Insights from digital transformation frontline: SMEs' Journey in 2023 and Beyond

Vishal Rally, Senior Vice President of Product and Marketing at Tata Teleservices, in an interview with Dataquest recently, shared insights into the significant shift witnessed in SMEs' digital strategies, emphasizing a departure from a mere focus on operational efficiencies to a more comprehensive, customer-centric approach. The interview highlights the challenges faced by SMEs, including the lack of expertise and enabling technologies. Rally also spoke about TTBS's products and strategic partnerships with tech giants. 

DQ: How has 2023 unfolded in terms of digital transformation initiatives?

Vishal Rally: SMEs have experienced a significant transformation in their digital strategies, moving away from a predominant emphasis on operational efficiencies to embracing comprehensive customer-centric approaches. Acknowledging the changing digital landscape, SMEs have strategically pivoted their digital initiatives towards building stronger customer relationships, fostering loyalty, and driving overall business growth. This shift reflects a nuanced understanding of the importance of placing the customer at the core of digital transformation efforts, marking a significant evolution in the SMEs' approach in becoming digitally agile. 

The ongoing democratization of technology has played a pivotal role, allowing SMEs to bridge the digital divide and utilize sophisticated tools such as Artificial Intelligence (AI) and Machine Learning (ML).  Increased access to secure and scalable cloud infrastructure, innovations in unified communication has empowered SMEs to address the intricate demands of the digital marketplace. Furthermore, strategic partnerships with technology providers have become increasingly crucial for SMEs, as they gain essential guidance and support for effective digital solution implementation. The emphasis on workforce upskilling and continuous learning underscores the commitment to sustaining the benefits of digital transformation over time, positioning SMEs for success in dynamic and competitive market.

DQ: What challenges and opportunities did TTBS encounter while driving digital transformation for SMEs in 2023, and how were they addressed?

Vishal Rally: SMEs often face the challenges of adapting to an increasingly digital marketplace while managing limited resources. Major challenges faced by SMEs during their digital journey include the lack of expertise; the lack of enabling technologies; and the lack of clarity on a starting point. Since most SMEs do not have high-level in-house digital/IT skills, TTBS works to fill this functional expertise gap by partnering as subject matter experts. We are strategically positioned to offer comprehensive services and expert guidance tailored to different industries and requirements. 

Our innovative business solutions for the digital transformation of SMEs cover (1) connectivity solutions (2) value-added connectivity and (3) cloud and SaaS solutions. These offerings enable businesses to become digitally ready with a simple, easy-to-use, pay-as-you-grow model that is asset and capex light to overcome growth barriers.  We have key partnerships with Microsoft, Google, Meta, and Zoom and are working closely with their product and solutions teams to create bundled services and solutions, rather than just point products. For example, our Smartflo UCaaS solution which is an advanced cloud communication suite is now integrated with WhatsApp Business Platform and Microsoft phone capabilities. Similarly Smart Internet solution is bundled with data and a security layer offering seamless connectivity with DIY interface, simplifying connectivity for businesses. 

As businesses move  towards a digital-first strategy, we see this as an opportunity to offer more integrated and customer-centric approaches. Our suite of services expands beyond internal improvements, with a strategic focus on enhancing customer interactions and market engagement. This approach aligned with the evolving needs of SMEs, position TTBS as not just a service provider but a trusted long-term partner in their holistic digital transformation journey.

DQ: In your perspective, how have SMEs responded to digital transformation in 2023, and what impact have these efforts had on their businesses?

Vishal Rally: SMEs have responded to digital transformation with swift and comprehensive initiatives, recognizing the important role of technology in navigating the modern business landscape.  With increased investments in digital tools and technologies, SMEs have seen a significant impact on customer relationships, market reach, and overall business growth. 

