PulsOpinion

Think About it – The Book

My latest read- Has interesting nuggets of information in a lucidly easy read format. The book offers the author’s insights into the revolutionary changes sweeping the Digital Media and Marketing industry.

Some thought provoking concepts that the book touches:
You can catch the kindle version of the book: LIVE on Amazon

*What do you think the next wave on the Internet will be? Hint- it will not be called Web 3.0.
*Do you know about the first blogger ever? This was much before WordPress, Typepad and Blogger.
*What do Bob Dylan and Social Media have in common?
*Extremely rare job openings of the marketing agency of the future- do you want to be a part of it?

IDC, estimates that the Secure Content & Threat Management market was worth USD899 Million for APAC (excluding Japan) in 2008 and it’s forecasted to grow 68% by 2013.

In our own little world…how many times do we think of security beyond banks, homes and lockers. Cyber crime is evolving every day and the methods are getting more devious and sophisticated with security vendors claiming to have received 29 billion queries and  blocking 4 billion threats blocked on a daily average in 2009!!

Just the other day I came across a new buzz word….malvertisements (viruses dealing with mobile advertisements!!) This is the new facination that I am getting my brain dig deeper into. Will write more on this in my next few posts.

Just sharing a recent article that I wrote on a technology that is soon becoming a facination….

The article was recently published in a leading Singapore business daily.

Empowering CIO’s make the right Enterprise Data Cloud Decisions

Cloud computing continues to evolve as one of the dominant themes in the ICT industry in 2010.  Rising IT costs, exploding data volumes, and the ever-evolving competitive challenges backed by the dynamic market conditions have catalyzed this thinking with businesses and vendors trying to sieve through options to maximize resources and minimize expenditure. From an enterprise CIO’s perspective, the cloud offers new, more efficient and flexible, ways of sourcing ICT capabilities. Whether cloud services are enterprise-grade’ yet, however, remains a topic of debate. 

The hype around cloud computing is about its scalable and ‘elastic’ capabilities and the belief that that existing IT architectures and processes can be simply replaced by the cloud. While this is true to an extent, the reality is not as simple or doable- especially when it comes to cloud adoption especially for medium to large enterprises. The article endeavors to touch upon some of these challenges whilst discussing options available and that can hopefully help make the right choices.

1.       Understanding the market environment

The first and the most inherent difference between Asia and the rest of the world are the dynamic market demographics and the massive numbers. The scenario is very unlike the US and UK markets where people deal with almost static and less vulnerable market conditions and lower data volumes.

2. Analysing the Business Data requirements

Data flows in trickles and torrents across our businesses – as transactions, event streams, logs, emails, and in countless other forms. Data volumes are exploding – to the tune of 1.5x to 2.5x a year, and new sources and uses for data appear every day. So, many a times after the initial implementation and mid-way, organizations realize that their data volumes have far exceeded the capabilities of mainstream OLTP-oriented database systems. While these systems can comfortably handle low numbers of TBs (Terabytes) and modestly complex analytics queries, they start to break down or require extraordinary tuning in the low 10s of TBs. In market reality many companies today need to store and analyze 10s or 100s of TBs, or even low numbers of PBs (Petabytes). The technology to support these larger databases exists today, in the form of MPP (Massively Parallel Processing) Share-Nothing DBMS systems. These systems are optimized for the read-mostly analytical processing required by data warehousing and

business intelligence, and utilize 10s or 100s of nodes working in parallel with data automatically partitioned across the nodes to support fully parallel query processing.

3.  Data Storage Vs Data analysis

The next equally important challenge that has remained largely unaddressed until now is the hundreds or thousands of data silos in organisations. A company might have one or more ‘enterprise data warehouses’, hundreds of departmental silos, data spread out in Excel spreadsheets and Access databases, and countless custom applications. This all-too-common story reflects the organic evolution of these systems, and inherent tensions between those responsible for the operation of these systems (usually, but not always, IT) and those that want to use these systems and the data within them (usually analysts within business units).

IT looks at this chaos and sees cost and complexity; while on the other hand business analysts look at these as barriers to getting their jobs done. Each group has perfectly reasonable demands that are inherently in conflict.

A good way of looking at this complexity is centralization of data and ‘Self Service’ – i.e. have IT provide a platform that allows business analysts to serve themselves without IT involvement.

