As content marketers, we often find ourselves racing against the ever-changing digital landscape. New trends, platforms, and technologies emerge at a rapid pace, and it can be tempting to focus solely on staying current. 

But from advertising to film to founding my own boutique agency—I’ve learned that while trends matter, there are timeless principles in content marketing that drive real, sustainable results. If we want to enhance our brand visibility, we must focus on these core principles.

Learning from the past to build for the future

One of the most valuable lessons I’ve learned is the importance of understanding the history of our craft. Content marketing has roots that go far beyond digital platforms; at its heart, it’s always been about storytelling. When we study the evolution of marketing, we gain insights into what makes a message resonate across different audiences and eras.

I’ve always been a firm believer in reading broadly—not just marketing books but fiction, history, and even poetry. Fiction, in particular, has taught me the power of word choice and narrative structure, which are vital tools for any content marketer. 

Tailoring content to your audience

For startups, the biggest mistake is prioritising quantity over quality. In the rush to create content, we forget that it’s not about how much we produce, but how well we speak to the needs and desires of our audience. Tailoring content is not just about knowing who your audience is—it’s actively listening to their feedback.

Also Read: Tried-and-tested marketing strategies for startups across all stages in Singapore

When I worked in film, we always focused on how the audience would feel when watching a story unfold. In content marketing, the approach is similar: we must craft our messages with empathy, understanding what our audience wants and how we can provide value. Content that resonates on an emotional level is what builds long-term trust and loyalty.

Content marketing is a long game

It’s easy to fall into the trap of seeking immediate results. But content marketing is like farming: you plant seeds, nurture them, and with time, you will see them grow into something fruitful. Building a brand is a long game. It requires patience, consistency, and a deep understanding of your audience’s evolving needs.

I’ve always advocated for long-form content as a powerful tool for building thought leadership. While shorter pieces may grab attention at the moment, it’s the well-researched, in-depth articles or white papers that solidify your authority in your field. For startups, these pieces establish credibility and long-term, competitive advantage in the industry.

Leveraging books as a content marketing tool

In a world where digital media dominates, I still believe in the power of the physical book. Writing and publishing a book isn’t just about sharing knowledge—it’s about establishing yourself as a thought leader and creating a lasting impression. Unlike a blog post or social media update, a book is a tangible, credible piece of content that stands the test of time.

Throughout my career, I’ve seen firsthand how publishing a book can be an incredibly effective content marketing tool. It not only helps build startup branding but also offers something concrete to your audience—something they can hold, share, and refer back to. It’s a way of saying, “This is what we stand for, and we’re committed to it.”

Also Read: Why traditional marketers must embrace digital marketing: Top 3 skills to learn

Staying open-minded and flexible

Content marketing is not a static field; it’s constantly evolving. To stay relevant, we need to adapt—whether it’s to new platforms, audience feedback, or even shifts within the industry. This means being open to change, but also staying true to the core values of effective communication.

In the past, I’ve seen marketers who are too rigid in their strategies miss out on opportunities to better serve their audiences. Startups benefit from this flexibility, as they can pivot quickly and experiment with various approaches to discover what works best for their audience.

Asking the right questions

In content marketing, success often comes down to asking the right questions. What does my audience truly need? How can I serve them better? What message will resonate most with them at this particular moment? The ability to ask these questions—and adjust our strategies based on the answers—is what sets great marketers apart from good ones.

For startups, content marketing is a cost-effective way to build a reputation, create awareness, and attract early customers. 

At the end of the day, content marketing isn’t just about producing material—it’s about creating meaningful, valuable experiences that connect with people.

In a world where attention is fleeting, it’s those deep, authentic connections that will help your brand stand out.

—

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join us on Instagram, Facebook, X, and LinkedIn to stay connected.

Image credit: Canva Pro

The post Building brand visibility: Timeless content marketing principles for startups appeared first on e27.

In the fast-paced world of customer acquisition, understanding the funnel stages isn’t just essential—it’s transformative. Enter ToFu and MoFu, the pivotal checkpoints in the customer journey.

ToFu, or Top of the Funnel, is where potential customers first intersect with a brand. It’s the pulse-check of brand introduction. Placed right at the onset, “Awareness” sets the stage for the AARRR (Acquisition, Activation, Retention, Referral, Revenue) framework, more commonly known as Pirate Metrics. Simply put, “Acquisition” is the next step, marking the phase where the brand story starts resonating with the audience. 

Then there’s MoFu, the Middle of the Funnel. Here, customers are no longer strangers to the brand. They’re evaluating, contemplating, and sizing up its offerings against their individual needs. In the realm of Pirate Metrics, this is where ‘Activation’ gains traction.

A quick comparison between ToFu and MoFu churn drivers:

• ToFu: Think brand perception and first impressions
• MoFu: It’s all about product alignment with marketing promises

While both are crucial, our spotlight today is on the drivers of ToFu churn. Let’s dive in.

We’re covering more parts of identifying and solving churn in the funnel.

Identifying core ToFu churn drivers

“Clarity in positioning is potential retentiveness in customer experience.”

It’s not just about getting them to register, it’s about becoming a habit-forming product that creates value long-term.

