1 Copyright © 2011 Tata Consultancy Services Limited

Alliances & Technology Unit (ATU) Marketing Plan (2014-15)

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Objectives Common Objectives

– Generate incremental revenue– To be technology leader– Create mindshare in external audiences– Provide branding to TCS thru alliances

What do we want to Achieve– “Integrated” Campaign on Joint Solutions with ISU– Be a top 3 partner with our Alliance Partners– Create Mindshare of TCS capabilities within Partner

Organization– Create Mindshare of Partner Capabilities within TCS

community– Opportunities on Joint Solutions with partners

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Our Key Partners

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Key Strategy and Activities

Integrated Campaign

Marketing

Activities

Collaterals Social

Media

Partner Day

Partner

EventsSoluti

on Evangelizati

on Sessio

ns

Analyst

Relations

Forum Participation

Case studies on

Successful wins

Thought

Leadership

White Papers• Evangelize TCS Brand

Value within Partner’s Organization

• Evangelize Partner Value within TCS

• Positioning TCS to be technology leader in the external world

• Generate opportunities on developed Solutions

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Key ATU Events - Across Geo’s

Participate/Sponsor and leverage the platform to interact with Customers/Prospects and build potential Pipeline

Q1 Q3

Q2

Q4

ATU Events PartnerQuarte

r LocationCA World CA

Technologies Q1 Las Vegas, USA

IBM Connection IBM Q1 IndiaIBM Impact 2013 IBM Q1 Las Vegas, USACitrix Synergy US Citrix Q1 CA, USAEMC World EMC Q1 Las Vegas, USABlackBerry World RIM Q1 Orlando, USAMicrofocus partner event

Microfocus Q1 TBD

Qonnections 2013 Qlicktech Q1 Paradise Island, Bahamas

Systems Technical University

IBM Q1 UK & Europe

Edge 2013 IBM Q1 Las Vegas, USAHP Discover Hewlett

Packard Q1 Las Vegas, USA

Symantec Vision Symantec Q1 Las Vegas,USAFocus JDA Q1 Orlando,USAInformatica World Informatica Q1 Las Vegas, USAJboss World/Summit Redhat Q1 Boston,USAPega World Pegasystems Q1 Florida,USATEG OU's Reach out Events Multiple Q1 India

ATU Events Partner Quarter LocationSW Universe IBM Q3 Mumbai, IndiaCitrix Synergy Europe Citrix Q3 London, UKMomentum Europe EMC Q3 Vienna/EuropeWorld Partner Conference

Microsoft Q3 Houston, USA

Processworld 2013 Software AG Q3 San Francisco, USASystem x and System Storage Technical University

IBMQ3

Berlin, Germany

HP Software Universe Hewlett Packard Q3 Dubai,MEA

Tucon TIBCO Q3 Las Vegas,USABMC Solution Forum BMC Q3 New York,USADreamForce SFDC Q3 San Fransisco,USA

TEG OU's Reach out Events Multiple

Q3India

ATU Events Partner Quarter LocationIBM Smarter Commerce Global Summit

IBMQ2

Orlando,USA

Pulse Comes to You 2013

IBM Q2 UK

TEG OU's Reach out Events Multiple Q2 India

TEG Convention Multiple Q2 India

ATU Events Partner Quarter LocationIBM-TCS Golf Event IBM Q4 Chennai, IndiaIBM Pulse 2014 IBM Q4 Las Vegas,USAGlobal Partner Summit

Google Q4 CA, USA

Juniper Partner Conference

Juniper Technologies Q4 Las Vegas, USA

Software Business Partner Kickoff

IBM Q4 Virtual

HP Global Partner Conference

Hewlett Packard Q4 Las Vegas, USA

Microstrategy World

Microstrategy Q4 Las Vegas,USA

TEG OU's Reach out Events Multiple Q4 IndiaTEG Convention Multiple Q4 India*SAP&Oracle events will be part of EntSol Marketing

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Projected Annual Budget For FY 2014-15

Quarter Budget (Mn USD)

Q1 0.15

Q2 0.05

Q3 0.10

Q4 0.10

Grand Total 0.40

Total projected Budget : USD 0.40 MnSAP and ORCL events are not included, here, part of EntSol

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Communication

We have the updated Alliance & Technology Excellence portal but need ISU marketing support to propagate among relevant teams within ISU’S for awareness

Help us reach for you

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Where Will We Need Help Corporate and Field Marketing

– Integrating Partners to our Marketing events– Marketing events execution

IOU Marketing– Leverage us as enabler for your customer proposals,

include beyond PPT– Co-events with partners– Co-produced thought leadership article– Include ‘alliance’ angle in marketing campaigns– Collating customer business needs and wants– Target identification for monetization of “Solutions”– Integrate Partner Messaging in ISU external

communications

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Planned Marketing Activities FY 15 Events

• Participate/Sponsor and leveraging the platform to interact with Customers/Prospects and build potential Pipeline for TCS

• Launching of TCS solutions/offering at partner events

• TCS senior management speaking slot on upcoming areas trends

• Participation in international consortium forums

Collaterals• Joint Partnership Brochures• Joint solutions Brochures• Sales/Pres sales deck on

solutions• Demo for Joint solutions• Case studies for Successful

win• White Papers• Thought leadership articles

Influencer Relationships• Briefing sessions with analyst• Awareness with advisory

groups about our Solutions• Press Releases on Solutions

Evangelization sessions

• Road shows across different locations

• Joint Workshop with Partners in collaboration OU’s

• Webinar session for TCS community to create awareness about Partner Products & Joint Solutions

Direct Campaigns & Internal communications

• Email campaign for Solutions(Internal & External)

• Leveraging TCS and Partner social media pages to propagate our Capabilities/solutions/offerings

• Communication on Knome, Knowmax, tcs.com etc

Customer Engagement• Customer roundtable focused

on solution offerings• Customer testimonials for

successful wins• Customer Validation for

new/upcoming solution offerings

Thank YouVishal Mehrotra

vishal.mehrotra@tcs.com+ 91 922 317 9275Yantra Park, Mumbai