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Original Article
The Camera Marketplace as a Certified Outcome Product: Integrating the 10Ps Framework, DUAL Architecture and Growth Hacking Strategy for e Marketplace
Vivek Gujar1
1 Chief Strategy Officer, Indo AI Technologies Pvt. Ltd., Pune, Maharashtra, India.
Published Online: January-April 2026
Pages: 684-695
Cite this article
↗ https://www.doi.org/10.59256/indjcst.20260501082
References
1. Kotler, P. and Keller, K.L. (2016). Marketing Management (15th ed.). Pearson Education.
2. Gujar, V. (2025). Marketing Mix 3.0: Personalization, Platforms and Performance Analytics in the Algorithmic Era of Growth Hacking — A Review. IARJSET, Vol. 12, Issue 12. DOI: 10.17148/IARJSET.2025.121203
3. Suhendra, I., Istikomah, N., Anwar, C.J., Supriadi, A., Wakhid, A.A., Purwanda, E., & Salim, A. (2025). Influence of the digital economy on economic growth: empirical study of a region in Indonesia. Cogent Economics & Finance, 13(1). https://doi.org/10.1080/23322039.2025.2457477
4. Sak, T., Mylko, I., Ivashko, O., Chulipa, I., Wołowiec, T. & Sokołowska-Woźniak, J. (2025). How the Digital Economy Is Revolutionizing Marketing Management and Driving Sustainable Development. Sustainability, 17(3). https://doi.org/10.3390/su17031130
5. McCarthy, E.J. (1960). Basic Marketing: A Managerial Approach. McGraw-Hill.
6. Booms, B.H. and Bitner, M.J. (1981). Marketing Strategies and Organization Structures for Service Firms. In: Marketing of Services, American Marketing Association, Chicago, pp. 47–51.
7. UN Digital Technologies reference. URL: https://www.un.org/en/un75/impact-digital-technologies
8. Siemens (2018). Artificial Intelligence — A Key Technology of the Future. Siemens AG White Paper. https://assets.new.siemens.com/siemens/assets/api/uuid:402c3347-2bb6-4021-aa19-3c8eb8325be9/181217-shi-cot-artificial-intelligence.pdf
9. Damioli, G., Van Roy, V., Vertesy, D. and Vivarelli, M. (2025). Is artificial intelligence leading to a new technological paradigm? Structural Change and Economic Dynamics, 72, 347–359. https://doi.org/10.1016/j.strueco.2024.12.006
10. Rashid, A.B. and Kausik, M.A.K. (2024). AI revolutionizing industries worldwide: A comprehensive overview of its diverse applications. Hybrid Advances, 7, 100277. https://doi.org/10.1016/j.hybadv.2024.100277
11. Oosthuizen, J. (2016). Expanding Schwab's Four-type Intelligence Proposition to Meaningfully Address the Challenges of the Fourth Industrial Revolution. Proceedings of the 28th Annual Conference of the Southern African Institute of Management Scientists. ISBN: 978-0-620-71797-7.
12. Tritsaris, G.A. (2025). Occupational Tasks, Automation, and Economic Growth: A Modeling and Simulation Approach. arXiv:2512.16261.
13. Economic Times (2026). CCTV companies to sell only made-in-India products from April 1. https://economictimes.indiatimes.com/industry/cons-products/electronics/cctv-companies-to-sell-only-made-in-india-products-from-april-1/articleshow/129933374.cms
14. Gujar, V. (2024). New Age Marketing: AI Personalization Strategies in Digital World. IARJSET, Vol. 11, No. 3. DOI: 10.17148/IARJSET.2024.11346
15. Gujar Vivek(2026), The AI App Store for Edge Cameras: Appization™ Explained, IndoAI Technologies Pvt. Ltd. (2024), indo.ai/blogs
16. Schiavone, F., Perillo, C., Mandiello, A. and Bernhard, F. (2025). Growth hacking and network effects: learning for growth and learning for survival. Journal of Business Research, 200, 115594. DOI: 10.1016/j.jbusres.2025.115594
17. Constantinides, E.E. (2006). The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 22, 407–438.
18. Pehlivan, E., Berthon, P. and Pitt, L. (2014). The New Kids on the Block: The Power of Social Media in Marketing. Journal of Interactive Advertising, 14(1), 1–12.