• Positioning pitfalls: A brand that tries to be everything to everyone often ends up resonating with no one. A misaligned brand position might garner attention, but if it’s not reaching the target segment, engagement becomes fleeting. The risk? Mismatched expectations and rapid disengagement. The lack of clarity, especially regarding the niche, can misdirect communication and even product features.
• Expectation versus reality: “Trust is built in drops and lost in buckets.” The gap between promotion and delivery can be lethal. When potential customers encounter a disparity between what was promised and what was served, trust erodes. The result? A potential brand advocate is turning into a passive bystander. Here’s where our Causality frameworks shine. They can precisely pinpoint where marketing promises diverge from actual product deliverables, leading to eroded trust and potential churn. Product-Market Fit Testing your current strategic differentiator versus other potential differentiators can uncover opportunities to lower acquisition costs, find more valuable customers and improve payback periods.
• Inconsistent messaging: “Consistency isn’t about repetition; it’s about alignment.” A product’s feature might be revolutionary, but if the marketing narrative is out of sync, the message gets muddled. The consequence? Confusion, which often translates to churn. A disjointed narrative between what a product offers and how it’s marketed can create confusion, fostering an environment ripe for churn.

The challenges of CPO and CMO misalignment

The road between product creation and market presentation is a two-way street—both the Chief Product Officer (or Product Team) and CMO (or Marketing Team, and Product Marketing in particular for early-stage startups) “drive” on it.

Divergent perspectives

The lens through which a Chief Product Officer views a product, prioritising its features and functions, may not always sync with the broader, market-driven view of the Chief Marketing Officer.

This disparity can often dilute market messages, leading to ambiguity. For example, when launching a D2C insurance product, are you targeting the need for adults getting insurance for their aged parents? Or for helping someone be prepared in light of their hereditary risk of critical illness by helping them understand the costs of potential treatment so they can right-size their coverage?

Also Read: Debunking 5 common misconceptions about product-market fit

This is clearly a dysfunction at the strategy level, preceding execution and its effectiveness in implementing strategy. I call this the “Strategy Gap, ” and a deep coverage follows in my book.

Both are “selling insurance D2C,” but require different product marketing of benefits, different insurance products in the experience, and most crucially, different onboarding experiences to get them from defining their needs and evaluating their options to becoming paying users.

N.B. The three gaps are not to be confused with the Top of Funnel, Middle of Funnel or Bottom of Funnel. The three gaps are the strategy lens that complements the customer journey lens that the Enhanced Pirate Metrics cover.

Lack of cohesive communication

“Silos belong in farms, not in firms.”

Infrequent interactions or misaligned goals between the Product and Marketing can lead to fragmented strategies, potentially jeopardising customer retention in the ToFu stage. When product and marketing narratives diverge, strategic inefficiencies sprout. Entire feature sets may be wasted, and weeks or even months of work can be lost if CMOs and CPOs don’t sit next to each other. Fortnightly syncs just don’t cut it when a startup is moving at the pace it should.

Likewise, campaigns may acquire users unlikely to convert or segments that have high rates of churn, leading to low Return on Advertising Spend (ROAS) and misgivings that marketing is spending advertising but failing to drive revenue.

Different success metrics

When one eyes product innovation and the other targets market penetration, harmonising visions become a tall order. While a CPO might be tracking product retention and features, the CMO might be gauging success by market reach, traffic to a page and brand resonance.

Within the four fits lie tradeoffs that leadership must make deliberately.

For example,

• a focus on profitability vs quantity of users,
• shorter time to revenue vs longer but larger deals etc.

What are the four fits in the overall business model?

Market product fit

This is about finding the right audience before perfecting the rest of the fits. Before even beginning with the product, companies must identify their audience. A lack of clarity here can result in product features that don’t match the needs of the intended audience. From a marketing perspective, the benefits might be communicated in terms that don’t resonate with the target niche.

Product channel fit

A product must fit into its marketing channel like a key in a lock. It’s a two-way street: the product must be built keeping in mind where it will be marketed. In the absence of this fit, the product can seem out of place, leading to subpar engagement or retention rates.

Channel model fit

This revolves around the economics of marketing. If there’s no alignment between the ARPU (Average Revenue Per User) and CAC (Customer Acquisition Cost) with regard to the chosen marketing channel, the results can be economically unsustainable.

Model market fit

Ensuring that the business model aligns with the market’s potential is essential. If the market potential doesn’t support the business model, the company might not achieve its revenue goals, regardless of product quality or marketing prowess.

The risk of misalignment

When marketing and product teams don’t have a precise understanding of these fits, both brand and product marketing can go astray. A misaligned brand position may cast too wide a net, failing to appeal to the intended niche.

Also Read: Achieving product-market fit: The ultimate guide to growth, strategy and positioning

Inconsistent messaging, a gap between promoted benefits and delivered features, or products not tailored for specific niches all stem from this lack of alignment. Essentially, a misstep in understanding and implementing the Four Fits can be a costly mistake, leading to churn, wasted resources, and missed opportunities.

This is particularly evident when users experience message mismatch in registration and onboarding flows. As much as 90 per cent of users download an app and never open it a second time, and misalignment is a significant contributor to this.

“With misalignment, you never know if strategy or execution led to missed targets; and no, there is no clarity in the next steps.”

The Four Fits play a pivotal role in ensuring seamless alignment between a company’s product (CPO’s domain) and its marketing strategies (CMO’s domain).

Optimising through CPO-CMO collaboration

Unity in strategy brings consistency in messaging. Avoid the Strategy Gap.

“Alone we’re smart. Together we’re brilliant.”

Unified messaging

A genuine reflection of the product’s value in marketing campaigns is non-negotiable. It’s the bridge between promise and delivery. It’s imperative for marketing campaigns to mirror the true value proposition of the product, ensuring consistent communication with potential customers.

Regular collaboration

“Encouraging a rhythm of regular inter-departmental sync-ups ensures alignment, fostering mutual objectives and shared success. Promoting a culture where product and marketing teams engage in consistent dialogue ensures strategic alignment, minimising potential missteps.

