The Digital User Fallacy.

1. 9th
ICC
Banking Summit
2017

2. INTRODUCTION
Digital Consultant,
Angel Investor
Founder & CEO,
Indus Net Technologies
20 yrs.+ in Digital Services
Alum: University of Bath,
St. Xavier's College

3. THE DIGITAL USER
FALLACY

4. “
Great Web Portal / Mobile App
Millions spent on Marketing
Millions of USERS!
Very little USE.
Hence, failing business case :(

5. WHAT’S WRONG?

6. “
It is not about you,
It is about them.
When you make it about them, then it will be about you

7. WHAT CAN WE DO
ABOUT IT?

8. Give Happiness
Happiness = Reality - Expectation
When, Happiness > X
Result = Excitement
Product gets used AND shared
It is 0 or 1
But you can see traits, and make course correction
Example:
of 1 = WhatsApp
of 0 = Millions!

9. Utility trumps Creativity
Creativity is Overrated
‘Need’ is more important than ‘Want’
Create Utility.
Find what your users REALLY NEED.
The Signals are [HIDDEN]
To Discover that, you need ‘Small Data’

10. Utility trumps Creativity
‘Small Data’ are the ‘User Insights’
It comes from intimate conversations and not market survey
It is never spoken out. It is all about Observations
Observations of Frustrations, Joy, Sorry, Hatred, Love
Sleep with your customer (not literally!)

11. Utility trumps Creativity
Banks have foundation
FinTech has Focus, Innovation and Agility
Partner.
Open up APIs
Let FinTech and internal innovation teams build products
Build on your strengths

12. Iterative Development, Not Linear
It is not:
Business - > IT -> Vendor/Partner
It is an infinite loop
It is not a Tool. It is not a Business Application
It is Product Development
Build. Test. Think.
Repeat.
It is Team Effort. It is Partnership.

13. Industries served
Financial Service, Media, Publishing,
Entertainment, Retail, Health, IT Services,
Professional Services, Education & Others
Offices
40,000 square feet
Presence in
India, UK, USA, Canada, South Africa,
Mexico, Saudi Arabia, UAE, Kuwait, Singapore
Team
750+ Passionate Professionals
Globally distributed revenue
Business distribution
Tech 75% Marketing 25%
Since
1997
Core Services
Digital Consulting, Web Apps, Mobile Apps,
Analytics, Digital Marketing, Cloud Infra
UK 25% EU 25% USA 25% India15% Oth 10%

14. CONTACT INFO
Abhishek Rungta
Indus Net Technologies talash@indusnet.co.in
www.indusnet.co.in
Twitter: @abhishekrungta
FB: /abhishekrungta
LinkedIn: www.linkedin.com/in/abhishekrungta
Mobile, WhatsApp & SMS: +91 98311 51614
Thank You!