Online Media

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Inherent Risks Of Social Media Advertising – And How To Mitigate Them

Published October 28, 2017 by vishalvkale

I was enjoying my morning read of the Business Standard, when my eye fell upon a story – Facebook and Google helpedanti-Refugee campaign in Swing States, Business Standard, Friday 20thOctober. I  noticed this story, and marked it for later contemplation. The recent saga over Twitter usage by  Indian Politicians brought my mind back to this story – and its many implications. While the ethical & moral implications are also present – but most vital is the implication of this, and similar happenings we may or may not be aware of, for us the people as well as for democracy.
Image Credit – Google Search

It is one thing for a politician to openly come on Social Media – quite a few have done it quite successfully; they lay their views, attitudes, national plans, ideals, problems etc – like one Indian Politician. Others use Facebook, and especially  Twitter in their own names to further their own views etc. There is nothing wrong with that – in fact, that is actually welcome, as it helps a large number of people become aware of what that person stands for, as well as have a judgement of his or her potential. Used that way it is ethical, transparent, open and disseminates information.
However, I would request that you open the link above and read it; the usage of – maybe even targeted usage of – the Social Media platform as described in the article, goes way beyond what has been described above, and indeed way beyond the scourge of fake news that is now a common phenomenon that we are seeing on Social Media nowadays.  “In the final weeks of the 2016 election campaign, voters in swing states including Nevada and North Carolina saw ads appear in their Facebook feeds and on Google websites touting a pair of controversial faux-tourism videos, showing France and Germany overrun by Sharia law.
This is quite frankly, extremely disturbing, worrisome and should cause unease and disquiet in most minds. The article goes further, showing emloyees roles as well as targeted advertising : “Unlike Russian efforts to secretly influence the 2016 election via social media, this American-led campaign was aided by direct collaboration with employees of Facebook and Google. They helped target the ads to more efficiently reach the intended audiences, according to internal reports from the ad agency that ran the campaign, as well as five people involved with the efforts.
In the modern world, those of us connected on Social Media have our entire lives on these platforms; it is easy to collate and study patterns for the SM companies – with a larger customer base meaning more defined patterns. It allows advertisers to target people specifically as per your individual tastes. Just think – you click on a site, and ads related to that site pop-up in your feed; used this way, it is legal, ethical as well as a powerful advertising tool, which can and does lead to win-win situations for the customers as well as the companies alike. But recall that we have our opinions, likes and dislikes etc all openly stated; it is easy to spot patterns and create interest groups on a large database.
Secondly, the impact of Audio-Visual messages is known to be strong in both psychology as well as advertising. Further, add to that the increasingly short attention span of the audience combined with the sad phenomenon of lesser personal time / greater work stress, as well as the propensity to prefer easier to assimilate modes of information gathering {AV}, and short tit bits. These two sub-factors combine to create a situation that enables a mind to easily assimilate and accept messages that meet these criteria stated above.
The two major factors above create a situation wherein a targeted message can be accepted with readiness and ease at least by one segment of the population. The abilities and concepts described in the first factor create a set of people with vested interests that enable the creation of ability and skill sets that can be put to use to reach the set of consumers identified for targeted messaging. In other words, to put it crudely, a set of people willing to accept, and a set of providers willing to use this acceptability of the people to get across a targeted message comes together to create confusion.
Let me explain – on one side, you have a set a data, voluminous, about people – their likes, dislikes, views, readership, viewership, opinions. We can use this to create sub-groups according to various tastes, opinions and what-have-you. This is the company-side skill. On the other side, you have a set of people with easy acceptance of AV or short messages, short content as told in the second factor. The companies can spot patterns among the people, can group them together. Thus it is becomes easy to make tailormade messages that can influence people with specific proclivities and propel their choices towards a targeted objective.
It is feasible to create patterns, extrapolate and draw inferences from Social Media activities. If one person has a habit of regularly visiting Food sites, specific to Chololates, Desserts, Cakes – one can draw the inference that this person may have a preference for sweets. Similarly, if a person regularly likes, tweets, gives opinion on one side of any view in the political or social spectrum, you can extrapolate that he believes in one POV. In large enough data – hundreds of thousands of respondents – this will enable the identification of a set of people predisdisposed towards a thought process. This may not hold true for all instances –  but in a large enough data sets of people, patterns will emerge that generally hold true; and remember, in Social Media we are dealing with live data sets, not snapshots of time.
As can be seen above – a targeted message {Anti-Refuge} was delivered through social media. And again, as we can read, there was direct collaboration of employees. Result was a strong message was delivered at a targeted audience, again as stated in the article.  And that is why the article above is so disturbing. While it is possible for this to happen even without the collusion of employees of SM companies, it becomes infinitely easier with their help; also, the data is also relatively error-free. Add to this the issue of Subliminal Advertising – of which currently there is no provable evidence in the public domain, and neither is it a legislated area.
Can this happen in India? Has this happened in India? We do not know; I hope not. But we do know that now the political parties are using Social Media in myriad ways, as has been extensively reported. We also know of at least one book on trolling or usage of SM by one party. We have seen another getting smarter in its SM presence. This they should do – SM is an efficient way to reach audiences – be it politics or be it consumer goods. No issues with that whatsoever.
The problem is if this newfound capability is used to get across a targeted message – especially one of the fringe variety, towards a targeted audience. The biggest question is – where do we draw the line? And who is to judge what is the line specifically? If we have the capability to segment audiences as per tastes, I for one see no reason why that should not be used for mutual benefit. But – as I asked in my previous article as well – how far is too far?
It is we ourselves that are giving these parties and these companies this ability, by placing all our choices openly. This cannot be avoided in increasingly connected world – just not posting on SM is not the long term solution; other proxies can easily be developed, as so much is online in the modern world, that with time, money and capability drawing inferences from data sets is dead easy. This is the evil side, the negative side of the technology that drives our civilization. It really boils down to data security, and a question of simple regulation and ethics.
The Social Media companies need to have a strong set of internal rules &  regulations governing content that is accepted by their advertising departments; one that is specially rigorous for political parties or for messages that can be construed to have a political content, or indeed for social content. There has to be a differentiator clearly placed between product-service advertising, and cause advertising. This is doable and is frankly easy to do and operate. It requires an iron will within companies. It also requires strict regulation and a code of ethics so that pressure tactics are not used to pressurize companies.

