Work

Linking learning & labour

I’m a huge Asimov fan, and am constantly amazed at how he was able to have a perspective of the future on multiple fronts. I was reminded of two of those recently thanks to their application (of sorts) in contemporary scenarios.

First, Hari Seldon‘s (pretty much the foundation of Asimov’s Foundation series) psychohistory, which was able to make general predictions on the future behaviour of large populations using history, sociology and statistics. The easy contemporary connection is big data and predictive analytics.

Second, a short story written by him called ‘Profession‘, (do read) in which every person’s profession is based on an analysis of his/her brain, and no choice is given to the person in this matter! In India, we seem to be already there even without the analysis!

Collectively, these two made me think of employment, and on a related note, education. The thought was that with so much of data available on education and employment, we should be able to create ‘tests’ to compute the interest and aptitude of individuals at a very early age. What this would aim to do is to eliminate the herd education that currently exists. Instead, children would learn things that help them in a profession for which they have the intent and interest, using say, a combination of traditional classrooms and MOOCs. Also, this would no longer be one part of a life cycle, but a continuous process – helping the individual thrive in a dynamic environment.

If you remember, LinkedIn was my representative for ‘L’ in the ‘change imperative‘ deck. That was because I felt that it had the data and the vision to be the catalyst for this kind of a change. I was very happy when it underscored this faith with the fantastic ‘future self‘ experiment, in which they identified the future professional self (5 year time frame) of LinkedIn user Kurt Wagner – another user Mussarat Bata – using various data points!

LinkedIn hasn’t really built this as a public tool, but just imagine the possibilities! A platform that shows people the possibilities which take them closer to their ‘purpose’. (remember ‘The Evolution of Work and the Workplace‘?) I sincerely hope to see this in my lifetime. :)

until next time, live and learn

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Social Nextworks

The impending death of Orkut (2004-2014) made me think of the evolution of social networking and its transience. Orkut lived ‘only’ for 10.5 years, and this is despite being part of Google, though some would call that a disadvantage. Facebook  has been around for the same time, and the fact that it is a force to reckon with is a testament of its understanding of this transience. It also explains the acquisition of Instagram, Whatsapp and the attempt on Snapchat.

However, I recently realised that I am probably more active on Whatsapp, Instagram and Pinterest than Facebook and Twitter. I am also reasonably active on Secret. That made me dig a bit deeper.

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What is changing? From my observations, there are at least two factors that are driving the change.

Perspectives on connectivity: The early era was fueled by the need to connect. Facebook is soaring well beyond a billion users, and its longevity is (also) because the need still exists. It continues to look for better ways to do this, manifested through front end and back end changes. But despite this, and my own curation of my newsfeed by sending signals to Facebook, I am regularly overwhelmed by the volume. This goes for Twitter too. Personally, I have treated these platforms as a means of self expression. I would also like to choose the people whose perspectives I want, and who are entitled to a judgment, if any. But that’s not so easily done on popular platforms.

That’s when I start to look at the many ways to handle this – from social networks to messaging apps. I could go to where the crowds are relatively less and/or are more ‘focused’ – by domain or use cases, (LinkedIn, Pinterest, Instagram) I could interact with smaller groups, (WhatsApp) use ephemerality (Snapchat) or be anonymous (Secret) As I mentioned, at least three of these work for me. A wonderful nuance I caught in Mitch Joel ‘s prophetic ‘The Next Big Thing Online Could Well Be Anonymity‘, is that it may not just be ‘something to hide’ that makes some prefer anonymity, but it could also be so that ‘who they are will not become a focal point within that discussion’. Anonymity on the web is not new, but many of its enablers are.

Devices: The networks of an earlier era (eg.Facebook) were made for desktop and had to adapt for mobile. On the other hand, Instagram, Whatsapp, Secret, Snapchat etc are mobile natives. Given the increasing ubiquity of smartphones, their growth is not surprising.

What are the possible business models and what’s a brand to do? As more and more users flock to these new platforms, they would need to mature, with business models which could mean associations with brands – the journey from social network to social media.

Instagram and Pinterest are already social media, making advertising at least one of their revenue sources. WhatsApp does not like advertising and already makes money on downloads. Its competitors like Line, KakaoTalk, WeChat etc, however, have found various other means - virtual items, (stickers, in app purchases in free video games) promotional messages, baby steps in electronic payment handling fees, and interesting tie-ups. Snapchat already has many marketers on it and is likely to offer promotion options too, probably tied to a time bound event.

