A DISSERTATION ON DIGITAL MARKETING

Submitted by NALIN AGARWAL Roll No : A3906407221 BBA [2007-10]

AMITY SCHOOL OF BUSINESS, NOIDA

AMITY UNIVERSITY UTTAR PRADESH

Acknowledgement
I am very grateful to Amity School Of Business for giving the students of B.B.A an opportunity to use their theoretical knowledge learnt so far in the course to be applied practically in a business organization. I am thankful to my faculty guide Mr. Jitendra Tomar of my institute, for his continued guidance and invaluable encouragement. Lastly, I would like to show my gratitude towards my Parents who helped me in every possible way.

Nalin Agarwal

TABLE OF CONTENTS
Chapter-l INTRODUCTION
>- Digital marketing-opportunities and challenges

Chapter-2 OBJECTIVES OF THE STUDY Chapter-3 RESEARCH METHODOLOGY Chapter-4 LITERATURE REVIEW
Growth in the Retailing market is driven by: Barriers to growth of e-tailing market Potentiality of rural digital market in India:'

Promising starts
Adoption and barriers Competitive advantage? Digital marketing strategy in India What are emerging vehicles? Mobile value added service providers in India Internet publishers in India: Online games market in India Online travel industry Drivers of change Indian banks on web Main concerns in internet banking Emerging challenges

Goals for broadband and internet penetration

3

Opportunities and challenges in digital marketing in India

CHAPTER-5 DATA ANALYSIS Chatper-6 CONCLUSION Chapter-7 RECOMMENDATION Chapter-8 ANNEXURE Chapter-9 BIBLIOGRAPHY

Chapter-1 INTRODUCTION
Digital Marketing-Opportunities and Challenges
Digital technology has revolutionized the" world as never before. Rapid transformations have taken place in the global scenario. The contribution of Information and

communication technology has been significant in terms of income and earnings, growth and employment generation. India too, has witnessed an unprecedented growth in the field of IT. The presence of world class educational institutes in the country has led to creation of a large pool of trained manpower of international standards. The IT industry is expected to emerge as one of the largest employers in the country (Ninth 5 yr plan). This sector is expected to grow to grow to 87 billion by 2008. A NASSCOM Mckinsey study predicts that software and services will be a third of India's exports, over 7.5 percent of GDP growth, $5 billion in FDI and create 2.2 million jobs by 2008). India continues to be one of the fastest growing IT and te1ecom market. The India IT market grew at over 26% in 2005 including domestic 'BPO-ITeS), 'providing tremendous opportunities for IT and telecom vendors and service providers. In 2005, India was ranked as the 18th highest IT spender and it is expected to move up to the 13th position in 2010. IDC's India IT and Telecommunications Markets provides trends and market dynamics for the IT and telecom industry, highlighting various products/segments driving the market like PCs, enterprise systems, storage, MFDs, IT Services, packaged software, BPO, enterprise applications, telecom services, datacom etc. Annual PC sales grow 37%; touch 2.3 million units. The Desktop PC market grossed 22.9 lakh units registering a growth of 37% over the previous 5

year. PC sales had clocked a negative growth of 11 % in the FY 2001-02 over that of 200001. However, the buoyant IT consumption witnessed in the First-half of 2002-03 gained greater momentum in the Second half, resulting in the current growth. With robust growth prospects, the IT market is expected to grow at 18% in FY 2003-04 and PC sales are expected to cross 27 lakh units. With IT. spending moving towards solutions rather than products, the IT services market is expected to witness a healthy growth. This report analyzes the size and growth of the 12 foundation IT services categories defined by IDC and paints the likely evolution over a 5-year time horizon. Riding high on the digital imaging wave, the digital camera market evolved rapidly during 2005 in India. Vendor initiatives, coupled with end-user awareness and interest, led to this upsurge in the market activities for digital camera. In an expanding IT market, digital camera usage rose as PC penetration increased. Addressing an interactive session to farniliarise the corporates on how mobility solutions could potentially transform and streamline their businesses, Deshpande said sales executives are demanding customer relation management features on handheld devices and logistics and supply chain areas are witness to rapid adoption of these solutions. Describing workforce on the move as Road Warriors, the telecom solutions provider sought to offer mobility solutions that could provide competitive advantage. Be it through a data card that can convert the laptop into a mobile office, or a smart phone that can handle most of the work that a desktop could potentially offer, the demand is increasing. The Cyber Cafes in India have been the proverbial "meek"; not understood or recognized, but always true to their task worth their own salt. And surely, with the blessing of time, they are taking their rightful place in the pedestals of various marketing

plans. Yet as recognition comes there way, still very little is truly understood about them, and the world thirsts to know more. What is the future of this market? What is driving the growth in the market? => Increased corporate consumption drives sales => Continued buoyancy to propel sales to over 2.7 million units in 2003-04 => PC purchase in the Top 4 metros accounted for 53% of the total PC market. This is down from 56% observed in 2001-02; however, in absolute terms the sales grew by 30%. Similarly PC purchase in the Next 4 Metros accounted for 12% of the total PC purchases, with a growth of 11 % over last year. In other smaller towns the PC purchases increased by 63%. => In the Business Segment, although the Top 4 Metros accounted for the maximum PC sales, their share declined from 60% in 2001-02 to 52%. However consumption in this segment grew by 24%. The proportion of sales to smaller towns increased significantly from 29% in 2001-02 to 39% in 2002-03. => Sales to the Household Segment also witnessed growth of 16% - SEC A continued to dominate the market with 45% market share in 2002-03. SEC C, which emerged as a consumer only in 2001-02, accounted for 24% sales in the households market. SEC B accounted for 31% of the sales. => Notebook sales grew by 14% clocking a CAGR of 12% over the past six years. Large business segment accounted for a major proportion of Notebook sales 53%; while medium business accounted for 26% and small businesses for 21 %. Notebook sales remained concentrated in the Top 4 Metros, which accounted for 78% of the total notebook sales.

=> The overall installed-base of PDAs in the country is 13,892 units; while 3,734 units were sold in H2 2002-03. PDA consumption is concentrated in the top 4 cities,

accounting for 57% of the total market. Consumption of PDAs was highest in the services sector, which accounted for 81 % of the market, manufacturing sector accounted for another 18%. => The Server market grew 11 % in 2002-03. The Top 4 Metros accounted for 78% of the total server sales while their consumption increased by 15%. Sales of servers to the smaller businesses grew by 46%, they accounted for 28% of the overall server sales. Large Businesses accounted for 41 % of the sales, however the sales declined by 14% over the previous year. Medium enterprises accounted for 31 % of the sales, growing 36%. => Consumption of networking products witnessed an impressive growth. Sales of NIC (Network Interface Cards) grew by 50% and thai of Hubs by 151%. Consumption of modems, however, declined byll %. => The UPS market had been growing at a CAGR of 33% over the past 6 years, and in 2002-03 the sales of UPS grew by 24% over the last year. Consumption in Business segment grew by 60% accounting for 66% of the market; however, the off take was slow in the household, sales dropped by 14%. Household accounted for 34% of the UPS market. => The number of active Internet entities 1 increased to 1.43 million in March 2003 indicating an increase of 11 % over March 2002. The business segment contributed 46% of the total active Internet subscribers and households accounted for

the remaining 54%. The penetration of Internet in the Business segment is 41 %, while in the households it is 12%. => Dial-up remains the most commonly used means of accessing the Internet among businesses with 68% of the business subscribers using it. Cable, leased line and DSL are yet to catch-up, and accordingly account for only 12%, 8% and 1 % respectively of total access means.

Since 1994, the Indian IT Industry grows between 40% and 50% per year. Its turnover was US$ 8,7 billion for the year ended in June 2000 and should reach US$ 12 billion in 20002001. The industry Association (Nasscom) objective is to reach a US$ 90 billion turnover in

2008. IT is the specialisation allowing India to enter modern global markets. This industry is shaping on the subcontinent a new development model based on the export of services and the domestic penetration of digital technologies. Among the salient features of this development are the creation of new firms, the surge of a dynamic financial market and the setting up of new public service models. The role of the IT sector in the recent growth of industrialized economies has been widely assessed and keeps attracting attention through the ongoing slowdown. At the local level, various studies have demonstrated the importance of positive externalities associated with the development of IT clusters. The interesting issue regarding India is that, because of the weakness of the traditional industrial sectors, IT industries play a dominant role in linking the country with the global
market growth, notably through:- building up a competitive advantage on international

markets,
=> setting up global companies and international business networks, => pulling up the domestic telecom infrastructure and education system, => promoting local industrial policies, => Supporting the opening-up of an economy centred on import-substitution.

With only 26 million of fixed telephone lines and 3 million of cell phone users for a one billion population, India remains an underdeveloped country .However, the domestic IT
market nearly doubles every two year and grows faster that any other sector in India. The Government services and the banking sector still represent more than 50% of the market, while the telecom sector only accounts for 10%. Several factors suggest that the export-driven

10

growth of the IT sector should pull the domestic demand. The two main drivers should be
telecoms and training. In the case of telecoms, most IT industries are using satellite links for long distance data transmission. But progressively, as the global infrastructure expands, fibre

optic cables are brought to the Indian coast. As we have seen in Hyderabad, those links will be extended inland towards the IT clusters where there is a growing demand. In the
meantime, the domestic market for all kinds of telecom services (from ISPs to CRM solutions) will increase. Training centres mushrooming in all big cities already make IT education a huge

market. This is reflected by all the interviews. As the middle class expands, more and more people see IT training as a personal investment allowing accessing the global wealth. The IT industry currently employs about 400000 engineers and technicians. 70,000 new engineers
are produced every year. It is forecasted to triple this number as to reach 2.2 million professionals by the year 2008.

Most of the training, especially for software languages will use PCs, Internet connections and probably, e-learning programmes. This market will enhance the penetration of the Internet countrywise.
.

11

Chapter-2
Objectives:
The present study revolves around the following objectives: To study the concept of Digital Marketing in India and its applicability to Various emerging facts of the Indian

economy.
To analyze the Digital Marketing strategy in India. To study the opportunities and challenges faced by the digital marketing sector in India.

Hypothesis
Research hypothesis is null in case of my research study.

12

Chapter 3 Research Methodology

Secondary data sources were used to gain a comprehensive and in depth understanding of the digital marketing in India. Inputs related to internet users in India and segment -wise users of internet in India etc. have been taken from I cube 2006 , a syndicated research product of the technology group at IMRB International. These annual syndicated set of reports on the internet market in India are based on a large scale primary survey covering 65,000 individuals across 28 cities in India Information - from various published resources and other research bodies were also used to perform a data validation check and also to reach at the final numbers. Primary research was conducted using in-depth interview with large and - medium sized digital marketing players. A detailed questionnaire was administered to the players from various verticals of the digital marketing industry in India. Hypothesis Research Objective: This research is based on DIGITAL MARKETING. Companies in the Information Technology (IT) field: software, hardware and networking suppliers- have a natural affinity for the Internet. So I would like to make a research filled with proven strategies, tactics and tips devoted strictly to the IT industries. Internet marketing needs topics for research includes; making the most of the company website, using search tools and new group for promotion, online-offline marketing and more. So In a study it was revealed that earning members of the family spend more of their time on internet as compare to television, so marketers follows the consumers. That's why I feel Internet Marketing will be the next field in the Marketing.

13

Chapter 4 Literature Review

EVOLUTION OF COMMERCE
Commerce has evolved over the centuries. Prior to the evolution of money it was a simple "batter process" where things could be exchanged, same milk for grains. The evolution of money brought with it, the concept of a "market place". In a market place, commerce is a function of four P's. These entire four components playa vital role in a transaction to take place. Different combinations of 4 P's determine different forms of commerce. Once the market place came into existence, a few pioneers realized that people would be ready to pay extra if they could deliver products at customer's door steps. A slight modification at price and place let to the convenience of getting products at there homes. This concept delighted the customers and thus, the concept of "street vendors" was born. When the postal system came into being the sellers decided to cash in on the new opportunity and started using mailers giving description of there products. It led to the concept of "mail order cataloguing". From here, the evolution of the "tele shopping" network was inevitable with the development of media vehicles. The latest generation of commerce is one that can be done over the internet. Internet provides a virtual platform where sellers and buyers can come in contact for sale and purchase of goods and services. They can be thousands of miles apart, may belong to different parts of the world, might speak different languages, "E-commerce" emerged as the boundary less trade medium in the era globalization. Since, internet has the ability to reach the customers home; the distribution channel has started to assume.