Both the above are doable; we in corporate India need to wake up and smell the coffee. We need to open our eyes, and see the immense potential for good that technology holds as well as the immense potential for influence it holds – and the potential for damage. On a personal side, we customers need to be made more aware of privacy issues, data security and issues arising out of the above. It is not feasible to expect 500million people to stop posting opinions etc on SM; that is not going to happen.  Above all we need to understand the immense creative as well as disruptive power social media holds, its potential, as well as the need for regulation. This is a space that is not self-regulating. We need to wake up, and ensure that some borders are set in place. The US example should not be repeated… 

The Facebook & Fake News Issues

Published April 15, 2017 by vishalvkale

The title of this article just about says it all… The Facebook Issue. This article is coming after a long self-examination and Facebook feed examination, with the explicit purpose of putting Facebook and its contemporary utility in Social Media with relevance to me as an individual. This deep introspective examination has lead to startling revelations to myself, which is what I am attempting place here, with an intent to support my decision to move my Social Media content away from Facebook due to issues arising out of the feed and the interaction that happens on it.
But first, the background. I came onto Facebook as a means to get in daily touch with family, find old friends, and keep connected with them. It then grew into a method of chronicling important events in my life through Photographs & Posts, that I could visit later. Both the above have given excellent results, and shall continue as important aspects of my digital profile with added security features, like sharing in Secret Groups, and strong personal security options.
Facebook then developed into a News Feed, as I liked the home-pages of all the publications I follow; it became an easy way for me to access the news as it happens. This has given superb results as well as  many, many discoveries and learnings through pointed articles. Not only that, it has also lead to my discovering other great Media Vehicles for topics of my interests. This is now becoming a major issue, and the most significant reason for my hunt for other options.
However, there has been a significant change in past few months, maybe an year or two, which has increasingly caused me to wonder how to manage my feed. The problem was it wasn’t as simple as cutting a few people – whose views I may not agree with, but with whom I am close. In other words, I place a greater value on my relationship with them, than disagree with their views. One doesn’t stop interacting just because you don’t agree; true relations thrive despite differences.
The other, bigger problem was the contamination of my feed with POVs which are rather disturbing, things which  are too close to my Value-Belief Matrix for me to ignore. Being mature, one can ignore once, twice, thrice… but there comes a time when your defences drop, and you end up responding to the views, which is not the way forward. However, this is again related to POVs of my circle, one which can be managed by the simple measure of disengaging, like I have done on Politics totally. This has helped preserve some relationships – indeed deepen them.
By far the biggest issue is the scepter of Fake News, which is rampant, and appears regularly on my News Feed. The reason is that Facebook is by far the most popular Social Media Vehicle. This is compounded by the belief systems of my circle, some of whom tend to believe in these fake news articles. What is more disturbing is that even I have fallen to these articles and, on occasion, believed in them – despite my rather excellent repertoire of reading on a wide variety of subjects as documented on my blog quite faithfully over the past 5 years and more. This complex of Fake News + Belief Systems amplifies this Fake News, making it appear all over my News Feed.

While I can disengage with my circle; that is easy to do – it is not so easy to disengage with these articles which keep popping up with disturbing regularity. That increases the risk of I myself falling prey to them exponentially, as quite a few people in my circle also read and circulate them. And that is what is not acceptable to me as a person. My primary usage of Facebook was as a News Feed and as a means to keep in touch with family. Now, there are options available that can fill some of my needs…

Whatsapp has filled a major gap; now it is easier than ever to remain in daily touch far more effectively. That apart, one can access Facebook once every day just to see what is happening with Friends and Family, achieved by cutting off all Social Media Engagements & Likes, which will purify my feed instantaneously. Sure, FF feeds will still appear, but, over time as my Facebook time falls, the quality of my feed will improve automatically, leaving all of us the happier in the bargain.
I cant disengage with Facebook totally; that would be stupid. I am just stating a smarter more strategic usage of the same. My blog still gets good readership from Facebook just to take another exampe, meaning it is valuable resource. All I am saying or rather advocating is the full usage of the other emergent technologies that are coming – like RSS Feeds, Email Subscriptions, Paid Subscriptions to content – and most of all Twitter. A judicious combination of these will fill the gap, give me a relatively clean and pure feed of news of my choice, keep me engaged socially as well.

Reason is that these vehicles are relatively uncontaminated as of now, especially Twitter, which is virgin pure almost. There is a near-total absence of disturbing nonsense as of now on Twitter, as it is not as populated and popular as Facebook. Likewise, RSS Feeds and Email Subscriptions, Paid content can be managed easily by regular monitoring. This will ensure the purity of my news feed, free from Fake News and disturbing content which is increasing by leaps and bounds on Facebook. And if Facebook’s attempt to clean up Fake News works, then maybe, some day, I can start re-engaging in the old fashion… 

Book Review – The Google Story

Published March 1, 2017 by vishalvkale

The Google Story is a business case study, a lesson for all managers. It is a book that ought to be required reading in Management Classes everywhere. This is the story of  an organisation’s growth from start-up status to world leadership. It is the story that tells the virtues of sticking to basic business principles and fundamentals, almost to the exclusion of all else. It is a story of how you can still have values, and yet do good business. And it is also the story of how, in crunch times, these same values can be stretched to the point of breaking.
Image result for the google story
This is a book that should be required reading not just for Business Managers – but also for politicians, especially those in the Commerce Education, and Finance Ministries; and for educationists in technical colleges. This book, taken in the right spirit, is a standing lesson, an exemplar, for something I have pointed out earlier as well – deeper college-industry linkages, which can eventually help unlock potential, and give a direction to young talent. It is the complete absence of such linkages in India on a comparable level & scale, that is a significant reason for talent not to reach its 
This book gives an idea of how excellent linkages between industry, think-tanks, investors, and colleges can act as tremendous incubators for talent; places where talent can grow by itself, and seek opportunities to create and co-create exemplars. The USA, built  almost exclusively on borrowed talent, can justifiably lay claim to having successfully provided the right conditions for the talent of the google founders to grow and prosper; even supporting them in the initial stages, setting the stage for the exponential stages of growth that followed. This is something we all can learn from.
Google grew out of Standford University, where the founders were PhD Students; it was here that the ideas that grew into Google were incubated and reached fruition. This was preceded by other companies supporting Standford, like Microsoft, which donated 6 Millon Dollars for a state of the art building for its School of Engineering. This is a relationship that has stood the test of time, as the new Company, Google, continues to engage with Stanford quite successfully. This is what India  requires – a deep, inter-related and inter-connected mesh between Universities and Organisations, which can unlock the true potential of the people – and help generate ideas as well as jobs internally
This book is also a lesson in values – the admirable way in which the founders established a set of  values, and managed to stick to it for the most part, is exemplary, and a standing lesson to all Business Managers. Throughout, the focus was on the core underlying values to the Google Brand; and nothing was allowed to compromise on that for the most part. This is a tremendous achievement, and one can learn a lesson from this. The point to be noted is that the values have to be framed clearly, articulated well, and should strengthen the overall business proposition, as well as provide a way forward. Not only that, the business mission statement should also arise from the value proposition
But beyond all that I have hitherto stated – this book scores for the lesson it provides in building a great product that is along the lines of what the customer demands. This is a book that gives this one lesson over and over again – sell what the customer wants & needs. This is a standing lesson in customer focus and customer centricity. Build your offering based solely on what the customer wants & needs; the fund flow will take care of itself with a little bit of innovative thought, attention to detail; and a razor-sharp focus on the customer experience will over time become not just a USP, but a strong barrier against competitive attacks and downcycles
There are two more lessons to be had from this top-notch case study : start-ups, and values. This book brings home in a positive manner the need for having a proper fund-flow plan in place; but at the same time, it shows how you can focus on your core product, and plan for funds by the side. You will never have enough funds – but that does not mean you don’t build the product. It highlights the need for connections, for practicality, for innovativeness and speed in thought. It teaches you how to scale up from a small garage based {almost} start-up to a big company, and the pains that accompany it.
Lastly, this book exposes how, under crunch times, values and principles can come under pressure; and can get stretched or broken or compromised. It is to Google’s credit that their values did not break, but they were stretched or compromised at one point in time, as told on page 269. In many, many ways, this book is not just a case study, but a textbook on how to build a successful company, and run  it with an equal amount of aplomb and panache.
It is written in a very entertaining manner, making for an unputdownable page-turner almost. The language is easy, the concepts easy to grasp, and the pace of the telling is nice and racy, making for a fun read. All in all, easily a must read book… 

