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Fb has requested Australias competitors watchdog to return to the drafting board with its probe into the native promoting tech (advert tech) house, saying a few of its proposals would have a major influence far past the supposed focus of its inquiry.

Digital companies, together with those who generate income by way of personalised promoting (corresponding to Fbs), create substantial advantages for Australian companies and shoppers, it stated in a submission [PDF] to the Australian Competitors & Shopper Fee (ACCC).

Consequently, Fb considers the ACCC ought to undertake detailed additional consideration, evaluation and stakeholder engagement is required to help the ACCC in assessing the potential broad influence of its proposals and to make sure that these proposals dont stifle innovation, hinder competitors, hurt companies and shoppers, or in any other case have unintended penalties throughout the promoting ecosystem.

The ACCC is at the moment focusing its efforts, once more, on Google, saying it is involved with Googles industry-leading place.

Fb is off the hook for now because the ACCC stated, regardless of submissions on the contrary, in contrast to Google, Fb doesnt promote its personal advert stock within the open show market or by way of the advert tech provide chain. As an alternative, Fb makes use of its personal closed techniques to promote stock on to advertisers.

[The interim report] makes conclusions about Fbs use of information and transparency for promoting that are incorrectly conflated with the evaluation by the interim report of Googles main place within the provide of advert tech companies, Fb stated.

The interim report misconstrues Fbs place in relation to entry to knowledge with out endeavor correct inquiry or session.

The ACCC fashioned the preliminary view that the shortcoming of smaller rivals to entry the mandatory sorts and volumes of information to compete successfully with Google and Fb is prone to increase limitations to entry or growth.

In gentle of Fbs very restricted function in advert tech companies (as recognised by the ACCC), its not acceptable for the ACCC to attract conclusions on the function of information in Fbs wider enterprise (in advert tech or extra typically) by reference to an evaluation of how gamers within the advert tech provide chain entry and use knowledge, Fb stated.

Actually, the ACCCs wide-ranging conclusions are merely not supported by the extra narrowly focussed proof and evaluation within the interim report and have been reached with out correct inquiry or session on that wider scope.

In step with knowledge safety laws corresponding to Europes GDPR, Fb considers that knowledge portability must be user-initiated and the ACCC ought to accordingly deal with user-initiated knowledge portability proposals.

Additional, the interim report doesnt present proof to help the notion that advertiser-initiated or publisher-initiated knowledge portability is in reality mandatory or fascinating, it added.

Fb stated its entry to knowledge has not prevented or inhibited new entry and progress by rivals within the promoting sector.

Fb argues that it operates in a extremely aggressive and dynamic promoting panorama.

Quite a few firms are well-established within the internet marketing house, together with Google, Amazon, and Twitter. There are additionally many new entrants which have expanded quickly, together with Snap whose income from digital promoting has been growing considerably, and TikTok the limitations for additional new entrants arent excessive, it claims.

Fb competes vigorously with offline promoting channels and a variety of on-line companies that supply search and/or show promoting companies, all of which search to seize person engagement and corresponding advertiser spend. Whereas the Inquiry focuses on on-line show promoting, additionally it is mandatory to think about the influence of any proposals on different on-line and offline promoting channels.

It considers the ACCCs work to this point as a start line. It is requested the watchdog pay correct recognition to the extremely aggressive and dynamic nature of the promoting sector.

The digital ecosystem is quickly evolving and the controversy on regulating digital companies is a world one which stretches past competitors and client legislation issues, it stated. Specifically, the influence of the ACCCs proposals on customers privateness rights and expectations requires cautious thought and consideration. Fb urges the ACCC to not act unilaterally in growing regulatory proposals that lower throughout privateness and knowledge safety expectations and laws.

The social media big additionally believes the ACCC ought to proceed to watch the influence of evolving net browser and cell working system modifications; train warning to keep away from undermining personalised promoting companies; andnot draw conclusions on the function of information or impose data-related proposals which have implications far past the advert tech stack.