Shared feedback mechanisms

When feedback flows freely between departments, it nurtures an environment ripe for joint strategy adjustments. Implementing a joint feedback system ensures agile strategy modifications based on real-time insights, paving the way for continuous improvement.

Pirate Metrics and awareness

The well-regarded AARRR (Acquisition, Activation, Retention, Referral, Revenue) framework, i.e. the Pirate Metrics, offers a deep dive into customer engagement. But to truly capture the essence of customer engagement, we must preface it with “Awareness.” After all, before acquisition even begins, a potential customer first becomes aware of a brand or product. So let’s think of it as the Enhanced Pirate Metrics or AAARRR.

Final thoughts

ToFu isn’t just a phase; it’s the cornerstone of the customer journey. Its proper understanding and optimisation set the stage for all downstream interactions. The fusion of CPO-CMO perspectives, steered by causality frameworks, is indispensable for reducing early-stage churn and fostering lasting customer relationships.

For those keen to delve deeper into the intricacies of ToFu optimisation, seeking expertise in causality frameworks can be a game-changer. Stay tuned for our next instalment, where we’ll uncover more secrets of effective customer acquisition.

—

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic

Join our e27 Telegram group, FB community, or like the e27 Facebook page

Image credit: Abobe Firefly

This article was first published on August 21, 2023

The post Demystifying ToFu churn: How strategic CPO-CMO collaboration makes the difference appeared first on e27.

If you google cyberbullying, you’ll find page after page of articles advising parents on how to best protect their kids from cyberbullying and bullies. Almost all of them wax eloquent about the importance of open, honest communication with kids. There is plenty of common advice on how to recognise bullying, not give in to peer pressure, and understand – deeply – that nothing ever dies once it’s in cyberspace.

After all, even innocuous things can take on a life of their own and digital footprints from a lifetime ago can come back to haunt the child in adulthood long after they’ve outgrown the beliefs their younger selves swore by what children must never, ever share online, no matter how strong the temptation to be cool and, of course, sounding alarm bells to trusted adults who will address the problem without judgment or victim-blaming.

All of this is good advice.

As a technologist, I have a lot of empathy for those of us trying to raise children in the age of unfettered access to the internet and deep fakes so good they can blur the boundaries between what’s real and manufactured even for the most discerning eye, let alone vulnerable.

As a father and an educationist, I feel helpless rage, profound sadness, and, admittedly, a lot of fear every time I read about ‘trends’ like sextortion (extorting sexually coloured, explicit content in the form of writing, photos, or videos by threatening to reveal embarrassing information about someone online) among teens.

It’s hard to imagine that the very AI we’re using to make education a level playing field for kids around the world is being used to target the very kids we’re trying to help. But here we are.

As important as it is to educate kids sufficiently to prevent them from being cyberbullied, I think we’re missing one crucial piece in the online safety jigsaw puzzle: Are we doing enough to ensure our kids don’t become the bullies that other kids need to be protected from?

It’s an uncomfortable, jarring thought. Every parent tries (as far as possible) to model kindness, compassion, and social responsibility for our kids. We worry endlessly about our children’s moral centre and value system and guilt ourselves to death for every misstep. No one wants to think – let alone see – their kid as someone so dangerous that other kids need active protection from them.

Also Read: Cybersecurity in Asia: Trending toward a safer digital future

And yet, if UNICEF research is telling us that about 30 per cent of teens and tweens across 30 countries have been bullied online, 20 per cent have even skipped school due to it, and 80 per cent of children in 25 countries have at some point have felt that they are in danger of online sexual abuse or exploitation, someone must be on the sender’s side of those missives of online terror, right?

As someone who interacts with children as young as six all the way up to almost-adulthood, there’s one thing I want all parents to know: Although it might often seem like it by the constant need to compete and keep up due to the incessant noise on social media, Dear Parents, your children are not your personal report cards.

And here’s another: Being a cyberbully does not make a child awful or irredeemable, inherently. It just makes them someone who made a mistake and needs help course-correcting.

In an ideal world, our kids would learn and model their behaviour only on that which we want them to learn and retain. They’d be able to filter out all the harmful noise around them and have our sense of right and wrong encoded in them like it’s part of our shared DNA.

But that’s an unrealistic expectation to have. We know that the prefrontal cortex is the part of the brain that controls impulsiveness and decision-making. We also know that it is one of the last parts of the brain to develop, and the process of development continues well into adulthood. It’s largely the reason teenagers behave erratically, because the emotional centre of their brain is maturing faster than the reasoning part.

As someone who also interacts with parents day in and day out, I can’t tell you the number of times I see parents personalising even the idea of ‘failure’ in their children. Almost like it’s an indictment of their upbringing.

It’s good to assume responsibility for your children’s actions – as parents, we are, after all, their foremost teachers. But it’s wrong to turn this responsibility into a burden that doesn’t allow kids the space to make mistakes and learn from them.

I see this all the time: Warning signs that could have been caught – should have been caught – get ignored because we don’t want to see our child having failed at being ‘good’, which, by extension means we have failed at being good parents as well.

Also Read: Understanding cybersecurity threats: What you need to know to stay safe

I can also tell you this: Once we’re able to reframe the narrative around our kids’ mistakes, it becomes so much easier to prevent them.

An unspoken rule at BrightCHAMPS, across all our countries and verticals, is to ensure that our students and their parents or other primary caregivers are socialised in how to avoid bullying, both as the receiver and the perpetrator.

