Post on 16-Jan-2017
transcript
MBA Handbook-5
Moving towards a Digital India-Snapshot
First week of July 2015 was celebrated as Digital India WeekDigital India focuses on 3 key areas;
-Digital Infrastructure as a utility-Governance & services on demand-Digital empowerment of citizensWill help synchronize & co-ordinate
engagement of entire Government. Programme envisages digitally connecting
urban & rural India
Current & On-going e-governance initiatives revamped to align with Digital India
The goal is to help India become a knowledge economy & bring good governance to citizens
Private participation a key factor that will determine the success of the programme
Government Initiatives on Digital India
The programme envisages providing high-speed internet connectivity
through
public Wi-Fi hotspots to every Gram Panchayat cities with a population of
over 10 lakhs & tourist centersAll schools to be connected with
broadband & free Wi-Fi that will revolutionize the delivery of education
Applications such as ;Digital Locker SystemMyGov.inSwachh Bharat Mission Mobile AppE-Sign framework(All the above will allow citizens to digitally avail these services online or on their smartphones )
Programmes such as e-sign are aimed at eliminating difficulties faced by ordinary citizens in accessing & providing copies
their own documents & certificates
The government has already introduced some of the
initiatives like;eHospitals that provides important services such as on line registration Payment of fees & appointmentOnline diagnostic reports Enquiry about availability of blood(The above initiatives will at par with many private hospitals)
According to Industry veterans & analysts, the Digital India Programme is
meant to connect many dots physically as well as virtually
The Government is spending;-$ 18 Billion in the next few years on initiatives such as;-Connectivity for all-Internet for all-Providing Healthcare-Banking education-Other services
Challenges FacedThere are many
challenges at the State, Local & Political levels. Digitization is a critical
enabler for India to establish itself as an
economic giant in the world & mobile services will play a central role in this journey given their
ubiquitous reach
1.India has a long-way to go to improve the quality of
its digital infrastructure(However, spectrum, permissions for the fibre
on the ground, investments & easy availability of mobile towers are the essential
prerequisites to realize this vision
2.Issues such as strengthening net connectivity & bandwidth across the
country ,improving e-literacy particularly in the interiors of the country are challenges that need to be overcome speedily in order to derive better mileage
out of the Digital India Programme
3.Setting-up telecom towers is one of the
main requirements to provide broadband & voice services across
the country. At present, there are about 5 lakh cell towers which is
very much on the lower side. In the last 18 months only
16,000 towers has been added while the actual addition to support the
growing no. of connections should have been atleast
50,000 to 60,000 towers
4.When it comes to telecom connectivity
rural India still lags. As of April 30 2015total tele-
density(telephones pr 100 people)was just 48.37 in the rural sector nearly 1/3
rd of the 149.13 in urban areas according to TRAI
5.Apart from the user experience, relevant
mobile content & applications are necessary
for improving connectivity. Telcos & Govt should look at
bringing-in affordable devices to improve services in the rural
segment
6.Compared with other nations, India has low spectrum per million
customers. This affects the quality of services in the country which is the
second largest telecom market in the world
7.The transport & automobile, safety
& security industries will benefit
most from a networked society. There is a common need for
Information, Communication &
Technology solutions within these industries
After Malls in big cities, multiplexes are moving into smaller towns.PVR
Cinemas plans to expand to over 1,000 centres by 2018
• A KPMG study shows that in 2014 most screens opened by exhibitors were
in Tier II & Tier III cities• The rural centers are flush with cash but
have no sources of entertainment
• Apart from Hindi films, dubbed Hollywood films are a big hit in these
centers
• Research suggests that in some areas people travel more than 200 Kms to visit a
multiplex•
•A multiplex is a big customer need in these centers that are awash with cash from
land transactions
•The price per ticket ranges between Rs.100 to 130
PVR’s decision to open a multiplex at Kolhapur & Tier II/III citiesKolhapur district is known
for its sugarcane farms, mills & footwear industry.
