The 10 Most Advanced QA & Testing Companies of 2019 by Mirror Review

www.mirrorreview.com March 2019

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Prime Focus

The VFX Revolution Changing The Canvas Of Entertainment Industry

Channel Marketing Insights Find Out How The Multichannel Marketing Is Evolved To Omnichannel

Ruslan Desyatnikov Founder, President, & CEO

QA Mentor

Pioneering The QA & Testing Space With A Unique And Innovative Approach

EDITOR’S LETTER

nown as the father of software quality, Watts Humphrey changed the world of software engineering through his dedicated work in various areas of the software development industry. It was he, a former employee of IBM and SEI, who conducted research into the field of knowledge work, identified characteristics of best practices in software engineering, and a lot more that laid the quintessential groundwork of the software QA & Testing field.

www.mirrorreview.com March 2019

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Prime Focus

The VFX Revolution Changing The Canvas Of Entertainment Industry

Channel Marketing Insights Find Out How The Multichannel Marketing Is Evolved To Omnichannel

Ruslan Desyatnikov Founder, President, & CEO

QA Mentor

Pioneering The QA & Testing Space With A Unique And Innovative Approach

The Journey Of Software Industry: Then To Now

Coming back to the present, this industry is heavily inﬂuenced by the need for digital transformation and driven by customer-demands and rapid delivery options. Therefore, the most advanced QA & Testing companies are integrating technologies, developing strategic plans, and making sure to deliver ﬂawless softwares to have a competitive edge in the market. In this latest magazine issue of ‘The 10 Most Advanced QA & Testing Companies of 2019’, we highlight the business stories of pivotal companies who are working extraordinarily in this space. Moreover, the pace setters of these organizations also share some valuable words of wisdom for the Gen Z software developers. The award winning company, QA Mentor graces the Cover of this magazine issue. Ruslan Desyatnikov, the Founder, President, and CEO of the company takes us through the company's mission, its portfolio of offerings, future plans for expansion, and the team of lifelong learners behind QA Mentor. “We never stop at our accomplishments or our awards, we don’t look back. We only look forward,” says the CEO when asked about the secret mantra behind QA Mentor's success. On the inside pages, we also take a closer look at the founding visions and missions of the progressive companies such as PractiTest (Yaniv Iny) , Terralogic Solutions Inc (Renil Komitla), SENLA (Igor Danilov), and Precise Testing Solution (Chetna Soni). Our readers will also get to know about the impact of digital transformation and the upcoming trends to look for in this industry from the leadership. Sharing exclusive insights with us are Jan van Eck (Sports Engineers) and Diwakar Menon (Last Mile) who explain about how to gain control of sports data and 5 risks to mitigate while deploying AI solutions respectively. With every magazine issue, Mirror Review’s team tries to cover informative yet riveting topics that will add more value to our readers' knowledge base. You will get to read articles on how the multichannel marketing is evolved to omnichannel (Channel Marketing Insights) and ways in which the VFX revolution is changing the canvas of entertainment industry (Prime Focus). Enjoy Reading!

Anuja Mulmule Managing Editor

CREDIT PAGE Publisher : Archana Ghule Editor-in-Chief : Vikram Suryawanshi Managing Editor : Anuja Mulmule Assistant Editor : Mayur Shewale Contributory Writers : Bansidhar Tigga Deepali Sarwade Business Development Manager : Anagha Acharya Project Manager : Sonali Gund Art Director : Vinod Alhat Visualizer : Mark Davis Graphic Designers : Poonam Magdum Sumit Bonage Aniket Diwane Sakshi Bendre Head of Distribution & Production : Aakash Mahajan Head of Operations : Robert Smith Research Analysts : James Adams David Thomas Advertising : Maria Smith

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EXPERTS' VIEWS ARTICLES Prime Focus The VFX Revolution Changing The Canvas Of Entertainment Industry

Diwakar Menon Last Mile Consultants

Channel Marketing Insights Find Out How The Multichannel Marketing Is Evolved To Omnichannel

Deploying AI Solutions? Here Are 5 Risks To Mitigate

40 Jan van Eck Sport Engineers

How To Gain Control Of Sports Data ?

OVER STORY QA Mentor: Pioneering The QA & Testing Space With A Unique And Innovative Approach

CONTENTS PractiTest: Enhancing QA And Test Case Management Tools For Businesses

Precise Testing Solution: Delivering A Wide Range Of Top-Quality Software Testing Services

SENLA: Incorporating Cutting-Edge Technologies For Delivering ProďŹ cient Software Testing Services

Terralogic Solutions Inc. Transforming Businesses With Expert Enterprise-Grade Solutions

COVER STORY

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QA Mentor

Pioneering the QA & Testing Space with a Unique and Innovative Approach

Ruslan Desyatnikov Founder, President, & CEO

COVER STORY

ith the digital changeover, the demand for quicker turnaround time on Quality Assurance (QA) has greatly increased. Hence, it is a crucial time for a QA and testing service provider to be able to deliver and complete testing much quicker. Moreover, the rapidly increasing user base of mobile devices, browsers, and operating systems, is also one of the major reasons behind the need for faster turnaround time on QA. As a result, today, many organizations are offering on-demand services including compatibility testing, cross browser testing, mobile testing, as well as performance and security testing services. These services are the most integral part of any sort of digital media or various web-based platforms and applications.

In order to support the digital transformation, New Yorkheadquartered QA Mentor, Inc. provides on-demand services, which allow its customers to experience a quick turnaround time on test design and test cases execution in a matter of just a few days. Moving forward with the pace of the technological revolution, the 2010 incepted ﬁrm has also been recognized with multifarious awards as a result of its deep commitment towards clients, employees, and supporters around the globe. One of its biggest achievements is winning the prestigious “Leading Vendor Award” at the “European Software Testing Awards 2017.” Moreover, QA Mentor has also been appraised by CMMI Level 3, which is an indicator of its disciplined processes.

developed a product called “QAMometor” that it is going to release in the second quarter of 2019. This solution is all about metrics and KPIs that help measure different productivity targets and maintain quality throughout the software development lifecycle. Moreover, this platform will include over 50 different metrics and KPIs for several different departments. In addition, QA Mentor is planning to come up with a service focusing on providing the localization testing used to conduct testing on different language translations, as most of the applications are getting translated into different languages. As an advantage of this move, QA Mentor will have the localization testing available on demand for various languages all around the world. It will utilize its crowdsourcing community to test from 123 countries in the world. Further, it would also be able to translate and verify translation of any of the applications to those languages and as a result, its customers and clients will have much more opportunities from QA Mentor in terms of a wider and more global testing coverage. Moreover, in the next 24 months, the achiever team of CMMI Level 3, targets to achieve the Level 5 appraisal.

