rent parameters. Comparing the two mediums what would the right parameter be? I'm assuming it probably be reach right but how do you scale one medium over another and how do you take calls if you do not operate them together. So it's important to look at the advantages of each medium. So if the expectation is to go to a wider audience where you can carpet bomb a lot of people for a lot of great impact you could look at a TV but let's say if you want a certain micro cohorts you would want to target with personalized communication you move towards more of a digital format or you would want to target only a set of consumers that are from let's say an H&I group or from a certain section you'll have to look at the platform as per the business objective that you have. So you'll have to look at the strengths of each platform and create an amalgamation when it comes to planning. That makes sense thank you so much and Siddharth considering you are doing the cross-screen planning which are the categories that have really picked up cross-screen planning I mean Google obviously has been trying to create its own reach planner between TV and video data every agency has its own cross-screen planning tool. Bark has been trying to do this for the longest time with Acom right so but which which are the industries that are catching up here? So actually all the industries right so all the industries which are you know it can be tech it can be FMCG it can be consumer durables it can be you know even BFSI as well and basically the innovation which we've brought in here and you know this is something where it's about data right so basically the richer data you have for the market what what you would want to do is you would want to basically understand the consumer profiles first who are the different cohorts which you have and you know so that's what we do we create a very deep profile of the consumers for a particular brand and they can be online signals offline signals and also we have the signals for their media behavior right meaning online behavior as well as offline TV or watching behavior as well right so kind of connect the consumer profile with their media behavior as well and then kind of create the planning structure where you are saying that okay these are your most important consumers and if you're looking at doing an online video campaign for example in a single panel you want to do OTT is YouTube connected TV and possibly digital out of home as well then the planning will tell us that okay these are the right OTTs for you right if it is IPL time it doesn't mean that you know everyone is watching only IPL right so who is your particular consumer and where are they in the OTTs and which are the right channels on YouTube also and what are the locations for digital out of home where these consumers are present and that's how then you plan it so that your first step when you start the campaign itself is very well informed and then once you start the campaign then obviously as you get more data you can refine it further but the planning process becomes very important and that's where then you're able to bring in a lot of inefficiencies to be eliminated even before you start the campaign perfect thanks and and a lot of and I'm assuming and you can correct me if I'm not a lot of what you're doing between cross-credit planning is on the back of probabilistic data right uh no so it's uh you know a lot bases the device ID data which we have because as Kirti Manu also talking about that 80% of the ad delivery or the you know consumption of internet is on mobile in India right and also what device ID helps us with is the location data as well because you carry the device with you all the time and that's why the device is intelligent to tell about your location as well and then of course it is all non-personally identifiable information but then with the screen mobile screen which you are you know spending the most time with and also with the location data as a combination that creates that synergy which I was talking about as an example between online video and a digital lot of home and then of course now depending on the platform depending on the DSP you can also have this synergy between connected TV online video and digital out of home as well okay okay thanks thanks so much uh so uh speaking of data and non-personally identifiable data uh Ajay uh what sort of role does data play for uh time I mean uh you mentioned initially in short that you lose data you will go etc and so forth so really want to understand what sort of let's dig a little deeper into this understand uh what role data is playing and what role do you see dmp's and cd's playing in this uh journey right uh so uh in my view uh I think data is I would say uh in our digital marketing strategy data would be the most important uh piece of uh all the various digital marketing activities which we plan like for example uh first party data which is which is actually a kind of gold mine for the marketeers uh to use it in a way to really really flourish uh I mean not only flourish but also to understand your consumers and plan strategies trends and all like Siddharth also mentioned in a post cookie uh era where you know this this data would not be freely available the cost of digital marketing cost of acquisition will go up and you know marketeers who would have this first party data uh will have the benefit so from timings perspective uh we know that you know consumers who buy watches uh generally try to you know uh do a repeat purchase uh on certain occasions be it wedding or be it uh birthdays or other festivals so I mean we like to retain our customers and make sure that you know not only they but their family members also stick to the brand and you know we use that data in a way that you know we are able to uh create that personalized experience for them and stay connected with our consumers so I would say uh all in all data is absolutely critical I think uh mobile phone is one device I think is is is the device where the first time product discovery happens uh consumer searching for the product or maybe you know uh experiencing your products be it through apps or app downloads for smartwatches I think mobile phone is the first way of you know uh connecting with the brand and product discovery and all so using mobile phone as a medium you know uh creative wise and all even the brief with the creative agency starts with the mobile first approach so on and all data is absolutely important to create that kind of experience and to leverage from that data especially in the in the in today's uh a time where digital marketing is absolutely critical so I would say data for us is absolutely important yeah perfect uh so uh prajulata uh prajulata just uh we've spoken a lot about data right uh you also mentioned initially that you leverage influencers in the tech space uh it's I mean I know there's a lot of attempt to get data about influencers where which market are they from what are they interested in and so on and so forth but we also know that there are so many influencers who are uh fashion influencers today tech influencers tomorrow and something else the day after and they're also uh probably promoting a Samsung today they're probably promoting an Apple tomorrow and so on and so forth so how how exactly do you actually uh create a data-led strategy when there is very little data available right I'm especially talking about influencer marketing yeah um very correctly put actually causal um it's not as clear cut in the influencer space because it's still evolving um and in the tech space right influencer marketing like key influencers can really make or break a product uh in a certain sense you know because top influence and it makes sense right you know smartphones tablets laptops are highly considered purchases and top influencers would experience the product use it test it and then give a verdict and they have massive following base and uh based on their verdict you know their followers would sort of have a certain affinity towards the product or not so some of the things that you talked about right um it doesn't make sense so it's very important when you're adopting influencer marketing strategy it's very important to consider the influencers that you are onboarding do they for a particular campaign do their audience space resonate with what you're trying to sell it doesn't make sense to ask a fashion blogger to promote a gaming laptop for example obviously and there are a few other such checks that you should do for example you know how often does an influencer produce content the some quality so there are a few qualitative and quantitative checks that you must do to ensure that your influencer marketing program actually works so how often does he publish content how often does it do his followers engage with his content how often does the influencer interact with the content these are some basic qualitative checks there are of course the standard quantitative numbers that you would check you know that what is his total subscriber base where is he most active when he does a branded content what is the typical engagement you get all of those but yeah I think broadly it's about making sure that you sort of you analyze the audience space and choose the right influencers for the right programs that's very importantly the influencer space and as it evolves I think we'll have better metrics in place to track efficacy yeah thank you so much just before wrapping just one last question uh juhi uh with all the data that's there for us how do you put it together and uh make sense of the data we have about we're actually short on time so if we can just say here yeah so I think it's a very relevant question and one quote which I keep hearing is that data data everywhere not a drop to think but most of the organizations are actually struggling with the same thing because gone are those days when tom was a indicator that your marketing has delivered effectively and especially when you look at digital space so at marico we have developed a custom framework which we call digital quotient where and we look at 90 plus matrix and we attach a weightage to the matrix which are most highly correlated with business and then we look at about 130 plus brands where in 20 are marico brands etc and we do with some product so you get a index score out of it with