The traditional approach of getting your team into the office from nine to five each day is giving way to a new model: distributed delivery. Talent is maintained in multiple locations globally, working across time, space and organizational boundaries. But the benefits of distributed teams aren't without some trade-offs.
When a segment of consumers numbers 700 million, they are no long just relevant. They set the tone for the market. That is the number of millennials in India today. For a brand to be successful today, it has to be favoured and backed by the millennials. In fact, you're more likely to win the lottery than have your brand make a mark without their acceptance.
International brands should look to put customer experience first by harnessing India's scale and experience of distributed work teams to manage their marketing services. A recent NASSCOM report predicted this could be a $37 billion opportunity for India.
triloks via Getty Images
A whole set of technology or technology-based companies in the services space are hopping onto the convergence bandwagon of technology and communication. What I don't see enough of them do is to tune into what will be needed for them to do differently to succeed in this new paradigm. I feel the big switch is about mindset. It is not so much about <em>what</em> we do, but usually, more about how we see what we do.
The ambitious "Make in India" program launched by the Government of India is largely skewed towards the manufacturing sector. Most discussions are missing an equally significant opportunity that remains untapped in the services sector. The talent edge and time zone gap with the west provides India a unique advantage to emerge as the global hub for creative services. In other words, domestic as well as global buyers of marketing services can look at India as the one-stop creative shop.