‘‘

Excellent Solutions in Pipeline to Support Expansion Having a team that works with an innovative approach, QA Mentor has never failed to match with the latest tech trends in the market. As a part of its continuous innovation, the ﬁrm has designed and

At QA Mentor, we do not just promise, we deliver, and do it with heart, passion, and superior quality.

Empowering Startups with Economical Tools QA Mentor is presently serving 382 clients from Fortune 500 to various startups in 28 countries. To empower startup organizations, the company is planning to launch a package service. Considering startups’ limited budgets, the projected package will be a comprehensive and extremely economical solution for QA. Moreover, as organizations need to invest a lot in buying licenses for test management solutions, QA Mentor promises to provide its test management tool—QA Coverage free of charge to all of the startups utilizing its services. Along with

10 that, the customer-oriented entity will also provide startups with open source solutions in automation performance testing and security testing, which does not require them to spend any money on licenses. A Seasoned Persona Leading QA Mentor by Example

QA Mentor is a gatekeeper of your production environment. We will keep you winning and will not let any bugs get through.

Ruslan Desyatnikov, the Founder, President, and CEO of QA Mentor, is an industry veteran who has over 20 years of experience in Quality Assurance, Quality Control, Process Improvement, and Software Testing. According to Ruslan, the proudest achievement of his career was at HSBC Bank when he was managing 150 member’s testing team distributed in around 12 different countries. Back then, it was also the most challenging for Ruslan as he successfully supported over 120 different applications in different time zones, cultures, and countries. Asked to describe himself, he competent leader said that the three traits that come to mind are fearful, motivational, and disciplined, which also describe his leadership style. At QA Mentor, Ruslan motivates his team with supportive compliments and constantly challenges them to grow to improve their career. Similarly, he never hesitates in providing constructive criticism when something goes wrong as he is a highly disciplined person and expects the same from everyone. Ruslan asserts, “I like to follow our established approaches and I don’t like to compromise quality.”

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methodologies, which get them ahead of the game. At the current stage, QA Mentor is testing disruptive technologies such as artiﬁcial intelligence & machine learning and supporting a number of clients with the platforms based on them. Apart from that, Internet of Things (IoT) and Big Data are also the areas where the everupgrading ﬁrm is using its tools. Further, QA Mentor looks ahead to provide the blockchain testing services, for which it already has several customers around. “Inspiration has always been there for people who love what they do…”

When asked about what is the inspiration behind his great work, the motivational personality, Ruslan uttered, “Inspiration has always been there for people who love what they do.” As he had entered in the testing field and started testing as a junior tester, he went through all different stages wearing various hats. While expressing his love towards the field of testing, he said, “Since the start of my career, when I used to work for other companies, there was not a single day when I didn’t want to go to work.” Ruslan also has a lot of interesting ideas, which he has not yet materialized and that still motivates him to complete the work ahead. In addition, seeing satisfied clients is also a great source of motivation for Ruslan and his team. While discussing the QA Mentor team’s mantra to success, “We never stop at our accomplishments or our awards, we don’t look back. We only look forward,” the CEO says.

The Belief in “No Rest for the Best” Concurring Growth Challenges like a Pro The team at QA Mentor doesn’t believe in the possibility of knowing it all, therefore they never stop learning. Moreover, each member of the team is committed to keeping up with cutting-edge technologies and process

For QA Mentor, the biggest challenges today are associated with the growth. Expanding year after year at the average rate of 35%, in the present year, Ruslan is

COVER STORY

Words of Experience for Wantrepreneurs While considering what he could have done better in the case of QA Mentor, Ruslan suggests two major things to all the want-to-be entrepreneurs. First is to start it as soon as possible. As Ruslan took much time to establish QA Mentor with an intention to be pro in the ﬁeld and then start his own endeavor, he recommends starting a business much sooner. The second thing he advises is to make the proper and required amount of investment. In the initial phase of his venture, Ruslan started it without any kind of ﬁnancial backups, such as investor’s money or loans; instead, he used his own money to do it, which inhibited the initial speed of growth for QA Mentor. Having faced that, he suggests that the budding entrepreneurs invest wisely for accelerated expansion in the business idea they believe in strongly.

At QA Mentor, we seek out individuals with a wide variety of industry knowledge and expertise to add value to each of our projects and to help deliver surpassing results.

‘‘

anticipating a much higher growth seeing the enhancing demands from the existing clients. In order to serve the growing demands of clients, QA Mentor is hiring talents to strengthen its workforce. Similarly, to conduct the post-hiring processes smoothly, it has worked on an onboarding testing program for new joiners, which also helps them to understand the company’s methodologies, best practices, tools, and internal processes. For that reason QA Mentor has built an e-learning training system for all the new hires, to train them in a much quicker way and get them ready to support and adapt QA Mentor methodologies and best practices.

