INSIGHTS SCOOP
++ Issue 06 | OCT 08
A look at the widgets and other digital applications emerging within youth lifestyle in Asia-Pacific
Asia Scout Network’s
Insights Scoop Every 3 months, MindShare Asia-Pacific invites designated ‘scouts’ living in each major city in Asia to provide updates on urban youth culture and their own opinions on two preset topics, dropping their articles on our blog. At the end of each quarter, stories from our scouts are picked and pulled together by the MindShare AsiaPacific Insights unit into a pan-regional, topical report, called the Asia Scout Network Insights Scoop. We’re hoping this will help provide a close-up view of what the urban and opinionated 18-32 yearolds Asians are up to, through real, local examples. The bird’s-eye-view regional perspective is meant to serve as a springboard to inspire new communication ideas, sometimes by adapting concepts originating outside the borders of your respective countries to fit the local climate. This sixth issue, titled ‘Asian Widgets and Other Digital Adventures’, explores the characteristics of widgets and other digital applications that are gradually becoming part of the lifestyles of urban youth in Asia-Pacific. The focus is on applications that rely on Internet connection through the PC or mobile, but we’ve also touched upon a few that functions without online connectivity. The business directions are not explicit, but we hope that taking this with openness and flexibility can help tease out the ideas that lie in the shadows and uncover the opportunities for innovation ahead. For the full version of the scouts’ articles, check out www.asiascoutnetwork.com This PDF copy contains links to the relevant articles, connoted by underlined and bold phrases like this Good and bad comments, or just tips on trends, we’d love to hear from you...XXX
The City Scouts:
MINDSHARE
Ayumi Ai (Tokyo) Bayliss Wu (Taipei) Ginette Chittick (Singapore) Kitty Jiang (Shanghai) Michelle Mossfield (Sydney) Rajiv Dingra (Mumbai)
Achara Masoodi (Ju)
The Scout, Asia- Pacific James Chadwick
Leader, Business Planning, Asia-Pacific
Dang Sering (Manila) Liyana Raja Aznil (Kuala Lumpur) Stirling Silliphant (Jakarta) Van Gnuyen (Ho Chi Minh City) Tintin Cooper (Bangkok) Profiles and pictures may be viewed on the blog at http://asiascoutnetwork.com/our-scouts
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PREFACE Why widgets? Widgets have unleashed excitement among advertisers for their potential as an alternative channel within the digital space beyond the usual ad banners and microsites, that can engage consumers in a non-interruptive, purposeful, and viral manner. It was in this context that we set out to explore the topic of widgets within youth lifestyle.
What’s a widget? Basically, the widget is a mini-application – a small piece of software that performs a narrow, specific function. Common examples are widgets that play music or display news updates, but the functions that can be designed into a widget are endless. Widgets are an easy way to serve light content to consumers. Content delivered through widgets can be viewed at a glance, and/or stimulate a simple action by the user.
Where can widgets be found? There are 3 types of widgets: web widgets, desktop widgets, and mobile widgets. Web widgets are those that can be embedded onto a web page, usually a blog, a social networking profile (think Facebook apps), or a personalized homepage like MyYahoo or iGoogle. In Japan, these web widgets go by the rather self-explanatory name of ‘Blog Parts’. Desktop widgets are those that can be downloaded and installed on the PC. Once installed, these mini-applications sit on the PC desktop, adding specific, single purpose features to it. Mobile widgets work the same way as the desktop widgets but sit as part of the mobile phone’s menu.
Widgets in Asia-Pacific Japan leads the way with its extensive array of sophisticated ‘blog parts’ (the Japanese term for web widgets). Beyond Japan, however, It’s clear that widgets are still in the unchartered, fragmented, early-development stage in most of Asia-Pacific, with most scouts labeling their observations on applications at the ‘seed’ (what’s starting’) level where the reported item is perceived as not yet part of popular culture. For that reason, this report on digital apps goes beyond the subject of widgets to include cool website features, plug-ins, content directories, and interesting programs - all the elements that help to enhance a user’s experience on the PC or mobile.
