuten contacted us for our service; inbound, we did no push
Q: How should mobile startups balance local and global?
Panel views: (1) Mobile is global (2) Storefronts will need a local strategy (3) Watch diaspora trends
Girish: We even have two users from #Antarctica! We chose to be global from Day One to include diaspora, etc
Virat: Localising games is not just about translating the language; different cultures play different kinds of games, eg Japanese
Girish: You can keep fishing in the Bay of Bengal, there’s enough fish there!
See how apps have transformed the taxi ordering business!
Great provocative question: Can mobile app companies eventually disrupt Amazon and de-throne it?
Q: What is next wave after social media?
Razdan: Cycle of inter-connection + conversation, then value-added conversation (eg. watch emoticons in online conversations), and brands on top of that, plus payment
Apps come and go, ecosystems are what will stay
Advertisers will come in once your app has scale. Join an affiliate ad network
Debate in panel – Girish: advertising is not dead in mobile, it has not yet started!
Q from schoolkids in the audience – we are making apps but no one takes schoolkids in India seriously!
India is certainly on the move, schoolkids are challenging industry experts in a mobile conference! Bravo :-)
RT @nabomita_smiles @samridhiYS Time for School Sparks :) Bring it on :) @YourStorydotin @MadanRao
Panel advice: If you add/provide value you will create a brand, so understand and address your customers first, one at a time
Razdan: Smartphones and tablets will also help break out of the QWERTY world
Great to see a startup from Indore, which is developing games and has hired a Russian developer! (Virat)

5. Demos by 10 mobile startups
@ScandidApp @Tripit @NextDrop @mosambee @MadStreetDen @CultureAlley @AvazApp
Audience shoutouts underway now, startup founders shouting out who they are! (learning, reservations, etc)
@SharmaShradha jokes that on a scale of 1-10 she has scaled up her assessment of the event to 100!
Chaitanya/YourStory: Mobile startup space is global, one of the Top 10 pitching here has a foreign national as a founder
1. Awaz app by Invention Labs, Chennai: for empowering kids with learning disabilities. Picture-based communication
Awaz app is available in Indian languages, European languages; biggest market is US, followed by Denmark
Who buys Awaz: schools, parents, NGOs. Competitive strength – quality, tools to build international versions, inputs from autism experts
RT @AabhashK 24 mn kids with Special Ed needs in Developing countries
Jury Qs: How are schools being targeted A: Demos.
2. Culture Alley: non rote-based language learning. Co-founders are from BCG and Sun. Automatic tutoring (Spanish, Mandarin)
Culture Alley goes beyond flashcards; brings language into daily experience, eg via your tweets translated into target language
Language learning is no longer restricted to blocks of time in class, but blended into your daily routine via social media
We create words lists and work with existing language learning companies like Oxford, Pearson. Next step: Facebook
Juror Qs: How to ensure people finish course? How is voice integrated with text? What are your success metrics?
3. Hatik, San Francisco: App for customer service across companies ($150B is cost on call centres in 2013)
RT @AnujaMandore 43 Billion – thats the no. of support calls made in the US every year
Aakrit Vaish: People check their phones for messages and calls 20+ times a day. 1st vertical – tech support services of companies
We monitor tweets about companies and requests for tech support. Competitors: TalkTo, Directly, WeChatOfficial
Juror Qs: Who pays for this service? Why create a separate network for people to join, instead of integrating with other channels?
4. Mad Street Den: mind-abled devices – make machines exciting with AI, use a ‘Mad Apps’ stack. Founder: a neuroscientist
Video – game played by eye gaze, blinking of eyelids, winking, etc.
@MadStreetDen: Can be used for games and healthcare sector (therapy)
Juror Qs: How unique is this app compared to many other apps and features on Android, what made you scratch this itch, what is the business model?
5. Mosambee – mobile payments. India has 200M cardholders, 600M mobile phones. But only 300,000 merchants accept cards
Mosambee is Aadhar compliant, has EMV chip and PIN solution. Reduces costs and risks for merchants is targeting SMEs, micro-ATM providers (individuals with portable machines)
India is ahead of the US in terms of mobile readiness for payment
Juror Qs: Where is the challenge – idea or execution; is this a payment solution or a banking solution
6. Nautilus: Mobile game – Song of Swords
Juror Qs: How do you acquire customers, what is the cost?
7. Next Drop, civictech – mobile solutions for municipal water supply monitoring
Co-founder asks audience to give a missed call to 080 6726 4629: you will get an SMS back from NextDrop
Next Drop helps citizens become part of a water management community. Maps valve info for municipal PWD workers
Mobiles can help create not just a consumer revolution but a citizen revolution
Juror Qs for Devin, Pronita: What views do municipal workers get, what are some impacts (satisfied citizen called back in an hour!)
8. Scandid: Price comparison shopping companion on mobile. Co-founders have founded other startups in the US also, + Dhingana music site in India
Scandid goes through thousands of sites and coupons and does the math: solves confusion, saves time and eventually money
Scandid covers 1 million barcodes, 5 million products, 200 online stores
You have to be on mobile + Web market for India. Right product, right price
“Scan, search, shop anytime, anywhere”
Juror Q: Sales people make it tough for customers to scan products in the store; beware of backlash
9. Trip38: post-booking travel mobile app to deliver e-ticket, guides to business. Founder early started
Trip38 aggregates siloed info of travellers – ‘travel assistant’ and ‘travel companion.’ Signed up with 200+ travel agents in India
10. YPayCash Mobile payment – pre-paid for retail; integrated shopping platform. Have RBI authorisation.
Competitors – mobile wallets of operators. Free app, but transaction fee for payments. “The future of money is mobile.”
11. TeeWe Converged device + app, manages content across devices, and between users in a home (eg. shared TV + controls)
Juror Q: How will you deal with competitors – CromCast, Apple TV? A: We are focused on India, distribution is key for success
RT AnujaMandore “We’re in this business to make you lazy and we’re in this business to make you happy” : TeeWe

6. Nishant Sameer, Principal, Corporate Technology Office, Samsung
“Mobile Innovation to Stay Ahead”
Trend 1: Contextual computing. Algorithmic engines to provide recommendations (eg. who am I likely to call now?)
Trend 2: Collaborative computing. Drivers: Is there a cop on the road ahead? Who is vacating a parking spot?
Trend 3: Wearable computing. Notification devices, always-on accessories
Nishant shows examples of mobile app extensions of existing services, via wearable devices (eg. athletes; sharing of pics/videos)

7. Panel: Mobile India: Investments & Opportunities
Moderator: Karthee Madasamy, Managing Director, Qualcomm Ventures India & Israel
Bharati Jacob, Founder-Partner, Seedfund
Rutvik Doshi, Principal, Inventus Capital
Shekhar Kirani, Partner, Accel Partners
Vani Kola, MD, Kalaari Capital
T.C. Meenakshisundaram, Founder & Managing Director, IDG Ventures India Advisors
RT @AnujaMandore Next up at – VC Panel discussion with @UnitusSeedFund @Inventusvc @Accel @Kalaari @IDGVentures
T.C. Meenakshisundaram, Founder & Managing Director, IDG Ventures India Advisors: Mobile is coming of age
Bharati Jacob, Founder-Partner, Seedfund: We don’t yet have a specific allocation for mobile; mobile apps can be global from Day One
Views on mobile: (1) Mobile is here to stay (2) Enterprise and global is the way to watch (3) B2B2C category dominates
RT @AnujaMandore What a #vc looks for 1.Pain points2.How well differentiated you are3.Big market 4.Early data points 5.capable
Shekhar Kirani, Partner, Accel Partners: Timing defines approach. If Flipkart were created today they would be mobile first
Rutvik Doshi, Principal, Inventus Capital: Mobile traffic will dominate Web traffic, and mobile use cases will dominate – currently hybrid model
Bharati: Instant/last-minute booking services are best suited for mobile
Meena/IDG: India has better revenue opportunities from enterprise for mobile than from consumer market
Going global from India sounds easy, but you need a team in the US to really expand there
Shekhar/Accel: There is a golden opportunity for Indian mobile startups to disrupt global players
Rutvik/Inventus: Indian mobile users are not really classified as early adopters for Silicon Valley investors
Bharati: Need better understanding of UI/UX in India, especially since connections are slow and drop frequently
Meena/IDG: Need perspective here: emerging markets are only 10% of global spends in enterprise segment
Good debate on whether to offer UI/UX as a platform or as a service
Q: Are Indian VCs not being creative enough, not taking enough risk, waiting for the US to solve key problems first?
Rutvik/Inventus: The likes of Google are buying Silicon Valley companies at an average of one per week; that is not happening in Indian startup scene
Meena/IDG: Smaller niches are only lifestyle plays, VCs look for large addressable market
Q: What is unique about the Indian situation?
Bharati: Mobile dominance, hassles of operations, red tape – leads to execution delays
RT @AnujaMandore Bharati: In India execution is challenging. Lots of small stress points- this delays execution beyond anyone’s control
Shekhar/Accel: Indian innovation: costs of testing has been reduced by companies like Philips; reverse innovation takes it back to US and China
Meena/IDG: China is such a huge market that local startups can focus just on their market alone; unlike India
Rutvik/Inventus: Silicon Valley folks can’t even imagine the kinds of problems that exist in emerging economies; Indian startups can target this space and expand to Africa and other emerging economies

8. Dongshin Jung, Global Developer Program Manager, Samsung Electronics
“Opportunities for developers in Mobile”
Jung: How long did it take smartphones to reach 20 million sales in global market: S3 – 100 days, S4 – 60 days
#Samsung’s partners: Movies (Disney), Games (Zynga), Music (EMI), TV (BBC), apps – you!
Samsung has launched remote test lab service in #Bangalore. SmartApp challenge 2013 launched: 12 winners, $1.1M in prizes
Samsung had developer events in San Francisco and London this year.
Tizen ecosystem: Linux foundation project, for multiple devices (cars also)
Jung: Tizen has top score in W3C standard-based. Board members: DoCoMo, LH, Fujitsu, Intel, Huawei
Great presentation but audience eyes glazing over; guess India is not a hardware country… :-(
Native and Web frameworks are complementary to each other. Can mix and match in different ways with hybrid apps
Check out $4M prizes for 64 apps