Twitter, in the meantime, believes the ACCCs interim report raises a lot of necessary points affecting innovation, competitors, and dynamism of markets for digital promoting companies in Australia.

It due to this fact encourages the ACCC to withstand over intervention that dangers stifling innovation and competitors to the detriment of advertisers, publishers, and shoppers in terms of considering new guidelines or enforcement actions within the advert tech provide chain.

Moderately, it considers the ACCCs proposed interventions must be focused solely to these market members whose dominant place within the provide chain undermines aggressive rigidity, creates or entrenches limitations to entry or growth, or offers rise to client hurt.

Regulation shouldnt be a one-size-fits-all method, it wrote in its submission [PDF].

Pointing to proposed knowledge portability necessities, Twitter stated making use of the rule to all corporations no matter their market place and energy might inhibit new entrants and smaller market members.

Guidelines or necessities launched to handle self-preferencing, conflicts of curiosity and/or interoperability must be directed and solely relevant to corporations which the ACCC considers to have a market dominance or energy and that have interaction in problematic or anticompetitive conduct, it stated.

We warning that industry-wide interoperability necessities might hurt competitors by imposing important design, implementation and compliance prices on smaller rivals, disincentivising new entrants or stifling the innovation that drives competing enterprise fashions and companies in digital markets.

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We live in a highly digital world. Technology and technology-driven solutions have entirely transformed how we go about our day. This is especially important for businesses across the broad spectrum of industries, which are now increasingly serving and engaging customers through apps. In fact, given the convenience offered by such tools, customers have become increasingly demanding about the services they receive from companies. Once again, technology has a critical role to play in this aspect. Now, lets narrow down our focus on iOS apps since they are among the two most widely used platforms globally. It is a given that advanced technologies have a say here as well. Among this crowd of technologies that help companies improve their customers experiences, none have proven to be quite as monumental as IoT and mixed reality.

Why? Well, because IoT, which refers to a network of connected devices, allows customers to control their devices from anywhere. It empowers companies to serve their customers better via valuable data, insights, and more. On the other hand, mixed reality, such as augmented reality and virtual reality, enables the delivery of substantially more immersive and engaging experiences including remotely, from the convenience of their homes, perhaps. Let us now further explore how these technologies have entirely revolutionized customer experiences.

1. Immersive experiences: Augmented reality-driven iOS apps offer brands the ability to deliver experiences. It can catch customers attention and engage them on a much more intense level. Such customer experience endeavors are enabled by integrating interactive features with customers environments via the iOS mobile application. An enormous number of corporate behemoths such as Volvo, Coca-Cola, and others have already started to put these technologies to work for them and achieved incredibly better business results.

2. Better support: Given that IoT is essentially a network of devices connected to the internet, apps integrated with this technology can be used to keep an eye on instruments, equipment and more. It helps monitor performance and runs predictive analysis for any issues. This preemptive ability to spot the possible problems allows companies to address them before they even happen, which leads to the delivery of superlative customer experiences.

3. Personalization: Considering how spoiled modern-day customers are for choices, one of the most compelling means to win them over is to deliver tailored experiences to their individual preferences and tastes. IoT based iOS apps help companies collect insightful data about customers, their requirements, browsing history, preferences, etc. This information can then be leveraged to glean insights that can drive exceptionally personalized content, offers, services, and experiences. It can also be used to adapt marketing endeavours, which can be adjusted to deliver only relevant campaigns, i.e. about products, services, etc. that customers need or will be interested in.

As you can see, folks, modern era technologies such as IoT, VR, AR, AI, and countless others are indeed potent and stand to considerably augment how companies engage with and serve their customers. This is why experts recommend fortifying iOS mobile applications with IoT, AI, etc.

