rushikesh.kure@gmail.

com
 T h er e ha s be en a st ee p inc r e as e i n t he num be r of fi r m s of f e r in g p rod u c t
m a n a g em en t r o l es i n t he re ce nt p a s t . T hi s is not o nly ma ne uv e re d b y a n in cr ea se
i n th e n u m be r of f ir m s visit ing t he g ra du a t e s tu d en t s, b ut a l s o b y e x p a ns i o n i n
t h e i r s c op e to a ssocia t e pr od uc t m a na g e r r ol e s for u nd e r g ra d s. In sp i te o f t hi s ,
t h e r e e x is ts a g a p in t e rm s of a c om p re hen s i ve p re p a r a ti o n m a t e ri a l s u i t e d f or t h e
I n di a n a u d ie n c e. Fi ll ing t h is ga p wa s a n u ph i l l t as k, w hi c h c o ul d n ’t h av e b e en
p o s s i b l e wi t ho ut the sta keh ol d e rs wh o w e re a pa rt o f t he j ou r ne y a t d i ffe re nt
p o i n ts in ti m e . .

F i r s t an d f or e m ost , w e wo u ld l ik e to t han k t he te am of c oll a bor at o rs w h o w en t

t h r o u g h t he rig or ou s p r oc e ss o f i d e a t ing , c ol la t i ng , a nd i t e ra ti n g t he c o nt en t . W e
w o u l d al s o l ik e t o e x t end ou r g r a t it ud e t o t h e v a ri ou s m em b e rs o f th e c lu b ,
s t u d e n t a n d al u m ni c om m u nit y wh o p ro v i d e d t he i r v a l ua b le i n pu ts t o t he t e x t.
T h a n k s a r e al so d ue to the c rea t i v e s an d e d i to ri a l t e am for bri n gi ng t he c o n tent
t o i t s p r es en t s h ape .

W e a r e g r a t ef ul to P r of . S a m ra t G u pt a fo r ta k i ng out t h e t im e t o re v i e w t he t e xt
a n d o ffe rin g i nva lu ab l e su gge st ion s . We w o ul d a ls o li k e to th an k ou r w a r d e n P ro f.
N a m an D e sa i a n d m e mbe rs o f t h e 5 6 t h S t ud e n ts ’ A f fa i rs Cou n c il ( S A C) fo r t hei r
support.

F i n a l l y , t ha n k s in a nt ic ipa tio n t o t he r e ad e r fo r be c om i ng a p a rt o f t hi s e f fo rt , a nd
e n c o u r a g in g th e te a m t o str ive for i mp rov e m en t.

J a y a n t Ja in
C o o r d i n a to r
P r o d M an C l ub
I I M Ah m eda b a d

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 What is Product Management
What different companies expect from
a Product Manager

Agile Methodology
User Experience Design for Digital
Products
Machine Learning & Artificial
Intelligence
Augmented Reality & Virtual Reality
Big Data
Internet of Things
Cloud Computing
Blockchain
Economics of Platforms

eCommerce
FinTech
Health Tech

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 Ride Hailing Tech
Travel Tech
EdTech
Food Tech

Guesstimates
Guesstimates 1
Guesstimates 2
Guesstimates 3
Guesstimates 4
New Product Design
New Product Design 1
New Product Design 2
New Product Design 3
New Product Design 4
Metrics
Metrics 1
Metrics 2
Metrics 3
Metrics 4

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 Go To Market Strategy
Go To Market Strategy 1
Go To Market Strategy 2
Go To Market Strategy 3
Go To Market Strategy 4
Pricing
Pricing 1
Pricing 2
Pricing 3
Pricing 4

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 Section 1

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 Mayank Chauhan, Yuvraj Singh Bawa

Product Management: It Has

Always Been There

I t i s r are t o spot te c h c ompan ies

today wi t h o ut a pr oduc t ma nager.
T h o u g h i n th e c onte m por a ry bus ines s
e c o s ys te m , th e de fi ni tion of pr oduc t
m an a g e m e n t is by the r ole of a
Figure 1.1 What, exactly, is a Product
product m a n a ge r in th e sof tw are
Manager ?
f i e ld . H ow e v e r , if w e look a t it in
h i n d s i gh t, tr a di ti ona lly, ev ery It is like when someone asks, “Where
b u s i n e s s h a s b e en c re ating pr oduc ts is the Statue of Liberty?” and gets a
s i n c e t h e in ce p ti on of i t, long b efo re reply, “It’s between Manhattan,
t h e a d v en t o f t e ch nolog y, c omput ers, Jersey City, and Governor’s Island.”
a n d s o ftw a r e. T h e h i s tor y of b us ines s This kind of information is orienting
i s f u l l of e x am ple s of pe ople who but incomplete. So, what does a
h a v e c on ce p tu a li z ed ide a s to s olve a product manager actually do? Do not
p r o b l e m . T h e y ha ve b uilt t h e se i d eas , worry, no one knows!
t e s te d th em , a n d de liv er ed th e m to
c u s t o m e r s f or br ingi ng a s ig ni f ic ant There are numerous definitions of
c h an g e i n th e i r li ve s. A lo t of times, Product Management around the
t h ey ha ve f a ile d too . B ut they world, and the internet is full of
r e i t e ra te d , th e y pi vote d, k e e pin g a them. The most popular one is
single go al in m in d c re at ing perhaps that " A product manager is
the CEO of a product." This makes
s o m e th i n g to s olv e a pr ob le m a nd t o
sense in a way because a product
m ak e s ur e th a t th e sol uti on is built
manager indeed possesses almost the
a n d s h ip pe d i n the r ig ht wa y. An d
entire responsibility of the product.
this is pre cis e ly wh at a p r oduc t
But it may not entirely be true in a
m an a g e r do es i n orga niz a ti on s t oday.
lot of cases.

So, what is P r od uct Ma na ge m ent?

T h e m o st co m m on e xp la n at i ons look
like this one:

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 H o w e v er , wh a t ev er y p roduc t Going back to Steve Jobs's quote, he
m an ag er d oe s i n c om mon i s to "guid e indeed went ahead and showed the
a t ea m in di sc ove r in g, de v eloping , world what they wanted. So does it
a n d s h i p pin g th e r i gh t pr odu c t t o mean that you are better off by not
u s er s and b r id ge th e ga ps among listening to your customers?
different s tak eh ol de rs of that
p r o d u c t." Absolutely not! You should listen to
your customers to understand the

In c o n tra st to wh at th e n ame problem, but not when you are

building the solution. Your job is
s u gg es ts , a pro duc t m an age r may
essentially to manage the solution,
a c t u al l y n ot a m a na g er o f a n yb o d y. A
your way. The quality of the solution,
P M i s a c om m uni ca tor th a t pu ts al l
regardless of its acceptability, is
the p i e ce s to ge the r by getti ng
what differentiates great product
f e ed b a ck f ro m a ll th e s ta k eh old ers
managers from average product
i n v o l v ed. T h e P M is a lso a pr io rit izer,
managers.
a r es e a rc h e r , a pre se n te r an d the
most re s p on s i b le f or t he ult im ate
Solutions Prioritization and
s u cc e s s of a p r od uct .
Decisions
Coming up with multiple
The “Job” of a Product Manager ideas/solutions is just the starting
step. Prioritizing them comes next.
The wo r d s " j ob " and " pro duct " While prioritizing work, PM needs to
i m m e d ia te l y m a ke us thi nk of St ev e not only look into internal factors
J o bs , o ne of t he m os t sig nific ant but also look into external factors.
p r o d u c t v isi on a ri e s of all t im e. I n t he Prioritization of work will enable the
s u b s e q u e n t se c t i ons, we w ill try t o team to work on the most critical
d r aw s om e le a r n in gs fr om h is w orks. features first, and these
O n c e he s a id , " A lo t of t im es , p eople features/work will be delivered to
d o n ' t k n o w wh a t th e y w a nt until y ou the customer as soon as possible.
s h o w i t t o th e m ." Th is qu ote be c ame
l e g e n d ar y a s one of th e mo st po pular Here customers' needs play an
o p i n i o n s of a h i gh ly opin io nate d man. essential role.
L e t u s loo k a t a f e w. Based on the objective of the
deliverable, a Product Manager can
use the below metrics to prioritize
T o l i st en o r n o t to li s t en
the work. Based on the impact and
T h e f i r st, for e m ost , a nd pe rh aps the
feasibility of the work, PM can decide
most e sse n t ia l t rai t of a Pr od uc t
which one to pick from the list. There
M a n ag e r is to lis te n to yo ur
are other metrics as well, such as
c u s t o m er s. To solve a custom er
based on revenue generation, the
p r o b l e m, y o u n e ed to und e rstand the
effort required, etc. to prioritize
c u s t o m er 's n e e ds , both s ta te d and
work and make informed decisions.
u n s t at e d . It m igh t sou nd c l ic h é and
v e ry o b v io us , b ut th at's i n de ed t he
h a rd es t th in g t o do, f ollo win g t he
u n s t at e d n e e d s . To un de rs ta nd t he
c u s t o m er s' u ns ta te d ne e ds, you need
t o " r ea l l y lis ten ." Wh e n you d o n ot d o
t h at , y o u e n d u p bui ld in g solu ti o ns t o
p r o b l e ms , w hi c h n o o ne wa nts .

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 have alignment with your company's
vision. PM defines the vision and
craft a strategy to achieve this vision
and translates the strategy into short
term and long term product roadmap.
This product roadmap should be
made known to all the stakeholders
involved in the product as well as to
the executive management team.

Product Ideation: Once the

customer's needs have been
identified, the next step for PM is to
come up with new and innovative
ideas to address the needs. Multiple
Figure 1.2 Impact vs Feasibility Matrix brainstorming sessions with the team
for a PM and iterative revision of ideas lead to
the final selection.
Formal Roles and
Responsibilities of a Product Product Design & Execution: PM

Manager aims to provide a unique customer

experience, so the design of the
product is customer-centric. PM
A s a l re a d y d i s c uss ed, t he r ole s of
design the product in an innovative,
product m a n a g e rs a nd t heir e xac t
simple, yet easy to understand way
r e s p o n si bili ti e s c ha ng e ac ros s
using wireframe or other mock-up
different in du str ie s a nd di ff erent
tools. Further, PM writes user stories
c o m p a ni e s. It a lso de pe n ds on the
and communicate this information to
p r o d u c t ty pe , s i z e o f th e pr oduct , lif e
the engineering team. The product
stage of t he pr odu ct, an d
manager continually supports the
o r g a n i z a ti o n a l stru ctur e of th e engineering team throughout the
c o m p a ny . H o w e ve r, th e esse n ce of it development and testing process.
r e ma i n s th e s a me . W e wi ll ta l k abou t
t h e g e n e r al d u tie s o f t h e pr od uct Marketing Strategy: PM collaborates
m an ag er . with the marketing team to create a
marketing strategy for the product.
M ar k e t R es e a r c h: A s a PM, you nee d PM shares all the required
to un de r s ta nd th e c ustom er 's information about the product,
r e q u i re m e n t s a nd th e la te st in dus try customer's needs, and vision to the
t r en d s . E x te ns i ve m ar ke t re se arch marketing team to create a unique
will he lp y ou to ge t r elevan t marketing campaign. PM plans the
i n f o r m a t i on th a t can be us ed to marketing activities in the roadmap
u n d e rs ta n d the n ee d s and make of the product. Based on the
d e c i s i o n s. F ur th e r , Port e r 's fi ve product's launch timeline, marketing
f o rc e s fr a m e w or k ca n be u sed to team starts the campaign and reach
u n d e rs ta n d th e i nd ust ry’ s dyna mic s. out to target customers.

V i s io n an d S t r at egy : P r oduct v is ion Product Launch: Finally, the day of

i s s i m pl y th e crux of th e pr od uct - launching the products to customers

arrives. PM plans and coordinates
w hy a r e we b ui ldi ng thi s p r oduct , for
with different stakeholders to launch
w ho m, a n d b e n ef i t of i t. It shou l d
the product.

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 P M n e ed s to e ns ur e th a t th e re i s a E x c ell en t C om m unicat io n S kills:
c u s t o m er se r vi c e tea m to a ddr e s s and E x pl ain in g the same t hi ng to t he
r e s o lv e al l cu stome r q uer i es. The C E O , to t he m arketing t eam, to th e
s u cc e s s of th e la unc h is m e as ure d P r oje c t M an ag e r, to t he des ig n team
using spe ci f i c me t r ics su ch as a n d th e d ev elo pme nt t eam , c alls for
c u s t o m er u sag e, c ustom er d i ffe re nt se t s of v oc abul ary an d
s a t i s f a ct ion , cu stome r r et ent io n, and r e qu ire s t he Pr od uct M an ag er t o hav e
o t h e r m et ric s. e x ce lle n t com municat io n s kil ls
d i re c te d at t he s pec ific req uir em ent s
Traits and challenges of being a o f th e per s o n.
product manager
No m at t e r ho w exci ting t hat m ay
A P M s h o uld b e ca pab le of cr e ati ng a s o un d , lik e a ll r oles , a PM role c omes
v i s i o n fo r h i s/ h e r pro duct ( s) . A PM w ith its o wn s e t o f c ha lleng es . Three
n e ed s to ha v e a s tr uctur e d t h inking s u ch s it u at io n s t hat a PM c an fac e
c a p a b i li t y re ga r din g t h e vis ion, an d a r e:
t h e a b ility to l ea d th e c olla bor at ion 1. M u ltip le, nev er- ending a nd
b e tw e e n p eo p le i n volve d in t he d iff ere nt se ts of dem a nd s and
p r o c e s s, gui de the e xe cuti o n and o pin io ns fr om d iffer en t t eam s
c o u r ag e to t a ke a cco unta bi li ty f or p ull ing o n the working ti me of a
t h e p r o du c t. F i ve q ua li t ie s th a t ma ke PM d isr uptin g t he pers o nal
a g r e at P r od uc t Ma n age r a r e: w or kin g pla n.
2. T he te m pt ation to get too
S t r a t e gic T h i nk ing: A str a tegic t ec hn ic a l or too busines s -
m i n d - se t is req u ire d to c re ate a o rie n t ed , whic h res ults in losin g
v i s i o n an d b ui ld a r oa dm a p for the t he re qu ired balanc e bet ween
p r o d u c t. b ot h.
3. T he fe eli ng of a lack o f c o nt rol
D ec i s iv e n e s s : I t i s t he a b il ity to m ake t ha t an u n ruly and u no rg anize d
a d e ci sio n. It i s a de sir a b le sk ill t o t eam b ri ng s along can d i smant le
e n ab l e d r a s tic p r i ori tiz a ti o n. t he c o m p os ure of a PM.

E m p a t hy f or th e Cus t om er : It is to Key Performance Indicators

u n d e rs ta n d th e u nsta te d n e e ds of the (KPIs) for a Product Manager
c u s t o m er , a n d the i r wil l in gness t o
p a y c a ll s f o r t h e a bi lity to em pathize Y o u c an s a y it loud that your produc t
w i t h t h e c us to m er . i s s u c c es sf ul, or you hav e exce eded
e x pe ct ati on s . B ut no on e is g oi ng t o
Lead t h ro ug h Infl u en ce: In mos t b e li ev e it u nt i l y ou pro ve it us in g
c a s e s , n o on e r e por ts t o a P r od uc t d a t a . S o, th e p erf or manc e o f PM can
M a n ag e r e x ce p t fo r othe r prod uc t be m ea s u red u sing a cti vit ies
m an ag er s. T h e de ve lopme n t te am in a s s o c i ate d wi t h pro duct s uc c ess ,
g e n er a l r e po r ts to a P r ojec t Ma n age r c u st om er s, an d t he o verall pro ces s of
o r a P rog r a m m e Ma na ger . It i s t he p r od uc t d es ig n and laun ch. KPIs hel p
a b i l i t y to l ea d th r ough th e inf l u ence , t h e P M to trac k t he prog ress an d
w hi c h h e l ps to get th e w or k do n e and i d en tif y r is k s . T he fo ll owin g are
d e l i v er ed b y th e tea m. e x am p les of s om e of t he met ri cs us ed
t o m ea s u re p er form ance.

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 T h es e K P Is w i ll va r y ac c ordi ng to References
d i f f e r e n t pr o d u ct type s a nd busin es s
r e q u i re m e n t s. 3 Types Of Product Management. Daniel
Demetri - https://medium.com/earnest-
M o nt h ly R ev en u e – Mon th - wis e
product-management/3-types-of-
r e v e n ue ge ne ra te d by th e pr od uct
product-management-dec4b2d77271
D e l iv e ry - O n-Ti m e - D e liv e ry of Blog Archive - Page 4 Of 75.
p r o du c t or n ew fe a ture on tim e https://www.luzinehappel.de/?
P r o du ct Qu a li t y - Numb e r of cat=1&paged=4&lang=en
d ev i a t ion f rom st a ndar d q ualit y Online Courses - Anytime, Anywhere.
(n.d.). Retrieved from
p r a ctic e s
https://www.udemy.com/course/beco
C u s to me r Counts - In cre ase in me-a-product-manager-learn-the-skills-
c u s tom e r ov er a spe ci fied get-a-
d u r a ti on job/learn/lecture/4764764#overview
S t ic kin e ss Ra ti o - Da i ly a c t ive So What Does a Product Manager Actually
Do? Karthik Raman Follow Product-
user/ da i ly m onth l y us er
Karthik -
(D A U/ D MU ) https://www.linkedin.com/pulse/so-
C u s to me r Re tenti on - Nu m b er of what-does-product-manager-actually-
c u s tom e rs sta y w ith th e company do-karthik-raman
o v e r a sp ec if ie d pe ri od
C u s to me r Sa t is f act ion S cor e -
M ea su r e s o ve ra ll s ati sfa ct ion of
c u s tom e rs wi th th e p rodu c t or
n e w f e at ur e s

Product Management Vs Project

Management

P r o d u c t M a n a g er s a r e r e spon sible for

the s uc ce ss of a p roduc t. Here,
s u cc e s s is de f in e d b y K PI or me t ric s.
The m e th o d by wh ich th ey re ach
t h ei r go al is n ot de f ined . It is up to
t h em o r th ei r t e am . On th e o ther
h a nd , P r o je ct Ma n age r s ar e
r e s p o n si bl e for ac compl ishi ng a
p r o je c t , n ot a g oa l. A pr oje ct usually
has a ti m eli n e a nd a bud ge t as
c o n s t r a in ts . A P ro duc t Ma nag er
n e ed s t o h a ve the sk i ll of pr oje ct
m an ag em e n t a l so, i n or der to man ag e
t h e e xe cu tio n o f the pr oduct .

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 Mahendra B, Mounica R

In this chapter let's look at the to build.

different kinds of PM’s there are and
what different companies expect The Designer Product Manager
from their PM’s. PM’s in these roles should strongly
sense the future needs of consumers
According to an article from Deepak and focus on design and aesthetics.
Singh, there are mainly 5 different
types of PM. Some advantages of this role are PMs
empathize well with customers which
The Tech Product Manager helps them build much needed and
These PM’s mainly solve the beautifully designed products.PMs
engineering problems, eventually can understand the difference
they can end up as engineering between stated and unstated goals
managers rather than product design wise. Some challenges that
managers. In this role one should PMs can face are as the design PM
focus on WHY you are building and would not have much idea about
WHAT you are building and leave the coding it might create troubles when
HOW to engineers. working with the engineering team
because they have different styles of
Some advantages of this role are it's working.
easy to gain trust and respect of
engineers and PMs work well with the Instagram, Facebook, Apple and Tesla
engineers. hire for these roles. Some of the
examples for this type are Steve Jobs,
Google and Amazon hire for these Brian Chesky and Joe Gebbia.
roles. Some of the examples for this
type are Elon Musk and Marissa What should you focus on:
Mayer. prioritizing things in this role is
really important so developing
What should you focus on: Build good business sense helps. One should get
business sense and user empathy to really good at recognising flows in a
see the big picture and what product product. Prioritisation is the key.

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 The Business Product Manager T h e Gr ow th P r od uct M an ag er
These PM’s are well versed with G row t h f or different org anisat ion s
terminologies in business, finance h a s di ffer en t m eanings . So me m ay
and operations. They communicate f i n d it ha rd to g enerate d em and while
really well and understand people s o m e m a y fin d it h ar d to suppl y w hen
around them. t h ey ha ve d em and , PMs in t his
c a te g o ry c o m e up with i deas t o s olve
Some advantages are they are able to t h es e p ro ble m s .
think through and paint the bigger
picture and lead teams. Some
P M s in th es e roles are s t ro ng wit h
challenges can be because the
data and co mm unic at ion. So me
understanding on topics like
a d v a nt ag es of t h is r ole ar e by s olv ing
technology is limited it might create
t h e pr ob lem t hey make a real impac t
trouble when working with engineers,
in th e co m p an y, clear me tric s
makes it hard for PMs to build
i d en tif ic a tio n w ould help them move
credibility and respect with
in the rig ht d ire c tion. Some
engineers. Ken Norton is an example
c h al len ge s w o u ld be th oug h t here are
for this category.
a lot o f id ea s t o s olv e lac k o f quick
e x pe rim e nts and rig ht priorit is at ion
What should you focus on: One
should start by focusing on the w ill lea d to l ow imp act wo rk.
technology. Have an eye for detail C h a ma th Pa lih apitiya falls in th is
and rigor. c a te g o ry of gro wt h pro duc t
m an ag er s .
The Data Product Manager
This is one of the emerging roles W ha t s ho uld you fo cus on :
with the advancement of AI, ML. They P r io rit i za t io n is import a nt . Us er
mainly focus on personalisation, r es ea rch a n d p syc hol o gy wil l help
recommendation products etc., They y o u un de rs t an d what t o buil d and
make all their decisions based on w hy .
data, they will gain influence for
sound decisions they make over time. Companies and what they expect

Some advantages are being well A m a zo n

versed with data and good analytical A m a zo n is a A meric an mult inat ion al
skills will help understand business
t e c h no lo g y c o m p any fo unded in 1994.
and product, but relying on data so
T h ey w or k on a wide var iet y of
much sometimes is harmful because
p r od uc t s . Am a z on exp ec ts a PM to be
one loses to see the bigger picture.
e x ce lle n t pl an ners, have ability to
d e v e lo p long te rm plans , g oo d
Netflix, Amazon and Google would
a n al yt i c a l s kil ls an d g ood writ in g an d
love PMs in this category. Sebastian
c o m m un ica t io n skills. Amazon
Thrun is one of the examples in the
f o cu se s a lo t on good c us to me r
category.
s e rv ic e , so em pathy and
u n d ers t a nd in g what c ust omers nee d
What should you focus on: PMs
should concentrate on WHY, i s a mu s t . A ma zon has 14 prin cipl es

combining WHY with data will work t h at dr ive th ei r work and lead t hem
wonders. Concentrating on design t o s ucc es s , al ig nin g your g oal s to
aspects along with data will help. t h em is re al ly i mportant for a PM.

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 In summary this is what Amazon Product thinking
wants Problem-solving
Understanding and utilising Leadership skills
analytics Domain and Tech
Launch preparedness Execution Excellence
Customer centricity
Communicating and collaboration Sprinklr
Sprinklr, founded in 2009, is a
Microsoft Software as a Service company that
Microsoft is a American multinational develops a Customer Experience
technology company founded in 1975. Management (CXM) platform. It
It is best known for its software utilizes artificial intelligence, and
products. Microsoft expects its PM to combines different applications for
be analytically good, and understand social media marketing, social
technology. They are mainly advertising, content management,
interested in the big picture and how collaboration, employee advocacy,
it solves customer problems. They customer care, social media research,
want the PM to be able to think and social media monitoring. Sprinklr
clearly, understand business and PMs are expected to be client
prioritise the important features to focused.
have maximum impact.
Media.net
PayTM Media.Net, founded in 2010, is a
Paytm is an Indian e-commerce leading global advertising technology
payment system and financial company. It got acquired by Beijing
technology company founded in 2010. Miteno Communication Co. in 2016
At PayTM, they mainly focus on for $900M. They connect advertisers
product development strategy. to the websites that want to host the
Product managers are expected to advertisements. They aggregate the
take control of every minute detail ad space supply from different
and be obsessed with technology and websites and offer it to the potential
product innovation.They expect advertisers.
people to be good at communicating
not just with the insider team but Media.net expects PMs to be
external customers as well. analytically sound. Good
understanding of basic algorithms
Flipkart and the ability to build analytical
Flipkart, founded in 2007, is an models is usually tested during the
eCommerce platform that started by interviews. PMs should know how the
selling books before expanding to advertising industry works and where
various other product categories. It exactly Media.net fits in the value
has acquired companies like Myntra, chain.
PhonePe over the years. In 2018, US
retail giant Walmart acquired a major Adobe
stake in Flipkart for $15 billion. Adobe, founded in 1982, is best
known for its media products like
5 competencies that Flipkart looks at Photoshop, Illustrator, etc. They have
in a PM candidate: a wide range of products both in the
B2B and B2C segment. PMs in Adobe
are expected to be highly creative
and have a great story-telling ability.

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 They look for PMs who care deeply References
about the customers, mostly in
creative fields, and work towards h tt p s: / / www.upg rad.com / blog/ p
improving their experience. PMs ro d u c t -m anagers-w ho- c hang ed -
should understand the fundamentals t he- w orl d/
of business, ability to coordinate h tt p s: / / igo tanof fer.co m / blogs /p r
with multiple functions while
o du c t -m an ager/a mazon -p rod uct -
working quantitative data.
m an ag er -in terv ie w
h tt p s: / / job s.lever.co /pa ytm /96f5
Product Managers in general:
d ba 0- 2b 7b -4aea-98c 6-
should have a good understanding
6 e1f b5 5 e 6d 65
of the industry they are working
h tt p s: / / igo tanof fer.co m / blogs /p r
in. They should be able to identify
o du c t -m an ager/m ic roso ft -
trends within the industry and use
p ro gra m - m an ag er-int erv iew
these insights to develop a
roadmap for the product.
act a bridge between various
functions (engineering, design,
marketing, etc) and therefore
communication becomes vital skill
in aligning these teams.
is the voice of the customer. User
Empathy, in terms of
understanding the user, their
needs and pain points, is essential
for PMs to succeed. This helps
PMs better understand the
motivations behind users and
‘why’/’how’ they use the product.

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 Section 2

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 Shubhangi Singhal

Waterfall model – Software The waterfall model poses a number

Development Life Cycle of drawbacks, and is not suitable for
projects with unexpected and
frequent revision. Few of the
W a t er f a ll M od e l is on e of t h e ear li es t
shortcomings of this model are
S o ft w a re De ve lo p me n t Li fec y cl e
mentioned below:
a p p r o a ch . It r ep resen t s t he l i n ea r
s e qu e n t ia l flow of t he so ft wa r e
Not adaptable to change
d e v e l o pm e n t p r oc ess. I n t h is m o d e l
It lacks adaptability at all the stages
any ph a s e in th e d eve l op m e n t
of development. A design flaw found
process b eg in s on l y a ft er t he
in the testing phase can lead to a big
p r e v i o u s p ha se is c om pl ete a n d t h e
fall back to the earlier stages of the
p h a s e s d o n ot o verl a p . T h is t yp e o f
process and can even lead to serious
m o d e l i s m or e suit ed f or sm a ll a nd
flaw to the legitimacy of the entire
l e s s co m pl e x p r o jec ts wh er e goa ls a r e
system. The rework and delay due to
c l ea r and m i n im um ch a nges are sequential processes can lead to late
e x p e ct ed du r in g t he c ou rse of th e delivery of the product and can affect
p r o j e c t . S ho wn be low a re t h e ph a s e s the competitive edge of the client
that a t yp i ca l w a te rf a ll s oft w a re over its competitors.
d e v e l o pm e n t li f e cy cle fo l l ow s.
Risk of defects in the end phase
The testing is done at the end of the
process and might result in delays, in
case defects are found. The risk that
a project might fail is concentrated
to the end phase of the cycle.

Absence of Client feedback

mechanism
It does not have a mechanism to
continuously collaborate with the
client and incorporate the feedback
of the client in between the
development phases.
Figure 3.1 Illustration of the waterfall
model

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 Agile A g ile g ive s g r eater import anc e to
p e op le ov er pro ce ss an d tool s .
A g i l e is t h e a bi lity t o r e spond t o
c h a n ge . I t is an i te ra t ive an d t ime W or ki ng sof tw are ov er
b o x e d a p pr o a c h t o sof tw a re d el iv er y c o m pr eh en siv e d ocume nta tion
t h at bu ild s s of t wa re i n i nc r eme nts W hi le re qui re d do cumen ta ti on is
f r o m th e st a rt to the e n d of t he n e c e ss ar y, in the ag ile minds et ,
p r o je c t , w ork in g s of t wa re is t he prime
i m po rt an c e.
In A g i le me tho dology, t he
c o ll a b o r a ti o n b etwe en self- C u st om e r c ollabor atio n o v er
o r g a n i z in g cr oss-f uncti ona l te ams c o nt ra ct n e go t i at ion
l e ad s to th e e vo luti on of A g ile p romote s c us tomer
r e q u i re m e n t s an d s ol u ti on s. A gile c o lla bo ra t io n and feed bac k
d e ve l o pm e n t h e lps a cr o ss -f unc tional t h ro u g ho ut t he life c ycle.
t e am t o d e li ve r va luab le wo r k fa ste r.
I t a ls o h el ps in r e spo nding q ui ckl y t o R e sp on d ing t o chan ge over followi ng
t h e c u s to m e r n e e ds . It en h a nces th e a pla n
q u a l i t y a n d pr e di cta bili ty of the work A g ile w ork s in spr int s t h at ar e
d o n e. a d ap ta bl e to c h an ge.

A n y d e v e l op m e n t proce ss tha t cl os ely A g ile a c k no wl e dges t he v alue in th e

f o ll o ws th e c o n c ept s put in th e Ag ile i t em s o n t he rig h t but it s eeks to
M a n i f e st o is kno wn as Agile v a lu e t he it em s on t he left m or e
d e ve l o pm e n t. T he Ag ile Ma nifes t o w hil e w or kin g o n any pro jec t.
c a m e i nt o p la ce wh e n a gr oup of
f o u r te e n s of t wa r e e nt hu sia sts c am e Agile Principles
together to de vi se a new way of
w o rk in g. O ur h i gh es t prior i ty i s t o sa tisfy t he
c u st om e r th ro ugh early a nd
A g i l e M a n if e s t o c o nt in uo us d e liv ery of v alu abl e
W e a re un co v e r in g b e tte r w ay s o f s o ftw a r e .
d e ve l o pi n g s o f twa r e b y doi ng it and T h e cu s to m er e xp ec ts fas t de live ry of
h e l p i n g o th e rs d o i t. Th rou gh t hi s t h e p ro du c t, an d each delivery s ho uld
w o rk w e h a v e c om e t o va lue : a d d s o m e v alu e for the cus t om er.

W el co m e c ha n gin g r equirem en t s,
even la t e in de velopme nt. Agi le
p r oc es se s h a r n ess chan ge fo r the
c u st om e r’s co m petit ive a d va nta ge.
The m a rk et an d bus ines se s ar e
c o nt in uo us ly c h anging an d i t' s alm os t
i m po s s ib le to predict e xac t
r e qu ire me nt s . Agile embrac es th e
Figure 3.2 Agile Manifestto c h an ge s , ev en lat e in the c yc le . The
l a tes t p ro du ct gives a c om pet it iv e
Individuals a nd in t era ct i on s o v er edge to the c us t omers o ve r it s
p r o c e s s e s an d too ls c o m pe t it o rs .
P r o c es s a n d t o o l s a re tim e con su m i n g
a n d l e ss r e s p o n si ve t o c ha n g e so

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 D e li v e r w or k i n g so ft wa re f re qu e nt l y, A g il e pro c ess e s prom o te su st aina ble
f r o m a co u p le o f we ek s to a c oup le of d e ve lo pm e n t. Th e spon sors,
m o n t h s, wi t h a pre fe re nce t o t he d e ve lo pe r s, an d users s hou ld be a ble
s h o r t e r t i m e s c a le . to m ai nt ain a const ant pace
It p r o m ot e s i n cr em e nt de li ve r y of i n de fin it e ly .
w o r k ab le s o f t wa re . Fr eq ue nt de li v e ry T h is pr in c ip le talks about i denti fying
l e a d s t o f r eq ue n t fe e dba c ks f r om the t h e v elo cit y o f t he team an d m aki ng
c u s t o m er s a n d less d ef ec t s in t h e e v er yo ne wo rk c ollec t ive ly wit h a
d e l i ve r e d so f tw a r e. c o ns ta nt pa c e .

B u si n es s p e o p le a nd d e vel o pe rs m u st C o n t in uo us at t ent ion to t e chni cal

w o r k t og e t h e r dai ly th ro ugh o u t t he e x ce lle nc e a nd go od d esign en han ces
p r o j e c t. a g ili ty .
This a g il e pr in cipl e e n coura g e s W e s ho ul d a vo id c reatin g t ec hnic al
o r g a ni z a ti o ns t o in cre ase t h e d a il y d e bt s an d l oo k for t ech nic al
c o l l a bo ra t io n be t wee n t he de ve lo pe r s e x ce lle n c e a n d ef fic ien t d es igni ng of
and the b us in ess, inc r ea sin g t he t h e d el ive red s o ft ware.
m u t u al u n der st an din g a nd r es p ec t .
C o m m u n ic a t io n bar r ie rs sho uld be S i m pl ici ty — t he ar t of maximi zing
r e mo v e d and t eam s sho ul d be t h e am ou n t o f work n ot don e—is
m o ti v a t ed to i n t er a ct w it h bu s in e s s e s se n ti al .
people. T h is pr in c ip le hel ps us id en tify the
w ork w hic h is n ot very im portant for
Build p ro jec t s aro un d m ot i v at e d t h e e n d u s e r. A gile says that t he work
i n di v id ua l s. G iv e th e m the w hic h do esn ’t ad d muc h va lue t o t he
e n v ir o nm e n t a n d su pport th e y ne e d, c u st om er s c an be post pon ed or
a n d t r us t t h e m to ge t t he j ob do n e. a v oi de d .
T h e m o ti va t ed de ve lo p ers shou l d b e
enabled w it h c orr ec t c oa c hi ng , The be st arc hi t ect ur es,
e n v i r o n m en t , a n d t ools t o do t he i r r e qu ir em e n t s, and d esigns eme rg e
w o r k p r of ess io n al l y a nd c ont r i bute t o f r om s elf -or ga n izi ng te a ms.
the team. A g ile p lac es a lo t of imp ort an ce i n
t h e r ol e o f se lf -org anizin g t eam s . I t
The mo st ef f i ci en t an d e f fe ct i v e g i v e s po we r t o thes e t eams to m ake
m e t h o d o f c o n v ey in g i n for ma t i on t o d e c isio n s a n d allo ws m anagem ent to
a n d wi th i n a de velo p m en t te am i s t r us t th e t ea m s with th e o utcom es . I t
f a ce - to -f a ce co n v er sa ti on. b e lie v e s t ha t th e self-organ izing
T h i s p r in cip l e p rom ot es tha t t ea m t e am s ar e c a pable of c oming up w it h
m e m b e r s sh o u l d ha v e mor e of fa ce - t h e b es t a rch i te c tures , de sig ns and
t o - fa ce c om m u n ica t ion rat her t ha n i d ea s .
e m a i l s , m e s sa ge s a nd ca lls .
At r eg u la r in ter va ls, the tea m
W o r k i ng so f tw are is th e pri m a r y r e fle ct s on h ow to b ecom e more
m e a su re of p ro gre s s. e f fec tiv e, th e n t unes an d a dj usts its
W o r ki n g so f t w a r e at t he en d of e a ch b e ha vi or ac cor di n gly .
cycle is the p rima ry m ea s ur e of S e lf- or ga niz ed team tu ne to it s elf
p r o g r es s a n d i f t h e wor kin g sof t wa r e a n d do th e r e g ular retros pec tive of
i s no t d e liv ere d the n n o p r og r es s i s i t s p roc es se s, b ehaviors to ad apt and
c o ns i d er ed.

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 c h an ge a c co rd in g to t he c ha n g i ng Timeboxing - is required for all the
r e al i ti e s. R et r osp ec t ion h el ps in activities of the Sprints. A sprint may
c o u r s e co r re c ti o n. last from a week to a month
depending upon the nature of work
Agile Best Practices and the delivery schedules. Daily
Scrum meetings are timeboxed at
I t e r at io n s - A gile t ea ms p ick t he about 15 minutes.
r i g h t am ou n t of w or k t o be d o n e
b a s ed on th e t ea m ’s ex p eri en c e, Integration - Continuous integration
p r o d u c t iv it y a nd vel oc it y . Wo rk is of code is done incrementally. Every
d o n e i n an it e r a t ive m an n er in o r de r increment of code is verified and
t o l e ar n f ro m t he m ist a ke s d on e i n tested before it is merged with the
t h e p r e vio us it e ra t io n. existing code. It also expedites and
simplifies the testing of new user
C u s t o m e r- o ri e nted a pp roa ch - A g il e stories.
team s ho ul d c ol lab ora t e w it h the
c u s t o m er and p rov id e a ll the Test-driven development – All the
i n fo r m a ti on re qu ire d by the m and tasks start with writing programming
a l s o k e ep th em up d at e d about t he adaptive tests and unit tests followed
p r o g r es s of th e w or k. Con st an t a n d by writing of the code specific to the
t r a n s p ar e n t co m m u nic ati on shoul d be user stories.
a p a r t o f t ea m c u l ture .
Agile Frameworks
P r od u c t b a ck l o g - P r od uct b a ckl og s
are o rd ere d dep end ing on t he Agile is a development methodology
b u s i n e ss p r ior it ies of t he t a sk s . I t and it requires a framework to
i n cl u d e s p ro duc t fe at u res, k n owl e d g e implement its principles into a
a c qu i s i ti o n , en vir on me nt se tup , bu g s project. Agile is implemented through
a n d o t he r t e c h n ic a l w or k. numerous frameworks, some of the
most frequently used frameworks are
U se r s t or ie s – The wo rk is lo gic a l l y described below:
b r o k e n d ow n i nt o sm a l le r c hu n ks o r
u s e r s t ori es. A us er st or y ty p ic a ll y
c o nt ai n s a des c rip t ion of t he p ro b l em
from t he u ser 's per sp ec t i v e,
a c ce p t a n ce c rit eria f or c ompl e t io n ,
a n d e s t im at io n of t he ti me re q u i re d
t o f in i s h it .

Value s tr eam a n a lys i s - The

Figure 3.3 Illustration of some popular
m e t h o d o l og y t a l k s a bout d e fin in g t he
agile frameworks
p r o d u c t b a s e d on u ser s t or ies a n d
a b o u t de fin in g d e pen d e ncies b e twe e n
the b u si n e ss a nd t e ch n ic a l
f u nc ti o n a lit y .

rushikesh.kure@gmail.com
 S c r u m Fr a m e w o rk
I t i s a n a g ile fra m ew or k u se d fo r
d e v e l o p in g and del iver i n g c om p le x
p r o j e ct s. Scr um is ligh t weigh t, e a s y
to u n d ers t a n d , bu t dif fic u lt to
m a s te r . S c ru m is dr ive n by five v a lu e s
t h at in clu d e C ou ra g e, Fo c us ,
C o m m i t m e n t , Resp ec t , an d Op e nn e s s .
R o l e s o f t he sc r um t ea m i n cl u d e s Figure 3.5 Illustration of the kanban
product o wn e r, t he d evel op me nt framework
t e a m , an d a sc ru m m a st er. Pil l a rs o f Source - Kanbantool.com
the s cr u m f r a m ework ar e
t r a n s p ar e n c y, a da pt a ti on and X P – E x t re me Pr ogram ming - It is
i n s p ec t io n . o n e of the m o st so phis tic ated agile
f r am ew or ks . It is u sed w hen the
r e qu ire me nt s are frequent ly
c h an gi ng . It c om es with a s et of
e n g ine eri n g pr ac tic es that sh oul d be
f o llo we d in ord er t o ful ly experie nce
t h e c ap ab ili ties of XP.

References

h tt p s: / / agi lemanifest o .o r g/
h tt p : // s aih as oft.c om / te chno lo gy
/ ag ile -
m et ho do log y# : ~: te xt=I n %20Ag il e
% 2 0M et ho dol og y%20th e%2 0requi r
e me nt s, r es ponAgi le% 20 M et h odo lo
g y A gil e% 20 met hodolo g y% 20i s %20
an
h tt p s: / / www.agileallia nc e.org /a gi
l e10 1/ 12- princ iples -behin d-t he-
Figure 3.4 Illustrative summary of the a gil e- m a ni festo /
scrum framework h tt p s: / / hyg g er.io /blog / li st- be st-
Source - agileconference.org a gil e- p ra c ti ces/
h tt p s: / / www.profes s ion aldevelop
K a n ba n m en t. ie/ wh at- ar e- ag il e-
I n th e Ka n b a n fra me wor k , the ta s k s f ram e wo rks #:~: text=K an b an% 20i s
a r e v i s u a ll y r e p re se nt ed o n a b oa rd % 2 0s im i la r%20to%20S c rum ,a% 20
c a l l e d t he K an b a n Boa rd. T he b oa rd K an ba n% 2 0board %20o r%20f lo wch
c a r r i e s d if f e r e n t st a te s su c h a s “ t o a rt.
d o ” , “ i n p rog re ss”, “c omp l et ed ” e t c to
d e p i ct t h e st a tu s o f e ac h ta sk . T he
b o a r d hel ps in a vo iding bot tl en e cks
a n d t r a c k t h e p r ogr ess o f t he ta s ks .

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 Jayant Jain

Design Thinking Process Empathize

In this stage, one should try to get a
A s d e f i n e d b y t he I n te ra c t ion De s ig n better understanding of the problem.
F o u nd a ti on , User E xp e rienc e D e s i g n This will begin with secondary
i s t h e p ro ce ss o f fa b ri c a tin g pr od u c t s research through databases, books,
t h a t p r o vi d e p u r po sef ul an d rel e v a nt journals, etc to understand the

e x p e r ie nc e s to u se rs. To ac hi eve t hi s , context and the current state of the

art. At this stage, one can also
designers f o l l ow the p r oc ess of
perform a competitive analysis to
d e s i g n t h in k in g . Desig n t h ink in g i s a
identify the market gaps. This is
p r o b l e m- so l vin g m et ho do l og y
followed by primary research.
through an i t er at ive pro c ess , in
Through primary research, one
w h i c h d e s ign ers se e k t o s t ep in t o t h e
should try to gather the information
users’ sh o es , to u nd e rst an d t he i r
that can be used to fulfill the gaps
needs, g oa l s, an d fru st ra t i o ns ,
identified in secondary research.
r e d e f i n e t he pr o bl em , and ide nti fy
Some of the tools that can be used to
a l te r na t iv e a p p r oa ches to so l ve t h e
perform primary research are as
p r o b l e m. F ig u r e 4 .1 il lust ra t es the
follows:
p r o c e s s o f d es ig n t hin k ing. Th e s i x Ethnography research
s t a g e s in vol ved wil l n ow be d is cu s s e d Focus groups
i n d e ta il. Diary study
Cultural probe
Surveys, interviews and digital
questionnaires
Interviews of subject matter
experts

Define
After completing the research, one
can use the process of affinity
Figure 4.1 The design thinking process diagramming (also called KJ Method)

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 t o u n d e rs t a n d the r esea rc h da ta , an d S ec on d a ry : The y are m os tl y
t o c a p t u re in si g h ts, ga p s, a n d i d e nt i f y s at i sf ied with the prima ry
pain p o in t s. It is a pa r ti c ipa t or y p ers on a ’s d es ign, but ha ve s pec if ic
p r o c e s s, a n d t h e whol e p rodu c t t e a m a dd iti on al needs th at can be
t a k e s p ar t i n i t. The q u al ita t ive d a t a in t e g r ate d w it hout u psetti ng th e
from the r esea r ch is br ok e n in to p ro d u ct ’s abilit y to s erve the
smaller c hu n ks an d is w r it t en on p rim ar y p er son a.
cards. Th e te am me mb er s S u p ple me n t al : T heir need s are
c o l l a bo ra t iv el y or ga nize t he car d s c om pl ete ly re present ed by a
i n to g r o u p s of rel a t ed in fo rm at io n. c om bi na tio n of p rim ary a nd
T h e p r o ce ss r e su l t s in iden t if yin g t h e s ec on d a ry pers ona.
o p p o r t u n iti e s fo r fut u re s tu di e s , C us to m e r: They add re ss t he nee ds
i d e n ti f yin g th e r an ge of pr o bl e m s , of c us tom ers, wh o c an be
and u n co ve rin g sim ilar i ties amo n g d iff ere nt fr om en d- use rs.
p r o b l e m s fr o m m ul t ip le st a keh old e r s. S erv ed : T hou gh t he y ar e n o t users
o f t he pro duc t , they are d irect l y
T h e n , o n e m o v es f orw a rd to se g m e nt e ffe c t ed by the use o f t he pro du ct .
t h ei r us e rs and devel op user N eg ati v e : T hey are us ed to
p e r s o n a s . A s d e f ined by A la n C oop e r , c om m u n ica te to s t akeholde rs and
“ P e r s o n a s a r e a rc het yp a l us er s t ha t p ro d u ct t eam members th at these
r e p r e s e n t t h e n e eds of l a r ge r gr oup s a re t he t ype o f us ers t hat th e
o f u s e rs , in t e rm s o f t hei r g oal s a nd p ro d u ct is n ot bein g d ev eloped t o
personal c h a r act e ri st ics.” Per s o na s s erv e.
c o m m u n ica t e t h e pr odu c t ’s g oa ls a nd
users’ beh av io r p at t er n s to t he A f t e r d efi nin g t he us er s, th e pr od uc t
product t ea m. One s ta rts wi th t e am m ov es forward to define a
i d e n ti f yin g b e h a vi ora l var ia bl es li k e p r ob le m s tat e m ent . This helps in
a c t i v i ti e s , a t t itu de s, skil ls , a pt itu d es , d e fin in g the p urpos e of th e desi gn
a n d mo t i va t i on s o f resea rc h s ubj ec t s. i n iti ati v e , fo r b oth t he p ers onas an d
T h e n , o n e m ap s t he su bj ec ts t o t he s e for t he bu sine s s. Fo llowin g is an
b e h av i o ra l v a ri abl es and i d ent if i e s e x am p le of a p r oblem s t atement .
s i gn i f i ca nt be ha vior pa tt ern s. Fo r
each p e r so n a , synt h esi z e r e l e va nt “ C om p an y X’s customer sa tisfaction
g o al s a nd c he ck f or comp l e te n e ss a nd r a ti n g s a re low an d mark et s hare h as
r e du nd a n cy . La st ly , ex pa n d th e d i mi n i she d b y 1 0% over th e p ast ye a r
d e s c r i p t i on of a t t ribu te s and b e ca us e u ser s don ’t ha ve a de qua te
b e h av i o rs f o r e a se in c omm u ni c a t i on t o ols to p e rfo r m A, B , an d C t ask s tha t
a m o n g t h e p r o d u ct t ea m . w oul d he l p th e m meet the ir go al o f G. ”

A product t ea m can pre par e the

f o l l o w i ng t y p es of per son as:
P r im a r y: I d en t if ies the p r i m a ry
t a r g e t u s er fo r the design .

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 I m p l e m e nt b a s ket ’ or ‘A d d to car t’, but t hey
After p r ot otyp in g and t est in g , s h o u ld n ot b e u sed in terch an geably.
d e v e l o p e rs t a k e over t he p rot o ty pe
f o r d e v el o p m e n t. Du r ing t his st a g e , i t E r r o r p re ve nt i on
is e s se nt i al to c ol l abor a te wi t h T h e sy st e m ’ s fl ow and d es ign should
d e v e l o p e rs to e nsu re t hat t he b e s uc h t ha t it eliminates er ro r p ron e
w o r k fl o w of t h e d evelo p ed p rod uc t i s c o nd it ion s an d c onfirm s t heir input s
a s p l a n n e d , a n d t ha t th e ae st het ic s of b e fo re the y pe rform the ac tion. Eg :
t h e d e v elo p e d pr oduc t mat ch es w i t h c h ec ki ng if th e pas sw ord pro t oco ls
t h at of t he p roto t yp e p r epa r e d are met b efo re the use r pres ses
e a r l i e r . A ba sic k no wl edg e o f CSS a nd r e gis te r.
J a v a s c rip t i s a p l us fo r t his t ype o f
c o l l a bo ra t io n . R e co gn i t ion r a ther t han r ecall
The sy s te m s ho uld d ecreas e the
Heuristics for User Interface u s er s ’ co gn it i ve load by m akin g
Design a c tio n s a n d al t er natives available. E g:
a u t o co m ple te i n search .
Nielsen and M o ri ch de velo p ed 10
general p r in ci p le s fo r in t er ac t io n F l ex ib ilit y a nd e fficie ncy of use
d e s i g n w hi ch can be u se d a s b roa d T h e s y st e m s ho uld c at er t o the needs
r u l es t o te st th e us ab il it y of a n o nl in e of b ot h , n ovi c e an d exp erienc ed
product: u s er s . Eg : us e o f s hortc uts by expe rt
u s er s .
V i sib i l i ty o f s y s te m s t a tu s
T h e u s er s sh o u ld be kep t in f or me d A e st he ti c an d m in ima list d esi gn
about wh a t is g oing on u s i ng T h e s y st e m s h ould n ot be c lut t ered
f e e d b a ck wi t hi n a pp ro p ria te t im e . Eg : a n d s h ow o n ly relevant inform at ion
l o a d i n g i n d ic a t o rs. u p fro n t . E g: k eeping d et ail s hidd en
u n d er ‘ vie w mo re’ hyperlink .
M a t c h b e tw e e n sy s tem a nd t he r ea l
w o r ld H elp u ser s r e c ogn ize, diagn ose, an d
The ph r as es used in t he s y st e m r e co ve r f rom e r ror s
s h o u l d be f a m ilia r to t he use r and fi t T h e err or me ss ages s ho uld be use fu l.
t h ei r m en t a l m od el. E g: us i n g T h ey s hou ld c on vey t he reason fo r
a p p r o p r ia t e ico ns as met ap h ors a nd w hy er ror ha s o cc urred and how t o
using l a n g u a ge wh ich m a t che s th e o v er c o me t h e i s sue.
r e al - w or l d c o n v e nt io ns.
H elp a n d d o cu m ent at ion
U se r c o n tro l a n d f ree do m The sy s te m sh ou ld p rov id e
If users get int o an u n wa nt ed d o c um en t at ion in the inte rfac e. T he
s c e n ar io by m is t a ke , t he y shou ld ha v e d o c um en t at ion sec t io n s ho uld be
a n e m e r g e n cy ex it o pt io n. E g: u n d o e a sy t o s ea rch , crisp an d fo cus sed on
and redo. t h e u se r's ta s k s .

C o n si s te n c y a n d st an da rds
A c on sis t en t t e rm in o l og y and
p a r a di gm sh ou ld be u se d t hr oug ho u t
t h e s ys te m . Eg : u se eit her ‘A dd t o

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 References

C o o p e r , A ., R eim a nn , R ., & C ro n in ,
D. ( 20 0 7 ) . Abou t face 3: the
e s s en t ia l s of int e ract ion de s i g n.
I N p o li s, I N : Wil ey P ub li shi ng .
W h at is U ser Ex per ie n ce ( U X)
D e s ign ? ( n . d. ). Ret r ieved from
h t tp s:/ / www. in ter act io n -
d e s i gn .o rg /lite r atu re /to pic s/ u x-
d e s i gn .
D a m , R ., & S ia n g, T . ( 20 19) . W h a t i s
D e s ign T hi nk in g a n d W h y Is It S o
P o p u l a r? Re t r ieve d fr o m
h t tp s:/ / www. in ter act io n -
d e s i gn .o rg /lite r atu re /ar tic le / wh a
t - i s - d es ig n -t hin k in g- an d- w hy -i s -
i t - s o- po p u lar.
M i l l er , B . H. ( 201 7, Sep t em be r 4 ) .
W h at is D e sign Th in kin g ? ( An d
W h at A r e Th e 5 St a ges A s so ci a t e d
With it ? ) . R et rie ved f ro m
h t tp s:/ / me diu m.c om/ @b hmi l le r0 7
1 2 / wh a t - is -desi gn-t hin kin g- a nd -
w h a t- a re -t he -5 -st a ges-
a s s oc ia t e d -with -it -d62 8 15 2c f2 20.
W h at m a k es a su cc essf u l p ro d uc t
m an a g er ? . ( 20 15, D ec embe r 10 ).
R e tr iev e d fr om
h t tp s:/ / f ra nk lio. wee bl y. com/ bl o g
/ c a t eg o r y/ pro du ct ma n a gem e n t.
A ff a ir s , A. S. fo r P. ( 2 01 3,
S e p te m b e r 6). S yst em U s a bi l i ty
S ca le (SU S). R et rie ved from
h t tp s:/ / www. us a bil it y. go v /how -
t o- a nd -t oo l s/me th od s/ sy ste m-
u s a bil ity - s c al e.ht m l.
N i e l se n , J . (n. d.). 10 Heu r i sti c s fo r
U s e r I n te r f ace D esign : Ar t icl e b y
Ja k ob N ie l sen . R et ri eved fro m
h t tp s:/ / www. nn gr oup .co m /ar t i c l
e s / t en - usa bi lit y- heu ris t ics/.

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 Maurice Patel

Introduction t h eir us e ca s es t o build inno vative

f e at ure s. Fo r e xam ple, G m ail’ s auto-
I n t h e p as t d e ca d e, t e chn ol og y a nd c o m ple t io n fe atur e, S m ar t Voic e
c o m p u tin g h a v e evo lv ed si gnif ic an tl y . A s s is t an ts, etc .
M ac h i n e L e a r ni n g & Ar ti fi ci a l
I n te l l i g e n ce h a ve dis rup t ed a l mo s t What is Product Management?
e v er y in d ustr y. T ra diti o na l
b u s i n e ss es we r e f orc ed to a da p t , A pr od uc t m an a g er conn ect s bus in es s
c h an ge th e ir bu si ness mo del , an d s t rat eg y, des i gn knowledg e, an d
d e v e l o p te c hn ol og ical e x p er tise . I n c u st om er needs to d eve lop a
2 0 1 9 , 7 o u t o f th e 1 0 mo st v a l ua b l e r e lev an t , f ea sible, and valuabl e
c o m p a ni e s, ba sed on ma r ke t p r od uc t . T hey c onn ect three
c a p i ta l iza tio n wer e te c hn ol ogy fi rm s . d i ffe re nt e nt it ie s: us ers (an d
They h a ve r e pl ace d b ig oi l and c u st om er s) , d evelopers (in c ludi ng
n a tu r a l ga s co m pa nies, w h ic h d e s i gn er s a nd engineers) an d t he
d o m i n a t e d t he m a rk et f or t he l as t 5 0 b u s in e ss t ea m (s ales , marke ting ).
years. C om p anie s lik e Fa ce bo o k, E a ch t e am h as the fo ll owi ng
A l i b ab a , Wh a t sA p p , Ins tag ra m di d not f u nc tio n s :
e v en e x i st 2 0 ye a rs a go. W i th a n T he c u s t om er/ user is th e on e who
e x p o n e n t ial in c rea se in the da t a s uf fer s f rom a prob lem, s olvin g it
b e in g g e n e r at ed e ve r y sec ond , c re at e s v alue for t he firm.
utilizing it p r op erl y g iv es an y T he d eve lo pment team - de si gners
c o m p a ny a c o mp et it ive a dva n ta g e . a nd en g i ne ers c reat e a p rod uc t t o
Why is it re le va n t f or a p ro du c t s olv e c us t o mer problem s by
m a n ag e r ? A pr o d uct m an a ge r's r o le i s u t il izin g t he best prac tic es so t hat
d e f i n e d a s ‘T he CE O o f a p rod u ct ’ , it is ea si er to dev elop a nd
a n d th ey ar e e x pe ct ed t o im pr o ve m ai nt ain in th e lon g t e rm .
u p o n e x is t in g p r odu ct s or d ev e lo p
n e w p ro du cts . He n ce it is vi t a l t o
u n d er s t a n d th e t o ol s a vai la ble, and

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 B u s in ess o r ga niza tion o n t he o t he r A rt i fic ial in telligence i s a fiel d of
hand is so l ely f ocu se d on c om pu t e r s c ienc e d eve lo p ed to
i n c re a sin g sha reh ol de rs ’ v al u e. g ive m ac hines t he abil it y t o think
The m ai n a im is to gen e r a te l ike hu ma ns . I t is a bro ader field
w e a l t h b y sel l ing its se rv ice s a n d t ha t in cl ud es areas like M ac hin e
p r o du ct s by u t il iz in g the f ir m ’ s L ea rn ing , D eep Learn ing , Nat ural
r e s o u r ce s. L an g u ag e Proc ess ing, C omput er
V is i on , R ob ot ic s, etc .
T h e r e i s a n in h eren t con f l ict b et we en
t h em ; a f e w ex a m p l es wou l d b e: Definition of Machine Learning
E n g in e er s wou ld w an t to w ork on
c u t t in g- ed ge t echn ol o g ie s, " A c om p ute r p rogram is sa id to lea rn
i r r e sp ect ive of how u sef u l a nd f r om e xp e r ien ce (E) to so me cl ass of
v a l u a b le i t i s f or t he u ser s o r ho w t a sk s (T ) a n d pe rforma nce me as ure
e x p e n siv e it is fo r th e bu s i ne s s ( P ), i f it s p e r for man ce a t ta sks in T , as
t e am . Ac co rdi n g to t he cu st o m er , m ea sur e d by P, improve s w ith
d e s i gn e r s w ish f or a n a es t he t ic e x pe rie n ce E."- Tom Mitch el l
d e s i gn e v en tho ug h i t is n ot t h e
m o s t p r e f er red on e. C o m pa re d to rule -base d sy stems
C u s to me rs wa n t mor e f ea tu r e s a t f o llo we d e ar l ier, M achine L earnin g
a ch ea p e r c ost , and busi n e s s e s h a s the a dv an tage th at w ith m or e
want to e x tra ct pr o fi ts by d a t a , t he sy st e m improves it s elf an d
c h a rg i n g a pr e miu m. g e t s rid o f un derlying biases . For
e x am p le, in a b ank, t o sell a d epos it
H en c e a p r o du c t ma na g er i s ex pe ct e d p r od uc t , t he y d ecid e on po te ntial
to s t r ik e a b a la nc e b etwe en the b u y ers ba s e d on their sav ing s
p a y o f fs a n d t ra d e of f s of e ach p art y . a c co un t ba lan c e. Thus , if th e bal ance
i s gr ea t er th an threshold, then s end
t h e ad ver t is em ent t o t he buy er. I n
t h e m a ch ine l earnin g appr oac h, we
c a n lo ok at t he c hara cte rist ics of
p e op le wh o bou ght the produc t in t he
past an d ma t c h si mi lar cu st om er
p r of ile s to r educ e t he co st of
a d v e rti se m e n t s an d improv ed
c o n ver s io n rat e s .

Figure 5.1 Relationship between AI & ML

Figure 5.2 Machine learning and related

areas

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 M ac h i n e Le a rn i ng ca n be divi de d i nt o th r ee ma j o r a re a s :

S u p e r v i se d L ea rn in g
M ak i n g a pr e d ic t ion ba sed on a s e t wh er e t he ou tp u t i s la be le d.
R e g r es si on : To pr edict a c o n t in u o u s v ar i a bl e. For e xa m p le , we a th er
f o r e ca st in g , in d ica t in g t h e pr i c e of a s t oc k, e t c.
C l as si fic a t ion : C la ssif yi ng in p u t i nt o a s et o f p re d e fi ne d c la s s es . F o r exa mp le ,
f r a u d de te c tio n, im a ge c la ssifi ca t i on , s pam d e t ec ti on , e tc .

U n s u p erv i se d L earn i n g
O r ga ni zin g/ d e s cri bing the s tru ctu re o f un l a b el e d d at a .
C l u st e rin g: F in din g simi la r g r ou p s be t w e e n d a t a. F o r ex a m ple , cu s to mer
s e g m e n t a ti on , r e co mm en d er s y s te ms , e t c.
D i m en si on a lit y R edu ct io n

R e i n f o r ce m en t Le a rn in g
T o t a k e a ct ion t o ma x i mi ze t h e not i o n of c u m ul a ti v e re wa r d. F or e xa mp le, g a me
A I i s t ra i n e d for se ve r a l g en era t i ons u n t il i t l e a rn s fr o m it s mi s ta k es h o w it o u g ht
t o ta ke ea ch st e p , so t ha t it wou l d le a d to v i cto r y or s u r vi va l .

Figure 5.3 Training testing flow of an ML model

I n th e a b ov e d i a gra m , t h e c r it ica l s t ep i s t o d e c i d e w hi ch mo de l to u s e ba s e d o n
e a c h a l g or it h m's l im it a ti on s. B e lo w a re a f e w of th e s t a n da rd a lg o ri th ms wi t h
t h ei r p r os a n d c on s.

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 O n e o f th e m o st im p or tan t cla s s e s o f a l g o r ith ms is r ec o m me nd er s y st e m s.
C o m p a n i e s l i k e Net f l ix , A maz on , Fa ce b o o k, G o o g le , Y o u T u b e , S p ot i fy r e ly o n
r e co m m e n d er sy s te m s f o r t h e ir co re pr o du c t. A s S te ve J o bs s ai d , “P e o pl e do n' t
k n o w w ha t the y w a n t u nt il you s ho w i t t o th em .” R e c om m en de r sy s te ms h el p
p e o p l e id en t if y t h eir n eed s, w hic h t he y a r e n ot a wa r e o f. I t c a n b e d et er mi ne d b y
l o o k i ng a t r el a tion s hi ps cha r act e r is e d by i d e a s li k e, “p eo p le bo u gh t X p r o du ct s
a l s o b o ug ht Y p rod uc t s.”

