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When e-commerce turns mobile
E-commerce sites are going totally mobile. Why? What’s the logic?
Kolkata
Mrinmoyee, as the days go by, ecommerce platforms will quickly go mobile. The fact remains that bulk of active shoppers of the future will be mobile-enabled entities.
Take Myntra, for instance. It has just gone totally mobile. The idea is a simple one. The world has changed. And it is changing rapidly, much more rapidly than we want to acknowledge.
What’s old hat? The desktop as a device, for a start. The desk-top for Internet use is much like the landline phone in telecom. It tied you down. Who wants to be tied down to a place anymore? All of us are on the move. Life is really ‘in’ the move, and on-the-move! This means that mobility is it! Can you carry your internet with you? If you can, it’s true-blue 24x7. The internet experience on your phone is the immediate future.
What’s new? Mobility. Mobility devices. The forever-on internet experience, the iOT and indeed iOE.
When Myntra goes totally app-driven and “app-only” I think it is staying with the future. Consumers will shop more and more on the go.
Consumers will want to shop when they want and not when they are tied to a desktop with a sturdy internet connection alone. In fact, m-commerce is going to drive deep businesses in “desire-buy” categories such as apparel. When you have the time on a bus or in a car, or when you are waiting for a meeting to happen outside a client's office, you just might surf and buy. The future is about two currencies in the consumer pocket: money and time. Money is something you can earn and top up. Time is something you can only spend. You just cannot top up time that has elapsed. Time is, therefore, the more expensive of those currencies. m-commerce caters to both currencies, with a skew to time. It will, therefore, gallop.
Summer is here and the mango wars have started. Who according to you is doing the best?
New Delhi
Mohita, the best recall value as of now really goes to Frooti. I do believe it is all about the creative that is different. It is about the creative device that does not use real people, except at the end of it all when Shah Rukh Khan makes his fleeting appearance with his “Frooti Life” line.
The creative is brand-centric. Not even product-centric as much as brand-centric. The background scores are nearly haunting even with the ‘Suckita lickita’ tone, tenor and decibel that makes the film and brand memorable. To me, Frooti stands out, not because of Shah Rukh Khan, but because of the creative device used right throughout the film The Gulliver Mango is the real hero here.
Maaza gets lost in the ‘Har Mausam Aam’ line and the storyline robs from the brand. Tropicana gets lost in the romance and the sensuality.
To me, the Frooti film is the ‘Tasty Mango film’, Maaza is the ‘Timeless Mango’ version, and the Tropicana effort is the ‘Sensuous Mango’ film. From them all, I will go for the lowest-common denominator of them all: The Tasty Mango.
Harish Bijoor is a brand strategy expert and CEO of Harish Bijoor Consults Inc. Mail your questions to cat.a.lyst@thehindu.co.in
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