Keynote presentation by G S Virdi during 'GATES India ICT Reseller Channel Summit 2016' held in Aamby Valley City, Maharashtra.

1. !मा$ CITY VS.
SMART iसटीज़न
G SVIRDI
www.ApniSmartCityLife.com
INDIA ICT CHANNEL SUMMIT 2016
RKLAXMAN’SCOMMONMAN
Retailing Challenges & Opportunities
inTier 2 &Tier 3 Cities

2. इस PRESENTATION , -या रखा 1?
In next couple of slides you will learn-
• Impact of 'Smart City' mission in India
• The ‘Real Consumer’ inTier 2 & 3 Cities
• Present shopping scenario in these cities
• New business challenges for the channel
• Multi layered solution for buyers & the sellers
• Concept & vision of ‘Apni Smart City Life’
• Its unique features & other key characteristics
• Success story of the pilot city - Ajmer
• Scope of your association with ASCL

3. सरकारी VS. हमारी SMART CITY
Hon. PM, Mr. Narendra Modi has announced
the plan of making 100 cities as Smart Cities.
Government perspective of making smart
cities might be different from the perspective
of citizens from these proposed 100 cities.
Apart from the infrastructure & other facilities
mentioned in the Govt. plan, the residents want-
• Better Business & Profitability
• Better Shopping & Lifestyle

4. !मा$ iसटी: IS JUST A NAME-GAME?
WHATEVER…
…our country is going through a
Massive Revolution and that has brought
to these cities-
• SPEED IN DEVELOPMENT
• GLOBAL ATTENTION
!
…Tier 2 & 3 cities ! लोगo, मuबारक हो!

5. एक बड़ी चuनौती FOR RETAILERS
Knowing the ‘CONSUMER’ in Tier 2 & Tier 3 cities!
• Who is he?
• What are his needs? His aspirations? His characteristics?
!
Is he an Alien for retailers? NO!
!
Retailers don’t need to find absolutely different
marketing strategies or tools for these cities.

6. ज़रा-सा DIFFERENT, काफी SAME-SAME
The CONSUMER today in Tier 2 & Tier 3 cities also is-
• More Knowledgeable, Demanding, Empowered, Interactive,Accessible!
• Engaged with multiple screens -TV, Computer,Tablet & Smartphone
• Follow the same shopping pattern- Research, Experience & Buy
• Driven and influenced by the content/information he comes across
• Buys ‘whenever-wherever-however’ he likes and is comfortable
• Loves to receive personal attention, acknowledgment & recognition

7. बस और 6या चाiहए, PROBLEM SOLVED!
All retailers have to do, is-
• Put PEOPLE, PROCESSES & TECHNOLOGY in place to build the
everlasting relationship with their customers
• Be present where the consumer is looking and sourcing information about the brands-
Physical Stores,Websites, Kiosks, Computers, Gaming Consoles, Smartphones, Social Media
• Be Innovative,Technologically updated, CustomerTracker,Adoptive
• Think like a media company to give your customer the best information in the most influential way
Really? बस इतना ही?
Smart Solutions need Smart Users… Smart Products need Smart Consumers!

8. PRESENT SHOPPING SCENARIO: एक नज़र
A typical consumer in Tier 2 & 3 cities-
• Confused with the latest & marketing buzz
• Old generation fails to cope up with the trends
• NextGen is influenced by online trends
• Sits at back seat in comparison to the Metros
‘बiढ़या शॉiपग’ for these cities means-
shopping from Delhi, Mumbai, Dubai, Singapore or US!
BUYING
PATTERN
RESEARCH,
EXPERIENCE,
& then BUY!
Online Offline
ANYTIME
ANYWHERE

9. A retailer in these cities-
• Bleeding because of slow economic conditions
• Dropping Sales/Profits due to competition
• Online vs Structured vsTraditional retailing war
• Staying aligned with rapidly evolving market
• And the most importent challenge is-
Dealing with an Uneducated Customer!
उसका नतीजा: NEW BUSINESS CHELLENGES

10. Concequences of having uneducated customer-
• Technical details & jargon confuse a customer
• He doesn’t know what is the ‘best product’ for him
• Easily get confused & trapped by some mean sales people
• Hesitates to adopt new technology/product due to
his past experience
घोर सम!या: UNEDUCATED CUSTOMER
‘Gadgets’
are part of
our life today but
the technology
is still Greek to
the consumer.
He is comfortable
with any product
if he has NOT
to deal with the
technology
behind it.