the weightage as well as the performance of each of the brand looking at this whole framework then each of the brand knows that how good or how bad am I and at each of the matrix how should I improve so I think that's the way we have done it at strategic level and of course that there are weekly monthly daily dashboards available to uh track uh these matrix uh so I would say digital quotient has really helped us to focus thank you thank you so much before we sign off a quick show of hands I have two questions uh with all the uh this one about data privacy how many of us here hands on our heart don't mind sharing the data with the world so that we can get personalized communication quick show of hands okay fantastic so that's two and secondly how many of us and there is a saying right if you torture data hard enough it will tell you what do you want to hear so do you really trust the data that you get today or the how many really trust the data that we're getting today fantastic thank you so much and just one word from each of you uh what do you think is a trend that will come up in the future for mobile marketing one future trend just one word Juhi yeah I think owning your own data is the most important and data is the oil so I think that is the oil perfect yeah dude like he said owning data and then uh having a platform that can tell you how to leverage that data in the right way that you can target the right consumer is extreme effect so platform perfect thank you Siddharth yeah um I think it's uh related to first party data right mobile you know first yeah yeah a lot of material data and consumers are you know kind of you can basically target without infringing on their privacy in the right way so perfect so first party data Ajay one word uh besides data I think content creativity and the experience using technology uh will will be absolutely interesting to watch out for and uh I expect that you know technology will play a very crucial role enhancing customer experience through uh creative content I think BTO and skill images are there but still I think there are a lot of scope yeah so futuristic and I see yeah and Prajulita um taking a little bit from Ajay like as there's proliferation of more mobile first formats vertically oriented videos stories etc figuring out the right metrics to measure impact as you run campaigns on the newer formats perfect thank you thank you so much we are out of time or you would be no fantastic thank you thank you thank you everyone thanks so much thank you so much thank you thanks everyone thank you all for being here ladies and gentlemen without any further to do allow me to introduce our next session a fireside chat on improving your mobile app experiences by pushing the customers at the heart of the product excited to have mr. Vipul Chawla president pizza hut international young brand and mr. Nabil Ahuja co-founder exchange for media for this mr. Chawla has 28 years of experience leading 45 throughout the world his last 15 years have spanned global roles based out of uk singapore usa covering packaged consumer goods and global brands which are market leaders in their categories across personal care home care and food and restaurant retail mr. Chawla we're full to have you here and mr. Ahuja the flaws all yours over to you gentlemen thank you so much palavi thank you mr. Chawla for joining us it's good to see you i remember last year uh or the year before it was 2019 you were at our mobile marketing event uh where we met a lot of your uh you know aluminum if i can call it from in the sun you never it's good to see you and i hope the pandemic is behind us very soon and we are able to again meet in person uh with that let me uh come to uh you know the the sort of discussion at hand today before i uh get into mobile and how the mobile ecosystem has significantly impacted what brands are doing today let me ask you a few questions larger questions about what's happening in the business space how uh companies like yours have uh you know adapted to the pandemic what's happened in the last few years uh you are you are in an industry last 10 years you've been part of this company and this industry you're an industry which uh in some ways has seen a significant business uptake because of the pandemic right and technology today has changed or impacted touch businesses at so-called multiple points you know food tech as we call it is a is a is a term which was coined much before the pandemic food was one of the businesses which technology started impacted much before the pandemic but obviously things have you know really taken off during the pandemic tell us a few things few interesting things that have happened in the last 18 months with pizza hut with yum brands uh because of the pandemic and also because of the continuing change that technology was ushering in so first of all good morning good evening uh now it is wonderful to see you again i i wish we were doing this in person i had so much fun the last time i was there i'm meeting you and dr batra and so many good friends so thank you for having me uh i was listening in a few minutes ago and before i start i'm just continuously struck by the quality of dialogue and the level of innovation going on in my in my home country where the heart still is uh so just congratulations to everybody who's on this call for the tremendous progress at the you know the countries making and of course you know well wishes for safety and good health it's been a very challenging last 12 18 months in india you know many of us have experienced it personally but uh just you know prayers and wishes for good health uh specifically to your question uh yes i think uh you know the the pandemic has in many ways we think uh obviously been uh had devastated so many of us including our frontline staff but has also well validated many trends that we already saw coming uh one of which of course was the use of digital uh in the way in which we interact with our brands and a simple example i can talk about is you know the one the division i work on which is pizza hut uh in january of last year pizza international had about 20 percent of his total business online right and imagine that you have a half your business globally which is nine in restaurants and half which is let's say delivery and carry out but uh so it was a fifth of it was online as of last month 55 percent of our total businesses online and so you know we have seen a tremendous shift and this is a global shift there are countries in the world like the uk and japan where 80 percent of our businesses online singapore is 70 percent china is 65 70 percent australia 75 percent so that is a very significant shift and therefore you start thinking of your brand in the way in which it interacts with your customers as a digital first brand and imagine just 18 24 months ago we would still be thinking of it as a restaurant brand where people come in and you see them and so on and so for the now imagine using that framework and trying to apply it to the digital ecosystem requires quite a short time i will talk briefly in a couple of minutes on how and why that happened but we've seen that seismic shift the last you know so many months but before i talk about that i want to talk about people and culture i think the reason why we were able to you know emerge stronger and that's the thing we use was that we start with our people we look after our people they look after our customers the business takes care of itself it's really as simple as that and therefore making sure that we had safe and hygienic practices in our you know assets across the world where we were masked well before anyone asked us to we were you know doing temperature checks in fact in countries like china we were actually putting the temperature of the team that has prepared the product on the on the invoice so that the customer could see that look you know people are saying so we had we did a number of things and the thing is that the customer experience will never exceed that of a team member so if the team member is operating in a safe and a hygienic environment and feels that you know you can be trusted the customer will believe that the brand is trusted it's not surprising that in countries like india the breacher brand is number one on trust years and years on a truck 10 years on a truck become even stronger in the last 12 to 18 months despite the pandemic so there are a bunch of things that have happened obviously in the you know digital ecosystem but it starts with people and culture and that's how we believe we've been able to pivot in the last 18 months and we think we're actually emerging stronger as a brand I don't know if I answered your question and if you want to dig a little deeper on any of the areas it's yeah I mean it's it's amazing how some of the companies like you mentioned 20 months back you were looking at yourself a lot of management energy would be spent on you know focusing on how to improve the dining experience and suddenly here you are not even looking at you know dining dining will of course come back but you know that's kind of taken a backseat because of the pandemic tell us people you've been you've been leading you've been part of this company for a while and you've been leading pizza hut now first in apac and now across many countries in the world as a leader as a CEO what is the what is the key you know change in you know how the pandemic has changed the role of a leader and a CEO and the pandemic has also impacted you know after all CEOs are also humans and it also impacts you as a at a personal level your colleagues your family members your friends extended family but if you look at what what's happened to the you know corner office how do you see the role of the corner office changing as we come out of this uh pandemic that's a great question uh you know first of all just the physical corner office uh became the home office uh you know for example i'm taking this call from my home office so and that is a while it may sound like a lighthearted comment uh but the sheer act of you know every morning getting up and driving to work or taking a flight uh you know i mean prior to the pandemic i was traveling 170 days a year it was just natural for me to rock up at the airport and head out to our country and come back a week later that just stopped so i think uh just the way in which we