Providing contextual content (as against pushing content) is very important, and will work well in urban evangelism too. We need to be able to provide the most relevant content to people’s lives and issues, accounting for needs, geography, language and spiritual maturity. Digital mediums enable personalized elements in devotionals and need based interventions, compared to the print medium which had to adopt a “one size fits all” approach. Sujit leads strategy, product management and business partnership efforts at Nifty Window. Prior to co-founding Nifty Window, he was a Product Director at Yahoo! US, where he led merchant experiences across Yahoo! Small Business and Yahoo! Local. He also brings extensive experience working on innovative products at Gartner, Intel and CGI. He has authored six patents/trade secrets and over twenty journal/conference publications. He holds a MBA from Yale University and a Ph.D. in Computer Science and Engineering from State University of New York at Buffalo.

1. ONLINE
OFFLINE
INFLUENCED
INTERACTIONS

2. Market trends: online influenced offline shopping

3. Relevance of local offline resources

4. O.T.I.S framework
• Observe
• Tipping Point
• Individualize
• Scale

5. Observe

6. Digital usage: Urban versus Rural

7. Local language factor
43% of rural non-users of
the Internet would adopt
the medium if the
content was provided in
local language.

8. Reaching media dark areas: Missed calls & SMS
Twitter: “We have seen users from all corners of India,
many of whom have never experienced the mobile
Internet, picking up their phones and trying to connect
to this content because it has become even more
accessible”
SMS: 97% read rate, within 15 minutes of delivery

9. Kan Khajura Tesan

10. Tipping Point
Technology – a beautiful servant, a dangerous master
“We think that something disastrous will happen if we aren’t constantly checking in”
Online influenced, offline communities
Hyperlocal content

11. Individualized Context
Content relevant to people’s lives and issues
• Needs
• Geography
• Language
• Maturity
Nuggets + Sharable + Response (anonymous)

12. Scale of One
"Which of you men, if you had one hundred sheep, and
lost one of them, wouldn't leave the ninety-nine in the
wilderness, and go after the one that was lost, until he
found it? When he has found it, he carries it on his
shoulders, rejoicing.”