Enterprising Companies Of The Year -2023

WWW.THEENTERPRISEWORLD.COM | APAC EDITION | NOVEMBER 2023

UPSHOT From Coffee Fields to Cloud Forests:

MANIZALES’ Enchanting Beauty

CASE STUDY

AMERICAN EXPRESS: A Journey That Revolutionized The Financial World

ARTICLE How to

ADVERTISE Your Business?

VENKATRAMAN SRINIVASAN Founder & Executive Chairman

eMudhra

BUILDING A SECURE AND

CONNECTED WORLD

SUBSCRIBE

CASE STUDIES READ MORE From brands like Tesla to Coca-Cola, get the in-depth analysis of their brand strategies, competition and much more in the Case Studies section of The Enterprise World

UPSHOT METROS READ MORE New York to Mumbai, wander the cities with The Enterprise World's this special section. Know everything you need to know about metro cities of the world.

PRESS RELEASE READ MORE Get exclusive insights about The Enterprise World's monthly magazines and other news in this Press Release Section.

VIDEO INTERVIEWS READ MORE Access The Enterprise World's special video interviews with the most visionary and innovative leaders around the globe in our Video Interviews section.

WWW.THEENTERPRISEWORLD.COM | APAC EDITION | OCTOBER 2023

Most Trusted

ACCOUNTING FIRM REVIEW | ClickUp

In 2023

Case Study: From the LENOVO Shacks of China to Conquering the World

Upshot What makes MEXICO a Once in Lifetime Tourist Destination?

Article A Guide To Laser Cutting Machine- Uses, Types & Benefits

ANTONIO RODRIGUEZ

CEO

Empowering FINANCIAL SUCCESS WITH TRUSTED EXPERTISE

150,000+

From Editor’s Desk

Delving into fascinating Journeys!

As we approach the final stretch of 2023, it is with great pleasure and anticipation that we present to you our latest issue, “Most Influential Business Leaders to Watch out For-2023.”

In this issue, we turn our focus towards the trailblazers and visionaries who have shaped the business landscape over the past year.

The ever-evolving world of business constantly presents new challenges, opportunities, and innovations. In the face of unprecedented change, these influential leaders have demonstrated their exceptional skills, adaptability, and unwavering commitment to success. They have not only weathered the storms but have also set new standards, paving the way for others to follow.

In this issue, you will find profiles of individuals who have proven themselves in diverse sectors. We delve into their journeys, their strategies, and the impact they've had on their respective industries. From seasoned veterans who continue to lead with wisdom and insight to rising stars who are already making waves, each story serves as a testament to the enduring spirit of entrepreneurship.

These leaders are not just noteworthy for their business acumen, but also for their commitment to ethical and sustainable practices. The path to success, as they demonstrate, involves not only creating value for shareholders but also contributing to the greater good.

They are examples of responsible corporate citizenship, and their influence extends far beyond their boardrooms.

On the cover of the magazine, we have featured Sunil Pathare (Chairman & Managing Director, VIP Clothing), who with his visionary leadership has garnered a fame and name for the brand. His leadership is visionary, and he is often considered as an entrepreneur who conceived the idea of developing innerwear business in India. Mr. Sunil also has extensive experience in Marketing, Production Operation, Sales, Finance and Advertising. Elsewhere in the magazine, we have featured Adriana Vadilio.

We hope you have a great read!

Utkarsh D.

Ofce No. 102, Bhakti Genesis, S. No. 245, H. No. 2B,Wakad Aundh Main Road, Pune. 411057

Follow Us On: For Editorial Concerns: editors@theentetpriseworld.com For Sales & Branding Enquiries: sales@theenterpriseworld.com For Subscription: info@theenterpriseworld.com Publisher The Enterprise World Creative Content Editor

Marketing Coordinator (APAC)

Shalmali W.

Suchita P.

PR & Marketing Coordinator

Business Development Executive

James H.

Vasanti M.

Creative Design Head

Graphic Designer

Sankalp K.

Aparna S.

Social Media Manager

Digital Circulation Manager

Narendra S.

Amanda V.

This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair.

We try to bring a perfect platform for business organization to showcase their valued products/ services.

Copyrights © The Enterprise World | 2019. All Rights Reserved. The images and content included in this magazine should not be copied, transferred or reproduced in any form or by any means, electronics, mechanical, photocopying, recording, otherwise, without proper permission from The Enterprise World.

The Enterprise World solely owns all the reprint rights.

On the cover of the magazine, we have featured eMudhra. Through a dynamic fusion of PKI and paperless, eMudhra facilitates seamless data security and document movement, revolutionizing the way businesses operate. With a global trust services infrastructure and an ambition to build digital societies at scale globally, eMudhra has been named an Enterprising Company of The Year – 2023.

Founded in 2008, eMudhra embarked on a mission to drive the world’s transition towards a secure, integrated digital society, anchored in the principles of digital identity and trust. The company actively collaborates with governments, public organizations, banks and enterprises worldwide, playing a crucial role in facilitating their seamless transition to paperless operations.

Boasting an impressive track record, eMudhra has issued over 60 million digital identities and proudly serves enterprise customers across 25 countries, empowering them with cutting-edge identity, authentication, and paperless platforms.

Elsewhere in the magazine, we have featured Seceon Inc. Seceon’s mission is to provide comprehensive defense against cyber threats with Artificial Intelligence. The company’s Open Threat Management platform is able to detect, and analyze contain potential threats in real-time scaling to millions of assets for data collection, threat detection, and contextual awareness. Their suite of award-winning solutions, like aiSIEM and aiMSSP, is built on the OTM platform to meet the deep cyber security needs of Enterprises and MSSPs with flexible deployment and implementation.

LEADERS IN SPOTLIGHT

For the cover read about-

CONTENTS

12

eMudhra

From Coffee Fields to Cloud Forests: Manizales’ Enchanting Beauty

UPSHOT

22 BLOG

The Bermuda Triangle An Unsolved Enigma

32

American Express: A Journey that Revolutionized the Financial Worl

CASE STUDY

38 Article

How to Advertise Your Business

48 review

REVIEW Youtube

50

Venkatraman Srinivasan - Founder & Executive Chairman

12 | November 2023

www.theenterpriseworld.com | 13

I

In the ever-evolving digital landscape, eMudhra has emerged as a trailblazer under the astute leadership of Mr. V Srinivasan, Executive Chairman, eMudhra. An evolving powerhouse in the business world, this company is dedicated to assisting Governments, individuals, financial institutions and enterprises of all size and shape in crafting flawless digital and paperless experiences built on top of a foundational PKI layer.

Through a dynamic fusion of PKI and paperless, eMudhra facilitates seamless data security and document movement, revolutionizing the way businesses operate. With a global trust services infrastructure and an ambition to build digital societies at scale globally, eMudhra has been named an Enterprising Company of The Year – 2023 by The Enterprise World.

