Subscription ,User generated content and Brands

Subscription , User generated content and Brands

OK, Let me start by asking you a question. The question is would you believe if i say that you will get all the broadcast products ( mobile, DTH, Chromecasts, Datacards ,TVs, radios etc) for free in future?

Skeptic?

Well, two years back , while having discussion with someone, i mentioned that in future all products typically will be same , it is the service levels which will define differentiation ( since all products need repair/service as of now)

Then i went ahead one step further and said that next wave of products will be service free ( as the shelf life of every product is going down), people will be preferring use and throw products/technologies, they would not like to spend heavily on hardware but they will pay through subscription.

I am feeling so good, seeing the world going the subscription way, here is my first header:

Subscription

Now, You pay subscription charges for DTH ( brands have started giving set top boxes for free)

You pay monthly subscription/usage charges for internet/data cards,Be ready to pay what you consume, no need to pay extra!

Now lets look at few details about world's great online content streaming website "Netflix"

In 1999, Netflix launches the subscription service, offering unlimited rentals for one low monthly subscription ( for movies, TV shows)

• In 2007, Netflix introduces streaming, which allows members to instantly watch television shows and movies on their personal computers.
• in 2009, Netflix partners with consumer electronics companies to stream on the PS3, Internet connected TVs and other Internet connected devices. 
• in 2010,Netflixis available on the Apple iPad, iPhone and iPod Touch, the Nintendo Wii, and other Internet connected devices. 
• in 2013, Netflix garners 31 primetime Emmy nominations including outstanding drama series, comedy series and documentary or nonfiction special for “House of Cards”, “Orange is the new black”, and “The Square” respectively. House of Cards won three Primetime Emmy Awards. Netflix was the first internet TV network nominated for the primetime Emmy

We are witnessing a time where content ( movies/TV shows) are exclusively launched on web only. just imagine that they are not available in mainstream cinema/TV. 

So if you want to watch them ( content is great, so you will) , you will have to subscribe only.

So be ready to get products for free till brands get an addict out of you on subscription! 

by the way recent addition in subscription- Hotstar app

User Generated content to feature more and it will be exclusive

Here comes the era where users will be creating the content and they will be uploading on web and if you are their TG, you can access the content (of course by paying)

People will create ( and are creating) lot of content, Yes , there are passive users who are also increasing, but lot of this content is getting unnoticed worldwide. 

We only come to know about something if it has done some viral, the people are talking about it, then only we go and search for it. 

So tomorrow, you and your team can create some magic ( say a play on how to improve internal communication) and post it online and charge people for viewing it.

In the end, only good content will be monetized.

This didnt happen overnight, in the past, dominance of studios was increasing day by day, their control on overall content ( including payments to actors) was so high that professionals decided to go against studios, they did  tie up with online streaming companies and started to generate content and choose exclusivity that this content will only be available on certain platforms only, hence started an different era.

So, create content, sell the same to these online platforms now!

Role of Brands in subscription and use generated content era?

So, what is the role of brands now? they cant continue focus on Saas Bahu serials , fight for prime time, they have a larger role to play:

• Become the part of the content in someway at the core level 
• Connect with TG at an experimental level, now no more push will work, brands will have invest in a relationship with its TG and keep on innovating since concept of loyalty is diminishing now
• No more feature selling about your product/service, connect is the differentiate, people will figure out features themselves
• Pleasantly Surprise the customer 

The role of technology is huge now, we will witness fusion products , the products with multiple use ( mobile phone has killed camera and mp3 players industry , Onida is offering AC which you can control from your mobile)

One brand, i observe is making the efforts, Tata Sky, excellent service, customized offerings, surprises ( Karoake services at 1990 for six months, kid education packages etc)

Next big change is E`wallet , stay tuned ( Paytm is coming in big way and i am waiting for Netflix launch in india)

The views are strictly personal ( Typical line i had to write :), images used in this blog are for reference purpose only

Vikas Sachdeva

Once upon a time in ONIDA

Once upon a time in ONIDA

I had always believed that everyone serves a purpose in your life, weather you acknowledge it or not!! Today my blog is not a blog, its  a small story, it’s a real story of 7 people working in ONIDA.

Vikas, Jitu, Pooja, Sameer, Lalit, Amrisha and Sudhir.

Some time in mid feb of 2006, I got to know that I was selected for ONIDA, I had mixed emotions, I didn’t knew, how to react, it was my first job, I hadn’t worked before.

14^th April, 2006 was my first day in office, corporate headquarters of ONIDA ( seemed like its army headquarters), People were looking at me with weirdness as if I have sent proposal to marry their daughters.

But to my luck and their disappointment, it was not the case, As I saw my appointment letter again some bold letters shouted “ Executive-SCM”….. I checked it again, it was the same, I thought why I am being put in SCM being MBA in marketing, then I cursed my engineering background, I had made up my mind, I will leave the organization soon or I will demand right role for me.