Book Review : More News Is Good News

Published January 22, 2017 by vishalvkale



The current book under review is from NDTV,  in part a chronicle of its 25 years journey so far, and in part a telling series of stories from these 25 years, ones that bring us face to face with many queries, questions, hard truths, uncomfortable realities as well as stories from under-represented genres. This book is also a management case study – albeit a rather longish one, one that I would recommend each and every person in Industry anywhere in the world read. This is, to top it all off, a standing lesson in the trendlines in the Media, as well as the how these developed over time, making it a powerful value addition to anyone in sales and marketing!
The collection of stories is tastefully done, and with strategic thought; you get a lovely read, one that triggers your mind into questions, realizations, learnings, entertainment and fun all in the same volume, making it a true rarity. This book is a collector’s edition, one of the books that belong in the must read category, and in the library of every Indophile, every Indian non-fiction reader and everyone related with Industry and the Media. The language is fluid and easy to comprehend, and the content is well laid out, properly edited and presented in swift read format – not too detailed, not too crisp.


You get a ringside view to NDTV and its entire journey – which is a management lesson for many a company and industry. You can feel the passion, and the commitment of the company; its adherence to values and its employee friendly atmosphere. These are the two factors that are most critical to success in any industry – passion, and valuing your employees; and this shows in what I would like to refer to as an excellent case study for business management professionals. This is the way you build a company! There are deep learning to be had nearly every experience: the launch, the implementation, the new products, the daily grind in first a new and then subsequently an older company, and  of course especially the way hurdles are overcome.


For people not from the Media trade, one of the biggest take-aways this book brings is a fascinating look at the Television Trade from the inside, what makes them tick, the many many minutiae revealed and/or discussed in the book, the way the people and the Television programmes operate, the background of the shows we see on the screen, how they are planned and many other small and large aspects. That is what makes this book a truly fascinating read, and an entertaining ride. Perhaps the most important is a fascinating and riveting closing chapter that deals with online media, its launch and the issues it faced…


The best topical articles, apart from the points discussed so far, that make this book extra special are the ones on Kargil – the first an account of the Kargil War Coverage & the next Kargil Ten Years Later; From Jessica to Nirbhay; Ravish Kumar; the simply awesome Gaza Notes article; Lutyen’s Journalism; Centre-State Dynamics; and the one article that is to me head and shoulders above the entire book, bar none : the one titled Whose Side Are You On… a deep, searching and hard-hitting article on journalism, reportage and the personal aspect from a journalist’s eye.


I mentioned above that the book takes us deep into Media territory, giving us a ringside seat and a fascinating internal look at the mystic world of Media and particularly Television; it actually does far more than that. The book rates so highly not just because of the points I have mentioned – but because it takes you into the mind of a journalist. You as a reader, for the first time, get a peek into the mind of the journalist, the men and women we all watch on TV everyday. For the first time, we get a feel of the emotions, thoughts, debates inside the minds of these people; we get a peek at the challenges they faced and the minutiae behind the epochal stories that we remember so vividly, like the ones given above in the preceding paragraph.


The other aspect of the book is that it forces you to face a series of questions, some small, some large; some of minimal importance – while others being quite critical. This is done not through rhetoric, but through had evidence, leaving little scope for argument; these are field observations, some of which I myself have noted with disquiet, though on a much smaller scale and on a much lesser dimension. My only hope is that these are the exception and not the rule. Let us hope so, hope that this too shall pass, that we are in a passing phase! I will not like to prejudice the reader as to the content, so let me leave it at that; read for yourself, and make of it what you will is my view on this. Suffice it to state that these are evidence-based, and not opinion-based. These are points all of us have to ruminate upon for ourselves in our own minds… kudos, NDTV, for a brilliant first book! Rated 5 stars out of 5!

Understanding Democracy – Can We Ask Questions?

