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<ul><li>EdTech platform has appointed <keyword id="6357912" type="General" weightage="20" keywordseo="amitabh-bachchan" source="Orion">Amitabh Bachchan</keyword> as its brand ambassador. </li><li>The actor will promote the importance of life-long learning.</li></ul>upGrad signs legendary actor, Amitabh Bachchan who certainly dons many hats and needs no formal introduction, as the official brand ambassador. As a part of the partnership, Bachchan will be seen supporting upGrad’s brand value through endorsements and promotions of services offered by the higher Edtech leader, while emphasizing the importance of LifeLongLearning for progressive career growth. “Education is certainly a very critical space where we are not just offering learning opportunities but are also committing towards nurturing lives and building a future. Therefore, we take responsible marketing very seriously, and in that respect, what better than having a personality like Amit ji’s that carries so much faith and respect,” said Arjun Mohan, CEO - India, upGrad. “Our marketing strategies are at the core of evolving industry dynamics and therefore, keeping in mind the market sentiments and audience appeal, we have taken a conscious call, which is also aligned with upGrad’s brand value of having a celebrity that resonates credibility and shall have a lasting impact on our viewers. We are elated to have Amit ji on-board and drive future developments which in turn shall further solidify our ambition of positioning upGrad as a household name, wherever they say higher education.” In line with upGrad’s overall marketing goals, the latest development will be followed by other events with each having a strong message addressing the higher-ed challenges that persist across the country, at large. Riding high on the appraisal note, upGrad has recently unveiled its marketing campaign #AssNahinAssetBano that captures the essence of what goes around the annual appraisal period in a corporate world to create urgency amid professionals who have parked upskilling for an indefinite period.

upGrad ropes in Amitabh Bachchan as its Brand Ambassador

<ul><li><keyword id="163007" type="General" weightage="20" keywordseo="muthoot-finance" source="Orion">Muthoot Finance</keyword> is one of the largest <keyword id="130134" type="General" weightage="20" keywordseo="gold-loan" source="Orion">gold loan</keyword> NBFC in India and it has been using its <keyword id="6354839" type="General" weightage="20" keywordseo="marketing" source="Orion">marketing</keyword> strategies effectively to make the brand a household name.</li><li><keyword id="9213956" type="General" weightage="20" keywordseo="abhinav-iyer" source="Orion">Abhinav Iyer</keyword>, GM, Marketing &amp; Strategy, Muthoot Finance tells us all the brand has been doing to not only grow its business but also to grow the category as a whole.</li></ul>It is no secret that Indians love gold. In fact, gold accounts for a large part of most Indian family’s wealth. While for years, securing loans against jewellery was looked at as a last resort, the last few years, especially the pandemic, has brought about an attitudinal shift in Indian consumers. Gold loans have been on a consistent rise over the last few years and this growth is coming from both micro enterprises and individuals. The pandemic hit many businesses and while things have been slowly moving towards normalcy, a lot of sectors still remain impacted, and people are still trying to find the balance. In such a scenario, gold loan has come up as both a convenient as well as a quick option to get cash. Over the years, there has been a shift in perception when it comes to taking a loan out on gold jewellery and one brand that has been trying to help the segment grow by trying to fasten this change is Muthoot Finance. Over the last few years, the brand has consistently stayed in the public consciousness with its marketing strategies. <keyword id="6357912" type="General" weightage="20" keywordseo="amitabh-bachchan" source="Orion">Amitabh Bachchan</keyword> has been a face of the brand for four years now. It has also been the Principal Team Partner for Chennai Super Kings, having turned it into a trusted, household name. <div type="Youtube" id="WZl9-VYIErY" title="Muthoot Finance - Haathi Pe Bharosa Karogey Toh Pakka Jeetogey - 2.5 Lakh Customers" thumbUrl="https://i.ytimg.com/vi/WZl9-VYIErY/mqdefault.jpg"></div> <div type="Youtube" id="ZpFUp9_P4X8" title="Muthoot Finance- Haathi Pe Bharosa Karogey Toh Pakka Jeetogey!" thumbUrl="https://i.ytimg.com/vi/ZpFUp9_P4X8/mqdefault.jpg"></div> We recently caught up with Abhinav Iyer, GM, Marketing &amp; Strategy, Muthoot Finance to understand how the pandemic impacted the company’s business and the role the brand has been playing in not only educating consumers about the