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27

Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

Feb 10, 2017

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Page 1: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

©2015 GlobalLogic Inc. All Rights Reserved.

Page 2: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

2 © 2015 GlobalLogic Inc. All Rights Reserved.

GlobalLogic’s traditional clients are software and technology companies

The products we help our clients produce are their Core business — the way they make their money

Page 3: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

3 © 2015 GlobalLogic Inc. All Rights Reserved.

While we have a healthy respect for IT and the CIO, GlobalLogic doesn’t play in packaged software configuration or off-the-shelf systems setup and integration.

We are, plain and simple, hardcore software designers,developers and operators. That’s it.

Page 4: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

4 © 2015 GlobalLogic Inc. All Rights Reserved.

Argentina500

India5,800

U.S.500

Eastern Europe

2,500

Our focus on product development has been good to us

Page 5: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

5 © 2015 GlobalLogic Inc. All Rights Reserved.

But in the last few years we’ve seen something really strange:

A lot of the customer-facing, revenue-generating software products wedeveloped are NOT for what you’d traditionally call a software company

We realized that this is a trend

Here’s the pattern we are seeing —you tell me if you think it fitsyour situation

All rights reserved. Material provided herein is the property of its respective owner

Page 6: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

6 © 2015 GlobalLogic Inc. All Rights Reserved.

Your company is very successful

You are a respected player in your market, and have a significant market share

Page 7: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

7 © 2015 GlobalLogic Inc. All Rights Reserved.

Page 8: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

8 © 2015 GlobalLogic Inc. All Rights Reserved.

You are no stranger to software

You have engineers — hundreds or even thousands of them, processes, tools…

Page 9: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

9 © 2015 GlobalLogic Inc. All Rights Reserved.

But over the last 5 years or so, you’ve had an increasing sense that something fundamental has changed.

Nimble competitors, enabled by software, have begun to encroach on your market and to introduce new business models

Page 10: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

10 © 2015 GlobalLogic Inc. All Rights Reserved.

You may have bought or caught up with some of these competitors—but new ones keep sprouting up all the time.

You can’t buy them all, and they are eroding your market ownership

You may have hired in special skills—data scientists, designers, mobile app developers, cloud specialists —

and while you got new functionality, the fundamentals of your business stay the same

You may even have brought in new leadership, including a digital transformation officer or head of design —

but much of the company continues to act as it always has

Page 11: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

11 © 2015 GlobalLogic Inc. All Rights Reserved.

Like all of us, you see the disruption around you.

Established players are under threat or even have been driven from the market by radically new business models

Page 12: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

12

OTTTelcos

© 2015 GlobalLogic Inc. All Rights Reserved.

Image: conventional switches,Antennas, heavy infrastructureOf Telcos

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Page 13: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

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Travel and transportation

© 2015 GlobalLogic Inc. All Rights Reserved.

All rights reserved. Material provided herein is the property of its respective owner

Sharing EconomyAccess not Ownership

Page 14: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

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Retail and consumer packaged goods

© 2015 GlobalLogic Inc. All Rights Reserved.

All rights reserved. Material provided herein is the property of its respective owner

“Showrooming”Same-day delivery

Page 15: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

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Financial institutions

© 2015 GlobalLogic Inc. All Rights Reserved.

All rights reserved. Material provided herein is the property of its respective owner

Peer-to-peer

Page 16: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

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Healthcare

© 2015 GlobalLogic Inc. All Rights Reserved.

All rights reserved. Material provided herein is the property of its respective owner

Wellness-based care

Page 17: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

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Media

© 2015 GlobalLogic Inc. All Rights Reserved.

All rights reserved. Material provided herein is the property of its respective owner

Direct to consumerSelf-publishing

Page 18: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

18 © 2015 GlobalLogic Inc. All Rights Reserved.

What do allof these transformations have in common?

Software, connectivity and data-driven “intelligence”take capital investment and human staff out of the value chain, enabling new “intelligent systems-driven” business models

This transformation requires more than an app, or a modernized software system

Page 19: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

19 © 2015 GlobalLogic Inc. All Rights Reserved.

For most businesses, the focus has been on the type of work that they do: banking, retail, etc.

Software and even customers existed to support the business

Software

Business

Customer

CIO

CMO

Page 20: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

20 © 2015 GlobalLogic Inc. All Rights Reserved.

In a digital world the value comes from the relationship with the customer, and software is at the core of the business strategy

Software

Business

Software

Business

Customer

Customer

Page 21: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

21 © 2015 GlobalLogic Inc. All Rights Reserved.

“I woke up this morning and we are now a software company!”

Page 22: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

22

PurchaseFirst-Use

Existing and Emerging Needs

Systems of Value

Product & Service Interactions

Interfaces

Business/Customer Life-cycle Channels & Applications

Platforms

Products & Services

Analytics & Insights

Data

RenewReplace

Ongoing Use Support

Awareness Consideration

This means things like: user-centered, design-led development:User needs and user adoption drives evolution — not internal considerations and hypothesis alone

© 2015 GlobalLogic Inc. All Rights Reserved.

Page 23: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

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This means new “user-centric” processes, like Lean and Agile

© 2015 GlobalLogic Inc. All Rights Reserved.

Accelerate growth

Gather Insights01

Form Hypothesis

02

PrioritizeHypothesis

03

Identify a problem worth solving Build something people want

Customer Need Market Opportunity

Technical Capabilities Opportunities in Data

Test and move on as quickly as possible against metrics

02

Continue until MVP validated (>40% of customers would be disappointed without product) or funds run out

03

Update lean canvas04

Run a series of experiments to build MVP

01Identify product promise, business model, optimize and scale

01

Design and build production application

03

Define product backlog and roadmap

02

Sales and Marketing04

Continuous discovery and delivery

05

Learn Build

Measure

Ideas

CodeData

Product/solution fit Product/market fit Scale

Learn Build

Measure

Ideas

CodeData

PIVOT or

PERSEVERE?

Page 24: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

24 © 2015 GlobalLogic Inc. All Rights Reserved.

Power in a company tends to align around current sources of revenue

Far from being welcomed, in many companies new business models are seen as a threat to the current leaders and even to the company’s identity

This means new software and user-centric business models

IoT

OmnichannelWearables

Sharing Economy

Real Time Intelligence

API’sCloudXaaS

Access not Ownership

Page 25: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

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Bridging the CIO/CMO Disconnect

©2015 GlobalLogic Inc. All Rights Reserved.

http://www.businesscloudnews.com/2014/04/22/dont-you-forget-about-me-bringing-the-cio-and-cmo-together/

“Increased customer demands and the digitization of everything is forcing CMOs to be more quantitative, accountable, and tech savvy, while CIOs are being forced to really understand business

and market drivers – and the impact that data and technology can have in enabling marketers to perform better.”

CIO CMO

- Loyalty Today

CIO CMO

Page 26: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

26 © 2015 GlobalLogic Inc. All Rights Reserved.

The topic of our panel “CIOs and CMOs: Power Couple or Strange Bedfellows?”

Our focus will be on whether and how CIOs and CMOs can team up to create and enable the new business models required to stay relevant in the current climate of digital disruption

Our Panelists:Jyotsna Makkar, CMO, MicrosoftKartik Kaushik, Country biz manager, Global Consumer Bank, Citi IndiaAbraham Alapatt, Chief Innovation Officer & Head Marketing, Thomas Cook India Ltd

Page 27: Nasscom MarTech Confluence 2015 Session V: Short Keynote followed by Panel Speaker Jim Walsh

©2015 GlobalLogic Inc. All Rights Reserved.