The solider ( me!!) went to HR and asked” I want to get role in marketing” , with a gabbar smile and political correctedness , HR replied “ it will be done in sometime”

Luckily that “Sometime” lasted for 15 days , and I was put in Strategic Marketing Project “ On Idea”

I was on top of the world  , the animals that we read in the classrooms with one eyes on girls in classroom were coming true.

Branding, market share, presentations, these words entered my world. I suddenly went into my dreamy world of becoming VP Marketing in just 3 weeks of joining.

It was declared that a girl named “ Pooja”  will also be there in the project, I met her don’t know when, A very simple girl from Chandigarh ( my dream city then).

Queen of Pjs ( read Pjs raised to power of n) were her strength, you could expect anything from her, sometime I used to wonder is it a talent or natural characteristic?

An example which I will never forget in my lifetime is when I asked her “ Chalen” ……she replied “ Chane to main khaa kar aayi hun…… I was speechless on the reply….it haunted me till ages in my dreams …..how can somebody repliy this……..

Then I was able see the other side of this amazing girl, the understanding, caring part ….and also what I liked was the authority with which she used to deal with me……I had found a very good friend in her……we went together to many trips to Bangalore, did researches together, without any blink of an eye, she was matching with my pace.

She knew astrology, which always has fascinated me , not the curiosity of knowing future, but science itself, I always requested her to see my palm and tell, and she always used to do the same. I used to witness the changing structure of lines on my palm, like a kid I used to run and ask her “ what does this mean now” and with smile I used to get the answer.

Now too, whenever accidently  I see my palm, I remember her.

Time was running like a horse, I don’t know when a group was formed, a bunch of different people with different backgrounds,

Vikas, Jitu, Pooja, Sameer, Lalit, Amrisha and Sudhir.

While I knew Lalit and Amrisha from my college time as we were batch mates, Jitu ,Sameer and sudhir were new animals to me.

Jitu was the kinds I observed was most helping guy I have met, with these helping characteristics he was father figure in the group, his verdict used to be final, if he declared that we will go to this place in the eve, nobody used to vindicate his lines. i learnt power of politeness from him, and art of loving people, no matter what other thought…

He was always right, liked, loved ( among females too but due to his fatherly status, every girl looked at him as good friend, so all hopes of flirting would go in vain even if he wanted to try). Wish had I grown up more than him at that time, I would have pleaded to any girl he liked to become his girlfriend.

With the hopes that that he will lose his elderly skills and wishing that he will go to a pub and request the bartender “ a drink for a lady sitting next to me “ but it didn’t happen …I wanted him to be shahrukh but he was happy being Sanjeev kumar.

Then there was guy “ Sameer” ……as light as air, in lunch time, he used to come in and used to sit next to my seat for a while before leaving for his building as he was sitting under different roof.

A day dreamer ( and night dreamer also), fun loving, easily adjustable person, a talent to understand quick humor was there in him, he had two agendas in life

1.       To leave onida as soon as possible

2.       Telling Point no 1 to each and everyone in the group thousand of times.

A emotional, true hearted guy with lots of unclear dreams ( still not abt any girl!!) , a go getter with lots of laziness, I always knew he will be good fun when drunk.

Then there was silent and invisible man “ Sudhir”……I really used to like him ( not that way!, I had clear cut interest in girls who were exciting, fun loving) ……..i was amazed at his soft spoken nature…he was clear it seemed to me ……one thing I really liked about him “ his choice of days when he will drink and when he will not” and with whom.

I always knew he had hidden characteristics, very deep and shy.

Lalit and amrisha were from my college, lalit was younger brother to elderly jitu, next to father figure, always thinking what will happen next, but very planned, calculative emotional good guy to hang out with, he was the one who introduced alcohol to me in college time, then after showing me the path of wisdom , he took another path.

I always used to tease him” yaar teri biwi bahut sunder hogi” …..and he used to repel and I used to wonder why “ achi baat hi to bol raha hun”

He taught me meaning of planned savings, calling multiple times at home.

Amrisha ke bare mein jitna kam kaha jaaye utna jada hai, a deep understanding figure, only few could understood her laughter! Chirpiness was her strength.

As camera of life was rolling on we had our won differences in the group with all taking their own misconceptions for a longer duration.

We had stopped facing each other!

Even summer trainee “ kajal” could help us talk beyond a point, me and Sameer were faking astrology to kajal that she has split personality, she looked serious ….and then we laughed, but we had a message that don’t look sad, share your life with us ,I still have sher written by her with me on a paper

“ Maloom hai mujhe nahi mumkin tera mujhe milna, phir bhi har ghadi mujhe tera intezaar rehta hai”

We all parted in sometime in our destiny, Pooja left ONIDA , I didn’t like it as I was so used to her, then I left and then all I don’t remember.

I was always accused to not calling, I got busy in my own life, with longer durations, I used to fear what will they think if I call them ( this is for Pooja and lalit)

I was very much in touch with jitu and Sameer!

I was part of many great people in my journey of life then but this one group remained special.

I am sure sometime we just require a hug to forget all bad memories and revive new relationship with same people, A big Hug to you all, lots of love

Rest in my next

Vikas sachdeva