sector but also helping the sector grow. Muthoot Finance’s growth story While the pandemic was not kind to many sectors and businesses, Muthoot Finance was able to sustain its growth, Iyer tells us. The consolidated AUM has grown by nearly 80% in the last three financial years from 2017-18 to 2020-21. Its consolidated net profit has grown by 114% during the same period. In other words, it has more than doubled during the said period. “We have grown considerably when it comes to our book size in the last few years. This year too, we are looking at growing our book size by 15%. We have made similar growth in terms of percentages when it comes to our profitability too. We serve over 2.5 lakh customers every day through our network of over 5000 branches. Contrary to common perception that we are a South-based brand, we are today a national brand, and grown consistently over the last decade,” shared Iyer. The brand has also been on an expansion mode. Over the last 2-3 years, it has added over 200 branches across the country. “If stock prices are a testament, we have made a healthy northward stride. From every stretch of imagination, we have grown, in terms of our physical branch presence, our customer base and our profitability over the last two, three years. And our marketing strategies have contributed considerably to this healthy and sustained growth,” added Iyer. Creating a winning marketing strategy It is often said that during times of crises, marketing budgets are usually the first to get slashed. We saw a lot of brands that stopped communicating with its consumers during the pandemic. However, Muthoot Finance is one brand that does not believe in this. In fact, it believes in staying in the public consciousness, staying constantly engaged. It has a half-yearly marketing strategy where it comes up with a high decibel campaign every six months, a strategy that has worked well for it. The brand recently launched its campaign ‘Hathi pe bharosa karoge toh pakka jeetoge’, featuring Amitabh Bachchan. The brand also recently launched the second season of its radio campaign called Muthoot Finance Sunheri Soch. At a time when more and more brands are steadily increasing their spends on Digital, while decreasing spends on traditional mediums, Muthoot Finance is one brand that has been consistently using mediums like Print, Radio and Outdoor. Speaking about its latest radio campaign, Iyer said, “Storytelling is the oldest form of teaching’ and we also believe that radio has always been seen as a credible and authentic medium of communication, hence we chose it as our primary medium of communication to reach out to our target audience and new customers. We also wanted to have a female voice this season and bring freshness to the table, hence this year we are extremely delighted to partner with <keyword id="6355846" type="General" weightage="20" keywordseo="madhuri-dixit" source="Orion">Madhuri Dixit</keyword> for Season 2. We have extensively researched and customized our series to be launched via radio alongside strong amplification across all prominent digital channels. We recorded a significant increase in our new customer acquisition and queries post the launch of Season 1. Thus, we did not hold back ourselves in investing again in radio and celebrating the art of <keyword id="282281" type="General" weightage="20" keywordseo="storytelling" source="Orion">storytelling</keyword>." On why the brand continues to invest on traditional mediums while also investing on newer mediums like Digital, Iyer added, “We are a national brand with around 5440 branches across India. More than 70% of our branches are in semi-urban and rural areas. We have served nearly 70 crore customer (including repeat customers) since our inception. So from all those parameters, we are a large, spread-out, national brand. So its important that some of these mass mediums are always there as part of our media mix. It would never be possible for us to do away with any of the mass mediums because the reach from mass media is critical for us. Meanwhile, digital is also a very important cog in the wheel. In the last three years, our digital and our IT teams have been working tirelessly to ensure the technological upgradation of our products and services. We launched our Gold Loan at home offering during the pandemic. That was a huge value-add from a technology perspective. There was a time you had to visit a branch to repay your loan interest. Today, you can do that using any digital payment platform, our chatbot or our WhatsApp business account. So today, it is not compulsory for people to visit the branch physically for availing loans or paying their interest. We are also investing substantially on digital marketing. Atleast 10% of our marketing budget is invested into digital marketing.” He also added that TV still makes for the largest chunk, between 