Steering the Ship: The Strong Leadership of Mr. V Srinivasan Entrepreneurs shoulder the load of responsibilities as they embark on their business ventures. Their journey begins with generating innovative ideas and translating them into practical and sustainable business plans. These plans encompass crucial aspects such as the business model, target market, sales and marketing strategies, and financial forecasts.

14 | November 2023

Financial management is a core area of focus for entrepreneurs, encompassing budgeting, cash flow management, and risk identification and mitigation.

Staying updated with industry trends and adapting to changes while leading their teams and setting the company’s direction is an ongoing commitment.

“Entrepreneurship is a lifestyle demanding dedication, resilience, and adaptability.”

Mr. V Srinivasan embodies this strong spirit of entrepreneurship and leadership. His career began in the 1980s with ICICI Bank, where he rose to become a key member, instrumental in the bank’s transition and growth in the 1990s and early 2000s. As a Chartered Accountant, he uniquely combines business intelligence and market expertise, driving profitable growth and fostering sustainable organizations.

Currently, as the Executive Chairman of eMudhra, India’s largest Certifying Authority, Mr. V Srinivasan has been the driving force behind the company’s transformation into a market leader in the Identity and Digital Trust Industry.

Under his leadership, eMudhra has evolved into a global organization offering comprehensive solutions in the realm of Identity and Digital Trust.

Unveiling the eMudhra Story Founded in 2008, eMudhra embarked on a mission to drive the world’s transition towards a secure, integrated digital society, anchored in the principles of digital identity and trust.

The company actively collaborates with governments, public organizations, banks and enterprises worldwide, playing a crucial role in facilitating their seamless transition to paperless operations. Boasting an impressive track record, eMudhra has issued over 60 million digital identities

and proudly serves enterprise customers across 25 countries, empowering them with cutting-edge identity, authentication, and paperless platforms. eMudhra places a strong emphasis on the pivotal role of Cryptographic Identities in fortifying cybersecurity and cultivating digital trust, particularly in an era where remote and paperless operations are becoming the norm of the day. Mr Srinivasan says, “Originally a certifying authority issuing digital signature certificates, we recognized the potential of digital signatures as a comprehensive tool for enhancing efficiency, simplifying workflows, and transforming the customer experience.”

The company’s vision extends beyond simply enabling electronic signatures at the end of transactions; instead, it aims to construct a fully integrated digital ecosystem. With this in mind, eMudhra diligently strives to harness the full capabilities of digital signature technologies while maintaining robust identity assurance across all facets of business operations. Its advanced solutions facilitate seamless interapplication communication, driving automation and optimization throughout the document workflows.

At the core of eMudhra’s philosophy lies a profound understanding of its customers’ unique needs. It prides itself on providing tailor-made solutions that support its clients’ growth and development. This customer-centric approach consistently yields remarkable results, enabling businesses to make substantial progress in their respective sectors.

“By choosing eMudhra, companies are not just selecting a provider; they’re partnering with a strategic ally committed to transforming their digital presence.”

COVER STORY The Resilient Spirit At eMudhra, a significant milestone was set at the outset: the mission to elevate the company from a conventional certifying authority to becoming the leading Certifying Authority in India. This ambitious transformation demanded a shift in mindset, effective vendor ecosystem management, and a surge of energy.

Mr. Srinivasan says, “through the introduction of fresh ideas, heightened responsiveness to consumer demands, maintaining competitive value, and fostering a resilient spirit, this transformation was seamlessly accomplished.”

Since this pivotal shift, eMudhra has continued on a steady growth

trajectory, consistently envisioning what lies ahead. The subsequent key achievements focused on empowering the workforce with a shared vision, dedication, trust, and other essential elements that unite individuals into a cohesive and laser-focused team. This enduring accomplishment remains at the forefront, reflecting the company’s commitment to fostering a culture of unity and determination.

changing mindsets to embrace a digital-first approach.

Mr. Srinivasan adds, “Bridging the gap between the conventional and the novel was our primary goal, ensuring a seamless transition without disrupting ongoing operations. Despite these challenges, we remained steadfast in our commitment to pioneering digital innovation and creating a cohesive digital ecosystem.”

Turning Obstacles into Opportunities

Empowering a Secure Digital Society

At the outset of its journey towards offering digital transformation solutions, the company faced its share of obstacles. It encountered people’s scepticism towards new technologies, dealt with an industry heavily reliant on traditional solutions, and worked on

eMudhra’s mission to foster a secure digital society found resonance with the ‘Digital India’ initiative, sparking remarkable growth in issuing digital identities and assisting governments, banks and enterprises in their transition to paperless operations. The company’s

Kaushik Srinivasan - Co-founder & Senior Vice President

www.theenterpriseworld.com | 15

COVER STORY expansion was fuelled by digital innovations, rising demand for privacy and security, and the global shift towards paperless and remote operations.

In this thriving environment of digitization, eMudhra’s digital solutions found widespread appeal and acceptance. Understanding the critical importance of privacy and security in our interconnected world, it pioneered cryptographic identity solutions that facilitated seamless access management and robust privacy across all transactions.

Mr. Srinivasan adds, “The outbreak of the COVID-19 pandemic further accelerated the need for our services as businesses swiftly embraced remote work and digital processes. With our expertise in building digital ecosystems, we became instrumental in enabling seamless transitions to remote operations. As the world marched forward towards a digital future, our company’s growth accelerated, firmly establishing eMudhra as a trusted ally in the realm of digital transformation.” eMudhra’s Success Saga Since its inception, the company has experienced remarkable growth across all sectors over the past 15 years. The company achieved a significant milestone by transitioning into a publicly listed company in 2022, marking a momentous step in its journey. This progression reflects the company’s commitment to excellence, adaptability, and scalability, bolstered by the trust and support received from investors, clients, and employees.

This success can be attributed to the passion for staying at the forefront of advancements in the rapidly evolving digital transformation sphere.

Embracing the shift towards paperless processes, its solutions are designed to

16 | November 2023

be future-proof and aligned with the latest trends. Focusing on streamlining document workflows, facilitating smooth inter-application communication, and driving automation across supply chains, eMudhra has become a sought-after partner for businesses seeking efficiency and agility.

digital landscape are truly commendable. Their collective efforts are driving eMudhra’s growth and reinforcing its position as a trusted leader in the digital transformation space.

Recognizing the criticality of cybersecurity, it has proactively integrated advanced security measures such as blockchain, Web 3.0, and postquantum cryptography into its solutions.

These robust security layers enhance clients’ trust, solidifying eMudhra’s position as a reliable partner in their digital journeys.