9. Fireside chat
Ashwini Ashokan, User Experience Strategist, Intel Corporation, San Francisco;
Subramanya Sharma, CMO, Cleartrip
Sharma/Cleartrip: We tried our one-touch service first on mobile then on desktop. UX is key on mobile
Ashwini/Intel: UI is only one small part of UX. More than looks. Can’t just say let’s bootstrap and then design later
UX is cross-disciplinary – algorithmic designers, anthropologists, interaction designers, business strategy
Shradha: But many startups stay away from design issues because it is seen as costly
Ashwini/Intel: India has many qualified anthropologists, startups should go talk to them
Design skills are in shortage in India; but many services are available online. Give them a small stake as payment!
Sharma/Cleartrip: It takes a long time to move up in Android rankings for apps as compared to Apple iOS
We took a look at ‘painful’ online booking experiences such as Indian Railways and learnt from it
RT @AnujaMandore Subramanya @Cleartrip: In the last 6 months, traffic from mobile tripled but primarily from searchers, not converters.
RT @YourStorydotin Our traffic on #mobile has tripled to 15% and comes from sub-15K phones. – Subramanya Sharma of @Cleartrip
Ashwini/Intel: For good design, look at Apple (music), Southwest Airlines, Starbucks. They have a deep culture of UX, not just skills
Shradha: Zomato, Book My Trip, ClearTrip – good examples of UX/UI from India

Closing Ceremony and Group Photo of all startups, Mobile Sparks 2013 wraps up! See you all next year – Happy New Year!
Thanks to all twitterati in this room and outside in India and across the world; all the best for #2014!

World Summit Awards 2013: Colombo, Sri Lanka

World Summit Awards 2013: Colombo, Sri Lanka

by Madanmohan Rao
Research Projects Director, MobileMonday; Juror, World Summit Awards

[ See my compiled tweetnotes from World Summit Awards Mobile 2013 (#AbuDhabi, February): ]

Off today for the World Summit Awards 2013 – best #eContent from around the world!
An honour and delight to be a juror & speaker at the World Summit Awards 2013 – world’s best #eContent!
Looking forward to meeting the winners of the World Summit Awards for Youth – the world is in safe hands! ;-)
Panels and workshops at: digital creativity, marketing, jobs, #entrepreneurship, policy, education, activism, mobility, investment!
Special highlights: winners panels on e-health, education, business, gov, culture, entertainment, inclusion, journalism!
Want to make the world a better place? Try your hand at digital activism & #entrepreneurship! Find out more at World Summit Awards
World Summit Awards 2013 kicks off in Colombo! See list of award winners at – world’s best e-content!
Professor P. W. Epasinghe, chairman: Winning World Summit Awards has helped put #SriLanka on the global #ICT4D map
Reshan Dewapura, CEO #ICTA: #SriLanka also uses World Summit Awards process for its own national digital awards
Peter Bruck, chairman, World Summit Awards: The device/connectivity gap in the world is closing, but the content divide needs to be bridged
Dorothy Gordon, Kofi Annan Centre of Excellence in ICT, Ghana: Governments need to be open to digital innovators and scale up their initiatives
Elisabeth Quat, Legislative Council Member, Hong Kong: eContent initiatives have helped preserve Chinese culture, WSA awards helped raise funds
Manar Alhashash, Secretary General Kuwait eAward, Kuwait: Open data and analytics can help Arab governments improve service
Ralph Simon, CEO Mobilium International, UK/USA: Sri Lanka’s excellence in cricket should translate into e-content excellence as well!
Mahinda Rajapaksa, President of #SriLanka: Every country likes to tell the story of its digital award winners and is proud of them
#Rajapaksa: ICTs should be inclusive, and benefit villagers as well. Creative #ICT4D will help #SriLanka in the post-civil war phase
RT @PresRajapaksa “Our #ICT Literacy which was a mere four percent (4%) in 2002 is over forty percent (40%) today.”
RT @PresRajapaksa President: “We have also established over 3500 IT labs in #schools, across the country.”
World Summit Youth Award Winners 2013 presentations – see winners list

The Content Economy; Women and ICT; panels: digital inclusion, health, learning, culture
Morning breakfast workshops with WSA Award 2013 winners: business models, customer development, ecosystem partnerships
Conference opening by Lalith Weeratunga, Secretary to President of Sri Lanka, Peter A. Bruck, WSA Chairman, Reshan Dewapura, CEO ICTA
Always a pleasure, thanks! @digitlk @MadanRao Good to see you back in Sri Lanka Madan! :) Look forward to you moderating few sessions at WSA Global Congress 2013
Prof P.W Epasinghe: ICTA has supported and coordinated many #eGov projects across departments and organisations in #SriLanka, eg. online insurance+banks+telcos+emission testers
Prof. P.W. Epasinghe traces history of ICTs in Sri Lanka (also see for Internet history in India)
Peter A. Bruck, WSA Chairman: You are a wave, the ocean is ICT
Tools change the way you use technology, but also change the business environment
Technology changes not just your business features but also your business models
Technology becomes a major force when it is embedded in routine daily work for the masses
Technology helps preserve culture (hear hear, see @IndianProverbs and @SGproverbs!)
To get more feedback, there are ‘feedback trees’ for responses/suggestions to questions and themes, stick your responses on post-its (fruits!)
Lalith Weeratunga, Secretary to President of #SriLanka: ICTs play a pivotal role in driving economies, changing industries, transforming societies
Divides are influenced by geography and socio-economic factors. ICT skills not equitably distributed in society
Laudable initiatives like World Summit Awards help people think more innovatively
Pay attention not just to gadgets and gizmos, but the content you can experience and create
Governments should not just serve rural communities but empower them, eg. set up their own businesses
SriLanka examples – telecentre network (gyanashalas: ‘knowledge centres’ – in under-served areas)
Skills + locally relevant content & services are success factors for telecentre network
English is a global language for learning, development, networking and growth
Case Study 1: Entrepreneur in Sri Lanka developed productivity information services for fishermen at telecentre, helped improve work/life balance
Smartphones have the potential to bridge the digital divide like no other device before

Session 1: The Content Economy – Facts, Visions and Employment. Innovation, business development, green ICTs, network society

Reshan Dewapura, CEO ICTA: Sri Lanka’s involvement with WSA began with Osama Manzar and Manthan Awards
Got questions for our panels coming up? Tweet away at the hashtag ! Thanks… :-)
Reshan: ICTs should also become citizen centric, not just industry/consumers
Reshan: High-profile events like WSA Awards help boost ICT innovation in Sri Lanka
RT @PresRajapaksa Video: Mr. Lalith Weeratunga’s speech at #WSA #GlobalCongress2013.

Session 2: Women and ICT – speakers from Ghana, Kuwait, Egypt, USA, Sri Lanka

Dorothy Gordon, Kofi Annan Centre of Excellence in ICT, Ghana: Women dominate ICT usage in US, Hungary, Australia, Singapore, Romania
Factors that stop women from using ICTs – illiterarcy, poverty, time, cost, access, fear, perception that ICTs is mostly for men
Your kids will be educated by women (teachers are mostly women), so don’t hold the women back!
Women being locked out of ICTs are a continuation of trends of patriarchy and violence against women
@JanineWarner, Author + Design Guru, USA – shows cover of Wired magazine – photo of Paloma Noyola Bueno from Mexico, next Steve Jobs?
As a kid, my mom gave me a toolbox instead of a Barbie Doll for a Christmas gift! I appreciated it later
My mom gave me a Barbie Doll as a toy only last year! Goldie Blox – toys for girls which appeal to girls
Need to encourage girls/women to study and take up ICTs, do coding. There are now women’s organisations for women in ICT
Venus Williams shamed the tennis industry till they gave women same prize payouts as men did
Women make more purchase decisions than men in the US (eg. shirts for men and kids)
Make sure that your marketing team is not just made of men. Determine the brand equity that you have in the women in your customer base
Janine recommends books like Blink (reveals instinctive biases of men), and Don’t Think Pink
Manar Alhashash, SecGen Kuwait eAward: ICTs help women stay in touch with work and learning courses from home (eg. post-maternity phase)
RT @NeomalW Equal opportunity is more important than equality: Eng. Manar Alhashash #gender #women
Effat El Shooky, Technical Director, Women Business Development Centre, Egypt: Need to address concerns of women at the grassroots, rural areas
Need to go beyond bias of teaching women only textiles, pottery skills – need to add ICT skills
Chitranganie Mubarak, Senior Programme Head, ICTA, Sri Lanka: There are discrepancies here in ICTs; 79% of the workforce is male. BPO, ITES sector has more representation of females.
Audience Q: Some women also are unfortunately internalising the biases that men have against women
Prof. Govind Nair: South Asia has had more political women leaders than other countries; need to tap more of this potential
David Shelters: Mixed men-women teams can perform better than all-men or all-women teams
Dorothy Gordon calls for more data on representation of women in ICTs sector, ICT training programmes
@JanineWarner: Men try things even if they are not fully confident, women wait till they become more confident to try things – this should change
Effat: Set up communities of practice of women in ICTs
Chitranganie: Sri Lanka has majority of population in rural areas; needs of rural women need to be addressed through ICTs

Winners Presentation, World Summit Awards: e-Inclusion & Empowerment; e-Health and Environment

Winners Presentation: e-Inclusion & Empowerment: Blindsquare, Finland; TAMHub, Saudi Arabia; New Urban Mechanics, USA;, Slovakia; eContent for children with special needs, Romania

BlindSquare, Finland: Mobile solution for blind people. “Close your eyes for a minute. Now keep them closed your while life. What does it feel like?”
BlindSquare is available in 15+ languages. Developed and tested in cooperation with blind users
BlindSquare: Examples of services: Turn-by-turn navigation, record a journey. Now reached 60 countries.
TAMhub, Saudi Arabia: Tap talent, passion in untapped locations/communities in society. Showcase via Tam
TAMhub showcases interesting issues and talent, and rewards them through competitions and sponsored awards is a way to engage broader society to get involved in posting problems, rewarding solvers
TAMhub is expanding to 5 Arab countries. Next steps – include crowdfunding? (Slovakia): For impaired children – curriculum change via offline/online tools. EU supported
Sheeplive: We have developed 652 tools; 2M downloads in two years. Quizzes, ebooks, games, wallpapers, cartoons
Romania project on IT for pedagogy: eContent for Children with Special Needs: Tech is tip of iceberg: process, people, culture
Romanian professor: Teachers know about methodology of teaching, but not methodology of learning, especially for children with special needs
My Q to award winners – What was the best moment during your project and why; what was the toughest challenge and how did you overcome it?
A1: The toughest moment is when you have a seed of an idea but no one believes it can become a tree. But don’t give up!
A2: The toughest moment for a teacher is when you realise you have students who are not gifted, and whose parents are worried about them
A3: The best moment for a teacher is when a parent of a differently abled child thanks you for teaching them
A4: The best moment for an entrepreneur is when wave after wave of partnerships starts falling into place

Winners Presentations, World Summit Awards: eCulture and Tourism!

