Effective rules implementation

Good rules should be designed for higher adoption

How do we drive adoption for rules in a community, or even at a country level ? Should a good rule be designed to make it easily enforceable too? I think it should be. If we want to build a society where most follow the rules, enforceability should be an important criteria. To decide whether a new rule should be introduced or not. Whether an existing rule needs to be modified or scrapped. Why? It is my belief, that when we have rules that can be easily broken without any consequences, it sends a signal to the community. And this

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search-vs-social

Search Vs Social – the long tail of ad revenues

Google and Facebook together took away 64% of the total US online advertising spends. And Facebook had around 65% of the overall online display ad-spends. These are incredible levels of consolidation in the ad spends among the leaders. Enough has been said and discussed about the challenges Google is facing and how mobile ad revenues are critical for Google in its journey ahead or why Facebook ad revenues would keep growing While one cannot argue with the numbers and the line of reasoning, I somehow felt that this discussion has ignored the long tail of ad-revenues or the lead generation

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Unit Economics

Unit Economics in the times of Auction Marketing Models

Unit Economics is all we hear these days in the consumer technology world. Unfortunately for many start-ups seeking venture funds, this is the biggest hurdle they need to cross to build a strong case for their business. What is the concept of Unit Economics I will not go into the definition and relevance of Unit Economics. That’s well documented here and here. Or just Google it. Lets refer to Microeconomics 101 for our discussion – Marginal Costs(MC) and Marginal Revenue(MR). We all know that its a healthy sign if Marginal Revenues are higher than Marginal costs. And this delta (MR-MC)

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Wheat Green Revolution

Public policy, ripple effects and feedback loops

I have always been intrigued by product design and by extension policy design (& implementation). If the government were to look at itself as a start-up technology venture, the policies, schemes and guidelines issued by the government would possibly be the “products” of this venture. And like any good product manager, one should study not just the immediate impact of change(s) in product design but also the delayed and maybe stickier changes in consumer behaviour. And that is what I want to share with you today. Shift in dietary habits due to Green Revolution Sometime last month, I was visiting

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Payments are a critical piece – Digital Banking ToolKit

In India, digital and mobile Payments is a really HOT space right now. HDFC Bank introduced PayZapp which intends to be the gateway for all m-commerce transactions, with incremental offers as the initial incentive ICICI bank introduced “Pockets” – a way for even non-ICICI Bank customers to have access to mobile payments Axis bank launched Ping Pay and Lime 11 new Payment Bank Licences have been issued. This not only includes some of the bigger telecom players but also the likes of PayTm. All this action is triggered by multiple factors including a huge opportunity to move transactions away from

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Marshmallow Test and Insurance Marketing

I spent the last week reading up “The Marshmallow Test by Walter Mischel”. And while the book is a fascinating summary of key findings (and some of its applications) from Walters more than three decades of research, I found some of it is relevant for how we look at Insurance Marketing and Sales. What is the Marshmallow Test Walter’s team designed a test for pre-schoolers where the kids were asked to pick their favourite treats from Oreos, marshmallows etc. One of the treats was placed in a tray in front of the kid on a table. The table had a

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Showing Contact Addresses in Google Maps

Quick Summary: Here’s a small product feature recommendation for Google Maps on Android. Currently when I am in Google Maps and typing in the search box, it throws results that match with Google Places directory on the web. If it also throws matches with local contacts in the phone (or Google account) that have an address field added, it will ease usage. Background: A quick background will help understand the use-case much better. I was travelling to Jaipur and wanted to go to my friend’s place in Bani Park. I had asked him for his address the day before and

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Thin Mobile App or a Fat one – Digital banking toolkit

Mobile is the new frontier and banks know this well. Amongst the various choices to make as part of the bank’s overall mobile initiative, is the decision around the structuring of mobile app(s). Thin App Vs a Fat App. These might sound strange terms especially in reference to mobile apps and no, we are not talking about the size of the app in MBs. A Thin Mobile App is a niche solution available for select instances or customers, which allows a small subset of activities to be handled. On the contrary, a Fat app is one where all the possible

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SMS is reborn as an acqui channel in the Smartphone age

In the early days of Deal4Loans, we used to get a lot of traffic and leads through SMS campaigns. Especially for products like Personal Loans (Simple pitch and high-urgency in a need based product) During those days, NDNC (National DO NOT CALL) list was not introduced and there were very few players who were sending bulk SMS for lead generation. Response rates were high. Market quickly figured out that this was a cost effective and easy channel to scale up. A tsunami of SMS campaigns started to happen and finally the National government had to intervene with its NDNC initiative.

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3 tips for New To Bank Acquisitions – Digital Banking Toolkit

Why Online Acquisitions Acquiring New To Bank (NTB) customers is a key agenda for most Digital Heads at Banks. Its only logical that online acquisition budgets are getting bigger, given the following: Consumers are spending more and more time online. Digital is the best channel to start a dialogue Digital channels are tracked exhaustively. You can measure the return on each dollar spent. Digital channels allow data to flow at higher speeds. This could translate into better context, targeted products, straight-through-processing, upfront checking of applications etc etc. Tablets have provided the ideal form-factor to do an assisted digital sourcing, as

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