4. Cross border issues  

The cross border issues actually bring up challenges and opportunities when it comes to the strategic questions. ‘If we can do computing anywhere, we can think about placing different parts of our organisation in different geographic locations. We have a lot more flexibility’. So our clients have a lot more flexibility to cross international boundaries with different parts of their operations. That of course has not only HR and taxation implications, but optimisation issues as well.

4. Multiplying Partners and Vendors

A company could very easily double then quadruple and then multiply even further the number of partner relationships they have just for their computing and their applications. And IT Managers often have to manage these relationships and maintain service delivery levels. So there’s this incredibly complex set of questions to be answered around how we do sourcing differently and make smart choices that empower the business without further draining time and resources.

Public Relations is NOT for start-ups and new businesses

I have in the last few days, had the good opportunity to meet a couple of start-ups and this interestingly also coincided with some posts on LinkedIn and requests on Elance. I have come across some exceptionally bright business ideas which if moulded properly could do wonders. Some of these are proven international successes that are testing waters in select Asian markets.

This post is therefore dedicated to some of these new start-ups and I would consider myself really lucky if many more of such dynamites (if I may call) happen to stumble upon this page.

If you have a great idea and believe in it, we can make you heard amongst the right audience. The power of Public relations lies in the credibility as a medium. Having said that, one often hears things like…’but its too expensive’ and how do I measure it or how do I decide the value for money? Before even reaching out to your publics, you need to know what to do with them. People will see, hear, think and act based on what they initially see of you and how they perceive you to be. It is only much later when they experience your product/service will they be able to analyse and decide your true worth.

Public Relations can get the initial attention that you need from the customer and how you approach them can make or break the relation. To make yourself heard, here’s what you first need to find:

-          Will my idea create a niche? Is it unique?

-          Who will be my target customers?

-          Will this concept create a difference in the life of my target customer?

-          Are my prospect customers/clients looking for a concept such as this? If no, do I have to first create a need?

-          Are there any past successes in other countries that can indicate the market size?

-          If there are past successes, are there any commonalities and differences in the mindset/approach of people vis-a-vis customers in my market?

If you have an answer to these and can convince us about your plan, we will give you all the tools to make it work.  We will partner with you, give you the requisite knowledgebase, training,  media skill sets and even make a communication plan and see you take off… on your own…in a journey to create a difference. Our cost? Well….lets’… say…your commitment, passion and desire to succeed will pay a bulk of the cost. J  

SiTF (Singapore infocomm Technology Federation) recently gave its members and the industry a fine moment to rejoice. It was the Singapore 1000 and SME 500 awards. Over the years the S1000 and SME 500 companies have contributed significantly to the health of the industry and sure enough it would not be too surprising if Managing Director of DP Info, Ms Chen Yew Nah believes Singapore corporate sector to be well prepared for the economic downturn.

http://www.dpgroup.sg/s1000/NewsEvent/ViewPressRelease.aspx?ID=154

46 companies won awards. Kudos to SiTF for this fantastic initiative.  Better than the awards, I think was the timing and I am sure it must have done good to boost spirits of the SiTF members. I however did not hear too much about it…either because the result announcement was made a few days prior to the awards celebration or perhaps the awards were just meant to be quiet. Whatever the reason, I would take this as a great opportunity missed. It could be scaled up to achieve much more especially at such a time.

Here’s why…

1.      46 companies winning would mean representatives from atleast 46 corporates at the same time under one roof. A fantastic opportunity to let the world see how Singapore corporate leaders stand united in this time of crisis.

2.       If during the awards every member present spoke of a single/ critical corporate virtue that lead to their success that they would like followed through 2009…could give us a collection of 40 business virtues that the world could follow.

3.        SiTF has been talking about encouraging entrepreneurs. More than just grants, how cool would it be if an entrepreneur could be adopted for a month by a corporate leader or by a successful business. CSR for some and a great platform to share uncommon insights and common pitfalls that could help new ventures. It’s not always money and grants that add value. Little gestures to show the world we care come from the little things we do.

4.       The presentations sure looked positive and would boost the morale of many. Beyond the Straits Times (where I saw the story covered in detail), you could use aspects of it to demonstrate business strength and commitment. Such presentations could be shared on slideshare, youtube, MOM, WDA sites as well as relevant blogs.

There is no dearth of ideas and many like those above need no additional funds. I guess it’s more difficult to have people come together under one roof. People need a compelling reason to take time out from their schedule and also feel the pride of association. To its benefit,  SiTF has both. So I guess sky should be the limit.