The company excels in a diverse array of services and products that drive digital transformations on both local and international fronts. Mr. Srinivasan says, “A prominent player in the cybersecurity space, we focus on delivering Zero Trust solutions. We began as a digital signature-issuing certifying authority and have significantly expanded our services to meet various digital requirements.”

Leveraging the potential of Generative AI technologies, eMudhra harnesses AI to enhance customer experiences and streamline business processes. This enables the company to consistently deliver transformative results, reinforcing its success in the dynamic digital landscape.

The Strength of Team Spirit eMudhra was recently honoured as a ‘Great Place to Work’ by the esteemed Great Place to Work Institute. The cohesive and dedicated team has consistently demonstrated their best efforts in propelling the company’s business and brand forward.

The Executive Chairman expresses gratitude for the team’s hard work, competence, and humility, which have played a pivotal role in eMudhra’s current achievements. Its team stands apart with its unique and motivated approach, united by a shared mission to transition the world towards a secure digital society.

The success is evident in its innovative solutions that leverage digital identity, trust, and AI technologies. Having issued over 60 million digital identities, the team’s dedication and impact on the

Comprehensive Offerings

The key offerings include: 1. emSigner emSigner, the company’s cutting-edge digital signature and workflow management solution, brings about a revolutionary change in document signing, streamlining approval processes, and encouraging collaboration through automated and paperless workflows. This innovative tool significantly reduces turnaround times, conserves valuable resources, and ensures the utmost security for confidential data while adhering to global standards of compliance. With its seamless integration capability, emSigner becomes an ideal choice for organizations seeking an affordable and user-friendly digital workflow platform that seamlessly blends with the existing systems.

2. emSign The company’s global TSP offering, emSign, stands as a robust Public Key Infrastructure (PKI) solution, facilitating secure digital transactions.

By issuing and managing digital certificates, emSign fosters trust in

www.theenterpriseworld.com | 17

COVER STORY networks, enabling secure authentication, encryption, and data integrity. Notably, emSign’s certificates hold recognition from all major global browsers globally and adhere to international standards and regulatory frameworks, ensuring seamless worldwide interoperability. It is important to note here that eMudhra is the only Indian company to be accredited by Web Trust.

3. emCA emCA empowers organizations to create and oversee their own Public Key Infrastructure (PKI), facilitating secure digital transactions. With emCA, organizations can easily issue, revoke, and manage digital certificates, ensuring authentication, encryption, and data integrity. This user-friendly certificate authority solution is highly scalable, adheres to global security standards, and seamlessly integrates with existing systems, making it a practical choice for organizations seeking a secure and efficient PKI solution to setup a private certifying authority within their organization.

4. emAS The Identity and Access Management solution, emAS IAM, simplifies user authentication, authorization, and administration processes. With emAS IAM, organizations can efficiently control access to resources, monitor user activities, and enforce security policies throughout their systems. This powerful and scalable platform supports multi-factor authentication, Single Sign-On (SSO), and easy integration with existing systems, all while adhering to global security standards. emAS IAM offers a comprehensive solution for organizations looking to enhance their security and streamline access management.

18 | November 2023

Embracing the Tech eMudhra’s success is driven by its cutting-edge technology, which has revolutionized client experiences across diverse industries, including banking, manufacturing, government, defense, healthcare, and pharmaceuticals among others.

By spearheading robust cybersecurity measures and seamless paperless transitions, the company has equipped organizations with the confidence to embrace the digital future wholeheartedly.

In the banking sector, eMudhra’s flagship digital workflow solution, emSigner, has emerged as a gamechanger. Simplifying the customer onboarding process, emSigner for Banking enables customers to effortlessly upload and digitally sign forms. This newfound convenience has streamlined loan requests and service applications, significantly enhancing the overall customer experience.

Across various sectors, its technology has garnered praise for its ability to bring efficiency and convenience to clients, while ensuring data security and compliance at every stage of its digital transformation journey. With a relentless focus on innovation, eMudhra continues to redefine technological possibilities and empower organizations for a thriving digital era.

Transforming User Experience eMudhra, through its platform emSigner, has brought about a significant transformation in traditional banking practices. By digitizing the usually paperworkheavy onboarding process, emSigner has made it easier for customers to submit and sign forms online,

resulting in improved efficiency and overall great CX. With a strong emphasis on data security, eMudhra has integrated secure authentication and encryption into emSigner, creating a trustworthy and safe digital environment for users.

By offering a cloud-based platform, eMudhra has broken down the barriers of traditional banking, granting unrestricted access to paperless banking services. The automation of various processes has reduced turnaround times and boosted productivity. The platform’s comprehensive audit trails ensure regulatory compliance and simplify audits, further streamlining banking procedures. As a result, the company’s offerings have significantly revolutionized traditional banking practices, making them more efficient and user-friendly.

Charting the Future “We persistently aim to take our company to new heights in terms of our products and services” eMudhra stays attuned to the latest technological advancements and the needs of its clients. Its decision-making process involves several key elements.

It closely monitors industry trends, gathers valuable feedback from customers, and conducts thorough research to identify new demands and challenges.

Dedicated to continuous innovation and growth, the company explores fresh opportunities in digital transformation and cybersecurity. Its main focus is on enhancing user experiences, streamlining processes, and providing robust security measures to meet the ever-changing needs of its customer base.

Partnerships and collaborations play a critical role in eMudhra’s progress. By

teaming up with channel/technology partners and system integrators, the company combines knowledge and resources to create innovative solutions that tackle complex challenges.

which fuels resilience in tough times.

Entering the realm of entrepreneurship is essentially entering the myriad of challenges, risks that often lead to innovations.

Entrepreneurial success is a product of all the hard work that you put in to thrive. Essentially, it’s the ability to press ahead in tough times that define successful entrepreneurs.

Above all, the company’s ultimate goal is to make a significant impact on its customers’ lives, helping them thrive in an increasingly digital world. It takes bold steps to ensure that its products and services continue to meet the evolving needs of its customers through customer-centricity, innovative thinking, and collaboration.

In the fast-paced world that we live in, entrepreneurs should learn to keep up with the changes in and around the industry and remain adaptable to swiftly navigate any unpredictable business landscapes.

Understanding customers is critical.

It’s essential to know your customers deeply and address their needs effectively. This understanding should guide your product or service development.

'When the going gets tough only the tough gets going.' Meaning every tough minute when complemented with accurate work management and skill development makes things easier to navigate.

Building a robust team, ready to share your vision and contribute to shared goals, is significant. Equally important is cultivating resilience.

Entrepreneurship is a long-distance race, demanding persistent momentum even during challenges.