40-45% of its marketing budgets. On what it got right when it comes to its marketing strategy, Iyer said it was a combination of a few things. “In the last few years, we have been on a marketing transformation journey. Firstly, partnering with Mr Bachchan has helped us cut across geographies, gender and age groups. Secondly, we partnered with Chennai Super Kings in 2018 when they were just coming back after a short break. <keyword id="6354832" type="General" weightage="20" keywordseo="ms-dhoni" source="Orion">MS Dhoni</keyword> is also someone who enjoys almost the same stature that Mr Bachchan does in Bollywood. He’s a trustworthy, dependable and balanced individual. So our partnership with CSK helped us in the Tamil Nadu market where we have about 900-950 branches. We have also been using transit medium very effectively and The Greater Kailash metro station and the Nandanam station in Chennai have our branding and it has completely transformed the stations. We also came up with a unique initiative during the Kumbh mela when we created huge gold lockers to help devotees keep their valuables at a safe place. This campaign helped us win numerous awards. Lastly, over the years, we have created a culture of launching half-yearly campaigns, new communications to bring about an attitudinal change in the minds of people. We try to be present throughout the years on all major ATL and BTL mediums. I believe these strategies have helped us grow as we are also trying to grow the category.” Owing to its presence in smaller towns and cities, the brand also focuses a lot on regional communications. The brand puts out its communications in 11 languages to ensure its reach is far and wide. Future areas of focus In what the scope for the segment is in the future, Iyer said, “Overall there are around 25,000 tonnes of gold (household jewellery) in the country and less than 5% of it is monetized. So there’s a huge potential for growth, both for us and the industry as a whole. So the focus would be on getting new customers to try and opt for gold loans. Its also a very simple product, you only pay interest for the number of days for which you have availed the loan. There is a whole lot of customer benefits which can help people benefit from the product. So our primary objective, even from a marketing perspective would be to grow the category significantly and help the category prosper by itself. We will also constantly keep working on bringing about an attitudinal change in people through our marketing and communications,” concluded Iyer.

Here’s how Muthoot Finance is bringing about a perception change around gold loans with its marketing initiatives

<ul><li><keyword id="11207036" type="General" weightage="20" keywordseo="polkadot" source="Orion">Polkadot</keyword>’s price hit an all-time high of $51.47 today.</li><li>The rally in the Polkadot’s coin, DOT, comes amid the impending vote that will allow parachain auctions on the network.</li><li>If approved, DOT developers will be able to register their projects on the parachain and get funding for their projects from within the community.</li></ul> Polkadot’s coin, DOT, hit an all-time high of $51.47 today, according to <a href="https://coinmarketcap.com/currencies/polkadot-new/">CoinMarketCap</a>. Polkadot’s <keyword id="11907719" type="General" weightage="20" keywordseo="crypto-price" source="Orion">crypto price</keyword> has been going ‘to the moon’ in expectation of an upgrade that will allow a parachain auction. <div type="image" title="DOT_1M_graph_coinmarketcap." msid="87484659" hostid="261" caption="&amp;lt;p&amp;gt;DOT&amp;#39;s price over the past one month&amp;lt;/p&amp;gt;"></div> A parachain is an individual blockchain on the Polkadot ecosystem. Parachain auctions, in turn, allow DOT developers to register their projects on a parachain and get crowd loan funding for their projects — provided the governing Polkadot Council gives the idea its green light. Simply put, it’s how developers can score their own slot, to build their own use case, within the Polkadot network. <div type="twitter" handle="Polkadot" handlename="Polkadot" image="http://pbs.twimg.com/profile_images/1389823228533739522/-Tj2WF_6_normal.jpg" favoritecount="6433" retweetcount="1450" status="The motion to enable parachain registration and crowdloans has passed Polkadot's council and gone to a public refer… https://t.co/iSPSUlhiRt" createdat="1635772619000" id="1455161952783814656"></div> At the time of writing this article, the vote is a <a href="https://polkadot.polkassembly.io/referendum/42">unanimous</a> ‘aye’ with a little more than 19 hours left on the clock. If approved, Polkadot’s very first batch of parachains is set to go on for five weeks, with one auction every week. Overall, there will be 11 auctions released in two batches. <div type="image" title="polkadot vote" msid="87484770" hostid="261" caption="&amp;lt;p&amp;gt;Polkadot&amp;#39;s vote on the referendum to upgrade the network to v9122&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="What’s the big deal about parachain auctions?" comment="subhead" text="What’s the big deal about parachain auctions?">What’s the big deal about parachain auctions?