Oddly, not being a bully requires a lot of the same kind of work and educating that not being bullied does:

• How to recognise bullying: Many bullies don’t know they’re being bullies because when you’re young and impetuous it’s hard to discern the balance of power and the difference between banter/joking and picking on someone. It’s hard for kids to understand how their words are affecting the person receiving them. So recognising bullying needs to be a conversation not just from the POV of how you feel when you hear someone say something nasty to you, but also practising active compassion on how your words are impacting the ones you’re saying them to.
• Not giving in to peer pressure: In addition to what I said above, I’ve seen that sometimes bullying happens not due to personal dislike for the child being bullied, because it’s easier to fall in line with the popular kids than do/say things that could make you their target. Being a teen is hard, being a teen making waves and challenging what’s popular is harder. In my experience what works and is practical is to create avenues for kids to alert adults without being caught in the crosshairs or becoming a “hero”. Most kids are terrified of the tide of popularity turning against them.
• Making mistakes and taking responsibility for them: This is the hardest part – letting kids know that at the end of the day, cyberbullying is a mistake that can be corrected, while doing everything we can to ensure that our kids don’t actually make them. How do we tell them that they will be loved, accepted, helped, and not judged even if they do end up faltering while also teaching them the gravity of making this mistake? It’s a constant conversation, and one that is successful only when kids believe that they will not be instantly branded as bad, evil, or problematic the instant someone ‘finds out’. Mistakes become crimes when they keep trying to cover it up with escalating acts of cover-up to prevent being ‘caught’. Missteps become permanent personality traits when children fear rejection.

To sum up, I can only say that there is no silver bullet cure to the problem of cyberbullying. And with more sophisticated tech tools that can become a nuisance for all of us parents when the right tools meet the wrong intent, the reality is that cyberbullying isn’t going anywhere.

Our best hope is acknowledging that there are two sides to every problem and that sometimes our kids might find themselves on the creator’s side instead of the victim’s side. And have a plan on how to walk them back from this dangerous ledge.

—

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join us on Instagram, Facebook, X, and LinkedIn to stay connected.

Image credit: Canva Pro

The post Creating a safe digital world: Protecting kids from cyber crimes and preventing cyberbullying appeared first on e27.

Build Your Startup’s Foundations: Strengthening Business Fundamentals Before Scaling and Fundraising

The panel discussion at Echelon Philippines 2024, titled ‘Build Your Startup’s Foundations: Strengthening Business Fundamentals Before Scaling and Fundraising’, offered insights into the critical elements of establishing a successful startup.

Moderated by Natasha Bautista, Head of Growth Marketing and Corporate Relations at 917Ventures, the session featured industry experts Kristine Claire Ongcangco, Founder and CEO at Parlon; Mathieu Sneep, Co-Founder and Chief Business Officer at Tablevibe; Luis Sia, Chairman and Co-Founder at PayMongo; and Don Pansacola, CEO and Co-Founder at NextPay.

Watch the session video above to learn more about these insights and the strategies shaping the future of entrepreneurship.

—

The post Echelon Philippines 2024: Expert panel on building a strong foundation for startup success appeared first on e27.

The software outsourcing scene is no longer a one-horse race; it’s more like a tech rodeo! Recently, a lively debate kicked off on the “developersIndia” subreddit, asking: Who’s this rising tech star in Southeast Asia? Spoiler alert: it’s Vietnam!

The thread turned into a lively, free-for-all about the changing face of outsourcing, with participants practically salivating over the potential cost savings and the shiny new reputation of Vietnamese developers. Who better to weigh in than a Vietnamese pro working in a global outsourcing firm? I’ll do my best to keep it balanced, though I may have a slight soft spot for my fellow countrymen!

Full disclaimer: We got curious and decided to take a closer look, checking the facts against all the different things people were saying about this hot topic on a public forum. But we want to be upfront: we’re just here to explore, not to take sides. This is all about looking at the evidence and letting you make your own judgment.

Balancing the budget — Vietnam?

Yes and No. Calling developers in Vietnam cheaper than in India would greatly generalise the answer. Looking at the market medium cost for developers, we believe Vietnam is at a slightly better rate than India.

While India has long been the go-to for competitive rates, Vietnam is stepping onto the stage with a charming smile and an attractive offer. Just take a peek at the pay scale for junior Indian software developers, which ranges from a modest US$601 to US$1.5K+ per month or making US$29/hour. But beware! Hiring developers in bustling cities like Chennai, Pune, or Mumbai can feel like getting a ticket to a premium concert—prices can skyrocket!

Now, let’s turn our gaze to Vietnam. Here, average software developer salaries start at around US$25 per hour. Monthly wages for junior and mid-level developers typically range from ≥US$400 to ≥ US$1.4K+. Even in tech hotspots like Hanoi, Ho Chi Minh City, or Da Nang, you’ll find salaries (and living costs) that won’t leave your wallet gasping for air.

Specifically, Vietnam’s salary is approximately 29.82 per cent of China’s! So, why not get more bang for your buck without sacrificing quality?

Just how skilled are they?

Both Indian and Vietnamese developers are incredibly talented, so it’s a win-win for both sides! As we explore the strengths and weaknesses of these two dynamic tech communities. While each has its unique flair, one thing stands out: both markets are filled with outstanding developers recognised and respected worldwide.

Also Read: New player emerges in Vietnamese startup ecosystem: Accelerator as a service

India and Vietnam boast brilliant developers, but each has its own strengths and quirks. India has built a tech empire thanks to its top-notch educational institutions and booming tech scene. According to NASSCOM (National Association of Software and Service Companies), India produces over 1.5 million engineering graduates.

Out of the global population of 28.7 million developers, 19 per cent of software engineers reside in India today, all pros in Java, Python, and NET. Indian developers offer the second largest AI/ML BDA talent pool globally and stand third in the installed supply of Cloud professionals.