Mr. Srinivasan’s Parting Reflections Entrepreneurship starts with tenaciously pursuing your passion,

Arvind Srinivasan - Co-founder & Senior Vice President www.theenterpriseworld.com | 19

AUGUST 2023

www.theenterpriseworld.com

22 | November 2023

www.theenterpriseworld.com | 23

Introduction They say this is the "City among the Clouds," and once you are there, you will understand why. Its lofty location is nothing short of mesmerizing. But what makes this place truly special is the vibrant culture and rich history that have shaped its unique identity.

Today we are going to take a look at the city of Manizales. A city in Colombia's Andes Mountains. Close your eyes and imagine yourself standing at an extraordinary elevation of roughly 2,160 meters (7,086 feet) above sea level, surrounded by stunning vistas that seem to go on forever. This is not an ordinary city; it is filled with South American beauty yet to be discovered.

As you explore this city, you will find it's more than just a city; it's a fascinating blend of metropolitan modernism and natural beauty. It is not only the Caldas department's capital but also one of the important cities in the Coffee Triangle, an area known for producing some of the world's best coffee beans. So you can be sure your morning cup of joy will taste extra wonderful here!

This is only the tip of the iceberg. In the following parts, we are going to look more into the city’s rich history, involve ourselves in its lively culture, explore its gorgeous scenery, and find the numerous reasons why you must visit the city you won't want to miss out on everything this city has to offer.

Why You Must Visit Manizales?

•

A City in the Clouds

Let’s have an imaginary tour of the place where all wanderlust souls want to visit at least once in their lifetime.

Here are some highlighted points that all tourists should know about this Colombian beauty. There are many

24 | November 2023

Why You Must Visit

MANIZALES? cities in the world offering you the best experience of the place to be on earth. But, this city has its own way of taking you to the cloud number 9.

Being the heart of Colombia, Manizales greets them with open arms and a wide smile.

Now, picture this: Manizales sits way up in the Andes Mountains, at a jaw-dropping altitude of 7,000 feet above sea level. That's almost like living among the clouds! As you climb higher into the city, you will feel like you're ascending into the heavens. The air gets cooler, and the vistas become even more breathtaking.

On top of that, sipping the finest blend of coffee in the morning while gazing out over an ocean of clouds.

The higher you go, the more the landscape unfolds before you, like a magnificent painting coming to life.

This town truly is a place where you can experience the world from a different perspective, and it's an adventure you won't want to miss.

•

Micro-climate

Manizales, a lovely city high in Colombia's Andes Mountains, boasts a special microclimate. A place where it feels like spring all year round! With temperatures averaging 68-73°F, it's never too hot or too cold. Rainfall is frequent, making the hills green and the coffee tasty. Fog and mist often hug the city, creating a heavenly atmosphere.

•

Nature's Masterpiece

In the heart of this vibrant city lies the captivating Nevada del Ruiz volcano, a symbol of nature's awe-inspiring beauty and power. Its majestic snow-capped peak, often veiled in a gentle mist, draws both locals and visitors into its spellbinding presence. Access to the volcano may sometimes be restricted due to safety concerns related to volcanic activity, emphasizing the importance of prioritizing everyone's safety.

•

The City of Open Doors

Whoever visited this city started calling it a "City of Open Doors" because people in this city are known for their warm hospitality. It's like visiting a close friend who can't wait to show you their favorite places. This makes not just a city but also a place with open hearts and doors.

•

Savouring Manizales: A Gastronomic Delights

In Manizales, you're in for a treat with Colombian cuisine. Don't miss the local favorite, "bandeja paisa," a hearty dish with beans, rice, meat, and plantains.

The city's street food scene is a bustling hub of flavor, offering tasty delights like empanadas, arepas, and much more.

From hearty stews to savory snacks, Manizales has something for every palate. So, prepare your taste buds for a gastronomic journey through this delightful city, where every meal is a chance to savor the essence of Colombian cuisine.

"City among the Clouds,”

www.theenterpriseworld.com | 25

January Delights in Manizales: Feria de Manizales

8.

If you're lucky enough to visit Manizales in January, mark your calendar for the Feria de Manizales. This vibrant festival is one of Colombia's liveliest and most exciting.

Nice Park: In Parque Caldas, you can walk around, feed the pigeons, and enjoy being outside. It's a calm place to take a break.

9.

Nature Escape: El Recinto del Pensamiento is a peaceful spot with gardens, butterflies, and birds. It's a quiet place to be with nature.

•

Lasting a whole week, the celebration fills the city with parades, concerts, bullfights, and traditional Colombian dances. It's a colorful and lively experience that showcases the heart and soul of Colombian culture.

From the rhythmic beats of traditional music to the dazzling parade floats, the Feria de Manizales immerses you in a whirlwind of sights and sounds. It's a chance to join in the joyful spirit of the city and witness the rich traditions that make Colombia special.

Where to Go? What to Do? Explore Manizales!

Here are some of the top tourist attractions: 1.

Pretty Church: There's a beautiful church called the Cathedral Basilica of Our Lady of the Rosary. It looks like a big, fancy castle with colorful windows. You can visit it and take pictures.

2.

Cable Car Ride: You can take a ride in a special car that goes high up in the air. From there, you can see the whole city and the tall mountains around it.

3.

Nature Park: In a place called Los Yarumos Ecopark, you can go for walks in the forest and see butterflies and pretty flowers. It's like a big garden in the mountains.

4.

Coffee Farms: In this city, they make really good coffee. You can visit farms where they grow coffee, learn how they do it, and taste yummy coffee.

5.

Gold Museum: There's a museum where you can see shiny gold ancient things. It's like going back in time and looking at treasure.

6.

Big Square: There's a big open area in the middle of the city called Plaza de Bolívar. People go there to sit, eat ice cream, and watch the world go by.

7.

Hot Springs: Nearby this city, there are warm pools where you can relax in the water. It's like a big, cozy bath in the middle of the mountains.

26 | November 2023

From Point A to zZZ: Transportation and Accommodation in the City In this chapter, you’ll get to know how you can reach and what the accommodation options for staying in this magical city are.

From Air to Rail: Getting to Manizales is an exciting journey, whether you're a tourist looking to explore its beauty or a researcher interested in its unique microclimate and culture. To reach this charming destination, you have few options. The most common way is to fly into La Nubia Airport, which serves domestic flights from Bogotá, Medellín, and other major cities in Colombia. From the airport, you can easily take a taxi or a shuttle service to reach the city center, which is about a 20-minute drive away.

www.theenterpriseworld.com | 27

Roadway to Manizales: If you prefer to travel by road, you can take a bus from major Colombian cities like Bogotá, Medellin, or Pereira. The journey is not only scenic but also offers a chance to witness the breathtaking landscapes of the Andes Mountains. The bus terminal in this city is well-connected to the city, making it convenient for travelers.

