TCS as a Digital Transformation Partner for European Customers

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1 TCS as a Digital Transformation Partner for European Customers December 2014 By Nicole Dufft, Independent Vice President - Digital Enterprise, PAC Germany

2 TCS as a Digital Transformation Partner 2 1. INTRODUCTION The massive pervasion of digital technologies is currently shaking up the value chains, business models, ecosystems and balance of power in all industries. Companies are severely challenged to adapt their business and technology strategies to address these fundamental changes they have to undergo a digital transformation. Along this transformation journey, organizations need strategic partners to help them define an overarching digital strategy for all business areas and implement the necessary technology solutions. PAC expects that the trend towards digital transformation will reinforce and accelerate a change in the nature of relationships with external IT service providers: this will entail a move towards highly flexible, adaptive, collaborative and increasingly strategic partnerships with a focus on business outcomes and joint innovation. According to PAC's IT service ranking 2013, TCS is among the top six global IT services companies, and is ranked in the topmost tier of its industry in terms of market capitalization, employees, profitability, brand value and customer satisfaction worldwide. Compared to the majority of its large competitors, which have seen a decline in global revenue, TCS has grown at double-digit rates over the past years. Worldwide revenue amounted to $13.4 billion, up 16% y-o-y in the fiscal year ending March 31, To sustain these high growth rates, the company has recently put a strong focus on what it calls Digital Reimagination and is investing considerably in this area as a major driver of future growth. The company s management believes that digital will offer a $3-5 billion opportunity for TCS within the next 4-5 years. This whitepaper analyzes and evaluates TCS positioning as a digital strategy partner for European corporations. 2. TCS VISION OF DIGITAL REIMAGINATION The move to the Digital Consumer Economy TCS has a very comprehensive perspective on the impact of digitization on businesses. The move from an Internet to a Digital Consumer Economy is perceived as a tectonic shift that will dramatically change industry leadership and boundaries within the next 5-10 years. However, TCS believes that digital transformation today is often focused too narrowly on transforming customerfacing business areas. While digital strategy is frequently primarily associated with new marketing and sales channels to improve customer experience, a true

3 TCS as a Digital Transformation Partner 3 digitization strategy requires organizations to redefine frontend, as well as backend, strategies and processes. From Digital Transformation to Digital Reimagination Companies not only have to transform but to reimagine themselves. Along these lines, TCS' vision of Digital Reimagination goes far beyond customer-facing areas. According to TCS, companies not only need to transform - they need to truly reimagine themselves. Digital Reimagination involves a fundamental rethinking of six areas of an enterprise:! business models! products and services! customer segments! channels! business processes! workplaces TCS stresses that Digital Reimagination implies that businesses leverage a combination of five key technologies - the Digital Five Forces (see below) - to create something fundamentally new in the above six areas of an enterprise. (1) The Digital Five Forces When used in combination, the five key digital technologies offer far greater cpabilities than each could offer in isolation. It is important to understand in this regard, that not a single technology, but the interplay of various digital technologies enable and enforce the reshaping of traditional business strategies. Digital Reimagination therefore implies a breakup of the existing technology and departmental silos that still prevail in many organizations. The idea of reimagining means that technology strategies and projects should not focus on implementing a particular technology such as the cloud, mobile or analytics; but should imply comprehensive solutions that are aligned to a particular business need and support end-to-end, customer-centric value propositions. Against this background, TCS stresses that Digital Reimagination requires an intelligent combination of what they call the Digital Five Forces :! mobility and pervasive computing! big data and analytics! cloud computing! social media! artificial intelligence and robotics.

4 TCS as a Digital Transformation Partner 4 3. DIGITAL EXPERTISE AT TCS TCS Digital Enterprise Unit In December 2013, TCS formed a dedicated Digital Enterprise Unit, headquartered in Silicon Valley, that addresses the digital transformation needs of its customers. This unit is a horizontal service line that serves TCS' global vertical units. The Digital Enterprise Unit has a strong focus on strategy consulting around TCS' vision of Digital Reimagination and is dedicated to helping customers from all industries as they make their digital transformation journeys. TCS has built up significant scale in capabilities across the digital five forces and is adapting its consulting and solution capabilities to the individual needs and opportunities in each industry. TCS follows a vertical go-to-market strategy, where global vertical units provide a single point of contact for customers in each industry. The Digital Enterprise Unit works closely with vertical industry units to provide tailored digital transformation offerings and initiatives. The Digital Enterprise Unit in Europe is present in all major regions of Europe including UK and Ireland, France, Germany, Benelux, Switzerland, Italy, Spain, Portugal and Nordics, with over 1500 associates working on various engagements. Customer Collaboration Center TCS has a Silicon Valley Customer Collaboration Center in Santa Clara, CA, a digital innovation lab, and design studio where digital applications and solutions for multiple industries are co-created with customers in an agile and collaborative manner. The company sees growth potential in digital technologies and is committed to continuing to invest in this area with a long-term growth perspective. As part of this, TCS is setting up similar Customer Collaboration Centers in Europe. Each center will be a hub where TCS works together with customers, key technology partners, and TCS industry teams to apply advances in the Digital Five Forces to allow its clients to digitally reimagine and transform their businesses. TCS is working with a number of large enterprises in Europe; defining and creating digital solutions that span all the functions within an enterprise. A snapshot of some of the key engagements are: A British multinational banking and financial services company partnered with TCS to set up a mobile application factory for development of new mobile applications and lifecycle management.

