FEBRUARY 20208By Vimal Pillai, Head - Marketing, Clover Infotechtartups by nature are disruptive. They thrive in the lacunae between rigid existing business models and a customer waiting to embrace a better choice. Startups have played a transformational role in ensuring on-demand services to the customer. What have they done differently?Startups are all about identify-ing a pressing need, providing a solu-tion which is better than existing op-tions and then driving innovations to improve the solution. They have also followed the customer to the point of their interaction and usage with the products or services available to them. It is becoming increasingly clear that the interaction and usage by custom-ers is through the mobile device in their hands. Hence, startups that have thought inside the box have aligned themselves with the customer and are reaping dividends. What is `Thinking Inside the Box'?As per a recent report by Vserv, the average Indian smartphone user spends 169 minutes per day on his mobile devices. The number of mobile internet users in India is expected to cross 300 million by 2017. It is not difficult to understand where the customer's mindshare is. Smart marketers and startups have realized that they need to `think inside the box' that perpetually adorns the customers palm and enjoys his undivided attention. Why Do We Need This Approach? Startups are characterised by a con-stant state of flux. They have a basic product and then a virtuous cycle of research, product innovations, market-ing, customer feedback and newer ver-sions. `Time' is invaluable and limited; so startups must accelerate growth to stay afloat. While they must be opera-A keen learner, Vimal is extremely passionate about strategy, marketing, innovation, and new age marketing media`THINK INSIDE THE BOX' TO CREATE AN `OUT OF THIS WORLD' STARTUPSIN MY OPINION
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