FEATURE6 August 2013

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From the busy streets of Delhi to the high-tech environs of Gurgaon and consumer homes in Chennai, we follow a week in the life of Jasmeet Singh Sethi, regional head of Ericsson’s ConsumerLab.

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Monday

My week starts with a gruelling one-and-a-half hour drive to the Ericsson office in Gurgaon, a satellite city 45km from Delhi, where I live. Gurgaon is the industrial and business hub for all the big multinational corporations in India and Delhi is one of the most painful cities in the world for commuting, so I spend a lot of my time waiting in traffic jams, which gives me the chance to try out new apps on my smartphone.

Ericsson is primarily an infrastructure provider, enabling ICT for our customers and building networks for them. Almost 40% of all global communications traffic travels through our networks. I work at Ericsson’s ConsumerLab, the consumer insights division, which sits within the strategy and marketing organisation. It’s a very important asset for the company, which is a hard-core engineering organisation.

We are more of a b2b company than a direct-to-consumer firm, so the ConsumerLab’s fundamental objective is to bring the voice of the ...