14

new meaning to the B2C and C2C e-Marketer. The Physical delivery got converted to electronic delivery; physical products were now electronic products, displayed on a website. With options of paying online through debit and credit cards, even the transaction was purely electronic. Another important P for the e marketer, the Promotion, assumed importance, especially because there is no face to face interaction between the buyer and seller. The focus of online promotions is the' great deals', 'discounts', 'convenience' offered by the e-Marketers.

15

DIGITAL MARKETING:
Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost effective manner. While online marketing is a part of mainstream marketing activity in the more developed markets, in India it is still in the teething stage. Lack of awareness of the potential of internet, spread of its use in India, low awareness of how internet marketing works and a general unwillingness to "try new things" accounts for the low level of online marketing activity in India. However, in the last two years, online marketing has seen a steep growth and seem to be gathering critical mass. Given the criticality of internet as an emerging medium and the opportunities it offers for marketing, the Internet and Mobile Association convenes this conference with the aim of providing a common platform to advertisers, agencies, online publishers and other stakeholders to collectively drive home the importance of online marketing. Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the

16

use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. Previously seen as a stand-alone service in its own right, it is frequently being seen as a domain that can and does cover most, if not all, of the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion. There are 2 different forms of digital marketing, each of which has their pros and cons.

17

PULL
Pull digital marketing technologies involve the user having to seek out and directly grab (or pull) the content. Web site/blogs and streaming media (audio and video) are good examples of this. In each of these examples, users have a specific link (URL) to view the content.

PROS:
No restrictions in terms of type of content or size as the user determine what they" want.

=> No technology required to send the content, only to store/display it. => No regulations or opt-in process required.

CONS:
=> Considerable marketing effort required for users to find the message/content. => Limited tracking capabilities - only total downloads, page views, etc. => No personalization - content is received and viewed the same across all audiences

PUSH
Push digital marketing technologies involve both the marketer (creator of the
message) as well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing. In each of these examples, the marketer has to send (push) the messages to the users (subscribers) in order for the message to be received.

18

PROS:
=> Can be personalized -- messages received can be highly targeted and specific to selected criteria - like a special offer for females, 21 years old or over and living in California. => Detailed tracking and reporting - marketers can see not only how many people saw their message but also specific information about each user such as their name as well as demographic and psychographic da~a.
=> High Return on Investment (RO!) possible - if executed the right way, push

messaging can help drive new revenue as well as brand reinforcement.

CONS:
=> Compliance issue - each push messaging technology has its own set of
regulations, from minor (RSS) to heavily controlled (emai~ and text messaging)

=> Requires mechanism to deliver content - the marketer has to use an application to
send the message, from an email marketing system to RSS feeders. => Delivery can be blocked - if the marketer does not follow the regulations set forth by each push message type, the content can be refused or rejected before getting to the intended

recipient. 'While digital marketing is effective when using one message type, it is much more successful when a marketer combines multiple channels in the message campaigns. For example, if a company is trying to promote a new product release, they could send out an email message or text campaign individually. This, if properly executed, could yield
positive results. However, this same campaign could be exponentially improved if multiple message types are implemented. An email could be sent to a list of potential customers with a

19

special offer for those that also include their cell phone number. A couple of days later, a follow up campaign would be sent via text message (SMS) with the special offer. Push and
pull message technologies can also be used in conjunction with each other. For example, an email campaign can include a banner ad or link to a content download. This enables a marketer to

have the best of both worlds in terms of their marketing messaging.

20

Usage of E-Commerce in India - a Demand Side perspective

Since the introduction of E-Commerce, there have been debates on future of its prospects in
India. Would it be as successful as it is in US or is it a mirage that attracts many but offers nothing worthwhile? True enough; the players in the online marketplace are still struggling to

settle with a successful business model. Most of them are settling for Advertising Model, hoping it would help them breakeven. However, to grow beyond, the majority of the revenue
needs to be generated from customers. Customers on the other hand, have become choice-spoilt. There is no dearth of offerings for them. They skip from one seller to other in search of best

deals in the standardized products market. In this section, we would,

=> focus on the usage of E-Commerce in India, and => understand the triggers and barriers for the online marketplace

Usage of E-Commerce
According to one survey conducted among the Industry players, the E-Commerce Industry
in India was worth Rs 7080 crores at the end of 2006-07. Is it big enough? How much is it expected to grow? The adoption and usage of E-Commerce in the country is a function of the

overall environment for Internet usage in a country. To correctly understand the likely growth
path for E-Commerce in India it is imperative to understand the internet ecosystem in the country. Some of the key variables that need to be understood are the proportion of computer literates, internet penetration, frequency of access to the internet, purpose of internet access

etc. A correct mapping of these would help in understanding the overall framework of ECommerce in the country. The PC literate population is on a fast growth curve having grown 100% in 2006 over 2004. Though in India overall penetration is still low the important

factor is that a critical mass of users is shaping up which will fuel rapid growth over the

21

next 3-4 years. A Claimed or Ever Internet User is defined as one who has ever accessed
Internet. A subset of Claimed Internet users, Active Internet Users are defined as those who

have accessed Internet at least once in the last one month. They are the regular users of Internet and are aware of the recent trends and applications emerging on the Internet. The population of Active Internet Users was 21 million in March 2006. As these Internet Users
mature with respect to exposure and awareness of internet, they tend to spend more time

online; access internet more frequently and surf non-communication based applications and advanced online applications like gaming, E-Commerce, etc. However, as it is evident
from the charts below, E-Commerce is still not the key driver of the Internet. Internet usage in the country is still driven by email and information search. However, the interesting part is that out of the 13.2 million internet users across 26 cities covered in I-Cube 2006, (Syndicated

Research of e technology group @IMRB International),14.2% use the internet to buy travel
tickets; 5.5% people do online shopping especially products like Books, Flowers, Gifts etc. and 5% people deal in stocks and shares through the internet. Though the percentage contribution of

E-Commerce is almost same over the years, however, the number of Internet users using E-Commerce is growing rapidly. Thus, E-Commerce is surely being adopted by the Internet
users as a way to shop. They are buying a variety of products online and visiting various web sites to buy products from. Given the rate of growth in E-Commerce users, size of the E-

Commerce industry is expected to reach Rs. 9210 crores at the end of 2007-08, a big jump of 30% over the current industry size.

22

Triggers and Barriers for the E-Commerce market in India In addition to the industry size, it is imperative to understand the reasons behind the growth and reasons hampering the growth E-Commerce industry in the country. This section elaborates the triggers and barriers that impact the adoption of E-Commerce by the Internet users we would start by enlisting the triggers which motivate the online shoppers to buy products online.

23

Sourced-Cube 2006, a syndicated product of IMRB International

As evident from -the table above, time saving is the major reason that drives Internet users
to shop online. It is followed by convenience of anyplace, anytime shopping online. Online stores do not have space constraints, thus, a wide variety of products can be put for display. Companies can display whole range of products being offered by them. This further enables the buyers to

choose from a variety of models after comparing the looks, features, prices of the products on
display. To attract customers to shop online, e-Marketers are offering great deals and discounts to the customers. This is facilitated by elimination of maintenance, real-estate cost of the

seller, selling its products online. An insight into some of the problems stated by customers while buying through Internet will help us to have a closer look at the issues which need to
be addressed by the online community.

Absence of touch-feel-try creates concerns over the quality of the product on offer. Another roadblock in the way of E-Commerce is lack of interactivity so as to allow for negotiations between the buyer and sellers. In addition to above, the security of online payments is a major issue requiring immediate attention of the marketers. 24

Increasing rate of cyber crimes has made customer apprehensive of revealing their credit card details and bank details online. Moreover, the duration of selecting, buying and paying for an online product may not take more than 15 minutes; however, delivery of the product to customer's doorstep may take about 1-3 weeks. Further more our past observation has been that in India shopping is an experience itself. Consumers look forward to it as an opportunity to get out of their homes and interact with other people. The recent growth in the malls and the hypermarkets only corroborate this fact. Thus, ECommerce has to bank on the convenience and discount platform as there is no way that they can compete with the offline platforms on the experience that they provide. There is no doubt that Internet shopping has a number of benefits to offer. With changing lifestyles, E-Commerce is surely the most appealing and convenient means of shopping. However, the grave issues surrounding the market do not make it the "choice" of most of the Internet users. Addressing the above specified issues, thus, has become critical to expand beyond the current user base.

E-TAILING
As the name suggests, e- Tailing is the web version of Retailing. In other words these are online shops where a customer can choose from a variety of items like Apparel, Accessories, Mobiles/Cell Phones, Cameras, Computers, Books, Magazines, Music CDs
and DVDs, Electronic Goods, Shoes, Furniture, Health Equipments, Flowers, Jewelry, etc. The two popular models that exist in the eTailing marketplace are Online Retailers and Online

Auctions. The Website of an Online Retailer is used as a storefront to sell physical goods that
are then delivered by a third party. The Online Auctions, on the other hand, serves as a platform where a seller can offer to sell its products to interested buyers and provides the enabling

25

infrastructure for electronic transactions. In the past, auctions were limited to only high valued items such as paintings, antiques and collectibles or for commodities in the wholesale market places. However, now it is possible to auction even low valued items like old books, music cassettes, CDs, etc. Thus, both formats of e- Tailing differ in the procedure for conducting an

electronic transaction. These differences can be highlighted in form of the following process
flow: Another difference between online stores and the online auction sites is that the former earns transaction revenues while the latter charges a commission from the buyer and seller

once the deal is closed. Size of the eTailing Market for the year 2006-07 and 2007-08
After collating the responses from various players in the Industry, the size of eTailing Market for the year 2006-07 was computed to be Rs. 850 crores. eTailing contributes around 12% to the

total E-Commerce Market size in the year 2006-07.The reasons that limit the growth of this
online segment comprise of lack of trust, especially for unknown brands, lack of 'touch-feel-try' experience, higher chances for discrepancy in the product delivered, low margins, etc. These factors have been elaborated upon in the next section. However, with branded stores coming online, providing consistent service delivery, both online and offline, this segment is expected to rise by 30% to Rs. 1105 crores at the end of 2007-08. These branded stores are likely to be visited by more buyers in the metros than from non-metros.

26

GROWTH IN THE ETAILING MARKET IS DRIVEN BY:

INCREASE IN THE NUMBER OF BUYERS AND SELLERS: The success of a
marketplace depends on the presence of a large number of buyers and a large number of sellers. Over the years there has been a sharp increase in the number of buyers and sellers in this

segment. In addition to online buyers, many offline stores have begun to sell their products in the online marketplace. The greater the number of sellers and buyers, the faster the market
grows.

CHANGE IN THE CUSTOMER'S ATTITUDE: According to a leading eTailer, "There has been a significant change in the attitude of an average Internet user. He is ready
to experiment to suit his convenience". Truly, an average user is buying a variety of products online. These may vary from low-end items like books to high-end items like laptops; less involving items like flowers to high, involvement items like jewelry. CONVENIENCE: As rightly pointed out by an eTailer, "a 15 minutes trip online can save a

two-hour trip to the mall.. we offer widest variety, the best deals and option for buying and paying online that won't take more than 5-6 clicks" Thus, an online buyer saves time, effort and money when buying online as compared to buying from physical stores. BETTER BARGAINS: e- Tailing eliminates the need to maintain expensive and fancy
showrooms. Instead, what attract customer attention to online stores is the great deals' 'best prices' and 'better bargains'. According to an industry player, "Online.

27

retailers can manage to offer attractive offers as they operate out of websites and thus save on inventory handling and maintenance costs".