Secret has a lot of negativity surrounding it – s3x talk and startup malice and being just a fad – and there are comparisons to Formspring and its demise despite funding. But beyond advertising and in app puchases, maybe, there’s also potential for insights on a brand and its use cases? Things that cannot be found on indexed platforms. Also, Whisper already has a content deal with Buzzfeed.

Analytics for such platforms haven’t even really begun yet, but it can’t be far away. But more importantly, all of these platforms are potential enablers for a brand to take forward its narrative and become relevant to its users. It continues to be about storytelling, and digital.

The Change Imperative

Ever since I first wrote about institutional realignment, I have been more conscious of it and its implications on our lives. To a certain extent, even paranoid, because of the pace of change. Ray Kurzweil is hard at work to make himself immortal, and believes we should get really close by the 2030s. He has been right before on many things of this nature. Moore’s law, digitisation and everything related are also getting us really close to the singularity. I am reasonably convinced that I will see both in my lifetime. If you live to be 200 and have robots smarter than you around, what does that do to education, money, marriage, work and pretty much everything that constitutes life? On the flip side, natural resources are running out, and I can see the complications already. It’s not a good sight, or experience!

I am finding it impossible to wrap my head around what all of  this would mean to our concept of life. In the meanwhile, I do know that everything is changing at breakneck speed, and in order to survive, we need to be cognizant of things that can impact our lives – as individuals, and as organisations.  I have deliberately avoided the word ‘disruption’ because it gives me a sense of suddenness and it is a furiously debated topic these days. Rather, to quote John Green (said in another context) I think we’re in the first state of “Slowly, and then all at once”.  This, is my take on ‘Change’.

(Thanks Nikhil for helping on a couple of alphabets and Amit for Unsplash, the source of many images used)

 

A response to Facebook’s shrinking organic reach

Facebook’s plummeting organic reach has prompted several questions on whether it makes sense to continue investing in a presence on the platform. The short answer is still yes, and while I have never been a fan of Like acquisition, the platform continues to offer several avenues to help brands meet business outcomes. But marketers must learn from this episode, understand that Facebook and most other social platforms are fundamentally leased media and not owned, and be more cognizant of the landscape inside and outside Facebook in order to address business objectives better.

Rather than going for my standard long form text, I thought I’d play it differently and take the help of my favourite pop culture phenomena in the process. The disclaimer is that this is meant to be a primer on how to tackle this issue rather than a comprehensive silver bullet.

until next time, Like? ;)

Agile @ Scale

Prelude

I think I used ‘dis-aggregated social network‘ on this blog for the first time in 2009, referring to Google’s basket of services that were connected relatively flimsily then. IMO, Google has always been that way, even including Google+. (read) I remembered it when I tweeted this about Facebook – around the time news of their Fan Audience Network started trickling in.

It got me thinking (again) on ‘scale’, a recurring theme here. In a less complicated world, where the trends in the business landscape were significantly more linear, (growth, competition, consumption, economy) scale was a powerful weapon to wield. But it’s a different world now. Artificial Intelligence, 3D Printing, Internet of Things, Wearables  and a hundred other things might completely disrupt the status quo and the need an incumbent brand satisfies. These are the known ones, and then there are the conceptually invisible (at this point) ones. Surviving (let alone thriving) in this shifting scenario requires agility, and it is difficult (though not impossible) to see scale and agility together. I looked to Google and Facebook for an approach towards this because not only are they surviving, they seem to be thriving. Yes, we’ll get to Amazon in a while.

What does it take to be agile at scale? I can think of four ingredients, the last three repurposed from the title of this post by JP Rangaswami.

