Capgemini Super Techies Show Season 3 - The Bharti Axa Challenge

Leverage SMAC to extend reach and expand penetration of Leverage SMAC to extend reach and expand penetration of Insurance products across Tier II and III cities, small towns and rural Insurance products across Tier II and III cities, small towns and rural India and elevate awareness and engagement with consumersIndia and elevate awareness and engagement with consumers

The Bharti Axa ChallengeThe Bharti Axa Challenge

2Copyright © Capgemini 2014. All Rights Reserved

Capgemini Super Techies Show Season 3- Bharti Axa Challenge

The Facts

Bharti AXA is a joint venture between AXA and Bharti and operates in the Life Insurance (LI) and General insurance (GI) space

AXA is the world leader in Insurance and Asset Management, serving 102 million clients, individuals and businesses in 57 countries. It is the numero uno international General Insurance company in Asia and has been ranked as the number one Global Insurance brand for the fifth year in a row

Bharti Group operates in 21 countries with interests in Telecom, Insurance, Retail, Fresh and Processed Foods and Real Estate. Bharti Airtel is the largest Integrated Telecom Company in India

Bharti AXA GI is amongst the fastest-growing GI companies in India and, within a span of six years, has moved from being the 21st entrant in the space to being one of the top eight private players in the country

Bharti AXA LI has a national footprint of distributors trained to provide quality financial advice and insurance solutions to the large Indian customer base

Bharti AXA seeks to redefine the standards of Insurance by questioning the norms and seeking new and improved ways of serving insurance to our customers



Background on Challenge

The insurance market in India is very underpenetrated. Penetration levels are as low as 0.8% for GI

The two key challenges faced by the Industry are:

– Great need for a low-cost distribution channel (reach)

– Lack of awareness about insurance products

One of the key challenges for the industry is reach. India is a large country, and physical distribution through agents and opening new offices is expensive and involves time-intensive rollouts when it comes to large geographies

However, with the advent of the internet, all-India reach has suddenly become a reality through ecommerce-enabled websites

Social media, mobility, analytics and cloud provide a huge opportunity to ride this wave of a low-cost distribution channel to reach end customers



Background on Challenge

Consumer behavior in purchasing insurance (information search, comparisons, consideration and choice) has also witnessed a sea of change in the recent past. With more Indian masses consuming the internet—especially given the major increase in the number of smartphones—the paradigm change in purchase behavior has already begun

With a growing number of the younger age groups online, creating awareness and increasing the purchase intent for insurance products has also seen a great change—with online channels not just serving as a medium of sale but also acting as a means of increasing outreach and awareness. Social sites, mobiles and cloud solutions have redefined the paradigm



The Problem

Distribution-Related Problems Low penetration levels of insurance in India The challenge of reaching smaller towns and Tier II cities as physical distribution

is expensive Need for a low-cost model for reach

Consumer-Related Problems Low awareness levels about insurance



The Challenge Statement

Suggest a solution that can help Bharti AXA leverage Social, Mobile, Analytics and Cloud (SMAC) to:

–Extend reach and increase penetration of its insurance products across Tier II and III cities, small towns and rural India

– Increase consumer awareness and engagement with their brand



Important Points to Remember

The solution should use SMAC to increase penetration of Bharti AXA

It should be based on policy sales in the top 10 Tier II cities by 10% in 12 months

The solution should be lower cost compared to available models — Cost of acquisition should come down by 50%

It should engage the customer and create a trigger to purchase Bharti AXA now!

The solution should increase search volume for branded KW of Bharti AXA by 50% in the Tier II cities mentioned above



General Pointers

• Time allotted for solution presentation: Teams will be given 20 minutes for a detailed presentation to judges (off-camera) and 3 minutes for a high-level pitch (on-camera)

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About Capgemini

With more than 130,000 people in over 40 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2013 global revenues of EUR 10.1 billion.Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore ®, its worldwide delivery model.

Technology

Capgemini Super Techies Show Season 3 - The Bharti Axa Challenge