BARRIERS TO GROWTH OF E-TAILING MARKET

CONSUMER BIAS: According to a leading industry player, "Consumers will display a bias for brands that they know well and have had a good experience in the past". Thus products of brands with a favorable bias will score over the products of less popular brands. "A few would risk to buy expensive jewelry from an unknown jeweler online", adds another industry expert. LACK OF 'TOUCH-FEEL-TRY' EXPERIENCE: We have heard a lot of Internet Users say "would the diamonds in the ring be as big as shown in this picture", "it seems like my size but what if does not fit well", "what if this camera does not work". Thus, lack of ability to try a product before buying acts as a barrier for some Internet Users. In addition, often the product or the service delivered differs from the standards displayed on the website. The customer is not sure of the quality of the product unless it is delivered to him and post delivery of the product, it is sometimes a lengthy process to get a faulty or the unsuitable product changed. Thus, unless the deliverables are as per the customers expectations, it is hard to infuse more credibility in the e- Tailing market. MOUNTING COMPETITIVE PRESSURES: The market for online buying is still at a nascent stage. However, at this early stage too, the market is swarmed by the players selling their or third party's products online. To attract customers, the competing online players are adopting all means to provide products and services at the lowest prices. This has resulted in making the consumers choice-spoilt, who in turn surf various websites to

28

spot the 10w~st price for the product. Thus, although the number of transactions is
increasing, the value of the products sold is continuously falling owning to high competition and leaner margins.

SEASONALITY: eTailing Market is faced by seasonal fluctuations. As told by an Industry player, "August to February is the peak seasons for sale, while March to July is the dry seasons for sale". During the peak season, occasions that drive the sales are Diwali, Rakhi, Valentines Day, New Year, Christmas, Mother's Day, Friendship Day etc are. On these occasions younger generations prefers buying and sending gifts. online.

CREDIBILITY IN PAYMENT SYSTEM: According to a leading eTailer, "online frauds and breach is the biggest barrier to online sales".. As a result, prospective buyers prefer staying away from revealing their credit card and bank details.

UNTIMELY DELIVERY OF PRODUCTS: it might take a few minutes to search, book and pay for products and services online, but the delivery of the product may take unreasonable time.

Thus, the online retailing raises more issues than the benefits it currently offers. The quality of products offered online and procedures for service delivery are yet to be standardized. Till the same is done, the buyer is at a higher risk of fra1,lds. In addition to above, efforts need to be taken to educate the online buyers on the steps that need to be undertaken while making an online purchase. Moreover, the feedback of an online buyer should be captured to identify flaws in service delivery. This can be done through online 29

communities and blogs that serve as advertising and marketing tools and a source of feedback for enterprises. Thus, unless the issues surrounding the eTailing market are addressed, the benefits provided by the industry would fail to attract high value and volumes of transactions.

ONLINE CLASSIFIEDS
B2C Online Classifieds is a customer driven market. It enables Internet Users to place their offerings, including, CVs for jobs, profile for matrimony, ads to buy/ sell property and automobiles on websites. Though the Online Classifieds market targets niche segments, for example, the working population can place their CVs on job portals, those greater than 18 years are eligible to avail of services of a matrimonial website, etc., this segment still manages to attract the maximum attention owing to the fact that it targets the young population, that contributes maximum to the pie of Internet users. However, there is another potential segment comprising 01 middle aged and senior citizens, who might be interested in availing matrimony services (for their children) and buying/ selling property. Since this segment is not comfortable in accessing the internet, they still rely on service of middlemen like marriage consultants and property dealers. Having realized this, players in the Online Classifieds Market are opening physical counters. The physical counters assist the not-so-Internetsavvy population by applying search as per the parameters specified by the customer.

30

POTENTIALITY OF RURAL DIGITAL MARKET IN INDIA:

The deficiency in communications and other basic infrastructure in rural India creates an opportunity to establish partnerships with corporations active in the agricultural Indian industry. From trading companies to capital equipment providers, these firms would greatly benefit from the creation of a network that would make the Drishtee business model economically sustainable.

FUTURE ROLLOUT
Even though there is a proven demand for digital services in rural India, considerable thought and planning must go into customizing service offering to local needs and the
necessary resources required to service those needs. The following services are being considered as future offerings: =>Entertainment, =>Horoscopes, =>Employment exchanges, =>Rural e-marketplace, =>Computer training, =>E-health services, =>Government applications. However, the offering of some of these services entails an added layer of complexity and even

involvement in vested interests that limit their development over the near term. As a result,
further investment in connectivity infrastructure is unwarranted to offer some of these services.

31

Web 2.0 Technologies: The rising popularity of user-driven online services, including MySpace, Wikipedia, and YouTube, has drawn attention to a group of technological developments known as Web 2.0. These technologies, which rely on user collaboration, include web services, peer-topeer networking, blogs, podcasts, and online social networks. Respondents to a recent McKinsey survey show widespread but careful interest in this trend. Expressing satisfaction with their Internet investments so far, they say that Web 2.0 technologies are strategic and that they plan to increase these investments. But companies aren't necessarily relying on the best-known Web 2.0 trends, such as blogs; instead, they place the greatest importance on technologies that enable automation and networking. More than half of the executives surveyed say they are pleased with the results of their investments in Internet technologies over the past five years, and nearly three-quarters say that their companies plan to maintain or increase investments in Web 2.0 technologies in coming years. (A mere 13 percent say they are disappointed with previous investments.) Companies that acted quickly in the previous wave of investment are more satisfied than late movers. Less than a fifth of all those surveyed say they are very satisfied with their returns. Of those who rate themselves as very satisfied, 46 percent are "early adopters" and 44 percent "fast followers"

Among the executives familiar with the nine Web 2.0 trends cited in the survey (see the sidebar, "What's in Web 2.0"), more than three-fourths say that their companies are already investing in one or more of these trends. The most frequently cited investment is Web services, being used or considered by 80 percent of the respondents familiar with the tools.

32

Peer-to-peer networking also is popular; 47 percent say they are using or considering it. Few executives say that their companies are using more than two of these technologies. But nearly two-thirds of those whose companies are investing in them think they are important for maintaining the company's market position,. either to provide a competitive edge or to match the competition and address customer demand. More than one-third labeled them "experimental." Executives from some industries and regions that were slow to invest during the past five years are poised to move more aggressively now. For example, retail executives, whose companies were more likely than the average company to invest cautiously in the past, now overwhelmingly say they will step up investment in Web 2.0 technologies in the coming years. Executives say they are using Web 2.0 technologies to communicate with customers and business partners and to encourage collaboration inside the company. Seventy percent say they are using some combination of these technologies for communicating with their customers. For example, about one-fifth of them say they are using blogs to improve customer. service or solicit customer feedback. Respondents report that to communicate with business partners and, secondarily, to achieve tighter integration with suppliers, companies are using Web services, peer-to-peer networking, collective intelligence, RSS (Really Simple Syndication), and peer-to-peer networking. Companies are using the same technologies to help manage knowledge internally. Just over half of respondents say they used one or more Web 2.0 technologies for that purpose. Just under half use these tools for designing and developing new products for example, setting up systems to gather and share ideas. Finally, among the executives surveyed, technologies for automation and collaboration appear to be gaining more traction than some of the technologies that have

33

received more attention in the press. Blogs, podcasts, and mash-ups trail technology trends that allow people to contribute knowledge to a common effort or allow machines to exchange information more easily. However, looking at companies that have invested in specific technologies, two distinct groups emerge. Some 43 percent of companies are even more focused on networking and collective intelligence technologies than the global average; these companies are likelier than others to be large, in high tech, and in Asia. And some 22 percent are much likelier to have invested in RSS, blogs, and podcasts than others; these companies are also likelier to be in industries such as media and telecommunications and located in. North. America. During an online discussion convened to dig more deeply into the preceding results, it became clear that companies using Web 2.0 technologies have developed an easier and more flexible way of bringing technology into businesses, compared to traditional top-down approaches.

A key theme that emerges from the discussions is that many of these technologies start at a company's grassroots level. Because many of these tools are easy to implement, small groups of interested individuals can launch informal pilots to test their viability. "We have been very customer driven and quite ad hoc," one executive explains. "As we grow we are formalizing the process, but it is still driven by inspiration [and] passion from key stakeholders." Another central point is that although many of these technologies came into prominence as consumer services, discussion participants are using them throughout their businesses as tools and can already see some impact on the business. "Wikis are adding the greatest value," one executive says. "Blogs and podcasts are more focused outside the organization, supporting sales and marketing efforts. . . Technology is just the way of

34

doing business." In addition, some note that as collaboration tools spread through the organization, they help break down hierarchical and functional boundaries, since they facilitate passing information up, down, and around: "We use a CRM package where I can easily find out what my customers like and dislike and have suggestions from the help desk guy on how to improve our service. The message does not need to flow through layers within our organization to reach me." Discussion participants' seem generally optimistic about the benefits of these technologies, particularly as they help , companies refine their business direction: "The most valuable aspects today are providing a means for customers to have a dialogue with us. This provides benefits to the parties. If we get something wrong, our customers let us know very quickly and hey expect to know when we are going to address it. This rich dialogue also brings us ideas and suggestions on future product developments, which is extremely valuable."

PROMISING STARTS
In this follow-up discussion, wikis, blogs, and RSS technologies were the most commonly mentioned ones. Although these were not the technologies that executives cited in the original survey as the most used by companies across industries, discussion participants see them as having immediate value for their organizations. As one executive says, "Collaborative and communications technologies are clear winners." Several executives, for example, say they are using wikis (software that allows a group of people to contribute to an online document or collection) as a way to encourage collaboration within their companies, especially for knowledge development. "A typical example is the use of a wiki to get to a commonly agreed terminology set. . . . Users are able to respond to language and messages that emanate from the center and translate that into a set of terms that is

35

meaningful in their own context." This participant adds that wikis "capture a good deal of unstructured and anecdotal information that would otherwise have been lost." Other notes that wikis are necessary because his organization has outgrown its ability to gather and share knowledge informally. Other participants are hoping to take these technologies further, by using them to develop knowledge or software. "As a software integration provider, I think there are opportunities to use the collaboration techniques more actively in the software life cycle. We would be interested in harnessing collaboration tools built on Web 2.0 for developers." Blogs are also frequently mentioned as a channel to communicate with customers and, in some cases, critics: "We use blogs as a means of communication and engagement with our customers, but also to help engage our prospects and detractors in a positive and productive discussion. We find that it helps to manage our reputation." Mash-ups-combining two technologies to create a new and distinct application, such as displaying locations on a map-were the trends least referenced in the original survey, but several participants say they are using them to address customer needs. "We are using mash-ups based on customer demand to display physical locations consumers can interact at. Google has set the bar with consumers."

ADOPTION AND BARRIERS

Most Web 2.0 tools are simple-to-use applications that are hosted offsite (for example, wikis, blogs, and social networking), which makes them easy to implement. Given that ease, it's not surprising that many discussion participants say grassroots efforts are often as effective as formal pilot programs. One executive says, "These projects started at the grassroots level; however, the value was rapidly demonstrated. This led to projects being taken up by their 'natural' owners within the organization [who] continue to invest and

36

develop the projects." Another panelist goes further, asserting that top-down management would have been a hindrance: "The most effective efforts started as grassroots efforts. The role of senior management was to provide the support for this to continue and then get out of the way. Executives cannot mandate successful adoption of Web 2.0 technologies. Their role is to supply permission and resources-and set the boundaries-and [then] let intelligent and motivated teams run with this." The ease of exploring these technologies is cited as a factor. in helping advocates avoid typical barriers to implementation (or perhaps just inertia) by quickly pulling together prototypes. "The ease of implementation can be used to overcome the usual resistance to trying things and taking risks. A simple [working] prototype and some data from the sandbox with real users is very compelling when compared to the traditional business approvals process." Some participants cite a difference between the way their companies implement more technical and integrated technologies (for example, Web services) and the more user friendly technologies. "We committed to Web services as a long-term technology decision. . . . Our use of blogs has been driven more by teams tied to the customer relationships." Others suggest that the grassroots adoption style reflects the novelty and availability of the new technologies. "We have been very customer driven and quite ad hoc in the past. As we grow we are formalizing the process, but it is still driven by inspiration [and] passion from key stakeholders." Inspiration often .comes from outside the company, sometimes even outside the industry. "An idea was seen that people thought, 'Wow, that's cool' That was the starting point for the discussion [about] how we could use something like that to help us." The discussion also highlights some difference in adoption styles between executives who are using many Web 2.0 technologies and those who are exploring few. The more prolific.

