The In thing

A few days back, I had written about wanting to see an internet entity’s brand campaign. And within a few days, as if on demand, the in.com TV commercials started appearing. In case, you haven’t chanced upon them yet, take a look here, and here. These two have highlighted two aspects of in.com – music and gaming. The others are news, mail, search and videos. The ads throw up stats of users who have been enjoying these services.

Though my first brush with them left me highly dissatisfied, I have always liked the vertical properties they have built up over a period of time. I use Money Control and Compare India quite a lot, but that’s only 2 of the entire set that includes IBNLive, Biztech2, Storeguru, IndiWo, Bookmyshow, Yatra, Jobstreet, Cricketnext, Poweryourtrade, commodities control, Tech2, Buzz18 and Josh18. While I sometimes feel that a few of the properties overlap hugely on the service they provide and the target audience, it is quite a formidable line up. And perhaps that is what led to their reach being higher than that of the Times Group’s internet properties and only behind Rediff’s as far as Indian entities go. According to this article, In.com is already #7 in India’s portals list, and is planning to have job search, real estate search and bars and nightclubs search. Here’s an interesting post that throws some new light on those numbers.

The site is quite different from the other portals, perhaps because of the rich interface, and, at a basic level is a massive meta-aggregator, which collects news from its own services as well as other prominent sites. To this is added a structure that builds in crowd choices, and all this creates great differentiation. The ‘reverse’ strategy of building verticals (sub brands) and then aggregating (flagship brand) is interesting, but unlike what I’ve seen in a few banners, I think “India’s homepage” is still rediff, and it will take some effort from Network 18 to topple it from that place. Its a simple recall factor, I am so used to rediff.

Meanwhile, they are doing a lot of interesting things by way of association. The Bigg Boss tie up result is a great example, which to me is also a pointer towards some smart integration thoughts – Colors, on which Bigg Boss airs, is after all, a Viacom 18 channel. The other smart integration is MTV’s Youth Icon, MTV being another Viacom 18 venture. If this is done on a continuous basis, with more network channels, and a bit more push is given (in context) on the channels, I think In.com has a great future ahead. Will Roadies 6.0 will get to play a part soon?

I also wonder what the role of the email service will be, after all, Rediff’s popularity was based a lot on that. It definitely has some very good features. Other than a 10 GB mailbox, linked messages, and the now common friends import from other mail services, it gives a ‘social’ touch to the service by allowing the user to share and promote content,  rate and comment on stories, add feeds and bookmarks, thereby making a customised ‘start’ page for life on the net. It is quite tempting, when compared to many other services. 🙂 But again, the lethargy factor is quite strong here. GMail and GTalk is so ingrained into my virtual life!!

But in spite of all that, In.com has great potential as a horizontal portal and if they can continue the integration with their mass media properties and provide good service on the net, there’s no reason that they should not replace Rediff as India’s premium internet home brand, and set a benchmark on how the same entity can be a cutting edge player in traditional and new media.

until next time, I’m in 🙂