In the first part of our interaction with Linda Kozlowski, Linda Kozlowski, Evernote’s Director, APAC Market Development, spoke with MediaNama on the company’s plans for India, their target audience in India, customizing product for India and the launch of Evernote Business in India. In this second part of our conversation with her, she shares about their popular products in India, competition, marketing Evernote in India, engagement with developers, paid services in India, effect of OS fragmentation and the potential of audio in India.
Medianama: Which of your products is the most popular in India?
Kozlowski: The Evernote core product is the most popular. Evernote Food is also quite popular in India. This application allows you track your meals, recipes, helps you remember in memory about the meal you eat popular in India.
Medianama: Who do you see as competition in India?
Kozlowski: Honestly, we don’t really look at competition. Our CEO doesn’t want us to focus on competition but on customers. We haven’t really looked at competition when looking at this space. We are more into looking at converting people who are relying on other traditional means – like trying to remember things etc.
Medianama: How have you marketed yourself in India?
Kozlowski: We have been using user stories, small events, other campaigns around social media like tips on how to use Evernote on Facebook. Mostly by user stories. For example, recipe collecting, research, photography, travel. Trying to use those examples with people in India and trying to educate them through those stories.
Medianama: How do you plan to market to the multilingual audience in India?
Kozlowski: When people come directly in contact with Evernote, they think its only a note taking tool. Later on they realise that they can do a lot more things with it like pull down a lot of images, links, voice notes – variety of different data can be gathered onto the platform. People don’t know this initially. So we want to reach out to the Indian market through education. We don’t spend on marketing. We spend on building a better product. We want to educate them rather than do large marketing campaigns. We want make them share their experiences on how to use Evernote for their life with others.
Engagement with Developer Community in India
Medianama: How do you plan to engage with the developer community in India?
Kozlowski: We have an open API which our team uses to develop. It is important that we can add more developers to our network. DEV CUP 2013 is an open invitation to teams from around the world to make third party apps that can work with Evernote. The final competition will be conducted end of this year. Our developer community engagement is one of the important ways in which we can add value and functionality to our customers
Medianama: How is device fragmentation affecting you? how are you handling it?
Kozlowski: We are available on as many platforms as possible. 12% of our customers use each Windows and iOS and the others represent 17%. It is important to know that some people use Evernote in more than one device. You can access the data on both web and mobile and we have seen people using more than one device as well in India. The more devices the user has the more engaged they are because it is easy for them to keep in sync with the information they have across devices.
Medianama: Firefox & ubantu os have recently launched. What is your view on the launch of these two new OS?
Kozlowski: We are always looking at new OS and are seeing what the demand is. This is the reason we have a web app so even if we don’t work on a specific OS, we can still serve the customers.
Paid Services in India
Medianama: The propensity for Indians to pay online is historically quite low. How do you plan to address this?
Kozlowski: It is important for us that they see value. We are ok with them as long as they use the free version. We don’t believe in mining their data for advertising or anything. Our paid customers all over the world is enough for us. So we only want more people using Evernote in the Indian market.
Medianama: What is the response that you have received for your paid service in India? How many paid users do you have in India?
Kozlowski: Interestingly India is close to our global average which is between 3% and 7% based on the size of the user base.
Potential for Audio in India
Medianama: How has audio versus text notes been faring for you globally?
Kozlowski: Overall, majority of data is text based including images, web clippings etc. Voice is a smaller percentage. Voice is valuable to access the notes on the go yet it is still a smaller percentage of the whole.
Medianama: What is the probability of usage of audio in India?
Kozlowski: Audio has very high potential in India. So many people in India use mobile phones. It is easier to record a note than type in notes hence the high potential in India.