ICFAI BUSINESS SCHOOL

IFHE University, Hyderabad

Genpact
1st YEAR MBA
Mobilytiks

SIP Mentor Work done by:

Dr J S K Chakravarthi Sarthak Dua
(17BSPHH01C0923)
 OVERVIEW

Genpact is a global professional services firm that makes business

transformation real. We drive digital-led innovation and digitally-enabled
intelligent operations for our clients, guided by our experience running
thousands of processes for hundreds of Global Fortune 500 companies. We
think with design, dream in digital, and solve problems with data and analytics.
We obsess over operations and focus on the details – all 78,000+ of us.
From New York to New Delhi and more than 20 countries in between, Genpact
has the end-to-end expertise to connect every dot, reimagine every process, and
reinvent companies’ ways of working. We know that rethinking each step from
start to finish will create better business outcomes. Whatever it is, we’ll be there
with you – putting data and digital to work to create bold, lasting results –
because transformation happens here.

Genpact began in 1997 as a business unit within General Electric. In January

2005, Genpact became an independent company to bring our process expertise
and unique DNA in Lean management to clients beyond GE, and then in August
2007, we became a publicly-traded company. Bain Capital became Genpact’s
largest shareholder in November 2012, with the strategic objective to grow the
company further. Since December 31, 2005, we have expanded from 19,000+
employees and annual revenues of US$491.90 million to 77,000+ employees and
annual revenues of US$2.57 billion as of December 31, 2016.
 WHAT GENPACT DOES?
1) Digital
a) Driven by our products and consulting which are powered by Genpact
Cora.
i) Analytics
ii) Digital Consulting
iii) Digital Solutions
2) Industries
a) Explore Genpact's solutions by industry.
i) Banking & Financial Services
ii) Capital Markets
iii) Consumer Goods
iv) High Tech
v) Insurance
vi) Industrial Manufacturing
3) Business Services
a) Explore Genpact's global service offerings across industries
i) Finance Accounting
ii) Omni channel Customer Service
iii) Enterprise Application Services
iv) BPaaS
v) IT Managed Services
vi) Procurement
 HISTORY
Genpact’s unique heritage is unlike that of any other business services provider
in the world. We began operations in 1997 with 20 employees and the
pioneering vision of our founder and former President and CEO Pramod Bhasin,
who transformed a pilot project of running GE Capital’s back-office services
operations into one of the first large-scale captive companies in the world, GE
Capital International Services (GECIS).
Our initial charter was to provide business process services to GE Capital’s
businesses globally, with the goal of enabling outstanding process efficiencies
and operational effectiveness. We did that and more – from building
infrastructures brick-by-brick in multiple cities in India, to hiring and training
tens of thousands of young people eager to work, including providing
unprecedented employment opportunities to women. During the eight years
that followed, we earned the opportunity to manage a wide range of processes
across all of GE's financial services in addition to their manufacturing businesses
globally. Given GE’s widespread adoption of Lean and Six Sigma, we built our
strong foundation by applying these principles to the business processes we
were running.
In January 2005, we became an independent company to bring our process
expertise to clients outside of GE, and changed our name from GECIS to Genpact
("generating global impact"). In August 2007, Genpact completed a successful
IPO and was listed on the NYSE under the symbol 'G.' from 2007-2010, Genpact
became increasingly international, growing our employee base 33% and adding
sites in six new countries.
From 2010 onwards, the company's centre of gravity – defined as senior leaders'
location – moved steadily westwards, resulting in a very significant presence in
Europe and in the US. The company’s New York City location became the de
facto key corporate office. Bain Capital became Genpact’s largest shareholder in
November 2012, igniting a new phase of growth that started with a clear
definition of our solution portfolio, improvement of our client relationship front
end, as well as a deepening of domain expertise and related bench of subject
matter experts.
 Analytics
The confluence of big data, regulatory changes and social media are causing a
major shift in the way businesses operate. And with customer needs and
market dynamics undergoing rapid change, organizations need to generate
actionable insight from raw data with minimal delay. But many struggle to
create insights or use them for smart decision-making at scale.

Its analytics and research capabilities are central to our ability to improve
business operations. They enable us to work with clients, identify weaknesses
in business operations, and transform those operations to create additional
value. They help companies harness data to identify trends and issues, uncover
new insights, find and prevent future risks, and fine-tune operations to make
smarter decisions and meet business goals.