Types of Recommender Systems

C o n t e n t- b a sed : This a p p roa ch i d e n tif ie s a tt r ib ut e s/ d e sc r i pt i ve ke y wo rd s f ro m

d i f f e re nt it em s a nd r eco m m en d s on t he ba s i s of s i mi la r ity b e tw ee n tw o i t em s.
T h e d r a w b a c k o f t his a p pr oac h i s t ha t i f th er e i s no c o mmo n a ttr i bu t e t h en t h e
u s e rs wo n ’t b e r eco m me n ded a pa r ti c ul a r it em .
K n o w l ed ge -ba se d: Th is a p p ro a c h is u s e d i n the i ni ti a l s ta g es w her e a u s er i s
e x p lic it l y a ske d f or his/h er pre fe re nc e s a n d c r ea t e s a mo de l t o r ec o m men d
t h e n ex t it e ms. E x a m pl e: N et f l i x a sk s u s e rs to s el ec t th r ee p re fe r r ed mo v ie / tv
s e r i es of t h eir lik in g.
C o l l ab or a ti ve f il t ering : This ap p r oa ch u t il i z e s b ot h it em a ttr i b ut es a n d u se r
p r ef er e n ce s, inc lu din g th e info r ma t i o n obt ai n e d f ro m o t her u s e rs ’ r a t in g s.
H en c e it is kno wn a s c ol la bor a t iv e fi lt e ri ng .

W e’ l l n ow lo ok as e x am ple o f the a b ov e re c om me nd er s y s t em s :

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 C o n t e n t B as ed T h e a bo ve ex am pl e c ont ain s a l i st of
u s er s a nd in fo r mation as t o whe ther
t h ey li ke d a pa rt ic ul ar movie or not .
I f S ca z li ked the mov ie I nside O ut, w e
w an t to kn ow w hic h movie we should
r e co m m e n d th at he wa tc h next . We
t a ke a we ig h ted av erage of the
o p in io ns of pe ople wh o h ave si mi lar
r e vie ws a s S c a z does for In side Ou t,
a n d ch oo s e t he movie w it h m axim um
v o t e s. In t h is c as e, Ant- ma n has the
h i gh es t v ote s. This appro ac h' s
d r aw b ac k is th at it does n't cons ider
t h e fa ct t ha t w e h ave no infor mation
Figure 5.4 Example of content-based a b o ut th e ge n r e preferenc e. We are
recommender systems not ut iliz in g the movie- att ribu te
i n fo rm at i o n in this sc en ar io.
T h e t a b le c on t a in s a l is t of mo vi e s
a n d t h e ir a t tr ibut es. I t sho ws tha t
C o ll ab or a ti ve F ilt er ing
I n si d e O u t i s a n a n ima t ed , non -
marvel m ov ie wi thou t an y
s u p e r v il la in , w h ic h fa ile d th e bec h de l
t e s t , a n d in clu d es pe o ple fr om “P a rk s
and Re cr e a t io n” . B a se d on th is
i n fo r m a ti on , if som ebo d y h ad
w at c h e d I ns id e Ou t , we wan t t o kn o w
w h i c h a m o n g t he thr ee – An t- M a n,
A v e n g er s an d Minio n s we sho u l d
r e co m m e n d . W e t a ke t he s im il ar i t y
b e tw e e n t he f e a tu r es of ea ch m o vi e
Figure 5.6 Example of collaborative
a n d I n sid e Ou t . Th e h ig he st simil ari ty
filtering recommender systems - step 1
i s wi th M i ni o n s, a n d hen c e Min i on s
should be re co mm e nd ed. T he The m a tr ix c ontains h alf- filled
d r a w b a ck is t hat t his ap p r oa ch i n fo rm at io n w i th rev iews t ha t users
d o e s n' t c o n s ider u ser p re f ere n ce s h a ve fi lled f or different movies . The
and r e lies s o le l y on the m o vi e' s m is s in g valu es co rresp on d t o mo vi es
a t tr i b u t es . t h at ha ve n’ t ye t been wat ched by
t h os e u s ers . The aim i s to fi nd the
K n o wl ed ge Ba s ed
m is s in g v al ue s . We w ill t ry to
d e c om po se th e m atrix in to two
m at ric es , k no w n as lat en t fact ors .

Figure 5.5 Example of knowledge-based

recommender systems

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 Figure 5.9 Example of collaborative
Figure 5.7 Example of collaborative filtering recommender systems - step 4
filtering recommender systems - step 2
The p re d i c te d v a lu e s a re
W e s ta r t w i t h ra ndo m v a lu es in t he r e c o mm e nd a ti o n s c ore s .
t w o ma t ri ces a nd m u ltip ly th em t o
get the in f or ma t io n ma tr ix . We This method t a k es care of us e r
calculate th e dif f ere n ce betw e e n p r e fe re nc e s and obj ec t a t t rib u t e s ,
a c t u al a n d p r e di ct ed val u es . F in a ll y , a n d i s a v e r y p ow e rf u l a n d s i mp l e
w e f i n d t he op tim a l va l u es for b ot h r e c o mm e nd a ti o n a l g ori t hm .
m a t r i ce s by u s ing gr a die n t de sc e nt ,
w h i c h m in im iz e s th e e rror be tw e e n Neural Networks
p r e d i c ted an d g iv en in f or ma t i o n
matrix. A l l t he a l g or i t h ms d e s c ri be d e a r li er
w o rk e d d i ff e re n t ly fro m ho w hu m a ns
l e a r n . T he g o a l of m a c hi ne l e a rn in g
and a r t i fi ci a l in t e l l i g e n c e wa s to
mimic our w ay of l e a r ni n g in
computers. N eu ra l Ne t w o rk s w er e
d e v e lo p e d i n t he 1 9 60 s bu t g ai ne d
p o p u l a ri ty i n th e c u rre nt e ra , w it h
i n c r e a s e d c om p ut a t i o na l c a p a bi l i t i e s
of e x i s t in g sy s t em s . Be lo w is a
d i a g r am t h a t c o m pa re s t he wo r kin g
m e c ha ni s m o f a bi ol o g i c a l n eu r on a nd
Figure 5.8 Example of collaborative a n a rt i f i c i a l ne u r o n.
filtering recommender systems - step 3

U si n g the t w o m at ri ces, mu l t ip ly a nd
g e t t h e m iss ing q uestio n ma r k val u es .

Figure 5.10 Comparison of biological

neuron vs artificial neural network

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 I f o n e pu t s t he ir ha n d o n a ho t s to ve , o f D e e p L e a rn i n g Ne ura l Ne tw or k, a
t h e i mm e d ia te a c t ion w ou l d b e to p u ll s t a t e o f th e a rt ne t w or k, k no w n fo r
t h ei r h an d a w a y fr om th e st ove . In i t s f u t u re p o t e n t i a l .
this p ro c e ss , inf orm a t ion t ha t the
s t o v e i s h o t, i s t a k e n a s in p ut f ro m Generative Adversarial
d e n d r i tes to th e nu cl e us, whe re i t Networks
decides if it is ho t t er t han s o me
t h r e s h o l d ; if y e s, t he n e u r on is fi re d .
The axon c a r ries t he im pu l s e or
s i gn a l t o t a k e t h e han d a wa y, t ill a xo n
t e r m in a ls . S im il a rl y , in an a r ti fi c i a l
neural n e t w ork , inp ut s ar e t a ke n
from al l th e xi, and wei g hts are
a s s i gn ed t o m in im iz e er ror. Ba se d on
Figure 5.12 Illustrative diagram of a
t h e v a l u e of t h e we i ght e d sum a nd
generative adversarial
a c t i v at io n fu n c t ion , the o ut p u t is
p r e d i c ted . I t i s a s p e c i a l t y p e of n e ur a l ne t w ork
where we ha ve t wo o pt i m i z i ng
E a ch n eu ra l ne twor k ha s a d if fe r e nt f u nc t i o n s i n st e a d of o n e, a nd bot h of
a r ch i te ct ur e , a n d i s u se d f or di ff er e nt t h e m c o m p e t e w i t h one a no t he r . We
purposes. H ow ever , n eu ron s , have a g e ne ra t or ne t w or k a nd a
a r ti f i ci a l n et w o rks , an d hi dde n l ay e rs d i s c ri m i n a t or n e t wo rk , w i th t he i r
a r e c om m o n , whic h ex tr a ct hi d de n l o s s f u nc ti o n s , a nd t he t a s k i s t o
f e a t u r e s. reduce the l o s s. In i t ia l l y , the
g e n e ra t o r i s p r ov i d e d wi t h ra nd o m
T h e m o r e t he n u m be r of l a yer s , t he i n p u t , a n d h e n c e t h e d i s c ri m i n at o r
m o r e c ap abl e the AN N of ex tr a cti n g c a n e a s i l y d i s t i ng u i s h b et we en re a l
f e a t u r e s o f a h i g her dim en si on . a n d fa ke i m a g e s . T h e g e ne rat or lo s s
will be t oo h i gh . A ft e r several
i t e ra t i o n s , g e ne r a t or lo s s is
m i n i m i z e d , a n d i t c re a t e s a mo re a nd
m o r e r e a l i s ti c i m a g e . In a n u ts h e l l ,
b o th n e u ra l n e tw or ks h a v e a ch i e v e d
state of t he a rt by l e t ti ng o ne
m a c h i n e c o m p e t e w i t h th e ot he r. T h e
f i n a l o u t pu t i s t wo ne tw or ks , o ne t o
g e n e ra t e fa k e i m a g e s a nd t he o the r t o
d e t e c t . B o t h o f t he m c a n b e us e d
Figure 5.11 Illustration of a deep neural independently.
network
C o n c l u s i ve l y , t he pro d u c t ma n a g e r
T h e de ep n e u r a l ne tw or k ha s m o re
should un d e r s t a nd wh a t d if fe r en t
n u m b e r o f h idd en l a yer s, which he l p
t o ol s t h e y h a v e a v ai la b le , a n d h o w to
i n fe at u re ex tr ac ti on . C om p ar e d t o
i m p r ov e t he p ro d uc t by a p p l y i ng ML
c l as s i c a l ML m od el s, w her e u s e rs
and AI. T he fo l l ow i ng fra me wo rk
h a v e t o d eriv e o r sp ecif y fe a t u re s
p r ov i d e s a n i dea a s t o wh e t he r y ou
f r o m t h e d a t as et . In De ep Le a r ni n g ,
should apply ML to t he ex is t in g
t h e m o de l its e lf se le ct s a n d cr e a t e s
p r od u c t o r n o t:
f e a t u r e s. W e s h al l se e a s pe cifi c t y pe

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 D o e s i t f it t he p rodu c t g o a l? h t t p s : / / m e di u m. c om / @ n e al _l at hi
How d oe s the p r odu c t r e v o lv e a / m a c h i ne -le a rni ng - fo r -p ro d uc t -
a r o u n d t he ML? m a n a g e r s - b a9 c f872 4 e 5 7
How s ho u l d t he p rod uc t s ta r t h t t p s : / / m e di u m. c om / @ y a e lg / p r o
using ML? d u c t - m a na ge r-p m -s t e p -b y - s te p -
B e n ch m a r k to com p are i t with ? t u t o ri a l- b ui ld in g -m a c hi n e -
H o w q u ic k ly sho uld th e p ro d u c t l e a r ni ng -p r od u c ts -f fa 7 8 17 a a 8a b
c h a n g e? h t t p s : / / w ww .a ha .i o / r oa d ma p p i ng
W h at in t er a ct ion s, a cti on s, an d / g u i d e / p ro du ct -
c o n t ro l d o user s h a ve ? m a n a g e m e nt/ wha t - is - a - pro d u ct
h t t p s : / / w ww .m c ki n s e y. c om / i nd us
Several in n o vat ive so lu ti on s l i ke t r i e s / t e c hn ol o g y -m e d i a- a nd -
Tesla s e lf - d r ivin g ca r s, sen t im en t t e l e co mm un i ca t i o ns / ou r-
a n a l y s is, an d obje ct de te ct ion in i n s i g h t s / p rod u c t -m an a g er s -f or-
r o b o ti c s a nd t h e fu t u rist ic st o r e – t h e - d i g i t a l - wo r ld #
A m a zo n GO , w ou l dn’ t ha v e be e n h t t p s : / / hb r. org / 2 01 7/ 1 2 / wha t -i t -
p o s s i b le w it h o u t an u n de rst an d in g of t a k e s - t o -be com e -a -g re a t -
a d v a nc ed a lg o r it hm s a nd wher e t he se p ro d u c t- m a nag e r
t o o l s c ou ld be use d. T he ex pe ct a ti on h t t p s : / / w ww .y o u tu b e .c om / wa t c h
is not to c ode , bu t kn ow what ?
r e qu i r e m e n t s t o a sk of t he t ech n ic a l v = r Z u fA 6 3 5 dq 4 & li s t= P L tB w 6 n j QR U
t e a m m e m b er! -
rw p 5_ _ 7 C0 oIV t 26 Zg j G9 NI & in d ex =
References 4 & a b_ ch a n ne l = A l e x a nd e rA mi ni
h t t p s : / / w ww .y o u tu b e .c om / wa t c h
h t tp s:/ / t owa r dsd a t asc ie n ce. co m / ?
t h e - r e m a r k able - wo rl d-of - v = n j KP 3 Fq W3 S k& l i s t = PL t Bw 6 njQ R
r e c om me nd er-sys tem s- U-
b ff 4 b9 cb e 6 a7 rw p 5_ _ 7 C0 oIV t 26 Zg j G9 NI & in d ex =
h t tp s:/ / t owa r dsd a t asc ie n ce. co m / 1& a b _ c h a n ne l = A le xa n de rA mi ni
w h a t- a re -p ro duct - h t t p s : / / t ow a rd s d a ta s c ie nc e . co m /
r e c om me nd at io n-e n gi ne s-a n d- i n t r o d uc ti o n- t o-r e co m m e nd e r-
t h e - va r io u s -ver sio ns-o f- t he m- s y s t e m s- 6 c 66 c f15 ad a
9 d c a b 4e e2 6d5 h t t p s : / / t ow a rd s d a ta s c ie nc e . co m /
h t tp s:/ / www. a na l yt ics vi d hya . co m u n d e r s t a nd ing - co nf u si o n -m a tr ix -
/ b l og /2 0 1 5/0 8/b eg in n er s- gu i de - a 9 a d 4 2d cf d 62
l e a r n - co nt ent -b ase d- h t t p s : / / w ww .y o u tu b e .c om / wa t c h
r e c om me nd er-sys tem s/ ?
h t tp s:/ / www. yo utu be .c om /w a t c h v = I m p V 7 0u Lx y w & ab _ ch a n ne l = L u is
? S e rr a n o
v = j h FF O m vPn e 4& ab_ ch a nn el = 5 Mi n
u t e s E n g in e er in g
h t tp s:/ / www. yo utu be .c om /w a t c h
? v = n 3 R K sY 2H-
N E & a b _ cha nn el =Arto f th ePr ob l e m
h t tp s:/ / t owa r dsd a t asc ie n ce. co m /
m ac hi ne -l e ar n in g- f o r- pr o du c t-
m an a g er s- p art - i- pr obl e m -
m ap p i n g - 54 361 32 c3a 6e

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 Somitra Baldua

Introduction In V R, we ar e c reat in g a paral le l

r e ali t y it s elf. We ar e c reatin g an
A u gm e n t ed R e a l it y a nd V irt u a l R e al i t y e n t i re s im ul ate d environmen t f or a
are two par ticu l a rl y p o p u la r c o m ple t e , im m e rs ive experi ence .
b u z zw o rd s. Th e y ha ve b ee n a pa rt o f
p o p u l ar c u l t u re sin ce at le ast 2 0 12 - A user is p la ced in si de a v irtual
1 3 , w h i c h is qu it e a l on g ti me i n t h e e n vi ro n m en t , w hic h in turn t ri es to
t e c h - w o r ld . H ow e ve r, c l ari ty ab o u t t r ig g er an d e n g age (i. e. simulate ) as
t h ei r fu n c t io ni ng a nd use ca se s i s m an y s en se s as poss ible. Th e
still p r e t ty lim it ed an d ni ch e . u l t im at e m o tiv e is to c rea te an all-
F r e q u e n t l y , t he se tw o t er m s a re u s e d r o un d ex per ien c e wit h c omp lete se lf-
i n te r ch a n g e a b l y as wel l . H owe ve r, i m m ers io n. T h e only lim it s t o virt ual
t h er e is a sig n if ica n t di ff er en c e r e ali t y (V R ) a r e t he av aila bi li ty of
b e tw e e n bo t h t he t ech n olo gies. c o nt en t a nd cos t effect ive
c o m pu t at ion p ower. A s is apparen t
A u g me nt ed Re a li ty ( A R) r ef ers to f r om t h e d ef i n ition itself, de tai led
o b s e r v in g th e r ea l- li f e en vir on m en t g r ap hi c s are a n im portan t part of a
w i th a dig it a l a ug me nt a t ion ov e rl a i d p o w erf ul a nd c onvin cin g virt ual
o n i t. T h e f u n d a m en tal ide a he re i s t o r e ali t y (VR ) e xp erienc e, an d he nce
e n h a n ce re a l- l ife ex p e r ien ce s wi t h the req ui re men t for hig h
relevant co n t en t, in f or m at i on e t c. c o m pu t at ion p o wer. (Bard i, J . 2 019)
( “ W h a t is Au gm en t ed R ea lit y”, 2 0 1 9 )
Popular Products & Brands
I n A u g m en te d R ea li t y (A R), we a r e
using a c om p u t er to de cr yp t , or A R h as a wid e range of appli cation s,
u n d er s t a n d the li ve vid eo s tre a m a n d he nc e i ts p roduc t se t is a ls o
f r o m c a m er a . By u n d er st an di ng , w e d i v e rs e . E xa m ples of AR in c lud e
m e a n i d e n ti fyi ng & r ec ogn izi n g t he m ult ipl e a pp ba s ed software pro duct s
o b j e c ts in the v ideo an d u si ng t h e like “Po ké m o n G o” : an AR based
c o nt en t s o f t he vid e o to cr eat e a s m a rtp ho ne ga m e t hat became a vi ral
c o nt ex t . Th e c om pu t er t he n r en de rs s e n s at ion in 2 0 16-17 . S im il arly, the
the r ele va nt 3D gra phics an d “ I KE A Pla c e s” app by IKE A- a
s u p e r i m p o s e it on t he l ive ca m e r a f u rn itu re ret a i l er has an A R fe ature
f e e d to en ha n c e a u se r ’s exp er i e nc e
o f t h e r ea l w o rl d .

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 w h i c h a l lo ws c u st o me rs t o vis ua l i s e d u r a t i o n u s e , to t he tu n e o f a n e n ti re
t h e s el e c t ed I K E A p rod uct in t h e i r d a y a t a t i m e . A s a re s ul t, the m ak e o r
h o m es to con f ir m p r od u ct fi t. break f e a tu r e s i nc l u de t he d ev i ce
A m o n g st ha rdw ar e- ba se d AR being light in w ei g ht and ha v i n g
p r o d u c t s, “s m a r t glasse s” is t he m o s t l o ng -l a s t i ng b a t t e ri e s . Goo g l e Gl a s s ,
p o p u l a r c a te go r y, whic h i s l e d b y f o r e x a m p le w e ig hs a ro u n d 4 6 g ms
b r an d s l i k e G o og le (“G oog le gla s s” ) , a n d h a s a b at t e ry w hi c h is s u f fi ci e nt
Epson ( “Mov er i o” ), Tos h ib a f o r a ty p i c a l d a y ’s u se . H ow e v e r , i t
( “ d y n a Ed ge ” ) e t c. T he “sma rt gla s se s” c o s t s t h e cu s to me r a ro u n d $ 15 00 .
c a t e g o ry is h ig h ly f ra gm ent e d w i th n o
c l ea r w in n er . V R d e v i c e s on the o t he r h a nd a r e
t y pi c a l l y u se d f or s h or t d u ra t i on s , i n
V R p r o du ct s c a n a lso b e se gm e nt e d t h e ra ng e o f 2 - 3 ho u rs o f c ont i nu o us
i n to H a rd w a re an d Sof tw a r e. VR u s e . T he y w e i g h mo re , i n t he r a ng e of
h e ad s e t s , po p u l a rl y ca ll ed “H e a d 4 0 0 -6 00 g m s a n d h a v e l e s s b at te ry
M o u nt ed D isp l ay ” (HMD ) is t he mo s t l i f e , t o t h e t u ne of 3 - 4 h o u rs . W i t h
p o p u l a r ha rdwar e p ro d uct c at e g or y l o we r b a t te r y li fe a nd h e a vi e r we i g ht,
i n V R. HM D s a re f u r th e r c l as s ifi e d h o w e v e r c o m e s t he be ne fi t of a low e r
i n to th ree t y p e s: p r i ce t a g c om p a re d t o A R d e v i ce s .
C a t eg o ry 1 : V R h ea ds et s to be us e d P r i c i ng s ta r t s f ro m $ 120 a nd t ou c he s
i n c om b ina tion wit h Sm a r t pho ne s . $ 6 00 - 7 0 0 . T he i ne ffi c ie n cy i n p ro d u c t
C a t eg o ry 2 : VR he a ds et s to be d e s i g n (b a t t e ry l i fe a n d we i g ht ) a re
used in c o m bin at io n w it h PC s the m a jo r b o t tl e n ec k s in VR and
( P e r so n a l Com pu t er s), or p r ov i d e i m me ns e scope fo r
C o n so le s. i m p r ov e m e n t .
C a t eg o ry 3: S ta n da l on e VR
h e a ds e t s . How AR Works

E a ch c at e go ry h a s a dif f ere nt sou r ce C o m pu t e r V i si on is t he mo s t

o f c o m p u t a t io n p ow er . For e x am pl e, f u nd a m e nt a l b ui ld i ng b l o ck of AR
i n ca t e go ry 1 , sm a rt p ho ne s p ro v i d e t e ch n o l o g y . In t hi s s e c t io n , we w i ll
the c om p ut a t i on p ow er, while in f i r s t i n tr o d u c e Com p u t e r vi si o n a nd
C a t e go ry 2 P C s or co nso les pr o vi d e t h e n fu rt h e r e x p l ore t h e wo r ki ng o f
t h e s a m e . In c a t ego ry 3, the o n u s o f A R t e c hn o l o g y .
c o m p u ta t ion is em be dded in t he
h e ad s e t i t se lf . G en e ra l l y, ca t eg o ry 2 C o m p ut e r V is i o n B as ic s : T h e g oa l o f
and ca t eg or y 3 H MD s a re a l so C o m pu t e r V i s i o n i s “ t o u s e o bs e r ve d
a c co m p a nie d w ith “han d cont r ol l e rs ” , i m a g e d a t a t o i nfe r s om e th i ng a bo u t
w h i c h i mp ro ve m ot io n t ra cki n g a nd t h e w o rl d .” ( B r ow l e e , J . 201 9 ) Gi v e n
t h er e f o re , t he vir tu a l d ev i ce a n i m a g e ( o r v i d e o st r e a m – w hi ch is
e x p e r i e n c e. T he m aj or br an d s a g a i n a s e t o f im a g e fra m e s ), w ha t
o p e r a t i ng i n t h e V R h ea dse t sp a c e a r e c a n we un d e r s t a nd a b ou t the s ce n e
S o ny P la y St a t io n , HT C V ive a nd b e i n g p o rt ra y e d i n t ha t i ma g e ? Do e s
F a ce b o ok ’s Oc u lu s. i t ha v e a n ob j ec t , wh at k i n d o f o bj e ct ,
h o w m a n y s u ch obj e c ts a re th e re e tc .
Pricing and Product Features These a re the key qu e s ti on s t ha t
c o m p u t e r v i s i on fo c u s e s o n. It i s a n
AR d e vic e s , h avin g va r ie d e x tr e m e l y advanced re se a r ch fi e ld
a p p l i ca t io ns , a r e m ean t for lon g a n d c a n be f ur t h e r b ro ke n do wn i nt o

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 s u b fi el d s lik e o bj ect de te ct i on, o bj e c t f e a t u re extraction a l g o ri t hm used
c l as s i f i ca ti o n, o bje c t ve rific a t ion e t c. e a rl i e r , t h u s d e ri v i ng a fe a tu re v e c to r
W e’ l l d el v e a l i t t l e d e ep er in t o ob je c t Y . W e t he n c o m p a re fe a tu r e v e ct o r Y
c l as s i f i ca ti o n, to devel op a cl e a r e r w i t h Xc a nd X e, t o i d e n ti fy w h ic h on e
i d e a o f h ow co m pu te r v ision wor ks . i t i s c lo s e r t o . I f i t i s c lo s e r t o Xc, o u r
a l g o r i t h m w i l l cl a s s i fy t he i m a g e as
We w il l try to u n de r sta n d the C l as s “ c” . I f i t i s c lo s e r t o X e , ou r
u n d er l y in g t h eory of ho w o b je c t a l g o r i t h m cl a s s i fi e s i t a s Xe . I n t h is
c l as s i f i ca ti o n wo rks thr oug h t he e x am p l e , s i n ce on ly tw o c la s s e s a r e
c h ar a c t er r e c o g n itio n pr obl em. used, not b e lo ng i ng to cl a s s “ c”
i m p l i e s b e l on g i n g t o c l a s s “ e ” . B u t, i n
The p r obl em st a t eme nt f or us is: c a s e o f 3 or mo re c la s s e s, th e s a m e
g i v e n a s et o f i m ag es co nta in in g o nl y w o u l d n o t b e p o s s i bl e .
t w o c h a ra ct e rs : “ c” a n d “e ”, ho w ca n
w e d ev el o p a n a u tom a t ed a l gor i t hm N o t e: T h i s i s a v e r y s im p l i st i c m od e l .
t o c l as sif y e a c h ima ge a s ei th er t h e A d v a n c e d a l g o r it hm s wh ic h a re us e d
c h ar a c t er “ c ”, o r ch a ra cte r “e ” ? for c l a s s i fi c at i o n a re m u ch mo r e
sophisticated.
T h e s o lu ti on h er e is br ok en in t o t wo
p a r ts : t he t rai ni ng pha se a nd th e
t e s t i ng phase. The two p os s i b le
o u t c o m es ( “c ” or “e ”) a re c a ll ed
c l as s e s . An y g i ve n im age wil l b e l ong Figure 6.1 Basic character recognition
t o e i th e r c la ss “c”, o r c l as s “e”. algorithm

AR technology w orks th ro u g h the

I n t h e t ra in in g pha se, a l abel l ed da t a
following steps:
s e t i s p as s e d th ro ugh t he “f ea t u re
F i rs t step is C om pu t e r v i s io n ,
e x t r ac t io n a l go r ith m ”. A l abel le d d a t a
w h e re a c o m p u te r u nd e rs t a n ds t he
s e t i s a s e t of ima ge s, w he r e e a c h
c on t e nt of the video s t re a m in g
i m ag e i s lab e ll e d as ei th er cl ass “c ” or
f ro m c a m e r a fe e d a nd g e ne ra t e s a
c l as s “ e ” . W e a l w ays us e la bel led d at a
b a s i c co nt e xt f o r t he wo r ld a ro u n d
s e ts for the t ra in in g p ha se . Fo r
the user.
e x a m p le , a u se r woul d k now
S e c on d s t e p i s R e n d e ri n g . On c e
b e fo r eh a nd t h a t t he im a ge wh i ch i s
t h e co m p u t er h as un d e r s t o od ( i n
b e in g p a sse d to t he al gor it hm fo r
t h e s t e p 1 ) wh a t t he ca m e r a (a n d
t r a i n i n g i s o f c l ass “c”.
h e n c e , t he us e r ) i s l oo ki n g at , i t
s e a rc h e s f or t h e r e l e v a nt d i g it al
In the t e st in g ph a se , we u se an
c on t e nt a n d t he n s u p e r i m p os e it
u n l a b e lle d d at a se t. T he o nl y
o n t he c a m e ra f e e d , s o th a t i t
i n fo r m a ti on th a t w e ha ve ab ou t t he
l o o ks l i ke a p a rt o f re a l wo rl d a nd
u n l a b e lle d d a ta set is th a t eac h im a g e
e n h a n ce s t he e xp e ri e n ce .
i n th e d a t a s e t wil l eit her be of cl a s s
“ c ” o r of c la s s “e ” . U nl ike t he la b e l le d
A R i s a re a l t i me a p p li ca t i on & he nce ;
d a t a s e t , w e d on ’ t kn ow b ef ore h a nd
b o th th e above s t ep s ha v e to be
w h e th e r a giv en im a ge is of c la ss “c ”
p e r fo rm e d o n e v e ry fra m e t ha t t he
o r cl as s “ e ”. H o wev er, we n ow ha ve a
c a m e ra captures. i P h on e 11 h as a
c l as s i f i er i n p l a ce . W e w i ll pas s t he
c a m e ra w hi c h c ap t u re 4 k re s ol u ti on
u n l a b e lle d d a t a t hr ou gh t h e sam e
f r a m e s a t 6 0 f p s , wh i c h g i v e s u s

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 a r o u n d 16 - 17 m ill ise co nd p er fr a me t o h e a d s e ts h a v e s o p hi s t i c a te d t ra c ki ng
c o m p le t e b ot h the ab ov e s tep for a 4 k s e ns or s , w h i c h a re e s s e nt ia l t o cre a t e
f r am e. Co n s id e rin g t he com pu t at io n a l a qu al i t y e x p er ie nce . T ra c ki ng o f t h e
s p e e d of m o de r n p roce ssors, 16-1 7m s user’s head is d on e v ia in t e r nal
is a v er y lon g t im e. This g i ve s c o m p o ne nt s li ke g y ro s cop e s ,
d e v e l o p e rs e n ough ban dw id th to m a g ne t o m e t e r s a nd a cc e l e ro m e te r s .
d e s i g n so p h is t i cat e d AR a lg or it hms . M a ny h e a d s e t s h a ve a s e t of e x t e r na l
s e ns or s l i ke L E D l i g ht s an d ca m e ra s
How VR Works to f u rt h e r i mp r ov e th e t r ack i ng
a c c u ra cy . Im a g e data fro m t he
I n t h e ca s e of V R , it is a t hre e -s t e p h e a d s e t c a m e r a i s u s e d t o c re a t e a 3D
p r o c e s s: model of t he room a nd de te ct
S t ep 1: V id eo i s sen t f ro m PC (v i a e x te r n a l l a n d m a rk s l i ke s t a ir s ,
HDMI c abl e ), or s ma rt p h on e c o rn e r s i n t he r oom e tc . T h e e a r li e r
s l o t t ed in to hea d se t , o r f r om th e m e n ti o n e d c o m pu t e r vi s io n
g r a p hi cs c on t ro ll e r in headset t e ch n i q u e s a r e us e d h e r e. R ot a ti ona l
i t s e lf , fo r a sta n d al o n e VR hea d s e t . and linear a cc e l e r a ti o n da t a fr o m
S t ep 2 : VR he ad set s eit he r se nd 2 s e ns or s i n t he ha n d c on t ro ll e r s i s
f ee d s on a sin gle d isp la y , or ha v e used to t r ac k th e us e r ’ s h a nd
t wo LC D disp la ys : ea ch f or o ne movements.
eye.
S t ep 3: V R he ad set s h a ve a l en s L a t e nc y i s a n i m p o rt a n t p e rfo rm a n ce
a s s e m bl y b et ween t h e us er ’s ey e s p a r a m e t e r i n V R . H e a d- tr a c ki ng te ch
a n d t h e disp la y, w hi ch r e s h a pe s n e e d s l o w l a t e nc y t o b e e ffe ct i ve - 5 0
t h e p ic t u re ap p rop ria te ly fo r e a ch m i l l i s e c o nd s or le s s o r we w i ll d e te ct
e y e a n d cr e at e a 3D im ag e. t h e l a g be t w e e n o u r h e a d m o v e m e nt
a n d t h e V R e n vi ron m e nt ch a ng i ng .
W e a r e ju st t r yin g to mi mic the wa y T h e O c u l u s R i ft ha s l a g of aro u n d
o u r e y es w or k. The r e i s a m in i mu m 30ms.
r e qu i r e m e n t o f 60f ps fr om t h e VR
h e ad s e t f or a c onvin cin g ex p er ie n ce . F O V E V R h e ad s e t h as i m p l e m e nt e d
T h e m o de rn de vices ha ve ca pa bi l i ti es e y e t ra ck i n g a s w e l l , u s in g an i nt e rn a l
w h i c h f a r ex c e ed t h is l imit . O cu l u s c a m e ra a nd in fr a re d s e nso r t ha t
g i v e s 9 0f ps lev el p er fo rm an ce , wh i le m o n i t o rs th e u s e r ’ s e y e . E v e n ke e pi n g
S o ny ’ s P la yS ta t ion VR gives 12 0fp s o n e ’ s h e a d s t i ll , wh i le m o vi ng o nl y
l e v e l p e rfo r m an ce. An oth er sp e c . to o n e ’ s e y e b a l l , w i l l l e a d t o t he V R
f o cu s o n f or VR hea ds et w i ll be fie l d e n v i ro nm e n t c h a ng in g .
o f v i e w . I dea l l y , VR h ea d set sho u l d
provide a 36 0 -de gre e d isp la y to Industrial Application
m i m i c t h e re a l lif e, bu t t ha t wi l l b e
too ex p en si ve . Most of t he VR A R a nd V R h ea d s e ts a re e xp a n di ng
h e ad s e t s h ave 10 0 t o 11o de gre e fi e l d t h e i r m a r k e t by c r e a ti n g e n t e rpr i s e
o f v i e w w hic h i s e nou gh f or hu m an use ca s e s . T he re a re m ul ti pl e
c a p a b i lit y. c o m p a n i e s u s i n g A R s m a rt g l a s s es i n
t h e i r s u p p ly c ha i n t o im pro v e t he i r
T r ac k i n g is an a re a wh er e VR p r od u c t i v i t y . Fo rd d e s ig n er s use
h e ad s e t s try to dif f er en t i a te O cu lu s R i ft to visualise a nd
t h em s e l v es fr o m ea ch oth er , in o rd e r e x pe ri e n c e t he i n te ri or a n d e x t e ri or
t o j u st i f y t he ir p r emiu m p rici ng . VR d e s i g n o f t h e i r c a rs . L o ck he ed

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 M ar t i n ’ s e ng i n e ers u s e AR g lasse s to O v e r al l , t he i nd u s t ry is mo vi ng a w ay
g e t r e a l t i m e vi su a ls of t heir a ir c raf ts f r o m h a r d w a r e ba s e d t e c hn o lo g ic a l
a n d o v e r la y im ag es w it h inst r uc t io n s i m p r ov e m e n t s a nd t o wa r d s s o ft wa r e -
i n a r e a l w or k ing e nviro nm en t . Th e b a s e d i m p ro v e m e nt , w it h a focu s on
c o m p a ny ha s r e al ised an a n nu a l c r e a t i n g e nt e r pr i s e l e v e l u s e c a s e s,
s a vi ng s o f $ 10 m il l ion in it s pr o du c t w h i l e c re a t in g m o re c o nt e nt on p l a y
l i n e (So u r ce : St a t ist a ). s t o r e s . C u s t o m e r e n te rp ri s e s are a l s o
i n t h e p r o c e s s o f e x p lo r in g h ow t o
V i t a l E n t e r pr is e ha s c re ate d a n A R u s e A R - V R f or p rod uc tiv i t y r e l a te d
s o f tw a re wh ic h m a kes i ns tru c ti on s i m p r ov e m e n t s i n th e i r v a l u e ch a in s ,
a v ai la b l e in a ha n d s fr e e a n d v oi ce - s u c h a s p r od u c t i on s u p p ly c ha in s . P M
c o nt r o ll e d f or m a t . Asse m bl y and roles in c u s t om e r e n te rp ri s es a re
maintenance e ngin ee rs ca n access e x tr e m e l y g e n e ri c a nd e x p l ora t or y ,
i n s t r u c t io ns u s in g AR gl a sses in s t e a d while in A R -V R m an u fa c tu r in g
o f r e ad in g l on g p df s of i nst r uct io n s. e n t e rp r i s e s , PM ro l e s are m or e
s o ft w a re f oc u s s e d .
“ F o c u s i s sh ift i n g fr om ta lk in g a bou t
t e c h no l o gy be n e f it s to sh ow in g re a l References
a n d m e a su ra b le b us i ne s s o u tc om e s,
i n cl u d i ng p ro d uc t ivit y an d ef f ic ie n c y B a rd i , J . (2 0 19 , J u l y 0 3 ). W ha t i s
g a i n s , k n ow l ed g e tra nsf er , em pl o y e e ' s V i rt u a l R e a li t y ? V R D ef i ni ti on a nd
s a fe ty , an d m o re en gag in g c us to me r E x a m p le s . R et ri e v e d S e pt em be r
e x p e r i e n c e” – IDC r ep o rt 2 0, 2 020 , fro m
h t t p s : / / w ww .m a rx e n tl a b s . co m / w
Industry Status and Product h a t -i s -v i rt u al -r e a l i ty /
Manager Roles B ro w n l e e , J. (2 01 9 , Ju l y 05 ). A
G e n t l e In t ro d u ct i o n t o C om pu t er
F i g u r e 2 s ho ws t he cur r ent i nd u s tr y V i s i on . Retrieved S e p t e mb e r 20 ,
s i ze a n d t he f o r e ca sts f or 2 02 0 . T h e 2 02 0, f ro m
i n du s t ry is ex p e ct ed t o g o th r ou g h a h t t p s : / / m a ch i ne l e arn i ng ma s t er y . c
high gr ow th p eriod , w ith a C A GR o m / w h a t - is - co m pu t e r- vi s i o n/
f o r e ca st of 7 7 % f or th e AR -V R m a rk et W h a t I s A u gme nt e d R ea l i t y ? ( 2 01 9 ,
s i ze o v er t he 20 1 80- 202 3 p er iod. December 18) . Re t ri e v e d
September 20, 2 020 , f ro m
h t t p s : / / w ww .f i .e d u/ w ha t- is -
a u g m e n t e d -re a l it y

Figure 6.2 AR-VR market size and 2020

forecasts

N o t e : th e se f o r ec as ts are Pr e-C OV I D
f i g u r e s . T he a b sol ut e va lu e ma y c a rry
l i t tl e va l u e , b ut tr end s a re u se fu l.

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 Bhavnoor Singh, Ishmeet Singh

What is Big Data V ar iet y ref er s to th e divers it y o f

d at a ge n e ration so urc es and
D at a i s t h e m o s t e ss ent ia l c omp on e nt f orm a t s. So urc e c an be s truct ured,
i n d e c i si on - m a kin g a n d ser ves a s t h e n um er ic da ta to un st ruc tur ed text
r a w m a te r ia l f or a ccou n t abil it y. B ig d oc um en ts , emails, vi deos and
D at a r e f e r s t o d a ta w hic h is so la r g e , f ina nc ia l tr ansac tions .
g e n e r a t ed a t s u c h a p a ce a nd i s s o
c o m p le x t h a t it is dif f icu lt to p ro c es s O ve r th e y ea rs, m any add itional
a n d u s e i t w i th t ra dit ion a l m et ho d s . d i m ens io n s ha v e been add ed, bu t
M aj o r i m p ro ve m en ts in pr oces s i ng m aj o rly th ere a re th ree mo re:
p o w e r , sto ra ge den si ty an d in te rn e t V ar iab il ity ref ers to c han ge of
a c ce s s w it h cl o u d h ave l ed to a r a p i d m ea n in g with co nt ext . Al s o,
e v o l u ti o n in t he fi el d, m ak in g Bi g b us ine s s es n eed manag e d aily,
D at a ac c es s ib l e to a ny com pa ny . s ea s o na l an d event -t rigg ered peak
d at a lo ad s .
B i g D at a w a s c h ar a ct er i sed i n t he V er ac ity of d at a re fers to
f o r m of t h r e e V ’ s by D o ug Lan e y , an re lia bi lit y a nd accur ac y a s pe ct s of
i n du s t ry an a l y s t ba ck in the 2 00 0s : it . A s d a ta co mes fro m v a rie ty of
V o l u m e re f e rs t o t h e l a rge si z e of s ou rc es, there are a lot of
the da t a set s. D a ta co m es fr om c ha l le ng es as s oc iated w ith
m an y so urc e s ran g in g from c lea n i ng , linking , mat c hing and
t r a n sa c t ion s, IoT se n sors a n d, t ran sf orm ing the d ata t o mai nta in
i n d u s t ri a l an d m a nuf a ct u ri ng u nif or mi ty of operat ion s.
e q u ip m en t , a u dio -visu a l d a ta , V al ue re fer s t o us ing dat a as a
s o c ial m e d ia m in in g a nd m ore . g am e ch ang er. Lev erag in g
V e l o c i ty refe r s t o t h e h ig h s p ee d t ec h no lo g i es such as M ac hine
o f d a t a g en era t ion . W it h a dop ti on l ear ni ng and Simula ti on ,
of I oT , d at a co m es at an c om pa ni es c an tran sform t he ir
u n p re ced en ted sp eed and is b us ine s s mo de l and exp lore
handled in real ti me. E g. R FID f utu ris tic sc enari os .
t a g s, s en s o rs an d sm art m et er s .
B i g D at a c a n b e c las sifi ed based on
t h e sou rc e t ha t it is comin g fro m , or
b a s ed o n th e form in w hic h it is
c o m ing .

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 Internal Data Big Data Architecture
D at a ge n er a t ed wit hin th e o p er at io n s
of a bu sine s s. F or e x am p l e , T h e a rc h i t e c t u r e co m p on en t s o f a b ig
t r a n s a ct i on s, in ven to ry , cu st om e r d a ta s y s t e m t y pi ca l l y c o ns i s t o f fou r
d a t a et c. l a y e rs :
1. S o u r c e s La yer – T h is i s t h e l a y e r
E x t e r n al Da t a w h e re w e so u rce t h e d a t a fr o m.
D at a so urc ed f r om ex te rn a l T h i s i s d i ff ere nt f rom w h er e da t a
s o u r c e s.F or ex amp l e, tr a ff ic, ce n s us , i s o ri g in a te d, a s t h e S o ur c es l a y e r
i n du s t ry da t a e t c. re fe rs t o d a t a w h ic h h as a l re a d y
b e e n r e c or d e d a nd s t ore d i n t h e
S t r u ct u r ed Da t a f or m o f d a t a wa re h ou s e s , Da t a ba s e
D at a w h ic h is h ighl y sp ec if ic a nd is m a n a g e m e nt s y s te ms (SQL or
s t o r e d in a p re de fi ned f o rm a t . F or N oS Q L ) e tc .
e x a m p le , ge o -l oca tio ns, em pl oy e e 2. S t o r a g e La ye r – H e re , t he d at a i s
d e t a il s , m a r ket in g ca m p a igns etc . t a k e n fr o m th e s o u r ce l a y e r an d
s t o re d in a s u i t a bl e f or m a t to
U n s t r u c t ur e d D a ta p ro c e e d w i th a na l y s i s . Th e f orm at
D at a st or ed in var ie d f orm s, w h ic h is decided b as ed on th e
c a n n o t b e a n al ysed in a f ix e d f or m. re q ui re m e n ts of t he d a t a a n a ly t ic s
For ex a m p l e , socia l me dia , bl og t o ol .
c o m m e n t s, vid e o/im a g e et c. 3. A na l y s i s L ay e r – In t hi s l a y e r,
there a re v a ri o u s ana l y ti c s a nd
N o w a d a y s, t he con cept o f hor izo n ta l b u s i ne s s in te l l i ge n ce t o o l s wh i c h
scaling ( mo r e m a ch in e s w o rki n g e x t r a c t i n s i g ht s fro m t he s to r ed
p a r a l l e ll y ) is u sed for in te nse d a t a data.
s t o r age o r p r o cessin g. Ho we ve r, t h is 4. C on su m pt i on La y er – T hi s i s th e
s t r a t eg y i n c u rs a n a dditi on a l pe na l t y f i na l layer of t he arc hi t e c t ure
of c om ple xity . M ost c lo u d which i n t e r fa c e s w it h the end
a p p l i ca t io ns ar e on d i st ri bu t e d u s e r. T he ou t pu t of th e a n a l y s is
s y st e m s ( n e tw or k t ha t st or es and later is p re s e nt e d in v is u a l or
s h a r e s d at a on mo re t ha n on e n od e a t d a s hb o a r d ty p e o f fo r ma ts .
t h e s am e t i m e) . T he C AP the o r em
states t ha t w hi le d es ign in g a
m a n ag e m en t s y st em we c an onl y
choose 2 out of t he f oll o wi ng 3
c h ar a c t er ist ic s – Con s is te n cy (all
c l i en t s se e t he sa m e data a cr o s s
n o d e s at t he s a m e t im e) , Ava il ab il it y Figure 7.1 Big Data Architecture
( a n y cl ien t m a k in g a req ue st g et s a
B i g D a t a T e c hn ol o g ie s
valid r e sp on se all t he ti me ) an d
Partition To l era n ce (clu s te r
T h e p l at f o rm of B i g Da t a i s l i ke an
c o nt i n ue s to w ork d e sp ite a ny
ecosystem. T h e re are t hr e e b roa d
number of c o m mun i c a ti on
c o m p o ne nt s a s s oc i a t e d – Data
b r e a kd ow n s b e twee n t he n od es i n a
M a n a g e m e n t , D a t a A n al y s i s a n d t h e
s y st e m ).
I n fr a s t ru c t u re s i d e .

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 D a ta M an ag e m en t – W it h in data Infrastructure – I nfr a s t ru c tu r e
m a n ag e m en t, t h ere ar e in g e s t io n r e fe r s t o t h e me d iu m t hr o u g h wh i c h
platforms l ik e F l u me and S qoop , these t e c h no l og i e s are s t ore d ,
t h r o u g h w h i c h d a ta is tr an spo r te d p r ov i d e d and a c ce s s e d . T h es e ar e
f r o m va r io us so u rce s t o a st or a g e mainly cloud s e r vi c e s li ke A WS ,
medium. Then t her e a re st o ra g e Azure, GC P , Whirr e tc . Fi g u re 2
t e c h no l o gie s l i k e Ha doop a n d No S Q L . shows Mi cro s o ft ’ s Big D at a
T h e y he l p i n st or in g t h e d ata i n t he ecosystem.
form of c l u s t ers , w it h a n o de
a s s i gn ed , t ha t ca n be a c cessed fro m
a n y p a rt of t he syst em. Ther e a re a ls o
c l u s te r ad m in i st ra t io n techn o l og ie s
l i k e A m ba ri an d Chu kw a, w hi ch he lp
i n m a n a g in g a n d m on it or in g c lu s te r s .
Finally, we h a ve da t a g over na nc e
t e c h no l o gie s l i k e E a gl e a nd Fa l co n,
w h i c h h e lp i n c on t ro ll in g t he q ua l ity
a n d s e cu r ity a s p ec t s o f d at a. Figure 7.2 Microsoft HDInsight
ecosystem
D a ta A na l y si s – For d a t a an a ly s i s ,
B2C Applications
t h er e are qu e ry t e chn ol ogies l ik e
H i ve , I m p a l a a n d Dr i l l, wh ic h p r ov i d e
M a jo r c o m p a n i es u s in g Bi g Da t a i n
i n te r a c t iv e q u e ry su pp or t f or the
their o p e r at i o ns can be cl a s s ifi e d
stored da t a. The re are b a tc h
b a s e d on t h e i r i n d u st ri e s .
p r o c e s sin g e n g ine s like E TL , Pi g a nd
Oozie, wh ic h hel p in sca li n g ou t
B FS – B a n ki ng a nd fin a n c i al
c o m p u ta t ion s, in ord er t o ha n d le a
service i n d us t r y in c lu d e s
l a r ge v olu me of d at a . Un l ik e re a l-
i n s u ra nc e p rov i d er s , ba n ks , cr e di t
t i me p r o ce ss ing , how ev er , b a tc h
c a r d p r o vi d e rs , et c . B ig D a ta i s
p r o c e s sin g is e xp ec te d to ha ve
used in i ns u ra n ce and trading
l a te n c i es (t h e time betwe en data
o p e r at i on s , i d e nt i fy i ng a nd
i n ge st i on a n d co mpu tin g a r e su lt) ,
d e te c t i n g f ra ud , an a l y s i n g
t h at m e a s ur e i n m in ut es t o h ou rs .
p o r t f o li o and va l ua t io ns . Da ta
T h e r e a re a l s o da t a s tr e am e n gi ne s ,
s e c u ri t y a n d g ov er na n ce is c ri ti c al
w h i c h a r e a n im p rov eme nt o ver b a tc h
i n t hi s i n d u st r y .
p r o c e s sin g. Th e y pr oce ss dat a o v e r
Retail – This in c l ud e s sales of
r o l l i ng wi n d o w s or m ost re ce n t
g o o d s a n d se rv i c e s a n d u s e c a s e s
r e co r d s, r e m ovin g t he l a te n cy .
a c r os s s u p p ly c h ai n, v e n d or
E x am p les o f s u ch te chnol ogi es a re
m a n a g e m e nt, a n a l y si ng sh op p i ng
K a fk a a n d S pa rk . F i na l ly , t her e a r e
b a s ke t s , an d ot h e r s e r v i c e b a s e d
A d v a n ce d a na l y t ic s tec hn olo gies l i ke
c a t e g o ri e s .
M ah o u t and Sp a rk w hic h a p p ly
H e a l t h ca re & L i fe S ci en c e s –T h is
M ac h i n e l ea r n in g to Big Da ta to
i n c l ud e s bi o t e ch c om pa n i e s ,
p e r fo r m m o re a d van c e d
re s e a r c h i ns t i t u t e s , he a lt h
c o m p u ta t ion s.
i n s u ra nc e prov i d er s , w ho u s e bi g
data for p ha r ma R & D, d i s ea s e
m a n a g e m e nt, d r ug e f fi ca c y e tc .

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 ICT – This inc l u des c o m p a ni e s c a u s i ng e q ui pm e nt fa i l u re a nd th e n
that w or k on sof tw a re and p e r fo rm m a i n t e n a nc e a c ti v i ti es in
i n f o r m at ion s y stems, an d o th e r time, leading to m ai nte na nc e c os t
t e ch n o lo gy b a se d comp a nies . U s e s a v i ng s . S om e e x a m p le s i nc lu d e :
c a s es in cl u de d at a a na l ysis. S c h ne i d e r El e c tr i c’ s PR i SM , a bi g
M e d ia & En te r t ain me n t – This d a t a s o ft w are s ol u t i on, d i ag no s e s
i n c l u d es c om pa n ies w or k in g in e q u i p m e n t is s ue s i n a d v a nc e a n d
print media, te le visi on , r a d i o, p ro v i d e s e ar l y w a rn in g s . S ou t h e rn
g a m in g, and on l in e ad ver t i s in g . C om p a n y i n th e U .S c urr en t ly u s e s
M o st c om m on l y b ig d at a is u se d i n t h e s y s te m .
d e l i ve r in g co n ten t an d o p tim i z i ng G E’ s P re d i x p l at form uses
w o r kf l ow s. a d v a n ce d p re d i c t i ve a n al y t i c s t o
T el e c o m m u nicat io ns – T ele c om i d e n ti fy p a tte rns f ro m da t a s e ts .
s e r v ic e p r ovid er s a nd o pe r a to rs E ne l , a n It a li a n MN C, a ct i ve i n
u s e bi g d a t a t o im pr ov e c u st o me r e l e c tr i c i t y g e ne r a ti on and
s e r v ic e, chur n m a na ge m en t a nd d i s t ri b u t i o n s e c to rs , u s e s P r ed ix
f o r op t im iz in g t h eir net wo r k. p l a t fo r m t o a ch i e v e t he f o ll ow in g
G o v e r n m en t – T h is in c lu de s a ll 4 g o a l s – i nc re a s e d pe r fo r ma n ce ,
g o v er n m en t a ff ilia t ed e n ti ti e s i n c re a s e d re l i ab i l i t y , op t i mi ze d
such as int el l ige nce a ge n c i e s , o u t p u t , a nd re d u ce d cos ts .
d e f en c e & m il ita ry . Some of t h e
most c o m m on u se ca se s are B i g d a ta p l a y s a l a rg e rol e in ut i l it i e s
C y b e r sec u rit y, d e fen ce , legal c o n s um p t io n m a na g em e n t – U ti li ti es
i n t e ll ig en ce , di sa s t e r c o m p a n i e s u s e a d e m an d r es p o n s e
p r ep ar e d ne ss, & l a w e n fo r cem e nt . s t r at e g y to s p re ad th e e ne rg y
c o ns u m p t i o n f r om t he p e a k hou rs of
B2B Applications t h e d a y t o ot h e r pa rt s o f the d a y
w h e n d e m a nd i s l ow e r .
B i g d a ta a n a lyt ic s ca n ad dr ess a nd T h e n a t i o n al g ri d i n th e U . K h a s
improve m an y is sues in B 2B p a r t ne re d with Open E ne rg i to
i n du s t rie s – o p er a tiona l , st r at e gi c , e x p l or e the u se of a ut o ma t e d
f i n a nc ia l , e tc. Con s id er t h e e xa m p le d e m a n d r e s po n s e i n s t a b il iz i n g t he
o f th e p ow er se c to r . Th e ind us t ry g r i d . T he foc u s w a s on f re qu e nc y
i n fr a s t ru c t u r e is bec om in g sm a rt , c on t r o l wh i ch re q u ire s fa s t
w i th b u ilt - in pr o ces s i ng , re s p o n se fr om the s y s t em .
c o nn e c ti vit y , and se ns i ng
c a p a b i lit ies . T e ch no logy syste ms l ik e Big data to be used to opt i m i z e
e l e c tr i c v ehi c l es ( E Vs), i nt er n e t of electric v e h i cl e c ha rg i ng – EV s
things ( Io T) , sm a rt ho m es, g r id g e n e ra t e d at a s e t s of v a ri o u s
m a n ag e m en t s y ste m s, a n d ot her s a r e p a r a m e t e rs a nd f rom va r io u s s o u rc e s
l i k e l y t o in t e r f ac e wit h u til it ies a nd w h i c h c a n b e co l le c t ed v i a v eh i cl e -
provide the m w it h pot en t i a ll y t o -g ri d ( V 2G ) c ha rg i ng s y s te m s . T hi s
v a l u a b l e d at a. Cu r ren tly , t her e ar e d a ta ca n t h e n b e ana l y s e d to de v e l op
f e w p l a y e rs in t h e w or l d who h a ve new e f fe c t i v e c ha r gi n g s t a ti on
a c t i v el y a d o p te d bi g da t a a n a l yti c s. policies, d e v e l op s m a rt c h a rg i ng
a l g o r i t h m s , s o l v e t h e i s su e s o f e ne rg y
Big Data a nal y tic s h elp p o we r e f fi c i e n c y , and even c a l cu la t e th e
c o m p a ni e s a v e rt tu rbin e f ai l ur es – By r e qu i re d c a p a c i ty of el e c tr i ca l
utilizing pre dic ti ve m od e l s , d i s t r i b u t i on s y s t e m s t o m a n ag e th e
c o m p a ni e s c an st u dy va r ious f ac to rs f u t u re l o a d .

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 PM & Big data t h e s e M V P s , P r od u c t a nal y ti cs c a n
i n fo r m P M s a b o ut t h e fe at u re s t h a t
O r ga ni sa t io n s us ua l l y hav e da t a a r e wo r k in g a nd th os e wh i ch ar e no t.
s c i e nti st s l e ad ing a t ea m of da t a A n a l y t i cs h e l p i n cre a ti ng a pr o d u ct
a n a l y s ts f or a ll the b ig d a ta r o a d m a p , w h i c h ca n t e l l whe re t he
o p e r a t i on s. By c rea t in g a se pa ra te p r od u c t is c ur r e nt ly , whe r e t he y
t e a m , bu sin e s s es so me tim es c re a t e w a n t i t t o g o a n d h ow to g e t it th e r e.
y e t a no th er ‘ s il o’ , whic h is i so l a te d
from the r es t of t he f un c t i o na l T e s t – P ro to ty p e s a r e t es t e d i n fr on t
g r o u p s . F o r a pr od uct ma na ge r, b ig of u se r s at t hi s stage. U s u al l y
d a t a c a n be a n im p or ta n t t ool i n a p r od u c t s a re r e l e a s e d in t o app s o r
t y p i c a l p rod u c t d e ve l op m e n t c y c le . websites f or A/ B testing, hence
We e xp l a in it t h rou gh t he De s i g n a p p / w e b A n a l y t i cs d a ta g i v e s a br oa d
T h i n k i n g m e th o d: user fe e d ba c k . N o wa d a y s , s o ci al
media m in i n g he lp s p e rfor m
E m p a t hi ze – Th is p ha se is a l l ab o ut s e nt i m e n t a na l y s i s , an d gauge t he
u n d er s t a n d in g t he c us to mer - w h o p e r c e p t i o n o f u s e rs as we ll .
t h ey a r e, thei r p a ins, p rob l em s ,
a t ti t u d es , a n d w ha t t he ir e m ot io n a l Things To Look Out For
g o al s ar e. P M s can l oo k a t web si t e or
app an a l y tic s , obse rve the user P e r s on as – U nd e r sta nd t he e nd u s e r
j o u rn e y s, u n de rst a nd the h ea t m a p s o f t h e p ro d u c t. D i ff e re n t g ro u p s w il l
and w h e re us e rs end up , to g a in b e a t d if f e r e n t l e v e l s of d a t a li t er a c y .
i n s i g h ts. S o , p os s i b l e g r o u pi ng s cou l d b e : d a ta
p r od u c e rs , d at a c ons u me rs , da t a
D e fi n e – I n t h i s p h ase, a PM d e fi ne s m a i n t a in e r s e tc . T he s e c ou l d be
t h e p r o b le m t ha t t h ey a r e g oin g t o f u rt h e r divided i nt o d i f fe r e nt
s o l v e . Da ta v is u a l iza t ion tools a l l o w f u nc t i o n a l roles a nd use case
P M s t o iso l a te p a in p oi n ts a nd a tt ac h scenarios. F or e x am p l e , d a ta
root c a u se s to th e m. It is also p r od u c e rs c ou l d be d iv id ed in t o
i m p o r t a n t t o c h a r t ou t dif f er ent u se r e n g i ne e rs , e x e c u t iv e s ( we b bas e d us e
personas, wher e the p ro du c t o r p h on e ba s e d ) , e t c.
p o s i ti o ns its el f vis- à-v i s co mpe ti to rs
t o s e g m e n t u se rs. A n a l yt ic s – T hi s i n v ol v e s th e
application pa rt of t he data and
I d e a t e – H er e, P Ms co m e up w it h a e x tr a c t i n g i n s i g h t s from i t. O ne mu s t
b u n ch of d if fe r en t wa y s t o s olv e t he b e co g n i z a n t o f al l t he st ep s in vo l v e d
p r o b l e m . It i s n ece ssa ry to ev al ua t e b e t w e e n s t o ri n g d a t a a nd r et ri e v in g
d i ff e r e n t id e a s . Lar ge am ou nts of it to p e rfo r m an a l y s i s . One must
h i s t o r i ca l da t a ( int ern a l + e xt e rna l) , c o ns i d e r ho w the data wi l l be
along w ith the da ta fr om t he r e t ri e v e d a nd pro c es s e d , a nd
e m p at h iz e p h a se can be us ed to c o ns e q ue n t l y w ha t t he re qui re m e n ts
a s s i gn w ei gh ts to dif f er e nt of it are. T he re a re mu lt ip l e
p a r a me t e rs and shor tl i st t he most companies o f f e r in g re a d y to us e
r e l e v a n t i d e a s. s o l u t i o ns , a n d s om e o f th e s e ca n b e
o u t s o u rc e d a s w e ll .
P r ot o t yp e – The ide as a re tu r ne d i n to
a n M V P i n t his st a ge. As t hey bu ild

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 V i su a l i za tio n – To ma k e t he be st u s e o f t he da t a p r es e nt it in a n i nt u it i ve a n d
u s e r - f r ie n d l y w a y. A PM m ust u nd e rs t a n d th e u s e r p er s o na s a nd d emo g rap h ic s ,
t h ei r m in dse t w hen usin g da ta a n d th e ac com pa n yi n g fo rm fa c to r.

S t o r a g e – W hi l e a PM d oes no t d e fi ne t h e te ch ni c a l r eq u i r em en ts , he / sh e is
r e s p o n si bl e for d e fin in g t he use ca se s an d b us i n es s mo d el . T he d a ta t y p e us ed
w i l l i m p a ct t h e kin d o f d a t a b as e t o use . Fo r e xa m pl e , fo r a s tr u c tu r ed da t a b as e a
r e l a t i o na l d at ab a se li ke a n SQL S er v e r w o u ld wo r k, bu t fo r u n st ru c tu r e d d a ta , o n e
w o u l d us e a sc h em a l ess da ta ba se s u ch as Mo n go DB or H a do o p . A P M ’ s j ob i s to
d e f i n e cl e a r ly th e u se ca se s a n d t he n c o n v e y t ho s e t o t he e ng i n e e ri ng te a m .
S i m i l a r l y, o n d e ciding wher e to s t o re d a t a , o n cl o ud o r o n -p r em i s e, a P M mu s t
a n a l y s e t he R O I for e ac h a p pr oa c h .

M ul t i p le A c ces s P oi n ts – Ther e a re m u lt ip le pr o du c ts t ha t d i ffe re n t p e op le

p r e fe r , a n d it is diff icu lt to m ak e a on e-s to p t oo l . H e n ce i nc lu d e i mp or t a n d
e x p o r t ca p ab ili t ies a n d ot h er m ig ra t io n f ea t ur e s tha t a llo w t he u s e r to t ra ns fe r
d a t a be t w ee n s y s tem s t h rou gh var i o us m e t ho d s , a n d no t r e s tr ic t e d j us t th ro u g h
t h e u s e r i nt e r fa ces (U Is) . C rea tin g a n o pe n AP I is one wa y to do s o .

S e cu r i ty – S e cu rit y is a bi g c on ce r n f o r v ari o us s ta ke ho ld er s , s i nc e w e ar e
d e a l i n g w ith p riva te a nd se n si tiv e d a t a. A s a P M o ne mu s t en s u r e th a t s e cu ri ty i s
kept a pr ior it y sinc e the be g i nni n g of t he de ve lo p m en t p r oc e s s an d is
i n co r p or a te d i n a l l fea t ur es of t he p ro d uc t , a c ros s t he fu ll s ta ck , r ig h t fr o m t he
d a t a ba se t o t h e UI a nd APIs. Corr ec t qu al i ty c on tr o l m ea s u re s s h ou ld b e i n p la c e
a n d b u gs r e mo v e d in fre q ue n t t es ts .