5 TCS as a Digital Transformation Partner 5 TCS built a first-of-its-kind implementation for a European airline that provides airport transfer assistance to international passengers, using location sensing. The UK s largest telecom provider is working with TCS to build a collaboration platform for all supplier network related activities with a built-in social context. TCS built a tool to monitor digital marketing responses globally with live data analysis for a leading mobile manufacturer in Europe. A European Retail Chain is working with TCS to define its enterprise mobility strategy including receipt and putaway, manned collection and store visibility. TCS is engaged with a British pharmaceutical and healthcare company to transform its supply chain analytics using big data. TCS partnered with a leading pharmaceutical company to perform RNA sequencing on a big data platform. TCS set up an SAP Mobility Center of Excellence for a leading photolithography company. TCS collaborated with a financial institution to create the first 100% digital bank in Europe. A CPG company partnered with TCS to improve the impact of advertising and marketing investment through the use of social media and big data analytics.

6 TCS as a Digital Transformation Partner 6 PAC Evaluation and Outlook Its comprehensive approach towards digital transformation is a key differentiator for TCS. While many technology vendors and service providers are still selling siloed technologies today, TCS is following a very comprehensive approach toward Digital Reimagination. TCS brings together expertise from various technology areas in its Digital Enterprise Unit because it believes that only a combination of the Digital Five Forces can truly help companies reinvent themselves. At the same time, TCS does not reduce digital transformation to customer-facing areas such as marketing, commerce or customer service, but follows what PAC calls a broad view of digital transformation. TCS also includes topics like workplace transformation in its Digital Reimagination theme - an area that is often neglected in digital transformation strategies. This comprehensive approach towards digital transformation is a key differentiator for TCS. While PAC expects that digital transformation initiatives in many industries will initially be focusing on customer-facing lines of business ( a narrow view of digital transformation ), we believe that they will quickly extend to involving all areas of organizations value chains. TCS' Digital Reimagination vision has strong backing from its CEO and Managing Director, N. Chandrasekaran, and the company is planning to invest considerably in this future growth area. Position of TCS in Europe TCS initially emerged in Europe as an ADM player with a core focus on costeffective offshore delivery capability. Over the past years, however, it has aggressively built up domain skills and expertise for higher-value services, including capability for IT and business transformation projects. TCS today operates multiple delivery centers in Europe and services clients through a network of offices in 21 countries across the region. TCS European operations account for around 30% of its global revenues, having 350+ clients, including 44 of the FT Europe Top 100 companies. TCS has evolved from being a CIO centric vendor to a full stakeholder partner working with CFOs, COOs, Supply Chain Directors, CMOs, CTOs etc. across multiple industries. The service provider today has a comprehensive and integrated product and service portfolio including consulting, system integration, outsourcing, business solutions, business process services, infrastructure services, enterprise solutions, supply chain management, assurance, engineering, and industrial services. Annual growth rates in Europe are impressively around the 20% mark and, with few of its competitors approaching

7 TCS as a Digital Transformation Partner 7 anywhere near such growth rates, it can be expected that TCS will continue to advance its position in Europe. TCS as a Digital Strategy Partner European companies today need strategic partners that help them define and implement long-term, overarching digital transformation strategies for their entire organizations. In order to do so, these providers need both in-depth technology and business expertise. Service providers need to have an understanding of the specific requirements and digital challenges in an organization s industry sector, such as industry-specific implications on the business value chain, future business models and ecosystems. TCS has an impressive record with regard to customer satisfaction TCS has built deep vertical expertise in its focus industries, including banking and financial services, insurance, manufacturing, travel, transportation and hospitality, retail and consumer packaged goods, telecommunications, life science, resources, media, high-tech, government, healthcare, and energy and utilities. This vertical expertise, coupled with its horizontal digital strategy competence, provides a good combination of industry and digital technology know-how. At the same time, TCS has an impressive record with regard to customer satisfaction. An independent survey run by Whitelane Research in , found that 1,300 CXOs ranked TCS #1 in customer satisfaction across Europe. TCS secured the industry s highest general satisfaction rating of 80%, ahead of 21 European and Global IT Services companies. TCS was also ranked #1 in ten countries across Europe: the UK, France, Germany, Switzerland, the Nordic region, Belgium, and Luxembourg. Outlook PAC believes that TCS comprehensive understanding of digital strategy and the related consulting approach, coupled with its products and services portfolio and rapidly growing customer base, puts TCS in a good position to seriously challenge some of its most important competitors. These include Accenture, Capgemini and IBM. This will require, however, that TCS further strengthen its brand awareness as a digital strategy partner particularly in continental Europe. Therefore, TCS will have to prove it is able to leverage its global digital strategy capabilities to help European customers build innovative solutions with measurable business outcomes, and create new business models for future growth and competitiveness. This also requires that TCS further strengthen its ties to the digital ecosystem, where digital agencies on the partner side, and CMOs or CDOs on the customer

8 TCS as a Digital Transformation Partner 8 side, play an increasingly important role in digital investment decisions. A particularly important and sensitive topic in the area of digital transformation especially in continental Europe is IT security. Here, TCS has to further illustrate an understanding of customer requirements and has to be able to offer workable solutions.

9 TCS as a Digital Transformation Partner 9 About Pierre Audoin Consultants From strategy to execution, PAC delivers focused and objective responses to the growth challenges of Information and Communication Technology (ICT) players. Founded in 1976, PAC is a privately held research and consulting firm for the software and ICT services market. PAC helps ICT vendors to optimize their strategies by providing quantitative and qualitative market analysis as well as operational and strategic consulting. PAC advises Chief Information Officers (CIOs) and financial investors in evaluating ICT vendors and solutions and supports their investment decisions. Public institutions and organizations also rely on PAC s key analyses to develop and shape their ICT policies. For more information, please visit Pierre Audoin Consultants (PAC) GmbH, Holzstr. 26, Munich, Germany (1) To read more on TCS's Digital Reimagination (tm) vision please download a copy of the POV here:

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