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Company Name

Company Info

AutonomIQ Ram Shanmugam, Co-founder, CEO & President

AutonomIQ is a cloud platform that enables product and IT teams to autonomously test, release and deploy software, thereby increasing velocity of software releases without compromising quality. www.autonomiq.io

Frugal Testing Rupesh Garg, Founder & Principal Architect

Frugal Testing is a self-service Web and Mobile App cloud performance testing platform to provide unlimited on-demand performance testing, real time analysis and testing across multiple geographical locations. www.frugaltesting.com

Motel Rui Barreira, Co-founder & CEO

Motel is a global and highly-scalable platform for testing software on mobile devices that are provided by a worldwide community. www.motel.io

PractiTest Yaniv Iny, CEO

PractiTest is an easy to use end-to-end test management platform, that provides Testing teams with full visibility of their testing projects. www.practitest.com

Precise Testing Solution Chetna Soni, Founder & CEO

Precise Testing Solution is committed to delivering best-in-class quality assurance and software testing solutions to its clients. www.precisetestingsolution.com

QA Mentor Ruslan Desyatnikov, Founder, President, & CEO

Founded in 2010 and based in New York, QA Mentor, Inc. is a global leader in Software Quality Assurance and Testing space, serving 260 clients from Fortune 500 to start ups in 28 countries. www.qamentor.com

SENLA Igor Danilov, Co-founder

SENLA is an experienced software development company specializing in business processes automation. www.senlainc.com

Ta3s Sumukha Rao, CEO

Ta3s (Test Automation As A Service), was founded in 2013 with a sole vision to help organisations in enhancing productivity in delivering quality. www.ta3s.com

Terralogic Solutions Inc. Renil Komitla, CEO

Since 2008, Terralogic is rendering futuristic technology services for the forward-looking connected world. Its target centric DNA ensures ahead of the time engineering expertise in accordance with client roadmap and business needs. www.terralogic.com

Ubertesters Ran Rachlin, Co-founder, CEO

Ubertesters is a professional testing SDK with a revolutionary and awardwinning cloud platform to streamline mobile app testing for in-house and offshore teams. www.ubertesters.com

PractiTest: Enhancing QA And Test Case Management Tools For Businesses

Offering User-Friendly, Fully Customizable System with Full Visibility The motive behind the foundation of PractiTest, was to ﬁnd a product that would tie the methodologies offered by different enterprise solutions, as well as display a user-friendly interface that would make testers, managers, and developers work more valuable and accessible. The Israelbased company provides a fully customizable tool, which can be adapted to the ever-changing needs of QA & testing teams and includes a vast range of third-party integrations

with common bug trackers and automation tools and robust API for the rest. PractiTest also enables full visibility into the testing process and a deeper comprehensive understanding of testing results. Comprehensive Range of Services for Customers PractiTest offers its customers the best end-to-end quality management

‘ We provide fully integrated test case management tools with complete visibility and communication at all levels.

‘

ith the advent of cuttingedge technologies, the Software Quality Assurance (QA) domain has witnessed the transformation in their existing procedures. For organizations that depend on new digital services and applications to drive their businesses, the testing and QA teams play a vital role in their business success. Moreover, the modern trends like Agile Testing, SCRUM and DevOps can help the organizations to develop better quality products and diminish the efforts of these teams. With its promising products, PractiTest offers Application Life Management (ALM) and an easy-to-use cloud-based innovative test management tool. This tool satisﬁes the needs of Testing and QA professionals as well as modiﬁes its approaches according to the technology and trends in the Test Management Process.

platform that allows development and testing teams to have full visibility of their testing status. The end-to-end management platform is easy to understand, ﬂexible, inexpensive and utilizes methodology approaches to perform any testing process. As a leading Test Case Management tool, PractiTest provides organizations with its services to ensure that visibility and communication are available at all levels. It also aids project

development teams in optimizing and managing their testing processes while providing management with real-time project status. Versatile CEO Using His Expertise to Enhance the Organization’s Growth The CEO, Yaniv Iny, co-founded PractiTest to help organizations manage their QA and development process. Prior to PractiTest, Yaniv was the VP of R&D and co-founder of Cahoots. While working with several organizations, he played many roles that include Consultant, VP R&D, and CTO. In his line of business, Yaniv gained experiences in various fields like management consulting, telecommunications, product management, software development, agile methodologies, quality assurance, test management, pre-sales, product marketing & development, and cloud computing. Due to his vast years of experience in a managementconsulting firm, Yaniv helps small companies to expand, grow, and become successful in the industry. As the CEO of PractiTest, Yaniv and his fellow team developed the system which can fulfill various needs of their clients. The system provides a centralized interface, which lessens the unnecessary efforts of the testing team. As a result, the testing team can extract valuable information more efficiently and make the right verdicts accordingly.

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organizations use different technologies and techniques to perform testing. PractiTest provides fully customizable services according to an organization’s process. The organization can seamlessly integrate with all its existing tools and perform the tasks more efﬁciently.

Yaniv Iny | CEO PractiTest’s Employees Aiding in the Organization’s Growth The success of any business is directly proportional to the performance of its employees. They are the ones who contribute effectively towards the successful functioning of an organization. They strive hard to deliver their best and achieve the assigned targets within the time period provided. To enhance the firm’s efficiency, Yaniv trusts all his employees to take full responsibility for any task given to them. As a result, the employees gain confidence in their work and become independent and self-driven individuals. The employees also develop their skills and knowledge by working on the different tasks given to them.

optimize tests. The customers can have complete visibility for their entire process. Following are the features, which makes PractiTest unique and different from its competitors. Ÿ

Features Making PractiTest Differ From its Competitors PractiTest offers software that has a single interface where users can perform real-time operations such as manage, control, track, document, and

Complete visibility in real-time: An organization can run and manage all their tests from a single interface. The personalized dashboards and reports keep organizations well informed about the status of the product, as well as inform them about issues that need to be resolved. Using the data in the right way, by breaking a body of information into smaller pieces and examine them from different viewpoints. This gives the organization the ability to understand data thoroughly in a simple way and make decisions respectively. Smooth Incorporation with all tools and existing process: Various tools are required for testing any product or system, and different

Less processes and saved time: PractiTest personalized system is built according to the organization’s process, which enables them to create manual tests and organize these tests based on their cycle and sprints as well as reuse them to save time.

Solving the Growing Needs of Customers for Innovative Solutions An organization faces many obstacles throughout its lifespan. As systems are becoming more and more complex in today’s world, the challenges that the company faces is the continuous development of its systems so that it can continue to support its clients’ needs. With this intention, PractiTest delivers its products in a personalized manner to fulﬁll its clients’ needs and optimize business operations. To achieve this, PractiTest utilizes innovative technologies and upcoming trends to develop its products and solutions. The company’s strongest point is its technical capabilities combined with the best human support that it provides to its patrons.

