Category: Media

Social Media in India 2012 : A Report Published By IAMAI, In Association With IMRB, eTech

Executive Summary 

The second decade of the 21st century has seen the maturity of Social Media as a distinct digital entity. From being an avenue for simply connecting with family & friends, it is increasingly used for customer engagement, and is grabbing news headlines for other reasons. Facebook, which has been the undisputed leader in this space, achieved a USD $100 Billion valuation in its initial public offering! With over a billion individuals the world over on social media and rising every minute, various members from the digital fraternity recognize the utility of the medium, and are investing a greater share of their digital advertising budgets towards social media.

According to the report, the number of social media users in Urban India reached 62 Million (Mn) by December 2012. Essentially, about 74% of all Active Internet users in Urban India use social media. The infographic above also showcases the estimated number of social media users by June 2013 i.e.. of 66 Mn.

Key Takeaways from the Social Media Report (June 2012)

  • Highest proportion (84%) of Social Media users (among Active Internet users) is for the demographic segment “Young Men” à 84% or 20.3 Mn Active Internet Users – Essentially, Young Men contribute about 35% to the overall urban social networking base of 58 Mn
  • 34% or 19.7 Mn of the urban social networking base is from the Top 8 Metros
  • Of the urban social networking base of 58 Mn, about 20.3 Mn (or 35%) are from Small Towns (towns having population of upto 5 Lakhs)


  • Active Mobile Internet User Base in India – 39.7 Mn
  • Active Social Media User Base in India – 32.5 Mn (82% of the Active Mobile Internet Base)
  • A higher proportion (82%) of Mobile Active Internet Users access Social Media, as compared to that accessed by the Total Active Internet base (72%)
  • Considering the Top 35 Cities in India, 77% or 18.2 Mn of the Active Mobile Internet users (Top 35 City Base – 23.6 Mn) access social media, second only after Email (83%)
  • Average Frequency of Social Networking Access using Mobile Internet 7 Days a Week


  • Facebook is the leading website accessed by 97% of all Social Media users in India

The growth in the number of social networking users can be attributed to the rising Internet penetration in India, through increasing affordability of smartphones and consequent mobile Internet use.

To Read The Full Report:

“The Hindu” published an Interview With Naga Chokkanathan, Senior Director, CRMIT with his comments on this report.

To read the article, Click Here :

For the full version of this interview, read on:

Question: There are no surprises with this study, are there? Do the social demographic patterns (urban, youth, male, mode of use: mobile) and time spent conform to your Expectations. Or are there surprises?

Naga Chokkanathan says, * The fact that “Entertainment” and “Gaming” are moving to #3 and #4 respetively, while “Email” and “Social Networking” is in first two positions : It is not surprising, but very interesting, because these two (Email & Social Networking) are content created and consumed by same set of people, while the other form of entertainment where someone else makes the content and it is consumed by millions of others, is slowly fading. Whether it is good or bad, we create our own content and this is a major transformation in this decade

* Small towns contributing to 24% of Social Networking access? (The color code is not clear), If this is true, then this is a surprise, All along we are thinking Social Network is dominated only by people from big cities, and targeting Content, ADs, Offers etc., for them only, This needs attention by content providers, Marketers

* It is not a surprise that in India mobile access to Social Network is more popular, There are more phones than PCs here 🙂

* Another surprise for me, Social Networking usage is almost same in weekdays and weekends, It is usually believed that weekdays it is more, because most people access social networks from their offices only, This trend is also changing, home PCs / Broadband connectivity / Mobile spread combo may be the reason

Question:: That FB Is on top of the list is to be expected, but Twitter is still way behind. And people are still using Orkut! Comments, please.

Naga Chokkanathan says, Google+ is in #2 because of their strong integration, not by user choice, But still we shouldn’t take credit away from them.

I believe Orkut must be used heavily in small towns (Refer above), But I don’t know why 🙂

Twitter usage is growing all over the world in a much higher rate than this, In India the adoption is poor, mainly because Facebook offers much more than twitter (For example, “Picture Sharing”, which is a primary reason MANY people come to social network!)

Question: clearly there is a bias towards using mobiles to access social media content. What is your preference?

Naga Chokkanathan says, Mobile + Social is a classic fit, When compared to PC (Which is mostly text based), it has pictures, videos, is location aware and makes “Social Updates” Super easy and extremely enjoyable, I prefer it anyday to PC,

Only advantage in PC is, fast typing. But in general people started typing very little thesedays (Except folks like us 🙂

Question: The study also indicates the potential of social media in terms of numbers. Are efforts on to utilise this potential for brand/product promotion? At what stage is this now? Or what percent of the potential are we utilising?

Naga Chokkanathan says, In India, very minimal, Being a CRM (Customer Relationship Management) Professional myself, I can assure you that Indian brands are yet to take Social Media seriously, Of course, there are few very good examples of social media usage, but they are exceptions, the majority brands are still depending on traditional media for sales / marketing / service.

But, this is going to change VERY fast. Pretty soon, people are going to expect rapid communication via social media channels (Where they spend majority of time anyway), and this will become a hygiene factor instead of “Good To Have”.

