The IT industry is going through a massive transformation off late. There is no more differentiation between size and volume or geography when choosing partners to work with. It is the solution and the business benefits a solution brings that drives partnership and growth. Also, the transformative approach is becoming significant in selecting a partner. That’s here one sees a lot of innovation happening. Innovation to provide transformative services aligned to business KPIs. Now transformation can happen through process optimization, efficiency improvements, effectiveness of process and many other levers. But the transformative experience customers are looking for is exponential in nature. Can I build a system in 1 month instead of 1 year, can I go live in 2 weeks instead of 8 to 12 weeks, can I reduce my cost of operation by 3/4th rather than just cost arbitrage. And hence customers are not differentiating big between service providers and product companies to partner with. The software product business sells products that help solve a business need along with best practices to be adopted. This industry enjoys the advantage of being able to easily attract stock market investors and venture capitalists for funding, and usually drives high economics. Entrepreneurship is inherent in this type of business. 

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