19. McKinsey & Company (2023). What is personalization? McKinsey Explainers. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-personalization
20. Parker, G.G., Van Alstyne, M.W. and Choudary, S.P. (2016). Platform Revolution: How Networked Markets Are Transforming the Economy. W.W. Norton & Company.
21. Bohnsack, R. and Liesner, M.M. (2019). What the Hack? A Growth Hacking Taxonomy and Practical Implications of Growth Hacking for Firms. Business Horizons. DOI: 10.1016/j.bushor.2019.09.001
22. Ellis, S. (2010, July 26). Find a growth hacker for your startup. Startup Marketing Blog.
23. Ellis, S. and Brown, M. (2017). Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success. Crown Business.
24. Croll, A. and Yoskovitz, B. (2013). Lean Analytics: Use Data to Build a Better Startup Faster. O'Reilly Media.
25. Varga, S. et al. (2023). From platform growth to platform scaling: The role of decision rules and network effects over time. Journal of Business Venturing, 38(6). DOI: 10.1016/j.jbusvent.2023.106346
26. Bartels, N. and Schmitt, A. (2022). Developing network effects for digital platforms in two-sided markets — The NfX construction guide. Digital Business, 2(2), 100044. https://doi.org/10.1016/j.digbus.2022.100044
27. Gujar, V. and Rathore, A. (2024). Appization™ @ NeurHub™: Leveraging the App Store Model For AI Functions on Edge Devices — Case Study of IndoAI AI Camera. IOSR Journal of Computer Engineering, 26(6):18–25. DOI: 10.9790/0661-2606021825
28. Suuronen, S., Ukko, J., Saunila, M., Rantala, T. and Rantanen, H. (2024). The implications of multi-sided platforms in managing digital business ecosystems. Journal of Business Research, 175, 114544. https://doi.org/10.1016/j.jbusres.2024.114544
29. Rochet, J.C. and Tirole, J. (2003). Platform competition in two-sided markets. Journal of the European Economic Association, 1(4), 990–1029.
30. Wedel, M. and Kannan, P.K. (2016). Marketing Analytics for Data-Rich Environments. Journal of Marketing, 80, 97–121.
31. Kumar, V., Ashraf, A.R. and Nadeem, W. (2024). AI-powered marketing: What, where, and how? International Journal of Information Management, 77. DOI: 10.1016/j.ijinfomgt.2024.102783
32. IBM (2024). AI in Marketing. https://www.ibm.com/think/topics/ai-in-marketing
33. Acatrinei, C., Apostol, I.G., Barbu, L.N., Chivu (Popa), R.-G. and Orzan, M.-C. (2025). Artificial Intelligence in Digital Marketing: Enhancing Consumer Engagement and Supporting Sustainable Behavior Through Social and Mobile Networks. Sustainability, 17(14), 6638. https://doi.org/10.3390/su17146638
34. Bhattacharya, C.B. and Sen, S. (2003). Consumer-Company Identification: A Framework for Understanding Consumers' Relationships with Companies. Journal of Marketing, 67(2), 76–88.
35. Johnston, W.J. and Bonoma, T.V. (1981). The Buying Center: Structure and Interaction Patterns. Journal of Marketing, 45(3), 143–156.
36. Rogers, E.M. (1962). Diffusion of Innovations. Free Press.
37. Davis, F.D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.
38. Lemmens, A., Roos, J.M.T., Gabel, S., Ascarza, E., Bruno, H.A., Gordon, B.R., Israeli, A., Feit, E.M., Mela, C.F. and Netzer, O. (2025). Personalization and targeting: how to experiment, learn & optimize. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2025.07.004
39. Bharadwaj, A., El Sawy, O.A., Pavlou, P.A. and Venkatraman, N. (2013). Digital Business Strategy: Toward a Next Generation of Insights. MIS Quarterly, 37, 471–482.