“When the going gets tough…the tough get going …..

I’m gonna put this dream in motion…Never let nothing stand in my way…”

..Billy Ocean

”….  It’s still just the start…and a long journey to take.

2009 to cross before we see hope and new waters our way

 The economy continues to dip…but that’s not all that’s at stake

It’s our spirit that needs to stay afloat to make us see the light of the day

It’s a tough long walk and a steep climb

And all we have is but one chance to do what is right

Let’s hold on together and help each other stay afloat

Let’s not close our eyes to the good around us…but spread the word louder to make people hear what is equally right

Lets cheer and rejoice for the good around us..and let’s keep the spirits soaring high…”

…Anubha

Ever been a part of those endless meetings on how to build hype and generate word of mouth publicity? While most discussions would end up with finding tools and ways to make people see and listen, one way could be to involve them. The impact only multiplies when you involve your audience and encourage them to participate. The success of digital is a proof of how successful campaigns become when masses get involved.

Public Sector companies, consumer brands, consumer technology companies…infact any organization that works on the B2C model can use this effectively. Companies who have done this well reap instant rewards and some quick references could be the Nokia Music initiative or the famous Nike Race. Very recently, I went to an event- more of a community initiative. It was the 30^th anniversary celebration of the Marine Parade branch of the National Library Board. What struck me most was the simplicity and perfection in which things were done and the impact far greater and more rewarding.

Looking back, for this kind of an initiative, an advertising agency would probably have suggested innovative online and offline ad campaigns, a PR agency could have suggested press releases, interviews, a bit of blogger relations and modules on good reading habits and how libraries are an integral part of our social system. There could be direct mailers and think of it, we could probably come out with 100 different things to tell people our story. The difference however arises when ‘telling a story’ is replaced with ‘being a part of the story’. Basically, INVOLVING YOUR AUDIENCE.

What happened (and in fact is still happening till end November) are a series of special programmes and initiatives for library members across all age groups. From puppet shows and story-telling sessions to creative workshops and workshops on effective parenting; sessions on vintage bags, perfumes, food and fashion. Topics chosen were of relevance and they all linked back to library collections that one could refer to.

But what I really liked was the choice tools to convey the message. The workshops aimed at increasing public awareness, enhancing reading skills, fostering creativity and basically- having fun!! And truly, fun is what people had. It was a month to remember- packed halls, standing ovation, and children storming towards cartoons, puppets, concerts and books. 

Not only did NLB succeed in communicating the message…it would also doubled up on the books issued, increased members and not to forget…people like us…who went back feeling good about a well spent weekend and a promise to come back and enjoy more such family library days

An offshoot of the Podcamp discussion was Blogger code of ethics. There are pages on it when you do a Google search.

So what’s the big deal about bloggers and ethics? Why so much fuss….?

The discussion began during Brian Koh’s session at Podcamp Singapore and a question rightfully asked by Melvin Yuan….’Ethics are ethics. What’s so different about blogger ethics? Why hype it so much?” The next question was “Why are agencies saying different things? A PR agency proactively comes with a big list of ‘cannot do la..!’- no financial implications, no discounts/ freebies etc while the Marketing/ Advertising arm of the same firm may come with financial benefits for writing about their client.”

Why such confusion?

To understand why agencies behave the way they do one needs to look at the way they function.

The function of communication be it advertising/marketing/direct mailing/events/PR is to reach out to people that matter. The most common medium used to do this is media: print/television/radio/new media. So the vehicles are the same…but the route to reach out to customers is different.

Public Relations believes in ‘influencing the influencers’ by building relationships. They provide material, arrange for client meetings and hope that information will result in coverage. In the end what is covered is the sole discretion of the writer. PR has strong policies against what they term as bribing. For them media and message cannot be bought and I guess that is why people still believe in the credibility of the press. By initiating code of ethics they are simply trying to maintain the way PR fundamentally works.

Advertising/marketing has always worked on the concept of buying media space. They usually plug client fed information in the space that they buy and this is most commonly known as ads. Since traditionally they have been doing this, they continue to offer financial benefits for the write-ups.

Though traditional agencies have separate departments for each function and are able to avoid confusion- it is not possible to replicate the format with blogs. That leads to mixed messaging.

So what can a blogger do?

1. Ask questions and be upfront to first know who you are talking to…PR or Advertising

2. Define the path you want to take and make it clear to the agencies upfront. You may consider writing a disclaimer in your blog that clearly clarifies your stance on PR/Advertising.