Purpose

I remember talking about re-defining of scale at the Dachis Social Business Summit. The thrust of the presentation was that brands could engage consumers at scale only if they use currencies that create value for the user in the context of a shared purpose. I have elaborated it in this post at Medianama. Recently, I saw that Hugh MacLeod has brought it out beautifully here. Simply put

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Possibilities

The purpose need not have one constant rendition. As the landscape changes, a business will need to adapt it to suit changing circumstances. For that, a business needs to understand the possibilities. I saw a very good line in this post about being a maker – the more you work in the future, the less competition you will have. How much into the future a business needs to be working is subjective and depends on its dynamics, but if it doesn’t disrupt itself, someone else will gladly do it for them. (“The Jeff Bezos School of Long-Term Thinking” is a good read in this context)

Platforms

While purpose and possibilities are all good at high altitudes, a business also needs strong operational  platforms to back it up. As organisations scale, I have seen two things that affect agility. One, the processes that are introduced to create efficiency @ scale more often than not, become the goal instead of a means, slowing things down and taking away from actual goals. Two, as processes and manpower increase, silos are created. The good news is that it is easy to see technology platforms bringing more efficiency into processes as well as an iterative way of thinking in the near future. It is already happening in marketing. This, and many other factors are also dictating a consumer experience driven approach and are forcing organisations to break silos. As the entire brand/organisation becomes a platform (read) that regularly revisits its context and purpose in the life of a consumer, ‘everything becomes a node on the network

People

HuffPo had a post sometime back, citing Zappos, calling 2014 the year of workplace reinvention. It is interesting to note that parent company Amazon has apparently aped Zappos’ ‘pay to quit’ policy, even as more and more stories about working there being a ‘soul crushing experience‘ are coming out. Meanwhile, the two points it mentioned for this to happen are purpose and trust. These I’d say are the bedrock of culture. It’s intuitive that a workforce mindful of the organisation’s purpose and their role in it would keep an eye out for the business’ possibilities, be ready to work beyond silos towards a great consumer experience, and bring in others who would help the business scale. This, along with purpose, has to be the glue that holds it all together, enabling the organisation to move fast without cracking.

While different sectors are at disparate distances from a radical shift necessitated by technological developments, it is, I think, inevitable. In this fantastic post titled ‘Knowledge is faster than mortar‘, which looks at scale through a different lens, the author makes the point that ‘the old mechanisms don’t fit the new social structure.Old mechanisms were built to scale stability, new ones will have to be built to scale despite instability. Anti-fragile, so to speak. Indeed, we will see many manifestations as existing structures try to adapt – internal mechanisms like Amazon’s 2 pizza rule, consumer facing disaggregation like Facebook that have a corresponding internal wiring, or brands tweaking their 4Ps even further for different contexts. But whatever paths businesses choose, this will hold true

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until next time, the fast and the curious

Stomp

First published in Bangalore Mirror, though I had no hand in that unintentionally hilarious USP! 

I whined when I was asked to do this review, because it was in Whitefield! The Koramangala snobbery in me called it a 2D/1N package, specially thanks to traffic. But it was a good thing that I finally visited. A visit to Stomp manages to bring out both the meanings of the word. I can imagine people stomping their way (angrily) through Forum Value Mall (map) trying to find the place. They have hidden it well in a corner! But once they manage to get in, I can understand why they’d want to stomp – dance with a rhythmic stamping step.

There’s a small alfresco section, but the rest of the ambiance immediately reminded me of Richard O’Brien’s Crystal Maze – this would be the Medieval zone, with some ‘Industrial’ thanks to the large pipes. Add to this a Gothic touch, and the picture would be almost complete. Almost, because music is an integral part of the pub’s character as well. I loved the church-like stained glass ‘windows’ featuring Ozzy, Hendrix, Morrison and so on, and the quotes by famous artists that pop up at a few places. With all of that as the backdrop, we were mildly disappointed when we walked into a James Blunt song video playing on the giant screen. But that was quickly redeemed with a blast of Floyd, Dire Straits, Guns N’ Roses, The Police, Bon Jovi and videos we hadn’t seen in a long time! A hark back to the days of my youth, but as the night progressed, the playlist became younger. Avicii woke me up to the fact that I was older and Icona Pop reminded me that “You’re from the 70′s, but I’m a 90′s b***h”! The food proved to be a good distraction, and I let the non-veg mafia croon ‘Don’t you worry child’ in their own comforting way!