Another option is taking the cable car, known as the "Teleférico," from the outskirts of the city, which offers stunning aerial views as you descend into this Colombian beauty.

The Best Places to Stay in Manizales for Every Budget •

Luxury Retreats: Now, let's talk about where to stay in this town.

The city offers a range of accommodation options to suit various budgets and preferences.

If you're looking for a taste of local hospitality and culture, consider staying in one of the charming boutique hotels or guesthouses in the city center.

These accommodations often provide a cozy and authentic experience, allowing you to immerse yourself in the city’s unique atmosphere. For those seeking more upscale lodging, you'll find modern hotels and resorts that offer comfortable amenities, including restaurants, bars, and spa facilities. These options are often conveniently located near popular attractions and business districts.

This town has a variety of hotels ranging from budget to luxury. Some popular options include: Hotel Estelar Las Colinas: A luxury hotel with beautiful views of the city.

Hotel Varuna: A mid-range option with comfortable rooms and good amenities.

28 | November 2023

Hotel Carretero: A budget-friendly choice located in the city center.

•

Budget-Friendly Stays: This beautiful town also has options for budget-conscious travelers, with hostels and guesthouses offering affordable rates without compromising on comfort. These places are great for backpackers and those who want to stretch their travel budget while enjoying a comfortable stay.

If you are conducting research in Manizales, you might consider accommodations near the city's educational institutions, like the University of Caldas or the National University of Colombia, Manizales campus. Many researchers find it convenient to stay in universityaffiliated guesthouses or apartments, which can provide a conducive environment for academic work.

Hostels: If you're looking for budgetfriendly options and a chance to meet other travelers, hostels are a great choice, you can refer few of them as follows: Hostal de La Montaña: A cozy hostel with dormitories and private rooms.

Hostal Kaleidoscopio: This place is known for its friendly staff and vibrant atmosphere.

Mountain Hostel: Offers a mix of dormitory and private rooms with a social atmosphere.

Conclusion In short, Manizales is a special city high in the mountains of Colombia.

It's famous for its coffee, beautiful views, and friendly people. You can explore museums, enjoy festivals, and try delicious food. Even though it's not as famous as some other places,

Manizales is like a hidden treasure waiting to be discovered. So, if you want to experience the beauty of nature and the warmth of Colombian culture, Manizales is a great place to visit. It's a little piece of paradise in the clouds!

www.theenterpriseworld.com | 29

32 | November 2023

www.theenterpriseworld.com | 33

B

affling and struggling to avoid it, she was incapable of moving her sight. As the days passed and nights slept robbing her own, she carved her heart just to take another look and then one more.

Finally, the walls cracked and the roof shattered to the floor, the world was doomed but curiosity was set to soar. Even after a strict warning from the great Zeus, Pandora failed to kill her child — curiosity, that lived inside her for a long time. The day she opened her box (originally a jar, excuse Erasmus) gifted by the king of the gods, curiosity was born.

This curiosity is the reason men ask questions, acquire and accumulate knowledge, and even find answers to philosophical questions raised in their existence. The same curiosity that brought you here to find answers to the most enigmatic place, the “Limbo of the Lost” — the Bermuda Triangle. Also known as the “Devil’s Triangle,” this mysterious place is the fuel for the inquisitiveness in humanity. This article will Quench that thirst of yours and answer all the questions, theories, and paradoxes about the Bermuda Triangle.

1. Vincent Gaddis Vincent Gaddis coined the term “Bermuda Triangle” in his 1964 magazine article and later expanded it into a book titled “Invisible Horizons: True Mysteries of the Sea” (1965).

Gaddis attributes the disappearances to a range of natural factors, magnetic anomalies, and violent weather.

2. Charles Berlitz Charles is perhaps one of the most famous authors associated with the Bermuda Triangle. His 1974 book, “The Bermuda Triangle,” popularized the mystery. He suggests that extraterrestrial forces or ancient civilizations might be responsible for the occurrence of unusual phenomena.

3. Larry Kusche In his book “The Bermuda Triangle Mystery Solved” (1975), Larry Kusche challenged the claims made by Berlitz and Gaddis. He conducted thorough research into many of the cases and concluded that most of the mysterious disappearances had logical explanations.

Bermuda Triangle from the Writer’s Eye

4.Berlitz and Winer’s Collaborative Works

The Bermuda Triangle is a region in the western part of the North Atlantic Ocean where numerous ships and aircraft have disappeared under mysterious circumstances. It has been the subject of speculation and legends that attracted various authors and writers to write.

Resulting in numerous books and articles, each offering their perspective on the mystery. Here are a few descriptions of the Bermuda Triangle by some notable authors and writers.

They both co-authored “The Bermuda Triangle Mystery – Solved” (1980). In this book, they explore various theories, including those involving time warps, underwater cities, and alien abductions.

34 | November 2023

5.Gian Quasar His book “Into the Bermuda Triangle” (2003), presents a more balanced view on this mystery. He examines both the skeptic’s and believer’s perspectives in his work.

After Quasar, many such authors and writers contributed to the lore and legend of the Bermuda Triangle, making it a topic of enduring fascination to date.

The Science Behind the Bermuda Triangle This Devil’s Triangle has always been a source of fascination and intrigue for decades which captured the imagination of many. However, segregating the facts from fiction, the scientific community has been working diligently to understand the natural phenomena that might explain these apparent enigmas.

Here is a list of what we have found about the Bermuda Triangle. Ÿ Location and Dimensions: This Triangle is roughly bounded by Miami, Bermuda, and Puerto Rico, forming an area of about 500,000 square miles. Within this vast expanse, numerous ships and planes have reportedly vanished without a trace. Including the famous disappearances of Flight 19 in 1945 and the USS Cyclops in 1918. Ÿ Natural Explanations: Scientists have been investigating this enigma for a long time. One of the most widely accepted theories is the presence of methane hydrates, which can be found on the ocean floor.

Under certain conditions, these methane hydrates can become unstable and rapidly release methane gas into the water. This can create a phenomenon known as “methane hydrate eruptions,” which results in bubbles rising to the surface.

Reducing the water’s density, causing ships to lose buoyancy and sink rapidly. If an aircraft is flying low at the time of such an eruption, it could potentially encounter engine failure due to a sudden loss of oxygen.

Another natural explanation focuses on the powerful and unpredictable

Ÿ weather patterns in the region. The convergence of warm Caribbean air and cool North Atlantic air can lead to the formation of violent thunderstorms and waterspouts.

