T20 Cricket World Cup To Boost IT

DQ Channels - - Channel Pulse - RA­JNEESH DE/ ra­jneeshd@cy­berme­dia.co.in


2016 T20 cricket World Cup is here. The pun­dits (and we have more than one bil­lion of them) are de­bat­ing on whether Dhoni's boys can lift the cup; The cricket craze is again set­tling in and for the next weeks Kohli’s on drives or Jaddu’s arm balls or Yuvi's bat­ting form (or the lack of it) will dom­i­nate most con­ver­sa­tions. Mean­while, as we have seen pre­vi­ously too, cricket's big­gest ex­trav­a­ganza will also have more than its fair share of im­pact on the In­dian IT in­dus­try.

There are var­i­ous ICT ven­dors as well as dig­i­tal star­tups who are as­so­ci­ated with the mega event in one way or the other—the likes of PayTm and LG might be the of­fi­cial global part­ners, but there are nu­mer­ous other ven­dors (in­clud­ing most smart­phone mak­ers) whose busi­ness will be im­pacted one way or the other over the next few weeks in March. TV sales al­ways soars dur­ing cricket bo­nan­zas like th­ese; IT prod­ucts might not grow in such sky­rock­et­ing pro­por­tions, but there is no doubt that sales of note­books, mo­bile phones, In­ter­net con­nec­tions as well as DTH/ca­ble ac­cess mech­a­nisms will go north­wards. And as the crescendo rises and hope­fully In­dia's per­for­mance graph goes up­wards, the ex­cite­ment will only soar. The ven­dors and the part­ners will be the di­rect ben­e­fi­cia­ries of the ex­cite­ment; no doubt, many part­ners are de­vis­ing var­i­ous schemes and in­cen­tives to take full ad­van­tage.

How­ever, it would be pre­ma­ture to con­clude that World Cup's as­so­ci­a­tion with IT will only be re­stricted to spon­sor­ships or di­rect sales. There will be sundry pro­mo­tional schemes de­vised by ven­dors; typ­i­cally th­ese pro­mo­tions will in­volve vouch­ers/passes/tick­ets for key matches for part­ners who ex­ceed cer­tain tar­gets. This trend started in full earnest dur­ing In­dia's path-break­ing tour to Pak­istan in 2004 and the ex­cite­ment level has only in­creased ever since. Con­sid­er­ing that many of our part­ners are cricket afi­ciona­dos (like any other In­dian) th­ese pro­mo­tions act as great cat­a­lysts to push sales up. In the ul­ti­mate anal­y­sis, though cricket could only act as a strong cat­a­lyst to fur­ther IT sales in In­dia. Let the games be­gin.

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