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The role of a CIO in a digital world ast year, research firm Gartner, predicted that by 2017, the CMO will spend more on IT than the CIO. Gartner’s assumption was made by the fact that as more and more consumers adopt new digital channels, the role of marketing in influencing IT spend will only accelerate. In this new world, which is heavily influenced by what Gartner, calls the nexus of forces (the convergence of social, cloud, mobile and information), marketers have a huge opportunity to unlock hidden insights by engaging with customers using customized and contextually relevant conversations and offers. Today, enterprises do not look at social media as just a medium for educating customers about their products or solutions. Most smart organizations are now using social media to not only address customer concerns quickly, but to also co-create products with their customers. One of India’s most socially savvy organizations, Café Coffee Day, uses social media to ask its customers what they would like to be served or the exact flavor of chocolate that they prefer. It uses these insights drawn from its huge base of customers on social media to co-create products. Understanding the huge reach of social media platforms, ICICI Bank, one of India’s largest private sector banks, allows customers to access their bank accounts through Facebook. The bank has also set up fully electronic branches that enable customers to undertake real- time transactions. Similarly, IndiaFirst Life Insurance is equipping its agents with tablets, enabling them to issue policies to customers within minutes. For discerning analysts who question the ROI of social media, the example of Shoppers Stop generating incremental sales directly attributable to social media is a real eye opener. As these examples show, the IT function can play a much bigger role than what the traditional IT function has typically played. This is an exciting time for CIOs as there are far more opportunities than challenges. With their immense understanding of technologies, CIOs can act as a bridge between IT and business, and show how technology can be used to amplify business opportunities for their respective firms.

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In this new world of convergence, IT function can play a much bigger role than what the traditional IT function has typically played

u Srikanth RP is Executive Editor of InformationWeek India. srikanth.rp@ubm.com

september 2013 i n f o r m at i o n w e e k 3


contents Vo l u m e 2 | I ss u e 1 1 |

September 2013

16 Cover Story The rise of digital marketing and the changing role of the CIO CIOs speak on how they feel about the rising clout of marketing in making technology decisions and purchases. Is this trend going to degrade the CIO’s position in the organization in anyway? Or does this mean yet another evolution for the CIO? We try to shed some light

20

Social media analytics emerges as new area of focus for enterprise vendors Analyzing the vast amount of social media data is fast emerging as a key business imperative for organizations. We spoke to some vendors to get a sense of their strategy to target the space and to find how their offerings are helping firms connect to their customers in a better way

perspective

12

How the fall of the Indian rupee is impacting IT budgets for Indian CIOs With the rupee depreciating more than 20 percent in value in the past six months, many CIOs are actively talking to their CFOs on how they can address the current scenario

feature

24 27

4

Cover Design : Deepjyoti Bhowmik

50 54

Goodbye IT, hello digital business Delighting customers is job No. 1. Everything else is secondary

7 elements of a successful social business Social software and tools have made cross-functional collaboration easier than ever before, but beware cultural and philosophical barriers

How Shoppers Stop is wooing customers the social way Among one of the first retailers in India to recognize the immense potential of digital and social media, Shoppers Stop has shown how retailers can mine ‘revenues’ from emerging communication channels

IndiaFirst Life Insurance banks on technology to carve out unique identity One of the youngest life insurance companies in the country, IndiaFirst Life Insurance is banking on its technology strengths to roll out innovative and customer friendly products in the market

informationweek september 2013

Big Data Analytics

56

Can India be a hub for Big Data? India is expected to emerge as the preferred destination for analytics and IT services for Big Data due to its pre-eminence in IT-BPO services and Big Data talent availability. Let’s take a look at India’s advantage in the Big Data opportunity

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THE BUSINESS VALUE OF TECHNOLOGY

interview 30

43 interview

ICICI Bank’s CTO on how the bank is reinventing itself in an era of consumerization

Social media gives Café Coffee Day the ability to co-create products with customers

Mukesh Jain CTO , ICICI Bank

K Ramakrishnan President - Marketing, Café Coffee Day

interview 41

45 interview

How Groupon is leveraging analytics to personalize user experience

‘The role of CIO in an organization has become much more strategic today’

