It is funny to talk about this on nearly 24 hours after I wrote on who needs a website in the age of social media. Consider this therefore a second part to that post, the other side.
Now without knowing it I have been part of this whole social media game for over three years now (nearly four if you consider just owning a blog 
). And I have been fortunate to see its proponents grow and get mainstream acceptance at least to the point of regular press mentions. Which is a good thing. We get excited about Twitter getting more popular than Naukri, excellent. As social media beings we laud every effort businesses take to be on these platforms albeit their inefficient use of it, which is good too, that’s how you encourage people to try new things.
However, in the era of social networks and engagement and conversations we have left a gaping hole in the growth of digital media in India unattended.
This point has been simmering in my mind since quite some time now. It in fact began when I got my first job in an IT firm, my relatives thought it was a call center when in reality it was one of the fastest growing Domain Registrars in the world. People, the society at large that is, is still not aware of the web as much as it should.
Here, I am not beating home the point of connectivity or the lack of it or the fact that only 50 odd million Indians have web access. Instead I am talking about the same 50 odd million, the majority of whom are in fact scared of this medium, the ones’ who just don’t understand it.
Forget infrastructure or better bandwidth, forget vernacular content, here are highly literate people who spend quite a bit of time on the web completely unaware of its inherent benefits to their work, business and life. Rajiv once wrote about how he never helped his father know the net better, that is the case with many fathers in India. Decision makers in business who use the web for their convenience but don’t know how to use it for their business.
The question without further whining is: In the whole talk of how social media is bringing democracy on the web putting brands and customers on the same pedestal, have we neglected the need for SMBs to be online and make the most of it? The situation isn’t dire but it needs attention nevertheless. Despite the tonnes of web designers, SEO guys, ad agencies around we are still a long shot away from bringing all industries to function on the web. Most of the stop at the Sulekhas, the Alibaba’s, etc. Most of them stop at gmail, yahoo, etc. perhaps some presence on Orkut. Is that enough for the growth of digtial media?
And as proponents of social media, isn’t it our responsibility to also talk about the web that precedes conversation and engagement? Have we in the celebration of the arrival of conversational marketing in India with social media being the new buzz missed the chance to get a mighty bunch of very important people web savvy?
Making this happen will make a whole new ecosystem develop through digital media. SMB’s might begin paying for web apps which might change the whole setup for web app companies, it will present more opportunities for young students to land more jobs. Training and imparting technical knowledge will suddenly become a more potent opportunity therefore and not just the “holds-big-potential” that it is now. Proponents of new media will be able to convince people better about new media, online branding, advertising, conversions and conversations, the metrics will make a whole lot more sense to them. The industry will get a more potent voice int eh alleys of the parliament which would benefit the industry push IT reforms. The benefits are endless.
The scope and opportunity for us as stakeholders of digital media is huge, but it wont’ come on a platter. As early adopters and first users, we need to take the onus of propelling it further, each one of us. For before we begin to bridge the digital divide, we need to bridge the divide that exists within the ecosystem.
@manish-great effort.You have driven a core point
…” have we neglected the need for SMBs to be online and make the most of it?”
…”Decision makers in business who use the web for their convenience but don’t know how to use it for their business.”
I always believed this is the case with Indian digital ecosystem. I will tell a interesting observation which i see in west.
If you go to a shop and say you buy a item,then it costs X ,the same item from the same shop on thioer ecommerce site costs atleast 20%-30% less.
Its simple why they do this.It reduces lot of overhead of maintaining Shop floor,front end staff ,electricity,security etc… so they pass on some(:) yes only some) benifit to customer. Thats why they actively enocurage customers to visit online store than offline store.I am not talking about just big brands.I can even buy fish for my aquarium,catridge for my printer online..thats the penetration levels.
I have seen some businesses faring well entirely based on Amazon and Ebay platforms.
Somethings India need desperately,and best practices in west
1) RBI should allow paypal to conduct its full operations.Right now its very restrictive in nature
Once this happens Ebay and Amazon services will surge in transactions.
2) Postal Dept is dying,they can turn around with business packages for bulk courier orders from SMB’s. Royal mail in UK earns millions by this channel.
3) In UK every shop big and small have refund/exchange policy on almost 99% products.That alone drives consumer confidence to try things online(think shoes,apparel).
It can be done by govt or retail associations support.
For people who argue on this point–The abusive probability is very low ,and tracking fradulent accounts is easy online.
That’s some great insight Pawan. I think one of the reasons for most of your points not happening right now itself goes back to the points on the post though, they’re just not aware they can take these steps..and people like us know are not talking about it enough
Hi Maneesh,
Certain events might trigger the net usage in India ..
eg: Online Admission Process, Online Trading, Online Ticket Booking, Online Results, Online Passport/PANcard application.
These incidents will bring in new users (students, parents, first timers..) on internet and might hook them forever.