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Big data is more than just a buzz word; it's a movement where organizations can leverage customer data for personalized, relevant communication for various business objectives. Research says that about 90% of all the data in the world today has been created in the past few years. According to IBM, 2.5 exabytes of data was generated every day in 2012 and about 75% of data is unstructured. Also mobile phone penetration is forecasted to grow from 61% of global population in 2013 to nearly 70% by 2017.This is "BIG" by any standards.

75% of unstructured data is residing in different formats in different sources. Organizations need to first move to a unified platform by collating all the available data into one place and one format. All organizations store big data but they need relevant data for analyzing and gaining insights of customer, according to EY's analytics value chain.

Relevant data gives a 360 degree customer view to better understand the customer to provide relevant, timely interactions. Research says that early adopters of 360° view will get competitive advantage over their rivals. This relevant data is small when compared to big data and can be used by all stakeholders of an organization to fulfill different objectives.

To stay ahead in this digital race, businesses need to better understand their customer to respond faster than their competition. Big data is the wealth that businesses have accumulated over years from recording customer interactions and behavior. Various departments collect data and create good analytics but cannot collate this data in the right ways to help all the stakeholders/business users to make informed decisions.

Enterprises like Google, Amazon and Netflix can analyze their data in milliseconds and have automated processes in place that respond to customers based on intelligence.

Even though a good amount of past data is available, the present competition demands all stakeholders/business users to have a 360 degree view of customer interactions by analyzing relevant data. Having big data is not enough anymore, you need relevant data. Break the data silos with a unified data source to extract relevant data. With relevant data, businesses can maximize up-sell and cross-sell from existing clientele.

Replace your legacy technology that handles big data and move to a more integrated, responsive and data-driven automation.

We started Navrita with a vision of making customer life-cycle management an easily accessible and adaptable process to every SME. To realize this vision, we started building Kreato CRM - a moderately priced, end-to-end Customer Relationship Management solution characterized by leading-edge technology, comprehensive functionality and a highly flexible architecture.


Building Kreato CRM


When we started with developing Kreato in mid of 2012, we finalized that it has to be built over four main pillars.


First being it has to be a complete and an integrated CRM solution - covering all three main facets of CRM: Marketing, Sales & Customer Support and pre-integrated with required 3rd party applications.We don't want our customers to juggle through multiple tools to manage their customer relations. Kreato will serve as primary and integrated platform to manage the complete customer life-cycle.


Second it has to be naturally flexible - Hence we first built a CRM framework with qualities to restructure it schema as needed and also ingredients to include new modules and workflows as required. And then housed Kreato on top of that framework, so that our customers can embrace the exact customization that they need.


Third on the pricing point. It has to be very attractive, affordable and modular - To make it possible we framed a moderately priced one single subscription package with all the must-have CRM features loaded and adopted the affordable & incremental pay-per-user subscription model.  And then all other add-on features and much needed integrations are provided through the pick-n-pay App subscription model. So that our customers can just pay for only the apps they want in additional to the must-have CRM features that comes with default user subscription.


And the final one being the security -  We wanted to provide the absolute security - Having hosted our solution at Azure, we know for sure that we don't have to think even once about the infrastructure security. And we don't have to worry on the access level security as we have the 256 bit SSL -encrypted application and database access in place.  And on the data security, we felt that absolute data segregation only will provide the heightened data security. So instead of following the shared database model where all customers' data co-exist in a single database, we decided to follow the multi-instance database architecture model, providing every customer a dedicated database.


After nearly two years of time has been devoted to build Kreato Cloud CRM with focused research and engineering on base of the four pillars (explained above) which includes 6 months of stealth mode for Cloud Infrastructure testing, we launched Kreato for general availability on April 2014.


Building CRM Ecosystem

During the journey of Kreato building process, we decided that in-addition to covering the sales, marketing and customer service facets of CRM, more innovative features or functions have to be introduced in-order to enrich our customer's usage of Kreato in their customer life-cycle management or on improving their customer experience. And we know that we alone cannot drive such innovations and the best solution is building the CRM ecosystem comprised of best-of-breed technology platforms and service partners that suits the CRM space. Also we believed publishing the API platform can further fuel these innovations.


Arrived at this solution, we opened up the API platform so that Kreato and any other third party applications used by our customers can talk to each other to build a custom solution that needed.