11. इसका SOLUTION >!
We offer
people in these cities
a unique guide of
SMART SHOPPING &
LIFESTYLE
in the benefit of both-
!
the Consumer
&
the Retailer.

12. यह MULTI LAYER SOLUTION >
Helping the CONSUMER in shopping by-
• Educating people in these cities from
‘How to choose’ to ‘How to use’ a product
• Influencing & making them Comfortable
• Introducing them to the Latest Trends & Buzz
• Shopping Tips (from the Business owners mouth)
• Making aware of ‘What is’ available in their own city

13. जी हा?, यह SOLUTION आपB भी काम का >
…And we help the RETAILER in business-
• To reach to the Local & National customers
• An Smart way to spread the word for
Latest Products, Launches, Offers etc.
• Brands can share their Philosophy,
Strategies and Values to the Society
• Unique, Interactive & Innovative platform
(multi-media capabilities) to offer exclusive deals

14. आपB फायD - CONTINUED…
…And we help the RETAILER in business-
• Showcase their Complete Catalogue on the
medium their consumers are most comfortable
• Push the ‘SALE’ during season and festivals
• Even a Small Home Business Owner can
utilise it to reach their prospective customers
• Bringing back consumer’s Trust in local shopping
by giving the most profitable shopping experience

15. COOL ना? HERE’S HOW…
!
First of it’s kind
in India,
every city’s own-
!
Smart
Shopping & Lifestyle
WebZine…

16. www.ApniSmartCityLife.com
!
शॉप Smart. Live 9मा:.

17. HOME Eज…

18. …और यह MOBILE
PHONE FRIENDLY >!

19. THIS IS HOW IT IS POSITIONED
!
Smart City’s people’s own,
Unbiased guide for
Smart Shopping & Lifestyle
WebZine
available 24x7
on your
PC, Laptop, Tab & Phone-
absolutely
FREE!

20. WWW.APNISMARTCITYLIFE.COM
VISION
Helping citizens in these proposed Smart City to-
A) Grow their Business / Profitability
B) Improve their Shopping / Lifestyle
Also,
It is aligned to Hon’ble PM, Mr. Modi’s vision of-
- Making 100 cities as Smart Cities and,
- Promoting the usage of Hindi language

21. MISSION
• Publish everything what a consumer from these
cities always needs to know
• Help him to pick the best product or service
for the best value for the money he spends
• Guide him to upgrade his lifestyle and to make
him stand in the front row of the latest trend
• Improve local market situation to help the
business owners
WWW.APNISMARTCITYLIFE.COM

22. WWW.APNISMARTCITYLIFE.COM
5 UNIQUE CHARACTERISTICS (USP)
• Smart Shopping: A common platform for
a Consumer & a Retailer
• GLocalisation: All smart cities have their own
city specific local edition with Global visionary
• Language: Hindi- preferred language of people in
these cities that too in layman’s standards
• Focus: Articles related to Shopping & Lifestyle only -
No Politics / Bollywood /TV / Sports / Crime news!
• Medium: PC / Laptop /Tab / Smart Phones

23. AUDIENCE PROFILE (SMART CONSUMER)
• Gender: Male & Female
• Age Group: Youth/Mature/Old (15Yrs - 65Yrs)
• Economic Stats.: LIG/MIG/HIG classes
• IQ: Educated/Tech Savvy & Smart
• Access Point: PC / Laptop /Tab / Smart Phones
• Geo. Stats.: Uttrakhand, Haryana, Rajasthan,
Uttar Pradesh, Madhya Pradesh, Bihar, Jharkhand,
Chhattisgarh, Gujarat, Delhi including Mumbai & NRIs
WWW.APNISMARTCITYLIFE.COM

24. AUDIENCE PROFILE (RETAILERS)
• Owner: Local Shop/Showrooms/Supermarkets
• Business: Dealers/Distributors/Retailers/
Franchisee/Manufacturers/Vendors/Suppliers
• Others: Various Service Providers
• Size: Complex to Small Home Business Owners
WWW.APNISMARTCITYLIFE.COM
LOYAL
CUSTOMER
are not those
who come back to
you again, they
are not those who
recommend you
but they insist
others to come
to you.

