MediAvataar's News Desk
Leading global management consulting firm Kearney has appointed Kaushika Madhavan as the new Managing Partner and Country Head for its India unit. Taking over from Vikas Kaushal at the beginning of this year, Kaushika will oversee business strategy and operations of Kearney India.
“The India unit has been a key part of Kearney’s success story and I am confident it will continue to deliver against our high expectations going forward”, said Alex Liu, Managing Partner and Chairman of Kearney. “Kaushika’s proven credentials in delivering breakthrough transformations for clients fit perfectly for the Kearney’s next phase of growth in India”
Kaushika has almost two decades of consulting and industry experience working with leading Indian and global clients across industries, with a focus on consumer products, retail, pharmaceuticals and healthcare. An Indian Institute of Ahmedabad alumni, he has been instrumental in enabling several Kearney top-notch clients achieve breakthrough transformation in areas such as profitability improvement, cost reduction, service-level enhancement, process improvement, organization, and capability augmentation for rapid scale-up.
After taking over the top job of Kearney India, Kaushika said, “I am very excited to take on this role. Kearney India has a strong client base and a solid reputation of delivering tangible results. This gives us the right foundation to launch into our next phase of growth in India.”
“Kearney India has seen tremendous growth in the last few years. The India team has put up exemplary performances year-on-year, and Kaushika has been an integral part of the team that has won great trust and respect within the Kearney fraternity and our clients,” said Saurine Doshi, Partner and Head-Asia Pacific. “I am confident Kaushika will steer the India business to new heights in the future,” he added.
Publicis Sapient,announced that it has wholly acquired Sapient.i7 Ltd, the joint enterprise it launched with Tquila Ventures in March 2018.
Over the past 2 years, Sapient i7 has offered an extensive set of services leveraging Salesforce technology to enable digital transformation for large companies in Europe.
Sapient i7 will join Publicis Sapient to form a new Global practice expanding Publicis Sapient’s Salesforce expertise and strengthening its alignment to the technology.
The Global Salesforce practice will be led by Jason English. Stephen Aitken, the current CEO of Sapient i7 will lead the UK, Europe, and APAC Regions.
Jason English, SVP, Global Salesforce Practice Leader, Publicis Sapient says: “The acquisition of Sapient i7 enhances the value Publicis Sapient brings to its clients. Publicis Sapient has been delivering large scale digital business transformation for a number of years and the acquisition of Sapient i7 enables the company to offer digital business transformation on a truly global scale.”
On the acquisition, Stephen Aitken commented: “It’s been exciting to watch Sapient i7’s Salesforce practice grow quickly in Europe. The acquisition enables us to continue growth in delivering digital business transformation on the Salesforce platform.”
Stephane Viallet, VP, Alliances, Salesforce commented: “We’re excited that Publicis Sapient has now acquired Sapient i7. This is a renewed demonstration of Publicis Sapient’s commitment to invest in the digital business transformation of organisations, leveraging Salesforce technology.”
The Mobile Marketing Association India (MMA India), a leading global mobile trade body, in collaboration with GroupM, a media investment group, launched the third edition of ‘Mobile Marketing Ecosystem Report 2020’.
This year’s theme for the report revolves around how mobile is a bigger platform than digital platforms. The report also delves deep into various trends impacting consumers and marketers, and highlights reasons why it’s necessary to go beyond the traditional realms of digital marketing to drive business and brand outcomes. It analyses where mobile marketing stands today, what has led us here and what the future holds. Marketing to a generation of mobile users in the most effective way is only possible with a true understanding of these users and the platforms they so ubiquitously utilise.
