The Future’s Bright, The Future’s Digital

While it is a known fact that Internet penetration is rising, slowly and steadily, in India; it cannot be ignored that mobile has held the turf much more diligently by penetrating far deeper than the PC. Whatever the form may be, digital technology has definitely brought in changes in the socio-economic fabric of India. Convergence, communication, content and commerce are paradigms synonymous with the growing impact of digital technology. At the same time, the issues of security, privacy, regulation and legislation do pose questions on the future of this medium.
The role of the government, therefore, in the development and regulation of the medium is of paramount significance.
The ‘IAMAI India Digital Summit 2007’ tried to focus on some of the problem areas, with industry specialists probing the topics related to Internet and the emerging fads. The summit saw over 45 delegates debating the future of the Internet, mobile and the concepts governing converging technologies.
Day one of the summit focussed on the issue of Internet penetration and the socio-economic impact of the increasing use of this medium.
‘The future clearly is online’
These were the opening remarks of Prof. Jeffrey Cole, Director of Centre for the Digital Future and Research, USC, who based his theme address on ‘Convergence, Communication, Content and Commerce’. Cole said, “When we speak of newspapers, the future is clearly online. The youth are not reading newspapers - they are just interested in pictures. The readers that the newspaper is losing are not being replaced. So, it becomes necessary for offline newspapers to be present online.”
While the Indian media industry is still under the impression that the Internet can pose a threat to the radio industry, Cole cautions that the real threat to radio is ‘podcasting’. He also observed that a surprising amount of Internet and entertainment will move to mobile screens. The revenue, he insists, will be largely from advertising only, with the Internet trying to form its indigenous ways of creating revenues.
Avnish Bajaj, Vice Chairman, IAMAI, and Chairman, eBay India and Founding Managing Director, Matrix Partners, laid down a few pointers highlighting the trends of the medium:
Let the existing media companies not be complacent. Players on the ecosystem have to create content together.
The general elections of 2007 will see a lot of campaigns on Internet, so that the politicians can reach the younger audience. And with the converged Internet (mobile and internet) coming up, it will lead to citizen empowerment.
Utility content is going to be the key, such as railway ticketing. This might continue to be available for free or at a price point which is affordable.
Contextualisation of application will gain momentum, in areas such as education.
The concept of communities shows that the youth trust their peers more than their parents. But how much of that will move or not move with the growth of Internet remains to be seen.
What will drive the growth of Internet in India?
The one resounding statement in the session was that India was taking on the Chinas of the world quickly, thanks to the digital penetration. But everyone on the panel also agreed to the fact that there has been no clear strategy to increase the numbers of technology users. The session debated the need for a clear policy, content with equal focus on English and vernacular languages, the targeted consumers and the funding.

source : .impactonnet.com

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