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2 Copyright 2014 NASSCOM International Youth Center, Teen Murti Marg, Chanakyapuri, New Delhi , India Phone: , Fax: First Print: July 2014 Published by NASSCOM Disclaimer The information contained herein has been obtained from sources believed to be reliable. NASSCOM disclaims all warranties as to the accuracy, completeness or adequacy of such information. NASSCOM shall have no liability for errors, omissions or inadequacies in the information contained herein, or for interpretation thereof. The material in this publication is copyrighted. No part of this report can be reproduced either on paper or electronic media without permission from NASSCOM. Request for permission to reproduce any part of the report may be sent to NASSCOM Usage of Information Forwarding/copy/using in publications without approval from NASSCOM will be considered as infringement of intellectual property rights. 2
3 Foreword India has over 1.2 billion people, over 890 million mobile subscribers, and 213 million internet subscribers. Along with 115 million Facebook users and 24 million LinkedIn users, India is among the global Top 5 in terms of mobile consumers and social media usage. India has over 200,000 factories and an estimated public and private sector employment of 29 million. Government of India is estimated to have spent INR 280 billion on IT in FY2014. There have been over 1 billion egov transactions and the government aims to achieve 600 million enrollments by 2014 under the Aadhar scheme. It is therefore not surprising that India is generating loads of data, both structured and unstructured. It is estimated that the digital bits captured or created each year in India is expected to grow from 127 exabytes to 2.9 zettabytes between 2012 and This highlights the scope of applying analytics to this mountain of data and the myriad insights that it could throw up to enable newer and more relevant services. However, the level of adoption in India among enterprises is still low. While there are significant precedents, mainly in the telecom, ecommerce and BFSI sectors, we have but scratched the tip of the iceberg. Industrialising analytics among enterprises in India - that is integrating it into the organisational fabric - is still a long journey ahead. There are challenges to be addressed both from the demand and the supply side lack of awareness of what exactly is the return on investment, endorsement from top management, cost of investment, data veracity, etc. Keeping these issues in mind and with the aim of promoting adoption, NASSCOM, in partnership with Blueocean Market Intelligence, has put together a report Industrialisation of Analytics in India: Big Opportunities, Bigger Outcomes. This report analyses the global market size and trends, India s current scenario, trends in the India market, factors driving adoption, customer expectations, engagement models and challenges faced by both users and services/product firms. More importantly, this report showcases global and India examples of how firms implemented analytics and the benefits gained; further, it sets out a roadmap on what needs to be done by stakeholders involved to industrialise this technology within enterprises in India. This report is the initial step taken by NASSCOM as part of its Analytics Interest Group (AIG) to create awareness for adoption of Analytics in Enterprises. We hope you find this report useful. Please share your feedback at research@nasscom.in. R Chandrashekhar President, NASSCOM Ashwin Mittal President, Blueocean Market Intelligence 3
4 Executive summary (1/4) Overview Globally, a continuously burgeoning volume of data (40 zettabytes by 2020), data generation from varied channels (Facebook million daily users, Twitter-250+ million active users, 9 billion connected devices by 2018) and a corresponding drop in data storage costs per GB (decline of 99 per cent between 2000 and 2014) has enabled unprecedented access to a variety of data. This ever increasing data is a key resource that can be analysed to generate insights that can help organisations to take better and faster decisions. Analytics is a process by which insights are extracted from operational, financial and other forms of electronic data, internal or external to an organisation. Analytics can be used to create value using different types of data, both structured (high degree of organisation) and unstructured (lacking pre-defined data model). Global analytics market As firms gain access to greater volumes and newer varieties of data, and as they unearth more innovative ways of generating insights for improved customer engagement, implementing analytics is gaining in importance. The global analytics market (software products and outsourced services) is growing at over 12 per cent since The 2014 market size is estimated at USD 96 billion and is projected to reach USD 121 billion by Outsourced services around analytics is growing at a faster CAGR of over 14 per cent vis-à-vis analytics software (CAGR ~10 per cent). This growth is being driven by a host of factors cloud, in-memory computing; mobile devices, social media; emergence of different business units across an organisation as consumers of analytics, etc. With analytics being consistently recognised as the top priority for CXOs, firms are also industrialising analytics within the organisational culture and this in turn, is seeing the emergence of the Chief Data Officers role. India analytics market Compared to the global market, the overall India analytics market size is miniscule and currently accounts for only 1 per cent share. The India market (exports and domestic) is growing at double the rate of global market at 24 per cent CAGR. In FY2014, the total market was USD 954 million and is expected to reach nearly USD 2.3 billion by FY2016. The ratio of exports:domestic is likely to remain steady at 85:15 during this period. 4
