Author name: Dr. Nikhil Kumar Singhmar

Elon Musk’s rebranding of Twitter as “X” was intended to reshape the platform, but it has led to a steep decline in revenue in India, with ad income dropping nearly 90% from Rs 208 crore to Rs 21 crore in FY 2023-24. This decline is concerning, as India – a country with 751.5 million internet users, 462 million social media users and a growing digital user base has significant potential for advertising revenue. Platforms like Instagram and Facebook continue to thrive, but X’s new monetization model has not aligned well with Indian users’ expectations, who often prefer free or low-cost services. Regulatory challenges and the strong presence of competitors have also weakened X’s appeal to advertisers. Musk might need to focus on India-specific strategies to address this trend, such as offering more affordable advertising options, creating localized content, and forming partnerships with local influencers. These actions could help X rebuild its reputation in India and drive growth in this crucial market. The Reasons Behind the Decline in X’s Revenue First, the shift towards a subscription-based model, such as X Premium, is a key factor in the revenue decline. Musk’s focus on paid services does not align well with the Indian market, where users generally expect free social media access and show high price sensitivity. This misalignment has limited X’s potential to earn through subscriptions in a landscape where platforms like Facebook and YouTube continue to dominate by providing accessible and engaging features that attract larger audiences and higher ad revenue. Second, increasing competition from visual-centric platforms has further impacted X’s performance. Platforms like Instagram, YouTube, and Facebook continue to capture users’ attention through interactive, visual experiences. With India’s social media audience—particularly younger users—favouring video content, X faces challenges in retaining engagement. As a result, ad budgets and user activity have increasingly shifted toward these platforms, which has reduced X’s share of the digital ad market. Third, regulatory scrutiny and policy pressures have posed additional challenges for X in India. The country’s stringent IT regulations require social media platforms to uphold user safety, accountability, and adherence to local content policies. X’s content moderation practices and compliance issues have attracted criticism, affecting its standing among Indian advertisers. For X to regain advertiser trust and boost revenue, it must demonstrate apparent compliance with India’s digital regulations, as any perceived non-compliance could further weaken brand trust and revenue potential in this crucial market. Steps Elon Musk Can Take to Improve Revenue in India First, develop India-specific monetization models: Instead of relying solely on subscription-based services, X could introduce options tailored to the Indian market. Affordable features like microtransactions or regional subscription plans may work better with Indian users than higher-tier, premium services. Additionally, value-added offerings such as exclusive regional content could encourage users to explore paid options without straining their budgets. Second, strengthen advertising solutions with localized insights: To compete with platforms like Meta and Google effectively, X should enhance its ad targeting and analytics capabilities, focusing on localized insights. X can improve campaign precision by developing tools that allow advertisers to reach India’s diverse regions, languages, and demographics, attracting advertisers interested in hyper-local targeting. Additionally, X currently has only 12 employees in India, a significantly low number compared to other social media companies operating in the country, which they need to change in timely appropriate action.  Third, collaborate with influencers and social media creators: In India, influencers are essential in driving digital engagement. Partnering with local creators to produce engaging content could boost X’s popularity. Musk might also consider creating a creator fund to support regional influencers or adding monetization features like live-streaming and in-app shopping, allowing creators to interact directly with followers and drive ad revenue. Conclusion In conclusion, X’s revenue decline in India can be attributed to several interconnected factors, including the misalignment of its subscription-based model, intensified competition from visual-centric platforms, and regulatory challenges. To reverse this trend and capitalize on the vast potential of the Indian market, X must adopt strategies explicitly tailored to local users and advertisers. X can significantly improve its appeal and competitiveness by developing India-specific monetization models, enhancing advertising solutions with localized insights, and collaborating with influencers and social media creators. Additionally, strengthening safety and moderation practices and engaging proactively with policymakers will help rebuild trust with both users and advertisers. By implementing these strategies, X can work towards revitalizing its presence in India and harnessing the opportunities within one of the world’s largest digital markets. About Author Dr Nikhil Kumar Singhmar is an author and Social Media and Political Consultant based in India. He holds a PhD in social media politics from Jawaharlal Nehru University. He is keenly interested in the discourse and narrative analysis of social media, election strategies, and data analysis.

