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Contributors

Writers

Priscilla Thomas

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A content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Avanish Tiwary

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An independent journalist who writes on business strategies.

Priyanka Bhatacharya

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She has been covering the Indian information technology industry since its early days.

S.Sahu

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Sahu was with TCS as the editor of their house magazine before he became a freelance content writer.

Prajwala Hegde

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An independent journalist who has worked with The New Indian Express and City Today.

Rajesh Nanarpuzha

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Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.

Designer

Priyokumar Singh Naorem

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He is a passionate UI & UX designer who thrives on creating engaging creative solutions.

Artists

Dyuti Mittal

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A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.

Sumakshi Singh

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She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.

Parul Gupta

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A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.

Shweta Malhotra

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Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.

Rithika Merchant

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Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.

Aniruddh Mehta

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Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.

Paramesh Jolad

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Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.

Concept and Direction

Nimish Vohra

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Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.

Enquiry

+91 9916326475

venkatesh@regalix-inc.com

Know when a new article is published


Mobile phones, unlike any other device, blur the line between personal and professional. Increasingly, companies are encouraging a bring-your-own-device culture, leading to a higher proliferation of (personal) mobile usage on the job. In addition to that, internet usage through mobile is growing exponentially. India is projected to have 500 million mobile users by 2017, of which 314 million will be using internet on their phones.1 This provides an unprecedented access to B2B marketers. Unfortunately, it does not easily translate into success in reaching out to customers through mobile-based marketing.

When designing mobile-based communication, a marketer must acknowledge that the nature of this interaction is deeply personal. From a customer’s point-of-view, this is akin to being invited into their lives. Customers will have concerns related to their privacy, annoyance and intrusion. And, as common sense suggests, only those whom they trust will be invited.

Trust is the confidence one party (customer) has in the reliability and integrity of the other (brand). A three-country research published2 in European Journal of Marketing suggests that trust in a brand improves acceptance toward the brand’s mobile communication. Consumers build this trust through their personal experience or of those whom they trust. Consumers prefer to engage with brands with whom they feel comfortable sharing personal data. Mobile users have safety concerns and their behaviour shows that they use the brand’s credibility as a proxy for its online behaviour.

Brands that hold strong equity in the minds of customers are more likely to benefit through mobile-based marketing; they can capitalize on existing awareness and acceptance.

Not all trust is equal

Researchers in University of Ottawa find that trust requirements vary with context. Trust in a brand becomes an even more important factor when mobile marketing captures a customer’s location. The authors argue that customers may feel more vulnerable sharing their exact location. This heightens their need for reassurance, which can be compensated for by the credibility of the brand. Location-based marketing allows brands to push relevant information. However, if they fail to do so, customers may find it annoying or valueless. Customers prefer specific, in-context information that can reduce their effort or cost of making decisions.

Building trust

Brand building is an on-going multi-channel activity, especially in B2B. Mobile marketing benefits from such activity across other channels. Within the mobile channel, a brand benefits by giving greater control to customers over their engagement. In his book Permission Marketing, Seth Godin argues that customers will value those brands that value customers’ need for privacy and control. A paper published3 in Journal of Business Research supports these claims. It finds that consumers have more of a positive attitude towards mobile marketing when brands ask for their permission.

Well-executed mobile-based marketing can be of great value to a brand in the B2B space. Recognizing the customer’s need to trust in a brand allows marketers to tailor their integrated marketing plans. A combined strategy that builds brand value will aid in the success of their mobile-based initiatives. They will also gain by asking for permission and giving greater control to their customers over their engagement.

*Author is a doctorate from IIM Ahmedabad in Marketing. He is currently marketing analyst at Forbes Marshall.

Source1: http://www.livemint.com/Industry/VThUq5I4BivpTDZdQb5sNN/Mobile-Internet-users-in-India-to-double-by-2017-says-study.html

Source 2: http://www.emeraldinsight.com/doi/abs/10.1108/03090560910935541? journalCode=ejm&

Source 3: http://www.sciencedirect.com/science/article/pii/S0148296313002373