Winners:,,,, Jumieges 3D, Europe: There is less and less ‘culture’ in the mainstream media; need online alternative
Gorilla Highlands has team members in Solvenia, Germany, Ireland, UK and Uganda – to showcase the life of gorillas!
Advice to #startups – in your pitches don’t waste too much time on the context, move quickly to the problem and your solutions + impacts!
GorillaHighlands: for revenues we look at those who appreciate tourism content (eg. tourism industry), rather than generic government departments #SL Change the perception of Assam not by complaining about mainstream media but by creating online content/communities Bilingual magazine, with digitised books, poetry, folk songs, traditions, tribal resources; international audience, #Barcelona: Crowdfunding for creative projects. 181,000 members, 1,500 projects funded, Eur 7.13M raised!’s contributions are specially relevant in Spain today where budget cuts are slashing cultural programs
Jumeiges 3D, #France: using mobiles/tablets + GPS + architecture maps to show how old/destroyed buildings actually looked like
Audience questions: Who is the core team of these projects, who owns the content, how will they be sustainable, how is quality maintained
My Q to winners: Which online strategy worked best for you? Which offline strategy worked best for you?
An honour to moderate two panels of WSA 2013 award winners! And a delight to anchor the mobile strategy table of the World Cafe!
Spectacular closing party of Day Two near the new Parliament House in #Colombo: after-hours networking is as important as boardroom networking!
Key success factors for WSA events: topics, speakers, formats, diversity, passion, local partners (ICTA!), mood, core team, music, moonrise!
Up next: Day Three – Social entrepreneurship, knowledge society, PPPP; parallel sessions with winners – eBiz, eGov, eNews, games

RT @YucaTrotamundos RT @LoQuePublicas: ‘You Are What You Post’ at the WSA Global Congress in Sri Lanka @youthaward / Felicidades @RobertoRuz!!!
?RT @skobbekaduwe Wish had more time to browse through the content winners stalls
?RT @digitlk RT @uepaa Fascinating round table discussion with international experts at ‘s Business Matching World Café now ongoing
?RT @uepaa Voilà: the creators of the “world’s best eContent” gathered for the Global Congress in Sri Lanka:
RT @WSAoffice “You can literally watch the tree of content growing here” – a participate trying to catch the atmosphere


My June 2010 tweet: People power = Telecom power: pre-mobile sculpture outside SriLanka Telecom #Colombo!
RT @sameeraw For the benefit of all WSA conference participants; latest M4D Country Overview of Sri Lanka Report
Media coverage of World Summit Awards 2013
RT @WSAoffice The opening note will be delivered by Prof. Tissa Vitharana, Minister of Scientific Affairs, Sri Lanka @icta_srilanka

Tissa Vitharana, Minister of Scientific Affairs, Sri Lanka: Need to go beyond individual technologies to convergence
RT @digitlk Everyone must be drawn in, ICT provides this opportunity, where we have the knowledge base at our finger tips – Prof Vitharana

INNOVATION SESSION 3: Social Entrepreneurship, Social Activism, Millennium Development Goals

Winners of World Summit Youth Awards on stage now from Tanzania, Mexico, India
RT @youthaward Gloria Silas, Roberto Ruz and Maninder Singh Bajwa representing the #WSYA 2013 winners on stage
David Shelters, Author & Startup Mentor: “How to move from an exciting product to success in the marketplace?”
Great to have David Shelters here as speaker at WSA, see my interview + #BookReview:
Startups need to create a balance between financial value as well as social value; these evolve at different times in short/long term
Social impacts usually emerge in the long term.
We are in an age of information overload; need to work harder to access quality content
Content is becoming a differentiator for online #startups; the value of tech as a differentiator is decreasing in shelf-life
Success factors for good content: original, actionable, empathetic, community, engaging, current, accessible
Rich and diverse content helps create value for viewers, achieve sustainability, bring global perspectives to problem solving
African Queens Project (Tanzania): Content should be consistent. Connect Web content to social media
You Are What You Post (Mexico project): Use content to link to, comment on, and improve other content
iScuela (India): Content partnerships with other countries can help scale up a startup venture
Rita O´Sullivan, Country Director, Asian Development Bank: “ICT, Youth and Smart Analytics – ADB’s Experience”
ADB has 67 member countries; $16B year in grants per year in the Asia region, help achieve MDGs
Civil war has adversely impacted education system in Sri Lanka; distance learning can help (eg. translating useful lessons)
Need to analyse value chain; not all teachers like elearning, many make money via tuitions!
ADB is creating an SME online database to help address their needs in capacity building and skills acquisition
Peter Bruck asks youth award winners to explain to ADB how the bank could help scale up their projects and ideas. Bravo!
ADB is promoting models of mobile payment in emerging economies.
ADB has capital funds, but bankers find it hard to assess startups
Vishnu Swaminathan, Country Director Ashoka India: Large financial institutions don’t know how to deal with young social entrepreneurs
Social entrepreneurs should use hybrid models of funding; grant + revenue streams.
Tech can help mobilise communities.
RT @hishamshehabi ROI should be re-engineered for not for profits. Getting stakeholder input on the KPIs is key to their future adoption as metrics
RT @hishamshehabi Investors can be governments instead of venture capital funds bcoz solving these issues reduces the burden on them in the long run
African Queens Project: Share the stories of African women who are making a difference; inspire, motivate others
David: Social ventures can focus on gathering high quality data; this can be a source of revenue from those who want intelligence
Big banks should focus on incubators if they are unable to handle smaller transaction flows of individual startups
Startups should cultivate relationships with key stakeholders in the social/financial ecosystem

INNOVATION SESSION 4: The Knowledge Society – Facts, Visions and Employment

Reshan Dewapura, CEO ICTA: Sri Lanka won the Outsourcing Destination of the Year award in London last night!
Govindan Nair, George Washington University: “Demographics of the Future: Millions of Youth and Creation of Digital Content”
I don’t like the term ‘developing countries.’ Hear hear!
Developing countries have been growing much faster in the last decade than mature economies.
But only a few developing countries will rise to the top of the economic pile and have high wages
Look not just at population growth but ratio of productive population overall
Productive people can contribute only if they have right tools and skills. Need to create entrepreneurs at the age of 5
Mano Sekaram, CEO, 99X Technology: “Jobs of the Future: Best practice profiles, educational capital and sustainable careers for millions”
There are 200M unemployed people in the world; 40M new entrants of workers will be from Africa and Asia
9 out of 10 jobs are created by the private sector. Entrepreneurs hold the key to jobs and wealth creation
Key is to create thousands of $1,000 startups
Next big job driver – combination of social, mobile, cloud and content
RT @janinewarner The “informal economy” is the second largest economy in the world, after the USA
RT @janinewarner Viral Entrepreneurship is emerging as cloud computing + informal economy + crowd soucing = a new way of doing business
Tiit Paanen, former CEO Skype Estonia: “Skyping Estonia: Lessons learned for the development of an innovation ecosystem”
Estonia – population 1.3 million. No.2 ranking in Internet freedom. Innovator in eGov
Skype is now 10 years old. We had many social media features before they appeared on sites like Facebook, but we did not launch them
As Skype grew it became less risky and innovative in culture
Skype’s contribution – it made entrepreneurs in Estonia dream big, anything is possible
Every country is looking for that unique inspiring #startup #story. Hard work is important – so is luck!
RT @ReadMeLive @skype was bought by @ebay for $2.6billion just 2 years after it started says @parasiil
Suresh Anandappa, 3M Lanka: “Driving Growth Through Innovation.” Innovation is coming up with ideas and bringing them to life to deliver value
Innovation in 3M is planned, purposeful and relentless. Principles + practices + infrastructure. 85 labs, 35 customer tech centres.
7 practices of 3M innovation – customer inspired, leadership commitment, broad base of tech, sharing/collaboration environment, quantification of efforts, corporate culture (storytelling: 100+ stories per year)
Organisational knowledge creation is the key to how companies innovate
Nair: Many innovations emerge from the fringe and then become mainstream #wsaSL
The book on 21st century innovation has not been written yet; beyond hierarchical corporate/gov innovation #wsaSL

INNOVATION SESSION 5: Teaching Future ICT – The New University: Academic and Market Visions

