Marketing Strategy of Infosys By:
Group 2 ASHA NACHI (08PG222) HARRIS JAMIL (08PG163) GAYATRI SHARMA (08PG019) ANAND MULAY (08PG081) ANWESHA MAZUMDER (08PG290) DEVIKA DAS (08PG224)
The Idea The idea was born on a January 1981 morning On July 2, 1981, Infosys Consultants Pvt. Ltd. The starting capital was $250 which was borrowed from Mrs. Murthy The 6 people who were with Murthy are: Nandan Nilekani N S Raghavan S Gopalakrishnan S D Shibulal K Dinesh Ashok Arora
Vision and Mission Infosys' Vision:
"To be a globally respected corporation that provides best-of-breed business solutions, leveraging technology, delivered by best-in-class people." Infosys' Mission Statement : "To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors and society at large."
Value System – C-LIFE Customer Delight: A commitment to surpassing customer expectations. Leadership by Example: A commitment to set standards in business and transactions and be an exemplar for the industry and teams.
Integrity and Transparency: A commitment to be ethical, sincere and open in all dealings. Fairness: A commitment to be objective and transaction-oriented, thereby earning trust and respect. Pursuit of Excellence: A commitment to strive relentlessly, to constantly improve themselves, their teams, their services and products so as to become the best.
Became public limited company in 1992 Corporate HQ: Bangalore, India US HQ: Fremont, CA Listed on NASDAQ in 1999 Employee Strength: 66150 Crossed $ 2 bn in revenues in 2006
Timeline
1981: Establishment in India. 1987: First international office in US 1993: Successfully completed IPO in India 1995: Set up development centers across cities in India 1996: Infosys foundation setup for CSR 1996: e-Business initiative started 1997: Assessed at CMM level 4 1999: $100 Million in annual revenue 1999: Listed on NASDAQ 1999: Assessed at CMM level 5 2000: Opened offices in UK, US, France, Hongkong
Timeline continued 2000: Combined e-Business with rest of organization 2001: Rated Best Employer of India in a study by Business Today-Hewitt Associates 2002: Touched half a billion US dollars in annual revenue 2003: Establishes subsidiaries Infosys China and Infosys Australia 2004: Crossed US $1 Billion in annual revenue 2004: Launches Infosys Consulting Inc 2005: Largest international equity offering of US $ 1 billion from India 2006: 60,000+ Employees. Revenues crosses $ 2 billion. Celebrates 25 years
Infosys: through the years
The Spread Eastern Europe Czech Republic Center Mainland EUROPE
CANADA
U.K.
1 Development Center
7 Offices
1 Development Center 1 Office
Europe
North America
3000+
6,000+
Multi-lingual BPO Capability
CHINA
Technology Development Center
100 Seats - Executive Committee Planning on 250 Seats Capacity – expansion Plans to expand to a 2000 seat capacity across multiple cities INDIA in China 9 Development Centers
2 Offices UAE
1 Office JAPAN 1 Office
USA
MAURITIUS
3 Development Centers
9 Offices
Technology Development Center and BCP/DR Site 1500 capacity for DR. Close to 100 employees currently
Key Strategic Investments
Plans for 1000 more employees
India & Mauritius 35,000+
Asia Pacific 1100+
AUSTRALIA
1 Development Center 1 Offices
Services Application Development and maintenance Corporate performance management Enterprise quality services Infrastructure services Packaged application services Product engineering Systems Integration
Industries that they serve Aerospace & defense Automotive Banking Communication Consumer goods Manufacturing Energy Healthcare Hospitality
Insurance Life Sciences Media & Entertainment Resources Retail Transportation Utilities High technology
Total Outsourcing Solutions Strategy & IT Consulting Systems Integration
Integrated Roadmap
e-Business
Business Process Reengineering
Enterprise Application Integration Package Evaluation & Implementation CRM
m-Business
Enterprise Architecture Definition
SCM
ERP
E-Procurement
Custom Application Development Design
Develop
Test
Deploy
Business Process Management Progeon Ltd. – An Infosys subsidiary Industry Specific Processes
Cross-industry Processes
IT Outsourcing Re-engineering and Maintenance
T O T A L O U T S O U R C I N G S O L U T I O N
FINACLE The Only Product
Modules
Features Universal banking solution from Infosys Empowers banks to transform their business Architected out of years of experience with global banks and offers several powerful and differentiating features One of the most comprehensive, flexible and scalable solutions in its class
Architecture
Finacle Advantage Business Agility CRM and Alert Enabled Global Deployment Capability Multiple currency, time zones and languages
Proven solution minimized risk 100% success Rapid, smooth successful deployments
Integrated multi-channel framework Banks can offer their solutions through multiple channels
High scalability Most Scalable solutions Allows banks to grow seamlessly
Global Delivery Model The Corner Stone of strategy
Global Delivery Model Most important strategic initiative To accelerate schedule High time and cost predictability Introduced in 1980s Emerged as a significant disruptive force in industry Led to rise of offshore global outsourcing Offshore outsourcing is the core of GDM
GDM…contd… It refers to philosophy of breaking work into logical components and assigning it geo-locationally so as to create maximum value Cost reduction is the most important gain of GDM Allows you to invest more time and cost in design phase or in pilot projects
Advantages of GDM to clients Assurance of the best product quality, which cuts down costs of fixing defects, maintenance and hence, the TCO Advantages coming out of the continuous improvements, which keep improving all the key parameters.
