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<ul><li>Netflix has introduced its cheapest ever subscription in India for ₹199 but its only for mobile users. </li><li>Google is offering up $5 gift cards to users who are willing to share their facial data with the company. </li><li>Realme X is up for sale today and heading into competition against Xiaomi’s Redmi K20 and Oppo K3. </li><li><keyword id="50805" type="COMPANY" weightage="20" keywordseo="Mahindra-and-Mahindra">Mahindra and Mahindra</keyword> are bringing ‘mood-o-meter’ into the workplace to monitor their employees emotional health. </li><li>Paytm Mall and Apple have partnered up in India to sell the American tech giant’s latest products in India. </li><li>Apple’s new iPhone 11 will reportedly be powered by the company’s new A13 chip and will feature a host of new features. </li><li>Honor is downsizing its operations in India with demand dropping and inventory being left over. </li><li>TikTok’s parent company, Bytedance, might have acquired a new startup called Jukedeck to bring new a new AI video editing tool into its portfolio. </li></ul>This is Tech Insider’s daily dose of <keyword id="35609" type="PERSON" weightage="20" keywordseo="tech-news">tech news</keyword> — everything that’s happening in tech that you need to know about today from Business Insider and its partner publications:

Top tech news: Netflix cheapest ever plan announced, Google will pay $5 for your face and Realme X on sale starting today

<ul><li>RBI barred <keyword id="3236791" type="General" weightage="20" keywordseo="paytm-payments-bank" source="Orion">Paytm Payments Bank</keyword> from opening any new account from March 11 onwards.</li><li>One 97 Communications has emphasised that the RBI recent restrictions on <keyword id="6357120" type="General" weightage="20" keywordseo="paytm" source="Orion">Paytm</keyword> Payments Bank will have no material impact on Paytm.</li><li>Paytm Payments Bank is a joint venture between Paytm and its founder Vijay Shekhar Sharma.</li></ul>One 97 Communications — the parent company of digital payments giant Paytm — has once again emphasised that the Reserve Bank of India’s (RBI) recent restrictions on Paytm Payments Bank will have no material impact on Paytm or its ability to sign up new customers on its app. “Paytm believes that the measures imposed upon PPBL [Paytm Payments Bank Limited) will not materially impact Paytm’s overall business. This direction does not have an impact on the services that Paytm provides in partnership with other financial services institutions,” One 97 Communications said in a stock exchange filing on March 15. Paytm Payments Bank is a joint venture between Paytm and its founder Vijay Shekhar Sharma. It is important to note that Paytm Payments Bank is not included under the public offering of One 97 Communications, instead it is an associate entity. Even though not public, Paytm Payments Bank is the backbone behind several Paytm offerings including insurance, digital payments and lending. RBI <a href="https://www.businessinsider.in/business/news/rbi-stops-paytm-payments-bank-from-opening-new-accounts/articleshow/90156814.cms">barred</a> Paytm Payments Bank from opening any new account from March 11 onwards. The central bank has asked Paytm Payments Bank to <a href="https://economictimes.indiatimes.com/tech/startups/rbi-punished-paytm-payments-bank-for-sharing-data-with-china-firm-report/articleshow/90201281.cms">carry out</a> an independent technology audit, but only after consulting with them. The payments bank would have to select the name of potential auditors, who will then be reportedly finalised by the RBI itself. A Bloomberg<a href="https://www.bloomberg.com/news/articles/2022-03-14/india-said-to-punish-paytm-bank-for-data-leaks-to-chinese-firms"> report</a>, citing sources, said that the central bank imposed this restriction on Paytm Payments Bank as the company allowed data to flow to servers that were sharing information with China-based entities. Vijay Shekha Sharma-led One97 Communications have<a href="https://www.businessinsider.in/business/news/paytm-payments-bank-denies-report-claiming-it-leaked-data-to-chinese-firms/articleshow/90203210.cms"> denied these claims</a>, saying the report is “completely false” and “simple [sic] sensationalising”. “Paytm Payments Bank is proud to be a completely homegrown bank and is fully compliant with RBI’s directions on data localisation. All of the Bank’s data resides within the country. We are true believers of the Digital India initiative, and remain committed to driving financial inclusion in the country,” the company’s spokesperson added. SEE ALSO <a class="tout-title-link" href="https://www.businessinsider.in/home/facebook-wants-to-bring-back-young-adults-on-its-platform-but-they-say-theres-nothing-much-it-can-do-to-win-them/articleshow/90206539.cms">Facebook wants to bring back young adults on its platform but they say there’s nothing much it can do to win them</a> <a href="https://www.businessinsider.in/tech/mobile/news/apple-supplier-foxconn-halts-production-at-its-shenzhen-plants-after-sudden-covid-19-outbreak/articleshow/90215795.cms" data-type="tilCustomLink">Apple supplier Foxconn halts production at its Shenzhen plants after sudden COVID-19 outbreak</a> <a href="https://www.businessinsider.in/personal-finance/news/epfo-continues-to-give-attractive-interests-rate-compared-to-other-government-schemes/articleshow/90210522.cms" data-type="tilCustomLink">EPFO continues to give attractive interests rate compared to other government schemes</a>

