Tata Steel is looking for digital technology ideas to address management needs. A proposed solution is a unified communication and collaboration portal accessible from any device. This would help with marketing, supply chain, knowledge and HR management by allowing all groups integrated access to information and ability to communicate. A similar system was implemented by ArcelorMittal using cloud-based services. The cost is lower than traditional systems with pay-per-use model of cloud computing.

1. TATA STEEL
IDEATION
CHALLENGE
UNIFIED
COMMUNICATION
Team Members: & COLLABORATION
Suman Kumar - 12BM60099
Rahul Mali – 12BM60092

2. TATA STEEL – PROBLEM STATEMENT
Tata Steel is looking for an original idea that will use any aspect of
digital technology (cloud, mobile, Android etc.) to create an
application or platform that can be integrated with the strategic
management requirements of the company.
Identify a need or a gap in the current management architecture of
Tata Steel. Information available in the public domain can be used
for this purpose.
Propose a solution that will show how the current gap can be
closed or narrowed significantly. If possible give examples where a
similar solution has or is being implemented.

3. TATA STEEL – MILESTONES
• Incorporated in 1907, TATA Steel is the 12th-largest steel producing
company in the world.
• Annual crude steel capacity of 23.8 million tonnes with operations in
26 countries across the world.
• Tata Steel is ranked 401st in the 2012 Fortune Global 500 ranking of the
world's biggest corporations.
• It is the eighth most-valuable Indian brand according to an annual
survey conducted by Brand Finance and The Economic Times in 2010.
• It has also been listed as World's most ethical companies by Forbes.

4. TATA STEEL – A GLANCE AT COMPETITORS
ArcelorMittal
• World's largest steel producer – annual crude steel production of 97.2 MT.
• ranked 70th in Fortune 500 ranking of the world's biggest corporations.
JSW Steel Ltd.
• JSW Steel is among India's largest steel producers – capacity of 14.3 MT.
• Largest integrated private steel manufacturer in India in terms of installed capacity.
Steel Authority of India Limited (SAIL)
• One of the largest state-owned steel-making company – 13.5 MT capacity.
• One among the top five highest profit earning corporate of the country.
Alternatives to Steel – Plastics
• Oriented or tensilized polyester and nylon used as alternative to steel strapping.
• As corded and woven polyester is light and soft – a safer alternative to steel banding.

5. TATA STEEL
CHALLENGES & IMPROVEMENTS NEEDED
• Not just retain its current market share and position but to expand
further in several parts of the world.
• Increase its profits through improved sales and marketing, customer
service & support and social engagement.
• Improve its operations and ensure better productivity through
enhanced knowledge management base.
• Improve its employee retention by proper human capital management
and talent pool management.
• Improve its supply chain visibility through proper tracking of
capital, material and information flow.

6. Changing role of IT

7. What is Cloud Computing?
• Cloud computing is the use of computing resources that are delivered
as a service over a network (typically the Internet).
• End users access cloud-based applications through a web browser or
a light-weight desktop or mobile app.
• The business software and user's data are stored on servers at a
remote location (cloud).
• Clouds are a large pool of easily usable and accessible virtualized
resources, which can be dynamically configured as per requirement.
• Clouds are hardware-based services offering computing, network and
storage capacity on a pay-per-use basis.

8. Cloud Computing

9. Cloud Stratification

10. Why not just an Online portal?
• Specialized training needed for all the employees to prepare them for
a basic understanding of the application.
• The company needs to provide smartphone or tablets or laptops to
all the employees of the company.
• All users may not have access to smart devices / computers and
internet, all the time.
• All users can’t be expected to be tech-savvy. It’s not a software
company.

11. UNIFIED COMMUNICATION & COLLABORATION
• Innovative services such as voice and UC soft clients using cloud-
based UCC services.
• User reached on his preferred device at any time – soft client on his
notebook, office desk phone, mobile or phone in hotel room.
• Also includes in-house audio-, web- and video-conferencing both for
desktops in HD quality and integration with room-based systems.
• Seamless integration into existing Microsoft desktop such as
Outlook and UC clients, and can be further integrated at the back-end
into Global Wide Area Network.

12. Operating model

13. TOTAL MANAGEMENT using one common portal
Supplier
Customer Manager
Unified
Portal
Retailer Workers
Distributor

14. Holistic Marketing made possible

15. Holistic Marketing continued..
Relationship Marketing
• Long term relationships with customers, suppliers, distributors and
other marketing partners - they can get to all of their data through a
common platform.
Integrated Marketing
• All marketing activities planned and executed in any geographic
location with manufacturing and customer base coordinated to
maximize their joint efforts through one common platform.
Social Responsible Marketing
• Ethical, environmental and societal marketing programs – not just
ideas shared via portal but awareness of CSR activities brought
through one common platform.
Internal Marketing
• Everyone in the organization must “THINK CUSTOMER” – ideas for
ad creation come not just from the marketing team but anyone in
the value chain through sharing of ideas on portal.

16. Supply Chain Management
• A unified communication portal makes it possible for all the groups
of the supply chain to access data and know the current status of
the requests of customers.
• All the groups in the supply chain can access the unified portal to
log in their complaints and concerns regarding the operations and
deadlines to be met.
• Information regarding the capital and material flow can be received
directly anytime, anywhere through laptops, mobiles or even the
phones on desk in office/hotels/customer location.
• Easy online tracking of the assets and inventory through the use of
barcodes. Also, proper inventory management leads to reduced
lead time and proper utilization of resources.

17. Knowledge Management
• Employees throughout the world working in any geographic
location can access the process documentation of the operations
they are concerned with for quick lookup.
• Employees can share their knowledge and experiences which
include the problems faced during any operations and how did
they resolve it through proper documentation stored on portal.
• Employees facing any issue in their work related to operations of
the plant can log in their problem and the solutions are proposed
by anyone in the organization through the portal.
• Basic training provided to the employees, who are new to the
operations or training for process improvements for all through
online videos and tutorials available on the portal.

18. Human Resource Management
• Employees can share and communicate their grievances, opinions
and ideas to the top level management.
• Employees can access their personal information stored in the
company's database from anywhere.
• Employees get an interactive platform to communicate and team
up with other employees of the organization.
• Employees get access to the online database for their performance
appraisal, which stores very minute details for a very long time.

19. Similar implementation in ArcelorMittal
• Seeking to consolidate and optimize its worldwide
communications infrastructure, ArcelorMittal has chosen
Siemens Enterprise Communications to deliver a global Private
Cloud Service for Unified Communications and Collaboration
(UCC) based on a centralized OpenScape UCC Solution.
• With this strategic initiative, known within ArcelorMittal as
'Speak2Me', the company will enhance its business processes
with innovative services such as voice and UC soft clients with
true One Number Service (ONS).
• OpenScape solutions will be seamlessly integrated into
ArcelorMittal's existing Microsoft desktop such as Outlook**
and UC clients, and will be further integrated at the back-end
into ArcelorMittal's Global Wide Area Network provided by BT
Global Services.

20. Cost Estimation
• Since users can log in the requests and access their data
through phones, only the managers need to be provided with
laptops or Smartphone and other such device.
• Cloud service is a pay-per-use service, hence the hefty fixed
cost gets distributed over a period of time and is a variable
cost depending upon the use of resources.
• The cost of the complete implementation is supposed to be a
just a fraction of the legacy environment.