DIGITAL MARKETING
Technology, Media, and Telecom Practice
December 2012
Online and upcoming:
The Internet’s impact on India
Chandra Gnanasambandam
Anu Madgavkar
Noshir Kaka
James Manyika
Michael Chui
Jacques Bughin
Malcolm Gomes
This report is furnished to the recipient for information purposes only. Each recipient should conduct their own investigation and analysis of any such information contained in this report. No recipient is entitled to rely on the work of McKinsey & Company, Inc. contained in this report for any purpose. McKinsey & Company, Inc. makes no representations or warranties regarding the accuracy or completeness of such information and expressly disclaims any and all liabilities based on such information or on omissions therefrom. The recipient must not reproduce, disclose or distribute the information contained herein without the express prior written consent of McKinsey & Company, Inc.
Online and upcoming: The Internet’s impact on India
Preface
In the four decades since its inception, the Internet has driven dramatic change. It has enabled flows of information, including entertainment, news, and financial and academic material. It has brought people closer together by enabling various forms of interpersonal communication, notably e‑mail, instant messaging, video conferencing, and social networking. And it has allowed consumers to purchase virtually anything at any time, while providing producers with direct access to a wide range of markets. Furthermore, the Internet is a bustling industry, spurred by entrepreneurship and supported by a variety of industries and large enterprises. Online productivity tools and communications advancements provide benefits to almost all enterprises and governments. The Internet has helped governments to broaden their services to citizens and improve their delivery. In a very short period, it has become difficult for most of us to imagine a world without instant and continuous access to the
December 2012
Online and upcoming:
The Internet’s impact on India
Chandra Gnanasambandam
Anu Madgavkar
Noshir Kaka
James Manyika
Michael Chui
Jacques Bughin
Malcolm Gomes
This report is furnished to the recipient for information purposes only. Each recipient should conduct their own investigation and analysis of any such information contained in this report. No recipient is entitled to rely on the work of McKinsey & Company, Inc. contained in this report for any purpose. McKinsey & Company, Inc. makes no representations or warranties regarding the accuracy or completeness of such information and expressly disclaims any and all liabilities based on such information or on omissions therefrom. The recipient must not reproduce, disclose or distribute the information contained herein without the express prior written consent of McKinsey & Company, Inc.
Online and upcoming: The Internet’s impact on India
Preface
In the four decades since its inception, the Internet has driven dramatic change. It has enabled flows of information, including entertainment, news, and financial and academic material. It has brought people closer together by enabling various forms of interpersonal communication, notably e‑mail, instant messaging, video conferencing, and social networking. And it has allowed consumers to purchase virtually anything at any time, while providing producers with direct access to a wide range of markets. Furthermore, the Internet is a bustling industry, spurred by entrepreneurship and supported by a variety of industries and large enterprises. Online productivity tools and communications advancements provide benefits to almost all enterprises and governments. The Internet has helped governments to broaden their services to citizens and improve their delivery. In a very short period, it has become difficult for most of us to imagine a world without instant and continuous access to the