MediAvataar's News Desk

MediAvataar's News Desk

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Thursday, 05 October 2017 00:00

Your latest products is..An API?

As a proof of concept, Nielsen developed an Alexa Skill that lets a user ask Amazon Echo questions such as, “What are the five best selling brands of tea in the U.K.?” Other examples of Alexa Skills include setting a timer or a thermostat, ordering a pizza and calling an Uber.

The Nielsen Alexa Skill may be a party trick at the moment, but the potential for a data interface that “just works” for business users, instead of them having to adapt their behavior to satisfy the interface, is too good to ignore.

The user interface is impressive, but the skill relies on the underlying API (application programming interface). For a long time, no one outside IT showed much interest in APIs, but MIT research shows that the most successful digital companies make above-average investments in APIs (1); these companies know that APIs are fundamental to their strategic success. Why do they think that?


Gartner estimates that by 2019, three quarters of an enterprise’s analytics will combine enterprise data with 10 or more data sources that belong to partners or third-party data providers outside the enterprise (2) These data sources include Twitter, Facebook, econometrics data, weather, market research and others.

Big data, combined with the rapid turnover of data sources as companies rise and fall, will eventually overwhelm even the capacity of the data lake, constrained as it is by the need to copy data into a centralized repository. APIs that connect to data remotely are the best tools we have for assembling a broad span of digital data in a timely and responsive manner.

APIs are not just a way to connect to data; they connect companies. It’s estimated that by 2018, more than 75% of new multi-enterprise processes, such as supply chains, will be implemented as distributed, composite apps. Integration Brokers, Integration Software as a Service (iSaaS) and Integration Platform as a Service (iPaaS) providers offer tools for wiring up the virtual enterprise—using APIs.

APIs are also the foundation of digital innovation and agility. The core competencies of an enterprise evolve slowly. Banks will always look after credits, debits and transactions—that’s what make them banks. But the way they make those services available to customers, and combine them with third-party services, needs to evolve rapidly. APIs are a means of exposing core capabilities in a variety of ways: through online and mobile banking, contactless payments using cards and mobile devices, integration with blockchain-based trading systems and so on. The API both separates and connects; it lets the user experience of managing a bank account evolve rapidly and cheaply, independently of the business-critical, slowly changing core processes of the bank.


To be successful, an API must satisfy both the needs of its primary consumers, developers and the needs of its ultimate customer, the business.

Developers are no different than their non-technical counterparts; they want an API that’s easy to use. But they have a multiplicity of requirements that are not part of standard user experience (UX) design—for example the ability of the API to integrate with their favorite programming language. For this reason, some UX practitioners identify a unique problem domain, which they call “developer experience” (DX). Good developer experience, including the availability of a software development kit, documentation, sample code and so on, will do a lot to promote the adoption of an API.

But even an excellent developer experience doesn’t guarantee success; the ultimate consumer of an API is the business, not the developer. APIs that simply expose an intelligence-free connection to a data source are unlikely to be successful. Good APIs add value by presenting data in a generally understandable form, for example based on industry norms, rather than a company’s proprietary view of the world. They make it easy to integrate data into external business processes.


One way to create a compelling API is to capitalize the ability of APIs to deliver intelligence and business value. A company with an extensive database of map data could create an API that allowed them to sell maps. Third parties would be able to grab a map and build their own navigation or routing algorithms on top. The map API is useful, but adds no value or intelligence.

A more enterprising company would offer an API that provides turn-by-turn directions for a journey, rather than just a map. It’s possible to update the map as roads get built and improve the routing algorithm without changing the API—and disrupting the software using it.

This sort of API could beget an ecosystem by encouraging the creation of supplementary services: showing the location of nearby hotels and gas stations, plus the availability of rooms and the price of gas, for example. An analysis of journeys taken using the API, and traffic information inferred from this, could further improve the service. By being thoughtfully designed, the API has engendered an ecosystem.

Another pattern that’s proven successful in the real world is having foundational or universal APIs and using these as the basis for creating an API tailored to an individual client. Netflix has popularized these "Experience APIs" that tailor the API "experience" to the needs of each consumer.

These are a few pointers, but the use of public APIs is still in its infancy among traditional businesses. There is no proven playbook for creating digital APIs, and companies are struggling to invent solutions. Eventually best practice will crystallize and things will improve, but until then we’re in for a bumpy ride. There is no doubt, however, that APIs are the foundation needed to connect independent systems and processes. And without the ability to connect, nothing else can happen in the digital economy.


Being able to connect data and processes is, of course, only the first step in understanding the environment in which the enterprise exists and realizing the value of these connections. Being able to connect to a myriad of different data sources does nothing to resolve the heterogeneity in the underlying data sources, where the same real-world entity may be identified and described in a multiplicity of different ways and must be reconciled in order to perform any kind of meaningful integration.


