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Susan Joseph


Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.

Shubharthi Ghosh


Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.

Priscilla Thomas


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

Moulishree Srivastava


Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.

Avanish Tiwary


Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.

Priyanka Bhatacharya


Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others. 



A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications. 

Prajwala Hegde


Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others. 

Rajesh Nanarpuzha


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.


Priyokumar Singh Naorem


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


Dyuti Mittal


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


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.

Purna Chandra Mahato


Purna Chandra Mahato is an artist based out of Rourkela, India. Trained in painting (fine arts) from Pracheen Kala Kendra, Chandigarh, Purna has participated in many prestigious exhibitions and artist camps. His paintings explore various aspects of colour, shade, textures, and strokes, while keeping to abstract themes; they strive for a spontaneity that is enjoyable to spectators.

Parul Gupta


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


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


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


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


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.

Chandrashekhar Thakur


Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.

Concept and Direction

Nimish Vohra


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


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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