Moderator: me!
RT @stolz2000 strong sessions about startups, play, research and failure
Adam Montandon: “Play: New Formats for University Learning” – A sense of play, exploration and experimentation should be nurtured
Let developers act out the actual roles in a game (eg Space Raiders), they will program and design the game much better
We take students to hospitals and let them dress up as doctors/nurses/staff to understand their roles; immersion
Impacts of play approach to learning – transformation, empathy, creativity
Adam shows hilarious poster – “Don’t grow up, it’s a trap!”
My Q: How is this related to gamification? Adam: Gamification leads to a specific outcome, play is more – it’s an approach, attitude, way of learning
Ruvan Weerasinghe, Senior Lecturer, University of Colombo School of Computing: “Collaborative Research: New Formats for University Teaching”
Ruvan cites the work of Fred Haren, Ken Robinson. Important to re-arouse a sense of curiosity in students, it has been stamped out
RT @ReadMeLive Prof.Ruwan quotes Linus Pauling says “The best way to have a good idea is to have a lot of ideas.”
Felix Lee, Institute of Digital Media Innovation, NUS, Singapore: “Entrepreneurship: New Ways for University Learning”
University labs and corporate partners are important for entrepreneurship; need to compare and network univs
Nurture ‘intelligent fast failure,’ promote mentoring, engage successful alumni
Indika de Zoysa, Country Business Manager, Intel Sri Lanka: “Student Involvement: Learning for the 21st century”
RT @ttaaggooee The Cassette-pen relationship. You can only answer this if you were born before 1995!
Indika shows graph of GDP growth of countries over 1,000 years, and huge spike at turn of century
Indika: Intel Science Fair draws 1,500 students from 60+ countries
My Q to panel: At what age are you teaching entrepreneurship/creativity to students, and what are the ‘segments’?
Adam: Don’t penalise kids for ‘failures’ in experiments, that’s the first step.
Different cultures have different comfort zones in dealing with failure and speaking out
Ruvan: Hard to offer personalised instruction and encourage/assess creativity in over-sized classrooms in developing countries
Adam: Everybody should be ready to offer the ‘teachable moment’ or experience to youth/kids, not just teachers!
Nurture the joy of tinkering; in British culture we celebrate the joy of locking ourselves up in a garden shed and tinkering away!
Audience Qs: What are the cultural differences in innovation?
A: Americans tend to market their innovations more and communicate more about it; more systematic than Asians
Audience input: Research is not just in corporate labs, can come out of simple associations, eg putting wheels on suitcases, happened only recently!
Felix: I often get asked by students: should I drop out and do my startup now or get a job and do startup later? Parental pressure in Asia!
Startup teams should have 3-4 core team, at least one woman. And you should know all of them well!
RT @digitlk Everyone who have learnt something is a teacher. This is one of the methods I use at back home. – Felix
RT @janinewarner Education isn’t about filling a bucket with drops of info it’s about sparking a flame that burns your whole life. @adammontandon
George Sharkov, Bulgaria: Startups should commercialise practical aspects of technology but also explore theory for long term

Up next: Winners Presentation: e-Entertainment& Games. Interactive dance, Aqua Lingua, Kinetic Stories, Making View, EVE Online

Up next: Winners Presentation: e-Business & Commerce. Springleap, South Africa. TransferWise, Estonia. Infoline, Ghana

SpringLeap, South Africa: Pool creative community to meet needs of agencies and brands
SpringLeap: Testimonials – better than global leading agencies! Creative + PR + social media.
@SpringLeap ‘bridges’ conversation across sites, curates content, connects to the community
NandiMobile’s InfoLine (Ghana): Helps businesses connect to consumers via smart/basic phones
Audience Qs: Who owns the content, how do you guard against sudden changes by operator policies, how to pitch crowdsourcing in a positive manner
Winners Presentations: e-Government & Open Data: ETA and IBMS, GoSwift,
Saudi e-Gov, Transparent Nigeria, LobbyPlag
Winners Presentation: e-Media & Journalism: WATCHADO, Rural Visual Journalism Network, Observatory of Parliament Members, Teckler, MASRAWY.COM

RT @WSAoffice: Post your feedback with a post-it on the content tree!

Sessions: App economy, mobile design & marketing, enterprise mobile, #mGov, #microlearning, youth #entrepreneurship!
Keynote: @HarshadeSilvaMP Harsha de Silva, Member of Parliament and Consultant Economist, #SriLanka
It’s great to be with the best of the best creative minds in the digital content industry (hear hear!)
There is value in learning from ‘successful failures’ too #innovation #startup
Harsha’s challenge to entrepreneurs – use ICTs to improve Sri Lanka’s 130+ year old tea trading system!

MOBILE SESSION 1: The App Economy – The Big View. Mobile marketing, design, VAS, enterprise mobile

Dinesh Saparamadu, #MobileMonday Colombo founder, moderates the mobile panel
Gary Schwartz, CEO, Impact Mobile, Canada: “Mobile Marketing: What works in the US might also work elsewhere”
Media was so much ‘simpler’ in the early days of broadcast media. Look at the evolution of mobiles now!
Businesses are on the wrong end of the mobile screen, they need to make themselves relevant to customers in terms of relationship
Gary shows photo of Bill Gates launching Microsoft Tablet PC at Comdex in 2001! Real takeoff – later with #iPad
RT @stolz2000 smartphone: supercomputer or relationship-builder? gary schwartz
Gary: We have over 10 billion connected objects in the world; will reach 50 billion in 2020. Even diapers will transmit data!
Freud – “Man has become a kind of prosthetic God”
One-third of digital media spend is allocated to cross-media campaigns
Connectivity is ‘digital velcro’ – understanding that is the key to thriving in the digital economy
@JanineWarner, Bestselling author, Creator,, USA. “Mobile Design: What works in the world, will work also locally”
Digital promise – “All the content every published anywhere will be available everywhere”
In Los Angeles, I wonder sometimes whether surfboards will also be connected! Shows pic of Intel-powered surfboard!
RT @digitlk Janine gives an example from Intel for putting a Computer on a surfboard and making internet available on the sea. A publicity act.
Janine: Internet evolution has spurred hyperlocal news. Buzzphrase – #SoLoMo – social, location, mobile
RT @janinewarner: @OsamaManzar Here’s a link to the article on the hyperlocal news conf
Janine: Waze app helps me navigate LA traffic. Also TrafficMate from Sri Lanka
Flat design is about visual clarity, simplicity. No need to make things look 3D. Don’t use analogue metaphors like bookshelves
RT @ReadMeLive The idea of skeuomorphism makes things that are virtual look like things in the real world. You can get the crispness in a design when you remove the 3D effect says @janinewarner
iPolice from Nigeria has used flat button design for the Panic Button screen.
Janine to attendees in Colombo: Please spend some time at the ocean and wonder what the next big wave will be!
Suren Pinto, Founder and CEO Wavenet Group, Sri Lanka: “Mobile VAS to Mobile Apps – A transition”
Mobile VAS revenues are large but the growth curve is flat. Maintaining them has become a defensive strategy
RT @DhanikaPerera Mobile App revenue will surpass Mobile VAS revenue in 2013 – Suren Pinto
Suren: #Africa will overtake Europe in mobile VAS revenues in 2015
App store model is more favourable to developers than operator/VAS model
Apps will cannibalise mobile VAS. Easier, cheaper, faster discovery of apps.
Challenge in app world is differentiation – it’s a jungle out there
Harsha Purasinghe, Founder, CEO Microimage / WSO2 Mobile, Sri Lanka: “Enterprise Mobile – Next big frontier for Mobile App Developers”
Dinesh: Harsha is the best story of a college startup in Sri Lanka
Harsha: I was at #GITEX in #Dubai last week. Gov target – all services to be mobile-enabled in two years!
Hero of early mobile enterprise era was the Blackberry – disrupted by iPhone and its whole ecosystem, scaled by Android
There over a billion apps out there. It’s becoming harder to make money in consumer apps – enterprise apps are growing
APIs will be significant driver for enterprise mobile app development. Hybrid tools, blending HTML5 and native
Next trend is the rise of enterprise app stores. The world is moving towards a ‘mobile first’ enterprise (biz + gov)
Gary: The future of apps is not just about garage development and Apple selling them; it’s a complicated ecosystem
Carriers will no longer play an important role in services such as apps
We need to ‘unlearn’ what worked earlier and design/develop holistically and cross-screen
RT @digitlk I don’t think we will ever again to to carrier centric VAS anymore. That boat has sailed. – Gary #lka
Janine: Hybrid models will lead to creation of Web apps which can be searched by Google, improving discovery
Audience Q: How to make enterprise leaders aware of the importance of mobile apps?
Gary: Don’t think of mobile as another vertical silo; create a horizontal strategy linking to other media
McDonald’s is using NFC to convert tables into racecourses and mobile phones into cars for kids

MOBILE CONTENT SESSION 2: Mobile Government as facilitator for the market

Moderator: Peter Bruck, WSA Chairman
Elizabeth Quat, Member of the Legislative Council, Hong Kong, SAR China: We have one of the highest densities of WiFi hotspots in Asia
Govs need to make more data open for public, and make it readable + useable
Govs should draft policies on sharing data between gov and private hospitals on health issues and treatments
George Sharkov, Director ESI Center Eastern Europe, Bulgaria: Need to factor in less computing power, smaller screensize, security risks when porting to mobile
Kanchana Thudugala, Programme Head, e-Services, Re-engineering Government Programme, ICTA, Sri Lanka: Prioritise services for rollout
Kanchana: Mobile gov in Sri Lanka – info about disaster management; pricing info; train/bus timetables
Ogbeni Rauf Adesoji Aregbesola, Governor of the Sate of Osum, #Nigeria: ICTs can help monitor, track and block those trying to cheat the system

MOBILE CONTENT SESSION 3: Mobile as a Learning and Knowledge Device. Moderator: Dorothy Gordon, Ghana India Kofi Annan Center for Excellence