This is happening all over the world, Social Customer Relationship Management (SCRM) is the HOT area now, and companies are investing billions, and reaping benefits, It may come a bit late to India, but we will be adopting it much faster than others, is my guess.

Question: Is crowd sourcing over social media platforms present in any significant manner in the country?

Naga Chokkanathan says, It is there to some level, but not enough to make a dent. In a country as vast as India (and with so much social media usage), we can do much better, New ideas need to come (and they are coming, mainly from small companies and entrepreneurs who are starting on their own with a good idea!)

Question: The report doesn’t say anything about regional language use on social media. But is there a growing language use; with various language keyboard apps being available, will that content increase?

Naga Chokkanathan says, Yes, Social media being a personal mode of communication (well, to some level), people prefer to communicate in their native language. Already we see a huge growth on this, But this is very very little when compared to the potential we have. User created content in regional languages is going to become really huge and stay.

News Collection : CRMIT’s Oracle Fusion CRM Deployment

1. Cloud News India : releases/oracle+fusion+crm+to+drive+crm+its+global+sales+productivity.htm

2. IT voir :

3. Biztech2 :

4. Money Control :

5. IT Next :

6. India Info line :

7. Digital Terminal :

8. VAR India :

Media Release : Oracle Fusion CRM to Drive CRMIT’s Global Sales Productivity

Bangalore & New Delhi, India – July 18, 2012

News Facts

CRMIT Solutions, a market specialist in delivering On Demand CRM solutions using cloud computing, is among the first companies in Asia Pacific to deploy Oracle Fusion CRM, Oracle’s newest customer relationship management solution, to manage its global sales and marketing lifecycles and enhance the productivity of enterprise sales, marketing and service professionals.

CRMIT plans a 40% year on year growth in its fiscal year 2012 and is looking to leverage Oracle Fusion CRM to support their business goals.

Oracle Fusion CRM will offer a wide range of solutions to CRMIT for improved sales execution, planning, forecasting & contract management and incentive compensation. It will enable CRMIT to achieve the following in their day-to-day business –
Integrate territory management, quota management, and incentive compensation for optimal sales coverage, Advanced sales forecasting for better monitoring of performance to plan, Sales prospecting tools to generate higher-quality leads and facilitate the sales force to focus more on solutions, Reduce the cost of staffing, implementation, and maintenance because of 100% standards-based infrastructure.

CRMIT’s sales team will be able to use Oracle Fusion CRM from multiple channels such as PC, mobile devices etc., and will also draw on its social CRM integration to collaborate better with internal and external audiences. Oracle Fusion CRM will be deployed on the highly secure Oracle public cloud.

CRMIT, a gold member of Oracle’s PartnerNetwork, specializes in Oracle CRM On Demand Solutions and has been implementing Oracle Cloud CRM solutions for more than 8 years. With this deployment, CRMIT will also leverage Oracle’s Fusion CRM for their internal use and employ the cloud platform solution to build CRM++ extensions.
Oracle has invested more than six years of in-depth research, conducted extensive interviews with more than 1,000 global customers to understand their needs and coupled this with current market trends to design this new generation of CRM products called Oracle Fusion Customer Relationship Management.

Oracle Fusion CRM is a 100 percent open standards-based set of integrated CRM modules that improves the way sales professionals work and is designed to deliver unprecedented business insight into sales performance management.

Supporting Quotes

“At CRMIT, we understand the criticality of increasing the team’s productivity while providing an effective view of vital sales data for better decision making,” said Vinod Reddy, Founder and CEO, CRMIT. “Oracle Fusion CRM has a futuristic architecture and was our natural choice because of its complete CRM functionality and focus on customer experience solutions. With built in business intelligence and industry standard extensibility capabilities, Oracle Fusion CRM helps us to leverage integrated technology to drive sales planning and close the performance-to-plan gap more easily and quickly.”

”Oracle Fusion CRM has been developed keeping customer experience management in mind. It is easy to use, effective and efficient in functionality,” said Sunil Jose, Vice President, Applications, Oracle India. “For CRM IT, it will address all their sales team’s needs from account management to sales management and mobility, without compromising on security. The solution also has enhanced features like campaign management, e-mail integration and flexible deployment options that will make business operations much more simple, effective and efficient.”


CRMIT is a market leader in providing solutions for Oracle’s Cloud CRM. With operations in USA, EMEA, ANZ and APJ regions the company has successfully deployed over 100 successful CRMOD implementations across various industry verticals having 150+ customers worldwide.

About Oracle

Oracle (NASDAQ: ORCL) is the world’s most complete, open, and integrated business software and hardware systems company. For more information about Oracle, please visit our Web site


Oracle is a registered trademark of Oracle Corporation and/or its affiliates. Other names may be trademarks of their respective owners.