worked has changed quite significantly and i think some of these changes are lasting now some obviously will come back travel will restart at some time offices are restarting hybrid ways of working but the first thing that i think it taught us all of us as leaders you know now when you do a huge leadership roles only on the call are doing huge roles it's just the sheer level of uh flexibility in the way in which we look at conventional models of working and therefore the future of work the hybrid model of working is something which we may have even debated a few years ago but we're now taking that as a given and one of the things i'd like to put to you is that even when we return back to 100 normalcy which maybe you can take a guess six months a year or two years away whatever it might be changes like the hybrid way of working are probably now permanent i think there is no longer an expectation that everybody's going to come to office five days a week i think that has just changed and therefore the concept of hybrid working and remote working i think is upon us now am i saying we are all going to shut up physical offices no we're not companies like twitter i've already announced that they will but you know that's different so i think that level of empathy and understanding that we can work in a somewhat different tone and manner is is is very clear and that's upon us and i think that's something all of us as leaders have learned as you i'm sure you've looked at it we've looked at it we'd also assume that we need to be physically in the same space for us to collaborate right and therefore offices were built as collaboration spaces and we're now realizing that that can be done remotely and frankly what it doesn't allows you to do is to collaborate remotely with a lot more different cultures which is very powerful if you can work through the time zones and i think there's a virtue in that and the benefit of that it can be more inclusive i'll give you a simple example we hold an annual marketing conference in dallas once a year we're about four 400 people 300 people fly in from across the world spend a week talking about their marketing plans and what they learn that's the usual way we've done it for 25 years that's the only way it's called the mpm the marketing planning meeting obviously we couldn't fly people around last year so the first time we did it online we did a forum like this where 1500 people dialed in first we were surprised that 1500 people actually dialed into a four-day meeting right which is now obviously we have to put in the timings we had to all get up in dallas at like four in the morning and do it from five to eleven because then the rest of the world could part split so some of us had to just change the clock a little bit but find that works but the benefit of that was it became a far more federal meeting meaning in the past you had 400 really senior executives who could fly to dallas and spend a week and spend you know 25 000 dollars each traveling up and down in hotels and flights now you could have 1500 people dialing in from all over the world and when i did a back check with my colleagues across the world there's so many young executives who said we would have had to grow to a much more senior level in the organization for us to be able to participate in meetings like this now we can sitting out in outer mongolia and oland bataar or in Auckland or in Singapore or Mumbai and Delhi or whatever it is participate in this meeting in the same level that anybody else does which i think is i want to use that as one simple example of one of the benefits of how covid and unfortunately all the circumstances have given us the mind space to think far more liberally in the way in which we approach work and in the way in which we approach interaction look at this meeting i would have loved to fly to Mumbai for this or Delhi or wherever you were going to do it but here we are again we can debate how effective this is i've been find out but it's certainly does not stop us from having the interaction you never thought about it or doing it like this three or four years ago yeah i think the hybrid model is also for good or bad here to stay and dare i say i think on balance it'll be good overall for companies for people to interact with each other and a very important point you made how technology how this hybrid system makes things very democratic allows opportunity for participation and helps allows party opportunity for more learning hence allows participation opportunity for you know getting into the thick of things so you know a democratic ecosystem in an organization on the balance is you know good let me come to you know some of the interesting things that we've seen during the pandemic and how the nature of the business has changed and again you know yum pizza is a great example of a brand which was focused so focused on you know dining experiences now adapting itself entirely to technology in India you know i was reading some reports it said you you doubled your sales in the quarter before the last and i presume i could not find specific numbers i presume a large part of those sales came from online deliveries because restaurants were shut they were perfused in large parts of the country at that time this is the april june quarter we are talking brands that have been built over decades with very clear specific purpose in mind and you know you you've been a marketer all your life you worked on defining purpose for brands what happens to those that that purpose that you so laboriously you know work to craft in the customer's mind all these years and suddenly pandemic happens the ground beneath your feet suddenly shifts what happens to the purpose of the brand where does that go away that's great what a great question that is and again many of us have been forced to reflect on this again in the way we look at our business models you're in the same space but let me talk briefly about how we looked at it in pizza hut and the journey we're on the journey is by no means complete so we're in the middle of that journey and we suppose but what are we doing at pizza hut we're saying we love pizza and we want to share it with the world so everything we do we do for the love of pizza we want to make great pizzas we want to have great experiences we want to make sure we have great local taste and adaptations we want to give it to you on time and we want to make that evening or that afternoon or that interaction really special whether you do it at a restaurant in our stores or whether we do it deliver to your home or wherever you are okay so everything that we do we do for the love of pizza so you'll see that in our restaurant designs you'll see that on our pizza boxes we love pizza I want to share it to the world right one of the things that we had to change was that the perception of the brand was that we are a restaurant so if you want to access pizza hut you have to go to a restaurant you have to go there with your family or your kids or for that first date or for after that you know good exam result or whatever it is and you go there and you get ushered to your seat and you get served you know a great experience of you know food and all the other stuff but we realized that more and more customers were experiencing our product of premise and therefore we started this campaign a couple of years ago around now that's delivering which is to say that we deliver pizza to you wherever you may be and we started that campaign in the UK three or four years ago and we're rolling up across the world obviously enabling the new ecosystem which has made you know the digital sign of Amazon so huge but specifically talking about purpose we also asked ourselves that is there a purpose we can associate with our brand which is just a little bigger than pizzas and food and some of the events that happened in the US last year you know around inequality which you know came to our head after the Floyd incident and so on and we were seeing that inequality in some ways became a far more heightened issue during the last 18 to 24 months because some people had access and some people did not so we asked ourselves what could our purpose for pizza hut be and we came back with the idea that at Pizza Hut we will serve an equal slice to everyone so the simplest articulation of our purpose is that we will serve an equal slice to everyone so when you cut a pizza everybody gets an equal slice regardless of how senior you are how much money you make how big you are how we can get an equal slice you may have two of them but the articulation and expression of that is for example in the UK we are now giving access to underprivileged franchises of colour and giving them resources to enter our brand and become franchise partners through the Hatch partnership we're doing the same in Canada for underrepresented minorities blacks Hispanics and others and for people of colour in Sri Lanka which is an example I'm really excited about our brilliant team there has opened the number of stores where the entire team member is differently able so they are speech and hearing impaired so imagine you walk into a store where every team member is speech and hearing impaired and you are you're getting service there you're getting full service now interestingly in Sri Lanka those stores are the stores with the best operating metrics in the country we have the same we have now similar stores in Delhi so an equal slice for everyone is now spreading itself across many parts of the world because we are giving people of different capabilities different financial access different physical access access to our brand so that they can help support that brand and road and every time we open a store we give employment to 30 40 people so on an average we open five 600 stores a year so we give employment to 30 000 people additional every hour or above the 250 000 that we have already so we're doing a bunch of things around we love pizza I want to share it with the world and an equal slice for everyone and that's how we're building our purpose as we go forward brilliant I mean that's a fantastic example I saw your latest campaign in India talks about you know delivery Dil Kholke if I got it right it's about sharing love happiness with everybody and Pizza Hut being at the forefront of you know sharing food and sharing it in an open-hearted manner