Financial Services Analytics

Genpact’s financial services analytics solutions solve key business challenges
faced by the COOs, CROs, CFOs and CDOs of global banks. They are delivered on
a standalone basis and as an integrated part of our financial services BPO
offerings. We help companies re-imagine their business operations with
analytics and technology to deliver intelligent operations. Our work is
underpinned by our Lean Digitalism approach that combines Lean and design-
thinking principles with digital technology and analytics, and domain expertise
to yield a tangible return on data, growth, and agility and cost efficiency.

Digital Products and Services

Digital technologies offer unprecedented opportunities, but true digital
innovation is hard to achieve. Only when digital technologies are combined with
human experience and innovation and implemented in a flexible and scalable
manner do companies become true digital leaders.
Genpact helps clients to harness the power of digital through our unique
portfolio of digital products and services. Enabled by Genpact Cora – our AI-
based platform for digital transformation, our offerings range from robotic
automation to analytics and artificial intelligence. Our products help companies
drive innovation at scale

Genpact Cora
Genpact Cora is an interconnected mesh of best-in-class technologies that span
from robotic automation to advanced data visualization and artificial
intelligence. Focused on specific industries and their business challenges,
Genpact Cora transforms banking, modernizes the supply chain, reimagines life
sciences, and lets you breathe easier.
The platform gives you the flexibility you need to disrupt your industry and go
beyond your competition. You can start your digital transformation journey
where it makes sense for your business, knowing that your initial investment is
a secure, first step toward bold, lasting progress. It also gives you the
governance to comfortably scale our technologies across your enterprise.

BPaaS
Shrinking budgets and disruptive technology are driving the adoption of
Business-Process-as-a-Service (BPaaS, also been termed “platform BPO”). This
delivery model, typically part of Business Process Outsourcing (BPO) offers
opportunities to leverage best-in-class technology and standardized yet
configurable processes without major capital outlays. It sometimes provides the
option of using a Software-as-a-Service layer that only encompasses the
application part of the delivery stack
 Mobilytiks
Mobliytiks or Mobliytics or Mobile Web Analytics studies the behaviour of
mobile website visitors in a similar way to traditional web analytics. In a
commercial context, mobile web analytics refers to the use of data collected as
visitor’s access a website from a mobile phone. It helps to determine which
aspects of the website work best for mobile traffic and which mobile marketing
campaigns work best for the business, including mobile advertising, mobile
search marketing, text campaigns, and desktop promotion of mobile sites and
services.
Data collected as part of mobile analytics typically includes page views, visits,
visitors, and countries, as well as information specific to mobile devices, such as
device model, manufacturer, screen resolution, device capabilities, service
provider, and preferred user language. This data is typically compared against
key performance indicators for performance and return on investment, and is
used to improve a website or mobile marketing campaign's audience response.

AppsFlyer
AppsFlyer is a SaaS mobile marketing analytics and attribution platform, based
out of Herzliya, Israel, with offices around the world. AppsFlyer is one of the
industry top mobile attribution and marketing analytics platforms. The traffic
attribution component of the system empowers developers with several types
of tracking. Namely, User Acquisition Attribution to attribute each mobile app
user its source, Retargeting Attribution to track users re-engagement and TV
Attribution to attribute mobile app installs to specific TV ad campaigns.

The AppsFlyer Software Development Kit is available for iPhone, Android, and
Windows Phone apps. In 2014, AppsFlyer developed a complementary product
called OneLink which provides deep linking support for custom media sources.
In November 2014 TechCrunch article, AppsFlyer was identified by Apptopia as
the most widely used SDK for analytics after Flurry.
Once the AppsFlyer SDK is installed in a mobile app, it provides advertisers with
conversion data for their user acquisition and retention campaigns. Advertisers
login to their dashboard, and can monitor which media source was responsible
for the mobile activity. Based on this information, advertisers then are able to
optimize their advertising budget.

AppsFlyer has the following features to help support advertisers' decision-

making: Retention reports, Cohort analysis, TV app ad attribution. Bundled app
tracking for iOS, OneLink, its mobile deep linking solution, Rich in-app events
and install tracking. AppsFlyer's product dashboard is currently in English,
Chinese, Japanese, French and Spanish.

Trial Version Link: https://www.appsflyer.com/get-started