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

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2. Capgemini Super Techies Show Season 3- Bharti Axa Challenge
Copyright © Capgemini 2014. All Rights Reserved 2
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

3. Capgemini Super Techies Show Season 3- Bharti Axa Challenge
Copyright © Capgemini 2014. All Rights Reserved 3
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

4. Capgemini Super Techies Show Season 3- Bharti Axa Challenge
Copyright © Capgemini 2014. All Rights Reserved 4
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

5. Capgemini Super Techies Show Season 3- Bharti Axa Challenge
Copyright © Capgemini 2014. All Rights Reserved 5
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

6. Capgemini Super Techies Show Season 3- Bharti Axa Challenge
Copyright © Capgemini 2014. All Rights Reserved 6
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

7. Capgemini Super Techies Show Season 3- Bharti Axa Challenge
Copyright © Capgemini 2014. All Rights Reserved 7
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

8. Capgemini Super Techies Show Season 3- Bharti Axa Challenge
Copyright © Capgemini 2014. All Rights Reserved 8
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)

9. www.capgemini.com
The information contained in this presentation is proprietary.
© 2014 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.
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.

10. www.capgemini.com
The information contained in this presentation is proprietary.
© 2014 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.
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.