Meanwhile, Vietnam is also on the rise, fuelled by a government keen on boosting STEM education and the emergence of vibrant tech hotspots. As of 2024, the country boasts approximately 530,000 software engineers, with around 57,000 IT professionals graduating annually from universities and private institutions.

According to the Pentalog Report 2022, developers from Hanoi are flexing their skills as the fifth-best globally, particularly in C/C++. This ranking puts them shoulder-to-shoulder with Moldova, Germany, and Ukraine.

These Vietnamese developers are also catching up with the latest tech trends, diving into mobile app development, cloud computing, and artificial intelligence like pros. They’re quick learners, too, mastering new programming languages and frameworks faster than you can say “outsourcing.”

Putting English to the test — Indians?

English has emerged as a vital player in the race to identify the world’s next global talent pool. India and Vietnam are stepping up to the challenge, revamping their education systems and inspiring citizens to sharpen their English-speaking skills. Yet, despite these efforts, the competition remains neck and neck. It would be a stretch to say that Vietnamese speakers have a clear advantage over their Indian peers in mastering English. So, what’s really going on in this fascinating showdown?

Also Read: India’s big opportunity with open data

In India, English feels more like that cool foreign cousin you admire rather than the family member you grew up with. On average, Indian English speakers enjoy moderate fluency, which places India at an impressive #60 on the 2023 English Proficiency Index, with a score of about 504 out of 800. Not too shabby, right? Yet, there’s still plenty of room for growth and refinement in their language skills!

And here’s a fun fact: around 135 million people in India can speak English, making up about 9.71 per cent of the population. The language landscape is vibrant and full of potential!

Over in Vietnam, the developer scene is buzzing with a mix of English proficiency levels. According to the same 2023 English Proficiency Index, Vietnam lands a little on top of India, at #58, with a 505 out of 800 score. Way to go! However, according to the Vietnam Total Workforce Index 2022, the proportion of Vietnamese workers proficient in English accounts for only five per cent of the total workforce.

Developers who go all the way

Both cultures bring their unique flavor to the outsourcing table, making the experience quite an adventure! A Reddit thread recently poked fun at the “chalta hai” attitude often associated with Indian developers, raising eyebrows about deadlines and project management. While it’s not a universal truth, it underscores the need for a little cultural TLC in outsourcing.

Flashback to a Quora chat from four years ago, where the praises for Vietnamese work ethics still echo today! Vietnamese developers are like the superheroes of the coding world—committed to quality, eager to please, and with an eye for detail that would make a watchmaker jealous. In my experience, they consistently go above and beyond, turning client satisfaction into art. It’s no wonder many clients are looking for these dedicated partners who make high-quality work their mission!

Facts or “cap”?

So, have the questions been answered?

Well, sort of! Both countries are like treasure troves of top-notch software developers known for their dazzling skills and innovative flair.

But hold your horses. Choosing the right country comes with a price: choosing the right local partner. A reliable collaborator can be your compass, guiding you through the local market’s twists and turns while helping you dodge potential landmines. Without a trusty sidekick to manage the chaos, figuring out the best country for your outsourcing adventure can turn into a wild goose chase.

—

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join us on Instagram, Facebook, X, and LinkedIn to stay connected.

Header image credit: Canva Pro

The post “My company replaced all Indian devs with Vietnamese devs” and the truth unfolded appeared first on e27.

In 2018, Dan Williams, a PhD from the University of Reading, and Josh Eadie, a robotics and machine learning expert, recognised a ubiquitous but overlooked problem: energy waste from electronic devices left plugged in or on standby.

The duo saw substantial environmental and financial costs of this unnecessary power draw, particularly in commercial settings.

Driven to make a difference, they harnessed their expertise and developed an innovative solution: an AI-powered smart socket to reduce energy consumption at the source.

Also Read: measurable.energy’s AI smart sockets set for SEA expansion with Vertex’s backing

In early 2018, Eadie built the first prototype, embedding intelligent controls directly into plug sockets. By early 2019, they had produced the initial batch of prototypes, followed by pilot installations in April 2020.

That was the beginning of measurable.energy, their UK-headquartered company, which is now helping businesses reduce energy waste and cut costs.

“While typically overlooked in favour of larger systems such as HVAC, plug power makes up nearly 40 per cent of a commercial building’s total energy use,” says Williams, co-founder and CEO of measurable.energy. “Our smart sockets work autonomously to detect and eliminate this power drain, allowing businesses to cut electricity bills and reduce carbon emissions by up to 50 per cent.”

AI-driven insights for better energy management

The AI-driven technology within measurable.energy’s smart sockets plays a key role in identifying and adapting to usage patterns. The system learns from each device’s behaviour, detecting when devices are likely in use or idle and automatically switching them on or off accordingly.

Users can access real-time data via a dedicated dashboard, enabling them to monitor, manage, and optimise energy consumption at a granular level. This detailed feedback helps businesses improve carbon tracking accuracy and ensure compliance with energy regulations.

“Since the product launch in 2023, we have helped reduce nearly 200 tonnes of CO₂ equivalent in commercial deployments,” claims Williams. “In commercial buildings, which account for 28 per cent of global carbon emissions, measurable.energy targets plug power waste, thereby supporting companies in achieving their net-zero ambitions.”

Currently, measurable.energy’s smart sockets are available for businesses through a pricing model that combines a one-time hardware fee with a software license for AI-driven functionality.

Measurable Energy offers smart sockets for businesses. Their pricing model consists of a one-time hardware fee and a software license fee for AI-driven functionality.

While expansion into the residential sector is planned for the future, the company remains focused on B2B clients for now.

