No matter how low the price of mobile phones and other electronic devices are, the main issues are rising cost of data packages and lack of infrastructure, especially in rural areas, according to Kirthiga Reddy, head, Facebook India.
Kirthiga was speaking on the topic, Future of the Digital: A vision statement at the two-day ISB Digital Summit 2013 held at Indian School of Business which commenced on Friday.
In an elaborate speech on Facebook’s vision, she touched upon factors like users, targeted reach, equalisation, personalisation as the five important points leading to the future of the digital arena.
Stating that Facebook’s goal was to reach five billion users in the next five years, she added, that the goal could be achieved only by taking along all the stakeholders like governments, business establishments and telecom companies. She also explained how the devices used today would be 100 times faster in the future with the advancement in applications, networks, data access and other factors. She admitted that data transmission prices were the biggest barrier today.
According to her, local languages too are barriers in terms of compatibility of content. Responding to a query on how would social media including Facebook impact the society, Reddy said, “Every medium is a medium and it is up to us on how we use it.”
Speaking at the first panel discussion on mobile marketing and location based services(LBS), Sridhar Iyer, director, Digital Business, Citibank India pointed out that the growth in smart phones usage will lend itself to location-based services as mobile devices today are centre to all activities including social, shopping and banking among others.
Explaining factors that hinder location based services in the country, he said, geographic information system (GIS) needs to improve and termed the lack of wireless networks, bandwidth limitation, network congestion, high cost of 3G services, lack of awareness among age group above 45 and other causes as some of the major constraints. However, he was confident that LBS was bound to grow with significant amount of investment and subsequent increase in competition.
Anuj Kumar, co-founder and MD, Ripple, who spoke about mobile advertising, pointed out that battery problems in smart phones is the biggest challenge in the advancement of LBS. He hoped it would be solved in the near future.
Social media expert and CEO of Autumn Worldwide, Anusha Shetty, noted that, at a time when users relate to the virtual world more than the real one, it is the responsibility of brands to ensure that problems are addressed and solved in real-time.
Anushka further explained that 66 per cent of Facebook and 50 per cent of Twitter users in the country use mobile devices for internet access and that in the future people would look up to first-hand information on social media over newspapers and channels.
The ISB Digital summit is being organised by the Srini Raju Centre for IT and the Networked Economy at ISB in association with Jigserv Digital, a digital marketing company founded by four ISB alumni. The summit will discuss and debate on trends in the digital media, recent innovations, new business models.
source: http://www.newindianexpress.com / The New Indian Express / Home> Cities> Hyderabad / by Express News Service – Hyderabad / August 31st, 2013