iWorld
DataWind joins Irris Computers to increase distribution of DataWind Smartphones and Tablets in North India
NEW DELHI: DataWind has partnered with Iris Computers to distribute its Internet-enabled tablets and smartphones throughout Iris Computers’ distribution network in India.
Through this partnership, DataWind’s entire range of tablets and smartphones will be sold throughout Iris Computers’ network of over 2,500 channel partners. The agreement expands DataWind’s growing distribution network, which will total over 7,500 retail locations upon completion of the current phase.
DataWind President and CEO Suneet Singh Tuli said, “Partnering with Iris will enhance our retail distribution reach and contribute to greater productivity and business expansion for our channel partners. While the partnership is initially meant for Punjab, Haryana, Himachal Pradesh and Chandigarh we expect our Internet-enabled smartphones and tablets to be distributed throughout Iris Indian network in the near future.”
Iris Computers network consists of more than 2,500 channel partners, aggregators and regional distributors which sell a variety of technology products ranging from high-end technical products to passive networking solutions. Iris’s core competencies include rapid logistics, well-supervised inventory administration and a strong marketing and distribution reach throughout India.
Irris Computers CEO Vishal Sopory said, “Partnering with a strong company and well-recognized brand like DataWind will surely be valuable and positive for both companies. We have high expectations of this partnership are confident our strong distribution network can bring DataWind’s low cost Internet-enabled products to the wider consumer market in India.”
Tuli added, “Iris Computers has a wide knowledge, strong distribution network and an in-depth understanding of both the consumer and B2B technology market. We are confident that their rich industry experience and exceptional distribution reach will help us increase our market penetration. We look forward for a mutually rewarding strategic relationship with Iris Computers.”
iWorld
Meta introduces new AI tools to boost discovery-to-purchase journey
From shoppable Reels to generative video, platforms get smarter at turning attention into sales.
MUMBAI: Meta is turning “scroll and stop” into “scroll, stop, and shop” and it’s using AI to make the whole journey feel almost effortless. The company has announced several new tools and enhancements designed to help brands guide people from discovery to purchase more effectively, while delivering more relevant and personalised experiences across its platforms.
Creators can now add product links more broadly on Instagram Reels, turning their content into shoppable moments. Businesses in 22 countries, including India, will soon be able to share their product catalogues with creators, opening up a new sales channel for brands and fresh monetisation opportunities for creators.
The Creator Marketplace has also been upgraded with enhanced target audience filtering, integrated with Ads Manager. This helps businesses quickly find creators who are a strong match for their goals. Campaigns using Partnership Ads deliver, on average, 19 per cent lower CPAs, 13 per cent higher click-through rates, and 71 per cent higher median brand lift.
Meta is expanding Reels Trending Ads inventory with new content categories including TV & Movies, Travel, Business, Finance & Investments. According to Meta’s analysis of 59 studies, Reels Trending Ads delivered an incremental 6.6 percentage point Ad Recall lift compared to control groups.
AI-Powered Shopping Enhancements
- Product Set Optimisation is now in testing, allowing retail media networks to promote specific products with detailed reporting. Early results show 17 per cent lower median seller cost per purchase.
- Product Showcase is being expanded so marketers can upload one image or video and let Meta’s AI automatically add relevant products as a carousel when it improves performance.
Meta is expanding its generative AI capabilities with:
- UGC-style videos featuring avatars and voiceovers
- Easier voiceover translation and text overlay translation in a single streamlined flow
- New tools to automatically turn product catalogues into dynamic video ads for Reels
Early testing of the Advantage+ creative video generation tool showed a 10 per cent increase in CTR and 8 per cent increase in CVR on average. Campaigns using catalog product video saw 20 per cent more conversions per dollar, while Reels placements with catalog product video delivered 33 per cent higher incremental conversions.
Industry voices welcomed the updates. Vikas Chawla of Social Beat called Partnership Ads a “flywheel” for authentic content that converts. Niti Kumar of Spark Foundry and Sadhvi Dhawan of Blink Digital highlighted the power of Reels Trending Ads for cultural relevance and guaranteed share of voice. Ramasish Bhowmik of Adbuffs noted that Meta’s GenAI tools are giving teams a clear competitive edge.
In a world where attention is fleeting but shopping intent can spark in seconds, Meta is betting that smarter AI will help brands turn discovery into decisions faster than ever. The message is clear: the future of advertising isn’t just about reaching people, it’s about reaching them at exactly the right moment, with exactly the right product.