Practice Case Study

S a m p l e – B2 B s oc ial m edi a dat a a n al y t ic s pro c es s in a fi rm l ike S p r in klr

T h e st e p s i n v olve d in t hi s pr oc es s w o u l d be – Id e nt ify i ng da ta s o u r ce s , C a pt u r in g
d a t a , P r o ces sin g da t a, P re sent ing fin d i n g s , a n d fi na l ly Ge ne r a t in g In s i gh ts .

Figure 7.3 Social Media Data Analytics

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 E x e r c i se – C an Bi g D ata a nd D es i gn h t t p s : / / w ww .a c c en t u re .c om / t0 0 0
thinking be used to he lp com b at 10 1 0 1T 0 0 0 0 00Z __ w _ _ / m x-
C O V ID 1 9 ? e s / _ a c n m e di a / A c c en tu re / Co n ve r
sion-
References A s s e t s / D o t Co m /D oc u m e nt s / Gl ob
a l / P D F/ Du al p ub _ 7/ Ac c e nt u re -
h t tp s:/ / l in k.spri nger .c om /ch a pt e B i g -D a t a - P OV
r / 10 .1 00 7/ 978 - 3- 31 9- 67 92 5 -9 _ 1 h t t p s : / / w ww .s c i e n ce d i r e c t. c o m/ s
h t tp s:/ / www. ibm.co m/ cl oud / le a r c i e n c e / a rt i cle / a bs / p i i / S 00 19 85 0 1
n /c ap - t h e orem 2 03 0 0 2 9 8
h t tp s:/ / www. sa s. com /e n_u s /i ns i h t t p s : / / d a nie le li z a l d e . c om / b i g-
g h ts /b i g -d at a/wha t- i s- big - d a t a -6 -k e y -a re as - e v e r y -p rod u c t-
d a t a.h tm l# hi stor y m a n a g e r - s h ou ld -ad d re ss /
h t tp s:/ / www. bc g. co m/ p u bl ic at io h t t p s : / / w ww .e ng i ne s s . i o / i ns i g h t s
n s / 20 1 3 / a dva nc ed-a n al yt ics -h ow - / d a t a - a nd -de s i g n -t hi nk i ng
g et - st a r t e d -b ig-da t a h t t p s : / / w ww .s c i e n ce d i r e c t. c o m/ s
h t tp s:/ / do cs.m icr osoft .c om /e n- c i e n c e / a rt i cle / a bs / p i i / S 00 19 85 0 1
u s / a z u r e/ a rch it ect ur e /g u id e /a rc 18 3 0 5 2 3 6
h i t e ct u re -st yl es/big -
d a t a# : ~: t ex t=A %2 0big% 2 0d at a% 2 0
a r c hi te c t u r e% 20 is ,b ig% 2 0 da ta % 20
s o u rc e s% 2 0a t% 20r est .
h t tp s:/ / www. or eil ly .c om / libra r y /
v i ew / ha nd s-o n-
d e v op s/ 97 8178 847 118 3 /9e0 2 8 77 f-
e b a 8- 47 f 5 - bd88 -
7 d 7 e6 7b 8 5 8c8 .x htm l
h t tp s:/ / www. clou de ra . co m/pr o du
c ts / o pe n -s our ce/ ap a ch e-
h a d oo p. h t m l
h t tp s:/ / sto re. fr ost .c om / gl oba l-
b i g - d a ta -a naly ti cs-m a r ke t-
f o r e ca st - to -20 23 .h t ml

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 Prakhar Gupta, Seema

What is IoT

T h e I n ter n e t o f T hin gs is e ss en ti a lly a

b u n ch of de vi c e s conn e cted toge t h e r.
I o T d o es n ’ t r e q uir e t hat t he net wo r k
c o nn e c ti n g the d evic es be th e
i n te r ne t. Ho we ver, giv en tha t th e
Figure 8.1 The IoT stack
I n te r n et i s t he ne tw o rk c on n e c ti ng
m o s t s ys t em s, t he t erm in ol og y ho ld s .
D e vi ce H ard wa re
The d e vic e ha rdware for ms t he
I o T i s w id el y r e ga r ded as the f o u rth
b o tt om - m os t l ayer of t he IoT Tech
s t a g e o f t he ind u stria l r evo l ut io n a nd
s t ac k. Th e t w o primary c ompo nent s
i s t o u t e d t o be as im p a ct f ul a s t he
of the d ev ic e har dware are t he
steam e n gin e , a ssem bly l in e , or
s e n s or s a nd th e proces sors .
personal c omp ute r . The ra p i d
d e v e l o p m en t i n a rt ific ial in t e ll i ge nc e ,
T h e s e ns ors c o llec t raw d ata fr om th e
big da t a a n al yt ics, and in t e rn e t
s u rr o un d in gs , whic h is pro ces s ed
c o nn e c ti vit y , a r e t h e key dr iver s i n
f u rth er to ge n erate an out put t hat
t h e a d op t ion o f In t ern et of Th i n g s
c a n in flu en ce so me other sy ste m. A
b a s ed te c hn ol o g ie s.
t y p ic al I o T s ys t em c an have any whe re
b e tw ee n ten s a nd millio ns of s en sors
The IoT Tech Stack d e p en din g on it s com plexity .

T h e I o T T ech st a ck co ns ists o f 5 T h e m i cr opr oc e ss ors form an int eg ral

layers. Th es e a re the de v i c e p a rt o f th e d e vic e hard ware, and a lot
h a r d wa r e , d e vi ce soft w are , o f th em p ut t o g et her, form th e basis
c o m m u n ica t io n , da t a & an al yt ics , an d f o r c ru nc hin g the hig h- veloc it y data
t h e a p p lic a t i on l a yer. t h at ar e g ene rat ed by t he sen sors
a n d u se it fo r p roc ess in g in ot her
s t ag es .

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 D e v i c e S o f tw a r e T h e m o s t i m p o r ta nt t hi ng t o c o nsi de r
T h e de v ic e s of twa r e is p r ima ril y t h e w h e n d e s i g n i ng a n Io T s y s t e m i s t o
o p e r a t i ng s y st e m and t he u n d e rs t a n d t h e n a t ure a n d v ol u me o f
a p p l i ca t io ns b uil t on top of th e d a ta y o u w i l l r e c e i v e , an d s e e w hi ch
o p e r a t i ng sy st e m , to co n n ect to t h e o f it i s r e l e van t an d n e e d s t o b e
u p p e r l ay e r s i n t he tec h s ta ck . e x tr a c t e d . Using t hi s i nf orma t i on ,
o n e c a n t he n d e s i g n t h e s y st em t o
T h e o p e ra t in g sy st em to be u s ed i s h a v e t h e a b i l i t y t o p ro c e s s s u ch da t a .
d e t e r m in ed on t he basis of th e
c o m p le x i t y of t he sy s te m , a lo ng T h e r e a re a l o t o f cl ou d A PI s t h at ca n
d i m e ns i o n s s u c h a s whet he r i t ha s t o help g e n e r at e i ns i g ht s u s i ng
b e r e a l - t im e, a n d t he a mo u n t of d a t a sophisticated data a n a ly t i c s
t h at ne ed s t o be proc esse d . An o t h er t e ch n i q u e s an d ca n h e lp m a ke s e n se
c r i ti c al f a c t o r in d e cid in g on t he O S o f t h e d a t a c o l l e c te d a n d pr o c es s e d
i s th e k in d o f in t erf a ce a va il a bl e i n s o fa r .
the l a y er s ab o ve . L in u x is on e
o p e r a t i ng sy st e m t h at is wide ly us ed A p pl ic a t io n s
i n I o T d e sig n . T h e l a s t l a y e r i n t h e t e c h s ta c k i s th e
applications l a y e r. These c an t ak e
C o m m un i c a ti o n L ayer d i ffe re n t f or m s li ke we b-b a s ed or
T h e co m m u n ic a t ion l ay e r f or ms t he a p p - ba s e d d e p e n di ng on t he
b a ck b o n e of any IoT syst em a nd r e qu i re m e n t . T h e a p pl i c a ti ons l a y er
c o nn e c ts th e d i f fer en t de vice s th at i s t y p i c a l l y t he la y e r t ha t t he e nd -
c o m p r ise th e s y ste m . u s e r i n t e r a c t s w i t h an d s e e s .

There a re f iv e b ro ad ty pe s of T h e r e a re m u lti p le e x am p le s o f ar e a s
c o nn e c ti vit y : b l u et o ot h, ra d io, w i -fi , i n b o t h B 2B a nd B2 C se g m e nt s of Io T
c e l l u l a r, a n d s a te ll it e. These d i ff er a p p l i c a t i o n s . S o me e x a mp le s in th e
m a i n l y in t h eir op er a tin g f r eq ue nc y B2C space are P a ws co u t (A d og
a n d th e r an ge ( dist an c e) tha t t he y t r a c ki n g a p p ) , o r A m a z o n g o .
s u p p o r t . T he t ra de -of f b e tw een th e
t y p e o f c on n e c t ivit y is o ft en in t er ms O ne E x a m pl e i n t he B2 B s p a c e i s
o f c o s t an d t he k i nd of ha rdw ar e a nd S o u t h E a s t W a te r, wh i ch m a d e a n a pp
s o f tw a re t h at ha s be en u sed in t he to i m p r ov e i ts c li en t s ' s e rv i ce
l o w e r la ye r s . delivery a nd CR M s c o re s . An o t he r
c o m p a n y CS G h a s m a de Io T s ol ut i on s
There are also c om m u nic a t i o n s p e c i fi c a ll y f or the
p r o t o c ol s that de f ine how the s e t e le c om m u n i c a t io n s s e ct or.
d e v i ce s in t e r a ct w it h each o th er .
Some ex a m p l e s inc l u d e IP V4/ V6 ,
J S ON - Ld . a nd W ebS ock et .

D a ta an d An a ly ti cs
There is a l ot of d a ta th a t is
g e n e r a t ed in a n IoT syst em . T he d a t a
c a n b e e it h e r i n a str u c tur e d or a n
u n s tr u c t u re d f o rm a t ( w hi ch nee ds t o Figure 8.2 Images of pawscout and
amazon go
be in t e r pr ete d be fo re b ei ng
p r o c e s se d f o r f ur the r use ) d ep e n d i n g
o n t h e kin d of s y st em .

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 Growth Potential S m a rt C i t i e s - O ne o f t he m os t
i m p o rt a n t a nd pr o m is i n g u s e c as e s
T h e I n t e r ne t Of Thi n gs is ta k ing ov er of I oT is in d e v e l o p in g s m ar t
m a i n s tr e a m bu sin e ss us e ca se s, a nd c i t i e s . Io T s y s t e m s c an s y nc u p
p r o v i d es o p p o r t un iti es to c re a te d i ff e re nt t ra f fi c l i g hts a c r os s
d i s r u p tiv e so l u t ion s f or dif fe r ent u s e c i t i e s a s p e r re a l - ti m e d a t a , wh i ch
c a s e s ac r os s in d ust r ies. Th e n u m be r w i l l he l p re d i r e c t a nd s y nch ro ni z e
o f I o T co n n e c te d devi ces is es ti ma t ed t r af f i c a s a nd w h en ne ed e d . T h e
t o i n cr e a se f r o m 9. 9 bil li on in 2 0 20 t o sensors in b ui l d in g s like CO 2
21.5 b ill i on in 2 02 5 . As p er the s e n s o r s , s mo k e d e t e c t or s , c a m er a s
g r o w i n g d em a n d IoT m ar ke t w il l g r ow e t c . ca n o p ti m i z e bu i ld i n g s ' en e rg y
g l o b a ll y a t a 2 6.9% CA GR , fro m $ u s a g e . P ow er e ne r g y gr i d s c a n be
1 7 0. 57 bil lio n in 2 0 17 to $5 6 1 .0 4 s y n c e d f u r th e r to p re d ic t en e rg y
b i l l i o n b y 20 2 2 . Th e a d opt i on of t h e surges a nd t he n r e d i s tr ib u t e
cloud pla tf or m , d ig i t al e n e rg y as per r e qu i re m en t .
t r a n s f o rm a t io n , 5G , a nd redu cti on i n N u m e ro u s o t he r f un ct i o ns c a n be
the c os t of s enso rs are o the r i n t e g r a t e d u s i ng Io T d e v ic e s t o
a t tr i b u t es th at ha ve co nt ri bu te d t o m a k e c i t i e s m o re e ffi ci en t.
t h e f as t g r ow t h o f t he I n t er ne t o f H e a l t h ca re - H e a lt h t ra c k er s a nd
Things. w e a ra b l e s a re a l re a d y u s e d h ea v i l y
in u rb a n ar e a s. H ow e v er , Io T
Important Use Cases p ro v i d e s a m u ch bi g g e r
o p p o rt u n i t y to re v ol u ti oni z e
A m a zo n is re i nven t ing wa r eh ou s i ng m e d i c i n e co m p le t e ly . Io T d ev i ce s
a n d u s e s " ar m i e s" of w i- fi con n ec t e d are b e i ng us ed to co l l e ct c ri t i ca l
r o b o ts to l oc at e an d disp a t c h p a t i e n t i n for m a ti o n a n d s e n d i t t o
p r o d u c t s a t it s w ar eho u ses. s o m e o t h e r lo c at i o n. T he y a re a l s o
used to c on t i n uou s l y monitor
P o w e r a n d R o bot ics M ajo r AB B ha s heart rate, bl oo d p re s s ure , an d
u s e d c o n ne ct e d se nso rs to mo n i t or g l u c o s e f o r p a t ie n t s l i ke d i a be t i c s
t h e p e r f or ma nc e o f it s ro bo ts a nd w h o n e e d re g u l a r a t t e n ti on . A pa rt
m a i n t a in th e m . f ro m r e mo t e mo n it o ri ng ,
c a r e g i v e r s c a n u s e Io T d e v ic e s t o
A i r b u s is bu i ld in g t he fa c to ry o f t he m o n i t or a nd a d m i n is t e r m ed ic i ne
f u tu r e to imp r ove op er a t i ona l re m o te l y .
e f f i c i e n c i es and ha ve i ncor pora t ed I nd us t ry 4.0 - IoT ha s o n ly
f e a t u r e s l ik e th e sm a rt gl as se s to a c c e l e ra t e d a ll u s e ca s e s re l a t e d
m i ni mi ze er r or s. t o In d u s t r y 4 .0 . R e a l t i m e d a ta a re
c ol l e c t e d th rou g h s e n s or s , R F ID
T h e s e a re ju s t glim p se s of a f ew u s e t a g s , a n d v ar i ou s e l e c tr on i cs a n d
cases of t he way IoT h as seen then i n t e g ra t e d with i nd u s t r ia l
a d o p t i on . machines a nd v a ri o us s y s te ms .
F ro m a s s e t m a na g e m en t in re a l
t i m e a nd t ra ck i ng t o p r e d i c ti ve
m a i nt e n a n c e, a l l ha v e th e u se fu l
a p p l i c a t i on of I oT .

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 A u t o n om ou s a nd Con ne c te d References
V e h icl es - Ca m er as, LI D AR , a n d
o th e r o n boar d se nsors ca n get G oe l , A. ( 201 8, May 24 ). IoT
d a t a a bo ut r oa d co ndi tio n s a nd t e c h no lo g y s t ack e x p l a i ne d in
i n f o r m a p p r op ri at e dri vin g act io n s d e ta i l . R e tri e v ed O c to b er 09 ,
t o p re ve n t. I oT is p la y in g a p art i n 2 02 0, f ro m
m ak in g " ve hicle- to - eve r y thin g " o r h t t p s : / / e n gin e e r in g . e ck o va t io n. co
" V 2 X" t ec hn ol ogy a r ea l it y . m / i ot -s t a c k/
O b e ar , B . (2 01 7, S e p t e mb e r 1 1 ). T he
IoT Product Management I nt e r n e t of Things (I oT ) T e ch
Stack E x p l a i ne d . Re t ri e v e d
A n I o T pr od u c t co mb in es ha rdw are (s ) October 09 , 202 0, f ro m
a n d s o f tw a re (s) , m ea su res r ea l - wo rl d h t t p s : / / w ww .c og ni t i v e c l oud s . co m
d a t a , a n d c o n n ec t s to t he in t e rn e t to / i n s i g ht s / t he -i nt e rn e t -o f-t hi ng s -
c r ea t e va l u e fo r t h e u se r. i o t - te c h- s t ac k -e x p la i ne d /
I nt e r n e t o f T h i ng s (Io T) M a rke t.
A n I o T pr od u c t m a nag er woul d be (n . d .) . R e t ri eve d O ct o b er 16 , 202 0,
d i ff e r e n t f ro m ot h er s be ca u se of th e f ro m
c o m p le x i t y o f m u lt ip le la ye rs in t he h t t p s : / / w ww .m a rk e ts a nd m arke ts .
I o T s t a ck , a n d t he ne e d t o k ee p a l l c om / M a rk e t-R e po rt s / in t e r n et -o f-
l a y e r s a n d v a ri o us int erf ac es in mi nd t h i n g s -m a r ke t -57 3. ht m l
w h i l e d es ig n i n g . O ne do es n ot n e e d I a ro v i c i , S . ( 202 0, J ul y 16 ). To p 1 0
t o b e a n ex p er t in a ll l ay er s, bu t it i s I oT U s e Ca se s . R e t ri e v ed O c to b e r
v i t al to have a fu n da m e nt a l 16 , 20 20, fr om
u n d er s t a n d in g o f t h em . It 's es se nt i al h t t p s : / / w ww .i ot e v o lu t ion wo r ld .co
t o a d o p t a s yst e m t hin kin g ap p ro a c h m / i ot / a rt i cl e s / 4 4 6 0 3 2 -to p - 10-
f o r t h e su c c ess o f t he Io T pr od uc t. i o t - us e - ca s es. h tm

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 Shiwani Jaiswal

What is Cloud Computing? I BM C lo u d

O r a c l e C l ou d I nfr a s tr u ct u re
C l o u d co m p ut i ng ca n be d efin ed a s S A P C lo u d
t h e c o l le c ti o n o f c om pu t in g s er v i c es
t h at a re d el iv er e d su ch a s se rv e rs , Types of Cloud
d a t a ba se s, ne t wo rk in g, st o ra g e,
a n a l y ti c s a n d e v en in t el lig en ce o v e r Public Cloud: Amazon Web Service or
t h e i nt e rn e t , ak a “ th e c l oud ” . T h i s Microsoft Azure are example of third
helps in a ch ie vin g n ot just f a s t er party cloud vendors who deliver their
i n no v a tio n bu t f lex ib ili ty as well and computing resources like storage and
one of t he re a so ns fo r v er y fa s t server over the internet. All
a d o p t i on h a d been l o wer in g ov e r a ll Software, hardware and other
o p e r a t i ng co st s, no or l ow supporting infrastructure
m a n ag e m en t of inf ra st ru ct ur e a nd management is done by the cloud
o p t i o n of q u i c k s ca l in g up as a nd vendors. The resource model can be
w h e n n ee d e d . shared and dedicated, hence helps to
leverage economies of scale.
Market Size and Key
Characteristics Private Cloud: It can be defined as a
cloud computing offering that can be
1. B y 2 0 2 3, t he gl ob a l cl o ud described as a proprietary
c o m pu t in g ma r ke t is ex pe c t e d to environment of resources used
r e a c h 62 3. 3 bil l ion U SD an d by dedicatedly by a single organization
2 02 7 it wo uld be 927 . 51 b il lion U S D or many a times the cloud
( S o u rc e: R ep or t Lin ker) . environment given by public vendor
2. A s p er th e cl ou d co mp u ti n g itself but the environment is
growth s ta ts, th is i n dus tr y is completely isolated. This option
e x p e ct e d t o gr ow a t a C AG R o f results in less cost saving but
1 6 . 4 % f r o m 202 0 to 2 0 2 7 . . ensures high security. The resource
model is dedicated, hence it is capital
Major Players intensive.

A m az o n W e b Se rvice s ( AWS ) Hybrid Cloud: Hybrid clouds

M i c ro so f t (Az ur e) combines flavor of both public and
G o o gl e C lo ud (G C P) private clouds. Hybrid Cloud allows
A l i b ab a Cl o ud both application and data to be

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 s h a r e d b et w e e n . Th is ea sy sh ar i ng have fi ne g ra in c on t ro l in th e
model a ll ow s bu si ne ss to ha v e a e n v i ro nm e n t , a s t he y wo u ld ha v e h a d
g r ea t er fl e x ib i li ty as w el l a s ma n y on PaaS. H e re the c lou d p ro v i d e r
m o r e d e p l oy m e nt op ti ons wh ic h he l p s h a nd l e s t he s e t u p , ca p ac i t y p la nni ng
i n o p ti m iz in g e x ist ing in f r ast ru c t u re , a n d s e rv e r m a n a g e m e nt fo r y o u . T h e
c o m p li an ce a n d sec ur it y. u s e c a s e c a n b e f or d e v e l o pi ng a ny
e v e n t - d ri v e n p r og r am m i ng .
Types of Cloud Services
FaaS [F u n ct i on as a s e r v ic e] :
IaaS [ Inf r as tr u ctu re as a S e rv i ce ]: F u n ct i on a s a s e rv i ce ( F aa S ) i s a ve ry
I a as i s th e b a s i c off eri n g of cl o u d new model w hi c h is b ec o mi ng
c o m p u tin g s er vice s w it h no f r il l s . i n c r e a s i n g l y fa m ou s . T h e d e s i g n of
W i th Ia a S , IT in f ra st ru ct u re s l i ke Faas is ba s e d on th e p re m i s e of
v i r tu a l m a c hi n es ( V M s), serv e r s , s e rv e rl e s s a rch i t e c t u re . I t p ro vi de s
s t o r age , n e tw o r ks, ope ra t i ng sy s te m s e n v i ro nm e n t to de v e l op , run a nd
c a n b e r e n t ed . I t is a pa y -a s-y ou - g o d e p l o y t h e c o de un it on th e f l y a nd
b a s ed on th e u sage. User s m an a g e gets e x e c u te d in re s po ns e to a ny
t h ei r o wn in f r astr uc t u re . I n si m pl e e v e n t . F o r e x a m pl e , L a m bd a f unc ti ons
t e r m s it c a n b e u n der sto od a s a n o n- f r o m A W S , M i c r o s of t A z u re fu nc t i on s ,
p r e m is e m a c hi n e t hat yo u buy on O ra c l e Cl ou d F n e t c .
c l o u d a t a v e r y low co st . For ex a mp l e,
AWS EC 2 , Ra ck sp a c e, G oo g l e
C o m p u t e r En gi ne .

P a a S [ P l at fo r m as a S e rv i ce]: V er y
s i m i l ar to Ia a S, Pa aS p r ovi de s a
f r am ew o r k a ro u n d t h e of fe ri ngs. H e re
t h e b ar e b on e i n fra st ru c t ur e i s hi d d en
f r o m t he e nd u se r s. It p ro vid e s t he
developer w it h var iou s to ols and
s e r v i ce s . Pa aS is mor e f ocus ed o n Figure 9.1 Types of Cloud Services
p r o v i d ing an envi r on me nt fo r
d e v e l o p e rs t o s ta rt w ork ing in st a nt l y . Benefits
F o r e x a m p l e , A W S El ast ic Bea ns ta lk ,
W i n d o w s Az ur e . I t i s e s t i m a t e d t ha t i n t he U S A , 6 9 %
o f b u s i ne ss e s a r e u si ng cl ou d i n one
S a a S [S o f tw ar e as a S e rv ic e] : T he or the o t he r f or m, a nd 18% are
most op t ed off e rin g w he re c o ns i d e r i n g ad op t i ng i t . S o l e t ’ s l o ok
a p p l i ca t io ns is p rovi de d o ve r the a t w h at m a k e s t he cl o u d so a p p e a li ng .
I n te r n et t o t he en d- u ser on d em and
a n d ty pi c al l y o n a su bs cri p ti on b a s i s. C o st S a v i ng s – Ad op t i ng Cl o ud
For ex a m p l e, Goo gl e W or k sp a c e , S e rv i ce s can he lp to d ra s t i c a ll y
D r o p bo x, S a l es f or ce . r e d u c e t h e h u g e c a p e x i nc u rre d wh i l e
s e t ti ng u p c om p u ti ng i n fra s tr uc t u re s
S e r v e r l es s C o mpu ti n g: In t er s e c ti ng like m a ch i n e s or even l a rg e -s ca l e
with PaaS of fe ri n g, se r ver l e s s d a ta ce nt e rs . Mos t c lo u d s e rvi c es
c o m p u tin g in tr i nsic all y fo cuses on give you the fl e xi b i li ty to choo s e
b u i l d i n g a p p f u nc t ion a li ty an d sc a l in g w h a t y o u w a n t t o d o a nd pa y o n l y fo r
u p - d o w n . T h e d evel ope r d oe s n ot h o w m u c h y o u u s e . Fo r e x a mp l e, fo r
s t o r a g e , t h e p a y - a s -y o u-

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 go m o d el en su r es t ha t th e F r e e m i um – In t hi s model, t he
o r g a ni z a ti o n/ in divid u al is p a id company of f e r s t he i r p ro d u ct f or
e x a c t l y f o r t he sp a c e on e is cu rr e nt ly f r e e , w i t h l im i te d f e a t u re s b a s e d on
u s i n g. Ta k e n t oge t her , suc h fa ct ors u s e r s , ba n d wi d t h, a nd o t he r c ri te ri a .
lead to h u ge cos t sa vi ngs, a nd W h e n y o u c ros s t h a t t hr es ho l d, y o u
o r g a ni z a ti o ns n eed no t w orr y a bo ut might need to u p g ra de to a pa i d
s c a l a b il it y at all. In on e wo rd it a c c o un t.
r e du ce s t he to t al c ost of o wn e r s hi p
(TCO). T i er e d p r i ci n g - S o me s er v i c e s ha v e
v o l u m e pr i c i n g ti e rs a cro s s c e rt a i n
M o b il i t y an d co lla b orat i on - As u s a g e d i m e ns i o ns th at l o we rs p ri c e
r e s o u r c es ar e over t he in te r ne t , rates when us a g e i n cre a se s . Wi th
c l o u d e n s ur es t h at r esourc es c a n be c o ns o li d a t e d b i l li n g , t he s y s t em
a c ce s s ed fr o m a nyw he re , an y t i m e determines whi c h v o lu m e p r ic in g
2 4 X 7 , a n d o n a ny devic e. This ma k e s t i e rs t o a p p ly , g i v i ng a l ow e r ov er a ll
c o l l a bo ra t io n a simp l e pr oce ss by p r i ce w he ne v e r p o s s i bl e .
e m p o w e r in g e mpl o yees to co n ne c t
a n d s h ar e in f o r m atio n sea ml es sly a n d P a y- a s - y ou - g o / U s a ge ba s e d - PA Y G
s e cu r e l y. c l ou d c o m p ut i ng is a pa y me n t
m e th o d t ha t c h a rg e s t he u s e r e xa c tl y
R e l i ab il i t y – B a ck up a nd disa s t e r o n t h e a m o u n t of u s a g e . Fo r ex am p le :
r e co v e ry i s a n int r in sic fe at u re. Ev e n T h e e l e ct ri ci t y bi l l i s c h a rg e d o n t h e
the b ac k up s ar e g e og ra p h ic a l l y e n t i t y b a s e d on t h e u s a g e .
d i s tr i b ut e d , to add a l ay er to
r e l i a b il it y . For ex a m pl e , lo s s Reserved ca pa ci t y – Fo r ce rt a in
p r e v e n t io n o f da ta tha t wo uld n ot r e s o u r ce s fl a t m o nt hl y or y e ar ly ra t es
have b e en p os sible in ca se of a r e c ha rg e d .
h a r d wa r e f a il ur e in a l oca l comp ut e r .
Challenges in Cloud Computing
S e cu r i ty - Cl o u d ho st 's f u l l -ti me jo b
t o ca r e f ul l y m on it or se cur it y, wh i ch N o co n t r o l ov e r i nf ra s t ruc tu r e:
i s s i gn ifi can t l y m or e e f ficien t th a n a Backend i n fra s tr u c t ur e
c o nv e n t i on a l in -h ou se system . C l o ud g o v e rn a nc e a nd c ont rol i s w i t h
s t o r age pr ov ider s i mpl em e n t ba s e li ne t h e c lo u d v e n d o rs .
p r o t e c t io n s for t h eir p la tf orm s a n d P o l i c i e s are d e ci d e d b y v e nd or s
the data they p r oce ss, su c h on l y .
a u th e n tic a t io n , ac c ess con tr ol , an d L i m i t e d c o nt rol ov e r ba cke n d,
e n c r y p t io n. Ma ny ente r p ri s e s s y s te m m e t ri cs , t e le me tr y
s u p p l e m e nt th ese pr ot ect io n s wi t h i n fo r m a t ion e t c .
a d d e d se c u r ity m ea su re s o f the ir o wn M o ni t or i ng a nd ma i nt en a n ce t ool s ’
t o b o l s t e r cl ou d da t a p ro te c tion an d s h o rt c o m i n gs – T he t ool s fo r
t i gh t e n a c c ess to sen s i t iv e m a i nt e n a n c e a r e n o t v er y m at u r e
i n fo r m a ti on in t h e cl oud . i n t h e ma rk et . T he d a t a m o ni to r ed
a t t he i nf ra s tr u ct u r e le v e l i s v e r y
Revenue Models g e n e ri c , a n d m i g ht not b e h el pf u l
f or pr e d i c ti ng p er fo rm a n c e is su e s .
The rev e n u e m od el f or c lo ud
r e s o u r c es ar e u n der t he fol l o w in g
b u c k e t s:

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 P r iv a c y of da t a – T his is th e Use Cases
b i g g es t b lo ck er f or no n -a dop t i o n
of c l o ud in m a ny or gan iz ati o ns C l o u d s t r a t eg y - This is us e d by
and s pec ia ll y in da t a se n si t i v e companies for th e bu s i ne s s
d o m a i ns li k e h ea l t hca r e, m il it a ry t r a n sf o rm a t i on s t r at e g y . It he l ps th e
a n d go v e r n men t . The re h av e b ee n o r g a ni z a t i o n t o u nd e rs t a nd th e b e s t
r e p o r ts a r o u nd data br ea che s , way to use c lo u d s e rv ic e s. F or
i n s e cu re acc ess of d at a e tc . e x am p l e , wh i ch a p p s a re r i gh t fo r th e
A n o th er r ea son is t he s ec on d a ry c l ou d , w h a t a r e t he p re re qui s it e s f or
u s a ge of d a ta by c l ou d c om p a ni e s c l ou d a pp l ic a t i on , m i g ra t io n , c os t
r e s u l ti ng in l oss of p r ivac y , b e n e f i t a na l ys i s , R O I e t c.
t a r g e te d ad ver t ise me nt .
S e r v ic e l evel s – Al t hou gh m os t C l o u d f ir s t a p pl ic a t i on d ev e l o pm e n t
cloud v e n dor s g ua r a n te e 99 . x% - E 2 E s e rv ic e s – P ro je c ts t o bu i ld
S L A ’ s ( s e rv ice l ev el a gr ee m e n ts ) , p r og re s s i v e , s ca l a bl e , v a lu e d ri ve n
for m is si on c ri tica l ap pl ic a t i o n c l ou d a p p li c a t i on s to m a tc h t he
t h i s is st ill a n o go . business needs.
C l o u d m igr at io n a nd in t e g rati o n –
A l th ou g h c rea t in g a new C l o u d m i g r a t i o n - D e s i g ni ng ( o r r e -
a p p lic at i on i n the c lou d i s v e ry designing) your s o ft w a r e to fu ll y
e a s y, m ig ra t ing ex is t in g l e v e r ag e c lo u d d e p l oy me nt a nd to
a p p lic at i on s t o t he cl ou d is n o t so gain access to s c a l ab l e
s t r a ig h t f o rwa rd. It mi ght even i n fra s t r u c tu re , as b u s i ne s s ne e d s
r e q u ire an ar ch itec tu r e ch an g e . r e qu i re i t .
M a ny tim es , t he a p p l ica t i on m i g ht
have a d ep en den cy on o t he r H i gh Po t e n t i a l in S ME’ s - W i th r i se
a p p lic at i on s, or t o ol s th a t i n tu r n o f g ro w t h s t a ge S ta rt u p s a s w e ll a s
m i g ht be o n -pr emis e. S u ch i ss u e s e x i s t i n g S M E s m ov in g t owa r d s d i gi t a l
l e a d t o a lot o f in t er op e ra b i l it y t r a n sf o rm a t i on , t he c l o ud s e rv i ce
i s s u es . m a r ke t fo r e c a st s a hu g e g r o wth .
C o m p lia n c e - Tr an sfe rr in g da t a o n M a jo r r e a s o n b e i ng c os t s av i ng an d
t h e cl o u d ca n in vol ve co mp li a nce flexibility.
c l e a rin gs . F or mu l t in at i on a l
c o m pa n i es , it can b e ver y d iff i c ul t D e s i gn C o n s id er a t i o ns - T o d e si g n
to r em a in in com pli an ce with c l ou d a pp li c a ti on s f ol lo w i n g
r e g u la t io ns o f al l c ou nt ri e s. G DP R , c o ns i d e r a t i on c a n b e us e fu l :
Canada’s p riva cy act or h ea l t h 1. S c a l a b i l i ty
l a w s an d t he U. S p at ri ot a ct a re 2. R e s i l i e n c e
t r y i ng to f or ce st op ex pos u re of 3. L o o s e c o up li ng b e t we en
d a t a t o t h ird p a rt ies. M a n y a ti m e s i n t e ra c ti ng mo d ul e s
c o m pa n i es n eed to do due 4. T a k e a d v a n ta g e o f m u l t i t e n a nc y
d i l i g en ce o r c on su l t da ta se c u ri ty t o o p t i m i z e re s ou r ce s a n d co st .
p r o f es sio n a l to e nsu r e they 5. P e r f or m a n c e Mo ni t o ri ng
c o m pl y w i th t h e la w.
T o c on c l u d e : T i l l r e c en t l y IT wa s
c o ns i d e r e d a s a co s t c e nt e r , bu t n o w
w i t h a d v e n t o f cl o u d , IT i s c o ns i d er e d
as a bu s i n es s e n a bl e r, h e l pi n g
tremendously in org an i z a ti o na l
t r a n sf o rm a t i on s .

rushikesh.kure@gmail.com
 References

h t tp s:/ / www. bm c .c o m/ blogs / s a a

s - v s - p a a s- vs-ia as -w ha t s-t h e-
d i f f e re nc e- an d -ho w- t o -choos e /
h t tp s:/ / en .wik ip ed ia .o rg / wik i / Cl
o ud _ c om p u tin g
h t tp s:/ / www. sa le sfo rc e. c om / in / p
r o d uc t s/ pl at f orm /bes t-
p r a c t ic es / ben efit s-o f-c l o ud-
c o m pu t in g /
h t tp s:/ / www. glo ba ldo t s.c om/ bl o g
/ c l o u d- co mp ut in g- ben e fit s
h t tp s:/ / www. cio.co m/a r tic l e/ 24 2
4 8 8 6/ cl ou d-c om pu t ing -
d e f in i t io ns -a nd -so lu tion s .htm l
h t tp s:/ / www. bm c .c o m/ blogs / s a a
s - v s - p a a s- vs-ia as -w ha t s-t h e-
d i f f e re nc e- an d -ho w- t o -choos e /
h t tp s:/ / az ur e .m icr oso ft . c om/ e n-
i n / ov erv iew

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 Akash Padmane, Kunal Jain

Introduction T im e - s t a m pe d: Each
t r an s a ct io n /bl o ck ha s an
A b l o c kc ha in is a f or m of a i m m ut a b l e timestamp a s s o c ia t ed
m a t h e m a t ica l d a t a s tr u ct u re and i s w i t h i t . H a vi ng a t i me s ta m p f or
programmed su ch t ha t it is very e a c h e nt i t y n ot on l y h e l p s in i ts
d i ff i cu lt or ev en im possibl e to unique i d e nt if i c at i o n b ut a ls o
m a n ip u l a t e it . A blo ck c ha in c on s i s t s ensures easy tr a c in g of th e
o f a l i s t o f r e co r d s c al l e d bl ocks t ha t c h r o n ol o g y of e v e nt s at a ny
keeps on gr ow ing as mo r e s u b s e qu e n t st a g e .
i n fo r m a ti on is add e d. T hese r ec o rd s P r o g r a m m a bl e: B l oc kc ha i n
( b l o c k s ) a re l in k ed wi th on e a n o th e r t r an s a ct io n s cou l d b e a u t om at e d
u s i n g c r yp to grap hic f u nc tio ns. T h er e using p ro g r a m m e d c od es ca l le d
a r e t h re e e le m e n ts in e ac h bl o ck - s m a rt c o nt ra c t s . S m a rt c on tr a ct s
1. A c ry p t o gra p h ic ha sh f un c ti on a r e s t o re d on th e b l oc kc ha in a s
p o i n t i n g t o t he p revi ous blo c k i n l i ne s of co d e s and give
t h e ch a in . b l o ck c ha i n s th e a bi l i ty to
2. T r a n s ac t io n da t a of t he c u rre nt a u t o m a t i ca lly c om pl et e
b l o c k + Ti m e sta mp , c orr e sp ond i ng t r an s a ct io n s wh e n ce r ta i n
t o th e cu r re nt bloc k . p re d e f i n e d te rm s a nd c o n d i t i o ns
3. A c r yp to gr a phi c ha s h of t he w ri t t e n o n t he c o nt ra ct a re me t.
c u r r en t b loc k.
Types of Blockchain
S o m e o f t he p ro pe rt ies t ha t ma ke
b l o c k c ha in ve r y in ter est in g ar e l is t ed T r a d i ti on a l e n t e rp r is e a p pl ic a ti o ns
b e l o w- a r e b u i l t o n a c l i e nt -s e r ve r -d at a b a s e
D i st ri bu t ed: All ne t w ork a r ch i t e c t u re , wh e re a c e nt r a li z e d
p a r tic i pa n t s p os se ss a co py o f th e s e rv e r s e rv i c e s re qu e s t s fr o m cl ie nt s .
l e d g e r , a n d a n y a dditio n t o t he T h e d a t a b a s e a ct s as a n i nf o rma t i on
r e c ord s will r ef l ec t fo r storage device t ha t co m m u ni c a te s
p a r tic i pa n t s in re al- t im e. w i t h t h e s e rv e r. In t h e b l oc kc ha i n
I mm u t a b le: An y r eco rd o nce e n v i ro nm e n t , t he re i s n o c e n tr al i z e d
v a l i da t e d a nd a dde d t o t he le d g e r s e rv e r o r d a t a b a s e ; e a c h n o de i n t he
cannot be cha n ge d a nd is network owns th e i r copy of t he
i r r e ver sib l e . I n ord er to ch a ng e s h a r e d le d g e r. T he f ol lo w i n g d i ag ra m
a n y b loc k, ever y b l ock pr e ce di n g i t gives a b r i ef no t e on p o ss ib l e
m u st be c ha n g ed , w hich is a r ch i t e c t u re s in a bl oc k cha i n
c o m pu t a t io na ll y i mpo ssi ble . e n v i ro nm e n t , b a s e d on d if f er e nt

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 n o d e s ' a b ili t y t o acc ess an d ed i t th e b y u s i n g a p ri v at e k e y . T he re ce i v e r
s h a r e d l e d g er . o f th e m e s s a g e a nd s i g na t u re wi l l u s e
t h e s e nd e r’ s p u b li c ke y t o v e ri f y t he
m e s s a g e ' s a u t h e nt ic i t y . T h is a l low s
s e cu re a nd a no ny m ous m e s s ag in g
w i t h i n a n e t w o r k.

B r oa d l y , e a c h bl o ck i n a b l oc kc ha i n
c o ns i s t s o f t hr e e m a jo r p a rt s - t he
hash of th e p re v i o u s b lo ck , t he
c o nt r a c t s p e ci fi c d a t a a lo n g wi th a
t i m e s t a m p , a nd a l s o th e ha s h o f th e
Figure 10.1 Types of blockchain c u rre n t block. S i nc e e a ch b lo c k
r e fe r s to t he p r ev i ou s b lo c k, t he
Technical Details
chain e s s e n t i a ll y is an i m mu t ab l e
s t r uc tu re . I f s o m e o ne t a m pe rs w i t h
A b l o c k c ha i n i s t ec hn ic all y de fi n e d as
an i n te rm e d i a t e bl o ck ' s d a ta , they
a co l l e ct i on o f bl ocks th at co n ta in
will also have to c ha n g e every
d a t a o r in f o rm a ti on l ink ed t oge th e r
s u b s e q u e nt b l oc k to ma ke th e
i n a n i mm u t ab le an d dece n tr al i z e d
b l oc k c h a i n c o n s is t e n t ag a i n .
structure. The f ol l ow in g t wo
c o m p o n e n ts a r e usef ul t o u n der s t a nd
E x a m p l e: T r a n s a ct i on s Le d ger - T hi s
h o w b l oc kc hai n s fu nc t ion a t it s co r e.
s e ct i on w i l l c o ve r t he w o r ki ng of a
s a m p le t ra n s a c t i o n le dg e r t ha t
C r yp t o gr ap h i c Has h Fun cti on - A
r e c o rd s e v e ry t ra ns a c ti on on a
s p e c i a l t y p e o f f un ct io n n am ed t h e
d e c e nt ra li z e d a nd i mm ut a bl e
c r yp to g r a p h ic ha sh f u n ct ion is
d a ta ba s e . The ne t w or k co n s is t s of
p i v o tal to the f un ct io n ing of the
f i v e n o d e s , a l l o f w hi c h h a ve a c o p y
b l o c k c ha in p ro t oc ol . It can be
o f t h e b lo ckc h a i n wi t h r e c or ds o f
i m ag i n ed a s a B l ack Bo x , t ha t ta k e s
e v e r y t ra n s a c t i on s i nc e t he i n ce p t i o n
some random in p u t (im ag es, t ex t,
of the ch a in . T hi s re c ord of
e t c . ) a nd w il l c o nver t i t int o a u ni qu e
t r a n sa ct i o n s is d e p i c te d i n to a
o u t p u t of a f i x ed siz e. Th er e is n o
s i mp li f i e d l e d g e r , w hi c h s to r es th e
m a p p i n g pos si b l e b etwe en t he i n pu t
a c c o un t b a la n ce o f e a c h no d e. I n t hi s
a n d t h e ou t pu t o f t h e h a sh f u nct io n s ,
n e t w o r k , e v e r y nod e a ls o a c t s a s a
and t he on ly wa y to i nver se t his
v e ri f y i n g node. Co ns i d e r a ca s e
f u nc ti o n is b y b r ut e f or c e ch eck i ng .
where the No de “A” w is h e s to
t r a n sf e r t wo u ni t s t o no d e “B . ” In t hi s
D ig i t a l S i gn at ur es – Di g it al
scenario, “A ” w i ll tr a n s mi t the
s i gn a tu r e s a r e p ivota l t o al low se c ure
m e s s a g e “A pa y s 2 un i t s to B ” i n a
m e s s a gin g in a ny net wor k . Each
p r ot oc o l t ha t is fi x e d by the
i d e n ti t y c o n si sts of tw o un i qu e
b l oc k c h a i n . T h i s me s s ag e ' s v al i d i t y i s
c o m p o n e n ts – p u bl ic ke y a n d p ri v a t e
e s t a bl i s h e d a s s o o n a s i t re a c he s t h e
key. T h es e k e ys a re ge ne ra te d in
r e s t of t he s e no d e s u s i ng a d i g it al
p a i r s b y a m a t h em a t ic al f u n ct ion . T he
s i g n a t u re . O nc e t he m e ss ag e se n de r
p u b l i c k e y o f a us er i s vi sibl e t o
is v e r i f ie d , each n od e wi l l t he n
e v er y o n e in t he ne twor k, w he r ea s t h e
s e p a ra te l y v a l i d at e t h e t ran s a c ti on i n
p r i v a t e k e y is o n l y visible t o th e u s e r.
t w o s i g n i fi c a n t s te p s . I n it s f i rst s t ep ,
E a ch m e ss a g e t ha t is se nt ove r t hi s
e v e r y n o d e wo u ld ch e c k i f “A ” ha s t he
n e t w o r k i s c o n v e rt ed in t o a sig na t ur e

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 r e qu i r e d a m ou n t of ba la n ce to I m p r o ve d T r a c e a bil it y - On a
c o m p le t e th e t ra nsa cti on (g r e at e r b l oc k c h a i n l ed g e r, each
t h an 2 un it s in t his case ). B l o ckc ha i ns t r a n sa ct i o n / e x c ha n g e of g oo d s is
have u n d er ly in g p ro t oc ol s that r e c o rd e d i n a t im e l y m a n ne r. T h i s
d e t e r m in e h ow t r an sa ct ions g et time s o rt e d i n fo rma ti on he l p s in
v e r i f i ed . One c om mo n pr o to co l is t r a c ki n g th e m o ve me nt of th e g o o ds
t e r m e d a s “P r oo f of W or k, ” wh ic h i s a a s a s i n g l e p o i nt o f t h e pr o of tr a il is
c o ns e nsu s m e ch a nism t ha t cr ud el y present. This he l p s in im p ro v i ng
s t a t e s t h a t t h e n ode in t he n e t wo rk s e cu ri t y and pr e v e nt c ou nt e r fe i t
t h at ha s t he highe st av a i l a bl e related fra ud s . T hi s ha s be c o me
c o m p u tin g p o we r wil l val id at e a e s p e c i a l l y i m p o rt a nt in th e c urr e nt
t r a n s a ct i on , c r ea t e a n u p date d le d g e r p a n d e m i c c o nte x t w he r e c on s u me rs
a n d s e n d t h e u pd at e d l e dge r a cr o s s n e e d a n d d e m a nd th e ab i li ty t o t ra c k
t h e n et wo r k . T he p roc e ss of f in d i ng t h e i r pr o d u c t ' s o ri g i n.
t h e n o d e w it h t h e high est c ompu t i n g
p o w e r d if f er s a cr oss ea ch bl oc kc ha i n, B e t t er s e cu r i t y - B lo c kc ha i n i s h i g h ly
but all ha ve t he sa me goal – to s e cu re as ea c h t ra ns a c ti on is
v a l i d at e a t ra n sac t io n . Th e n od e t ha t encrypted and l i nk e d to t he
achieves t hi s get s a re w a rd , n e t w o r k ' s p r e v i o us t ra n sa c ti o n. T hi s
e s s e n t ia l ly the t ra n sac ti on f ee s . makes t a mp e r i ng wi t h a ny pa s t
F i n a l l y , th e t ra nsa c ti on is co mp l e t e d t r a n sa ct i o n pr a c ti c a l l y i m p oss i b le .
a s a l l t he n e t w o rk p la ye r s r ecei v e an This i m m u ta b le a nd i n c orru p t ib l e
u p d ate d l e d ge r f ro m th e v er i fy i ng n a t u re o f B lo c kc h ai n m a ke s i t s a fe
node. f r o m fa l s i fi e d i n fo rma t i on an d ha c ks .

Blockchain Business Value Business Applications of

Blockchain
The di scu ss ed pro pe rt ies of
b l o c k c ha in i nf ra st ru c tu r e ma k e it The uses of Bl oc kc ha i n can be
suitable f or a va rie t y of bu s i n es s c a t e g o ri z e d tw o f und a me nt a l
s e ct o r s due to t he f ol lo w in g f u nc t i o n s -
a d v a nt ag es -
Record K e e p in g - The fe at u re of
G r e a te r T ra ns pa ren cy - i m m u t a b i l it y and easy a c ce s s i bi li t y
T r a ns p a ren c y d ue to t h e d ist r ib u te d makes B l o c k c h a in a po we rfu l
ledger t ech nol ogy. It in c r e a s e s c a nd i d a t e that c ou l d be u se d f or
a c co u n t a bil it y fo r e a ch s ta k eh o ld er s t o r i ng s ta t i c i nf orm a t i o n, w hi c h ha s
a n d m o t iv at e s t h em to a c t in t he b e st p o t e n t i a l u s e s i n ke e p i ng re c ord s f or
i n te r e s t o f th e f irm . land t it l e s , p a te n t s , g o v e rn me nt
d a ta ba s e s l i ke ID s a nd s oc i a l se c u r it y
I n c r e a s ed E f fi c i e ncy - Pe er- t o-p e er numbers. S t o ri ng of v o te r
t r a n s a ct i on s re move t h e n ee d f or a i n fo r m a t i o n on bl oc kc h a in c o u ld
m i d d l e m a n ev e n whi l e doin g c r o s s - p o t e n t i a l l y b e t he fi rs t s t e p t ow a rd s
b o r d er tra ns a c ti on s . Progr a m ma b le s e cu re a n d t r u s t e d d i g i ta l v ot i n g .
c o nt r a ct s or s ma rt con tr a ct s
a u to m a t e many ma nu a l pr oce s s e s D y n a m i c t r a n s a c t io ns R eg i s t ry - A s
b a s ed o n so m e pr ede fin ed co ndi ti on s the t r a n s a c t i on s of a b l o ckc h ai n
f u r th er im pr ov i n g e ff icie n cy . network are ti m e st a mp e d a nd
p r og ra m m ab le ( v i a s m ar t c o n tr a ct s ) ,
t h e y c o u l d b e u s e d fo r s t ori ng a nd

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 r e al - ti m e u p da t in g of t r a d ab l e
i n fo r m a ti on . W id espr ea d u se of t h is
is the B i tc oin n et w or k, w he re
t r a n s a ct i on i n form a t ion is
d y n am ic a ll y s t o red a nd a ct s as a
s i n g l e p o in t of tr ut h for eve r y on e.
O t h e r u se ca s es inc lu d e m on it ori ng
supply ch a in s in r ea l -t i m e ,
i n fo r m a ti on of dr ug tr ial s, c ros s - Figure 10.2 Blockchain augmented
b o r d er p e e r- t o -p eer tra n sac ti on s , Supply-Chain

i n s u r a n c e, a n d me dic al c lai ms, e t c.

G o v e r n m e n t / C i v ic T e ch A p pli c a t i on s
- A s g o v e r n me nt s pu s h t h e i r d i g i t a l
T h e fol low in g segm en t hi ghlig ht s a
initiatives, ens u ri n g t ha t t he
few in du str y use -c a se s w he re
g o v e rn m e nt ’ s r e cor d -ke e p i n g
b l o c k c ha in ca n be u se d to d r iv e
f a ci l i t i e s a re t a m p e r- fre e a nd
b u s i n e ss va lu e
t r a n sp a re n t i s e s s e n ti a l. B lo ck c ha in ’ s
t r us t -b a s e d r ec o rd -k e e p in g and
B l o c k c h ai n A u g me n te d S upp ly- C hai n
t r a n sa ct i o n m e ch a ni s ms c an b e u s e d
– A s bu si ne sse s g r ow c om p le x , the
to s o lv e th i s is s u e , e s p e ci a ll y by
n e t w o r k t ha t al l ows f irm s t o d e l i ve r
enabling s e rv i c e s s uch as Di g it al
m a n u f ac t u r ed p r odu cts to ma rk e t
Voting. S in c e b l oc k cha i ns are
a l s o g r ow s c om p le x. In th is sce na r io ,
immutable, s ecu re a nd a no ny m ou s ,
a tr u st -ba se d m e thod to tr a ns fe r
t h e y ca n be us e d t o cr ea t e d i g i t a l
i n fo r m a ti on is cr uc ia l to en s ure
voting a l t e r na ti ve s to e x i s t i ng
o p e r a t i on a l ef f icie nc y. A l ong w i th
systems.
o p e r a t i on a l ef f icie nc y, suc h a
m e c h a ni sm w o u ld a ll ow p lay e rs i n a
B a n k in g a n d Fi n a nc e – Th e ba n ki ng
s u p p l y c ha in to tr ust t h e nod a l fir m .
a n d fi n a n c e se ct o r h a s b ee n one of
C u r r e n t l y , o nl y limi ted in form a t io n
t h e e a r l i e s t a d o pt e rs of b lo c kc ha i n
about pro d u c ts is rec or d ed, wi th
t e ch n o l o g y . B it co i ns and ot h e r
n o n e o f t he p l a ye rs h a vin g co mp l e t e
c r y p t oc u rre n c i e s f u nc ti o n on t he
v i s i b i l i ty or ac c ess to a p rod uc t ’ s
i n fra s t r u c tu re of B l oc k ch ai n . T he
origin or p a th . Provi din g a
primary ne ed fo r b l oc kc h ai n
c e n t r a l iz ed da tab a se to t ra c k
t e ch n o l o g y ar i s e s fr om t he n e e d f or
p r o d u c t s in a s u ppl y ch a in wo ul d n ot
p e e r - t o -p e e r t r a ns a ct io n s to
b e a pp r ec ia te d by o t he r pl a ye rs , a s
f a ci l i t a t e c ro s s -b ord er pa y m e n ts and
trust is no t r einf orc ed . A p r iv a te
t r a d e . C u rr e nt l y , m an y i n te rme d i a ry
p e r m is sio n e d bl ock chai n- b a s e d
b a n ks a n d fi n a n ci a l i ns t it u ti ons t h at
s o l u ti o n c a n be u sed in t his scen a ri o ,
f a ci l i t a t e cr os s bo rd e r t ra ns a ct io ns .
w h e re o n ly s u p p ly ch ain pa rtn er s c a n
N e v e rt he l e s s , d ue t o t he p re se n c e o f
a c ce s s a n d ed i t p rod uc t qu a li ty a nd
i n t e r m e d i a ri e s , t h e pr o ce s s i s bo t h
t r a n s a ct i on da ta. Th is h as mu lt i p l e
t i m e -c o n s u m i n g a n d c os t ly . U ti li zi ng
u s e - c a se s s uc h as fl ag gi ng
the f ra m e w o rk used f or B it c oi ns ,
c o u n te r fe it p r odu ct s/r a w m a te r ia l s,
b l oc k c h a i n i nfr a s tr u ct u r e co ul d
t r a c ki n g pr ov en a nc e of da ma g e d
e l i m i n a t e t h e n e e d fo r i nt er m e d i a r ie s
g o o d s , e t c. A b l ock ch ai n ba sed su p p l y
f o r a ny t r an s a c ti on. T he bl ock ch a in
c h ai n s ol u t i on will th us a d d bu si ne s s
p r ot oc o ls a l s o e l i m i na t e th e pr o bl e m
v a l u e b y a l l o w i ng b us in esse s t o a v oi d
of d o u b l e - s p e nd i ng , w hi ch is
r i s k a n d e n s u r e bet te r p l an n in g.
p r e v a l e nt i n ot h e r d i g i t a l c u rre nci e s.

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 H e a l th ca re – He al t hc a r e in d u s t ry Blockchain and Product
needs the fu nc tion al it y of Management
i m m u t a b il it y and a di st r ibu t e d
d a t a ba se of b l o ck ch ain s. T h e pr im ary Deciding whether to a d op t a
need a r is e s due to t he n ee d f or b l oc k c h a i n i nf r a s tr u ct u re fo r your
a c ce s s ib il it y o f m e dic a l r eco r d s to o r g a ni z a t i o n c o u ld be a hi gh ly
a c ce l e ra t e c li n ic a l a nd b iome d i c a l c h a l l e n g i n g t a s k , as t he re a re t ra d e -
r e s e a r c h. C u rr e n t l y, ce n tra lized d a ta offs between speed and
s t o r e d wi t h m e d ica l in st it u t es , wh i c h s e cu ri t y / re l ia b i l it y . W hi le t he
i s s h a re d a cc or d ing t o the ir will , a nd traditional d a t a ba s e system wo u ld
g e n e r a l ly , t i m e - con su m in g p r oce ss e s w o rk b e tt e r in s p e c i fi c i nd u s tr i e s ,
are i nv ol v ed in o bt a in in g th e se b l oc k c h a i n w o u ld pro vi d e
r e co r d s. U sin g bl ock cha in t ech no lo g y u n p a ra ll e l e d a dv an ta g e s in ot h e rs .
a n d th e a bi l it y of d is tr ib u t ed st o ra g e T h e be l ow f r a m e w ork c oul d b e re al l y
w i th co r re c t acc ess pe rm iss i o ns , h e l p f ul i n ch oo s in g be tw e en va r i o us
m e d i c a l d a t a c ou l d be d em oc ra t i z e d . options of data s to r a g e
T h i s w ill a ll o w m e d ic a l in st itut io n s i n fra s t r u c tu re s .
o t h e r t ha n h o s p it a ls to lev er a ge th i s
d a t a fo r f u rt he r deve lo pme n t.

Figure 10.3 Assessing need for blockchain solution

References

M e d iu m . 2020. How Doe s T he B lo c kc ha i n Wo rk? . [ on li n e] Ava i la b le at:

< h t t ps : // one z ero .m ed iu m .com / h ow -d oe s -th e- b l oc kc ha i n- wo r k-
9 8 c 8c d0 1d 2 ae> [ Acc e ss e d 1 4 O c to be r 2 020 ].
2 02 0 . [ o nl in e] Ava il a bl e a t: < h t t ps : / / ww w. m c ki n s e y .c om / bu s ine s s -
f u n ct i on s/ mc kin se y- d ig i ta l/o u r-i nsi gh t s /b l ockc ha in - be y o n d- th e- hy pe - wha t-
i s - t he -s t rat e g ic- bu sin e ss- va l ue - > [ A cc es s e d 1 4 O c t ob e r 202 0].
M I T T ec hn ology Re view. 2 0 2 0. Ex p la i ne r: Wh a t Is A B l o c kc ha in ?. [o n lin e ]
A v a ila bl e a t:
< h t t ps : // w ww.t echno l o gy re vi ew . co m /201 8 /0 4/ 2 3 / 1 43 4 7 7/ ex p la i n er -w h a t- is -
a - b l oc k c ha in/> [ Ac ce ss ed 14 O c t ob e r 2020 ].

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 Dhavala V S Aditya

U nd e r st a n d in g the m icr oe con o m i c s I n t r od uc t i o n t o t h e Fr am e wo r k

o f a n in d u str y ind e ed le n ds on e a n
e x c e l l e nt t he o ret ic al un der sta nd i ng T h e d e fi n i t i o n of p la t f orm s f or t hi s
o f th e b us in es s, e ve n a s a co mp le t e c h a p t e r i s g oi n g to b e ve r y br oa d .
o u t s i d er . M icr o ec on om ics for m s t he P l a t fo r m bu s i n e s s e s ar e e s s en t i a ll y
b a ck b o n e o f m a n a ge me n t e du ca t io n a n y b u s i n e s s w h i c h c r ea t es va l ue b y
a n d i s mo st cr i t ica l t o un d erst a nd f a ci l i t a t i n g a n e x c ha ng e be twe e n o n e
v a ri o u s s u bj ec t s. N a tu ra l l y, it a ls o or m o re " s i de s " or "s e g me nt s of
l e n d s i n s igh t s t o p r od uc t m an a g e rs , users," e.g. in t he c a se of U b er ,
a n d i t is f it ti n g to s ta r t t he boo k b y d r i v e rs a n d ri d e rs are t he t wo s i d es
l o o k i ng a t t h e t ec hn ol ogy ind us t ry o f t h e p l a tf o rm . V a ri ou s ex a mp l es of
t h r o u g h t he le n s of mi cro econ om ic s . p l a t f or m b u s i ne s s e s i nc lu d e U b e r,
G oo g le , A m a z o n , Fa c e bo ok a nd e v e n
This ch ap t er w ill h elp P Ms and W i n d o ws O S .
a s p i r i n g PM s t o un ders ta nd what ty pe
of fe a t ure s a re e ss en t ia l , how to T h e r e a re t h e f o l l ow i ng t hr e e fa c t or s
c o m p e t e wit h c om pa nie s, a nd to a li g n c o m p r i s i ng t he f ra m e wo r k:
p e r s o n a l go a l s wi th t h e s trat eg y o f
the o rg a n iza tio n to m o ve int o a E c on o m i e s of S c al e: W h e n l oo ki n g a t
s t r a t eg y r ol e ev en tua ll y. e c o n o m i e s of s c a l e , w e t ry t o a s k th e
q u e s t i o n “ h o w m u c h d oe s i t cos t t h e
T h e ch a p t e r h a s b een st ruc tu r ed i nt o company to p rod u ce one e xt ra
t h r e e p a r t s. T h e firs t p a rt i n tr od u c es unit/to s e rv ic e on e e xt ra u s e r/ t o
a fr a m ewo rk to u n d erst a nd va ri ou s p r od u c e o ne e xt ra mi n u te of
elements to u n der st a n d pla t fo r ms . s t r e a m i n g e t c .? ” W e wi l l on l y l o ok a t
T h e s e c o nd p a r t ha s e xe rcis es w hi ch e c o n o m i e s of sca l e fro m t h e p o i nt of
help d r i ve the c on ce pt s f ur t h e r. v i e w o f c os t s .
F i n a l l y , w e h a v e t hr ee ca se s ( G oo g le ,
A m a zo n & Ub e r) w her e w e a p pl y th e N e t w o r k E ff e c t s : Ne t wo rk e f fe c t s are
a b o v e f ra me wo r k an d d r aw in s ig ht s about customer va lu e . N e t w or k
about t he st r a t eg ies t ha t t he e f fe c t s a r e s a i d to e x i s t whe n t he
c o m p a ny sh ou l d cho os e. value of t he p ro d u ct / p la t fo r m
i n c r e a s e s b y i n cr e as i ng o ne e xt ra

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 c u s t o m er or u ser on th e pl at fo rm .
T h e q ue sti o n t h at we a s k her e is
" W h a t ty p e o f ne tw or k e f f ect s d o e s
t h e co mp a n y have if it d oe s ha v e
n e t w o r k e f fe c t s ? "

D if f e r e n t ia b i li t y : Diff er e n tiab i l i ty
helps us u nd e r sta nd comp et it iv e
e v o l u ti o n . D if f er en tia t io n i s cr e a t e d
w h e n th er e is a u niq ue sp ace i n t h e
c u s t o m er 's m in d a b ou t t he c om pa n y ' s
p r o d u c t . I t is a bo ut th e p e rcep ti on of
t h e c u s t o m e r a n d is n ot in ter n a l .