Badr Ward, CEO, ertica, Saudi Arabia: “Pre-school kids love learning on mobiles” – move from ‘learning to read’ to ‘reading to learn’
Badr Children understand visuals better than adults do; better suited for tablet world
Badr’s advice – spend more time with children to better understand how they relate to ICTs and how the world of learning is changing
Great to see networking between startups and those who can find them new customers/partners in other countries!
Interesting model of twitterwall, with fade-in and fade-out of assorted tweets; good for events with slower tweetflow
Gregor Cholewa, CTO, KnowledgeFox, Austria: “Adults love building up knowledge with mobile devices” – #microlearning that works
Gregor: helps deliver micro-content for making employees knowledgeable about high quality service delivery
RT @bjasari Micro learning via mobile phone through “learning cards”
“Centre of Excellence” of the Government of the Gulf Emirate of Abu Dhabi has made MicroLearning a standard application
Macedonian civil servants use microlearning for quality excellence, performance enhancement, knowledge retention
Corporate Training and Human Resource departments are using microlearning to ensure compliance and safety standards
Micro-learning helps employees and training organisations with certification requirements, refresher modules
Other countries with microlearning deployments: Guyana, Bahrain. New platforms and apps coming for domain experts/coordinators too


ICT4D : Young social entrepreneurs act to make a difference, locally, regionally, globally
Moderation: Peter A. Bruck
Concerns expressed: How will medical records be stored and created? How to promote local social entrepreneurship?
@OsamaManzar: It’s important to jumpstart/facilitate/catalyse local content ecosystems
Osama: We have used mesh + WiFi in addition to mobile operator networks; we have done this in remote rural areas in India
Osama: Mesh networks have been used in Nepal in 6,000 locations. Create a patchwork of networks; requires tech design skills
Q: Can you overlay mesh networks on top of dumb/basic mobile phones?
Osama: Kids are the best digital learners because they do not have to unlearn anything!
Good to see Sri Lanka and Indian social entrepreneurs teaming up for social media-based blood donor programmes!
Jeff/Nigeria: Need to show youth how to use mobile phones for more than just entertainment and how they can create useful apps
RT @HermanvanOorsch Good design drives engagement (and learning) @garyschwartz

Mobile Marketing Association Forum, Asia-Pacific 2013

Mobile Marketing Association Forum, Asia-Pacific 2013
Posted on August 22, 2013

Madanmohan Rao
Editor, “The Asia-Pacific Internet Handbook”
Email: madan @ techsparks .com Tweets:

Logging in now from one of my favaourite annual events: #Mobile Marketing Forum Asia-Pacific, Singapore! #mmaf2013

My tweetnotes from last year’s Mobile Marketing Forum Asia-Pacific 2012 — let’s see how much has changed! #MMAF2013

RT @tomiahonen Also so you know, Madanmohan Rao @madanrao is here – and he’s livetweeting the as well – I trust Madan will tweet more than I do..

RT @SHasenoehrl India, China & Singapore dominate MMA’s Smarties APAC awards shortlist

RT @SHasenoehrl The Smarties™ APAC 2013 mobile marketing awards ceremony on August 23, 2013 in Singapore

Rohit Dadwal, MD, MMA-Pac and Narayan Murthy Ivaturi, Global Sales Manager, @vServMobi kick off

RT @vikasgulati All set up for exciting day in singapore at @nmurthy27 @maxku @VservMobi

Rahul Welde, VP Media, Unilever: “Engaging the Next Billion: Unlocking the Magic of Mobile”

And for more perspective: my Top 15 Takeaways form Mobile Marketing Association Forum, Asia-Pacific 2011

Welde: Global trends – tilt towards Asia-Pacific; rapid change (digital impacts); environmental/social sustainability

Welde: Three economic segments in the world – have nots, haves, have lots. Asia has an interesting mix of all three

Welde: Only #mobile platform straddles entire spectrum from have nots to have lots

Welde: Put people first, simplify message and access via mobile

Welde: 5 Thinks/Things about mobile: 360 to 365; value/relevance; purpose; capability; partnership

Welde shows video of mobile marketing case study from South Africa (look out for another case study in our MMA Yearbook later!)

Welde: Entertainment plays a big role in marketing in emerging economies (eg. Bollywood in India); gamification; utility

Welde: Capacity – all marketers need to be trained across the board to lift the entire organisation (internal Media College)

Welde: We have partnerships with Amazon, Samsung, Google, Twitter, Yahoo, Apple, Facebook, Microsoft

Welde: We have teamed up with WaterWorks to promote clean drinking water in villages in India (partnership with Facebook)

Welde: Healthmap, infection alert, importance of handwashing (eg during Ramadan) used to reinforce social message of Lifebuoy soap

Welde: Mobile campaign for Lifebuoy – average 3 shares per person, 6 million views, 70% completion rate

Welde shows moving Lifebuoy video of health habits to reduce children’s vulnerability to infectious disease (India)

RT @sonyamadeira change in the future will not be as slow as it is today @rahulwelde

RT @sonyamadeira Unilever Lifebuoy Gondappa campaign never fails to move me @RahulWelde

RT @tomiahonen Unilever @rahulwelde most people in Emerging World eat with their hands. Unilever sends SMS reminders to wash hands, helps hygiene

RT @Barneylo @RahulWelde Saving lives by washing hands – Lifebouy educating mothers to maintain basic hygiene via mobile

RT @RobValsler Mobile isn’t just flashy online advertising, it’s calls and texts as well. I wonder how many other speakers will acknowledge this?

RT @vikasgulati Fantastic campaign @wendy_hogan: Unilver – Lifebuoy – Help a child reach 5

RT @edpank Rahul Welde – expects mobile marketing spend to grow 200-500%. If your spend is not growing at that rate you’re going to miss out

Sean Rach @SeanRach Prudential Asia: “Building Brands and Business” via #mobile

Rach: 4 mobile pillars: Access, utility, engagement, measurement. “Is this the year of mobile? That was last year!”

Rach: Mobile has moved to the front of the (media) queue in Asia

Rach: Mobile enables conversations with consumers, goes all the way through to the point of sales (eg. insurance)

Rach: Holy grail of marketing – how to get engagement. Do business, do good (CSR). Eg. Cha-Ching financial literacy program for kids in Asia

Rach: Kids spend hours on this game; marketers can deliver value through mobile. Our earlier app – pocket money manager (allowance)

Rach: 4 mobile pillars: Access, utility, engagement, measurement. Use analytics to track key usage metrics

RT @sonyamadeira @seanrach Prudential turning mobile device into personal financial consultant

RT @insightsandmore Check out the Utility Needs Analysis Tool by Prudential to chk out how much you need to retire

RT @sonyamadeira downloading Prudential cha-ching for my 6yr old @seanrach >100K downloads, >4 hrs game time!

RT @shalabhpandey @sonyamadeira Cha-Ching also on The Whiz Times now.

RT @edpank Great case from @seanreach from Prudential – mobile game to manage finances of band ‘Cha Ching’ to teach kids financial literacy

Q: What internal change management is needed to get a company to adopt mobile for marketing?

Rach: We have license to innovate, license to try, eg. social media marketing. Initiative, budget

Daniel Lee, Director of Digital Projects APMEA, McDonald’s, @danlee888: Our consumers are changing dramatically

Lee: Biggest change is how consumers consume media and interact with us. Implications for data generation, analysis

Lee: Three messages for mobile marketers – Now. Wow. Tao.

Lee: Mobile is now (cartoon: Life before Google!)

Lee: Campaign in Korea – record a video (Big Mac song), winner gets a free sandwich!

Lee: Mobile: Immediate response, create and consume, realtime ready (response)

Lee: Mobile is Wow. eg. racing games on mobile along with augmented reality (eg. Real Racing 3, Word Lens)

Lee: Singapore example – “Happy Table NFC” enabled games (with Scaletrix design tags). Appeals to kids

Lee: Brilliant slide – Mobile is Tao – connects digital world to physical world and back

Lee: Mobile enables non-linear customer journeys, micro-interaction deposits

Lee: Even McDonald’s thinks differently, blends in-store experience with digital ecosystem!

RT @wpruvot Big Mac Song #macdonalds in South Korea +150% sales of Big Mac 1m Usd worth of PR. Video submission by mobile #mobilemarketing

RT @sonyamadeira “@tomiahonen: McDonalds @danlee888 Big Mac Song: 40K people generated content. Big Mac sales up 131% ” 60% subs via mobile

RT @vikasgulati Cool @tomiahonen: McDonalds @danlee888 McD in SG & Scalectrix made Happy Table NFC – phone becomes virtual car, drive on the table

RT @tomiahonen McDonalds @danlee888 “money grew on trees” ie Coinoffers could buy real McD food products with the virtual currency

RT @tomiahonen (and my Tweeps remember, the precursor to Word Lens was Kamera Jiten from Japan obviously ) @danlee888

See Pigeon Hole for speaker questions and polls about mobile marketing!

Eric Alexander, Vice President, International, Flipboard @ericflipboard: Publishers and advertisers have had problems with engaging mobile

Eric: Prevailing mentality: “I make a dollar on print, a dime on Web, a penny on mobile”

RT @sonyamadeira So this is what happened on web to the cover story on TIME @Ericflipboard

RT @villekulmala @Ericflipboard – current stats for #flipboard – 56 million users – 7 billion flips per month – 14.5 million social actions per mth

RT @sonyamadeira @Ericflipboard launch full page ads based on print model

Tomi Ahonen @tomiahonen: Half of mobile industry revenues are earned from emerging markets, half of all smarphones are sold in emerging markets

Bessie Lee, Chief Executive Officer, WPP China: “Taming the Dragon: Winning in China with Mobile Marketing”

Lee: Big trial in China is being covered minute by minute now via mobile – big shift for government

Lee: 2012 was tipping point for mobile Internet in China. Video – Baidu Cheer for China (London Olympics)

Lee: 50% of Olympic searches came from mobile, eg. for gymnast Chen Yibing. Mobile searches peak with TV, not PC searches

Lee: In early 2013, China overtook US to become No. 1 #smartphone market. “Our numbers intimidate you!”

