What Aakash must do now to survive

by Sriram Balasubramanian A couple of months ago, during the launch of the much hyped Aakash tablet, the grass looked a lot greener than it does right now. The much hyped $35 tablet was supposed to be a game changer in the world of low cost tablets, but things don’t look very rosy now. Aakash is beset with technical issues on battery performance, touch screen interface and its processor, added to which it is also suffering because of confusion between the promoters, IIT’s and the establishment. So how does one proceed from here? Where do we move next with Aakash? [caption id=“attachment_227878” align=“alignleft” width=“380” caption=“The manufacturers and distributors need to work together: CNN IBN”] [/caption] Clarity in Purpose and Robust Technical Support: The public needs to be clear about what Aakash is. Is it a full fledged tablet? Is it like a low cost iPad? These are some of the questions that confront most people when they are interested in knowing about Aakash. The manufacturers have to make the exact purpose of the device clear; That its purpose is education and not sophistication. Moreover, there has to be a robust technical support team that provides quality solutions to any tech issues The team now is nowhere near the standards that it needs to be. Real time examples need to be shown to people to communicate the point across to the people at large. Reduce communication deficit: Aakash needs to be projected as a product that is path breaking in its own domain field. The issue is that the media has highlighted all of Aakash’s flaws, without taking into account the fact that it is made at such a low cost. In addition, the purpose of Aakash as an educative and utility device should be projected forcefully to stay clear of the comparisons with the iPad and other grand tablets. Get a brand ambassador!! For god’s sake, get a brand ambassador. A brand ambassador, someone of the likes of Sachin Tendulkar, needs to project Aakash as a device that is created primarily for school going kids in the country. A brand ambassador would ensure that there is greater credibility for the product. It will also create positive buzz for Aakash which has been mired in negativity ever since its launch. Resolve internal and external squabbles There have been too many issues between the makers Datawind and the establishment or the IIT’s concerned. Irrespective of the veracity of this, the fact is that this is the perception. Aakash, in its conceptual form, is a brilliant initiative considering the impact potential of it. The simplicity of the product should not be a deterrent since it provides such a big leap for people who have not seen a computer before. While there is so much potential in it, there has to be clarity in the purpose of the product and a strong media and communication strategy to supplement the product launch. In addition, at the core of it, there has to be a more robust product which caters to the clear purposes of the product. Aakash-2 can take off and stay strong; its up to the stakeholders to do their bit. Follow the author on Twitter