Published October 31, 2016 by vishalvkale

Two articles that appeared on social media today have led me to ask everyone a couple of  simple questions : Firstly, can we, in a democracy, not ask questions / give guidance / point errors without being accused of being unsupportive, or taking political sides? Asking questions and critical analysis is the very basis of modern democracy – and it is also the foundation stone of Indian Democracy; asking questions and critically appraising performance is the hallmark as well as the key to a functioning democratic system.
The second question that occurs to me is simply this :  a) Who is responsible for Performance in a democracy? And leading to b) How long can we or should be continue to apportion blame – deserved or otherwise, makes no difference – to history? These two ( or if you so prefer – three ) questions are the key to any functioning democratic system. You have to allow space and freedom for questioning and critical appraisal; you have to understand the metrics of system performance as they are relevant to a proper democracy, and you have to learn to take some responsibility.
Both these articles concerned the Armed Forces and its issues as highlighted lately in the Media, and can be found in the Bibliographical links; I use these articles only as a starting point of my article; which isn’t about the Armed Forces at all. These articles only provided the kick-start to my mind, and led me to ask these relevant questions and note these observations and trends, which I have been noting earlier as well. I am seeing, off late, a polarization in the Social Media trends, with a distinct reluctance of the supporters to this current government towards accepting any critical analysis even by people who take no sides – like self; this must change – although that is easier said than done.
The first is a hard hitting letter / article by a former Lt Gen… Anyone listening? Perhaps not, as anything that criticizes the GoI or seeks to ask questions is shouted down by the Bhakt Brigade… But these are real questions, asked by a retired General, and cannot be brushed away… But in India today, it is not done, asking questions, not due to the Govt, but rather due to its blind supporters. No one is saying this Govt is bad, but asking questions, expert giving opinion, which is not acceptable, leading to silence all around, and a belief that sounds like
 we all know this Govt is perfect, even though we know perfection is a mirage. Any answers to the questions asked by a General? {Refer the link  given  below in Reference Section}
The second is a typically blunt and soul-searching analysis by the redoubtable Shashi Tharoor, also on the topic of the Indian Armed Forces, an analysis which spares on one – in typical Tharoor fashion. In this second article, Shashi Tharoor takes apart the political establishment for progressive downgrading and CPC issues… again, the point is that there has now been a consistent series of write-ups coming on social media by more and more experts who are beginning to ask questions; the sad lack of interest in these questions, and an even sadder avoidance is the core issue in my mind at least.
Jai hind / praising Indian Armed Forces is dead easy… Bahut aasaan hai. Far more difficult to face these questions and seek answers, and even harder to face reality that even this Govt is {or may not be} not doing enough, not doing as much as it can and should for the Armed Forces. And if it actually is doing all it can – then the way forward cannot be shrill ostracization, selective presentation, or complete avoidance of those people who are asking these questions, with hard data and proof – people who are experienced in the relevant field, and can be reasonably called experts.
Again, asking all of us social media experts, consistent Modi Govt Bhakts and praisers, any answers? And are we ready to face these brutally hard questions based on hard facts presented? It is easy to write Jai Hind, Bharat Mata Ki Jai, and all that stuff. Far harder to have the guts and onenness to face the reality and look for a solution. Jai Hind likh Kar apni deshbhakti kaa daayitva pooraa Karna bahut aasaan hotaa hai, yaaron. Naa paisa lagtaa hai, naa koi knowledge, naa kuchh kar guzarne ki chaahat. Sarkar acchhi hone kaa kyaa yeh matlab huaa ki sawaal bhi naa pooochhein, guidance bhi naa Karen? Such hi kahaa gayaa hai, Aainaa dekhnaa bahut mushkil rehetaa hai.
Why should the very simple task of pointing errors – or even probable errors – amount to not supporting the Government? Is it not a better way to meet allegations with proof that the things are getting done – which is what is required? And, if they are right – is it not far better to talk and find a way out? How long can we afford to just  ignore and continue blind praise? Especially when no one doubts the quality of Governance being delivered by this Government? No one is perfect; and everyone needs course corrections now and again. In fact, midway corrections are the best source of excellence!
And yet, I find, repeatedly, opinionated discourse, and one-sided presentation of facts – not by the Government; but by we the people. Normal everyday people like you and me. And a complete refusal to engage with emerging issues and problems, coupled with hero-worshipping & a lop-sided understanding of the authority-responsibility matrix as it applies in a functioning democracy. That is the truly scary and terrifyingly sad part; good part is that there is another side to it – a small but increasingly vocal set of people with the right intentions, criticizing where due and asking the right questions, acting as a systemic and professional check and a benchmark for the Government.
The answer, to be blunt – is you and I; we, the people of India. A Democratic system  is one which is of the people, for the people and by the people. The layman understanding of this translates to one word – “Vote”. This understanding is frankly, conceptually flawed from the outset; the Vote is the Term-End Examination, the Performance Appraisal System conducted by System HR : The Election Commission. Democracy isn’t, wasn’t and will never be about the vote alone!
 Democracy means freedom of speech {within limits}; freedom of the press; freedom of opinion; freedom of political, religious choice; or, in other words – democracy is about our freedom and the rights we enjoy. Which  brings me to the Authority-Responsibility Matrix I was talking of above – Democracy also means being responsible for the Governments performance; and acting in a timely fashion to communicate to the implementors – our Government – of the needs of the people through democratic means like Press, Social Media, Newpapers and Communication with community and elected leaders both.
In other words, Democracy implies and includes criticism of the Government- again within prescribed limits; asking questions of the Government, and guiding it along the required / needed direction. This direction is the one that is expressed by the people as a collective whole, not of any individual. This cannot happen unless you ask questions in public fora, which earlier used to be fairs, temples, etc – and now includes all these as well as social media, which together modulate public choice and opinion.
Legacy issues cannot be avoided by referring to earlier past mis-performance; would  that excuse be acceptable in our jobs? Obviously, this is not an acceptable excuse anywhere. Sure, you cannot be held accountable for those mistakes; but so long as the eventual targets are within reach and justifiably drawn up, past performance is never an acceptable excuse. And this is the prime excuse used in Social Media. The current incumbent is now responsible for performance; don’t blame them for past excesses – but that does not mean that you can forever state it was like this earlier, so will take time!
Thus, we as a people have to now start measuring the gains made by this Government; what steps is it taking correct errors; how they are being implemented {as opposed to vacant and vacuous talk and chatter}; are the implementation in line with direction; what more can be done to make our country a better place; and stop celebrating small achievements. We all grant this Government is excellent – high time that we started analyzing – not as political opponents, but as concerned citizens and helpful well-wishers of this Government. This needs to be done by all of us, including the Media, without whom can never be effective. And we all need to stop being armchair praisers, and start asking hard questions… 

Bibliography / References :

