ONLINE

OFFLINE

INFLUENCED

INTERACTIONS

Market trends: online influenced offline shopping

Relevance of local offline resources

O.T.I.S framework

• Observe

• Tipping Point

• Individualize

• Scale

Observe

Digital usage: Urban versus Rural

Local language factor

43% of rural non-users of the Internet would adopt the medium if the content was provided in local language.

Reaching media dark areas: Missed calls & SMS

Twitter: “We have seen users from all corners of India, many of whom have never experienced the mobile Internet, picking up their phones and trying to connect to this content because it has become even more accessible”

SMS: 97% read rate, within 15 minutes of delivery

Kan Khajura Tesan

Tipping Point

Technology – a beautiful servant, a dangerous master

“We think that something disastrous will happen if we aren’t constantly checking in”

Online influenced, offline communities

Hyperlocal content

Individualized Context

Content relevant to people’s lives and issues

• Needs

• Geography

• Language

• Maturity

Nuggets + Sharable + Response (anonymous)

Scale of One

"Which of you men, if you had one hundred sheep, and lost one of them, wouldn't leave the ninety-nine in the wilderness, and go after the one that was lost, until he found it? When he has found it, he carries it on his shoulders, rejoicing.”