25. SELF MARKTING & USER ENGAGEMENT
Facebook
• Teasers on various FB
pages & groups
• Regular ShoppingTips
• Tips for Startups
Whatsapp
• Two-way Interaction on
various groups
• Members can post about
their business, services &
offers
Twitter
• Regular tweets
• Regular Announcements
& shopping tips

26. SAMPLES OFTEASERS FROM ASCL

27. SAMPLES OF SMART SHOPPINGTIPS

28. SAMPLES OF OTHER USEFULTIPS

29. SAMPLES OF OTHER ENGAGING POSTS

30. SUCCESS STORY OF PILOT CITY AJMER
www.AjmerSmartCityLife.com Launch: May 2015
• Well Received & Liked by locals in 4 months
• 1.5K fans on Facebook Page / Group
• Queries & Solutions started on individual level
• People got addicted to ‘Daily Shopping Tips’
• People wait for Friday to check Offers,
Exclusive Deals, Discounts and
fresh Articles on Smart Shopping & Lifestyle

31. FACTS & FIGURES FROMTHE PILOT RUN
After the launch of www.AjmerSmartCityLife.com
• 100 Page Likes and 6000 Reach within 6 hrs!
• 50,000+ Page Hits on ASCL in 6 months!
• Top Rank on Google (among 4.5 lakhs pages)
if ‘Ajmer Smart City Life’ is searched!
• Statistics of just a single article: Viewed by 6.8K
users, Link Clicked 900 and received 200+ Likes.

32. अगH 6 महीI J GROWTH PLAN
To repeat the same success in Other Smart Cities
• Launching 9 City Editions in Aug 2016
to reach to all Hindi speaking 12 States-
Uttrakhand, Haryana, Rajasthan, Bihar,
Madhya Pradesh, Uttar Pradesh, Jharkhand,
Chhattisgarh, Gujarat, Himachal Pradesh,
Punjab, Maharasthra including Delhi & NRIs
who prefer to read in Hindi.
• Launching Video Guides on Smart Shopping &
Lifestyle in Hindi by Aug 2016.
EVERY CITY,
no matter how
small or big it is,
divided into two-
the city of POOR
and the city of
RICH & there are
early adopters
and followers
in every city.

33. GRAND LAUNCH OF 9 CITY EDITIONS
मKय LDश
राज!थान उOर LDश
महाराPQ
गuजरात
iबहारजोधपuर अज(र
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पTजाब
छOीसगढ़
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!माट% &सटी
अपनी
LifeLife
शॉiपग आपकी(हनत हमारी
बचत आपकी
This
AUGUST
REACH IN 12 STATES
!माट% &सटी
अपनी
LifeLife
we will reach in
12 Hindi Speaking
States of India!
उOराखTड
झारखTड
iद[ली

34. !माट% &सटी
अपनी
LifeLife
‘>मा? iसटी लाइफ’
फeसबuक Eज लाइव!
!
Look for
<your city>
Smart City Life
on facebook and
start discussion now!>मा? iसटी वालo की >मा? शाॅiप/ग अाैर
लाइफ>टाइल Jबज़ीन
60
शॉiपग आपकी(हनत हमारी
बचत आपकी
www.ApniSmartCityLife.com
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✓
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60 Cities
15 States

35. PUBLISHER’S PROMISE NOTE
“We are
committed towards our readers.
We will do our best to make this webzine
the best source of information related to
Smart Shopping & Lifestyle.
It gives an opportunity to the Retailers
in smart cities to reach our readers and
convert them into their customers by offering
the best deals & exclusive discounts to them.”
!
- G S VIRDI

