INTRODUCTION AND CONTEXT

The TMT industry is one of the most dynamic industries in India. Advances in technology have resulted in disruptive changes in the way businesses function. From colossal changes caused by digital convergence to a rapidly changing mass media landscape, companies in the TMT sector confront a swiftly changing marketplace. The technology industry provides the basis for chip production, information and communication systems, and computer systems. These companies serve as the developers and manufacturers of the products which drive the increasing efficiency and production of cell phones, computers, televisions, as well as other communication and information systems. It is a large industry with a vast growth potential, but it is also subject to sometimes volatile cycles, such as in the semiconductor industry. As chips continue to get smaller and globali ation increases, demand for faster, more efficient technology will help drive the tech industry. The mass media are diversified media technologies that are intended to reach a large audience by mass communication. !roadcast media such as radio, recorded music, film and television transmit their information electronically. "rint media use a physical object such as a newspaper, book, pamphlet or comics, to distribute their information. #utdoor media is a form of mass media that comprises billboards, signs or placards placed inside and outside of commercial buildings, sports stadiums, shops and buses. "ublic speaking and event organi ing can also be considered as forms of mass media. The digital media comprises both Internet and mobile mass communication. Internet media provides many mass media services, such as email, websites, blogs, and internet based radio and television. Telecommunication is communication at a distance by technological means, particularly through electrical signals or electromagnetic waves. $arly telecommunication technologies included visual signals, such as beacons, smoke signals, semaphore telegraphs, signal flags, and optical heliographs. $lectrical the Internet. and electromagnetic telecommunication technologies include telegraph, telephone, and teleprinter, networks, radio, microwave transmission, fiber optics, communications satellites and

ANALYSIS
The increasing use of technology in the retail industry in India as online and offline retailers scale%up and address newer market segments. There will be substantial investment in enterprise class infrastructure and applications and a space for a varied range of global players to address customers across categories. &'() will witness more e*periments and structural changes around +I, and related -overnment to .iti en services. ,eloitte e*pects a few large organi ations, especially in sectors like Telecom and !anking to join hands with a set of fledgling innovators to start providing locali ed /Inclusion 0ervices1. 2hile large enterprises would drive the volume consumption of cloud computing services, we shall continue to witness large scale adoption of cloud%based services by 0M!. This segment would largely prefer the public cloud model and the current adoption would be driven by 0aas and hosted infrastructure. "ayment methods through mobile would see changes with wider adoption of alternate currency under various use%cases. ,eloitte e*pects significant innovation in this space that will integrate various concepts like location%based services, search and payments. Television will continue to dominate as a media source and is now ahead of the newspapers. Though advertising on television is not the only option, it surely is a very effective medium. Ad rates will be affected with digiti ation stepping in and would be based on more realistic viewership ratings. 3ewspapers will remain pervasive and will continue to form a part of the fabric of our societies. 3ewspapers will remain the second biggest influencer behind television as the preferred advertising media. Mobile 4mainly 0martphone5 Internet users are set to overtake wired Internet. Therefore, Mobile apps would be a necessity in every business. .ompanies have identified that increased enterprise social networking can add immense values to the organi ational functions, such as 6 "roduct ,evelopment, #perations and ,istribution, Marketing and 0ales, .ustomer 0ervice and !usiness 0upport. .ustomer relationship management on social media will enhance visibility and encourage more brands to leverage these platforms to create brand awareness. -rowing consumer demand for movie content will lead production houses to generate more content in the digital format. -rowth in multiple*es is connected with the growth of the real estate sector 6 mainly the commercial%mall industry.

 As most of the operators would launch their 7T$ services in &'() and as consumer uptake has been limited so far for )-89-, operators need to communicate a simple message to consumers: 7T$ can offer speeds of up to five times higher than the e*isting )- connectivity. 2hile being enthusiastic, operators will need to ensure that they can manage e*pectations. 0martphones have been a phenomenal success and are likely to remain so in &'(). +nderstanding the diversity of smartphones and smartphone owners is critical to any company attempting a /mobile centric1 strategy. 0martphone vendors should determine how best to differentiate their products with target clients who are unlikely to use data services. ,epending on how the operators control and add value to the network, will determine if telecom will remain a dumb pipe and earn utility margins or will evolve to be a smarter pipe in future. 0marter networks will benefit end%users, content providers, application providers, technology providers, mobile operators and their vendors. This is the only long%term strategic growth avenue for network operators.

CONCLUSION

The digital transformation and the fallout from economic downturn challenge the skills and capabilities of all TMT organi ations. An organi ation which is better led will have a better chance to survive and thrive. Authority and power should be distributed throughout the organi ation so the right people in the right positions can take decisions and very few of them can call on personal e*perience of this degree of resource s;uee e.