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Thoughout Jan-Mar 2008, the city scouts were asked to:
Look At: how digital applications are affecting the way young people interact, socialize, and discover new content in their city (A digital application is defined as any extra piece of software that you install beyond the standard ones on your computer, mobile phone, chat programs, or browsers, or embed on your blog or social networking site.) What are the interesting/popular applications for work and play? Examples of any app that’s either becoming popular or make you go WOW
For Example... Widgets / gadgets Browser add-ons Plug-ins Applications for social networking sites Small programs downloaded off the web Your idea of the future app
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The Headlines 1) LOCATION, LOCATION, LOCATION 2) THE EMERGING MOBILE WEB & TV 3) WEBZINES GET FLASHY 4) THE WORLD IN A PAGE:
DATA VISUALIZATION
5) PERSONAL, SOCIAL, AND
CONTENT-BASED WIDGETRY
6) THE FUTURE OF WIDGETS IN ASIA
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1. LOCATION, LOCATION, LOCATION Among youth across the region, there is a sense of eagerness to experiment with applications that improves awareness of one’s physical location and surroundings. This could possibly be due to the need to run their real lives in parallel to that of the cyber-world. The online community is showing an interest in apps that tell them where they are now, what’s around them, where they’ve been, and/or what they’ve done there. Applications within this theme are those that combine location mapping and the experience of being in a physical setting, with online or digital activities. Meanwhile, those on the move are trying out navigation tools to help them find their way around, using apps related to GPS, Google Maps, train/bus schedules, and traffic reports.
BANGKOK | Tintin Google MyMaps Widgets “Google MyMaps is derived from the infamous GoogleEarth/GoogleMaps- but this time you can add MAPPLETS - placemarks, comments, images, even gas prices, real estate… basically like a more personal, interactive version of the well-known GoogleEarth, which is helping to make the world feel smaller and everyone feel more collective.”
MANILA | Dang The Lakbayan Map Widget How much of the Philippines have you visited? The Lakbayan map widget allows users to show the locations in the Philippines that they’ve traveled to. The map is created after the user has a completed a checklist of the places that they’ve visited. “I’ve seen a couple of blogs with the Lakbayan map on their entries and it’s interesting to see how much area they’ve covered compared to mine.”
SINGAPORE | Ginette Singapore Street Directory Widget “It allows you to search Singapore street map by block number, street name, postal code, building name or landmark name.” Next Bus Widget “This windows’ widget allows you to get the arrival time of the buses by using the bus stop number and the bus number.”
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JAKARTA | Stirling The GPS Navigator “the Garwin portable navigator features a touch screen and texttospeech feature in both English and Bahasa Indonesia…I tried the device and found it to be accurate, but it definitely preferred sticking to main roads...”
MUMBAI | Rajiv Maps on Mobile
KUALA LUMPUR | Liyana Mobile Mapping Systems
“Both Google and Microsoft now have maps application that can be ported to your mobile phones. The application has detailed maps of the area that you want it to show, along with driving directions, and (sometimes) even the traffic updates.”
“A growing number of people now have installed the mobile mapping systems into their phones (or buying separate device for their car)… a favourite among Asians currently is the mapping system from MapKing which provides guides to roads in big Asian towns.”
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SCOUT-BYTES WEB MAPPING + SOCIAL NETWORKS = SOCIAL MAPPING
Social networking sites connect people virtually. Maps tell us the physical location of things. Mash-up the two features together and get an application that offers social networking, friend-finding, and user-generated content mapping, all-in-one. Could it be the next big thing?
Launched during the Beijing Olympic games, the social networking platform GyPSii claims to be the first to add a lifestyle element to GPSenabled handsets in China through social mapping apps. (Source: CScout) HCMC | Van Text-A-Taxi “Using GPS tracking, the service will identify and book the nearest black cab from the participating taxi fleets, delivering a confirmation SMS, and an alert when the taxi has arrived.”
Nokia is also betting on this service with the acquisition of Plazes, a Germany-based Twitter-like social networking service with geotagging and points of interest, in June 2008.
2. THE EMERGING MOBILE WEB & TV Despite frustration with technical glitches, young Asians are gradually introducing their mobile phones to features traditionally belonging the web and TV. Online communities have arrived to the mobile through chat programs, email widgets, social network widgets, and more. Mobile widgets in the form of ‘apps’ are generating excitement among early tech-adopters for their ability to pull customized web content into the mobile through a user-friendly interface. This has the potential to turn dull yesteryear’s phones into ‘app’ platforms such as Apple’s iPhone. Mobile TV has received a boost from the launch of ‘mobisodes’ in Sydney and Mumbai, the mobile equivalent of TV episodes consisting of short series of 3-4 minute, bite-sized clips that can be viewed on the mobile. TAIPEI | Bayliss MSN Goes Mobile “Nowadays MSN is as important as cell phone. …The cell phone version MSN functions almost the same as PC one.”
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HCMC | Van Connected on-the-go to the Crickee Community
MUMBAI | Rajiv Over-The-Air music & video downloads
“Today, I added a Crickee widget in my phone. Having been adopted in more than 216 countries, Crickee is a tribe of 1,109,949 perpetually connected users, online and on their mobiles.”
“An Over The Air media download utilizes ultra-hispeed Internet connection to deliver audio/video right to your mobile device. BSNL, the largest Indian mobile operator is putting in place two technologies that will make blazing fast media downloads possible… the one which will provide the mobile version of a fast Internet connection is BSNL’s CDMA EVDO technology.”
Widsets bring the web to the mobile phone “My friend has just showed me a new application on his Nokia N95 called Widsets. He can get his favorite web content straight to his Nokia N95. Or find news and information, stay in touch with email and blogs, play games, share pictures and more even when he’s on the go.”
JAKARTA | Stirling The kids will have their say (on their mobiles) “a new generation of tech-savvy under 20s has emerged…mobiles with the technology to support internet and Java applications sell like hotcakes…they’re actually chatting on YM or MSN, checking their myspace or friendster, or writing blogs. They even stream video content and watch it in their mobiles.”
SYDNEY | Michelle Bite-sized drama
MUMBAI | Rajiv Mobisodes in India – Coming Soon
“I myself have viewed the entire series of the Australian comedy show “Summer Heights High” via the Telstra network on my mobile phone. As with all new technologies, its a little rough (expect drop outs, and lesser quality than television), but all in all the experience was great. I guess that’s evident by the fact that I watched the entire series!”
RamAndRia.tv is a sitcom produced by PixelKraft especially for the digital medium i.e. web and mobile, launched by the people behind Indibiz.tv… The short format content or micro series, like RamandRia.tv, also provide brands an innovative branding opportunity and help them increase their brand presence on the internet and mobile platforms. (Source: WatBlog)
SCOUT-BYTES
THE EXPLOSION OF IPHONE APPS
With people purchasing black market versions and lining up in long queues to buy the official ones (see iPhone finally launched in Singapore across the region, it’s hard to dismiss the iPhone and its enormous applications market. Launched in June 2008, the iPhone app store has more than 3,000 applications, with over 90 percent priced at less than 10 USD and more than 600 offered for free. The store has already topped 100 million downloads worldwide within 4 months in September. Most apps take advantage of the iPhone’s revolutionary features like the touch-screen and movement recognition, such as the Pocket Guitar and iPhysics, as reported by Tintin in Bangkok.
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3. WEBZINES GET FLASHY Flash-based electronic magazines are emerging as an impressive way to impressively deliver edgy content packaged in a format that combines online interactivity with the layout and style of the glossy magazine. These webzines are typically made for and by leadingedge style influentials because of their ability to deliver a they full-screen, sensory-loaded, light browsing experience that effectively integrates text, music, pictures, and even video.
SHANGHAI | Kitty Your Favorite Magazines Go Electronic In China, ezines have gone mainstream: “Zcom…is a new website that provides refined electronic magazines. Once a smallplug-in application is installed (Zcom Reader), you can enjoy hundreds of e-magazines include, Cosmopolitan, Bazzar, National Geography, China Auto Pictorial, China Computer World etc… the e-magazines are different from the hard copies - everyone of them are created by Flash, so they are highly interactive.” An example of a branded webzine by Mini Clubman, also available on Zcom.
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06 Our scouts have also suggested the following: 01. e-magazines from pagesdigital (SYDNEY), 02. Honeyee (TOKYO), 03. <Blow Up> by Neocha (SHANGHAI), 04. Display Egazine (BANGKOK), 05. GraphikaPinoyMag (MANILA), 06. FlannelMag (SINGAPORE)
4. THE WORLD IN A PAGE: DATA VISUALIZATION As the web becomes a vast, limitless repository of text, images, sounds, and video, new applications have emerged to manage and leverage content on the web through data aggregation and visualization. These range from practical tools that keep users informed of the latest content in a digestible manner, to inspiring sites that track and utilize data patterns from the web to reflect the aggregated thoughts, feelings, sounds and images of the online world through a stimulating, interactive display. Though specific apps have not yet gained full traction in the region, such concepts have likely tapped into an underlying desire among Asian youth to view a fragmented world as a more unified, collective whole.
