The first page shows the blank tablet, inviting people to turn it over and see content that they'll have access to. The mode of delivery will also be unique: All you need to do is pass on a completed Aakash ad to your friendly postman, and in 2 weeks, your Tablet is delivered to you.
The cost is updated with each purchase over the base price of Rs. 3000. The e-Governance system is included, of course.
Your brief is to sell it.
Aakash might be the world’s cheapest tablet device.
But is that enough?
Consider this: It features a 300 MHz Processor. To put that into perspective, the iPod Touch released in 2007 was underclocked to 400 MHz.
For the urban, gadget aware audience, it’s never going to be cool.
For the rest of India?
It’s a tantalizing piece of hardware.
But how do we deliver content without an ecosystem?
Let’s take a step back.
Even if the hardware were impressive, a system to deliver content would remain the biggest challenge for Aakash, without which, the product becomes irrelevant. And good content requires a great community of developers, artists and creatives.
We’re likely to attract people only if there’s a strong case for a healthy, profitable ecosystem for it. A place that will respect them, and reward them for good work.
And that’s when it struck us.
Aakash is promoted by the Government of India.
And they will, in the near future, own the single largest identity platform in the country. Hello, UID
And this can help us sell the most unique tablet ever.
To sell Aakash, we must not sell just Aakash.
+ UID
Combining the world’s cheapest tablet with the nation’s only ubiquitious identity system.
Why?
With UID, we could power the largest strongly connected cloud ever.
We’re talking larger than World of Warcraft.
Identity could solve billing, the biggest hassle of a digital eco system. Especially in India.
No mobile network, or payment system is close to achieving the scale we’re talking about here.
So what would Aakash + UID do?
Load up the tablet, by logging in with your UID.
And instantly, we herald e-governance, done right.
A digital Driver’s license, PAN Card and Voter’s ID.
File an RTI.
File a petition.
Question your ALM.
Find accountable government service.
File your tax returns.
And in spite of this, the Government’s just another publisher on the Aakash.
Imagine Navneet loaning out Textbooks, year-after-year for a flat fee.
Or the Indian Railways subsidizing a booking and travel information app in the cost of your ticket.
Get public access television via a Doordarshan app for free. Or just add Star Plus for 99 bucks a year.
Listen to All India Radio, streamed live or download music from Hungama on demand.
The possiblities, like any successful ecosystem, are limitless. (which is why we’re not talking about them)
But that’s not all…
By building UID into the heart of Aakash, we go beyond just advertising.
Because the product’s beyond the hardware itself. It’s tied into a system that can become the backbone of convenience and necessity for every citizen.
We set the foundation for India’s largest payment system and tie it to the most accountable of processes: the government.
We make a platform that’s agnostic to the data network you deliver content on, or the brands you choose to interact with.
In doing so, we build an experience that’s as open as can be.
Up next: a concept for the Aakash webstore, and an idea to bring e-commerce and the Aakash on your newspaper.
Both are important to ensure that your Aakash is ready to use, and Internet access isn’t critical to set things up.
The e-governance comes pre-packaged, of course.