SMEs, by strategically pivoting their digital initiatives, have been able to build stronger customer relationships and foster loyalty. SMEs are adopting an omni-channel approach that  binds all customer-facing interfaces integrated at the backend and helps in creating a better experience for customers across platforms be it web apps, mobile apps, intelligent chatbots etc. With the adoption of cloud technologies, SMEs have expanded  their market reach to serve customers on a global scale, breaking down geographical barriers. The ability to establish adaptable work environments has also contributed to increased operational flexibility. Collaborative digital tools like Unified Communication (UCaaS) have facilitated remote work, enabling SMEs to tap into a wider pool of talent and respond swiftly to changing business demands.

Moreover, the collaboration between SMEs and digital service providers, like TTBS has played a crucial role in addressing the challenges encountered in their digital transformation journey. This collaborative effort has not only empowered SMEs to navigate the complexities of digitalization but has also positioned them for sustainable success in an increasingly competitive and tech-driven business environment.

DQ: Looking ahead to 2024, what strategic plans does TTBS have in place to further enhance support for SMEs in their digital journey?

TTBS has been continually pushing boundaries by introducing newer and smarter technologies to build a robust digital infrastructure framework and strengthen its customer service proposition. These measures have enabled us to effectively meet our customers’ evolving needs and enhance their competitiveness. We have also upgraded our flagship products with enhanced client servicing tools and provided our customers with Cloud, SaaS and IaaS solutions to help them build operational efficiencies. 

In addition to innovative product portfolio, we have strong emphasis on excellent customer service. There is a robust channel network and customer support framework tailored to the unique requirements of SMEs, providing personalized assistance and solutions that contribute to building a foundation of trust and reliability. Advanced digital tools like the 'iManage App' and 'Smart Assist' provide 24x7 support and service to customers.

We are innovating along with some of the global product teams of global OEMs like Meta, Microsoft, to create unique solutions that can cater to the market in India. We will remain invested and focused on the interplay between core connectivity products, security products, and cloud-based services. 

DQ: Considering the evolving tech landscape, how do you foresee the role of digital solutions in shaping the business environment for SMEs in the coming year?

Vishal Rally: Integrating emerging technologies like Artificial Intelligence and Cloud computing can bring big changes to even the smallest enterprises. Businesses are rapidly realizing how these technologies can provide them with access to new innovations and functionalities. These services offer unlimited possibilities for companies by addressing their diverse needs with a choice of essential tools and applications which can be accessed from any location or device for ease and convenience.

Cloud computing allows enterprises to access infrastructure and software on a pay-as-you-go basis, eliminating the need for significant upfront investments in hardware and software licenses. This enables them to optimize costs by avoiding over-provisioning and only paying for the resources they use. Additionally, AI-powered solutions can help optimize processes, reduce waste, and enhance resource allocation, further improving cost efficiency.

Cybersecurity will remain a critical priority for SMEs. As digital solutions become more         pervasive, SMEs will need to fortify their digital infrastructure to safeguard against evolving cyber threats. The integration of robust cybersecurity measures will not only protect sensitive data but will also enhance the trust of customers and partners in SMEs' digital operations.

Customer-centric digital strategies will be a key differentiator in a competitive market where user experience holds paramount importance. Digital service providers will offer solutions that empower SMEs to personalize interactions, understand customer references, and deliver products and services in innovative ways. 

DQ: How is the company positioned to adapt to these changes?

Vishal Rally: We believe that the SMEs in India are poised for phenomenal growth and with availability of the right enabling technology at the right price point, SMEs can fuel the progress and development of the country’s economy. There has been an overwhelming response from our customers as we continuously enrich -our capabilities and competencies.

Whether it’s connectivity, collaboration, or cloud & SaaS, we possess the expertise and experience to design and implement customised solutions that enable enterprises to increase reach, build operational efficiency and enhance customer experience effectively and efficiently. Looking ahead, we are excited about the future of India’s business landscape and the role TTBS will play in driving growth and innovation. 

With focus on smart technology, collaboration, and customer-centricity, we will continue to build a comprehensive portfolio of highly relevant digital solutions which simplifies the digital transformation journey of businesses. Working in close coordination with customers and partners, we can create a brighter, more prosperous future for businesses across India.