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Companies bet big on customisation

Of late, the concept of social networking has oft en been dented into one’s head, and if trends are an indication, then perhaps the future will see it drilled. While social networking has caught on in massive proportions (India stands third in Orkut subscriptions & Facebook is catching up), e-mail providers are on war footing when it comes to our nation.

So while one notices Rediff CEO Balakrishnan flying rather frequently in and out of the Big Apple (negotiating perhaps a sellout with Yahoo or Google), at home, Times Internet has shaken dust and is bracing itself for challenges to confront in the near future. A recent revamp of their mail services is testimony enough to look at Indiatimes in a new light.

“The consumption of internet is a very individual process, merely providing one kind of content for all does not work,” says Dinesh Wadhawan, CEO & MD, Times Internet. So be it MyYahoo or iGoogle, what holds the key is perhaps the degree of fl exibility that a service provider can offer akin to building blocks. The tools are at you disposal, build however you may please. But does salvation only lie in flexibility or is there a consumer loyalty factor that lurks behind all that jazz. Or rather what exactly is that one differentiating factor that guys at Indiatimes are betting on? “First of all, MyIndiatimes is not a MyYahoo or iGoogle,” says Mohit Hira, Marketing Head at MyIndiatimes, “whilethrough MyYahoo & iGoogle, you can only allow personalisation of your personal homepage and prescribed products respectively, with MyIndiatimes, soon you would be able to access Yahoo mail and Gmail as well. While Bennett & Coleman, father to Indiatimes, needs no introduction in this country, it stands as a regional player in the global village with Google and Yahoo playing big daddies. To challenge their dominance, is a big leap ahead, and the company will need every bit of its India expertise developed over the years in order to go the distance.

B&E edit bureau: Shashank Shekhar

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

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