Zensar revamps its go-to-market strategy to focus on new technologies

Zensar is now focusing on specific areas within AI, natural language processing, blockchain, Internet of Things and human experience.

RPG Group information technology company Zensar has revamped its go-to-market proposition to RoD NeXT, or Return on Digital — new and exponential technologies. Chief executive Sandeep Kishore told ET this was an extension of the Return on Digital approach the company had adopted a year ago.

“About four months ago, we decided to align our strategy towards clients and areas that they are investing in, primarily human experience, smarter platforms and artificial intelligence (AI),” said Kishore. The company is now focusing on specific areas within AI, natural language processing, blockchain, Internet of Things and human experience.

Zensar has won business worth $600 million in the past year, the RoD go-to-market strategy being central to it. The IT firm has sold this solution to about 10% of its clients — some 30 in number —and based on feedback, made changes to launch the new offering.

The business impact is becoming visible. The company currently has a deal pipeline of over $800 million, primarily digital deals it is working on. After launching Zenlabs, its innovation centre, in Hyderabad and the US, Zensar is redoing the first such lab it has in Pune to reflect its new go-to-market philosophy.

With digital key to the company’s future, Kishore said Zensar would continue to pursue acquisition opportunities in the US in the areas mentioned.

“We are interested in anything that can have a disproportionate business impact for the client. We would be looking for companies in the $25-75 million valuation range,” he said. Zensar has six delivery centres in the US with specific digital practices being the focus.