Figure 11.1 Demand Supply Curve

Economies of Scale
T h a t be g s t h e qu e s ti o n if t h e su p pl y
E c o n o m i es o f s ca le ar e said to ex is t c u rv e is just th e m a rg i nal c os t s
w h e n t he co st of p r odu cin g on e ex t r a c u rv e , wh y is the s u pp l y c u rv e
unit or se r vic i n g o ne e xt r a u se r (marginal c ost c urv e ) i nc re a s i ng ?
r e du ce s. U s u a l l y, w hen t h er e a re What h a p p e n ed to e c o no m i e s of
f i x e d c o s t s l ik e a fa c tor y w hi ch c an scale? S h ou l d n ' t t he cost be
produce m u lt ip l e uni ts or s e rv e r e d u c i ng ?
multiple u se r s, th e cost s ge t
d i s tr i b ut e d . T her ef or e , o nc e a
c o m p a ny ha s invest e d i n a fa ct or y
w i th a ca pa ci ty of 1 00 u s er s a nd
c u r r e n t d em a n d is 5 0 , th e e x tr a c os t
i n cu rr e d to p ro d uc e o n e ex t r a u n i t ,
i . e . t h e 5 1 st u ni t is mi n ima l.

The e x t ra co s t as soci at ed wi t h
p r o d u c in g one u ni t is ca l l ed the
m a r g i n al co s t. O n the righ t sid e , w e
see th e st a n da rd Dem an d- Su p p ly
curve. Th e y- ax is rep r es en t s t he Figure 11.2 Marginal Cost
p r i c e , w h ile the x -a x is r epr es ents t h e
W e ll , e c o no m i e s of s ca l e d o ex is t .
n u m b e r o f u ni t s. T he d ema n d c urv e
T h e a c t u a l c os t cu r ve ( s up p l y c u r ve )
r e p r e s e n t s t h e cust ome rs, i.e. wha t
l o ok s l i k e t h e one i n t he fi g u r e b e l ow .
t h e c u s tom e r i s w il l ing t o bu y a t t ha t
S o , t he e c o n o mie s o f s ca l e d o e xis t
p r i c e . T he su p p l y c u rve re pr es e nt s
f o r th e f i rs t fe w u ni t s , but t h e n the
what the s u pp li er s ar e w il l in g to
m a r g i n a l co s t c u rv e g o es u pw a rd , a n d
serve w he n t he y a re get tin g the
d i s e c o n o m i e s of s ca l e se t i n. T hi s
p r i c e . T h e r e fo re , t he s upp ly c ur v e is
s t a rt s to h a p pe n b ec a u s e a fte r a
n o th i n g b u t t h e ma rgin al c os t c ur v e
c e r ta i n p o i n t s e v e ra l c os ts be g i n to
of the s up pl ie rs , be ca us e th e
i n c r e a s e , e . g . m a na g e r ia l co s t s, c o st s
s u p p l i e r wo ul d be w illin g t o sup pl y a
o f ra w m a t e r i a l s , co s t of c a p it al e t c.
p a r ti cu la r u n i t on ly when he ge t s a
I n th e a b o v e e xa m p le o f a fa c to ry , to
p r i c e h igh e r t h a n it s m a rgin al co s t .
p r od u c e t h e 10 1 s t uni t, t h e co s t

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 i n cu rr e d wi ll be to se t-u p a n e n ti re ly the product or p l a tf or m i nc r e a s e s
n e w f a ct o r y w h ic h is g oin g to be w h e n o n e a d d i t i o na l u se r i s us i n g t h e
m u c h h ig he r t h an t h e ma r gi n al cos t s p r od u c t . T he s im p l e s t e xa m p le of
f o r t h e p re vi o u s un its. network e ff e ct s is me s sa g in g
s e rv ic e s . T h e s e r vi ce hol d s z e ro v a l ue
W e c a n a lso se e t h at t he siz e o f t he t o a p e rs o n w he n t he y are th e o nl y
c o m p a ny is l im it ed b y the u p wa rd p e r s o n o n t h e pl a t fo rm . A d d 1 , 0 00
c u r v i n g s u p p l y cur ve , wh ich l ea v e s m o r e p e o p l e , a n d y ou ha v e p rob a b ly
s p a c e f or co m peti to rs t o ca r ve ou t got some p e op l e who kn ow e a ch
the r e m a i n in g cu st ome rs a nd o t he r. K e e p ad di ng mo re p e op l e on
c o m p e t e w it h t he c om pa ny. We c a n t h e p l a t fo rm , a n d th e r e w il l be a
also se e f r om he re t ha t h ig h ly p o i n t w h e re th e p l at fo r m r ea c he s a
s c a l a b l e com p a n ies del a y t he u p wa r d critical m as s wh e re t he v a lu e
c u r v i n g o f th e m a rgin al c ost cu r ve , addition f or e ve ry cu s t om e r
which a ut om a ti ca l ly r e sul t s in a s n ow b a l l s . E v e n t u al l y , t he r e is a p oi nt
b i gg e r siz ed co m pa n y . r e a c he d w h e re t he va l u e tha t is
c r e a t e d b y a d d in g m or e pe o p le t o t h e
H en c e , th e re a re a lso n a tu ra l p l a t f or m d i m in is h e s a n d t he n et wo r k
m o n o p o li es w h ich exi st, wh os e e f fe c t s b e g i n v a ni s h i ng .
m a r gi n a l co st c u r ve i s l ike th at sh o wn
i n th e f ig u r e on t h e le ft . T he cu r ve T h e r e a re t w o d i f fer e n t cat e g or ie s of
suggests t ha t t he co m pa n ie s a re n e t w o r k e ff e ct s :
i n fi n i t e l y sc a l a ble , wh ic h me a ns t h a t S i d e N e t w ork E ffe c t s : C ro s s s i d e
t h er e i s n o s pa c e lef t in t he ma r ke t n e t w o rk e ffe ct s vs S am e s id e
f o r a no t h er c o mp et ito r – hen ce t h e n e t w o rk e ff ect s .
name n a t ur a l m on opo l ies . S om e S c a l e N e t wo rk E ff e ct s : Gl ob a l v s
e x a m p le s o f n a tu ra l m on op olie s a r e L o c a l Ne t w or k E ff e c ts .
r a i l w ay s, pip el i n es e t c.
S i d e N et w o r k E ffe c t s
F o r s i d e n e t w ork e ff e ct s, we c an ha v e
e i t he r cr o ss - s i de or sa m e- s i d e
n e t w o r k e ff e ct s .

C r o s s S id e N e t wo r k Ef fe c t s
When th e v a lu e of t he p la t for m
i n c r e a s e s w h e n u s e rs g e t ad d ed to
Figure 11.3 Marginal Cost t h e o t h e r s i d e. I n c as e o f U b e r, i f
t h e re a re mo re d ri v e rs on th e
T h e co st cu rv e s o f most t ech no lo g y p l a t f or m , i t i s m o re a tt r a c ti ve for th e
c o m p a ni e s ar e si mila r t o th a t of a r i d e r s b e c a u s e t he w a i ti ng t i me s wi ll
n a tu r a l m o n o pol y, i . e. h i gh ly be l o we r be c a u s e of hi g he r
s c a l a b le. a v a i l ab i li ty a n d l ow e r s u rg e p ri c e s .
S i m i l a r ly , t h e m o re t he nu m be r of
Network Effects riders, th e m ore a tt ra c ti v e it
becomes for d ri ve rs to j o in th e
T h e s e co nd e le m en t of th e f ra m e wo rk p l a t f or m , a n d t a ke a d va nt ag e o f t he
i s N e t w or k e f fe ct s. Ne t wor k ef fe c ts h i g h c a p a c i t y u t i l i z at i on and h i g he r
a r e s a i d t o e x is t whe n t he va l ue o f p r i ce s .

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 S a m e S id e N et w o rk E ff ects a d d i t i o n a l d ri v e r i n M um ba i do e s n ot
When t he va l ue of t he p l at form h e l p a ri d e r i n D e l hi .
i n cr e a ses w he n more u se rs g et ad d e d
t o th e s am e sid e . M essa g in g s e rv i ce G l o ba l N e t w o r k Effe c t s
t h at w e d i sc us sed abov e, h as s a m e - W h e n t h e n e t w ork e ffe ct s a re s pre ad
s i d e n e t w or k e f f ects . The m ore th e a c ro s s g l o b a l g e og ra p hi ca l re g i on s o r
n u m b e r o f p e o pl e usin g t he serv i c e , s e v e r a l s e g m e n ts o f c u s t om e rs , t he
the h ig he r va l u e it ho l ds fo r n e t w o r k e ff e c ts a re g l o ba l . I n th e
e v er y o n e . case of A i r b nb , w he re ha v i n g an
a d d i t i o n a l r oo m i n N e w Y or k pro v i d e s
S a m e s id e n e tw or k e ff ect s a r e mo re v a l u e t o a c u st o me r t ra v e lli ng f ro m
p o t e nt t h an cr oss- si d e net wo rk Mumbai.
e f f ec ts be ca use o f the e x is ten ce o f a
f l y w h e el . M o re p eopl e ke e p
i n cr e a sin g t he va l ue f or cus to me rs
b e ca u s e o f w hi ch e ve n mor e pe o pl e
j o i n b e ca u se o f w hi ch va l u e in cr ea s e s
e v en f u r th e r . It i s n o coi n cid e nc e
t h at th e ap p s a nd com pan ie s wi t h t h e
m o s t m a s siv e s ca l e ha ve sam e -s i d e
n e t w o r k e ff e c ts (Wh a t sA pp , Go og l e ,
F a ce b o ok ).

Figure 11.4 Demand Curve

In cr oss -s id e n et wo rk ef f e ct s ,
h o w e ve r , there is a lw ays an
G l ob a l n e t w o rk e f fe c t s are mo re
e q u i l i b riu m wh i ch is r ea ch ed. In the
p o w e rf u l be c a u s e i t h e l p s c om p an i e s
c a s e o f U be r, a ddin g m or e d r iv er s
s c a l e o v e r a b ro ad e r m a r ket m u ch
m a k e s m or e cu sto m er s j oin in , a n d
faster, while f or c om p a n ie s wh i c h
the cycle ends the re cr ea ti ng an
h a v e l o c a l n e t w o rk e f fe ct s it re q u i re s
e q u i l i b riu m . O n e sid e n e ed s to b e
m u c h m o r e i n v es t m e nt t o r ea c h a
c o ns i s t e n t l y in cen tivi zed to ke e p
s i mi l a r s c a le . S in c e ne t wo rk e f fe ct s
joining th e p l at f or m to m ak e the
are a d e m a n d -s i d e e f fe c t , let us
o t h e r si d e j o in . Th ere is n o f ly w h e e l
e x am i n e ho w th e shape of the
e f f ec t i n p la c e , a n d he n ce it is m or e
d e m a n d cu rv e ch an g e s d u e t o the
c h al l e n g i ng t o g r ow in t hi s ca se .
existence of ne tw o rk ef f ec t s . T he
demand cu r v e is th e c um u l a t iv e
S c a l e N et w ork E f f ec ts
willingness to pay of a ll t he
F o r s c a l e n e tw or k ef fec ts , ag a in , we
customers, and we ca n see t he
h a v e tw o t y pe s , i .e . l oc a l an d gl ob a l
r e s u l t i n g cu rv e o n t he i m a g e o n t he
n e t w o r k e f fe c t s .
r i g ht .

L o c a l N e tw or k Ef f e cts
I n i t i al l y , t he v a lu e added by the
When the n et w or k eff ec ts a re
n e t w o r k e ff e ct s i s mi ni m a l , a nd he n ce
r e s t r i c t ed to l oc al ge ogr a phi c al
the demand c u rv e ke e p s fa ll in g .
r e gi o ns o r a pa r tic u l a r seg me n t of
H ow e v e r, when c ri t i c a l ma ss is
c u s t o m er , the n e tw or k ef fe cts a re
r e a c he d , t he v a lu e i n cr e a s e s d u e t o
c a l l e d loc a l n et wor k ef fe ct s.I n t h e
p o w e rf u l ne t w or k e f fe c ts . A t s o m e
c a s e of U be r, t h e net wo rk e ffe c ts
p o i n t , t h e m a rg i na l v al u e p r ov i d e d by
w h i c h e x ist a re l oc a l . H a ving an
n e t w o r k e ff e ct s g o e s t o z er o , af te r

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 w h i c h t he de m a n d cu rve re t u rn s t o h i g h , t he n t h e fi r s t mo ve r i n t h e
normal. m a r ke t ha s a si g n i f ic a nt a d v ant ag e.
H a v i n g h i g h cu s t o m e r s w i t c hi n g co s ts
The d e m and c ur ves of most c a n le a d t o d i f fe r e nt i a ti o n si n c e t he
t e ch n o lo gy co m pan i e s are p l a t f or m s do n o t h a ve a n in c en t i ve t o
c h a r ac t e ri z ed by the a b ov e c ur v e c o nv e r g e fe a t u r es .
w he r e th e n e tw o rk e f f ect s are
s t r o n g an d p er v asi ve . Putting it All Together

Differentiability I n i t i al l y , l e t u s a s s u m e tha t th e re is
no c om pe t i t io n a nd c ons i d e r th e
T h e thi r d e le m en t o f the f ram ew ork e f fe c t of e c o no mi e s of scale &
i s d i f f e re nt ia b i l it y. Dif fe r en t ia bil i t y i s n e t w o r k e f fe c t s o n t he d e ma n d c u rv e
w h e n o n e cr e ate s a uniq ue s pac e i n a n d t h e s up pl y cu rv e i n co nju n c ti o n.
the c us t o m e r' s min d a bo ut t he B e f o re w e d o t ha t , l e t u s lo o k at th e
p r o d u c t . It is str ict l y e x t er n al a n d company and cu s t om e r s u r pl u s in
n o t r el a t e d t o in t er na l p r oc esses . If case of a s t a n d a rd d e m a nd - s up p ly
U be r c re a t es a n ew a l gori t hm w h i c h c u rv e a nd t h e n a t u ra l m o no pol y .
i n cr e a ses ca b av ai lab il it y f or
c u s t o m er s, bu t t he c usto m er s do not
p e r c ei v e any sign if ica n t d if fer e nc e
over O l a, t he n Ub e r h as not
d i ff e r e n t iat e d it sel f. A d if fe re n c e in
the internal p ro ce sse s of th e
c o m p a ny sh ou ld cha n ge in t o a
t a ng i b le , cu sto m er va lue to be
c o ns i d er ed d i ff eren t ia tio n.

C o s t o f C o n ve r ge n ce : Di ffe r en t ia ti o n
r e qu i r e s a u n iq ue v al ue p r oposi tio n .
A u n i q u e va l u e p ropo sit ion i n th e Figure 11.5 Supply Demand Curve
c o nt ex t o f te c h nolo gy pla tf o rms i s
p r o v i d ed t h ro ug h u n iq u e f e at u re s . F o r a s ta n d a rd d e m a nd - s u p pl y cur v e
H o w e v e r, m a in t a in in g t he u ni qu e ne s s s h o w n o n t h e ri g h t , t he d a rk er a re a
o f fe at u re s i n t ec hn olo gy pro duc ts i s r e p re s e nt s t he co n s u me r s urp l us ,
not ea sy . As so on as co m p a ny A while the e n t ire l i g ht bl u e a re a
l a u n ch es a new fe atu re , pr o du c t r e p re s e nt s t h e s u rp lu s of a mo nop o l y
m a n ag e r s in c o m p an y B a n d co m pa ny firm. Fo r a t e c hn o lo g y p l a t fo rm ,
C i mm e dia t ely st ar t r eve r s e- w e ju xt a p o s e t h e de ma n d cu rv e an d
e n g i ne er i n g th e f eat u re to a dd it t o the supply cu rv e we d i s c us s e d
t h ei r p r od uc ts . Th is is be c au se t he p r e v i o u s l y a s is s how n i n t h e f i g u r e
c o st o f t he m c op ying t h e fe at u re i s a b o v e o n t h e le ft . S i n ce te c hn ol o g y
quite lo w, i. e . t he cos t of p l a t f or m s c a n a l s o p ri c e d i s c ri mi na t e ,
c o nv e r ge nc e is q u ite l ow . t h e e n ti r e s u r pl u s i s c a p tu r e d b y the
company. Even a v e ry p re l i m i n a ry
Customer S w i tc hin g Co st s: T he c o m p a ri s o n r e v e a ls t h a t t e c hn o lo g y
s e co n d a s pec t we sh ou ld t a k e a l oo k c o m p a n i e s c a n c ap t ur e a v a st a m oun t
a t ar e c us to m er sw itc hi n g cos ts . If o f s u p e r n orm a l p rof i t s .N o w l e t u s t ry
t h e c u s t o m e r s wit ch in g co st s a re and i n t ro d u ce c om p e t i t io n and
u n d e rs t a n d h o w t h e m a r ke t e vo lv e s.

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 Figure 11.6 Marginal Cost

I f t h e re a re p owerf u l e con o mi e s of As a result, we can draw t h re e

s c a l e , p o we r fu l net wor k e ff ect s a nd i m p o rt a n t i m p l i ca t i on s f ro m the
low d if fer en t ia bili ty (lo w cu st o me r entire d i s cu s s i o n ab ou t th e
s w i t c h i ng co st s a nd hig h con ve rg e n ce f r a m e w or k t ha t w as i nt ro d u ce d .
c o st s ), th e in d u str y wil l und ou bt e d l y 1. N e w c om pa ni e s b ur n ca sh t o re a c h
e n d u p a s a m o n op ol y. the cri t i c a l mass p oi nt . The
c om p a ni e s r a mp up fa s t b e c a u s e
B e ca u s e t he re ar e sc al e econom ie s , t h e y a re l ik e l y t o ge t e li mi n a t e d
t h e b i g g e r p l a y er ca n pr ic e l o we r f ro m t h e m ark e t i f t h ey d o no t
b e ca u s e o f w h ich t he bi gger p l a y e r re a c h th e p o in t f ir s t .
grows f a s t er . If the re ar e stro n g 2. A c o m p a ny ne ed s to ask i t se lf
network e ff e c t s, the bigg e r p la y e r whether it i n he re n t ly h as va s t
adds c us t om e r s f a ste r, bec au s e of e c o no mi e s of s c a le . If i t h as 1 00
w h i c h t h e bi g g er pl a ye r gr ows f as t e r. u s e rs t od a y , it n e ed s to
T h e b i g ge r p la ye r w o uld al so fi nd i t u n d e r s t a nd w he the r i t ca n h a nd l e
a t tr a c t ive t o ac q uir e sm a ll er pl ay er s 5 , 0 00 u s e rs t om orro w an d a
and i n cre a s e it s sca le . He nc e , m i l l i o n u s er s i n a y e ar, i f i t d oe s
w h i c h e ve r c o m p an y (t yp ica ll y th e b u s i ne s s t h e s a m e wa y it ha s b e e n
f i r st m ov er ) r ea ches th e cr it ica l m a s s d o i n g u n t i l now .
of u s er s f a s ter w ill becom e the 3. A s a s m a l l e r p l ay e r in t he m a rke t,
d o m i n a n t p l ay e r . In f in it e ec on o m ie s t h e o nl y wa y t o c om p e t e is by
of s c al e l eave no spa ce for d i ff e re nt i a t ing . In cre a s in g
c o m p e t it o rs , and r obu s t n et wo rk s w i t c h i n g co s t s an d in tr o d u c in g
e f f ec ts m ea n th e c omp a ny gr ow s t o f e a t u re s t ha t m a k e i t d if fi cu l t fo r
o c cu p y the s p a ce fa st er tha n any the bigger pl a y e r to copy, will
o t h e r c om p a ny . c re a t e d i ff e re nt i a t i o n.

A s a l a t e m ov e r, the on l y wa y to Exercises
compete is by cr e a t in g
d i ff e r e n t iat i on . To c r e at e t he W hi c h c o m pa n y am o ng s t U be r an d
d i ff e r e n t iat i on , t he c om p an y n ee d s Airbnb would f in d it ea s ie r to
f e a t u r e s w hi ch ca n inc rea se t he c os t e x pa n d o ve r s ea s ?
of c o n ver gen c e or in cr ea se th e A i rB n B h a s g l o ba l ne t w or k e ff e c ts ,
c u s t o m er sw itc hing cost s. w h e r e a s U b er p ri m a ri l y h a s lo c a l

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 n e t w o r k e ff e c t s . H en ce, Air BnB w o ul d s m a l le r c o m p a n i e s or fo r ve ry e a r ly -
find it m u ch ea sie r to ex p a nd s t a g e c o m p a ni e s , w he re f le x i bi l i ty i s
o v e r s e as , w hi l e f or Ube r t o ex p an d , i t essential, c l ou d s e r vi ce p rov i d e rs
w i l l ne ed ca bs o pe ra t ing in s e v e ra l w o u l d be be s t . H ow e v e r, wh e n th e
l o c a l r e gi on s. scale i nc re a s e s , a nd th e c om pa ny
s t a rt s g e t t i ng bi g g e r, ow ni ng
You are e x am i ni n g a s tar t - u p i n fra s t r u c tu re i s m or e c ri t i c a l.
c o m p a ny y o u w an t to j oin . In i t s
c h o se n m a r k e t, a b ig ge r p la ye r Y o u a r e a P M i n Fl ipk a r t . A m a z on
a l r ea d y e x i s t s. T he s wi t ch i n g c ost s h a s a pp r o a c h e d yo u wit h a po t e nt i a l
a r e l o w , a n d c o nv er ge nce cos t s ar e c o l l ab o r a t i o n . Th ey wa n t to p ar t ne r
h i g h . D o yo u t hi n k t h e s tart- up wil l t o c r ea t e a t o o l whi ch l et s s up pl i e rs
d o w e l l? m an ag e t h e ir in v en t o r y an d pa ges
S i n c e t he cu st o me r sw it ching c o s ts t h r o u g h a co m m o n po r t a l f or a l l e -
are l o w, t h ere is scope for the commerce pl a t f or m s. S h ou ld you
c o m p a ny t o a t tra ct a segm e n t o f t h e a c ce pt ?
c u s t o m er s of th e b ig ge r c ompa ny F l i p k a r t i s t h e f irs t m ov e r i n I nd ia
w i th s o m e n ew fea t u res. T he b i gg e r w h i l e A m a z o n i s th e s e co nd m o ve r.
c o m p a ny ca nn ot a l so cop y t he B o t h co m p a n i e s h a v e s i m i l a r s c a l e .
f e a t u r e s t o w i n ba ck t hei r orig i na l T h i s w ou l d r e s ul t i n re d u c i ng t he
c u s t o m er s. c u s t o m e r s w i tc hi n g c os t s b y wa y of
which d i f fe re n ti a bi li t y wo ul d be
You are e x am i ni n g a s tar t - u p r e d u c e d . S i n ce y ou ne e d t o ma i nt a i n
c o m p a ny y o u c an in ve st i n. In i t s y o u r ow n s p a c e i n t he m a r ket , i t i s
c h o se n m ar k e t , the sw it ch i n g co s t s best no t to go ahead wi th th e
a r e l o w , a n d c o nv er ge nce cos t s ar e p r op o s a l.
l o w . T h e re a re n o ot h e r p la ye rs in
t h e ma rk e t, wi ll y ou i nv es t? Case Studies
S i n c e t he cu st o me r sw it ching c o s ts
a r e l o w , t h is c ompa ny m ig ht qu i ck l y G o o g l e & t h e S e a rc h M ar k e t
lose cu st o m er s to ne w pl a y er s . E c on o m i e s of S ca le : Go og l e ha s
H o w e v e r, sin ce t he c onver g en c e c o ns i d e r a b l e e c on om i e s of s ca le .
c o st s ar e l ow , t he s ta r t -up c an e a s i l y G oo g le ' s f i le sy s t em is h i g hl y
copy any new f ea t ur es the o t he r scalable. In f a ct , t h er e is an
p l a y e r co m e s u p w ith . interesting s to ry a s s oc i a t e d w it h
G oo g le and Ya hoo . Even t ho u g h
W he n s h o uld you go fo r a c l o ud Y a h o o w a s t he fi rs t m o v er , G o og l e
s e r v ic e pr ov id er a nd whe n s h o ul d w o n t h e s e a r ch ma r ke t . W hy ? T hi s i s
y o u o w n yo u r i nf rast ru c ture? b e c a u s e G o o g l e bu i l t i t s fi l e s y s t e m
H av i n g your own i nf ra str uc t u re t o b e h i g h l y s ca l a bl e wh il e Y a ho o ' s
e n s u r e s v a s t ec on om ie s of sc a le a n d s t o r y i s c a pt u re d in th e fo l lo wi ng
s c a l a b il it y. Ho w ever, h a vin g y our o wn s e nt e n ce e x t ra c t e d f ro m a
i n fr a s t ru c t u r e als o un d er mi ne s T e ch cr u n c h a r ti cl e . Y ah oo w as
f l e x i b i lit y . H av ing a cl o u d se rv ic e " u na b l e to k e e p u p w i t h i nc r ea s i ng
p r o v i d er s ig nif ica nt ly incr ea s e s d e m a n d d u e to co m pl e x & i n ef fi ci e n t
f l e x i b i lit y . H oweve r , sin c e t he i n fra s t r u c tu re a nd ri s i ng v e nd o r
m a r gi n a l co st s in cre a se wit h sc al e , i t c o s t s ."
u n d er m in e s sc a l a bil it y. He nc e, fo r

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 N e tw o r k E f fe c t s: Go og l e's se a rc h higher ov e r he a d s than A m a z on .
a l go ri t hm im p r ov es wi th e ve ry ne w H e n ce , the e co n om i e s of s c al e of
s e ar c h . G oo g l e a lso h as gl o ba l Amazon are m o re s i g ni fi c a nt th an
network e f f e c ts . G oo gle ha s b ee n s t a n d a rd re t a i l c ha i ns .
f u r th er st r en gt h enin g it s gl ob a l
network e ff e c t s by e xp an d in g th e Network E ffe ct s : A m az o n ha s
l a ng u a ge s it sup p o rt s. G o og l e c o un t r y w i d e n e t w ork e ff e c t s a s it s
p r i m a r il y h as sa me -side netw or k i n t e r na t io n a l s up p l y c ha i n s a re s t i ll
e f f ec ts . C ros s s ide n et wor k ef f ec t s n o t v e r y w e l l d e v e l ope d . Am a zo n al so
exist fo r b u s i nesses t ha t wa n t to h a s s t r on g c r o s s -s i d e ne tw or k e ff e c t s
a d v e r t i se on G o ogl e Se arc h. M or e t h e w h i c h m e an s t h a t one s i d e n ee d s t o
s e ar c h m a rk e t s ha re , m or e b usin e s se s b e c on t i n u o u s l y i nc e n ti v iz ed .
a r e i nt er e st e d i n G oog le .
D i ff e re nt i a b i l i t y : In t e rm s of
D i ff e r e n ti ab il it y: This is a c l as s i c d i ffe re n t i a b i l it y , th e c on v e rg en c e
e x a m p le of a m ar ket whe re a sma l l er costs a re l ow , b ut th e cu s t om e r
c o m p a ny n e eds dif f ere n tia bil it y to s w i t c h i n g c o s t s o f i t s cu s t om e rs a re
c r ea t e sp ac e for i tsel f . This can be v e ry h i g h .
d o n e e i th er by de cre a sin g swi t c hi ng
c o st s o r b y inc r ea sing con ve rg e nc e Anyone who ha s ta k e n a l oo k at
c o st s . Go og l e h a s so m u ch o f our d a t a Amazon's b u s ine s s m od e l fl yw he e l
s t o r e d wi t h it , i ncl ud in g p a ssw or d s w i l l r e a l i z e t ha t A m az o n und er s t o od
and s e a rc h hi s to ry , w hich m a ke s t h e e c o no m i cs o f i t s bu s i ne s s we l l .
browsing the in ter n et mu ch mo re A m a z o n u n d e r s t ood t ha t t he sc a le of
c o m f o rt a bl e , he nc e t he sw it c hi n g i t s r e t a i l b u s i n e s s i s l i m i t e d a n d k ne w
c o st s a r e re l at ive ly hig h. H en c e , a t h a t c o m p e t i to rs w ou l d s o on be a b le
feasible wa y to in cre a se to c re a t e s pa c e for t he ms e lv e s.
d i ff e r e n t iab il it y is by i n cr eas i ng H e n ce , t h e y c re a te d h i g h cu s t om e r
c o nv e r ge nc e cost s. Du ck D u c kGo switching costs in t he fo rm of
e x p l o i t s p re ci s el y tha t c ha r ac ter is t i c A m a z o n P ri me . A m a zo n d id n o t f o cu s
o f t h e i nd us t ry . Sin ce G oo gl e wi ll f in d o n f e a t u r e s b e c a u s e it k ne w t h at th e
i t e x tr e m e l y co stl y t o p r ovid e pr iv a cy c o nv e r g e n c e c os t s a re l ow . I nst ea d ,
to p e o p l e, Duck Du ck Go p osit i on e d o n c e t he y cr e a t e d a g o o d w e bs i te ,
i t s el f a s a co m p a ny w hich p r ov i d e s t h e y ha v e ha rd l y m a de a ny s i g ni fic a n t
privacy. c h a n g e s t o i t o ve r t h e p as t f ew y e a r s
and moved on to ne we r , mo re
H en c e , t h is w a y , we c a n dr aw in si g ht s a t t ra ct i v e b u s i ne s s e s like c lo u d
a b o u t ho w G oo gl e ca me t o d omi na t e s e rv ic e .
t h e s ea r c h m ar k et , o ve rtook Y a h oo
a n d h ow so m e n iche p l a yer s a r e s t i l l Amazon can i m p ro v e by cre a ti ng
c o m p e t in g w ith t h e gi a nt. m o r e n e tw o r k e ff e c ts a s it s cu rr e nt
ones a re u n d e rw h e l mi ng . H e nce ,
A m a z o n & t h e E - Co mmerce Mar k et A m a z o n h as t a k en a fe w me a s ure s
E c o n o m i es o f S c a l e: Ama zon doe s no t recently, wh i c h, wh e n pu t in the
n e c e s s ar il y ha v e high ec on om ies o f c o nt e x t o f th is , m a ke s m or e s e ns e .
s c a l e . T o e n su r e d eliv ery, it n ee d s t o Amazon has i nt rod u ce d v e r na cu l a r
build and m a int a in a l on g su p p ly l a n g u a g e s to m a ke t h e cou n tr y wi de
c h ai n . Ho we ve r, t he a lte rn a ti ve , i .e . network e ffe c ts m o re p o we rful . It
p h y s i c al re ta il st ore s h ave m u ch i n t ro d u ce d a s o ci a l ne t wo rk fo r

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 c u s t o m er s t o ta lk a bo u t wha t the y Though the ma r ke t ha s no t
s h o p p e d. It is a ls o in tro d uc i ng completely e vo lv e d yet, we can
a d v e r t i se m e n t s fo r sel l e rs an d t hi rd p r e d i c t t ha t t he m a rke t w i ll e n d up i n
p a r ti es t o st re n gt h en the cr oss si d e l o ca l m o n o p ol i e s o r d uo po l i e s . Si nce
e f f ec ts f u rt h er . the e co n o m i e s of s c a le a re not
p e r v a s i v e , a nd th e ne tw or k e f fe c ts
U b e r a nd th e R i de -h ai li ng ma rk et a r e l o c a l, ot h e r c om pa ni e s c a n c r e at e
E c o n o m i es of S c a le: Ub er 's soft w a re s p a c e f o r t h e m s e lv es .
d e v e l o p e d a n y w he re ca n b e depl o y e d
across th e w o r ld . Ub er a ls o own s W h a t c a n U be r d o t o d a y t o i m p rov e
s o m e of t h e ca r s in som e m ar k et s; v a l u e ? O ne , s i n ce it ha s e c o nom ie s o f
h e nc e hi g h er ca p acit y util i za t i on s c a l e , i t s ho u l d l oo k f or me rg e rs an d
d r i v es i ts ec on o mie s o f sca l e. a c qu i s i t i o ns i n al l k e y m ar ke t s. T w o ,
U be r should ta ke m e a s ure s to
N e tw o r k E f f e c ts : Ub er ha s str on g i n c r e a s e c us t o m e r s wi t c hi ng c o st s by
c r o s s - s id e net wo rk ef f ect s b ut is i n s t i t u t i n g h ig hl y a t tr a c t iv e l oy al ty
r e s t r i c t ed l o ca ll y t o c iti es. On e s i d e p r og ra m s . T hr e e , the c o mp a n y c a n
n e e d s t o be co n ti nu ou sly i nce n t i vi ze d i n s t a n t l y cr e a t e v a lu e b y g e t t ing i nt o
to join; he n c e it u nd e rm in es the t h e t ra n s p o r tat i on bu s i ne s s a n d not
e c o n o mi e s o f s c ale . j u s t a r i d e -h a il in g bu s i ne s s b e ca u s e
t h a t cr e a t e s g l o ba l ne t w or k e ffe ct s .
D i ff e r e n ti ab il it y: Ub er 's mod el has
b e en c op ied a c r oss t he gl o be bec a u se
it co u ld n ot ex pan d fa st en ou g h
o w i n g to it s lo c al ne twor k e f f ec t s.
The ri de - ha il i n g m a r ket c urr en t l y
a l s o h a s v er y l o w sw itch in g c os t s ,
a n d th e c us t om er goe s to t he p l a y e r
w i th l o we r co st s and higher
a v ai la b il i ty .

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 Section 3

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 Ravi Koshal

Understanding e-commerce

E - c o m m e r ce ( el ec tr on ic com m er c e )
is th e a c t i vit y of e l ect r on ic a l l y
buying or se lli ng of p rodu ct s on
o n l i n e se r vi c es o r ov er the in t e rne t.
T h e i nd u st r y c an b e c l assi fied i nt o Figure 12.2 E-commerce user persona
f o l l o w i ng c a t e gor ies ba sed on th e
b u s i n e ss a p p l i c a t ion . T y pi ca l U s e r Jo ur n ey

A t y pi c al user jou r ne y on an e-
c o m m e rc e p la t fo rm s ta r t s of f w it h
f i r s t a cq ui r i n g a u s e r f rom a ny o f t he
c h a n n e ls a v ai l a b le on th e i nt er n et .
T h e c h a n ne ls ma y b e p a id , o r g a ni c ,
d i re c t o r re fe rra l.

P a id: P a i d c ha nn el i s a c h an ne l w h er e
Figure 12.1 Industry categories a p l a t f o rm h a s t o p a y d i re c tl y t o th e
a c qu i ri ng c h a n n e l t o a c qu ir e us e rs .
User Personas
F o r e x a m p l e , G o og l e S E M, f ac e boo k
ads, r e t a r g e ti n g on w e bs it e s , a pp
Building any p r odu ct or se rv i c e
s t o r e a d v e rt i s e m e n ts , e t c.
r e qu i r e s a k e y u nders ta n d in g o f t he
v a ri o u s u ser p e rson as tha t w il l
O r ga ni c: O rg a n ic c h an ne l com p ri s es
i n te r a c t w it h t h e pla tf o rm . I n c as e o f
c h a n n e ls , w he r e th e us er ( s )/ t ra f fic is
e - co m m e rc e the va riou s u s er
n o t p ai d f o r d i re ct ly t o t he a cq u ir i ng
personas in vo l ved a re as in the
c h a n n e l. Fo r e x a m p le , G oog l e S E O,
figure. (N ote - d ep e ndin g on th e
e t c.
p l a t f o r m , t he u ser pe rsona s m ay b e a
s u b s e t of t h e li st ed).
D i r e ct: D i r e ct t ra ff i c i s t ra ffi c t h a t
d i re c t l y la nd s on your a pp / t ra f f ic
a n d no t t h ro u g h a n y o t h e r ch ann e l .
T h e ra t e o f c ha ng e of t h is tr a ffi c
s e g m e nt i s a g o o d w a y t o g a u g e br a nd

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 r e ca l l o f y o u r p l a t fo rm. For e xa mp l e , P a y Fo r O rd e r: T hi s s t e p p r ov i d e s
d i r ec t a pp tr a ffic , us ers t yp in g i n v a r i o u s p a y me nt me th o ds a va i l a bl e
w eb s i t e U R L s i n t h e brow ser d ire c tl y f or s e l e c t i o n for a u s e r o n the
r a th e r t ha n se a rc hin g o n go og le a n d p l a t fo r m . The p a y m e nt m et h od s
t h en c l ic k in g o n a link to ar ri ve a t a may v a ry d e p e nd in g on the
platform. p ro d u c t a n d p la t f or m .
P l a c e O r d e r: H e re i s w he r e t he
T h e r e o n , t h e p l a t fo rm j ou rn e y ca n be u s e r i s a s k e d t o c o nfi rm the or d e r
c l as s i f i ed in t o k ey bu c ket s of a n d th e or de r is p l ac e d w i th t he
r e s e a r c h, se l e c t , sc he d ul e ord er, p ay p l a t fo r m .
f o r o r d e r a n d p l a ce or de r. The s t e ps
m e n ti o n e d a b o ve a re t he ty pi ca l s et O nc e p l a c e d , t he or d e r fu l fi l l me n t i n
o f s te p s in v ol ve d. The s t ep s m a y va r y a l m o s t a l l c a s e s h a p pe ns o ffl in e b y a
d e p e n din g on the la nd i ng d e l i v e r y e x e cu t i v e . T h e f ul fil lme n t o n
p a ge / sc r e e n of t he us er . F or p l a t f or m s l i k e B o ok My S ho w d oe s n ot
i n s t a n ce , if a user sear che s fo r a n e e d a n e x e c u ti ve a s t h e t ic ke t i s
p r o d u c t on go og le an d cl ick s o n a m a d e a v a i l a b l e onl i ne i n t h e f or m of a
l i n k tha t dir e c ts t he m t o t he P DP QR code.
(product d es c r ip tio n p ag e) of t he
p r o d u c t o n t he e co mm e rce p la t fo rm , O nc e d on e , th e re is a ne e d fo r
v i a a d e e p l ink , t hen t he re se arc h p l a t f or m s t o ge t t he us er s ba c k a n d
p a r t h a s h a p p e n ed of f th e ecomm e rc e increase th e o v e r al l LTV ( l i fe ti me
p l a t f o r m . Ho we ver , if t he u se r f ir e s v a l u e )o f a u s e r . T h is i s a chi ev e d b y
up the ap p dire ct ly , the y wi ll be use of no t ifi c a t i on s a nd p ix e l
t a k e n t o the h ome s cr ee n a n d t he n r e t a r g e t i n g o n o t he r p l a t for ms .
h a v e to r e se a rc h/sea rc h the pr o d u c t
a n d co n t i nu e t her e on . V a ri ou s s t e p s
i n th e u se r jo ur ne y fu n ne l a nd wh a t
t h ey co n s t it u te ar e:
R e s e a rc h : S ea rch f or a p r odu ct o n
the p la t f o rm . Th e s ea r ch can
h a p p e n t hr ou gh va riou s ave nue s ,
d e p e n d i ng on a va il ab il i t y on t h e Figure 12.3 Illustration of the user
p l a t f or m . Th e t yp ica l s ea r ch journey
a v e n u e s in cl u de, bu t n ot l im i t e d
Platform Structure
t o, f r e e - te x t sea rc h, m e nu
n a v iga t i on u sin g c a t egor y l is ti ng ,
A p l a t f o rm t y p i ca l l y ha s 3 s e c ti on s .
i n - a p p pr o mo t io ns a n d b a n ne r s ,
e t c.
S e c t io n I
S e l e ct : H er e a u ser s ele ct s t h e
This c o m pri s e s the re s e a rc h an d
p r o du ct t h ey a re in te re ste d t o b u y
s e le c t i o n p h as e . T he s cr ee ns / p ag e s
a n d ad d s t he sa m e t o t h e ca rt.
t h a t co ns t i t u t e a r e :
S ch e d u le O r der: Thi s i n cl u d e s
s c h ed ul i n g when a n d wh er e the
p r o du ct is to be d el iver ed. F e w e-
c o m m e rc e p l a t fo rms li ke
B i g Ba s k e t , a s on d a te, as k f or t he
t i m e o f d e l ivery. T his i s f ol l ow e d
by t he l o cat ion or the a d dr e s s
w h e re t h e p rod uct ( s) is/a r e to b e
d e l i ve r ed .

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 L a n d i n g Pa ge : The l a n din g pa g e is P r od u c t D e s c ri pt i on P a ge ( P DP ) :
the p a ge/ sc reen t ha t th e u s er This is th e p a g e / s cr e e n t ha t
e n t e rs t h e p la t form o n or st a rt s p ro v i d e s i n d e pt h d e t a il s a b ou t
t h e i r j ou r ney f r om . It wil l be th e t h e p ro d u c t. T h e e le m e nt a l d e t a i l s
home sc r ee n in c a se th e user u s u a l l y in c lu d e t he p r ic e , me d i a
l a n ds by d i rec t ly f irin g u p t he a p p (p ho t o s / v i d e o s ), u s e r r a ti n g s a nd
f r o m t he m obil e scre en or l a n d i n g re v i e w s , s i mi l a r p ro du c t
on t he ho me p age dire ct l y or re c om m e n d at io n s , c om p l e m e n t ar y
through S EO or SEM . In some p ro d u c t r e c om m e nd a t i on s , e t c.
c a s es it c ou l d a l so be a s p e ci fi c
page. For in sta nce a ma r ke ti ng S e c t io n I I
c a m pa ig n o r n ot ific a tio n ma y le ad C ar t P a g e : T he c a rt pa g e / s c r ee n
a u s e r to a l a nd in g pa ge t ha t i s n o t l i s t s a l l t h e p ro d u ct s i n th e c a rt
n e c es sa r il y t he hom e pa g e bu t a with quantity of e a ch . A few
t a r g e te d la n d ing pa g e/ s cr ee n. p l a t fo r m s a l l ow a u s e r t o mo d if y
P r o d u ct L is tin g Pa ge ( P LP ) : Thi s i s q ua nt i t y t o ord e r fr om th e ca rt
t h e ca t e g o ry p a ge whe re a ll th e page.
c o n st it u en t p ro du ct s are listed. C on fi r m De li ve ry S ch e d u l e : T hi s i s
T h i s p a g e i s l ad en wit h fi l te r( s ) w h e re the us e r e n te rs th e
a n d so r ti n g o p tion s f or a u se r t o s c h e d u li ng a n d c u s to me r co n ta c t
e a s e t h e r es ea rc h a n d se l ec t io n d e ta i l s . T he d e t a il s t o be c a p tu r e d
p r o ce s s. Th e k ey ele me nts t o t a ke depend on t he p l a t fo rm , bu t
c a r e on t hi s p a g e i s ho w t o s o rt t y p i ca ll y i nc l u d e th e ti me s l ot o f
t h e va rio u s pr od uc t s by d ef a u l t. d e li v e ry , the a d d re s s , c o nt a ct
S h o ul d it be p r ice, r e leva n ce , i n fo rm at i o n of t he c u st om e r , e t c.
r a t i n g s e tc . The ch o ice o f d e fa u lt M a ke P a y m e n t : T h is bl oc k t ak e s
sort is ve ry p l at f or m a nd g oa l c a r e o f p a y me nt m e th o ds a v ai la b le
dependent. t o t h e c u s to m e r.

Figure 12.4 Illustration of detailed the user journey

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 S e ct i o n I I I G i v e R e v i e w: O n c e t he o r de r ha s
A l l o r d e rs p a g e/ O r der Tr a c ki n g : b e e n p l a c e d, i t ' s i mp ort a n t fo r a n
This p a g e/ scr e en l is ts all the e - c om m e r c e p l a t fo rm to know t he
p r ev io u s or ders wit h t he i n vo i ce q ua l i t y o r p rod uc t a nd s e ll e r. T hi s
and s ta t us. It a l so l ist s the u s e r d ri v e n fe e d ba c k me c h a ni sm
o r d e r (s ) t h a t h ave n ot y et be en h e l p s t he pl at fo r m k e e p c he ck s o n
f u l f il le d a lon g w ith estim a t e d f ra u d u l e n t se ll e rs a nd a ls o he l p on
d a t e / t im e of d el iver y a n d c urre n t p l a t fo r m p ot e n t ia l b u y er s ma ke a
s t at u s . m o re i nf o rm e d d e c i si on .

Based on the fra m e w o rk p rov id e d

a b o v e l e t’ s no w l ook a t th e f l o w of
a m a z o n.

Figure 12.5 Home Page Figure 12.6 Product listing page

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 Figure 12.7 Product description page Figure 12.8 Cart page

Risks and Challenges C us t o m e r lo y a l t y a nd r e t e n ti on -

W i t h m u l t i p l e p l a y e r s i n t h e s pa c e ,
T h e v a r io us ch al l en ge s a n d r isk s f or i n c re a s i n g L T V o f a u s e r a t a l ow
e - co m m e rc e p l a y e rs a re a s be low : re t e n t i o n co s t i s a bi g p ro bl e m for
B r i c k a n d mo rt a r ret a il st or es - e c o m m e rc e p la t fo rm s .
I n s t a n t g ra tif ic at ion is s o m et hi ng New s t ri ng e nt c o ns um e r
t h a t b ric k a nd m orta r r eta il st ore s p ro t e c t i o n g u i d e li n e s - A nt it ru s t
have an u p p er ha nd over laws a c ro s s g e o g ra p hi e s a re
e c o m m e r ce p l a tf or ms. g e t t i ng s tri n g en t with the
Data S ec ur it y - W it h s av in g d i s c o u n t i n g mo d e l on ec o mm e r ce
c u s tom e r co nt a c t in fo rm at i on , p l a t fo r m s a nd i nt u rn hu r ti ng s m a l l
c u s tom e r c ard de ta il s o n p l a tf orm , b u s i ne s s e s .
t h e o n u s i s o n t he e com me rc e F or e i g n Di re c t Inv e s t m e n t (F DI)
p l a t f or m t o m a ke sur e th e de ta i ls ru l e s i n e -c o m me r c e - C h a ng i n g
a r e se cu r e . g o v e rn m e n t re g u l at io ns on FD I i n
e c o m m e rc e i s a co ns t a n t c h al l e n ge
o f t h e p l a t fo rm s .

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 R u r al a re a re a ch a nd l ast m il e d el iv e ry c o ns t ra i n ts - W i th ve ry lo w p en e tr at i on
in rural a re a s, h igh cost of cu st om e r e du c a ti on , poor i nf ra s t ruc tu r e ,
e c o m m e r ce p l a t form s a r e f ind i ng i t ha rd t o g e t t he n e xt b ill io n us er s o n t heir
p l a t f or m s . F u rt h erm or e, h igh c os t a n d u n c e rt ai n ty in l a s t m ile de liv e r y i s a
p r o ble m a ll p l ayer s ar e f r au gh t wit h.
R e v er s e lo g i st ics - E a sin g a n d re d u c in g re ve r s e l og i st i c s is im p o rt a nt fo r th e
s e l l er a n d t he pl a t fo r m to f un c t i o n a t l ow e r cos ts , e s p ec i a lly i n th e a p pa r el
d o m a i n.
S E O - W it h voic e as t he new u pc o m i n g w ay o f s ea rc hi n g a n d p l ac i n g o rd e rs,
S E O ev ol ut i on i s so me thi ng tha t t h e se p lat fo rm s a r e w a ry o f.

Entrepreneurial Opportunities

V a r i o u s en t re p re n eu ria l opp or t un it i e s a v a i l a b l e i n th e E c o mme rc e s p a c e a r e a s

b e l o w.

Figure 12.9 Illustration of future developments

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 T e ch S t a ck

T h e t ec h sta c k o f Amaz on is as on d a t e o f t hi s d o cu me n t, i s a s b el o w:

Figure 12.10 Tech Stack of Amazon

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 Abhishek Kikani

Fintech Space in India and F i n t e c h B us in e s s M o de l s i n I ndi a

Fintech Business Models
There a re a few f i nt e c h bu s i ne s s
F i n t e c h i s on e of t he fa s te st gr ow i ng models w hi c h a re a lr e a d y p o p u la r
s e ct o r s in I n di a , a n d I n dia i s am on g s t a m o n g co n s u m e rs , ba nks , SM E s , a n d
t h e f as t es t g r ow in g fi n te c h m ar ke ts c o rp o r at e s a m on g o t h er s . T he list
g l o b a ll y . The over al l t ra ns ac ti o n includes:
v a l u e i n t h e fin t ech s p ac e i s e x p e ct e d P a y m e nt G a te w a y s
t o j u m p f ro m $65 Bn in 2 019 t o $ 1 40 Bn D i g i ta l W a l l ets
in 2 02 3 . Dig it a l p a ym en t s a re D i g i ta l I n s u ran ce / In su r T e ch
e x p e c t e d t o g ro w at a C AG R o f 20 % D i g i ta l l e nd in g
till 2 0 2 3. NE F T, R TGS, IMP S a nd PoS
d i gi tal w a l l et s ha ve pl a yed a big r ol e N e o b a n ki n g
i n th i s de ve l o p m en t al on g w it h t he W e a l th t e c h
d e m o n e t iza t io n dr iv e in N ov e mb e r
2016 by G oI . Th ere ha s b e en P a ym e n t G a tew ay s a nd D i gi t a l
c o nt i n uo us gover nme n t su p po rt a nd Wallets
i n no v a tio n in t h e b an k in g a n d f i n a nce E v e r s i n c e d e m on e t i z a t i o n ha p p e ne d
i n du s t ry w hic h h a s a lso l ed t o t he i n In d i a, th e e m e rg e n ce of p a y me nt s
a d o p t i on o f n e w b us in ess m ode l s in has be e n phe n om e na l . Wi t h 375
this d o m ain . The f oll ow in g is the p a y m e nt s t a r t- u p s i n t h e c ou n tr y , th e
n u m b e r o f s t a rt ups a cr oss dif fe r en t d i g i t a l p a y m e n t s ma rk e t i n In d i a i s
f i n te c h m od e ls in In dia as of 2 0 19 . e x pe c t e d t o gr o w e x p o ne n ti a l ly t i l l
2 0 2 3 . A p roa c t iv e g ov e rn m e nt , a nd
deep m ob i l e p e ne t ra t i o n are th e
d r i v i ng fo r c e s f o r t h i s i nd u s tr y . S om e
e m e r g i n g co m p a ni e s in t h is s p ac e a re
PayTM, M ob i K w i k a nd F re e C ha rg e
a n d R a z o rP a y .

D i gi t a l L e nd i n g
D i g i t a l l e nd i n g F i nT e ch s a re m a in ly
Figure 13.1 Number of startups by t a r g e t i ng t he unmet d e m a nd of
fintech model MSMEs as w el l as c on s u me rs, fo r
c r e d i t . T h e e m e rg e nce o f t ec h no lo g y ,

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 e a s y a cc es s t o da ta ha s le d t o t he Zerodha
p o p u l a rit y o f d igi ta l l endin g ba se d on
c r ed i t sco re s fo r l oa ns , m ort g a ge s , Z e ro d h a p i one e re d t he onl in e
a n d s m a l l b u si n e sses . S om e pr omi s i ng d i s c ou nt br ok e ra g e m o d e l i n I nd ia .
s t a r t -u p s in t hi s sp a ce are K i t e i s t h e fl a g s h i p t ra d i n g p l at fo rm
L e n d i n g K ar t , C ap ita l F l oa t , which o f f e rs RT m a rk e t d at a ,
R u p e e P ow e r a n d Ru pee k . a d v a nc e d c ha rt s , an d a n e le g ant U I.
Coin is the p l a t fo rm to bu y
P o i n t of S al e ( P oS) c o m m i ss i on fr e e d i r e c t m ut u al fu n ds .
T h e p oi n t o f sa le (PO S) or p oin t o f Z e ro d h a a c c ou nt s fo r a bou t 15 % of
p u r c h a se (P OP ) is t he t ime a nd p l a c e the r e ta i l t r ad i ng v o lu me w it h a
w h e re a r et a il t ran s a cti on is c u s t o m e r b a s e o f 2 .8 m il li on. T h e
c o m p le t e d. A d igita l re t ai l p oint o f average age of t he c u s to me r is
s a l e s y st e m t yp ic a lly incl ude s a P OS b e t w e e n 2 5 t o 3 5 y e a rs . Ze rod ha h a s
t e r m in a l t ha t ca n re ad d ebi t /c re d i t b e e n a b l e t o s u s t a i n or g a n ic g r ow t h ,
c a r d s a n d e n a b l e p ay m en ts thr oug h a a n d i t re c e n t l y d ec i d e d t o bu y b a c k
s w i p e . Se r vic e pr ovid er s th a t pr o v id e t h e c om p a n y ’s s h a re s g i v e n t o it s
b o th PO S h a rd w a re and sof tw a re e m p l oy e e s w h i c h to o k i t s v a l u a ti on to
s o l u ti o n s a r e c a ll e d PO S com p an i e s . $ 1 Bi l l io n. B e l ow is the c om p a ri s o n
between I C I CI s e c u r i ti e s a nd
S o m e o f t he no t a bl e P OS t ermi na l Z e ro d h a .
p r o v i d er s h e r e a re E ze t ap , M swi p e,
Pine La b s , In n o viti, Mo sa mb e e ,
P a ys w i ff (ea r lie r k n ow n a s Pa yne a r ),
a m o n g o th e r s.

N EO Ba nk i n g
N e o b an k in g is a rel a t ivel y n ew Figure 13.2 FinTech Financials
c o nc e p t i n I n d i a . B ein g a digi ta l -o nl y
Z e ro d h a f o l l ow s t he d is co u nt b ro ki ng
p l a t f o r m , ne ob a n k s ar e f a st , ef fici e nt ,
m o d e l a n d b a nks o n hi g he r u s a g e t o
s t r a i g h tf o rw ar d , a da p t a ble a n d h i g hly
g e n e ra t e r e v e nu e . S i n ce i t on l y h a s a
c o st - e f fe cti ve. Dif fer e nt n eo ba nks
p r e s e n c e o n li n e , c om pa re d t o o t he r
h a v e d if f e re nt f ocuse s – som e he lp
traditional b r o ke rs it a ls o ha s
w i th m a n a g in g o nl in e ba n k acc o unt s ,
relatively l owe r o pe ra t i ng c os t s
a n d w i th b u dg e t in g an d sa vin g to o ls .
c o m p a re d to tr a d i ti o na l b ro ke ra g e
S B I Y o n o , Op en , Kot ak 81 1 are s om e
h o us e s .
o f t h e e x a m p l e s o f neo ba n k s i n Ind ia .

Business Model Analysis

W ea lt h M a n a g e me n t
W ea l th T e ch d e sc rib es a new cl as s o f
The O s t e r wa l d e r ’ s b us i n e s s m o de l
f i n a nc ia l t ech n olo gy co mpa n ie s
f r a m e w or k h a s be e n u s e d t o c om p a re
w h i c h ar e cr ea t ing d ig it al sol u tio n s
a n d a n a l y z e Z e r o d ha wi th it s p e e rs .
to t r a n s f or m t he in vestm e n t
m a n ag e m en t pr oc ess . T his i nc l u d e s
b o th e nd in ve st o rs a n d f irm s t h a t
s e r v i ce th em . Som e o f th e p r ofi t i ng
c o m p a ni e s in t his sp a ce a re Ze ro d ha ,
P a yT M M o n e y a n d G r oww.

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 Figure 13.3 Zerodha business model canvas

Zerodha Tech Stack lists and can l o ok fo r t he s t o cks

a c ro s s a l l t he l i s t s in a s ea m le s s a nd
C++, J a va , V ue J S, F lu t te r, K a fk a, e f fi c i e n t m a nn e r .
S e n tr y , G r af an a , Pro me t he us
Feature Enhancement
Zerodha App Critique
S t o c k Hi s t o r y
L o g i n Pa ge Z e ro d h a does no t p ro vi d e a ny
The l og in pa ge is de sig n ed in a i n fo r m a t i o n apart fr om pri ce and
m i ni ma l i st ic m a n ner , a nd do es no t trends on t he s to ck s . T he us e r
a s k fo r a n y ad d itio n al i nf or ma t i on . e n g a g e m e n t w i ll i n cre as e i f it ca n
H o w e v e r, t he p ag e t ake s tim e t o l o a d, p r ov i d e r e le v a n t ne w s i nfo r m at io n,
o n ce yo u o p en t he a pp a nd th i s i s s t o c k a n a l y s is and r e c e nt E P S s o t ha t
s o m et h in g Z er od ha ca n wor k on i n users can access t ha t i nf or m at io n
t h e f u tu re . O t he r relev a nt a p ps op e n i n s t a n t l y . T h i s w i ll a l so i nc re a s e u s e r
r e l a t i v e l y fa ste r wh il e Z er odha ta k e s e n g a g e m e n t a n d le a d t o b et te r u se r
a b o u t 3- 5 se cs t o op en th e cre de nt i al e x pe ri e n c e .
p a ge .
H o m e Pa ge
S t o c k T r e nd V i e w T h e r e i s n o d e d i c a t e d ho me p a g e. T he
The m o bi l e a pp ha s bee n cr e a t e d h o m e p a g e s ho ws t h e p or tfo l i o v al u e
s u c h t ha t it ’ s a c op y of t he webs i te . a n d t h e s t o c k s t h at t he u s e r ho l d s .
A s a r es u l t , f or re vie win g t he s t oc k T h e d e s i g n c a n b e i m pro v e d t o j us t
t r e n ds th e in f or ma tion lo oks very s h o w t h e p o rt fo li o v al u e , a nd the n
c l u t t er e d on t h e ph on e s cr ee n . T hi s s h o w d a i l y n e ws up d a t es , and ha v e
p o r t i o n of t he app c an be mo d i f ie d to pre-selected f i l t e rs of s t oc ks li k e
r e fl e c t t he m o st im p or t a nt f eat ure s N i f ty 5 0, N i f t y S m al l C ap e t c. T hi s
t h at u se r s w ou l d ne ed , a n d t he ot h e r a l l o w s u s e r s t o c li c k o n t h os e fi lt er s
o p t i o n s can be d i sab l ed to h a ve a a n d l oo k u p st o cks t h a t th e y c a n
b e tt er u se r e xp erien ce . invest in.

W a t c h li s t N e w s a n d Pa r t n e r A pps
T h e wa t c hlis t fea t u re is ver y u s e r Z e ro d h a h a s a s e p a ra t e t a b f o r i t s
f r i en d l y . Th e u s e r ca n cr eat e m ul t ip l e p a r tn e r a p p s a n d th e u s e r ne e ds t o

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 download t h em as s epa r at e apps. h t t p s : / / i nc 42. c om / fe a tu re s / wh a t
F r o m a u se r e x p e r ie n ce POV it w il l b e - ar e - t h e -m os t -i n te r e s ti n g -
h e l p f u l i f the se ca n be inc orp ora t e d f i nt e c h- b us in e s s -m od el s /
i n to the K ite app to im pr ov e h t t p s : / / z e ro d h a .c om / h t tp s : / / c re
e n g ag e m e n t . a t e l y .c o m / ht tp s : // www . in v es t i n d
i a . g o v .i n / s ec to r/ bf s i - fin t e ch -
References f i na nc i a l -s erv i c e s
h t t p s : / / i nc 42. c om / re s ou rc e s / h o
h t tp s:/ / www. bu sin e ssi n sid er . in / b w -c a n -n e o ba nk s-p o te nt i a l l y -
u s i n e s s/ st a rt up s/n e ws/ z er odh a- t r an s f o rm - sm e - l e nd i ng /
f o u n d e r- de fen ds-t he - se lf -
v a l u a t ion - o f-ne ar ly -a -bi l l ion -
d o l l a r s- a n d-wh y- he- n ev er - ra i se d -
f u n ds - fr om -
i n v e st o rs / a rt icl eshow /7 69 91 6 07 . c
ms
h t tp s:/ / ze rodha .t ech /b l og /h el lo -
w o r ld /

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 Nikhil Kedia, Utkarsh Kumar

Industry Overview Healthcare Apps

H ea l t h c a r e T ec hn ol og y , a ls o
p o p u l a rl y known as H ea lt h te ch ,
a l l u d e s to th e u sa ge of te chn ol og i es
c r ea t ed t o im pr ove a ll a sp e cts o f th e
m e d i c a l c ar e s y st e m. From t eleh e al th
to ro bo tic-a s si st ed me d i c a l
procedures, f ro m s po rt s a pps to
c a l o ri e s c o u n t er s, a ll do ma in s of
h e al t h a ssis ta n ce l e vera g i ng
t e c h no l o gy c an be te r med as
Figure 14.1 Healthtech apps in different
h e al t ht ec h.
spaces

D r i v er s of H e alt h Tech – A b ig T h e he a l t ht e c h i nd u s t ry i s g r ow in g a t
o p p o r t u n ity fo r t he f ut u re a v e ry f a s t ra te , a n d is at t ra c ti ng a
lot of VC fu n di n g , wh ic h has
1. A g r ow i n g l an d sc ap e - I ncr ea s e i n b o ls t e r e d s t ar t u p s bu i ld in g a p p s t o
h e a l th t e ch f irm s. c r e a t e s p e ci fi c s o lu t i on s i n t he s p a ce .
2. G r o wi ng m ar ket opp or tu n ity for T h e g l o ba l h ea l t h m a rk et i s e xp e ct e d
I n d ia n H e a lth Tec h pr o vi de r s - to re a c h $ 1 1 1. 8 b i ll i on by 2025 ,
I n c r ea se in ma r ket si z e . g r ow i n g a t a C A G R o f 4 4 . 2%. A s ca n
3. A cc e l e ra t io n in fu ndi ng - Birt h of be seen f rom t he a bo v e fi g u re ,
n e w h ea lt h te ch f ocu sed s ta rt u ps . h e a l t h t e c h i s a v e ry b roa d s e g m e nt
4. I n c r ea se in c on su mer aw a re n es s - w i t h s e v e ra l d i ffe re nt ca t e g or i e s o f
P r o l if e ra tio n o f B2 C se gm ent s . a p p s - f ro m b u i l d i n g u p h a bi t an d
p r od u c t i v i t y , t o h e a l t hc a re ch ec k u ps ,
from m e d i t a t io n and fi tn e ss to
m e d i c i n e d e l i v e ri e s a nd r em in d e r s . In
t h i s c h a p t e r , we ha v e t a k en u p t he
I n d i a n s t a rt u p - P ra ct o to d i v e in t o
d e t a i l s f ro m a P ro d u ct Ma n a g em e nt
p e r s p e ct i v e .