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In 2019, Sportstar the fortnightly sports magazine published by The Hindu Group re-launched its annual awards, Sportstar Aces with an aim to identify and reward the most deserving athletes. This year, The Sportstar Aces Awards 2021 celebrates the consistency of performance and the impact of sports stars in the decade between 2011 and 2020. To celebrate this milestone edition, Sportstar Aces Awards 2021 has the tagline, Giants of the Decade. Aces began with a curtain raiser show on 27th March and the awards are being presented from April 1 to April 4 in a virtual avatar.

With major sporting competitions cancelled, curtailed or played without spectators in the stadiums in 2020, judging the winners was a challenge. Ayon Sengupta, Editor, Sportstarsays, In a year like this, it was very difficult for us to truly judge and quantify the performance of athletes since so little sport was played. But we were firm in our belief to continue with the Awards, and so, in consultation with our Jury, we decided to make it a celebration of Indian sports for the decade 2011 to 2020.

Ayon Sengupta

The Judging Process

This year, Aces has 11 Awards under the Popular Choice category that was open for public voting and over 1.5 lakh votes were received. The public choice acts as the guiding light for the jury who then takes the final call. New categories include Club of the Decade and Moment of the Decade and special recognition award under a new category called Sports for Good, where the work of organisations/individuals who have used sports for the betterment of society and been at the forefront of the fight against COVID-19.In addition, there are 12 jury awards that are being given.

Sportstar Aces esteemed jury comprises of former India cricket captain Sunil Gavaskar Chairperson of the Jury-, former World Champion shooter Anjali Bhagwat, former India hockey captain M. M. Somaya, five-time World chess champion Viswanathan Anand, nine-time National badminton champion Aparna Popat and former India football captain Bhaichung Bhutia.

Game On For Partners &Sponsors

As Aces 2021 is a digitally anchored event, The Hindu has not partnered with TV channels like it did in the past years. However, they have leveraged the association with its partners in One India and radio to enhance the reach through Hindustan Times and Fever FM.

Commenting on getting sponsors on board Suresh Balakrishna, Chief Revenue Officer, The Hindu Group says, When we started out, we were a bit skeptical to be honest, given the year we have all faced and the financial strain on industries due to the pandemic. Also, since we were pitching for a completely digital avatar. However, we have received an overwhelming response and support from our sponsors, and we are glad to have their trust.

The partners for Sportstar Aces Awards 2021 are: Powered by partner, MRF, who have come on-board for the third year in a row; Associate Partner: Life Insurance Corporation of India (second year in a row); Destination Partner: Odisha the third year in a row; Banking Partner: Union Bank of India the second year in a row; Energy Partner: SPEED | Bharath Petroleum; Realty Partner: BAASHYAAM and School Partner: SSVM Institutions

Adds Balakrishna, We are extremely happy with the way in which our advertisers have responded to this edition of the digital awards. While we cannot match the on-ground revenue, trust me our team came very close to matching the revenues. Maybe a few years from now, when everyone is accustomed to fully digital events, we will surpass on-ground revenues. But for now, we are okay with being a brand that has always been the first one to experiment and take the risks. We will give the rest some time to catch up.

Talking about the challenges, Balakrishna says, A major challenge was throwing light on the workings of a virtual platform and how we will be able to add value to our clients. Our sponsors had concerns over promotions and winner participations etc. But we had a thorough plan along with a return of investment in place and when we walked them through it, they were more than happy to come on board. Our partners are as forward-thinking as we are and that results in a success formula.

On a final note, Sengupta says, After we re-launched and reimagined the awards in 2018, we have been overwhelmed with the support that we have received from every stakeholder of Indian sport. Even in a difficult year like this, they have shown the same faith and love towards us. We have always kept athletes and their performances at the forefront and have never been swayed by big names or the commerce that many say drives sports these days. For us, every achievement of every athlete matters, and we have followed that principle over the years and will continue to do so.