Ships and planes caught amid these storms could be at risk of accidents or going off course. Ÿ Compass Variations: One intriguing aspect of the Bermuda Triangle is the alleged compass variations that some vessels have reported when traveling through the area. The region is one of the few places on Earth where true north and magnetic north align. However, this alignment is not constant, and the magnetic field of the Earth can change over time. Ships and planes using

magnetic compasses may experience variations, leading to navigation errors. Ÿ Human Error: In many reported cases of disappearances within the Bermuda Triangle, human error is believed to be a significant contributing factor. Pilots and sailors may misjudge their positions or fail to account for harmful weather conditions. Ÿ These explanations by modern science such as methane hydrate eruptions, extreme weather, and human error provide plausible reasons for the reported incidents. However, the legend of the Bermuda Triangle is still a reminder that mysteries still exist

within our world’s oceans and skies.

After knowing all the fiction and facts about this intriguing part of the world, here is a story of one among many incidents that terrified the sky and the ocean.

The Most Incredible Mystery in the History of Aviation — “The Lost Patrol” On a Wednesday afternoon, five TBM Avenger torpedo bombers lined up on runways at the Fort Lauderdale (Florida) Naval Air Station. The date was December 5, 1945. The bombers had been checked and fuelled up. The engines, controls, instruments, and compasses were in perfect condition, according to later testimony. Two

www.theenterpriseworld.com | 35

minutes past two p.m., the flight leader closed his canopy, gunned his engine, and the first plane roared down the runway. The others followed in quick succession, climbing up into the clear sky and heading east over the Atlantic at 215 mph.

It was a routine patrol flight. The navigation plan for the formation was to fly due east for 160 miles, then north for forty miles, then back southwest to the air station, completing a triangle.

The relatively short flight would require about two hours. The first word from the patrol came to the base control tower at three forty-five, but the strange message did not request the expected landing instructions.

“Calling tower, this is an emergency,” the patrol leader said in a worried voice. “We seem to be off course. We cannot see land ... repeat ... we cannot see land.”

“What is your position?” the tower radioed back.

“We are not sure of our position,” came the reply. “We can’t be sure where we are. We seem to be lost.”

Startled, the tower operators looked at one another. With ideal flight conditions, how could five planes manned by experienced crews be lost?

“Assume bearing due west,” the tower instructed.

“We don’t know which way is west.

36 | November 2023

Everything is wrong ...strange. We can’t be sure of any direction. Even the ocean doesn’t look as it should.”

Keep in mind that the sun was still above the western horizon. The flyers could have ignored their compasses and flown west by observation of the sun. Not only did the sea look strange, but the sun was invisible too. During the next few minutes, the tower operators listened in as the pilots talked to one another. Shortly after four p.m., the flight leader suddenly turned over the flight command to another pilot. At four twenty-five p.m., the new flight leader contacted the tower.

“Tower,” he said, “we are not certain where we are ... we think we must be about two hundred and twenty-five miles northeast of base. It looks like we are ...” The message ended abruptly. That was the last word from “the doomed patrol.”

Tower operators signaled a rescue alarm. Within a few minutes, a huge Martin Mariner flying boat with full rescue equipment and a crew of thirteen men was on its way. But there were no traces no signals. What was happening out there over the sea 200 miles away? By this time, it was dusk.

Navy and Coast Guard vessels joined the search. Through the long night, they watched for possible signal flares from life rafts. But no lights broke through the darkness above the black sea. Military experts were baffled. How could six airplanes and twenty-seven

men vanish in such a limited area? Did the planes eventually run out of fuel?

While the Avengers were not especially buoyant, the Navy said they would remain afloat long enough for life rafts to be launched, and the crewmen “shouldn’t even get their feet wet.” All the missing men were trained in seasurvival procedures and had life jackets. Each plane had its radio facilities. Why was no SOS received from at least one of the planes? And what about the Mariner? Did it meet the same fate as the patrol?

This was the story of the doomed patrol, from an article written by Vincent H. Gaddis in 1964. This article raised many questions and drew everyone’s attention. Raising several questions that no one had answers to.

Conclusion The Bermuda Triangles mystery dates back to the never-explained, enigmatic light observed by Columbus when he first approached his landfall in the Bahamas. This place is a home for aberrations like “a hole in the sky,” “a lost underwater city” or even “a gateway for Mars.” The Bermuda Triangle underlines the fact that despite swift wings and internet signals, we still have a world large enough so that men and their machines and ships can disappear without a trace. We hope this article was a piece of delight for your curiosity and helped you open your box.

With a splendid combination of unique vision and strong management, the brand is dominating not just the food and beverages industry but also other companies in the world. One of the key factors that led to the growth of the company is that it never loses touch with changing trends and lifestyles. In this part, we will shed light on such factors: The Pepsi Challenge: The company announced a ‘Pepsi Challenge’ in which consumers were invited to taste the Cola drinks blindly. The campaign was a huge success for the company leading to earning a greater share of profit from the market.

Through this event, it challenged the giant of the beverage industry Coca-Cola.

Diversifying the products: In 1990, PepsiCo decided to diversify its products and manufacture beyond soft drinks. It acquired brands of snacks such as Frito-Lay, Quaker Oats, and Tropicana. Furthermore, the products were expanded into other categories such as sports drinks and energy drinks. This move gave the company an extra edge over its competitors and built a well-rounded association whose sales were less reliant on soft drinks.

Strategic Acquisition: PepsiCo was involved in several strategic acquisitions that expanded its business and helped to enter into new industries. One of the best examples of acquisition is buying the Russian Juice and Dairy company Wimm-BillDann due to which it gained a foothold in the Russian market.

Consistent Innovation and Global Expansion: Currently, PepsiCo operates in 200 countries and reaches new customers by tapping into emerging market economies like India and China. Moreover, it never fails to innovate and propose new products in the market. Its new products Pepsi Max and Pepsi Next are for health-conscious consumers. Read More...

www.theenterpriseworld.com

AMERICA

EXPRESS

A Journey That Revolutionized The Financial Wor

38 | November 2023

AN

S

rld

www.theenterpriseworld.com | 39

W We all have that one friend, whom you can always rely on when stuck in a financial crisis. Whether it be facing an issue in a transaction, or falling short on cash, just summon the savior. I once too had this friend, always ready with his cape on, to grab my hand when drowning in the puddle of failed transactions. Sooner, the college was over drifting everyone apart, and along with them, I lost that one friend too.

Later on, when enslaved in the corporate world I found that helping hand again but without a cape and crooked face this time.

Rather, it was someone in a fancy tie and shining boots, who was convincing me to get a credit card. As appalling as his offer was, I had to turn him down as this concept was new to me. After painstaking research and understanding the concept of credit cards, something stuck with me. That something was a diversified global financial services company – American Express. This article is your guide to take you on the journey of American Express and the story behind it.

