Inadequate use of internet, local content and regional languages are challenges
Revenue from digital, online media far below than that from print and visual media
HYDERABAD: Poor Internet penetration, inadequate use of local content and regional languages were the three big challenges before the growth of e-Commerce in the country, said speakers at a media conclave organised by the Indian School of Business (ISB) here on Friday. The theme of a penal discussion was ‘Riding the New Wave: Opportunities and challenges in a digital world’.
Revenue from the digital, online media for companies in the e-Commerce space would be far below what was accursed by the print and other visual media at least for the next two or three years, they said.
Only when Internet entered more homes, more so in the semi-urban and rural areas would it be useful as a revenue model, they said. As of now, people were more confident of buying only things they could feel and believing what they could see, as in the hard copy and not the soft versions on the internet.
Sanjeev Bikhchandani, CEO, naukri.com, said recession had taken a toll on the ever-growing online advertising market too, as was evident in the lower growth rates seen in the last fiscal. On an average the Rs.800 crore market was growing at a steady 20 to 25 per cent year-on-year he said, adding that the trend would be similar till the end of the current financial year. The icing on the cake however, was the fact that the online market was growing faster than the print media and thus there was vast potential to be tapped.
Talking on e-commerce, Ambareesh Murty, Country Manager, eBay India, said increased trust between consumer and the seller and better pricing were the key to volumes of online transactions, citing how online railway ticket booking was becoming popular, simply because the Indian Railways was a government organisation and hence greater trust.
Co-Founder & CEO of Games2Win, Alok Kejriwal however, said that non-use of local language did not affect his operations, at least in India because every browser in use here was only in the English language and because everyone was using the net only in English. “We have our products in 23 global languages and so it is not a problem to us. But yes, we need to increase local content and improve internet penetration,” he said.