In recent times, India has become a focal point for tech giants aiming to revolutionize internet connectivity. At the center of this is a brewing conflict between two of the world’s richest men: Elon Musk and Mukesh Ambani. The crux of the issue lies in how satellite spectrum, critical for the future of broadband internet, is allocated in India. This spectrum is crucial for providing satellite-based internet services, which are key to connecting underserved and remote areas that conventional telecom networks struggle to reach. As India aims to bridge its digital divide, satellite internet is poised to play a pivotal role, making this spectrum allocation battle all the more significant. Starlink’s Vision: Administrative Allocation for Rapid Expansion Elon Musk’s Starlink, operating under SpaceX, uses a constellation of low-Earth orbit (LEO) satellites to provide high-speed internet services, particularly targeting regions with poor or non-existent infrastructure. India, with its vast rural population and connectivity issues, represents a perfect market for Starlink’s ambitious global expansion plan. Musk’s vision is to deploy these satellites rapidly to serve remote areas, providing internet access that traditional telecom providers, like Jio, struggle to offer. To realize this vision, Musk and other global satellite operators advocate for administrative allocation of the satellite spectrum. This model would allow spectrum to be assigned directly by the government to companies based on pre-set criteria, without the need for a competitive bidding process. Starlink argues that this approach is essential for the quick rollout of services in India, where bureaucratic and financial hurdles could slow down expansion if an auction system were implemented. Administrative allocation also reduces costs for new entrants like Starlink, allowing them to provide affordable services to low-income and rural areas​ Reliance Jio’s Stance: Auction for Competitive Fairness Mukesh Ambani’s Reliance Jio, India’s largest telecom operator, takes a very different position. Reliance favors a spectrum auction, a process where companies bid for spectrum rights, much like how mobile operators acquire 4G and 5G spectrum. Ambani’s argument centers around the need for transparency and competitive fairness. An auction, he claims, ensures that all companies—foreign or domestic—compete on a level playing field, preventing any monopolistic dominance in critical internet infrastructure. Reliance Jio’s concern stems from the fear that administrative allocation could favor foreign companies like Starlink, granting them an unfair advantage by bypassing the auction process. Given Starlink’s significant financial backing and global reach, it could dominate the satellite internet sector without competition, something Jio wants to prevent. Moreover, Jio sees auctions as an opportunity for the Indian government to raise substantial revenue, which could be invested in other digital infrastructure initiatives​. Global Precedents and India’s Decision The conflict between Musk and Ambani reflects broader debates happening globally. In countries like the U.S. and Europe, administrative allocation has been used for satellite spectrum to fast-track the rollout of satellite services, which is what Starlink is advocating for. These countries recognize the strategic importance of satellite internet, particularly in reaching rural and isolated areas, where conventional broadband struggles. India, however, has traditionally relied on auctions for spectrum allocation, especially in the telecom sector. This method has generated significant revenues for the government while ensuring a competitive telecom market. The decision to either follow the Western model of administrative allocation or stick to its own auction-based system will shape the future of India’s satellite internet landscape. Implications for Consumers and the Market The implications of this decision go beyond just the business interests of Musk and Ambani. For consumers, especially in rural India, the allocation model could determine how quickly and affordably they gain access to high-speed internet. Administrative allocation could lead to a faster, more affordable rollout of services like Starlink, which promises to bring the internet to the most remote parts of India. However, it could also stifle competition if foreign players dominate the market without facing competitive checks from domestic telecom operators. On the other hand, an auction-based model would ensure a fairer distribution of spectrum among players, keeping prices in check through competition. But the auction could also slow down the deployment of satellite internet, especially if bidding wars drive up spectrum costs, making it harder for companies to offer low-cost services​ A Way Forward : Why the Conflict Matters The outcome of this debate will have significant implications for the future of India’s internet landscape. An auction-based system could limit Starlink’s expansion, potentially making satellite internet more expensive and difficult to deploy in remote regions. On the other hand, administrative allocation could provide Starlink a faster and cheaper entry into the market, which may upset domestic players like Jio, who fear it would give foreign companies an unfair advantage. A hybrid approach, along with innovative public-private partnerships, could pave the way for both players to contribute to India’s internet future, creating a win-win situation for consumers and the economy at large.