Including 3rd Party Technology platforms in the Ecosystem: We started addressing the first part of the CRM ecosystem - integrating more and more technology platforms like cloud telephony, text messaging service, web, social and email marketing solutions, web chat software and lead generating platforms with Kreato. Only one thumb rule that we followed on all these integrations is, we did the integration works up front and made all these integrations to be \"Plug-n-Play\" with Kreato.Our customers can enjoy the benefits of this ecosystem from the day one rather than spending more time, money and efforts to find external consultancy to make the integrations workable. So when an organization chooses Kreato, they are actually choosing an accessible and ready-to-use CRM ecosystem from the day one.


Our Kreato App Store is already live with inclusion of much-needed technology platforms. Mostly all customers Kreato has got till-date make use of at-least one of these integrations, a welcome note which reinforces our dedication to enrich this ecosystem further.


Including Service Providing Partners in the Ecosystem: As we have progressed on the integration of technology platforms part and confident that we can add more and more required technology integrations, we started working on the next part of the ecosystem: Service providing partners. And now we are excited to announce the launch of service partner program, where we wanted to align with like-minded service partners who can help our customers on execution of various support systems of CRM like digital presence, social media management etc. It becomes easier for our customers to choose and use the service of these trusted providers who are already partners of this ecosystem.


Including CRM certified Professionals in the Ecosystem: We felt that adding the human-touch to the ecosystem will make it complete in real sense. We wanted to provide a platform as part of this ecosystem which will create a talented pool of professionals (sales, marketing, administrators and consultants) who are trained and certified in Kreato CRM ecosystem. Our customers can easily hire and use the service of these certified professionals to support their business operations. We will be co-launching this platform along with the service partner program.


We firmly believe that building an innovative cloud based CRM product supported by the ecosystem of compatible technology platforms, service providers and certified CRM professionals will strategically address and help us to realize our greater vision of making customer life-cycle management an easily accessible and adaptable process to every SME.


Even though it's a beginning, we feel we are moving in the right direction to build the much needed new generation CRM ecosystem that really matters to our customers.

DeitY has introduced a revised scheme to financially support international patent filing by the Micro, Small and Medium Enterprises (MSMEs) and Technology Startup units from India in the area of ICTE. The modifications are based on inputs from NASSCOM and other Industry members. The scheme has introduced significant changes and simplifications aimed at boosting innovation, promoting advantages of global IP and growth opportunities in ICTE sector. The scheme titled "Support for International Patent Protection in E&IT" (SIP-EIT) will be valid till 30.11.2019. However, applications submitted till the last of date of acceptance will be considered even beyond the said deadline.


Eligibility of an Applicant
The elusive R&D recognition by DSIR condition has been removed in the current scheme. To qualify for the SIP-EIT scheme, a company should fall under any of the following heads:


  • Should be registered under the Micro, Small and Medium Enterprises Development (MSMED) Act, 2006. More details about the MSMED Act and its benefits can be accessed at





  • Should be a registered company under the Companies Act. However, such company's investments in plant and machinery or equipment (PME) should be lower than the limits defined under the MSMED Act, 2006 (See investment limits below).





  • Should be a registered Software Technology Park unit and its investments in PME should be lower than the limits defined under the MSMED Act, 2006.





  • Should be a technology incubation enterprise or a startup located in an incubation centre / park and registered as a company. A startup should also have a certification from the incubation centre / park in case it is located in such premises. These companies, too, have to meet the investment limits for PME defined under the MSMED Act, 2006.



Investment limits in Plant and Machinery or Equipment (PME) as per MSMED Act:


Enterprises Investment in Plant and Machinery (Manufacturing Sector)


  • Micro Enterprises - Not exceeding ₹ 25 Lakh
  • Small Enterprises - More than ₹ 25 Lakh but not exceeding ₹ 5 Crore


  • Medium Enterprises - More than ₹ 5 Crore but not exceeding ₹ 10 Crore



Investment in Equipment (Service Sector)


  • Micro Enterprises - Not exceeding ₹ 10 Lakh


  • Small Enterprises - More than ₹ 10 Lakh but not exceeding ₹ 2 Crore


  • Medium Enterprises - More than ₹ 2 Crore but not exceeding ₹ 5 Crore



Application Acceptance Criteria
In addition to the eligibility criteria, applicant should have filed for patent for the invention in the area of ICTE in India or should have taken waiver for foreign filing first under Section 39 of the Indian Patent Act.