For more information contact:

Vandana Shenoy

Oracle India
t:+91 124 4328156
m:+91 9811551760
f:+91 124 4328121

(Originally Published In :

Customizing Oracle Fusion CRM

We have prepared a short video, which talks in detail about “Extending Oracle Fusion CRM”. It covers information about the MDS Repository, Engine, Various layers where customizations can be done, how these are stored in the repository and how they are retrieved at the runtime to provide different experience to different users.

Customizing Oracle Fusion CRM

We will be coming up with more advanced videos on Oracle Fusion CRM in the coming days. For more details and to answer any of your queries, feel free to reach us at

Sports and CRM

Sports & CRM Applications : This Works Great

Don’t feel surprised if an organization suddenly seems much more familiar with your tastes and preferences.

Yes, this is actually grabbing attention these days. Recently, a well-known professional baseball team from Boston deployed a Sports CRM app. It rolled out the application in luxury sales only, which resulted in 20% more conversions and the senior operations analysts believe that it will increase much further this year now that they have become more familiar with the system.

Features in the Sports CRM applications incorporate usual range of functionality, which can be oriented as per the needs of a sports team. It not only provides customer service in a single system but also allows users to track and manage different information including finance and sales.

For instance, the team can now easily access the inventory management module like premium seating and event venues. With the help of better customer data and predictive analysis, developing promotional material and marketing programs has become very easy for them and they can effectively target specific customer groups as per their gaming and seating preferences.

Prior to deployment of the CRM system, the team was dependent on its own home-grown databases that included excel files, but post deployment, the system gave them a better view of what could be booked when certain seats were available. But the best part is in terms of customer knowledge that allowed the team to know about the preferences of the customers. CRM systems not only make it easy to manage your customer data, but you can also maximize the amount of data that can be put in the CRM system to make it comfortable for your customers, as well.

Charu Mehta

CRM Consultant, CRMIT

Clarity In Communication

Saw a newspaper advertisement for a general insurance service, with the following text prominently displayed:

No Claim Bonus

Of course, people in the insurance industry / those who bought insurance / made claims earlier will immediately understand this as:

If you don’t make any claims in the policy period, you get a bonus

However, assuming most of the  people reading this advertisement (and are primary targets) are laymen and won’t understand this “No Claim” terminology, what will they see in this Ad?

No Bonus

You may call that silly, but when I look at the words “No” and “Bonus” near to each other, I naturally assume this company is refusing to pay me bonus (for whatever reason). There is no clarity to teach me that they are actually paying me bonus, for not making any claims.

This whole  communication gap could’ve been avoided if the company did some beta testing of its Advertisement text, they would have come up with better alternatives such as:

Bonus for No Claims

Attractive No-claim Bonus

When millions of dollars are spent on advertisement, we can never ‘assume’ things, it is better to be clear, than create a wrong impression in the target readers’ mind.

Naga Chokkanathan,

Director, Presales, CRMIT

CRMIT’s Best Selling Productivity Applications for CRM On Demand

Published In :

When one thinks about high-performance indicators within business verticals, two factors that always stand out are customer satisfaction and experience. Effectively answering all emails including service requests, complaints, grievances, appreciations and even requests for more business is critical to have a satisfied customer base. Likewise, promoting collaboration among CRM users and making it easy for them to work together with CRM On Demand via android phones is equally significant.

CRMIT, an Oracle ISV and one of the leading CRM On-Demand System Integrators in APAC, has
developed mCRM for Android, Social CRM++ and Email Workbench. These applications facilitate
customer relationship management and data in a well organized and process centric way.

mCRM for Android
mCRM for Android is an application offered by CRMIT that allows users to manage their Oracle CRM
On-Demand data at their fingertips. It not only provides an easy access to key customer information,
but it also allows viewing and editing the information, as per requirement.

It can be downloaded and installed from the android market and one can directly login with their
CRMOD username and password. And, if you choose to bring mCRM for Android into play, you get
real time access to customer information. Moreover, checking currently viewed data and task
appointments becomes a pushover.

Social CRM++
Social CRM++ has evolved as a back-end system for managing customer relationships and data in a
very efficient and process-centric manner. Social CRM++ for customer service has the potential to
bring new and dynamic methods for improving customer service, and in doing so, it is creating
opportunities for new and existing providers.

This cloud ready On-Demand solution connects CRM users seamlessly and improves collaboration
between them without loss of confidential information. Without logging into external systems or
signing up, one can draw on social CRM++ and can post text files and links to other CRMOD users of
the organization. It not only increases interaction between users, but is also easily available in
multiple deployment models.
Email Workbench
CRMIT’s Email Workbench solution is a Web based plug-in that solves the great puzzle of CRM –
Email Co-existence. This SaaS based component allows Service Organizations to work in a single
window and also helps to send, receive and process E-mails from customers in a centralized way. So,
with Email Workbench one is always assured of improved issue tracking and quicker response times,
irrespective of which individual is working on a particular problem.

When a customer sends an email, a service request is created and service representatives can directly
reply from CRMOD, without using an external mail client. One can reply again for creating an open
activity. With this efficient plug-in, emails are automatically converted to service requests, response
time is quick and tracking of issues becomes better.

To see CRM++ Email Workbench in action, view this YouTube Video: