Desi Content to Fuel Growth in India

Indian languages are slowly dominating English in internet usage. Hindi and vernacular languages will dominate as more Indians go online, with growing regional language content, falling data prices and cheaper smartphones. "English is over. There are only 200 million Indians who are proficient in English and they are already on the internet," according to Rajan Anandan, VP for Google's India and South-East Asian operations. "Almost every new user that is coming online-roughly nine out of ten — are not proficient in English. So, it is fair to say that almost all the growth of usage is coming from non-English users." he says.
By 2021, content consumption in Hindi will be bigger than consumption in English, according to Google estimates. A study conducted by Google, in partnership with KPMG, highlights this trend. "India today has 234 million Indian language users online, compared to 175 million English users ... Our study reveals that 99% of local-language …

Gateways to Digital Content

Amazon is trying to become an app store like  Apple or Google. Amazon and has created one point for users to get digital subscriptions from companies like the LA Times and Dropbox. Google and Apple app stores are major gateways for the sale of online music, newspapers and magazines, digital video packages, food delivery subscriptions and software making service providers dependent on Google and Apple. Amazon is now trying to grab a piece of the action. Google and Apple both take a big chunk of the subscriptions paid by customers. Digital Content providers are left with few options to market their content. These tech giants are the digital gateways to digital content.
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HR Technology Strategy

Companies are spending more on HR technology with 56% of all Asia-Pacific firms planning to increase their budgets in this area, according to a report by Sierra Cedar HR Tech Landscape Study for Asia - "More than 40% of all Asia-Pacific organisations and 50% of India-based organisations are looking at improving or developing a new enterprise HR Systems Strategy this year,".
The Asia-Pacific market is witnessing a maturing of overall HR technology adoption which is moving beyond initial investments in payroll talent management, workforce management and even business intelligence applications. Organisations are moving towards Cloud-based HRMS.
Organisations are seeking to adopt new Cloud-based HR technology which gives the ability to make use of emerging technologies which are in Cloud environments, e.g. embedded analytics, Mobile capabilities, and integration with Social platforms.
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Social Media Command Centres for Brand Marketing

Social media command centres, dedicated facility used by brands for monitoring conversations, customer service, tracking marketing efficiency, market research, etc., are becoming the norm.
Big multi-national brands have used command centres for some years now. The trend is catching up in India. Many large brands in India are now using command centres. Brands cannot afford to ignore the social media chatter around their brand.
According to research in India, 47 per cent of the people who access social media post reviews of product and services. Social media has become a way to communicate with a brand. Brands can gain a better understanding of their customers this way.
The command centres provide diverse services to brands - customer care, social listening, market intelligence, market research, competition analysis and online reputation management using data analytics and real-time creative support.
The more popular tools in India are Radian 6, Hootsuite, Adobe Social and Socialbakers…

Digital Personality Marketing

Research from USA (Penn State) and UK (King's College London) reveals that people adopt different personalities for different social networking sites. The study shows that users subconsciously present a different personality of themselves on Facebook, Twitter, Instagram, LinkedIn, etc., so that they can fit in with the distinctive culture of each of these sites. 2 features, that vary almost completely across profiles on networks are biographies and profile pictures of users. Researchers compiled information on more than 100,000 social media users. The research also reveals how demographics influence social media profiles.

This is useful research on digital marketing on social media networks

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Retail East

Retailing heads East for the Asia pivot. CEO of Walmart says India is a key growth market for the company, along with China, and it will focus on allocating capital to these markets in a bid to grow business profitably. "In order to grow our business profitably, we're making strategic choices to simplify our portfolio and be more focused. For example, we've sold non-core assets like shopping malls in Chile and the Suburbia clothing chain in Mexico. Our emphasis for capital allocation is on our core North American markets (Mexico and Canada) and key growth markets (China and India). We are intentionally focused on investing in markets, channels, and formats that position us to win," he says.
Walmart India operates 20 stores in the cash-and-carry wholesale space under the Best Price banner across the country and plans to increase this number. The Indian subsidiary is evaluating foreign direct investment (FDI) guidelines for the food retail space in India as the govern…

Digital Service Stations Across India

Mofussil India could be on the verge of a digital makeover, reports Times of India. The railways have identified over 7,000 sleepy towns in the country for converting their railway stations into digital hotspots, which will not just offer Wi-Fi services to the local population but will also serve as hubs for ordering and receiving goods from ecommerce portals. These proposed centres will provide digital services including digital banking, Aadhaar generation, issuing government certificates and filing taxes. The plan, under the 'Railwire Saathi' project, will soon be rolled out across 7,000 stations, Railway Minister Suresh Prabhu told ET. None of these stations will be in big cities and will be mostly in rural and remote areas, he said. "Railways already have an unparalleled optical fibre network across the country through which we can set up these centres in the premises of station," said Prabhu. It will be a one-stop solution for government's digital inclusion…