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The menu is mostly Indian, and even when they do stray towards Continental and Mexican, there’s an Indian touch to it. The good news is that alcohol is relatively cheap and there are some interesting cocktail options. We tried the Purple Slurple, made from cabbage juice and white rum, and the strong and frothy Whisky Lass-y. The white wine Sangria was also different from the standard, apparently using a pulpy soft orange. The complimentary Guava Martini wasn’t bad either. Solid consumption began with the Beef Chilli Fry, which was quite tasty – well cooked meat and spicy. A house special – Ghaati Chicken Sukha was up next, and it reminded us of the coastal Sukka dishes. This was our favourite non veg starter with a mildly spicy masala and finely grated coconut for texture. Baingan Burani tha, in fact it was quite good and in appearance and flavour reminiscent of chaats. The Chilli Pork was the last of the starters to arrive, and except for the animal involved, was a replica of the beef dish we’d had earlier. But we had been  warned, so I wouldn’t really complain.

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Understandably, the main course section has fewer options compared to the starters, but what was disappointing was that quite a few dishes were unavailable. All dishes are served with Indian bread/rice variations. We had to go with the Dal Gosht because the Dabba Gosht, Maamsam Koora and the Sri Lankan Beef Stir fry were not available. Unsurprisingly, this bland dish proved to be the least favourite. The Prawn Chilliajo made up for it with juicy, brilliantly cooked prawns in a delicious onion and pepper based thick gravy. The only vegetarian in the group tried to interest us in the Pesto Penne, which was quite good, though heavy, according to her, but we were preoccupied with the superb Chicken Farfalle in Makhanwala sauce – thick, flavourful and an example of a happy cuisine marriage.

There are only four dessert options and the house special wasn’t available. The Gulab Jamun turned out to be quite good, though not extraordinary. The shocker was the Shahi Tukra. Though they weren’t stingy with the milk ‘sauce’, it wasn’t really rich, but the bread was the kind that could be successfully used for interrogations. You must pray that the tooth prevails!

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For about Rs.1800, you could share a couple of cocktails, two non veg starters, a non veg main course dish and a dessert. (Inclusive of taxes and service charge) The service is friendly, but occasionally careless. They also need to be coached on dishes. I had to wonder how many people coming to Forum Value Mall would be interested in this kind of an offering. A pity because once you find your way in, the only thing that could piss you off is the lack of a toilet – you have to use the mall’s common facilities. Despite all that, I think the combination of good food, excellent ambiance, and different and interesting meal deals through the day will help this wonderful hangout establish a stomp of authority in Whitefield’s pub scene.

Stomp, 12A, Ground Floor, Forum Value Mall, Whitefield, Ph: 080 49420000

The era of wearables

In the post on the Internet of Things last month, I’d mentioned two narratives on social products that I considered were working in tandem to shape the future of marketing, consumption, and living itself. Both using sensors – one on things (IoT), and the other on humans (Wearables, though I stubbornly use Techsessories!)  This post is on the latter.

Why I think it matters: Though nowhere remotely close to Chris Dancy levels, I have been interested in this for a while. As I mentioned in my Personal API post, I see it as an evolution of my lifelogging pursuit – from logging in experiences to sensors automatically picking up data – and something that is highly relevant to my area of work – brands. In the big picture, I also see this domain as a key player in the evolution of our species – from our persistent movement towards immortality (physical) as well as, what I hope will be, a more gradual steps towards mindfulness. (mental, emotional)

What is it? Smartwatches are just the beginning, and at a broad level, wearables can already be categorised into

(Some statistics, a primer, and a good classification to broaden your perspectives)

Where is all this going? For the scope of this post, let’s briefly look at the impact/deliverables from three points of view

Consumer: There are quite a number of views (read concerns) that wearables are probably the first step towards turning us into cyborgs. (what I refer to as the augmented human here) There is another line of thought that wonders if all of this is taking us closer to ‘sofalarity‘. I can argue the Hug Shirt both ways! I wonder if, as we race towards singularity, there is an unconscious adaptation that our species is going through to survive, or continue to thrive. Personally, I like to think that technology is giving me the means to first quantify, and then use that data (converted to information and then to insights) to consistently work towards being a better human. ( a qualified self, so to speak)  I have already taken the first step with Goqii. While there is no dearth of trackers, I found their ecosystem approach interesting. I also envision creation of personal APIs becoming easier in the next few years, allowing us to store, analyse and transmit data and information to others.

