The Focus is on India

Sapient Interactivethe arm of innovative interactive marketing and
technology services of global company, Sapientis keen on strengthening business
in India. According to Sapients managing director, India operations, Karandeep
Singh, the companys India strategy includes investments in talents, capability
developments, and technology adoption.

We will hire about 50% talent, which would be a mix of skillful people to
support our global clients and services. For developing capabilities, Sapients
global staff will come to India and share their experience, knowledge and work
here, says Singh.

Also with the increase in the adoption of digital marketing channels in
India, the company will focus on technology to enable business growth, he adds.

Globally, Sapient has a total workforce of over 6,000, while in India it has
around 4,000 employees that include people working in the IT consultancy as well
as interactive marketing services.

For the Boston headquartered company, India remains the hub for service
deliveries for its global clients in the US, Europe and UK markets. Its strategy
is to leverage its existing global clients that have presence in India and
expand the presence in local markets.

For developing capabilities, Sapients global staff will come to India and share their experience, knowledge and work here Karandeep Singh, managing director, India operations, Sapient

According to Sapients senior vice president and chief creative officer,
Gaston Legorburu, India is very significant for the companys business in three
ways: for distribution and delivery of services for global clients; taking
advantage of the market and opportunities; and offering global platform.

Presently, about 40-44% services and delivery support of the companys global
interactive business is handled by the companys India workforce, informs
Legorburu.

According to Sapients director, interactive practice lead, Asia Pacific and
India, Anurag Bhatnagar, the investments in capabilities will help Sapient to
build business and its future.

The idea of investment is not about just monetization, but building
capabilities. The integrated marketing communication concept was found about
five to six years ago, but its a key for marketers as they can measure the
returns on investment using analytics and cross channel marketing in real-time,
adds Bhatnagar.

Further, he informs that expenditure on digital marketing has grown from 5%
to 17% and digital marketing doesnt mean just the web or the Internet, but
includes mobile, digital kiosks, self-services and many other forms. Basically
its more of technology brand engagement and creative value for customers, says
Bhatnagar.

Along with interactive services, Sapient Interactive will offer BridgeTrack,
the digital marketing suite that allows companies to use it along with existing
technologies, such as ERP or CRM, to access real-time data and analysis about
consumer behavior.

Though the company officials shared business plans for India, they didnt
disclose numbers in terms of investments and expected market revenues. ICICI
Bank, Jet Airways, Coca Cola, and Vodafone are some of the Indian firms served
by Sapient Interactive.

Pankaj Maru / CIOL

maildqindia@cybermedia.co.in