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 Figure 14.2 Practo data flow

Key a c tivit ie s: Soft w a re Key r e s o u rc e s : W e bs i t e , P ra c to

d e v e lo p m en t , Ne t wor kin g w i th a p p , M a n p o we r s ki l l s, I T .
m u l ti p l e st a ke holde r s, Pr o m o t io n s .
C o n su m e r / Par t ner seg m en ts :
P a t ien t s, C lin ics, H ospi ta ls ,
P a t hol og y Lab s, P ha r mac ie s,
I n s u ra n ce com p an ies, D oc to r s ,
D e l ive ry p a rt n e rs.

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 Figure 14.3 Practo revenue model

How Practo crossed the ‘ chasm’ book d o c to r s s e am le s s ly , a v oi d i ng

u n n e c e s s ar y ex i s ti ng h a s s le . T h is
C r o s s i n g the c ha sm is a th e ory b y m a d e P ra c t o a mu l t i -s i d e p l a t fo rm
G eo f f r e y M o or e b u il t ar oun d the w i t h s e v e ra l o t he r s t a ke h o ld e r s l i ke
t e c h no l o gy lifec ycl e f or tech c l i n i c s / h os p i t a l s , ev en fo r t he MV P .
p r o d u c t s. A s we ca n se e in t he g r ap h
b e l o w, t h er e i s a ch a sm bet we e n the M os t s uc ce s s fu l mu l t i -s i d e d
e a r l y m a r k e t a n d ma in st re am m ark e t , p l a t f or m s fi rs t ne e d t o se t u p t he
c r o s s i n g wh ic h c a n o nly help ma k e s u p p l y s i d e , a n d on l y t h e n c a n t he y
a n y co m p an y l ever ag e g a in s a nd a e x pe c t t h e d e m an d s id e . T hi s me a nt
s i za b l e m a r k et chu nk fo r t he pr od u ct . doctor o n bo a rd i n g was a v er y
T o c r o s s t he c h as m, com p a n ies n ee d i m p o rt a n t st e p . T h e pa i n p oi nt fo r
t o p r o vi d e pr o d u ct s tha t a d d val u e t o d o c t o r s , c l i n i c s a nd h o sp i ta l s a t t h e
c o ns u me rs a n d ar e ea sy e n o ug h to time was m a in t a i n in g p a ti en t
use. i n fo r m a t i o n , r e co r ds a nd m a in t ai ni n g
b i l l i ng d e t a i l s . S o, P ra c t o fu rni s he d
them with a co mp l et e e n d- t o- en d
p r a c ti c e m a na g e m e n t e l e c tr o ni c t o ol
that managed t he ir co ns u l t a ti ons ,
p r e s c ri p ti on s , b i l ls , a nd m e di ca l
r e c o rd s . W i t hi n 2 y e a rs , ha d
o n b o a r d e d 5 0 0 d oc t ors a n d 5 00 , 000
p a t i e nt s .

Figure 14.4 Crossing the chasm Crossing the c ha s m : N ow t he y

n e e d e d t o o nb o ar d l a rg e a nd p o p u la r
W ha t p ro b le m di d t he y s ta r t w i t h : T o d o c t o r s , a s o n ly t ha t c o u l d p u l l i n
m a k e c l in i c vis i ts ca sh les s, pa per le s s , more patients, a nd t h e re by c r ea t e
a n d p a i n les s. n e t w o r k e ffe c ts to p u ll i n f u rt he r
more d oc t o r s a nd m o re p a t i e nt s .
M VP - Bu i ld in g th e mul ti -s id ed T h e y c a m e u p w i t h se ve r al fe a t u re s
p l a t f o r m: Practo w a s, in a w ay f o r t h e d o ct o r s, t o a s s i s t t h em a nd
d e s i g n ed to he l p t he p a t ien t f in d and h a d a 3 -t i e r p ri ci n g p l a n a nd a f re e

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 v e r s i o n w it h l i mit e d fe at u re s. Fr e e s h o w i n g n e t w o rk e ff e c ts a n d h el pe d
s e r v i ce for p at ie nts an d mi ni m a l t h e m c ro ss t h e c ha s m .
m o n th ly c h a r g e f or lis tin g d oc to r s ,
o n ce t he n u m b er st a rt ed gr owing . In E n t e r i n g t h e T o r na do : T his is t h e
t h i s n e x t y e a r, t h e nu m ber of d oct or s p h a s e r i g h t a f t e r c ros s i ng t h e c h as m ,
j u m p e d fr o m 5 0 0 t o 8 00 0 doct ors a n d s u r v i v i ng whi c h, the co mp an y
3 m i l l io n p a t ien t s. b e c o m e s a b l e t o re ap th e b e ne fi t s o f
the m a i n s t rea m m a rke t. T he y
F o r m a r k e tin g , they w ent a hea d wi th i n t ro d u ce d s e v e r al fe a t u re s i nc l ud i ng
t h e ‘ Fl e et o n st r e et m ode l’. Thi s s a me P r a c t o s o f t w a r e a n d a d s . T he y s t a rt e d
m o d e l h a s b e e n u sed b y By ju’ s , t o w i t h m ul t i pl e a cq u i si ti ons in 201 5 .
grow. T hi s mo d el w as to b ri ng They also e x pa nd e d their p rod uc t
d o ct o r s o n b o ar d as we al r e a d y p o rt fol i o - m e d i c in e d e l i ve r y , ch a t
d i s c u s se d , t hi s was th e k ey in with d o ct or s and e ve n u n de rt o ok
g r o w i n g t h e a p p . Th ey a lso init i a t ed g e og ra p h ic e x p a ns i o n.
d e v e l o p in g for B2C feat u re s –
d i s c o v er i n g t h e do ct or s a n d b oo k i ng U se r P r o fi l i n g a n d Jo bs T o B e D o ne
the a pp oi nt m en t s c om pr ehen s iv el y . T h e m o s t i m p o rt an t s te p i n d e s ig n i ng
‘ P r a c t o R a y ’ g ot doc to r s on b oa r d a nd any p r od u ct or s o l ut i on is to
‘ P r a c t o Se a r c h’ got p a t ie n ts onbo a rd . u n d e rs t a n d th e W H Y a nd W H O M. I t
T h e y b e g a n a s p r ee t o m a p e ve ry b e g i ns b y t r y i n g t o u nd e r s ta n d t he
d o ct o r a n d c li n ic t o e n sur e gen ui n e u s e r a n d c re a t e a u s e r p ro fi l e , w h ic h
d o ct o r s. By 2 0 13, t h ey had 10 ,00 0 + is m o re t h an just d em og ra p hi c
r e gi s t e r ed d o c t or s an d 7 .5 mn + u ni qu e i n fo r m a t i o n . A good user p ro fi le
v i s i t o r s. O n ce d oc to rs wer e o n bo a rd , should il l us t ra t e t he be ha v io r,
t h ey be ca m e h a bit u a te d, so e ve n t e nd e n ci e s a n d p ai n po i nt s o f t h e
t h o u g h th e c o st of a c quisit io n w as user. F ro m the JTBD p ri m a ry
h i g h , L T V w a s higher . It wa s th e t w o- s t a t e m e n t , w e c r ea t e a j o b m a p . T hi s
s i d e d m a rk e tp l a ce w hich be ga n i s a s t e p b y s t e p , w ha t a cu s t om e r i s
t r y i n g t o d o . I t g i v e s a ‘ n ee ds vi e w ’ ,
r a t he r t h a n a ‘ s ol ut i on v ie w’ .

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 App Critique - Customer H ow i s i t fa c i l i t a te d o n t he a p p - A
Journey Snapshot Critique:
I d e nt i f i c a t i on of s y mp t o m -
I n g en er a l, a p a t ient o r a p ot en t i a l S y m p t o m t o i s su e m ap p i n g i s st i l l
p a ti e n t o r t he ir rel at iv e/w el l- w i s he r re la t i v e ly we a k, an d d o es n’ t c om e
f o l l o w t h es e ste ps in ca s e o f me d i c al o u t i n t h e U I, th o u g h t he re i s a
issues. T h es e st ep s hav e a lot of p ro v i s i o n f or t he s a m e .
d e t a il i n g w it h in a s you can im a g in e , Q u i ck r e s e a rc h a nd s e l f -t re a tm e nt
w h e n yo u re c all a t im e you w er e no t - T h e a p p pro v i d e s a r t ic le s on
d o i n g g re at h e a l th- wise. i s s u e s a nd f re e e x p er t a n s w e r s .
However, it d oe s no t s ee m to
S t e p s i n g e n er a l : p ro m o t e t h is i d e a , a s t h e h o me
1. I d e n ti fic a t i on of sym p to m s c r e e n s h o ul d ha v e h ad a s e a rc h
2. Q u i c k r es ea rch a nd se lf - tr ea tm e nt b u t t on t o r e a ll y m a ke t hi s a p a rt
3. D o c t o r s ele ct io n o f t h e i r o f fe ri ng .
4. A p p oi n t m e n t
5. P o s t a p p oi n tm e nt

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 D o c t o r s e le ct ion - Th e p roce s s o f Here, we w ill on l y l o ok at t he
s e l e ct in g d oct o rs is se am l e ss a n d s n a p sh o t s of o nl y s om e of t he
e v e n p e r so na l ize d, as t he doct or s p r o c es s e s:
p r ev io u s l y co nsu lte d, s ho w up o n
t h e ho m e scr e en. T his ha s b e e n H o m e p ag e :
t h e co r e o f f erin g o f t he a p p fo r a P r o s: T o b e g i n w it h, h as a v e ry g o o d
l o n g ti m e . Al so pr ov ides r e vie ws o f l o ok i n g , fa m i l i a r U I . Ma j or of f er in g s
d o c t o r s. in the ho m e sc re e n an d ot her
A p p oi n t m e n t - Se aml e ss o f f e r i n g s c a n b e e a s i l y a c c es s e d fr om
a p p oin tm e n t bo ok i ng p ro c es s, t h e m e n u ba r i n th e h om e . H a s a v er y
w h e re af t er sel e cti ng t h e d o c to r, e f fe c t i v e nu d g e t o t h e “ P ra c t o P lu s ”
y o u ca n ea sil y se l e ct t h e req ui re d f e a t u re , w hi ch i s a p a id s u bs cri p ti o n.
d a t e a n d t im e f ro m t he si mpl e U I. H a s m a j or f e a t u re s l i st ed o n t he to p
P o s t a p p o in t men t - T his is a n ew of t he h om e sc re e n. A l s o, has a
s e g m e n t t ha t t hey ha ve e n t e re d p e r s o n a l i z e d h om e s c re e n wi t h i nf o
a n d h ave b e en add in g fe at u r e a ft er o n d oc t o rs c o n s ul t e d .
f ea t u re w it h f la v or of C o n s: I t ’s a l l w e l l a n d g oo d u n ti l ‘ N o t
p e r s on a li za tion . Be it ord e ri ng f e e l i ng t o o w e l l ’, wh i c h p ro v i d e s a
m e d ic in e s, or la b tes ts an d s i mp le wa y to c ho os e be t w e e n
c h e ck u p s, or re m in de rs - the o p t i o n s . A t t h is s t ag e us a ge s t a r ts
U I / U X i s s eamless . g e t t i ng o v e r wh e lm i ng . A v e ry l e n g thy
h o m e p a g e (m os t l y s e e m t o b e ad s ) .
A u s e r’ s jo ur n ey be gi ns wi t h t he T h e a p p s ho u ld h a v e f oll o we d the
s i gn u p and on boar di ng. T he n th e y m a x i m u m 3 - s c r ol l s cr e e n r ul e . P e op l e
c a n d i re c t ly bo ok an a ppo in tme nt o r will just s c ro ll t hro u gh wi t h ou t
a d d m or e pr o f il e de t ai ls. The a p p ha s r e a d i n g . H a s t o b e s om e bi fu rc a t io n .
a l o t of ot h er f e a t ur es, li ke se tt i n g A d d i ti o n a l l y , t he p lu s fe a tu r e o n ly
r e mi nd er s, a dd in g m edi ca l hi st o ry , supports debit a nd cre d i t c ar d
v i e w i ng p ers on al ize d ar t i cl es , p a y m e nt s .
o r d e r i n g m e d i c in es e tc.

Figure 14.5 Practo home page

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 Menu bar C o n s: Y ou r pro fi le o p t i on is
P r os: A ve ry w e l l ma de m e nu ba r w it h c o m p r e he ns i v e w h ic h i s a g oo d thi ng .
s t a n d a rd i c on s t ha t a r e int u it iv e, a nd B u t p e o p l e m a y not wa nt to f i ll in s o
w i th f ea t ur e na mes t h at a r e e as y to much detail m a nu a l l y w i th ou t a ny
u n d er s t a n d . O p tion t o a dd m e d i c al i n c e n t i v e . E i th e r t he p ro c es s c o u ld
r e co r d s, add r em ind er s. V er y b e m a d e m o re s e a ml e s s or it c o u l d b e
p e r s o n a l ize d . A lso, t he f ea t ur es ar e incentivized.
v e r y s im p l e a n d ea s y t o u se . T he
d e s i g n is in tu i t ive .

Figure 14.6 Practo menu bar

Figure 14.7 Practo reminder feature

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 App critique - Parametric v e rs io n i s 4 . 6 , c le a rl y s h ow i n g t h e
Review u p s i d e p o t e n t i a l of i mp r ov e m e nt i n
A n d ro i d . We w il l a na l y se the app
T h e a p p h a s o v e r 5 mil lio n dow nl oa d s b a s e d o n s e v e r a l s ta n d a rd p a ra me te r s
o n t h e Pl a yS to re an d a ra ti ng of 4 .2 . o f a p p c r i ti q u e :
H o w e v e r, t he ra ti n g in th e iO S

Product Management and M o bi l e A pp l i ca t i o n - H a s t o b e

Healthtech mobile, always on al w ay s
c on n e ct e d .
F u t u r e Tr en ds B l o ck c h a i n Ba ck -e nd - B l o c kc ha i n
F o re fr o n t ve rs a t ile hea lt h ca r e is r e v o lu t i oni z i ng s e cu ri t y and
i n no v a tio n s a r e goi ng t o be fo u nd ed s u p p l y ch a i n. H e al t hte c h al re a d y
o n t h e fo l low i n g l a yers: h a s d a t a p ri v a cy c onc er n s a nd a
O p e n M a r k etp lac e - A g r ea t m u l ti - g r ow i n g nu mb e r of s ta k e h ol d e r s .
sided pla t for m t hat s ea m le s s ly AI & Big D a ta A na l y s is -
i n t e gr at e s t he e n t ir e he a l t h c a re P e r s o n a l i z a ti o n, op t i mi z e d
e c o sy ste m . re c om m e n d at io n s , s e lf d i a g no s i s,
the entire d o ct o r, c li n ic and
hospital ec os y s t e m wi l l be
a v a i la bl e o n t he p ho ne .

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 T h in g s to ke e p in m i nd wh en C re at e a p l a n fo r us er or i e nt a ti on
d e si g n i ng an a p p: a n d o nb o a r di n g .
1. U s e r E m p at hy : The mo st im po rt a nt M a ke U I M oc k u ps fo r t wo of t he
thing to kee p in mi n d wh e n modules, s h ow i n g i n te ra c ti o n
d e s i gn i n g a so l ut i on i s t h e u s er . b e t w e e n t h em .
W h at do es t he us er wa nt , wh a t a r e S h o w t he s t eps for A /B t es t in g .
her p a in p oin t s and be ha vi o ra l D e f i ne t h e KP Is y ou w il l me a s u re
t r a i ts. D e f ine you r t a rget s egm e nt a n d s h o w h o w t he y w i l l he lp y o u
and b u il d MVP f e at u r es f or it i n i m pr o v i n g y o u r a p p fr o m a P M
b e f o re e x p a nd in g f ur th er . PoV.
2. P e r s on a l iza tion: H ea l th is a C re at e a b u s in e ss pl a n for the
p e r s on a l t hin g. A ny u se r w o u ld M V P t o c r o ss th e ch as m.
o nl y w an t an a p p t ha t c a t er s t o
t h e i r n e e d s a n d th at u nd e rst a nd s References
t h e i r i ss u e s .
3. H a v in g de ep mu l t i-l e v e l S a r a ns h S o l ank i , P ra ct o d e s ig n
a r c hi te c t u r e in the a pp ca n l e a d to h t t p s : / / s a r ans h s o la n ki. in / p ra ct o.
u s e rs m i ss ing ou t o n im p o r ta n t html
f ea t u re s of the a pp . T o n y U l w i c k, Me d i u m, J o bs t o b e
4. V i su a l d esi gn sh ou l d be co nsis te n t d o n e m a p p ing h tt p s : / / j o b s -t o -be -
w i t h t he in t en ded co m mu nica t i on . d o n e . c o m / map p i ng - t he - j ob- to -
F o r e x a m p le, a not i fic at i o n i c on b e - d o ne -4 5 336 4 27b3 b c
s h o ul d b e u sed fo r n ot ifi c a t i o ns A J u n i o r V C , Wh a t H ap p e n e d t o
o nl y . U sin g it to sa y ‘boo k an P r a c to
a p p oin tm e n t’ is n on -e m p a t hi c h t t p s : / / a ju nio r vc . com / p r a ct o -
d e s i gn . h e a t h c a r e - he a lt h te c h-s t a rt up -
m e d i c a l - p r ov i d e r-d o ct o r /
E x e r c i se to s o l v e H o w t o c r e a te a he a l t h ca r e a p p
D e s i gn a he a l t h car e a p p (M V P) sim i l a r like Practo
to P r a c to wit h im p ro ve me n t s or h t t p s : / / w ww .w e b cl u e s i n f ot e ch. c o
f e a t u r e s t h a t a re r eq uire d bu t n ot m / ho w - t o- cre a t e - a- h ea lt h c a re -
p r e s e n t c ur r en tl y, In t he pr ocess , yo u a p p - li ke -p r ac t o/
w i l l h a v e to d o th e fol lowin g as a p a rt U X Co l l e ct i ve , A ci ng th e a pp
o f t h e e x e r ci se : c ri t iq u e p r od u c t d e s i gn i nt e r vi e w
P r e s en t a sum m ary up f r on t u s i ng h t t p s : / / u x d e s i g n. c c/ a c in g - th e-
C I R C L ES m et hod to s how t he a p p - c ri t i qu e-p rod u ct -d e s i g n-
c o m pl et e pr ocess. i n t e rv i e w - 2 60 ca 71 e 8d 2 2
V e r y d ist in ct ive u ser p ro f ilin g a nd Fitts’s law,
j o b s to b e d on e. h t t p s : / / l a ws o fu x .c o m /f it t ss - la w
I d e n ti fy t h e p l a tf or m a n d bu si n e s s H e a l t h T e c h M obi l e a p p s
s t r a te g y. W hi ch m od ul e w i ll y o u L a n d s ca p e ov e rv i e w - 2 01 8
m ak e f irs t a n d w hat f ea t ur e s w i ll h t t p : / / a na lyt i cs . d k v .g l o ba l / d a t a /
you add: p d f / H e a l t h -T e c h- Mo bil e -A p p s -
Pa t ie n t Pan el Mod ul e A n a l y t i ca l- Re p ort . pd f
Do c t or Pa ne l Mo d u le
Ad m in Pane l Mo d u l e
Cl in i c P an el M od u le
Di a g n o stic Pa n el Mo du l e
De liv e r y Pa ne l Mo du le

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 Arindam Raj, Shivani Spriha

Industry Overview C u s t om e r S e gm e n t - U nd e rs t and th e

user w ho will i nt e rac t with the
T h e t a x i- bo ok i n g m a rk e t w as h i gh ly p r od u c t a nd h o w t h e y w i l l u s e i t .
f r agm e nt e d , and th ere was no
t r a n s p ar e n c y i n t he en tire p ro c e s s C h a n n el s - T he w a y s t h e p r od u c t
( fr o m b oo k in g to pa ym e n t). E ar l i e r, r e a c he s t h e c u s t o me r.
t h er e w er e so m e r e gi on al pl ayer s , bu t
t h ey w ere n o t esta bli shed pl a y e rs , C u s t om e r R e l at i o ns hi p s -
and the value p rop o si t ion th e y R e la t i o ns hi p s tha t the c us t o me r
o f fe r e d were n ot signi f ic ant ly e x pe c t s fr o m th e c om p an y , a nd t h e
d i ff e r e n t f ro m t he t rad it io n al t a xi - c o s t re qu i r e d t o p r ov i d e t h at .
b o o k i n g se r vi c e s.
K e y A c t i v it i e s - A c t i v i t i e s r e qu i re d t o
U be r a n d O l a br ou gh t t ra n sp a r en c y p r ov i d e t he va l u e p ro p os it i o n, a nd t o
t o th e e nt ir e p r oce ss, a n d ha ve a ls o m a i n t a in the c ha nne l , c u st o me r
i m p r o v ed th e rel ia bil it y of cab r e l a t i o n s h ip s a n d re ve nu e s o u r ce .
s e r v i ce s s ig n if ica n tly . Lowe r sea rc h
c o st i s a l s o on e of th e add it i on a l K e y Re s o ur ce s - R e s o u rc e s r e qu i re d
value-adds th at a cu st om e r/ u s er t o pr o v i d e t h e v a l u e p ro po s it io n a nd
enjoys t hr ou g h t h es e se rv i c e s. t o m a i n t a i n th e cha nne l , cu st o me r
C u r r e n t l y , t h e ride- ha il ing ma r ke t i n r e l a t i o n s h ip s a n d re ve nu e s o u r ce .
I n di a is e sti ma te d to be ₹2 0 0 00-
2 5 0 00 c r . (P hi l i p, 2 0 2 0) . K e y P a r t n e r s - M e nt io n th e p art ne rs
a n d s u p p l i e rs , a nd k e ep in m in d t he
Business Model Canvas r e s o u r ce s th a t t h e y pro v i d e .

T h e fo l l ow in g m ust be ke pt i n m in d T h e bu s i n e s s m od e l c a nv a s i n t he
w h e n y o u a d d r ess t he q ue stio n. It r i d e - ra i li ng b u s in e s s is a s fo llo w s :
g i v e s u s a n e x ha us tive l ist of t h e
b u s i n e ss de pe n den cies.

Value P ro p o s i ti on - W ha t is the
problem/need a ddre sse d by the
product to t he di f f er ent cu s to m e r
s e gm e n ts ? A ls o, talk about t he
c o m p e t it i ve ad van ta ge of th e
product.

rushikesh.kure@gmail.com
 Figure 15.1 Business model canvas for ride hailing

W h e n a n a l y sin g p la t f or m a pps, i t is Tech Stack

i m p e ra t iv e t o c on su lt t h e in t e rvie we r
r e ga r d i n g t h e sid e to be e x p l or ed a n d Follow a b o t to m -u p a pp r o a ch , i .e .
t h e me t r ic t o be f ocu se d on . For f r o m t he ba c k e nd t o t he U I/ U X , t o
e x a m p le , in U be r a n d Ol a , the y wi ll e n s u r e we d o n ’ t m i ss a ny p a r t of th e
h a v e d iff e re n t a p p s fo r t he pa sse n ge r t e ch n o l o g y s t a c k.
a n d th e d r i ve r . Al so, ke ep in min d t h e
1 0 h e u ris t ic s o f use r in t e rfa ce de s ig n Infrastructure an d S t o r a ge - A
t h at w e r e de ve lo pe d by Nie lsen a nd h y b r id c lo u d mo d e l i s u s e d , t ha t is a
Morich and are me n ti on ed in the mix of cloud data c e nt re s and
c h ap te r, “ Us er Exp er ience D e sig n f or p h y s i c a l d a t a c e n tr e s. T hi s e n s u re s
D i gi ta l Pr od uc t s” . T he p ro du ct c an b e that wh i l e han d l i n g big d a ta , t he
a s s e s s ed f r om t he f o ll owin g poin t o f c o m p r om i s e b e t we e n a v a il ab i l i t y ,
view: c o ns i s t e nc y a n d p a rt i ti on t ol e ra n c e i s
m i n i m i s e d . Cu r re n t l y d a t a i s ha n dl e d
UI/UX u s i n g S c h e m a l e s s a lo ng wi t h S Q L , f o r
C u r ren t f e a tu re s l o ng term s to r a g e a nd Riak and
M e t ric s u se d C a s s a n d ra f or hi g h av a i la b il it y a n d
N e a r f ut u re im p rove me n ts low latency. Uber is al s o w or ki ng
L o n g t er m pr od u ct r oa dm a p t o w a rd s b u i l d in g a r ea l -t im e da t a
p l a t f or m .
T h e me tr i c s tha t can b e fo cu se d on
a r e: L o g gi n g - I t r efe rs t o t h e i n t e r a ct i on
A wa r e n e ss b e t w e e n t h e p ro fi l e s . In c a s e of a
A cq u is it io n r i d e - s h a r i n g a p p , d ri ve r-r id e r i s t he
A ct iva tio n only i n t e r a c t io n p o s si b le . This
E n g a g em e n t interaction is e s t a bl i s h e d t h rou g h
R e te n t io n clustering, u s in g a d is t ri but e d fi le
M o ne ti s a t i on system in H a d o op . The c lu s te r in g
R e f e rr a l h e l p s i n d y n a m i c p r ic i ng . Cl u s t er i ng
i s d o n e to e ns ur e s ho rt t e rm (u s i ng
K a fk a ) a n d l on g t e rm a va i l a bi l it y

rushikesh.kure@gmail.com
 ( u si n g Ha do op ) . Da t a is a lso in ge st ed too la r g e to be h and l e d w it h the
i n r e a l t i me and in d exe d i n to a n EL K c u rre n t te c h no l o g y . (L o z i n sk i , 202 0)
stack for sea rc hing a nd
v i s u al i z at io n s. App Comparison

App Pr ov i si o n i ng - C heck in g the L o g in - In U be r, t he re i s a m in i ma l is t

s c a l a b il it y of a modu le of t he d e s i g n , w he re t h e u s e r i s foc u se d on
a p p l i ca t io n. An d col l ect iv e sca l ab il i ty e n t e ri n g o n ly i nf orm a ti o n (their
of v a ri ous m o du les . F or ru n ni ng p h on e nu mb er ), or p ro ce e di ng
m i cr o s e r v ic es, dock e r cont ain er s ar e t h ro u g h s oc i a l l o g i n. O l a di ffe rs i n
u s e d on me so s. Aur or a is used f or t h i s a s p e c t . I n a d d i t i on t o t h is , O la
l o n g r u n n in g s e r vic es a nd c ron j ob s . m a k e s i t i m p er a t i v e f o r t he u s e r t o
s w i t c h o n t h e i r GP S . D oi ng t hi s g i ve s
R o ut in g a n d Se rvi ce Di sc o very - A n l e s s U s e r c o nt r ol a n d f re e d o m. W he n
e s s e n t ia l part of a r id e- ha il in g O la app p rom p ts the user fo r
a p p l i ca t io n, o p t ima l d isp a tch not s e le c t i n g a m o b i l e nu m be r ( in c a s e of
o n l y i m p r o v es t he serv ice r ate bu t d u a l s i m ) , t h e i n t e rfa ce i s p la i n, a nd
a l s o m in i mi se s the cost of d is p a tc h. i n c o ns i s t e n t w i t h t h e i n te rf ac e o f t he
T h i s i s a c hie ve d by u sing AP I s (b a se d ola app.
o n g o o gl e m a p s) . A ser vi ce or ie nt e d
a r ch i te ct ur e (S OA) i s u s ed a n d t he L a nd i n g s c r ee n - In U b e r, th e s c re e n
s e r v i ce s are w rit t en u sin g any s h o w s o n l y o n e p rom pt a nd p roc e ed s
l a ng u a ge or fr a me wo rk (a l l t he a c c o rd i n g to steps in t he user
s e r v i ce s n e e d n ot be w r it ten in t he j o ur n e y . T hi s p r e v e nt s t h e u s e r fr o m
same l a n gua ge) . C omm u n ica t io n b e i n g d i s t r ac t e d . In O la , the us e r i s
b e tw e e n s er vi c e s occur s usin g t oo l s p r e s e n t e d w i t h th e op t io n t o s e l e ct
l i k e HA Pr ox y a n d H yp erba hn. s o u r ce a n d d e s ti na t io n , f ol lo we d b y
r i d e o p t i o ns o n th e s a me s cr ee n . A s
D e v el o pm e n t , Dep l o yme n t a nd t h e G P S i s s w it ch e d o n , a s t e p is
T e s t i ng - T h is is a ch ieved th ro u g h m i n i m i s e d , i f t h e re is no ch a ng e i n
s i m u l a ti o n s on virt ua l m a chi ne s. pick up p oi nt . T he s ha d e of the
s o u r ce m e n t i on e d h er e is v e ry l ig h t
T h e te c h- st ac k me nt ion ed a bov e i s a n d a t fi r s t s i gh t , i t s e e ms l ik e i t i s a
j u s t a tip o f th e iceb er g, for ex a mp l e , p l a c e h o l d e r t e x t an d t h e s ou r ce i s
T h e hy bri d c l oud m od el its elf ha s n o t s e l e c t e d . I n a d d i t i on , t he r e a re
m a n y f u n cti on a liti es, a n d i t kee ps o n o t he r t i l e s t h a t t a l k a b ou t of fe rs a nd
e x p a n d in g w he n t he d ata be c om e s m e a s u re s p u t i n p l a ce be c a us e o f

Figure 15.2 User Journey

rushikesh.kure@gmail.com
 Figure 15.3 Illustrative comparison of ola and uber
booking screens

C O V I D . T he o f f er f rom Ph on ePe he lp s t h e r i d e . F ur t h er , O l a m e nt io n s th e
Ola in m o n e ti z ing and a lso in c o lo u r of t he c a r , wh i c h ca n pro v i d e
r e te n ti on of u sers, b u t at t h e s a me a m i r ro r to t h e r e a l w or ld .
t i me , t he y d o n o t pla y a m ajor ro l e i n
decision ma ki ng. Fu r the r , th is S c h e d ul i n g t h e r id e -T he opt i on t o
i n fo r m a ti on is p ro vi ded at o th e r r i d e l a t e r c o m e s o n th e l an d in g p a g e
screens as w ell . Th is c rea te s a o f U b e r, b u t i n ca s e of O la , i t com e s
r e du nd a n cy . T h e design of Ub er ’s ap p o n c e th e u s e r h a s s e l ec t e d t h e r ou t e .
c o m p li es w i th H ic k ’s l aw whic h st a t e s F u rt h e r, U be r i n t e g ra t e s t he ri d e
t h at “ t h e m o re op ti on s a r e ava i la bl e details wi t h t he ca l e n da r. These
t o a p e rso n , t h e l ong er it wil l t a ke for f a ct o r s make it easier fo r the
h i m o r her t o m ak e a dec is ion ab ou t c u s t o m e r to u s e U b e r. t h e bu t t o n on
w h i c h o pt ion is the b est.” U be r t o c on f i r m t he ri d e cov e rs t he
b r e a d t h o f t h e s cr e e n. T h is ma k e s i t
C o n f i r mi ng t h e ri de - U ber ha s a e a s i e r fo r a n y u s er t o e a si ly op e r at e
d e f a u l t o pt ion t ha t is based o n t he t h e a p p. I n O l a , t h e b u t t on t o c o nfi r m
p r e v i ou s rid es t a ke n by t he u s e r. t h e r i d e i s on th e r i g ht s i d e o f th e
O l a ’ s d ef a ul t op t ion is “Bo ok A ny ” s c re e n , w hi c h i n a wa y f a v o urs the
m o s t o f t h e tim e , w hic h is n ot a n r i g ht -h a n d e d u s e r s .
e c o n o mi c al ch o ice for every r id e r .
O n c e t h e r i de is conf ir m e d, an d t he C O V I D - 19 u pgr a de s - Be fo re a r id e i s
r i d er c l o se s t he a pp , an d th e n r e- c o nf i rm e d o n O l a , a s c re e n pr o mp t s
opens, th e sc r ee n doe sn ’t s ho w the user to f ol l o w th e s a fe t y
c u r r e n t bo ok ing; t hey mu st g o to the g u i d e l i ne s . T h i s ca n i ns ti l t ru s t i n th e
r i d e h is t o ry o p tio n a nd sel ect t he i r user re g a rd i ng the ri d e . Fur t h er ,
c u r r e n t r i de, t o check th e s t at u s of t h e re i s a pa g e in t h e ap p re g a r di ng

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 C O V I D -1 9 , t ha t ex pla in s in det a il t he Philip, L. (2 02 0, S e pt em be r 2 7) .
s t e p s u n d er t a k en f or a s ecu r e r i d e . Stuck in fi rs t g e a r: Ca r
T h at page a l so m a ke s t he use of subscription s e rv i ce s are not
a u th o r i t y, by sh ow in g f eed ba ck fr om gaining m o m en t u m . Re tr i e ve d
t h e c us t o me rs r ega rd in g t h e sa m e . September 28, 2 02 0 , fr om
T h i s w a s no t o b se r ve d i n Ube r. h t t p s : / / e c on om i ct i m e s. i nd ia ti m e s
.c om / i n d u s try / a u t o/ a u t o-
References n e w s / s t u c k-i n -fi rs t-g e a r-c a r-
s u b s c r i p t i o n-s e rv i c e s - ar e -n ot -
L o z in sk i, L . (2 020 , F eb r ua r y 27 ) . gaining-
T h e U be r E ngine erin g T e ch S t a ck , m o m e nt um /a rt i c le s ho w/ 78 33 7 06 3
P a r t I: T h e F ou nd a tio n . R et r ie v e d .c m s
S e p te m b e r 28 , 2 02 0 , fr o m U be r B u s i ne s s M od e l E x p la i ne d:
h t tp s:/ / en g.u ber. c om /t ec h- F ro m S t a rt t o F i ni sh . ( 2 02 0, Ma rc h
s t ac k - p a r t- on e-f o un da ti on / 11 ). R e t ri e ve d S e pt e m be r 28 , 2 02 0,
f ro m
h t t p s : / / m o bi s of ti n fot e c h. com / re s
o u r c e s / b l o g/ u be r-b us i n e s s -
m o d e l -e x pl ai n e d /

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 Naimil Shah, Neha Mazumdar

The CO VI D - 19 p a nde mi c h as very T h e r e a r e a v a r i e t y o f p l a y er s in e a ch

s e ve r e ly a f f e ct ed t h e t r av el in d u s t ry , s t e p o f t he u s er j ou rn e y a nd ma n y
a n d w i l l p r ob a bl y c on t inu e to be t h e p l a y e rs th a t cut a c ro s s all thr e e .
r e as o n for it s t ra nsfo rm a ti on. The G i v e n a v e ry lo n g c u s t om er jo u rne y
s e ct o r was al r e a dy t ra nsf or mi ng a n d t e c hn o l o g y a d v a nc e m e n ts i n bo th
b e fo r e t he lo ck d own, w it h te ch t h e d i g i ta l a nd p hy s i ca l wo rl d , t h e
c o m p a ni e s e na bl in g us ers to t ra v e l s t r at e g y o f a co mp a n y i s d e t e rmi n ed
b e tt er . I n 20 1 9 the t ra v el i n du s t ry by the ch o i c e s it m a k es on it s
w as at it s pe a k wit h on l y l e is ur e b u s i n e s s m od e l .
travel s pe n d in g at $4.7 tri ll i o n
( S ta t i s t a , 2 0 20 ). A us er jou rn e y fo r O n t h e b a s i s o f a k no wn u mb r el la
travel, cu r r en tly co mp ri se s m ai nl y b u s i n e s s m o d e l , w e l i s t ni ne d if fe re n t
d i s c o v er y (wh er e to go, w hat t o d o ) , c a t e g o ri e s w h ic h a re s ha p i ng the
booking (f o r tr an sp ort , l odg i ng , m o d e r n d a y t r a v e l e x p e ri en ce o f t he
a c t i v i ti e s ) a n d e x p er ie nc e (su p po r ti ng c u s t o m e r s ( S k i f t , 20 16 ) .
t h e d u rin g t r av el nee ds).

Figure 16.1 List of choices across business model

elements for travel tech Companies

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 Figure 16.2 Examples of companies in different
business categories

C o n v e n ie n c e a nd abi lit y t o c om pa re 1. D e s i g n f or your u s e rs , n ot for

p r i c e s h a ve p us hed t he a dop ti on o f y o u r s e l f : Bu i ld fo r a n i d e n t i fi ed
Online T r a v el A ge nci es ( OT A) in u s e r p e r s o na a n d n o t f or y o u rs e l f.
I n di a. T he l e ader s now c omp et e f or a M a ke i t e as y a nd d e l ig h t f u l fo r
l a r ge r s h a r e of t he m a rk et , an d t o d o t h e s e us e rs t o u s e th e pr od u ct .
the s a m e, co nt inu all y foc us on 2. F e e d b ac k: Gi v e u s e rs a l i t tl e v is u a l
o f fe r i n g b ett er se r vice s a nd c on f i r ma t i o n/ r e s po n s e fo r t he ir
i m p r o v in g c u st om er e x per ien ce . T he actions.
w eb s i t e a n d m obi le a p p ex p eri e nc e 3. D i g e s t i b i l i t y: Sh o w u s e rs o nl y
b e co m e a bi g p ar t o f t he ove ra ll u s e r l i m i t e d c on te nt , w hi ch t he y c a n
i n te r a c t io n w it h a n OTA. c om p r e h e n d.
4. C la r i t y : De si g n to mi ni m i z e
To d e vel op or e val ua t e UX in a c on f u s i o n by e ns u ri ng e le me nt s
p r o d u c t w e m u st l ook a t it by ke e p in g w o r k a s e x p ec te d.
i n m i n d f ive b a sic pr inc ip les o f U X 5. F a m i l i a ri t y : T ak e d e s i g n cu e s fr o m
D e s i gn (B a ru a, 2 01 9) re a l w o rd or a cc e p t a b l e d i g i ta l
s t a n d a rd s .

W e c o m p a r e the U X of t wo p o p u la r
O T A a p ps i n I n d i a : M a ke My T r i p &
Yatra.

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rushikesh.kure@gmail.com
 Recommending a new feature D o e s t he f e a t ure h a ve to be i n a n y
using CIRCLES Framework s p e c if i c d o ma i n o f th e c u r r en t a p p
s t ru ct u re , e.g. H ot e l s , F l i g h t s,
T h e C I R C LE S f r a m ewo rk (Le wis, 201 6 ) etc.?
is u s ed by p r odu c t m a n age rs f or Y e s , it h as t o be c o he s i ve w it h
i d e n ti f yin g n e w fea t u res & p rod u c ts t h e e xis tin g s t r uc t u r e
as it p r ov ide s an e x ha ust iv e & No, it has to c ov e r a new
s t r u c t u r e d f ra m ewor k f or the s a me . domain
We have c l a ri f i e d that th e ne w
S t a g e 1 : C l a ri f y Y ou r Go a ls f e a t u re ne e d s to i nc re as e re v e n ue s
A t th i s st a ge , o n e must a im t o c l a ri fy t h ro u g h o ne of t he t hre e r e v e nu e
d o u b t s in o r de r t o pro vid e s ui ta bl e s t r e a m s , a n d i t ha s t o be c oh es i ve
r e co m m e n d a t i o n s. Some p o s s i bl e w i t h th e e x i s t i n g s tr u c tu r e.
q u e s t io n s a t t h is s ta ge cou l d be :
W h at is th e end g oal of this S t a g e 2 : I de n t i f y U se r P er s on as
f ea t u re ? K n o wi n g an d u nd e rs t a nd i ng
In cr e a s e u se r en g a ge me nt customers and t he i r ne e d s ar e
Im p r ove U I/UX crucial. Let us co ns i d e r th e
In c re a s e re ven ue / sa le s c u s t o m e r s w e ha d i d e nt i fie d u s i ng
A dd i ti o na l I n- A pp t h e B u s i n e s s M o d e l d e v e l op e d e a rl i e r
P u r ch as es i n t hi s c ha p t er. We w i ll a tt e m p t t o
I n cr ea s ed bo o k in gs c r e a t e a b a c kg rou n d o f t he ir g e ne r al
I n cr ea s ed ad ve rt is in g b e h a v i ou r s , d e m og ra ph ic s , app
revenues j o ur n e y a n d p o s s i bl e ne e d s t o a ch ie v e
In cr e a s e m ar k e t sh ar e of clarity.
pr o d u c t

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 S t a g e 3 : Rep o r t Us e C as e
I n t h i s st a ge , w e t ry t o co nn e c t t he a for e m e n ti on ed u s e r p e rs on a s w ith the i r
needs.

S t a g e 4 : C ut Th ro ug h Use Ca s e s
I n t h i s st ep , w e c u t thr ough diff e re n t u s e c as e s li s te d a bov e a n d c h oo se a fe w
t h a t s t an d o u t base d o n ou r c ri te ri a o r g oa ls l i ke re ve nu e s (i n th i s c as e ) or
c u s t o m er b en ef its. B as ed on t h e a bo v e u se ca se s & ou r e nd g oa l of i nc r e asi ng
r e v e nu e , we sh o rt l ist o ur t op c as e s :
1. Q u a l it y A irp or t Sea t in g
2. C o m p a re / Fil te r Hotel s
T h es e ar e ch osen a s th ey wo u l d b e mo re l i ke ly to h a v e a hi g h er fre q ue n cy o f u s e
a n d b e r e l at i ve l y ea sier to mo n et i z e a s c om p a re d t o t he o t he r o pt io ns .

S t a g e 5 : L i st So l u tio ns
I n t h i s s t e p , we l ist a c o up le of so lu t i o ns t o s ol v e t he ab ov e-s hor tl i st e d u se c as es .
T h e m o s t f ea s ibl e so lut i on s, me e t i ng us e rs’ n e ed s po st t hi s s t e p , w i l l b e
c o ns i d er ed f o r eva lu at ion .

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 S t a g e 6 : E va lu a te T rad e of f s
I n t h i s st e p , w e eva lu at e t he so l ut io n s on var i ou s met ri c s t o i den t ify wh ic h
s o l u ti o n w ill b e mo st ben ef ici al fo r th e en d -us e r whi le s imu l ta ne ou s ly m ee t in g
o u r g o a ls a n d n ot ov erbu r de n in g o u r de v e l o pm e nt r e so u rc es .

S t e p 7 : S um m ar i ze
I n t h e fin a l s t e p , we d isc u ss ou r i d e n t if i e d so l ut i o n a nd t h e ra ti on a le be hi n d t h e
s a m e : “F or ou r ide n tifi ed g oa l o f in c re a si n g re v e nu e by d e ve l o p in g a n e w fe a t ur e
w i th i n th e c on st ra in ts o f t he e x is t i n g i n fr a s tr uc tu re , I r ec o mme nd de v e l o pi ng a
L o u n ge D isc ov e r y a n d B oo king Fe a t u re . T h i s fe a t ur e w i l l pr im ar i ly t a rg e t B us i n es s
u s e r s w i t h f a mil ies bein g se co nd a r y ta r g e t s . It h as b e e n ch os e n a s bus i nes s
t r av e l l e rs t y p ic a ll y h av e a h igh f re q ue n cy of tr av e l , a nd s i nce th e i r bi l l s a re
r e i m b u rse d t h r ou gh co m p an y a cc o u nt s, th e y a re l e s s li k e l y t o b e pr ic e e l a s t ic . W e
c a n p r o m o t e t h is fea tu re t o be an a l t e rn a t i v e to b oo ki n g h ot e l roo m s f o r sh o rt er
t r i p s . T h is f ea tu r e is als o l es s c o mp l e x t o d e v e lo p th a n t h e a lt e r n at i v e s a nd t he
K P I s a re e a s ie r t o m ea s ur e fo r a n i n c re a se i n re v e n u e a s t h e y s ha r e a d ir e c t l i nk
a s c o m pa re d to a d ve rt isin g r eve nue s ”

References

B a r u a , S. ( 2 01 9, Nov em be r) . 5 P ri nc ip l e s of U X D e s i gn . R e t r ie v ed from
U X P l a n e t : h tt p s: //ux p l an e t .o rg / 5 -pr i n ci p l es -of- u x-d e s i g n-d 1 5 79 e 7 26 7d b
L e w is. (2 0 16 ). im p a ct in t e rview . Re tr ie v e d fro m Ci rc l e s M e th o d P rod u c t D e si g n
F r am e wo r k : ht t ps:/ /w ww .im p a ct i nt er v i e w . co m/ 2 0 16 / 0 6/ ci r cle s -m e t ho d -
p r o d u ct- de sig n -fr a mew ork /
S ki f t. ( 2 0 1 6) . Sk ift T r a v el T ech 25 0. R e t ri e v e d fr o m S k i ft :
h t t p s:/ / sk i ft . com / t ra vel t ec h2 50 / S ta t is ta. ( 20 2 0). Gl ob al le i s u re t ra v e l s pe n d
2 0 0 0- 20 1 9 . Ret rieve d f r o m St a t i s t a:
h t t p s:/ / ww w.st a tis ta . com /st a t i st i cs / 1 09 3 3 35/ l e i s u re -tra v e l -s pe nd i ng -
w o r l dw id e/

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 Amrit Verma

Industry Overview Customer Needs

‘ E dT e c h’ r ef er s to t he us e of C u rr e n t ly , t h e a p ps in t he m a rk et
t e c h no l o gy i n the ed uc a tio n sec t or , w o rk as a s u pp l e m e nt to t he
s t a r t in g f rom s m ar t de vic es in c l a s s r o om s , l i k e t h e t ui t i o n cl as s es
c l as s r o o m s , t e st pr ep p l at for m s a nd w h e r e t h e s t u d e n t ' s l e ar ni n g is s el f-
online c er t ificat io ns f or s ki l l p a c e d a n d t a i l o re d t o th e i r l ea r ni n g
d e v e l o p m en t . I nd ia ha s ove r 1 ,1 00 speed.
m i l l i o n w i re le ss in te rn et su bs cr i be rs
( S ta t i s t a , 2 0 19) wit h a high ra te o f A s c h o o l s t u d e n t m a y s t ar t us i n g s u c h
a d o p t i on . T he E dTe ch se cto r s t oo d a n a p p a t a v e ry y o u ng a g e , a n d
f o u r th a m on g s t al l sec t o rs, w it h 8 .5 % c o nt i n u e u s i n g i t t h ro u g h t o g r a d e 1 2,
o f t o ta l st a r t u p i n vest me nts in 2 01 8 and for a s so ci at e d c o m pe ti ti ve
( S ta t i s t a , 2 0 1 8) . e x am s . H e n ce , t he ir jou r ne y b ec o m e s
a l l t h e m o r e c ri t i c a l . T h e r e fo re , t h e
The sta r tu ps in vol ved in K 12 a nd e x pe ri e n c e s h ou l d n ot be
o n l i n e c er ti fi c a t ion s ha ve ac count ed h o m og e n o u s f o r e v e ry o n e, a s i s t he
f o r a s ign if ic a n t s ha re ( ~ 8 8% ) o f $ 1 .6 c a s e i n i n d u s t ri e s l i ke r id e- ha i li ng ,
b i l l i o n w o rt h o f i nvest me n ts, in th e where th e se rvi c e is the s a me
e d u c at io n s e ct or bet ween 2 0 14 a nd i r re s p e c t i v e of t he c ha r a ct e ri s ti c s of
2019 (i n c4 2 , 2 020 ). This skewed t h e u s e r. It ne e d s t o b e t a i l or e d t o
f u nd i n g is in p a rt du e to t he g rad e s - i n d i v i d u a l a b i l i t y a nd i nt e r e st s .
f i r st ap p ro a c h of t h e In dian ma rke t
a n d t h e n eed f o r sk i ll ed la bo ur in th e Student Journey
f a s t- g r ow in g s er vice s se c t or .
M o r e o ver , In d ia n s h a ve a h i g he r T h e t y p i c a l c u s t o m e r j o u rn e y o f a
w i l l i n g ne ss t o p a y fo r e du c at ion , a n d s c h o ol st u d e n t on an Ed u T e ch
c o ns u me r in co m e in el a st ici ty in t hi s p l a t f or m l o o k s l i ke :
m a r k et is gr eat e r t ha n e ve n
h e al t hc a r e in s o me ca ses.

Figure 17.1 Student Journey

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 Parent Journey

P a r e nt s p la y an e ssen tia l rol e i n a l l t h e ma jo r dec i s io n s o f t he ir k id s , a n d

e d u c at io n is n o diff eren t. As t he am ou n t i n vo lv e d is s i g n ifi ca nt w it h ty p ic a l
y e a r l y p a ck a ges in t he t u n e of 1 00 00 a n d a bov e , the s a l e i s o n ly po s s i ble wh e n
b o th th e s tu den t s a nd thei r p a rent s s e e v a l ue i n t h e p la tfo r m .

Figure 17.2 Parent Journey

Byju's

F o u nd ed in 2 0 11, By ju 's is t he hi g h es t v a l ue d E d T ec h c o mp a n y in In d ia w ith a

v a l u a ti on of $11 bil li on a s of S ep t e m be r 20 20 ( i nc 4 2, 2020 ) . It e ng a g es in on l in e
t u to r i n g w it h p r e- rec or d ed cou rs e v i d eo s , wh i ch c a n be vi e we d e it her thr o u gh a
m o b il e a p p li ca t ion ( iOS/ An dr oid ) o r on t h e B y ju 's ta b le t.

B y j u ' s h a s a r a n ge of a p ps, wh ich t a rg e ts s t u d e n ts fr o m ki nd er g a rte n ri g h t u p t o

g r ad e 12 , as w e ll a s for c om pe t i ti ve e xa m s , w hi ch s ig ni fi c an tly in cr e a s es t he
c u s t o m er l if et im e va lu e .

Figure 17.3 Byju’s range of apps

Vedantu

F o u nd ed in 20 11 , it o p er at e s a s a m arke t pl a c e f or te a che r s a nd s tu d ent s w he re

t h e s tu de n ts can e nr ol in cl a s s e s of t h e t u to r o f th ei r c ho ic e . It u s e s a
proprietary v ir tu al l ea r ni ng en v i r onm en t, W AV E (W h ite b o ar d A u d io V i de o
E n v i r o n m e n t ) t o d e liv e r l iv e cl a sse s t h ro u g h it s we b s it e a n d m o bi l e a p pl ic a t io n s.

V e d an t u c at e rs t o st ud en t s of g ra d e s 6 t o 1 2 , pr i ma r il y f r om t he CB S E a nd IC S E
b o a r d s . T he y p r ov id e su m m ari sed n o t e s a t t he en d of e a c h c la s s .

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 Business Model Canvas

T h e p oin t s in r e d a r e sp ec if ic t o B y j u ' s & t h os e in y ell o w a r e s pe c if ic to V ed an tu ,

w h i l e th e r em ai nin g p o in t s a pp ly to b o th t h e c om pa ni es .

Figure 17.4 Business model canvas

Evaluation of the Product

T h e co m p a nie s ope ra ting o n t he s u b s cri p ti on m od el ha ve tw o p ri ma ry t a s ks a t

h a nd . F i rst ly , s ign in g up t he cu st o me r, a n d s ec o nd ly , r ed u c in g th e c hur n thr ou g h
h i g h e r en ga ge m en t a n d va l ue de li v e ry . T he U I/ U X a n d fe a tu r es o f th e a p p s ha v e
b e en e va lu a te d ba se d on t he f o llow in g t h r ee s ta g e s :
T r i a l & O n - boa r din g
N u r t u r in g & Ex pa nsio n ( Nielse n ' s H e uri s ti c s)
R e n e w a l & Lo ya l t y

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 Recommendations and Product I nc l u s i o n o f a H e lp Do c u m en t : A
Improvement g u i d e t o h e lp r es ol v e i ss u e s o n the
go w o u ld i m pr o ve the u se r
I n t r od u c t io n o f a Sea r ch B ar : I t e x p e ri e n c e , as t he cur r en t
w o u ld a l lo w st ud ent s to d ir e c t ly m e t ho d s o f c a l l in g u p th e s er v i c e
look for t he l es so n, wit h o u t e x e c u t i v e , o r w a i t in g fo r a re p ly
w a s t in g t im e in re m e mbe rin g t he o n t h e m a i l i s t oo c u m b er s om e.
p a t h, a n d n avigat i ng t o t he sam e. I n- a p p P u rc ha s e s : Al l o w up-
g r a d a t io n o f t he co n te n t b y p a y i n g
f ro m w i th i n the ap p , w it ho ut
c a l l i ng u p t he se rv i c e c en t re , w it h
t r an s p a r e n t p r ic i ng .

Figure 17.5 Disney Byju's early learn app (v 2.8.0; 21st sep 2020)

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 Figure 17.6 Byju's parent connect app (v 3.3.0; 21st sep 2020)

Figure 17.7 Vedantu app (v 1.7.3; 21st sep 2020)

References S t a t is t a . ( 201 8) . R e t ri e v e d fr o m
i n c 4 2 . (2 0 2 0, Feb). R et r ie ved f ro m h t t p s : / / w ww .s t a tis t a . com / s t a t i st i
h t tp s:/ / in c 42.co m/d a ta l ab/th e- c s / 1 0 1 86 0 1/in d i a -s h ar e -o f- s ta r t-
l a n dsc ap e- of -e dte ch- m a ppi n g- u p - d e al s -b y-s e ct or/
t h e - in n o va t io n- r evam p in g - S t a t is t a . (2 0 19 , Dec). R e tr i e v e d
e d u ca t io n - in- ind ia/ f ro m
inc42. ( 20 20 ) . Re t r ie ved f ro m h t t p s : / / w ww .s t a tis t a . com / s t a t i st i
h t tp s:/ / in c 42.co m/f ea tu r es/ b y j u - c s / 2 5 87 9 4 / mob i le -t e l ec om -
b e f o re -b yj u s- t he - ma ki ng -of -th e- s u b s c r i b e rs -i n- i nd ia -b y -
w o r ld s -m os t- va lua ble- ed t ec h - c om p a ny /
c o m pa n y /

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 Dhiraj Kulkarni

Industry Overview H o m e F o o d t o t h e of f ic e : T h e s e
c om p a ni e s e na bl e u s e r s t o p la c e
F o o d te c h a pp l ica ti ons h ave seen d e li v e ry o rd e rs , a nd o ffe r p i ck u p
t r e m e n do u s g r ow t h in re cent y e a rs. f a c i li ti e s f o r th e fo od p re p ar e d by
T h e c o n t r ib u t io n of onl ine or de r s t o h o m e c h e fs . F or e x a m p le , O o ta b ox .
t h e o v e ra ll f oo d de live ry m a r ke t h a s R e c ip e D is c ov er y : T h e s e p la tf or m s
g r o w n f r om 2% in 20 1 6 to 1 1 % in e n a b l e u s e r s t o s e a rc h , s t o re , a n d
2 0 2 0 . Z o ma t o h a s shown a n in c r e a se u p l o a d t h e i r re c ip e s . F o r e xa m p l e ,
o f 4 x i n th e n u m be r of o r der s in t h e Tastemade.
f i r st q u a r te r o f 20 2 0 a s comp a re d t o P e r s o na l iz ed n ut r it io n: These
2019, sh ow ing th e i ncr e a s i n g c om p a ni e s of fe r p e rs on a l i z e d
p o p u l a rit y o f t h e onl in e f ood d eli v er y n u t ri t i on pl a ns a nd d ie t t o th e
a p p l i ca t io ns . T he in du s t ry co mpr is e s u s e rs . Fo r e xa m p le , D a y T w o .
a m u l t i tu d e of bu sin ess m ode ls. S om e
of the p r o m i ne n t bu sin ess m od el s O th e r b us i ne s s m o de ls in c lu d e, b ut
i n cl u d e : a r e n o t l i m i te d t o d i n e ou t a p p s ,
R e s ta u r a nt A ggr eg ato r : Th es e a re r e c o mm e nd a ti o n apps, i nno v at i v e
the p la t fo r ms t h at h ost the r e s t a u r a n t s , c a t e r i ng pl at fo r ms , che f
r e s t a u ra n t s a nd a l low users to m a r ke t p l a c e s , a nd no v e l fo o ds . F or
s e a r ch for r es ta ur an t s. For f u rt h e r d i s c u s s i o n, t he re s ta ur an t
e x a mp le , Z om at o, Sw igg y . a g g r e g a t o r b u s i n e s s m o d e l is c ho s e n,
O n - D e m and F oo d: These a n d i n p a rt i cu l ar, Z om a t o and S w i g g y
r e s t a u ra n t s ha ve t h eir own a r e t he fo c u s a p p li ca t i on s .
c e n t ra l iz e d k it ch en s a nd t ak e
orders th ro ug h t h eir o wn Business Model Analysis
a p p lic at i on /w ebsi te. F or ex a m pl e ,
R e b e l F o o d s, F re sh m enu . S w ig g y: S wi g g y i s l i m i te d t o h e l pi ng
R e a d y to he at f oo d: T h e p l at f o rm s users to fi n d re s ta u ra nt s / d i s he s .
w h i ch p r ov ide th e r ea dy t o he a t O nc e the us er places an or de r,
m e a l s d e p e nd in g on t he de ma nd o r S w i g g y ’s d e l i v e r y p a rt ne r s wi ll v is i t
the su bs cr ipt ion . For ex a mp l e , t h e r e s t a u r an t t o p ic k t h e o r de r a nd
F r e shl y. w i l l d e l i v e r t o t he c u s to m e rs .

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 Figure 18.1 Swiggy business model canvas

Z o m a t o: I n a dd it io n t o wha t Swi g g y o ffe rs , Zom a to a ls o pr ov id es a p la t for m to

e x p l o r e th e d et ai led re vi ews of th e re s ta ur a n t a lon g wi t h a p i c ku p o p ti on . T he y
a l s o p r ov ide a ‘h yp er p ure’ opt ion t o r e s ta u r a n ts , ai me d a t pr o vi d ing hi g h qu a lit y
f r es h r a w m a t e r ia l t o t he r es ta u ra n ts . T he e le m e n ts o f b us in e ss c a nv a s whic h
d i ff e r f r o m S wi ggy a re c olo re d in r e d .

Figure 18.2 Zomato business model canvas

User Persona

T h r e e d if f er e n t use r pe r son a s c a n b e d e fin e d o n t h e ba s i s of the fr equ e n cy o f

o r d e r s a n d t h e a ff in it y t o wa r ds di s he s .
1. A u se r w ho is n e w t o t he p l at f or m a nd w a nt s t o exp lo re v a ri ou s re s t a ur a n ts , o r
t h e us er wh o d oe s n ot ha v e an y bi as t owa r ds a p a r t ic u la r re s t a ur a n t o r d is h .
2. A repeat u ser w ho w an ts to e x pl ore t he d is hes of a p ar t icu la r
c u i s in e/ re sta ur a nt onl y.
3. A r e p e a t u ser wh o or der s p r e vi ou sl y or d e re d i t e m s f r o m f av o ri te r es ta u r an t s
frequently.

Typical User Journey

S w ig g y: T he ty pic a l u se r j ou r n ey i n S wi gg y i s a s b e l ow:
L o g in / S ig n up : Th e use r l ogs i n, e it he r u s i ng m o b il e n u mb e r/ e ma i l o r so c ia l
m e d ia a c co unt s. T he u se r ca n s k i p t h e pr o c es s o f l o gi n a n d e xp l o re the me n u
o f t he r es ta ura nt .
R e s ta ura n t Se ar ch : T h e u se r s e arc he s fo r th e r e st a u r a nt a n d s el e c ts a
r e s t a u ra n t fr om w hic h t h ey wa n t t o or d er .
P l ac in g t he Ord er : Th e u ser s e l e ct s t he d is he s tha t th e y w an t to ha v e f r o m a
r e s t a u ra n t a nd th en p l ac es an ord e r.
T r a ck i n g : A ft e r t he p a y me nt is d on e , t he u s er t rac ks t he pr o g r es s o f th e o r de r .

