About the Author

Hailing from one of the India’s youngest state, Uttaranchal, I am an engineering graduatewith Post Graduation in Management from Nirma Institute of Management, Ahmedabad, Gujarat (India). I have also done Executive Diploma in Finance from Nirma Institute and Advance Programme in Strategic Management from IIM-Calcutta.

I started my career as Management Trainee with Saurashtra Cements Ltd where I learned product management along with basics of strategy formulation and implementation on various projects with leading consulting firms. Post that, I started a dot-com entrepreneurial venture with my PGDM classmates (could have been another blockbuster had it survived). As usual, failure teaches you key lessons of life and business too!

Resuming corporate life, I had worked with companies like Vodafone, Reliance Media and Tata Teleservices in Products, VAS, Channel Management, Corporate Sales and P&L operations.

At present I work with MTS, a leading data service provider in Marketing function and have total experience of around 14 year in industries such as Cement, Media and Telecom.

My area of interest are Strategy, Data, Digital Marketing and anything related to web.

Apart from work and family, reading makes me comfortable along with my passion of business quizzing where I have excelled at national and state levels in reputed quizzes such as ET Brand Equity Quiz and Tata Crucible Quiz.

In spare time, I pen down my thoughts at http://www.sunilsinghrana.blogspot.com/ and I can be reached at sunilsinghrana@yahoo.com

Growth of Internet is key to going digital for companies….

• NTP 2012 target to provide 175 m broadband connection by 2017 and

600 m by 2020 at 2 mbps. Thus proposed Right to Broadband,

penetration of Smartphones and data will fuel the growth of Internet

• The rise of Social Media pressure to add-up to the trend

• e-Governance will lead to growth of internet among all sections of society

• Its not only about P2P its also about M2M also

• Young India understands the digital language and would love it to be in

vernacular too © Sunil Singh Rana

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Screen Size is all about convenience….

• Customer want same content over multiple device and is

comfortable to move across different forms• "The definition of a subscriber ARPU is dead, it is now the screen size that determines the

ARPU. The larger the screen, the more the ARPU“ - Reliance CEO Gurdeep Singh.

• Generation C as defined by Google in India switches between

devices 27 times a day

• “Walled-Garden” approach by Apple to continue but switching

between screen sizes will be crucial including Smart TV’s, Camera

and other devices

• From Facebook to Whatsapp….Things to go mobile and simple too© Sunil Singh Rana

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Its getting crowded now…..Micro Segments to emerge…

• Its not only about Facebook, LinkedIn and Twitter now..

• Micro Segments to rise….Opportunity for new apps and portals

• From Naukri.com, now we have HeadHonchos, Blue Collared Jobs, Sites for unskilled jobs etc

• Too many users, contacts, content (mostly unrelated and uninterested)

generated will spoil the party. Customer to seek simplicity and relevant

content

• Though 1:9:90 Rule of Internet apply, empowerment to user to control

the garbage as we are “fwd-wo-reading” and “Likes” society© Sunil Singh Rana

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To be or not to be….

• Digital Marketing to capture share from conventional media (Print,

Publication and others). Mere presence in static form to remain

disadvantage

• Marketers will also seek segmented base to get better results. While the

right of whom to reach lies with companies when to reach will shift to

customers

• Cross promotion of links to continue considering the width of net

• Getting “Likes and Followers” is different from getting “Brand Champs”© Sunil Singh Rana

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sunilsinghrana@yahoo.com