and that's a fantastic positioning for a campaign let me talk about a larger question and ask you as the CEO of a you know a large corporation you know things in the board room move at a very fast pace CEOs and shareholders board members focus a lot on quarterly results so how do you keep your eye on that purpose because when you have to deliver results every three months and focus a lot on tactical stuff what happens to that you know purpose that you built assiduously over years how do you find the balance if there is a CMO in your company what would you tell that young CMO how to find that balance because board members shareholders are an impatient lot everywhere the marketers role what he's been taught in business school is to build a brand over many years how does a young marketer today find that balance because you know there is humongous amounts of cacophony around you you have social media you've seen so many examples in the recent past where you know a campaign that has been worked upon by the agency and the brand team for months is suddenly pulled out because of you know backfire on social media what does a young CMO do in such an environment it's a great question you know i started my career in marketing and i wonder if i could do it again because things have changed so much and i often look at our young marketers including neha in india who's doing such a brilliant job at pizza hut and i just applaud the speed and agility with which they handle multiple tasks but going back to i think there you had several sort of facets to your question the one facet was how do you balance the short term with the long term exactly results versus you know building the you know the brand and we have a we have a simple marketing protocol which many of us travel around the world and teach which is called sobo which is sales overnight and brand overtime and you know one of the things we teach all our new marketeers is that we have to do both we have to do get sales overnight because we are after all in the food business there's a pizza you got to get that pizza with that person in 30 or 40 minutes otherwise you know they're going to go off and eat something else or they're going to be hungry which is even worse so sales overnight and brand overtime and you have to do both now the sales overnight typically happens through appropriate access through strong operating metrics and making sure that if a customer engages with the brand then we are able to service that to request you know in real time so if you take the entire process of take make big cutback you know it should happen in like 40 minutes in the store and you know by the time we promise the customer we should get the pizza out in 30 35 minutes or whatever the promise was that sales overnight a lot of it is based on operating metrics brand overtime on the other hand is built on purpose and the purpose that I talked about everything that we do for the love of pizzas which means great taste means great innovation appropriate localization and so on and so forth specifically however and I will say this without without hesitation when it comes to so-called balancing short term financial results we're not confused at all we start with our people we look after our people they look after our customers the business takes care of itself it's as simple as that and frankly then the short term rolls into the long term you if you do that quarter after quarter frankly one quarter ends and another quarter begins and you will keep growing the business as as strongly and as you can because we remember this one quarter gets over another quarter starts right so there is just one continuum that's happening all the time so keep doing the right things but from a framework standpoint we we teach Sobo which is sales overnight and brand overtime and we believe that helps our marketers stay appropriately focused on the near term and the long term because you can't build a brand overtime unless you're getting sold sales overnight equally if you do silly tactical things for sales overnight you will not build the brand overtime so you got to do both fantastic yes keep an eye on the long term but work short term and the other way around both is true let me come to the you know topic at hand today we are discussing how mobile as a device has helped changed consumer reach out has helped change reorganize companies reorganize help companies reorganize their business tell us you know legacy sort of companies and when I use the you know term legacy in a very broad manner companies that are not technology first companies that are not native to technology have had to learn technology ground up right you were an in dining experience company you were a pizza delivery company and now you're a technology driven food company or you're headed in that direction what are the learnings that you know you had which have been very challenging for your team because you know the senior management has you know come from a you know for example you work in Hindustan newly labor for many years right 20 years before you came to pizza hut and yum brand you worked at actual actual being the leading FMCG company of the country was not a things were not as technology driven back in the day in the 1980s 1990s so there is no business that is not unaffected by technology so when you look at you know brick and mortar businesses sort of say and now look at you know how technology is completely changing that business what are the things that you know companies like yours have had to unlearn and then relearn that's a great question and I'll start first with the with the insight and then we'll talk specifically around it on the actions we have taken you know for years brands builders and market years have told ourselves that we've got to make the experience better we have to make the product better right the better so you know you have a product test where you have if you're launching a soap it's got a better perfume or more lather if you're launching a shampoo you know you've got that entire feel and I'm talking about categories that I've run in the stun lever or laundry detergent you know I ran surf for some time it removes more stains so we remove more stains than anyone else so we have better than anybody else and so on so far right you know I have many people on this audience maybe too young to remember some of these campaigns I worked on which frankly we have to hold anyway so the thing is most market years and brand builders thought that better is what takes us forward what we learned in the last five to ten years was that customers across the world with the emergence of technology favor ease over better and therefore easy beats better let me give you an example I'll go outside the category and then I'll come back into the category today if I don't know the name of the taxi driver who's coming to pick me up if I don't know the number of the car plate if I don't know how far away that person is I get frustrated right not long ago I was okay to go down and hail a yellow taxi a fear or whatever it was in Bombay and you know that was fine that was fine too but that's unacceptable as an experience I need to have it on my app I need to know the name of the driver I need to know how far away that person is I need to know the car plate number and so on and so I even need to know estimated cost right we take this for granted that's happened because a bunch of technologies collided with each other and you've got Uber and Lyft and Ola and whatever else that's what you have so the first big thing is that easy now beats better customers favor ease over necessarily better and complex and then if you bring that back into our category the reason why we have this pivot towards digital and technology was because today our largest store in the world is this this is 55 percent of our business right this is our biggest store this is our most democratic store it's our most federal store this hopefully should look feel and the same whether it is in Japan exactly so therefore this is a very significant change and if I now talk briefly to the subject at hand which is let's say ordering through mobile devices and apps this has now become the business that we have I'm just looking at some of our numbers firstly half our business is online but off that in places like Malaysia 60 percent is on the app Canada 25 percent is on the app India 55 percent is on the app this is our fastest growing store in the world and the reason why that is happening is because it gives customers ease and gives customers access when our customers download an app they're already more engaged with your brand than you know than than others and we know that the app conversion rates are two to three times higher than even our web experience so even within that space app mobile web there is very clearly a hierarchy but that hierarchy is driven by the underlying premise of ease it is easier to access the brand through this than to opening your computer and logging in and so on and so for today I do a lot of my banking on this I haven't gone to a bank branch I can't remember when I last went to a bank branch I can't remember last I opened my login on my computer I do all of it here this has now become normal for me it's become normal for many of us and therefore food is no different food is just so part of our lives that unless we make it all of this part of our framework our customers will not enjoy accessing the brand but the premise is easily that's the big seismic shift that's happened I think in brands and marketing in the last 5-10 years yes and the opportunity to collect first-party data you don't have a you know saleswoman filling forms or taking mobile numbers now you have a mobile app where all the data is available and the opportunity of what you can do with that first-party data yeah right how do you reach out the like you're saying you know the conversions are two three times when it comes to the mobile app customers keep coming back and you know if I can presume also you know doing sampling you know I saw you launched this momo mia pizza in India tell us how it's doing I was in India a month and a half ago so I had the fortune of tasting this product it is fantastic firstly momo's are just not so popular and then if you put a momo on the pizza it's just amazing so it's basically what is called a stuffed crust pizza but the crust but