Mphasis, a subsidiary of Hewlett Packard, on Wednesday, unveiled a new brand logo. Noticeably, the tag line, ‘an HP company’, is missing from the new logo, and has been replaced by ‘unleash the next’.

Dismissing queries about whether this was a sign that the company was being readied for a takeover bid as reported by the media last year, CEO Ganesh Ayyar said this was “mere media speculation” and that HP remained its biggest customer. He emphasised on the “high levels of specialisation” the company had achieved in its two main verticals — banking and insurance. He added that the company was in the process of adding two new verticals to the list, but desisted from naming the sectors.

New model

Going ahead, he said the focus of the re-branding exercise was also to refocus on commitment to ‘new-age solutions’ in tech areas such as the digital marketplace and XaaS (a cloud computing trend that denotes ‘anything as a service).

Mr. Ayyar said the “IT services industry, in its current traditional or standalone form, will die.” It would be replaced, he argued , by “business transactions as a service, of which IT services will be an integral but invisible part of what companies sell.”

“This is a threat the IT services industry must be aware of. Cost arbitrage, location and language will be important, but they will not be key competition factors.

The business model on which we generate revenue will change and the ‘time and materials’ model will reduce in significance.”

“In the future, success will depend on increased consumer focus and specialisation and co-creation of IP,” he added.

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