40. Foggetti, C., Natalicchio, A., Ardito, L. and Albino, V. (2025). Opening the black box of Growth Hacking: Insights into the microfoundations of Lean Startup Capabilities. Journal of Business Research, 191. DOI: 10.1016/j.jbusres.2025.115272
41. Grewal, D., Hulland, J., Kopalle, P.K. et al. (2020). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, 48, 1–8.
42. IndoAI Technologies Pvt. Ltd. (2026). Camera eMarketplace Strategy Framework. Internal Document, April 2026. www.indo.ai
43. Jackson, D.W. and Cooper, R.G. (1988). Unique aspects of marketing industrial services. Industrial Marketing Management, 17(2), 111–118.
44. Kotler, P. and Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
45. Lemon, K.N. and Verhoef, P.C. (2016). Understanding Customer Experience throughout the Customer Journey. Journal of Marketing, 80, 69–96.
46. Lim, W.M. (2021). A marketing mix typology for integrated care: The 10Ps. Journal of Strategic Marketing, 29(5), 456–475.
47. MeitY (2025). STQC Certification Framework for Surveillance Equipment. Ministry of Electronics and Information Technology, Government of India.
48. Redseer Strategy Consultants (2025). India Quick Commerce Market Report 2025.
49. Ricci, F., Rokach, L. and Shapira, B. (2015). Introduction to Recommender Systems Handbook. Springer.
50. Scuotto, V., Tzanidis, T., Murray, A. and Del Giudice, M. (2025). Growth hacking: Leveraging hyper-scalability, hyper-specialization, and human-centric strategies for competitive advantage. Journal of Business Research, 190. DOI: 10.1016/j.jbusres.2025.115217
51. Wichmann, J.R.K. et al. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39(4), 1039–1060.
52. Gujar, V., & Rathore, A. K. (2025). The Artificial Intelligence Readiness Index (AIRI) and the IndoAI Platform: A Novel Framework for Standardizing and Architecting Complete Vision AI Solutions. International Journal of Innovative Research in Technology (IJIRT). https://doi.org/doi.org/10.64643/IJIRTV12I7-189307-459
53. Sanchez M P et al (2025). Building buyer personas to create virtual influencers as a digital marketing strategy in tourism contexts, September 2025, Revista de Ciencias de la Comunicación e Información 30:1-27, DOI: 10.35742/rcci.2025.30.e340
54. Alan Cooper, Wikipedia
55. Gujar V et al (2025). The Rise of Custom AI Solutions: IndoAI ’s Strategic Position in the AI Camera and AI Model Development Ecosystem, IARJSET 12(3):280-285, DOI: 10.17148/IARJSET.2025.12338
2. Gujar, V. (2025). Marketing Mix 3.0: Personalization, Platforms and Performance Analytics in the Algorithmic Era of Growth Hacking — A Review. IARJSET, Vol. 12, Issue 12. DOI: 10.17148/IARJSET.2025.121203
3. Suhendra, I., Istikomah, N., Anwar, C.J., Supriadi, A., Wakhid, A.A., Purwanda, E., & Salim, A. (2025). Influence of the digital economy on economic growth: empirical study of a region in Indonesia. Cogent Economics & Finance, 13(1). https://doi.org/10.1080/23322039.2025.2457477
4. Sak, T., Mylko, I., Ivashko, O., Chulipa, I., Wołowiec, T. & Sokołowska-Woźniak, J. (2025). How the Digital Economy Is Revolutionizing Marketing Management and Driving Sustainable Development. Sustainability, 17(3). https://doi.org/10.3390/su17031130
5. McCarthy, E.J. (1960). Basic Marketing: A Managerial Approach. McGraw-Hill.
6. Booms, B.H. and Bitner, M.J. (1981). Marketing Strategies and Organization Structures for Service Firms. In: Marketing of Services, American Marketing Association, Chicago, pp. 47–51.