With widespread adoption, the startup envisions cumulative positive impacts across both commercial and residential sectors, advancing sustainable energy practices on a large scale.

measurable.energy recently raised £4 million (US$5.2 million) in a Series A+ funding round co-led by Vertex Exploratory Fund, a fund under Vertex Holdings (a wholly-owned subsidiary of Temasek), and UK-based cleantech VC firm Clean Growth Fund. This capital injection will support R&D efforts, allowing the company to expand manufacturing capabilities and add new features to its smart sockets, with a particular focus on expansion in Southeast Asia, North America, and Europe.

Expansion in Southeast Asia

“One of the most promising aspects of our expansion strategy lies in Southeast Asia,” Williams adds. “We see considerable potential in markets like Singapore, Australia, and New Zealand, where the UK-standard socket is widely used. This compatibility, coupled with the region’s push toward energy efficiency and reduced carbon emissions, has created a favorable environment for measurable.energy’s technology.”

Also Read: 5 reasons why energy management is key to individual and organisational success

The venture plans to partner with local businesses and experts in Southeast Asia to streamline entry, leveraging their insights to ensure smooth adoption and local relevance.

Looking ahead, measurable.energy plans to launch a version of its smart socket compatible with US outlets, making strides toward the North American market.

Additionally, the startup is developing a desk extension module to provide users with more flexibility and connectivity, allowing the technology to integrate even further into daily operations.

The team is gearing up for a Series B funding round in 2025, setting ambitious milestones to enter new international markets, boost unit sales, and scale its R&D workforce.

As measurable.energy continues to expand and innovate, its impact on reducing energy waste and promoting sustainable practices could shape the future of energy management on a global scale.

The post Cutting carbon at the socket: measurable.energy’s smart solution to plug power waste appeared first on e27.

81RAVENS, the Singaporean company behind the free-to-play 3v3 arena shooter PARAVOX, has raised US$4.5 million in seed funding led by Japanese investors DIGITAL HEARTS HOLDINGS and GREE Ventures.

The funding will support the development and marketing of PARAVOX, which will launch on the Solana blockchain.

Also Read: From niche hobby to billion-dollar industry: The meteoric rise of esports

81RAVENS was founded in 2020 by a team of experienced game developers, publishers, and league organisers in Japan and Southeast Asia. Its inaugural title, PARAVOX, features a unique blend of movement, skill mastery, and tactical precision.

PARAVOX is currently in Global Open Alpha and claims to have clocked over 100,000 downloads on the Epic Games Store following its Private Alpha launch in Japan and Southeast Asia.

81RAVENS has chosen to deploy on the Solana blockchain. With its fast, scalable infrastructure and extremely low transaction costs, Solana enables real-time gameplay and smooth on-chain integrations, perfect for enhancing the player experience.

This year, PARAVOX hosted the PARAVOX Global Rapid Tournament (PGRT), its first major esports event, which featured a prize pool of 100 million yen and attracted over half a million viewers, with 23 esports teams participating.

81RAVENS claims that world-class professional teams from Japan, Southeast Asia, Europe, and Latin America, such as LOUD, ZETA DIVISON, and Blacklist International have already partnered with PARAVOX.

Also Read: For gamers by gamers: How Razer incorporates its understanding of user behaviour into product development

PCI, the second major esports tournament, is planned to take place in December, with top-tier teams like LOUD among the participants.

The game is currently being enhanced and improved in preparation for its Steam release, scheduled for the end of 2024.

The post 81RAVENS scores US$4.5M seed funding to launch Solana-based arena shooter PARAVOX appeared first on e27.

Cross-border payments have always been tricky territory. Traditional banking methods come with a higher cost, lengthy delays and security concerns. It can hinder growth for businesses with global suppliers and customers. This will only become more apparent in the coming years as globalisation continues to speed up.    

Crypto, for all its achievements and what it hopes to be, has created a new type of “border” related issue. Indeed, value is now locked within networks — call it cross-chain borders. The lack of a unified on-chain experience is preventing the adoption of crypto payments. Unified doesn’t equal centralised – an important distinction to make. 

The current crypto landscape is fragmented, with a steep learning curve for the everyday user. The many independent blockchains, and the need for token-specific payments, creates added complexities to on-chain  transactions. 

Achieving cross-chain interoperability doesn’t just elevate the global crypto industry – there are localised benefits for regions who embrace it. 

Asia-Pacific has the highest value of cross-border payments. In 2023, cross-border payments in Asia increased by over 30 per cent. It’s such a hot issue that four central banks in Southeast Asia have teamed up to build an instant cross-border retail payments platform. 

But big banks banding together isn’t the answer. Interoperable blockchains are. Blockchain technology will have its mainstream moment when different chains communicate seamlessly, so users can pay anyone, anytime, anywhere. 

And this technology already exists.

Solving financial fragmentation

Unified cross-chain payment platforms for crypto and fiat currencies exist, which removes the need for banks, multiple wallets, bridging or seed phrases. It’s underpinned by an omni-chain ID, a universal payment ID aggregating wallets, accounts, and DIDs – like a new swift code. 

Programmable payments and one-click cross-chain transactions simplify the user experience and makes financial transactions across borders effortless. With smoother cross-chain asset movement – regardless of currency, token, wallet, app or blockchain – the increase in value flow will lead to more liquidity and innovation. 

Users can bypass centralised exchanges for trading between different cryptocurrencies – further reducing the reliance on custodial platforms, fees, risks of exchange hacks, and the need to entrust third parties with private keys. 

This means an individual can use Bitcoin to participate in lending or staking on Ethereum-based DeFi protocols, through interoperability solutions such as wrapped tokens or cross-chain bridges. 