Precise Testing Solution: Delivering A Wide Range Of Top-Quality Software Testing Services

Integrating Advanced Testing Mythologies and Industry’s Best Practices Initiated in 2012, Precise Testing Solution is an independent software testing company with a mission to tackle any challenges thrown in its 01 20

way and accomplish its work before time with proper testing. The software testing company’s testing services are integrated with advanced testing mythologies and industry’s best practices. Precise Testing Solution is highly recommended by their clients because they recognize and fulﬁlls the needs of the consumers, aids in rapid development and deployment

‘

At Precise Testing Solution, we deliver ﬁrstclass quality assurance and software testing solutions to our clients.” with mission “ HIT THE TARGET ACHIEVE THE GOAL.

‘

ith the digital transformation, the demand for ﬂexible and rapid delivery of software and systems has increased tremendously. To satisfy this demand, quality assurance (QA) needs to assess the quality of the products in the quickest way. QA is becoming a vital element for organizations to stay ahead of its competitors and deliver top-class products to its clients. Today, the QA & testing industry is facing challenges like increasing expectations around the software user experience, demanding of new software products, switching from manual testing to automated testing, etc. In order to resolve these challenges, QA and testing teams need to adopt new and cutting-edge technologies and techniques so that they can deliver excellent software products. Precise Testing Solution is helping QA and testing teams to streamline their work by offering advanced software testing tools and techniques as well as assisting them to improve their product quality and deliver top-rated products.

of highest quality software products, reduces risks, and saves time and money. Moreover, what makes Precise Testing Solution a promising firm is that it is an STQC impaneled vendor (Testing and Quality Certification from Ministry of Electronics and Information Technology, Government of India) and certified in ISO 9001:2008, ISO 27001:2013.

Furthermore, to exceed the clients’ expectation, Precise Testing Solution offers the following advantages: ● Minimizing cost by outsourcing ● Handling ad-hoc testing tasks ● Effortless Automation Of Business Processes And Test Cases ● Providing specific testing requirements ● Delivering reliable and independent results ● Meeting with tight deadlines by utilizing its large workforce ● Providing fully integrated facilities related to testing. Comprehensive Range of Testing Type and Services Precise Testing Solution specializes in numerous software testing types that include software testing, functional testing, compatibility testing, white box testing, functional automation testing, performance testing, security testing, beta testing, configuration testing, user acceptance testing, selenium automation testing, and A/B testing. The quality testing service provider carters its proficient testing services to diverse verticals such as games testing, business applications desktop and mobile applications, banking & insurance, travel, transportation, and logistics. The firm also delivers resultoriented and cost-effective testing

Chetna Soni, Founder & CEO services in many segments of banking and insurance like retail banking, investment banking, mobile banking, corporate banking, payment systems, banking CRM, mutual funds, corporate banking, credit cards, core banking, private banking, insurance, and capital markets. It helps in optimizing the quality, performance, and availability of the applications to satisfy all the requirements of the segments as well as deliver highquality products. Completing Goals Timely With Relevant Testing With the increasing digital channels, customers can look for products easily and compare it with others. Many organizations sell similar products and services to their competitors, but they want to sell them more than any other firm in the industry. The USP of an organization defines how the firm is exceptional from its other

competitors. Precise Testing Solution’s USP is to hit the target and achieve the goal. The software testing company focuses on its target and thinks about how to achieve it. The USP for them is to succeed in its goals and receive gratitude for the services they provide. For this year, Precise Testing Solution will try to adopt newer technologies, innovative software testing practices, quality assurance (QA) standards, R&D on new technology, and improve team capabilities. In addition to this, the ﬁrm is looking forward to facing new challenges with its advanced services. Administrating and Managing Firm with Skills Chetna Soni, Founder, and CEO of Precise Testing Solution has over 10 years of experience in the industry and has earned numerous skills that include agile methodologies, mobile application,

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e-commerce, cloud computing, outsourcing, and SCRUM. As the CEO of Precise Testing Solution, Chetna is leading the company with her knowledge and experience as well as managing its employees. The most difﬁcult part of her job, she shares, is dealing with different people from different skills sets and behavior. However, she dexterously leads her team by motivating them and providing a common goal to work on. Enhancing the Organization’s Progress and Efﬁciency Employees are the valuable assets of organizations and it is important for employees to keep themselves well informed with the latest developments in the industry. Employee’s dedication and performance enhance organizations growth and productivity. At Precise Testing Solution, every worker has been devoted to his/her work and is ready to head-on any challenges. It has 50+ professional software testers who have worked at companies such as UBS, Adobe, McAfee, Amdocs, Accenture, TCS, HCL Technologies, and Sapient to name a few. The software testing company’s expert teams utilize its expertise, experience in their task, and successfully deliver every project with full passion and energy at the right time.

Experts’ Views

rtiﬁcial Intelligence (AI) systems are proliferating across industries, moving away from the buzz to industrialised implementations. Financial services, telecom, retail, logistics, media are examples of industries where AI has begun to be embedded into mainstream applications. Examples like fraud detection and fraud management, revenue assurance, rendering the right content through search, already have AI built into it, without us realising it.

Here are 5 risks one needs to worry about: Technology Risks The risks brought to fore by the diversity of platforms (Google AI, Azure AI, IBM Watson or Amazon AI), model marketplaces (Acumos, Kaggle amongst others), and lack of wide scale expertise and knowledge of AI technologies. Data Risks

However, as it gets more mature, and easier to implement, and as industries get adventurous with trying out newer use cases for AI implementations, there comes the accompanying risks of releasing untested AI systems. International businesses and regulators, whilst realising the beneﬁts, are also mindful of the potential risks & unintended consequences.

AI deals with data, and the ability to ’learn’ from existing data. In most cases risks around data hinge around, the integrity of the data, sufﬁciency of data to train and possible biases in the available datasets. An example could be deploying AI systems with poorly trained samples (skewed data sets) or insufﬁciently trained with possible real-world examples.

