For long, I used to think that India is a lab to try out our ideas, and then take them to markets outside India, but which were similar. In recent times, there is a change coming in my thinking. I am starting to believe that India is not just a lab, but our first and potentially biggest market. Which means we have to make our ideas work in India first.
The trigger point for this was a CNBC interview of CK Prahalad which i watched recently. He made a couple of points: the Indian consumer is extremely smart - she knows exactly what she wants, and India is one of the most competitive markets in the world, so if you can succeed in India first, then you can definitely succeed elsewhere.
My reluctance to view India as our first market stemmed from past experiences wherein I have tried to sell stuff we created in India with very limited success. Even IndiaWorld succeeded because of the audiences outside India. So, I was biased againsit India as a market. But that's probably more because of the things we've not done right in product and marketing, rather than the idiosyncracies of the market.
What is clear to me is that we need to make Emergic a success in India. And we will.
Thanks to Arun Anantharaman's initiative, our Emergic ideas were discussed at the Indian School of Business. These are his comments on the discussion.
The general feeling was that this was more or less a variation of Sun's push for a server based computing model. Mostly, people were not too convinced, primarily I think because of a few reasons.1) Open source as a commerical alternative still has its doubters
2) Banks/schools may not be a feasible market because of the nature of the applications (hard disk space is possibly essential).
3) The primary push for such an ecosystem may have to come from the government-Both in terms of the network infrastructure, regulation and adoption.Frankly speaking, right now I have my doubts about the feasibility as well. Not the idea per se (Assuming the backbone is in place, the server based model has many advantages), but more from an implementation perspective. As of now, there are the few successes like e-choupals, and the work of the M.S. Swaminathan foundation in coastal Tamil Nadu. But personally I feel that many more local language applications (if there are many local language applications that already exist, at least I am not aware of them) may be required to drive demand.
Right now after having read your doc, thought and discussed about it, I am inclined to think that to make it work certainly requires some degree of governmental fillip. For e.g. despite your own thoughts on the telecenters (tech 7-11's) I am not sure there is a requirement today for anything beyond the services provided by a normal cyber café/gaming center. The one place, I certainly feel there is great potential though is in engineering colleges. And arguably, besides the government, the best way to develop suitable applications and drive open source as a commercial alternative is to take this route. For SME's, I think it will be a difficult sell until and unless there is a reasonably strong open source software support community. (Piracy still is an easier & better alternative.)
Interesting feedback. I'd have loved to have an interactive discussion with the ISB class - hopefully that will happen some time soon!
I still believe that a solution like Emergic is what is needed to bring about a grassroots technology revolution across emerging markets like India. What I do not have an answer to yet is which markets from the ones I have identified (schools, colleges, homes, telecentres, government, bank branches, SMEs) will be the first ones. I think what is required is to enable the creation of an alternate ecosystem based on low-cost computers, Linux and local languages.
The ideas about Emergic are not new - like Sun's "the network is the computer" or Ellison's "network computer". The key lies in the price points that we can make this available at, and how we can build a large framework of content and applications aorund these for the next set of users, across the digital divide.
If I were to bet on the first market where we are likely to see success, it will be telecentres in schools, serving the twin purpose of education and providing computing and communications services for the community. The telecentre also becomes a front-end touchpoint for egovernance applications (eServices). This is where it can make a difference to the poorest of the poor, by giving them a voice and an opportunity for the future.
One thing that I have learnt from experience is that no one accepts a great solution (a gift horse) even if it stares them straight in the face. Even cost considerations (savings) are sometimes secondary. People buy trendy things even if they are expensive, just to look trendy.
Sometimes even poor people do that, even if it comes just within their means. People just want the best things in life. An example would be my next door neighbour, a business man, who is considering buying a new PC. Even though his computing requirements are minimal, he wants the best configuration with the latest thing-a-magix and when I suggested Linux, this was his reaction: "Linux?!! No, no, everybody has the latest Windows XP now a days, so I want that too ... and the vendor says my PC comes with it."
Things people buy have an IMAGE associated with them, they have an angle through which they were introduced into the market. This is how you need to portray EMERGIC to everybody. Your marketing team should be able to help you with this.
As an example, if "making computing pervasive for education" is your angle, use this angle with those who value it the most. Try approaching the Linux For Education (LiFE) co-ordinators through the life@mm.hbcse.tifr.res.in mailing list.
Another contact in this regard (from education using GNU/Linux in Goa point of view) :
Frederick Noronha - fred@bytesforall.org
Also, in this regard, NGOs (more than government agencies) working in education programmes would be good targets for this sort of angle, and they have contacts with governement agencies anyway. NGOs would be especially interested when you point out to them how they would make a difference in educating the financially unfortunate, using EMERGIC, and how much appreciation they would get for doing so. NGOs live for just this sort of satisfaction from their wards! Also, contrary to public perception, NGOs are not penniless organisations, but are well-funded outfits due to funding from abroad.
Do not forget to offer incentives. For example, when you wish to implement it in an engineering college, speak to the principal (or principals in a seminar?) about how you would give free training to their computer lab professors. Once you get these guys hooked to your solution, using the FREE training bait, getting students onto the platform will be done by the enthusiasm of professors(converted evangelists?). This is not without precedent, Intel India did this in 2001-2002 to promote the use of Intel-based PCs in schools by offering free "computer operations" training to 10 teachers nominated from each school.
As an entrepreneur it must sometimes feel so frustrating when you have a solution no one takes seriously. However, you are no stranger to adversity, right from the time you tried out the first few not so successful initiatives after returning to India, and afterwards struggled with establishing IndiaWorld inspite of VSNL's refusal to give you a connection and the high costs of a direct connection to an ISP in the US.
I see the potential of EMERGIC (and BlogStreet), however, that maybe because I am a well-informed technologist (an open mind also helps 
). A manual cricket pitch roller, has a lot of potential too, but that is only realised once it gets moving. To do that you need an angle, a fulcrum if you may, on which to use the lever to push it on its way. Once you have it in motion, you just have to steer its course, it does the rest of the work for you. I believe that is what you need to do with EMERGIC. Get an angle to launch it. 
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