Audacity of Digital – Rewriting the Motorcycle Diaries
My Motorcycle Diaries
“Ernesto Che Guevara’s travel diaries, recount the trials, vicissitudes and adventure, of a young man’s journey of discovery through Latin America. Ernesto began writing these diaries, when in December 1951, he set off with his friend Alberto Granado on their long awaited trip from Buenos Aires, down the Atlantic coast of Argentina, across Pampa, through the Andes and into Chile, and from Chile Northward to Peru and Colombia and finally to Caracas” – (Preface to the first edition). The transporter in this magical journey was a 500 CC Norton Bike
“Let the world change you and you can change the world” (Ernesto Che Guevara)
Indeed, for anybody who has owned a motorcycle and has fallen in love with it, it gives you sense of control and opens up new worlds in your minds as you journey with it. As for me, I became the proud owner of a 3rd hand 7 year old Yezdi 350 CC in 1981, and although I have ridden many other bikes of Indian and global make (including a Norton, an ancient Harley, a Kawasaki Ninja and many more); I owned with pride and tended to like a parent, my faithful Yezdi till 1994. In hindsight I would have been able to afford a brand, new bike, given the amount of money I would have spent by then. People therefore asked me Why? – in a Facebook like relationship status, I would just say #itscomplicated
Those days, we used to have self-organized Motorcycle Races at the abandoned old Airstrip in Barrackpore (near Kolkata) Those days, Hi Octane Fuel was not available in Retail Gas stations. The ingenuity in us led us to discover a source nearby, and we would mix it with normal gasoline to get the right torque through trial and error. Our wanderlust would take us on long drives at the Southernmost tip of Kolkata, Diamond Harbor and to Shantiniketan and beyond to experience the countryside. In every trip we met new people and made friends. discovered new places to eat, rest and stay overnight that could be accommodated by our paltry savings. I would spend hours with my mechanic on weekends just to observe and learn how to repair and service a bike and very soon I had set up a mini service station in my garage to do it on my own. We have attended to many local emergencies (sickness, death), thanks to our bikes.
Times have changed, the quintessential two wheeler now is offered in many form factors that span both ICE and Electric versions, thereby giving the consumer myriad choices which include ownership and shared mobility.
So how do rewrite the Motorcycle Diaries for the current times blending daily commute, adventure and new experiences that would enable Every Two Wheeler Owner to do More
Looking through the Lens of Generation Next Know Me
Consumers are increasingly viewing their digital identity and data as a commodity and are looking to engage in hyper personal relationships with brands that must offer rewards in return for richer, deeper insights and value for their investment in a brand.
Connected
With increasingly blurred boundaries between digital and physical worlds, people are seeking more intelligent ‘always on’ relationships with their things and lives via technology, and how that enhances their “phygital” experiences
Personalized Insights
Describes the consumer trend for tracking habits and activities, measuring performance and seeking insights from personal data and strategizing around self- improvement and amplified experiences
Extended Reality
Technology is binding to many of our complex human senses. Technology is increasingly delivering via multiple senses (combination of vision, sound, speech, gestures and touch), for a more complete, and more engaging, sensory experience. Enhancing the “Real” is where the boundaries between digital and physical are blurring
Age of Serendipity
As experiences online continue to be driven by social models, consumers will increasingly look for more serendipitous encounters online that deliver solutions that they never looked for. These encounters will surprise, challenge and enhance opportunities to voyage and discover
Hyper local networks
Consumers are looking for more personal and local experiences online. The one-stop-shop experiences are being supplemented with other services that offer the depth and quality experience consumers crave.
DIY Culture
New cultures are emerging globally especially in the emergent Gig Economy which provides discontinuous yet rewarding experiences which transcend multiple engagements. Experimentalism, creativity and desire for progress and achievement lie at the heart of the culture in both mature and emerging markets. Starting from learning how to play the guitar off YouTube, Learning how to become an expert Chef via Get Curried like sites, to making things in physical spaces like Makers Asylum, point to the trend in our next generation wanting to do things on their own
Art of the Possible
Let me start with a quote that provides me inspiration in my life and work
“If you can DREAM it, you can Do it” (Walt Disney)
As a motorcycle aficionado and a returning consumer (especially electric bikes), let me dwell on the topics I referred in the section above
Know me
If I am going to share my personal and social data (you are probably already getting it anyway) with you, I want you to offer me things that are commensurate with the value you assign to learning more about who I am and what I do. Help me improve and discover new experiences. Each time I use your product or service, reward me for being loyal. I need attention and personalization. I am not adept to every offer you throw at me without really knowing me. In short, Value Me.
Connected
Help me know how I and my machine is doing? What is the remaining useful life of my parts? How many hours before my battery goes dead – Is there a Battery swapping Service that you can schedule? Is there a nearby roadside repair service that you can alert when I am stuck and let me know if they are trustworthy and when they will come to me? Who can I reach in case of an accident in one click?
Personalized Insights
I am interested in enhancing my “personal” experience with your product/service. How are you helping me do that for ME? How do I discover things and experiences around me that align to my personal preferences?
Extended Reality
Are you showing me something that I don’t see or experience? If you can blow my mind with Mixed Reality (or other means) that changes my perception about your product/service and subsequently how I experience it?
Age of Serendipity
I love surprises. Help me discover things I don’t know as yet and those which amplify my experience with your product/service. I am a busy person and not gazing at my mobile screen all the time – What are you doing to tell me about Blues Concerts, Food Festivals and Theatre Performances that align to me and my family and how would you do it without disrupting my schedule and attention while I am driving
Hyper local networks
How are you connecting me with what’s around me – Fuel, Spares, Service, Food, Weekend Getaways. How are you helping me share my experiences so that others can benefit?
DIY Culture
I love my bike and I want to do things on my own. How are you helping me accessorize, care and make. I would love to assemble a bike myself with CKDs – Will you help me. I would love to design my own bike – Would you help me?
Going forward
As new incumbents disrupt the 2 Wheeler Space, OEMs need to rethink their business model that aligns with the aspirations of Generation Next.
India is changing. There is really no place for #knowitall companies but huge opportunity for #learnitall and #curious enterprises
May India change you
P.S. Author Mr. RR Dasgupta was the panelist at the Two Wheeler Forum on 20th August, 2019 at the Leela Gurgaon
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Caveat: None of the views expressed in this post are those of Microsoft and/or its partners or subsidiaries. They are the personal views of the Author)
