Team Renegade presents a case study on Cybage, an Indian IT services company. Cybage is ranked among the top outsourcing providers and innovators in the industry. The study describes Cybage's operations, secondary research on the growing IT services sector in India, and lessons learned from primary research at Cybage including a focus on customers and modesty. Key recommendations are for Cybage to expand into mobile, localization, and social aspects of IT.

1. Innovation 9 – Cybage
Case Study
By
Team Renegade (MICA - II)
Arpita Sahoo | Jagriti Chhateja
Sneha Chaturvedi | Noor Salam Khan
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2. Preface
Greetings from Team Renegade!!!
We would like to take this opportunity to thank Road2Ideas Team for
providing this wonderful opportunity…
We appeal you to “Go Green” with Road2Ideas 2012 and request you not to
print this Case Study unless really needed.
Our presentation theme symbolizes our spirit of “Go Green” Initiative and we
request you to read “Go Green Tip” on Thank You Slide 
Cheers
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3. Introduction – Cybage
 Cybage is a SEI CMMI Level 5 Version 1.3 appraised
and ISO 27001 certified company
 Ranked among the top 100 Outsourcing Providers
by IAOP for 4 years in a row
 Ranked among the Best 10 Leaders by Industry
Focus – Entertainment & Media, Hospitality, Retail
and Consumer Goods by IAOP in 2011
 Ranked as one of the top 100 Innovative Service
Providers and 'Top Specialty Product Engineering
Vendors' in the 2011 Global Services 100 list
 Listed in Gartner Cool Vendors 2010 list for the
Application Services Space
 Proven ExcelShore® Model of Operational
Excellence
 Microsoft Certified Gold Partner
 Received Best Mature Workforce Practices Award-
2011 by Shine.com
 One-stop technology service provider
 Ranked # 2 in Maharashtra State Information
Technology Award 2010 – 11 for outstanding
performance
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4. Where Cybage stands today
 HQ in Pune, India
 Other offices in Gandhi nagar &
Hyderabad
 Close to 5000+ employees
 People position long term for
onsite—53 people (in UK) and 1 in
USA
 8th best employer in IT industry in
the world
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5. Secondary Research - Sector Analysis
The sector will grow at a CAGR of ~15 per cent, to reach USD 15-16 bn by FY2015
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6. Secondary Research - Sector Analysis
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7. Secondary Research – Industry Research
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8. Secondary Research – Industry Research
 India’s Outsourced Software
Product Development (OSPD)
exports market crossed the
billion dollar mark in FY2011.
 Despite its small base, the
OSPD market has consistently
experienced double-digit
growth rates over the last five
years.
 In FY2012, OSPD market is
expected to grow faster than
industry average at 17 per
cent to cross USD 1.2 billion in
exports
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9. Secondary Research – Porter’s 5 Forces
HIGH
HIGH HIGH
HIGH
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10. Primary Research – Field Pictures
Cybage Office Pictures
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11. Management Lessons from Cybage – Primary Research Insight
 1st Innovation Lesson – Leadership is an over-hyped thing. Balance is more important.
 Concentrate on Masses
 Personal life is important
 Perseverance is incomplete without Pragmatism—When 1 falls down, its imp not only to be
patient, but be patient and take another path, a little shift!
 The key to success is in listening to the knock of Opportunity
 It’s not idea innovation—its work floor innovation—Re-innovation more imp that innovation
 Promptness is more imp than planning—At cybage, not disapproving a request for 2
days=approval
 A balance of Operations & Marketing is a must for any innovation or organization to survive—
Cybage first thinks of what customers want, how to sell and then puts the Idea to Operations
 The power of Data Analytics is more important than the personal instincts of the most powerful
and successful Businessmen
 The professional relations must be purely contract based and not on personal and individual
relations—At Cybage, all relationships with clients are contractual
 ‘Advertising to Business is same as Imagination to Poetry’—At Cybage, advertising and
networking is given importance to let people know of the new and old products and services
 It’s important to take notice of ‘Game Changers’ in the industry, one must be aware of new
innovations coming up in the environment—At Cybage, the progress of the outside world is
continuously monitored. It’s important to be dynamic in its objectives.
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12. Management Lessons from Cybage – Primary Research Insight
 Always focus on the Opportunities in your day to day business—At Cybage, we focus on clients
where we have better opportunities of success rather than on Clients that are too hard to get .
 Humility is very important, no matter what you are – Because big-small is very relative.
Arrogance is the beginning of the fall—At Cybage, presentations are made to Clients with
humbleness, however large the organization becomes.
 Cybage explored the opportunity of developing the off-shore following the trend that started in
late 90s or early 2000’s—The long run has –The Systems must be designed to work, not today,
but recurring returns.
 As per a survey in USA -- 91% of successful salesperson have modesty in them. The bravo sales
people turn down even the potential customers. Modesty and Depth is important.—Most of
Cybage’s sales people at USA are simple engineers and not jazzy professionals. (It doesn’t mean
that tere are no professionals, but the focus is not presentation but the depth that’s important)
 The ‘Karma’ is more important than being the ‘Go-getter’ – Even today, the focus is on work and
not on achievement.
 Life is not a big innovation but a bunch of lots of small innovations. The heart and soul must be
together.
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13. Demand Drivers for the Industry
Rapid proliferation of cloud, mobile
and social media technologies
Strategic importance of mining
customer data for differentiating
market insights
Urgent need to focus on core business
markets to tackle ever increasing
competition
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14. SWOT Analysis
Strengths: Weakness:
-Don’t control Attrition. At times that
-Motivate better performers in a may cost as good employees may leave
way that makes people work once they are trained well (at the
better n longer company’s cost)
-Very logical Approach to -Clinical Approach—Working too much
with the head—may backfire at times
business
Opportunity Threats
-Growth through innovation -Even today, lack of first mover
advantage and smaller size can prove
-Expanding into different to be disadvantageous
Sectors -Low profile companies coz it’s a pvt
ltd company
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15. Stage I – Table Analysis
Rating the innovation on a scale of 0 to 5 (5 being the highest score) on each of the
parameters outlined in the sandbox, the self assessment scores are:
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16. Stage II - C.K. Prahlad’s Sandbox
HIGH
MODERATE LOW
LOW
MODERATE
MODERATE
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17. What’s the way forward – Key Recommendations
Mobile is the next big thing. Industry Insights say that only in
India by 2015 Mobile users will cross 700 million. Cybage should
venture in Mobile to tap the market at the right time.
Localization is necessary in today’s scenario. Business
understood the need of it and trying to penetrate into the same.
Cybage should keep the focus on a Global+Local = Glocal
approach towards building future software.
Customers naturally tend towards Social which can be
analyzed by the humongous success of facebook. Cybage should
focus on the social aspect of IT and make it more relevant to
their customers.
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18. Sources for Secondary Research
 http://www.nasscom.org
 http://www.cybage.com
 www.researchandmarkets.com/reports/2078480/global_it_services_indus
try_analysis_20122017
 http://stockshastra.moneyworks4me.com/it-sector-analysis-and-review
 www.qbi.in/
 www.cbronline.com/
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19. Thank You
Go Green Tip :
Turn off your computer completely at night. 
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