“To grow a business, invest of empathy to the customer is the priority, invest of money comes next,” said Bhavishya Garg, Head of User Experience Department, MX Player, on the second day of SMX India Communication Summit 2021 in the session “Tech Impact on Media And Communication Ahead”. SMX Networks have organized two-day-long Media, Entertainment, and Communication Summit titled INDICOMMS 2021 in association with Adamas University (University partner), Innoserv Digital (Digital partner), ORAI Robotics (AI partner), Asma, and Asentrek Global (community partner). This mega summit continued for two-day,4th and 5th March 2021, with many eminent speakers across the globe. This mega event aims to examine the current scenario and identify new trends and best practices emerging in the media, communication & entertainment industries.
About the speaker
Bhavishya Garg currently holds the post of Head of User Experience Department, MX Player. He has over 7 years of experience in UX designing and growth hacking. He is also helping over 50 start-ups across India, the USA, China, and Australia. He is the founder of Lets Grow Business, TheNichemind, and also, founding member and former partner of India’s largest crypto-currency exchange CoinDCX. He has specialization in designing user experiences for digital products that knit closely with the business goals using Conversion Optimisation, learn Data-driven design, Rapid prototyping, and deep User Research. He is also the chief editor of MX Player Blogs and Tech Content initiatives. As Head of product design, he has led the product design and data analytics department of HDFC RED, a subsidiary of HDFC Bank. He is the author of the world’s first notebook for US research, the ‘UX Notebook’. He is also the owner of Top UX Designers, a community of over 130,000 designers. Garg has trained design teams, founders, and blooming designers across the globe.
Technological impact on media consumption pattern
“Tech impact on entertainment has changed consumer behaviour a lot. Movies, content, news everything got changed according to consumer’s expectations. Now, mining more and more data about consumers is important.” said Garg while talking about the importance of the technological revolution in the entertainment industry. He believes that the biggest challenge in today’s market is to learn more about customer behaviour ethically to provide them with a better experience. And for him, this would remain the most enthusiastic part for the next few years. He also suggested that the technology can help the industry to overcome the challenges that they faced due to the global pandemic.
Upcoming economic opportunities in digital media
According to Garg, there has been a huge opportunity in terms of content creation in the last couple of years. This trend will be more popular and the content will bring economic opportunities especially for youth. Content creation has become the leading opportunity for economic and industrial growth. Content creators need not be curated by platforms anymore. They can sell their content by themselves. The youth can showcase their passion and skills and make money out of it. The new age of the internet will broaden up economic opportunities especially for youth.
“After banning Tiktok in India, MX Takatak blew up their business. It has become the hub of content creators now. Over 200 million influencers are now showcasing their content over here.” said Garg. He also added that the expectation of users has become higher in the new age of the internet which has further increased their expectations. While explaining this, he gave the example of India’s first interactive film. In his words “The user experience is going to change. Customers are expecting to enjoy existing stuff in a new way and this will be a major trend for the next few years. We can reach up to their expectations by using technology and digital media. It will be the amalgamation of technology, machine learning, and creativity to deliver a better customer experience.”
He also revealed the secret of surviving and overcoming threats in the new age of the internet and media. According to him, creating good processes and the team will help to overcome challenges and also help to grow rapidly. “Ability to change quickly or revert quickly can only come by creating effective processes and a good team. Team and processes should be innovative and need to come up with a better and effective solution. Only then, you will be relevant for the market that changes every day. There is no other secret to cope up with changes and challenges. It is all about sending the right person and creating an effective process within your organization” he concluded.
The author, Titas Biswas is associated with Adamas University Media School.