Ecosystem: At one level, there is going to be some effort in making wearables really mainstream. There is definitely going to be resistance. The answer, as always, is in using wearables as a means to address human needs. On another level, while devices are expanding in scope, quality and sheer numbers, as Chris Dancy mentions in the interview (linked earlier) interoperability is still a concern. (just as in the case of IoT) It’s not just wearables talking to each other, but talking to a larger universe of the IoT.

Brands: This domain has seen its share of brands – standalone ones as well as majors like Apple, Google and Samsung who want in on the action. There are fashion brands too, and I can imagine a near future when technology will be a hygiene factor in many kinds of apparel. While this happens on the device side, the data generated finds application across spheres – think, for example, how this can be applied in the health domain, (from medication to insurance) employment, sports and so on. Thus, there are many roles for brands – a standalone device and ecosystem with minimum connectivity, or devices and/or ecosystems that work in a complementary manner with another set and provide a product/service. As privacy concerns escalate, I believe the role of the consumer will be the key one to watch. This is the opportunity for brands to connect its business purpose to the consumer’s narrative. Brands should work towards gaining the trust of consumers early on and create seamless platforms for connecting devices, data, and users, working towards a common shared purpose.

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From not believing that the world needed more than five computers (1943), we have reached more than 1.8 billion smartphones (source) that arguably do more than what a ‘computer’ can. So, a wearable (or a set of them) soon superseding a mobile is very much in the realms of possibility. As functions evolve, form factors will change – that’s inevitable, and on shorter cycles. The last decade in particular  has seen a massive technological evolution, but I think this is just the beginning – we’re at the cusp of a sea change in the way we live and work – about to push beyond the known boundaries of the body and mind. In the context of this evolution, Carl Jung’s profound statement would be a good one to remember - ”Who looks outside, dreams. Who looks inside, awakens.

until next time, wearabouts!

P.S.  If the subject interest you, do follow my Techsessories and Health boards

P.P.S. Need a #lulz worthy wearable strategy – Check this out!

Hoppipola

first published in Bangalore Mirror

My first Hoppipola visit was an experience I’m not likely to forget soon. They wouldn’t take reservations so we had to try our luck on a Saturday night. This is on the top floor of the Mainland China building immediately after the Domlur flyover when coming from Koramangala. (map) A bunch of kids were waiting in the ground floor lobby expectantly eyeing the lift every time its doors opened, for such was the crowd that only when guests left were new ones let in. We finally managed a place in the lift, and smugly assumed there would be a table waiting upstairs for us. The doors opened to a college fest, (or school – debatable) with alcohol, and standing space for just about four people. The only way to get a table was to have Spidey like speed and reflexes. Since we were barely on the right side of forty and had no special effects for support, we felt like people in the namesake Sigur Ros song and beat a hasty retreat before the sharp increase in the average age on the floor provoked an uncle/aunty comment. The second visit, on a Friday afternoon, was more peaceful and we could appreciate the quirky ambiance as well. Garden seating with potted plants and creepers for company on the outside and large tables and bar seating inside, exam pad menus with offbeat descriptions, board games, books and a happy wall whose doors and windows can be opened for surprise gifts, all add to the youthful vibe. Judging by the crowd, Hoppipola has definitely been successful in its endeavour to make people of all kinds happy!

We took quite some advantage of the ridiculously cheap alcohol prices. The Apples and Curry Leaves mojito was refreshing with the curry leaves adding that extra bite. If you’d like things to be a little less sweet, go for the Kafir-Lime and Lychees version. Even spicier tastes? Go for the Guava Balsamic Mary, served in a salt-rimmed glass and strong in flavours and alcohol! The red wine based Sonora Sangria is not bad either, with the wine quantity making up for the relatively lower overall volume.

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The Pimped Shrimp was our solid start, and in addition to the promised garlic and burnt chilli flavours, it also had a lime presence that added an excellent tanginess. The mildly spicy Sansho fish came a close second with vinegar and chilli flavours. We also liked The Mexican samosas – they chose to call it empanada – crispy exterior with a creamy corn and jalapeno filling. The Teriyaki Paneer, with a unique presentation style and gingery flavour, and the Chickiti’tah – grilled chicken with a whiff of tangerine and ginger – were not bad either. The Rasta Chicken came recommended, and though it was crisp-fried and tasty, it didn’t really live up the expectations.