Paytm says that restrictions on Payments Bank won’t hamper its business

<ul><li><keyword id="4225623" type="PERSON" weightage="20" keywordseo="Paytm-Mall">Paytm Mall</keyword>, the e-commerce subsidiary of One97 communications which owns <keyword id="6357120" type="DEFINITION" weightage="20" keywordseo="paytm">Paytm</keyword>, inked a partnership with Apple. </li><li>All <keyword id="115736" type="PERSON" weightage="20" keywordseo="Apple-products">Apple products</keyword> listed on the e-commerce website will have an authorized tag. </li><li>This will offer consumers a fair and better price, believes Paytm Mall.</li></ul>Paytm Mall inked a partnership with Apple to sell its latest products in India. With this partnership, all Apple products listed on the e-commerce website will have an authorized tag, and is a mark of genuine product. Meanwhile, Apple will list Paytm Mall as an authorized reseller for its products in India. So, an independent seller too will have to get authorization from Apple, before listing itself on Paytm Mall. “Paytm Mall is one of India’s leading seller of premium mobile phones, and adding Apple’s range will further strengthen our list of offering to our customers. Our customers will also be eligible to avail offers such as additional discounts on select credit cards and cashbacks. All the latest Apple products will be available on our platform and will come with a valid standard Apple warranty,” said Srinivas Mothey, Sr. Vice President at Paytm Mall. Paytm Mall has been upping its ante in the heavily competitive e-commerce ecosystem of the country. Given the craze for Apple products in India, this partnership could work in its favour. Paytm Mall is the e-commerce subsidiary of One97 communications which owns Paytm. It is aiming to turn profitable in the next two years. The company said that it reduced its monthly spends by ₹400 million, is targeting an EBITDA breakeven by 2021-22. EBIDTA is earnings before interest, depreciation, tax and amortization. The company ended the last financial year with a Gross Merchandising Value (GMV) of ₹130 billion and is now aiming for ₹170 billion GMV by 2022.

Paytm Mall partners with Apple to be an authorized seller for iPhone, iPads and more