The Beginning of a New Era During the mid-19th century, there was a significant demand for the transportation of parcels, documents, and valuable items across the United States. With the westward expansion, businesses needed a trustworthy and efficient means of sending and

40 | November 2023

receiving these items. This was the time when security and reliability were major concerns for businesses and individuals. The risk of theft or loss of valuable items during transit was a genuine problem and people were looking for a dependable solution. In this chaos, on the bustling streets of Buffalo, New York, a daring idea was conceived by three visionary entrepreneurs. Henry Wells, William Fargo, and John Warren Butterfield founded American Express in 1850, which would soon become a global icon in the financial services industry.

After its formation, American Express (also known as Amex) skyrocketed because of its speed and reliability.

Started as an express mail business, its iconic stagecoaches, driven by fearless drivers became a symbol of trust and efficiency. Embracing its services to send parcels, currency, and valuable items across the country, Amex flourished to a greater extent. With the uncertainty of the financial market, Amex evolved too, transforming the way people conducted financial transactions. This evolution later became the foundation for several innovations in the financial sector that set the course for a new future.

contributed to the growth of international tourism.

•

First Charge Card (1958): The company introduced the first charge card — the American Express Card.

This card required cardholders to pay their balance in full each month, paving the way for future credit and charge card products.

•

Membership Rewards Program (1991): Amex launched the Membership Rewards program, which became one of the first comprehensive credit card rewards programs. Cardholders could earn points for their spending and redeem them for a wide range of rewards, including travel, merchandise, and more.

•

Airport Lounge Access (1994): American Express began offering cardholders access to airport lounges as a card benefit. This was one of the early examples of premium travel perks associated with credit cards.

•

Expansion into Banking Services and Digital Services: Amex expanded its offerings beyond cards to include various banking services.

This includes personal and business loans, savings accounts, and certificates of deposit (Cds). Amex also embraced digital innovation like developing mobile apps and online services to provide easy access to account management, payment options, and exclusive offers.

•

Partnerships and Co-Branded Cards: Amex formed partnerships with various retailers, airlines, and hotels, offering co-branded credit cards. This allowed the cardholders to enjoy exclusive benefits, discounts, and rewards.

Revolutionary Innovations: American Express has been a pioneer in the financial services industry. By introducing several innovations and changes that have had a significant impact on the market. Some of these key innovations and changes are listed below: •

Introduction of Traveler’s Cheques (1891): Innovation of traveler’s cheques, which were widely accepted as the means of carrying funds while traveling.

This innovation greatly reduced the risk of carrying cash and

•

All these innovations helped American Express remain a symbol of financial prowess and customer service excellence.

Out-of-the-box marketing campaigns: American Express has been known for its successful marketing campaigns and strategies over the years. Here are some smart marketing campaigns employed by Amex: •

“Don’t Leave Home Without It”(1975): One of the most iconic marketing campaigns in the credit card industry. This slogan emphasized the idea that Amex cardholders should never leave home without their card. It became synonymous with the brand’s exclusivity and the peace of mind it offered when traveling.

•

Centurion Card (Black Card): American Express created a sense of mystique around this Centurion Card. By limiting its issuance to high-net-worth individuals by invitation only, Amex built an intrigue about the card.

•

“Membership Has Its Privileges”: This marketing slogan emphasizes the exclusive benefits available to the cardholders creating a sense of belonging and prestige. This included access to airport lounges, concierge services, and unique experiences.

•

Small Business Saturday: American Express introduced Small Business Saturday. A marketing campaign aimed at encouraging consumers to support small businesses. This initiative not only promoted Amex but also supported local businesses.

These are just a few examples of smart and trend-setting marketing strategies acquired by the company. These strategies also include partnerships with influencers and celebrities to reach a broader audience, co-branded cards, a customer-centric approach, and many more.

www.theenterpriseworld.com | 41

Famous Personalities using American Express (or vice versa): By forming partnerships with various famous personalities which contributed to the brand’s image, and customer engagement. Some notable personalities who have had associations with Amex include: •

Jerry Seinfeld: Comedian and actor Jerry Seinfeld was featured in American Express’s advertising campaigns, particularly in the “Unstaged” series.

These campaigns featured live concert performances and allowed fans to engage with artists.

•

Tina Fey: Tina Fey, an actress and comedian has been a spokesperson for Amex, endorsing various its cards and campaigns.

•

Shaquille O’Neal: Retired NBA basketball star Shaquille O’Neal was a part of Amex, during a “Shop Small” campaign which encourages people to support small businesses.

•

Lin-Manuel Miranda: The creator of the hit Broadway musical “Hamilton,” Lin-Manuel Miranda, was a part of the “Membership Experiences” program, which offered cardholders access to exclusive events.

•

Ken Chenault: While not a celebrity in the traditional sense, Ken Chenault was the CEO and Chairman of Amex from 2001 to 2018. His leadership and strategic vision played a significant role in shaping the company’s direction during his tenure.

These personalities have contributed to Amex in various ways, from endorsing its products and services to participating in marketing campaigns. Their involvement has helped the brand connect with diverse audiences and reinforce its image as a premium and exclusive financial services provider.

42 | November 2023

www.theenterpriseworld.com | 43

List Of

AMERICAN EXPRESS CARDS:

Centurion Card

Annual fee $5,000

Since 1999

Platinum Card

$695

1984

Card

Gold Card

$250

1966

Green Card Cash Magnet

$150

1969

$0

Everyday Card

$0

2018 2014

FAQs: 1. How do American Express credit cards differ from traditional credit cards?

Its credit cards are often charge cards, which require cardholders to pay the full balance at the end of each billing cycle. This distinguishes them from traditional credit cards that allow carrying a balance with interest.

44 | November 2023

2.Where can I use my American Express card?

Amex is widely accepted in the United States and around the world. You can use it at a variety of businesses, including retailers, restaurants, and for online purchases. However, acceptance may vary by location, so it’s a good idea to check with the merchant.

3. How do I apply for a card?

You can apply for the card on their official website or by visiting a local bank branch. The application process typically includes providing personal and financial information for a credit check.

4. What benefits do American Express cards offer?

Amex cards often come with various benefits, including rewards programs, travel perks, purchase protection, and exclusive access to events. The specific benefits can vary between different card offerings.

5.How does the American Express rewards program work?

The Amex rewards program, known as Membership Rewards, allows cardholders to earn points for every dollar spent on their card. These points can be redeemed for travel, merchandise, or used to pay off card balances.

6. Do these cards have annual fees?

Many of its cards have annual fees, but the amount varies depending on the card type and its associated benefits.

Some cards may offer no annual fee for the first year.

Today, American Express remains a symbol of financial prowess and customer service excellence. More than a company it’s an institution trusted by millions and known for its commitment to innovation and corporate responsibility. As the company enters its third century of existence, it carries a legacy of trust, service, and progress.