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HCMC | Van NewsMap – a website that aggregates and compresses the Google News landscape to fit one page on the screen. Tagnautica – an experimental navigation tool built to explore the space of related Flickr tags. Exploring onetag brings up pictures of related tags. Spell With Flickr – invites users to type in whatever they want to, then matches each letter of that word with letter pictures straight from Flickr. It also generates a widget-style code so you can paste the results on your blog.
TOKYO Uniqlock’s User Blog List As part of the award-winning global digital campaign ‘UNIQLOCK’, the Japanese casual fashion label Uniqlo created a colour-coded ist of blogs around the world which had installed their Uniqlock widget.
MANILA | Dang Customized Homepages “This time your homepage has everything from RSS feeds of your preferred local and international news websites, local weather forecast, to-do lists, multiple searches, calendars, flickr photos, digg, meebo, Facebook, audio-player, youtube, to Yahoo Mail. Each module can be moved and organized by just be being dragged around the page. A page can be personalized further through a selection of themes and colors.” Players in personalized homepages include Netvibes, iGoogle, MyYahoo, and Pageflakes. WORLD WeFeelFine An interactive site that maps human feelings recorded on blogs all over the world.
WORLD Olympics Medal Map An interactive map by New York Times showing a breakdown of medals that countries have won in Beijing and past summer Olympic Games.
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5. PERSONAL, SOCIAL, AND CONTENT-BASED WIDGETRY Widgets enjoyed by young Asians respond broadly to three core needs: personalization, socialization, and content. PERSONALIZATION: Widgets are adopted because they help customize the features of a very personal space (desktop, mobile, blog, SNS, homepage) to fit an individual set of lifestyle preferences. SOCIALIZATION: Appealing widgets are those that support or facilitate interaction (chatting, commenting, voting) and content-sharing within a community. CONTENT: Apart from the basic role to feed updated content (text, image, music, and video) to its user, widgets that allow users to browse through and experiment with a wide range of content contained within themselves are natural favorites. The appeal of these qualities is not limited to widgets but also applies to anything that contributes to the digital experience – site features, add-ons, and full-featured programs.
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TOKYO | Ayumi iGoogle Artist Campaign “Google collaborated with nine stylish and popular Japanese artists like NIGO (Bathing Ape), Nobuhiko Kitamura (HYSTERIC GLAMOUR), Osamu Tezuka (Atomic Boy) and others to offer cool design headers! I’ve set my iGoogle with NIGO’s design whichbackground color changes every time I refresh my start page.”
SYDNEY | Michelle Faster, Louder, I’m a Fan! “Australian music website, FastLouder.com.au …has set up an alerts feature called ‘I’m A Fan’. Fans of a particular band or artist sign up to receive email alerts about what, where when, how and who the band or artist are doing (with the single click of a button)”
KUALA LUMPUR | Liyana Customizable alarm for the mobile “the multi-function alarm clock called pTravel Alarm (mainly for Windows Mobile devices)… has about 10 alarms which can be set up for multiple days, so it’s highly useful for the muslims who want to be alerted at prayer times. Apart from that, each alarm can have it’s own ringtone and it’s own set volume.”
FOR SOCIALIZATION MANILA | Dang Chat Widgets “the chat widget allows friends and other bloghoppers to sign-in (almost like a guestbook) and leave a message. Oftentimes, notes or messages lead to discussions and enhance the experience of visiting your blog. Using it as a guestbook has been fun for owners and users alike.”
KUALA LUMPUR | Liyana Slideshows on Slide.com “the reason why the awesome add-on from Slide.com is such a hit…. Not only do you get to have your own slideshow of your oh-socharming pictures, you even can customize the slide show to your preference…”
TOKYO Nico Nico Douga … is a video sharing site where “comments are overlaid directly onto the video, synced to a specific playback time. This allows comments to respond directly to events occurring in the video, in sync with the viewer - creating a sense of a shared watching experience…The site won the Japanese Good Design Award in 2007 and an Honorary Mention of the Digital Communities category at Prix Ars Electronica 2008.” (Source: Wikipedia)
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FOR CONTENT
TOKYO | Ayumi iTunes Blog Parts “Once you tag the blogparts on your blog site, you’ll always keep yourself updated with the latest top 10 weekly chart out of more than 5 million available songs at iTunes. You can always click any songs to listen sample and actually you can purchase a song through iTunes from the blogparts.”
