Sugarbox revolutionising data delivery through its innovative approach of Hyperlocal Cloud computing

CXOToday has engaged in an exclusive interview with Mr Rohit Paranjpe, Co-founder & CEO, Sugarbox

What is hyperlocal cloud computing?

Simply put, Cloud computing is the delivery of computing services, including Servers, Storage, Databases, Networking, Software, Analytics, and Intelligence via a centralized Architecture (“The Cloud”). Hyperlocal Cloud computing or Edge computing refers to a distribution paradigm which brings computation & data storage closer to the user. In this model, there are multiple layers of Infrastructure, each handling specific responsibilities, with the last layer at the place of use (“The Hyperlocal Edge”)

Hyperlocal Cloud computing is an architecture rather than a specific technology and a location / use case sensitive form of distributed computing. It aims to address challenges related to Connectivity, Bandwidth requirements, Data costs, and Latency, particularly for resource intensive & low latency use cases like AR / VR / XR, AI, IoT and digitalisation in areas with limited or unreliable internet access.

Sugarbox, with its patented technology, has enabled a Hyperlocal Edge to function independent of the connectivity to the Cloud to unlock newer possibilities & use cases, emerging as a leader in the space. Our team of Engineers and Developers have transcended barriers, revolutionizing Digital access for the Global South & public transport, bringing native Digital access across EdTech and FinTech to HealthTech, E-Commerce, OTT, and beyond.

What is the technology asset powering Sugarbox’s growth? What is the core of Sugarbox?

Typically, at an architecture level, distributed computing solves for latency & bandwidth constraints. Sugarbox has managed to solve for 3 critical components to unlock additional benefits for the ecosystem:

1. Sugarbox’s patented technology enables a Hyperlocal Edge to function even when the Edge, the User or both, are disconnected from the Cloud. This unlocks multiple use cases for the underserved geographies & users.
2. Sugarbox’s patented technology enables any existing computation & storage equipment at a place of use (Laptop, Tablet, Server, etc.) to start functioning as a Hyperlocal Edge. This enables better unit economics and faster scale to make the technology & its applications mainstream.
3. Sugarbox’s core platform also works on translating the functionalities that’re already built in the Cloud and are being used by Digital natives to function at the Hyperlocal Edge into Integration Frameworks, which require minimal to no development effort. This enables faster adoption from the ecosystem and incremental value to enterprises & users.

How is Sugarbox solving the challenges for data availability, accessibility and affordability? How does Sugarbox address and solve the issue of Latency

Sugarbox revolutionizes data delivery through its innovative approach of Edge Computing / Hyperlocal Cloud computing. Unlike traditional technologies, Edge Computing is not just a technology but an architecture that brings the cloud right to the user’s doorstep. At Sugarbox, we have harnessed the power of this architecture to create a unique solution that works even when the Edge or the user is disconnected.

Our Intellectual Property (IP) lies in our ability to enable a Hyperlocal Edge, or any Edge, to operate seamlessly without reliance on constant connectivity. This is a significant differentiator that sets Sugarbox apart in the market. While other solutions may require uninterrupted internet access, our technology ensures that users can continue to access data and digital services, even in disconnected environments.

By leveraging the Edge Computing architecture, Sugarbox maximizes issues related to data availability, accessibility, and affordability. We deploy Hyperlocal Edge servers strategically in localized areas, enabling users to access data and digital content closer to their physical location. This localized approach not only enhances data availability in underserved areas but also improves the overall user experience by reducing latency and ensuring faster access to content.

Additionally, our architecture leverages Local Area Networks (LANs) for last-mile access. By utilizing unlicensed and free LANs, we provide data access at zero cost, making digital services more affordable and accessible to a wider user base. Our core platform seamlessly integrates functionalities already built in the Cloud, enabling faster adoption and incremental value for enterprises and users alike.

1. Data Availability: Sugarbox leverages its Hyperlocal Edge Cloud infrastructure, deploying edge servers in highly localized areas. These edge servers act as miniature cloud infrastructures. By strategically placing these servers, Sugarbox ensures that data is available closer to the end-users, eliminating the need for a distant server or internet connection.
2. Data Accessibility: Our proprietary algorithm determines the most relevant and in-demand content for users based on their location and demographics. This localized approach enables Sugarbox to deliver content that is highly contextual and tailored to the needs of users in specific areas. By caching this content on the hyperlocal edge servers, users can access it quickly and seamlessly without relying on distant servers or internet connections.
3. Data Affordability: Sugarbox’s Hyperlocal Edge Cloud infrastructure enables users to access content without incurring data costs. By leveraging the localized infrastructure and caching relevant content, we eliminate the need for users to consume data from their mobile data plans or rely on expensive internet connections. This ensures that accessing digital services remains affordable for users, enabling them to stay connected and engaged.
4. Addressing Latency: With the deployment of hyperlocal edge servers, Sugarbox significantly reduces latency in data delivery. By bringing the data closer to the users, the time it takes to retrieve and access content is significantly reduced. This ensures a seamless and near-instantaneous experience, enhancing user satisfaction and eliminating the frustrations associated with slow connections or buffering delays.