One Nation, One Voice

Published July 26, 2016 by vishalvkale

The recent events in our nation have lead to a rather interesting, and frankly disheartening & depressing scenario of some people in the media and the public asking questions of the Government of India as well as sadly, The Armed Forces; or critically examining our shortcomings and our flaws or perceived flaws both. It is not my point that these institutions cannot be questioned; but the timing of these questions leaves a lot to be desired for. Neither am I advocating ultra-nationalism or fanaticism, or making any observation for or against these two approaches.
Given the furore in some sections that I have seen, as well as sporadic comments on social media – let me be also crystal clear – nothing in this article is to be construed as an anti-Indian point, nor is there anything contained herein that is in support of anything even remotely anti-Indian. When I state that institutions can be questioned {given that we are a democracy}, before we start the blame game, we perforce have to consider the presence of internal mechanisms of redressal as are there in both the Government as well as the Armed Forces.  
It is the role of the Media to question the Government, to lead change and to engender a positive force on the Government that keeps it accountable to the people; this is does by providing information to the people so that they can be informed and can form opinions basis facts and data that are balanced and fair. This I whole-heartedly accept; not only do I accept this, I wholeheartedly support the role of the Media in a democracy.
There is even a case for sporadic, interested, fair and patriotic individuals {and groups} to openly question the government, make petitions, approach the courts and all the rest that a functioning and vibrant democracy entails. The presence of all of these in our lovely India is a source of immense pride for all of us Indians, that is also beyond debate. Further, the above is not an indictment of any specific entity or individual – just a general observation in theory.
I am not making a case for gagging of the people in any way or form; we are a democracy – and any such move would not be successful in a nation where democracy has now taken deep roots till the last person and city & village in India. The very thought of gagging 1.27 Billion people is ludicrous on the face of it, and quite frankly impossible to achieve; any attempt towards that would be capital folly, as no doubt everyone realizes quite clearly. Given our diversity, there will always be a cacophony of voices emanating from our people who have diverse challenges, dreams and ambitions.
The point here is simple : it is the role of the Media to communicate these diverse opinions, challenges, voices, problems, objections etc to the larger public in as coherent a voice as possible; it is also through the Media that the Government also, in some ways, keeps abreast of the overall public mood.  No one is arguing with that so far as I am aware; these are absolutely vital functions that a vibrant and rich democracy needs to breathe, grow and eventually enrich its people.
But beyond all of this, it needs to be kept in mind that The Media is also a very powerful force in the modern information world, with its rapid flow of information and its hyperactive social media. Examples of its power are evident in every of the world in shaping and influencing opinion, conveying an image etc. This places an onerous responsibility on all segments and sections of the Media {including Social Media} – one that needs to be kept in mind.
It needs to be understood that times of stress are different from normal times; times of stress need a very different and highly calibrated response from The Media. Fine – this also applies to Social Media; but that is impossible to implement at least so far as I am aware; you cannot expect that from Millions of individuals. When the nation goes through trying times, especially times with an obvious foreign hand of intervention and terrorism involved in it – the equations change quite dramatically.
One cannot deny that there is a very, very high chance {certainty?} that these recent stressful times have been stoked by our kindly, peaceful, sweet, gentle, ‘democratic’  neighbor. Indeed – the evidence of this is present in our history as well as recent events. What should the response be in such a charged atmosphere? How do we prioritise our statements, responses and focus in these trying times is the key aspect that needs to be appreciated
Do we go the complete fair route and question the Government and its actions in such an atmosphere? Is this approach even fair? Again, I admit that any Government must be questioned in a democracy; this is the basis of democracy and is its foundation stone. Or do we keep silent – or should we mute our critical examination in light of the stress? Given the external factor involved and the complicated nature of the on-ground reality as well as the sacrifice of our patriots and our  citizens, is this constant questioning of the Government, or analyzing internal factors to the stress, really advisable or indeed accurate?

I respectfully submit that in such times, it would be an excellent idea for the Media to speak as one- as one nation, one voice. This does not mean blind support to the Government – as I pointed out above, that isn’t democratic, or indeed advisable. That just means that we allow the situation to settle, allow all facts to emerge – this will allow a much clearer image to emerge. This will also be a powerful force multiplier to our Armed Forces and to the Government which is already fighting a hard fight on the external front with our perpetually sick neighbuor! 

Farm Gate Prices And Urban Apathy…

Published June 16, 2016 by vishalvkale

Today’s Indian Express carries an interesting article on the rural landscape of India, bringing to the fore a superbly balanced presentation of the farm gate prices issue: should farmers be able to sell as per their choice, and not just through the APMC-demarcated regulated market   yards and auctions. This raises many questions, as we shall see. But first, the article in question:

APMCs were originally established with a view to prevent exploitation of farmers by intermediaries, who compelled them to dispose of their produce at the farmgate at very low prices. By mandating all farm produce to be brought to regulated market yards and sold through auctions, the APMC mechanism was meant to ensure fair prices to farmers. But in many cases, these bodies have themselves become dens for cartelisation by traders, who control prices and charge hefty commission fees on produce transactions.

An extreme case that surfaced recently was of Devidas Maruti Parbhane. This farmer from Vadgaon Rasai, a village in Pune district’s Shirur taluka, supplied one tonne of onions early this month at the local market yard under the Pune APMC’s jurisdiction. The price he got — a little more than Rs 1.5 per kg — was itself very low. But adding insult to injury was the various “cuts” imposed on top of this.

A scrutiny of Parbhane’s patti (trade slip) by The Indian Express revealed his total revenues from the sale of one tonne of onions at Rs 1,523.20. The total cuts even on this meagre amount added up to Rs 1,522.20. That included commission fees of Rs 91.30, hamali or labour charges of Rs 59, bharai or filling-in-bags charges of Rs 18.55, tolai or loading charges of Rs 33.30, and transport charges of Rs 1,320 (as the kutcha patti issued in Shirur was billed for delivery at Pune). Parbhane, at the end of it, was left with a net earning of Re 1: “When after the auction, the trader handed me a Re 1 coin, I was flabbergasted. Maybe, he should not have taken the trouble to pay me even that!”

Traders, however, dismiss these as one-off incidents, while claiming that delisting of F&V would ultimately hurt even farmers. “The produce brought by farmers is not uniform, which is what processors want. The APMCs are tuned to handle variety. Here, we have 50-55 varieties of vegetables and 25-30 varieties of fruits arriving on a daily basis. Such variety will disappear once delisting happens. Moreover, instead of a centralised marketplace, you’ll have small and medium vehicles carrying farm produce and creating traffic mayhem in Mumbai,” warned Rajendra Shelke, a leading onion and potato commission agent at the Vashi APMC.

Besides, the APMC system guarantees that the farmer is paid for his produce, which wouldn’t be the case if he were to sell directly? “The proposed reform looks good on paper, but it will only spell doom for the farmer and end up completely destroying the agrarian economy,” he added.

Sanjay Pansare, who represents traders at the Vashi APMC’s fruit market, justified the high commission rates on grounds that the goods being handled here were perishable and prone to quality deterioration. Only around a quarter of the produce brought to the market is eventually of the best quality; the rest falls between medium and bad. The losses borne by b on this count have to, therefore, be made up through higher commission fees. Since 2002, the Maharashtra government has been issuing marketing licenses to various entities for procuring directly from the farmgate. Besides, 34 private markets have been allowed to be set up. But despite this, an estimated 75 per cent of annual arrivals of F&V in the state still take place in APMCs. The proportions are lower at 46 per cent for cotton and 25-30 per cent in oilseeds and foodgrains.

The good part of the article is for the first time in my reading at least, has someone tried to place the other side – the benefits from traders to farmers; for too long, we have been treated to articles that focus on the low farm gate prices prevalent in India. Such an approach suffers from one major disadvantage: the bulk of purchasing happens through these regulated markets; these are an intermediary reality that cannot be wished away; they form an ecosystem within the economy, have large dependencies of families as well as business connected to them.

Any change process can only be successful when both sides of the coin are taken care of; the concerns of the traders need to be met head-on and dealt with, as, regardless of the question of compensation to farmers, they currently fulfil a market function. This is where a slow and planned change can bear results – as seen in the example above, wherein the procurement for cotton and oilseeds, foodgrains are at much lower percentages. Full marks to the Maharashtra state Government for crafting a graded transition to the newer system!