Being less dogmatic about our decentralised chain of choice (Bitcoin maxis vs Ethereum evangelists) will promote participation in different ecosystems and open up the space to people who are intimidated by crypto culture. A unified on-chain payments experience is the future. No single blockchain should dominate. 

Also Read: On-chain analytics firm Nansen acquires staking provider stakeWithUs

Benefits beyond banking 

Omni-chain infrastructure has the potential to extend far beyond purely financial transactions. It can revolutionise other industries that require cross-border payments such as supply chain management, healthcare, and entertainment. 

Companies can manage supply chains with greater efficiency by ensuring payments and data move seamlessly between multiple blockchains, improving operational efficiency. With the world’s reliance on Asia for consumer goods, the region is well-positioned to adopt blockchain technologies. 

With Southeast Asia being a key region for web3 gaming, the growing number of developers also stand to benefit from cross-chain interoperability. When blockchains can communicate seamlessly, it opens up new possibilities for applications to interact with multiple chains – without needing to manage the complexities of bridging between them. 

For example, developers can deploy decentralised finance applications that tap into liquidity across several blockchains, rather than being constrained to one ecosystem. This flexibility fosters a more dynamic and interconnected on-chain  environment, where developers can experiment and iterate faster, driving the next wave of blockchain-based innovations. 

The easier it is to build, the faster it’ll be to onboard new users into web3 – without users having to worry about what chain they’re on. 

The key to connecting people across borders and blockchains 

Interoperability is the missing component that will unlock crypto’s true potential, well beyond the industry itself. The decentralisation movement started with DeFi, but it failed to solve the fundamental flaws of cross-border transactions – with disparate blockchains recreating and repacking the silos of the past. 

By leveraging technologies that enable cross-chain interoperability, we can move away from centralised intermediaries, which was crypto’s original intention. 

It’s time to redefine crypto payment solutions and open web3 up to the world. 

—

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join us on Instagram, Facebook, X, and LinkedIn to stay connected.

Image credit: Canva Pro

The post Cross-chain interoperability: The key to unlocking crypto’s true potential appeared first on e27.

The State of Play: Emerging Trends and Future Prospects in the Philippine Market

Echelon Philippines 2024 gathered key players in Southeast Asia’s tech ecosystem, uniting startup leaders, entrepreneurs, and investors to support the region’s dynamic tech market and economic development.

The event’s keynote, ‘The State of Play: Emerging Trends and Future Prospects in the Philippine Market’, was delivered by Carlo Chen-Delantar, Founding Partner at Gobi-Core Philippine Fund (Gobi Partners).

In his address, Delantar explored the current state of the Philippine market, identifying both the drivers of its rapid growth and the challenges that lie ahead. As one of Southeast Asia’s fastest-growing economies, the Philippines boasts a startup ecosystem valued at nearly US$7 billion, supported by over US$300 million in early-stage funding and median seed rounds around US$800k.

Also Read: Julian Cua of BCG at Echelon Philippines 2024: Understanding Filipinos’ daily challenges to drive meaningful innovation

However, the ecosystem faces hurdles, such as high logistics costs and the need for stronger government support.

Delantar noted emerging sectors like health tech, agritech, and AI as areas with high growth potential. The Philippines has a robust consumer base for AI applications, positioning it as a promising market for innovation. He underscored the importance of policy changes, including startup visas and tax incentives, to sustain and accelerate growth. The conference underscored the Philippines’ pivotal role in the regional tech landscape, with a call for enhanced infrastructure and policy support to realise its full potential.

The post Echelon Philippines 2024: Carlo Chen-Delantar of Gobi Partners on the state of play in the Philippine market appeared first on e27.

Dear reader,

Singapore’s decision to inject US$332 million into deeptech startups through the Startup SG Equity scheme is a bold, forward-looking move that demonstrates its commitment to nurturing high-tech innovation.

Deeptech ventures—known for their groundbreaking research in areas like AI, quantum computing, and biotech—often face significant funding challenges due to high upfront costs and extended timeframes to profitability.

By expanding the scheme to cover early-growth-stage companies and raising government investment caps, Singapore is strategically addressing these hurdles, creating a more supportive landscape for startups to thrive.

The additional initiatives announced at SWITCH 2024 underscore Singapore’s ambition to be a global innovation hub. New programs like StageOne will help local and international startups leverage Singapore as a launchpad, while the expanded Global Innovation Alliance (GIA) network, particularly with new nodes in Amsterdam and Eindhoven, opens the door to the European market for Singaporean tech firms.

Furthermore, the government’s focus on open innovation challenges, especially in AI and sustainability, highlights its drive to tackle pressing global issues through tech.

These moves not only solidify Singapore’s status as an attractive destination for venture capital but also as a key player in global deeptech ecosystems poised for transformative impact.

Sainul,
Editor.

—

NEWS & VIEWS

Singapore to inject US$332M into deeptech startup scheme
This comes amid a “slight decline” year on year in the total VC raised by Singapore-based startups so far this year – the figure stood at US$4B across close to 370 deals.

Vingroup’s new venture arm to invest US$50M in SEA tech firms
Named VinVentures, the fund is set to disburse US$50 million in the next three to five years, focusing on investments in early-stage companies in sectors such as AI, semiconductors, and cloud computing.

Khazanah launches national fund-of-funds to boost VC ecosystem
Khazanah Managing Director Amirul Feisal Wan Zahir said that through this catalytic initiative, Jelawang Capital will continue to grow Malaysian fund managers while crowding in regional fund managers with expertise and capital.

Supermom lands US$14M funding to connect brands with 10M+ parents across SEA
Granite Asia, AC Ventures, and Hearst Ventures are the investors; Supermom is an AI consumer data platform that uses the power of the mom community to provide learning opportunities and recommendations on products and services.

