2-10-2017 To 7-10-2017
The month of October started off with a long weekend celebrating Dussera and Gandhi Jayanti. Post a surprise announcement by the founder of global taxi hailing startup Uber, the past week was relatively calmer with multiple investments in the Indian startup ecosystem.
Here are the highlights of the week:
Ola To Raise Fresh Funds From SoftBank And Others
The homegrown taxi service hailing startup based in Bengaluru secured a $ 2 billion investment from Japan’s SoftBank Group Corp., and from China’s Tencent Holdings. This round of funding marks the second largest funding received by an Indian startup.
Flipkart Pulls Off One Of The Biggest Employee Retention Coup Yet
In order to retain employees, Flipkart pulled of one of the biggest retention coup by providing thousands of employees Flipkart shares and providing them the opportunity to liquidate their shareholdings later. Under this scheme, 35% to 40% of its mid level to senior level employees would receive stock values instead of their salaries.
Uber Board Votes For SoftBank Deal
The board of global taxi hailing company Uber, announced major changes in their governance strategy in an attempt to move past the months of strife. The changes were adopted unanimously by the 11 members of the board, which includes expanding the number of board seats to 17 from the existing 11. The company might also pursue an initial public offering of Uber’s stock by the end of 2019.
Karnataka Government To Invest $ 6 Million In AI Hub
The Karnataka Government has always been at the forefront of technological changes and upgrades in the country. Keeping up the pace, the government is all set to invest Rs. 40 crores to build a state of the art artificial intelligence (AI) and data science capabilities center. With NASSCOM as the programme and implementation partner, the tech hub will be named as the Centre of Excellence for Data Science and Artificial Intelligence.
Mukesh Ambani: India’s Richest Man For The Tenth Year
While inheriting a business might seem like a good boost inside an industry, taking the business to the next level requires a lot of skills and capabilities. Mukesh Ambani is one such businessman who made a name for himself out the shadow of his father, Dhirubhai Ambani. By doing so, he was named as the richest Indian by Forbes for not two or three years, but ten consecutive years.
Facebook Tests Workplace Chat App For Mac And PC
Social media giant Facebook very discreetly launched the beta version of the dedicated Workplace app for desktops. This beta app, called Workplace Chat, will also support screen sharing along with voice and video calling, customized push notifications, one on one chats and group chats. The new app will allow employees to message coworkers throughout the day without relying on a browser tab.
Google Hardware Event
The global search engine giant Google finally unveiled their latest new smartphones, smart speakers and other gadgets at the Google Hardware Event. Demonstrating its commitment to making new devices along with new and improved software developments, Sundar Pichai, the CEO of Google, launched their two new Pixel smartphones along with the Google Home speakers, a new laptop, a virtual reality headset and wireless headphones.
GST Made Simpler For Small Entrepreneurs In India
Three months after the Goods And Services Tax was launched, the Government decided to revamp various aspects of the new taxation process. The renewed indirect tax regime involves a slew of new measures to reduce the burden and stress the implementation of the GST brought to exporters and small businesses. PM Narendra Modi said these changes were in line with the government’s endeavor to safeguard the citizens’ interests and ensure a growth in the Indian economy.
China’s Tencent Holdings Invests $ 400 Million In Ola
China based Internet giant Tencent Holdings invested $ 400 million in the cab aggregator startup Ola through their Singapore based investment arm Copper Technology Pte., Ltd. Ola’s parent company ANI Technologies Pvt., Ltd., will issue 1,908,143 preferential shares at Rs.13,521 apiece to Copper Technologies. Post this investment, Ola’s valuation will increase to $ 4.1 billion from the current $ 3.8 billion valuations.
Leher Versus Clubhouse: Which Audio Listening Startup Would You Choose?
Clubhouse is a new type of social networking platform which is an audio only platform. This means every conversation takes place through audio where users speak to let their thoughts known. Users can create and host rooms where speakers will talk about a particular topic. Originating in the Silicon Valley, Clubhouse attracted some major names onto its platform like Elon Musk, Evan Williams, Reddit co founder Alexis Ohanian, former Y Combinator President Sam Altman, AngelList co founder Naval Ravikant, Ashton Kuthcer, Oprah Winfrey, Drake, Kevin Hart and many others are some of the influential personalities who are on Clubhouse. There is however a catch as Clubhouse is currently limited to iOS.
Leher is an Indian made alternative to Clubhouse and is a similar audio sharing and listening startup. Leher also has video support unlike Clubhouse and is also available for both Android and iOS. However, Leher does not have the biggest names in the world on its platform but it does have significant micro influencers and is growing at a rapid pace. Within 180 days of its beta version launch, the company claimed to have its users spend about 44 minutes every day and 250,000 minutes per month for live video sessions.
We at Startup Stories are curious to see which among Leher or Clubhouse would our readers choose to take part in a virtual discussion. Please let us know your answer in the poll below.
Why Are Ads On Digital Media Failing To Reach The Right Audience?