Always ready to meet the changing needs of its card members and shape the future of finance or to be that one friend to someone.

www.theenterpriseworld.com | 45

46 | September 2023

www.theenterpriseworld.com | 47

How to Advertise Your Business?

In a world where the average consumer attention span is less than 10 seconds entrepreneurs and business owners need to step up their marketing campaigns. This is essential because consumers today receive tons of marketing content from different businesses. Hence, you need to come up with better ideas on how you can advertise your business and get the attention of the consumers.

Let's take a quick look at 5 tips on how to advertise your business effectively.

1. Create a Responsive Website Most consumers today are present online. Hence, you must have a business website which is engaging and responsive. This allows your consumers to know more about your business by advertise your business and the products and services you offer.

To begin with, you need to hire the right professionals to help you with web design services. You can choose from the top 10 web design services firms that you would hire to ensure that you can have a well-designed and developed business portal for your customers.

2. Incorporate Blog into Your Website Having a good business website helps. However, you also have to incorporate blogs into your business site. This is essential because blogging is important for marketing and SEO. Consumers today are data hungry and therefore they prefer to read more data and details which would help them make the right choice. Having a blog on your business site which says more about your products and services instils faith and loyalty in your brand. It also increases online visibility when you use the right keywords and also drives engagement and brand awareness. You can also use a business blog to educate your customers and build market authority.

48 | November 2023

3. Utilize Social Media If you are not using the power of social media you are losing out on many potential customers. Most people today are on various social media platforms like Facebook, Twitter, Instagram and so on. Tapping the power of social media allows you to reach out to various potential customers who don't know much about your business and brand. With the right level of engagement, you can also update your customers with various upcoming products and services and events related to your business. Hence, you should never underestimate the importance of social media in business communication. However, you need to have a social media strategy which would allow you to optimize your resources and budget.

4. Video Content and Marketing It is estimated that more consumers today prefer to watch videos than read content. Hence, you can utilize the power of video marketing where you can put forward your product and services creatively and innovatively. If you don't have a big budget you can use your Google account and start a YouTube channel where you can share more details about

the products and services you offer. This is a great way to reach out to new potential audiences and expand your market base. You can also incorporate influencer marketing strategies on YouTube and use reviews which would help you reach out to more people and improve online business visibility.

5. Referral Promotion When you want to try old-school methods you can use referral promotion techniques. This allows you to use the loyalty and experience of your existing customers to get you more business. Using the referral promotion method you can let your customers share their experiences and insights with their friends, colleagues and acquaintances. This builds a chain as more people constantly promote your brand through word-ofmouth publicity. You can reward your customers with coupons, gifts, points and discounts which would let them know that you appreciate their kind gesture to help you with business promotion and advertisement. This are few ways to advertise your business.

www.theenterpriseworld.com | 49

FOUNDER: Chad Hurley, Steve Chen, and Jawed Karim

ESTABLISHMENT YEAR: February 14, 2005

HEADQUARTERS: San Bruno, California

NO. OF EMPLOYEES: 2,800

WEBSITE: https://www.youtube.com/

50 | November 2023

Overview: Marketing and advertising play a key role in this era of advanced tech and AI. Even politicians nowadays endure the need for advertising. But how and which platform would be best suited is a big question that storms the minds of many. YouTube advertising is one such compelling tool for brand exposure, product promotion, and overall marketing. It has become a powerful and versatile platform for businesses and content creators to reach a vast audience.

With billions of users globally, YouTube advertising offers a range of advertising options to suit various brands and individuals. Furthermore, it provides valuable analytics to measure the performance of your campaigns and to plan strategies accordingly. Offering space for creativity with precision targeting makes YouTube advertising a top choice for businesses looking to connect with their audience.

bumper ads in 2016. This allowed advertisers to engage with viewers more effectively. Here is a timeline of features introduced in YouTube Ads. •

2010: YouTube ushered in a new era with the introduction of TrueView skippable ads, paving the way for more entertaining digital video ads.

•

2015: YouTube launched Masthead ads, displayed at the top of its homepage for 24 hours.

•

2016: The 6-second bumper ads were introduced, which are unskippable and play before video content begins.

•

2018: Outstream Ads were introduced, enabling ad display on external websites.

•

2020: YouTube launched Shorts with plans to introduce ads between videos in 2023.

History of YouTube Advertising: The history of YouTube advertising is a fascinating journey that reflects the evolving landscape of digital marketing. Google acquired YouTube in 2006, which led to a move that would prove pivotal for the platform’s advertising. The first significant step in YouTube advertising came in 2007 when Google introduced “InVideo” ads, which played before, during, or after videos. YouTube introduced various ad formats, over the years. That included skippable TrueView ads in 2010 and

The platform continued to evolve, incorporating targeting options, analytics, and a self-service advertising platform.

YouTube advertising grew as businesses recognized its potential to reach vast, engaged audiences.

www.theenterpriseworld.com | 51

With efficient features like Hosting, Management, Marketing, and Insights, YouTube Advertising is the go-to platform for many brands and businesses worldwide.

•

Hosting •

•

Management •

•

Marketing

•

•

Insights

52 | November 2023

•

Profile channel: Provides a customizable profile page that houses hosted videos allowing viewers to access all uploaded videos.

Live streaming: Users can stream a hosted video in real time.

Video management: Provides a dashboard that allows users to manage and store uploaded videos.

Distribution: Provides shareable or embeddable links that lead directly to the video.

Monetization: Provides users the ability to include advertisements in videos for monetization purposes.

Engagement tools: Offers built-in tools that increase engagement such as profile page branding, call-to-action links, or marketing software integration.

Analytics: Allows users to track the number of views, viewer demographic data, or other audience-related metrics.

Integrations: Integrates with video editing tools or cloud collaboration tools for more efficient video upload.

Customer Testimonials “Growing by YouTube Advertising — the cost of advertising is very much affordable and the reach is outstanding. If you are new to YouTube with content, still you have the potential to attract the audience through YouTube advertising.” - Shivam J. “The best way of ads to reach the public — it solved my problem of reaching the target audience of my business. By YouTube ads, we can easily reach our potential customers as approx 467 million people of India use social media.” - Sucharita Thanadar M. “YouTube Advertising is great — the upside of YouTube advertising is that the ads here are in audio-visual format. With two sensories in action, you can convey more than just what’s being heard or just what’s being seen. Together they can derive more impactful meaning in less time.” - Mayank B. “A Classic Tool — YouTube is one of those websites that you can’t live without for a business. Everyone knows what YouTube is and to not use it, is leaving behind a powerful tool for personal use as well as business use. The YouTube Studio has so many useful tools and analytics you can track your performance of videos old and new.” - Kaylie W.

www.theenterpriseworld.com | 53

w w w . t h e e n t e r p r i s e w o r l d . c o m Follow Us On: