Indian IT companies' digital revenue crosses $50 billion

SMU Lee Kong Chian Professor of Marketing Nirmalya Kumar said starting around 2010, the Indian IT industry had realised that they needed to change as their customers were transforming into digital enterprises. Instead of back-office services for maintenance and support of legacy IT infrastructure, clients needed to ramp up dramatically their budgets to the front-end problem of digitally connecting with customers through websites and apps. "Client focus had shifted to revenues and customer experience, which meant going digital had become a boardroom imperative," Prof Kumar added.