</cmsannotation> Parachain auctions would open the flood gates to a host of new use cases — 11 in total. It will also up the competition to allow better and more efficient projects to come into the fold. <cmsannotation type="cmsannotation" annotationid="wazirx" comment="wazirx" text="wazirx">wazirx</cmsannotation> One of the unique characteristics about the Polkadot network is that it allows arbitrary data — not just tokens — to be transferred across blockchains. Polkadot doesn’t place any restrictions on how a parachain can be designed, except that it runs on the Polkadot blockchain. This means any project that gets listed can have its own design, governance process and be optimised for its specific use case. It can be a private network or a public one, for enterprises or communities, or simply a platform for others to build applications on top of it. Picasso, for instance, raised almost $45 million dollars as a parachain for Kusama — Polkadot’s canary network, akin to a sandbox environment where developers can experiment with their code. Its goal is to “deliver a comprehensive decentralised finance ecosystem to Polkadot.” Simply put, it’s a platform where other developers can churn out DeFi applications. The co-founder of Polkadot, Gavin Wood and Robert Habbermeir, announced that the network is ready to support its first parachain during the sub0 Online conference, on October 13. After which, the proposal to allow parachain auctions was submitted by the governance member Joe Petrowski to the Polkadot Council. At the time of writing this article, Polkadot’s coin is down to $48.16. According to <a href="https://www.fxstreet.com/cryptocurrencies/news/polkadot-price-to-provide-last-buy-opportunity-before-dot-hits-100-202111010300">FXStreet</a>, this is to be expected and may be followed by DOT making a bull run of 100% to $95, with the possibility of a run-up to the $100 psychological level. SEE ALSO: <a href="https://www.businessinsider.in/cryptocurrency/news/after-amitabh-bachchan-and-rajinikanth-sunny-leone-becomes-the-first-indian-actress-to-venture-into-nft/articleshow/87480829.cms">After Amitabh Bachchan and Rajinikanth, Sunny Leone becomes the first Indian actress to venture into NFT</a> <a href="https://www.businessinsider.in/cryptocurrency/news/squid-game-cryptocurrency-trading-at-to-0-scammers-make-2-1-million/articleshow/87479063.cms">Squid Game cryptocurrency trading at $0, scammers make $2.1 million</a> <a href="https://www.businessinsider.in/cryptocurrency/news/facebooks-metaverse-announcement-is-giving-blockchain-games-a-boost/articleshow/87465794.cms">Facebook’s Metaverse announcement is giving blockchain games a boost</a>

Polkadot hits a new all-time high of $51 ahead of its very first parachain auctions getting approved

<ul><li><keyword id="2810876" type="General" weightage="20" keywordseo="ethereum" source="Orion">Ethereum</keyword> and <keyword id="6354947" type="General" weightage="20" keywordseo="bitcoin" source="Orion">Bitcoin</keyword>, two of the biggest cryptocurrencies in the market, are set to at least double their price before the end of the year, according to analysts.</li><li>The rally for Bitcoin is predicted to stem from more ETFs coming into the market, giving the cryptocurrency more legitimacy as an investment asset.</li><li><keyword id="6361649" type="General" weightage="20" keywordseo="goldman-sachs" source="Orion">Goldman Sachs</keyword> pegs Ethereum to hit $8,000, in-line with breakeven inflation.</li></ul>After hitting a new all-time high in October, analysts are betting on Ethereum and Bitcoin to double in value before the end of year. The analyst behind <keyword id="4058937" type="General" weightage="20" keywordseo="plan-b" source="Orion">Plan B</keyword>, who correctly predicted the price of Bitcoin in September and came very close in October, believes that Bitcoin will reach $98,000 this month itself and go on to breach $135,000 in December. <div type="twitter" handle="100trillionUSD" handlename="PlanB" image="http://pbs.twimg.com/profile_images/1407223894600302594/gBUVNH89_normal.jpg" favoritecount="41468" retweetcount="7407" status="Aug $47K✅Sep $43K✅Oct $61K new monthly close ATH!