Regulatory Risks Data in today’s day and age, needs to be carefully managed and used for the right purposes. Data use regulations (GDPR for example) – impose demands like protection of privacy to usage within geographical boundaries, which can also bring in its own set of risks that need to be mitigated. Examples could be how applications use AI is to make decisions in highly regulated environments like Healthcare (diagnosis for example) and Finance (investment decisions for example) and its legal or regulatory impact, would need to managed.

possible biases creeping into the model that need to be mitigated. For example models pretrained on data from particular country may provide wrong outcomes when used in another country. Privacy & Ethical Risks

Model Behaviour Risks

In today’s world, there is an increasing fear that the insights that systems provide should not be inherently biased and thus wrongly inﬂuence the outcomes. An example of privacy abuse is using faces of people who have not consented to their images being used to train facial recognition systems. Another example of violation of ethics, is if racial or class bias creeps into the way the algorithms work due to the skew in the training data.

When using pre-trained models, there are risks associated with the appropriateness of the underlying algorithms being used and its suitability to the business context, the accuracy & precision of the predictions,

At Last Mile, we believe that before deploying AI systems, an effective test strategy that would encompass and prioritize the impact of the above risks and tailor the testing needs accordingly must be put in place.

Prime Focus

E H T

Revolution Changing

The Canvas Of

ENTERTAINMENT Industry T

echnology has played its part very well and the world today is digitalized to an extent as never before. Over the past couple of years, the digital media industry has experienced unparalleled growth, and studies predict promising double-digit growth of it. Technology development has increased visual effects (VFX) implementation in both big-budget films and regional cinema. With cinema & television, video games, and marketing embracing VFX technology, the market will be transformed to a whole new level. The increasing interest for VFX in the media and entertainment industry combined with the usage of VFX strategies for cost pay by financial specialists are the key driving variable of the worldwide impacts of visual effects in the market. VFX have transformed the media and entertainment industry drastically over the past decades. Simply a comparison of 40 year old movie with the current one can prove this drastic change. Mostly, VFX were used in movies, but the present television industry is also adapting to it to strengthen the story and artistic vision and communicate the desired idea to the audience. Due to the global consumers’ demands for engaging high definition visual experiences, many filmmakers are demanding high-quality productions with engaging visual effects and realistic animations. Presently, many studios are including more animation and VFX shots into films to satisfy the filmmakers’ requests. In addition, the demand for animation and VFX content to power immersive experiences such as Augmented Reality and Virtual Reality is growing exponentially. The rapid advancement of technology has made animation and VFX available to the masses, and this industry has become one of the fastest growing segments in the global media and entertainment market.

Escalating Competition in Global VFX Market The global VFX market is developing at a rapid pace and over the next few years, there is likely to be intense competition among key players. The leading players on the VFX market are making ardent efforts to improve the products that are expected to ensure overall market growth in the coming years. Furthermore, innovations and technological advances in this area are encouraging market growth. The key companies engaged in the VFX market across the globe are Red Giant Software, CoSA VFX, Animal Logic, Foundry Visionmongers, Whiskytree, Weta Digital, FuseFX, Vision Effects, Inc., Worldwide FX, Zoic Studio, Method Studios, Blackmagic Fusion, Video Copilot, Absolute Post, Eight VFX, and Genarts. VFX Crafting a photorealistic CG Digital Character The unspoken goal of the VFX industry has always been to create a photorealistic CG Digital Character that is so realistic that the audience cannot tell the difference between the character of the CG and the real one. Paul Walker in Furious 7 and Grand Moff Tarkin in Rouge One were the best examples of a realistic CG character. Furthermore, the director planned to make use of photorealistic computer-generated characters, created using new motion capture animation technologies. Hence, a technically challenging scene was near the end of the film when the computer-generated Neytiri held the live-action Jake i.e. actor in human form, and attention was given to the details of the shadows and reflected light between them. Therefore, with the goal of creating more and more realistic CG character, one can easily expect the upcoming 2019 films to have much better CG characters. In addition to this,

Prime Focus make-up artists will play a major role in addition to the photorealistic CG technology.

of an Apollo launch was used in a 70mm military stock that had not been used before. These shots were then cleaned up and extended on each side of the frame.

Improving Tools and Techniques in Visual Effects The modes and tools of creation are continuously evolving. VFX training must play a major role in ﬁlm industry development. The development of new machines and soft wares changes the way one would have edited earlier. Before visual effects were not developed this smoothly, the people working in the visual effects had to manipulate scenes with different techniques. The news tools and softwares are making editing easier for humans. Furthermore, the motion control cameras are used when one wants to replicate a camera motion for compositing, capture high-speed activity and high frame rate that needs to be exposed in slow motion through some added association. With the increase in the digital environment and 3D sets, a 3D camera provides all the motion data that can be plugged into a motion-controlled camera. Along with that, the motion forbidden camera acts like a robot and works according to the data it got starting the 3D camera.

Avatar Although this movie is old, but there is a great need to mention this marvelous adventure, which has considerably revolutionized the VFX to the brand new level. James Cameron’s threw everything into this 2009 space epic. The most advanced technology of its time, Cameron invented his own techniques to bring the world of Pandora and its blue-skinned inhabitants to the big screen. Avatar was the first mainstream movie to combine both photorealistic backgrounds and motion-captured characters. It made the film an epic adventure that completely washed the line between live-action and animation without taking the audience out of the movie. It was also the first production to use real-time animation to show live feedback as what the mo-capped performers would like as their virtual characters. Conclusion

Virtual Reality (VR) enters a new phase as nearly all of the tech companies are mounting VR contents and strategy to attract the audiences. Similarly, creating virtual places, characters or things capture enables the viewer to experience new things in a completely different world. Furthermore, invisible effects are not as unseen that one may imagine of it. However, there’s a very less likelihood of viewers to observe it. With all undetectable effects, VFX artists can now fix miniature continuance errors, set issues, dress issue, and even the makeup. Some of the Eye-catchy Movies utilizing VFX for storytelling Ant-Man and the Wasp Visual effects for this film were created by various VFX companies such as DNEG, Scanline VFX, Method Studios, Luma Pictures, Lola VFX, Industrial Light & Magic, etc. DNEG worked on over 500 shots, including the effects for Ghost which was shared with the other vendors in the third act chase sequence, and the final Ghost fight as Hank and Janet are returning from the quantum realm. DNEG ultimately created 130 unique environments for the chase. First Man To create the images that would be displayed on the LED screens, Terragen, a scenery generation program, was used in the First Man. Additionally, archival footage such as that 28

The VFX will soon rule the media and entertainment industry. In the future, there can be the presence of virtual reality for everyone as well as people can do anything in that virtual world. Furthermore, it is little by little reducing the border between reality and virtual world. The transformation from reality to virtual will become a milestone for humans. With more such VFX-rich content being rolled out, not just movies but also other platforms are utilizing it to reach the world audience. Therefore, today’s media and entertainment industry is enhanced or one can say overloaded with the amazing VFX technologies that can bring almost anything to life.

