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1. “ ”
The Internet is really great
>> MANI GIRIDHAR
because, it has meant so many dif- Background
ferent things to the different people A housewife aged 47, Mrs Giridhar was
in my home. born in a small town called Kakinada in
Andhra Pradesh. She grew up in Calcutta
Likes & Loves but has also lived in Patna and Chennai
Mrs Giridhar loves painting and knitting and due to her father’s work. Now, she lives in
almost always has one of these projects on. Bangalore in a posh apartment at upmar-
She also likes crosswords and does one ket Bannerghatta, with her husband and
everyday after her husband and children two daughters. Her husband has a high
have gone off for the day. She also likes ranking position in a respectable IT firm.
flash based online games like Scrabble “be- Her extended family involves two sisters
cause they’re not silly” and tries to play one - one in Chennai and one in Dubai. They
or two games every time she is online. swap recipes and photographs by email
She is an avid reader and is a member ever so often.
UPPER MIDDLE CLASS | CAN DO, WILL DO
of a city library which she visits once every All her travelling and her upbringing has
fortnight for books. She also subscribes to made Mrs. Giridhar an extremely articu-
and buys many magazines. late and aware person. She likes keeping
She avidly watches the stock market on abreast with everything happening around
TV and often discusses market fluctua- her and makes it a point to keep in touch
tions and predictions with her husband. She with old friends and family. She shares her
helps planning investments and expendi- opinions with both her husband and her
tures and often goes online on the family children.
computer to do her background research. As part of her quest for knowing what’s
She also loves keeping in touch with happening around her, Mrs. Giridhar also
friends and family over the phone and email reads a lot and has about 5 newspapers
and spends about an hour everyday sending and four magazines delivered to her house.
out and responding to mails.

2. >> MANI GIRIDHAR
Average Daily Calendar Tech Attitude
Mrs. Giridhar’s typical day starts at about 6 Though not a “tech geek”, Mrs Giridhar is
am when she puts in about half an hour of very comfortable with technology and uses
yoga. Then, with the help of her household it with ease. She has almost every new
help, she fixes breakfast and lunch for her technological gadget in her house - micro-
family. The family has breakfast at around wave oven, refrigerator, washing machine,
eight. Then, she packs her daughters’ and food processor, mobile phones, TV with
husband’s lunch boxes and after they’ve surround sound, computers with high speed
left for the day, she bathes, listens to music broadband connectivity and DVD player.
and prays. That done, she sits down with Her husband introduces her to new tech-
the newspapers - her family orders 5 differ- nology and she takes to it easily. She talks
ent news papers everyday. Sometimes, she to her daughter who often travels abroad
spends time online checking out new invest- using her VOIP and is extremely comfort-
ment opportunities or new places to holiday. able using her home PC to email and video
UPPER MIDDLE CLASS | CAN DO, WILL DO
She also keeps in touch with her friends and call too.
family via her cell phone and e-mail. She believes technology has made life
In the afternoon, she takes a short nap much easier and is particularly excited
and then also goes out to run some chores about the fact that it allows her to keep in
and do the household shopping. She is constant touch with friends and family.
generally back in time to see her daughters However, she is a little wary of “too much
come home. She talks to them while fixing technology” and feels that people must
dinner. She enjoys this time of the day when not forget how to do things with their own
no one is in a hurry and talk is relaxed. hands. She says that ebooks can never
The family eats dinner at about 8.30 and replace the feel of real books and the
she is particularly firm about them all being pleasure of holding a paint brush cannot be
together for the meal. At the dinner table, compared to that of steering a mouse.
they often discuss politics. Common holi-
days are looked forward to and planned.

3. >> MANI GIRIDHAR
AVERAGE DAILY CALENDER
Average Daily Calender Chart
This chart documents Mrs Giridhar’s aver-
age day. It aims to focus on her keymo-
ACTIVITY
Sleep ments when she interacts with technology.
Family These key moments of interaction between
Eating TV, PC and Mobile have been analyzed and
Self care detailed further down.
Cooking
House Work Media Affinity Chart
Prayer
This chart documents Mrs. Giridhar’s affin-
Reading
ity to technology. It aims to show how much
of each medium she accesses in a day.
SPACE
Home
Outside Mobile
PC
PEOPLE
Husband and kids TV
Maid
Friends
Alone
TECHNOLOGY
World space radio
PC - Internet
TV
Mobile/telephone
04:00
05:00
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
00:00
01:00
02:00
03:00

