IBM India Limited
Tuesday, September 10, 2013 04:00 PM IST (10:30 AM GMT)
Editors: General: Consumer interest; Business: Advertising, PR & marketing, Business services, Electronic appliances & components, Information technology, Major diversified industrial groups, Telecommunications; Technology
IBM Helps Manthan Broadband Services Transform Customer Experience and Drive New Revenue Growth Opportunities

Kolkata, West Bengal and Bangalore, Karnataka, India, Tuesday, September 10, 2013 — (Business Wire India) — Ten-year engagement will modernize Manthan’s IT infrastructure and provide smarter service to its 12 million viewers across Eastern India

IBM (NYSE:IBM) today announced a strategic ten year deal with Manthan Broadband Services Pvt. Ltd., a leading cable multi system operator (MSO) in Eastern India, serving more than three million households in the States of West Bengal, Orissa, Jharkhand, Meghalaya and Assam.

IBM will provide a customized subscriber management solution for Manthan which includes IT infrastructure and subscriber support capabilities in an effort to increase revenue potential and improve the company’s customer experience. This will also set the foundation for leveraging IBM’s Big Data and analytics capabilities to help Manthan effectively create advertisements based on the digital personalities of subscribers.

“We were looking for a provider to support us with technology and also strategic business insights to help in deploying the right processes and systems for increased customer loyalty and revenue growth,” said Gurmeet Singh, Director, Manthan Broadband Services Pvt. Ltd. “IBM’s understanding of business transformation, the customer experience as well as the future of media and entertainment in India has immensely helped us in crafting our strategies for achieving new business heights.”

Manthan is in the midst of making substantial investments to upgrade its network and set-top boxes to meet new government digitization standards to transform and modernize the media and entertainment industry in India. This engagement will complement these efforts by allowing Manthan customers to tailor their services by subscribing to cable channels of their choice and only paying for these selections versus limited pre-packaged options.

IBM will build, implement and manage the solution using a mix of custom technology using IBM technologies and packaged tools. The scope of the project includes integrating data from billing, customer relationship management as well as multiple conditional access and backend systems across the organization. IBM will also provide the necessary infrastructure technology and support including servers, storage, networks, security and data center hosting services.

“Manthan is transforming their organization by focusing on subscriber satisfaction and looking at Big Data and analytics technologies to help advertisers better target consumers. As India’s cable industry is in the midst of major modernization, we are confident that Manthan will lead the way in offering an outstanding and truly differentiated customer experience.” commented Raman Kalra, Head, Media and Entertainment, IBM Global Business Services, India/South Asia.

The engagement will also see IBM as a strategic partner to Manthan in its growth journey in the areas of broadband, triple play and new services offerings going forward, helping the company grow its average revenue per user.

“We are working closely with cable operators in markets around the globe,” said Steve Canepa, General Manager, Global Media and Entertainment Industry, IBM. “There is a tremendous opportunity to leverage the power of standards based technology, software and best practices to streamline operations and to bring next generation video and data services to market. We expect tremendous near term growth in the market in India.”

Headquartered in Kolkata, Manthan Broadband Services started their operations in November 2002 with an aim to serve the entire state of West Bengal with the best quality cable television experience. Today, the company serves more than 12 million viewers, providing services through more than 1000 direct Local Cable Operators (LCO) in the region.

About Manthan Broadband Services

For more information on Manthan Broadband Services Pvt. Ltd., please visit:

About IBM

For more information on IBM, please visit

Kiran Kumar Yellupula, Corporate Communications, IBM, +91 9769541122, +91 (22) 40589176,
Anyesha Das, Text100 India, +91 8884289536,