It is heartening to see Maharashtra and Delhi take the first tentative steps towards making a fair and balanced system for all; this is something needs to be taken forward in all states. Therein lies the major issue- it nationwide implementation. Sadly, I have not come across more coverage, or at least focused and concerted coverage in the media on this vital aspect. While Foreign Policy, Political brouhaha, Make In India etc find coverage and deep, informed, threadbare analysis – this is all but absent in this matter. As a net result, sporadic articles spring up in the media, and the public remains mute, unconcerned and uncaring regarding this matter. While the other initiatives will impact Urban India immediately, and Rural India through the trickle down effect over time – this will have a  much faster and potent impact, given that more than 2/3rd of India is Rural…

This is a systemic change, deep and layered; it does not have the dramatic, esoteric and visual impact of  Make In India, or Digital India or the other steps of the Government; and yet, it is equally, and in some ways more effective in ensuring the development of our nation; it is also something that the internet generation, social media, mainstream media and Urban India just do not have an interest in, which is truly sad.  Frankly, this state of affairs is a brutal indictment of Urban India

The shocking example above exposes the state of affairs – that the farmer is not getting anywhere near enough; other data and proof in the for of articles can be provided; let us take Onions as an example. How much do we pay in retail? 20/- a Kg – 30/- a Kg? At times, 40/- a Kg? How much of this should the farmer take home? Prices to farmers have even gone as low as 20 Paisa a Kg. We hear a massive hue and cry when prices shoot up – so why are the people and the media silent now? Why is there total silence on such a vital matter? Because it doesn’t impact Urban India?

The bumper harvest this year, however, has left farmers in tears with reports suggesting that prices have fallen to an all-time-low of Rs. 30 paise per kg at Madhya Pradesh’s mandi in Neemuch district. “There has been surplus onion production across the country this time, and the demand is relatively low. The farmers are badly hit as they spend at least Rs. 12 per kg in the entire process of producing the crop, excluding their labour cost,” said Rajender Sharma, member of Azadpur, Agriculture Produce Market Committee (APMC).

In Delhi, which primarily relies on these two States among a few others for onions, the situation is equally grim. At the Azadpur Mandi, the kitchen essential is being sold at Rs. 7.86 per kilo on an average. The best-quality onions are being sold at a wholesale rate of Rs. 10.5 per kg, whereas the poor-quality and the smaller ones are being bought by traders at Rs. 4.5 per kilo. The retail prices in the city range between Rs. 18 per kilo and Rs. 20 per kilo.

Did we read much of this in  the Media? And do note the difference between retail and wholesale prices; and ask yourselves some questions on tis state of affairs. Also do ask yourself is it fair that these matters take backstage to the much more visual steps that directly impact Urban India – and also ask yourself how can we change the state of affairs?

The Absence Of A National Dialogue

Published January 19, 2016 by vishalvkale

The Absence Of A National Dialogue
The title will surprise many, but that is precisely my contention; that we lack a national dialogue; a consistent, strong and clear discussion on the matters that really matter to us as a people. We are very quick to discuss on Social Media issues relating to Religion, BJP Government, AAP {particularly denouncing it}, Rahul Gandhi / Congress, Arvind Kejriwal, Indians Abroad… but are almost totally silent on any number of issues that are far more relevant, important and critical to us


You will not find many posts, mentions on agrarian distress, drought conditions in several districts, condition of Small and Marginal Farmers, lack of farm profitability, abysmally low farm-gate prices, lack of facilities in the agrarian belts, the problems faced by the farming community etc. And yet, even the smallest step taken for the emancipation of the above problems gets highlighted excessively.

That the positives are highlighted is welcome – but this happens without an attendant and equally vocal attention to the problems being faced by farmers. Therein lies the problem; you cannot have a complete picture of the ground reality without a full picture. What we see is an abundance of noise and adulation on steps taken for farmers – but almost zero attention to the reality of the farming scene in India…


Similar is the case with the Economy; let me take just one small example to make my point. The structure of the Indian Economy is skewed heavily towards the Small and Medium Enterprise; as previously pointed out on my blog, the contribution of the unorganised sector to the Indian Economy is in excess of 40%, in the range of 45% – 60% {Refer the review of the book India, Uninc by Prof Vaidyanathan for full details}

And yet, a glance at the Pink Papers, Media, Social Media would completely belie the above in its totality. Rare is the article that goes deep into this aspect of our economy, which employs more people, contributes more to the GDP as well as to savings, and is the engine of India’s growth as well as consumption and savings juggernaut. Anything to do with Corporate Business gets immediate attention; is analysed threadbare – but not on this most vital of sectors of our Economy.

Its needs, wants, bottlenecks and requirements never reach the educated classes, So much so – it took me, an MBA with a regular reading of News and Books well over 14 years work experience to get introduced to the scale & scope of the Unorganised Sector and its contribution – and even that took a book that I spotted in a mall {mentioned above}


This stands as the most neglected sector of all, with near-zero attention; in my opinion – even more neglected than Agriculture. The fact is that we spend very little {as a % of GDP allocation in Budget} on Education & Health gets a mention – but few people question this. Conversely, politicization of education – by any party – gets headline news for weeks – but the lack of attention to both these factors nationally hardly merits a few erudite articles and analyses in some select serious media outlets!

We rarely stop to think how can we improve the lot of the people among the not-so-lucky; how can they partake in the improved opportunities that growth brings without good health and education! Is it due to the blind spot we have – being educated, living in Urban Agglomerations, with good jobs {mostly} – leading us to forget that there are others who don’t have the advantages we have had due to our lucky parentage, which is strictly speaking an accident of birth?


Each of the points above ideally needs a dedicated article unto itself to do it justice; furthermore, there are other relevant issues that can be included in the list that get ignored. The list above is neither representative, nor is it exhaustive. Sadly, basis what we have seen and read till date on Media and Social Media both – you have to hunt for updates and information relating to these vital aspects of our nation.

How is Religion, Pro- or Anti-BJP, Pro- or anti-AAP etc going to influence the direction of policies in any way? Regardless of how much social media noise is generated, regardless of how much attention and coverage these generate, how is it going to help in any practical and definable way? In fact, in some cases it stokes arguments and verbal duels as can be seen in comments on facebook updates {as an example}

If we can focus so much attention on these frankly irrelevant and unimportant matters, post updates on them in Social Media, attempt to influence your readers, friends etc, or inform them – then why cant we also show due interest to real matters, matters of far greater relevance? We can update a deluge of updates praising one Government or the other, and yet maintain complete silence on real matters – Education, Agrarian Distress, Rural-Urban Gap, Health, Indian Armed Forces, Economy?

