With a foundation in electronics engineering from the University of Bombay, I started my working life as a software engineer with Patni Computer Systems - a leading export-oriented software development firm. Working long hours on a demanding groupware project for Hitachi had its perks - and Internet access was one. Looking back, this was when the Internet turned my life around.
Timeline: July 1995 - August 1996
With the Internet just having arrived in India, very few understood the Net and opportunity in store. I wrote a few introductory articles for the Times Of India explaining the Net, and the revolution to follow, in common man's language. These articles were well received and I was asked to continue writing a weekly Internet column - Net Gains - the first of its kind in India.
Timeline: November 1995 - August 1999
The Internet, and opportunity in its wake, had arrived in India, right before my eyes. I joined one of India's top business schools - Jamnalal Bajaj Institute of Management Studies (JBIMS) to specialize in Marketing management, and apply it to the Internet. I invested every single paise (cent, if you please) in a PC with a Net connection to continue learning and working on the Net. JBIMS was where I first marketed the concept and necessity of a website, developed it, and then got a sponsor to maintain the site - my first Internet success story!
Timeline: September 1996
A few months later, I got another opportunity to plan and develop an online community for Indians - something that we lacked. Weeks of effort resulted in the successful launch of ApnaNet - a site that was based on one of the best attention-grabbers on the Internet - "FREE". This was my first stint as a Net Strategist. About ApnaNet...
Timeline: February 1997
My summer internship was with Chaitra Leo Burnett - one of India's top advertising agencies. Keeping in mind my keen interest and understanding of the Net, I was asked to conduct an online survey - yet another first in the Indian Internet scene. Here again, I could merge my marketing and Internet learnings successfully. Details...
Timeline: May 1997
During my second year of business school, I was signed on as a consultant for Hong Kong based Internet firm, Netventures Limited, and in that capacity worked on projects that involved ideation, conceptualization and development of service-oriented websites. I also carried out a secondary research project for Netventures, studying the Asian Internet market to guide Asian companies considering an online presence.
Timeline: July 1997 - April 1998
As part of the final year of management studies, students work on a project in their area of specialization. I chose a contemporary project - Marketing on the Internet, and got a chance in those eight months to practically reinforce my learnings in the online and offline world. As part of the project, I worked on two live projects - marketing the CRY website (details below), and developing an Internet marketing plan for an alcohol company.
Timeline: 1997-1998
For the relaunch of the Child Relief and You (CRY) website, I worked with CRY and On-Line Solutions to redesign the website, and handled marketing the CRY site - both online and offline. Sponsorship was the name of the game since they had a budget constraint: all advertising and promotion had to be done at no cost! Case study...
Timeline: January - April 1998
Quite a few of my articles on different aspects of Internet Marketing have been published in foreign and Indian publications. You may want to go through the Internet World Asia feature by me on the Life Cycle of a Website, or some and articles in Brand Equity (Economic Times) on Cyber Branding, Online Market Research, Affiliate Programs and Web Advertising.
Timeline: October 1997 onwards
After my masters studies in business school, and graduating with honours in May 1998, I joined Indian portal Rediff On The NeT as a Programme Strategist. As a member of the Strategic Services team, I was involved in strategic planning and building partnerships to increase utility to our users. I worked on services that built the online audience into online communities, including localized online movie promotions, free homepages, and affiliate partnerships - explore for yourself...
Timeline: June 1998 - September 1999
I presented an Internet Marketing paper at Vision 2020: One World One Market - an international marketing conference held in New Delhi. The paper - "Marketing Adaptations in an Internetworked World" focused on how the four P's of traditional marketing change online, and highlighted the adaptations necessary for online success. The slides of the presentation are available online.
Timeline: December 1998
The Internet mecca - America, beckoned, and I joined consulting firm Optimos, as they ventured out into dot com incubation. Based in Virginia, I was involved in feasibility studies, website strategy development, and evaluating partners and relationships for dot com projects.
Timeline: October 1999 - June 2000
DareStep was an Ernst & Young venture that combined the creativity and entrepreneurial spirit of a start-up with the resources and knowledge of one of the Big Five consulting firms. The opportunity to contribute and learn at the same time, is what attracted me to DareStep, which has now evolved into the User Experience Practice at Capgemini, where I work as a User Experience Strategist.
Timeline: July 2000 onwards
Internet Strategy is the name of the game for me, and most of my writing and speaking assignments reflect that. My book - marketing.com - another step in that direction, was released in December 1999. Outside work, I spend an average of 15 - 20 hours each week on the Net, surfing, learning and analyzing. But that's not really work work for me. "Work", as the saying goes, "is not really work when you enjoy what you do".
Feel free to reach me online at:
WWW: http://www.Strategist.Net/
Email: Email Lyndon