7. UN Digital Technologies reference. URL: https://www.un.org/en/un75/impact-digital-technologies
8. Siemens (2018). Artificial Intelligence — A Key Technology of the Future. Siemens AG White Paper. https://assets.new.siemens.com/siemens/assets/api/uuid:402c3347-2bb6-4021-aa19-3c8eb8325be9/181217-shi-cot-artificial-intelligence.pdf
9. Damioli, G., Van Roy, V., Vertesy, D. and Vivarelli, M. (2025). Is artificial intelligence leading to a new technological paradigm? Structural Change and Economic Dynamics, 72, 347–359. https://doi.org/10.1016/j.strueco.2024.12.006
10. Rashid, A.B. and Kausik, M.A.K. (2024). AI revolutionizing industries worldwide: A comprehensive overview of its diverse applications. Hybrid Advances, 7, 100277. https://doi.org/10.1016/j.hybadv.2024.100277
11. Oosthuizen, J. (2016). Expanding Schwab's Four-type Intelligence Proposition to Meaningfully Address the Challenges of the Fourth Industrial Revolution. Proceedings of the 28th Annual Conference of the Southern African Institute of Management Scientists. ISBN: 978-0-620-71797-7.
12. Tritsaris, G.A. (2025). Occupational Tasks, Automation, and Economic Growth: A Modeling and Simulation Approach. arXiv:2512.16261.
13. Economic Times (2026). CCTV companies to sell only made-in-India products from April 1. https://economictimes.indiatimes.com/industry/cons-products/electronics/cctv-companies-to-sell-only-made-in-india-products-from-april-1/articleshow/129933374.cms
14. Gujar, V. (2024). New Age Marketing: AI Personalization Strategies in Digital World. IARJSET, Vol. 11, No. 3. DOI: 10.17148/IARJSET.2024.11346
15. Gujar Vivek(2026), The AI App Store for Edge Cameras: Appization™ Explained, IndoAI Technologies Pvt. Ltd. (2024), indo.ai/blogs
16. Schiavone, F., Perillo, C., Mandiello, A. and Bernhard, F. (2025). Growth hacking and network effects: learning for growth and learning for survival. Journal of Business Research, 200, 115594. DOI: 10.1016/j.jbusres.2025.115594
17. Constantinides, E.E. (2006). The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 22, 407–438.
18. Pehlivan, E., Berthon, P. and Pitt, L. (2014). The New Kids on the Block: The Power of Social Media in Marketing. Journal of Interactive Advertising, 14(1), 1–12.
19. McKinsey & Company (2023). What is personalization? McKinsey Explainers. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-personalization
20. Parker, G.G., Van Alstyne, M.W. and Choudary, S.P. (2016). Platform Revolution: How Networked Markets Are Transforming the Economy. W.W. Norton & Company.
21. Bohnsack, R. and Liesner, M.M. (2019). What the Hack? A Growth Hacking Taxonomy and Practical Implications of Growth Hacking for Firms. Business Horizons. DOI: 10.1016/j.bushor.2019.09.001
22. Ellis, S. (2010, July 26). Find a growth hacker for your startup. Startup Marketing Blog.
23. Ellis, S. and Brown, M. (2017). Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success. Crown Business.
24. Croll, A. and Yoskovitz, B. (2013). Lean Analytics: Use Data to Build a Better Startup Faster. O'Reilly Media.
25. Varga, S. et al. (2023). From platform growth to platform scaling: The role of decision rules and network effects over time. Journal of Business Venturing, 38(6). DOI: 10.1016/j.jbusvent.2023.106346
26. Bartels, N. and Schmitt, A. (2022). Developing network effects for digital platforms in two-sided markets — The NfX construction guide. Digital Business, 2(2), 100044. https://doi.org/10.1016/j.digbus.2022.100044
27. Gujar, V. and Rathore, A. (2024). Appization™ @ NeurHub™: Leveraging the App Store Model For AI Functions on Edge Devices — Case Study of IndoAI AI Camera. IOSR Journal of Computer Engineering, 26(6):18–25. DOI: 10.9790/0661-2606021825
28. Suuronen, S., Ukko, J., Saunila, M., Rantala, T. and Rantanen, H. (2024). The implications of multi-sided platforms in managing digital business ecosystems. Journal of Business Research, 175, 114544. https://doi.org/10.1016/j.jbusres.2024.114544
29. Rochet, J.C. and Tirole, J. (2003). Platform competition in two-sided markets. Journal of the European Economic Association, 1(4), 990–1029.
