Thursday, 5 February 2015

Energy at the Local Scale

Emerging economies are facing various energy challenges. One is meeting the needs of billions of people lacking access to energy services. Second is to be a part of the global transition to develop safe, clean and low carbon energy systems to meet the local needs. The other challenges are to understand the gender based, social, cultural and political norms of the local areas in these countries. All this needs to be implemented at an accelerated rate to meet the growing demand in these countries.  Thus energy at the local level has also to be need driven, satisfying the local consumer and efficient enough to effectively meet this long list of challenges.

The goal of reducing greenhouse gas emissions in these economies may be aligned with the pursuit of other energy-related objectives, such as developing indigenous renewable resources and reducing local forms of pollution. In general, the costs of most forms of renewable energy have declined substantially in recent decades. In the early 1990s, only hydropower was competitive with electricity generated by conventional power plants for on-grid applications. However, expanding markets and experience-proven cost reductions have since made wind and geothermal power competitive or nearly competitive with other, conventional sources. In dispersed, off-grid applications, intermittency may pose less of a problem and renewable technologies may be more cost-effective than the next available conventional option. In addition, the modularity of many renewable energy technologies facilitates their deployment in relatively small increments.  This can be advantageous in cost and risk to many developing countries.

Involvement of rural cooperatives for PV electricity by the world renound Grameen Bank of Bangladesh is a motivating case study for providing clean access to electricity. In 1996 it established a non-profit subsidiary – Grameen Shakti to administer loans for photovoltaic solar home systems to serve those who had no access to electricity. It found that long distances, poor transport infrastructure, periodically flooded and impassable roads, low literacy rates, lack of technical skills and transactions based on barter contributed to high transaction costs and difficulty in building consumer confidence in their product. In 1998, a Global Environment Facility (GEF) grant enabled to offer improved credit terms to its customers and install thousands of systems (G8, RETF, 2001)

Governments, NGOs, Inter-governmental organizations and other funding agencies need to cover the following in their policy agenda for energy resources at local level in developing countries:
-       Adopting and promoting at least the minimum energy standards for construction, basic appliances and vehicles. This will require re-direction of energy subsidies.

-       Researching and sustainably developing acceptable indigenous renewable energy resources through effective transfer of technology from developed countries. This would also need building of human and institutional capacity needed to support the process.

Energy, Poverty and Development

Energy systems of any country play a significant role in poverty alleviation and subsequent development if they are emphatically pro-poor. People in rural areas need an affordable access to cleaner forms of energy in agriculture, water, sanitation, transportation, food and fuel. Energy in developing countries has a social impact and is required for the basic living of lower-income (agriculture based) and middle-income categories of population. It is essential to sustain life because people need to cook, maintain basic health standards, need heat in cold weather and light to perform their basic day-to-day tasks.

Nobel laureate Amartya Sen relates the concept of freedom to development. Political, economic, social, transparencies and protective security are the instrumental freedoms he discusses appropriately. But do the poor in developing countries even understand the existence of these types of freedom or even know how to reach out to acquire them? The amount of time spent by young girls to collect fuel wood or get clean water from miles away leaves them with no time to enjoy the basic right to education even if it is provided for free by the state. On the other hand if clean forms of energy exist, the business community levies hefty charges on its access so that there is no political pressure to provide them to the poor. For instance heavy charges on initial electricity installation confine its supply only to the urban population who are more profitable high-income electricity consumers for the provider as compared to the poor. This leads to a vicious cycle unaffordable access leading to poverty and poverty not allowing access to energy thus hindering development.

Developing countries need continuous innovation and high volume production of low-cost energy and related instruments to make it possible for cleaner energy to reach the poor. This is significant to alleviate poverty and ensure economic and social growth. The Global Energy Assessment report of the IIASA rightly puts it -  “Improved low-cost cook stoves reduce the amount of fuel used, which translates into direct cash savings. They also reduce respiratory health problems associated with smoke emission from traditional biomass stoves offer a better home and working environment. Other benefits include the alleviation of the burden placed on women and children in fuel collection, freeing up more time for women to engage in other activities, especially income generating endeavors.”


Measuring energy poverty across different states within a developing nation should also be made a part of the freedoms concept Sen has presented. Rural areas of some states may have access to cleaner energy that makes them developed states as compared to others within the same country (e.g. Kerala in India). Lessons in the areas of energy from such states may be learnt and replicated to others for a faster access leading to economic development of the country as a whole. Question may be - how to measure energy poverty effectively to resolve the problems created by it?