KUALA LUMPUR | Liyana Imeem Music Player “This nifty lil’ add-on from Imeem seems to have appeared on various sites. The Imeem add on lets users listen to music that they love on blogs or websites.” SHANGHAI | Kitty Peer-to-Peer Videos with PPLive “PPLive is powered by P2P engine, the video stream is much smoother than Youtube… provides wide range of videos which young people like, from the hot TV series to the box office movies, from European football matches to the NBA games, with only a single click of a download button”
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SCOUT-BYTES
Uniqlo’s Global Campaign “MUSIC, DANCE, CLOCK”
First reported by Ayumi from Tokyo in 2007, Japanese casual fashion label Uniqlo launched a digital campaign to raise brand awareness internationally. The campaign, which was among this year’s top cyber winners at Cannes, utilized a combination of digital elements including customizable web widgets, YouTube videos, data aggregation & visualization, and screensavers. The campaign concept developed was the fusion of a CLOCK which functions as a blog utility, time signaling MUSIC, and DANCE performance videos with UNIQLO clothing. The campaign was named UNIQLOCK. As a 100% UNIQLO branded widget, this automatically became a tool to connect UNIQLO and the world’s bloggers. The results: (10th January, 2008) Over 27000 widgets from 76 countries Over 68 million views from 209 countries (the wedgets + the website) Over 500 thousand views on You Tube (the audition videos) Over 175 thousand downloads (the screensavers) Full details of the case study can be found at Projector’s link: (http://www.projector.jp/awards/uniqlock/hybrid/) The campaign is probably better experienced than explained – check it out the Uniqlock site: (http://www.uniqlo.jp/uniqlock/).
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More on Uniqlo’s other recent digital campaigns on CScout Japan http://www.kilian-nakamura.com/blog-english/index.php/uniqlo-continues-into-digital-territory/ More examples of Japanese blog parts on The Plant’s blog http://theplant.jp/en/blog/5-great-japanese-blog-widgets/
6. THE FUTURE OF WIDGETS IN ASIA Widgets are in the developing phase in most of the Asia-Pacific region. To help us navigate the widget and apps world, we enlisted the help of four ‘digital pioneers’ from Singapore, Sydney, Kuala Lumpur, and Shanghai to share their experience and their views regarding the emerging widget and apps world. SYDNEY | THE PARTNERS, LOST AT E MINOR LostAtEMinor.com is an Australian-based pop culture website and email newsletter that features inspiring finds across art, music, illustration, fashion, architecture and more. The partners are Zac Zavos, Zolton Zavos, and Andy Howard.
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The new site looks absolutely fantastic. Did you have a particular vision or guideline in mind as you were developing it? Thanks, we’re glad you dig it! We didn’t quite have a rule, but more of a concept - we wanted to give our audience a sense of ownership and allow them to customise the site as they see fit. Lost At E Minor is focused around a community of creatives, so the inclusion of a customisable colour palette, a banner switcher, a unique audience platform for our community to announce what they’re doing right now and numerous discovery devices are all about creating a customisable and experiential environment.
What’s a cool widget/application you’ve come across or used recently? We love the imeem ( http://www.imeem.com/ ) playlist widget.
What’s the future of widgets/embeddable apps in your country? Viral, relevant and value adding. I feel that’s the future of widgets everywhere. If a widget becomes integral to a person’s life, it’s succeeded.
SHANGHAI | SEAN LEOW CEO/CO-FOUNDER, NEOCHA
Neocha.com is the leading social networking site, event platform and youth culture consultancy for original music, art, events, and goods among Chinese creative communities. Neocha has recently released NEXT, a music-streaming application that plays from songs drawn randomly from a database of songs from independent artists, sort of like an indie music player on shuffle. What triggered this idea? The Neocha.com music library is the largest collection of independent Chinese music online and is increasing with daily uploads from musicians. With this pool of content, our goal is to allow people to easily discover and enjoy independent Chinese music.
