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Technology Transformation:
Impact & Implications
Prakash Bagri
@prbagri
What I hope to cover…
• Understanding Technology
– Why? Relevant?
• Implications for Rural Marketplace
– And marketers
• S...
• 25 years ago
• 15 years ago
• Today
• Rural India is one market
• The Rural consumer
seeks to ape the urban
consumer
• T...
Myths then… and now
• Rural India is one market
– ~10K urban agglomerates & 600K villages
– Different & how!
• The Rural c...
WHAT DROVE THIS CHANGE?
27-12-2015
The Malabar Fisherman, 1997
27-12-2015
The Digital Provide: Information (technology), market performance and welfare in th...
27-12-2015
What changed?
• The hierarchy of adoption does not hold, any
longer
– No trickle down effect, adoption almost instantaneou...
WHAT DROVE THIS CHANGE?
I will come back to it..
27-12-2015
UNDERSTANDING
TECHNOLOGY
27-12-2015
Technology’s Transformational Impact
 Technology = τέχνη, λογία
 techne: activities, skills, art
 People, materials, eq...
Technology’s Transformational Impact
“Created creates creator!”
PJ Bonhiem (1935)
An active, not passive force! An enabler...
Technology and Moore’s Law
27-12-2015
Nielson’s & Edholm’s Law
The Great Disruptor!
27-12-2015
Internet’s Disruptive Force
27-12-2015
Information, Reach, Convenience & Economics
From I= HW x SW
Proliferation of Devices
Computing Growth Drivers
1960-2020 (Device/ MM Users)
Source: Morgan Stanley Mobi...
27-12-2015
27-12-2015
The App-ification of the World!
Democratization of Innovation
• Knowledge
• Creation
• Funding
• Incubation
27-12-2015
The Implications
• Technology: An active force
• The domain of technology expands
• Increasing access, leading to ubiquity...
RURAL MARKETS
27-12-2015
What changed?
• The hierarchy of adoption does not hold, any
longer
– No trickle down effect, adoption almost instantaneou...
Perspectives on Rural Markets
• Just like Markets ≠ ΣConsumers,
• Rural Markets =
ΣConsumers + ΣBusinesses + ΣEntrepreneur...
27-12-2015
27-12-2015
27-12-2015
Scalability: The Holy Grail
27-12-2015
Don’t get caught in the search of scalability. It’s elusive.
There will be multiple...
Perspectives on Rural Markets
• Rural Consumers = Poor Consumers?
– Paisa packets and sachets
• Rural Consumers ≠ Poor Con...
Rural Consumers Leapfrog Technologies
• PCs to Laptops
• Landline to mobile
• Feature phone to smartphone
• Compact to Sed...
“Less is More”
27-12-2015
IMPLICATIONS
27-12-2015
The Changing Paradigms
• Products & Services
• Platforms
• Partnerships & Communities
• “Profits”: the three dimensions
Wh...
The rural consumer will make bigger
leaps moving forward….
…… technology will be a bigger
driver
We need to ensure that th...
™prakash@prbpartners.com
Thank you!
27-12-2015
27-12-2015
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Special Address at The Economic Times Masterclass on Rural Marketing. December 16, 2015

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My special address on Technology's Transformational Impact and Implications for Rural Markets & Marketeers - Today & Tomorrow.

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Special Address at The Economic Times Masterclass on Rural Marketing. December 16, 2015

