According to Batra, Edge deals with various growing needs of marketing across various verticals.

“With increasing competition and shrinking customer budget, enterprises today need more pro-active and real time methods in identifying cross/up sell opportunities to reach out to customers with personalised offers and recommendations. Any delay in sensing customer needs is a lost opportunity for the enterprise. Real time analytics is therefore essential for enterprises to identify cross/up sell opportunities and to connect with their customers. Edge Analytics provides Real time Analytics capability across customer channels. As customers perform transactions or buy airline tickets or shop at mall, Edge Analytics work seamlessly across transaction points to make personalised recommendations to the customer with location based offers and discounts, which takes the customer experience to the next level to achieve customer satisfaction, loyalty and profitability.”

We had intuitions that this technology assists IBM’s Smarter Planet initiative and this is what he said.

“Yes, Edge Analytics aligns very well with the Smarter Planet initiative. The vision behind Edge Analytics is to connect people and information smartly. As people go online and access variety of information across geographies and devices, Edge Analytics aims to provide useful and smart insights to the community/individual in their present context. For instance, snow and traffic news on TV can assist a tourist detour smartly by linking the NEWS and Navigation device.”

“At the lab, we are working on analytics based solutions revolving around mobile devices as well social networks, which we feel has the power to transform businesses across industries with an increasing number of employees and customers remaining constantly connected,” Batra said when asked about the efforts put in their labs.

“Edge Analytics is a very simple approach to implement and deploy without any complex integration or heavy investment from the enterprise. The solution architecture and capability is easy to explain and that makes discussions very smooth with any IT team of an enterprise as well as their Sales & Marketing team,” he concluded.

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