BY S S BASSI
Country Manager - SAARC, Sangfei Mobility (Philips Mobile)
I am lucky to have been born in interesting times. I have watched the technology industry unfurl to help consumers and businesses achieve greater heights of productivity, efficiency and capability. Technology has intrigued me and I have always thought it being akin to magic and wizardry. I remember first laying my hands on a mobile phone – my first Motorola handset. The ability to connect with anyone from anywhere with the help of the device was unheard before and this was a science fantasy come true for me. It was from then that that I decided that I would spend my life learning about technology and experimenting with it.
Years down the line, I decided to join the technology industry where I have spent over 26 years in various capacities. I continue to be intrigued by the changes that technology is bringing. Phones themselves have transformed to a large extent becoming smaller in size and increasing in power, speed and capability. Every day, a new technology invention is changing our lives for the better.
Being in the industry has taught me several things about the diverse market in India. With a varied consumer mindset arising from the contrasts in religion, regions, customs, climates, technology accessibility, professions, etc., it can be quite challenging to be relevant and useful to all audiences. I have learnt that you can never get actual insights on your consumers by sitting in office or conducting focus group experiments. The best market learning happens when you roll up your sleeves and visit the market, interacting with the consumers. As sales and marketing persons, it is important to understand the challenges on the battleground, i.e., the market or shop floor.
I have found that in India, though consumers are very price-sensitive, they are willing to pay a premium for quality products. Consumers value quality and durability, and are looking for products that last long and stay relevant for longer. During one of my visits to our stores in a small village in Bengal, a customer came up to me, and showed us his old mobile phone – a local brand, which had stopped functioning. We advised him to buy a better quality phone, to which he agreed. He was happy to pay an additional Rs 1,000 for a product which was of better quality with a guarantee that it would last longer. I have tried to take this learning with me to every company that I have worked for, ensuring that we deliver quality technology products to customers.
Modern technology has transformed lives to makes tasks easier. Technologies such as the Internet of Things, Cloud Computing and Analytics will result in a greater speed and intelligence of doing things. For India to truly benefit from this, there is a need for greater broadband and mobile Internet connectivity until the last mile. With campaigns such as Digital India and the push for Smart Cities from the government, there is certainly a glimmer of hope towards achieving this.
Feedback: ss.bassi@sangfei.com