the stuffing outside is basically is momo so it's a fun snacky kind of product which also allows you to interact with it so I believe the first sort of set of launch results are truly spectacular so I if you haven't tried it yet you should and if you so I'm looking forward to trying it let me know and I will organize a delivery there are many things I cannot do but there's something I can do and I can certainly it's only an app app away thank you Mr Chawla thank you for an engaging insightful and fun conversation I'm told I can go on with this for another hour but I'm told there are other speakers waiting so we'll have to end it here thank you so much and I look forward to meeting you when you're in India next and I hope the pandemic is behind us very soon and you know we can host you at our next event not in in not not a very distant future with that back to you Pallavi thank you so much thanks for having me and well wishes to all of you good health safety and I look forward to seeing you again thanks for having me thank you thank you so much ladies and gentlemen moving on our next speaker for today is going to be addressing the topic emerging role of mobile and consumer experiences and identity resolution kelly kokanas evp global data star com publisist group as star coms global lead on data technology and analytics kelly works with the agency's client teams to ensure star com delivers advanced data driven strategy at scale she is responsible for helping star coms global clients determining determining their overreaching data vision while also collaborating with client teams to create the road maps and project plans that will bring that vision to life kelly hi hello hello reporting yeah reporting live from chicago so where we also enjoy pizza uh including uh so thanks to the previous discussion too that was really great hello everyone well uh good to see everyone uh and looking forward to talking here i'll share my screen uh as the process goes and um and here we go um thank you for that nice introduction uh the work of my team um is really how we use data upstream and um in tactical applications so how we use data in strategy work um identifying audiences for growth then revealing insights about those audiences and finding inspiration for game changing experiences including mobile mobile first experiences in commerce as well as in media and also how we use data in downstream ways the tactics of how those audiences are handled in optimization and activation and measurement and increasingly in this new wave of mobile growth and all the innovations in the mobile marketing space um the data that's created through these mobile experiences is increasingly important so i'll talk a bit today about the role of mobile in data driven consumer experiences highlighting some perspective and research from some agency work we've done and some data with partnerships and i'll talk a bit about another work stream that's emerging which is for more of our clients very important and that's around identity resolution and the role of mobile ad ids or maids as data that's critical to that identity resolution so as a as a point of introduction and we just previously heard how important customers are at the heart of our products likewise it's a good reminder that we when we think about data in all of its forms from id level to aggregated insights that data is simply people in disguise and um this keeps me motivated to um continue the work with data because it really is it's just about people and how we're interacting and it's people that uh are talking on social channels it's their and subsequently then it's their devices that are talking to us their purchases are talking their media habits are talking their favorite apps are talking and even their cars are talking and through this so much data is being created and so we as marketers and agency partners we are looking at all of these data signals that are given to us and we have this opportunity now which is more at the forefront more than ever to illuminate this incredibly dynamic consumer journey through the data lens and so for many of my clients in the work we're doing together it's about having a data strategy to capture the data capture enrich manage have respect for adherence to consent and privacy um but it's um it's about creating and maintaining a first party data strategy whether it's through CRM or loyalty programs but also through media and mobile first media experiences so this is the great opportunity that we face today the other lens that we uh can take as marketers um in this mobile first world is that this landscape is truly a platform world and successful marketers may also want to consider to act like a platform themselves um we know from our familiar platforms that are part of our daily lives um listed here below on the bottom of the chart some examples these platforms are data rich they know they know us as customers better than anyone these platforms are they benefit from network effects they're their own personalized ecosystems and they are direct to consumer and so in this rapidly evolving platform world companies can't afford to operate independently orgs and their partners like marketers and agencies need to work alongside each other to deliver this real transformation to stay competitive with these other other platforms um and uh and lead for category growth the consumer category and competitor shifts demand a new approach as brands are competing for attention retailer frenemies are disrupting different modes of business there's new d2c models that are challenging how consumers buy the products as featured in the previous discussion and we have shared distribution partners who are starting to know more and more about our own customers so we're in this new era of working together it's more holistic it's more integrated and we have to work together in new and different ways to navigate this platform world and winning in this platform world gives us um gives rise to in indeed the importance of data in all of its forms uh here in india um and actually across the globe i'll say we have about 14 different data intelligence centers within the publicist group um and one of them um located here in india and in these data intelligence hubs we have the practice of applying qualitative and quantitative analysis um to respond to these real world marketing challenges as in the platform world and so i've got a few charts here that are illuminating some insights from this tracker work it's um inclusive of consumer sentiment attitudes and search trends um social insight behaviors media consumption behaviors from a variety of different sources um uh social listening net base um tv viewing data from bark website behavior from comm score or similar web and then all uh various publicly available data sets especially in recent months tracking covid infections and vaccinations mobility data through google and economic government sources so i wanted to just share and reveal a few highlight data points here some may be a surprise some may be very familiar but mobile behaviors are certainly dominant in consumer experiences and the pandemic has shaped new behaviors no surprise but i think the the stat of one billion smartphone users by 2025 in india is really an incredible data point to watch monthly usage and new internet users are also on the rise and the search whether it's you know vertical search or voice search are certainly also at great rates of increase with all of this data we're also looking at keeping track of shoppers and coming into this festive season um swir shoppers are clamoring for different sales for duali i'm sorry um the sentiment we're tracking sentiment of course and there's a lot of sentiment are on celebration and shopping um and sales are top keywords and of course many of our retail clients are capitalizing on these festival offers in order to drive their own sales and important to us gathered here talking about the mobile growth i think it's interesting to notice that um some of the top conversation themes during this current season are inclusive of conversations around smartphones as one of the top conversations um and those conversations in the aqua green blue cluster there are around season the deals and discounts so certainly part of our everyday discussions looking at this data here from our tracker these are website visits um and what we notice here is that digital adoption is being driven by some old school industries we noticed we in the previous discussion there was discussions about the rise in visits to food and drink uh sites which is also inclusive here but the thing i think is interesting is in that lower right corner there around education visits and the lockdowns have definitely opened up avenues for experimenting with digital forms of education showing 181% lift versus the base and so certainly we are using not only our mobile devices but other technology that is and adopting those different digital whether it's the products themselves or whether the behaviors of visiting different websites those are certainly something to keep an eye on certain websites this is looking at here you've got visits to different websites this is year over year so 2020 on the bottom 2021 on the top and what we notice here is that certain sites like google and facebook continue to benefit from people seeking information and socializing on the internet uh and this they just continue to have that strong presence in our everyday lives and of course the um access to google and facebook oftentimes um overindexes mobile versus desktop um but we have to beware because of course even we as consumers and also as marketers we need to um keep keep attention to the potential overreliance on platforms in our daily lives um which was a good example earlier this month when facebook with the facebook outage and certainly brought that to life um and many of us were um worried about how we could connect in our in our normal daily lives uh during this outage but um certainly it will happen again and we'll need to um take note of um you know how we how we can maintain consumer connectivity not only through these um major platforms but also make sure we have our own um connections to them through our through potentially through our own platforms so shifting from um these highlights from our tracker i wanted to um uh share and this is really