Indian IT companies have so far always sold their AI platforms as part of services and TCS (Tata Consultancy Services) is among the first to sell it as a standalone product with a separate website that has minimal TCS branding.
TCS has taken a different approach to automation and cognitive computing than its competitors in the amount it is spending and that it is building its own software from the ground up and then attempt to sell it independently of its services.
In order to sell Ignio as a product, they have to create a product brand as well as identity from the sales and branding perspective and ensure the product can stand on its own.
Initially clients were not clear about whether they would be locked into a services contract if they chose to use Ignio. The branding strategy, together with a revamped sales organisation, is meant to reduce that uncertainty.
TCS will have to better explain its vision for Ignio, even though it ranks among the top of the industry.