Written by Tom Edwards, SVP, Technology at Nielsen

Triton to help SAMCO with Strategies to boost their Discount Broking Business

SAMCO, one of India's fastest growing companies in the Discount Broking Industry has announced the appointment of Triton Communications as their creative and digital agency. Triton has been on the Indian advertising scene since 1991 and has had mega institutions such as Adani-Wilmar, Eureka Forbes and YES Bank on its portfolio.

One of the dominant players in the Discount Broking Industry, SAMCO offers trading and investing in the stock market at extremely affordable costs. It’s retail broking solutions at a 'flat fee model' (Rs. 20 per transaction irrespective of how large the value is transacted) on India’s leading Stock Exchanges (NSE, BSE, MSEI, MCX and NCDEX) across stocks, futures, options, currencies and commodities have already disrupted the Indian broking industry.

Commenting on the appointment, Jimeet Modi, CEO of SAMCO says, "At SAMCO, we respect creativity and innovation. We are interested in exploring newer ways of targeting our audience; therefore our association with Triton Communication is very essential in terms of penetrating the market. Triton have launched and created some memorable campaigns in the past and their aggressive approach is what we're excited about to make ourselves a formidable name. I'm excited to work with Triton."

Chirag Joshi, Head of Marketing at SAMCO says, “We are looking at building a definitive presence in the minds of Indian investors and for that, a strong brand image is critical. Getting Triton Communications on board as our creative and digital agency is a first step towards that, I’m sure our partnership will lead to more and more Indian householdscoming into main streamIndian Capital market and drive inclusive growth.

Ali Merchant, Founder Director of Triton Communications says, “This new partnership has come as a delight for me and my team. SAMCO is a very different client than the rest of our portfolio, and their needs are both challenging and intriguing at the same time. I’m looking forward to us chalking out strategic and creative ideas that work for SAMCO.”

Ullas Chopra, National Creative Director of Triton Communications says, "Winning the creative mandate for SAMCO is one of our highlights this year. We have worked with many financial institutions and brands but SAMCO's discount broking offering is unique and thus challenging to work on. I'm already looking forward to see how our campaign shapes up for them."

Why GANT is moving out of the commercial break into primetime with its own show, premiering on YouTube this October

In a world where traditional advertising has grown tired and brands are promoting products in impersonal ways, American lifestyle brand GANT has made it its mission to create a campaign that offers real value and meets its consumers in a new way by creating content they find interesting. The result is a TV show in line with the GANT credo: Never Stop Learning.

October 2017

As one of the first companies in their industry to create long-format unbranded content, GANT is partnering with former Late Late Show host, actor, writer and comedian Craig Ferguson and his wife Megan Ferguson, a former art dealer, to create a non-scripted TV show, that will premier October 9th. The show, titled Couple Thinkers, will follow the Fergusons as they travel around the world to seek out topics they’ve always wondered about but have never had the chance to explore - until now. Together with some of the world’s most renowned experts, Craig and Megan dive into everything from “When do we need to leave this planet?” to “Can we stop aging?”

“To be a leading brand in the future we believe consum¬ers need to understand why your brand exists”, says CEO Patrik Nilsson. “Since 1949, GANT has worked to make the world better and more beautiful through our passion for  American sportswear and lifelong learning. Our ‘why’ is Never Stop Learning. It is a promise to improve each day, to listen and learn on our quest to create deep and mean¬ingful connections with our consumers. This TV show is a great example of that, and together with our innovative products that make everyday life easier, we are confident our consumers will help GANT to become the leading lifestyle brand in the world”.

GANT wants to inspire its consumers to be curious and to strive higher, in line with its credo: Never Stop Learn¬ing. Recognizing that traditional advertising cannot reach these goals, the idea of Couple Thinkers was born. The concept was developed by GANT and produced in collaboration with Zodiak Factory & Mastiff, part of the Banijay Group. With the TV show GANT offers something of value to people: content that engages, inspires curiosi¬ty and makes learning meaningful.

“We created this show with young curious professionals in mind – a group that is well-informed, open-minded and tech savvy”, says Global Marketing Director, EleonoreSäll. “We believe brands should dare to create content that is both entertaining and informative, content that people would genuinely like to watch. With this show we hope to create conversation starters, spark curiosity and prove that questions can be more important than answers – something we believe the world needs more of right now”.

Couple Thinkers will air in 70 countries and premieres on YouTube on October 9th. GANT made the choice to air the show on YouTube as it is widely populated and the most democratic channel where consumers can ride the wave of accessible learning.