For the first time, the report incorporates POV (point of view) articles from industry experts like Sandeep Bhushan, Director & Head, Global Marketing Solutions, Facebook; Madhubanti Banerjee, Director, Marketing Effectiveness, Nielsen Media, South Asia; Gulshan Verma, SVP & Head, Client & Agency, Hotstar; Sameer Singh, Vice President, Monetization, TikTok India; Niraj Ruparel, Head – Mobile, Mindshare; Amit Relan, Co-founder & Director, mFilterIt; and Rohit Sharma, Founder & CEO, Pokkt Mobile ads. From metrics evaluation, brand safety, mobile entertainment to gaming and voice/audio marketing, these opinion pieces from industry leaders will help marketers to understand the gaps in content, measurement and brand safety, which are widely acknowledged as key industry challenges.
Speaking on the announcement, Moneka Khurana, Country Head, MMA India said, “Considering the importance that mobile marketing holds for brands, marketers must be armed with the information on the trends and changes in the landscape and leverage the opportunities they provide. With the ecosystem report, our aim is to highlight these trends and opportunities, some of which have already become active in 2019 and will likely form vital elements of mobile marketing campaigns in the coming years. It is our hope that this report acts as a guide for marketers, highlighting the key focus areas, their challenges, and helping them to decipher what they must expect from this ever-changing mobile ecosystem”.
Prasanth Kumar, CEO, GroupM South Asia commented, “India will continue to witness an upward trend in the growth of mobile ad spends this year. Cheaper data tariffs, the exponential growth of entertainment on mobiles and a variety of smartphones have led to the emergence of ‘mobile-first consumption’ users in the country.”
“India is a diverse and mobile-first country, and this will further boost the growth of mobile advertising compared to digital. The availability of content in regional Indian languages is driving consumption of the mobile internet in India. We have also witnessed the use of e-commerce apps on mobile phones growing in the last few years. With a mix of utilities, mobile is going to be bigger and better in the country.” he added.
Key highlights from the report:
Ephemeral Content: Ephemeral content is a rich media format which disappears after a short duration. Due to its temporal nature, ephemeral content forces creator to be more spontaneous and thus increases the likelihood of the content being authentic.
AI: About 80 % of large corporate giants have adopted some or the other form of machine learning in building new competent systems, complementing their core business.
E-Wallets: India’s local UPI (Unified Payments Interface) platform crossed the 1000 million user mark in October 2019, making it one of the fastest adopted payment gateways in the world, leading to a massive rise in social commerce.
Gaming: There are approximately 250 million mobile gamers in India, spending about 60 minutes every day playing mobile games.
OTT: With more than 30 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands, Indians are prone to consuming content across an array of digital formats and platforms.
Original Content on OTT: OTT players are estimated to make hefty investments of approximately INR 2.5 billion for content creation as well as distribution.
Influencer Driven Content: Marketers believe that influencer marketing helps them engage with customer in an interactive way and thus 80% of them would increase ad spend next year.
Video: With attention spans of consumers being short, short-format advertising content is key. Currently, India is the sixth largest market in consumption of video ads.
Vernacular: 90% of new internet users over the next five years are expected to prefer regional languages to access the internet.
Voice: 25% of search queries in India are through voice commands. 38% of consumers who have engaged with voice ads find it less interfering as compared to other forms of advertising.
MarTech: CRM to programmatic ad buying, automation and artificial intelligence are making the advertising process more efficient. Nearly 80% of large corporates have adopted machine learning in some form; 30% of new-gen start-ups
Measurement Metrics: The key metrics that matter to business are output metrics, Brand and Sales metric. Very often, advertisers measure input metrics as a way to quantify or metricize their advertising efforts. While these metrics are important to ensure hygiene and efficiency of campaign input, these are not output metrics that ultimately matter to business growth.