There is a huge hypermarket that sold goods worth more than
Rs.3.5 Crores every month
People@ Kolhapur had given up watching films at local cinemas & travelled upto 200 Kms to
larger cities to catch their favorite movie at a multiplex
PVR finally decided to include Kolhapur on a list of cities that the company would expand into. There was absolutely no entertainment in Kolhapur & no places for young
people to date. This is where PVR targeted
PVR aims to set up as many as 1,000 screens across India by
2018 from the 467 screens that it operates today. This has set off the trend of one of the India’s
most sophisticated brands establishing theatres in districts
known for farming
People have a misconception that PVR is
an urban brand. This could be on account of
the fact that most people in big cities are unaware of the pace at which the rural areas are morphing
into small towns complete with malls ,entertainment
complexes & cinema houses
According to PVR the audiences who visit multiplexes in Tier II & III cities have a primary income from agriculture & a secondary one from real-estate transactions. An order for 160
BMW’s was placed by a few farmers & traders from ‘Vapi’ recently .The kind of deep pockets that exist in non-urban areas in increasing. The credit for taking quality cinema
viewing to rural areas does not go to PVR alone. It all began with the malls being set-up in smaller centers.
PVR’s entry into non-urban areas began around
2009.According to people in many of the country’s
agricultural belts are flush with cash & are demanding quality services like never before. They want to be
identified with good brands & that is why PVBR chose to foray into Tier II & III Cities. People in smaller
centres had the same expectations of the brand as
the cinema-goers in big cities.
In Raipur, movie watchers are broadly classified into 2
categories;1.Landed farmers & traders2.Farm laborers & marginal
farmersThe first category watch movies on weekends whereas the second
set prefers weekdaysFast & Furious Avengers &
Jurassic Park have all done well as have the Hindi block busters.
Locals encourage watching English Movies & PVR gets
bulk bookings
When PVR surveyed Tier II & III cities,
they found that there is an appetite for
cinema. The need for better entertainment is higher in these areas
as they have very few options
PVR Cinemas is not the only chain that is travelling far & wide
in the country to scout for fresh territory to set up multiplexes. Almost every well known multiplex
brand in the country is moving into small
town IndiaToday many films are not only shot in smaller towns but
even form a significant part of
promotions spends. Ex: Aamir Khan
began PK promotions from
Patna & SRK extensively
promoted Happy New Year in cities
such as Ahmedabad & Indore
A KPMG report suggests that
while the metros & the NCR
contribute 60% of total box-office collections in
India, they have reached a point of saturation & the
next phase of growth is
expected to come from Tier II & III
centres
The markets targeted by PVR are not
entirely dependent on farm incomes as there
are other customer profiles too.Ex: Bhilai in
Chattisgarh has a number of students in institutions(such as Bhilai Institute of
Technology & Rungta Group of Institutions)Bokaro in Jharkand has a steel factory
Brand LocationInox Leisure Udupi, Jalgaon, Bhilwara, Vizag
PVR Cinemas- Hubli, Aurangabad, Raipur, Ujjain, PanipatCinepolis Vijayawada
Mukta Arts Sangli, AurangabadPriya Entertainment Haldia
K Sera Sera Abohar, Nawanshahr, Hoshiarpur
Silver-Screens in small-town India
There are two significant reasons behind the push towards smaller centers.
•Most of the centers have many people who are flush with cash after selling land to developers as the rural landscape gets rapidly urbanized•It is difficult to find space in bigger cities which is now increasingly available in Tier II & Tier III locations
Films-Mass Audience
Now there is nothing called a mass audience. Producers realize that there are two orts of audience;
1.Multiplex2.Single Screen
The business done by Hollywood films is measured through two
markets;1.Delhi/UP2.Mumbai
Till three years ago the above two major markets accounted for
3/4th of the business done by Hollywood films in India. But
ever since multiplex chains moved to smaller centers, the
share of business done in these two markets has come down to
about 68%which means that more people are watching these
films in other centers According to Inox, in small centers
movies with good mix of drama, romance & action attract the
maximum audience. Inox has seen guests coming-in with family/friends
for a evening or day of complete entertainment
Anup George RebelloAsst.Manager
The Catholic Syrian Bank Ltd(anuprebello.6@gmail.com)
http://www.slideshare.net/anuppresentations