The author, with a background in engineering and management, has extensive experience in the telecom and media industries and is currently involved in marketing for a leading data service provider. The document discusses the growth of the internet fueled by initiatives like the National Telecom Policy and the rise of smartphones, emphasizing the importance of digital marketing and adapting to multi-device usage. It highlights the emergence of micro-segments in the online space and the need for businesses to provide relevant content amidst increasing consumer demand for simplicity.

2. About the Author
Hailing from one of the India’s youngest state, Uttaranchal, I am an engineering graduate
with Post Graduation in Management from Nirma Institute of Management, Ahmedabad,
Gujarat (India). I have also done Executive Diploma in Finance from Nirma Institute and
Advance Programme in Strategic Management from IIM-Calcutta.
I started my career as Management Trainee with Saurashtra Cements Ltd where I learned
product management along with basics of strategy formulation and implementation on
various projects with leading consulting firms. Post that, I started a dot-com entrepreneurial
venture with my PGDM classmates (could have been another blockbuster had it survived).
As usual, failure teaches you key lessons of life and business too!
Resuming corporate life, I had worked with companies like Vodafone, Reliance Media and
Tata Teleservices in Products, VAS, Channel Management, Corporate Sales and P&L
operations.
At present I work with MTS, a leading data service provider in Marketing function and have
total experience of around 14 year in industries such as Cement, Media and Telecom.
My area of interest are Strategy, Data, Digital Marketing and anything related to web.
Apart from work and family, reading makes me comfortable along with my passion of
business quizzing where I have excelled at national and state levels in reputed quizzes such
as ET Brand Equity Quiz and Tata Crucible Quiz.
In spare time, I pen down my thoughts at http://www.sunilsinghrana.blogspot.com/ and I
can be reached at sunilsinghrana@yahoo.com

3. Growth of Internet is key to going digital for companies….
• NTP 2012 target to provide 175 m broadband connection by 2017 and
600 m by 2020 at 2 mbps. Thus proposed Right to Broadband,
penetration of Smartphones and data will fuel the growth of Internet
• The rise of Social Media pressure to add-up to the trend
• e-Governance will lead to growth of internet among all sections of society
• Its not only about P2P its also about M2M also
• Young India understands the digital language and would love it to be in
vernacular too © Sunil Singh Rana
TrendONE

4. Screen Size is all about convenience….
• Customer want same content over multiple device and is
comfortable to move across different forms
• "The definition of a subscriber ARPU is dead, it is now the screen size that determines the
ARPU. The larger the screen, the more the ARPU“ - Reliance CEO Gurdeep Singh.
• Generation C as defined by Google in India switches between
devices 27 times a day
• “Walled-Garden” approach by Apple to continue but switching
between screen sizes will be crucial including Smart TV’s, Camera
and other devices
• From Facebook to Whatsapp….Things to go mobile and simple too
© Sunil Singh Rana
TrendTWO

5. Its getting crowded now…..Micro Segments to emerge…
• Its not only about Facebook, LinkedIn and Twitter now..
• Micro Segments to rise….Opportunity for new apps and portals
• From Naukri.com, now we have HeadHonchos, Blue Collared Jobs, Sites for unskilled jobs etc
• Too many users, contacts, content (mostly unrelated and uninterested)
generated will spoil the party. Customer to seek simplicity and relevant
content
• Though 1:9:90 Rule of Internet apply, empowerment to user to control
the garbage as we are “fwd-wo-reading” and “Likes” society
© Sunil Singh Rana
TrendTHREE

6. To be or not to be….
• Digital Marketing to capture share from conventional media (Print,
Publication and others). Mere presence in static form to remain
disadvantage
• Marketers will also seek segmented base to get better results. While the
right of whom to reach lies with companies when to reach will shift to
customers
• Cross promotion of links to continue considering the width of net
• Getting “Likes and Followers” is different from getting “Brand Champs”
© Sunil Singh Rana
TrendFOUR

7. sunilsinghrana@yahoo.com