By combining these strategies, Sugarbox is transforming digital access by providing reliable, affordable, and low-latency data connectivity. Our technology aims to bridge the digital divide and empower individuals to access digital services regardless of their location or the challenges they face with conventional internet connectivity.

How does Sugarbox operate in aircrafts and bring value to passengers?

Sugarbox is currently present on all of AirAsia India’s Flights and powers their in-flight experience hub – Airflix. This partnership elevates the in-flight experience for passengers in several ways:

Sugarbox’s hyperlocal edge servers are strategically deployed within AirAsia India’s aircraft, revolutionizing the in-flight experience for passengers. With Airflix, passengers gain access to a diverse range of streaming content, including movies, TV shows, games, and audiobooks. This captivating entertainment experience is made possible by caching the content on the hyperlocal edge servers within the aircraft. Throughout the journey, passengers can immerse themselves in a world of entertainment.

But Sugarbox goes beyond entertainment alone, adding significant value to the in-flight experience. Passengers can now enjoy a host of additional services while mid-air. With Sugarbox’s technology, passengers can conveniently order their in-flight meals, similar to the on-ground experience provided by popular food delivery platforms like Swiggy or Zomato. We are even exploring conversations around the digitization of in-flight magazine, allowing passengers to provide feedback and enabling two-way communication between passengers and the crew through the innovative Fragment feature and real-time flight tracking, ensuring passengers are updated on their flight status.

Furthermore, the Airflix platform has become a game-changer for the digital ecosystem. Zee5, a leading OTT app, leveraged the Fragment feature to become the first OTT app in the world to be available in-flight, even without an in-flight internet connection. This breakthrough has opened up new possibilities for in-flight entertainment. Multiple Indian direct-to-consumer brands have also utilized Airflix to unlock in-flight commerce, offering passengers the convenience of shopping at 30,000 feet. Additionally, cab bookings in-flight can now be seamlessly made through Airflix, eliminating the need to wait until landing to arrange ground transportation.

Not only is Airflix enhancing the in-flight experience, but the platform is also considering leveraging tech to revamp the pre and post-flight journey where passengers could access real-time boarding gate information, engage in airport commerce, and even track their baggage through the Airflix platform. This comprehensive approach would ensure a seamless travel experience from start to finish.

By adding value to multiple industry stakeholders through its Hyperlocal Edge, Sugarbox aims to transform flights into more than just a means of transportation. With Sugarbox’s technology onboard, AirAsia India flights become a hub of entertainment, connectivity, and convenience. Passengers can now make the most of their time in the air, enjoying personalized entertainment, accessing essential services, and redefining their travel experience.

How is Sugarbox operating in the villages providing access to data for both education and entertainment purposes?

Sugarbox is revolutionizing digital access in villages by providing data connectivity for both education and entertainment purposes. With a strong focus on education and entertainment, Sugarbox has partnered with leading app providers to deliver a wide range of digital services to underserved communities.

In alignment with the government’s Digital Bharat initiative, Sugarbox aims to empower under-connected and unconnected geographies, addressing the challenges of the digital divide. By leveraging their innovative framework built on pillars of Innovation, Disruption, Accessibility, and Empowerment, Sugarbox overcomes obstacles such as infrastructure limitations, language barriers, and limited awareness of digital services.

Through our hyperlocal Edge technology, Sugarbox enables seamless access to educational resources and entertainment content in rural areas. As an EdTech partner, Sugarbox collaborates with renowned platforms like Udemy and MagnetBrains, ensuring that users in villages have access to quality educational content, empowering them to expand their knowledge and skills.

In the realm of entertainment, Sugarbox partners with prominent digital content apps such as Zee5, Stage OTT app, IVM, Pratilipi, Hubhopper, Chimes Radio, and many others. These partnerships allow Sugarbox to offer a diverse range of entertainment options, including movies, TV shows, books, podcasts, and radio, enriching the lives of individuals in rural India.

By bringing these app partners on board, Sugarbox curates and caches relevant content on their hyperlocal edge servers, ensuring that users can access these services without incurring data charges. This eliminates barriers to education and entertainment, providing equal opportunities for individuals in underserved communities to explore educational resources and enjoy entertainment content.

Through our dedication to enhancing accessibility and empowering rural communities, Sugarbox plays a pivotal role in narrowing the digital divide. By leveraging hyperlocal connectivity, eliminating data charges, and partnering with top app providers in EdTech and entertainment sectors, Sugarbox brings educational and entertainment opportunities to villages across India.

How does CDN work and why are they needed in the country?

A CDN or Content Distribution / Delivery network is essentially a group of servers that are strategically placed across geographies which minimizes the distance between the user and the content, with the purpose of accelerating the delivery of content on the Internet.

