Infosys introduces its new brand positioning n vision statement for itself, n said it's stepping into a whole new phase that describes as Infosys3.0.

Infosys introduces its new brand positioning

Sujit John, TNN | Mar 11, 2011, 05.36am IST


BANGALORE: Infosys Technologies on Thursday 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 that have distinct advantages over Indian IT companies in these areas. For employees, it means developing their talents in these new directions to ensure progress in their careers.

Infosys COO S D Shibulal told TOI that 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.

Shibulal said that internally, 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%.

Shibulal, who is said to be in line to take over as CEO from Kris Gopalakrishnan later this year, described 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.

"Now, in Infosys 3.0, we want to be at the intersection of the client's business and technology, and that of global trends, and use this knowledge and expertise to help them transform and move into new directions," he said.

Accordingly, the company is stepping up investments in developing expertise in what it sees as the most important global trends. These include what it calls 'digital consumer' (digital products permeating all aspects of life), 'new commerce' (mobile commerce leading to extremely small transactions), `healthcare economy' (healthcare becoming more preventive, affordable and inclusive), 'sustainable tomorrow' (doing things in an environmentally and socially sustainable way), `smarter organizations' (making organizations more adaptable, less complex), 'emerging economies' (global growth concentrated in these areas) and 'pervasive computing' (all devices becoming computing devices).
Big investments will also go into enhancing Infosys's innovation capabilities. The banking product Finacle has been an early success; more recently, there have been products like Flypp, an application platform that helps mobile operators to more easily monetize, and iEngage, a digital platform to engage consumers across the entire marketing lifecycle. The company now wants to do many more of those, as also co-create products with their customers. "As part of this, we have brought together all our software engineering and technology labs into one single, broad-based one that we now call Infosys Lab. We also have a new group looking at product incubation," Shibulal said.