fresh and hot off the press there's a a new report um that i'm excited to share um actually it's just dropped today and there'll be press on monday globally um it's our global media intelligence report 2021 that we publish year over year with e-marketer and gwi primarily gwi data and the entire collection is an impressive and comprehensive compilation of data and traditional and digital media usage across 43 countries including india um and it's a really useful report for anyone looking at that market level data and looking for global trends um it's one of my personal projects and it's a fun time of year when this comes out um featured here i've got two charts to share and of course i encourage you to check out the uh full report when it drops on monday um by visiting e-marketer uh but the penetration of desktops laptops and tablets is actually falling across the globe um but in certain markets pc ownership is on the slight rise and so you'll notice on that second line of data here in india um that pc ownership is on the rise and i wonder i can't help but think that potentially the rise of pc and tablet ownership is driven at least in part by some of those dynamic those education dynamics that we mentioned earlier another another chart to show from the global media intelligence report in many countries digital video is overtaking broadcast tv and a good portion of that can be on people's mobile devices and so india is among the 50 percent of countries surveyed where 75 percent of internet users had watched streaming video on demand in the past month so another uh important trend to keep an eye on as we think about the branded experiences that we create for people on their mobile devices um either as part of their uh streaming video experiences or adjacent to and a bit of a pivot i want to just touch on the second piece of uh the second part of the theme um in my this discussion today is that in addition to all this data for consumer insights which of course typically is more at the aggregate level data at the aggregate level uh my teams and the work with clients today are focused on data for personalization and we do this through partnerships and identity resolution i think we all many of us here gathered uh realize the ambition for those journey centric personalizations um and all the stages leading up to that in understanding people through the data the data profiles um and within publicist group and publicist media all of our data partners excuse me are prioritized against our group data strategy so we are we're looking to create accurate and scaled identity data we uh and then create a deep understanding in uh and measurement framework by enrichment and have quick and high fidelity connectivity with those consumers that we come to know um and so i wanted to share this as an offer as we think about um the role of uh mobile in data collection we know that each market has its own places in the data maturity continuum and of course um within publicist group and our epsilon uh colleagues of course in markets like the us france and uk where we have very advanced core ids um to understand people with a high fidelity of data um i'm working with clients across um you know market lists that can be upwards of 90 90 different markets and so what we need to understand is what data is available to um create identity level data on about our consumers and so we look at device uh digital device penetration we of course keep tabs on privacy regulation um and then marketing spend and we're looking to work with partners um that lead in the local markets against uh whatever the local market conditions may be so we really do um recognize the role of maids um and mobile ad ids as really important consumer data signals and the consumer journey and we're working with key partners like zio tap for example here in india um to help make those connections um and to build that um id level understanding of our consumers um in partnership with our clients so i want to say thank you for your attention i look forward to your questions here or by email and follow up and uh uh good luck with the rest of the of the uh of the conference today hi kelly thank you yes hi it's really enriching extremely lovely and i'm sure the audience has enjoyed it thoroughly thank you so much for making the time i know you're overseas and it must have been difficult to do this but you've done it and we are so so grateful for you being here great thank you so much take care take care be safe and we definitely hope to see you soon some point in india at an on-ground event up until then thank you take care thank you bye bye bye bye ladies and gentlemen like we always say our shows are nothing without our partners our presenting partner in mobile driving real connection connections can we have the AV please technology has always shaped how we communicate with one another the wheel the printing press the pony express the telegraph the telephone the computer and mobile devices technology changes yet one truth remains we want our communications and interactions to be meaningful and have relevance today however driving real connections are easier said than done but we help brands do that to drive real connections with our platform technology and exclusive mobile data in mobi helps you understand identify engage and acquire your customers in mobi driving real connections research and development team at ak qa which operates where creative ux technology and strategy meets and we continue to lead them and lead the team until moving up to wpp this year in over 20 years at ak qa he worked with a huge range of clients including nike xbox h&m bar plays and many others on many award-winning projects mr hood hi i hope you're well hi there thanks very much i am indeed and thanks very much for inviting me to to host this session let's do the screen sharing thing sure the floor of the austere right hopefully we can all see this so hey everybody and again thanks for inviting me to host this session it looks like it's been a brilliant event for everybody i'm sure it has so i am a vice president of emerging technologies at wpp and in that role to be honest the the technology itself the workings and engineering of it is much less interesting to me than the the possibilities and the impact that it has the problems it solves and the behavior that it changes and creates now change can be unnerving and some emerging technologies can make people quite anxious i'm actually very positive about the possibilities that emerging technologies present and i couldn't do this role if i wasn't and i'm very fortunate to be working in a big company who prioritized that and who prioritized the the collaboration between big companies who have enormous amounts of really deep knowledge in wildly different areas and that's never more true of how it is actually in india where collaboration even recently between such entities as ogre v and wave maker and group m served to make the whole of wpp much greater than the sum of its parts now with all that in mind what i want to talk about briefly today are two major things which are quite nascent right now but will play an ever-increasing role in our digital future and they are one is digital humans and the other is the metaverse and i'm pretty sure that you'll have read and heard and seen an enormous amount about both of these things they're huge huge subjects right now so this is a digital human and a digital human for our purposes is an animated avatar that you actually have a conversation with and she can talk to you in a relatable authentic human voice she can see you through the camera and therefore with facial gestures respond emotionally to you she can understand and speak any language she could be anybody for example this guy and he can be always on everywhere 24 hours a day 365 days of the year which is a really powerful new thing now this may seem to be very high tech almost a sci-fi you see these things in films but actually everything i'm talking about today is entirely device agnostic there's no tech barrier and certainly no behavioral barrier preventing people from interacting with these things this report by group m and e4m that talked about the fact that you know 99 percent of people are using their phone to access the internet that's actually resulted in an increase in voice search of 270 percent in the region and a rise in Hindi voice search of 400 percent so clearly this behavior of using your voice to speak to your devices and interact with their services is something which is exploding and only going to get bigger and bigger so that's the how but the first thing many people think of when they're imagining having conversations with digital humans is won't that be won't that be strange won't that be awkward why would you do it but actually the interesting thing is that it's been shown that there are conversations that people will have where they will be far more honest and open with a digital human than they will be with a real one particularly in more sensitive subjects of health finance etc and the awkwardness wears off very very quickly if you remember the first time you used voice with your phone and how strange that felt but how quickly you move past those barriers and there are some examples of digital humans playing a role already in in interesting areas this is Ella and Ella is part of the New Zealand police force assisting the concierge team as part of an upheaval of their service delivery now Ella obviously can deal with a lot of inquiries at one time with stressed people and with her empathetic responses this helps can calm things down and deal with a large volume this is Maya and Emma they're from Maryville University in Missouri they have a huge influx of new students each year and Maya and Emma help guide those students in filling out documentation in career planning in financial advice all of these kinds of things that people want help with they want help when they need it like now this one this is Mia and as you can see this being delivered in entirely through mobile and Mia works for a company called Madera residential which is a real estate company and this is this is customer service which is an area we've become used to seeing chat box in and Maya deals with those kind of repetitive low-level questions that can otherwise take up a lot of people's time and people get frustrated with Maya can