Lee: Mobile growth is driven now by smaller cities/towns in China. Education, consumption has increased; can buy smartphone, not laptop

Lee: There are 1,000 mobile phone brands in China, mostly Android based. Local adaptability by manufacturers to new consumer features

Lee: Chinese consumers do not need education about smartphone usage

Lee: Chinese use mobile Internet for instant messaging, search (TenCent), music, Weibo (microblogging)

Lee: Mobile is the new significant other! 66% of users have broken up relationships via mobile!

Lee: 60% of Chinese would give up a month of sex for a week with a phone; more women would do so than men!

Lee: 95% of users are busy on their mobiles before they sleep (“the 25th hour”)

Lee: Mary Meeker: “We have lots to learn from China with its volume and innovation.” Mobile in China is no longer an emerging market, it has emerged

Lee: XiaMin (?) has its own OS, smartphone users can download it and replace Android

Lee: Advice – do Web + mobile; integrate with other media; innovate; use mobile more in smaller cities; in case of limited budget, use mobile

Lee: China: 73% of smartphone users wake up to phone alarms. 77% never download paid #apps. IM exceeds #SMS

Lee: Even a pancake mom in China has a mobile strategy! Place pancake orders via mobile, customise fillings

RT @SHasenoehrl 24/7 key! RT @wpruvot 1h China: 3.30am in the middle of the night is peak for babies products order on mobile #mobilemarketing

RT @edpank Bessie Lee WPP: Bo Xilai trial being covered minute by minute on Sina Weibo #signofthetimes

RT @chester_ng ?? android phone in China with open source. More than 1000 developers are helping them for free to improve the phone.

RT @wendy_hogan Bessie Lee, CEO WPP Cina shares how Xiaomi is winning in China w open source dev, only selling online, selling both s/w and h/w

RT @wpruvot Mobile video is now 33% of video traffic in China up from 12% early 2012 #mobileadvertising

RT @ricowyder 100% agree: due to its penetration & innovation, China is no longer an emerging market on #mobile ~ Bessie Lee WPP

Alvin Chiang, Chief Marketing Officer, Renren; Co-Chair, Mobile Marketing Association China: Cannes Lions Case Studies. Mobile is an integral part of creative marketing #Cannes

Alvin: Bob Greenberg: The development of digital media in 2013 looks like that of colour TV in 1960s, 70s: but with greater scale and acceleration

Alvin shows example of 360-degree camera access from a TV programme, so users can choose angle they want and navigate on tablet

Alvin: Now design meets mobile. Kontor Records used special vinyl in promotional campaign – Office Turntable – playable via smartphone!

Alvin: Cannes case study – Adidas window shopping. Interactive window screen, synchs with mobiles via QR code

RT diliphome Mobile is the creative glue –

RT @wendy_hogan Super cool – Kontor Records “Back to Vinyl: The Office Turntable” | Elektro

RT @sonyamadeira Awesome case from Adidas on integrating store plus web store extending store time 24×7

RT @sonyamadeira Tips from Cannes from Alvin Chiang

Jeff Chang, Vice President, Strategy and Business Development, Trends Media Group: Developing Content through Crowdsourcing and Enabling Commerce

Anindya Datta, CEO, @mobilewalla: Venture-funded company (Seattle, Singapore): big data + mobile (audience demographics)

Datta on Data: Don’t just use mobiles for display ads, new thinking is required. Message + interaction is different

Datta: Audience measurement in mobile is different, so is context + behaviour

Datta: Popularity persistence drives traditional audience measurement approaches like panels. Doesn’t apply for #apps

Datta: In 90 days, 85% of Top 100 apps will be gone. App Stores are transient. Unique churn rates of mobile

Datta: We have data to help you target, for instance, apps for sports-loving women in Indonesia

Datta: Intent-based advertising: Google search advertising. Based on cookies, “intender” taxonomy

Datta: However, mobile-based intents are very different from PC-based intents

Datta: Kinds of digital behaviours: information seeking tasks (less immersive), life tasks (more immersive: banking, cooking)

Datta: Mobile users are more immersed in their tasks than PC based users

RT @tomiahonen LOL RT @Eastwestpr Life story of a mobile app: Here today, uninstalled tomorrow.

RT @georgielax In 90 days, 85% of Top 100 apps will be gone. App Stores are transient. @somoglobal

RT @VservMobi @MadanRao True.Watch out for our session tomorrow @ 12pm on such trends focusing on Emerging Markets by @vikasgulati Stay Tuned :)

RT @SHasenoehrl @mshoebri Yes, you may wish to read this on cross-channel marketing amplified by mobile:

Panel on uniqueness of mobile: what can be done on mobile that was never done before?

Uniqueness of mobile: Interactivity with outdoor ads; LBS; cross-capability integration

Q: How to segment China? A: Like Europe! Coastal cities, middle cities (aspirational), western clusters

Datta: Even TV has been transformed with DVR, people can record only shows and can skip ads

Thanks to all morning speakers! @rohitdadwal @RahulWelde @seanrach @danlee888 @ericflipboard @tomiahonen @mobilewalla

RT @tomiahonen Observation on conference behavior – young digital natives tend to sit close to front, snap cameraphone pix of most slides

RT @sonyamadeira @mma_apac and @VservMobi release SEA mobile consumer insights

Colin Miles, Chairman, MEF Asia, @colinmiles kicks off afternoon session as delegates stagger back after monstrous lunch buffet

Rob Marston, Founder, Zeus Unwired @zeusunwired: 2013, The Year of the Tablet! Adoption of tablets is estimated to be four times faster smartphone

Rob: #Australia has highest uptake of #tablets in the world (also surpassed PC and notebook sales in Q4 2012)

Rob: You can get $100 tablets in Australia, can do a lot of what iPad does. Tablets allow you to ‘re-imagine’ things

Rob: Difference between tablets and smartphones. “Snack, dine, cook.” Heavy work/cooking – PCs; smartphones – snacking; dining – lean back: tablets

RT @tomiahonen Observation on conference behavior – young digital natives tend to sit close to front, snap cameraphone pix of most slides

Rob: Tablet users – young at heart, slightly older in other places! 94% of tablet usage is over WiFi

Rob: Tablet users are more engaged. 50% of tablet uses are after 7 pm. Tablet seen as more of an entertainment device than PCs, mobiles

Rob: The value add of a valuable add: one in three tablet users thinks mobile ad adds value (one in five: mobile phone)

Rob: Best practices for tablet ads: use rich immersive content.

Saurabh Ohri, Gemalto Asia: Consumer expectations in permission marketing

Ohri: Mobile is about #CRM. Mobile is a media channel like no other for contextual marketing. Greatest engagement rates achieved

Ohri: Survey results: mobile users trust operator as source of marketing message, followed by brands+permission, then no permission

Ohri: Key success factors for mobile marketing: permission, relevance, reward. Will increase consumer acceptance

Ohri: Bring mobile into the marketing lifecycle: awareness, recruitment, conversion, loyalty, retention, advocacy

Ohri: #SMS is still accounting for majority of mobile marketing spend; widest reach

RT @tomiahonen (YES! time for SMS dance!) Saurabh Ohri Gemalto shows video of Smart Message interactive SMS

RT @tomiahonen Tomi comment – far too little mention of SMS, MMS, voice, USSD etc basic mobile marketing tools that reach every pocket at

Satoko Kuroi, Vice President, Business Development, AdJapon (Tokyo): Case study of Mobile App Advertising Based on a Popular Worldwide Puzzle Campaign

Kuroi: Japan – highest ARPU in the world, but most expensive advertising cost. Key for success: quality

Dan Ye, VP, PR Newswire @PRNAsia: Mobile Fuels the Convergence Of Paid, Earned and Owned Media

Dan: Increasing mobile usage is accelerating earned media growth. E-commerce becoming embedded in mobile

Dan: Digital storytelling cycle: create, target, engage, promote, syndicate, analyse; curate

Dan: Discovery through content distribution is fuelled by increasing mobile access

Dan: Three key takeaways for mobile media: Connection, Continuity, Coverage

RT @VservMobi Consumers love mobile ads that provide downloadable content (55%) followed by those that help discover great deals(42%)

Herwinto Chandra Sutantyo, Head of M-Advertising, XL Digital Services @gfunkerwin: “Reshaping Indonesia’s Advertising and Media Landscape”

Herwinto: XL’s new businesses – mobile ads, e-money, M2M, cloud, digital environment. Can’t compete just on voice and data

Herwinto: Change management at XL for new business: change mindsets, hire experts from other industries, creating working groups

Herwinto: Change management challenges: “sleeping with the enemy” – working with other telcos, advertisers!

Herwinto giving inside view of telco culture. Cool #Batik shirt too!

Herwinto: Indonesia outlook: link ads to purchase engagement with mobile e-money. Mobile phone is first screen, before TV

Herwinto: Android phones are available for $10 in Indonesia; Blackberry is going down (“it’s like somebody’s mom!”)

Herwinto: View from Indonesia – Windows phone sucks, but Nokia Asha can survive

RT @tomiahonen XL Axiata @gfunkerwin 75% of Indonesia has low end devices – which are still WAP capable

RT @tomiahonen XL Axiata @gfunkerwin 92% of Indonesian customers are prepaid

RT @JasmetSeth Mobile the 1st internet screen for Indonesians:Only one third of mobile internet users own a PC or tablets! #MICreport

RT @wendy_hogan Future asset for the telco is the data says Singtel’s @gjwatts – massive volume of unstructured data generated, everyday

Panel discussion: Dan Ye, PR Newswire @PRNAsia; Eric Alexander, Flipboard @ericflipboard; Bruno Fiorentini, Microsoft Advertising @brunofiorentini

Has social media disrupted mobile media in terms of ad and marketing budget?