Partner Speak/ Sponsor Speak

Vishal K Dev, IAS, Principal Secretary to Government, Sports and Youth Services Department, Government of Odisha

The Aces awards is a unique platform and invites strong adjudication from the sporting fraternity. Odisha has been at the forefront of supporting and promoting all sports, not just at the State but also National level. Today, Odisha is a preferred sports destination for many federations, and I feel this association as a destination partner amplifies the brand equity amidst the sports ecosystem.

Yogendra Singh, General Manager, Corporate Communications

Union Bank of India has a strong belief in the spirit of sports as it motivates to achieve, conquer and set new benchmarks. Union Bank is always at the forefront of encouraging sports. We have our sports teams representing our bank in various tournaments. As the Indian sports scenario is looking up, our efforts are to put our bank as an institution that encourages the winning spirit in India.

Dr. Manimekalai Mohan, Founder & Managing Trustee, SSVM Institutions

SSVM is a group of Educational Institutions with a multi-sports culture, and through our association with Sportstar Aces Awards, we look forward to inspiring our young learners of SSVM with the legacy of the sports world and its achievements. SSVM sows the seed of consistency in performance and encourages every learner to achieve quality education and build a real sports personality's leadership character.

To register for Sportstar Aces, visit http://bit.ly/SSAATHG

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MIRROR NOW, in collaboration with exchange4media Group, is curating a series of video interviews, MIRROR NOW Dialogues with Vinay Tewari. In the third part of this series, Vinay Tewari, Managing Editor, Mirror NOW interacted with Atit Mehta, Marketing Head, BYJU'S on the topic Will Online Education Become Mainstream in Future?

With the pandemic leading to the evolution of education from physical to digital, there have been certain changes in the sector. The discussion highlighted the exponential growth seen in the adoption of online learning during the pandemic. Mehta also explained how the relationship between formal education and the EdTech sector has evolved, how online learning provides a customized & personalized experience, how Byjus is looking to democratize education and the road ahead for BYJUS & the EdTech sector.

The session opened with Tewari asking Mehta to sum up how business has panned out at BYJUs in the last year, considering it was one of the rising sectors amidst the pandemic. According to Mehta, while the last year was something that no one wanted, it could not have been better from a business perspective at BYJUS. He added What we realised is that in such a situation schools would be the first thing to shut down and the last thing to open, and that is exactly what happened. There was a lot of anxiety amongst parents and they were fearing a learning loss of a year. What we saw in the first five years of our journey, we saw that kind of exponential growth happening in the last year.

Talking about the patterns in which the different segments of education are growing, Mehta states that they are growing very differently based on their addressable universes. Out of pre-primary, primary, secondary and professional segments, primary and secondary segments is where the maximum number of students are there and hence saw the fastest growth as compared to the professional sector. In tier 1 and tier 2 markets, the top 10% of schools adopted digital learning. But surprisingly, the biggest segment to get hit was the belly of the population, so the big growth happened from tier 2 and tier 3 cities.

The growth of the EdTech sector goes hand in hand with formal education. Talking about how closely BYJUS looks at the growth of the formal education sector, Mehta explained There is no better place than a physical classroom to get formal education. We need better schools, better infrastructure and schools need to build a better ecosystem. We closely follow everything in the offline world. We also partner with educational boards to ensure that the right level of education is imparted to the students. We believe that this is the golden age of teachers. If we are not able to get the right pedagogy that teachers provide, we will never be an educational powerhouse. Everything works in tandem now, digitisation has happened in the country, people have been exposed to the online way of learning. We are not saying that online education will replace school, we are saying it is a plus one. We are very closely following what happens in the next 3-5 years with a blended learning approach.

In a country like India with non-uniform internet penetration, Television could be leveraged as a means to impart mass qualitative education. Commenting on the same, Mehta shared One can certainly look at a broadcast medium like TV to impart education. But, the beauty of the business lies in the fact that education is highly personalised and customised. One can look at broadcasting education, and we did try BYJUS sessions weekly, but students still faced connectivity issues while streaming. Over a period of time, the country should get connected and everybody will have access and thats what we intend to do. We want to democratise education; we want to have education going to the nook and corner of the country. TV is an option, but we havent tried it.