SENLA:

Incorporating Cutting-Edge Technologies For Delivering Procient Software Testing Services n the present technological world, customer satisfaction is emerging as a critical business function responsible for driving organizations’ growth. This has resulted in organizations adopting new trends and emerging digital technologies to increase the overall customers’ experience.

testing services that includes functional testing, module testing, system testing, acceptance testing, cross-platform testing, integration testing, usability testing, localization testing, UI testing, performance testing, security testing, conﬁguration testing, compatibility testing, and mobile testing.

Quality Assurance (QA) plays a significant role in this, helping organizations deliver high-quality and flawless products to consumers. Leveraging latest software testing & QA tools, SENLA with its top-notch team of QA specialists delivers trustworthy and efficient software testing & QA services to enterprises all over the world.

For this, its expert team relies on Tried-and-True quality assurance

Comprehensive Range of Testing Services SENLA offers multiple software

always strive for upscale implementation of IT projects on time and with maximum economic efﬁciency.

‘

Initiated in 2012, SENLA is a prominent software development and consulting company, which offers enterprise software development and testing services to companies who seek assistance of proven manual and automated testing professionals. Its development ofﬁces are based in Belarus, Israel, Russia, Croatia, and Lithuania. Till date, SENLA has catered its multiple software testing services across numerous industries such as Banking and Financial Services, Manufacturing and Logistics, Healthcare and Insurance, E-commerce.

‘ We, at SENLA,

process with its 6-step plot: choosing the right testing strategy, outlining testing activities to be performed, choosing the right tools, executing the testing activity, delivering reports, and providing test results and recommendations. The clients who hire SENLA for its software testing services receive beneﬁts such as high quality work, scope of implementing latest testing

softwares, completion of projects within stipulated timeframe, advanced level of transparency during the entire testing process, a ceaseless collaboration between SENLA’s experts and clients’ teams, and understandable and apparent project results. Making a Significant Difference in the Industry Through its USP A USP defines the key factor or characteristic that sets a company apart from its competitors. When it comes to SENLA, the leading software testing company’s USP is its comprehensive range of offerings based on expert opinions and rich domain background. What began as a small QA vendor company is now recognized as one of the QA market leaders having its own QA School. Impressively, SENLA was the first company to set up and organize technical courses in four universities and groom top-notch engineers for the future. Employees’ Leading Organizations towards Growth and Success The performance of an organization depends on how earnestly and efficiently its employees accomplish their given tasks. Their technical skills, knowledge acumen, troubleshooting capabilities, and outcome-oriented mindset make them the backbone of the organization. SENLA’s USP being its workforce comprises of 200+ certified technical

Igor Danilov | Co-Founder specialists with degrees in programming, mathematics, physics, and engineering. The certified technical specialists are able to create solid solutions that meet the requirements of their customers’ demands and likewise deliver high quality solutions to their clients. In addition to this, SENLA’s annual growth of staff and financial turnover is 20% showing that its employees are assisting in the QA & testing company’s growth. A Forward-Thinking Leader Ensuring SENLA’s Rapid Growth & Continued Success Igor Danilov, the Co-Founder of SENLA established the firm with a mission to provide enterprises with the most recent technologies and cuttingedge development processes to ensure that they enjoy benefits over the competitors. As the Co-founder of SENLA, Igor has his fair share of responsibilities and challenges. However, the most challenging part about his job is to administrate a vast

team of professionals, work with legacy technologies of the clients as well as enhance the company’s growth and revenue. Therefore, in order to accomplish this, Igor along with his fellow team is always trying to explain the customers of how they can optimize the development process to reduce their ﬁnancial investments and time. Igor’s passionate outlook and impressive professional background has ultimately contributed towards SENLA’s market dominance. Under his mentorship, the company has accomplished prestigious achievements. To name a few, SENLA was veriﬁed as a TOP software development supplier by Clutch.co, Extract, ITFirms and DesignRush American IT research companies. Facing the Future Head-On Every fast-growing organization faces a series of challenges. However, recognizing and overcoming these pitfalls beforehand is what truly preps

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ATESTING &

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up the company for the future in the competitive marketplace. Being a fastest growing company, SENLA often faces the constant obstacle of streamlining and automating multiple business processes. Another factor that puts it on high alert is the emerging industry trends. To tackle these issues head-on, SENLA’s expert team frequently attends various effective conferences and arranges internal and external brainstorming sessions to discuss issues and exchange knowledge & ideas. Upcoming Trends in the QA & Testing Industry SENLA’s team has witnessed few emerging trends and technologies that are bound to dominate the industry this year. These upcoming QA & Testing trends include early adoption of digital technologies by businesses and effective use of API, testing of the internet of things (IoT), maximum protection against cyberattacks, and utilizing technologies such as Blockchain, AI and machine learning. Furthermore, Igor shares that the demands for security professionals will also increase; experts who will precisely evaluate the functionality of security systems and keep data safe from hacking. Undoubtedly, these technological trends will transform the conventional QA methodology and tools and take it to a completely new level.

Experts’ Views

How To Gain Control Of

SP RTS DATA N

owadays you cannot read a magazine, or it contains an article stipulating the importance of (big) data. However, what does this mean in concrete terms for a sports organisation to accommodate this evolution?

insight to control present and future issues, also removing the stigma of merely being a hub between the insurance corporations and members of the sport.

Challenges in sports Traditional sports participation is changing, and sports organisations are faced with the challenge to keep the sport attractive but also manageable as people shy away from committing themselves to traditional leagues/tournaments mostly due to changing lifestyles and increasing scarcity of time of players and volunteers. Sports organisations need to adapt to the fast-changing digital environment while meeting the social demands of players. Signiﬁcant challenges are: How do I keep, increase, engage and facilitate my members?