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 Z o m a t o: T h e ty pi ca l u se r jou rn e y in R e s t a u r a n t E xp l or e r P ag e : T h is i s t he
Z o m a to i s: p a g e w h e re t he u s e rs w i l l ex p lo re t h e
L o g in / S ig n up : T he use r l og s in d i ffe re n t r e s t a u r a nt s a v a i la bl e .
e i t h er u sin g mo bil e nu m be r/ e m ai l S w ig g y: S w i g g y’ s r e s ta u r a nt e xp l or e r
o r s o c ia l m edia a cc ou n t s. T he us e r page looks c lu t t e re d , w i th off e rs
c a n sk ip t h e pr oc ess of l ogi n a n d floating e v e r y whe re . T h ey cou l d
e x p lor e t he me nu of the i n s t e a d h a v e on l y one r ow for o ffe rs ,
r e s t a u ra n t . r a t he r t ha n b o mb a rd i ng the u s e rs
R e s ta ura n t Se ar ch : Th e u s er w i t h of fe r s . T h e y d o pr o vi de ‘ T op
s e a r ch es for t he re st au ra n t a n d P i ck s for You’ at the b e g in ni n g ,
s e l e ct s a re st a u ra n t f r om wh i ch a c c o un ti n g fo r t he u se r p re fe re n ce s
t h e y w a n t t o o rder. o r t h e p a s t o rd e rs of a u s er . I n t h e
T h e r e a r e t w o c ho ice s a va ilab l e t o r e s t a u r a n t d i s p l a y p a ne l , t he y h a ve
t h e u s er s of Zoma t o, eit her si m i l ar t i m e f o r d e l i ve r y , t h e a v er ag e c os t
t o t he S wi g g y u se r, t hey ca n p la c e p e r p e rs o n, and th e ra t in g o f t h e
t h e or d e r, o r ca n ex p lo re m o re r e s t a u r a n t . B ut t he y d o no t h av e a ny
a b o ut t he r e sta u ra nt thro ug h filters on t he p a ge . Also, the
d e ta il ed r e views a nd p ho tos. e x tr a c t e d n um b e r of p e o p l e w ho h a ve
T r a ck i n g : If t he u ser g oes fo r rated t he re s t a u ra nt is u nk no w n,
p l a c in g a n on l in e o r der t hr ou g h i m p a ct i n g th e t r us t of t he u s er .
t h e a p pl i ca tion , he/ she c an t ra c k T o w a r d s t h e b o tt om of t he p ag e , t h e
t h e pr o g r e s s of th e ord e r. u s e r h a s s e a r c h, c a rt , a nd a cc o u n t
options. The c a rt o pt io n seems
App Critique and Comparison u n w a rr a n t e d w he n t h e re a re no i t e m s
i n t h e o p t i o n . T he op ti o n co u ld h av e
D i sc l a i m er s : Th e cr iti que is do n e on been made dynamic.
t h e b a s is of t he a pp s’ de sig n as o n 1s t Z o m a t o: Z o m a to ’ s r es t a u ra n t e x p lo re r
O c t, 2 0 2 0 . p a g e c o n t a i ns a l i s t of re st a u ra nt s,
s i mi l a r to the Swiggy. Bu t t he
S i g n -i n O p t i o n: L a zy sig n- in i s a n i n fo r m a t i o n re l a t e d t o t he n um be r o f
important f e a t u re, co n sid eri ng a o r d e rs s i n ce t h e l oc kd o wn h as be e n
h u n g r y u se r will be loo ki ng for f oo d i m p o s e d i s g i ve n s o a s t o g ai n t he
q u i c k l y a n d henc e fo rce d sig n i n a t t r us t o f th e u s e r. T h e re i s a ls o a n
t h e s t a rt c a n in cre as e the bou n ce option to bo ok m a rk a p a r ti cul a r
r a te . B oth th e a ppl ica t i on s gi v e a n r e s t a u r a n t . A ls o, t h e fi lt e r i ng o pt i o ns
o p t i o n of la z y si gn ing in an d a ll o w including cu i s i ne , ra t i ng , c os t p er
users to e x p lor e t he d ishes and p e r s o n a l o n g w i t h s ort i n g o p ti ons b y
r e s t a u r a n t s w i t hou t ma nda tin g t h e m d e l i v e r y t i m e , co s t , a n d p o p u la r it y
t o l o g i n. T h e s ign in ca n be d on e a r e a v a il a b l e , e a s i ng o ut t h e p ro c es s
w h e n the u se r is p l a ci n g t he o r de r. of fi nd i ng the best s u i ta b l e
B u t , t he op t ion t o sk ip the l og i n i s r e s t a u r a n t fo r t h e u s e r. T he a p p a ls o
m o r e i n tu i t iv e in t h e ca s e of Zom a t o o f f e r s t o p b r an d s i n th e sp ot li g ht,
w i th th e b u t to n t itl e a s ‘ Skip ’ . I n t he what’s new on Zo m at o, an d o th e r
c a s e o f S w ig g y , the o pt io n o f l a z y o p t i o n s t o h el p ou t e xp l or e rs t o t ry
s i gn - i n i s a va i l a bl e wit h but ton t i le n e w i t e m s o r t h e i t e ms l i ke d b y t h e
‘ S w i g g y ’ m a k in g it l ess i ntu i tiv e th a n c o m m u n i t y . T o w a rd s t he b ot t om of
Z o m a to . the s cr e e n, t h e re a re o p ti on s f or
h i s t o ry , v i d e o s , a n d a cc ou n t

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 m a n ag e m en t. T h e h ist ory o pti o n is r e v i e ws for all the di s he s in the
p a r ti cu la r ly u sef ul for the t h ir d r e s t a u r a n t fo r g a i n in g t h e tr u s t of
p e r s o n a , wh o m ight be int e re st e d in t h e u s e r. T h i s , in m y o p i ni on , i s one
r e p e a ti n g t h e p a st o rd ers fre q ue nt l y . o f th e t o p d i ffe re nt i a t i ng fe a tu r e s i n
A l s o , t he vid eo opt ion g ive s a cce s s to Z o m a t o , a s n o t a l l t he d i sh es i n t he
Z o m a to o rig in a l s, c oo k wit h p ros , r e s t a u r a n t s a re e qu a l l y g oo d . I t a ls o
e a s y to c ook re ci pes in cr ea sin g t he p r ov i d e s best se ll e r d i s he s , an d
u s e r en ga ge m e n t in t he a p pl ica t i o n. u n l i k e S w i g g y , be s t se ll e r di s he s are
displayed at the t op , m a kin g t he
R e s t a u ran t L a n d in g Pa ge: W he n the o r d e ri n g p ro c e s s c onv en i e n t f or the
user fin a l ize s whic h r esta ura n t to u s e r s . Z o ma t o a ls o t ri e s to in c r ea s e
order f rom , t he y la nd on the t h e o rd e r v a l u e t hr ou g h s u g g e s t io n s
r e s t a u r a n t ’ s la n din g p ag e, wh er e t h ey s u c h a s p op u la r a d d - ons , w h ic h g e t
can se le c t d ish es, f r om the d i s p l a y e d w h e n t h e u s e r i s in t h e
restaurant’s menu. p r oc e s s o f c o m pl e t i ng t h e p ay me nt .
S w ig g y: T he resta u ra n t la n d in g p a g e
i n S w i g gy sh o ws a ra tin g , de l iv e ry C o v id R el a t ed In it i at iv e s : In t i m e s
t i me , a n d co st p er pe rson o n t he l i k e Co v i d , u s e rs ca re a bo u t s a fe ty
p a ge . T h e n u mber of p eo pl e w ho ha v e the most. In a ny fo od d e l i v e ry
r a te d t he re s t au ra n t is n ot m a de p l a t f or m , fo o d t ra ns fe rs fr om
p u b l i c a n d i s s h o wn a s 20+ o r n u ll on restaurant pe rs on ne l to de li ve ry
the p ag e. Sw i gg y c ou l d sh ow th e p a r tn e r s t o c u s t om e rs . A s m ul ti p l e
number of r e vi ewe rs ex p lic it l y , to p e o p l e a r e i n v ol v e d i n th e e nd -t o-
g a i n m ore c u s t om er tr us t an d a d d end d e l i v e ry of fo od , g a i ni ng t he
c r ed i b i lit y t o t h e ra t in g sys tem . A ls o, t r us t o f t h e u se rs , pro v i d in g t he m
it p r o v id e s an op t ion to ma rk a w i t h c o nf i d e n c e a r oun d t he s a fe t y
r e s t a u r a n t a s a f avor it e. As com p a re d m e a s u re s t a ke n b y th e pl a tfo r m i s of
to Z o ma t o ’ s b o okm a r k f e a tu r e, p a r a m o u n t i m p ort a nce t o a ny f oo d
m e n ti o n e d i n t h e re st au ra n t exp l or e r d e l i v e r y p l a t fo r m .
p a ge , t he f av or it e r est au ra n t f ea t ur e S w ig g y: S wi g gy me nt io ns ‘ d e li v e r y
i n Sw i g g y is w e ll pl a ced , a s t he us e r p a r tn e r s a fe t y’ on i ts re s t au r a nt
w i l l ma r k a r e st aur an t fa vor it e on ly e x pl or e r page. Bu t it d o es no t
a f te r lo ok in g a t the m enu . T he p a g e m e n ti o n the s a fe t y p re c a ut i on s
a l s o ma r k s so m e of the dish es a s b es t f o l l o w e d by a r e s t au ra n t. A l s o , th e
s e l l e r s on t h e m enu , but t hey a re d e l i v e r y p a rt ne r s af e t y b a nne r i s no t
r a nd o m l y p l a c e d on t he m e n u . S w i g gy a t t he t o p of t he pa g e . H e nc e , t he
could ha v e pl a ce d the best se ll e r u s e r a t f i rs t gla nc e , w ou l d n o t s e e
i t em s at t h e t o p . to pr ovide t he u s er t h e i n i t i a t i v e s t a ke n b y S w ig g y t o
c o nv e n ie n c e o f fin din g t he p o pul a r d e l i v e r t h e f o od s a f e l y .
dishes. Z o m a t o: Z o m a t o m e nt i on s ho w f oo d
Z o m a t o: Z o m a t o’ s l an din g page h as d e l i v e r y i s s a fe an d ho w cu s t om e rs ’
d e t a il e d r e vi e w s of the r es ta u r an t , s a f e t y i s a p ri o ri t y f or t h em . T h e y
along wit h ti me for de l ive ry . T he h a v e a l s o m e n t i on e d t h e num be r of
r e v i e w hig hl igh t s a re a lso pr ov id ed , o r d e rs d e li v e re d s in ce t h e l oc kd o wn
t o ge t t h e g ist of a l l t he re vi e w s s t a rt e d . T h ey al s o m e n ti on t he
m a k i n g t he pr o c ess of go in g t hro u g h number of o rd e r s f ro m each
t h e r e v ie w e a s y a n d com for ta bl e for r e s t a u r a n t , g i v ing a s e ns e o f s a f e t y t o
t h e u s e r . Th e a pp a l so p ro vi de s t h e c u s t o me rs . O n t h e re s ta u r a nt ’ s
landing page,

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 Z o m a to e x p li ci t ly men t ion s t h e s afe t y References
m e a s u res fo l l o w ed by a p ar ti c ul a r
r e s t a u r a n t in a n a tte mp t t o r ei n for c e h t t p s : / / br a nd ri d dl e .c o m / zo m at o-
t h e t r u st i n t h e c u st om e r. b u s i ne s s -m od e l /
h t t p s : / / br a nd ri d dl e .c o m / s wi g gy -
I n a n ut s h el l , z om a t o ap pe ar s t o be b u s i ne s s -m od e l /
d o i n g be tte r i n te rm s of cu st om e r h t t p s : / / bs t ra t e g y h u b. co m / z o m at
c o nv e n ie n c e, e a sing ou t t he p ro c e s s o -b u s i n e s s -m od e l- ho w- d o es -
o f fo o d o r de r i n g, b ringi ng in m or e z o m a t o- m a ke -m on e y /
t r a n s p ar e n c y a nd c us tom e r h t t p s : / / bs t ra t e g y h u b. co m / s w i g g y
e n g ag e m e n t . O r de r tr ac kin g o n t he - bu s i n e s s - mo d e l- ho w- do e s -
a p p s i s n o t c ov er ed i n t his c hap t er , s w i g g y - m a k e-m one y /
a n d i s le f t t o th e re a d er to e x pl ore .

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 Section 4

rushikesh.kure@gmail.com
 Ishmeet Singh, Yuvraj Singh Bawa

P r ob le m p e r s o n a l us e rs on In s t ag ra m w i t h t he
I n t e r v i ew e r: E st im a te t he nu m b e r o f a v e r a g e n um be r o f u p lo a d s t he y ma ke
I n st a g r a m u p l o a ds occur r in g in I nd ia e a ch d a y . F i rs t , I s h a ll e s ti m a t e th e
n u m b e r o f p e r s on a l us er s . T h en I w il l
A s k c la ri fy i n g qu es ti on s c o m e u p w i t h t he av er a g e n u mbe r of
C a n d id a t e: I’ d lik e to a sk s om e uploads f i g u res by sp l i t ti ng these
c l ar i f y in g q u es t ion s . D o you wa n t m e users i nt o c a te g o ri e s b as ed on
t o e s ti m a t e t he n u mber of u p lo a d s f r e q u e n c y o f u s e.
p e r d a y o r p e r y ea r?
I n t e r vi e w er: A l ri g h t , go a he a d .
I n t e r v i ew e r: U p lo ad s p e r day .
G u es s t i m a t e
C a n d id a t e: Do u p l oa ds con si st of ( C a n d i d a t e w ri t e s d o wn t h e f ol l ow i ng
p o s t s o r s t o r ies o r bot h ? o n a s h e e t o f p a pe r)

I n t e r v i ew e r: C on side r on l y po s ts. G e n e ra l e qu a ti o n :
# up l o ad s = [# of us e r s on
C a n d id a t e: Are we con side ri n g I n s t ag ra m ] * [ a v g . n um be r of u p l oa d s
p e r s o n a l or bu s iness a cc o unt s? p e r p e r s o n e a c h d ay ]

I n t e r v i ew e r: Con s i der on ly p e r so na l C a n di d a t e: T o e s t i m a te t he nu m be r o f
a c co u n t s fo r n o w. p e r s o n a l us e rs of In s ta g r a m, I w il l
multiply the fo l lo w i ng pa ram et er s :
C o m m e n t s: T he c la r if y in g q ue st io n s ( C a n d i d a t e w ri t e s d o wn t h e f ol l ow i ng
s h o w c as e the c an d id a t e ’s o n a s h e e t o f p a pe r)
u n d er s t a n d in g of the d iff er e n t ty pe s
of u p lo a d s that ca n be m a de on [# of u s er s on I n st a g ra m ] =
I n st a g r a m ( po s t s, st ori es) , a nd t he [ p o p u l a t i on o f In d i a ] * [ % p op u l a ti o n
u s e r p r ofi le s ( p e rso na l, b usin ess ) . It with s m a r t p h on e a nd a cc e ss to
portrays a s ense of i n t e r ne t ] * [% of p e o p le on
c o m p r e he n s ive n e ss. I n s t ag ra m ] * [ % of m on t hl y a ct i v e
users]
S t r a t e gy Fo rm u la tio n
C a n d id a t e: I w il l a p pr oac h t h is
p r o b l e m b y est i m at ing t he n u mbe r of

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 C a n d id a t e: Th e p op u l at i on of In d ia is Comments:
1 . 2 b il l io n. D ue t o a n a l l -ti me hi g h
p e n e t r a t io n of m obil e se rvice s, I T h e c a n d i d a t e pr ov i d e s ra t i o n al e fo r
e s ti m a te t ha t 40% u se rs h a ve a e v e r y e s ti m a t e t he y ma ke . T he y a ls o
s m a r tp ho ne w i th a cc ess to int e rne t . s i mp li f y th e ir c al cu l a ti on s by
I n st a g r a m i s t h e t hi rd m o st p op u l ar r o u n d i ng o ff . Th i s i s a g oo d tr ic k, as
a p p o n t h e P l a y St or e wit h o v e r a numbers can s t a rt g e t ti ng
b i l l i o n do wn l o a ds, s o I ass ume t ha t complicated whe n s e g me nt a t i on is
5 0 % o f t h es e us er s h ave In sta gr a m. d o n e . T h e C a n d i d a te a l s o p rov id e s
A b o u t 3 0 % of t he s e a cc o un ts wo u l d a l t e r na t e wa y s of s e g m e nt in g , w h ic h
b e f a k e o r in a ct ive, l ea vi ng u s w i t h shows t ha t they und e rs t a nd that
7 0 % m on th ly a c t ive u sers. trends ca n v a ry a cro s s u se r
d e m o g r a p hi c s .
I n t e r v i ew e r: S ou nd s re aso n a ble.

( C a n d i da t e wr i t es do wn t he f oll o w i ng
o n a s h e e t o f p a p er)
[ # o f u se r s o n I nst a gra m ] = 1.2 b il l i on
* 40 % * 5 0 % * 70 % = 1 68 mil lio n

C a n d id a t e: I’ l l ro un d th a t of f to 1 7 0
m i l l i o n . N ow , I ’ l l est im at e t he a ver a g e
n u m b e r o f u p l oa ds p er per son p e r
d a y . F o r t his , I’ ll divi de the m o nt hl y
a c t i v e u se rs i n t o t hr ee c ate gor i e s ,
w i th r o ug h e st im a te s f or t he
p e r c en t a ge of use rs in ea c h ca te g or y
f r o m m y ow n e x p erie nc e:
1. L i gh t use r s : 1 p ost e ve ry m o n th on
a n ave ra ge - 3 0% = 5 1 mi ll ion
2. M o d e r a t e u ser s: 1 post e v e r y 10
d a y s on a n a v er a ge - 60% = 10 2
m i l l ion
3. H ea vy u s e rs : 1 po st ever y 2 d a y s
o n a n a v e ra ge -1 0% = 17 m il l ion

T h e r e f o re , nu mb er of p os ts pe r d a y =
5 1 * 1 /3 0 + 1 0 2 * 1 /10 + 1 7 * 1 /2 ≈ 20
m i l l i o n p ost s

A d d i ti o n a l w a y s of segm e nt i ng w h ic h
c o u l d b e do n e :
A g e /g en de r w ise segm e n ta ti o n for
p o s tin g h ab it s
U s e r s co ul d be In dia ns o r t ouri s ts
m ak in g p os ts i n I nd ia

I n t e r v i ew e r: S ou nd s good , tha n k y ou .

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 Akash Shukla

I n t e r v i ew e r: E st im a te the re v e nu e F o r e s ti m a t i ng t he to t a l nu m b er o f a d
t h at Y o u T u b e m ak es in a d ay ? v i e w s , th e re a re t w o wa y s w e ca n g o
about it - e s tim a t i n g from the
I n t e r v i ew e e: In t er es tin g! T o e sti m a t e d e m a n d s i d e a s t o ho w m an y v i d e os
t h e t o t a l rev en u e, I w il l h av e t o bre a k d o p e o p l e w a tch o n Yo uT u b e o n a
d o w n t he sa m e int o re ve nu e s tr e am s . d a i l y b a s i s . T h e s e co nd w a y i s fr o m
A s p er m y kn o wl ed ge, Yo uTu be h a s t h e s up pl y s i d e a s t o h ow ma n y vi de o
multiple r e ve nu e st rea m s - Ads, views d oe s Y ou T u b e ha ve t he
Y o u T u be m u sic , Y ou Tu b e TV, a ff i l i a t e c a p a c i t y t o s e rve . S i n ce , i n th i s ca s e
m a r k et in g , e t c . Ad re v enu es f orm the c a p a c i t y w i l l no t b e a p r obl em a s
m a j o r i t y o f t his . Am I m issin g a ny Y o u T u be c a n e as i ly sc a l e u p i ts i nfra
r e v e n u e str ea m ? Do you wa n t me to t o s e r v e t he d e ma n d , w e s h o ul d g o
g o i n t o a p a r ti c ul a r reven ue s tr ea m via d e m a nd e s t i m at i o n. D oe s t hi s
o r a c ro ss al l o f th em ? s o u n d fa i r?

I n t e r v i ew e r: Sinc e y ou m ent i o n e d I n t e r vi e w er: A l ri g h t, t ha t d o es s o u n d

t h at ad re v e n ues fo r m a bulk o f it , l i k e a p l a n. L e t s go a he a d .
l e t' s de ep di ve int o t h at .
I n t e r vi e w ee: F or e s t i ma ti n g t he t ot a l
I n t e r v i ew e e: Su r e, do yo u w an t m e t o number of ad views in a day, I will
c o ns i d er t h e a d r e venu e s of Yo uT ube s t a rt wi t h t h e p op u l a t i on o f t he U S ,
g l o b a ll y o r i n a sp ec if i c ge ogra ph y ? s e g m e nt it in t o age i nte rv a l s and
t h e n a ss u m e a p er c en t a g e o f t he m
I n t e r v i ew e r: G o od t ha t y ou as ke d t h a t wa t c h e s Y o u T u b e v id e os on a
t h at! Le t s lo o k at est ima ti ng t he d a i l y ba s i s . T h is wi l l g i v e me av e rag e
r e v e n u es sp eci f ic a lly in t he US. t o t a l d a i ly Y ou t u be v i e w e rs in t he U S .
T h e n , I w i l l a s s u m e t h e num be r of
I n t e r v i ew e e: Al right s o t he a p pr o a ch v i d e o s w a t c h e d by e ac h of t h e s e a g e
I ’ m g o i n g t o ta k e is a s f o llow s - s e g m e nt s o n a d a i l y ba s i s to g et t o
t h e t ot a l n u mb e r o f Y o ut u b e v i d e o
Y o u t u b e a d rev en u es = T ota l n um be r views in a d ay . A s s u m in g a
o f a d v ie w s x a v g c ha r ge pe r a d v i e w p e r c e n t a g e of th i s h as ad s on it , we
c a n g e t t o t h e t ot a l a d v i e w s p e r d a y
Youtube ad reven u es = Vi d eo s in the US.
w at c h e d pe r da y x Av g a ds/ vid e o x
a v g c h a rg e p er a d vie w

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 I will s t ar t with th e t ota l US I n t e r vi e w er: A l ri g h t a n y th in g el s e
p o p u l a tio n a s 3 00 m wi th a n ave ra g e t h a t y o u w o u ld wa n t t o s e e i n th is ?
life expectancy of 80 y ea rs and
a s s u m e a un ifo r m a ge dist ri bu t io n . I n t e r vi e w ee: I w ou l d l i ke t o h av e a
sanity check on this a ns w e r . I’ m
E s ti m a tin g the a vg nu m ber of g e t t i ng a pe r a n num Y o u tu b e
Y o u T u be u s e rs p er da y - r e v e nu e s of = $ 10 * 36 5 = $3. 6 5
0 - 5 y rs : d oesn ’ t wat c h = > 0 billion
5 - 1 0 y rs : wa t c hes o n 5 0% of t he
d a y s = > (5 / 80 )* 30 0 * 50 % = ~10 m I kn ow that Go o g l e m a ke s ad
10 - 20 yrs: wa tc h da i ly => r e v e nu e s of ~ $1 00 bi l li on on an
( 1 0 / 80 ) * 30 0*1 00 % = ~ 4 0m annual basis of w h i ch Y o u T u be
20 - 40 yr s: wa t c h d ai ly => c o nt r i b u t e s aro un d 1 0-1 5 %. T hi s
( 2 0 / 8 0 )* 30 0*1 00 % = 7 5m brings g l o ba l y o u tu be r e v e nu e s to
4 0 - 6 0 y r s: wa t ch on 75 % o f t h e a r ou nd $ 1 0- $1 5 b i l li on.
d a y s = > (2 0 /8 0 )* 30 0 *7 5% = ~ 6 0 m
6 0 - 8 0 yr s : w at c h on 50 % day s = > $ 3 .6 5 b i l li o n f orm s a bi g c h un k o f th i s
( 2 0 / 8 0 )* 30 0*5 0 % = ~4 0m r e v e nu e c o m i ng f ro m t h e U S a lo n e . It
sounds sane g i ve n t he hi g he r
S o n o w w e h av e the da i ly vie w e rs i n t e r ne t p e n e t ra t i on i n th e cou n tr y
a c r o s s a g e s eg m en t s w e ca n go ah ea d a s c o m p a re d t o ot he r g eo g r a p hi e s .
w i th c a l c u la t in g th e da il y views -
0 - 5 y rs : 0 d ail y vie w s I n t e r vi e w er: A lr ig ht , s o u nd s f a i r, w e
5 - 10 yr s : wat ch 5 v id eos p e r d a y c a n e n d t he in t e rv i e w h e re .
= > 5 * 1 0 = 5 0m vie w s
1 0 - 2 0 y rs : w a t ch 2 0 vide os p e r
d a y => 2 0 * 4 0 = 800 m vie w s
2 0 - 4 0 y rs: wa t c h 1 0 vide os p e r
d a y => 1 0 * 7 5 = 75 0 m vie w s
4 0 - 6 0 yrs : w a t ch 5 vi de os p e r
d a y => 5 * 6 0 = 3 0 0 m vie ws
6 0 - 8 0 y r s : wa t ch 5 vide os p e r
d a y => 5 * 40 = 200 m view s

H en c e , we get th e to t a l n um be r o f
v i e w s a s = 5 0+ 8 0 0 +75 0 +30 0+2 0 0 = 2 .1
b i l l i o n vi ew s

We wi ll a ss u me th at of t h ese 2. 1
b i l l i o n v iew s, 50 % of t he m ha ve a d s
s h o w i n g u p o n t he m => T his give s u s
a to ta l of ~ 1b n a d view s p er da y.

T o ta l e st i m a t e t he a d r eve n ues, I’ ll
a s s u m e a p e r $ 1 0 ch arg e p er 100 0
v i e w s t o t he a d ver tise r s.

T o ta l ad reve n ues = 10 * 1
b i l l i o n /1 0 0 0 = $1 0 mill io n p er da y

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 Akash Shukla

I n t e r v i ew e r: E st im a te the m ar k et I n t e r vi e w ee: U n d e r s to od ! S o h er e ’s
s i ze fo r d riv er l ess ca r s. h o w I ’ l l s t ru ct u re t hi s p ro b le m as -
I’ll fo rm ul a te th e m a rke t size of
I n t e r v i ew e e: Int e r estin g! I ’ ve a fe w d r i v e rl e s s c a rs a s a p e rc e nt ag e of t he
q u e s t io n s r e g a rdin g t he pr o bl em t o t a l n e w c a r p u rch as e s i n th e U S -
s t a t e m en t b e fo re I g et in t o
s t r u c t u r in g a s o lut io n f or t he sa m e. D ri v e rl e s s c a r s u ni t s a le s = N e w c a r
S o , i s t her e a p a rt icu la r g eo grap h ic p u rc h a s e s i n the U S x Ma r ke t s h a re
a r ea th a t we a re c on s ide rin g f or t he of d ri v e rl e s s ca rs N e x t , I woul d
e s ti m a ti o n? e s t i m a t e t he t o t a l c a r pu r ch a s e s i n
t h e U S i n a n y e a r by co ns i d e ri n g th e
I n t e r v i ew e r: Yes! I w ou l d l ike yo u t o r e p l a c e m e n t c y c l e o f t he c a r -
e s ti m a te t h e m a rket si ze f or t he sa m e
in the US. New car purchases in an year = Total
number of ca rs in t he U S /C a r
I n t e r v i ew e e: Su r e . Al so, do y ou wa n t replacement cycleTo e st i m a te the
m e to es tim a t e ma rk et s ize in te r ms t o t a l n u m b e r o f ca rs i n a c ou n tr y - I
o f u n i t v ol u m es or in t er m s of to ta l w i l l s t a rt w i t h t h e po p u la t io n o f t he
v a l u e o f c a r s s o l d? c o un t r y a n d e s ti ma t e t he nu m b er o f
h o us e h o l d s i n th e s a m e b y a s s um i ng
I n t e r v i ew e r: T h at ’s a good q ue s ti on. a n a v e ra g e h ou s e hol d s i z e . Fur t he r , I
L e t' s l o ok a t it in te rm s of t h e un i t w i l l t he n mu l t i p l y t he s am e w it h a n
v o l u m e s. average car p er ho u s e h ol d
assumption -
I n t e r v i ew e e: G rea t , we c an a l wa y s
g e t to t h e t o tal va l ue b y m u lti pl y in g T o t a l nu m be r o f ca rs i n t he US =
w i th an a ver ag e u nit pr ice . S o, th a t T o t a l n u m b e r of ho us e h ol d s x A v g .
m a k e s se n s e . L a st ly , t he ma rk et s i z e c a rs p e r h ou s e h o ld
w i l l in c l u d e bo t h B2 B a nd B 2C s a le s .
S h o u l d I con si d er both? T o t a l n um b e r o f h ou s e ho ld s = T o ta l
p o p u l a t i o n / A v e ra g e h ou s e ho ld s i z e
I n t e r v i ew e r: L et s o nl y go f or t he B 2C
o r p u r c ha se s m ad e b y US h ou se ho ld s . So, d oe s this s ou nd like a fa i r
a p p r oa c h ?

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 I n te r v i ew er : Y es , t ha t sou n ds f a i r! I n t e r vi e w ee: I kn ow t h a t in t he U S,
L e ts go a hea d . Tesla is the l a rg e s t pr o du c e r of
d r i v e rl e s s ca r s . F urt he r, wit h th e
I n t e r v i ew e e: Gre a t! So , l e t' s s ta r t m o d e l 3 be i ng i ts m os t a f fo r d ab l e c ar
w i th th e US p op u la t io n of 3 00 i n th e d ri v e r le s s s e g m e nt , T e s l a ha d
million. I wi ll a ssu m e an a ve ra g e s o l d a b ou t 3 0 0 k ca rs wh i c h is a rou n d
h o u s eh ol d s iz e of 4 in t he US to g e t 1 . 6 6 % o f t h e t ot a l m a rke t s i ze . I ’ ll
t h e to ta l n u m b e r o f ho u seh ol ds in t he a s s u m e t h i s m a rke t s h ar e t o fu r th e r
c o u n tr y as - 3 00 / 4 = 75 mi l li o n i n c r e a s e m a rg i na l l y to a r oun d 2% to
h o u s eh ol ds . g e t t ot al d ri v e r l e s s ca r s s a l e a s -

F u r th e r , g ive n t ha t t h e U S is a hi g h 1 5 m i l l i o n x 2 % = 3 00 , 00 0 ca rs
i n co m e c o u nt r y co m bi ne d wit h a
m u c h h ig h er p e r cen t ag e of wome n in H e n ce , w e r e a c h a m a rk et s i z e of
t h e w or kf or c e, we ca n safe l y a s su m e 3 0 0 k d ri v e r l e s s c a rs b e in g s o ld i n t h e
t h at o n a n a v er a ge, t he hou seho ld s i n U S p e r y e a r.
t h e U S w i l l h a v e a c ar ea ch f or b ot h
t h e e l d er m a l e an d fe ma l e m e mbe rs. I n t e r vi e w er: In t e re s ti n g ! A l ri g ht , w e
H en c e , I w il l c on tin u e by assum in g c a n cl o s e t h i s y e a r.
the a ve r a ge n umbe r of ca rs p er
h o u s eh ol d a s 2 .

H en c e , w e c an for mu la te t he t ot al
n u m b e r o f c a r s in t he US a s = 7 5 * 2 =
1 5 0 m il lio n

N o w , I ’ l l est im a t e the to t al ca r s a le s
i n t h e U S on a n an nu a l b asi s. F o r th e
s a m e , u s in g m y pr io r k now l edg e , I ’l l
a s s u m e a ca r r e pl a ce me n t cy c le of 1 0
years. T h is me a n s th at ea ch car
w o u l d be r e p l ac ed by a new o n e af te r
1 0 y ea r s o f u s a ge. T his gives u s t h e
t o ta l nu m b er of c ar s sol d i n a n y e a r
i n t h e U S a s - 15 0 mi ll ion /10 ye a r s =
1 5 m i l l i on c a r s p er yea r

I n t e r v i ew e r: G re at , so n ow th a t w e
h a v e r e a c h e d t h e to ta l n umbe r of c a r
sales in a yea r , h ow wou ld you
e s ti m a te t he d r iverl es s ca rs m a r ke t
s i ze ?

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 Yuvraj Singh Bawa

P r ob le m I n t e r vi e w er: Y ou can con s i d e r

I n t e r v i ew e r: Es tim a t e Zoom ’ s d a i l y b u s i n e s s a c co u n ts fo r n ow .
s e r v er u sa g e du ring th e l ock d ow n
period C a n di d a t e s: A mo n g b u s i ne s s
a c c o un ts , s ho u l d I ac c ou nt fo r b ot h
A s k c la ri fy i n g qu es ti on s e v e n t s t re a m i n g o r j u s t p r of es s i on al
C a n d id a t e: I’ d lik e to a sk s om e c a l l s b e t w e e n e mp lo y e e s ?
c l ar i f y in g qu est ion s. My
u n d er s t a n d in g i s th at Zoom ’ s se rv er I n t e r vi e w: Y o u m a y pr oc e e d w it h th e
usage wo u l d co mp rise of t he l a t t e r.
f o l l o w i ng :
1. S t or in g in f o rm a t ion a bo u t its C o m m e n t s:
u s e rs an d t heir ca l l lo gs The c la ri fy i ng que s ti ons s ho wc a s e
2. S t re am in g t he da t a (a u dio , v id e o t h e c a n d i da t e ’ s u n de rs t a nd i ng of t h e
a n d t e x t) t o an d f r om pa r t icip a nt s d i ffe re n t t y p e s of d a t a us ag e t ha t
i n a zo om c al l Zoom may h av e a nd th e t y pe s of
3. M i s c e l la n e o us p ro ces sin g tasks u s e r s i t c a t e r s t o.
( b ac ke n d )
S t r a t e gy Fo r m u l at i o n
Among t h es e , I bel ieve t h at t he C a n di d a t e: I wi l l a pp ro a c h th i s
s e co n d p oin t wo ul d t ak e up t he p r ob l e m b y e s t i m a t i ng t he n u m be r of
m a j o r i t y s ha re of t he se rve r u s a g e . e m p l oy e d p e r s o nn el i n In d i a wo r ki ng
S h al l I p r o ce ed wit h this a s su mp ti o n ? w h i t e c ol la r j ob s . My a s su m p ti on i s
t h a t m o s t o f t h e s e pe o p le wo u l d be
I n t e r v i ew e r: Y e s, t ha t sou n ds r ig ht . u s i n g s om e v i d e o c on fe re nc i ng a pp
f o r t h e i r w ork d a y . Zo o m ha s tw o
C a n d id a t e: Do you wan t me to m a i n co m p e t i t or s t ha t I can th in k of -
a c co u n t f or gl obal u sa g e or M i c r o s o f t T e a m s a nd Go o g le M ee t.
c o ns t r ain e d t o pa rt icu l ar g eog ra p h y , H ow e v e r, Zo o m h as the ma j o r s h a re
s u c h a s I nd ia ? o f v i d e o- c o nf e r e nci ng a p p u s e rs , s o I
w i l l a s s u m e t ha t 6 0 % o f th e w h i te -
I n t e r v i ew e r: C o nside r th e u s a g e f or c o ll a r e m pl o y e e s u s e Z oo m .
I n di a.
I n t e r vi e w er: A l ri g h t , go a he a d .
C a n d id a t e: Are we con side ri n g
personal, st ude nt , or bu si ne s s
a c co u n t s ?

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 C a n d id a t e: I w ill u se the f oll o w in g C a n di d a t e: Fi n a ll y , t o g e t t he d a t a
g e n e r a l e qu a tio n: usage pe r h o u r, d raw in g f ro m my
D ai l y s er v er u sag e = # of Zoom u s e rs personal e x p e ri e nc e, a z oo m ca l l
* da t a us ag e p e r u ser f u nc t i o n s b e s t w he n I h av e a c ce s s t o
= 6 0 % of wh it e co l la r e mp lo ye e s * a t le a s t 1 M bp s of d a t a . S o I w i ll
d a t a u sa ge pe r hour * # h ou r s p e r a s s u m e t ha t a z oo m ca ll u s e s 1 M b ps
user o f d a t a in a ca l l . T h i s e qu a t e s t o 36 0
M b of d a t a i n a n ho u r.
C a n d id a t e: F i rst, I wil l st a rt wit h t he
n u m b e r o f zo om u sers . As th er e a re a S o , f i n al l y w e h a v e :
l a r ge n u m b er of jobs i n In dia t ha t a re 3 0 m i l l i o n z o o m u s er s * 2 ho ur s * 3 6 0
i n t h e m a n u f a c t ur ing an d a gr icul tu r e M b/ h ou r = 21 , 60 0 m i l l i on M b = 21.6
s e ct o r , I w il l a ssu m e th a t 10 % o f th e Tb/ day
w o r k fo rc e is em p loyed in white c o l la r
j o b s . A n d t o e s t im a te t h e wor kf o rc e , I I n t e r vi e w er: S ou n d s g ood , tha n k y o u .
w i l l a ss um e th a t 80 % of a du lts in t he
age range of 20 - 60 in I n dia are C o m m e n t s:
e m p l o y ed . I w il l a s su m e th a t the T h e c a n d i d a t e pr ov i d e s ra t i o n al e fo r
p o p u l a tio n is un ifo rmly d ist r ibu t e d e v e r y e s ti m a t e t he y ma ke . T he y a ls o
b e tw e e n th e age s of 0 -80 , s o 5 0% of s i mp li f y th e ir c al cu l a ti on s by
the p op u la t io n is in th e 20 -6 0 r o u n d i ng o ff . Th i s i s a g oo d tr ic k, as
r a ng e. # o f w hi t e c ol lar em p loy ee s= numbers can s t a rt g e t ti ng
1 0 % * 80 % * 50 % * p op u la tio n o f In di a complicated whe n s e g me nt a t i on is
= 4 8 m il lio n . 60 % of t h is i s r oug h l y done.
3 0 m i ll io n .

A m o n g t h e w h it e col l ar emp l o y e es
t o o , t h er e w o uld be a g r ad at i on in
usage ba sed on how c r i ti c a l
c o l l a bo ra t iv e tasks a r e t o t heir jo b o r
h o w m u ch t im e of thei r wor k d a y i s
s p e n t i n a m ee t ing. So f or est im at in g
data u s ag e, I wi ll c on sider t h re e
c a t e g o rie s o f u ser s:
H ea vy u se r s : > 50 % o f t he wor k d a y
s p e n t in a m e et ing => > 4 hour s
M e d iu m us ers: 1 -2 hou rs
L i gh t u se r s : < 1 ho ur

C a n d id a t e: I w i ll ma k e a si mp li fy i n g
a s s u m pti on th a t u ser s a r e dist r ib u te d
among t he se c at ego ri es rou g hl y
n o r m a l ly , so 2 0% of t h e use rs ar e
h e av y use r s , 6 0 % a re m edi u m a nd
20% are l igh t u ser s and t ha t th e
u s a g e fo r t he c a t egor ies is e x a ct ly 4 ,
1.5 h ou rs a nd 0 .5 h o u rs
r e s p e c t iv ely . So , a vera g e usa ge pe r
u s e r = 20 %* 4 + 60 % * 1. 5 + 2 0% * 0. 5
= 1 . 8 h o u r s, w hi ch is ro u ghl y 2 ho u rs .

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 Shivam Kumar

I n t e r v i ew e r: D esign a mo b il e d e s i g n . A l s o , I be l i e v e w e a r e no t
a p p l i ca t io n for an of f ice sp a ce f o c u s i ng on m one ti z a t i o n for th e
s h a r i n g b us in e s s fo r Airbn b. b u s i n e s s a s o f no w, l a t e r f or s u re ,
p l e a s e co rr e c t m e i f I a m w r on g .
C o m m e n t: T he f ir st st ep of t he H ow e v e r, I w i ll a d d re ss th e p a y me nt
c a n d i d at e is to cl a rif y a ny i s su e s be t w e e n t he o wn er and t he
a m b i gu it ie s in t he pr o b le m person re nt i ng it. Now t ha t I
s t a t e m en t. u n d e rs t a n d t h e bus i n es s , I w il l l o ok
f o r u s e r s e g me n t s , t h e n fin d t he ir
C a n d id a t e: Be f or e m o ving f ur t h er , I n e e d s , b u i l d u s e r s t or i e s , s ea rc h f or
w o u l d li k e to u n de rsta n d a b it m o re s o l u t i o ns a nd cr e a te a n M V P t o fi t
a b o u t t he p r ob l em a t ha n d . Wh a t i s t h e s e s o l u ti o n s .
the exact bu s in e ss m od el of t hi s
o f fi c e s h a r in g a p p ? Fo r whom wo u l d C o m m e n t: After u n d e rs t a nd i ng t he
w e b e d e si gn ing t he a pp , t he o wn er p r ob l e m st a te m en t , t he c a nd id a t e
o r t h e r en t er ? A n d la st l y, w ha t is th e c l e a rs all hi s / he r a s s u mp ti o ns
o b j e c ti ve of th i s a pp . b e f o re h a n d . A l s o, he / s he gi v es an
overall fl o w of how h e / s he is
I n t e r v i ew e r: Go od q u estion s. The a t t a c k i n g t h e p r obl e m . T h is he l p s t o
w h o l e b u sin es s id ea is t ha t pe op l e k e e p th e i n t e r v i e we r i n ta c t w it h th e
w i th e x t r a o ff ice sp a ce ca n re nt o u t broad view, an d aligned wi t h the
t o s t ar t -u ps o r f r eel a nc ers, Air b nb c a nd i d a t e ’ s t ho ug ht . It ’ s a l w a y s g o o d
will t ak e the em p t y sp ac e a nd t o f i r s t g i v e a hi g h -l e v e l v ie w a n d
r e mo d el i t , b u t t he ow ne r w il l ta ke t h e n g o o n t o t h e d e t a il i ng .
c a r e o f t he o pe r at ion s. W e nee d t o
d e s i g n t he ap p for bot h o wn e r a nd C a n di d a t e: T he re a re 3 u s e rs f or t hi s
t h e r e n t e r. A s o f n o w, t he o bje ct iv e is application
t o g e t a s m a n y c usto m ers a s p o s s ib l e 1. O w ne r
on board. 2. T h e p e rs on re n t i ng i t
3. A i rb n b
C a n d id a t e: Th a t ’ s hel p f u l . I am W h i ch on e s ho u l d I fo c u s o n?
a s s u m i ng th at t he pe r son wh o is
r e n t i ng t h e s pa c e is t he o wn e r, ju st I n t e r vi e w er: Y o u m ay de c id e t ha t.
t o r e du ce th e c o mpl e x it y of th e

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 C a n d id a t e: F or an y m ult i-s id ed C o m m e n t: I t ’ s a l wa y s g oo d t o b re a k
p l a t f o r m , it is im p or ta nt t o sol ve t he down t he wh ol e p ro ce s s i nt o
c h i c k e n - e gg p ro ble m. T a k in g t he i n t e r m e d i a ry s t a g e s a n d f i g ur e ou t
e x a m p le o f U b e r wh o f ir st f ocus e d o n t h e c u s to m e r i n t he s e s t a g e s , t h is
o n - b o ar d in g t h e d r ivers, I w il l a l s o h e l p s i n g e t t i n g t h e e xh a u s t iv e l i s t o f
f o cu s on ow n ers. S in ce we a re u s e r n e e d s , a nd a vo i d s mi s s i ng o f any
f o cu s i n g o n t he own e r, we mu st f i rs t i m p o rt a n t p ar t.
define th eir pe rson a . M ost ly , the
o w n e r wi ll be a p e rs on or a co mp a ny I n t e r vi e w er: F ai r e n o ug h . B ut h o w
who ha ve e x tr a sp a c e in th e i r will you p ri o r it i z e a mo n g th e
building wh ich c an be m on et i z e d. d i ffe re n t n e e d s of th e us e r?
T h e y w ill be c om fo rt a bl e in sh a ri n g
t h ei r s p a c e t o a str an ge r. I f it i s a C a n di d a t e: S i n c e w e ar e f ocu s i ng o n
c o m p a ny , th is wil l be a n a dd iti on a l M V P , I w i l l l o ok a t t h e mo s t ne e d e d
s o u r c e of m on e y. f e a t u re s w hi ch a r e 2 , 3, a nd 4. S o m y
u s e r s t o ri e s a s a n ow ne r a r e : K e e p a
C o m m en t: T he ca ndi dat e c ho s e a check on the of fi c e s u pp l i e s a nd
p a r ti cu la r us er to fo cus, bu t he/ s h e o t he r fu rni t ure , r e p l e ni s h th em
a l s o g a v e a pr o pe r ra ti ona l e f or t ha t . w h e n e ve r ne c e s s a ry I wa nt t o kno w
H e/ s h e backed it up a si mi la r t h e r e n t I w i ll g e t s o t h at I c an d e ci d e
b u s i n e ss m od el lik e o f Ub e r t o rig h tl y w h e t h e r i t i s me a n ing fu l fo r me o r
c h o o s e t he u s e r . I t wo ul d h ave be e n n o t A w a y t o i n t e ra ct w i t h t he s y s t e m
b e tt er if t h e ca ndi da te wo u ld be g o ne to c on f ir m / c a nc e l b ook i n g s and
d e e p er a b ou t t h e u ser (t he ow n er ) l ike s e t tl e m e n t s
t h ei r de m og ra p hi cs, th eir size, t he ir
l o c a ti o n et c . C o m m e n t: P ri o ri ti z i ng the
r e qu i re m e n t s i s o ne o f th e k e y ro le s
C a n d id a t e: F e w of th e need s of the o f a p ro d u ct ma n a g e r. S i n c e i t s a
o w n e r s w ou l d b e b o un d a ry s p an ni n g r o le , p ro d uc t
1. F i n din g rel iabl e p eo pl e t o re nt i t managers ar e bo m ba rd e d with
t o, a l so t h e a bilit y t o a pp r ov e or m u l t i p l e t a s k s of t he p rod u c t, f rom
d e c lin e r e q uest s the business te a m , fr o m the
2. F u r nis h an d ma in t ain t h e sp a c e e n g i ne e ri ng t e a m , fr o m t he m a rke ti ng
w i t h o ff i c e supp l ies t e am e t c, bu t th e p ro d u ct m ana g e rs
3. E s t i m a t e d r en t an d i nf or m a t ion on have to m ak e hard c a ll s on
r e n t a l p e r iods a nd ow n er ’ s ru l e s p r i o ri t i z in g t he re q ui r e m e nt s. S om e
4. P a y m e n t an d cu sto m er su ppor t o f t h e m u s e th e e ffo r t- im p a ct m a t ri x
5. S e c uri ty of t he pl a ce to do this, h ow e v e r, t he re are
m u l t i p l e o t h e r fra me w o rk s a s we ll .
T h e u se r n e e ds can be a n aly ze d by
n a v i g a tin g t hro u gh th e s te p s th e C a n di d a t e: Fo r a n MV P , I w il l ad d re s s
o w n e r w o u l d n ee d t o go t hr ou gh t he a l l th e s t o ri e s i nd i v id ua l l y fi rs t
w h o l e p r o ce ss .

S o t h e n e ed s o f t h e us er shou ld b e
i d e n ti f ied at ea c h s ta ge of t he
p r o c e s s.

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 S o l u ti o n t o s to r y 1: I n t e r vi e w er: W o u ld y ou go a he a d
D i s p la y t he list of al l t h e s up p l i es with all of these?
and fu r n it ure a v ai la bl e in t he
l o c a t io n . C a n di d a t e: N o , I w il l e v al u a t e the
P r o v id e t he ca pa b ilit y to th e p l a ce s o l u t i o ns in ea c h s to ry ba s e d on
orders th r ough the a pp i ts e l f, customer i m p ac t a nd it s ease of
A i r b n b c an pro vide su p por t. i m p l e m e n t a t i o n . A f te r t h e e v al u at i on ,
A n a b il it y t o disp l ay to t h e re nte r s I w i l l s e le c t 1 , 2 in S 1 , 2 i n S 2, 1, 2 i n S 3
w h a t a ll f ur ni tu re a nd e qu ip m e nt f o r t he M V P . Do y ou li k e me t o g o i n
i s p res en t i n t he offi ce. d e t a i l a b o ut t h e s e ?

S o l u ti o n t o s to r y 2: I n t e r vi e w er: N o , th i s i s g o od . Th a nk s
O p t io n f o r t he own er to se nd th e f o r y ou r t i m e a nd a l l t he b es t .
r e n t t o t h e p erso n r en ti n g it
R e n t e st i m a tion base d o n C o m m e n t: C a nd i d a te c ou l d ha v e
Sp a c e o cc u pi ed e x pl a i n e d h e re a b it m ore a b o u t h ow
No . o f d ays s e le c t e d t he f e a t u re s for t h e MV P ,
Sp ec ia l h o w e v e r, s i nce t he i n te rv ie we r
r e q ue st s /Cus tom i sa tion c o nf i rm e d t h e n i t ’ s fi n e . I t ’ s a lw ay s
Nu m be r of p eop l e/ e m pl oy ee s b e t t e r t o b ac k u p y o u r a rgu m en t s
w i t h d a t a a n d l og i c, i nt e rv i ew er s a re
S o l u ti o n t o S t o ry 3: l o ok i n g fo r c r it i c al t h in ki ng o f t he
A ta b to man a ge re q ue st fo r a b i l i t y o f t h e c a nd i d a te .
r e n t in g. Op tion t o c on f irm /can c e l
o r c h a t w ith a n in t er e st ed pe r s on .
H a v e a pa ym ent g a t ewa y t o p a y
full r en t in a dva nce . Pr o vid e a
w e e k ly s ettl e m e n t i nto th e
o wn er ’ s ac c o u nt .
C a n ce l l a t io ns/R efu n ds wi ll be
handled by A ir bn b in be tw e e n
s e t t l em en t s

rushikesh.kure@gmail.com
 Yuvraj Singh Bawa

I n t e r v i ew e r: D esign a n Ale x a sk i ll fo r is that of g r a ph i c a rt i s t s and

a r ti s ts /d esi gn e r s t ha t c an be designers. They use p r od u c ts l ik e
m o n e ti ze d. A d o be Il l u s t r at or , GI MP , et c. to
c r e a t e d e s i g ns r a ng i n g fr om p ost e rs
C o m p r e h e n d t h e s i tu ati o n a n d f l e x e s t o l og o s fo r cl i e nt s . Th i s i s
o n e m a r k e t s egm e nt t ha t I c an thi nk
C a n d id a t e: Le t m e ju st c la rif y t he of targeting. Th e ir ne e ds i ncl u d e
p r o b l e m s t a t e m en t . I n eed to d e s i g n s e a r c h i n g fo r a p p rop ri a te g ra p hi cs t o
a n A l ex a sk i l l f o r a rt is ts or d esig ne rs . b e u s e d i n t h ei r d e s ig n s a nd b ei ng
I a m a s sum in g t h a t t his m ea ns th a t a b l e t o c re a t e t he d e si g n s i n a ti m e -
t h e s k i ll I am desi gn i ng sha ll h a v e a e f fi c i e n t m a nn e r .
v o i c e- i n t er f ace ?
T h e s e co n d s e g m e n t I c a n t h in k of
I n t e r v i ew e r: Y e s. Y ou m a y fe e l fr ee a r e U I d e s i g ne rs wh o cre a t e m o ck
t o a dd ot he r in te rfa ces too. u p s o f a d s , a p p s , a n d w e bs it e s . T he s e
c u s t o m e r s c a n be ca t e r ed t o w it h t he
C a n d id a t e: Ok a y. Ar e w e t a r ge ti n g a v a l u e p r o p os i t i on o f ha v in g vo i ce -
p a r ti cu la r segm en t of a r ti s ts ? a s s i s t e d d e s i g n i ng .
S c u l p te r s /p a in t er s/ gr a p hi c art is ts ,
etc.? I n t e r vi e w er: S ou n d s g ood .

I n t e r v i ew e r: Y ou c a n con si de r a n y C o m m e n t: T his p ro b l e m s ta te m e n t
a r ti s ts or d e sig ne r s. r e qu i re s you to cre at e a re ve nu e
g e n e ra t in g p rod u c t , s o it i s g o od t o
I n t e r v i ew e r: Y ou c a n con si de r a n y i d e n t i f y u s e c a s e s up f ro nt t ha t ha ve
a r ti s ts or d e sig ne r s. d e m o n s t ra b l e m o ne t i z i ng p ot en t i a l.

Identify the c us to mer s & R e po r t C u t , t h ro ug h p r io r i t iz a t io n

t h e i r n e e ds C a n di d a t e: A s t he bu s i n e s s g oal i s t o
C a n d id a t e : I wi ll f ir s t tr y t o id e n ti fy have a m o ne ti z a bl e s ki l l, I wi l l
c e r t a i n u ser p e rso na s tha t the A le x a p r i o ri t i z e am o n g t he t wo p e r s ona s on
s k i l l c a n ca t er to . Am on g a rt ist s, t h e m o n e t i z a t i o n p ot e nt i a l. I a m a w a re
m o s t a t tr a c t iv e m ar k et th at ha s a t h a t A d ob e p r o d u ct s a re p ro v id e d fo r
d e m o n st r ab le m on et izati o n p ote n t ia l a h i g h s u b s c r i p t i on f e e s . T h u s , I t hi nk
t h a t p ro fe s s i o n a l g r a ph ic d e s ig ne rs

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 a r e m u ch m ore w ill in g t o pay fo r a C a n di d a t e: T he p r im a ry r e v en u e
p r o d u c t t ha t th ey ca n u se, whe re a s s t r e a m i s fr om t h e s a l e s o f t he Al ex a -
f o r U I des ign e rs, pr ot ot yp ing is a b a s e d a d d - on (w hi c h wou l d h av e t o
s e co n d a r y a c t ivit y. S o, I w ou ld be d on e in c on j u nc t io n wi t h t he
choose g rap hi c desig ner s as my g r a p h i c d e s i g n s o ft w are ). T he s ec o n d
t a r ge t u se r s . s t r e a m i s f ro m co m mi s s io n on s a l e of
p r e m i u m d e s i g n s fro m s hu t t er s t oc k.
L i st So lu ti o n s
I n t e r v i ew e r: I n w hat wa y w o ul d t h is E v a l ua t e Tr a de -o ff s
Alexa s ki ll ca te r to g ra ph i c I n t e r vi e w er: As a P M, wo u l d y ou
d e s i g n er s? w o rk o n t h i s p r od u ct t o b r i ng it to
m a r ke t ?
C a n d id a t e: Th e t ypi ca l use r jou rn e y
f o r a g ra p hic d esigne r i s: i d eat ion - C a n di d a t e: N o . My re a s o ns fo r n o t
> p l a nn in g- > se a r ch ing fo r p u rs u i n g th i s p ro d u ct to m a rk e t
g r ap h i c s/ ve ct o r c l ipa r t t o be u s e d - would be:
> d e s i g n i n g - >i t e ra t in g. One of th e 1. T h e s i z e o f t hi s m a rk e t i s v e r y
i s s u e s t ha t I u sed to fa ce w he n I s m a ll , a n d dev e l op i ng s u ch a s ki l l
w o u l d c re a te p oste r s fo r m y co l le g e w o u l d r e qu i re a lo t of pro du c t
f e s t w a s fin din g a p pr op ria t e gra p hi cs d e v e l o p m en t e ffo rt . It i s n ot e a s y
t o b e u se d o n t h e p ost er s. Tha t is o ne to s e a m le ss ly i n te gra t e vo i c e
pain po in t th a t ca n be ad dr es s e d plugins w it h s op h is t ic a t e d
a m o n g th e u se rs: sea rch f or gra p hic s s o f t wa re l i k e Il l u s tr a to r.
t o b e u se d i n t h e ir d e signs , a s an a d d 2. A m a z o n f o cus e s o n cr ea ti ng va l ue
on tool fo r s om e gra p hic design f or us e rs a n d c re a t i n g a c om p le t e
s o f tw a re . e c o s y s t e m . A s a s ki ll th a t wo u l d b e
a s e c o n d a ry a d d o n to a g ra p h ic
I n t e r v i ew e r: S o, h ow woul d t hi s s o f t wa re , t h a t wo u l d b e o pt e d by a
work? f e w g r a p hi c d e s i g ne rs , a n d th at
shows limited po t e nt i al outside
C a n d id a t e: Th e u ser ca n c al l, “A le x a , this m a rk e t , I w ou l d no t
f i n d m e a n i m a l c li p-ar ts”. Ap a r t fro m re c om m e n d d e v e l op i ng t his
a s ki n g f o r c l ip - a r ts fro m a p re mi u m p ro d u c t.
library tha t can be bui lt by
p a r tn e r in g w it h fir ms li ke C o m m e n t: T h e c a nd i d a te d ra w s o n
S h u t te r S to ck , t he u se rs ca n a lso u s e p e r s o n a l e x p e r i e nc e . T hi s g i ve s m or e
A l e x a t o m a ke u se of vo ice as si st a nc e c r e d i b i l i t y t o t he ir a s s u mp t i o n s a nd
to r a pid l y p r ot oty pe d esign s and p r i o ri t i z a t i o n c r it e r i a. They also
s t o r y b oa r ds . T hey c a n a sk f o r t he s h o w t h a t i t i s oka y t o a ns w e r th e
right e l em e n t s an d w ith a tou c h ‘Would you b ui l d thi s p ro d u c t? ’
i n te r fa c e and t he vo ice in te rfa ce q u e s t i o n ne g a t i ve ly , i f y o u ca n g i v e a
r e p o s i t i o n e l em e nt s o n t hei r c an va s l o g i c a l a n d / o r bu s i ne s s r e as o n f or
t o g e ne ra t e qu i c k desi gn s. the same.

I n t e r v i ew e r: W h a t a r e t he po ss ib le
r e v e n u e s t re a m s fr om t h is pr odu c t?

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 Mounica Rudra

I n t e r v i ew e r: D e si gn a pr oduc t f or I n t e r vi e w er: T h at s ou n d s o ka y
s o ci al m e di a a p ps to f igh t C o vid- 19
I n t e r vi e w ee: D e fi ni ng u s er n ee ds f or
C o m p r e h e n d t h e s i tu ati o n e a ch o f t h e c a t e g o ri e s
I n t e r v i ew e e: I s t he m a i n p u r pos e of
t h i s p r odu ct t o a c ces s in f or ma t i o n H e a l t hc a re w o r ke rs :
easily and red u ce m isin f or ma ti on N e e d t o c o mm u ni c a t e w i t h o th e r
g o i n g a r ou n d an d b e a r elia bl e s o u rce hospitals and g o v e r nm e n t
for data? o ff i c i a l s t o c o nfi r m p rot o c ol s to
be followed
I n t e r v i ew e r: Y es, A lo ng wit h th i s we A v a i l a b i l i t y of ki t s , me d i ci ne s et c.
w o u l d a l so u s e th is p rod uc t t o b u i l d A s th i s i s a he a v y s t r e s s p e ri od ,
s t r o ng su pp o rt comm u nit ie s in t hi s c on c e nt rat i on s ho u l d b e t he re o n
d i ff i cu lt t im es t h e m e nt al h e al th o f he a lt h c a re
w o r k e rs .
I n t e r v i ew e e: S ure, W e can a lso sh a re E x p re s s co nc e rns a n d u p da t e t he
s a fe p r a c t ice s t o be fo llo we d. s t a t u s o f p a ti e nt s e t c .

I n t e r v i ew e r: S ur e, G o a he a d C o v i d - 1 9 P a t i e nt s :
C on fi r m e d pa t i e n ts : S t e p s t o b e
Customer I d en ti f i c at i o n an d f ol l o w e d ne x t a nd a ct i o n s to b e
r e p o r t i ng th e i r n e e ds taken
I n t e r v i ew e e: I wou ld li ke to N on - co nf i rm e d p a ti e n ts : St a rt in g
s e gr e g a t e u s er s ba se d on the f ro m t e s t i n g p ro ce d u re , w h at a re
e m e r g e nc y a nd their im p a ct o n t h e t h e s t e ps to b e fol l o we d
situation. So , t he main se gm en ts
w o u l d be G ov e rn m e n t :
H ea l th ca re wor ke rs Send al e rt messages when ne w
C o v id -19 p at ien t s c a s e s a r e d et ec t e d
G o v e r n m en t G e n e r a l i n f or m a t i on a n d r ul e s t o
O t h ers ( Frie nd s , f a m il y and be f o ll ow e d - in t er ms of
e v e r yo n e el se) c on v e y i n g them to ci t i ze ns or
c h e c k i ng if they a re being
I w o u ld lik e t o first defi ne t he u s er f ol l o w e d e t c. ,
n e e d s of t he s e se gme nt s a nd pic k t he Track c on fi rm e d p a t i e nt s a nd
m o s t c rit ica l o ne t o so lve. I s t ha t re t u rn e e s fro m a b ro ad
okay?

rushikesh.kure@gmail.com
 A ct a s si n gl e c ha nnel t o a d dr e s s I nfo r m a ti o n p o rt al : T h is wi l l a ct
all t he f re qu en t co n cer ns and a s a s o u r ce w he re d o ct or s f ro m
q u e st i on s t hat pu b li c mig ht ha ve d i ff e re nt ho s p i t a ls wi l l b e a bl e t o
A ct a s a m e dium t o l et pu blic kn ow update d i ff e re n t re q u i re m e n ts
of th e n ew sc he m es by t h e y h a v e (l i k e bl o od , p l a s m a, P P E
g o v er n m en t kits e t c ., ) a nd u p d a te mu l ti p le
things like num b er of p a t i e nt s
A l l t h e ot h e r u s er s e t c . , a n d b eca u s e l ar g e a m oun t of
A ct a s si n g l e t ru ste d sou r c e f o r a ll people a l re a d y us e d i ffe re nt
t h e in f or m a ti on p l a t fo r m s t hi s w il l be he lp f u l
P r o t oc ol s to be fol lowe d as One of the ot he r obj e c t iv e s in
a d v ise d by W HO and o th e r t h e s e t im e s i s m o ra l e bu i l d i ng . I f
g o v er n m en ts w e e n a bl e u s e r s on fa c e b o ok t o
a p p r e c i a t e th e re a l wo rl d e v e nt s
F o r th e pu r pose of th is i n t er vi e w I h a p p e ni n g a rou n d th e m , t hi s
w o u l d lik e t o a d d r ess th e issue s f ac e d would ac t as a m o ti va t or fo r
b y h e a l t h ca re wo rk er s a s t hey a re t he h e a l t h ca re wo rk e rs i n t he s e t ou g h
o n es m os t i m p a ct ed and h ave to t i m e s . T h i s c a n pr ob ab l y i nc l u d e
s p e n d lo n g ho ur s at hosp it a l, a wa y sending a pp r e c i a ti on s t or i e s to
f r o m fa m ily a n d ar e re a ll y im po rt a nt t h e i r p ro fi l e , o r g i v e s o me ba d g e s
for us to catch a ho ld of t he o r r at i ng s o n d i ffe re n t p l a t fo rm s .
situation.
W h i le s u g g e s t i n g t h e s e y ou ma y fa c e
To d ef in e t h e se p er son as a li t t l e s o m e q u e s t i on s l i ke b y w hom , wh o
more, t he y are m os tl y d oc t o rs , w i l l s u p p o rt t h e p l a t fo rm a n d fu n di ng
n u r s e s , h os p it a l st a ff a n d ot her s ta ff e t c. , be c a re fu l to not q u ot e
related to he al t hc ar e. T he s o m e th i n g t ot a l l y un re al i s t i c.
a s s u m pti on he r e w il l b e tha t mo s t o f
t h es e p e o p le a r e w el l c onn ec t ed wi th C u t t h r o ug h p r io r i t iz a t i on
t e c h no l o gy an d ar e o ft en 2 5 yea r s or T o c o m e u p w i t h t h e p ri or i t iz a ti on
older. l i s t l e t’ s c on s i d e r e ng i ne e ri ng cos t s
a n d t h e n u m b e r o f p e op l e th is w i l l
P o s si b le s o lut i ons - he al th ca r e i m p a ct .
w o r k e rs esp e ci al ly d o cto r s an d S o , i n m y o pi ni o n t he I n fo rm a ti on
nurses portal has th e hi g he s t ROI
I n t h e p ro ble m s m e nt ion ed a bo ve f or a m o ng s t th e s u g g e s te d o p ti o ns
the h e a lt h ca r e wor k ers I w o u ld b e c a u s e i n t h e s e to u g h ti me s, i t i s
s u g g e s t t he fo l l owin g so lut ion s hard to get c orr e ct data a nd
Online c o un sel lin g app to h a r d e r t o fu l f il l t he re qu ir e me nt s
h e a l th ca re w or kers wor ki n g n e e d e d . T his m i gh t a c t a s o ne o f
d i r e ct l y w i th Co vi d pa t ie n ts: T h is t h e w a y s i n bri d g i ng th at g ap .
will be a va il abl e fo r b ot h T h i s c a n b e fol l o we d b y On li ne
h e a l th ca re pr of essi ona ls an d t hei r c ou ns e l l i n g a pp as ke ep i ng
f a m ilie s t o hel p t he m ge t t hro u g h d o c t o rs m e n ta l l y he a lt hy is a l s o
t h i s s t r es s f ul sit u a tion c ri t ic a l.