37

users show a tendency to leap into grassroots efforts, while the light users appear to take a more cautious and traditional approach: "Decisions on new technology have tended to be driven by one or two specialists in the technology team, generally led by the CTO.2 Other board members will be involved where significant financial investment is required." Indeed, some executives report the same adoption barriers as those they face with more traditional or expensive technologies, including caution on the part of senior management and apathy among customers. "The old shareholders do not understand the use of IT and they think of it as a cost, not an opportunity." A newspaper executive adds, "We are struggling to do the right thing to transform our business while trying to inform and engage the public who, frankly, don't seem very interested." However, in other environments, one executive says, "No encouragement is necessary. The tools are simple and sometimes fun. The ability to click-and-drag graphics, videos, [and] sound bites into a forum provides different dimensions to information. What are gone are the old BBS text boards."

MEASURING IMPACT
While many panelists assert that Web 2.0 technologies are subject to the same scrutiny as other investments (specifically, do they return enough value to justify their costs?), a general sense emerges that it is, in many cases, too soon to tell. However, participants also assess these technologies by their impact on business performance, which they define in many ways-including better customer engagement, more efficient collaboration within the company, and an improved ability to manage its reputation online. Some executives say the tools are already having visible effects, such as better communication with customers. "The most valuable aspects today are providing a means for customers to have a dialogue with us." One panelist cites blogs and RSS as factors that are helping to reduce the

38

customer churn rate. Perhaps even more important, several participants are tapping customers' opinions and expertise to improve product design. "We now see customers,
particularly the professionals and customer experts, as having a much greater role in the development of new products," says one. Another adds, "Our success is based on allowing [clients] to participate in the process." There is a wide variance in how long panelists are

willing to wait for the tools to demonstrate their value. This period is sometimes tied to whether
a company is using more or fewer of these technologies. One executive from a company using

fewer notes, "The key for us is to identify value. . . at an early stage." Others, such as this participant from a company using several Web 2.0 technologies, say they are willing to give the tools more time: "These are still early days. The tools and technologies that we have today will evolve into what will become the next step. We are not necessarily at that point today." And some warn against rushing to judgment: "You need to give people room to make mistakes and to shape it to their needs. You also need time. Without a commitment to those things, the command-and-control freaks will strangle it off with quantitative, mechanistic models. . . . Many of the old models for calculating return are either of limited value or simply destructive." Another participant notes that nothing resembling best practice has yet emerged for implementing these tools or measuring their success: "There is perhaps, at best, sound practice. Approaches are so dependent on context for success that slavishly following models used elsewhere will almost certainly restrict creativity and innovation."

COMPETITIVE ADVANTAGE?
Executives tend to invest in new technologies and processes because they hold out the promise of either increasing competitive advantage (for example, by enabling new services

39

or improvements to existing ones) or reducing costs. While opinions differ among discussion participants as to whether Web 2.0 technologies have yet demonstrated any economic impact, some consensus emerges that the technologies are valuable internally (mostly by improving collaboration) and externally (by strengthening connections among suppliers, partners, and customers). "It's too early to claim competitive advantage. . . but we have used blogs to strengthen our stakeholder communication and we are currently implementing. wiki technology in our intranet and extranet sites. The main benefit seems to be the stronger sense of community that we can nurture through technologies that are more interactive, less push." The views of discussion participants on whether these tools can offer enduring competitive advantage differ significantly. The variance not only highlights differences between executives at companies where more of these tools are in use and other executives, they also parallel an ongoing rebate among technology executives and other experts as to whether technology can offer enduring competitive advantage. Web 2.0 tools, participants who are using them the most suggest, may lead to a long . term advantage. Some participants, especially those whose investments have focused on changes in their IT systems and who have invested less in Web 2.0, tend to view advantages as fleeting. "While we have been in the forefront of most technology upheavals over the past two decades, none of our investments have provided us with any significant competitive advantage for a significant duration. The technologies tend to get adopted by competing financial institutions with no meaningful time gap [and] tend to get

commoditized very rapidly." Others see these technologies as enabling a different way of doing business, both internally (for example, by aggregating knowledge from throughout the company) and externally (by tapping customers for product-development ideas). These

40

respondents, such as this executive from a company using several. technologies, tend to expect a more sustainable advantage. "Web 2.0 tools are helping to encourage interest in collaboration across the organization and helping us to explore new and different ways of collaborating. In time this may bring us some form of competitive advantage, but it would be hard to quantify anything at this stage

41

DIGITAL MARKETING STRATEGY IN INDIA

There are 38.5 million Internet users in India and the number is set to grow to a 100 million by 2007-08. An estimated 4.6* million Indian Internet users are Banking Online today and with the efforts of the government and the industry the number is expected to grow to 16+ million by 2007-08 including both Internet and Mobile Banking. While online marketing is a part of mainstream marketing activity in the more developed markets, in India it is stili in the teething stage. Lack of awareness of the potential of internet, spread of its use in India, low awareness of how internet marketing works and a general unwillingness to "try new things" accounts for the low level of online marketing activity in L'1.dia. However, in the last two years, online marketing has seen a steep growth and seem to be gathering critical mass. There are many advantages of Online Banking. It is convenient, it isn't bound by operational timings, there are no geographical barriers and the services can be offered at a minuscule cost. The results of the survey clearly indicate that Online Banking is accepted and used across the country. Prominent tier-II cities and towns are witnessing a pick up in online activity. The digital infrastructure in India is undergoing a dramatic change, which may not be very' obvious. This transformation will create opportunities for content and community portals and websites, and rekindle interest in Internet information services. But along with the change in the connectivity and access devices will also come the need for change in the content that users would like to access. In short, computing and communications technologies stand at the threshold of making the Internet a utility in India? the question that needs to be discussed (later) is: how can the portals rise to the occasion? There are three significant changes taking place in the connectivity infrastructure in India:

42

Availability of fixed-price, narrowband, always-on connections: Telcos, cable providers and Interne1 service providers are offering connectivity of upto 128 Kbps for less than Rs 1,000 a month. While still not broadband, this is a good start and a major change from the days of dial-up Internet access at Rs 35 per hour. Once a connection is always-on and there is no worry about running up big buls, usage of the Internet changes and it starts to become more of a utility in people's lives. Broadband connections from cybercafes: Sufi's Ways and Reliance's soon-to-be launched cybercafes (as part of their Web Worlds) offer true broadband connectivity. This is starting to open up new applications like video gaming, video conferencing and VoIP. Over time, we are likely to see broadband connectivity available to businesses at reasonable price points (no more than Rs 2,000 per month). Proliferation of Internet-enabled cellphones: While the computer still remains the primary mechanism by which users access the Internet, there are now cellphones which allow Internet access via CDMA and GPRS. Speeds are still slow, the screen size is quite limited and data entry is still-a challenge, but at least the access is there. A few government decisions can go a long way in opening up the access infrastructure dramatically. Legalizing Voice-over-IP, delicencing WiFi and eliminating (or even halving) duties on IT and telecom equipment can help create greater demand. This brings us to the access devices. \X/hat is needed is a family of access devices which has the affordable business model of phones (payment of less than Rs 1,000 upfront and Rs 500 per month) and the functionality, versatility and footprint of a computer. This is where thin clients costing Rs 5,000-7,000 need to come in ? this will bring the price point of a user device to the levels of a handset, enabling low-cost monthly rentals for the service provider to recover the cost 43

of the device. An always-on, broadband access infrastructure and affordable access devices are two of the three legs that the Indian Internet infrastructure needs to be built on. The third is the availability of content, software and services which can attract users and make the Internet a key part of their lives. This is where visible innovation has stagnated, with the current art being the web browser, websites that we. visit and search engines that we scour to get to the websites. What is needed is a New Information Platform. Marketing has always been about ideas. Sure, its mandatory to accumulate trucks loads of data and study them. The real thinking is in trying to understand the patterns of human behaviour and their approach to latent cultural tendencies. Towards a particular category, towards the reasons for the category's existence. Trying to make sense of that pattern and then creating a focused vortex of attention at key points is what marketing thinking has been about. Sure, making it happen in terms of availability, looks, decor, pricing, logistics is what marketing operations is all about. And that's what decides whether a category deserves attention beyond the 30-second commercial or not. Also important is who is championing a particular marketing channel. It boils down to the individual driving it. And what that person is cut out to do. Operations or thought? Combining fast technological development and the on going search for optimal methods to reach consumers, Integrated Marketing Communication (IMC) becomes a key element in the interaction with consumers. The digital marketplace provides marketers with the unique opportunities. When exploited well, it results in significant increases in revenue and profitability. Simply launching a web site and hoping the search engines will pick it up or that someone will stumble upon it isn't a very effective strategy. The first Internet marketing guide step you need to employ involves your domain name. The domain name you select needs to be easy to spell,

44

visually attractive and relative to your business. It can be very tempting to come up with a name that either includes a version of your own name or a cutesy or unique domain name (example: www.bobsuseddvds.comorww.gourmetkoffee.com) however the sad reality is that this type of combination is not very efficient fur several reasons. First, it can be a little difficult for the average surfer to remember, particularly if your name is a common name. Secondly, as in the example listed, you end up with too many of the same letters of the alphabet. This example has far too many of the letters Sand D. Finally, you need to select a name that will stand out visually and that is easy to remember and spell. While the term 'gourmet coffee' relates to a specific business and is easy enough to remember, the unusual spelling of coffee could result in the opposite effect of what you are trying to accomplish. If the domain name you would like for your business has already been registered by someone else, .consider using a different extension. Not every domain name needs to end in .com. There are other extensions available. Also think about re-arranging words or adding words to make the name unique and still easy to remember and spell.

45

=>For some telecom and credit card companies, call centers account for more than half of all new revenues. =>But a fear of putting service customers off with sales pitches and an ignorance of how much value is at stake have made many retail banks slow to implement a service-to-sales program. =>We estimate that successful efforts to cross-sell during inbound service calls could boost a retail bank's sales of new products by 10 percent. =>To realize this goal, companies must first provide consistent, high-quality customer service. Then executives must ensure that all employees have the proper mind-set, motivation, and skills. Most large companies have some form of customer-relationship-management (CRM) software, but more than half of them are disappointed with it. Critics blame the software, but the real problem could be a failure to address the organizational challenges posed by any new initiative. Top management often assigns executives with other primary responsibilities to take charge of the CRM effort on a temporary basis, and they may resort to heavy-handed mandates to get frontline staff to use the new tools. Instead, CRM should be treated as a product or service targeted at internal customers. A McKinsey survey of marketing executives from around the world shows that in marketing, things are starting to change: companies are moving online across the spectrum of marketing activities, from building awareness to after-sales service, and they see online tools as an important and effective component of their marketing strategies. Executives also indicate, however, that they are making less frequent use of digital tools-from familiar ones such as e-mail and informational Web sites to new possibilities such as wikis and virtual worlds-than their

46

importance would suggest. A lack of capabilities at companies and their marketing agencies is a critical reason, respondents say, along with often-cited concerns such as an absence of meaningful metrics. Companies use the Web to reach customers throughout the decision-making process. In 2010 respondents expect a majority of their customers to discover new products or services online and a third to purchase goods there. A majority of the respondents also expect their companies to be getting 10 percent or more of their sales from online channels in 201~twice as many companies as have hit that mark today. These expectations appear to be driving plans for future spending, at least in some areas. In addition to established online tools such as e-mail, information-rich Web sites, and. display advertising, survey respondents show a lot of interest in the interactive and collaborative technologies collectively known as Web 2.0 for advertising, product development, and customer service

47

WHAT ARE E1VIERGING VEHICLES?

Blogs (short for Web logs) are online journals or diaries hosted on a Web site. Online games include both games played on dedicated game consoles that can be networked and "massively multiplayer" games, which involve thousands of people who interact simultaneously through personal avatars in online worlds that exist independently of any single player's activity.