Features of GDM Intelligent Project breakdown Leverage extended workday Best of Breed Talent
Technologists
Leverage cost efficiencies Process Specialists
Domain Experts
Superior Program Management Skills
Project Managers
Scalability
Global Deployment and Support
Global Infrastructure and Communication Links Skill Accessibility and Predictability Reduced time to market Ownership Costs
Eras of Strategy
Strategy – Pre-1992 Era Onsite focus Few Large Customers Indirect Sales
Strategy post 1992 till 1999 IPO and Nasdaq Global benchmarking Global delivery model Employee retention Investment in sales and marketing Becoming a company of choice for investors, customers and employees
Strategy since 1999 Scalable business Value added services Business solution services End-to-end capabilities Consulting IT services Business Process management
Modular Global Sourcing Large development centers (India, China)
Change in Environment Outsourcing and offshoring to India has become mainstream Great quality, great people and great value for money
Increasing price pressures Clients seeking cost reduction Short-term measures by competitors
Our Focus Areas Client Relationships End-to-end Services Trusted Brand Global footprint Operational Effectiveness Best-in-class people World-class Infrastructure Robust financial management
Factors of Success
Delivering local business value Customizing services and solutions to suit client needs Understanding client-specific needs and value proposition Example: Creation of specific services around regulatory compliance
Building the brand Aggressive marketing and branding strategy Coherent campaigns using multiple channels, including events, PR activities and direct marketing Creating positive perceptions with clients, industry associations, media and policy makers Well-recognized brand
Coherent Market Strategy Range of investment in infrastructure, HR, technology and networking Increase in client penetration rate Helped in attracting best talent
Investing in Expertise Business innovation in GDM coupled with technology and industry expertise in various fields Disruptive model has enabled Infosys to offer distinctly superior services Facilitated acquiring new clients
Partnerships
Industry & Publication s
Academia
Comparative Analysis of Infosys, TCS and WIPRO
TATA Consultancy Services TCS is the grandfather Unlisted till 2004, cared little about publicity and concentrated on customers Grabbed customers and created relationships Not fussy about any work (will do anything) Big in size and low on prices Now it has become choosy and fussy Stable and trustworthy Great expertise, lot to offer and low price. Focus on TATA Brand Focus on serving country – still in public sector Shift in focus from Software Development to Consulting
WIPRO Originally into hardware and then into software From 1999, PR, analyst relations and website became important Less focus on branding and more on sales In 2001, the need for brand was realized “Applying Thought” Driven by technological evolution and R&D
Infosys “New kid on the block” – Mr. Murthy 1991 removed a lot friction and marked a change Need to be different to compete with MNC Hiring smart people to sell in EU and US markets Listing on NASDAQ partially to instill confidence in customers Partnerships with educational institutes like Wharton Focus more on PR and communication for visibility
The Future
Global Sourcing Global sourcing strategy is aligned with business strategy Enhancing operational efficiency and delivering value added services Structuring processes and services into modules thus leading to enhanced flexibility and productivity
Enterprise Solutions Aggressive focus on ERP solutions like SAP and Oracle Planning to increase focus on Service Oriented Architecture (SOA) This is expected to bolster its business in enterprise solutions market
Moving beyond application development Offers range of services already Plans to move beyond application development, including BPO, infrastructure maintenance, software service etc Strong foothold in infrastructure and F&A segments
Strategies for future Focus on emerging business trends and pervasive technologies Leverage existing client base to increase demand Promote US-India success when pursuing new clients Strengthen presence in North America and EU while gaining foothold in China Broaden strategic alliances with best-in-class providers with complementary skill sets Expand into high-end consulting
References www.infosys.com Infosys – Story so far, Kris Gopalakrishnan, COO, Infosys Infosys Technologies, An Overview – Dravisgroup Infosys, Success story of Leading Indian IT company – K Dinesh, Board member, Infosys The story of India’s 3 IT biggies – www.rediff.com
Thank You…!!!