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What is Digital Convergence ?

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Digital Convergence

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Let us break the term “Digital Convergence” Digital (not Analog) refers to electronic packets of 1s and 0s to represent objects and data. while, Convergence means unifying different technologies, processes & channels. So Digital Convergence is the technological merger of several industries - computers, communications, consumer electronics, entertainment, and mass media - through various devices that exchange information in common electronic or digital formats.

Bridging of Digital Devices through hardware & software interactions

Physical + Virtual tagging of previously unconnected devices

Digital Convergence

Radio

Camera

News

MP4 Player

Games

Maps

Networking

Physical + Virtual Tagging

Of Devices

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But, Are We There

Yet?

15-24 yrs. 31 + yrs.

Total Time spent on the Smart Phone 3 hours 2 hours

Total Time spent on Browsing & Entertainment 2 hours 1 hour

Total Time spent on Chat & SMS 31 minutes 15 minutes

Table 1: Time spent and activities on Smartphones

Source: Nielsen Informate Mobile Insight

Android™ Users Symbian™ Users

No. of App downloads in a month 19 10

Gaming Usage 84% 59%

Primary Download Location Android Market App Ovi Store Site

Table 2: Apps and gaming behavior by Operating System

Source: Nielsen Informate Mobile Insights

Key Findings by Nielsen Informate Mobile Insights 1. Smartphone users in India are using their phones for more than 2.5 hrs. per day,

of which communication (calls, SMS, emails) accounts for only 28% of usage

2. Younger Smartphone users (15-25 yr. olds) spend more than 3 hrs. per day on their phones and spend 60% of the time on entertainment & browsing e.g., gaming, surfing the net and multimedia

3. 68% of 15-24 year olds used a chat app last month as compared to 42% for the 31+ year olds; and

4. Data usage for 3G users was close to 44% more than 2G users

5. An Android user installs an average of 19 apps in a month compared to 10 apps for a Symbian user

6. 84% of Android users played a game in the last month compared to 59% for Symbian users

Indian Smartphone Users Now Spend More Time on Content Than Voice and SMS: Nielsen and Informate form Strategic Alliance for Insights on India's Emerging Smartphone Consumers

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Is Digital Convergence Driving Mass Adoption of Mobile ?

Insights Into Usage Patterns of Mobile

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How Can Brand Manager Benefit From

The Ever Growing Digital Convergence

How To leverage Mobile as a Marketing tool ?

I wish to reiterate that “Mobile is not just a taking device anymore; it is an ocean of apps, games, videos, chat messengers, social media connect, maps, GPS, LBS & much more”. So I, as a user, have evolved when it comes to communicating, why are you as a brand, that I live with, still stuck on the traditional communication methods (TV/Radio/Newspaper)

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What Next ?

Keep an eye on ..

Mobile Couponing

M Commerce

Gamification of Brands

Augmented Reality

Location Based Services

Near Field Communication (NFC)

Source: Inspiration from the presentation of Lynne d Johnson, R/GA http://www.nielsen.com/in/en/news-insights/press-room/2011/indian-smartphone-users.html

Thursday, 4th July 2012

Thanks for your time.

Kumar Gaurav

+91 95604 52199

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