Saturday, 26 May 2012

Marketing Communications – Potential of Blog marketing In India


Changing media consumption habit of today’s consumer, who has access to multiple of these, is resulting in his/her spending the media time with different media at any given point of time. In addition to this, advertisers who are exposing the consumers to a clutter of advertising messages are facing the challenge of both - reaching the target audience and breaking through this clutter. This has increased the need of businesses to have online presence in today's competitive markets. Web Analysts suggest that one of the best ways to establish a strong footing in the virtual world is through Social Media Marketing. Be it through social networking sites like Facebook, Twitter or LinkedIn or through blog posts, social media offers a unique platform to allow interaction between a brand and a consumer in a contemporary manner. Today, consumers look for in-depth information and know-how of a business/brand before taking it up. With presence on an interactive social platform, a business is subjected to a favorable light whereby consumer queries, information, and updates can be discussed openly and directly1. A survey done by the global PR firm Burson-Marsteller proves that 79% of the Fortune 100 companies are using at least one of the social media platforms – Facebook, Twitter, YouTube and a corporate blog2.

                                                                                                  
Figure 1. Source: Report on online banner advertisement market in India, IAMAI Aug 2008

Figure 1. depicts that the gap between the Claimed and Active Internet Users in India is decreasing. This shows that accessing Internet is becoming a regular activity and out of the above mentioned four social media platforms, Blogs can be used as one of the most effective tools of marketing communication in India. A report by LodeStar Universal estimates that there are 17.8 million active Internet users in the 16-54 age group in India, many of whom would have also used tools, such as instant messaging and discussion forums. Around 15.1 million or 85% of such Indians read blogs online. Social networking, picture and video sharing, online communities and Internet chatting and blogs are significant for 81% of the users. – WATblog citing JuxtConsult report3.  Blogs thus offer a bunch of opportunities to be exploited by companies for increasing  their brand image and value and in turn gaining an edge over their competitors. There are many reasons that justify inclusion of blogs in the marketing communication toolkit. One can access a blog or post a message at any convenient time. Blogs provide a channel for reaching a large number of geographically distributed audiences which in turn increases awareness and boost sales. Blogs are cost-effective, easier to implement than most of the other modes of communication and preferred due to their simplicity and informal nature. Use of blogs facilitate search engine optimization and improve traffic to company websites which are normally packed with information. Blogs help in brand building for the company by employee bloggers and co-branding by consumers / online audience. Blogs have been useful for swift handling of crisis situations and providing instant clarifications before substantial damage is done4. Blog advertising is also gaining momentum with more and more creative online mar-com managers who are ready to address the new breed of up-to-date consumers in the current market.
                                                                                                                                    
                                             Figure 2: Source: I cube, 2008, IMRB Syndication

Increase in the mobile phone users in our country also adds to the importance of usage of blogs for Mar-com. Also, there has been a considerable change in the content delivery with the introduction of the innovative applications like M-commerce, M-blogging and even location based services. This has resulted in the transition of applications from basic communication to the entertainment options like Mobile TV and user generated content like M-blogging and social networking sites (SNS). Appropriate content over the Internet will drive the users for using Mobile Internet. It has been expected that innovative applications like M-Commerce, M-Blogging etc. will help in attract many users5. The figure 2 below shows that 8% of the internet users accessing internet on mobile do the same for information search. This is where the blogs can emerge as an important tool for the marketers to communicate with their target.

Blogs along with corporate websites have a huge potential for addressing the youth market in India. Also, cost-effectiveness, instant penetration over wide geographical areas, scope for community participation and brand building would make this online media a favourite for marketing communication in emerging markets4 (IBID).


References
1.Sacchit Jogi (2011) Social Media Marketing: Moving with Strategy http://www.groundreport.com
2. Cover Story – Does Social Media really matters to Indian Businesses, 4 Ps Business and Marketing Magazine issue 18 Nov 2010 – 1 Dec 2010
3. India Internet and Web Statistics 2008
 http://blog.santoshmaharshi.com/2008/09/16/india-web-internet-statistics-2008/
4. Pal S. K. and Kapur V, (2010) 'Blog Marketing Strategies for Mature and Emerging Markets', International Journal of Innovation, Management & Technology, Vol.1, No. 4
5.IAMAI report on Mobile Internet in India, Dec 2009.

