Part of guest lecture at K.J. Somaiya Institute Of Management Studies and Research. The session covered relevant case studies on Inshorts, Terribly Tiny Tales and others which engaged the students. The session was followed by a quick discussion on the role of strategy in Advertising.

1. STRATEGIC MANAGEMENT
WHAT WE NEED TO LEARN FROM THE MEDIA
COMPANIES
Anand Ingle
Founder & CEO | Quantastic Marketing Pvt. Ltd

2. BEFORE
WE
START

3. S C U R V E
W H Y D O
YO U
TO K N O W
I T ?

4. WE WILL DISCUSS…
#1 Inshorts – A technological innovation in news
industry, but is that enough?
#2 Facebook – Why first mover’s advantage
doesn’t apply to platform economy?
#3 Terribly Tiny Tales – Crowdsourcing at it’s
best.
#4 WeChat – Why did it was a huge success in
China and a failure elsewhere?

5. #1

6. DO YOU KNOW HOW MUCH A FRONT
PAGE AD IN TOI COSTS?
INR 1.34 Cr!!!

7. HOW INSHORTS IS CHANGING THE
WAY WE USED TO CONSUME NEWS.

8. INSHORTS
Age: 18-24 : 38% | 24-35 : 40%
• New Delhi 15.74%
• Bengaluru 12.50%
• Mumbai 12.10%
• Pune 8.52%
• Hyderabad 5.63%
• Chennai 5.17%
• Kolkata 5.06%
• Lucknow 2.50%
• Chandigarh 2.45%
• Ahmedabad 2.16%
Total App Installs : 8 Million | Active Installs : 5 Million
Daily Active users : 2 Million

9. HOW CAN WE REACH THE UNTAPPED
MARKET?

10. AIRTEL
AD
GOT
1+ MN.
VIEWS

12. KNAPPILY - THE KNOWLEDGE APP

13. AWESUMMLY
Ad-free news app | Lightweight | Fast

14. INSHORTS vs KNAPPILY vs AWESUMMLY
27
4 5
0
10
20
30
Inshorts Knappily Awesummly
Live Poll conducted in the class to understand preferences of the 3 news apps
- Inshorts still rules by far considering the first mover advantage and habits of users

15. #2

16. HOW MANY
OF YOU
FOLLOW THIS?

17. TERRIBLY TINY TALES™
Readers every week,
across social media platform.
Young and hungry fans,
actively subscribed.
New fans every week.

18. WHAT’S
THEIR
STRATEGY?
Crowdsource Connect Create

19. TTT’S COLLABORATION WITH SWIGGY
Total Likes: 45,000 + Total Shares: 1700 Total Comments: 3150

20. DAIRY
MILK &
TTT

21. LAUNCHING TERRIBLY TINY
TALKIES

22. TTT EVENTS & WORKSHOPS

23. LAUNCHING
AN
ECOMMERCE
PLATFORM

24. #3

25. DID YOU KNOW?
Orkut was #4 most visited website in India in 2008 after Google India, Yahoo and Google.com

26. ORKUT – FIRST
MOVER’S
ADVANTAGE

28. THEN WHAT WENT WRONG?
TOP 5 REASONS

29. 1. THERE
WAS
NOTHING TO
DO!

30. 2. ACQUISITION ISSUES
Such was its popularity in India and Brazil that the then
product manager of Orkut (yes!) and now Yahoo! CEO,
Marissa Mayer said in2009, “If you go to those countries
(India and Brazil), they often think that Orkut owns Google.
And you talk to people in Brazil, they’re like oh, Google,
you mean the subsidiary of Orkut?”

31. 3. SECURITY
ISSUES
MW.Orc worm: The worm
steals users' banking details,
usernames and passwords by
propagating through Orkut

32. 4. ORKUT NEVER PORTRAYED ITSELF
AS ADVERTISER’S PLATFORM

33. 5. RISE OF
FACEBOOK
Graphical representation of daily unique visitors with time
for both Orkut and Facebook. Orkut was shut down
in 2014.

34. WHEN WAS FACEBOOK FOUNDED?
Launched in 2004 and worldwide rollout in
2007

39. FACEBOOK LIVE
• FACEBOOK LIVE VIDEOS ARE
WATCHED 3X LONGER THAN
VIDEOS THAT AREN’T LIVE
ANYMORE
• USERS COMMENT ON
FACEBOOK LIVE VIDEOS AT
10X THE RATE OF REGULAR
VIDEOS
• FACEBOOK LIVE VIEWS, LIKES,
AND SHARES GREW TO NEAR
20% OR MORE FOR TOP
SOCIAL MEDIA STARS

40. WHY YOUTUBE LIVE FAILED?

41. ORKUT IS COMING BACK WITH
“HELLO NETWORK”! CAN WE HELP
THEM?
We conducted a Live Poll in the class and took opinion about the steps “Hello Network” should follow
We have shared the results in the coming slides!

42. WHOM SHOULD "HELLO NETWORK"
TARGET AT FIRST?
0
5
10
15
20
Millenials (born between start of
the 80s till start of 90s)
Gen Z (born in the mid-90s and
onwards)
Gen X (born between the 60s and
80s)60s and 80s)
Clearly the younger lot are willing to try something new and should be targeting first

43. WHAT SHOULD BE THE "SINGLE-
MINDED PROPOSITION"?
0
5
10
15
20
25
Connect with people around your
passion
Best social network of all Connect with global audience
The students felt that passion is something which can be used to connect with people

44. HOW SHOULD THEY GO ABOUT USER
ACQUISITION?
0
5
10
15
20
25
Directly hit the competition Acquire people who are not on any
social network
Create a new niche
Creating niche for the audience was the preferred approach for User acquisition

45. HOW SHOULD THEY MONETIZE THEIR
PLATFORM?
0
5
10
15
20
Subscription Advertising Branded content Crowdfunding
Branded content is popular in which the platform should monetize
however subscription was ruled out completely as the students

46. WHICH FACEBOOK FEATURE SHOULD
"HELLO NETWORK" INCLUDE?
0
2
4
6
8
Timline Groups Pages Memories
The mix response gives an inclination that different features on Facebook are
preferred by different people. Thus, it seems people will find it difficult to
move away from Facebook.

47. #4

48. WECHAT: THE
NUMBER ONE
MESSAGING APP IN
CHINA WHICH HAS
FAILED ELSEWHERE.

49. W E C H A T
V S
W H A T S A P P

50. WECHAT – CELEBRITY
ENDORSEMENT. BUT DID IT HELP?

51. 1. LATE TO
THE PARTY
WeChat came to India when WhatsApp was already dominating
the market
It also did not came up with the full functions that it was
providing in China hence failed to make mark.

52. 2. CHINA-
FIRST
APPROACH
• WeChat has a holding of Tencent group who’s QQ app was
dominating the Chinese market
• Tencent used learning’s of QQ and developed WeChat as an all
in one platform whose services were only relevant to China

53. 3. POOR
LOCALIZATION

54. 4. DATA SPEED*
As of 2018, many countries still struggle to have 4G internet
access or have decent speeds.
This definitely will not help WeChat multiple services like Cab
booking and Shopping which will consume a lot of data
*This reason came out from the discussion in the
class. It was also a relevant reason and hence it
was added to the final presentation