About the Brand Book

• We are in the process of compiling data for the fourth edition of our Brand Book. For undertaking such an exercise, one has to go through the Do-Check-Act cycle. The Brand Book is a research-driven Coffee Table Book on the Indian ICT industry and provides a unique opportunity to IT and telecom companies to chalk out their annual strategies to express their go-to-market approach. In consonance with the priorities laid out in its earlier avatars, this issue will go the extra mile to cover the Indian SME sector also (engine of growth of our economy), apart from the regular enterprise segments.enterprise segments.

• Our previous editions have made their presence felt in the hearts and minds of the Indian consumers and they will serve as a ready-reference tool for the leading players in the ICT sector. It can be said with certainty that there exists a strong emotional connect between the brand and the customer, which has resulted in the increase of sales volumes. It is noted that all buying cannot be done by rational approaches alone and a great percentage of buying is done through emotional approaches. In addition, emotional connection can have a big impact on the business. It is true that people make mistakes when they attempt something new, but this should not deter us from treading a new path.

Message from the Publisher• We are delighted to present to you the fourth issue of the Brand Book. Many

thanks for your continued interest, and in case this is your first time to pick up an issue of market changing dynamics, you are most welcome.

• The Brand Book, which is now being hailed as The Bible of the Indian IT industry, takes into account the massive impact technology has made on the consumer's behaviour. I would like to extend my heart-felt thanks to all those who voted and especially those who participated online via Twitter and gave their feedback to the survey. The listing in the Brand Book is considered on the their feedback to the survey. The listing in the Brand Book is considered on the parameters which are based on high recall value, brand awareness, brand image and perception, brand performance and brand association.

• Finally, a big thank-you to the marketing heads for their abiding interest in the issue. As always, we also extend our thanks for the generous response from all who have been involved from the very beginning. In this issue, we will be covering e-commerce, mobility and digital life-style products as a separate section on their evolving delivery system. Since the country is moving ahead with digitization, it is built on a set of recommendations that don't just reaffirm what we already know but will open the doors to ideas we have yet to encounter.

How will you benefit from Brand Book• The Indian market is consumer driven, and Digital India is about improving the lives of

Indians, enabled by technology through knowledge-based transformation. It will reach out to major metropolises, smaller towns and rural areas. India imports electronics goods worth $100 billion every year and by 2020 these will go up to $400 billion. With the spending expected to more than double by 2020, global corporations view India as a vital market. India is likely to become the fifth-largest consumer economy in the world by 2025. The Government of India has also played a major role in the growth of this segment. It has framed policies that have attracted foreign direct investment (FDI) and as a result boosted economic growth.

• India is widely acknowledged as a global information technology powerhouse. • India is widely acknowledged as a global information technology powerhouse. The Digital India programme, if implemented successfully, can change the paradigm of governance in this country with the integration of SWAN, NKN, NOFN which are to be implemented in two years. Digital India also offers a massive opportunity for the private sector to participate in and profit from the empowerment and there is a public and private participation (PPP) model to roll out this programme. The infrastructure itself is massive and the proposed outlay of $17 billion means many multinational and domestic companies can hope to win substantial contracts. It will provide an impetus to Indian manufacturing by opening up a massive demand for internet-related equipment – routers, switches and devices that will facilitate last-mile connectivity.

• Many icons of the IT industry consider the Brand Book as one of the best books on brand positioning for reaching out to the target market by way of designing the company's offerings and image to occupy a distinctive place in the mind of the target market. Otherwise, it can also be called as the heart and soul of marketing strategy.

Most Reviewed sections in the Brand Book

Why to feature in the Brand Book• Despite challenges in the global market, the Indian IT/ITeS industry has seen steady growth

and increased investments in 2014. The government and its technology-centric initiatives in different areas such as infrastructure development, revised National e-Governance Plan (NeGP), Digital India campaign and development of Smart Cities have boosted the prospects of the IT/ITeS players. This was the year when the e-commerce segment made significant strides and attracted very large investments and also a lot of customers in the metros and at the same time non-metros have also started exploring online shopping.

• The ongoing trends in technology upgrades for infrastructure (as well as applications) such as data center modernization and virtualization, and emerging areas such as artificial intelligence, automation, IoT, collaboration and design technology will drive the market in intelligence, automation, IoT, collaboration and design technology will drive the market in the future. From an e-commerce segment perspective, 2015 is likely to set newer benchmarks for a number of online shoppers and number of orders fulfilled, innovative ways to capture mindshare of customers, newer segments getting larger share of the pie, etc.

India is expected to become the world's largest middle-class consumer market with a total consumer spend of nearly US$13 trillion by 2030. Combined with the increase in income levels of the Indian middle class, the rise of the Indian consumer is driving greater aspirations with the need for world-class infrastructure, high-quality healthcare, brand leading consumer products and sophisticated public and private services.

As far as emerging market is concerned, there is growth in online retailing, both direct and through marketplaces, which will grow threefold to become Rs.50,000-crore industry by 2016. Also, the growth of internet retail is expected to boost offline retail stores.

Brand Book is all about connecting

…….. technology leaders in the country

Feedback on the Brand BookThe concept of Brand Book has been coined after in-depth research conducted for the last 2 decades in the industry by providing ideas and evidence to the marketing community through VARINDIA.

