The Game Plan
The rise of digitization has seen growth of new business models. There are many use-cases that stand testimony to the fact that digitization is challenging stereotypes. In today’s omni-channel world, the B2B decision-making process has dramatically changed. Ninety per cent of B2B decision-makers undertake primary research online and 57 per cent of them decide their brands before they reach out to a vendor. So the control has clearly shifted to consumers, thanks to technology.
Marketing, indeed, plays a key role to influence the “Zero Moment of Truth (ZMOT)”. In addition to the complexity involved in the decision-making process, given a plethora of media options available to consumers, it becomes imperative then that marketing prepares the organization for the upcoming demands of the millennial. Over time, digital natives are going to be future decision-makers and the obvious question is if the organization has an offering that appeals to them. Marketing in the new era has to answer this seemingly uncomfortable question and create a paradigm shift in the business model.
Emergence of the Digi-Era
Cisco believes that opportunities lie both in private as well as government sectors, given the huge surge in mobile devices, Internet connectivity along with digital services all of which will need massive networks and infrastructure upgradation and creation. Digitization will create more jobs in India and such developments translate into a huge market opportunities for Cisco. Potential opportunities from digitization span across industry segments in India – public sector, manufacturing, education, banking and healthcare, in addition to Smart Cities. To tap potential opportunities emerging from the Digital India initiative, there is an urgent need to develop a robust ecosystem that would support the development and deployment of technological innovations.
Aligned with that vision, Cisco has undertaken a host of projects and pilots, which are now materializing. Cisco, for example, is working to build the smart infrastructure for the Delhi-Mumbai Industrial Corridor and the Navi Mumbai’s security management system. The Bengaluru Police and Cisco have launched remote kiosks for filing complaints. Cisco also has tie-ups with various state governments for Smart City infrastructure development projects and these include the likes of Jaipur, Lucknow, Andhra Pradesh, Gujarat, etc.
Cisco has a strong value proposition which helps it to identify target markets to fit its value proposition. Like any other organization, Cisco’s go-to-market strategy is focussed on how it will put its solutions into the market to extend its reach, increase revenue and meet profitability expectations.
Cisco sees a huge opportunity and believes in getting a strong hold through co-development, partnerships and investments in start-ups and are actively working with start-up companies and partnering with system integrators, co-developers.
Today, Cisco India is at the centre of Cisco’s global plans. During its 20 years in the country, Cisco India has contributed to filing 1,000 global patents and 600 such patents have been issued for innovations across all major technologies. Spanning the areas of mobility, cloud and computing technologies, its products in networking have been designed to enable the digital transformation of enterprises that rely on technology-enabled networks to exchange digital value, including data and transactions.