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‘Hunger to Learn’ - the mantra for Sterlite to match its competition 

L K Pathak, VP – Marketing & Communication, Sterlite Tech in a chat with VARINDIA explains how marketing strategies have changed after digital transformation disrupted normal business across verticals -   


Being in the Telecom Solution space, Sterlite Tech faces the most discern audience and therefore, the marketing mantra for it has always been to go with the solution approach to address customer issues. This has helped it to gain fast traction, gain mindshare of its customers and achieve tangible results. 


“This has worked very well. We won back to back three smart city projects in India. Our solution approach has enabled leading telecom operators in their roll out of 3G/ LTE and WiFi network,” says L K Pathak, VP – Marketing & Communication, Sterlite Tech.


He further continues, “Marketing strategy is the reflection of our organizational goals and business priorities. It’s from the overall business goal that we derive our overall marketing purpose and direction. Further it is important that we articulate the company’s brand purpose and sensitise internal stake holders to deliver the promises we have made to our customers and partners.”


Sterlite is operating in a dynamic business world where it has to earn its relevance every passing day. Hence the mantra here is to have “HUNGER TO LEARN”! “We must be closer to our customers, have eagle’s eye on the competition, map current & future trend and take distinct position which no competition can match,” says Pathak.


Realising the fast changing pace of the digital technology and its impact on telecom business, Sterlite has made significant strides in its capability to serve its customers right at the designing phase to further build and manage the data network. With the acquisition of Elitecore OSS/BSS, SterliteTech has broadened its portfolio from Optical Fibre to System and network integration to Software. 


“Needless to say telecom operators are increasingly looking the best of suite transformation with associated services from a single vendor. Considering the world over demand for digital infrastructure for the operators, Smart City and Rural broadband network requirements in our country, I think Sterlite is the most potential partner with its end to end capabilities. We are enjoying this exciting transformation journey and are following a well structured approach to reposition our brand as an enabler of digital transformation,” Pathak asserts.


Digital transformation has completely disrupted what used to be normal business across all the verticals. “The situation demands that the companies choose right partners to support the digital lifestyle of our customers which demands high data speeds to support humongous traffic almost every time, to robust digital platform which supports Omni Channel covering the entire life cycle of a customer from sales and marketing to Order management to Billing and Customer on boarding, to digital care. The integration of back office and operations needs to be completely digitized and responsive 24x7 to the e commerce,” says Pathak.
Digitization has opened up a whole new era which has evolved from Big Data to now Artificial Intelligence and Machine Learning to Robotics  which would be making business more predictable, Productive and efficient! Companies need to invest with utmost planning and must choose right partners with strong commitment to a scalable, agile and secured digital network.


Sterlite with its diverse portfolio and strong System integration and network integration capabilities is partnering telecom Operators, Smart Cities and Enterprises to enable them in their digital transformation journey.