3. If you do not want your write-ups to be influenced and still want to earn, try adding an advertorial section to the blog

4. Consider external links so there is no messing up with your content

Have more ideas…please post them as your comments.

Many of my co-attendees (Claudia, Derrik… to name a few) have already covered the entire camp or parts of it….so no point going through the series again. What I would like to share however are the ‘good’ and the ‘can do better’ parts of the event. Please feel free to share your feedback in the comments.

The good stuff…

1. A great initiative in getting together like-minded people, who were trying to contribute by sharing insights and learnings and trying to crack the thoroughly webbed new media space. I liked the sessions of Coleman Yee and to some extent Brian Koh ….for their ability to stir some healthy discussion. There were no answers…but it definitely set the thoughts rolling.

2. What I missed and really regret is the Charlie Pownall session on Online Influencers. The last bits that I caught were on Obama and how he magically used ‘word of mouth’ to his favour…got to know some more from Claudia’s blog post.
(…so now you know…my next reading will be trying to analyse Obama’s success secrets from the communicators perspective…and maybe later…if I get the opportunity, discuss my thoughts with you, Charles.

3. Another session that was reasonably good was Preetam Rai’s on twitter. Though purely by selection of topic…I was attending Brian’s session, Preetam…what I heard about you from fellow bloggers and liked- was your idea of networking and understanding (not just superficially) about how bloggers/writers in other markets work. Good stuff..you are surely working that extra mile to bridge the gap between markets and people.

4. My comments will be incomplete if I did not mention the Tech 65 guys and Joshua Nair. You guys truly rock and it was a pleasure having you around. Joshua, a special mention to you….you were the youngest of the lot and very well prepared. I wish you luck and am sure you have a bright future.

5. The next best thing about the event was the presence of a lot of PR people…the presenters and the attendees(…Weber Shandwick, Burson Marsteller, Text100…to name a few) which talks about the seriousness and the lead that PR people are trying to take in the new media space. I may have missed many…but must mention the presence of two …great guys- Shalabh and Melvin. Melvin was also one of the keynotes speaker at Podcamp. Sunita, Su from Text 100 and Daphne Maia great meeting you too.

How it could be better….

Content overall could have been more in-depth. Its great to have a discussion but there should be some key take away from the session. Some speakers got a bit too carried away about personal achievements. So maybe a little balance on that front could make the sessions more fulfilling.

Signing off statement: Great initiative guys. Keep up the good work!!

I dedicate this post to the PR agency that was and still is my most favorite. If you haven’t heard of this one.. means that you know nothing of PR in Asia and India. Log on to www.genesispr.com

The best in India?…. Naaa…. APAC?…Naa…….

Genesis B-M, there is none like you…… and with every passing day you make us more proud…..

The recent Holmes report card- the first one for APAC, names Genesis Burson-Marsteller the India consultancy of the year.  A very well deserved recognition for a firm that has created some of the finest professionals in the industry. After having almost lived in Genesis-BM for 5 yrs (which sadly went by in a jiffy), I know this to be an extremely well deserved recognition.

A place where every individual in the team is groomed to be an efficient business manager and every client is treated with tremendous respect. It’s a place where every initiative is reviewed and every quarterly performance is analysed and road maps are created for the way forward. It’s a place where the firm and all its members ensure that the varied geographies do not impact the flow of a campaign. No matter which part of the country you are in, the same standard of service is maintained. In the Genesis- BM language it is called ‘One team, one experience’. Such efficacy is ensuring service excellence is not easily heard of. What I talk of is just the tip of the iceberg. No wonder Genesis-BM is offering service excellence to some of the finest multinationals in the country.

Prema, Ashwani, – you are amongst the very few professionals who have the courage and determination to ‘walk the talk’. Your service excellence standards are not easy to reach and that makes you unmatched not only in India but in multiple geographies as well. Bhuvnesh-you interviewed me, you were my mentor…an excellent professional and a fantastic human being; Regional Market Leaders, members of the Finance, HR, Knowledge, Training teams, Partners, Associate Partners, Senior Consulting Associates, Consulting Associates, Senior Associates, Associates, Admin staff, Office help staff…Vinay Ji, Dattar ji, Media tracking partners….Congratulations to each one of you for making Genesis-BM see newer heights of success.

I repeat- You are the finest examples of Public Relations not only in India but in many more geographies. You guys truly rock!!