Title:2020-India at the Fulcrum of Digital Age

This paper attempts to illustrate the impact of Internet penetration on not just the consumer behaviour and lifestyle, but also on the way business will be conducted in India by 2020. Due to phenomenally increasing accessibility of Internet via mobile phones coupled with availability of Technologies like RPID, Augmented Reality and Cloud Computing, mobile phones will become the prospective unique identifier of an individual in both real and Digital world and would bring about convergence of both the worlds. This convergence will form the basis for marketers to determine the consumer profile and target accordingly. Mobile phone would just not remain a means of communication, but it would increasingly be used for several other activities like Online bill payment. Remote control of Devices, to act as credit card etc. Consumers expect to get their stuff 24 X 7 from palms of their hands.Online mediimi will become the preferred medium of marketers and mobile phone will be the key initiator of this paradigm shift.