How innovation changes the world

Leveraging innovation through insight into other industries

The world of the hyper connected consumer is moving from physical to digital assets. Examples such as Uber, Amazon, Google, Apple, Expedia, WhatsApp and more illustrate that the enterprise value of the future is about how well an organisation develops their digital assets for the benefits of customers and employees as Bratati Ghosh, CMO at IBS Software Services pointed out clearly in her keynote speech at the Hamburg Aviation Conference - think future 2018 last February.

Bratati illustrates how innovation changes the world with the example of her experience when visiting her home town Calcutta, arriving with her mother at a crowded airport and having to walk long distances in the heat with lots of luggage, just to have a chance of getting a taxi. Pre-ordering had not been possible in the past. With Uber, all of this stress was suddenly gone. But Uber also illustrates how company value is moving from physical assets to digital assets. 

Bratati explains that not only start ups but also more traditional organisations have an enormous innovation potential which can be activated. They key to transformation is breaking down silos - internal ones as well as external ones with other parties. Organisations need to leverage the potential they have instead of burying it under layers and layers of hierarchies.

Co-creation possibilities, use of Hackathons to get fresh thinking, online teaching and learning opportunities, working with innovative partners and clear focus by top management to transform and create an innovation culture will help as Bratati explains. 

She cites the example of Elon Musk, co-founder and CEO at Tesla, who made all of Tesla's patents public in the spirit of innovation.

She also talks about her experience in her current home town Seattle at the recently opened Amazon Go store. Customers can skip the cashier & just walk out with their purchases. The shopper scans a code on the Amazon Go app to enter, then is tracked around the store with AI-monitored video. Anything they leave with is simply charged to their Amazon account. 

Bratati points out that an innovation culture can mean as well “kissing products good bye” if you realise that you will not be able to succeed with them.

Watch Bratati's impressive keynote speech on our youtube channel. You can also download her presentation here.

The Hamburg Aviation Conference is boutique, unique, innovation hub, a renowned global think tank bringing together top leaders, innovators and thought leaders from airlines, airports, rail, other travel, retail, tech companies, universities to discuss innovative solutions, digital and tech, transformation & how to turn current challenges into opportunities.

The event is organised by XXL Solutions - do things differently, a boutique consultancy helping organisations to innovate and to transform successfully to the digital age.

About Bratati Ghosh: Bratati Ghosh joined IBS as its Chief Marketing Officer (CMO) in May, 2015. Bratati has over 18 years of experience in building high growth technology-enabled businesses. She was on top of massive industry disruption in Worldspan as one of the first employees in the budding Internet division. This became more than half of Worldspan’s total revenue by the time she left 6 years later.

At Expedia too, Bratati was one of the key early team members of the Expedia Corporate Travel group, which was led by a co-Founder of Expedia (as they were beginning to see the potential of B2B travel). It is now Egencia.

In her role as the CMO with IBS Software, Bratati is responsible for all the marketing initiatives of the organization. As IBS takes its journey to the next level of growth, Bratati will play a critical role in improving its positioning, market visibility and overall communication.

Bratati’s career in the travel industry started in 1996 with Worldspan (now Travelport) where she was part of the founding e-Commerce team. During her tenure as e-Commerce Marketing Director, this division grew to represent over half of Worldspan's annual revenue (of approximately $1 Billion). Six years later, when Bratati joined Expedia as Sr. Director, Marketing & Business Development, Expedia Corporate Travel, she was awarded the Travel Industry Rising Star Award by the Travel Agent Magazine.

Bratati also served as the Global Head, Strategy & Business Development, and the Director of North America business for the Travel & Transportation Industry Practice at Tata Consultancy Services (TCS). During her tenure in TCS, Bratati was responsible for setting up an innovation & analytics-led strategy, and account growth in this industry outpaced TCS’ overall progress.

Bratati is an engineering graduate from IIT, Kanpur, India and a post-graduate in management from IIM, Ahmedabad, India. Bratati also takes keen interest in teaching and has conducted sessions on “Marketing Analysis made Easy”, “Business Analysis” and “Leadership & International Studies” at various universities and colleges in the USA. Bratati lives with her husband and two sons in the USA.

IBS is a leading global provider of new generation IT solutions to the Travel, Transportation and Logistics industries. Lufthansa Cargo chose IBS to set up their test factory. Recently IBS was also selected by Sun Express - a joint venture between Lufthansa and Turkish Airlines - as well as by South Korean based Jin Air as their PSS (Passenger Services Systems) provider.

A specialist in the domain, IBS offers a range of products and services that manage mission critical operations of airlines, airports, cruise lines, hospitality partners, tour operators and oil & gas companies that help them increase safety, maximize efficiency, improve revenue, manage growth and reduce costs.