iWorld
India: 40 per cent smartphone users stream live videos; leads in new subs
MUMBAI: There is a rise of 5G networks and consumers subscribing to the network. By 2022, there will be a growth in mobile broadband to 6.1 billion unique subscribers. Forecasting the trends in telecom sector across the world, Ericsson Mobility Report has pointed out that approximately half a billion users will be connected to 5G networks by 2022.
North America (NA) will dominate the industry with nearly 25 per cent of 5G subscriptions in 2022. Asia Pacific will fall next with about 10 per cent of the share.
The Middle East and Africa will shift from predominantly GSM/EDGE only to approximately 80 percent of users being connected to WCDMA/HSPA and LTE. The report further points out that the mobile subscriber base is estimated to scale 6.8 billion with over 95 per cent people being connected to 4G or 5G networks.
Ericsson chief strategy officer and technology officer Ulf Ewaldsson opined that almost 90 per cent of smartphone subscriptions are on 3G and 4G networks today, and standardised 5G networks are expected to be available in 2020. He further added that 5G would help automation, IoT and big data.
The world added 84 million new mobile subscriptions during the third quarter of 2016 with India leading regarding net additions with 15 million, with China closely following with 14 million new mobile subscribers.
The report points out that the mobile video traffic will grow 50 per cent every year through 2022, accounting for about 75 per cent of all the mobile data traffic. Social media traffic will be the second type of traffic that will dominate the mobile traffic growing 39 per cent each year.
As for as live streaming is concerned, two in every five smartphone users are interested in live streaming apps in India and other high-growth countries like Brazil, Indonesia and Oman. The reports suggest that the figure dropping to one in every five smartphone users in the United States of America.
Along with 5G and Mobile Broadband, IoT will also see significant growth, with approximately 29 billion devices connected to the internet, out of which 18 billion of the devices relating to IoT.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