Similarly in the Media, one can read threadbare and in painstaking detail {or watch to be fair} news relating to so-called “current events”, in minute-by-minute breaking news and updates – but almost nothing by relative comparison on these real issues. How difficult could it be, just increasing space and/or time for analytical articles and snippets on these real issues, factors that will determine the pace of our growth?

What is happening is that as a result, there is a complete of a national dialogue around the real issues that matter to us as a people, as a nation. The lack of awareness of the people at large {basis personal experience of my own self} leads to a total silence on these matters, compared to a deluge of information on the other matters, which are relatively minor – and some might even be called debatable as being “matters” of relevance.

If the belief in the people is that by sharing updates on Religion and related matters, Historical wrongs, Pro- or anti- Government, Personality-specificity etc – one can influence public opinion, then the same holds true for the real issues. And if you don’t believe in the power of Media, then why share on your social pages, and why write or create on your Media?

And, if this medium does hold power – both Media as well as Social Media – then what does our silence on the real issues say about us as a people? Why are we sharing and reading avidly on Religion, Political Parties – but ignoring the really important issues, issues that are vitally important to the nation? What does this behaviour say about us? 

News Priority – Indian Stories, Or International?

Published November 17, 2015 by vishalvkale

The recent story of an Indian mentioned by our honourable Prime Minister reaching the headlines has kindled a series of questions in me; what were our local Media doing when this was happening? Why aren’t such local heroes and success stories given more attention by the Media and the press? Why does the NRI-PIO story, the international news, the sensational or the world affairs take precedence over important local issues? Going deeper, why are we affected by these stories, and give lesser credence to the local?

Note : It is not my contention we ignore the international aspects; just that there needs to be a proper balance, which is currently absent

This event came at the culmination of a series of experiences regarding Media, when I noted lesser coverage to local issues, even important ones like tragedies and floods etc in India, even on social media, where the international triggered a huge response, and you had to actually hunt to find the local Indian reference. I slowly started clicking on local newspaper sites, most of whom I follow, and discovered a different world entirely; the world of the vernacular.

This has even lead to my first Hindi book on Shivaji Maharaj; but more of that in its book review. I intend to write on this as a comparison after a few months, but for now – the numbers tell the tale. Media is tilting towards these news houses, and I can see why. There is a reason : and the reason seems to be content that is in consonance with the audience views and requirements…

I have, for the first time in my life, shifted over to Lokmat {Marathi}, Dainik Bhaskar {Hindi} and the difference is palpable. I get far more value and far more meaningful news and views on current affairs, near-zero soft-porn or vulgar content, lesser sensationalism, NRI-PIO coverage is far lesser, local achievements get highlighted, local problems get aired – the experience is an eye-opener. The quality is far superior to what I had imagined. They might even be ahead in quality, for all I know. Reading a news portal is fun once again, is all I can say.

The numbers tell the tale. Out of a total revenue of 22400 Crore in 2013, local print had the lion’s share : 13800 Crore { Hindi : 6900 Crores, Other Languages 6900 Crore}. Having shifted over to Hindi and Marathi, I can readily see why that should be so. The disconnect is total with the English Media, by and large, for me as a person. {Exceptions are there even in English Media – but the exception proves the rule}

What do I care what happens in the USA, by and large? {Not applicable to geo-strategic or business issues having a direct impact on India}. Or in Europe? I am more concerned, both as a professional and as a citizen, with pointed local matters. What use is the views of an opinionated NRI / PIO class whose views are completely immaterial? Or the views of an international audience? Who cares what these classes think, beyond a certain point? We are a sovereign nation. We can mind our own business, and need no advise from anyone whatsoever.

What use is the achievements of an Indian Citizen or PIO abroad? I mean who cares? They left India, didnt they? They exercised their democratic right. Let them be happy and prosper. Who cares what they achieve? I certainly don’t; I would rather read about the home-grown success stories, which are in abundance. As per me, the real successful Indians who make a conscious choice to stay at home; who consciously choose India despite having the opportunity to go abroad – not your NRIs and PIOs. Does our Media portray these real successes?

These nameless and faceless Indians are helping make India a better country – with their blood, sweat, toil, effort and sacrifice. There are a lot of things money and dollars remittances from abroad cant purchase – and it is these attributes that cannot be purchased that determine the success of a country! I don’t say that you should go abroad – it is a connected world; and you should not be living in a shell. That would be disastrous. There are clear advantages to be had from a strong emigrant population; the problem is in the level of importance given to them vis-a-vis the real success stories – the stories of Indians who choose to stay in India and give their all.

Those who left, did so for personal benefit, which is a right they exercised, and is not to be grudged. But that also means that there is no reason to celebrate their successes; they left India. While the advantages are undeniable, and their love for their country is also not in question – the problem is in our response to these NRI-PIOs, judging from reactions on the ground, and from the amount of Media attention the English Language media gives them, which is completely out of all proportion to their importance to India, which is not quite as big a factor. As I said – dollars don’t develop a country; blood, sweat, toil, sacrifice and unstinting hard work is what results in development. The money is the result of all these.

The choice rests with you and me; it starts with us. I have consciously made a decision that local news, affairs and local success stories and their coverage are more important;  that these people who leave India dont matter; that international news is important only to a point, not the be-all and end-all; that the local tragedy takes precedence over the international. I have consciously decided to focus only on India. That is the only way; Ek-Se-Ek-Jude-Ek-Zanjeer-Bane. There are a lot of people like you or me; only we get the wrong impression by way of the Media which pointlessly plays up international stories ignoring truly Indian stories. That, and lesser sensationalism are the two significant reasons, apart from lack of local coverage – that account for my shift to Marathi and Hindi Channels and News.

I am reminded of a statement by an educated young woman I met : if all of us educated people leave, who will serve the country? For every one who leaves, there are dozens who consciously decide to stay at home, where they belong. We are a nation of 1.27 Billion; what difference does it make if a few hundred thousand leave? It makes no difference whatsoever. It is better they leave rather than be less productive at home, just dreaming of a life abroad. It is best for everyone concerned. But that is our opinion; may or may not be shared by all

The ones who stay back are the ones who can be depended on the develop India and take it forward. Dollars dont develop a nation; sweat, sacrifice, toil, hard work, blood and unstinting effort does. Rather than think of those who left, think of those who stayed back; or even those who came back to add value. Think of those who died for our Mother – Flt Lt Nirmaljeet S Sikhon, Havaldar Abdul Hamid, Captain Vikram Batra, Lieutenant Manoj Pandey, ACP Hemant Karkare and many many more. Think of Dr Kalam; think of the innumerable resident Indians who have done us proud, without wanting to leave India.