Current mobile landscape statistics:
· India has active user base of 451Mn while the internet penetration hovers over 36%
· Currently, across both rural and urban areas in India, 99% of users are using the internet on their mobile phones
· Along with cheaper data plans, smart phones have also become more affordable, allowing wider access
· Out of a population of 1.3-1.4 billion, India has 1.16 billion mobile subscribers, comprising 700 million unique mobile subscribers
· With the increase in number of mobile phones, time spent on mobile also grew to 3.7 hours per day which is a 25% jump as compared to 2017 data
· Currently, data in India is priced at USD 0.26 for 1 GB, as compared to the global average of USD 8.53 per GB
· In the third quarter of 2019, the smartphone market in India shipped a whopping 46.6 million units, fuelled by launches of new models, online sales and price corrections
· In 2019, consumers downloaded a record 204B apps worldwide, spending close to $120B which is 2x of 2016 spending
· Among all active mobile internet users in India, which stands at approximately 451 million, entertainment is the purpose for a whopping 84%
Weber Shandwick Research Finds Companies Facing Complex Challenge of Navigating Two Dozen Drivers of Corporate Reputation
Research released by Weber Shandwick, one of the world’s leading global communications and marketing solutions firms, confirms that corporate reputation is an invaluable asset with appreciable impact on a company’s bottom line. The State of Corporate Reputation in 2020: Navigating the Omnidriver Era finds that Asia Pacific executives, on average, attribute 61 percent of their company’s market value to their company’s overall reputation.
“There is plenty of evidence that reputation makes a meaningful contribution to business success,” said Baxter Jolly, CEO, Asia Pacific of Weber Shandwick. “Our study confirms that the value of reputation is just as high in Asia when compared globally, and shows how it takes a fierce level of attention to an unprecedented suite of reputation drivers – nearly two dozen deemed significant – to remain highly regarded and prevent reputation erosion.”
The State of Corporate Reputation in 2020: Navigating the Omnidriver Era, an online survey, was conducted by Weber Shandwick in partnership with KRC Research among 2,227 executives in high revenue companies across 22 markets worldwide; Asia Pacific markets included Australia, China, Hong Kong SAR, India, Indonesia, Japan, Singapore and South Korea. In addition to reputation, the survey covered culture, CEO activism, employee activism, crisis and risk. Additional reports on these topics will be forthcoming.
Reputation is “omnidriven”
When asked to rate nearly two dozen different reputation drivers on how much each contributes to their own company’s reputation, global executives assigned similar scores to each. All 23 are rated highly by at least half of the global executives in the study. This lack of distinction suggests that companies globally can no longer solely focus on and prioritise just a few key drivers of reputation, but should instead consider many drivers with relatively equal importance. From quality of employees and products to financial performance and corporate culture, everything matters to corporate reputation today.
As important as the new insight that reputation is increasingly omnidriven, so is a potential reason for this sea-change shift: most reputational crises are self-inflicted. Among the global executives who report that their firms experienced a crisis in the past two to three years that impacted their reputations, a staggering 84 percent in Asia Pacific (compared to 76 percent globally) claim that the crisis was preventable. In an environment where business leaders are being caught off-guard by dangers that seemingly lie in plain sight, companies must ensure they are hyper-alert to all factors when working to build and safeguard their reputations, especially within this region.
“We are navigating an era of exceeding complexity, in terms of reputation management,” said Baxter Jolly. “As our research illustrates, each Asia Pacific market prioritises different factors in terms of reputation, even in a multi-factor era. I believe these insights will prove invaluable in helping craft the proactive, data-driven strategies that will guarantee business success in the Asia Pacific over the coming decade.”
Reputation is on the board’s agenda
Corporate reputation is on the radar of company leadership. Nine in 10 executives (91 percent) say their company’s reputation is important to their board of directors, with about half (52 percent) reporting it to be very important to the board.
“A company’s reputation matters to more stakeholders than ever before,” said Micho Spring, chair, Global Corporate Practice at Weber Shandwick. “This research demonstrates that executives firmly believe that reputation matters to board members. Board members are clearly perceived as proactive partners in reputation management today. After all, boards of directors have oversight responsibility for mitigating reputation risk and driving business value.”