deal with all these this huge volume leaving the real people at Madera residential to deal with the things that they actually have expertise and knowledge in these kind of more nuanced conversations finally my favorite one of these is his Florence Florence is part of the World Health Organization and helps people get rid of their smoking addiction and the key here is that a conversation with Florence is a judgment-free conversation which is a really important thing when we're talking about things like addictions a lot of these things carry like a certain maybe a sense of sensitivity maybe shame with them being able to be open and honest can be really really helpful and Florence has been successful enough that at the start of the pandemic when there was so many myths and theories about COVID-19 and let's face it there still are that Florence was deemed as a great way to debunk those myths basically to clarify the situation because there couldn't be a question that you would be too embarrassed to ask Florence because of that judgment-free conversation so there's real power here to reach a lot of people in an interesting way actually at WPP we use the artificial intelligence behind digital humans to to elevate and to upskill the the tens of thousands of people that's a it's a big organization about 130 thousand people at WPP and we're dedicated to upskilling those people so here you can choose any topic to do with AI and whatever language you want to have that conversation is and a video is generated of someone talking you through it looks a bit like this next up strategy and creativity across WPP a teams use AI to enable and inform creative work that wins hearts minds and awards Wonderman Thompson's the next Rembrandt was a masterpiece in the creative application of AI to help I and G celebrate its sponsorship of Dutch art and culture Wonderman Thompson used artificial intelligence to create an entirely new Rembrandt painting or remaining faithful to the artist's vision and craft now obviously this video goes on and there are many many videos like this with different digital humans and the beauty of this is that the digital humans can be swapped in and out new languages can be added this digital human could say that and repeat the same video and narrate it in you know in Spanish or Cantonese or Mandarin or English or Hindi so you know there's a lot of scale and a lot of reuse that comes out of this we can even personalize these videos so digital humans there's an enormous empowerment to having this 24 seven access to open information this is democratization of expert information being able to have those conversations with empathetic responses and a judgment free environment is also very powerful we've already seen that voice behavior is already well established and only going to grow intriguingly there are actually digital people everywhere and you become so used to it that you're kind of almost immune to it so the digital de-aging of people in Marvel films through to actors actually being recreated entirely from the past in certain movies music artists like concerts featuring holograms of artists who passed away like Tupac or Ronnie James Deo and then the digital influencers who exist everywhere on social platforms and then the conversational technology behind these is rapidly increasing in sophistication this is happening all the time we're really at the beginning of this movement let's take a quick look at that so we used to chat bots and voice assistants that sound the same and say the same things to everybody it's one conversation at scale but that's not how we are as people is it but as humans we change what we say and how we say it depending on how we're talking to now AI can actually start to build a picture of your character and personality as it's talking to you which enables it to start to adopt a tone of voice for you as an individual using the camera basically being able to analyze your emotional state and respond accordingly now this it can sound you know uncomfortable but actually this is only enabling a digital human to behave in exactly the same way that you all and I do all day every day how about how they sound the voices we're used again to hearing that artificial voice that we've become accustomed to that Siri kind of voice but that's changing too this is a famous coach from the NFL Vince Lombardi he did a passionate speech at the Super Bowl last year a kind of an inspirational rallying cry you know stick together in these dark times kind of thing it was powerful it was absolutely his voice there was no actor involved but Vince Lombardi died in 1970 so how has this done again this is artificial intelligence and an artificial intelligence doing voice cloning which is where an AI is trained to be able to say new things in an old voice and just to show how accurate this can be this is done using Microsoft's custom neural voice this is a human voice four walls is so good laughing out loud and this is the synthesized voice is version three the JPEG version that would be fantastic as you can see there's not a lot to choose between those two and it again it's not just English here is one example voice and here is its twin now I actually can't remember which order those two are in that's pretty powerful stuff so the conversation technology behind digital humans enabling us to distinguish between people to therefore personalize tone of voice and approach to actually have a you know an empathetic response in a genuine human voice so rather than being one conversation going on everywhere this is true to one to one conversation at scale and that's very powerful so that's digital humans what about the metaverse because that's kind of exploded hasn't it well let's start with with a few stats here so in 2020 27 million people attended five concerts by Travis Scott in fortnight these were viewed 45 million times in May of this year and for a one hour only Gucci sold a digital version of one of its Dionysus bags in Roblox a virtual world for 475 Robux each Robux is the currency within this Roblox virtual world so about six dollars now the resale value of these digital bags reached a point where one of them was resold for over four thousand dollars which is eight hundred dollars more than the asking price for the real physical back until October last year the most money being made by digital artists of people off the sale of one of his works was about a hundred dollars and then he got into the NFT game and this year an NFT of one of his works was auctioned at Christie's in New York in fact about 69 million dollars and then this year again commerce company Boson protocol spent a fairly significant six bigger sum of money I'm purchasing real estate in decentralized land with a plan to build experiences there that bridge the the physical and digital commerce divide now these are all metaverse stories but they're all wildly different they're all really big with really big numbers attached to them and they're not outliers they're like there are lots of other stories I could have used in the place of this so what actually is the metaverse well simply put the metaverse is a any virtual space where people go to play games to interact with each other meet people buy things dance moves outfits go to gigs and just hang out now again like digital humans this all sounds very very high tech and expensive and rather science fiction but again the answer is no it's not for example this is hype land which is built off the back of the hype messaging app in India and it's a space where people can watch videos and hang out it's a pure mobile virtual world and it's described as a magical place to hang out online there are a lot of big virtual worlds out there with millions and millions of players fortnite roadblocks league of legends decentral land minecraft animal crossing but as you can see there's no technology barrier here a mobile first or even a mobile only community can be still be just as much a part of the metaverse as a person with an xbox or a playstation and actually this report from the mobile marketing association in collaboration with group M showed that of all those many people that we've heard about today you know using their mobile as the way to access the internet 84 percent of those are using it for entertainment so there's no shortage of an audience for the metaverse in this region sort of NFTs because we've heard about those but they're not virtual worlds and that's indeed true but they are crucial to any future metaverse economy now an NFT or a non-fungible token is essentially a code which is attached to a singular instance of a digital image or item and tracked on the blockchain now we're used to a digital asset being just one of a potentially infinite number of identical copies so each one individually doesn't really mean much as you attach an NFT to one of them the first one that becomes a unique one-of-a-kind item that gives it value that gives meaning to ownership which gives rise to trade this scarcity that's created by NFTs is a powerful thing so the NFT boom that we're experiencing is inextricably a metaverse phenomenon now Indian blockchain firm Polygon have actually created a solution which is the first dedicated NFT platform specifically for cricket and today is actually quite an auspicious day because I'm pretty sure that today is the day of the auction for Dinesh Kartik's 6 for the win NFT now cricket fans out there and I'm going to assume that there's a fair number and I am myself would remember India needing six runs to win off the final ball against Bangladesh in a famous cricket match and Dinesh Kartik smashes it out of the ground so what's been created here is little animated film of this event with Dinesh Kartik himself narrating it giving his kind of thoughts and feeling as it happens and NFT has been attached to this and it's being auctioned today so keep your eyes peeled basically for the success of this auction and see what happens but this is just one of many many things happening in the region with NFTs now interesting things happen when the metaverse in the real world coincide and crossover we can imagine that happening through augmented reality in the spatial way and an interesting example of that happened in London fairly recently through Snapchat so again a completely mobile first experience with city painting and this enables you to go to a