"Excellent report. I compliment you on the depth of your analysis and hope to meet you sometime. Are you a student?"
Historically, networks like rail, postal services, and the telephone revolutioniSed industries by connecting distant markets, boosting mass production, and enabling real-time communication. Free broadband of our Trichy college campus felt even more disruptive.
By 2004, one-third of US households had broadband, and Internet pioneers like Google, Yahoo! and Amazon were redefining the rules of communication, content, and commerce.
In contrast, India was mired in a digital divide, struggling with low internet penetration, high broadband costs, and inadequate public investment.
Moreover, unlike Russia, Korea, or China, India lacked the language shield to protect its domestic Internet from fierce global competition. Would we ever develop an inclusive Internet that reflected India's linguistic diversity and culture?
My outdated college curriculum left me ill-prepared to grasp these pressing issues. Indian Internet felt like an experiment in anarchy.
Eight months later, I met AB, "the most patient man of the Indian Internet," at Rediff's Mahim office.
A six feet something tall, salt-and-pepper haired man, dressed casually in a round-neck T-shirt and jeans, exuding a Buddha-like charisma. He wasn't your typical CEO. And why would he be?
At just 22, he had launched Rediffusion, an advertising firm that redefined the creative industry. Rediff, his experiment from 1996, had grown into a powerhouse with 43 million users and a half-a billion-dollar market cap.
"So, what's your strategy for Rediff?" he asked.
I sheepishly replied, "Search."
As we toured the office, the energy was contagious. The culture felt like the Indian version of Silicon Valley. Little did I know, Rediff would shape my journey in Indian Internet history for the next decade.
Fast forward to today, somewhere along the way, we have had our Jio moment. India's Internet landscape has transformed dramatically. Cyber cafes, once our main access to the Web, are now extinct.
'Roti, Kapda, Makan, Broadband' -- at least one seems checked off the list. Mobile internet has become affordable, even for a railway porter or society watchman, making it accessible to millions.
A quick check on the digital divide -- while urban Internet growth has plateaued, rural India is now driving digital adoption. Venture capital is more available, fueling startups, and AI/ML is redefining business.
Looking back, many early Indian Internet companies are in the graveyard. In contrast, Rediff, once India's Google, adapted to the waves of change, lost its dominance but endured the marathon in a leaner form.
Considering the Internet once was synonymous with Rediff, that's an astounding story of resilience.
As a tech optimist, I eagerly await another Rediff moment in India's digital journey. The four invaluable lessons I learned from the legend, AB, will continue to guide the next generation of entrepreneurs, lighting the way for future technological breakthroughs.
"Design products for a man driving a scooter with his Wife on the back and Child in front"
This was the essence of Rediff's product philosophy. As the first breed of product managers the real question was: who were we designing for? And what's our addressable market (TAM)?
Our answer was in the NCAER pyramid and AB's wisdom to focus on the right customer persona. A man with a scooter. Even today, most products cater to the small, elite top of the Indian income pyramid.
While the real opportunity is in designing for the middle -- everyday users, who would drive India's digital growth. Innovation and what it can do societally is much more important.
"Horseless carriage - Society creates products"
"This is going to be make or break for us" AB cautioned in a townhall speech. In 2008, more users were accessing the Internet via mobile devices, but Rediff's homepage was still modeled like a newspaper, with ads.
Amid the US credit crisis, Rediff launched the 'minimalist', ad-free homepage, based on the principle, 'Society creates products, not entrepreneurs'.
AB emphasised that Internet products must continuously evolve with societal needs, just like the horseless carriage became the modern car.
Four years later, Rediff re-evolved into a tile-based interface, focusing on improving user experience for tablets and touchscreen devices.
Mantra here -- Success or failure in technology would continue to determined not purely by technical merit, but by a complex social interplay of power, interest groups and circumstance.
"Mercedes vs Nano - The power of metaphors"
I've often wondered what makes tech CEOs like Steve Jobs and AB such charismatic speakers. How do they get their audience to understand, relate to, and retain their message?
After working closely with AB on presentations, I discovered the secret lies in their natural use of metaphors, similes, and analogies.
Many of us vividly recall AB's iconic two-slide deck: First, a Mercedes and Nano side by side, then Blackberry email contrasted with Rediffmail NG -- an email service designed for the masses, like the Tata Nano, empowering individuals and businesses to communicate globally.
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"Modern innovation is the art of failing cheaply"
Can you predict the next tech wave? Are you overestimating your chances of success? As Alan Kay said, 'The best way to predict the future is to invent it.'
The key is learning quickly what works and iterating.
A walk through the Rediff graveyard would reveal it once held every possible internet category in India -- search, photos, classifieds, blogs, maps, games, and more. But that's a lot for any platform to handle, especially with agile competitors.
Yet Rediff adapted through waves of change, showing incredible resilience.
Now, can we name a second Indian company that attempted to build a Web search engine?
The lesson here: Riding technological change is about foresight and timing. Success often lies in knowing when to ride the wave and when to step back.