Foreword - S. Mohini Ratna Editor, VARINDIA


Technology has changed the face of buying behaviour with the demand of customer experience. Customer’s needs are different and we need to think from the customer’s point of view. On this backdrop the need of the hour is to understand on how to transform Customer Experience with digital approach. The Brand Book is positioned as the ultimate vehicle for corporates to position their brand identity, not only in terms of products and services they offer but also the essence of what the company stands for in terms of service and other emotional, non-tangible consumer concerns.

The sixth edition of the Brand Book is focussed on the thought leadership in the ICT industry, and the positioning of the brand in the end-consumer segment. With the pace of disruption now quickening, technology is a new battle ground for CIO’s. Digital transformation is imperative for all businesses, from the smallest to largest enterprise. Digitalization is one of the most fundamental drivers of transformation ever and, at the same time, a unique chance to shape our future. The Brand Book has been designed with a special focus on how to improve the client’s top-line business including promotion optimization and innovation-driven new product developments.

With a strong belief in the customer experience framework that balances business objectives and customer needs, the Brand Book is the right evidence to suggest on how consumers want “relationships” with brands and commitments from the brand owners to reach out to customers on continued ways as well as for creating the brand loyalty. The digital version of the Brand Book will reach out to the potential segments including the enterprise and SMEs in the country.

Brand strategy, data and customer experience are the marketer’s new priorities in the industry and your brand is the experience customers have when doing business with you. This includes the benefits you deliver, the promises you make, and how you follow up after delivering upon those promises. The brand of your organization goes beyond actual strategy and principles; it’s the persona of your organization and the emotions that customers have based on interactions with your organization. Secondly, our strong observation on the growth of SMEs and registering of  a rising graph in the number of start-ups  which claim to be doing so out of necessity in the space of disruption technology. It is an absolute fact that India is a veritable powerhouse and is fast emerging as a increasingly attractive potential market. As a matter of fact, it is also one of the fastest-growing economies in the world.

Going forward, digital transformation is leading to real-world business results with a strong momentum in India that will make the crucial difference to business development. The government’s constructive initiatives on GST and ‘Make in India’, together with the increasing consumer demand for electronics, will provide attractive growth opportunities for technology companies.

Finally, new technologies such as big data, the internet of things and augmented reality will create greater opportunities to improve in radical new business and use cases in the technology sector. Thank you for your very thorough and thoughtful analysis on your questions, suggestions and comments, Thank you again for your valued inputs for the Brand Book.

We look forward to continue working with you.

S. Mohini Ratna

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