Podcasts are audio or video recordings-a multimedia form of a blog or other content. They are often distributed through aggregators, such as iTunes.

Social networks allow members of specific sites to learn about other members' skills, talents, knowledge, or preferences. Commercial examples include Facebook and MySpace. Some companies use such systems internally to help identify experts.

Virtual worlds, such as Second Life, are highly social, three-dimensional online environments shaped by users who interact with and receive instant feedback from other users through the use of avatars.

Web services are software systems that make it easier for different systems to communicate with each other automatically to pass information or conduct transactions. A retailer and supplier, for example, might use Web services to communicate over the public Internet and automatically update each other's inventory systems.

48

Widgets are programs that allow access from users' desktops to Web-based content. Wikis, such as Wikipedia, are systems for collaborative publishing. They allow many authors to contribute to an online document or discussion.

Technologies that foster online collaboration and participation-for example, blogs that solicit customer feedback and wikis that allow employees to work together on documentsare gaining traction throughout the corporate world. Few companies, however, have a clear understanding of what inspires users to contribute to such sites. Executives might start by looking to the world of online video sharing, another fast growing test bed for participation. McKinsey research conducted in Germany finds that motives such as a desire for fame and a feeling of identification with a community encourage collaboration and participation. Such findings, we believe, offer insights into the way companies might tailor their Web 2.0 offerings. Companies will have to look beyond video-sharing sites for approaches to maximize the quality of the content. Those sites are concerned primarily with popularity, whereas corporate wikis and content" sites (such as Wikipedia) gain momentum when new visitors discover and contribute high-quality content, which in turn makes the sites worthwhile for yet more newcomers. To improve the quality of internal wikis, then, companies might look to the quality assurance practices of open-source coding projects, which rely on appointed and self-appointed guardians to police quality issues. Companies should also create transparent and enforceable guidelines to prohibit unethical or illegal behavior, such as the posting of copyrighted material or proprietary secrets. They can learn from the examples of YouTube (which attempts to review content for obscenity before posting) or Wikipedia (which has committees that review entries for quality) and

49

adopt similar review procedures for their corporate Widgets are programs that allow access from users' desktops to Web-based content. Wikis, such as Wikipedia, are systems for collaborative publishing. They allow many authors to contribute to an online document or discussion. Technologies that foster online collaboration and participation-for example, blogs that solicit customer feedback and wikis that allow employees to work together on documents-are gaining traction throughout the corporate world. Few companies, however, have a clear understanding of what inspires users to contribute to such sites. Executives might start by looking to the world of online video sharing, another fast growing test bed for participation. McKinsey research conducted in Germany finds that motives such as a desire for fame and a feeling of identification with a community encourage collaboration and participation. Such findings, we believe, offer insights into the way companies might tailor their Web 2.0 offerings. Companies will have to look beyond video-sharing sites for approaches to maximize the quality of the content. Those sites are concerned primarily with popularity, whereas corporate wikis and content sites (such as Wikipedia) gain momentum when new visitors discover and contribute high-quality content, which in turn makes the sites \vorthwhile for yet more newcomers. To improve the quality of internal wikis, then, companies might look to the quality assurance practices of open-source coding projects, which rely on appointed and self-appointed guardians to police quality issues. Companies should also create transparent and enforceable guidelines to prohibit unethical or illegal behavior, such as the posting of copyrighted material or proprietary secrets. They can learn from the examples of YouTube (which attempts to review content for obscenity before posting) or Wikipedia (which has committees that review entries for quality) and adopt similar review procedures for their corporate content. As the volume and importance

50

of user-generated media grow, marketers ever on the lookout for effective new ways to influence and even leverage customers-are eagerly experimenting. Their efforts, which frequently take place deep in the trenches of business units or brand teams, touch upon a wide range of activities, including advertising, public relations, customer service, and even product development. The result can be exciting initiatives, such as the recent enlistment by Netflix of more than 25,000 global consumer "developers" to improve its movie recommendation algorithm by contributing ideas. The best will win a prize of a million dollars. In our experience, however, marketers who let a thousand flowers bloom risk losing focus-for instance, by failing to recognize the areas where user generated media could make the biggest difference or by stumbling into the public relations problems that intense customer involvement sometimes creates. One way of enhancing focus is to take a top-down approach, starting with drawing a conceptual map that links a company's brand, industry, and customer characteristics with its core marketing activities that could benefit from user-generated media. While each company's map will he somewhat different, general principles apply. Companies or brands that have at one time or another been associated with controversial business practices, for example, should develop a deep understanding of what influential online voices are saying about them. Marketers in industries where R&D is a competitive differentiator may need to begin seriously enlisting users in the product-development process. When companies establish high-level priorities, the next step is often to identify the most relevant initiatives, evaluate their potential business impact, and invest more heavily in the most promising ones.

MOBILE VALUE ADDED SERVICE PROVIDERS IN INDIA

51

The mobile subscriber base is growing at a scorching pace in India; India is now the 5th country in the world to hu';e crossed the 100 million mark in subscriber base and has in the last two months become the fastest growing mobile market in the world. As average revenue per user. decrease from voice drops, and voice becomes commoditized, Te1cos are increasingly looking at data as an additional revenl1e stream. The end users have also embraced VAS and it contributes between 5-10% of the revenues of different Te1cos. Thus Mobile VAS has become an important element in the growth of mobile telephony in India. Yet it is also equally true that there is little clarity on business issues and growth seems to be driven by more by inherent market momentum than a concentrated effort on the part of the stakeholders; differences exist even on basic issues like definition for Mobile V AS. Thus an understanding into the VAS space is needed to help stakeholders give a direction to this wave of growth. The Indian mobile phone market is transforming from a voice-only market to a platform offering various other kind of services. The mobile value added services (MY AS) offered through Global System for Mobile communications (GSM) as well as Code Division Multiple Access (CDMA) handsets now range from simple Short Message Service (SMS)-based text applications to multimedia video clips and even live Television. The high growth in the subscriber base of mobile phone users in India has only helped the emergence of MV AS, which has turned out to be a good source of revenue for the mobile phone industry. The market size of Mobile value added services (MV AS) Industry has been estimated at about $1.2 billion (RsA,950 crore) in the fiscal year ended March 2007, according to a recent study by the Associated Chambers of Commerce & Industry of India (ASSOCHAM), the highest body of the Chambers of Commerce of India, providing a forum for development and dialogue between businesses and

52

government. MVAS market is poised to grow by more than 65% and generate annual sales of more than $2 billion (Rs.8,200 crore) during the current fiscal as the mobile phone subscriber base is multiplying and such services are becoming cheaper with easy accessibility to end users. Worldwide mobile entertainment revenues are forecast to grow to $50 billion by 2007-08. In the Asia Pacific region alone, mobile gaming is expected to generate nearly $5 billion in revenues by 2007-08. Mobile V AS are offered on multiple platforms like SMS, voice and Wireless Application Protocol (W AP) enabled services etc. The users of these services are spread in almost every nook and corner of the country as result of the telecom revolution, which is seeing an addition of more than five million subscribers a month. The exponential growth in the subscriber base is leading to rapid growth in the business of mobile VAS also, as people widely use their handsets to play games, download ring tones, read news headlines, surf the Internet, listen and compose music, make others listen to their music collection, access information from banks, railways and airlines, check exam results or participate in contests etc. The Mobile VAS industry in India is estimated at Rs. 2850 crore at the end of 2006 and is estimated to grow at 60% to touch Rs. 4560 crores at the end of 2007. This space is currently completely dominated by entertainment services and comprises of; P2P SMS -Rs. 1140 crore; Ringtones (including CRBT) - Rs. 1026 crore; P2P & A2P- Rs 428 crore; Games & Data- Rs. 171 crore; Others (MMS etc) - Rs 86 crore. India is going through a te1ecom revolution, especially in the wireless telephony segment. The adoption of mobile telephony remains unparalled in scope, as users from diverse segments increasingly choose to exercise the option of personal mobility. The user base has been adding 3- 4 million subscribers per month (on an average) and recently the mobile

53

subscriber base crossed the 100 million mark in April 2006. The success of the market can be gauged from the fact that mobile user base has surpassed the PC user base in India and very soon the Indian market will have more mobile users than TV viewers. India is rapidly moving towards being an evolved mobility market with no distinction between market incumbents and challengers. The growing intensity of competition has led to more services for the end user at lower prices. This has had an effect of stimulating demand and thus increasing the category adoption rate. As more users have been added to the subscriber base, it has led to a further downward pressure on operator costs. This has led to further cost benefits to the end user, fuelling further growth in the subscriber base. Operators are facing cutthroat competition and with the call rates in India being one of the cheapest in the world, the margins are very low. Therefore they are looking at VAS as the next wave for growth. It has become the flywheel of telecom growth and a large chunk of revenue for operators is likely to come from V AS services in the years to come. But it is not only effort from operators which is driving the growth of VAS, there are other factors contributing to it. The growth of V AS in India has been helped both by macro level environmental factors and specific market initiatives to develop this category. For the operators, success of V AS has become important for their growth. This has led to a sharp focus on marketing & tie-ups and a somewhat limited focus on development of content. Most operators are now trying to innovate in their VAS offerings and create sharper differentiation for their offerings.

54

INTERNET PUBLISHERS IN INDIA:

From the perspective of an advertiser's objectives, there are two broad genres -- one is
advertising for brand saliency and the second is advertising for generating business or acquiring customers. Performance marketing refers to the second genre of advertising. Marketing managers are increasingly allocating more monies towards advertising for performance and the internet is the only medium that is truly capable of specific measurement in terms of 'cost of acquiring a

customer' or 'cost of generating a transaction'. Advertisers are using the internet as a direct response medium. A medium where they can actually specify their objectives in terms of cost
per acquired customer. It is estimated that almost 70 per cent of the online advertising in India is

happening for 'performance'. Google alone enjoys close to 25 per cent share of the total online advertising in India. It is also estimated that 50-60 per cent of banner advertising is also happening for performance. However, advertisers have still not exploited the true potential of Internet as a medium that can increasingly deliver ROI objectives of advertisers. It is very fashionable to talk about ROI, but the fact is that the offline agencies are still grappling with understanding the Internet and .most of the online agencies are still using primitive tools and technologies. Having a presence on the web is not beneficial unless it is backed by a well planned marketing and promotion strategy. There are an infinite- number of consumers on the internet, but unless they are aware of your presence, they will not know how to get to you. Where does this leave web publishing? Looking a bit dated and unable to match the reach of some of the mobile services. It was bad enough when the challenge was to persuade marketers to move money from 'old fashioned' magazines and radio to the 'new and trendy' Internet. Now there's something newer and trendier! The challenge for website publishers is to harness mobile to

55

support their current offerings. The next step has to be to position website publishing to demonstrate its strengths.

ONLINE GAMES MARKET IN INDIA

With an economy that grew 7.6% in 2005 and a sitable middle class among its 1.1 billion populations, India is rapidly emerging as an IT, economic and political superpower. While long dormant, the online games market in India is starting to heat up with a burgeoning Internet cafe culture; increases in Internet users and broadband penetration; and most importantly investment from game operators who are promoting and educating consumers about online games. Pearl Research believes India in 2006 is comparable to China in 2001 when China's games market started to develop and an online games culture started to form. The online games market in India is also being driven by key stakeholders with a vested interest in growing the market: => Users are discovering online games, intrigued by the community aspects, compelling content and the interactive experience. => Game operators are promoting and marketing online games, educating users and creating awareness. Online games represent a viable business model given India's high rates of software piracy. => Internet cafe owners are stocking more games since games are one of the biggest revenue drivers and are a "sticky" activity. => Publishers who are not yet in India are assessing the market and weighing the risks and rewards of entering this emerging and nascent market. => Telecoms and PC hardware manufacturers are pushing games to drive broadband and PC penetration. Broadband is being offered as low as $10 a month by some providers.

56

=> Advertisers are looking to attract and appeal to the growing urban and tech-savvy gamer population. The Indian online games market is especially being closely monitored by Korean publishers who view India as a potential multi-million dollar market with its large, young and urban population hungry for content. In an attempt to capture consumer loyalty and establish brand equity early on, Korean publishers are already creating a beachhead in India
with their online games.