We have a huge number of local stories to celebrate; we can celebrate them. And for that, we dont need or want the Media. Not in the internet age. If we vote with our choice, and quit such papers who peddle this – then perforce they will have to stop such reportage. If we start giving more stress to local Indians, then the message that goes out is that it is not an achievement having gone abroad; the real achievement is in staying home – despite its problems. Home is after all, Home. It is where you belong.

ऑनलाइन लोकमत
मुंबई, दि. १६राज्यातील १४ हजार ७०८ गावांमध्ये शुक्रवारी राज्य सरकारने दुष्काळ जाहीर केला आहे. राज्यात दुष्काळाची भीषण स्थिती पाहता लवकरात लवकर सरकारने दुष्काळ जाहीर करावा, अशी मागणी विरोधकांकडून करण्यात येत होती. यावर आज मंत्रिमंडळाच्या उपसमितीच्या झालेल्या बैठकीत दुष्काळ जाहीर करण्याचा निर्णय घेण्यात आला.

Some 14708 villages in Maharashtra facing a drought like condition does not find a mention in any English Language Newspaper site that I could spot among the 4-5 I looked at on the day I found this article; I was so struck by this, that I saved the link. And some of the listed news are NRI news, or sensational news, or international news etc on that particular date;  if it appeared later, I cannot say. And this important thing does not even feature on it, when I looked at it! And further, I have been noting this on many an occassion; this is not a one-off. Where are our priorities?

The choice rests with us; we determine the modal response. Let us place our vote forward, and start regarding those who left as unimportant to the equation. Let us start placing greater emphasis on Indian News and Views; let us start appreciating the importance of local news and developments; these have the greatest and most visible impact on our lives. Let us start appreciating Indian successes, and let us start placing lesser emphasis on “Videshi” brigade. Let us start appreciating that less sensationalism and more news matters.  It starts with you and me. With us…

15 Days Only On A Smartphone {Understanding the internet – 3}

Published September 4, 2015 by vishalvkale

The Internet, The Digital Age and Social Media is all over and ubiquitous, at least in Modern Urban Life; everywhere you look, everywhere you turn – you can spot its presence, its over-arching and all-pervasive influence. Virtually every news media, every conversation on the topic of the internet – all of it focuses on its all pervasive presence and the impossibility of staying without the internet & social media  on a personal level.
This is now getting into an entirely new field : The Smartphone. It is increasingly thought that the power of the smartphone can replace the old desk- and laps by a segment of thinkers; that the smartphone can do just about everything; that it is now as essentiality; that be it personal or professional, you cannot survive in the modern world without the smartphone; that it is not a luxury but a felt and present need, as essentiality.
Life put in my path a chance, an opportunity to test both hypotheses, this all-prevalent understanding, this universally accepted truism by virtue of a transfer to Nagpur, without my Laptop or Desktop, at the mercy of a smartphone only till my new asset was allocated to me by the central team.  And truth be told – while at the official level, it may pose challenges, at the personal level, I have enjoyed it immensely, as it has exposed me, or rather reintroduced me to joys long forgotten, methods and habits now thought dead… 
On an official scale, it did pose many challenges- not insurmountable, but still challenges. It is just not feasible to get the same level of productivity on a smartphone as it is on a laptop; while basic tasks can be achieved with a modicum of ease and even convenience, complex and long tasks require the comfort of the laptop. That said, I cannot function without a smartphone anymore – not professionally, not anymore. Neither can I do so without a laptop – I require both. 
On a personal scale – it did not pose any challenges. There was not even one single bad point of not having a desktop or a laptop; it was a complete waste and a completely useless product, having no value addition. Not one personal task suffered, not one inconvenience was caused by not having access to the desktop or the laptop. Of course, you might comment that there was the smartphone : but hold on just a minute…

In the past 15 days, my usage of the smartphone was minimal for my personal purposes. While on an official level, I cannot function, I just cannot function – on a personal level, much to my surprise, I found myself quite comfortable not using the smart functions of my smartphone. I minimised my presence on Whatsapp, was sparing on LinkedIn and Facebook, and so on : and I did not miss it. Let alone miss it, to my tremendous surprise, I found I quite liked it.
I chose to call my relatives in place of Whatsapp messaging; as one example. I chose not to respond to comment on facebook and other social media and so on. I could go on and on; but the fact remains that on a personal level, my life suffered no major hiccups without the smart functions. This does not mean that the smartphone is useless; I did use it for important tasks – like ticketing, googling important things like stores in Nagpur, locations etc
 The impact of this conscious effort at abstinence on a personal level were learnings on professional and personal arenas; in the personal arena – many occasions and tasks, which could have been easier with a little bit of support, became hard in the absence not of the smartphone or the internet, but of the absence of the proper supporting infrastructure like apps and payment mechanisms. Not using the smart capabilities for these tasks revealed the immaturity of the overall market and that it has still a long way to go before being fully relevant and developed
I stopped playing games –  no Candy Crush, no Subway Surfer – nothing. I found a lot of time for neglected aspects like reading, which broadened into interest areas I would not have thought of earlier; I found other ways and means of using leisure. I rediscovered the beauty of the night sky and the environment, found a like-minded person who is interested in wildlife, found the inclination to plan a visit to the nearby Forest…
Can we function on a personal level without a smartphone? In Urban India, not really. But is it an essentiality, an unavoidable reality? Happily {being from Telecom}, No. I say so because while I minimised my usage of the smart capabilities of my phone, I could not take them to zero usage. Railway ticketing, option hunting, house hunting etc would be pretty much impossible without a smartphone. Thus, being from the Handset Trade, I am happy that the smartphone is now a ubiquitous presence in large parts of India
I found my residence in Nagpur on the Internet on my smart device; I found a job this way; I found many locations and other titbits of information that way; I got great value addition.  Most critically, not one task came up where I felt that I missed a Desktop or a Laptop. In my personal space, that had no value. But all of this together did not use up much data, and therein lies the rub. In a nutshell, while the smartphone was a massive value addition in important tasks and is irreplacable, removing it from my personal space proved to be a value – plus.
This places two clear challenges for the app space and for the service companies : the absence of offline payment mechanisms and their easy access {Cash cards, itzcash etc}, are one area of deep concern. The complete absence of apps that can really add value in personal tasks was another area. But most importantly, the fact that all my personal tasks taken together did not use more than a few hundred MB of data is a clear indication of the trend for the service industry in Telecom, and its challenges, but more of that in another article in this series. Let us leave this thought here.   
I close this article with one thought  : is social media over-rated? In 15 days of minimum usage, I have noticed no problems in being absent from Social Media. Sure, it is needed and a nice way to keep in touch and being informed, but it is, beyond a point, completely useless; moving away from Social Media has caused no problems so far as I can see. As a matter of fact, it has lead to positives in many ways…