The CDN stores a cached version of original content on servers in multiple geographical locations that are responsible for content delivery to visitors within its proximity. As a result of this, when a user in Mumbai tries to stream a movie on an OTT platform, the file gets delivered to the user from a cache in Mumbai itself, whereas when a user in UP tries to stream the same movie, it gets delivered from a server in Delhi.

CDNs are fundamental in enabling a seamless content viewing experience (Content on the Internet is not just video. Text, Images, Audio, Video, Reels, Documents, etc. are all referred to as Content). In addition to this, CDNs also reduce the bandwidth utilization of the Internet backbone enabling millions of users globally to access the same set of content & services concurrently.

Content Delivery Networks (CDNs) have been instrumental in facilitating efficient data delivery as the backbone of the internet. However, their effectiveness is contingent on the existing internet infrastructure.

In contrast, Sugarbox, a unique CDN, disrupts data delivery by directly bringing the Cloud to users through unlicensed local Wi-Fi networks, effectively addressing the last-mile challenge. While traditional CDNs rely on internet infrastructure, CDNs are particularly indispensable in countries like India with diverse landscapes and varying levels of connectivity. CDNs strategically position servers to minimize latency, enhance content delivery speed, and optimize user experiences. Sugarbox goes beyond conventional CDNs by harnessing local Wi-Fi networks, expanding the internet’s reach, and providing access to digital services and content in underserved areas. It bridges the digital divide, ensuring equitable access and revolutionizing data delivery through its innovative technology.

Are there any government regulations helping CDNs operate effectively in India?

In the rapidly evolving tech landscape of India, the significance of comprehensive policies addressing the challenges and opportunities faced by Content Delivery Networks (CDNs) cannot be overstated. CDNs are instrumental in enabling efficient data delivery and bridging the digital divide. To fully leverage their potential, policymakers must create an enabling environment that fosters innovation, investment, and collaboration within the CDN sector.

By establishing a supportive regulatory framework, India can unleash the true power of CDNs, ensuring effective and reliable digital services for its citizens. Such policies will encourage the development and deployment of advanced CDN technologies, enabling seamless content delivery and enhanced user experiences. Moreover, they will facilitate the expansion of CDN infrastructure to underserved areas, improving access to digital services for all.

Recognizing the vital role of CDNs in driving digital transformation, policymakers must prioritize measures that promote industry growth, encourage partnerships, and incentivize investment in CDN infrastructure. By doing so, India can empower its citizens with robust and inclusive digital connectivity, fostering innovation, economic development, and social progress.

The journey of Mr. Rohit and the vision and mission behind the concept of Sugarbox, how did it emerge?

The emergence of Sugarbox is rooted in the visionary journey of Rohit Paranjpe, one of its co-founders. Following his engineering degree, Rohit experienced a lack of entertainment options during a late-night auto ride in autos, buses, cabs, and trains. Driven by a desire to address this issue, he embarked on his first venture, Mobie Infotainment, in 2010.

Although Mobie achieved success by scaling to 1,000 cabs and 200 buses, the reliance on advertising as the sole revenue source hindered the creation of a scalable and profitable business model. As a result, Mobie had to be shut down in 2012. However, with content rights acquired and no platform to serve the content on, Rohit decided to create India’s first OTT platform that worked on Edge (2.5G), leading to his second venture, Your Movies.

In the early days of streaming awareness, acquiring paid subscribers was a significant challenge. To overcome this, Your Movies partnered with large consumer brands in industries with little differentiation, using content as a value-add for their users. This model proved successful, acquiring over 3.5 million subscribers between 2012 and 2014. However, with the mainstream rise of OTT services, content acquisition costs skyrocketed in 2015, rendering the business model unsustainable.

Sugarbox, in many ways, became the culmination of Rohit’s experiences with Mobie and Your Movies. Recognizing that reliable and affordable digital access was a key challenge for users, Rohit realized that traditional infrastructure could not keep pace with user needs. This presented a unique opportunity to solve a problem faced by billions of users globally, becoming the driving force behind the creation of Sugarbox.

The vision of Sugarbox goes beyond connecting under-connected and unconnected geographies with digital services. As pioneers in enabling mass-scale digitalization and digital adoption in India, Sugarbox plays a crucial role in shaping the backbone of the Internet of the Future. By leveraging its expertise and innovative technologies, Sugarbox is at the forefront of enabling resource-intensive technologies like AR/VR/XR, AI, and IoT that will drive the digital landscape in the years to come.

In alignment with the government’s Digital Bharat initiative, Sugarbox addresses the existing digital divide caused by infrastructure limitations, limited awareness, and the unavailability of localized services. By leveraging the existing ecosystem and infrastructure, Sugarbox bridges the gap, empowering citizens in underserved and unserved areas to access digital services seamlessly.

Co-founded by Rohit Paranjpe, Ripunjay Bararia, and Devang Goradia in 2016, Sugarbox operates on the framework of four key pillars: Innovation, Disruption, Accessibility, and Empowerment.