57

ONLINE TRAVEL INDUSTRY

In the last 3 years, the Indian skies started getting covered with low cost or the 'no frills' airlines. The travelers got their biggest surprise when Air Deccan, India's first low cost airline, introduced trips to major cities of India at fares comparable to the Indian Railways. In no time, there were others joining the league. The competition among the Airlines led to of great offers and deals to the customers. As a result, dreams of thousands of Indians belonging to SEC A and SEC B came true; they could now fly from Delhi to Mumbai with Re 1 and Rs 500 tickets. The travel industry was riding on a high wave. Along with the travelers, the tour operators too thought of cashing in the opportunity offered by low airlines.. A number of online travel aggregators and tour operators, operating on lines of brick-and-mortar business models swarmed the Online Travel Industry, offering customized choices to its users comprising of choice for place to visit, ticket bookings, stay etc. The sites even take one through virtual tours to the places selected by the user. The online ticket reservation website of Indian Railways is also experiencing a very high inflow of travelers, booking tickets online.For the purpose of the study, we have subdivided the Online" Travel industry into four types -Travel Aggregators, Tour Operators, Railways and Hotels. This classification is based on the way these entities operate. We would cover these entities in details to understand the dynamics of Online Travel Industry. TRA VEL AGGREGA TORS:. They offer Air tickets, tour packages, hotel reservations, car rentals across the globe in collaboration with multiple service providers. The attractive packages offered by Travel Aggregators with a guarantee of 'most economical deals' attracts a lot of Internet Users to their websites. Their operations are mainly online and are supported by 24-hours customer care to provide information and solve queries of the

58

Trialists. Since they are collaborators of travel services, they generate revenue through commissions on every sale. TRAVEL COMPANIES/TOUR OPERATORS: They comprise the traditional travel agencies like. Those who now have a click and mortar model. They are the key intermediaries bringing travel products and services of various players, closer to the customers.- Like Travel Aggregators, they offer airtickets, hotel reservations, car rentals, tour packages for India and abroad. Their revenues are also determined by the commissions through the sales generated. HOTELS: These comprise hotel chains that have spotted the potential of adding yet another channel to reach out to their customers. Today, most of the three to seven star hotels have started developing the web sites for online bookings of their room inventory. With hotels moving their inventory online, customers can book a room with just a few clicks from anywhere in the world. RAILWAY BOOKINGS: The online ticketing website of the Indian Railways has emerged as one of the largest single-product E-Commerce sites in the country. Online rail reservation system proved to be a major relief to the travelers spending hours in queues at railway reservation counters.

59

Size of the Online Travel Market for the year 2006-07 and 2007-08
Due to overwhelming response from the Online Buyers, the size of Online Travel Industry stands at Rs 5500 crores at the end of 2006-07. According to one of the industry expert, "airlines travel is the biggest sub-segment in the online travel market. It accounts for 80 per cent of the travel industry". The segment ., has witnessed a revolution with the cutry of low cost carriers. As a result, air travel that was earlier limited to the upper and uppermiddle strata of the society is now affordable to the masses. Given the current scenario, the number of travelers is expected to increase five-fold, from around 300,000 to 1.5 Million within a year. Online railway bookings also witnessed a major jump in the revenues and the number of travelers. The transaction value has more than doubled in a year, from Rs.300 crores in the year 2005-06 to Rs.700 crores in 2006-07. The total transaction value is expected to rise to Rs 1500 crores by the end of current year. The number of users has increased three folds, from 25 lacs to 70 lacs in a span of one year. Online hotel industry is yet to take off as their target group is limited to the most affluent Indians and NRIs and overseas travellers. Unless the concept of motels and budget hotels gets popular in the country the rate of growth of hotel industry would be limited. From above, it can be deduced that travel sold online, or "online travel", is the leading and the fastest category in the E-Commerce market.

The key drivers steering the growth of the travel Industrv are: INDIA SHINING: The Indian economy is growing at a rate of more than 9% per annum. This has led to increase both business and leisure related travels.

60

INCREASE IN THE INTERNET USERS: Increasing penetration of Internet connectivity and PCs has led to an increase in the Internet users across India. The demographic segments that have witnessed maximum growth comprise college going students and young persons. These segments are the users of advanced applications and technologies online and are most likely to be heavy E-Commerce users.

GROWTH IN LOW COST CARRIERS: The concept of 'Low Cost Carriers' or 'No Frill Airlines', targeted primarily at the middle-class has bought a revolution in the Indian Travel Industry. With Air Tickets getting cheaper, growth in the number of travelers and the number of travels per person has increased tremendously. This has in-turn affected the entire travel industry in a positive way. CONVENIENCE IS THE PRIORITY: The online processes are constantly being worked upon to make them easier to understand and use. Besides, the travelers are constantly seeking comfort and ease in planning their trips. Combination of the two has led to the increase in the usage of websites as against physical booking counters.

SECURE PAYMENT MECHANISMS: Security of transactions online has been a major barrier to the growth of the E-Commerce. However,. with secure payment interface being provided by the websites, the Internet Users are fast overcoming their apprehensions. According to major players, 65%-90% of their customers pay through credit cards. For those who are apprehensive of paying online, various websites provide various options of paying offline like, cash on delivery and cash cards. Given the above-mentioned drivers, the potential of Online Travel is not being exploited fully. There are still some major issues

61

limiting the growth of Online Travel to its full potential. Till these issues are worked upon, the number of users and the amount spent by them would be limited.

The Critical Issues in the Online Travel Segment are:

POOR ENABLING INFRASTRUCTURE: Though the status is improving, at the moment, the market has low PC penetration in households and limited broadband penetration. As each of these plays an important role in developing the market, these are significant roadblocks to overcome. APPREHENSION OF PAYING ONLINE: A majority of Internet 11sers are still uncomfortable when it comes to paying online. They prefer standing in queues for hours rather spend a few minutes to book railway tickets. This is further limited by low penetration of credit cards in the country. LIMITED INVENTORY: Low Inventory is a big factor for the low percentage of hotel bookings currently happening online. According to a major hotelier, size of the inventory offered online is limited to 122 rooms that can be booked through 100 odd websites. The online booking is thus limited to only 10% of the total bookings. However, the issues related to penetration of Internet and apprehensions with paying online can be solved with the use of alternate technology, known as m-Commerce. The rise in number of subscribers and the replacement market for mobile handsets has made it one of the lucrative channels for reaching the customers. With rise in usage of GPRS enabled handsets, accessing internet from mobile phones has been made easy. To assist m-Commerce, various mobile payment cards have been introduced in the market. These payments cards are relatively safer to use than the credit cards. Another way to address the fear of using credit cards is

62

introduction of limited payment cards and debit cards, where the amount, and hence, the risk of the buyer is limited to the value of the card. However, the websites that allow users to use these cards for paying online are limited. As these issues are addressed, coupled with increase in awareness of secure payment gateways being installed by various travel sites, the industry is expected to rise by 50% to Rs 7000 crores at the end of year 2007-08. Thus, introduction of new trains and low cost airlines, coupled with increasing confidence in payment gateways and hot deals offered by various players is expected to draw attention of more people online making Travel stay at number one position among various B2C ECommerce categories.

63

Digital marketing in the banking and commercial sector in India

The Internet banking is changing the banking industry and is having the major effects on banking relationships. Even the Morgan Stanley Dean Witter Internet research emphasised that Web is more important for retail financial services than for many other industries. Internet banking involves use of Internet for delivery of banking products & services. It falls into four main categories, from Levell minimum functionality sites that offer only access to deposit account data - to Level 4 sites highly sophisticated offerings enabling integrated sales of additional products and access to other financial services- such as investment and insurance. In other words a successful Internet banking solution offers => Exceptional rates on Savings, CDs, and IRAs => Checking with no monthly fee, free bill payment and rebates on A TM surcharges => Credit cards with low rates => Easy online applications for all accounts, including personal loans and mortgages => 24 hour account access => Quality customer service with personal attention

64

DRIVERS OF CHANGE
Advantages previously held by large financial institutions have shrunk considerably. The Internet has leveled the playing field and afforded open access to customers in the global marketplace. Internet banking is a cost-effective delivery channel for financial institutions. Consumers are embracing the many benefits of Internet banking. Access to one's accounts at anytime and from any location via the World Wide Web is a convenience unknown a short time ago. Thus, a bank's Internet presence transforms from 'brouchreware' status to 'Internet banking' status once the bank goes through a technology integration effort to enable the customer to access information about his or her specific account relationship. The six primary drivers of Internet banking includes, in order of primacy are: => Improve customer access => Facilitate the offering of more services => Increase customer loyalty => Attract new customers => Provide services offered by competitors => Reduce customer attrition

65

INDIAN BANKS ON WEB

The banking industry in India is facing unprecedented competition from non traditional
banking institutions, which now offer banking and financial services over the Internet. The deregulation of the banking industry coupled with the emergence of new technologies, are enabling new competitors to enter the financial services market quickly and efficiently. Indian

banks are going for the retail banking in a big way. However, much is still to be achieved. This study which was conducted by students of IIML shows some interesting facts:

=> Throughout the country, the Internet Banking is in the nascent stage of development (only 50 banks are offering varied kind of Internet banking services).
=> In general, these Internet sites offer only the most basic services. 55% are so called 'entry level' sites, offering little more than company information and basic marketing materials. Only 8% offer 'advanced transactions' such as online funds transfer, transactions & cash management services.

=> Foreign & Private banks are much advanced in terms of the number of sites & their level of development.

66

EMERGING CHALLENGES
Information technology analyst firm, the Meta Group, recently reported that "financial institutions who don't offer home banking by the year 2000 will become marginalized." By the year of 2002, a large sophisticated and highly, Competitive Internet Banking Market will develop which will be driven by => Demand side pressure due to increasing access to low cost electronic services. => Emergence of open standards for banking functionality. => Growing customer awareness and need of transparency. => Global players in the fray => Close integration of bank services with web based E-commerce or even disintermediation of services through direct electronic payments (E- Cash). => More convenient international transactions due to the fact that the Internet along with general deregulation trends eliminates geographic boundaries. => Move from one stop shopping to 'Banking Portfolio' i.e. unbundled product purchases. Certainly some existing brick and mortar banks will go out of business. But that's because they fail to respond to the challenge of the Internet. The Internet and it's underlying technologies

will change and transform not just banking, but all aspects of finance and commerce. It represents much more than a new distribution opportunity. It will enable nimble players to
leverage their brick and mortar presence to improve customer satisfaction and gain share. It will force lethargic players who are struck with legacy cost basis, out of business-since they are unable to bring to play in the new context.

67

MAIN CONCERNS IN INTERNET BANKING

In a survey conducted by the Online Banking Association, member institutions rated security as the most important issue of online banking. There is a dual requirement to
protect customers' privacy and protect against fraud. Banking Securely: Online Banking via the World Wide Web provides an overview of Internet commerce and how one company handles secure banking for its financial institution clients and their customers. Some basic information

on the transmission of confidential data is presented in Security and Encryption on the Web. PC Magazine Online also offers a primer: How Encryption Works. A multi-layered
security architecture comprising firewalls filtering routers, encryption and digital certification ensures that your account information is protected from unauthorized access: => Firewalls and filtering routers ensure that only the legitimate Internet users are allowed to access the system. => Encryption techniques used by the bank (including the sophisticated public key encryption) would ensure that privacy of data flowing between the browser and the Infinity system is protected. => Digital certification procedures provide the assurance that the data you receive is from the Infinity system.

68

The impact of E-transaction and authentication issues in banking

It's hardly great news that there has been tremendous growth in the use of the Internet and
other electronic facilities to process financial transactions. According to the Federal Deposit Insurance Corp., transactional Web sites have more than doubled each year for the past six years, growing from one in 1995 to nearly 2,500 in 2000. This growth is a reflection of the fact that

over the past few years, financial leaders have been considering various ways in which to allow their customers to transact business using the Internet. This objective is now reaching
beyond the financial services industry into non-electronic business segments, such as the building

supply industry. Furthermore, this growth is likely to continue to climb as the number of Internet users, Internet connection speed, and the number of transactional Web sites
continues to increase. The number of adults using PC banking is also growing. With this growth, there is an increased awareness of the benefits of using online transaction processing, thereby fueling the thought that all business should be electronically facilitated. Gartner predicts that worldwide business-to-business (B2B) e-commerce will total $3.6 trillion by 2003 and $8.5 trillion in 2005. Online financial activity had a slower start, but has had steady growth, from 6

million users in 1998 to 27.5 million users in 2000. During 2000, only 30 percent of the Internet-capable households were using some form of Internet banking, indicating that there is tremendous room for increased use.

