Accenture is mining USD14 billion in interactive gold. Now TCS, Infosys, et al. are digging, too.
Synopsis
The interactive business that Accenture launched in 2009 has grown at over 10% CAGR over the last three years. Indian IT companies, which earlier adopted a wait-and-watch stance, are now playing catch-up. What are their strategies and what are the challenges they will face as they try to grab a share of this lucrative and growing market?
Some archetypes are seared into the collective consciousness. Advertising executives are bohemian and less likely to be tied down by conventions. IT executives tend to be the opposite — they are in suits and ties, and abide by rules. Now imagine putting those opposites in one room and creating a business. An advertising and creative agency backed by technology and platforms. In 2009, Accenture did just that, with the launch of Accenture
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