Each sports organisations’ aim should be to streamline processes and improve management tasks by Data. Quick, accurate and continuous insight into data from and within day-to-day-processes, will signiﬁcantly enhance management tasks in all layers within a sports organisation. Data enables engagement with all the people that have an interest or connection to the sport, being a player, coach, fan or parent. So, it is without a doubt crucial that sports organisations have ownership of accurate and updated data to carry out useful insights that ideally drive a sport to grow, broaden it’s fanbase and allowing to be selfsustainable from a commerce point of view.

Even more important is that government bodies from many grassroots sports do not control their “own” data. Local representatives of the sport and their clubs increasingly manage their own game by the use of external software vendors that are not in “control” by the original owner of the competition. The consequence is that these owners are losing their added value because they don’t produce any insights nor can manage and uphold their position as the governing body. It is precisely by managing, evaluating, distributing and commercialising relevant data that gains

Gaining control of data is necessary. The difficulty that arises from this insight is that large organisations invest millions in custom-made software where most sports organisations do not have the financial resources to build an entirely new platform or “eco-system” of digital channels such as websites, apps, narrowcasting and tv. Hence, the reason that most persist in embracing sports software vendors that control their data, while they alone benefit from it by continually being a transaction between VC’s and payment facilitators.

Custom-made or ready-made solutions

Jan van Eck

CEO & Co-founder Sport Engineers

Putting data at the core of your design These days, any club can have a responsive website online using WordPress or other solution within the hour. The equivalent applies for a variety of solutions that provides online payment or registration. Instead of developing or licensing a software solution that competes with this fastgrowing technologic evolution, sports organisers should embrace it by allowing their stakeholders to use different software solutions. By looking at the essence of its’ organisation, deﬁning which data is most relevant and therefore a necessity to gain control of, and which data may easily be mastered and obtained from other vendors, sports organisations are able to make much more efﬁcient choices. Knowing that data is obtained by input, not a list of software features or functionalities, but integration and communication options should determine the choice for

software selection or development. A decision for a software solution should, therefore, be made upon an APImodel. Competitions API So what are APIs? An API (Application Programming Interface) is essentially a gateway that allows software to talk to other software – and also deﬁnes how that conversation takes place. Thanks to the use of an API an organisation can decide for itself which data to disclose. A competitions API would be the solution and will allow a high level of integration for existing sports software. The API opens all management, registration, informational and results-entry options, any sport organisers would need for its stakeholders, even if implementing and beneﬁtting from a full platform might be a step too far.

Terralogic Solutions Inc.: Transforming Businesses With Expert Enterprise-Grade Solutions

With expertise in Agile and lean processes to build solutions faster and better, Terralogic Solutions Inc. offers comprehensive product test and veriﬁcation solutions. It also integrates and tests smart home devices in terms of functionality and performance to measure their capability to develop or upgrade existing legacy devices to smart devices. Terralogic develops and enhances some of the best-in-class frameworks, industry best practices, tools, and methodologies for its customers in a cost-effective fashion. This expert advice on overall solutions by Terralogics greatly helps its clients to implement the next generation digital experience.

solutions to control their Y-o-Y Opex and Capex to help clients draw inferences based on its recommendations.

Setting Clients’ Growth Journey with Essential Quality Solutions Terralogics product test and veriﬁcation services are highly concentrated on improving clients’ end products because the ﬁnal output has major importance in gaining customer trust and building healthy relationships with clients and partners. Terralogic offers the following testing solutions to cater to the market demands.

‘ At Terralogic, we smartly set client’s growth journey with our best-in-class services and methodologies.

‘

n today’s digitally-infused times, the success of the digital transformation is heavily dependent on the quality and security of offerings. Every organization is at a different place in the digital transformation journey but the speed has become a business imperative for all. Companies have to ensure that digital initiatives continue to translate to increased agility and speed. In this case, the advent of new technologies is reshaping the traditional transformation methods into fast and effective ways. This versatile modiﬁcation is also encouraging vigorous competition among service providers, constantly extending the quality bar higher. Consequently, the terriﬁc race of digital transformation led to steep growth in QA and validation needs.

Quality Assurance: Using manual and automated testing through harnessing Python, Perl, TCI, Django, Go—Terralogic provides performance and scale testing, system-integration testing, and white-box testing for clients.

QTest Solutions: Terralogic delivers application of data analytics, AI/ML driven

Software Standard Rating: Maturing and matured code base require high quality and defect free outputs. Terralogic utilizes open source and custom solutions to build strategies which assist clients in enhancing the software quality, thereby reducing the defects.

In addition to these key services, the company delivers agile methods and release management to further enable clients to build intuitive solutions. Focus on Futuristic Technologies and Solutions With the vision to expect excellence in services, Terralogic is currently focusing on IoT solutions for consumers. It also offers enterprisegrade solutions including software development and quality engineering in the embedded and application world. As every device is hooked to the internet, IoT Engineering has become a crucial aspect in the present world. Terralogic designs and develops custom home automation solutions with multiprotocol W/L (Zigbee, rd Zwave, BLE, WiFi) Hub (custom or 3 party) which can interface any small device for smart home applications and IoT home automation projects. Considering the futuristic technologies—AI/ML, Terralogic is

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keeping the customers’ requirements as the ﬁrst priority using the right scale metric-driven approach. Eliminating Challenges to walk on a Growth Trajectory

Renil Komitla | CEO looking forward to extending the investments of data-analytics to bring in these technologies for various verticals. Today, AI and Data Science are many steps ahead to solve complex problems related to analytics. Utilizing these smart technologies, Terralogic assists clients in making intelligent datasets which can offer appropriate answers to clients’ queries. The application of data science modelling to the bulk data of various organizations enables the company to nurture and transform it into useful information. Terrarogic also develops roadmaps for data science solutions to build the right models which solve their business needs and helps in constant growth. Similarly, the company offers different machine learning algorithms, predictive analysis, sentiment analysis, and visualization options. CEO’s Strategies and Support, Uplifting Employee Dedication An Engineering Management professional with excellent skills in