69

THE E-COMMERCE VALUE CHAIN

Consider that the consumer and the merchant are on either ends of the electronic commerce value chain, with the authentication network and transaction processor (bank) in the middle. Banks have traditionally been the trusted agents, have the largest customer base, and have received the initial benefits from electronic commerce. Value has begun a steady migration to the ends of

the value chain. Customers can receive and pay bills from one point using products from multiple issuers. Merchants can influence and enhance the consumer experience by providing
innovative and time saving means of doing business. Merchants can add value to the payment process, for example, by offering discounted prices for electronic payment. Merchants can

also reduce their costs by receiving electronic payments, which results in reducing and
sometimes eliminating the need for data entry, as well as reducing the error rate and the time to investigate and correct the data. By increasing and effectively managing cash flow, merchants

may also be able to reduce costs associated with lines of credit.

Trends in the Use of Electronic Transactions

Financial institutions are developing new means of processing their current transaction base.

Two traditional areas of service have been check processing and lockbox services. These areas are also undergoing transformation to electronic processing functionality.

70

CHEQUE TRUNCATION
Almost every individual and business has used, and possibly still uses, checks to initiate
payment for goods or services. A trend currently in development is called check truncation. In this payment processing method, a payment starts as a check and ends up as an electronic

payment transaction. These transaction services operate as follows:

=> At the point of sale (POS), the merchant's clerk rings the sale and swipes the customer's check in a magnetic ink code reader (MICR). => The MICR information and the related transaction (sale) information are transmitted to

a site where the MICR information is converted into electronic transaction format.
=> A request is sent to the paying bank for verification, and an approval transaction is returned

from the bank to the store pas system.

=> The customer signs the authorization document, and the clerk voids and returns the

customer's check.

71

LOCKBOX TRUNCATION
Many businesses contract with banks and other financial institutions to provide lockbox
services. These services provide a central collection point and faster processing for payments. Lockbox truncation works as follows: => The billing merchant or service provider notifies the customer of the truncation service and obtains authorization for use. => The customer mails the check payment to the vendor. => The vendor captures the cheque and other information from the MICR line on the cheque => Vendor truncates the check (using the service described with P~S systems) and

transmits payment as an automated clearinghouse (ACH) debit transaction.

=> The entry flows through the ACH network and is posted to the customer account.

These types of services enable the financial institutions to electronically process traditionally generated transactions, thus speeding up payment.
\

72

CERTIFICATIONS
Financial institutions may wish to provide some increased level of assurance that the information contained on their Web sites is protected from unauthorized use or loss due to unforeseen circumstances. An independent review of management's assertions related to these areas may provide customers with that desired level of assurance. Many organizations are obtaining these reviews from certified public accountants and other consulting organizations. The resulting certification is often evidenced by a seal that is placed on the financial institution or merchant Web site which, when accessed, indicates the assertions made, the process followed for the certification, and qualification information about the certification issuing firm.

E-TRANSACTION AUTHENTICATION ISSUES

Transaction authentication has been a topic of discussion since early in the evolution of ecommerce. Use of digital signatures is becoming widely accepted and has attracted the attention of legislators.

DIGITAL SIGNATURES
On October 1,2000, the Electronic Signatures in National and Global Commerce Act was signed. This act states that an agreement, contract, or transaction signed electronically is enforceable in a court of law. Accordingly, financial services institutions can now legally transact business using electronic signatures, allowing transactions such as mortgages, funds transfers, opening and closing of accounts, benefits enrollment, and beneficiary designations to occur in an electronic environment.

73

The law Mines an electronic signature as "an electronic sound, symbol, or process attached to or logically associated with a contract or other record and executed or adopted by a
person with the intent to sign the record." Fortunately, the legislation does not attempt to define acceptable technologies except to indicate that the technologies must be mutually acceptable to the transacting parties. Since a valid signature can be as simple as a digital image of a

signature (enabled through an electronic pen and pad) or as complex as today's public key infrastructure (PKI) and associated encryption methods, the technology decision maker must
define relevant business objectives and understand the risks, such as cost and unauthorized

use associated with alternative implementations.

There are possible additional benefits to the implementing organization. These include reduced transaction timelines, reduction in paper processing costs, facilitation of customer migration to

the Internet as a business channel, and increased online transaction security. When compared to physical signatures, e-signature technologies are, in general, a more secure
authentication method. Many financial institutions are studying the possible implementation of a public key infrastructure (PKI) system that will allow them to exchange electronic information securely with unknown parties. PKI is the delivery channel for public key cryptography, a

method that allows the parties to a transaction to keep a communication private through the use of a two-part key made up of public and private components. To .encrypt messages, the
published public keys of the recipients are used. To decrypt the messages, the recipients use their unpublished private keys, known only to them. Quite simply, if the signer's private key is not compromised, which can happen by releasing the password or allowing access to the device containing the private key, a document cannot be digitally signed

74

DEFINITION OF BROADBAND
There is no universal definition of broadband. For the purpose of monitoring the growth of broadband uptake, as well as in the interest of consumers, each country needs to specify minimum characteristics of a broadband connection. Normally, broadband means a high
speed, reliable, on-demand internet connectivity. Various organizations like the ITU, GECD and international regulators specify the minimum download speed of a broadband connection

ranging from 256 Kbps to 2 Mbps or higher. Most of the stakeholders, in response to the
Authority's consultation process, have suggested that a broadband connection should be a fast enough, always on connection capable of quick data download along with video conferencing. The Authority also recognizes that while a definition for broadband speeds may be fixed today, it may change over time as applications and bandwidth needs change, meaning that broadband today could be narrowband tomorrow.

75

GOALS FOR BROADBAND AND INTERNET PENETRATION

For the widespread availability of broadband and internet access, the consultation process

solicited responses from stakeholders in respect to targets to be setforth next 5 years. Suggestions were made that at least 25% of existing copper local loops (10+ million) should be converted to broadband connections. The ISPAI suggested an ambitious target for
internet and broadband subscribers, basing their estimate on the proliferation of access technologies, new avenues to provide services, and significant decreases in the cost of

providing these services and of access devices, On the other hand, the incumbent operators
suggested a conservative target.

More and more non banking institutions are going to provide the banking functions than the designated banks in the coming century ,Banks are going to be vanished from its existing strong positions. Financial liberalization, internationalization and technological advancement are going to further pressurize the banks to make their struggle for existence. If a bank overcome all these pressures survival of the fittest comes again because of the technological innovation and the type of competition in the banking industry. Banks also need to revitalize their fee income flows to supplement and supplant if necessary their net interest margin for which they are required to reemphasis risk management on a daily basis .Banks are forced to give up isolated approaches to the challenges of competition profitably and risk management' .Strategic panning has superseded the isolated approaches. The need for sound conceptual and technical skills has been seared into every bankers mind. For banks to survive profitable they have to improve be operational methods with

76

latest hi-tech financial modeling content. While A TMs offer convenience, they pose a perceived security threat in India given instances of mugging around them. Senior citizens and
women appear reluctant to use ATMs if they have a choice to go to a branch and withdraw

money in safety. The security situation in India shows little sign of improvement and therefore a large scale proliferation of A TMs will remain a challenge. Internet banking, on the other hand, relies on PC and internet penetration. Estimates suggest that there are approx 40
million internet users which is expected to rise to 100 million soon - despite this growth, penetration and use levels remain low, especially in non-metro areas. Research also suggests that internet banking is picking up amongst the target user group.

77

OPPORTINITIES AND CHALLENGES IN DIGITAL MARKETING IN INDIA

The explosion of digital connectivity, the significant improvements in communication and information technologies and the enforced global competition are revolutionizing the way

business is performed and the way organizations compete. Anew, complex and rapidly changing economic order has emerged based on disruptive innovation, discontinuities,
abrupt and seditious change. In this new landscape, knowledge constitutes the most important factor, while learning, which emerges through cooperation, together with the increased reliability and trust, is the most important process (Lundvall and Johnson, 1994): The competitive

survival and ongoing sustenance of an organisation primarily depend on its ability to redefine
and adopt continuously goals, purposes and its way of doing things (Malhotra, 2001). While

digital marketing is a part of mainstream marketing activity in the more developed markets, in India it is still in the teething stage. Lack of awareness of the potential of internet
and mobile, low awareness of how digit~ marketing works and a general unwillingness to "try new things", accounts for the low level of digital marketing activity in India. However, in the last two years, online marketing has seen a steep growth and seem to be gathering critical mass.

Given the criticality of the Digital platforms as an emerging medium and the opportunities it offers for marketing, the Internet and Mobile Association convenes this conference with the
aim of providing a common platform to advertisers, agencies, online publishers, mobile

marketing companies and other stakeholders to collectively drive home the importance of Digital marketing. As multi-national companies and Indian corporations continue to grow their Indian offices (expected growth in MNC hiring in tech sector to double in 2007) and global work78

practices begin to be seen in India, the always-on connected professional is increasingly visible. Flexi hours and home-office culture has set-in in the tech cities making laptop usage and home Wi-Fi a necessity. The small business enterprises are contributing significantly to the mobile workforce by becoming the fastest growing segment in laptop consumption. The Indian Government is considering halving excise duty on hardware (proposal status as of January 2007) which will likely bring in taxation level on par with China. Should this become a reality, PC and laptop costs will come down further increasing consumption even more. telephony arrived. However, in India, mobile penetration (for basic voice) has already exceeded PC penetration several fold. PC sales are growing at around 25% year to year. Notably laptop sales have been doubling. The annual PC sales in 2005-06 were below the 5 million mark. Forecasts for 2006-07 estimate that over 5;6 million PCs would be sold in India. It is important to note that the prices of PCs have been consistently falling. Dell Inc. has just announced setting up of a manufacturing facility near Chennai, a major metro in southern India, for making low cost PCs. India's Internet service provider market has some major players who are not telecom operators. Like other countries, India has separate licensing system for ISPs, and a number of ISPonly firms are offering Internet access and bandwidth. Like elsewhere, ISPs in India started off with dial-up offerings, started moving to wired broadband connections and now increasingly to wireless routes to the home and enterprise. The value proposition of the Indian software industry can be summed up as "faster, better, and cheaper." The Indian companies have taken responsibility on an end-to-end basis for new software development and for re-engineering.

79

The advent of the internet, digital connectivity, the explosion and use of ecommerce and e-business modeless in the private sectors are pressurizing the public sector to re-think hierarchal, bureaucratic organizational model. Customers, citizens and businesses are faced everyday with new innovative e-business and e-commerce models implemented by the private sector and made possible by ICT tools and applications are requiring the same from governmental organization. Osborne and Gaebler 1992 referred to citizens as customers for convergence, since convergence 1eed to empower rather than served. Governments world wide are faced with the challenge of transformation and the need to modernized administrative practices and management systems (Tapscott, 1996). recently, the public sector has began to recognize the potential opportunities offered by ITC and e-business model to fit with citizens demand, to offer better services to citizen and to increase efficiency by streamlining internal processes. Tapscott and caston 1993 argued that ICT causes a "paradigm shift" introducing "the age of network intelligence" , reinventing businesses, convergence and individuals. Paradigm shifts prevail in the public sector too. The traditional bureaucratic paradigm, characterized by internal productive efficiency, functional rationality, departmentalization, hierarchical control and rule based management is being replaced by competitive, knowledge based economy requirements, such as flexibility, network organization, vertical or horizontal integration, innovative entrepreneurship, organization learning, speed up in service delivery and a customer driven strategy. These new paradigm thrust the shift towards egovernment paradigm, which emphasizes coordinated network building, collaboration and customer services.