✅Ok ok, 3% rounding error .. close enough for meNext targets:… https://t.co/Oeg9tYomal" createdat="1635724960000" id="1454962054297788417"></div> This is in-line with other price predictions for Bitcoin that banking on the world’s oldest cryptocurrency. <a href="https://www.businessinsider.in/cryptocurrency/news/bitcoin-will-double-to-100000-by-early-next-year-and-ether-could-hit-as-much-as-35000-in-the-long-run-standard-chartered-says/articleshow/86041760.cms">Standard Chartered</a>, for instance, pegs that Bitcoin will hit $100,000 in 2021 or early 2022. <div type="Article" hostid="261" msid="87259108" title="Bitcoin’s rally is far from over — these analysts are betting on the world’s largest cryptocurrency to more than double in value by the end of year" mstype="2" mssubtype="0"></div> Meanwhile, global investment bank, Goldman Sachs, estimates that Ethereum’s price is set to reach $8,000 by year-end — higher than what a recent panel of 50 cryptocurrency experts, put together by <a href="https://twitter.com/100trillionUSD/status/1454962054297788417?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1454962054297788417%7Ctwgr%5E%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Fcryptopotato.com%2Fbitcoin-to-reach-98k-this-month-according-to-s2f-creator-planb%2F">Finder</a>, predicted at $5,000. <cmsannotation type="cmsannotation" annotationid="wazirx" comment="wazirx" text="wazirx">wazirx</cmsannotation> <cmsannotation type="cmsannotation" annotationid="The push for Bitcoin to double in value" comment="subhead" text="The push for Bitcoin to double in value">The push for Bitcoin to double in value</cmsannotation> After the first ever Bitcoin-based exchange traded fund (ETF) hit the New York Stock Exchange (NYSE), the money from institutional investors has been flooding in. According to <a href="https://coinshares.com/research/digital-asset-fund-flows">CoinShare</a>’s weekly report, crypto investment products saw inflows of $288 million for the week ending on October 31 — Bitcoin accounted for 93% of it at $269 million. The cryptocurrency, which turned 13 years old on October 31, is up by 112% this year so far and hit the all-time high of $67,000 in October. Analysts expect the cryptocurrency to rise further with more ETFs coming in, giving a boost to Bitcoin’s legitimacy at least as an investment asset, not an actual medium of exchange. <div type="image" title="BTC_YTD_graph_coinmarketcap." msid="87489994" hostid="261" caption="&amp;lt;p&amp;gt;Bitcoin&amp;#39;s price year-to-date from January 1 to November 2&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="Ethereum price to rise in-line with breakeven inflation" comment="subhead" text="Ethereum price to rise in-line with breakeven inflation"><keyword id="10625239" type="General" weightage="20" keywordseo="ethereum-price" source="Orion">Ethereum price</keyword> to rise in-line with breakeven inflation</cmsannotation> Goldman Sachs' prediction for Ethereum to breach $8,000 is based on the second-largest cryptocurrency’s historical correlation to inflation. According to the banking behemoth, cryptocurrencies have traded in-line with inflation breaks — the difference between the yield of a nominal bond and an inflation-linked bond of the same maturity — since 2019. “It has tracked inflation markets particularly closely, likely reflecting the pro-cyclical nature as a ‘network based’ asset. And the lastest spike in inflation breakevens suggests upside risk if the leading relationship of recent episodes was to hold (grey circles),” said the note. According to an analysis by blockchain data firm <a href="https://www.businessinsider.in/investment/news/ethereum-may-offer-the-best-returns-but-investors-have-been-pulling-away-over-the-last-two-weeks/articleshow/87137546.cms">Kaiko</a>, Ethereum has offered higher returns than Bitcoin with respect to market risk over the past one year. As compared to this time last year, the cryptocurrency’s price is up by 1,000% — leaving not just Bitcoin, but other major cryptocurrencies, in the dust. <div type="image" title="ETH_YTD_graph_coinmarketcap." msid="87490025" hostid="261" caption="&amp;lt;p&amp;gt;Ethereum&amp;#39;s token, Ether&amp;#39;s price year-to-date from January 1 to November 2&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="Ethereum’s price rally" comment="subhead" text="Ethereum’s price rally">Ethereum’s price rally</cmsannotation> The rally in Ethereum has been aided by the growth of decentralised finance (DeFi), which is touted for its probable disruption of the international monetary system by eliminating the need for middlemen like banks, remittance providers and other players. Moreover, the boom in non-fungible tokens (NFTs) has all seen a host of new projects use ether and jump onto the Ethereum blockchain. Ethereum’s protocol is currently in the midst of an upgrade from the proof-of-work (PoW) to the proof-of-stake (PoS) consensus method, which is expected to reduce the energy consumed for mining — validating transactions — by 99%. <div type="Article" hostid="261" msid="85028472" title="Ethereum 2.0 will consume less energy — but it may also mean less profit for miners" mstype="2" mssubtype="0"></div> <cmsannotation type="cmsannotation" annotationid="Challenges