Mobile Content Summit 2011 - Highlights - Part I

Virtue Insight’s Mobile Content Summit 2011 was abuzz with excitement as twitterati began to swarm the event with a flurry of tweets since morning, enlivening the atmosphere much before speakers graced the stage. Tweets from the organizers and event partners started pouring in the huge screen near the podium, facilitated by the Conference App by Hazel Media, Mobility partners of the event. 

The event kickstarted with the opening remarks of NK Goyal, President CMAI (Communication & Manufacturing Association of India), who chaired the morning session. Goyal, a telecom veteran with rich experience spanning more than two decades brought out the Indian telecom conundrum in perspective when he pointed out at the sector’s high profitability despite having the lowest rates in the world. He requested the telecom executives present in the conference to bring awareness about the health hazards involved in mobile phones. He also stressed on the need to assure customers of minimum bandwidth in 3G networks. 

Shyam Ramamurthy, Senior Director- Media Engineering, Yahoo in the morning’s first address talked of Yahoo’s mission to create deeply personal digital experience. He pointed out the changing dynamics of consumer experience through connected devices. He predicted the immanence of HTML5 as the standard for providing superior experience.  He showcased Yahoo’s efforts with Content Optimization Relevance Engine (CORE), the largest content cloud in the world, and, Live Stand, recently launched at World Mobile Congress. In response to a question about Yahoo’s India activities, Shyam articulated Yahoo’s plans to funnel raw and curated content with Indian media houses.  The session was followed by a thought provoking panel discussion on the challenges and opportunities in containing the content. 

Chandan Ghosh, Head Operations – Carriers and Enterprise Business, Aircel reaffirmed marketers’ favorite truism about content being the undisputed king. Anuraj Gambhir, Chief Dreamer, Xpert Media Technology, retorted with the much needed importance of context, in a country like India with innumerable languages and dialects.  Context is indeed the king, he asserted. Rajat Mukarji, Chief Corporate Affairs Officer, Idea Cellular, addressed the issue of technology advances, with the 3G coming to fore almost a decade after its launch in the rest of the world. He asserted that businesses would have floundered had it been launched earlier without the adequate support of infrastructure.  He averred that with voice being commoditised, miniaturisation and digitization of content didn’t go well despite a good take off. He pointed its reasons with the experience not being commensurate with the expectations of the bigger screen the consumer had very well got acquainted with.  

Abraham Joseph, CEO&Founder, Device Management Forum, brought the international perspective with interesting insights from the experiences of France telecom. He described the nature of challenges that emerge depending on the maturity level of the markets. 

The audience pointed out to the panel on the need to include the less targeted consumers belonging to the older generation. Rajat addressed the audience to understand the gravity of expectations as the telecom players are currently only in the first wave of expansion. It was impossible to address to consumers’ preferences in the first wave itself.

The panel discussion was followed by a session on the evolution of content by Vamshi Reddy, CEO  & Founder, Apalya Technologies.  He urged on the need to build snackable content which would be bundled on demand to the consumer. He addressed the developers to build in simplicity by hiding complexity. He dwelt upon the content economics and focussed on the implications of acquisition, milking and retention of content, across the consumer lifecycle.

The seminar shifted towards the security aspects with a presentation on overcoming the IT and Information security risks in the Mobile sector by Col. Sandeep Sudan, Head-Security Practice, Mahindra SSG. Col. Sandeep presented various studies related to security conducted by McAffee and pointed out vulnerabilities in mobile channel such as IMEI duplicity, Sim Swoop Scam and Denial of Service. Cell phone malware has risen by 46 % in 2010 compared to previous year. He presented the Risk Matrix which mitigates the vulnerabilities through domains of technology, process and environment. He also pointed out a recent case of SIM Card fraud where within 24 hours of movement of the SIM to Nepal, the Indian telecom provider had to incur a loss of 10 crores INR.