Mr. Parasar Sarma currently serves as GM-Marketing & Mobile for Health Total by Anjali Mukerjee. He is being instrumental in driving lot of efficiencies for the organization in last couple of months at Health Total. He also served as the Vice President & Head Of Mobile at C1X Inc, At C1X he was leading the Mobile product development & Business strategy & was instrumental in building C1X’s strong presence in India. He initiated C1XMobile & launched their Android SDK for app developers which is solving lots of industry problems for both advertisers & publishers, prior to C1X inc, He was part of the founding team of Goibibo where he co-created & lead the growth curve of Mobile Apps in Goibibo and also lead the customer acquisition in Goibibo. In an exclusive interview with The Policy Times, Mr. Sarma shares details of his vision, strategies and his experiences with a number corporate that he has been associated with.
- What has your experience been in C1XMobile?
My stint at C1XMobile was fabulous; we focused on creating a differential global product which directly solves the core need of a mobile marketer through data & ad tech while simplifying the complex ad tech ecosystem for app developers in the most profitable way.
I was part of the founding team at C1X and my role I had the opportunity to develop new product & revenue channels, we tied up with Shopclues to became their Ad tech partner for creating a monetization platform from their sellers through bidding based ads.
We won the digital mandate for mytaxiindia as well.
Now that I have moved on from C1X, I am looking at a challenging role in the mobile universe which will leverage data to get insights into user behavior and thus increase stickiness.
- What were your strategies that led to the huge growth in sales of C1XMobile?
Our focus was to take our 1st party Mobile audience data platform to marketers to complement customer acquisition on mobile. We already had many apps using our SDK which added to our supply pipeline. We were already working with all leading e-com companies like MMT, goibibo, snapdeal, mobikwik, cleartrip, coupondunia, freecharge & many more. We saw a huge jump in revenue in a very short period of time.
- How did you get the contract of mytaxiindia? What was your role in getting this contract?
MyTaxiIndia is trying to solve a very acute problem that exists in the market. Outstation cab booking in India is mostly offline today and the platform is playing vital role in bringing these cab operators online and creating ease for users to check and book cabs in real time. I saw the opportunity for us to be a part of their journey by creating value for their digital marketing. My team and I had a deep understanding of digital marketing from the online travel category. We created a robust media plan which helped mytaxiindia to achieve their customer acquisition in the most optimized way.
- What are the challenges and opportunities in the mobile ecosystem of India?
India is now 300 million strong Mobile internet users & for brands to give users a best buying experience is the primary goal. Indian consumers on mobile are still very impulsive and discounts still overpower experience. As Apps remain the key channel for e-com players to engage users, we have seen users shuffling between multiple free apps according to his momentum of need which results in huge loss for Brands as uninstall ratio’s increases. With this, Mobile marketing becomes a key enabler to engage primary users & in fact re-target users back to brands through many innovative mobile ad tech solutions. But we still don’t see much of intelligent audience data platforms coming into play which is required to change the current dynamics.
- What are your vision and future plans in relation to the mobile and digital ecosystem in India?
We saw a drastic shift of focus by almost all e-com & on demand services companies towards Mobile as their 80% traffic moved from desktop to Mobile in the last 2 years. As Customer acquisition through mobile mostly through Apps remains the primary objective, Acquisition channels were not enough in comparison to brands appetite & the big problem still lies in engagement.
Irrespective if my next role is either agency side or brands side I would continue to build user engagement platforms & products while working towards solving the industry problem.
- Any message you want to give to the young MBAs about to enter digital industry?
It’s important to understand the market metrics for different categories of business & set ways of working, sometimes don’t work for every business, it’s important to keep trying new ways & new methods regularly & deep dive into the use of technology to solve business problems. I wish the younger lot in digital marketing to create & innovate new methodologies which solves core problems.