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On a relative note, there are fewer options in the mains section, and it didn’t help that a few items were unavailable. We chose Captain Haddock to begin with – a carbonara pizza with ‘chicken bacon’ and though a tad bland, we still liked it. The tomato heavy Margarita was a thin crust pizza and even discounting our collective meat bias, this was not something we cared for. We tried two versions of “The Drinking Man’s food” – ‘Champagne Cream’ with a creamy cheese sauce and champagne with chicken and ‘Pesto Rum’ with shrimp. Both were excellent, though we could detect no trace of the alcohol mentioned’, and it took several rounds of debate before the Pesto Rum was given top honours. The last to arrive was the Coin Lamburgers – three mini burgers with mildly spicy and tasty patties.

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There is no way to sugar-coat this. There are no desserts! I am rarely one to rant about the youth of today, but is this what it has come down to? How can we be called a civilisation without a sweet tooth? What about those researches that correlate chocolate and happiness? Sigh. A minus point for that, though I was told that desserts would be added soon!

For about Rs.1350, you could share a couple of cocktails, two non veg starters, and a couple of non veg main course dishes. (Inclusive of taxes and service charge) The service is reasonably prompt, though they do tend to get hassled sometimes. If you can brave the challenges of gaining entry, you’ll find that the ambiance and the buzz do give Hoppipola the lively bonhomie it aspires to have. It also hits the sweet spot in terms of pricing, but c’mon, some desserts to sweeten the deal?

Hoppipola, 4032, (Mainland China Building – terrace) HAL, 2nd Stage, Indiranagar, Bangalore Ph: 080 25217070

P.S. This happens to be restaurant review #200 on this blog. Burp! :D

Mentoring Startups @ Microsoft Ventures’ Accelerator Program

When I come to think of it, my sales/brand jobs have all been on startup mode, though the organisations themselves were quite established – Dishnet DSL in 2002, WorldSpace in 2003, MidDay Bangalore in 2006, Bangalore Mirror in 2007. Myntra was still a startup when I joined in 2011. I really can’t remember when I first became interested in startups – perhaps Bangalore’s culture of entrepreneurship affected me soon as a landed here – in 2003. But it really started manifesting itself only during my stint at The Times Group. Muziboo was probably among the first I actually interacted with (in 2008) and I still remember sending feedback to Deap for Burrp’s mobile site in 2009.

It was in 2010, when I started writing the startup column for Bangalore Mirror that I understood why I probably had such a fondness for startups - in them I see individuals who have in some way connected to their purpose in life. That gives them a passion and energy that is amazingly infectious. After the column’s run ended in 2013 (at 97 Bangalore based startups!) I had no official reason to associate with them any longer, though the connections I’d made early on – Zomato, for example – gave me an occasional opportunity to indulge my interest.

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All of this would explain my immense happiness when I was invited to be one of the mentors at the Accelerator Program of Microsoft Ventures last year. The Accelerator is part of a global establishment and helps entrepreneurs launch/scale their startup through a 4 month intense program that begins in January and July every year. At the accelerator, the entrepreneurs get access to quite a few things – a pool of mentors with expertise across various domains, (design, brand, technology, to name a few) office space to work from, and a ton of connections to help them gain funding and scaling opportunities. (FAQ) The other crucial factor they get, and I’ve seen it not getting the attention it deserves, is the Accelerator team itself. I have seen their diligence and their interactions, and they add an enormous amount of value in shaping ideas into executable plans.

I’ve now been part of the last two batches, mentoring a couple of startups in each batch – TommyJams and Tookitaki in the previous batch, and Imly and Voonik in the current. Respectively operating in the domains of entertainment, advertising, food and fashion, these four by themselves are enough to give you an idea of the diverse kind of startups that make up each batch. Though I’ve worked closely with these, I’ve also had multiple conversations with other startups and have been impressed by the sheer quality of ideas behind many of them, their willingness to learn and reinvent if necessary, and the tenacity with which they execute their plans.

My role may be that of a mentor, but I’ve learned quite a bit too. My learning has been in many forms – watching the startups in action, understanding at least a part of the intricacies of the domain they operate in, their approach to the challenges they solve, and most importantly, conversations with other mentors. Many of the mentors belong to the investor community and bring with them fantastic perspectives on a wide variety of things.

