Objectives

The re-branding initiative was undertaken to re-position Mphasis as an Applied Tech company that applies next-generation technology to help enterprises transform businesses globally. The re-branding symbolizes how Mphasis stays ahead of its competitors by using the exponential power of cloud and cognitive to provide hyper-personalized digital experience to clients and their end customers. Mphasis's Front2Back™ Transformation approach is driven by keeping customers at the core of every transformation, and our Service Transformation approach helps to 'shrink the core' through the application of digital technologies across legacy environments within an enterprise, enabling businesses to stay ahead in a changing world. Mphasis Tagline - The Next Applied reaffirms our strategy to constantly Innovate and provide best in class solutions to our clients.

Strategy and Execution

The new logo has been designed with our Front2Back^TM approach in mind (forward and back arrow):

• The space between the front and back arrows form the 'Z', representing Gen Z. It recognizes that today's Mphasis is geared to cater to Gen Z in an "always on" digital world

• The logo colors denote vibrancy of all Mphasians

New Tag line: The Next Applied

We are geared to execute cutting-edge technologies in an environment that is at the cusp of change. We apply, 'Next Gen' technologies to solve complex business problems. It reflects on our commitment to a culture of growth, where we empower our clients to succeed in a digital world

We enable enterprises to function in the modern era of hyper-personalization. Our unique approach to legacy modernization starts with the end customer in mind. The following lists some of our brand repositioning initiatives to enhance customer value:

• Through the Front2Back^TM transformation approach, we put the clients' customers' requirements at the heart of every transformation. We create an intelligent layer that transforms how enterprises service customers using existing core systems.
• Our Service Transformation solutions offers an integrated approach to enable enterprises to achieve scalable, digital, future-ready operations. By combining people, process, and technology levers; we deliver quick returns on investments while lowering the overall TCO.
• Through Mphasis' NextStep, we offer an end-to-end service portfolio of consulting, design, development, support and service operations for better customer experiences, speed and agility at reduced cost of ownership.
• We do various thought leadership initiatives jointly with our clients and lead them on the path of transformation
• Next Gen solutions are created in Mphasis Next Labs™ and we take it to market through our Sparkle/ Innovation Programs

Results

Mphasis grew exponentially. Here are proof points and data:

• Profit growth: grew 4.9% QoQ and 37.0% YoY to INR 2,709 million for quarter ended September 30, 2018. And gross profit increased 2.7% QoQ and 22.5% YoY in Q2 FY19 to 5,217 million.
• Customer acquisition: A proactive sales approach and transformational deals have led to USD 551 million in deal wins in FY18 (51% higher YoY). 77% of the deal wins are in new-gen services. Some of our new deals wins include one with TCV of USD 210 million in Q2 FY19
• Revenue: Gross Revenue grew 6.9% QoQ and 24.5% YoY on a reported basis for quarter ended September 30, 2018.
• Mindshare: To enhance customer awareness and amplify Mphasis brand's next-gen capabilities, we executed the StayAhead campaign. Through this, we highlighted Mphasis' unique differentiators in today's global, digital marketplace and reflected its role as a domain expert and an agile partner that applies 'next' generation technologies. The campaign has achieved a brand reach of 1.5 billion since September 2018 through Mphasis social handles. Today, the average time spent on the Mphasis landing page is currently at 3:56 mins (the IT industry average for time on site is 01:47 mins).

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