4. >> MANI GIRIDHAR
TELEVISION AFFINITY
TV System Programme Guide
• Has 2 DTH connections and a 2 large LCD TV’s • Refers to the programme guide routinely and also
with surround sound both in her living room and makes a mental note of anything interesting that
her bedroom. may be coming up. She shares this information
with her daughters and husband via sms.
Favourite Programs
• Movies Reminders
• News • Never sets reminders because “there’s never
• Intelligent, quiz type of game shows anything you can’t afford to miss”.
• Live cricket telecasts
TV Attitude
Typical Schedule • Watches the TV for stock market news and reports
• Business news during the day. almost all the time while at home.
• News in the evening. • Is not particularly fond of any soaps but likes
UPPER MIDDLE CLASS | CAN DO, WILL DO
• Game shows at night watching quiz shows.
• Cricket, when it is live. • Almost always catches the 9 O’ Clock news.
• Movies over the weekend with children. • Catches interesting films over the weekend with
husband and children.
Influences
• Watches the news alone but prefers watching mov-
• Learns of new shows from newspaper guides and
ies or cricket with someone.
from her children and sometimes advertisments.
• Is not easily influenced and watches only what she Peeves
wants to. • Too many remotes required to make TV work.
Favorites Satisfaction Quotient
• Has set her own stb/remote favourites and has • Would pay more for better quality of content and
categorised them as per genre for ease. more features but is also quite happy with the
sheer choices available to her

5. >> MANI GIRIDHAR
TELEVISION AFFINITY
TV/MUSIC TV
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
IN HER OWN ROOM/LIVING ROOM - Key Moment 1 LIVING ROOM - Key Moment 2
• 9:00 AM - 1:00 PM • 9:30 AM t0 1:00 PM
• Solitary activity, generally; group activity if daughters are free at the time or if • Family activity. TV is passive. Family spends more time talking/commenting
an entertainment channel is on. • Entertainment value and information value are both equally looked out for.
Hardware interaction
Hardware interaction
• Five different remotes: TV, Tata Sky, DigiTelly, Worldspace Radio, Amplifier system
• Five remotes: DigiTelly set top box, Tata Sky set-top box and TV.
• Two set top boxes - Tata Sky and DigiTelly (local cable network provider) Uses Tata
• Two set top boxes - Tata Sky and DigiTelly. Uses Tata Sky is preffered.
Sky because she is comfortable with EPG and knows basic buttons on the remote.
• Channel surfing: Low - Husband usually controls the remote and the family comes
• Channel surfing: Not too much as the TV is switched on with specific shows or
to a consensus on what to watch. If the parents want to watch something else, they
News channels in mind. TV is to check stock market opening bell in the morning.
shift to their own room.
Content Access
Content Access
Information
Information
• Programs being watched: NDTV Profit, CNN IBN. Makes note of stock prices and
• Programs being watched:NDTV 24x7(The 8 O’Clock news is a favorite), Times Now
shares it with her husband and daughters if necessary
Entertainment
Entertainment
• Programs being watched: Star World, Discovery, Travel & Living, Zee Cafe, Star
• Programs being watched: Star World, Discovery, Travel & Living, Zee Cafe, Star
Movies
Movies
• Viewing mostly Viewing mostly Reality TV shows, Sitcoms, rarely movies.
• Viewing mostly Reality TV shows, Sitcoms, Movies

6. >> MANI GIRIDHAR
COMPUTER AFFINITY
Hardware PC Attitude
• Owns a Wipro Desktop attached with an Epson • Mani is constantly amazed at the developing of the
stylus 4700 scanner and Printer, a web camera and Internet. However, she is hesitant to use applica-
a speaker and microphone. The computer is con tions and software that she isn’t well versed with
nected to a Wireless Broadband BSNL connection, and is scared she might change or spoil the set-
with 2MBPS unlimited download facilities. tings and the computer by using them. She is also
wary of letting out personal information like credit
Applications Used
card details, contact details or photographs and
• Offline: Microsoft Word, Adobe Acrobat Reader,
reveals information and uses applications that only
Epson scan, Downloaded and installed trial games
her husband or children approve of.
• Online: IE, Firefox, Skype, Yahoo messenger
Peeves
Typical Schedule
• Hates browsing the Internet with multiple windows
• Computer usage is both in the morning and the
open as it confuses her.
UPPER MIDDLE CLASS | CAN DO, WILL DO
evening.
• Hates certain tasks like printing because many set-
Influences tings need to be entered to print a sheet.
• Daughters help in learning about different web
sites, e-mail services and other applications. Satisfaction Quotient
• Husband guides her on the technical aspects. • Mani is quite satisfied with her PC and what sjhe
• Trends and websites are swapped with friends and can do with it.
close family. • Mani’s daughters have installed apps like Stumble
upon and Delicious on her PC but she doesnt
Favorites
bother using these applications.
• Has bookmarked and organised certain favourites-
• Mani also doesnt use the advanced filter options
moneycontrol.com for the stock market, sites like
provided by google. She usually sifts through infor-
lexulous.com for games and tarladalal.com for
mation in the hierarchical order that Google pres-
cooking info.
ents it in.

