Some 40 years back , marketing guru Ted Levitt wrote in his seminal essay ,
" Marketing Myopia " , said :
" Marketing Myopia " , said :
" If you don't make yourself obsolete , someone
else will "
It is high time , traditional Indian Businesses/Industries
ask of themselves :
" Who is
about to make me obsolete ? From where does my threat come ? "
It seems like the aging Goliaths of India are about to
taken on by the Davids of the new-born Start-Ups !
It is :
> Brick
& Mortar Retail.........Vs........ E Commerce Portals
> Full
Service Banks ............Vs.........Payment Banks
> Estate
Agents.................. Vs........ Real Estate Portals
>
Recruitment Agencies.......
Vs........ Job Portals
> Auction
Houses.................Vs........ E Bays of the World
>
Advertising Agencies......... Vs ........Google / InMobi ( and ilk )
> Security
Agencies............ Vs.........Remote Security Services
> Own Local
Factories...........Vs.........FoxConns / Flexitronics etc
> Local
Grocery Store...........Vs.........Hyper Local mobile apps
> Marketing
Agencies...........Vs......... B2BmessageBlaster
> Credit
Card Industry......... Vs........ Mobile Wallets
> Fossil
Power Stations........ Vs........ Solar / Wind Power plants
> Delivery
Boys / Girls..........Vs........ Drones
> Music
Labels ( Records ).... Vs........ Music Streaming Services
> Text
Books..................... Vs.........
Pre-loaded Tablets
> Unit
House Construction.... Vs......... 3 D Printed Pre-Fab houses
> Own
Servers................... Vs.........
Cloud based Computing Services
> Own Service
Departments..... Vs...... Full Service Agencies
> Car
Drivers..........................Vs....... Self Driven Cars
> Taxis
Services...... .............Vs...........Uber / Ola etc
> Marriage
Brokers............... Vs.......... Matrimony / Dating sites
> Physical
Classrooms...........Vs........... Online Education
> Customs
Barriers.............. Vs........... Online 3D Manufacturing
The list just does not seem to end !
And , in every case , Information Technology / Digitization
, is the driver of the Change
It is time , traditional Indian business persons stop
feeling uncomfortable / threatened by the Start Ups
It is time they realize that :
> There are
no exclusive domains of expertise
> There is
no protection under the former " License Raj " System
> There are
no insurmountable " Industry Barriers "
> There are
no inbuilt / inherent advantages in any Industry
>
Entry-levels are getting lower and lower , in all industries
> Chaos
Theory prevails ( remember , " A butterfly flapping its wings in
Brazil , brings
floods in India " ? )
> National
Borders cannot stop winds of change , which blow through
internet /
mobiles / TV ( - and soon 3D Holograms ? )
> Of the World's 800 million starving (
malnourished ) persons , nearly
400 million
live in the Northern States of India
> Within 5
years , 100 million starving Africans will run-over Europe ,
forcing a drastic
lowering of Europe's " Standard of Living " , and an
" Averaging Out of UnEmployment "
across the World
As a result
, Europe will buy less from India !
> If till yesterday,
" Necessity was the mother of Invention " , today it is
" Threat of obsolescence is the mother of
Innovation "
Alvin Toffler ( author
of " The Third Wave "- 1980 ) , recently said :
, “ In our society
everything we know is changing so rapidly that our heads are filled with
obseledge, obsolete knowledge. How much of what we know is already obsolete or
on its way to being obsolete ? ”
-------------------------------------------------------------------------------------
hemen parekh
21 August 2015
B2BmessageBlaster
---------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------
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