M Q Syed spoke to Baris on his topic of presentation, the current market scenario in Turkey India’s rising Digital demand; excerpts of approximate transcript of his interview follows :
TFT : Welcome to the distinguished list of panelists and speakers at 5th edition of IEIA Open Seminar 2015, is it your first visit to India?
Baris : No, Actually this is my second visit to India. Unfortunately still strictly business and very short.
TFT : Turkey’s consumer confidence index as per Central Bank, fell from February’s 68.1 points to 64.4 points in March 2015 being the lowest level in six years, do you think this trend will impact the exhibition sector in the country?
Baris : Not all industries are sensitive to consumer behavior. Turkey is a big exporter of industrial goods and mainly construction materials in its region.
Some of our exhibitions there are tailored to support Turkish exporters therefore are less affected by Turkish consumer confidence index.
But it is true that this decline will not have a positive effect in the medium term for nobody.
TFT : Tell us a little on ” A to Z of Digital Strategy” , your topic at the Seminar ?
Baris : A digital strategy is not a standalone document, it is a part of your business strategy. Therefore needs to be tailor made for all different businesses.
My main point is there are three ways of approaching digital in general:
Digitizing segments of your business that are traditionally non-digital. (like marketing)
Digitizing the way you service your client. (actually what you’re doing)
Monetizing this digitization effort itself.
TFT : India’s rising digital demand is spurring with increased use of the internet and mobile phones besides fast growing e-commerce businesses, your take on this growth?
Baris : As we’re more interested in B2B, it is important to note that India has got the worlds 2nd biggest Linked-in population.
You can argue, India has the worlds 2nd biggest population afterall, but there is one really big differentiator, India is not behind a nation-wide firewall, which makes it potentially the worlds biggest on-line market. And we believe that as the penetration rate grows, India will reach this potential in the not so far future.
That is why we’re looking into ways of introducing our digital products into India at the soonest.
TFT : A joint IAMAI and IMRB study says that the Indian digital advertising market is has reached to Rs 3,575 crore in March 2015, how do you think the exhibitions will benefit with this increasing spent ?
Baris : There’s only one way it can go, up!
As we’re more interested in B2B, it is important to note that India has got the worlds 2nd biggest Linked-in population. You can argue, India has the worlds 2nd biggest population afterall, but there is one really big differentiator, India is not behind a nation-wide firewall, which makes it potentially the worlds biggest on-line market. And we believe that as the penetration rate grows, India will reach this potential in the not so far future.
That is why we’re looking into ways of introducing our digital products into India at the soonest.Baris Onay
Group Digital Director ITE Group