real physical space and apply virtual graffiti through augmented reality but the key is that graffiti is retained in the virtual world so you go away somebody else comes in they look at this wall through their app and they see the graffiti that you left behind so there is a digital copy of the world invisibly inhabiting the same space as the real one which is really interesting but what it means is that we can't afford to think of this metaverse as these virtual worlds as being separate as other and kind of closed off the metaverse is becoming an increasingly large part of the everyday world we live in and it will play an increasingly large role in our everyday lives just as it already is for so many millions of people now earlier this year Mark Zuckerberg stated that the future of Facebook is as a metaverse company and there's word that they might even change their name basically to you know to accommodate this or what does that mean well it really means that alongside everything else we've talked about today you can see that the metaverse is not like a passing fact it's a fundamental cultural and economic shift that we need to be involved in and understand right now the whole movement is nascent which presents a huge opportunity to get involved and help to shape a metaverse that we can all believe in a metaverse which is consistent with the values that we hold to build an environment that is a positive one for ourselves and for our children but things are moving very very fast and that window of opportunity to be truly influential will not remain open indefinitely so really to close this my kind of my rallying cry for everybody is to get involved because the more people with a with a passion and with a good aspiration who can partner with people who have the same aspiration and the knowledge and experience this is the thing that will allow us to actually make real positive change in the world using these technologies so thank you very much and i will stop sharing my screen and i'll take any questions if anybody has them i actually can't hear anything now so i'm assuming they're answering questions hi there we go i thought i'd got away with it there for a minute no you didn't in fact the audience that i'm just going to restrict myself and ask you three so here goes the first question how would you suggest that we all get started in learning about nft and the meta metaverse it's it's an interesting one this one because i think like way back when we were talking about websites you know in the 2000s we all used websites that was quite easy and then we started to talk about iphone apps when they emerged and we all used our mobile phones so that was quite straightforward we are now finding a lot of people talking about the metaverse and nfts where it's quite possible that not that many people over say 35 have actually been there so the thing to do is actually to dive in and and you could start with the metaverse for example you don't have to create big profiles and do complicated things in roblox and fortnight you could just start by having meetings business meetings internal meetings in things like alt space or mazilla hubs or horizons which are really really easy and what you get out of that is just understanding the feeling of being in there of what it's like to meet people and talk to them and to behave in virtual worlds and then you know we create a common ground to have a conversation which which we can move forward and getting a you know a wallet for an nft transaction again just buy some cheap ones it's not about spending lots of money just use the mechanisms of the metaverse and and have a presence in it so that you can understand it it's it's really really easy okay well that takes me to the next question which is what steps should a brand take if they are planning to get into the metaverse like what are the initial go-to strategies that a brand should employ for the same yeah and you know there's there'll be a lot of brands thinking about this because the stories are coming thick and fast so but the key is to understand the relevance and kind of role of the brand and the consumers it's just like if the metaverse was a real physical new country a brand wouldn't just you know fly in set up shop and start selling things they do some thinking and research to go okay well you know what where does our brand fit in this new country and and how do we speak to the people there and what are their customs and behaviors and how do we align with those it's the same so you need to kind of have an idea about where your brand will fit in the metaverse and the kind of message it could have all these kind of experiences you could provide how they relate back so that brand in the real world is important because as we say these things are not shouldn't be considered as two completely separate things if you've got a big audience in one you want that to translate so it's just having some some ideas and some thoughts that you can test in quite small ways to prove some of these ideas out before starting to do some bigger things right I'm gonna end this with a slightly open-ended question you know because of the pandemic we've seen this sudden shift worldwide to a more virtual and hybrid model for businesses and that also brings about this as things normalize it brings about this thought that things will get back to normal see what we need to know a bit so my question to you would be all of this right we're talking about metaverse here we're talking about the importance of the virtual world why would you why would you say that this is all not just a fad not just a passing tandem trend and you know what is it what is going to ensure that this model stays yeah to me it's because the so technology change although obviously it requires you know experts and gifted people or whatever it's it's easier than behavior or change behavior or change is really really hard it's the hardest thing you can do is to try and shift people's behavior so technologies that do really well um have a tendency to actually allow you to use your normal human behavior to you know to interact it's why voice is is actually so easy and has you know which seemed odd when it first happened it was an awkward thing you would like say something to your phone and then it would kind of respond and you love and tell jokes and things but very quickly it becomes normal because actually it's just you interacting with your devices and services in the same way that we interact with each other um and in the metaverse what you see is that people have an environment and an identity in the metaverse and they care for it and curate it um as exactly as they do in the real world so there isn't a big behavior or shift you're using your lifetime of learned experience to behave in the metaverse as you do in the real world um but the the fact that it is you know it's not the real world allows you to uh to to carry out things and do things which in the real world you can't going to a concert um in uh in a metaverse concert like Roblox or Fortnite these are concerts which are not bound by the laws of physics and those are amazing experiences so it's that combination of the enhanced experiences you can have but just being able to have those things with the kind of life experience that you bring to it it's not that you have to learn some complex set of controls and culture you really can just dive in and get going straight away just to understand a little bit more i'm actually not supposed to but this is an interesting topic and you have a lot to say so i'm going to ask when you say metaverse right i mean essentially what we're saying is that you talked about behavioral patterns right of consumers behavioral patterns often not often actually always are dependent upon the environment they're in right so during the pandemic the environment was such where the behavioral pattern turned to a metaverse so in your humble opinion i mean do you see um even if the environment changes quote unquote becomes normal do you see metaverse holding in terms of behavioral patterns of consumers yeah because the the these metaverse worlds that have you know that have become enormous things they come from the world of gaming and their game worlds and gaming is uh gaming isn't going to go away basically this aspect of play it isn't going to disappear there are you know there are more and more gamers like all over the world there's a huge number of gamers in india for example it's become a professional sport now and you see esports which is people watching people play games which is which to me when i was young would seem crazy but it's a huge industry so the the metaverse basically is has kind of been created off the back of the gaming explosion which means that rather than anyone who might remember second life from way way back in the day which was which was metaverse to a degree but it was really um it was a bit bare bones like it hadn't been fleshed out it was new but by the time people now are getting into the metaverse these gaming worlds are very well established and very sophisticated in kind of complete exploratory environments so um and i think that passion for uh for gaming and connecting in these places will just keep powering it forwards lovely well that was a really interesting session i know that you're overseas and you logged in at a different time thank you so much it's pleasant it was it was an honor having you here and we hope to see you soon in india at an on-ground event absolutely it would be lovely to do this uh to do this in person at some point wouldn't it 100 and we look forward to that up until then take care stay safe cheers everybody ladies and gentlemen that was a wrap today at exchange for media's fourth edition for screen age 2021 under the leadership of miss Priyanka Badooria who's team has worked relentlessly to put this together we also had a lot of support from our partner abt and inmobi thank you again to them thank you to the audience for being so patient sending in your questions we're sorry we couldn't ask all and like mr andy who from wpp ended talking about the gaming space stay tuned because we are exchange for media plan to bring all these to you real soon up until then stay safe stay take care thank you exchange for media a name synonymous with the latest news about the advertising 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