Elaborating on how BYJUS reconciles with the fact that different boards operate differently, Mehta added Our educational content is mapped to 14 state boards, CBSE and ICSE. The curriculum will be according to your board that a student registers with. Its just about aligning the curriculum and creating content which talks to that relevant board and its already mapped in the paid version.

Talking about which subjects gain the most traction on BYJUS, Mehta shared Over the years, we have offered Maths and Science as our key subject deliveries, and six months back we added Social Science with History and Geography. Certainly, Maths is the number one pain point for both students and parents. However, Spoken English can also become a big area of concentration, but right now its Maths.

The screen time for children has significantly increased and parents are concerned about the same. Addressing these concerns, Mehta said These concerns from a parent or a school perspective will always be there. But in todays day and age, children are spending a reasonable amount of time on a digital device. The whole premise is that if I am using that time for learning rather than playing a video game or watching content that is not meant for me, its positive. There are concerns, but the positives are outweighing the negatives in terms of digital screen time. Its not about spending 5-6 hours on online education, we are asking for 25-30 minutes every day and that is more outcome led than impacting health.

Commenting on whether AI and developing technology will lead to absolutely personalised education, Mehta added It will, and in fact it has already started. The hardcore machine has learnt itself and the algorithm is working, and with more usage data we collect, it gets stronger. I wouldnt be surprised if two years down the line it gets more and more customised and personalised.

Talking about the insight behind leveraging associations with actor Shahrukh Khan and cricketing stars, Mehta shared We decided to use a film celebrity who is well known five years ago when we launched the business and nobody knew us. It was about mass reach and being noticed. We wanted people to discover us and a celebrity from that aspect made sense. As far as cricket is concerned, we believe that education is not just about academics, it is rather a 360-degree development. Sports teaches you team spirit, respect, discipline and many other virtues. We turned to the most prominent sport in the country Cricket. Fortunately, the critical availability of the sponsorship worked in our favour. As it is a single slot sponsorship; you are either there or not there, and the timing played well for us. We were also scaling up at that time. All of this put together, it was clear that it had to be the Indian cricket team.

Elaborating on the road ahead for the BYJUS and the EdTech sector, Mehta said BYJUS subscriber base is currently at 80 million, at an industry level it must be about 100 million. The school-going children that are our potential audience are stacked at 270 million. The penetration of online education is only one-third. The paid subscribers out of a 100 million base would be around 6 million, so we have only penetrated a 5% of the category. There is a humongous headroom for growth and we believe that YoY the growth should be at an exponential level, both in terms of top of the funnel and annual subscriptions. It will be a two-pronged approach, adding more people and more content and products like online music, coaching, coding, etc. Today online learning goes beyond just academic education.

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'We want to democratise education so that it reaches every nook and corner' - Exchange4Media

The health-focused brand, Jiva Ayurveda chose to rebrand itself recently in the interest of putting forth an intentional message for its consumers. The new tagline of the brand Jiva Ayurveda The science of well-being reflects the brand's inviolable emphasis on well-being, as the real power of Ayurveda. It will encourage consumers to practice it as a way of maintaining their well-being.

The new logo that has been curated is in sync with the firm belief that there is a constant interaction going on between order and disorder within the body, and that if one understands the nature and structure of disorder, one can re-establish order by sticking to the guidelines of diet, lifestyle and medicine.

