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Is the youth the driving force behind the Internet? The session that attemmpted to answer this question began with Deep Kalra, CEO of Makemy…

Is the youth the driving force behind the Internet? The session that attemmpted to answer this question began with Deep Kalra, CEO of Makemytrip.com who said that media habits are evolving and newspapers are on the decline. The youth wants to own their own space – this is a totally different psychographic that wants to communicate and connect. The time it took for international sites to get 20 million unique visitors has reduces from 60 months for Amazon.com to 20 months for YouTube. The next level, web 3.0, will be about personalisation – of using artificial intelligence, profiling, sear and rich media data to deliver for users a completely new experience.
Suvir Sujan, Founding partner of Nexus India Capital Advisors wondered if there are enough young entrepreneurs creating online businesses? Myspace is a product that fit into the lives of the american youth which is scattered and wants to make friends. The Myspace used music as a cultural currency, which was in consonance with their target user. The idea is to promote and achieve a network effect through distribution and viral marketing. Myspace also tied up with large portals, and hence attracted greater attention. Indian social networking sites need to find a common thread to connect with the Indian youth.
Arun Mehra, CMO of Zapak.com gave examples of developments in China and said that the ecosystem is driving the youth to the Internet, and the youth is at the core of the ecosystem. The spread of broadband services holds great potential for bringing more and more users online, and it is up to entrepreneurs to create an ecosystem for them. When asked about the education content or educational gaming, Arun Mehra said that Reliance will look to do education gaming in the future. Deep Kalra added that models that allow kids to collaborate with each other online helps in collaborating with others offline.
Faisal Farooqui, CEO of Mouthshut.com said that the whole Internet experience is about having fun. Email, chatting, recommendations – are all about social interactions. There is more information available today than ever before. More than 60% of buying is word of mouth. Everybody is talking, and feedback is critical. The idea is to not confron the youth, but engage them. If they’re criticising your product, its not because they hate you or your company – it’s because they want you to improve it. That’s free market research for you. Apparently, around 70 percent of reviews on Mouthshut.com are positive reviews. He also said that local language content is necessary for growth, but it is too expensive to translate current reviews at Mouthshut.com into other languages. Mouthshut wants to expand to the middle east and is looking to create a site in Arabic. There is also competitive altruism on the Internet, and people are competing to help each other. The publishers is the reader and the editor. Also, if there is too much filtering, trust in Web 2.0 will be lost.
Ratish Nair, CEO of Interactive Avenues quoted the synovate Young Asian study and said that the motivation for the youth to be online stems from keeping up with peers and being socially accepted among the peer group. The youth is open to trying out new things, and they need to helped initially, by parents and teachers. For education, the Internet is a necessity.

By Nikhil Pahwa

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  1. Educational gaming by the reliance in future …hmm that sounds worth a wait ….lets see what it leads too …..

    But i do agree that the youth is currently on the net ……..newsappapers have become obsolete for us …

    we want the news that we desire and not tones of classifified junk in newspapers……..Rss feeds and e-papers r the things for today ….!!

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  2. hmmm Reliance..in gaming feild…..is their thing the zapak.com website…..aah well if it is its quite good i like their games …

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