<ul><li>The Oracle of Omaha is in talks to invest upto ₹25 <keyword id="55426" type="COMPANY" weightage="20" keywordseo="billion">billion</keyword> ($360 million) in One97 Communications, the parent company of <keyword id="6357120" type="DEFINITION" weightage="20" keywordseo="paytm">Paytm</keyword>. </li><li>The deal involves the purchase of a 3-4% stake in the company by <keyword id="6495368" type="LOCATION" weightage="20" keywordseo="berkshire">Berkshire</keyword> Hathaway, the financial services conglomerate owned by Buffett. </li><li>As of June 2018, Paytm was reported to be conducting $50 billion worth of transactions, in gross value terms, on an annual basis.</li></ul>The Oracle of Omaha is readying his first big move in India. According to <a href="https://www.livemint.com/Companies/SmFlYNnIlS0Mv76uBmm1SM/Warren-Buffett-set-to-pick-up-stake-in-Paytm.html" data-type="tilCustomLink">insider sources</a>, <keyword id="6358963" type="PERSON" weightage="20" keywordseo="Warren-Buffett">Warren Buffett</keyword> is in talks to invest upto ₹25 billion ($360 million) in One97 Communications, the parent company of online payments and digital wallet service Paytm. The deal involves the purchase of a 3-4% stake in the company by Berkshire Hathaway, the financial services conglomerate owned by Buffett. Digital payments are a burgeoning space in India and Buffett is looking to get in as the market heats up, despite the fact that Paytm is still generating losses. Currently estimated to be $200 billion in size, the digital payments market in India is predicted to reach $1 trillion by 2023. As of June 2018, Paytm was reported to be conducting $50 billion worth of transactions, in gross value terms, on an annual basis. After starting operations as a digital wallet, the company has expanded into a number of segments such as e-commerce, ticketing, investing and insurance. First <keyword id="6355120" type="UNKNOWN" weightage="20" keywordseo="investment">investment</keyword> in India While it might seem likes it’s been a long time coming, Warren Buffett’s first direct investment in India didn’t always seem like a possibility. Following the failure of Berkshire’s online insurance partnership with Bajaj Allianz in 2013, Buffett had been vocal about red tape and laws preventing foreign ownership in India. He did, however maintain, as per <a href="http://fortune.com/2017/05/09/warren-buffett-india-regulation-investment/">an interview </a>with ET Now last year, that the country had “tremendous potential”, and explained he would be open to making an investment in the right company. A deal with One97 Communications could be reached in the coming weeks. Till date, Paytm has raised about $2 billion in funding. It counts Alibaba, Ant Financial and Softbank among its major owners, which together account for about a 60% stake in the company. If the talks with Berkshire Hathaway are successful, the valuation of Paytm, which entered the unicorn club last year with a $200 million funding round led by Alibaba, could go past the $10 billion mark. More importantly, it will also mark Warren Buffett’s first investment in a private technology company. Berkshire is a major investor in Apple, which is publicly-listed.

Paytm might be Warren Buffett's first direct investment in India

To win the war of market share, it is important for marketers to first win the battle of mindshare. The aim of winning mindshare battle is to make the potential customers think about a brand as one of the best for a given product or service. 
 