Revolutionizing Jiva Ayurveda in the light of the pandemic

Madhusudan Chauhan, Director, Jiva Ayurveda explains, Jiva is a firm believer in the key role that technology and Ayurveda will play in the world achieving the dream of Health for All and the recent boost to telemedicine and Ayurveda due to the pandemic has only made it more evident. During the pandemic, Jiva doctors have consulted around 1,18,158 patients (Mar20-Aug20) through our tele-medicine service. We saw a 300% spike in our video consultations during the first three months of the lockdown. Be it offering solutions through home remedies or prescribing/delivering customised health packages and medicines at the patients doorstep, our doctors and clinical support staff were at the forefront of providing Ayurvedic solutions in the best possible way. They have provided tele and video consultation to a lot of patients across India, including 10683 digestive cases, 4103 skeletal cases, 3388 skin cases, 2663 respiratory cases, 3038 mental health cases, and many more.

Insight and Creative Vision for the brand's new proposition: Jiva Ayurveda The science of well-being

While the uptake of Ayurveda is increasing, the real practice of the personalised form of Ayurveda is diluting, especially when it comes to curing lifestyle, degenerative and chronic disorders. Ayurveda has taken many forms and many shapes - kitchen remedy, first-aid home remedy, lifestyle management, experiential-relaxation spa visit, and treatment of incurable disorders.

Chauhan shares, Ayurveda is not just an ingredient-based or traditional practice, it is beyond it. It is an entire science of well-being. Besides Ayurveda being natures gift to mankind or ancient wisdom, Jiva believes that it is the science of well-being. Ayurveda is methodical. It is evidence-based, it is research and it is rational. Well-being means Ayurveda is not only about symptom management or physical healing. It is about looking at an individual as a whole. It focuses on treating the individual and not just the disease.

The creative vision for the brands new proposition Jiva Ayurveda The science of well-being is to maintain the delicate balance between the warmth of the well-being and the rationality of the science. The same has been portrayed through their new brand imagery and tone.

The intent and curator of the new logo

Chauhan remarked, The actual health is neither over something nor in absence of something. It is described in Ayurveda as a very beautiful word called Balance. It is the balance of your metabolic functions and the three life forces/doshas (Vata, pitta and Kapha). That balance has been described in the form of a new logo presentation of Jiva. Also, Ayurvedas philosophy is not popping a pill. It is holistic management where participation of the individual in retaining their health is as important as the medication and thereby Jiva Ayurveda conceptualized this new brand logo and representation.

Expectations from the repositioning of the brand

We want to propagate that Ayurveda is not miracle care. Ayurveda is not a choice of last resort. Ayurveda should not be boiled down to using only specific ingredients. Ayurveda is not just about taking an oil massage on a beach resort. It is beyond that; it is a science. It has to be understood and propagated like science where it can be established as a globally accepted science. This is our expectation from the repositioning of the brand. We want to see people approaching Ayurveda with an understanding that it is a rational science. We want to make the users understand that they play an equally important role in their healing journey as the Ayurvedic physicians, medicines, and products do, says Chauhan.

Media Mix used prominently for the branding of Jiva Ayurveda

Jiva Ayurveda follows a multi-level marketing approach (website, TV, digital, and print) to educate people and build awareness about one of the oldest, time-tested, scientific, and rational systems of medicine. Social plays a very critical role to propagate the preposition and we are reaching out to the right target audience through this medium.

Employing AI and ML to strengthen the brand's capabilities

Chauhan points out that the use of Machine Learning and Artificial Intelligence tools to bolster the evidence-based treatment at Jiva Ayurveda further strengthens the credibility of the brand. He says, The organisation is steadfastly uncompromising concerning its line of treatment with the help of unique and robust treatment protocols such as Ayunique that not only standardize the treatment procedures but also enhances the quality of treatment and care. At Jiva, we never dilute on the deliveries for the sake of convenience or quick relief, thus delivering the authentic form of Ayurveda without fail.

Looking ahead

On a parting note, Chauhan signed off saying, Our focus is to enable true delivery of Ayurveda as personalised treatment at all touch-points. We will keep following the multi-level marketing approach through current assets like TV and social media handles. In Tier 2 and Tier 3 cities, our focus will remain on print, ATL/BTL activities and OOH advertising.

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Jiva Ayurveda sets out to revolutionize the health sector - Exchange4Media