80

In the new economy, underpinned by revolutionary changes in science and technology, information and knowledge has become a key factor in economic competitiveness. Developing countries must pursue a non; active role in the formulation of national policies and strategies to promote the information economy, to reap huge benefits in terms of economic and social growth/development. E Government is believed to playa fundamental role to this end. It does not only facilitate market- led initiatives but it also plays a major role in initiating the process of capability building and in coordinating the actions of a large number of interested stakeholders (Mansell and Wehn, 1998). It offers the potential of reshaping the public sector activities and processes, building relationships between citizens and the government, enhancing transparency, increasing government capacity and providing a "voice" for those outside the government. In fact, the development of ICT and the growth of digitalization in various sectors of the economy can be effectively harnessed for being used as useful marketing strategies for both the domestic and the foreign companies in India.

81

Chapter-5 DATA ANALYSIS

1.
Are you aware about the growing digitalization of various facets, Including the

financial and marketing, of the Indian economy?

=> Yes---------------------------------------------75 per cent => No----------------------------------------------------------------------------12 per cent

=> Do not know/not say------------------------13 er cent

=> The respondents that were studied, 75 per cent of the respondents are aware about he

growing digitalization of various facets of the economy, including the marketing financial aspects of it. This shows the high awareness level of the respondents with regard to the digitalization phenomenon in India. 12 per cent of the respondents are not aware about any such phenomenon.

82

2.

What according to you is more a symbol of the digitalized. economy and market?

=> Growth of PCs, Laptops and Computer hardware---------------------64 per cent => Growth of mobile phones--------------------------------------------------62 per cent => Digital accounting----------------------------------------------------34 per cent
=> Digital Marketing practices

like Value added services-----------73 per cent

=> Others------------------------------------------------------------------34 per cent

83

=> As regards the criteria of digitalization or the symbol that stands for it, 64 per cent of the respondents were of the opinion that the growing density of computer hardware or the PCs and the Laptops is a vital symbol of digitalization of Indian economy. 62 per cent accounted for the growth of mobile phones. 73 per cent of the respondents felt that the practice of digital

marketing strategies is a symbol of digitalization of Indian economy. 34 percent identified the criteria of digital accounting practices.

84

3.

Do you think that with the growth of the digitalization project in various

facets of the economy and its acceptability among the people has brought a change in the marketing strategy of the products and services?
=:> Yes82 per cent

=> No-------------------------------------------------------------06 per cent => Do not know/ Can not say--------------------------12 per cent

85

=:> As regards the link between digitalization of the economy and the changing marketing strategies, 82 per cent of the respondents opined that the marketing strategy of the companies has changed in accordance with the growing digitalization and its acceptability among the masses. Only 06 per cent of the respondents did not feel in the same way.

86

4.

With regard to the digitalization of the market economy, which statement,

according to you is correct?

=> => =>

Virtual market has not affected the real market Virtual Market has replaced the real market

23 per cent 18 per cent

Virtual market has eroded the significance of the real market but both co-exist-------------------------------------------------------52 per cent

=>

Do Not know/ Can not say---------------------------------------07 per cent

=> As discussed earlier in the literature aspect, the digital phenomenon is very nascent in
India. 23 per cent of the respondents felt that virtual market or digital market has not affected the real market condition in India. Only 18 per cent of the respondents felt that virtual market has replaced the direct marketing strategies adopted by the companies. 52 per cent of the respondents were of the opinion that though the virtual or the digital market has eroded the significance ,of the direct marketing strategy, both the types of marketing practices co-exist.

87

5.

Do you think that risk factor is involved in digital marketing?

=> Yes----------------------------------------------------------------85 per cent => N0-----------------------------------------------------------------14 per cent => Do not know/ Can not say--------------------------------01 per cent

=> As regards the risk factor involved in the digital marketing strategies, 85 percent of the respondents did accept that digital marketing strategies involve risk factor and this is comparatively more in comparison to other marketing strategies, in terms of return. 14 per cent ofthe respondents did not accept any such risk factor.

88

6.

Do you think that rural India has the potential for the entry and Operation of

digital marketing?
=> => => => Yes------------------------------------------------------38 per cent No------------------------------------------------------44 per cent

Do not know! can not say-------------------------18 per cent Urban bias of the study

=> The rural India has the potential for the entry and operational growth of digital marketing strategies. But if we go by the respondents, 38 per cent of the respondents opined that rural India has the potential for the entry and operation of the digital marketing strategies in India. Against this, 44 per cent of the respondents felt that rural India lacks any such potentiality. 89

7.

What are the various advantages of the digital marketing in India, from the customer's point of view? (Choose any two)

=> Easy access--------------------------------------------------------------47 per cent

=> Time saving----------------------------------------------------------------------43 per cent => Free from trade regulations--------------------------------------------66 per cent => Others------------------------------------------------------------------------------23 per cent
"

90

8.

What are the various Dis-advantages/limitations in practicing digital marketing strategy in India?

=> Limited tracking capabilities ~~--~-~-~-~-~------------------~----------------------33 per cent => Lack of choice ofthe product/ service---------------------------------32 per cent => Lack of personalization------------------------------------------26 per cent => Others--------------------------------------------------------------09 per cent

91

9.

Do you think that digital marketing can be used as an effective marketing strategy in place of direct marketing strategy?

=> Yes---------------------------------------------------------------------------------26 per cent => N0------------------------------------------------------------------------------------------72 per cent => Do not know/Can not say------------------------------------------------02 per cent

92

10.As regards the digital marketing strategy, what will be the best option?
=> Digital Marketing as sole tool--------------------------------------------------23 per cent

=> Digital Marketing being used sparingly-------------------------------05 per cent => Digital Marketing being supplemented by other marketing strategies -------------------------------------------------------------------------------70 per cent
=> Do not know! Cannot say------------------------------------------------02 per cent

93

12.

hat according to you is the future strategy of the digital marketing in

India? => Has a potential future-------------------------------------------------75 per cent => Future is not good-------------------------------------------------------11 per cent => Do not know/ Can not say----------------------------------------------14 per cent

94

12.

What according to you is the future strategy of the digital marketing in India?

=> Has a potential future-------------------------------------------------75 per cent => Future is not good------------------------------------------------------11 per cent => Do not know/ Can not say---------------------------------------------14 per cent

95

service and support to their global partners. The most common uses for the Internet are
characterized by an information-orientation and not specifically a transaction orientation. Transaction-oriented uses of the Internet are certainly present in the two samples but to a far lesser extent than information-oriented uses. However, if the growth of this medium continues

as most predictions suggest, it will not be long before it acquires the same status in global B2B operations as it has in domestic operations of numerous firms.

Additionally, the uses of the Digital Content Marketing and views regarding the role of the Digital Content Marketing in global B2B marketing are remarkably similar in the developed countries. It is evident that MNCs in the u.s. and Australia use the Digital
Content Marketing for business enhancement, and to a lesser extent for revenue enhancement purposes, and are not particularly concerned about inhibitors such as the regulatory climate of

a country Further, contrary to what Wise and Morrison (2000) suggest, MNCs do not view Digital Content Marketing's role in B2B marketing simply as a short-term cost reduction
device.

Indian companies are using the Internet to replace and/or supplement traditional marketing and business functions such as information delivery. They are also using it to develop
innovative functions such as providing customized applications and product development using global partners. However, at the present time, the primary uses of the Internet seem to be at an

evolutionary stage in global B2B settings. While the Internet has become a ubiquitous medium that both large and small companies have adopted for their global operations, it
probably remains underutilized and has significantly more potential than what is being currently used. As discussed earlier, companies seem to be using the Digital Content Marketing in

their global B2B

96

operations more for business enhancement as compared to revenue enhancement, albeit

most of the company's uses are gradually becoming complementary. It is important to note however, that even simple uses of the Internet such as information collection and dissemination encompass more than static information-they point to the competitive intelligence approach to

information, where information is used to deliver value and monitor competitive stance. Relationship enhancement uses such as designing systems and protocols to address client and
vendor concerns point to the interactive role that the Internet is beginning to assume in

global B2B operations.

97

Chapter-7
RECOMMENDA TION
It is not surprising that the predominant uses of the Internet involve the facilitation of
.

information exchange between global partners. The ability of the Internet to enable synchronous as well as asynchronous communication makes it an ideal tool to disseminate
and collect information and enhance operational efficiency. Further, the inherent interactivity of the Internet makes it a more effective device for business enhancement activities such as

dissemination of tailored information on the company and its products to specific audiences.
At the same time, Digital Content Marketing usage for global B2B operations does not appear to be a function of how globally focused a company is. Percentage of revenues or profits that were derived from global operations did not affect to any significant degree how a company will

use the Internet. It could be that the Internet has become such an integral part of today's
competitive environment that whether or not a company is globally focused is immaterial. The companies in India need to be more focused on the practices of Digital marketing for it is only

going to better their chances of exploring business opportunities nationally as well as internationally.

98

Chapter-9
ANNEXURE
QUESTIONNAIRE
1. Are you aware about the growing digitalization of various facets, including the financial and marketing, of the Indian economy?
=> Yes -------------------------------------------------------------------------75 per cent 12 per cent

=> No--------------------------------------------------------------------

=> Do not know/ Can not say----------------------------------------- 12 per cent

2.

What according to you is more a symbol of the digitalized economy and market?

=> Growth of PCs, Laptops and Computer hardware--------------64 per cent

=> Growth of mobile phones--------------------------------------------------62 per cent => Digital accounting-----------------------------------------------------------34 per cent => Digital Marketing practices like Value added services----------------73 per cent => Others-------------------------------------------------------------------------34 per cent 3. Do you think that with the growth of the digitalization project in various 'facets of

the economy and its acceptability among the people has brought a change in the marketing strategy of the products and services? => Yes -------------------------------------------------=> No ---------------------------------------------------=> Do not know/ Can not say ----------------------82 per cent 06 per cent 12 per cent

99

4.

With regard 10 the digitalization of the market economy, which statement,

according to you is correct?

=> => => Virtual market has not affected the real market 23 per cent

Virtual Market has replaced the real market

18 per cent

Virtual market has eroded the significance of the real market but both co-exist---------------------------------------------------------------52 per cent

=>

Do not know/ Can not say

07 per cent

5.

Do you think that' risk factor is involved in digital marketing?

85 per cent 14 per cent

=> Yes -----------------------------------------------------=> ~o ------------------------------------------------------=> Do not know/ Can not say ----------------------------

01 per cent

6.

Do you think that rural India has the potential for the entry and operation of

digital marketing?
=> => => =>

Yes
No

38 per cent
44 per cent

Do not know/ can not say

Urban bias of the study

18 per cent

7.

What are the various advantages of the digital marketing in India, from the

customer's point of view? (Choose any two)

=> Easy access-------------------------------------------------------------47 per cent

100

=> Time saving-----------------------------------------------------43 per cent

=> Free from trade regulations------------------------------------------66 per cent => Others--------------------------------------------------------------------23 per cent 8.

What are the various Dis-advantages Limitations in practicing digital

marketing strategy in India?

=> =>
.

Limited tracking capabilities----------------------------------33 per cent

Lack of choice of the product service -----------------32 per cent

=> Lack of personalization---------------------------------------26 per cent => Others-------------------------------------------------------------09 per cent

..

9.

Do you think that digital marketing can be used as an effective marketing

strategy in place of direct marketing strategy?

=> Yes-----------------------------------------------------------------------26 per cent
=> NO-----------------------------------------------------------------------72 per cent

=> Do not know/ Can not say -------------------------------------------02 per cent

n

10. As regards the digital marketing strategy, what will be the best option? => Digital Marketing as sole tool---------------------------------23 per cent
=> Digital Marketing being used sparingly-----------------------------05 per cent => Digital Marketing being supplemented by other marketing strategies -------70 per cent => Do not know/ Can not say----------------------------------------------02 per cent

101

11.

What strategic advice can you provide about digital marketing to senior business executives?

12.

What according to you is the future strategy of the digital marketing in India?

=> Has a potential future-------------------------------------------------75 per cent

=> Future is not good------------------------------------------------------------11 per cent => Do not know/ Can not say---------------------------------------------------14 per cent

102