IBM to add integrated marketing to Smarter Commerce portfolio

US-based technology corporation, IBM, is currently working in a test mode to bring integrated marketing to Smarter Commerce, a bouquet of solutions designed to help companies better integrate and more effectively manage their value chain, according to Rajesh Rao, partner, IBM Global Business Solutions.

“What we see today is a multi-channel digital world where consumers use mobility, social and cloud. One of the solutions that we are working with several key customers in a pilot mode is to add integrated marketing using all these to the overall portfolio. This development is happening at our research labs globally and we intend to roll it out broadly,” he said, while declining to draw any timeline.

The core of Smarter Commerce’s processes consists of the buy site, sell site,  the market and the service. IBM has been offering these suite of solutions globally and is releasing them in a big way in India as well, he added.

Rao said that large enterprises in the telecom, retail and banking space are currently using these solutions in India and that the company was also focusing on cross sectors like media and entertainment, natural resources and education to deploy them.

Stating that in the rural world, and even in Tier-II and Tier-III cities in the country, people now have a thirst for latest goods and services that companies offer, courtesy the proliferation of smartphones for accessing websites, he said this trend was influencing the Smarter Commerce adoption rate in India.

“India is a part of our growth unit with countries like China and Brazil being in the same bracket. We see India as a country that often leapfrogs technologies. We see the evolution happening much more quickly in Indian than in the developed countries,” Rao said.