Reputation is measured and communicated
The majority of Asia Pacific executives (74 percent) report that their company’s leadership measures or monitors the reputation of their organisation. Globally, it was reported slightly less at 71 percent. When asked how reputation gets measured, executives most often report factors such as employee satisfaction or engagement, sales and financial performance, and surveys among various stakeholder groups.
Reputation is a noticeable point of communication from business leaders globally. Approximately seven in 10 (69 percent) say senior management has mentioned the company’s reputation to employees in the past 12 months and more than half of publicly-held companies (57 percent) report company reputation has come up on earnings calls. Executives are satisfied with the level of attention on reputation from their leadership: 70 percent say senior management focuses on their company’s reputation “just the right amount”.
“Corporate reputation now bleeds into the employee base, forging cultural signposts that drive talent attraction and retention,” said Ian Rumsby, Head of Weber Shandwick consultancy, United Minds, APAC. “With ‘quality of employees’ cited as one of the leading factors that contribute to company reputation, an organisational commitment to a sustained culture transformation agenda can reap significant and long-standing dividends.”
Communication of values is key
Communicating corporate values is critical today. Eight in 10 Asia Pacific executives (81 percent) say it is important that the CEO communicates the organisation’s values in order to be highly regarded. Additionally, a company’s ability to communicate and deliver upon its mission, vision and value is tied with how a company responds to crisis as the top marketing and communications-specific driver of reputation.
This view is consistent across regions. In North America, 81 percent of executives also think it is important for the CEO to communicate the organisation’s values in order to be highly regarded, closely followed by Latin America (79 percent) and Europe/Middle East/Africa (77 percent). When it comes to how much a company’s ability to communicate its mission, vision and values contributes to its reputation, executives in LatAm think it contributes to a significantly greater extent than those in APAC, EMEA and North America.
“Despite the challenging landscape of complex reputation drivers, the discipline of corporate reputation is on solid ground as we head into the next decade,” said Leslie Gaines-Ross, chief reputation strategist in-residence at Weber Shandwick. “Our latest research shows why reputation matters and the benefits that come with being well regarded. Reputation is a competitive asset in a world marked by uncertainty, intractable business challenges, lightning-fast digital transformation and brutal talent wars. Strategically cultivating and maintaining a strong reputation, both internally and externally, has to be a top priority for nearly all business leaders today.”
Insights for Building Reputation for Greater Market Value
The State of Corporate Reputation in 2020: Navigating the Omnidriver Era Now provides guidelines for strengthening a corporate reputation to maximise its influence on market value. To do this, we explored a segment of global executives that experiences an exceptionally positive financial result from their strong reputation, reporting that at least 76 percent of their market value is attributed to their company’s reputation. The “76 Percenters” are companies that are leveraging reputations for maximum financial returns and they differ from the average executive on several key behaviours. The insights below are based on the most substantial differences and form the basis for best practices for turning reputation into market value.
Every driver of reputation is magnified. The 76 Percenters score every reputation driver higher than the average global executive, many by at least 10 percentage points. This segment is hyper-focused on building their reputations and does not overlook any drivers.
Measurement of reputation is key. The 76 Percenters are more likely than average to report that their CEO or senior leadership measures or monitors the company’s reputation (83 percent versus 71 percent). This group recognises the value of their reputation and ensure they maintain it by vigilantly assessing it. As it is often said, you can’t manage what you can’t measure.
Marketing and communications are critical drivers of reputation. The 76 Percenters are more likely than the average executive to say that marketing and communications contributes to their reputations. The factors 76 Percenters place a greater focus on include communications to the public and employees (67 percent vs 57 percent), social media communications (63 percent vs. 53 percent) and leadership presence on social media (61 percent vs. 51 percent). For this segment, effective communications are key to being well regarded.
Reputation is strategically communicated to critical stakeholders. Executives at 76 Percent firms are more likely than average to say senior management has mentioned the company’s reputation to employees in the past year (83 percent versus 69 percent), and those who work at publicly held companies are more likely than the average publicly held company executive to say the topic of reputation has come up during the company’s earnings calls (74 percent versus 57 percent). The 76 Percenters make key groups such as employees and investors aware of the company’s reputation.