Bharath Devanathan COO, Groupon India

15

Vijay Sethi CIO, Hero MotoCorp

news analysis

EDITORIAL ������������������������������������������������������������� 3

How technology is making safe drinking water available for just 30 paise per litre

INDEX ���������������������������������������������������������������������� 6

Piramal Water uses Water ATMs to deliver safe drinking water to villages using a combination of RFID, cloud management systems and customized ERP solutions

news ������������������������������������������������������������������ 8-11 opinion �������������������������������������������������������� 47, 48 cio voice ������������������������������������������������������������64

case study

62

SRL embraces private cloud to consolidate operations, drive efficiency

event ������������������������������������������������������������65, 66

The story of how SRL rolled out its private cloud infrastructure to support growing business and drive laboratory standardization and efficiency

global cio ��������������������������������������������������������68 Down to business ������������������������������������������ 69

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september 2013 i n f o r m at i o n w e e k 5


Imprint

VOLUME 2 No. 11 n September 2013

Managing Director : Joji George Printer & Publisher : Kailash Pandurang Shirodkar Associate Publisher & Director : Anees Ahmed Editor-in-Chief : Brian Pereira Executive Editor : Srikanth RP Principal Correspondents : Ayushman Baruah (Bengaluru) Jasmine Kohli (Mumbai) Senior Correspondent : Amrita Premrajan (New Delhi) Correspondent : Varun Haran Copy Editor : Shweta Nanda Design Art Director Senior Visualiser Senior Graphic Designer Graphic Designer

: : : :

Marketing Marketing Head

: Samta Datta

online Manager—Product Dev. & Mktg. Deputy Manager—Online Web Designer Sr. User Interface Designer

: : : :

Deepjyoti Bhowmik Yogesh Naik Shailesh Vaidya Jinal Chheda, Sameer Surve

Viraj Mehta Nilesh Mungekar Nitin Lahare Aditi Kanade

Operations Head—Finance Director—Operations & Administration

: Yogesh Mudras : Satyendra Mehra

Management Service

: Jagruti Kudalkar

Sales Mumbai Manager- Sales : Ranabir Das ranabir.das@ubm.com (M) +91 9820097606 Marvin Dalmeida marvin.dalmeida@ubm.com (M) +91 8898022365 Bengaluru : Kangkan Mahanta Manager—Sales kangkan.mahanta@ubm.com (M) +91 89712 32344 Delhi Manager—Sales : Rajeev Chauhan rajeev.chauhan@ubm.com (M) +91 98118 20301 Sanjay Khandelwal sanjay.khandelwal@ubm.com (M) +91 9811764515 Production Production Manager

: Prakash (Sanjay) Adsul

Circulation & Logistics Deputy Manager

: Bajrang Shinde

Subscriptions & Database Senior Manager Database : Manoj Ambardekar manoj.ambardekar@ubm.com Assistant Manager : Deepanjali Chaurasia deepanjali.chaurasia@ubm.com

print online newsletters events research Head Office UBM India Pvt Ltd, Times Square, Unit No. 1 & 2, B Wing, 5th Floor, Andheri-Kurla Road, Marol, Andheri (E), Mumbai - 400 059, India. Tel: 022 6172 7272; Fax: 022 6172 7273

Editorial index Person & Organization Anil Bajpai, iGATE...........................................................22 Anisha Motwani, Max Life Insurance.....................38

International Associate Offices USA Huson International Media (West) Tiffany DeBie, Tiffany.debie@husonmedia.com Tel: +1 408 879 6666, Fax: +1 408 879 6669

Anuj Mathur, Q3 Technologies.................................23

(East) Dan Manioci, dan.manioci@husonmedia.com Tel: +1 212 268 3344, Fax: +1 212 268 3355

Derek Laney, Salesforce.com....................................21

EMEA Huson International Media Gerry Rhoades Brown, gerry.rhoadesbrown@husonmedia.com Tel: +44 19325 64999, Fax: + 44 19325 64998

Govind Rammurthy, eScan........................................47

Japan Pacific Business (PBI) Shigenori Nagatomo, nagatomo-pbi@gol.com Tel: +81 3366 16138, Fax: +81 3366 16139 South Korea Young Media Young Baek, ymedia@chol.com Tel: +82 2227 34819; Fax : +82 2227 34866

