ON DEMAND Phenomenon
I love Ads be it TV commercials or be it Print media. I can see the Ads throughout the day and does not get bored. Ads speak a lot about current state of society and its mind set, commercial company plans and intentions in the future. If you follow ads of a particular industry regularly you can come to know the direction in which the industry is going. Ads primarily help me in identifying the patterns. A flow of things in a pattern is constant. Corporate Leaders identify the patterns in one industry and apply the same in another industry with tailor made changes suited to ones industry. Names are different but the pattern is same.
From past 3 to 4 months one common thing I see in almost all the ads (except FMCG) is “ON DEMAND”. What is it? Simply speaking giving customers what he wants without any entanglement. Eg: The first Ad is from TATA SKY, previously it used to air the ads which promote cost, quality and advantages of using TATA SKY but not what customer wants. But now it airs the ads that promote how it is helping the customer in choosing what he wants. In the later one Customer can choose what he want and pay for only specific ones rather than taking a package in which he do not see most of the channels. Providing only what customers want without any entanglements is the next big thing in Corporate World. Already most of the IT companies are picking up the same phenomenon. Big companies are losing the projects dude to selling the customers what they do not want along with what they want.
Now the question is “IS THIS ON DEMAND PHENOMENON new?” Certainly not. Michael Dell came up with this idea nearly 25 years back when he launched his company DELL. He took the orders from the customers on what items they want and build the computers as per their requirement. The idea got huge hit and Dell became $65 billion Company in just 25 years. Ironically now Dell is moving to Retail business (packages) when customers do not want to buy what they do not want along with what they want. Anyhow coming to the point the idea is old but it is called in different industries with different names. The decade has come where Customer is no longer interested in buying what he does not want. Let’s see how many companies will adapt to this quickly and cash it on.
From past 3 to 4 months one common thing I see in almost all the ads (except FMCG) is “ON DEMAND”. What is it? Simply speaking giving customers what he wants without any entanglement. Eg: The first Ad is from TATA SKY, previously it used to air the ads which promote cost, quality and advantages of using TATA SKY but not what customer wants. But now it airs the ads that promote how it is helping the customer in choosing what he wants. In the later one Customer can choose what he want and pay for only specific ones rather than taking a package in which he do not see most of the channels. Providing only what customers want without any entanglements is the next big thing in Corporate World. Already most of the IT companies are picking up the same phenomenon. Big companies are losing the projects dude to selling the customers what they do not want along with what they want.
Now the question is “IS THIS ON DEMAND PHENOMENON new?” Certainly not. Michael Dell came up with this idea nearly 25 years back when he launched his company DELL. He took the orders from the customers on what items they want and build the computers as per their requirement. The idea got huge hit and Dell became $65 billion Company in just 25 years. Ironically now Dell is moving to Retail business (packages) when customers do not want to buy what they do not want along with what they want. Anyhow coming to the point the idea is old but it is called in different industries with different names. The decade has come where Customer is no longer interested in buying what he does not want. Let’s see how many companies will adapt to this quickly and cash it on.
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