My Article Presentation

INFOSYS INTRODUCES IT’S NEW BRAND

POSITIONING
Source:THE TIMES OF INDIA

Infosys Technologies introduced a new brand positioning and vision statement for itself, and said it's stepping into a whole new phase that it describes as Infosys 3.0. The three-decade-old company said the world has changed in dramatic ways, particularly since the recession, which makes changes imperative. The changes are focused particularly on building its business transformation and innovation capabilities, and is clearly also an effort to compete more effectively with global peers like IBM and Accenture.The idea is to move from a technology solutions company to a business solutions company and proactively help customers build the enterprise of tomorrow. The brand positioning statement has accordingly changed from 'Win in the flat world' to 'Building tomorrow's enterprise'. The earlier statement was meant to convey Infosys's ability to help customers overcome information challenges and quickly adapt to changes through technology in a globalizing world. The new statement is meant to underscore its ability to help customers identify the directions they should be taking in a world that's rapidly changing and use technology to deliver on those directions in a profitable manner. The objective is to ensure that in the next 5-7 years, the company's revenues would come equally from business transformation projects, innovation projects and operational efficiency projects. The last of these is Infy's traditional business (using technology to improve efficiencies in portions of a customer's business) and accounts currently for as much as 65% of revenues. Business transformation deals account for about 25% of revenues and innovation/products business about 9.5%. The company's first 20 years as Infosys 1.0, when it focused on developing and managing technology applications for customers and on building a global delivery model. In the following ten years, or Infosys 2.0, the company developed end-to-end service capabilities, systems integration capabilities, and added some consulting and innovation expertise.