Technology services companies such as Tata Consultancy Services (TCS), Cognizant and Wipro are taking different paths to succeed in the interactive business focused on advertising and marketing, an area in which they have had little previous experience.
Greyhound Research CEO Sanchit Vir Gogia said IT services companies were broadly focusing on building technology capabilities, role-based capability through acquisitions and vertical-based capabilities. For example, he said, Accenture bought an advertising firm and that would help the company speak to the chief marketing officer of any organisation in a more effective way.
“So, they are focusing on modernising the traditional services and building on new … And they are seeing a phased growth of revenue in this area,” said Gogia, adding also that not every company could champion all of digital.
Sanchit Vir Gogia: Sanchit is the Chief Analyst, Founder & CEO of Greyhound Research, a Global, Award-Winning, Technology & Innovation Research & Advisory firm. To read more about him, click here.
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