Brand Positioning vs. Marketing Tactics 

LTTS is the only Indian pure play company of its kind to offer Engineering Research & Development (ER&D) services and solutions to all major industries viz. Transportation, Industrial Products, Telecom & Hi-Tech, Medical Devices and Process Industry. This gives us a very unique positioning in the ER&D space. On the strategy front, LTTS emphasizes on the following elements– 

•    Customer Focus - We put customers first and partner with our clients to deliver peerless business outcomes. Our flexible engagement models are shaped for customers’ convenience to meet the Key Performance Indicators (KPIs) needed for business 
•    Leveraging cross-innovation for R&D - With a multi-sectorial presence enabling Cross-Pollination of ideas, we are continuously building on our strengths in products, processes, and technologies to deliver differentiated engineering solutions. 
•    Multi-vertical industry expertise - We possess multi-vertical industry expertise and target a broad spectrum of services in all the segments of our business. 

Good data for a Good Brand Strategy 

L&T Technology Services (LTTS) has always been meticulous when it comes to building and implementing a brand strategy and our innovation-led approach has been relentlessly driving us forward on our journey to become a global leader in Engineering R&D services. Client experience and data analysis have always been at the centre of LTTS’s brand strategy to steer the growth trajectory. 

LTTS has carved out a deliberate plan of action to focus on and mine the top 30 global customer accounts which hold strategic importance for the company. We also track dozens of organizations across parameters like big contracts, financial profiles, agility, stakeholder’s value, ISV, digital play, operational excellence etc. 

Impact of Digitization on Businesses

As the evolution of next-gen technologies like artificial intelligence (AI), big data, mobile, cloud computing, Internet of things (IoT), 3D printing and robotics shape the new digital world, every industry is witnessing disruptions.  More prominently, IoT is gaining traction at a rapid pace. Increased penetration of affordable devices, combined with cloud computing, analytics and rising consumer expectations are driving the rapid growth of the IoT market. Also, the growing influence of AI and its integration in various industries will pave the way for LTTS to innovate new products and solutions that will leverage AI capabilities integrated within the hardware. 

Although at a nascent stage of adoption, the value proposition offered by AR and VR technology seem promising too. As these technologies mature over time and their appeal becomes mainstream, it will enable us to amplify our digital engineering offerings and solve complex engineering problems. 

R&D driving Growth

L&T Technology Services has built a culture of innovation, where being inventive is a part of every job and also key to career growth. Over the years, sustained investment in R&D has led to the creation of several unique engineering solutions, which we have patented. LTTS has filed 300 patents which include customers owned patents as well as patents filed exclusively by LTTS.

LTTS counts as its customers 48 of the world’s top 100 R&D companies. In order to become a creator of disruptive technologies that will help customers be ahead of the curve, we have taken a strategic decision to invest for our future growth across four transformative areas; we call them the four pillars of modern day Industrial Digital Evolution. The four technology areas where LTTS will focus are digital engineering, smart manufacturing, perceptual engineering and pervasive technologies.

Through these technology pillars, L&T Technology Services will be relevant today, tomorrow and the day after and become the global leader in engineering services in the years to come.

Dr Keshab Panda
CEO & Managing Director,
L&T Technology Services