Arun Gupta, Cipla..........................................................14 Ashutosh Lawania, Myntra.com..............................36 Bharath Devanathan, Groupon India....................41 Deepali Nair, L&T General Insurance Company...........................34 Dr P Nandagopal, IndiaFirst Life Insurance.........28 G Radhakrishna Pillai, SRL Diagnostics.................62 Hitesh Arora, Max Life Insurance.............................40 James Berry, Standard Chartered Bank................33 Joydeep Roy, L&T General Insurance Company...........................35 K Ramakrishnan, CCD .................................................43 Kartik Vyas, Persistent Systems................................22 Mehriar Patel, Globus...................................................17 Mukesh Jain, ICICI Bank..............................................30 N Ravishanker, Tata Sky...............................................13 Nilesh Sangoi, Meru Cabs.........................................18 Paresh Parasnis, Piramal Foundation.....................15 Ranjit Satyanath, Shoppers Stop............................17

Printed and Published by Kailash Pandurang Shirodkar on behalf of UBM India Pvt Ltd, Times Square, Unit No. 1 & 2, B Wing, 5th Floor, Andheri-Kurla Road, Marol, Andheri (E), Mumbai - 400 059, India. Executive Editor: Srikanth RP Printed at Indigo Press (India) Pvt Ltd, Plot No 1c/716, Off Dadaji Konddeo Cross Road, Byculla (E), Mumbai 400027. RNI NO. MAH ENG/2011/39874

ADVERTISERS’ INDEX

Sachin Kapur, Groupon India....................................42 Sanjeeb Chaudhuri, Standard Chartered Bank...........................................32 Shahnawaz Khan, Happiest Minds.........................23 Shamik Sharma, Myntra.com...................................37 Shankar Nath, ICICI Lombard General Insurance...........................44 Shuchi Nagar, Bausch & Lomb.................................14 Sudipta K Sen, SAS Institute......................................20

Company name Page No.

Website Sales Contact

Suneel Aradhye, RPG Enterprises............................13

Cisco

2

www.cisco.in/tomorrowstartshere www.cisco.in/servers

Sunil Jose, Oracle...........................................................21

Checkpoint

7 www.checkpoint.com

Thomson Reuters

11

www.markmonitor.com

Interop

19

www.interop.in

salil.warior@ubm.com

G0S

29

www.g0s.org

ranabir.das@ubm.com

Alcatel Lucent

49

www.interprise.alcatel-lucent.com

india.mktg@alcatel-lucent.com

Vinay Bhatia, Shoppers Stop.....................................26

IBM

58-59 www.ibm.com

ibm.com/decisionmanagement/in

Vishwanath Alluri, IMImobile....................................48

eScan

63 www.escanav.com

enterprise@escanav.com

Quick Heal

71

info@quickheal.co.in

Emerson

72 emersonnetworkpower.com marketing.india@emerson.com

VS Parthasarathy, Mahindra and Mahindra.............................................12

www.quickheal.com

indiasales@checkpoint.com

T G Dhandapani, TVS Motors....................................14 Vijay Sethi, Hero MotoCorp.......................................13 Vijay Sethi, Hero MotoCorp.......................................45

Important Every effort has been taken to avoid errors or omissions in this magazine. In spite of this, errors may creep in. Any mistake, error or discrepancy noted may be brought to our notice immediately. It is notified that neither the publisher, the editor or the seller will be responsible in respect of anything and the consequence of anything done or omitted to be done by any person in reliance upon the content herein. This disclaimer applies to all, whether subscriber to the magazine or not. For binding mistakes, misprints, missing pages, etc., the publisher’s liability is limited to replacement within one month of purchase. © All rights are reserved. No part of this magazine may be reproduced or copied in any form or by any means without the prior written permission of the publisher. All disputes are subject to the exclusive jurisdiction of competent courts and forums in Mumbai only. Whilst care is taken prior to acceptance of advertising copy, it is not possible to verify its contents. UBM India Pvt Ltd. cannot be held responsible for such contents, nor for any loss or damages incurred as a result of transactions with companies, associations or individuals advertising in its newspapers or publications. We therefore recommend that readers make necessary inquiries before sending any monies or entering into any agreements with advertisers or otherwise acting on an advertisement in any manner whatsoever.

6

informationweek september 2013

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