5 Executive summary (2/4) Currently, this segment has over 600 firms offering analytics-related products and services and it employs about 29,000 people. Of this, India is the primary target market for ~50 per cent of these firms. The fact that India s Top 100 IT-BPM (integrated) firms and about 500+ start-up firms are focused on analytics is statement of proof of this technology s increasing relevance. India is rapidly emerging as the analytics hub for the world. It has the complete range of ecosystem players from GICs, integrated IT-BPM firms, pure-play analytics firms to BPM-KPOs and a vibrant analytics product firms. In terms of geographic density, Bengaluru has the highest number of analytics firms 29 per cent, followed by Mumbai and Pune 24 per cent. Apart from this, many Tier II/III cities are also emerging hubs - Trivandrum, Kochi, Mysore, Indore, etc. Analytics in the India domestic market There is also a pull factor from the user side firms in India are beginning to realise the value of implementing analytics. Potential impact can be operational (cost control, process efficiencies), end customers (user insights, targeted marketing) and strategic (driving sales, improved decision making). Firms in the BFSI, telecom and ecommerce verticals have so far been taking the lead in adopting and applying analytics to a wide range of business areas portfolio analytics, risk & compliance analytics, customer loyalty, subscriber profiling, churn management, etc. Emerging verticals that are still in the pilot phase of adoption include retail, manufacturing and media & entertainment. One of the key verticals that is showing great promise is the Government SEBI (fraud detection), NATGRID (anti-terrorism) and state level initiatives - Maharashtra Sales Tax Department and Hyderabad s intelligent transport system. Better decision-making Driving sales and revenues Cost control, improve RoI Process efficiency & improvement Greater customer insights Targeted marketing 17% 16% 14% 11% 23% 20% STRATEGIC Impacting topline OPERATIONAL Impacting performance CUSTOMERS User experience 5
6 Executive summary (3/4) Industrialising analytics in India Although adoption of analytics is very nascent in India, its relevance is not lost on end-user industries. A survey of ~600 demand-side firms (both users and non-users of analytics) indicated that while >60 per cent of user firms recognised the importance of analytics, the corresponding percentage among non-users was ~40 per cent. Significantly, only 14 per cent of non-users indicated that analytics was not important. A further analysis of user firms showed that 80 per cent had either uncoordinated or localised initiatives. Hence, for long term value gain, there is a need to industrialise use of analytics that is integrate analytics into the organisational fabric. Key challenges for analytics deployment (Users) Proving the RoI, business value Sharing data across BUs, siloes Vendor costs Analytics tool cost Management support, vision Budget constraints Poor data quality Where do I start? Insufficient in-house expertise 64% 58% 53% 46% 43% 40% 34% 25% 19% To do this, the industry must first address various challenges. The demand side survey conducted indicated that proving the business value from analytics is the top challenge among users. This was followed by the firms ability to share data across business units and the total cost of ownership. For non-users, the top three challenges were budget constraints, RoI and costs. Additionally, both users and non-users expressed lack of endorsement from top management as another key challenge. From the supply-side perspective, the lack of awareness of this technology among potential users and lack of top management commitment is the primary challenge. This is followed by challenges with regard to data collection, siloed data, and a greater focus on short-term, output based results rather than on long-term, outcome focus. The journey to industrialisation involves three broad phases: Phase 1: Discovery (firms pilot a few short-term analytics projects) Phase 2: Establish (analytics becomes a little more centralised with organisation buy-in and this phase would also see more standardised tools and processes Phase 3: Industrialise (where analytics is a core strategy linked to business outcomes). 6
7 Executive summary (4/4) For each of these stages, the supply-side would need to address specific issues: Phase 1: Showcase RoI, use cases - value add in learnings from global and Indian peers Phase 2: Address entire analytics value chain - integrate multiple data sources, optimise data utilisation, data security, data maintenance Phase 3: Industrialise: Greater demand for functionality across business value chain; after sales services a key differentiator Industry stakeholders will need to work on a 6 point agenda which involves: Six point agenda for Industry stakeholders 1. Raising awareness 2. Creating talent 3. Variabilising cost of offerings 4. Standardising tools and technologies 5. Setting up cross functional analytics teams 6. Getting C-level buy in, to drive industrialisation of analytics in India 7
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