that lie ahead for Ethereum" comment="subhead" text="Challenges that lie ahead for Ethereum">Challenges that lie ahead for Ethereum</cmsannotation> Ethereum’s growth trajectory is not without its challenges. The time taken for the community to agree on the upgrade left opportunity for other blockchains to pop up — like Cardano, Solana, Polkadot and others — each claiming to solve either for high transaction fees, energy consumption or transaction times. Some of the participants in Finder’s panel of 50 cryptocurrency experts expect that their ‘Ethereum Killers’ could run up to win their fair share of the DeFi and NFT market from Ethereum. Bitcoin, however, is expected to continue its reign as the biggest player of the crypto world — at least for the time being. In view of the coming wave, banks and financial institutions in the US have been on a crypto hiring spree. Over the past three years, they have onboarded more than 1,000 crypto experts. Currently, financial institutions are offering significant bonuses to attract even more talent their way, according to <a href="https://www.bloomberg.com/news/articles/2021-11-01/wall-street-is-amassing-a-crypto-army-and-paying-up-for-recruits?sref=BWbpWjRm">Bloomberg</a>. Indian technology companies and crypto exchanges are also on the lookout for crypto talent. The demand for talent has jumped over the last 8-10 months with more than 12,000 job openings on the docket in October, according to a report by Bangalore-based staffing specialist Xpheno cited by the <a href="https://economictimes.indiatimes.com/tech/startups/a-war-of-wages-is-on-for-experts-in-crypto-tech-in-india/articleshow/86982097.cms">Economic Times</a>. Since the Supreme Court lifted the ban on cryptocurrencies in 2020, interest in blockchain technology has seeped back into the country, despite the Reserve Bank of India’s (RBI) attempts to dissuade investors. <a href="https://brokerchooser.com/education/crypto/crypto-countries">BrokerChooser</a>, an investment broker comparison company, pegs that there are currently 10.07 crore crypto owners in India — reportedly higher than everywhere else in the world. SEE ALSO: <a href="https://www.businessinsider.in/cryptocurrency/news/polkadot-hits-a-new-all-time-high-of-51-ahead-of-its-very-first-parachain-auctions-getting-approved/articleshow/87484392.cms">Polkadot hits a new all-time high of $51 ahead of its very first parachain auctions getting approved</a> <a href="https://www.businessinsider.in/cryptocurrency/news/after-amitabh-bachchan-and-rajinikanth-sunny-leone-becomes-the-first-indian-actress-to-venture-into-nft/articleshow/87480829.cms">After Amitabh Bachchan and Rajinikanth, Sunny Leone becomes the first Indian actress to venture into NFT</a> <a href="https://www.businessinsider.in/cryptocurrency/news/squid-game-cryptocurrency-trading-at-to-0-scammers-make-2-1-million/articleshow/87479063.cms">Squid Game cryptocurrency trading at $0, scammers make $2.1 million</a> <a href="https://www.businessinsider.in/cryptocurrency/news/facebooks-metaverse-announcement-is-giving-blockchain-games-a-boost/articleshow/87465794.cms">Facebook’s Metaverse announcement is giving blockchain games a boost</a>

Two of the biggest cryptocurrencies in the crypto market are set to double in value this year, according to analysts

<ul><li>The Telecom Regulatory Authority of <keyword id="3658" type="General" weightage="100" keywordseo="india" source="Orion">India</keyword> (TRAI) has reportedly informed the Department of Telecommunications (DoT) that it is likely to submit <keyword id="764355" type="General" weightage="20" keywordseo="5G" source="Orion">5G</keyword> pricing recommendations in March.</li><li>Despite the buzz around 5G, telecom companies, along with private players, are only conducting 5G trials in the country.</li><li>Bharti Airtel has successfully conducted India's first 5G trial in the 700 MHz band in partnership with <keyword id="6354716" type="General" weightage="20" keywordseo="nokia" source="Orion">Nokia</keyword>, on the outskirts of Kolkata.</li></ul>By 2025, 5G networks are expected to cover one-third of the worlds population, and South Korea, China and the US are the countries which would lead the world in developing and deploying 5G technology. Will India be finally able to join the global 5G bandwagon this year? Reports surfaced late last month that 5G spectrum may finally see the light of the day in 2022. The Telecom Regulatory Authority of India (TRAI) has reportedly informed the Department of Telecommunications (DoT) that it is likely to submit 5G pricing recommendations in March. It means that if things go as planned, the country can witness 5G auction in July-August. Despite the buzz around 5G, telecom companies, along with private players, are only conducting 5G trials in the country. Bharti Airtel has successfully conducted