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Report on : HCL Technologiesbringing “Engineering out of the box (EOOTB)” concept.

Submitted To- Submitted By-Prof. Mayank Dhaundiyal Joy Abhinav CharlesProf. Vivek Bajpai FT-12-FS-405

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A product overview and concept is undergoing a major and fast pacedtransformation based on ever-changing customer needs. User experience andvalue-centric mindset are becoming the two key components drivingdifferentiation for product companies. Products of tomorrow will have tolook outside the product for differentiation as products become platforms.The ideology for market leadership is no longer associated with only patents

and product features but with ecosystem creation and leveraging the platforms.

What “Engineering Out of the Box”(EOOTB) does is bring all of theecosystem and user experience together for customers. It also integrates the

perspectives of the customer's through enhance platform extensions,ecosystem innovation and importantly the customer’s user experience, allwith the goal of encouraging higher adoption of the technology in the longrun. Even the clients are also able to launch products faster because they arenot developing everything ground up. Now customers don’t have to wait for the product to be launched and then have somebody else develop a solutionaround it.For example, cars today are much more of a connected platform than just

looks, an engine etc. So the core competencies that automotive companieshave of working on engines and style with HCL’s experience of bringingsolutions into electronics and software, are combined. This brings uniqueexperience to the customers and also reduces the overall time to market for the end product launch itself. HCL has over 20 productized solutions that are

part of the innovation ecosystem.

How EOOTB gain existence.?

According to the case the expansion was driven by three trends : increasinguse of electronic components and communications technologies, multi-tasking from a single device and rise in demand from emerging markets.

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In the late 90s HCLT became the leading provider of businesstransformation, enterprise and custom applications , infrastructuremanagement and BPO. The company major focus shifted to value-creationand innovation hence giving all the more a better platform to launchEOOTB.

A major advantage of HCLT has been that it supports a value-basedrelationship rather than just a competency-based relationship. Competency-

based relationships today are table stakes. If you are in the business, you areexpected to have competency. Because the market is maturing so fast,“Engineering Out of the Box” is our differentiated, unique market

proposition to take the value equation to the next level.

For over a decade HCLT ERS was providing complete product developmentand life cycle services with a strong product engineering background andalso providing software and hardware in addition to other product services.HCLT thought that it was not only about creating products but actuallymaking the combination of products along with the services. Theyunderstood that competency-based-relationships will not fetch themcompetitive advantage so they concentrated on value based relationships.

HCLT- ERS collaboration.

HCLT was realizing that in order to be competitive they needed tocollaborate with firms to explore more capable areas with which HCLTcould gain advantage in incorporating better product solutions . Thecollaboration of HCLT and ERS brought several benefits to the customers.They extended the core product by creating platforms, HCLT named themas, AEGIS, AGORA, NIMBO, CIRRUS, ITS, eCALL, GDW, SP Dias etc.HCLT productized solutions were one step short of a fully developed

product.

EOOTB was the prime reason which boomed the business of HCL. It lookedat the product development not in the isolation but through a system

perspective. It considers products, solutions and services as an integral partof the ecosystem and deliver their services around the globe. By 2011 ERSdivision of HCL T had global team of 15000 of the best managers and

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engeneers from across the company and their main policy theme was toadopt EOOTB for all proposal value of $ 10 million plus.

QUESTIONS.

QUES- What is the potential new market that EOOTB could address?

ANS- The experience of developing products across industries and acrossgeographies is a very, very big factor for our ability to successfully partner

with our customers. We can bring our customers up to speed on thetechnology requirements and quality certification standards for emergingmarkets much faster .Its strategy was to focus on growth, servicesinnovation and unique positioning in the market place.

QUES- . How do we build on the compititative advantage we havedeveloped so far to scale up the business?

ANS- Products and technological advancements are alone no longer sourcesof competitive advantage. They need to focus more on value based

relationships than competency based relationships. EOOTB is an innovativeway of reaching customers and satisfying their needs, they work all together in a new holistic approach which is very important for being on an edge toyour competitors. Therefore HCL came up with many innovations to buildon competitive advantage by introducing various verticals and some of its

brainy decisions like AEGIS, SCRUTINY, NIMBO etc and as there was ahigh demand for cloud computing in the market HCL had released as manyas three productized solutions in one combined platform

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