NEW DELHI: Indian startups may be growing at a blazing pace but they are often unable to optimise information due to lack of planning and workload constraints, says a study.

According to the study by Greyhound Research commissioned by technology firm EMC India, technology is helping start-ups deliver unique and personalised experiences compared to mid and large-sized enterprises.

Representational image.

However, proliferation of connected devices and people is also resulting in an information overload.

"Business agility is the key business attribute that is allowing startups to disrupt traditional industries.

"Access on multiple platforms across web and mobile (82 pct), 24x7 support and connectivity (65 pct) and personalised experiences (62 pct) are the top customer demands that startups are facing," Greyhound Research Chief Analyst and CEO Sanchit Vir Gogia told reporters in New Delhi.

While start-ups understand the value of information in creating and delivering unique customer experiences, few are able to utilise it effectively, he added.

Nearly 60 pct respondents said they are not able to turn the learnings into sizeable, actionable results and 10 pct stated that information overload was making it even harder to make decisions, the study found. Organisations, big or small, must adopt a digital mindset and embrace data-driven attributes to predictively spot new opportunities, innovate in an agile way, demonstrate transparency and trust, deliver a unique and personalised experience and operate in real time, he said.

As digital inclusion initiatives in India gather steam, traditional businesses must prepare for the onslaught of new customer demands while staving off disruption by agile startups that are able to natively leverage technology legacy-free, said Amit Mehta, Country Manager - Isilon Storage Division at EMC India.

On the other hand, "born-in-the-cloud" startups could learn a few lessons from traditional organisations in scaling these insights and putting in the right processes in place, he added.

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