Tata Elxsi CMO Nitin Pai

Equipped with state-of-the-art technology, design and technology service provider Tata Elxsi helps clients rethink products and services in the three main verticals of transportation, media and telecommunications, and healthcare, Nitin said. Pai, the company’s chief marketing officer.

The result is product engineering services to help customers transform their products, and our own platforms such as AUTONOMAI for driverless cars, TETHER for connected cars and TE Play for OTT services, Pai, which is also the Chief Strategy Officer of Tata Elxsi, told PTI in an interview.

Highlighting the success of Tata Elxsi’s products and initiatives that merge domain, digital and design to deliver powerful use cases, he said TETHER Auto, for example, has been adopted by Tata Motors and powers connectivity and data-driven services for nearly 500,000 on-road vehicles across their range of electric, passenger and utility vehicles.

Pai said that most of the company’s digital cloud platforms have been developed relying on infra cloud and Amazon Web Services (AWS), which has enabled Tata Elxsi to bring all the projects from computationally intensive development and R&D to a cloud infrastructure.

Excerpts from the interview:

As a leading design and technology service provider, how does Tata Elxsi stand out from other players in the market?

Electronics, software and digital technologies can transform the way products and services are designed, deployed and experienced by customers.

However, it requires deep domain experience, digital capabilities, and design thinking that can pull it all together and help deliver a memorable experience for consumers.

We bring 30 years of experience in sophisticated product and software engineering. With an award-winning design team, we help customers redesign their products and services in three key verticals: transportation, media and telecommunications, and healthcare.

We have been investing for more than 20 years in four dimensions – people, process, products and partnerships – to help our customers deliver differentiated consumer experiences and services.

Our “Digital Design” proposition, which blends domain, design and digital, coupled with differentiated delivery capability and ownership, uniquely positions us with clients to address their strategic transformation and customer experience priorities.

How do you use technology and digital advances to drive your offerings?

We are focused on collaborating with customers in application areas that are expected to experience sustained growth, driven by general and long-term trends in digital technology. These trends require enablers – autonomous systems, robotics, safely connected machines and personal devices, digitization and electrification of automobiles and infrastructure, advanced communications equipment and networks, and connected healthcare platforms.

We invested early on in Centers of Excellence (CoE) for digital technologies such as AI (Artificial Intelligence), Robotics, AR/VR (Augmented Reality/Virtual Reality), Internet of Things ( IoT) and augmented reality. Some of these investments were made 20 years earlier.

To help our customers experiment with and adopt digital technologies faster, we have also invested in product and platform development in each of our key verticals.

These bring domain, digital and design together to provide powerful use cases – whether comprehensive platforms such as AUTONOMAI for driverless cars, TETHER IoT for connected cars, TE Play for OTT or iCX – an automation and insights solution for Telecom Operations and Customer Service.

We have also actively forged partnerships and alliances with leading technology providers globally to reduce time to market and risk, and improve value for our customers. Our joint go-to-market initiatives with these partners help us bring market-ready solutions to our customers quickly.

Apart from the automotive industry, what are the other major verticals driving the growth of Tata Elxsi?

In addition to automotive, we are deeply invested in the healthcare, media and communication, and rail markets.

In the automotive field, we cover the full range of electric, connected, autonomous and software-defined vehicles.

We work with new-age OEMs (original equipment manufacturers) in their next-generation software-defined architecture.

It’s an all-new EV architecture that goes beyond the EV powertrain, associated systems, and battery to address connected and autonomous functionality using high-efficiency processors, cloud and edge processing, coupled to advanced cybersecurity and over-the-air software updates. .

In the area of ​​autonomous driving, we have developed an advanced autonomous vehicle prototype for a client that uses a range of sensors and AUTONOMAI, our autonomous driving platform. This prototype is currently undergoing road tests in Europe.

For connected cars, we have developed TETHER Auto – a cloud-native, large-scale IoT (Internet of Things) platform that integrates OEMs with their ecosystem partners to provide data aggregation and governance and enable agile digital services as a connected vehicle platform.

This has been adopted by Tata Motors and today powers connectivity and data-driven services with over 40 connected vehicle features for almost 500,000 vehicles on the road, across their range of electric, passenger and commercial vehicles.

We are about to launch a leading European OEM for its portfolio of electric passenger cars.

How do you see global demand for your services in these high-growth verticals over the next two years?

Our customers’ transformation journeys are just beginning as they leverage electronics, software and digital technologies in their products, services and business models.

We are seeing strong and sustained demand for the capabilities, scale and competitiveness that we bring to their product engineering.

Can you tell us about the main technologies you use for your infrastructure needs?

We have traditionally been on-premises for most of our internal compute and storage needs.

We’ve now pivoted to cloud infrastructure, whether it’s ERP (enterprise resource planning) collaboration and communication, or storage.

Most importantly, we do a lot of work for digital technologies using public cloud infrastructure, which is much more accessible, cost-effective, and on-demand given the distributed workforce and work environment and hybrids.

We’re using and deploying a lot more cloud-enabled infrastructure and services in our projects and working with our customers – whether it’s high-end simulation and “digital twins”, processing and multimedia content management for the media, or IoT data lakes for connected cars. among others.

How have cloud technology and AWS enabled you to do better?

As we enhance value for our customers through our products and platforms, we also see an opportunity to create sustainable annuity revenue through SAAS (Software as a Service)

We have been working with Amazon Web Services for a few years now.

Most of our cloud-focused digital platforms have been developed relying on infra cloud and AWS – something that would not have been possible at all or would have been very expensive if we had tried another path.

AWS also offers powerful accelerators and components that can be leveraged to improve the performance and availability of the overall solution.

For example, TETHER was designed for a cloud-native digital IoT platform.

Prior to this, we had on-board storage of vehicle data that was periodically downloaded by specific devices at a dealership or workshop. Now, connectivity and the cloud enable real-time, two-way data communication with the vehicle, as well as monitoring and control.

There are other significant benefits to ensuring compliance and cybersecurity that simply wouldn’t be possible on our own.

For example, iCX, our remote device monitoring and management solution, is deployed by major telecommunications and pay-TV operators in several European countries. This requires GDPR (General Data Protection Regulation) compliance of the data collected, and the highest levels of security.

We simply relied on AWS to create instances in each country and assure customers of availability, latency, and security.

Additionally, AWS enabled Tata Elxsi to bring all computationally intensive development and R&D projects to a cloud infrastructure. This includes projects such as training and data analysis of autonomous vehicles, building a robust and scalable connected vehicle platform that makes it possible to provision a new car launch without any hassle, and enable the monitoring and tracking the vehicle throughout its life cycle, from factory to end. -network of users.

With subscription-based purchases, OEMs can launch a product and then sell futuristic, value-added features rather than waiting to launch a new vehicle model to provide future solutions.

Such a software-defined vehicle enabling a subscription mechanism via an “Over-The-Air” upgrade requires a robust, scalable, and secure cloud infrastructure provided by AWS. AWS has enabled Tata Elxsi to be recognized as a cloud consultant and a differentiated engineering services partner in the ecosystem.

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