Originally known as Kalinga Digital Media Publications (KDMPL) and publisher of VARINDIA, the company began as a publisher of marketing trends and forecasts. From the date of launch in 1999(www.varindia.com) , it strived for a strong digital presence and grow its site rapidly to become the strived for a strong digital presence and grow its site rapidly to become the most comprehensive marketing information tool in India. The website provides ideas, insights and research on all aspects of marketing, media and communications to clients in India.

Soon after launching www.mybrandbook.co.in , the objective has been to connect the potential buyers from Government, & PSUs with the Corporate and private sector companies who seek to connect directly with the decision makers and whose products they use on regular basis . For wider connectivity we have opened 2 international bureau offices based out of Singapore and USA. The service is continuously evolving and expanding, with KDMPL headquartered in New Delhi and remaining privately owned.

A handbook for CIO communityThe Brand Book has been designed to drive business innovation focussing on the ICT space. It is the ultimate choice of the Indian CIOs and other high-level IT executives to connect with vendors on the key issues and business challenges. It is a unique approach in terms of editorial content, quality and information on the industry. The Brand Book can be used as a complete reference book by the CIOs/CTOs for taking informed purchase decisions. It can also be made use of for sales promotion due to the fact that MNC R&D centres are growing at over 14%, making India a source for path-breaking innovation.

As Indian enterprises are always trying to enter new markets and engage with their consumers across a variety of channels, the Brand Book brings unprecedented innovation, combined with more than 20 years of experience across industries and has been designed to optimize the time of CIOs/CTOs. CIOs are expecting more collaborative partnerships in their transformation journey and find great value in stories featuring the success mantra of the ICT vendors in positioning their products, solutions and services. The Brand Book is a rich repository of case-studies featuring effectiveness and business impact to drive innovation, fast-track adoption of emerging technologies and enhanced competitive advantage. It will help in winning the loyalty of customers and their retention, leading to long-term business relationship. It has been designed to help customers in locating VAR/ solution partners who can deliver right products, solutions and service support.

How to improve RoI through Brand BookIncrease your effectiveness by learning from competitor case-studies and

by following the best practices of industry leaders by benchmarking your plans in the Brand Book with proper allocation of advertising budget effectively with insights from what you are going to get over a period of one year.

Trends to watch out for in Analytics in 2015 are:Rich Media Analytics/ Mobile Data Analytics/ New Advanced Analytics Techniques/ Better Analytics Apps/ Big data analytics in the cloud and Rich Media Analytics/ Mobile Data Analytics/ New Advanced Analytics Techniques/ Better Analytics Apps/ Big data analytics in the cloud and lastly its Chief Analytics Officer

Branding Trends 2015 With proper implementation, the branding strategy will drive business

results. The IT-related policies of the Government of India will also play a major role in spurring economic growth.

Marketscape on Indian ICT Industry

Under one Platform• 100 Successful Brands of ICT Industry in India

• Most-Trusted Companies of India

• Icons of India

• Best Marketing and Brand Managers of India

• Industry Bodies / Authorities

• Telecom Service Providers and Telcos in India

• Made-in-India Brands

• Movers & Shakers of Industry – SIs & SPs• Movers & Shakers of Industry – SIs & SPs

• IT Associations in India

• Movers & Shakers of Industry – ASPs & ISVs

• Technology Evangelists of India

• VADs and Distributors of India

• Technology Trends and VARs in India

• Five different segments including Hardware, Software, e-Commerce, Mobility and Digital Life-Style Products (Indian Marketscape – White Paper)

Circulation & Distribution

(Brand Book of the Year 2015) Fact Sheet:

* Readership is 5,00,000. Different departments refer to this book as a reference book in an organisation. The shelf life is one year. The Annual Circulation is 50,000.

* A strong medium for branding that will reach the potential * A strong medium for branding that will reach the potential buyers in the country.

* Reaching out to various IT departments of the State and Central Government offices, PSUs, large enterprises in the country, prospective IT purchase decision-makers (CIOs/CTOs); this book is also available all over India through leading book distribution houses. Unlike previous year, our distribution centres are spread across the country. It is also available in all our 7 regional offices in India.

Proud to be a part of the Coffee Table Book• The book will talk about the complete ICT industry,

whether you are doing business or are intending to do business in India.

• This Coffee Table Book is available in all the leading corporates (IT and non-IT companies) in India.

• The Brand Book will be given as a complimentary copy to the leading companies, particularly to the IT investment decision-makers.to the leading companies, particularly to the IT investment decision-makers.

• The shelf life of the Book is one year.

• Top companies in India with 100 different products and services will be featured. The main object of the Book is to recognize the Technology Evangelists and Made-in-India Brands in the country.

• Recognize the Best Marketing and Brand Managers of the country.

Mechanical specification

• Full Page : 34cm ht X 24 cm wd.-Rs.3 lakh

• Double Page: 34 cm ht X 48 cm wd.-Rs.5 lakh

• Innovation advtg.- Rs.5 lakh ( Per page)

French window

Opening get foldOpening get fold

Spine advtg, Front and back cover get fold

with . Creative advtgs were also accepted