 Welcome back. Now among the few billion dollar companies within the Tata group is a somewhat lesser known Tata communications which binds the world through its networking prowess. I'm told more than 24% of the world's internet roots are on the Tata communications network. So how do you position a B2B brand today and harness innovation and innovators in what is really the rapidly evolving world of technology. So let's talk about this in more. Julie Woods Moss, Chief Marketing Officer at Tata Communications and see you off the next gen business is joining us on the show. Great to have you with us. How are you doing? Yes it's great to have you in India and Julie as far as Tata communications is concerned when you talk essentially about the B2B business and how you position it right now there has been a sense of evolution hasn't there been. I mean over a period of time we've seen B2B businesses not really bother so much about the larger landscape right but that is changing right now there is this humanizing that's happening. So before you tell me that why don't you tell me a little bit about the business as it stands and how Tata communications business has evolved over a period of time since you've been around. Well we actually talk about the consumerization of the enterprise. If you think if you're CIO or CMO you now expect the same mobile apps you know agility in your corporate IT as you do in your home life so it's almost been a reverse sort of impetus from social back into the enterprise and you know the industry calls that it's quite unappealing but we call it smack. Social mobile analytics and cloud it's blown up expectations and crunched up you know pressure to deliver in terms of enterprise expectations. So part of what we have to do is ensure that the brand doesn't get too far ahead of the ability of the CIO to deliver so that's a nice balancing act. In terms of Tata communications we're you know I'm delighted to say we're growing we're now 75% of our business is outside the of India. We're doing the right things but boy we're just on the start of the journey. Yes so this is at a very nascent stage that you find yourselves in so my interest of course would be from the brand positioning side of it and how you're reaching out to your potential clients. Our unifying idea is we're the connection so we don't always have to be the you know the brand you know in front of you but actually what we do with our you know our critical role in the internet and cloud economy we actually are the connection that you know enables value across the whole ecosystem. Right having said that if that is the premise that you work in how do you communicate what you really stand for to people beyond your clients even are you even trying to do that because I'm seeing a lot more B2B businesses trying to reach out create a brand image that goes beyond reaching out to clients. Well we're clearly with a B2B brand you have to be more focused than B2C because we you know you you're more sort of vulnerable to brand leakage. The CIS I work with are influenced by their kids you know they're influenced by the people they meet in the golf club or the cricket club and so we have to we have to think of our challenge still as business to human. We can't think we're you know we're marketing to cold you know company structures. Yes. And that's been really quite a dramatic shift so I try and encourage my team to humanize the message. So when we've just launched some new services a year ago and you mentioned our prowess in terms of the internet. Yes. And so we decided to really humanize that and we got kids to talk about where does the internet come from. Yes. That was part of your campaign that you ran. And actually it was really crazy because even you know veteran industry people it made them think and it really humanized the topic and I could go to dinner parties and talk in a human way about what I do and also inform an intrigue. So that was a really successful digital campaign a great example of how we humanize the message. How do you see that in some of your campaigns because like for a Heathrow Express. Sure. You had the entire train shrouded in the branding of Tata communications. This is the train that essentially connects Paddington with Heathrow Airport. Everybody uses it. Absolutely. We went for the Heathrow Express because of the propensity of business travellers. So 18 million business people a year use it and that's almost 70% of the total passengers. So for me it was a very powerful platform. But again we humanize the message. We talked about you know India's Team Indus and the space mission. We talked about things that you know we talked about you know so many seconds between Hong Kong and Heathrow. So things that were more human and on the back of that we have actually started on this new journey of co-branding with our customers. And boy have we struck a goal because some of the most powerful brands in the world are already alongside us. So for example I'm doing co-branding with Google. Right. And you may have seen that. Yes. We talk about networks at the speed of Google and Tata communications is you know we're the connection. You're talking about co-branding over here. So I'm seeing that in Formula One's with Mercedes as well. The team Mercedes AMG Petronas. The World Champion. Formula One team and you've been associated with that in the past. So is that the broader context to work in now co-branding like you said is it really bringing in the dividends. Well as a challenger it's wonderful to share an experience. And what Formula One gives me which is sort of the story behind the story. I have a mobile showcase that goes to 40 of the most premier places in the world. Every year and for so many days I can take a CIO or CEO and say these are my services and actions that you know. What about the innovation part of it Julie because that's something that I'm hearing a lot about when you're reaching out to the start-up community and innovation and innovators is the kind of ecosystem that you're trying to kind of harness the potential of is this a marketing move really or is there a huge business waiting to be tapped. For sure the start-up move is creating real value. We are really encouraging how we work with start-ups and we've got a program that we call Shape the Future. And that was at multi-levels. We have an entrepreneurship so you can give up your job and pursue a dream but stay on the payroll. We've invested in a fund that actually does scouting for us. We're at any time looking at about 20 start-ups and seeing how we can work with them or invest in them. And we've done some investments in artificial intelligence and that whole piece and big data. So I think there's no secret source with start-ups. The odds are the odds. Instead of seeing companies in that category as a threat, we see them as actually creating market and if we can have a piece of the pie and some of the brand value, then that's... Here we were talking about being able to reach out to as many people. The market is huge in India. The possibilities are enormous but at the same time connectivity issues are still very, very strong and to break away from those, that seems to be a huge hurdle right now. With Facebook introducing free basics and then having to withdraw, how much of that do you see as a setback really in the entire drive towards getting more people on board and getting them on the internet and getting a bigger market to be able to work in? Well, in India we're the leader but we are also passionate about digital inclusion and digital inclusion has to be married with financial inclusion. Our network goes quite deep into India and from the edge of our network, we can probably find a way to get to the next 100 million rural but beyond that... In the existing context. Well, with some innovation, the industry needs to collaborate more on digital inclusion. This one I think is so big, we need a number of paths. And the number of paths is something that you are tracking very closely and you are attacking them as quickly as possible. That's what we've noticed so far in the run-up to the point that we find ourselves at great going so far at Auto Communications. Julie, what a pleasure talking to you today. Thank you.