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 A t t he en d we ca n h ave f a ce b oo k Summary
s t o ries w he r e ot her s ca n T o s u m m a ri s e , d a ta h a s a c r u ci a l rol e
a p p rec ia t e t he rea l w ord t o p l ay t o un de r s ta nd t he s p r ea d of
h a p p e n in gs t o in cre ase m o ral e o f disease, c a p a c i ty of w ork fo rc e we
d o c t o r s a n d nu r se s. h a v e , n e c e s s i t y o f m e d i c a l e q ui p me nt
e t c. , s o t h e p r oce s s o f d a t a s ha ri n g
S u cc e s s m e t ri c s s h o u l d b e s e am l e s s , f or th is r e a so n
# p e op l e u sin g th is se r vic e (i n t h e i d e a of a n i nfo r ma t i o n p o rt a l i s
t e rm s o f r egio ns, p r ofe ss ion s i n a p r i o ri t i s e d .
time f r am e l ik e 1 mon t h s , 3
m o nt h s et c.,) - hel p s us
u n d e r st a nd t he a t tr a cti ve n es s o f
o ur f e a t u res
#of r e q uest s an sw er ed by
g o v er n m en t of fici al s in t er ms o f
s u p p ly i n g kit s, fil l in g up
v a c a n cie s, ad d re ssin g c on c e rns
(c o nv e r t e d ) - on da il y bas is

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 Jayant Jain

I n t e r v i ew e r: D esign a n ew bi c y c le R e s i d e nt s:
r e n t i ng a p p t o b e u sed in a co lle g e ’ s Co l l e g e s tu d e n t s : T he y w ou l d
c a m p u s. be y o u n g ( g e n er a l l y , 18 y rs t o
30 yrs) and tech s a v vy .
I n t e r v i ew e e: S o w e h a ve to de si gn a H o w e v e r , t he y wi ll ha v e l o w er
b i cy c l e re nt ing a pp lic at io n f or t he w i l l i n g n es s t o p ay . T he y mi g ht
people sta y in g in l a rge c o ll e g e use t he b i cy c l e s fo r fa s t e r
c a m p u se s. I w a n t t o c onf ir m tha t th e c o m m u t i ng b e tw e e n h os t e l s
g o al o f th i s p r o du ct wil l be t o pro v i d e a n d a c a d e mi c com p le x e s, a n d
a n e a sy m o de of co m m u t e f or t he fo r l e i s u re ca m p u s ri d e s .
c o l l e ge ’ s re s ide nt s? A lso , wil l t h e s e Fa cu lt y me mb e r s: T h e y o u ng er
b i cy c l e s be a l l ow ed to be dr i v en s e c t i on of fa cu l t y me m be rs
o u t s i d e c am p u s ? m i g h t b e i n te re s te d i n u t il iz i n g
the b ic y cl e s f or co m mu t i n g
I n t e r v i ew e r: Ye s, this i s t h e g oal . T he within ca mp u s. T h e ir
b i cy c l e c a n b e drive n on l y in side t h e w i l l i n g n es s to p ay w oul d be
c a m p u s. hi g h e r t ha n th a t o f s t u d e nt s .
Co l l e g e s t a ff : T he y w ou l d
I n t e r v i ew e e: The n t his can be a c o m p ri s e g u a rd s , me s s wo rk e r s
m o b il e a p pl ica t ion , t h u s, g ivin g u se rs a n d w o rke r s i n fo od out l e ts .
t h e f l e x ib ilit y to pla n t he co m mu te Fe we r of t he s e wi l l be t ec h
from a ny w h e re . M ovin g f orw ar d, I savvy and h a ve h ig he r
w i l l fi rs t i de n ti f y t h e c u st om e rs f o r w i l l i n g n es s to pa y t ha n
the p ro du c t , t he n lis t down and s t u d e nt s . T he i r m ai n g oa l
p r i o r i ti ze th ei r ne e ds. Th en , I w il l w o ul d b e to t ra v e l fr om o ne
b r ai ns t or m t he so l ut io ns and l oc a t io n t o a n ot h e r fa s t e r a n d
p r i o r i ti ze a m on g th em f or t he MV P . c a rr y g o ods .
Lastly, I will d ef in e t he s uc c es s V i s i t o rs : T h ey may v is i t the
m e t r ic s f o r t h e p rodu ct . D oes t hi s c a m p u s d ur i ng fe s ts , con f er e nc e s
p l a n l o ok go o d ? and c o m p e ti ti o ns . T h ei r
w i l l i ng ne s s t o p a y m i g ht b e hi g h e r
I n t e r v i ew e r: Y e s, p l ea se co n ti n u e. when c o m pa r ed to r es i de nt
s t u d e n t s . T he ir g oa l wo u ld b e t o
I n t e r v i ew e e: The re ca n b e f oll ow i n g t r av e l f ro m d o r ms to event
t y p e o f u s e rs : l o ca t io n s f a st e r and s ig h t s e ei ng .

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 Whom sh a l l I f o c us on f or t h is 5 . S h e w i l l e n d th e ri d e a ft e r r e ac h i ng
i n te r v i e w ? t h e d e s ti n a t i on s o t h a t s he ca n s t op
the meter fro m c ha rg i n g he r
I n t e r v i ew e r: L ets f ocu s on s tu de n ts . anymore.

I n t e r v i ew e e: Su r e . I w il l f ir s t li s t 6. She w ou ld w a nt to m a ke th e
d o w n t h e ne ed s of a s t u de nt as p er p a y m e nt t hr ou g h the a pp s s he
t h ei r u s e r jou r n ey . c o m m o n l y u s e s s o th at s h e d oe s n 't
1 . A s tu de n t w ou l d wa n t t o fin d t he h a v e t o m a i nt a i n a n e w w a l l e t .
n e a r e s t a va i l ab l e b ic ycl e so t ha t s he
i s a wa re o f w h er e t he b icycl e c a n be 7. She wo u l d w a nt to g en e ra t e
p i c k ed f r om . F u rt he rm or e, she wo u l d r e c u rri n g bi cy c l e b o ok in g re que s ts s o
b l o c k t he bi cy c le f or so m e time s o t h a t s h e c a n h ave a m o d e to c om m ut e
t h at n o on e el s e t ake s it by t he t i m e f o r e a c h o f h e r c la s s e s .
s h e r e a ch e s th e re.
8 . S h e m i g h t w an t t o s y n c hron i z e h e r
2 . S h e m i ght n e ed dir ect io ns t o re a c h academic c a l e nd a r w i th b ic y c le
t h e n e a re st bic yc l e st a n d. b o o ki n g so that a bi c yc le can be
t e nt a t i ve l y b lo c ke d for h e r.
3 . A fte r r e a c hi n g t he loca tion , sh e
w o u l d ha ve t o id e nt if y h er bic y cl e F o r M V P , w e w o u ld i ni ti a l ly fo cu s on
a n d u n l o c k it t o st a rt t he ride . f u lf i l l i n g t h e f o l l o wi ng ne e ds s o tha t
s t u d e n t s re nt t he bi c y c l e fo r e a s y
4 . N e w st u de n t s m igh t wa n t t o b e c o m m u t i n g : 1 , 2 , 3, 5 , 6 .
n a v i g a te d to t he dest in a ti on .
Students wi ll al so r eq uir e an B r ai ns t or m i ng fe w f e a t u re s f or MV P
e m e r g e nc y co n t a ct n u mbe r w ho m of m ob i l e ap pl i c a ti on a nd also
t h ey ca n r ea c h ou t i n ca se t he bi cy cl e m e a s u ri n g t h e i r im pa c t:
b r e a ks in th e r o u t e.

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 B a se d on th is, I wil l p r iorit ize t he fo llo wi n g fe a tu re s: 1 , 2, 3 , 8, 10 , 11 , 1 2 , 1 3 , 16 .

T o m e a s u r e t he su cc ess o f t he p ro d u ct, I wo ul d tra ck t he fol l owi n g m e tr ic s :

N o . of ap p d own l oads pe r m on t h
N o . of ne w registr at io n s p e r m ont h
N o . of rid e s per m o nt h
A v e r a g e du ra t ion o f a r i d e
A v e r a g e dis ta nc e o f a ri de
P e r c en ta ge of p ick u p s f r om ea c h p o i nt
P e r c en ta ge of dr op s f rom ea ch p o in ts

W o u l d yo u l ike me t o d o som eth ing mor e?

I n t e r v i ew e r: T his is g ood. T ha nk y ou !

rushikesh.kure@gmail.com
 Yuvraj Singh Bawa

I n t e r v i ew e r: H o w w ill yo u m ea s u re E ng a g e m e n t: T he y c an e xp a n d t he
the s uc ce ss of W ha ts Ap p’ s in- a pp video to full s c re e n, or s t op
v i d e o p l a y in g f e at u re? v i e w i n g by cl i c ki n g o n t h e cl os e
b u t t on
D e sc r i b e th e fe at u re & i ts go a l A l t e rn a t e l y , t he y c a n c li c k o n t he
C a n d id a t e: Fi r st , I w ou ld li ke to Y o u T u be b ut t o n t o be t a ke n to t he
describe t he fe a t u re an d my Y o u T u be a p p
u n d er s t a n d in g of its objec t i v e . If t h e y ch os e th is op t i o n , t hey
W h a t s A p p h as i n tr od u ced a n in - ap p c a n e i t h e r con ti n ue b ro w s in g
v i d e o p la yin g f ea tur e , w her eby us e rs on YouTube (L e ak a g e) , or
c a n p l a y You Tu b e vi de os f r om w it hi n re t ur n t o W ha t s Ap p
t h e c h a t w in dow i tse lf . I t hin k t he
o b j e c ti ve of t h e f ea t ur e is t o k e ep t he Q ua nt i fy be h a v io ur i n t he c ust o m e r
u s e r s w it h in t h e a p p c on t ex t , s o t h a t j o ur n e y
t h e t i m e sp en t o n W ha t sA pp c an b e C a n di d a t e: S i n c e t h i s f e at u re w ou ld
i n cr e a sed . T h e re a re t hre e t ype s o f b e a v a i la b l e o n l y on p h one s wi t h a n
i n te r a c t io n s t h a t can be done w he n A n d ro i d v e r s i o n t h a t s u p p ort s in -a pp
t h i s f ea t u r e is i n u se : w i n d o w s , a nd an u p d a t e v e rs i on of
1. E x p an d t he vide o to fu ll s cr ee n the app, all t he m e t ri c s s h ou l d
2. C l o se t h e v ideo a c c o un t f or th a t .
3. W a tch th e video on You Tub e b y
c l i c k in g on th e You Tu be i con Activation
% o f u s e r s th a t p l a y a li n k th e y a r e
I n t e r v i ew e r: T ha t so un ds g oo d . sent
P l e a s e pr oc e ed . R e l a t iv e a c t iva t io n ra t e: % of u se r s
with this fe a t u re a v a i l a bl e th at
W a l k t hr ou g h t h e cu st o mer j ou r n ey play a video v/s % of users
C a n d id a t e: Th e us er ’s j our n ey f or w i t h o u t t he f e a t ure wh o p l a y a
u s i n g t his f e a t u re wo u l d l ook l ik e v i d e o ( w h i ch o p e ns t he Y o u T u be
this: app instead)
A ct iva tio n: The use r rece i ve s a
link to a Y ou T ube vi deo on Engagement
W h at s Ap p % of u s e rs w ho p l ay e d t he l in k an d
E n g a g em e n t: T hey cli c k on the w a t c h e d t h e v i d e o (e i t h er pa r tl y
l i n k , a n d t he vid eo s t a rt s pla y i ng o r w ho l l y )
w i t h in t h e ap p

rushikesh.kure@gmail.com
 R e l at iv e r et u rn ra te : % of u s e rs W r a p up
w h o s t a y e d in Wh a t sAp p af t er t hey C a n di d a t e: T o s um ma r iz e, t he i n- a p p
s t o pp e d w a tc hin g t he vi d e o v/ s % v i d e o p l a y i n g f e a t u re i s a n e ffo r t by
o f u se rs w ith o ut th e fe atu re wh o WhatsApp to b o os t t im e s pe n t by
r e tu r n to W ha t sAp p a ft e r w at ch i n g users within W ha t s A p p as we ll as
t h e vid e o e n a b l e m or e m e d i a c on s u mp t i o n for
T i m e s p e n t on W h at sA pp b y u s e rs users. P ri m a r ily , th e re l a t iv e
w i t h t h is fe a tu r e v/s with ou t t hi s a c t i v a t i on a nd r e te nt i o n r at e s w il l
f ea t u re help e v a l ua t e t he s e va l ue
p r op o s i t i on s o f t he fe a tu re .
L e ak a g e :
% o f u s er s wit h the fea t ur e o pt i n g
t o v ie w th e video o n Yo uT u be
% o f us er s wh o o p t ed t o v iew th e
v i d eo on Y o uTu be th a t r e t urn e d t o
W h at s Ap p

E v a l u at e t he m e tri c s
C a n d id a t e: T h e en g a ge m ent m e tr i cs
w i l l g i ve a pi ct ur e of whe ther th e
f e a t u r e ha s b o ost ed t ime s p e nt on
WhatsApp and w he th er it en a bl e s
users to e ng a ge w it h YouT ub e
c o nt en t m o re f req u en t l y.

E a se o f m e a sur e me nt : The m e t ri c s
can be e a s il y tr a c ked by l o g g i ng
a c t i o n s o f t h e u sers.

rushikesh.kure@gmail.com
 Shivam Kumar

I n t e r v i ew e r: H ow d o you me as u r e th e these a c co u n t s . Co nv e r s io n m ig h t
success of the I nst a gr a m s t o ry m e a n d i f fe r e n t t hi ng s fo r d i ffe re n t
h i g h l i g ht s f e a t u res? a c c o un ts , fo r i ns t a nc e , f or th e
personal a c c o u nt it c ou l d me a n
U n d e r s ta n d t he fe atu re a nd it s increased fo l l ow e r s/ li k e s, fo r
o b j e ct i ve business a c c o u nt s , it c ou l d me an
C o m m e n t: T he fir st st ep f or d ec i d i ng i n c r e a s e d p rod u ct s a l e s e tc .
p r o d u c t m e t r ic s is t o un de rst a n d t h e
p r o d u c t o bj e ct i ve s w el l. Also, I n s t a g ra m has in t ro d uc e d a
s t o r y a rc h i v e f e a tu r e w h ic h i s the
C a n d id a t e: I wou l d l ike t o cl ar if y my b a c k b o n e o f h i g h li g ht s f ea t ure . S o,
u n d er s t a n d in g of th e I nst ag ra m s t ory even a ft e r 24 ho u rs of posting a
h i g h l i g ht fe a t u re a n d i ts obje c ti ve . s t o r y , y ou c an g e t t ho s e st o ri e s i n
Y o u m a y in te r r up t a n d corr ect m e i f t h e a rc hi v e .
my u n d er st a n d in g is wr o ng. So ,
b a s i ca ll y , t he Ins tagr a m s t ory I n t e r vi e w er: B a n g o n. Y ou a re r i g h t,
h i g h l i g ht s is a f ea t ure t o d esc ri be a please go ahead.
p a r ti cu la r a c co u n t in cr isp se l e ct e d
s t o r ie s . The int en t ion of the C a n di d a t e: Th a nk s . S o, u s e rs can
h i g h l i g ht s c ou ld be m ulti pl e. For make a ny ol d s to ri e s a hi g hl i g ht ,
i n s t a n ce , if w e t alk of a ph ot ogra p h y which wi ll be pr e se n t on the
p a ge , t he hig h l ight m ight i n clu d e i t s I n s t ag ra m a c c o u n t u nt il a n d u nl e s s i t
b e s t p h ot o w or ks t o in di ca te t h e l e v el i s re m o v e d m a n u a ll y b y th e ac co u nt
of qu a l ity to its c lien ts . If t he o w n e r. It ju s t ac t s like k ey
I n st a g r a m page is ab ou t a t ec h h i g h l i g ht e d p os t s fo r t he ac co u nt .
product, it s hi ghli g ht may in c lu d e These h ig h li g ht s a re l i ke small
h o w to u se t h e p ro du ct in st epw i s e , c i rc ul a r i co n s , s i mi la r t o s t or y i co n s
or m a y be th e a nswer to the p r e s e n t o n t op of a l l o f t he p o s ts on
f r equ e n t l y a sk e d q ues ti ons a bou t t he t h e a c c ou nt p a g e .
product. S o, t he object ive of th e
s t o r y h igh lig ht s fea t u re i s to r e d uc e S o , t h e re a re t w o s t a k e h ol de rs in t hi s
viewer’s t im e to u n der st an d/ kn ow system:
a b o u t th e I n s t ag r a m p rof il e/p ro d uc t
i n a sh o rt s p a n of time an d t hu s
i n cr e a se t he co n ve rsi on ra t e f or

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 A cc ou n t ow ne r : The a cco unt Engagement: Th e e ng a g e me nt h e re
o wn er f o ll o ws the b el ow s t ep s : i n d i ca te s w h e t h e r t h e a cc o unt ow ne r
Cl ick on t he n ew b u tt o n on i s a b l e t o e n g a g e wi t h t h is fe a tu r e o r
a c co u n t pa ge not, ba s i c a l l y th e hi gh li g hts t he y
Se l ec t t he I n st ag ra m s to ri es t o created. For a cc o u nt v is i to r s, t he
be h i g h l igh te d engagement d e p e nd s on va ri ou s
Co nf irm t he st or ie s to m a ke o t he r f a c to rs li k e t im e s p e nt by
th em t h e hi ghl ight v i s i t or s on o th e r’ s a c co u nt s e e i ng
A p a r t fr om t hi s, t he re is on e mo r e t h e s e h i g h li g h t s a n d s o on.
w ay to ad d I n st agr a m hi ghli g ht s . P e r c e n t a g e o f nu m b e r hi g h l i gh ts
Once t he use r ha s p ost ed o ne c re a t e d to t h e nu m be r o f s t o ri e s
I n st a g r a m s t o r y , t h ey ca n vi sit t he i r p o s t e d p e r us e r pe r mo nt h .
story and cl ick on t he h ig h lig ht s P e r c e n t a g e o f nu m b e r hi g h l i gh ts
b u tt o n be lo w . T hen c on fir m t o m a k e c re a t e d , f ro m a cc ou nt p ag e to t he
i t a h i g hl i gh t. n u m b e r o f st or i e s p o s t ed p e r us e r
p e r m o nt h .
A cc ou n t visit or: O n ce a user P e r c e n t a g e o f nu m b e r hi g h l i gh ts
v i si te d th e In st ag r am acc o u nt , c re a t e d , from s t ory p a g e to th e
t h e y c a n see a ll the highl ig h te d n u m b e r o f st or i e s p o s t ed p e r us e r
s t o ry in cir cul a r i co ns on t he p e r m o n th .A v e ra g e t i m e s p e nt on
a c c ou n t pa ge . Th en th e y ca n cl ic k w a t c h i ng ot he r ac c o unt ' s
o n t he h i gh l ight of t h ei r c h o ic e h i g h l i g ht s p e r us e r p er m o nt h .
a n d t h ey w ill b e a bl e to g et t he
s t o ry l ike a ny ot h er Ins ta g ra m C o n v e rs i on : T h e wh o le p ur po s e o f t h e
s t o ry. f e a t u re i s t o i m p ro v e th e c o n ve rs i o n
for users. So, o nc e a user has
I n t e r v i ew e r: Y e s co rre ct , y ou h av e engaged with ot he r’ s h i g hl ig h ts ,
g o t t h e pr od uc t co rrec t ly . Now t e l l h e / s he should be a bl e to q u ic kl y
m e , h o w wil l we m ea sur e it s suc c e s s . u n d e rs t a n d a b o u t t h e ot h e r’ s a cc ou n t
a n d m a k e d e c i s i ons w he t he r to f ol l ow
C a n d id a t e: Le t ’ s go t hr oug h th e o r n o t , w he t he r t o bu y t he ir p rod u ct
c u s t o m er jo u r n e y in p h ases . I ha ve o r n ot e t c .
a l r e a d y e x p la in e d t he d et a il ed s t e p s A v e r ag e time spent on a n o th e r
for b ot h t he a cco u nt own er a nd a c c o u nt ' s page per us e r per
visitor. No w , let ’ s get i n to t he m o n th .
c u s t o m er j ou r n ey sta ges. Percentage of hi g h li g ht vi e we rs
f ol l o w i ng ot he r’ s pa g e per user
Awareness: Th e a cco un t o w ne r p e r m o nt h .
s h o u l d be m a d e a wa re t hat s u c h a Percentage of hi g h li g ht vi e we rs
f e a t u r e ex ist s. I t is cur r ent l y b e i ng o rd e ri ng s erv i ce s fro m o t h er ’ s
d o n e at t w o p l ac es, on t he a cc o unt a c c o u nt p e r u s e r p e r mo n t h
p a ge a n d o n t h e st or y pa ge . A v e r ag e time s p e nd on o t he r ’ s
Average # of ti me s hig h l i g ht a c c o u nt be for e fo ll o w in g t he m p e r
b u t t on c lic ks pe r st ory on th e u s e r p e r mo n th
s t o ry p a g e A v e r ag e time s pe n t on o t he r’ s
Average # of ti me s hig h l i g ht a c c o u nt be fore p l ac i ng t h e o rd e r
b u t t on c l i c ks on the a cc o un t p a g e f or their prod u ct s / s e r vi ce s pe r
p e r a c c o un t p age v isi t pe r us e r u s e r p e r mo n th .

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 C o m m e n t: A lw ays t r y to qua n ti fy t h e me t r i c s l i ke w ha t i s t he t im e r a n g e we a r e
t a l k i n g a b o u t , is it pe r m on th , i s i t p e r d ay e tc . A ls o , e a c h s t a g e o f t he p ro du c t
h a s d i ff e r en t obje ct ive s a n d t hu s t h e met r i cs sh o ul d b e a l ig n ed wi th t ha t . T hu s ,
w e m u s t be f ir st c le ar w hat w e ex pe ct fro m a pa rt i cu l a r s ta g e , f or i ns t a nc e , wh a t
i s ex p e ct e d ou t of Aw ar en ess s t a g e, or co n v er s i on s t a ge a n d t he n a l ig n yo u r
m e t r ic s to t h ei r o bj ec tiv es.

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 Premnandhakumar K

I n t e r v i ew e r - Yo u are a p r od u c t D i s t r i b uti on o f 5 s t a rs vs 1 s t a rs
m a n ag e r at a l e ad i ng E-c om m e rc e Signup
c o m p a ny . W ha t w ill be th e met ri c s N u m b e r of ne w r e g i s tr a ti on s
t h at y o u w ou l d f ol l ow / o bs er ve ? Number of e x is tin g
re g i s tr a t ion s u s i n g i t f or t he 1 s t
C a n d id a t e - W ha t ar e t he pl a t for ms t i m e (S wi t c hi n g t o t he mo b il e
o n w h i c h t h e c o mp a n y e xit s? a p p f r om t h e i n t e rn e t s i te )
% o f l og ged -i n c u s t o m e rs
I n t e r v i ew e r - T he co m pan y h a s a B ro w s i ng t h e p ro d u ct
p r e s e n ce bo t h i n a m obile a ppl ic a ti on T o t a l S e arch e s t hr o u g h u s e rs
a n d o n th e int e rn et pl a tf o rm. The number of o rg a n ic
searches for a pa r t i cu l a r
C a n d id a t e - O ka y. The poin ts of p ro d u ct
c o ns i d er a ti on f or a PM ar e Reve n u e , Number of r e co m m e n da t io ns
U se r Ex p er ie n c e a n d Of fe rin g lis t i ng s l a n d i n g to t he p ro d uc t p ag e
t o e ns u r e t ha t the re a r e p le n ty o f A d d i n g t o t he c a r t
c h o i ce s. N u m b e r of p ro d u c t s a d de d t o
t h e c a rt
F o r a m o b i le a p p l ica tion , i de nti fy th e V a l u e o f the c ar t
j o u rn e y o f t h e co nsu m er t hr ou g h t he Number of p r od u c t r em o va ls
app. fr o m th e c a rt
P u r c ha s e
I’d l i ke to fol low t he cu stom e r Ca rt to fi na l p urc h a s e
j o u rn e y and qu an t ify c ustom e rs c o n v e r si on
b e h av i o u r a t d if fer e nt p oin t s o f th e Ca nc e l le d p u rc ha s e s
j o u rn e y . Number of tra nsa c ti o ns in a
period
D o w n l oa d t he a pp t hr ou g h G o og l e S i z e o f t ra ns a c ti on s
or apple pl a y st or e. So the A f t e r P u r c h as e
q u a n ti f ia ble m et rics a re R e t u rn ra t e - % of pr o d uc ts
Nu m be r of d own l o ad s per d a y t h a t a re re t urn e d o u t o f t ot a l
Nu m be r of d ow n lo ad s pe r sales
m on t h R e f u n d ra te - m one t a r y v a lu e
Nu m be r of u ni nsta lls pe r mo n th t h a t i s r efu n d e d ou t o f t h e to ta l
(t o id e n tify t he c hu r n r a te ) sales
R a tin g on t he p l a y st ore p a g e N u m b e r of s e rv i c e c al l s

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 F o r a n e- com m e rce sit e, ide n ti f y th e Ca nc e l le d p u rc ha s e s
j o u rn e y o f th e c o nsu m er Number of tra nsa c ti o ns in a
period
I ’ d l ik e t o fo l l o w a s imil a r pr o ce d u re S i z e o f t ra ns a c ti on s
for i d e n ti f yi n g th e m et ri cs to be R e a ch e s ou t in c a s e of is s u e s
f o l l o w e d f or t h e w ebsi te. R e t u rn R at e
G o o gl e s ea rch es R e f u n d Ra te
G o og l e Sea r ch O r g a ni c S u p p ort ca ll s i n ca l l c en tr e
Im p r e ss ions - Num b er of C om e s b a c k a nd s t ar t s a l l o v e r
i n st a n c e s w hen t h e c us to me r again
se es t he we bs it e in G o og l e R e t e n ti on R a t e
se a rc h r esul t s. Fr e qu e n cy o f u s a g e
R a nk on Googl e se ar c h e ng i ne R e t u rn on In ve s tm e nt
r e sul ts Cu st om e r a cqu i si t i on co s t
Cl ick - T hro ug h Rate - % of M on th - on-M o nt h g r ow th
i n st a n c e s whe n the w e bs i t e Ch u r n r at e
ge t s cl i ck ed out of all th e S t i c k i n e ss
i m pr e ss ion s thro u gh se a r ch D a i l y / Mon t hl y a c t i v e u se r s
r e sul ts . D a i l y s e ss i on s p er u s e r
CT R on p aid Ad s - % of S e s s i o n du ra t io n
i n st a n c e s whe n the w e bs i t e L i f e t i m e t o da t e
ge t s cl i ck ed out of all th e Cu st om e r L i fe t i m e V a lu e
i m pr e ss ion s th rou gh p aid a ds . A v e ra g e re v e n u e p e r us e r
V i si t s t h e p rod uc t
To t al U sers T h e M e t ri cs t ha t a re r e l e v a nt f or t he
Or ga nic sea rc hes company:
B r o ws e s t h e p ro du c t R e t u rn o n I nv e s t m e nt
Bo u n ce Rate - % o f visit ors wh o C us t o m e r a cqu i s i ti on c os t
en t er t h e sit e a nd t hen l e av e R e t e nt i o n r at e
r at he r t ha n c on ti nui n g t o v i e w C hu rn ra t e
ot h er p age s w it hi n t he s a me Stickiness
sit e. D a i l y / M on th l y a c ti v e us er s
Pa ge s/ Sessi on - N o o f p a g e s D a i l y s e s s i o ns pe r u s e r
vis it e d per se ss io n. S e s s i o n d u rat i on
Ti m e on Sit ed . E x it ra te on L i f e t i m e t o da t e
Pr o d uc t pa g es C us t o m e r L if e t im e V a l u e
R e g ist er s T h e a v e r a g e re v e n ue p e r us e r
% o f L o g g ed I n Use r s out of M o nt h -o n - Mo nt h g ro w t h
To t al u sers
% of N e w Si gn u p s T o s u m m a ri z e , t he c u s t om e r j o urn e y
A d d s t o Ca r t i s a l m o s t t h e sa m e f or we bs i t e a n d
Nu m be r of it e ms i n ca r t pe r m o b i l e a p p ex c e p t fo r t h e d i s c ov e ry
us e r p a r t, w hi c h h ap p e n s v i a S e ar c h a nd
Ca rt Ab an d on me nt R at e - t he P l a y s t o re re s p e c t i v e l y . T he
r at e at whi ch t he c u st om er q u a n t i fi a bl e m et ri c s a cr os s th e
a b a n do n s the c ar t i n st ea d of customer jo u r n e y a re e nu m e ra t e d
m ak i n g a pur ch as e h e re . Fi n a l l y , we a l s o l is t e d d ow n t he
Pays m e tr i c s that t he c om p an y s ho u ld
Ca rt to fin al pur c h a s e follow.
co n v er sion

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 Jayant Jain

I n t e r v i ew e r: Y ou ar e t he D ig i ta l I n t e r vi e w er: Y ou ca n d e fi ne t he
P r o d u c t M a n a g er of B ig Ba sk et . W ha t m e tr i c s f or o nl y th e we b s it e fo r now .
w o u l d be t he m et ric s y ou w oul d l ike
t o f o l l o w? I n t e r vi e w ee: S u re . T he va l u e of
o r d e rs ca n b e f o rm u la t e d a s f ol l o ws :
I n t e r v i ew e e: Oka y , f ir st I w an t t o
c o nf i r m t ha t m y u nd er st a nd ing o f B i g T o t a l V a l u e = # of o rd e r * a ve ra g e
B a sk e t is c or r ec t. Big Ba sk et i s a n v a l u e p e r o rd e r
I n di an fo od a nd g ro c er y s t or e e- # o f ord e r = # o f v i s i t or s * % of
r e ta i l s t or e. A u ser can orde r e di b le Viewed/added i te ms to c a rt * %
p r o d u c t s a n d get t he m del iver ed a t b o ug h t t h e i te m s
t h ei r do or st e p. Th ey h av e also # o f v i s i t o rs = # of ne w vi si t or s + #
c a t a l o g ed fe w othe r pr od uct s l i ke o f re t a i n e d v i s i t or s .
a l u m i n iu m f o il an d mu gs. M or e ov e r,
t h e u s e rs ca n us e both a mobi le a pp The user wo u l d go t h r ou g h the
a n d w e bs it e f o r pl a cin g an or der . f o l l o w i n g jo u r n e y :
T h e us e r e i t h e r la n d s t he h o me
I n t e r v i ew e r: Y es, you may m ov e p a g e t h ro u g h u rl o r th e p ro d u c t
f o r w a r d. p a g e t hro u g h a s e a r ch e n g i ne .
T h e u s e r t he n b row s e s th r ou gh
I n t e r v i ew e e: C oul d y ou p le a se s ha re the w e b s ite e i th e r t h ro u g h
t h e b us in e s s g oal w hich w e wo u ld n a v i g a ti o n or t h ro u g h the s e a rch
l i k e to re p or t t hr ou gh t h e m et r ic s . b ox .
T h e u s e r a d d s th e p ro d uc t s h e
I n t e r v i ew e r: A ssu me tha t t he g o a l of w a n t s to p u rc ha s e t o t h e b a s ke t.
t h e b u sin es s is to inc re as e t he v a lu e The user ca n a ls o save the
o f o r d e rs p l a c e d . p ro d u c t. Fo r s av i ng , B ig B as ket
will ask the us e r to l og i n or
I n t e r v i ew e e: I wil l cr ea te a user re g i s t e r. T he us e r can cr e a te
j o u rn e y m a p , i d e nt if y w hich a ct i o ns c u s t o m l i s t s a nd a d d t h e i te m s t o
i n di c a t e s u c ce s s a n d fa il u re to w a r ds t h e l i s t fo r re p e at e d p u r ch as e.
p l a c in g o r d e r a nd t hen d ef in e t he F or o r d e r in g t he p r o du c ts f ro m
a c t i o n ab l e l a gg in g in d icat ors. S ho u l d t h e b a s ke t al s o, B ig Ba s ke t wi l l a s k
I d o i t f or bo t h, we bs ite a n d mo bi l e t h e u s e r t o l og i n o r re g is t er . T he
app? u s e r c a n re v i e w t he i t e m s w e w an t
t o b u y a n d th en c l i c k o n c h ec ko u t.

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 F o l l ow in g th is, t he u ser is A v e r ag e ti me of a s es si o n pe r
n a v iga t e d t o t he c hec k ou t sc re e n. m o n th A v e r ag e qu a nt it y per
H er e, th e use r ca n sel ect or a d d p ro d u c t a d d e d to t h e b a s ke t p e r
t h e de liv e ry a ddr e ss. He ca n al s o m o n th
s e l e ct a n a p pr op ria t e de li ve ry s l o t Number of sa v e d l i s ts per
a n d ap pl y f or a vo uche r . m o n th P e r c en t ag e o f u s e rs us i n g
Users ca n a l so o pt to bu y t he re fe rra l s pe r m on t h
B B s ta r m em be r sh ip if he p l an s t o P e r c e n t a g e of l og g e d in u se r s p e r
o r d e r f re qu en t ly wit h hig h v al u e m o n th
c a r ts. Percentage of new re g is t r a ti o ns
T h e us er is t h en n a viga te d to hi s p e r m o nt h
p r ef er re d p a ym en t gat ewa y f or N o. o f c o m p la i nt s p e r m o n t h
p l a c in g t he or d er . N o. o f o r d e rs pe r us e r p e r m o nt h
A ft e r p l a c in g th e ord er, the u s er i s V a l u e o f r e t urns pe r m o nt h
n a v iga t e d to t he c on fi r m a ti on D a i l y a ct i v e u s e rs
s c r e en . C on f irm a tor y em ai l and M o nt h l y a c ti v e u s e r s
m e s sa ge is al so d eli ver e d .
T h e us e r ca n co nn ect wi t h t he C o n v e rs i on : A ft e r ad d i n g th e
c u s tom e r c ar e a n y t im e t o m a ke a p r od u c t s to t he b as ke t , the us er
c h a n g e i n or de r or del ive ry t i m e r e v i e ws t h e b as k e t a nd c he c ks o u t.
s l o t or re qu est in g ca n ce l l atio n . T h e f o l l ow i n g c an b e m e a s u re d t o
The user r ece ives th e i m p r ov e c on v e r si o n :
c o n fir m a t io n a f te r t he or d e r is A v e r ag e nu mb e r o f i t em s i n th e
d e l i ve r ed a t t he door step . b a s ke t p e r mo nt h
A v e r ag e v a l ue of i t em s in th e
I n th is j o ur n ey , t h e user goe s th ro u g h b a s ke t p e r mo nt h
5 s ta ge s: Basket a b a nd o nm e nt ra t e per
A w a r e n e s s : T h e u ser s c a n vi sit Bi g m o n th
B a sk e t eit h e r t hrou gh ur l or s e a rch O r d e r c a n c el l a ti on ra t e p e r m o nt h
e n g i ne . T hr ou g h sea rc h e n gin e s a ls o , A v e r ag e or d e r v a lu e p e r u s e r p e r
the u se r c an na v iga t e t hrou g h m o n th
o r g a ni c s ea rch r esu lts or in org a ni c Percentage of us e rs who se l e c t
paid re su l ts . H enc e we c an h av e s i m i la r p r od u ct s du r in g c he ck ou t
f o l l o w i ng m e t r i cs: p e r m o nt h
N o . of vis it s pe r mo nt h Percentage of u se rs a pp l y i ng
P e r c en ta ge of v i sit s t hro u g h v o u c h e rs p er m o nth
o r ga n ic res ul t s p er mo n th Value of vo u c he rs a p p l ie d per
P e r c en ta ge of v i sit s t hro u g h m o n th
i n o rga n i c r esu lt s pe r m o n th
R an k o n se a rch en gin e r e su lt s R e te nt i o n : T he u s e r s h ou l d a g a in op t
f o r B i g B a s k e t fo r fu rt he r p urc ha se s
E n g a g em en t: The u ser brow s e s w i t h i n 2 w e e k s. T h e fo l l owi ng ca n be
t h r o u g h t h e we bsit e t o fin d pro d uct s . m e a s u re d t o im p ro ve r e t e nti o n:
T h e fo l l ow in g ca n be m ea su re d t o Percentage of u s e rs op t i n g for
i m p r o v e u se r e ng age me nt: B B s t a r m e m be rsh ip p e r m ont h
Bounce r at e pe r p rod uc t or P e r c e n t a g e of us e rs bu y i ng a g a i n
c a t e go r y pa ge per m on th p e r m o nt h
A v e r a g e no . of p a ges vi si t ed p e r
s e s sio n p e r m on th

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 R e f e r r a l : T he u ser s c a n a ls o be a
m a r k et e r f or our pr od uct th r ou g h
w o r d o f m o u t h an d sha r in g re fe r ra l
c o de .
P e r c en ta ge of u se rs sha ri n g
r e f e r r a ls pe r m on t h

I n t e r v i ew e r: T his is g r ea t. Th a nk y o u !

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 Mahendra B

I n t e r v i ew e r: Y ou a re PM at t he u s e a d s t o g e n e ra t e re v e nu e . On e of
F a ce b o ok b uil d ing f or I nd ia . Y ou ’ re the main re a so n s f or a f re e m i u m
t a s k ed to c ome up w it h a Go to m o d e l i s t o g e t t he u s e r s t o us e t he
M ar k et st r a t egy for a dating p r od u c t a nd r e al i z e t he v a lu e b ef or e
a p p l i ca t io n t h a t Fa ce book h as c om e a s k i n g t h e m t o p a y . T he r e is a ls o t he
u p w i th . a s p e ct o f ne t wo rk e ffe c ts . G et ti n g
m o r e u s e r s o n t h e p l at f orm is v e ry
C a n d id a t e: B efore I move o n , I w a n t i m p o rt a n t fo r i t s s u c ce s s .
t o cl a rif y th e ma rke t in g goa l. It is t o
l a u n ch th e a pp l ica t ion in I nd ia ? I n t e r vi e w er: S o h ow d o es F ac e b oo k
f i t i n t h i s m ar k e t ? W ha t ca n Fa c e bo o k
I n t e r v i ew e r: Y es, y ou n eed to co m e d o d i ff e re nt ly ?
u p w i t h a st r a te gy to lau n ch t h i s
a p p l i ca t io n in I n d ia . C a n di d a t e: T a l k i ng a bou t Fa c e bo o k , I
t h i n k t h e g o a l of Fa c e boo k i s t o br in g
C a n d id a t e: Su r e. I w ou l d l ike to s t ar t t h e w o rl d cl o se to g e t h e r a n d h e l p
o f f b y a n al y zi n g t he cu rr en t d a t i ng b u i l d c o m m u n i ti e s . A d a t i ng p l a tf or m
a p p l i ca t io n m a rk et . Da t in g is a mo n g that e na bl es bu i ld in g new
t h e t o p - g ro s sin g ca t eg ories o n th e c o nn e ct i on s f it s ri g ht i n to i ts vi s io n .
G o o gl e p lay s t ore in I ndia . Pe op le a re T h e k e y s t re n gth o f Fa c e bo o k i s i ts
w i l l i n g to p a y f or suc h pr odu ct s . T h e d a ta . It ca n le v e ra g e t h is d a t a t o f in d
t o p a pp l ic a t ion s w hi ch i n ca n re c al l a n a l m os t pe rf e c t m a t c h. H o we ve r,
a r e T i n d e r , B u m bl e. Th ey a r e a g lo b a l d a ti n g e x p e r ie n ce s v a ry fr o m c u lt u re
p r o d u c t . Th er e ar e q ui te a f ew lo c a l t o c u l t u re . Fa c e bo ok h as t o ke e p i n
p r o d u c t s a s w e ll . B ut a ll the se a re mind t ha t d a ti n g e x pe c ta t i o ns ar e
dating a p p l i ca tio ns first . Non e of completely di ff er e nt in Ind i a
t h em have th e c apa bi li ties t ha t c o m p a re d t o w e s t e rn c o u nt ri e s . S o
F a ce b o ok has, in ter ms of S oci a l t h e d a t a on us e rs an d t he i r n et wo rk s
g r ap h , u s er pr e fe ren ces , et c. M o s t of c a n b e le v e ra ge d t o bu i l d a p rod u ct
t h e u s e rs a r e b et w een t he a ge s o f 1 8 that p e op le c an t rus t . Da t in g
- 2 7 . T he y a r e u sua ll y in c ol leg e or p l a t f or m s i n th e ma r ke t s tr u g g le to
early s t a g es of t h eir pr of ess io n a l k e e p t h e p la t fo rm c l e an of bo t s a n d
c a r e e r s . M o st o f t h e da ti n g p la t fo rm s f a ke ac co u n t s . T hi s is a h ug e
f o l l o w a f ree mi u m mo de l . T he y a ls o p r ob l e m, wh i c h is h a rd t o s ol ve

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 w i th o u t t a x in g th e act ual u sers to P o s t - la u n ch - F a c eb o ok sh ou l d
give out p e r sona l inf orm at i o n. actively m a r ke t t he p rod u ct a nd
H o w e v e r, t h e c u r re nt pl at fo rms ha v e e d u c a t e t he u s e rs a bou t ho w t hi s
t h e a d va n ta ge o f u nd erst a n din g t he p l a t f or m is d iff er e nt f ro m its
u s e r s ’ beh av i or . The y a lso ha ve b ra n d c o m p e t i t o rs . T h e y ca n u s e ex i s t i ng
e q u i t y . T h is w ou l d ta ke qu it e s o m e p r od u c t s l ike F a ce b ook and
t i me to bu i ld . F a cebook c an h a ve M e s s e n g e r t o m a r ke t t h i s p ro d uc t .
f e a t u r e s l ike fr a ud de te ct ion an d a
b e tt er re c om m e nd a t ion sy ste m to Now, talking a b ou t d i s t ri bu t io n ;
w i n ov er t he c us to m ers’ t r u st . S o F a ce b o ok can l a u nc h thi s as a
F a ce b o ok s ho ul d f oc us o n pr ovid i ng a s e p a ra te a p p l ic a ti o n. Fa c e bo o k ha s
platform for bu il ding l as t i n g a c c e s s t o 30 0 m i l li on Ind ia n u s e rs
r e l a t i o ns hip s as th ey ha v e e n ou g h a n d th e y c a n u s e t h i s us er ba se t o
data a b ou t t he u se r s and t he i r m a r ke t t h e p ro d u c t t o.
b e h av i o r.
I n t e r vi e w er: N ow l e t ’ s m ov e o n t o
I n t e r v i ew e r: O ka y , th is is g oo d . t h e r e te n t i o n o f t he s e us e r s .
C o n s i d er in g th i s to be wha t th e
a p p l i ca t io n do e s, how w oul d yo u g o C a n di d a t e: S u r e . W h e n it c om e s t o
a b o u t l a u n c hin g it ? d a ti n g p l a t fo rm s , re t e nt i on is
d e p e n d e n t on t h e v a l u e pe o pl e d e ri ve
C a n d id a t e: Su r e. I w ou ld lik e to in te rm s of c o nne ct i o ns m a de .
d i v id e t h e m a r k et ing a ct iviti es i nt o F a ce b o ok should n ot fo c us on
t h r e e bu ck e t s. Pre- lau n ch , La u nc h , w h e t h e r t h e s a i d m a tc h go e s o n a
a n d P os t -l a u n c h. I w ou l d l ik e t o g o d a te o r m e e t u p i n re a l li fe a s t he re
t h r o u g h t his o n e by on e . a r e a l o t o f o t h e r fa c t or s be y ond
F a ce b o ok c o n t r o l . T he p ri m ar y f oc u s
I n t e r v i ew e r: S ou nd s gre a t. G o on s h o u l d be o n h ow ha p p y a u s e r i s
w i t h t h e k i n d o f p e o p le t h ey m ee t o n
C a n d id a t e: Ok a y. t h e p l a t fo r m. W e c a n m e as u r e t h i s b y
s e e i n g h o w l on g t h ey i nt e ra c t w i t h
P r e - l a u nc h - F a cebo ok sh ou ld id e a ll y e a ch o t he r o n t he p l a t fo rm a n d a ls o i f
s t a r t by t e stin g it in a f ew r e g io n s t h e y a d d e a c h o t he r o n Fa c e b oo k as
w i th i n I n di a . Pr ob abl y st a r t with f r i e n d s . W e c a n a l s o as k t he m f or
m e t r o citi es l i k e Mu m ba i, Ba n ga l or e f e e d ba ck a week a ft e r t he y s t a rt
w h e re t he da t in g c u ltu r e is m ore i n t e r a c t i n g w it h e a c h o th e r . W e ne e d
p r o g r es si ve . Facebook shoul d cr e a t e t o m e s s a ge t he fe e d b ac k i n s u c h a
h y p e a r o u n d th e p rod uc t . They c o u l d w a y th a t t he us e rs r e a l i ze w hy the
r e l e a se t e a se r s , sm a l l cl ip s sh o wi n g f e e d ba ck i s b e i ng t a ke n.
w h a t t h e p r o d u ct co u l d d o.
I n t e r vi e w er: H o w w ou l d y ou g o ab o u t
Launch - T h ey sh o u ld l au n ch th e p r i ci ng t h i s p r o d u ct ?
p r o d u c t b y c r ea t in g a v ir tu a l / l i v e
e v en t. A ll the c om p et it or s in t he
m a r k et ar e k i n d of e st abl ish ed , s o
F a ce b o ok s ho u ld seek to m a k e a n
i m p r es sio n on i ts u ser s.

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 C a n d id a t e: Th e p r odu ct sho u ld be C a n di d a t e: Sure. The g oa l for
f r ee f o r al l u s ers. N ew ex pe ri e nc e s F a ce b o ok w o u ld b e t o s t a n d o u t and
can be ad d ed la ter w hich can be d i ffe re n t i a t e its e l f fro m the
m a d e pa id . W e ca n a lso ta p in to l iv e c o m p e t i t i on . T h e f oc u s s h ou l d b e on
e x p e r i e n c es w it h virt ua l p ar ti e s , b u i l d i n g l o n g t e rm r e l a t i ons h i p s , be i t
e v en ts , e tc . T hey ca n a lso cr ea t e a f r i e n d s hi p o r da t in g . M o v i n g o n t o
p r o v e r sio n f or the u ser wh ic h w ou l d m a r ke t i ng , F a c e b oo k s h o ul d fo c us on
u n l o c k s e ve r al fea t u res to f in d be t t e r c r e a t i n g hy p e to wa r d s t h e p rod u ct .
m a t c h es or eve n f ind ma tc he s This will al s o set the r ig h t
q u i c k e r. e x pe c t a t i o n s fo r t he us e rs . Th e y
s h o u l d b a c k t h a t u p w i t h a la u n c h
I n t e r v i ew e r: T his is go od . C o u l d y o u t h a t i n v ol v es it s u s e rs . H o we v e r, it
p l e a s e su mm a r i ze th e wh ole pl a n ? would be a p ro d uc t t h at wo u ld
determine s uc c e s s. M os t p l at form s
d o n ’ t h a v e e no u gh d a ta to f ind th e
p e r fe c t m a tc h for a p e rs on .
T h e r e f o re , t h e v a l ue d e ri ve d fr o m t h e
p l a t f or m i s n ot m a xi mu m . A l s o, th es e
p l a t f or m s s t ru g g l e to i d en ti fy bot s o r
f a ke a c co u n t s on t he i r p la t form .
F a ce b o ok c a n d if fe r e nt i a t e it se l f b y
s o l v i n g t h e s e v e ry p ro bl e m s .

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 Premnandhakumar K

I n t e r v i ew e r - The co mp an y “G r o c er s ” i n t ro d u ce new s e rv i ce s , ma ke the

w an t s to la u nc h a pr o du ct w hi ch d oe s l o g i s t i c s ch e a p e r . T he p r od u c t h a s
g r o c e r y d eli ve r y se rvi ce. Gi ve us a f e a t u re s l i ke s ch e d ul i ng of d e li v e ry ,
G o - to - m a r k e t st r at eg y f or the taking limited c re d i t , v e rn ac u l a r
c o m p a ny . l a n g u a g e s u p p o rt .

C a n d id a t e - W hat a re t h e g oa l s of W e a kn e s s e s : Se cu r i t y of cu s t om er
the c om p a n y ? W ha t a re t he d a ta , T e c hn i c a l g l it c he s in the
c o m p a ny ’ s str e n gt hs a nd we ak n e s se s ? p r od u c t , Mi s m a t ch or e r ror s by t he
human ag e n t s in the s y s te m l i ke
I n t e r v i ew e r - Th e com pa n y w a nt s t o d e l i v e r y a g e n ts .
c a p t u r e m a r ke t sh ar e in Ti er -2 c iti e s
and to w n s in the cou n t ry. The C a n di d a t e - How do co m pe ti to rs
product has ve r na cu la r la n g u a g e position t he i r p rod u ct s ? W ha t a re
s u p p o r t , w hi c h a dds fu rt her st re ng th t h e i r st re ng t hs a n d w e a k ne s s e s ?
t o th e c om pa n y’ s goal of ent e ri ng
T i e r - 2 cit ies a n d t ow ns. I n t e r vi e w er - Gi v e n th e c urr en t
c h a n g i n g s c e n a ri o, we ca n di vi de t he
C a n d id a t e - W h a t does th e p ro d uc t c o m p e t i t o rs ba s ed on the d el iv er y
d o a n d w h a t i s t he v al u e pr opos i t i o n c h a n n e ls a s O n l i n e D e l i v e ry pl a tf orms
for the c u st om er ? Wh a t ar e the a n d p h y s i ca l s t o re s.
s t r e n g ths an d wea kn esse s of t he
product? Within Online P la t form s , we ha v e
H y p e r l oc a l s e rv i c e s ( l i ke B ig ba s ke t,
I n t e r v i ew e r - Th e pro d uct del i ve rs G ro f e rs , S w i g g y Ge n i e e t c) a nd E -
g o o d s lis t ed o n t he app /w ebsit e t o Commerce p l at f or ms (li ke A m a zo n ,
your d oor st e p , w it h a min i ma l F l i p k a r t e t c) . Th e hy p er lo c a l d e l i v e ry
d e l i ve r y c ha rg e . W i th t he s t re ss on s e rv ic e s n ow h a ve a qu i c ke r d e l i v e ry
s o ci al dis ta nc i n g, t he p r od uc t g i v es time wh e n c om pa re d to th e E-
t h e f r e ed om of sh opp ing f r om ho m e . c o m m e rc e p l at fo rm s . E -C om me rce
p l a t f or m s a r e v e nt u ri ng i nt o g roc e ry
S t r e n g t hs : T he pr od uc t ca pt u r es d a ta d e l i v e r y n ow l a t e ly . T h e a dv a n ta g e
a n d t he sa me can b e u se d to p r e d i ct t h a t t h e o n l i n e p l at f or m s ha v e a re
d e m an d , im p ro v e p rod uc t fea t ur e s , t h e a g g re g a t i o n o f ord e rs a n d th a t

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 s u c c e s siv e l y h el p s in pl a n n in g t he W e o ff e r d i f f er e nt p a y m e n t op t io n s
d e l i ve r i es an d pr ocur em e n t be tt er . f o r t h e cu s t o m e r s l i ke C ard s , W a ll e t s ,
Also, t ech p ro du cts give a bund a nt U P I a nd a ls o t a ke c re d i t wi th a li mi t
u s e r da t a , f r o m w hic h i nsigh t s ca n b e b a s e d on t h e c u s to m e r p ro fi le . T he re
m i ne d a n d u se d . is s u b s c r ip t i on -b a se d p a y m en t f or
c e r ta i n p rod u c t s s u c h a s m i l k, w hi ch
W i th i n the t ra dit io na l p hys i c a l c a n b e d e l i v e r e d d a i l y . O ur r e v e nu e
stores, we ha ve Org an ised and s t r e a m i n cl u d e s t he d e l i v e r y fe e an d
U no r g a n i se d ret a il. In o r ga ni s e d the margins th a t we g et on ea ch
r e ta i l , we ha ve big pla yer s (l ik e o r d e r.
R e l i a nc e Fr e sh , B ig Baza ar , D - Mar t
etc) an d s m al l pla yer s (li ke lo c a l C a n di d a t e - W h a t a re t he tr e nd s ?
s u p e r m a r k et s ). B ig pl ay ers h av e t he What a re the legal and re g io n a l
a d v a nt ag e of big ba ske t size a nd i s su e s ?
enjoy e c o no m ies of sc a le U nd e r
u n o r ga n i ze d re t a il , we h ave t he lo c a l I n t e r vi e w er - T he O nl i ne e-
k i r a n a st ore s. T he u n orga n ized re ta i l c o m m e rc e in d u s t ry is c ur re n tl y
u s u a l l y w or k s wit h lo w vo lu me a n d g r ow i n g v e ry fa st d u e to th e Co vi d ’ 19
h i g h m ar g in sa l es. s c a r e . Ma n y n e w pl a y e rs a re c o mi ng
in, like A m a z o n, F li pk a rt wh o a re
Since o ur ta rg e t m a r k et is T i e r- 2 g e t t i ng i n t o t h e g ro c e ry c a te g o ry t o
c i ti e s a nd t ow n s, w e d o n ot h ave B ig m e e t t h e i nc r ea s e d d e m a nd a m i d s t
O r ga ni ze d re t ai le rs a nd H yp er l oc al Covid’19.
d e l i ve r y s er v ic es t o a l a rge e x t e nt .
T h e ma j or co m p e tito rs stil l wou ld b e C a n di d a t e - I wa n t to s eg re g at e t he
p h y s i c al st o res onl y. m a r ke t i ng a c ti v i t i e s in 3 he a d e r s ,
p r e - la u nc h , l au nc h , a nd p o s t -l au n c h.
C a n d id a t e - W ho a re ou r cu st ome rs ? I’ll cover d if fe re n t as p e c ts l i ke
W h a t d o c u s t om er s wa nt t o u se th e P r od u c t , Di s t r ib u t i on, P rom ot i on ,
p r o d u c t fo r? How d o the y pa y f or t h e P a r t n e r sh i p s , R e t e n t io n s tr a te g y ,
product? P r i c i ng t h a t a r e as s o c ia t ed wi t h t h e
launch.
I n t e r v i ew e r - W it h t he p a nd e m i c S p e a k i ng a bou t t he f e a t ur es t ha t
situation, w or k in g p r of e ssion al s in the p ro d u c t mu s t ha v e , W h il e
m e t r o s h a v e m oved t o WF H . Th e y ar e m o v i n g t o T i e r -3 ci t ie s a nd t o wns ,
e i th e r w o rk in g f ro m t hei r hom e s in it is n e ce s s a ry to fo cu s on
t h e s a m e ci t y or ha ve m oved t o t he ir re g i o n a l f e at u r e s l i ke v er n a c u la r
h o m es in T i er -2 cit i es a n d to w ns . languages, bu y i n g h a bi t s of
T h e y n o w liv e w ith th eir p a re nt s, who c on s u m e r s , t r a d i ti o na l c u s t o ms
a r e a ge d a n d ha ve a h ighe r ris k d u e etc.
t o th e p a n de m i c . R e g a rd i n g d i s t ri bu t io n , the
p ro d u c t ca n b e a v a i l a bl e a s a n Ap p
They w o u ld ta k e su ff i ci e nt on the P l a y s t or e , Website a nd
p r e c au t io ns t o en sur e t hat t he ag e d O r d e ri n g v ia P hon e . O rd e ri ng v ia
p a r e nt s a re sa fe and wou l d be p h o ne i s a n i mp o rt a nt cha nn e l t o
i n cl i ne d to use a ll t he me a ns c on s i d e r b eca u s e o u r g o a l i s t o
a v ai la b l e to en su r e t hat . T he c a p t u r e t i e r -2 ci t i e s a nd t ow ns .
c u s t o m er s ca n use o ur pr o du ct t o d o
t h ei r us u a l g ro ce ry shop p in g in a
s a fe r m a n ne r .

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 A b o ut Pro m ot ion s , An ou t b ou n d P a r t ne rs hi p s wi t h f a rm e rs a nd
m ar k e t in g st r at egy c a n be u s ed to mandis w o ul d e na bl e p ro cu ri ng
c o v er the a u dien ce in ma s s e s, f re s h s u p pl i e s i n a l ow e r c o s t .
a g a in du e to t he na tur e of L o y al t y p r og r a ms to e n s u re
c o n su me rs in Ti er- 2 c it ie s. W hi le c u s t o m e r re t e nt i o n, ac cu mu l at e d
a s i g n if ic a nt nu m be r of peo pl e i n d a t a w ou l d e nab l e b et te r l ogi s t i cs
t h e s e p l a c es wo uld h a ve or d e re d p l a n n i ng a nd hence c h e ap e r
o nl i n e , o ur ou tb ou n d m a rk e t i n g d e li v e ry c o sts .
s t r a te g y sh ou l d be f ocu se d on T h e pr o d u c t p it c he s in t h e en a bl e
m ak in g t his a ha bit . t h e co n v e n ie nc e of s hop p i ng f ro m
P a r t n e rs h ip s w it h w ho le sa le rs a nd h o m e , a m i d s t a nd p o s t C ov id ’ 1 9
s u p p li er s . P ar t n er sh ip s w it h l oc a l w h e re p h y s i c a l d i s t a n cin g i s v er y
f a r m e r s t o bu y f resh pr od u c e , a t i m p o rt a n t. T h e c om pe t i t o rs he re
l o w p r ice s. a r e L o c a l s upe r ma r ke t s a n d Ki ra n a
T o k ee p user s ac tivel y u sin g t h e s t o re s w he r e t he c ons u me rs ha v e
p r o du ct , r e ten t ion st r at e gies l i ke to interact p h y s i c al ly . Wh e re a s
P r o m o t io n s a n d disc ou n ts b a s e d o u r p ro d u c t e na bl e s c o n s u m e r s t o
o n a L oy a l t y p r ogr a m. f ol l o w p h y s ica l d is t a nc i n g .
Our Pr ici n g st ra te gy ca n be
o ff e ns ive or d ef ensiv e. T he
o ff e ns ive c oul d be p ri c e
l e a d er sh ip, p en etr a t ion p ri c in g ,
p r i c e/ pe r f or ma n ce p r icin g , or
p r o m o ti o n a l discou nt s. D ef e n s i v e
c o u ld b e v a lu e-ba se d, m a in t a i n in g
t h e hig he st p rice , p ri ce s ki mm in g ,
or ba it - an d -sw itch pri cin g. We
c o u ld g o wi th a n Of f ens ive p ri c i ng
with p r om o t io na l dis co un t s to
c a p tu r e m a rk et sha re f rom L oc al
s u p er m a r k e ts an d K ir a na stor e s .

I n t e r v i ew e r - Ca n y ou sum ma ri ze th e
l a u n ch st ra t e g y fo r th e co mpa n y a nd
w r a p i t up ?

C a n d id a t e - T he com p a ny is a im i n g
t o c a p t ur e a m a r ket sha re in th e
g r o c e r y s p ac e in Tie r -2 c it i es a nd
t o wn s in In dia , th r ou gh O nl in e
d e l i ve r y s er v ic e .
T o ta r ge t t he Tie r - 2 co ns um e rs
e ff e ct ive l y, th e p rod uc t h as
v e r n a cu l a r l a ng ua g e su pp o rt ,
O r d er i n g v ia C al l s, Ou tbo und
m ar k e t in g str at eg y t o e d u ca te a n d
c r e at e a w a re n ess amo n g the
p e o pl e .

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 Aditya Doiphode

H o w w ou ld y o u la u nc h a Mu lt i- Cl o u d The ke y pa rt ne rs h ip s from th e
a r c h it ec t u r e s e rvi ce i n In d i a? p ri m a r y b us i ne s s c ar r ie s o ve r to
t h i s b u s i ne ss s m oo t hl y . T h e re a r e
M a r k e ti n g G oa l synergies in bot h s id e s of t he
Ask cl a ri f ic a ti on q uest io n s to b u s i ne s s .
u n d er s t a n d wh a t t h e m a in o bje c tiv e B e c a u s e t h e c om p a ny i s not w e l l
is- k no w n in the s p a ce , ra i si ng
T h e ob j e ct i ve is t o ra ise a w a re ne s s a w a re n e s s of t h e i r ca p a b il it i e s a n d
f o r t he t e ch nolog y a n d h o w ca n the v a ri e t y of s olu t io ns is
the co mp an y hel p wit h the i m p o rt a n t.
a s s e m bl y a nd d epl oym e n t of t h e
s o lu t io n . P r o d uc t- What e x a ct ly is the
A s y ou ca n a ssum e , t hi s is a B 2B p r od u c t ? W ha t a re t he ke y
m ar k e t in g case . d i ffe re n t i a t i n g fa c to r s ?
T h e p r o d u c t i s a se r v i c e p ro v id e d
Analysis b y t he co mp a n y wh e r e t h ey w il l
C o m p an y — W h a t a re t he g oal s o f the c re a t e a p la t f orm f or t h e c li en t
c o m p a ny ? W h a t a re the c omp a ny ’ s which can ho s t in fo rm a ti o n on
s t r e n g ths an d w ea k n esses ? b ot h p ub li c cl oud s l i ke M i cr o s of t
The co m pa n y is an em e r g in g A z u re , A W S e t c. a nd pr i va t e c lo u d
p l a y er in th e clou d se rv i c e t h ro u g h d a ta c e nt re s . T he s er v i c e
i n d u s t ry w it h p a rt n ership s wi t h w o u l d i n c lu de bo th g a i ni ng a c ce s s
m u l ti p l e c l ou d inf r ast r u c t u re to public c l ou d as we l l as
p r o vid ers . Th e f ocu s is s e ll ing the d e p l oy m en t of p ri v a te d a ta
c l i e n ts on th e id ea of h av i n g c e n t re s t o h os t a p ri v a te c lo u d.
p u b lic a s w el l as p ri va t e c l ou d fo r T h e d i ffe re n t i a ti ng fa ct o r i s th e
a se a m le ss ac ce ss to a l l t he d at a . n u m b e r o f d i ff e r en t p a rt n e rs h i ps
T h e co m p a ny has be en a p io ne er t h e co mp a ny h a s w i th d i f f e re n t
in th e te ch wor l d and is we ll c om p o ne nt m a nu fa ct u re rs , O E M’ s
renowned for it s ha r dw a r e a n d IS V ’ s . He nce t he op t im i s a t i o n
p r o du ct s . T he y a r e lo oki n g f o r a n o f p a rt s a nd i n te g ra t io n d on e b y
e x p an sio n to ot he r s ec to r s a s t h e the pa r t n e rs h i p is m u ch m ore
c o m pe t it io n in t he ir pr i ma r y e f fi ci e nt than d oi n g this
i n d u s t ry is g row ing at a rapid i n d i v i d u al l y . T h i s as pe c t n e ed s t o
s p a ce . b e h i g h li g h te d .