Bibliography

1. Facebook, Orkut, LinkedIn enable small biz scale up Nikhil Menon, Economic Times Bureau, Sep 1, 2008

Friday, 25 May 2012

Impacts of Community Based Ecotourism


IMPACTS OF CBET – ECONOMIC, SOCIO-CULTURAL & CONSERVATIONAL
Economic Impacts
CBET helps to raise local awareness on the financial value of natural & cultural sites leading to the economic development of the community of the area. One such case is that of the forest area joining the two villages of Siswan – Mirzapur  in Punjab, which is being developed not only to preserve the forests but also to improve the economical status of the local community of both these villages. The Punjab Forest Department has of late built a trek from village Siswan to Mirzapur (about 6 kms), which passes through very attractive landscapes & varied forest types. Tourists can also enjoy Bird Watching while trekking. The villagers who had immense knowledge of the flora and fauna of this area were engaged by the forest department to build this trek and were trained as guides and interpreters. They possessed knowledge about the medicinal and commercial value of certain plants there, which could be of interest to the ecotourists. Besides, they are aware of the existence and movement of the wildlife in these forests, which adds to the tourists' experience. In addition to the local cuisine, the village women are expert in making local traditional handicrafts (Phulkari embroidery of Punjab), pottery and many other articles. These can be sold as souvenirs to the tourists. All these activities together aim to increase the earnings of the local community. The Forest department is working on arranging Camel, Horse & Elephant Safaris on this trek and they also made a team of United Nations World Tourism Organization (UNWTO), trek on this route.

Socio-Cultural Impacts
CBET provides for transmission of cultural and historical traditions along with preservation of local heritage. The Hidden Valley which is a privately owned Ecotourism camping adventure site in the Shivalik Foothills in Punjab is a good example of the same. It is located near the famous Mata Jainti Devi Temple in Village Jainti Majri, very close to the union territory of Chandigarh. Besides being in the pristine nature, it offers Ecotours, Tents, Trekking, various Jungle safaris like – Camel safari, Horse Safari, Mountain Biking, Bird Watching, group games in nature, Slides & Swings, Cart rides, glance of village life activities and many more. For all the above activities, the villagers are involved and they portray their country side lifestyle and culture to the visitors. Besides nature education, and socio-cultural entertainment for the visitors, this helps in uniting the villagers / local community for a common cause of conservation and livelihood. Thus, CBET here helps to revitalize culture & traditions.

Biodiversity Conservation
CBET has become a popular tool for biodiversity conservation; based on the principle that biodiversity must pay for itself by generating economic benefits, particularly for local people. CBET provides incentive for conservation. The incentive can take several forms. The ideal is a direct linkage, in which tourism earnings are so high that people deliberately protect biodiversity to protect that income. Tourism can also draw local labour and capital away from biodiversity unfriendly activities1.

Case of Ladhakh: Himalayan Homestays, an innovative community based ecotourism program by the Snow Leopard Conservancy, was a winner of the Global Vision Awards 2005 in recognition for its “exceptionally farsighted program” that links tourism with conservation through culturally and environmentally friendly homestays. The homestays serve as a means to support local mountain communities and protect the endangered snow leopard, a species endemic to the region. The program has also transformed the common perception of the snow leopard, from that of a dangerous predator that attacks livestock to an animal whose presence draws travelers and provides important economic opportunities to villagers throughout the region. With locals now increasingly involved in efforts to protect the snow leopard, Himalayan Homestays is a model of a self-sustaining and profitable conservation program. The program aims to ensure that hosts are able to develop unique mountain experience through Homestay, and obtain a fair return for their services & investment and to contribute to conserving local, cultural & natural heritage. The men & women are trained to be village based nature guides, offering visitors short walks or day hikes to look for plants, birds & other wildlife2.

The significance of CBET is based not only on its economic potential and its intention to protect resources and culture, but also in its efforts to make the indigenous people think about themselves, learn to empower themselves through the capacity-building process, and sustain their resources. CBET can transform people in positive ways by increasing their power, confidence, & environmental awareness, more than just making them richer or giving them jobs. Furthermore, active involvement & control of eco-tourism products & services by indigenous communities will benefit the indigenous people themselves. The richness & diversity of indigenous cultures & traditional knowledge is an invaluable treasure for all human   beings. People will always travel. They will have the desire to go & see the wildlife in pristine areas worldwide. In doing so, they will learn from the cultural & biological diversity of places but would also be involved in measures to protect them. At the same time, many local communities that have an abundance of unique natural & cultural features and beauty are struggling with poverty and the impact of modernization. CBET, as a new option, may well be one answer to keep the balance between sustainable development and conservation3.

References:
1.     Kiss Agnes, Is community-based ecotourism a good use of biodiversity conservation funds?, Trends in Ecology & Evolution, Vol 19, No.5, May 2004, www.ibcperu.org/doc/isis/8351.pdf
2.     - www.snowleopardconservancy.org
      3. Ping Wang Jian, CBET in Northern Thailand,

           www.asianscholarship.org/asf/ejourn/.../jianping_w.pdf - Thailand