The document outlines Conde Nast India's plans to develop a digital products ecosystem focused on consumers. It discusses building modular content and experiences that can be delivered across platforms. The goal is to create synergies between initiatives, media trends, and emerging revenue streams. The document also analyzes consumer behaviors and preferences to identify opportunities for custom content, tools, products and experiences that enhance consumers' lives while integrating commerce.

1. conde nast india
DIGIT L
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2. the CARBON model
Building block. scalable. universal.
organic. adaptable. MODULAR.
content
consumer
customisation
commerce
feature/
product/app
Structure all produced content with
focus on multi-platform consumption.
Channel productS, TOOLS AND
experiences created into revenue
FOCUSSED INITIATIVES
Offer innovative, brand-specific
solutions that go beyond vanilla
advertising and exploit full potential of
available technologies/platforms to
create memorable engagement/
experiences.
Design and deliver
content, tools, products
and experiences that
enhance and enrich
consumer’s life
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conde nast india

3. To develop a consumer-Focussed, Value-centric & self-
Sustained digital products ecosystem
To create synergy between The Group’s INITIATIVES,
partnerships AND evolving media consumption Trends
TO explore EMERGING REVENUE STREAMS
To extend The Group’s pioneering LEGACY to digital
platforms
objectives
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4. observations
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5. AMPLIFIERS
Experience seekerS. CURATORS. SHARERS.
not just readerS. or listenerS. or viewerS.
discerning
cool seekers. identity centric. rebels..
no blind trust. No unconditional loyalty..
digital natives
rich media. interactivity. participative..
Impatient. Seek conciseness. favour portable.
global. Yet rooted.
Relevance. context. Discovery. Perspective.
Access to the best from around the world.
judgmental.
Ruthless. Vocal. Powerful. demanding.
Not forgiving.
upgraders.
depth. how to. currency. fun.
beyond information seekers..
characteristics
consumer | content | commerce | customisation
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6. consumer | content | commerce | customisation
behavioural
patterns Content consumption influenced by social sharing
Accesses content on-the-go from multiple platforms
Relatively low effective consumption of content
accessed through shares, likes or retweets (21 %)
brand conscious, value seekers, comfortable with
E-commerce
seeking local, relevant and useful apps and utilities
gravitates towards entertainment, lifestyle and
news/information related content
Are Image Conscious, Follow Trends, seek peers’
approval, and trust influencers’ opinions
have evolved their own set of trustworthy, proven and
dedicated non-traditional sources for advice,
information and fun
more on social media. less on individual websites.
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7. REDEFINED ROLES
Producers. CURATORS. INFLUENCERS.
not writers. not editors.
VOICE & TONE
experiences. narratives. interactions.
not interviews. not features. Not write-ups.
Conceptualised FOR DIGITAL
DAILIES: Short, snappy, shareable.
LONG-FORM: in-depth, informative, incisive.
not reproduction of print.
INTEGRATED
CROSS-LINKED. cOMMERCE ENABLED. ENGAGING.
not READ-AND-done.
user-centric
relevant. adding value. enriching. honest.
not click baits..not just seo.
paradigm
shift
consumer | content | commerce | customisation
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8. Content presentation platform agnostic, seamless
social shareability important but identifiability critical
affinity for participative, engaging, and interactive
content. Sensible hashtags, collaborative approach.
videos trump images trump text. preference for
rich-media content.
seeking Humour, evocative, experiential, useful content
Respond to call-to-action and contra-views
dedicated audience for both long-form, and short-form,
content. overlapping. mood-dependent.
All that is shared is not necessarily consumed.
consumption
pattern
consumer | content | commerce | customisation
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9. Edits
usable. CURATed. Tailored. Accessible.
not alienating.
human centric
needs based. lifestyle enhancing. experiential.
not brand/product centric. not plugs..
non-obtrusive
integrated. invisible. intuitive.
not hard-sell. not distracting.
organic
concept level integration..natural fit. honest.
not ad-hoc. not forced.
characteristics
consumer | content | commerce | customisation
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10. Content sensitive product placement
Affiliate marketing click-through sales
curated edits
native and programmatic advertising
mobile Advertising
local layer advertising
trends Traditional digital advertising banners, panels, splash
consumer | content | commerce | customisation
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11. consumer | content | commerce | customisation
potential
Interest-based custom content
co-branded apps addressing consumer needs
on-ground Extensions of online initiatives
Proprietary Lifestyle tools with advertising
Content centric products with commercial tie-ins
content centric branded interactive features
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12. practical. simple. light.
fulfilling a need. making life easy. utility based.
not just frills.
innovative
beyond traditional. natural. experiential.
not restricted..
marrying core values
consumer. brand. group.
not leads. not downloads.
modular
focussed..build-distribute model. Scalable.
not long-term.
essentials
consumer | content | commerce | customisation
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13. content for digital
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14. C4 - layers of discovery