Elon Musk is a name synonymous with innovation, ambition, and transformative ideas. He has captivated the attention of people worldwide, but his popularity in India stands out for several reasons. From his innovative ventures to his charismatic personality, Musk is deeply connected with the aspirations of the Indian populace.  His methodology is not only about the ventures he has founded but also about the principles he applies to achieve success. Here’s an in-depth look at the key components of Musk’s approach.       1.  First Principles Thinking  Musk often emphasizes the importance of first principles thinking, which involves breaking down complex problems into their fundamental components. Instead of relying on analogies or existing frameworks, he encourages starting from scratch and understanding the basics. This methodology enabled him to build SpaceX at a time when rocket costs were exorbitant. By examining materials at the atomic level—such as utilizing the periodic table—Musk was able to innovate and reduce costs significantly.       2.  From Immigrant to Industry Leader  Musk’s journey began as a migrant in Canada, arriving with little money and a vision. His story reflects the potential of hard work and determination. This background fuels his belief that anyone can succeed, regardless of their circumstances, if they are willing to put in the effort.       3.  Relentless Hard Work  Musk’s work ethic is legendary. He routinely puts in 100-120 hour workweeks, often sleeping on couches and bathing in hotel facilities. His challenging childhood, marked by adversity, instilled in him a resilience that inspired him to work harder than most. Musk’s commitment to his vision exemplifies the belief that there are no shortcuts to success.       4.  Learning from Criticism and Inspiration  Despite facing criticism from figures like Neil Armstrong, Musk draws inspiration from various sources. His ability to learn from both praise and critique has shaped his journey. For example, his early involvement with Zip2, where he held only a 7% share, taught him valuable lessons about the industry, risk, and financial management.       5.  Risk-Taking Heritage  Musk’s entrepreneurial spirit can be traced back to his grandfather, who was a risk-taker in his own right. His grandfather once exchanged a car for an airplane, exemplifying the boldness Musk admires. This genetic predisposition toward risk-taking fuels Musk’s ventures and innovative mindset.       6.  Multiple Ventures and Diverse Skills  Musk’s ability to juggle multiple companies speaks to his multifaceted skills. With ventures like Tesla, SpaceX, Neuralink, and others, he embodies the idea that a single individual can take on various roles and achieve extraordinary success. His mission transcends mere profitability; it focuses on saving humanity and exploring Mars, highlighting a broader purpose behind his work.       7.  Avoiding Zero-Sum Games  Musk understands that the business landscape is filled with opportunities. He collaborates with diverse companies and forms groups of intellectuals to innovate and solve problems. This collaborative spirit has allowed him to create and sell ideas successfully, often receiving government loans and support along the way.       8.  Prioritizing Skills Over Degrees  Musk challenges the conventional education system, emphasizing that skills and practical knowledge are more important than formal degrees. He believes in hiring individuals based on their ability to execute tasks rather than their academic qualifications, fostering a culture of skill-based meritocracy.       9.  Lifelong Learning  Musk is an avid reader, often turning to encyclopedias and a wide range of books to broaden his knowledge. This commitment to continuous learning helps him identify gaps in the market and opportunities for innovation.    10.    Identifying and Filling Market Gaps Musk’s success is also rooted in his ability to spot gaps in the market and address them effectively: A  Quality and Cost : He recognised that many existing solutions were either too expensive or of low quality. By innovating within these constraints, Musk created viable alternatives. B.Automotive Innovation : At a time when iconic automobile companies were struggling, Tesla emerged as a beacon of hope, revitalising the electric vehicle market with cutting-edge technology and design. C.   Social Media Transformation : After acquiring Twitter (now X) in 2022, Musk aimed to transform the platform amidst declining revenues and advertiser confidence. His vision includes creating a common platform for social media influencers, providing funds to smaller communities and addressing their challenges. Conclusion Elon Musk’s methodology combines first principles thinking, relentless hard work, and a commitment to learning and innovation. His ability to  solve challenges and seize opportunities has not only shaped his success but has also inspired countless individuals around the world. By understanding and applying these principles, aspiring entrepreneurs can cultivate their paths to success throughout the world. 