Usually, advertisement is used as the most common weapon to fight this battle, but advertisement has its own limitations, such as it can create awareness about a brand, but it can’t establish the trust factor. 
 Moreover, as customers see thousands of <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">advertising</keyword> messages in a day, they tend to ignore most of them. In current scenario, it has become important for marketers to add new weapons into their armory. A few of these weapons are as follows: 
<ol>
	<li>
		Online presence: In today’s world, customers Google company’s promoters and company’s name. Online content such as leadership team’s LinkedIn profiles, company’s website, Wikipedia page, articles referring a company or its leaders etc. play a major role in creating an impression about the company and its brands.</li>
	<li>
		Story: People remember stories. They like movies that have good stories, star casts, problems to be solved by hero and villains to be beaten up. Similarly, an entrepreneur has to create a story with purpose that conveys that he is a hero and has great team (star cast), his solutions are better than alternatives (competition) and are going to solve pressing problems created by problem sources (villains). Purposeful stories not only excite customers, but also investors and employees.</li>
	<li>
		Partnerships: A small company can acquire credibility by associating itself with reputed companies, so it is important for small companies to figure out synergies with bigger players. For instance, Microsoft was a startup started by two college dropouts – Bill Gates and Paul Allen, but in 1980, when IBM decided to use an operating system from Microsoft, its credibility shot up in the software industry.</li>
	<li>
		Content: Insightful content in form of ebooks, whitepapers, articles, infographics, blogs etc. drive customers. If a company is able to share useful and interesting content with its targeted audience then they not only read the content themselves but also share it with others. For instance, since 1964, McKinsey publishes McKinsey Quarterly, a business magazine for senior executives and McKinsey leaders have written numerous business books. For decades, business leaders have been referring content from McKinsey for strategic insights.</li>
	<li>
		Associations: Every industry has associations that bring together like-minded people to exchange ideas and learn from each other. For instance, both Steve Jobs and Steve Wozniak used to visit The Homebrew Computer Club. At the club, Steve Wozniak saw the specification sheet for Microprocessor and vision of personal computer popped up in his head. Also, Apple Computer’s first order was from a club member called Paul Terrel, who was starting a new computer store called the Byte Shop.</li>
	<li>
		Investors &amp; Advisors: If a startup is funded by reputable investors or has known advisors on its board then industry watchers perceive about it positively, take it seriously and do word of mouth about it. For example, Ratan Tata is one of the most well respected business leaders in the world. His name as an investor in start-ups such as Snapdeal, Ola, Paytm etc. has significantly increased their brand equity.</li>
	<li>
		Recommendations: Word of mouth by influencers has multiplier effect. Influencers can be people like successful entrepreneurs, business consultants, industry analysts, jounralists, customers, university professors, venture capitalists etc. When they recommend a company then its position improves in the mind of potential customers. For example, in 2009, Goli vada pav sponsored vada pavs at TiE’s annual conference in Mumbai with around 2500 participants and made sure that every influencer in the conference visits its store and tries vada pavs. Influencers’ word of mouth helped Goli in differentiating itself in the highly crowded vada pav market, getting media coverage, fanchise enquiries and investors’ interest. Over a period of time, Goli has become India’s largest vada pav chain with over 350 stores.</li>
	<li>
		Conferences: Conferences are great places to showcase products and services. For instance, in its early days, Uber sponsored relevant conferences by providing free taxi rides. People who experienced the taxi rides (service) using Uber’s App (product), took their experiences to blogs, social media and to their friends.</li>
	<li>
		Speaking Engagements: Speaking engagements with reputed speaking forums help entrepreneurs to share their stories with their target audience and establish their credibility as experts in their respective areas. As an example, Arunachalam Muruganantham is a social entrepreneur from a poor rural background. He invented a low-cost sanitary pad making machine and has given talks on his invention and its social impact at various prestigious forums such as IITs, IIMs, Harvard, TiE, TED etc. and over a period of time, he has established his credibility globally. In 2014, TIME placed him in its list of "100 Most Influential People in the World".</li>
	<li>
		Public Relations : PR is a very strong medium to build credibility. In a leading publication, people may ignore full page advertisement, but would not like to miss an intersting article. For instance, in late 90s, Half.com paid Halfway (a small town in the USA) to rename itself Half.com for a year. The city created and posted two signs at its borders that greeted visitors with "America's First Dot-com City". The media picked up on it, Half.com became very well known, and in 2000, eBay bought the company for over $300 million.</li>
</ol>
Winning any battle requires a lot of preperation, analysis and execution. Warriors have to practice a lot with different weapons, figure out which weapons work best for them and use them according to the requirement in battle field. Similarly, marketers have to do pilots with the above mentioned factors at various stages of an organization’s growth, analyze outcomes and accordingly modify combination of different factors. Once a company is able to win the battle of mindshare, its credibility increases in the market leading to increase in its market share. 
 
(The article is authored by Harsh Pamnani, who is a former Senior Manager at TiE Mumbai and an alumnus of XLRI Jamshedpur) 
 
 (Image: Thinkstock)

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10 more weapons required to win the battle of mindshare

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