Bruno: TV has been good at defending their position, as compared to print, but digital will impact them eventually

Bruno: You won’t leave home without (1) clothes (2) phone. Phone is your best companion; first/second screen

Eric: It is hard to compete with the brilliance and richness of some TV ads, but this will also shift to mobile

RT @vikasgulati
SEA #mobile users – Who, What & How- Grab ur copy now @VservMobi

Thanks to afternoon speakers! @Semusi_ @colinmiles @zeusunwired @sagartamang @gjwatts @MikeHawkinsKL @PRNAsia @sociomantic

Thanks to afternoon speakers! @gfunkerwin @rajjyd @drury_glen @brunofiorentini @vt113 @anujkumar13

My compiled tweetnotes: Mobile Marketing Forum Asia-Pacific 2013, #Singapore

And my earlier tweetnotes from MMAF 2012 and 2011:

Much-needed #cocktails coming up next — cheers to all #Twitterati in this room and overseas… :-)


Logging in now from Day Two of #Mobile Marketing Forum Asia-Pacific, Singapore!

My compiled tweetnotes: Mobile Marketing Forum Asia-Pacific 2013, #Singapore

Rohit Dadwal, MMA-APac MD, announces launch of annual Yearbook (first edition: October)

RT @sonyamadeira coming up: mobile ad spend report w @DigitalMktAsia, brand intent study with @WarcAsia

Barney Loehnis, Head, Digital, Asia Pacific, Ogilvy & Mather (@barneylo), kicks off first set of speaker sessions

Dick van Motman, Chairman & CEO, Dentsu Network/Asia, @dvmo2: “Mobile: From Periphery to Centerpiece”

Dick: We are in the eye of the storm, with companies figuring out or re-thinking their mobile strategies

Dick: Tech allows you to do more: productivity, ‘snacking’ (getting news from aggregators, Twitter, Facebook)

Dick: Mobile enables micro-transactions, multi-screening (77% of the time, viewers watch TV with another device in hand)

Dick: Mobile has brought about a programming shift from prime time to ‘my time.’ Leveler between urban/rural, age, size

Dick: Mobile should be part of your business strategy, not just communications strategy

Dick: A brand is still built with storytelling, to engage customers. But formats keep changing

Dick: Mobile shift: small screen, interactive, continuous, relevance, social connectivity, affordability

Dick: Business process changes: micro-payment, funds transfer. Enables speed and changes habits of users

Dick: Mobile+TV ads can help convert hope to action. No more ‘schedule’ – from campaign to brand cohesion (eg. iButterfly) #MMMAF2013

Dick: Tech changes -> Behaviour changes -> Strategy changes. Knowledge gaps – managers know strategy, youth know social media

Dick: Dentsu has a project called Social City in Osaka. Augmented Reality, user visualisation, personalised signage, dynamic commerce

Dick: We are a 112 year old company (!), long history of innovation.

RT @tomiahonen Dentsu @dvmo2 first tech changes, then behavior changes, finally strategy changes

RT @tomiahonen Dentsu @dvmo2 first tech changes, then behavior changes, finally strategy changes

Leonardo O’Grady, Director ASEAN, Integrated Marketing & Communications
Coca-Cola Asia Pacific: Evolving Mobile From A Tactical Promotional Platform Through A Broad Content Framework For Brand Marketing

RT @tomiahonen COOL !!! Leonardo O’Grady from Coca Cola promises 2014 MMAForum we will be able to order a Coke any time at event, via SMS

Leo: Coke was originally a health tonic (!) for stressed out people, made from Asian spices.

Leo: #Coke formula has not changed for 127 years. Marketing: started coupons, in-store merchandise, celebrity ads, etc.

Leo: Changes – mass (1980s), segmented (19902), targeted (2000s), networked (2010). Biggest pivot has been social media.

Leo: Mobile is the connection architecture for invitation, participation, sharing. Mobile is the engine which drives content in the ecosystem

Leo: Case study from Korea: Mobile is the centre of connection strategy. Get Coke Play points (consume, apps, running game, dance)

Leo: But data, customisation, and evolved connection planning will not keep a brand relevant

Leo: Need compelling stories, provoke happiness; driven by cultural leadership to leverage networked advantage

Leo: Mobile is at the heart of desire’s narrative. Story should be powerful to engage in a narrative, share it. Involve partners

Leo: Case study: Thai floods from 2011. Coke wanted to make people smile, ‘ambassador of happiness.’ ‘A million reasons to smile.’

Leo: Campaign fuelled national pride, compassion. Created an army of volunteers, raised relief funds – and raised sales

Leo: Mobile helped us get our message out to an entire nation. Went viral. Bridged all gaps in #Thailand

Leo: Olympics has been Coke’s partner since 1920s. Helped promote sports for youth (connected it to music and food)

Leo: Mobile was a powerful way for Coke to reach out to youth and ‘engage with Olympics’

Leo: Campaign showed what music the athletes listened to during their workouts. Musical collaboration drove interest in sports. “Move to the beat”

Leo: Push against cultural tension – that brings out your best

Leo: Mobile gives you new kinds of distribution, exposure, dialogue/debate. Create a larger cultural point of view

Leo: Video of India-Pakistan tensions. Gift a coke: “A moment of happiness has the power to bring the world closer together”

Leo: Touch-screen + video. Coke machine bridges communication gap. People amplify the narrative in ways you cannot do

Leo: Case III: Teens = connectivity. Teens = broke. Coke machine in Brasil gives Internet access cards

Sir Martin Sorrell (“#SMS”), CEO, WPP: The Fifth Pillar of the Booming Advertising Industry: Mobile (Video)

Sorrell: 5 legs of the digital media stool: Search, social, video, display, mobile

Sorrell: We also need to invest in mobile as a strategic venture capital organisation

Sorrell: Mobile closes the loop: search, conversation. Platform, enabler in digital revolution

Sorrell: Mobile digital revenues will be 3-4% of our worldwide revenues by 2015

Sorrell: Many Asian markets have leapfrogged PC stage into smartphone stage; quicker into the mobile game

Sorrell: CSR is important; doing good is good business. There is an infinite amount to do

RT @tomiahonen WPP Chair Sir Martin Sorrell how important is mobile? I would say its critically important. Mobile closes the loop 24/7

RT @gfunkerwin mobile development on payments & ads in developing countries play huge role in advancing their economies ~ sir martin sorrel

RT @sonyamadeira SMS: surprised mpesa not taken up more outside Kenya

RT @sonyamadeira Summary of SMS chat

Panel discussion: @barneylo @dvmo2 @rohitdadwal + Leonardo O’Grady / Coca Cola “Welcome to the Mobile Era: Resistance is Futile”

Leo: Think of stimulus, not just content via mobile. Give them an experience, not just another display/pop-up ad

Questions via Pigeon Hole: Pros/cons of traditional v/s startup/specialist agencies; screen size impact on ads; budget split for creatives/execution

Rohit Dadwal cites client who expects much larger RoI from mobile than other media – how/why are they measuring it?

Q: Will mobile subscribers price ‘my time’ for advertisers for effective engagement?

Rohit: You don’t need a mobile strategy; your marketing strategy needs to include mobile

Ashutosh Srivastava, Chairman and CEO, Global Emerging Markets, Mindshare (@ThisisAshutosh) kicks off sessions on emerging economies

Michelle Froah, Senior Marketing Director, Asia Pacific, Kimberly-Clark Corporation
@MichelleFroah: Integrating Mobile in the Marketing Mix

Michelle: The mobile is the ‘virtual kitchen table’ for mothers

Michelle: Huggies is a major brand across Asia-Pacific. We need mobile in our strategies, no need to be special mobile marketers

Michelle: Humidity sensor on diaper sends a tweet. Didn’t drive value for mom directly – but reminders, ordering online does.

Michelle: Digital media trends: continuous commerce, content everywhere, social blur

Michelle: Korea – one third of mothers buy groceries online every week

Michelle: 30th anniversary of Huggies – “Giggle Factory” – recordings of baby giggles via mobile

Michelle: Case study: Huggies Australia campaign. Forum, TV programme, photo contest, baby club. Third largest Web traffic. 65% of traffic to the Web site is via mobiles.

Michelle: Social blur: Hong Kong tiger moms want their kids to be stars. Photos, wall collages, social media. New loyalty club members

RT @Innovasian 650, 000 ( 65% of total) monthly visitors to do so on mobile

RT @tomiahonen Kimberly-Clark @michellefroah Hong Kong ‘Tiger Moms’ want kids to be stars: Huggies created 60 starbabies, pics on sides of busses

RT @tomiahonen Kimberly-Clark @michellefroah Hong Kong ‘Tiger Moms’ want kids to be stars: Huggies created 60 starbabies, pics on sides of busses

Vipul Chawla, Vice President, Chief Marketing Officer, Yum! Asia FBU @vipulschawla: Engaging the Consumer: How Mobile Changes Everything

Vipul: Yum motto: Pride in Friend, Fan of Pan, Locos for Tacos. Orders made online, one of largest e-retailers in world

Vipul: When you enter the store, you enter our brand. Free WiFi in our stores in Asia

Vipul: Food is social in Asia; people use cameraphones to take pics of food they are eating. Youth tweet and eat; 47% of millennials use social networking while eating

Vipul: 6 million online members in Japan. Christmas – pre-booking needed for chicken at KFC!