Feature
Interview
Story
Website
Print
Magazine
retweets
syndicators
zite pulse NEWSTAND
Digital
Magazine
read later
instapaper
pocket
e mailer shares
social media
feeds
memes
Apps
pins
owned
platforms
shared
platforms
indie
platforms
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15. C4 - GENERATION check list
nature components platforms potential
F.O.B. / snippet
profile
feature
essay
INTERVIEW
OPINION piece
photo feature
product
review
text
images
videos
audio
music
comments
interactivity
cross-links
meta tags
social hooks
similar
references
extensions
Print magazine
PDF magazine
Interactive feature
specials / one-offs
Website
e-mailer
social media
mobile app
notification centre
memes
curators
(zite, pulse, newstand)
read later
(pocket, instapaper)
featured experience extensions
featured product extensions
featured personality extensions
social media extensions
interaction possibilities
consumer participation
INTERACTIVE FEATURE POSSIBILITY
affiliate marketing
brand specials
tool / app / game potential
Memes
How-to / guidebook
proposed Feature: feature idea
descriptor: description of the feature
writer
editorial
sales / marketing
technology
notes
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16. nature components platforms potential
F.O.B. / snippet
profile
feature
essay
INTERVIEW
OPINION piece
photo feature
product
review
text
images
videos
audio
music
comments
interactivity
cross-links
meta tags
social hooks
similar
references
extensions
Print magazine
PDF magazine
Interactive feature
specials / one-offs
Website
e-mailer
social media
mobile app
notification centre
memes
curators
(zite, pulse, newstand)
read later
(pocket, instapaper)
featured experience extensions
featured product extensions
featured personality extensions
social media extensions
interaction possibilities
consumer participation
INTERACTIVE FEATURE POSSIBILITY
affiliate marketing
brand specials
tool / app / game potential
Memes
How-to / guidebook
proposed Feature: ANUSHKA SHARMA INTERVIEW
descriptor: Cover story - Interview and photoshoot with anushka sharma
Hear ANUSHKA’s message for you. (Audio)
We are meeting anushka. #GQ4Anushka to ask her a question
anushka hijacks gQ India Instagram stream for a day
BUY ANUSHKA’s look (AFFILIATE)
anushka’s style picks for You (AFFILIATE)
donate to anushka’s chosen charities
Anushka’s 5 favourite gq India reads
on Anushka’s ipod
notes
C4 - GENERATION check list - sample
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17. digital initiatives
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18. C4 - TOOLS / INITIATIVES
approach
TECH/concepts
initiatives
pooled
content
from
group
titles
vogue
gq
traveller
ad
brand
communication
needs
niche
consumer
needs
shopping
activity
apps
planner
organiser
dashboard
guides
CONDE NAST
app ecosystem
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19. C4 - TOOLS / INITIATIVES
approach identifying consumer needs & custom niches
fashion conscious
health Buffs
Watch connoisseurs
business travellers
resorts patrons
golf fans
architects & designers
Productivity junkies
AUTOmobile lovers
trend spotters
home improvement Fans
shoe collectors
pooling core strengths
FASHIon & Style: GQ + VOGUE
Lifestyle trends: GQ + VOGUE + TRAVELLER
DESIGN: AD + VOGUE + GQ + TRAVELLER
identifying partners
Internal
external influencers
brands
conceptualising apps/tools
content specific
consumer need specific
brand communication specific
synergy between consumer needs, strengths & partners
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20. C4 - TOOLS / INITIATIVES
possibilities CONDE NAST daily EDIT powered by Vogue & Gq
a dedicated shopping app. daily updates.
products handpicked by vogue/gq fashion editors
affiliate tie-ups with asos, net-a-porter, myntra, jabong
exclusive one day only events / prices
simultaneous showcase on conde nast web properties
CONDE NAST boarding pass powered by cn traveller
an exclusive luxury travel app.
luxury experiences, destinations, city guides, planner,
journal and insider hacks curated by CN traveller
promotional tie-ups with featured carriers, destinations,
agencies
tailored experiences / special prices
CONDE NAST CLOSET powered by VOGUE & AD
a PERSONAL look/closet management app.
a Pictorial looks and owned clothes reminder/catalogue
affiliate links, mobile ads
data based suggestions algorithm
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21. C4 - TOOLS / INITIATIVES
possibilities CONDE NAST upgrade custom branded for group titles
a lifestyle productivity/planner app
title/consumer specific custom features
co-randing / periodic branding
promotion through conde nast web properties
GQ lYnx
a social golfing app from gq
a complete golfing app: guide, tips, best courses, advice
from course booking to equipment sales, training
sessions to inviting for a round, leaderboard, etc.
backend social element
CONDE NAST moments
an über stylish watch app for portables
brand specific customisation tool for portables
tie-ups with luxury groups (richemont/swatch) for
the finest watch faces to be used as dashboard clock
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conde nast india

22. the CARBON MODEL
Building block. scalable. universal.
organic. adaptable. MODULAR.
content
consumer
customisation
commerce
feature/
product/tool
Structure all produced content with
focus on multi-platform consumption.
Channel productS, TOOLS AND
experiences created into revenue
FOCUSSED INITIATIVES
Offer innovative, brand-specific
solutions that go beyond vanilla
advertising and exploit full potential of
available technologies/platforms to
create memorable engagement/
experiences.
Design and deliver
content, tools, products
and experiences that
enhance and enrich
consumer’s life
DIGIT L
ECOSYSTEM
conde nast india

23. Thank you…
a presentation by:
tushar A Amin
tel: +91 98206 31297
e-mail: creativecorner@gmail.com
conde nast india
DIGIT L
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