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The company ranked #500 in this year’s FORTUNE GLOBAL 500 generated revenues of US$ 21.609 billion compared to US$ 20.923 billion posted by its counterpart last year. In other words, the Global 500 Qualifying Revenue increased this year. This is a constant trend except for last year, when the Global 500 entry bar actually fell from the previous year’s level. Before we deep-dive into how this impacts the Indian IT industry, here’s a quick overview of the list published by Fortune […]

Posted by Ketharaman Swaminathan On Sep - 1 - 2017 Add Comments READ FULL POST

In Robin Cook’s latest novel HOST, patients go into a comatose state during simple surgeries. Click here to read my review of this medical thriller. After reading the novel, I had a vague sense of déjà vu feeling. I thought it had a striking resemblance to the author’s 1977 bestseller COMA. So many years later, I can barely remember if I’ve read a certain book, let alone remember its plot. Therefore, I dug deeper. I struck paydirt in this review […]

Posted by Ketharaman Swaminathan On Aug - 25 - 2017 Add Comments READ FULL POST

Consumer advocates ranted about overdraft protection fees in 2008, saying the service was forced down upon consumers. While the uninitiated can Google “overdraft protection” for a prosaic definition of the term, Stanley Bing offers the following tongue-in-cheek description for one of the most lucrative services offered by US banks: “No matter what you spend with your debit card, even if you have no money in your account, the guys at the bank will make sure that you’re not embarrassed. They’ll pay […]

Posted by Ketharaman Swaminathan On Aug - 18 - 2017 Add Comments READ FULL POST

The asphalt road outside my house was getting concreted last year. When I was walking down on the road one day, I noticed that a narrow gully of around two feet width was left untouched on one side of road. When I saw this, I thought there was a massive goof-up somwhere. In all probability, so went my cynical thinking, Pune Municipal Corporation – the local authority that is responsible for all public works in the city – must’ve placed an order […]

Posted by Ketharaman Swaminathan On Aug - 11 - 2017 Add Comments READ FULL POST

In Use And Misuse Of Personas In Marketing, I’d defended personas from being lampooned by some misguided marketers. That doesn’t mean I believe everything is hunky-dory with personas. There are at least three problems I see in the way personas are created and used in Persona Based Marketing (PBM) campaigns today. A. SOLE FOCUS ON WHO I read the following comment on an article about personas: ‘There’s too much focus on “Who is the buyer?”. Marketers should rather focus on “What […]

Posted by Ketharaman Swaminathan On Aug - 4 - 2017 1 Comment READ FULL POST

The ink on my previous post Indian IT – Turning Crisis Into Opportunity has hardly dried when two Indian IT majors Infosys and Wipro have announced better-than-expected quarterly results. Much as I’d like to attribute their superior performance to the guidance given in my post (!), these IT veterans have been doing all this and more for a long time. The pall of gloom over the industry’s prospects has temporarily lifted. The industry can get rid of it permanently by taking […]

Posted by Ketharaman Swaminathan On Jul - 28 - 2017 1 Comment READ FULL POST

Buyer persona is the bedrock of targeted marketing. HubSpot provides a succinct definition of the term: “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” Data includes not just demographics but behavior, emotions, wants, aspirations and other buyer attributes. A sample persona is shown below: Persona-based marketing has gained traction in recent times, both in B2C and B2B realms. Maybe it’s only me but I see a strong […]

Posted by Ketharaman Swaminathan On Jul - 21 - 2017 Add Comments READ FULL POST

I recently read the following tweet: After Banks figure this out and do something with eKYC, they will realize that people are not ready to pay MDR, want privacy — Srikanth ஸ்‌ரீகாந்த் (@logic) February 20, 2017 I replied back pointing out that: But Merchants pay MDR, not Consumers! — S.Ketharaman (@s_ketharaman) February 20, 2017 He replied back with the following tweet: nice dream. — Srikanth ஸ்‌ரீகாந்த் (@logic) February 20, 2017 @logic was implying that merchants will definitely pass on the […]

Posted by Ketharaman Swaminathan On Jul - 14 - 2017 4 Comments READ FULL POST

At the end of my blog post entitled Indian IT – Crisis Or No Crisis?, I reflected on the zeitgeist about the looming crisis faced by the Indian IT industry due to growing automation, digital challenges, H1B restrictions and Trumpism-driven Middle America outsourcing. Even if these challenges are real, there’s no need to panic. The industry has been through several crises in its 30 year history and emerged from each of them stronger than before. I predict that the same will […]

Posted by Ketharaman Swaminathan On Jul - 7 - 2017 Add Comments READ FULL POST

Uber didn’t invent targeted offers but the world’s largest taxi company sets itself apart from other brands by the innovative ways with which it uses the fledgling marketing tactic to deepen customer engagement, as I’d highlighted in Mastering Targeted Offers – The Uber Way. I recently saw Uber’s mastery of another “next gen” marketing tactic, namely, abandoner remarketing. For the uninitiated, abandoners are those who visit a website (or fire up a mobile app), click around but leave without making a […]

Posted by Ketharaman Swaminathan On Jun - 23 - 2017 Add Comments READ FULL POST
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