Three years ago, John T. Chambers, chairman and chief executive of Cisco, was on one of his annual trips to India. He happened to meet K.V. Kamath who was nearing the end of his tenure as CEO and managing director of ICICI Bank. Chambers wanted to understand the biggest business challenges that banks were facing. Kamath touched upon the theme of financial inclusion and said banks needed solutions to serve the 600 million plus people who don’t have access to banks.
Chambers and Cisco India president Naresh Wadhwa took that advice very seriously. Kamath did not realise it, but his observation helped shape Cisco India’s strategy and later dovetail into Cisco’s global strategy.
Globally, Cisco has been talking about being involved in building smart communities or smart cities for some time. In India that approach would have worked wonders had many new cities come up. That hasn’t happened. Much of India’s urbanisation is taking place in existing cities. (Lavasa, near Pune in Maharashtra, was an example of a new city but its development has run into problems.)
When Cisco came to India 15 years ago, it was another multinational company viewing the country from its US-anchored leadership prism. By 2004-05, recalls Wadhwa, the company realised it needed to create the market it wished to serve. Engagement with large enterprises and governments began in earnest, followed by strengthening of a partner network that today is 1,200-strong. It also switched from geographical expansion to vertical focus — every time it went to a new location, it hunkered down to fill gaps in the local market.
“It’s all about timing; I think by now we know the art,” says Wadhwa. Like the “significant deal” Cisco is closing with one of the largest cable operators in India for supplying set top boxes that convert analog signals to digital. The company spotted this need while engaging with local customers in Kerala and spent six months modifying the box developed by one of its Chinese acquisitions.
Tweaking India
In the developed markets, Cisco is driving convergence of Internet, TV and video-conferencing in homes and in offices. In India, it believes in offering tailor-made solutions to the customer. In 2009, it signed an agreement with Ashok Leyland to build the so-called ‘vehicle-to-infrastructure’ communication. Ashok Leyland buses can be modified to deliver mobile services for emergency medical response, transport management, security and surveillance in defence and government sectors.
Cisco built on this idea to start a Bank-on-Wheels for banking in remote rural areas. The Bank-on-Wheels simulates the functionality of an entire bank branch in a bus.
“We have the prototype, the proof-of-concept, as well as the business case,” says Anil Bhasin, senior vice president — Cisco India & SAARC (BFSI and Enterprise), who is talking to a few banks in India to run pilot projects. He wouldn’t disclose their names. The mobile bank can do all that a branch does, even provide expert advice, enabled by Cisco’s compressed video technology that requires less bandwidth.
Bhasin thinks the cost-effectiveness of this solution will appeal to the banks which have been driven by RBI directives to rapidly reach out to the villages, as only 50,000 of India’s 600,000 villages have organised bank branches. At Rs. 25 lakh to Rs. 30 lakh, this bus, equipped with all the three layers of Cisco technologies that allow voice, video and data transmission, could serve 10-12 villages. “That works out to about Rs. 2.5 lakh per village and if the amortisation [rate of recovery] is poor, a bank is free to move the van to another village,” says Bhasin.
Need for Speed
(This story appears in the 25 February, 2011 issue of Forbes India. To visit our Archives, click here.)
Cisco must be patting its back for not letting consumer tech lure, where it's facing a crunch in the developed markets, spoil its India party. Now it must build on its India model.
on Apr 25, 2011A nice insight in the direction in which Indian software industry is moving. It was good to know about the kinda work that these giants are doing, especially in India.
on Feb 16, 2011