36. 26 YEARS OF PASSION & ACHIEVEMENTS
16+ Years in media & content business 350+ Magazines critically reviewed 20+ Magazines/Editorial consulting
10+ Consumer magazines launched 10+ Custom magazines published 10+ Blogs & websites up & running
12+ Topical bookazine published 3000+ Articles edited & published 10+ Years in IT & Software training
ABOUTTHE PUBLISHER

37. ☑️ Business of Content & Trade Secrets
Great understanding of target audience & its content needs,
Customisation of content for the specific audience/clients,
Sense of product P&L, Cost effective utilisation of r
☑️ Competitive Research & Analysis
Critical competitive product analysis, Designing & analysing
Readers’ research survey, Ad-Edit analysis, Critical content
analysis, Keeping eye on Indian magazine industry
☑️ Product Conceptualisation & (Re)Launch
Publication documentation, Product positioning, Content
structuring, Editorial floor plan, Dummy preparation, Creating
editorial traits of the p
☑️ Content Presentation & Putting it Together
Conceptualisation right from scratch, Defining the personality
of the product, Philosophy for the making of covers, Creating
identity of the product, Final p
☑️ Vision, Planning & Execution
Editorial goal setting, Day-to-Day plan with minute details,
Timeline for execution to meet the goals, Out of the box
thinking, Innovative ideas for special issues
☑️ Development & Deployment of System & Processes
Work flow design, Editorial guidelines, Style sheets for writers-
designers-Desk, Deployment strategy, Getting entire business
chain synchronised with the editorial plan, Process evaluation
☑️ Product Improvement & Quality Assurance
Micro level post-mortem on regular basis, Regular tweaking
of content based upon industry dynamics-feedbacks-
surveys-readers forums, Ensuring editorial quality controls
☑️ Product Redesigning & Revamping
Face lifting, Product differentiation, Product repositioning,
Competitive lead, Creating USP for existing product,
Defining & creating detailed style s
☑️ Corporate Communication & Content Marketing
Business proposals & presentations, Communication & mailers
for distributors-readers-subscribers, Business tie-ups for
content s
☑️ Team Building & Editorial Training
Hiring the right talent, Induction, Editorial training, Internal
workshops, Editorial exercises & Surprise assessment to
keep the team sharp & u
☑️ Writing & Editing for Print and Digital
Articles for various magazines, Internal/Custom publications,
Online blogs, Knowledge sharing though mailers/write ups,
Online social media and professional networking, Website
☑️ Passion for the Content & its Business
Post-mortems & Critiques on various publications, Dummies
& concept notes for newspapers, TV magazine, Unique TV
Chat show, TV News Hour, Reviewed
gurjender@gmail.com
www.MAGfare.com G S VIRDI www.ApniSmartCityLife.com
☑️ Computerisation & IT Implementation
Customised Software development for various institutions /
organisations, IT Implementation, Putting system & p
in place to accommodate computerised operations
☑️ IT Training in Govt/Non Govt./Public Sectors
Basic computer training programmes, Certification tie-ups with
various computer training companies & u
Ltd, Makhanlal Chaturvedi University of Journalism etc.
☑️ Mass Influencing through National Hindi Dailies
Technology content creation in Hindi for spreading computer
awareness, Helping people to adopt technology at grass root
level, Content syndication with various n

38. CONSUMER M िलए ASCL Pबज़ीन M 10 वा%
1. Introduces the Latest Products /Technology /Trends to them
2. Gives them Unbiased Information they need
3. Empowers them with knowledge
4. Offers them Accessibility - anytime and anywhere
5. Gives them Confidence to make own purchasing decisions
6. Educates them about HOW-TO (Use, Maintain, Repair etc.)
7. Gives Comfort with the language they prefer and love to interact in
8. Gives them option to Share their feedback via platform they are on
9. Builds better Relationship with retailers
10.Helps to create a valuable Ecosystem 01

39. *माR PARTNER बS, *माR NATION बनाए9!
“We can help you to reach to the customers…
we are continuously educating and informing
them about your brand & services.
!
You can support us by getting associated with
us, be our partner in big mission of making
Smart Consumer, Smart Cities,
Smart Citizens and
Smart Nation.”

40. Contact us
for business tie-ups & advertisements enquiries
www.ApniSmartCityLife.com
कोई शक?