Tech Mahindra’s 3-4-3 media play

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While 3-4-3 may be the favoured formation of go-ahead football coaches, it is also at the core of digital transformation advisory specialist Tech Mahindra’s media and entertainment play.

Speaking at the company’s Media Morning in London, Bhushan Patil, Senior Vice President – Head of CME – UKI & Southern Europe at Tech Mahindra, outlined three ‘Mega Trends’; four ‘Big Bets’ and three ‘Objectives’.

The first Mega Trend centred on Personalisation, with Patil noting moves towards Hyper Personalisation, with enhanced Consumer Insights through – AI and analytics. Changing content  consumption now included binge viewing and On Demand.

The second, Content Revolution, saw transformations in curation, discovery and management of content, with AI and NLP increasingly utilised.

The third, Rise of OTT Media, had seen the emergence of greater consumer choice at a lower price, with linear broadcasting challenged by the growth of the second screen. Patil warned that content rights were under threat leading to revenue leakage.

The first of the Big Bets, Digital CX, foresaw a move to next generation entertainment, with AR/VR industrialisation becoming increasingly important in media and entertainment. Digital publishing would also have an impact.

The second, OTT Telecom Ecosystem Player, benefited from Tech Mahindra’s long-established telco background, saw the provision of entertainment as a service for telcos, with other areas of expertise offering mobile edge computing/CDN solutions for all distribution channels.

The third, Software Transformation, would bring into play Tech Mahindra’s expertise in DevOps, Automation, Microservices, Workspace as a Service and Agile methodologies.

Fourthly, Content Management and Analytics would call on Tech Mahindra’s expertise in Content Security; Content Production; Content Cloud;  Customised Bundling; Brand Performance and Content Analytics.

The Mega Trends and Big Bets drove the three objectives: Run Better, Change Faster and Grow Greater.

According to Patil, the strategy had seen growing engagement with customers across the media ecosystem.


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