Thursday, 05 October 2017 00:00

ZEE Entertainment completes 25 glorious years

This momentous occasion also marks the 25th anniversary of the Indian satellite television industry

In the history of our country, October 2 is a landmark day as it is the birthday of the Father of our Nation, Mahatma Gandhi. On this momentous day, way back in 1992, India also witnessed the birth of satellite television with the launch of the first Hindi satellite television channel, Zee TV from the stable of Zee Telefilms Ltd., now ZEE Entertainment Enterprises Limited (ZEEL). This year, ZEE Entertainment, which has evolved from an Indian television broadcaster into a Media & Entertainment conglomerate, has completed 25 glorious years of bringing the best of entertainment content to viewers in India and across the world.

Reflecting on ZEE’s journey of 25 years, Dr. Subhash Chandra, Chairman - Essel Group & ZEE and Member of Parliament, Rajya Sabha said, “25 years ago, the launch of India's first private television channel, Zee TV led to the commencement of a whole new industry which not only generated employment for 50 lakh people but also gave a new direction to our country. We started with a single resolution to provide entertainment to people in the comfort of their homes, and today, we share this happiness with 1.3 billion viewers across 173 countries, in 19 different languages. ZEE has become a household name because of the continuous support and love of viewers across the world. It is their support that has made a private channel into a public movement. Under the able leadership of Punit and Amit, ZEE will always work towards new technology and concepts so as to provide its viewers with the best of entertainment.”

Sharing his views on this milestone, Mr. Punit Goenka, MD & CEO, ZEEL said, “On October 2, 1992, our Chairman, Dr. Subhash Chandra launched the nation’s first private satellite television channel and sparked the evolution of not just a company, but also an entire industry in itself. An industry which today stands at an estimated size of INR 588bn, generating millions of jobs across the nation and worldwide. Right since its inception in 1992, ZEE has been at the forefront of launching many industry firsts, courtesy to its pioneering vision, entrepreneurial spirit and sheer persistence. We started as a television broadcasting company and have today emerged as a global Media & Entertainment conglomerate, entertaining over a billion viewers across the world. As consumer preferences shift and evolve, our aim at ZEE, is to anticipate the change, embrace the new and continue to lead by innovation.”

Adding on to this celebration, Mr. Amit Goenka, CEO – International Broadcast Business, ZEEL said, “ZEE forayed into the international business in 1995 with the launch of Zee TV in the UK. Over the years, ZEE has emerged as the cultural ambassador of India, taking its rich and engaging content across the world, to not just the South-Asian diaspora but to local audiences in international territories. Our vision for the future is to become the world’s leading global content company from the emerging markets.”

With the vision to bring a revolution by facilitating convergence of media and communication with a mirror into the common man's life, Dr. Subhash Chandra had launched Zee Telefilms Limited (now Zee Entertainment Enterprises Limited) in October 1992. The journey that began with a single channel has opened the gateway for Indian entertainment to the world. ZEE is today providing entertainment content to diverse audiences across 173 countries with a reach of more than 1.3 billion people.

With a dedicated focus on quality content, the company has built a diverse portfolio of leading businesses across the entertainment value-chain including television broadcasting, digital, movie & music production and live entertainment. Over the past 25 years, ZEE has always been committed to remaining profitable and delivering increasing shareholder value. ZEE has also established a very strong consumer connect and is governed by a set of values that hold them in good stead in the face of changing viewer environments.

Shashank will expand operations in Bengaluru & rest of South India

iCubesWire, a leading Digital Marketing Solutions provider, today announced the appointment of Shashank B. Veerappa as the Group Head of the South region. He will head iCubesWire’s Bengaluru office while working towards expanding and strengthening its business.

Shashank brings 13+ years of experience to iCubesWire, having worked in areas such as digital online sales and marketing, product design and management, client and partner management, operations responsibility and has defined multiple roles with broad range of analytic & creative skills in marketing, lead management, sales & operations. Prior to joining iCubesWire, he was associated with Hungama Digital Services as South India head. He has also worked with Times Internet, Tyroo Media and Exchange4media.

Sahil Chopra, Founder & CEO, iCubesWire says, “I am certain that Shashank will strengthen the organization’s presence in the market and expand our business prospects in the South region. I am excited to have him onboard and hope for a fruitful association with him. The path ahead surely looks interesting & we shall achieve greater heights together.”

Commenting on the new role, Shashank B. Veerappa says, “I am really excited to join iCubesWire who have proven it to be the leaders in Digital Solutions for the last 7+ Years. It’s going to be a great start at the Bengaluru office where I look forward to leveraging my skills into expanding business for iCubesWire. I hope to bring in value to the company by escalating the process of achieving our business objectives.”

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