The applicant has the flexibility to choose the Patent Cooperation Treaty (PCT) route, Paris Convention or direct filing to the foreign country of innovator's choice with adequate justification for the choice of route and of country/ countries. Only one application for foreign filing in all countries for a particular invention will be considered under the scheme.


Applicant must possess a Prior Art Search report from a reputed agency such as the International Searching Authority (ISA) or a registered IPR attorney with at least 5 years' experience in international patent filing.


As a service, the Government of India has set up Intellectual Property Facilitation Centres (IPFCs) or Patent Information Centres of the Department of Science and Technology that can offer prior art search report services.


The scheme allows employees or board of directors to file the application on behalf of the owner, provided, they are officially with the company on the date of filing application
Each applicant can submit a maximum 5 applications per FY and a total of 25 during the entire time period of the scheme (5 years).


Reimbursement and Expenses covered:


  • The scheme will cover expenses such as official fees including filing, examination, attorney charges. Expenses involved in filing overseas applications will also be covered. However, expenses incurred post the grant of patent will not be considered.


  • Reimbursement limit has been set at Rs 15 Lakhs per invention or 50% of the total expenses incurred in filing and processing of patent application till support is granted - whichever is lesser.


  • Reimbursement will only be applicable to expenditures incurred from the date of acceptance of complete application by DeitY subject to approval of competent authority.



The procedure to apply online and the list of supporting documentation required can be found here

Confianzys a Product Business & Innovation consulting firm working with Indian product firms aspiring to go global and with MNC firms who are wishing for "true" emerging market success. We are helping them to bring the right-fit products to market.
As a part of our education business, We are organizing our next Blackblot Strategic Product Management & Product Marketing Program on 16th-19th  March in Bangalore. We have trained more than 500 Product Management professionals on Blackblot Methodology in India.


Blackblot SPM (Strategic Product Management):
This program will benefit people in the following roles: Product Managers, Aspiring Product Managers (Project Manager, Program Manager, Business Analyst), Product Marketing, Product Planners, Product Architects, Product Analysts, Engineering Manager, and Young CEO's.
Individuals, who successfully complete all the available Blackblot Product Management Professional tests, would be awarded with a merited designation of Master Blackblot Product Management ProfessionalTM (Master BPMP).
The program's key and most fundamental features and benefits are:
•     Presents a more structured approach to product management; resulting in less time spent to arrive at product management decisions.
•     Provides a clearer understanding of the product management process and its principals; resulting in a higher potential to deliver successful products.
•     Delivers a comprehensive set of tools, concepts, models, and procedures; resulting in a more effective execution of product management processes.
•     Presents conventions on "what-to-do" and not "how-to-do"; resulting in more effort spent on performing the appropriate      product management activities.
Program Structure: SPM Program
Core Product ManagementTM- Day 1 & 2 days
•     Detailed treatment of the core principles of Product Management Domain
•     This two-day seminar provides attendees with the knowledge, skills and tools to effectively plan and market technology products and services  based on "Blackblot Product Manager's Toolkit"TM (PMTK) and "PMTK Action Model".
•     Deliverable: Processes, Best Practices & Role Clarity
Product Planning : Day 3
•     Ambiguous market requirements lead to flawed products and dissatisfied customers, but well-defined market requirements are the basis for a effective product strategy and marketplace success.
•     This one-day seminar provides attendees with the knowledge, skills and tools to effectively identify and articulate market requirements.
•     Deliverable: Market requirements document (MRD).
Business and Market PlanningTM (BMP) a.k.a Product Marketing: Day 4
•     How to justify the "idea"?
•     How to extract "value" from market requirements and articulate Business Value for "profitability"
•     How to build "whole products" based on the Product and Adoption lifecycle
•     How to "Position" based on market perception rather than internal perception
•     How to build the "Value Model" to help clients buy
•     This one-day seminar provides attendees with the knowledge, skills and tools to effectively contribute to business and market planning activities.
•     Deliverables: Business case and Market plan.


To register, please click on or you can mail me your interest at

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