  1. 1. Technology Transformation: Impact & Implications Prakash Bagri @prbagri
  2. 2. What I hope to cover… • Understanding Technology – Why? Relevant? • Implications for Rural Marketplace – And marketers • Some experiences & thoughts 27-12-2015
  3. 3. • 25 years ago • 15 years ago • Today • Rural India is one market • The Rural consumer seeks to ape the urban consumer • To succeed, a cheaper product at a lower price- point will do the trick • We need to develop scalable models 27-12-2015 PRB Partners Confidential 3 Myths then… and now
  4. 4. Myths then… and now • Rural India is one market – ~10K urban agglomerates & 600K villages – Different & how! • The Rural consumer seeks to ape the urban consumer – S/he has a solid mind of her own. – And a world-view beyond their urban brethren • To succeed, a cheaper product at a lower price-point will do the trick – Within two year, 1 out of 3 smartphones sold will be in rural • We need to develop scalable models – Scalability is a myth. Where lies the trick? 27-12-2015 PRB Partners Confidential 4
  5. 5. WHAT DROVE THIS CHANGE? 27-12-2015
  6. 6. The Malabar Fisherman, 1997 27-12-2015 The Digital Provide: Information (technology), market performance and welfare in the South Indian fisheries sector”, by Robert Jensen. Quarterly Journal of Economics,August 2007 Fishermen's profits 8% ↑, Consumer prices 4%↓ Payback 2 months! “Information makes markets work, and markets improve welfare” Not just price discovery, but price determination
  7. 7. 27-12-2015
  8. 8. What changed? • The hierarchy of adoption does not hold, any longer – No trickle down effect, adoption almost instantaneous • Rural consumers don’t blindly ape urban – Form unique usage models, and might even be trend setters • Their opinion leaders are changing – Physical presence is no longer a prerogative • Their field of reference is changing – “The world is my oyster” 27-12-2015 PRB Partners Confidential 8
  9. 9. WHAT DROVE THIS CHANGE? I will come back to it.. 27-12-2015
  10. 10. UNDERSTANDING TECHNOLOGY 27-12-2015
  11. 11. Technology’s Transformational Impact  Technology = τέχνη, λογία  techne: activities, skills, art  People, materials, equipment, processes, tools 12/27/2015 11
  12. 12. Technology’s Transformational Impact “Created creates creator!” PJ Bonhiem (1935) An active, not passive force! An enabler 12/27/2015 12
  13. 13. Technology and Moore’s Law 27-12-2015 Nielson’s & Edholm’s Law
  14. 14. The Great Disruptor! 27-12-2015
  15. 15. Internet’s Disruptive Force 27-12-2015 Information, Reach, Convenience & Economics
  16. 16. From I= HW x SW Proliferation of Devices Computing Growth Drivers 1960-2020 (Device/ MM Users) Source: Morgan Stanley Mobile Internet Report (12/09) Avalanche of Applications Mobile Application Download & Revenue Forecast 2010-14 Source: Gartner 27-12-2015 From I= HW x SW to 𝒊=𝟏 𝒏 𝒉𝒘𝒊 𝒔𝒘𝒊
  17. 17. 27-12-2015
  18. 18. 27-12-2015 The App-ification of the World!
  19. 19. Democratization of Innovation • Knowledge • Creation • Funding • Incubation 27-12-2015
  20. 20. The Implications • Technology: An active force • The domain of technology expands • Increasing access, leading to ubiquity • A network of connections on which innovation will continue to build 27-12-2015
  21. 21. RURAL MARKETS 27-12-2015
  22. 22. What changed? • The hierarchy of adoption does not hold, any longer – No trickle down effect, adoption almost instantaneous • Rural consumers don’t blindly ape urban – Form unique usage models, and might even be trend setters • Their opinion leaders are changing – Physical presence is no longer a prerogative • Their field of reference is changing – “The world is my oyster” The models to reach and engage need to adopt to the technologies of the future 27-12-2015 PRB Partners Confidential 22
  23. 23. Perspectives on Rural Markets • Just like Markets ≠ ΣConsumers, • Rural Markets = ΣConsumers + ΣBusinesses + ΣEntrepreneurs + ΣCommunities + ΣObservers +⋯ • Rural Markets = B2C + B2B + G2C + C2C 27-12-2015
  24. 24. 27-12-2015
  25. 25. 27-12-2015
  26. 26. 27-12-2015
  27. 27. Scalability: The Holy Grail 27-12-2015 Don’t get caught in the search of scalability. It’s elusive. There will be multiple models. Seek replicability
  28. 28. Perspectives on Rural Markets • Rural Consumers = Poor Consumers? – Paisa packets and sachets • Rural Consumers ≠ Poor Consumers? • Seek value. Always did. – Value then was availability – Today it is much more. 27-12-2015
  29. 29. Rural Consumers Leapfrog Technologies • PCs to Laptops • Landline to mobile • Feature phone to smartphone • Compact to Sedan to SUV • SMS to MMS to OTT Apps (WhatsApp) 27-12-2015
  30. 30. “Less is More” 27-12-2015
  31. 31. IMPLICATIONS 27-12-2015
  32. 32. The Changing Paradigms • Products & Services • Platforms • Partnerships & Communities • “Profits”: the three dimensions What remains the same: Problem Solving 27-12-2015
  33. 33. The rural consumer will make bigger leaps moving forward…. …… technology will be a bigger driver We need to ensure that they don’t leapfrog our proposition!
  34. 34. ™prakash@prbpartners.com Thank you! 27-12-2015
  35. 35. 27-12-2015

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