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 C o m p et i t or s- Wh o a re t he m aj or p o i n t o f t i m e , i t w ou ld be go od to
c o m p e t it o rs ? Wh a t a re th e h a v e a p ri v a t e c lo u d wh i c h ho s ts t he
s u b s ti t u t e s to t he p ro duc ts ? i n fo r m a t i o n a s we l l. T hi s a l s o wo rk s
A c ou p l e of o ther Gl oba l Sy s t em t h e o t h e r w a y a r ou nd .
i n t e gr at o r s(G SI’ s) ha v e a s e rvi c e in
this d o m ai n but t he com p a ny ’ s M a r k e t in g A c t i v it i es
o ff e rin g i s m ore d e ta ile d an d i t T h e a c t i v i t i e s a r e bi f ur c a te d o n th e
h e l p s wit h t he gr ou n d u p b u il d. In b a s i s o f t he o b je c t i v e be in g fu lf i l l ed
c o m pa r i so n to co mpe ti t iv e by them, feel fr e e to u se t he s e
s e r v ic es w here y ou w oul d ha v e t o e x am p l e s fo r a n y ot h e r c as e wh er e
a v a il m u l t ip l e se rvic es t o ac hi ev e you ca n i d e n ti fy a p p l i c at i on f or
t h e sa me en d re su lt. them-
T a l kin g a bo ut t he s ub st it ute s , the L e ad A c qu is it io n- Ma s s br oad c a s t
c o m pa n y c an o p t t o ha ve e i t he r p r og ra m s can be con d u c t ed to
p u b lic c lou d le t’ s say f ro m A WS o r g e n e ra t e op t - i n s as w el l as l e ad s f or
j u s t go f o r p riva t e cl ou d w h e re targeted c om m u n i ca t i on . T he
l e t s sa y L en ovo w ou l d bu ild t h em p r og ra m s c an i ncl ud e b ro a d
t h e ser ve rs an d t h e comp an y g o es t e ch n o l o g y p o d ca s t s , ne ws l e t t e rs ,
t o so me I SV fo r th e sof tw a re a n d c o nt e s t s ( e g . H a c ka t h ons ) e t c.
i n t e gr at e i t t he msel ve s.
R a is in g A wa r en es s- T h i s n e e d s t o b e
C u s t o m e rs- W h o a r e t he c us tome rs ? m o r e s o l u t i o n s p e ci fi c. T a lki ng m or e
W h i ch de c is ion m ak ers s hou l d be a b o u t t he a p p l i ca t i o n o f t he s o lu t i o n
t a r ge te d f or t he ca m pa ig n s? a n d i t s b e ne f i ts . T h i s c a n in c lu d e
T h e cl ie n ts ar e bi g c om pa n ie s w i t h Webinars, t hou g ht l ea d er s hi p
a l o t o f d a t a w hich ne ed s t o b e p r og ra m s , P ro d u c t d e mo s e t c.
a c c es sed e asi ly . Con v ey in g to
them t he a dva nt ag es of having T a r g e t e d e n ga g e m e nt- T hi s is a m ore
M u lt i- cl oud in f ra st ruc tur e is k ey . f o c u s e d p ro g ra m . T hi s wi ll i nc l ud e
I d e a ll y t he d ec isio n m a k e rs l i ke d e m o s f or t h e pr o du c t f or a s e le ct ed
CIO’s sh o ul d be t a r ge t ed fo r a set of p e o p le . Eng ag e me n t w it h
m o re f oc u se d c a m pa ign . But p e o p l e a l r e a d y in te re st ed i n c l ou d
e n g a g i ng w i th m an a ger s a nd i n fra s t r u c tu re a nd t ra i ni ng t he m i n
t e ch n i ca l a rc hi te c t s is im po r ta n t. w a y s o f e ng a g i n g wi t h th e c o mp a n y .
R ai sin g a w a renes s fo r th e sol u ti o n
a mo n g st the bo t t om of th e S t r e n g t h e n i ng e xis t in g a c co un t s-
p y ra m id is i mpo rt a nt . T h i s i s fo cu s e d fo r d ec i s i o n ma ke rs i n
T h e re ve n ue for t h e c om p a n y i s existing cl i e n t s . E ng ag i ng wi t h
from b ot h, de pl oy m en t of the c l i e n t s w h o a l r e a d y d o bu s i ne s s w i t h
s o lu t io n as we l l as t he s e r vi ce t h e co m pa ny i s e a s i e r th a n g a i ni ng a
p r o vid ed fo r k eep in g the n e w a u d i e nc e . T h e b arr ie rs t o en t ry
i n f r as tr u c t ur e up an d r u nn ing . a r e l o w e r a n d t he y a l re a d y tr u st t he
c o m p a n y to g i v e t he m a g o od s e rv i c e
M a r k e t L a nd s c a pe- I n th e p ost c o v i d a s t h e y a l r e a d y d o b u s in e s s w i t h t he
w o r l d , th e r e is a n eed f or on the g o company. I nc e nt i v i s i ng fi rs t ha nd
a c ce s s to i n f o r m a ti on and t ha t is u s a g e of t oo l s n e e d s t o b e i ncu l c at e d
made p os sib l e by a Mu lt i- cl ou d i n s o m e m a n n e r.
s o l u ti o n . Th er e a re i ssu es w ith p ub li c
c l o u d , t h ey m ig ht sh u t d own , a t t h at

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 M e ss a g i n g U ti l i s e the ne w leads to
U se f u ln e s s o f M ul ti- Cl o ud in a p os t u n d e r s t a nd t re n ds a nd d o t a rg e te d
c o vi d w o r ld - T he pa in p oin t w hi ch c a m p a i g n s li ke W e b i na rs , d em os ,
n e e d s t o b e d escr ib e d is h ow s om e t h ou g h t l e a de rs h i p e ve nt s e t c.
c o m p a ni e s fel t ha ndic a pp ed wh e n E ng a g e w i th t he s ca t t e re d
t h ey h a d t o m ove t o wo rk fr o m h o me . d e c i s i o n m ake rs
M an y c o m p a n ie s didn ’t ha ve t he ri g ht H a v e f o c u s ed p r og r am s f or CI O ’ s
i n fr a s t ru c t u r e to f ac il it a te wor k fr o m to e d u c a te t he m on wa y s of
h o m e. Th at is w he r e co mpa ni e s i m p r ov i n g t he IT i nfr a st ru c tu r e o f
h a v i n g a m u l t i c l ou d a rc hi tec t ur e h a d their c o m p a ni e s . Co ll abo ra t in g
n o i ss u es m o b i lisin g t h eir wor kf orc e . with t e c hnol o g y a na l y s t s or
I n t h e f u t u r e it w ou l d be gr e a t t o b ra nd s l i k e C I O b y I DG c a n h e l p in
have the o pt ion to h ost t h ei r g e t t i ng l e g i ti m a cy fo r th e e ve nt s .
w o r k fo rc e in a w ork fr om h om e C re at e s ol ut i on c ol la t e r a ls a l on g
s e tt i ng . with the p a rt ne rs . H a vi ng jo i n t
c ol l at e ra ls wi ll he l p as th e re a c h
U se f u ln e s s of Pa rtne rs h ip- T he w o u l d b e b ro a d e r if co n ta c t s fo r
d i ff e r e n t p a r t n e rshi ps ne ed to be all the p a r tn e rs are l e v e ra g e d .
h i g h l i g ht ed . I t w ou l d be gr ea t t o u s e Solution c oll a t e ral s ca n i n cl ud e
the p a r t ne r’ s m a rke tin g r ea ch and c re a t i n g W h i t e pa p e rs a nd
end us e r in f lu en ce to d rive t he S y n d i c a t e r ep o rt s .
c a m p a ig n s. Hi ghl ig ht the
o p t i m i sa t ion cap abili ti e s w hi ch c o me F o l l o w i n g a l l t h e s e p ra c ti ce s wo u ld
o n w o r k in g wit h t he p a rtn e r. surely he l p in d iff e r en t i a ti ng t he
p r od u c t for the c o mp e ti t o rs a nd
W r a p p in g u p m a k e i t m or e a p p e a l i ng c om p a re d t o
t h e s u b s t i t u t e s . In a l l , a wa re ne s s fo r
R e s t a t e t h e O b j e ct ive of M a rk eti n g M u l t i - Cl o u d s o lu t i on s w o u ld be
T h e o b je ct i ve is t o e d uc a t e pe o pl e increased.
on t he u s ef ul ne ss of h avi n g a
M u lt i- Cl ou d in f r a st ruc tu r e.
R ai sin g a w a re ness fo r th e pr od u ct
a n d th e va r iou s par t ner sh ip s d on e
b y th e c om pa n y t o del i ver t he b e s t
p r o du ct .

S u m m ar i s in g a cti vi tie s
T h e m es sa g in g f or t he ma rk e t in g
a c t i vit ie s n ee d t o be a s d escr i be d
i n t he p r e viou s se ctio n .
W h e n i t c ome s t o a ct iviti e s, t he
p r a c t ic es n eed t o st ar t w ith b roa d
reach ca mp a igns to g ai n ne we r
l e a d s.

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 Mounica Rudra

I n t e r v i ew e r: L yf t wa nt s to e n te r L e t s n o w e x p l o r e t he opp or tu n it y on
I n di an m a r k et, w ha t sh ou l d be i t s g o t h e s e g m e n ts . o n e of t h e m a in thi n g s
t o m a r k et st ra t eg y? t o ke e p i n m i n d i s t h e t r a ff ic i n In d i a ,
a l o n g wi th t h i s w e a l s o ne e d t o k e e p
C a n d id a t e: Ly ft h a s bot h r ide sh a r i n g i n m i n d d e m a n d a n d s u p p ly fo r th e s e
a n d Fo od d e liv ery . Is t he r e an yt hi ng s e g m e nt s . M y su g g e s t io n in he r e i s t o
s p e c i f i c t ha t I s hou ld be foc us in g o n? take use of high nu m be r of c ar s
existing a l re a d y a nd give g o od
I n t e r v i ew e r: Le t ’s f oc us on ri d e b e n e f i t s t o d r ive rs s o th e y u s e l y ft
s h a r i n g. m o r e t h a n o t he r co mp e t i to rs

C a n d id a t e: I n r id e sha rin g should w e C o m i n g t o o ur cu s t om e rs mo s t o f

f o cu s on o n l y c a r s or sho ul d we a ls o t h e m m i g h t n ot kn ow a b ou t t h e b ra nd
l o o k a t A u t o s a nd bik es? i t s e l f a nd m o s t o f t he m m ig h t b e
regular c u s to m e r s to o the r
I n t e r v i ew e r: We’ l l jus t k e e p it t o c a rs c o m p e t i t o rs we ha v e . W e n e e d to g i v e
for now. t h e m a c om p e l li ng r e a s on to t ry o u t
our app, can be d i s c ou nt s , mo re
For thi s le t s f irs t a na ly ze th e safety etc.
s i t u a t i o n in t he m a r ket .
As we k no w we ha ve 2 m a j or
C o m p an y c o m p e t i t o rs cu rre n t l y and ma n y
L y ft i s a r id e sha r in g a p p l ike O L A u p c o m i n g o ne s . U b e r e x p an d ed i nt o
and Ub e r . It conn ec ts r id er s and t h i s m a rk e t wi t h a l ot o f c o mp e t i t io n
d r i v er s a n d a ll ow s a n e a sie r m od e o f and was s u c c e s s f u l, if we ha v e a
t r a n s p o rt at i on . Lyf t ha s ma ny c o m p e l l i n g d i f fe r e nt i a t i ng f ac to r w e
v e r ti c a l s in ot h e r cou nt rie s l ik e U be r c a n a l s o be s u cc e s s fu l a s cu s t o m e rs
d o e s i n I nd ia ( A u to s, Sha r ed, nor ma l l o ok f or be s t o p t io n s f or th em . W e
e t c . , ). W e ne e d t o dec ide in w hi ch c a n pr o b ab ly ti e u p wi t h lo c a l ca r
s e gm e n ts we ar e goin g to l au n ch d e a l e r s t o c r e a t e lo c al i s a t i on fe e li ng s
i n i ti a l l y a nd th e f ut u r e p la n. among customers wh ic h w ou l d
p r ob a b l y e n c o u ra g e dr i ve rs t o j oi n u s .
W e s ho u l d a ls o i n ve s t h e av il y i nt o

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 m a r k et in g in it i al l y a n d pr obabl y be a L a un c h
l o s s m a k ing fi r m l ik e Am a zo n in i t i al ly P r om o ti o n s a nd di s cou n t s fo r
t o ge t c u st o m e r s to tr y ou r p rod u ct . ri d e rs , c u s t om e rs
In a d d it i o n to t h is ou r pr i c i n g A d v e r t i s e m ent s in l o c al n e ws
s t r a t eg y i s u n iq u e a n d wil l hel p us i n p a p e rs , p a m p hl e t s T ie up s w it h
r e ma i n i n g c o m p et i ti ve . c or p o r a t e s
B l o g s w i t h i nfl u e n ce rs / c el e b ri t i e s
M a r k e t C on d i t i o ns t o c re a t e p o s i t i ve i m a g es e t c. , c a n
If we d ivid e I nd ia in t o r u ra l , be done.
s u b u r b a n an d M et rop ol ita n we n ee d
t o d e c id e on w he re to l a u nc h fi rs t P o s t L a un c h
and w h at wou l d m ak e se n se to This is where we m e a s u re t he
achieve our goa l. Be ca us e ma j o r m e tr i c s . I t h i n k t he s e a r e th e m e tr ic s
c u s t o m er s a re th ere in M e t rop oli ta n s w h i c h w e m a ke m or e s e n se in t hi s
t h at w o ul d be t he f irst p la c e to case.
l a u n ch ac co rd in g to m e .
F o r A c q u i si t io n
R e g u l a to ry I s s u es # c u s t om e r s i n ti me fr am e s l ik e 1
A l o n g w it h t h ese we al so ne e d to m o n th , 3 m ont hs a n d 6 m o nt hs
c o ns i d er r e g ul a t o ry issu es an d ru l e s # d ri v e rs in t im e f ra m e s li k e 1
t h at t he cou nt r y ha s so t ha t we w o n’t m o n th , 3 m ont hs a n d 6 m o nt hs
g e t i n to t r ou ble l a te r whic h mi g ht # a p p d o w nl oa d s i n t i m e fr a me s
s p o i l th e bra nd re put at ion . like 1 m o n t h, 3 m o nt hs and 6
m o n th s
N o w th a t we h a ve a na l yse d diff e re nt
c o m p o n e n ts we sh o ul d go to the F o r R e v en ue
l a u n ch in g s t ra t e gies. Le t’ s div id e th e E x p e n d i t u r e/ r id e - 3 m o nt h s Vs 6
a c t i v i ti e s in t o 3 st a ges : Pr e l a un c h, m o n th s
L a u n c h i t se l f a n d Po st l a un ch . R e v e n u e / r i de - 3 mo n th s Vs 6
m o n th s
P r e- la un ch
M a rk e t in g A ct ivit ies F o r Cu s t om e r E xpe r ie n ce
Bi l lbo a rd a ds, new s p a p er a d s, # o f r e p e a t cu s t o me rs in a w e e k
pa m p hl ets, ex p e r ie n ce vi d e o s W a i t t im e (a v e r ag e) i n a d ay
f ro m ot her cou nt ri e s et c. # c a n c e l l a t ion s i n a d ay
E n o u g h su pp ly ac co rdi ng t o the R a t in g s given by cus t om er s on
d e m a n d in the ar ea a v e ra g e
Of f er m o net a ry be n ef its to
dr ive r s bet t er t h an com pet i to r s In a d d i t io n to all t hi s we s ho u ld
R e f er ra l pr ogra m m e s p r oa ct i v e l y r e a c h ou t t o c us t om e rs
Ti e u p s with loc al d e al er s w i t h co m p l a i nt s t o re s ol ve t he m s oon
T r a i ni n g a n d a d herin g t o r ul es f o r b e t t e r e x p e ri e nc e a nd a l so re a ch
Co m p u lsor y t ra in ing f or dri ve r s out to p e o p le for f e e d ba c k fo r
to im pr ove c ust om e r c o nt i n u o u s i m p ro v e m e n t.
ex p er ie n ce as t hey ar e t he fa ce
of ou r b ra n d

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 Mahendra B

I n t e r v i ew e r: J ioSa a vn is a mu s i c a s s u m e J i oS a a v n ’s m a in u s er ba s e i s
s t r e a m in g s er vice tha t w an t s to t h os e l i s t e n i ng to r e g io na l s on g s a nd
l a u n ch a f a mi l y mu sic p l a n f o r i ts t h i s p l a n w o u ld b e t a r g e t ed t o w a rd s
u s e r s . Ho w wo u l d y ou g o a bout i t? t h e s a m e u s e r s e g m e nt . ( O ne c an u s e
a ma t ri x to b e tt e r r e p re s en t t he
I n t e r v i ew e e: Su re, f rom wh a t I m a r ke t )
u n d er s t a n d J io Sa avn wa nt s t o l au n ch
a ne w s u b sc r ip ti on pl an ai me d at I n t e r vi e w er: S u re , g o a h e a d .
f a mi l i e s. So I h a ve t o c ome up w i t h a
p r i c i ng s tr at eg y f or t hi s p l an ? I n t e r vi e w ee: I th i nk G aa na a nd W y nk
a r e t he a p p rop ri a t e com p et it or s . I
I n t e r v i ew e r: Y e s, go ah ea d. w o u l d lo o k a t t h e i r p ri ci ng s t r a te g i e s
a s w e l l a s t h e o ff e ri n g s th e y p ro v i d e
I n t e r v i ew e e: Ok a y , a nd I a ssume t he to their customers.
g o al o f th e p ri cin g st rat e gy is to
a t tr a c t mo r e us e rs. E sp ec i all y, t he I n t e r vi e w er: H e re is th e p ri ci ng
u s e r s wh o a r e n ot e a rni n g o r t hos e chart.
w h o a re ta ken car e o f b y o t her s in
t h e f a m il y .

I n t e r v i ew e r: F a ir en oug h. How w o u ld
y o u g o a b ou t p r ic ing such a p l a n?

I n t e r v i ew e e: F rom wh a t I kn ow m us i c
s t r e a m in g is a v er y c ompet it i v e
m a r k et in I n d i a an d I wo u ld lik e t o
c o nc e n tr at e on co m p etit or ba s e d
p r i c i ng . Ho w e ver var io u s players
t a r ge t d iff e r e nt c us t om er se gm e nt s .
To i den tif y th e m o st a ppr op ri a t e
c o m p e t it o rs t o ben ch m ark a ga in s t, I
w o u l d lo o k a t t he cu st om er seg me nt
t h at w e w o u l d b e ta r get in g t his p la n
and id en t if y the c omp e ti to rs
t a r ge ti n g the sa m e c u sto m er ba se . I

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 I n t e r v i ew e e: Loo kin g a t t he c ha rt , I T o s u mm a r i z e , I wo ul d p r ic e it t h e
see tha t t here is ve ry l it tl e s a m e a s t he c o m p et it i o n bu t m ay be
d i ff e r e n t iat i on wr t to t he off e r in g r u n a f e w e x p er i me nt s t o fin d the
f r o m e a c h s t re a m in g s er vic e. I t hi nk r i g ht v a lu e p ro p os i t i o n. I wo u ld al s o
t h e a p p r o p ri a t e p rici n g wou l d b e R s t a k e i n t o co n s i d e ra ti on t h e m a rke t
4 9 9 f o r 5 u s er s o r Rs 3 99 f or 4 us e rs. a n d J i o S a av ns p o s i t i on i n t he m arke t .
W e c a n p ro b a b ly ru n ex p erim e n ts t o I would m a ke s u re t he p r ic in g
s e e w h i c h o f t hese of fe rs wou l d b e s t r at e g y i s a l ig n e d w i t h th e o ve r al l
m o r e a t tr a c t ive t o t he u se rs . The r e is s t r at e g y o f t h e co m p an y .
a n o t h e r d a t a p o int I wo u ld l o ok a t t o
e n s u r e t h at w e a r e no t m issi n g ou t o n I n t e r vi e w er: Gr e a t! T h is s o un d s
a n y o p p or t u n i tie s. I woul d l ook a t th e good.
number of s ub scr iber s to e ac h of
t h es e st r ea m in g serv i ce s . E spec i al ly
t h e n um b er o f p a id u sers. If w e a re
s i gn i f i ca nt l y lag gin g b eh in d t he
c o m p e t it o rs , I w ou l d c on s ider pr i c i ng
i t m o re a gg r es sive ly . If n ot, I w ou l d
stick to the com pet ito r s’ p r ic in g
r a ng e. The m a r k et is v e ry
c o m p e t it i ve , and be in g a gg re s si ve
a b o u t p ric in g m ight le ad t o a pr i c e
w ar .

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 Aditya Doiphode

I n t e r v i ew e r - Wi th t he l a u nc h o f t he I n t e r vi e w er - T he s cre en s i z e s a r e
i P h o n e 1 2 a fe w m o nt hs a w a y a n d g o i n g t o be 5. 4 ” , 6 . 1”, 6 . 1 ” a n d 6 .7 ”
keeping in co nsider a tio n App l e’ s r e s p e c ti v e l y wi t h 1 20 H Z X DR O L ED
f o cu s o n g ro w i n g t h eir ma r ke t s ha r e d i s p l a y f o r t h e P r o m od e ls . T he P ro
a c r o s s th e w o rl d. H ow do yo u t hi nk models will h av e a tr ip l e c a m e ra
A p p l e s ho u l d go ab out p r icin g th e s e t u p w h e r e a s the no n P ro m o de ls
i P h o n e 12 lin eu p ? w i l l on l y h a v e d ua l c a me ra s. A p a rt
f r o m t h i s y o u ’r e fre e t o ma ke a ny
C a n d id a t e - Is t h ere a ny pa r t i c u la r o t he r a s s um p t i o ns .
m a n ne r wo u l d yo u l ike me to go
a h ea d wi th , fo r e xa m p l e: C a n di d a t e - W ho ar e t he m a i n
C o m p eti tor ba sed p r i cin g c o m p e t i t o rs f o r t he i P h one 12 a n d
V a l ue ba se d pr ic in g i P ho n e 1 2 P r o m o d e l s ?
C o s t b a s ed pricin g
I n t e r vi e w er - Y ou ca n c on s i d e r t h e
I n t e r v i ew e r - You a re f ree to g o O ne P lu s 8/Huawei P 30 P ro and
a h ea d an yw a y y ou wou l d lik e. S a m s u n g S 2 0+ t o b e th e co m pe t i to r s
r e s p e c ti v e l y .
C a n d id a t e - Su re, in t ha t c a s e I
would p re fer go in g w it h t he C a n di d a t e - H ow m uch d o t h o se
C o m p e t it or ba s ed pr icin g. I t w ou l d b e r e t a i l fo r?
g r ea t i f yo u c o ul d fu r th er ex p la in t he
p r o d u c t p o r tf o l io fo r t h e iP hone 1 2 I n t e r vi e w er - O ne P l u s 8 re t a i l s f o r
lineup? $ 6 9 9 , H u a we i P 30 P ro r e ta i ls fo r $5 9 9
a n d S a m s u n g S 2 0 + re t a i l s f o r $89 9 .
I n t e r v i ew e r - Su r e, t her e a r e go in g
t o b e f o u r m od el s, na me ly- iPh on e 1 2, C a n di d a t e - Do I n e e d t o co ns i d e r
i P h o n e 12 M a x , iPh on e 12 Pr o a nd d i ffe re n t s to r a g e v a ri a nt s o r j u s t a
i P h o n e 12 Pr o M a x . s i ng l e b a s e s t o r a g e v a ri a nt f or a l l th e
models?
C a n d id a t e - C an y ou tel l m e th e k e y
d i ff e r e n t iat o r s bet we en t he m o de l s ? I n t e r vi e w er - J u s t c o ns i d e r the b a s e
m o d e l s w i t h 1 2 8 GB s t ora g e .

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 C a n d id a t e - Tha n ks for t he s a l e s s e v e r e l y i n s uc h m ar ke ts . H en ce
b a ck gr ou nd inf or ma t io n, th er e a re i t i s s ug g e s t e d t h a t t h e i P h o ne 1 2 be
t h r e e d if f e r e n t wa y s we ca n lo ok a t p r i ce d b e t w e e n $ 5 9 9 a n d $ 6 9 9 .
p r i c i ng
C u s to me r’ s wil l ingne ss to pa y A s fo r t h e i P ho ne 1 2 P ro m od e l , i t s
C o m p eti ti v e p ricin g c o m p e t i t o r t he S a ms u n g S 20+ re t a i l s
C o s t - ba se d p ri cin g f o r $ 8 9 9 . W e a ls o ne e d t o c o ns i d er
t h e bi g g e r i P h one 1 2 P r o Ma x m od e l .
F i r s t I ’ l l st a rt l o ok in g a t t he p r o d u ct It would be better to have a Pro
f r o m th e cu s t o me r ’s p ers pe ct ive . T he model iPhone w hi c h c os ts hi g h e r
c u s t o m er w il l l ook fo r t he b es t t h a n S a m s u ng ’ s fl a g s h ip m o d el . T h e re
a l te r n a tiv e t o o u r p r odu ct o r f in d a i s a l w a y s t h e b i g g e r i P h one 1 2 P ro
s u b s ti t u t e p r od uc t . N eg otia t or s c a l l M a x m od e l t o b e th e b e st th at A pp l e
i t B A TN A o r t he best a l t ern a tive to a o f f e r s w h i c h c a n com ma n d a pre mi um
n e g o ti at e d a gr e eme n t . He re I w o u ld over other c om pe t it o rs fl ag s h ip .
c a l l i t t he cu st o m e r ’s wi ll in gn es s to P r i c i ng A p p l e ’ s fl a g s h ip i P h on e 1 2 P ro
pay. Max higher t h at a ll th e o th e r
c o m p e t i t o rs wi l l h el p i n t wo w a ys -
I n t h e c a se o f t he iPh on e 12 , t he n ex t H e l p m a i nt a i n A pp l e ’ s b ra n d im a g e
b e s t a l t er na t iv es ar e p rice s a t $5 9 9 of being the m os t pre mi u m
and $6 9 9. This g ap of $10 0 is s m a rt p h o n e a nd its a l wa y s a
s o m et h in g Apple ca n t h in k abo u t s t a t e m e n t t o c a rry an i P h one .
p l a y i ng a ro u n d in. T he pe rc ep tio n f or I t w o u l d he lp s k i mm in g fr o m t h e
a n O ne Pl us d evi ce i s t h at it ’ s a g oo d top and t ap i n to the s u p e r-
p r o d u c t b u t t h e cos t doesn ’t ju s ti fy p re m i u m /l ux u ry s ma rt p h o ne
t h e h i g h p r e mi u m t he y a r e ask i ng fo r m a r ke t .
t h ei r b r a n d. W h en it c om e s t o Hu a we i
P 3 0 P r o th e b r a nd im age i s n ot t h a t I n t e r vi e w er - So wh at are y ou r
o f a p rem iu m s ma r tph o ne but t h a t o f r e c o mm e nd a ti o n s ?
a C h i n es e m an u fa ct u r er . If A p pl e
p r i c e s t he i Ph on e at a cost l ow e r C a n di d a t e - F o r t he i Ph on e 1 2 m o de l,
t h an t h a t o f th e H u aw ei P3 0 Pro t he n I w o u l d s u g g e s t to cos t i t a t $ 6 4 9 .
t h at w o u ld g i v e ou t t h e p erce p ti on T h i s w ou l d h el p u nd e r cu t t he m a s s
t h at t h e i P ho n e 12 is ju s t a c h ea p er p o p u l a r O ne P l u s 8 w hi l e pre s er v in g
v e r s i o n o f t h e s up e ri or Pro m o d e l s . the i P h on e ’ s b ra nd na m e by no t
T h at w oul d be de t rim en ta l to the b e c o m i n g a c h e ap ph o ne or be in g
iPhone 12 as a st an da lon e p ho ne . c o m p a re d t o t he H u aw e i P 30 P r o.
H en c e it is l o gi ca l t o co st t he i Ph on e T h i s ca n he l p i n s e l l i ng m ore q ua nt it y
1 2 m o r e th a n $ 5 99. Ap p le al so ne e d t o o f i P h on e s a n d t h e re v e nu e wo u ld be
c o ns i d er the scre en siz e of t he d r i v e n b y t h e sur g e i n d e m a nd f or t h e
i P h o n e 12 . A t 5.4 ” th e iPhone 12 w ou l d a p p l e a cc e s so r i e s , a pp s t or e li ce n s in g
be s i gn if i ca nt l y sm al l er t ha n th e f e e s a n d al s o f r o m ot h e r s e rv ic e s li ke
O n e P l u s 8 . I n m a ss con sum e r ma rk et s a p p l e m u s i c an d i Cl o u d s t or a g e th a t
like I n d ia , th e pe rce pti on is t ha t i P ho n e p r o v i d e s .
b i gg e r t he s m a r tp ho ne scre en t he
m o r e p r em iu m a nd de sir a ble i t i s .
H en c e pr i ci n g the iPh on e 12 at a co s t
h i g h e r t ha n O n ePl u s 8 wou ld hi t t he

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 T h e l a rg er o f t he non Pr o m od els , t he I n t e r vi e w er - Ca n y ou s u m m a ri z e
i P h o n e 1 2 M a x c a n be p ri ced a t $7 4 9 t h e p ri c i n g f or m e ?
a s a b et t er a l t e r na tive t o t he iP ho ne
1 2 a n d w ou ld a lso se e m s up er io r to C a n di d a t e - T h e iP h o ne 1 2 s ho u ld b e
t h e $ 6 9 9 p ric e d OneP lu s 8. p r i ce d a t $ 6 4 9, t he i P ho n e 1 2 M ax
s h o u l d be p r ic e d at $ 749 . T h e P r o
C o m i n g t o t h e Pro se r ies of p hon e s, models would ch ar g e a s ig ni fic a n t
h e r e I w ou l d su ggest t ha t t h e i Ph one p r e m i u m, p a rt l y be ca u s e of the
n e e d s t o p r e se r ve it s p r em iu m bra n d t e ch n o l o g y u s e d i n th e m a n d p art ly
i m ag e. Ev e n i f Sa m su n g c omes u p because of it b e i ng th e fl a g s hi p
w i th a more ex p e nsive ser ie s of o f f e r i n g b y A p p l e . H e n ce , t h e i P ho n e
p h o n e s be f o re t he nex t cy cl e of A p p le 1 2 P ro s h ou l d be p ri ce d a t $ 9 9 9 a nd
i P h o n e s, t he c o st o f iP hone 1 2 P r o t h e i P ho n e 1 2 P ro M a x s h ou l d be
s h o u l d be a t lea st on pa r wit h t he p r i ce d a t $ 10 9 9 .
f l a gs h i p ph o n es fr om o t he r
m a n u f ac t u r ers . H enc e I w o ul d
s u g g e s t to pr ic e the iPhone 1 2 P ro
m o d e l $ 10 0 o ve r the p ri ce of th e
c o m p e t it o r. T he re is a lwa y s a
cheaper n on Pro se ri es f or a
c u s t o m er w it h a sm all e r bu dget . T he
i P h o n e 1 2 P r o M a x, be in g t he fl a g s h i p
p r o d u c t o ff e re d b y A p pl e , co m ma nd s
a p r e mi u m f or t he l ar ger sc re en ov e r
the s t a n d ar d p ro mo del . He nc e I
w o u l d su gg e st to pr ic e it a t $1 09 9 .

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 Akash Shukla

I n t e r v i ew e r: R ec ent l y, Di sn e y has I n t e r vi e w ee: A lr ig ht , we c a n l o ok a t

p a r tn e r ed w i t h Ho ts ta r to p r ovid e i t s t h e p ri c i n g p o l i cy o f N e t f li x thr o u g h
D i sn e y + s tr e a m ing se r vi ces in In d i a . t h re e le ns e s –
T h i s po se s a m aj or th rea t to t he u s e r C om p e t i t o r ba s e d p ri c in g
b a s e o f N et f li x . As a p ro duc t m an ag er V a l u e b a s e d p ri c i ng
a t N e t f lix , yo u ne e d to f or mu la t e a C os t b a s e d pri c i n g
c o m p e t it i ve res pon se in te rm s o f t he
p r i c i ng an d pro du ct st ra tegy of I would l o ok at H ot s ta r a nd
N e tf l i x in In dia . P r i m e v i d e o as th e on l y tw o m a jo r
c o m p e t i t o rs o f Ne tfl ix . Ca n y ou t e l l
I n t e r v i ew e e: So, I u nde rsta n d t ha t m e m o re a b o u t t he cu rr en t p ri c i n g
t h e o b jec t ive h er e is t o p re ser ve a n d p o l i c y o f t he s e p l a t fo rm s ?
g r o w t he u ser ba se (m ar k et sha re ) o f
N e tf l i x in In dia . Is tha t ri ght ? I n t e r vi e w er: Fo l lo wi n g are th e
p r i ci ng m od e l s of th e t hre e p la y e r s .
I n t e r v i ew e r: Y e s, t ha t sou n ds f air . Go
a h ea d .

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 I n t e r v i ew e e: It see ms th at fr o m a M or e o v e r , it w o u ld n ot n eg a t i v e l y
c o m p e t it i ve an gl e, a N e t f li x i m p a ct t h e t o p - li n e , a s t h e c ha n g e i n
s u b s c r ip t io n be com es eco n om i c a l p r od u c t mix is li ke l y to be
o n l y w he n s h a r e d a m on g 4 d i ffe re n t c o m p e n s a t e d b y t h e hi g h e r nu m be r of
users. F u rt her , N e tf lix d oe s n’t users b u y i ng the l ow -p ri c e
provide annual s ubsc rip t ion s. T hi s s u b s c r i pt i on .
can i n cr e as e c hu rn ra tes du e to
h i g h e r m o nt hl y cost s f or th e us e rs . F u rt h e r, I a l s o r e co m m e nd a s e c o nd -
F u r th e r , N e tfli x show s a c le a r degree p ri c e d is c ri m i n a t io n by
i n s t a n ce of d e c o y pr icin g w he re in it s p r ov i d i n g a nn u al s u b s c r i pt io n s . T h i s
c h e a p e st pri cin g sub script io n o f 5 0 0 w o u l d a t t ra ct the u s e rs wi t h a l ow er
i s a d e c o y t o st imu l at e u ser s t o o pt p r i ce p oi n t p e rc e i v e d o n a m o nt hl y
for t he m a rgi na l ly hi gher pr i c e d b a s i s a n d w o u l d al s o he l p r e d u c e u s e r
o p t i o n s w hic h in t u rn c ost us ers l e s s c h ur n t ha t h ap p e ns on a m o nt hl y
o n a n i n d iv idu a l ba si s. basis due to hi g he r mo nt hl y
s u b s c r i pt i on c ha rg e s . In te rv i e w e r :
L o o k i n g a t t h e p ri cing st ra te g y of A l r i g h t , t h a t s ou n d s fa i r. W h a t e l se
c o m p e t it i on , I w oul d sug gest Ne tf l ix y o u w o u l d b e l o o ki ng a t ?
to d e cr e a se i ts l owe st pr ice to a
c o m p e t it i ve l ev el c l ose to 30 0 . T hi s I n t e r vi e w er: A l ri g h t , tha t s o un d s fa ir .
g o es i n l in e wi t h in cr ea sin g t he us e r W h a t e l s e y o u w o u ld b e l oo ki ng a t ?
base w it h in t he hig h l y p ri c e
c o ns c i o u s c us t om er s in I n dia. It I n t e r vi e w ee: W e a ls o n e ed t o a na ly ze
w o u l d be e c on o mic a l f or v iew e rs t o t h e v a l u e p ro p o s i t i on of t h e th re e
buy a s in gl e s cree n pl a n w hi le p l a t f or m s and h ow t he y s t i mu l at e
e l i m i n at i n g the m a rke t f ric t i on t r i a l a n d s t i m u l at e re ne w al . He nc e,
i n v o l v e d in f in ding a c o-s ubsc ri b er t o d o s o, I w o u l d b e l o ok i ng a t t he
f o r t h e “ 2 sc r e en s” ve rsion t o re du c e following p a ra m e te rs a c ro s s t he
c o st . p l a t f or m s .

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 T h e v a l u e t h a t N et fl ix p r ovides l i es i n I w o u ld a l s o re c om m e nd N e t f li x to
i t s o r i g ina l ly p r odu c ed con t en t s uch i n c u l ca t e th ir d - d e g r ee pr i c e
a s Ho us e o f C a rd s, e tc . Howev er , th i s d i s c ri m i n a t i on b y p ro v i d i ng s e p a ra t e
c o m p e t it i ve a d van tag e i s w ea the ri n g c o nt e n t o p t i o n s t o u s e rs a t d if fe re n t
o f f d u e t o p o p ula r D isn e y a n d MC U p r i ce p o i n t s . I n c a se o f Ne t fl i x, t he s e
c o nt en t c om in g u p on H ots ta r . T h is p r od u c t o p t i o n s ca n b e
e n t a i l s t h a t f ro m a va lu e per sp ect iv e, N on -o ri g i n al c o nt e n t – A m e r ic a n
i t ’ s d i ff ic ul t for N et f l ix to just i f y a T V s h o w s , mov i e s , e t c .
price p re m i u m ba sed ju st on i ts N e t fl i x o r ig i na l s co nt e n t + N o n-
e x c l u s ive co n t e n t . o ri g i n al c o nt e n t.

N e tf l i x sh ou l d l oo k a t in cr ea si ng i t s Decoy p ri c i n g s ho u l d be us e d in
t r i al . A n o f f e n sive st r at e gy f or t he t h e s e p r o d u c t o p t i on s t o st i m u l at e
s a m e c a n be t o pr ovid e som e cont en t u s e r s t o b u y th e co m p l e te bun d l e o f
f o r f r ee co u p l e d wi th i ts ex isti ng 30 - Netflix or i g i n al s and no n-o ri g i na l
d a y fr e e t ria l p o l icy, som et hin g t h at c o nt e n t.
H o ts t a r has been d oin g sinc e i ts
i n ce p t ion . T o i n c rea se con ver s io n o f F u rt h e r, N e t f li x s ho u ld la y e mp ha s i s
t h es e p r o spe c t s t o p aid -u ser s, Ne t f li x o n d u b bi n g a t le a s t the m o s t p op ul a r
c a n a d op t a st r a te gy of p ro vid in g t he c o nt e n t to re gi o na l l a ng u a g e s to
p i l o t e pi so de s of so m e o f its mo s t enhance its r e a ch to p eo p l e f ro m
popular w eb se ries fo r f r ee. T hi s a c ro s s t h e c o u n t ry .
would p sy ch o logica ll y inc r eas e t he
tendency of u ser s to bu y a
s u b s c r ip t io n .

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 F u r th e r , m ov in g on to cost ba s e d F u rt h e r, should al s o im p le me nt
p r i c i ng , it does n ’ t m ak e sen s e to a n n u a l s u b s cr i p t i ons t o p rov id e fo r
a n a l y z e i t fr om a cost p er sp e ct i v e a s l o we r p ri c e m o n th l y p r i ce p o i nt s fo r
t h e v a r ia b le c o st in vol ve d in se r vi ng t h i s p r i c e - co n s c i o us m a rk et a nd a t
e v er y a dd it i o n al sub scr ib er is cl os e the same ti m e re d u ci ng t he
to n u ll . Th i s in d us try comp ri s e s s u b s c r i pt i on c h u r n ra t e .
p r i m a r il y of h igh f ix ed c ost s of
o b ta i n i n g c on t en t lic en ses, con te n t I t c a n a l so l o ok a t i nc re a s in g th e t ri a l
p r o d u c t io n, I T in f ra str u ct ur e co s t s , b y p r ov i d i n g s e l e ct co nt e nt fo r f re e
e t c . a nd he n c e shou l dn ’t be l oo k e d a t and a d op t i o n a pa rt i a l l y fr e e mi u m
t h r o u g h a co st - pl u s pr ic i ng an gl e . m o d e l . A l s o , g i v e n t he h e t e r og e n ous
m a r ke t , Netflix s ho ul d fo c us on
I n t e r v i ew e r: S u r e , t ha t l ook s g ood . r e g i o n a l c on t e n t t o p r ov i d e v a l ue t o
So, can y ou su m m a riz e y ou r t h e c u s t o m e rs a nd j u st i f y i ts pr e m i um
r e co m m e n d a t i o n s f or t he p r icin g a nd p r i ci ng .
p r o d u c t s t ra t eg y .
I n t e r vi e w er: A l ri g ht , s ou nd s g o od .
I n t e r v i ew e e: A lr ight ! So , we saw t h at W e c a n c l os e t h e c a s e he re .
f r o m a c o m p e t i ti ve vie wp oi nt, Ne t f li x
is p r i ce d m u ch highe r t ha n its
c o m p e t it o rs . Fu rt her , due to its
d e c o y p ri ci n g, it s lo w est pr ice p o in t
o f 5 0 0 c o me s a t a m uc h higher l ev e l
t h an it s c o m pe tit or s. H en c e , I
r e co m m e n d r e d ucin g t his l ower p r ic e
p o i n t to a co m pe titi ve le vel of 32 5
a n d s h if t t h e d ec oy p r icin g t ow a rd s
t h e 2 p rod uc t - ba sed op tio n s of n on-
o r i g i na l c on t en t an d n on - ori gin al +
N e tf l i x or igin al co nt ent .

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 Mayank Chauhan

E x c e r p t: W hil e m ost pr ic i ng I n t e r vi e w er: C u r re n tl y we h a ve a

q u e s t io n s c a te r to se tti ng t he p a y - p e r- u s e p ay me nt m o de l. H e re
a p p r o p r ia t e p r i ce fo r n ew p rod u ct s the am o u nt to be pa i d per user
or s er vi c e s, neg ot ia t i ng ven d o r d e p e n d s o n t h e b a nd in w hi c h t he
c o nt r a ct s is a n othe r k ind o f p ri ci n g l u m p s u m re qu i re m e nt s o f t h e s er ve r
problem t ha t a ma n a ge r m ig h t c a p a c i t y l i e s . D u ri ng t he ti me s of
encounter C O V I D , t h e r e h a s b e e n a s urg e i n t h e
s e rv e r ca p a ci ty used by ou r
I n t e r v i ew e r: H i, Yo u a re a pr o d u c t a p p l i c a t i o n , wh i ch ha s m ot i va t e d th e
m a n ag e r a t a l a rge ga mi n g comp a ny . v e nd or to d e m a n d an o v er a g e .
I t h a s o n l y o ne a p p l ic ati on i n th e
m a r k et - a m ul t ipl ay er fir s t-p e r s on C a n di d a t e: A l r i g ht . S o t h i s s u r g e in
s h o o t e r g a m e. T he ser ver fo r th i s usage c ou l d be bo th d ue to an
g a m e i s h os t e d with a th ir d-p a r ty i n c r e a s e i n t h e u s a g e p e r a c t i v e u se r ,
v e nd o r w ho is dissa t isf ie d w ith t he o r a sp i ke i n th e nu m be r o f a c t i v e
p r i c i ng c on t ra c t tha t is cu r ren tl y in u s e r s i ts e l f. W hi ch o ne ha s be e n th e
p l a c e a n d is a sk ing f or t he p ay me nt c a s e w it h u s ?
o f o v e r a g e c ha rg es. How w oul d y o u
p r o c e e d? I n t e r vi e w er: G o od qu e s t io n . S o we
h a v e ha d a s pi ke i n t h e nu m b e r o f
C a n d id a t e: Th a t ’ s an int e re s t i ng u s e r s a nd i n a d d i t i o n, the a v e ra g e
q u e s t io n . T o beg in wit h I woul d l i ke t i m e f or w h i c h a u s e r e ng ag e s w it h
to c l a ri f y so m e a sp ect s of the t h e a p p l i c a t i o n ha s i ncr e a s e d t oo .
problem.
C a n di d a t e: A l s o, t o u nd er s ta n d t he
I n t e r v i ew e r: G o a he a d business r e q ui re m e nt s be t t e r, I
w o u l d l i k e t o kno w m or e a bou t t h e
C a n d id a t e: I w o uld l i k e t o u n der s t a n d business model in place. T y p ic a ll y
what ki nd of pr icin g st ru ct ur e is such a p p li c a t i o ns w ou l d e i t he r
c u r r e n t l y i n p l a ce, a n d w ha t is t he g e n e ra t e re v e n u e b as e d on a d v e rt s or
r e as o n f o r w hic h t he ve n dor is a s kin g b a s e d on r e g i st ra t i o n f e e s , or a mi x
f o r t h e ren e g o t ia t ion ? o f t h e tw o. I f the m od e l i s a d -b as e d,
w e w o u l d b e i n a m a rg i na l l y b e t te r
position, be c a u s e t he in c re a s e in
e n g a g e m e n t t i m e w ou l d tr a n sl a t e t o

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 h i g h e r a d r eve n u e p e r u ser . I n th e O n t he pri c i n g e nd . We c an e i th e r
c a s e o f re g is tr a t ion fe es, t he ex i s t i ng c o nt i n u e w i th t he cu rr e nt p ri c in g
fee w o ul d have b ee n d eci d e d s t r at e g y o r s hi ft t o a ne w o n e. T h e
c o ns i d er ing the bre a k- e ven p o i nt new strategy c a n, in tu rn, be
w i th t h e o ng oin g serv er costs - he nce r e g i s tr a t i o n -b a s e d or us a g e - ba se d .
t h e l o s s o f p r of it s wou ld be h igh e r. Is t h e re s om et h i ng e l se I s h ou l d
c o ns i d e r ?
I n t e r v i ew e r: F a ir a na ly sis. As s um e
for s i m p li ci t y that the re a re no I n t e r vi e w er: N o t h i s l o ok s p er f e c t .
a d v e r t ba se d r e ve nue s, we a r e si m p l y W h a t p a r a m e t e rs w o ul d y o u e v al u a te
u s i n g a r e gis t ra tion fee - ba sed mo de l . t h e s e o pt io n s o n?

C a n d id a t e: Gr e a t so we ca n a pp r o a c h C a n di d a t e: We c o uld e va l ua te th e
t h e i s s u e in t he f ol low in g wa y. T he re o p t i o n s o n t h e r e v en u e s ( a p rox y of
a r e t w o co u n t er fo rc es t o sh a pe t h e p r i ci ng su c c e s s ), co s t (a p ro x y of
r e s p o n se t o th e si t ua tion - Se r ve r c o s t i ng s uc c e s s ) , a nd r i sk ( a s an i t y
c o st i n g a n d Pr o duct pr ici ng . c h e c k o n w h e t h e r t he op t i o n ma ke s
s e ns e fo r t h e b us i ne s s ) .
S e r v e r s ca n e it h er be o u r o w n or
f r o m a t hi rd- p ar ty . T he thi rd- p a rt y I n t e r vi e w er: G re a t. N ow you ca n
s e r v er a d d it i on a l l y ca n b e e xist i ng o r present y o ur a na ly s i s a nd
n e w . T h e e x is tin g on e ca n ha ve t h e r e c o mm e nd a ti o n s
o n go i n g co s t in g m od el , or i t ca n b e
r e n e g o t ia t ed . C a n di d a t e:
H = H i g h , M = M e d i u m, L = L o w
S i n c e t he on go in g c ost in g m od e l i s
c l ea r l y l os s-m a k in g, we wo u ld
e x c l u d e t ha t fr o m ou r a nal ysis.

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 B a se d on t h is I wo uld l ike t o r e c om me nd o p t io ns 3 an d 5 , d u e to lo w r is ks a nd
h i g h r e t u r ns .

I n t e r v i ew e r: T ha t ’d be a ll, th an k s !

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 It is time to...

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rushikesh.kure@gmail.com
rushikesh.kure@gmail.com
rushikesh.kure@gmail.com
rushikesh.kure@gmail.com
 h t t p s: / / m u ndo en lin ea .c l /20 20/ 0 6 / 01 / nu e v o - r obo t -d e -c o bra nz a -a u to m a ti c a-
a y u da - a -ev ita r -la -qu ie br a /
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ m o de rn -p ro d u ct i v i t y -co nc e p t -w it h-
f l a t- d e si gn _32 71 20 0 .h tm #pa g e = 1 &q u er y =p ro d u ct % 2 0 ma na g e m e nt &p os i t i on =1
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ c ol o rfu l -h a n d -d ra w n-pr o du ct i vi t y-
c o n ce p t_ 3 2 71 31 8 .h tm #p a ge= 1& qu e r y = pr od u ct% 20 ma na g e m e nt & p o s i ti o n= 20
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ j ob -i nt e rv ie w -
c o n ve rs a t io n_9 650 0 07 . ht m #p a g e = 1 & qu e ry= job %2 0 i nt e rv i e w & p o si t i o n=3
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ m o bi l e -s oc ia l -m e d i a -
m a r k e t in g_ 9986 52 1.htm # p a ge = 1 & que ry = i nf orm at i o n%2 0t ec h no lo g y & p os it i o n =
25
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ t e e m - di sc u s s i ng - pr o je ct -ka n ban -
b o a rd _ 4 9 5 1 570 .h tm #p age =1& qu e r y = a gi le & p o si ti o n = 0
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ c u s t om e r-g iv i n g -qu a li t y-
f ee d ba c k _ 8270 9 88. ht m #p a ge= 1 & que ry = u se r% 20e x pe rie nc e & pos i ti o n= 1
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ s ci e nt i s t s-m a kin g -rob o t s- la b -
i s o l a te d- fl a t-vec to r- ill us t ra t ion - ca rt o on-p e op l e -c re at i ng - co mp u t er -
h a r d w a r e-m a c hine s- sc ie nc e-t e c h no lo g y-d ev e l op m en t -
c o n ce p t_ 1 0 61 357 9.h tm# p a ge= 1 & qu e ry = ar ti f i c i a l%2 0 i nte l li g e nc e& p o si t i o n =9
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ a u g me n te d - re a li t y -b a ckg r o und -w it h -
d e v ice _2 3 171 12 .h t m#p age =1& qu e ry = au gm en te d %2 0r ea li ty & p o s i ti o n= 9
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ g ro u p- an a l y s t s -w ork i ng -
g r a ph s _ 55 6187 5.htm #p a ge =1& q ue r y= bi g % 20 da t a &p os i ti on = 1 8
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ fa ct o ry -w ork e rs - rob ot i c -a rm -
r e m ov in g -p ac k ag es -f rom -c on v e y o r-l in e -e n g i n e e r -u s i ng -c o mp ut e r -o pe ra t i n g-
p r o ce s s- ve ct or- i llus tr a t io n -bu s i n e ss -p r od u ct i o n- m a ch i ne -t e c hn olo g y-
c o n ce p ts _ 1 060 64 5 4.ht m #p a ge = 1& qu e ry = i nt e rn e t% 20 of% 20 th ing s & po s i t i on = 9
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ i s o me t r i c- i c on s -c lo u d -w i t h- bo o ks -
c o m p u t e r-
s m a rt p h o n e_1 01 08 7 94. h tm #p a g e = 1 & que ry =c lo u d % 2 0c o mp ut i ng & po s i t i o n = 0
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ c ha ra c te rs - p e o p l e- ho ld i n g -
b l o ck c ha in -
n e t wo r k _ 2 921 442 .h tm#p a g e=1 & qu e r y= bl ock ch a in & po si t i o n=1 #p o s i ti o n= 1 &p ag e
= 1 & q u e ry =b loc kc hain
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ b ig -d a ta - ce n t e r-s e r v e r -ro om- ra ck -
e n g i n e er ing- p r oce ss-t ea m w or k-c o mp u te r- te ch no l og y -cl o u d-
s t o r ag e _ 41 03 16 3.h t m# pa g e=2& qu e ry = bi g +d at a& p o si t io n =2 9
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ a p p- de v e l o pm e nt -
i l l u s tr a t io n _10 354 2 35 .h t m #pa g e = 1& qu e ry= mo bi le % 20 ap p l i c at i on& p os i t ion = 1

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 h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ o nl in e -sh o pp i ng- c o nc e p t -
i l l u s tr a t io n _7 010 82 3. h tm #p a g e = 1 & qu e r y= ec o mm e r ce & pos i ti o n= 2
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ m an -t ra n s f e r ri ng -m on e y- w om a n -v i a-
s m a rt p h o n e-on lin e- tra n sa ct io n- ban k i ng -fl a t-v e c t o r-i l lu s t ra t i o n-fi na nc e -
d i g i ta l - te c hn olo gy -
c o n ce p t_ 1 0 61 3198. ht m # p a ge= 1 & qu e ry =fi na n ce %2 0 te ch no l og y & pos i t i on = 9
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ o nl in e -d o cto r- wi th -
c o m p u t e r_ 78 7867 8 .h t m# pa g e= 1& qu er y = he a l th %20 t e ch no l og y & p os i ti o n= 5
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ t a x i -a p p -c on ce pt -
i l l u s tr a t io n _7 60 704 1 .h tm #p a g e = 1 & qu e r y =t a x i &p os i t io n= 7
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ t ra v e l-o nb o a rd ing -a p p-
s c r een s_ 66 885 5 4. ht m #p a ge=1 & qu e ry = tr av e l % 20t e c h nol o g y & po s i ti o n=4 8
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ g ro u p- s t ud e nt s -w a t chi n g -o nl in e -
w e b in ar _ 8 2710 2 0. htm #p age =1& qu e ry = e d u c at i on% 2 0t e ch no lo g y & po s i t io n=1 4
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ d e l i v e ry -i l lu s tra t e d -c on ce pt -l a nd i n g -
p ag e_ 5 5 38 678 .ht m #p a ge=1 & qu e r y= d el i v er y %2 0t e c hno l o gy &p o s i t io n=2
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ r obot s- hu m a n- ca nd i d a t es -w ai t i ng-
l in e - jo b- in t ervie w- bu s in e ssm e n -b us i ne ss wo m e n -c o mp e t i ng- w it h -m a ch i n es -
h i r i n g -v ect or- il l u stra ti on -e mp l oy m e n t-b us i ne s s -re cr u i tm e nt-
c o n ce p t_ 1 0 61 355 3.h tm# p a ge= 1 & qu e ry = j ob%2 0i n t e rvi e w &p os i t i on = 7
h t t p s: / / w ww .f re e pi k .co m /f re e -p s d / s oc ia l - me d i a - i ns ta g ra m -pos t-
t e m p la t e _ 6 35 355 4 .htm # p a ge= 1 & qu er y =i ns t a g ra m& po s i t io n = 16
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ y o ut u be -p la y e r- d e v i c e -w i th - fl a t -
d e s ign _ 2 4 480 62 .h tm # p ag e= 1& q ue ry= y o ut u b e & po s it i on= 17
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ fu t u ri s t ic-a ut ono m o us -ca r - wi t h-f l a t-
d e s ign _ 2 6 0 6486. htm #p a ge=1 & qu e ry = d ri v e rl e s s% 2 0ca r& p os i t i on= 20
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ t e le co m m ut i ng- c o nce pt -
i l l u s tr a t io n _7 32 13 16.h tm #p a ge = 1 & qu er y = v i d e o %2 0c onf e re nc e& p osi t io n= 2
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ m an y - of f i ce -bu i ld i n g s-
c i ty _6 05 2 3 83 .h t m#p a ge =1 & qu e ry = o ffi ce % 20 bu i l d i n g& p o si ti o n= 0
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ a r t- wor ks h op -
s t ud io _ 7 73 25 90. ht m # pa ge=1 & qu e ry = a r ti s t & p o si t i o n= 3
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ s oc i a l -m e di a -m a r ke ti n g -
c o n ce p t_ 6 744 062 .h tm # p a ge=1 & qu e ry =s oci a l% 20 me d ia & p o s i ti o n= 2 # p os it i on =2
& p a g e =1 & q ue ry=so ci al %2 0m ed ia
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ p e o p le - dr i v i ng -e l ec tr i c- tr an s p or t-
c o l l ec t io n _ 8445 5 96.h tm #p a ge = 1& q ue r y = b yc i c l e & po s i ti on = 5
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ wh a t s a p p- sc re en -
t e m p la t e _ 3 049 30 1.ht m # p a ge= 1& q ue ry = wh a ts a pp& p o s it i on = 11
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ i n st a g ra m - po s t -w it h- t ra n sp a re nt -
b a c k g r o u n d_23 870 35 .h tm #p a g e = 1 &q u e r y= i n st ag ra m& p o s it i o n =1 3

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 h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ a d d -ca rt- c o nce pt -
i l l u s tr a t io n _7 14 0 741 .h t m# pa g e = 1& q ue r y =e co m m er c e& p o si t i o n= 1 4
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ e -b us i ne s s -
c o n ce p t_ 7 5 67 8 2. ht m #p a ge=1 & qu e ry = e co mme rc e& p os i t i on= 1 6
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ p e o p le - le a n in g - ph on e -w hi le - c ha t ti n g-
c o n ce p t- ill ust ra t ion_ 5 4 53 4 17. h tm # p a g e = 1 &q ue ry = d a t i n g& p o si t io n= 1
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ o nl in e -gr oc e r i e s- con c e p t-
i l l u s tr a t io n _7 70 93 43. htm # pa g e = 1& qu er y= o nl i ne % 2 0gr o ce ry & po s i t io n= 0
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ c om p ut e r-t e c h no lo g y -i so me tr i c -i co n-
s e r v er -r o o m- digit al - devi c e-se t- e l e men t -d e si g n - p c-
l ap t op _ 4 10 315 7. ht m #p a ge=1 & qu e ry = d a t a b a se %2 0h o st i ng %20c lo u d %20 co m p ut i
n g& po si tio n=0
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ t a x i -a p p -i nte rf a ce -
c o n ce p t_ 7 4021 98. ht m#p a ge=1 & qu e ry = ca b& p os it i o n= 4
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ h ap py -t i ny -pe o pl e-l i s t e n i n g -sp ir i t u al -
m u s ic _ 8 60 93 38. ht m#p a ge =1 & qu e r y= m us i c%20 t ec h n ol og y &p o si t i on= 0
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ i p ho ne - x- w i th -d i ff e r en t -v i e w s -
r e a l ist ic-
s t y l e_ 2 4 30 791.ht m#p a g e=1 & qu e ry = i ph o ne & po s iti on = 1# p os i t io n= 1 & p a ge = 1 &qu e
r y = i p h on e
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ li v e -s t re am -
c o n ce p t_ 7 9167 80 .h t m #p a ge=1& q u e ry = s t re a m ing & p o si t io n =1 7
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ o nl in e -ga m es -
c o n ce p t_ 8 39987 6.htm #pa ge =1& q ue ry = ga mi n g%2 0 g a me % 20 t e c hno l og y & p os it io
n = 4 9 # p o si tion =49& pa g e=1 &q u e ry = g a m i ng %2 0g am e %2 0t e ch no lo g y
h t t p s: / / w ww .f re e pi k .co m /f re e -v e ct o r/ t e a m wo rk- c onc e p t -la n di ng-
p ag e_ 5 1 68 259. ht m #p ag e =1 &q u e ry =t e am & p os it i on= 5

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 This is a book for t he aspi ri ng Product Manager , new age te ch product enthusi ast and
truly anyone inter ested in under standi ng what makes the technology around us so
engaging and e ffecti ve.

Rather than repeat and reus e t he we al th of j ar gon and fr amewor ks that the inter net
buries one in, this book focuses on 2 s impl e and power ful i de as. Fi rs t, it br ings t he
average reader up to speed on t oday’s most re levant technol ogie s, includi ng art if icial
intelligence and machi ne l ear ni ng, and methods of pr obl em solvi ng, such as desi gn
thinking. Secondly, it cuts s traight to l ear ni ng by doi ng, cri tiquing apps that ever y reade r
has used, ranging acr oss Ube r, Amazon and Zomat o.

Depending on the reade r’s l evel of knowle dge and under standing of Pr oduct Management,
they may find t remendous value i n each chapter of thi s book, or cri sp i nsi ght s by l eaf ing
through specifi c s ections.

Why is this book needed?

In today’s age of infor mati on, it is easy enough for aspi ri ng Product Manager s t o find
resources which l ayout t he basi cs of the PM inter view, as wel l as informati on on what to
expect from the i ndust ry. As Product Management conti nues to gr ow as a care er of
choice, and become incr easingl y compet iti ve, a need was fel t for a resource which bui lds
not just a theoreti cal underst andi ng, but a practi cal ex peri ence and intel li gence.

This book theref ore was born out of industr y rel evant discus sions and s essi ons
conducted by t he Pr odMan Cl ub of IIM Ahmedabad & the Pr odX Club of IIM Ahme dabad.
In each chapter , the learnings and pers pecti ves of the youngest generati on of st ude nts
entering the industry are us ed to pr ovide the reade r wit h the advant age of cutti ng edge
industry knowl edge. These chapter s are further r efi ned with insi ght s, spr ingi ng from a
healthy discussi on and dis secti on of concepts, by a group of buddi ng Product Managers .
Finally, ideas are pre sent ed through si mple us er j ourneys and rel atable app cri tiques.

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twitter.com/prodmaniima
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