Vipul: In UK stores you can place order in advance and pick up at the right time; scan mobiles onto kiosk when you enter store

Vipul: Mobiles also being used internally, to track customer satisfaction, order accuracy, speed (CHAMP check)

RT @tomiahonen Kimberly-Clark @michellefroah Hong Kong ‘Tiger Moms’ want kids to be stars: Huggies created 60 starbabies, pics on sides of busses

RT @tomiahonen Yum! @vipulschawla KFC UK Fast Track app – no standing in line! (average wait = 8 min)

RT @tomiahonen Yum! @vipulschawla Pizza Hut uses management internal scorecard as smartphone app for management wtih store performance metrics

RT @tomiahonen Yum! @vipulschawla Pizza Hut uses management internal scorecard as smartphone app for management wtih store performance metrics

Cancelled: Chris Jaques, CEO, M&C Saatchi Asia @HEREcomesNOW “How Connected Thinking is Transforming Everything”

Vikas Gulati, Vice President, SE Asia, @Vservmobi: “Emerging Markets or the Available Markets”

Vikas: We are a mobile ad network focusing on emerging markets. China and India will add 1B mobile Internet users by 2015

Vikas: 5 elements of a winning strategy. 1. Strategise for the “mobile first” user (typical in emerging markets)

Vikas: Reason, relevance and richness are key to engage with mobile first/only users

Vikas: Case study: Kraft foods in India – Halls IVR. “Light up a village with your breath.” 1.35 M clicks, 135,701 calls to IVR

Vikas: 2. Cross the language and culture barrier. Tap local insights. Don’t just localise overseas campaigns

Vikas: 3. Account for singularity in fragmented ecosystem. Multiple OSs, devices. eg. Dove Indonesia – offer promotions

Vikas: 4. Leverage mobile audience data. Do you know gender, age of your subscriber? Mobile is more than media data; context/location

Vikas: 5. Utilise mobile currency via telco partnership (especially in emerging markets, which are cash led; pre-paid cards)

Vikas: Malaysian government used mobile to promote m-gov portal (MyEG). Rewards for insurance renewal, given via operator Digi

Vikas: Campaign: Within 20 days: 20,000 clicks, 3.5 M impressions

Vikas: Emerging markets are high on potential but require constant innovation and disruptive thinking via mobile

RT @yuhwenfoong Questions for the panel at

Panelists: “Increasing Mobile Engagement with the New Consumer” @ThisisAshutosh @MichelleFroah @vipulschawla @Vservmobi + David Shoebridge

Yum: We don’t isolate mobile metrics, we look at volume of online orders, sales revenues

Michelle: We have integrated metrics across channels and platforms; overall metrics are sales and equity

Vipul: Even #SMS can have emotion in it (eg. ‘you are being dumped!’)

Michelle: Mobile is my advisor, my personal kitchen table

Lunch break up next, looking forward to meeting more mobile #startups in marketing/advertising space!

My compiled tweetnotes: Day Two & Day One, Mobile Marketing Forum Asia-Pacific 2013, #Singapore

James Hawkins, Managing Director, Dentsu Möbius @js_hawkins kicks off afternoon sessions “Global Perspective: From across geographies”

And now the incomparable @TomiAhonen, James Bond of the Mobile World!

Tomi, the Man with the Hat: “mAd Beyond Asia: How the Rest of the World Uses Mobile in Marketing”

Tomi: #Asia is the leader in mobile, Asia is the leader in mobile marketing

Tomi way back in 2008: “Mobile is emerging as a mass media” (WSJ)

Tomi: AT&T: Average mobile user in the planet looks at their phone 150 times per day

RT @SHasenoehrl @tomiahonen @litogerman Some say its 200 times a day for smart phone users

Tomi: Daily ranked usage of mobiles: messaging, voice calls, clock, alarm, calendar, music, gaming, social media, video, news, camera

Tomi: Breakdown of mobile usage (1-2-3-4 rule): 30% communication, 20% time, 40% media, other: 10%

Tomi: Have you been exposed to ads and asked for more ads? Yes, on Amazon! Recommendations for other books are more ads!

Tomi: Personalised recommendations on e-commerce sites are a form of ads; consumers see it as useful content

Tomi: Product Design – Lay’s Potato chips – ask for recommendations for chip flaours. They got 187,000 entries in South Africa

Tomi: Wonderbra smartphone #AR #app – see dressed model in YouTube video, see which bra she is wearing

Tomi: Pre-purchase trials: Send pic to French glassmaker DirectOptic, see what you look like with a range of eyeglasses

Tomi: Inventory management: FinnAir – mobile check via #SMS in 2001; now – they offer instant upgrades after check-in

Tomi: Passengers like this feature even if they don’t buy the ticket. 20% of passengers accept; business class is always full on FinnAir

Tomi: Audi AR user’s manual. Point phone at car, get instructions on how to replace parts, or buy new ones

Tomi: Bud Light – second screen used for questions, during TV show

See chapter by @TomiAhonen (free PDF) in my new book, “Global Mobile”

Tomi will be organising a Mobilista Rockstars Conference: Hong Kong, New York, London in October @MobilistaRocks

Tomi: Some examples of mobile magic: Puerto Rico (teenage boys – QR code based virtual peepholes in discos/bars for selling deodorants); Finlands’s car recognition app – for owner info (important in case there is an accident)

RT @tomiahonen LOL RT @villekulmala Finns are a quiet kind @tomiahonen talks enough to makeup for rest “9 Unique Benefits”

Lito S German, Marketing Director, BMW Group Asia, @litogerman: Driving Leads and Conversions through Mobile

Lito: Mobile addresses key questions: converting fans into customers, use creative content/conversation to drive sales

Lito: Most of us spend more time with mobiles than spouses (not just because they vibrate!)

Lito: Hilarious pic of crowded train, with people all over top/front sides of train!

Lito: AR mobile app, read mapped images as markers. Art Spots at the Esplanade. Hidden performances visible via smartphone app

Lito: BMW, Esplanade – “Performance Made Beautiful” features. Activated by app + QR code. “All Access Pass” mobile art fest

Lito: Users with valid profiles filled up are eligible for further promos. 300 downloads in 2 months (still a trickle!)

Lito: Need media spending to promote the app. Design with scalability and sociability in mind

Lito: Next steps – QR codes in print ads. Showroom integration – posters link to more content via smartphone apps.

Lito: Turn every BMW on the road into a moving billboard. #Popular in Singapore. See a car you like, book it for a test drive via mobile

RT @tomiahonen BMW @litogerman Vision is to turn every BMW on the roads, to become a moving digital billboard via AR

RT @tomiahonen Very funny – @litogerman BMW mentioned my 150x stat, and added that 50 of those we look at the phone to watch the wonderbra video

RT @edpank Mobile budgets in APAC set to soar. New survey with @MMA_APAC and @WarcAsia just out. Full results here:

Wendy Chan, Regional Director, Media Strategy, L Capital & LVMH @wendyks02: The Changing Face of Media for Luxury & Lifestyle Category

Wendy: LVMH – 60 brands, 3.204 retail network worldwide. L Capital Asia – venture capital fund

Wendy: Last few decades – ad focus on luxury magazines, 1K+ editorial pages

Wendy: 92% of our consumers use online source to learn about luxury products, 32% from social networks

Wendy: China has 680 million social mobile users. Local bloggers are invited to our stores/events

Wendy: We also use in-app display ads, and product placement. But luxury brands are late in adopting digital.

Wendy: Perception/tension: luxury is about exclusivity, mobile/digital is about accessibility

Wendy: Mobile used for ‘content snacks’ for aspirational consumers, with the right ‘in-between’ moments

Wendy: Incentivise social sharing, create mobile CRM platform for VIP customers (specials, events)

RT @tomiahonen LVMH @wendyks02 Dior Secret Garden Videos on mobile app

Panel: Brand Engagement. Gerald Smith @out_there_media Andreas Vogiatzakis, @PublicisOmnicom Jeffrey Seah, Starcom Mediavest

Andreas: Don’t expect ad spend on mobile to be proportionate to time spent by consumers on mobiles; they are using it for purposes other than media also

Andreas: Malaysia has high penetration of phones; highest social connectivity per person on #Facebook

RT @VservMobi Malaysia has youngest Mobile Internet user base in SEA. 31% of 18-24 yrs, 33% of 25-35 yrs #MICreport

RT @RobinHicks_ Starcom SEA boss Jeff Seah: 1/5 of our revenue is mobile-based, but 40% of our time is spent talking about mobile.

Andreas: Think of mobile as a verb, not a device. Catalyst for influence, from a societal point of view

Mike Savage, Editor, The Asia Media Journal @amj_editors kicks off next session on Traditional + Mobile Media

Vishnu Mohan, CEO, Havas Media, Asia Pacific @vishnumohan: Mobiz: Delivering Multi Channel Marketing to SMEs

Vishnu: Mobile lags in scale, not ratio of ad spends ($115 billion in transactions, 9.5% in ad spends). E-commerce: $1 trillion: 11%

Vishnu shows Domino’s pizza ordering app – if you can’t choose, shake the phone and a random selection appears!

Vishnu shows eBay app: watch TV show with eBay, pick related merchandise (eg sportsgear during game coverage)

Next video: Philippines P&G in-store shopper app – “Final Moment of Truth” – when shoppers decide what to buy

Vishnu has LENS – analysis of brand’s readiness and competitiveness in mobile, and ATOM co-investment fund

Graham Kelly, Isobar: “Breaking the Mould.” Internet as a medium is still young. First banner ad less than 20 years old

Graham shows great videos of creative Twitter campaigns, AR apps (Penguin Navi, Tokyo, brings visitors to aquarium)

RT @gfunkerwin “technology is nothing without big idea”. Graham Kelly -… (at Pan Pacific Hotel Singapore) [pic] —

RT @JasmetSeth Barrier to mobile mktng in Asia not just security & privacy 35% smartphone users face browsing issues daily

RT @AsiyaB “90% of marketers predict a rise in mobile budgets in Asia Pacific next year”: @edpank of @WarcAsia

RT @gfunkerwin Reborn apps idea to help organ donor campaign. Big Ide by isobar

RT @fabriziocaruso Graham Kelly brilliant campaign at . Free beer when it’s 20C in Ireland, it’d be hot chocolate in Singapore

#MMAF2013 and Yearbook are great examples of knowledge management in mobile industry to advance mobile marketing! #KMers #KM

Ducking out now for a couple of hours (my Knowledge Management book launch!; see you all later at Awards!

Launching this evening in Singapore: My new book, Knowledge Management Initiatives in #Singapore #KM #KMers

Back at Awards, awesome to see mobile creativity showcased across A-Pac! CONGRATS to all the winners and finalists, thanks to all the jurors!