Senior leadership is highly visible. While the majority of global executives think it is important for CEOs to be accessible in a number of ways for their company to be highly regarded, the 76 Percenters place a greater value on visibility. They are more likely than average to say the CEO should have a social media presence (67 percent versus 59 percent), be active in the local community (74 percent versus 68 percent), and win awards or rank on best of lists (70 percent versus 64 percent). Executive visibility is core to reputation building and ultimately greater market value and therefore should be an integral element of any reputation program.
“What we’re seeing is an increased crisis of trust,” said Carolyn Devanayagam, Head of Corporate, Asia Pacific. “With consumer, industry, investor and governmental pressures, the entire value chain of how products are made is facing unprecedented scrutiny from a variety of stakeholders; stakeholders looking to ensure a business or product is trustworthy. What guarantees trust, more than anything else, is a solid reputation that extends across a brand’s practices and identity.”
India Estimated to Add 100 Million Mobile Internet Users
AppsFlyer’s Global App Install Ad Spend Projection report sees global spending to hit USD 118 billion in 2022, with Asia-Pacific commanding the lion’s share with USD 61.1 billion
In 2019, India’s App install ad spend was at USD 1.2 billion, while China’s at USD 15 billion, Japan’s at USD 2.7 billion, and Indonesia’s at USD 800 million
AppsFlyer, the global leader in mobile attribution, published its ‘Global App Install Ad Spend’ three-year projection, anticipating continued robust growth in ad spend in Asia-Pacific doubling (104%) from USD 29.9 billion last year to USD 61.1 billion in 2022 - the largest share globally.
The upward trajectory will be fueled by the growing number of app installs, projected by some to increase from USD 204 billion in 2019 to USD 258 billion in 2022, with key markets including Indonesia, China, India, and numerous countries in Africa experiencing a surge in app users. As a result, consumer spending in app stores alone reached USD 120 billion globally in 2019.
Globally, Appsflyer expects a surge of app install ad spend, which will double by 2022 and reach USD 118 billion globally. This projection is based on a predictive model, drawing on AppsFlyer’s own data which included over 30 billion non-organic installs, USD 48 billion in ad spend, and 72,000 apps in a 2017-2019 sample.
Ronen Mense, Managing Director & President, AppsFlyer, APAC states, “Being a truly mobile-first, often mobile-only, market, there should be no more question why APAC is at the forefront of the global tech ecosystem. While China has long been emerging as the top ecosystem player, fast-maturing mobile economies especially India’s and Indonesia’s will continue to drive the region’s exponential growth. Given the marketplace’s complexity and scale, APAC marketers would have to look even harder on how they can better optimize their marketing budgets.”
The projection also mentions India adding more than 100 mobile internet users by 2022. However, despite its sheer size, India has less of an impact on APAC’s overall app install ad spend because of the low cost of media in the country (only USD 0.25 - USD 0.28 per install). The app install ad spend in India for 2019 was approximately USD 1.2 billion — a small piece in the USD 30 billion spent across APAC.
APAC tops the growth chart
Due to the mega markets of China, India, Indonesia, and Japan, Asia-Pacific commands the lion’s share of app install ad spend, with over half of global budgets through 2022.
By comparison, the North American user base of connected mobile users will only grow 5% by 2022. Europe presents a more diverse landscape for ad spend. While Europe will add 16 million connected users by 2022 (only a 6% growth rate), Africa and MENA (Middle East and North Africa), will add no less than 60 million connected mobile users — growing at 20%, with Africa (Sub-Sahara) expected to grow twice as fast as MENA.
This projected growth of the global app market validates AppsFlyer’s own growth, coming on the heels of its USD 210 million Series D funding round led by General Atlantic, a leading global growth equity firm based in New York. This year it opened its seventh Asia-Pacific office, in Jakarta, Indonesia.