India's first 5G trial in the 700 MHz band in partnership with Nokia, on the outskirts of Kolkata. Earlier last year, Airtel demonstrated India's first 5G experience over a live 4G network. It also demonstrated India's first rural 5G trial as well as the first Cloud gaming experience on 5G. <keyword id="6354504" type="General" weightage="20" keywordseo="reliance-jio" source="Orion">Reliance Jio</keyword> is another leading player in the field of 5G testing technology. The company has successfully conducted trials of connected drones on its indigenous 5G network. According to Mukesh Ambani, Chairman and Managing Director, Reliance Industries Limited (RIL), India must complete the migration from 2G to 4G to 5G at the earliest and the rollout of 5G should be India's national priority. <keyword id="2003276" type="General" weightage="20" keywordseo="jio" source="Orion">Jio</keyword> has developed a 100 per cent home-grown and comprehensive 5G solution, which is fully Cloud native and digitally managed. "Because of its converged, future-proof architecture, Jio's network could be quickly and seamlessly upgraded from 4G to 5G," according to Ambani. Nokia and <keyword id="15492" type="General" weightage="20" keywordseo="vodafone" source="Orion">Vodafone</keyword> Idea have also partnered to trial 5G services using E-band in areas where fibre is challenging to deploy. Vodafone Idea is currently conducting 5G trials in India using the trial spectrum in the 3.3GHz-3.6GHz band and mmWave band (24.25GHz-28.5GHz). Earlier, Vodafone Idea had achieved peak speed of over 3.7 Gbps during its 5G trials in Pune. The DoT had approved applications of Reliance Jio, Bharti Airtel, Vodafone and MTNL for 5G trials. The 5G technology will represent around 39 per cent of mobile subscriptions in India at the end of 2027, estimated at about 500 million subscriptions, says a latest Ericsson report. According to Viswanath Ramaswamy, Vice President, Technology, IBM Technology Sales, IBM India/South Asia, 5G offers enormous potential to advance industries across streaming, communications, advanced robotics and manufacturing. "However given the complexity of telecom networks today, it is clear that the tools, systems and methods need to be orchestrated for the network of tomorrow," he said. Artificial Intelligence (AI) has the potential to quickly enable changes in the network that optimise network performance and reliability by applying Machine Learning, helping "Communications services providers (CSPs) deliver on the promise of 5G by providing faster customer experiences," Ramaswamy added. India being a ‘mobile first' country, cellular internet is central to every person's digital lives as they communicate, consume and create content, commerce and connect with the community. "As smartphone users mature, they use devices more and more for creating 4K/8K videos, clicking high-resolution 108MP+ photos, streaming HD content and conducting video conferencing calls. The higher bandwidth and higher capacity technology such as 5G, thus, becomes the cornerstone to enable these advanced experiences," Neil Shah, Vice President, Research, at Counterpoint, told IANS. Several smartphone players have also started testing <keyword id="4400143" type="General" weightage="20" keywordseo="5g-in-india" source="Orion">5G in India</keyword> and globally. OPPO in November 2021 announced that it has successfully conducted its first VoNR (Voice/Video on New Radio) call from its Hyderabad 5G lab. The 5G VoNR calls were made using the latest Reno6 series smartphone and an end-to-end 5G Standalone (SA) network powered by Keysight test solutions at the Hyderabad 5G Innovation lab of OPPO. OnePlus has announced that the company is investing almost $30 million to scale up 5G research and development labs to take 5G technology to more users worldwide. Technology services major Capgemini has also bolstered its collaboration with Swedish telecommunications giant Ericsson to accelerate the deployment of 5G solutions via its 5G lab in Mumbai. The bigger benefit 5G can bring is beyond personal transformation, "Which is enterprise and social transformation with excess capacity, lower latencies and higher throughputs with use-cases such as Private Networks and Fixed Wireless Access (FWA) Broadband, bridging the digital divide," Shah added. In India, an affordable 5G for the masses may take a longer time to happen, but the country must take the first step towards it this year, so that it catches up with the world on 5G fast. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/investment/news/from-snoop-dogg-to-amitabh-bachchan-celebrities-at-home-and-abroad-who-joined-the-crypto-craze-in-2021/slidelist/88619118.cms">From Snoop Dogg to Amitabh Bachchan, celebrities at home and abroad who joined the crypto craze in 2021</a>

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