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Mazal to Mouse and Mobile Selling Diamonds in the Digital Age
The rise of new age digital technologies of the Web 2.0 era, characterised by social networking and increasing integration of the Internet with handheld mobile devices, has ushered in an entirely new era.
By: Diamond World News Service
Aug 19 2011 1:04PM
Reference: 6261  

For an industry that for decades together had bought and sold diamonds with a mazal, a simple handshake with a trusted customer, the coming of the PC and the Internet at the turn of the millennium signalled the start of a major upheaval. But even as the industry has made the transition to using the mouse as the new tool to seal a deal, the rise of new age digital technologies of the Web 2.0 era, characterised by social networking and increasing integration of the Internet with handheld mobile devices, has ushered in an entirely new era. Stephen Rego crosses over into this digital world— a world where the new realities are social media, blogs, tweets, and a variety of mobile apps — to take a look at how they are impacting the way the diamond and jewellery industry goes about its business, and see how Indian companies are beginning to leverage the possibilities that have emerged.

A little over a year ago, at the JCK Las Vegas show in 2010 to be precise, Shree Ramkrishna Export unveiled its new mobile website, ‘SRK Lite’, including a B2B WAP page for diamond trading. This was quickly followed by a Blackberry application in August 2010.

“We believe we were the first diamond manufacturing company to launch a mobile website and a WAP page for B2B diamond trading,” says Shreyans Dholakia, Director-Information & Technology, SRK Group. “Called ‘SRK Lite’, it was the lighter and faster version of the normal website, especially engineered for mobile surfing.”

The response, apparently, has been way beyond expectations. “It was very well received as we were the first in the industry to take such a step,” says Dholakia, adding that about 40 per cent of the diamond inventory is now being sold through online channels, including the mobile site.

In the next few months, a number of other diamond manufacturers in India made similar moves with companies like Rosy Blue, Dimexon, Dharmanandan Diamonds, Star Rays and others unveiling similar online stores for their diamond inventory that could be accessed through handheld devices. And by now, virtually all the larger diamond companies, both sightholders and others, have launched mobile apps in some form or the other.

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Experts have already quoted the future as a real time communication channel between real time website visitors and the backend sales team configured by the website owners using intelligent technology like call-to-actions links & buttons that real time visitors clicks on a website, provide their phone numbers and receive an instant call back from the web site owner. http://conferencediary.wordpress.com/2011/08/20/email-callbacks-aka-email-4-callbacks
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