KXVC introduces KX Horizon to boost AI, Web3, deeptech innovations in SEA
KX Horizon will provide an expert mentorship network, strategic consultation, and access to funding sources for participating startups; This initiative seeks to attract visionary founders, investors, and partners to collaborate within the programme.

Borong, Maybank launch Malayasia’s first digital halal marketplace Salaam Market
The platform provides a digital marketplace for sourcing Halal-certified products at competitive prices, directly linking SMEs with suppliers.

Vietnam EV maker VinFast officially launches in the Middle East
VinFast, together with its partner Al Tayer Motors, officially opened its first dealership in the UAE, located in the downtown area of Dubai; The VF 8 model will be sold in the Middle Eastern market.

Indian fintech Slice seals bank merger
The merger transforms the Bengaluru-based startup into a banking entity; Slice, which gained prominence by issuing credit card-like products, will maintain its existing digital payment and lending services.

FEATURES & INTERVIEWS

Echelon Philippines 2024: Why the Philippines is the next big tech hub
The Echelon Philippines panel explored the nation’s economic landscape, key industries, and immediate market entry opportunities.

New Ventures: By focusing on value, SEA startups can build models that resonate with consumers
New Ventures plans to invest up to US$100 million over the next few years by making annual allocations from inDrive’s balance sheet.

As demand soars for alternative solar panel materials, Cosmos Innovation uses AI to make the search faster
Cosmos Innovation is an AI-focused company developing advanced solar technology with the goal of increased efficiency.

FROM THE ARCHIVES

How this founder is helping businesses accelerate tech transformation to aid economic recovery
New trends fade away just as quickly as they set in, but the key drivers of business growth remain the same.

How to incorporate sustainability into corporate strategies
With the impact of climate change around the globe, the push for corporate sustainability initiatives has never been greater.

Exploring the rise of finance-as-a-service in APAC
The fact that many fintechs aspire to win in the APAC region, and not just in domestic markets, gives finance-as-a-service a unique opportunity.

How AI, AR, and live streaming are changing the online shopping experience
Businesses are using AI-powered chatbots, product recommendations, and emerging technologies like AR and VR to create immersive and interactive e-commerce experiences.

Unleashing AI’s potential: The vital role of human guidance in AI’s growth and learning
Artificial intelligence and humans have the potential to become invaluable partners in our pursuit of knowledge, growth, and innovation.

Life in plastic, it’s not fantastic: Unraveling the causes (Part 1)
Asia stands as the world’s largest plastic-producing region, manufacturing approximately 51 per cent of the total global production of plastic materials.

How to build customer trust with improved data privacy
Protecting customer data privacy is paramount for cultivating consumer trust and ensuring business operations run smoothly.

The tale of the have-yachts and the have-nots in the proptech sector
The use of proptech can create an alternative for developers and can combine investors into a powerful buying group.

Top 4 lessons I’ve learned building a deeptech brand from scratch
Here I pen down my marketing journey, detailing how I developed a strategy to position Accredify as a thought leader and trusted brand.

How to shape Singapore’s attractiveness in deep and frontier tech
The frontier tech sector in Singapore needs to produce more promising research ventures that are geared towards commercialisation and international growth.

‘AIR’ review: 3 lessons for dealmaking and entrepreneurship
Nike has effectively over 70 per cent share in the basketball shoe market; this article summarises three key takeaways for founders and VCs from the movie, AIR.

Adopting electric construction machinery for a sustainable future in Singapore
Switching to eco-friendly equipment in construction sectors provides environmental, health, safety, economic, and efficiency benefits.

Unlocking hidden gold: How overlooked wet waste streams hold profit potential despite challenges
Wet waste presents a unique challenge due to its exceptionally high water content, often exceeding 80 per cent of the waste’s mass.

Balancing economic growth and climate action: Decarbonising SEA’s built environment
The rise of green buildings and climate challenges create vast opportunities for sustainable innovation in the built environment sector.

Navigating the climate tech landscape in Germany: Opportunities and pathways
Germany’s climate tech landscape offers opportunities for innovation and growth, backed by strong government support and a thriving ecosystem.

What makes a great customer experience?
The modern consumer is multifaceted and complex, reacting to a wide range of factors: economic, social, political, and beyond, and they are more demanding than ever before.

Digital transformation: It starts and ends with our people
Kickstart any digital transformation initiatives by involving your employees and helping them understand their roles, workflows, and needs.

New player emerges in Vietnamese startup ecosystem: Accelerator as a service
Emakase is bridging the service gap to serve “highly self-aware” startups and SMEs with tailored accelerator resources and innovation programmes.

How corporate innovation in Vietnam is fledgling the B2B startup ecosystem
Zone Startups is contributing to Vietnam’s push to leverage its well-known software outsourcing industry into a fledging B2B startup ecosystem.

How to scale your digital business
Now is the time to build a resilient and scalable business to handle the fluctuation of the consumer market and optimise revenue.

THOUGHT LEADERSHIP

The state of digitalisation in Malaysia 2024: How other Southeast Asian countries can learn from them
The future of digitalisation in Malaysia and Southeast Asia holds great promise, offering numerous opportunities for growth and innovation.

Looking for the next Shou Zi Chew: Moulding Singaporeans into global firm CEOs
It’s never easy being a CEO, but those at the helm of global organisations today have it tougher than most.

The post Ecosystem Roundup: Singapore’s US$332M fund to boost deeptech innovation | Vingroup arm to invest US$50M in SEA tech firms | Supermom raises US$14M appeared first on e27.