If you are a regular user of social media platforms and also a fan of consuming content on the digital medium, then there is a very high likelihood that you have seen ads on pages you are reading or watching something. There would be times when you have been targeted by an ad which feels like it was wrongly targeted at you. Imagine if you are a vegetarian by choice and while browsing online, if you are targeted by a food delivery app which shows ads about chicken dishes. The ad would only serve to spoil the mood of the online user instead of serving its actual purpose which is to push the user to buy a chicken dish.
These wrongly targeted ads might be the side effects of performance marketing or a weak brand marketing. Performance marketing means advertising programs where advertisers pay only when a specific action occurs. These actions can include a generated lead, a sale, a click, and more. Inshort, performance marketing is used to create highly targeted ads for a very specific target audience at a low cost. Performance marketing usually means high volume for a very specific cost.
Brand marketers on the other hand believe in narrowly defining target audiences but end up spending a lot of money on ad placements. Gautam Mehra, CEO, Dentsu Programmatic India & CDO, Dentsu International Asia Pacific said, “You’ve defined a persona, you know the emotions you want to elicit, but then you buy a YouTube masthead and CricInfo sponsorships because IPL is up. If brand advertisers look at audience-based buys more deeply than just placements, you will see more relevant ads (sic.)”
ALSO READ: How Digital Marketing Is Impacted Due To The COVID-19 Pandemic
Performance marketing is more of a sales function rather than a marketing function and is about meeting the cost of acquisition. This is a reason why budgets are usually high for performance marketing. Mehra goes on to add, “the fact is that an engineer can out-beat FMCGs on performance marketing. Advertisers who have cracked this are spending 10x and are on an ‘always on’ mode (unlike time-bound brand campaigns.)”
There is always the case of supply and demand, with the supply usually exceeding the demand on digital platforms. Ultimately, it boils down to the choice between no ad versus low relevance ad and it is quite easy to guess that having a low relevance ad is better.
Arvind R. P., Director – Marketing and Communications at McDonald’s India (West and South,) said “McDonalds’ for instance, has seen its share of spends on digital grow from 20% levels a couple of years back to over 40% at present. Outcomes of this journey have been encouraging, proven by our media-mix-modelling and other key metrics. We have seen best results from an optimal mix of Television plus digital (sic.)” Moreover, Arvind also believes performance marketing only approach could turn out to be more suited to short term, versus a more consistent full funnel effort. The latter ensures adequate emphasis on building consideration, as well as growing transactions. Arvind feels digital is a complex medium which needs investment in the right talent who could use the right tools. Brands which underestimate the need for the investment are often disappointed from the return on investment from the digital medium.
With the constantly changing consumer dynamics marketers are now shifting to unscripted marketing which frankly needs more insights into the consumer mindset. The lack of marketers to do the proper research is why digital medium is plagued with irrelevant ads.
Facebook Launches BARS For Creating Raps To Counter TikTok’s Growing Popularity
Facebook is leaving no stone unturned to tackle the surging popularity of the Chinese video making app TikTok. As part of its redoubled efforts Facebook is launching a new app named BARS which could be used to create and share raps. The core idea behind the app is rappers could focus on creating content without having to worry about investing heavily in production and equipment.
Facebook said, “Audio production tools can be complicated, expensive and difficult to use. With BARS, you can select one of our professionally-created beats, write lyrics and record yourself dropping bars (sic.)” The company also added, “BARS auto-suggests rhymes as you’re writing to keep your flow going. You can also jump into Challenge mode and freestyle with auto-suggested word cues. Choose from a variety of audio and visual filters to take your creations to the next level (sic.)”
The app is now available in the Apple App Store in the United States of America. The invites for using BARS would be sent out in batches beginning in the USA and then expanded worldwide.
This would be the second app which Facebook is launching to counter TikTok’s growing popularity. Instagram Reels was the latest offering from the photo sharing platform Instagram (owned by Facebook) and was launched as a replacement for the video sharing application TikTok. TikTok was enjoying an unrivalled popularity in India as it became a means to keep boredom at bay during the nationwide lockdown which was imposed in light of the COVID-19 virus. However, the Indian government announced that it would ban 59 Chinese applications in which TikTok was one, along with WeChat, Helo, Cam Scanner and many others. This left a sudden void in video making applications, and Instagram realised the need for urgency to capitalize on this void. Therefore, Instagram immediately pushed their latest feature Instagram Reels which lets its users create 15 second videos with music from Instagram’s database. These videos look very similar to the ones made on TikTok and has gained a lot of popularity in India where Tik Tok continues to be banned.
ALSO READ: 4 Things To Know About Instagram Reels
Google also took advantage of the Indian Government’s ban of the viral application TikTok. Google introduced a new feature on YouTube called YouTube Shorts. The feature for all intents and purposes mimics the same features TikTok used to provide. The new feature mimics many of TikTok’s most popular features, allowing users to make and post 15 second videos with built in creative tools encouraging them to add licensed music and more.
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