30. Wedel, M. and Kannan, P.K. (2016). Marketing Analytics for Data-Rich Environments. Journal of Marketing, 80, 97–121.
31. Kumar, V., Ashraf, A.R. and Nadeem, W. (2024). AI-powered marketing: What, where, and how? International Journal of Information Management, 77. DOI: 10.1016/j.ijinfomgt.2024.102783
32. IBM (2024). AI in Marketing. https://www.ibm.com/think/topics/ai-in-marketing
33. Acatrinei, C., Apostol, I.G., Barbu, L.N., Chivu (Popa), R.-G. and Orzan, M.-C. (2025). Artificial Intelligence in Digital Marketing: Enhancing Consumer Engagement and Supporting Sustainable Behavior Through Social and Mobile Networks. Sustainability, 17(14), 6638. https://doi.org/10.3390/su17146638
34. Bhattacharya, C.B. and Sen, S. (2003). Consumer-Company Identification: A Framework for Understanding Consumers' Relationships with Companies. Journal of Marketing, 67(2), 76–88.
35. Johnston, W.J. and Bonoma, T.V. (1981). The Buying Center: Structure and Interaction Patterns. Journal of Marketing, 45(3), 143–156.
36. Rogers, E.M. (1962). Diffusion of Innovations. Free Press.
37. Davis, F.D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.
38. Lemmens, A., Roos, J.M.T., Gabel, S., Ascarza, E., Bruno, H.A., Gordon, B.R., Israeli, A., Feit, E.M., Mela, C.F. and Netzer, O. (2025). Personalization and targeting: how to experiment, learn & optimize. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2025.07.004
39. Bharadwaj, A., El Sawy, O.A., Pavlou, P.A. and Venkatraman, N. (2013). Digital Business Strategy: Toward a Next Generation of Insights. MIS Quarterly, 37, 471–482.
40. Foggetti, C., Natalicchio, A., Ardito, L. and Albino, V. (2025). Opening the black box of Growth Hacking: Insights into the microfoundations of Lean Startup Capabilities. Journal of Business Research, 191. DOI: 10.1016/j.jbusres.2025.115272
41. Grewal, D., Hulland, J., Kopalle, P.K. et al. (2020). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, 48, 1–8.
42. IndoAI Technologies Pvt. Ltd. (2026). Camera eMarketplace Strategy Framework. Internal Document, April 2026. www.indo.ai
43. Jackson, D.W. and Cooper, R.G. (1988). Unique aspects of marketing industrial services. Industrial Marketing Management, 17(2), 111–118.
44. Kotler, P. and Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
45. Lemon, K.N. and Verhoef, P.C. (2016). Understanding Customer Experience throughout the Customer Journey. Journal of Marketing, 80, 69–96.
46. Lim, W.M. (2021). A marketing mix typology for integrated care: The 10Ps. Journal of Strategic Marketing, 29(5), 456–475.
47. MeitY (2025). STQC Certification Framework for Surveillance Equipment. Ministry of Electronics and Information Technology, Government of India.
48. Redseer Strategy Consultants (2025). India Quick Commerce Market Report 2025.
49. Ricci, F., Rokach, L. and Shapira, B. (2015). Introduction to Recommender Systems Handbook. Springer.
50. Scuotto, V., Tzanidis, T., Murray, A. and Del Giudice, M. (2025). Growth hacking: Leveraging hyper-scalability, hyper-specialization, and human-centric strategies for competitive advantage. Journal of Business Research, 190. DOI: 10.1016/j.jbusres.2025.115217
51. Wichmann, J.R.K. et al. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39(4), 1039–1060.
52. Gujar, V., & Rathore, A. K. (2025). The Artificial Intelligence Readiness Index (AIRI) and the IndoAI Platform: A Novel Framework for Standardizing and Architecting Complete Vision AI Solutions. International Journal of Innovative Research in Technology (IJIRT). https://doi.org/doi.org/10.64643/IJIRTV12I7-189307-459
53. Sanchez M P et al (2025). Building buyer personas to create virtual influencers as a digital marketing strategy in tourism contexts, September 2025, Revista de Ciencias de la Comunicación e Información 30:1-27, DOI: 10.35742/rcci.2025.30.e340
54. Alan Cooper, Wikipedia
55. Gujar V et al (2025). The Rise of Custom AI Solutions: IndoAI ’s Strategic Position in the AI Camera and AI Model Development Ecosystem, IARJSET 12(3):280-285, DOI: 10.17148/IARJSET.2025.12338
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