Apart from the ultra-cool webzine <BLOW-UP> and NEXT, what other digital goodies has Neocha created and what’s in store for the future? NEXT is our first “product” that leverages the Neocha.com content database, but we have other widgets that are used by our users. Specifically, our playlists and slideshows are all embeddable and used by many musicians and visual artists in China. Going forward, we are going to release a more refined version of NEXT that will be smarter in understanding your musical likes/dislikes and recommending music to you.
What’s a cool widget you’ve come across or used recently? The coolest widget-related product I’ve seen lately is a widget building platform that allows anyone to build their own widget called Sprout (http://sproutbuilder.com). You can build all types of widgets and it’s dead simple (no programming experience necessary).
If you had to build another widget to engage the youth community in Shanghai, what would you build? I would build a widget that focuses on displaying and recommending interesting events going on in China. This widget would allow you to view event information, tell your friends what you’re going to, recommend interesting events, send suggestions to the organizers, order advance tickets and link up with your mobile phone.
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SINGAPORE | JUSTIN LEE – EXECUTIVE DIRECTOR, GARAG3
The Garag3 (pronounced ‘garage’) is an incubator and hackspace for entrepreneurs and mad geniuses, providing funding and guidance to help nurture ideas and companies in the Interactive Digital Media space in Singapore.
What’s a cool widget you’ve come across or used recently? Soooo many! I really love enabling productivity apps such as TokBox where you can do video conf and conf calls totally in a web browser via a flex interface. Other include DimDim and Skitch. A widget that I also like very much is http://www.picturesurf.org/ where you can easily create your own embeddable image gallery. I think it will do very well not just in Singapore but also Malaysia, Thailand and Philippines where blogging and social networking culture is seriously heating up and simple solutions like these are required.
If you had to build a widget to engage the youth community in Singapore, what would you build? I’d probably build a “Do The Karen Cheng, Promote Your Cause” widget. You know about the “Do The Karen Cheng” phenomenom [which means taking an outfit photo of yourself the way Karen Cheng usually does it on her blog – reflected through a mirror with a signature head tilt]. People even hold parties for it and girls just love it. Now imagine that we tap the power of digital cameras, girls camwhoring in front of mirrors and subtle messaging of the causes they support? I think that would be very viral :)
What’s the future of widgets in Singapore? Most hot electronic, web products just get lapped up by our consumers very fast. Now, with so many people with big gaming rigs, macbooks, desktops, digital cameras, iPhones, what’re they going to do? This gadget spree simply forms the demand base for add-on widgets and apps that would be customizable and enhance everyone’s experience.
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KUALA LUMPUR | JOEL NEOH – FOUNDER, YOUTH MALAYSIA
YouthMalaysia.com is Malaysia’s leading youth community that organizes projects and events throughout the year to develop and connect young individuals and communities, both online and on ground, representing over 34 leading youth websites.
Apart from a youth community portal, an online youth survey, and a youth-powered press, what else is in the pipeline for Youth Malaysia? Annually, we organize the largest on-ground youth lifestyle festival. YOUTH’08 this year attracted more than 20,000 youths. YOUTH’09, held in January 2009, will be expected to bring in over 50,000 youths participating. End October 2008, we’ll be integrating all the current tools we have built: surveys, youth forums, press, community portal and advertising widgets to provide a holistic ‘community marketing’ approach to clients.
If you had to build a widget to engage the youth community in KL, what would you build? We have more than 13,000 youths actively participating in research, online surveys and discussion forums in YouthSays.com. More than 1,000 of these users have embedded a YouthSays broadcast badge in their blog/website that enables them to share with their friends survey results/research that they have been part of. This badge provides more than 1,000,000 page views/month of advertising with clickthrough rate of 0.5% - 2%. YouthSays.com has only been around for 4 months – and the intrinsic value provided is quite revolutionary.
What’s the future of widgets in KL? At the moment, advertising widgets that are installed by users are used by advertisers to advertise to the friends, readers, followers and fans of the user. However, in the future, I believe advertising widgets will be a very useful and impactful tool to target the individual user personally and directly.
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Š MindShare Asia-Pacific. 2008. All rights reserved. No part of the publication may be reproduced in any form without prior permission from the publisher. For private circulation only. For more information: Achara Masoodi, achara.masoodi@mindshareworld.com