The rise and fall of Koo, an Indian microblogging app, offers valuable lessons for Indian startups aiming to succeed in this competitive and dynamic market. Koo, launched in 2020, initially emerged as a homegrown alternative to Twitter, capitalizing on the growing demand for indigenous platforms. Despite initial success, it failed to sustain its growth. This article outlines four key lessons from Koo’s journey: the importance of a unique selling proposition (USP), a robust revenue model, patience and consistency, and targeting the right audience. Lesson 1: Importance of a Unique Selling Proposition (USP) A fundamental lesson from Koo’s downfall is the necessity of a distinct USP. Koo’s approach mirrored Twitter too closely, failing to offer significant differentiation. While local language support was a notable feature, it wasn’t sufficient to set Koo apart in the crowded social media landscape. Startups must focus on creating a unique identity that addresses specific needs unmet by competitors. This could involve innovative features, superior user experience, or niche targeting. For example, Ullu, another Indian app, differentiated itself by focusing on adult content and incorporating regional narratives, catering to an audience underserved by mainstream platforms. Lesson 2: Developing a Sustainable Revenue Model Koo’s journey underscores the importance of a sustainable revenue model. Unlike global counterparts like Twitter, which diversified its income streams through advertising, premium subscriptions, and data monetization, Koo lacked a clear strategy for generating consistent revenue. For a startup to thrive in the long term, it must identify and implement diverse revenue streams early on. This could include advertising, subscription services, and partnerships and collaborations. By adopting a multi-faceted revenue approach, startups can ensure financial stability and growth. An example is ShareChat, an Indian social media platform that successfully integrated advertisements and in-app purchases to build a robust revenue model. Lesson 3: Patience and Consistency in Growth The trajectory of successful global platforms like Facebook, Instagram, Twitter, and YouTube highlights the importance of patience and consistency. These giants took several years to establish their presence and achieve substantial user bases. Koo’s rapid rise and subsequent decline suggest a lack of long-term strategic planning and resilience. Startups should be prepared for a marathon, not a sprint. Building a brand and user loyalty takes time, often 5-10 years. Consistent innovation, user engagement, and adaptation to market changes are crucial. Startups must invest in research and development, user engagement, and market adaptation to ensure sustained growth. Lesson 4: Targeting the Right Audience Koo’s reliance on celebrities and political figures for user acquisition was a double-edged sword. While it initially attracted significant attention, it failed to build a broad, engaged user base. For sustainable growth, startups need to target their core audience effectively rather than depending on high-profile endorsements. Startups should focus on identifying and understanding their target demographic deeply. For Koo, targeting university students and younger users could have provided a more solid foundation. Engaging this audience requires tailored strategies such as localized content, community building, and educational partnerships. Conclusion Koo’s initial success can be attributed to the socio-political context and the support of influential figures. However, the platform failed to evolve beyond this phase. Despite its focus on regional languages, Koo did not capitalize on regional festivals or events to drive user engagement. Additionally, the platform’s design and features did not significantly deviate from Twitter, making it less appealing to users looking for a unique experience. These missed opportunities underscore the importance of strategic planning and continuous innovation for startups. Koo’s journey offers valuable insights for Indian startups aiming for long-term success. By ensuring a strong USP, developing a sustainable revenue model, exercising patience and consistency, and effectively targeting the right audience, startups can navigate the complexities of the market more successfully. Koo’s experience highlights the importance of strategic planning, adaptability, and a deep understanding of the target demographic. As India’s startup ecosystem continues to grow, these lessons can help new ventures build resilient and thriving businesses. DR. NIKHIL KUMAR SINGHMAR, SOCIAL MEDIA & POLITICAL CONSULTANT Dr. Nikhil Kumar Singhmar is an Author and Social Media and Political Consultant in India. He holds a PhD in social media politics from Jawaharlal Nehru University. His areas of interest include discourse and narrative analysis of social media, election strategies, and data analysis. He has authored “Aam Aadmi Party: Vichardhara aur Delhi Model” and is the founder of DigiPolitics.