It has been an exciting experience for me thus far, and I’ve been planning to write about it for a while now. The immediate trigger came last week  in the form of an invite for the Demo Day of the current batch. I also learned that the Accelerator had started taking applications for the next batch. In my own selfish interest, I’d like to play a role in the life of some entrepreneur out there. If you think you are ‘D’ in the figure below, apply away!

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(via. Check the superb original deck here. Thanks @m3sweatt for p0inting out )

Disclosure: In case you’re wondering, mentors don’t get paid, not even to write this! :)

An Internet of Things narrative

Towards the end of last year, I’d written a post on the ‘social product‘. Its premise was that given social’s conversion to media, the opportunity for fulfilling social’s initial promise would fall on ‘product’ – using data, network effects, and relationships to connect consumers along a shared purpose. In the last few weeks, I have seen rapid acceleration happening on this front. I can see at least two narratives working in tandem, and I’m sure that at some point they will begin to augment each other really well. In this excellent post on technologies that are shaping the future of design, sensors occupy the top slot, and they are at the basis of both the narratives – one on humans, and one on things. The official classification, roughly, translates into Wearables and Internet Of Things respectively for the scope of discussions here.

This post is about the second. So, what is the Internet of things? The wiki definition is simple, but effective –  ”The Internet of Things (IoT) refers to uniquely identifiable objects and their virtual representations in an Internet-like structure.” The best primer I have come across would be this infographic, which has everything from a quick technology explanation, applications and challenges to market size, statistics, and interesting use cases. For a really solid perspective, look no further than this deck titled ‘The Internet of Everything‘.

How does it affect us? For now, it is about convenience. If you’re familiar with Android launchers, imagine an IoT version – it’s almost there, using iBeacon! There’s more - Piper, which works as an IFTTT for your home, the smart fridge that can order groceries from the online store, the smart TV that can learn preferences and help us discover content, the washing machine that can help order detergent, the egg tray that will let you know about the number of eggs it holds and their ‘state’, the automated coffee machine, Philips’ connected retail lighting system, Pixie Scientific’s Smart Diapers, the GE a/c that learns your preferences, the smart bulb that doubles up as a bluetooth speaker, (!) and so on. Some of the products are really useful and solve a need, while some others are more fads and probably not adding the value that reflects the potential of IoT. But that’s just the learning curve in progress, as the market starts separating needs and wants.

All of this also means that consumption patterns will begin to change, as more purchases become automated, and more importantly data-driven. In my post on the driving forces of 2014, I had brought up technology as the biggest disruption that marketing has seen. This is most definitely one of the manifestations.

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What can brands do? For starters, get interested. Think about the tangible benefits that can be offered to consumers. What are the kind of data patterns that devices (or products) can surface to help the consumer make better consumption decisions? What kind of contexts can be relevant? Instead of force feeding advertising on traditional channels and fracking social platforms, can communication to consumers be made seamless using data, contexts and easy processes? While ‘device’ brands might have an initial advantage, ‘product’ brands need not be left behind at all. As the washing machine post (linked earlier) suggests, a Unilever or P&G might subsidise a machine, because it’s pre-sold with 500 washes worth of their detergent. It could even be real time, with SDK, API systems telling a partner brand to push a contextually relevant communication to a consumer. As things start storing and communicating data, privacy will be a major factor that decides whom consumers will share what with. Unlike media, trust cannot be ‘fracked’, it needs to be earned over a time frame.

Where does it go from here? A common language/protocol/registry is a good start, as is a white label platform – both are trying to connect an assortment of devices and gadgets. While there is value in data at an individual level (more on that in the next narrative) one of the critical factors in the success of this phenomenon is the devices talking to each other – humans acting as middle men to pass on data may not be a smart way ahead!  Digital Tonto has an excellent nuanced perspective that differentiates IoT from the web of things. (WoT sounds cooler!) The difference is in connection and interoperability.

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Equally important is this phenomenon’s ability to solve human needs. (Internet of Caring Things)

Collaborative consumption is fast becoming a consumer reality. As always, brands (generalising) are bound to be a few years behind, but the hope is that the web of things will force them to start collaborative creation and distribution and more importantly, focus on consumer needs.

until next time, #WoTever

P.S. In a corruption of Scott Adams’  idea, I think #WoT is paving the way for robot domination. ;)

P.P.S. If the subject interests you, check out my Internet of Things Pinterest board.