Product Development, Quality, IT Services & Technical Support Operations—Renil Komitla is the CEO of Terralogic. With strong partnerships with industry leaders across multiple segments, Renil and his team at Terralogic are driving the success wheel of the company. According to Renil, anything that his team does, it does it with speed and perfection. The CEO and product thinking management teams regularly motivate and develop a feeling of inspiration in their dedicated team members. Renil believes that the growth of a company is speciﬁcally dependent on the employees’ outputs. Without excellence in employees, the company is nothing. Thus, to keep his outstanding employees motivated, Renil offers recognition, incentives to them which always help the employees to be loyal and committed to delivering successful contributions to Terralogic. The enthusiastic team of Terralogic strives to work with ﬂexibility and nimbleness while

When it comes to challenges, Renil asserts, “Most challenging part is keeping pace with the constantly changing industry trends.” Therefore, with his years of expertise and experience, Renil develops unique strategies for Terralogic which facilitates the company to be on a growth trajectory. Likewise, the company hires the right talent to fuel its vision to transform clients’ systems for better. To keep the pace with changing industry requirements, and find the best and compatible talent, Terralogic continually invests in campus-to-corporate, lateral hiringtraining, and up-skill programs and also maintains a constant pipeline of hiring and manages attrition. Finally, while sharing the upcoming trends in the QA & Testing Industry, Renil explains, “The QA & Testing Industry will witness the trends like business process and workflow automation, data analytics-driven solutions to expedite resolution of issues and reduce the long cycles for go-to-market. Additionally, the metricdriven simplified automated testing and left shift strategy in taking quality to the source of software development will become the prime mover in the sector.”

Channel Marketing Insights

Find out how

MULTICHANNEL MARKETING

is evolved to

OMNICHANNEL T

he multiple device lifestyles have become a regular occurrence for consumers who are living in the dynamically changing digital age. This change has brought enormous possibilities as well as functions and with those of consumers’ expectations on the table. Nowadays, it is very easy for consumers to use Amazon, eBay, or other digital e-Commerce stores to buy products from these portals and receive an exceptional experience. However, most of these buyers do not know about the precise work behind the curtains to provide these capabilities from the e-Commerce companies. Their proficiency has been enhanced in recent times and the companies can efficiently forecast the position of customers in the sales cycles. By utilizing this information, companies can provide better offers and estimate its buyers’ behavior. All this exercise comes under “omnichannel” experience, which is a step forward in the marketing practices, and accepted as the new way of practice. Multichannel: The Start of a Consumer-Oriented Era Since the beginning of marketing in the modern world, consumers started to find companies by multiple channels. Earlier accomplished by print, billboards and driven physically, but nowadays it is attained through websites. This provides vital information to the enterprises that the consumers have many paths to reach. If a business does not fulfill these multichannel requirements, then they are creating a vast vacuum which will be filled by their rivals and would lead to disaster for their businesses. In fact, the digital transformation is providing more fuel to the emergence of new platforms and devices every day.

Therefore, it is very important for companies to utilize analytical data to understand customer behavior and their favorite digital platforms. With this information, enterprises can target frequently used multiple channels and become more visible to the customers. If customers can find their products or services, which they like, then they will build a connection with those products, and ultimately will lead them to become loyal to a specific brand. The Age of Cross-Channel Marketing Gaining customer loyalty is important to gain momentum and growth in the business, but it is not as easy as it looks like. Consumers of digital age expect more from eCommerce enterprises. They ask for more personalized web experiences, specifically on mobile phones. Various reports recently provided vital data of mobile users and conveyed that the number of smartphone users is increasing year by year and will continue to grow further in a significant way. It also pinpoints that smartphone users are heavily dependent on their devices and their perception is changing about interaction, involvement, and business. This makes consumers more aware of what they want and how they want it. Most of the smartphone users expect companies to provide their services through apps. These users choose online platforms for shopping with the help of the benchmarks set by them. Hence, a company should be dependable when it comes to the company’s statement, product information, pricing, and other facts, regardless of consumer’s attitude towards them. This is where cross channel marketing comes into the picture.

Cross channel marketing is a way to show a company’s marketing consistency on every platform. The webpage of a ﬁrm should appear same on different devices such as desktop, laptop, mobile device, mobile app, in-store screen and kiosks and it should be felt by consumers in a constant manner and they should be able to distinguish it from other companies. Further, their shopping experience from mobile should be accessible and start from where they left last time, even if they switch to another device. The companies are trying hard to give the next step awesome experience to the consumers. There is a way to do that, which is “omnichannel”. Omnichannel: The Next Level of Marketing Strategy It is evident that consumers leave behind their digital footprint while browsing the internet. This analytical data provides vital information to understand the customer, most importantly, what ticks them and fulﬁlls them. These insights give an opportunity to communicate with consumers on a more personal level by understanding their wishes and requirements. An omnichannel experience does not stop at providing a consistent experience on all channels and it also incorporates occurrences such as consumers starting their journey on one device, leaving in the middle and later on starting from where they left off the last time. The journey does not end there. Taking a follow-up on their experience during this process and taking suggestions on how to improve its services gives organizations an upper hand in customer satisfaction. Besides, companies can request consumers to join their social media page, alluring them with coupons and exciting offers which further makes more impact on them. An omnichannel experience also shows the choices left by the customer while shopping, which is present in an online shopping cart. Utilizing that information, an offer such as coupon, can be sent on that product to attract customers for shopping.

Creating a Successful Omnichannel Experience For businesses, a customer who utilizes a multi-channel is always important than a single-channel user. Those who shop online and in-store are more beneﬁcial for businesses. Hence, to gain from that group of customers, a company needs proper structure as well as its departments must coordinate effortlessly. On top of that, there are things that need to be considered to create a successful omnichannel experience. Firstly, a business has to comprehend its consumers. Businesses can gain more insights with involvement in research, data gathering, and executing tests. Most importantly, gathering analytical data and making sure to take precise information and understand the customers will assist in constructing a proper strategy which will attract the buyers. The strategy should be based according to customers’ expectations. Creating presence on various social media platforms and posting about the product offerings is also beneﬁcial for the e-commerce organizations. In today’s era, an uncomplicated return policy has become an integral part of the omnichannel experience. It is also important for businesses to have an idea on the catalog, regardless of their expertise in the industry. The CRM system will help individuals to track and hold data, and assist to deliver unique customer service experience.