7. >> MANI GIRIDHAR
COMPUTER AFFINITY
PC PC
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
AT HOME ALONE - Key Moment 1 AT HOME WITH FAMILY - Key Moment 1
• 8:30 AM - 10:00 AM • 5:30 PM to 8:00 PM
• At this specific time period, information is important • At this specific time period, entertainment value and information value are equally
• Solitary activity important.
• Solitary/ Group activity. Depends if they are talking to the daughter studying abroad.
Hardware interaction
When skype is used, the family gathers around the computer.
• Computer is used mainly for the Internet - the browser is the first thing opened.
Hardware interaction
Content Access
• Computer is collectively used by family to communicate with daughter who studies
Information
abroad. Skype is preferred as it is cheap and allows her to see her daughter - this
• Stock being checked first - MoneyControl.com.
gives her a sense of comfort. She feels that the voice call is of good quality as well.
• Help with crossword - dictionary.com
• Information about people, places and hobbies - YouTube/ wikipedia and more. Content Access
• Recipes and cooking tips - tarladalal.com • Stock market news is checked before closing bell
Communication Communication
• Mani uses and is comfortable with Yahoo mail Her daughters recently introduced • Yahoo mail being checked.
her to google mail, and she is slowly taking to it. • Skype being used.
Entertainment Entertainment
• Logs on to bigfishgames.com or lexulous.com to play online word games. • Occassionally, Mani and her daughter play a game of scrabble at lexulous.com.

8. >> MANI GIRIDHAR
MOBILE AFFINITY
Hardware • Also likes the camera feature and takes pictures of
• Mani Giridhar owns a Nokia and changes her friends and family when they go out.
handset when her daughters suggest a newer, bet- • Relies on her mobile to tell the time and has
ter one for her. stopped wearing a wrist watch
• Uses features like the alarm and calculator regu-
Applications Used
larly.
• Mani Giridhar uses her mobile phonebook and
phone with ease. She is constantly messaging her Mobile Attitude
daughters and husband. She also uses the camera, • Mani Giridhar thinks of her mobile as a very neces-
calculator and the morning alarm. sary tool. She believes it has changed our lives for
the better. Its brought their family closer and she’s
Typical Schedule
not so worried about her daughters now because
• Keeps her mobile with her through the day.
she knows they’ll call if they need anything.
• Calls her husband while watching stock market
Peeves
UPPER MIDDLE CLASS | CAN DO, WILL DO
news and daughters whenever there is some news
she wants to share, • Some mobiles have too many features which are
quite unnecessary.
Influences
• Some ringtones that she hears are very irritating.
• Daughter,
• Hates telemarketeers.
• Husband,
• Nieces/Nephews Satisfaction Quotient
• Mani recognises the mobile phone’s utility value
Favorites
but is not very keen on having the latest handset
• Mani Giridhar uses the SMS feature almost as
with the latest and most advanced features. She
much as she uses the call feature. She messages
is quite happy with what she is able to do with it
her husband and daughters because she doesn’t
and uses it mainly to keep in constant touch with
want to disturb them while they are at work. How
her daughters, husband, sisters and friends.
ever, she also calls them a couple of times per day.

9. >> MANI GIRIDHAR
MOBILE AFFINITY
MOBILE
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
AT HOME ALONE - Key Moment 1
• 11:00PM - 1:30 PM
• At this specific time period, communication is of utmost importance.
• Solitary activity.
Hardware interaction
• Mani Giridhar has no case and usually keeps her phone with her as she moves from
room to room.
• Her family is on speedial
• She is fast with typing and responding to messages.
Content Access
Information
• The phone is not used to gather information.
Communication
• Mani Giridhar uses her phone mainly to keep in touch with her family and friends.
• She uses the SMS feature to share news or check on her family because it does not
disturb them. However, she prefers talking.
Entertainment
• At this point, she does not use her phone for entertainment.