www.mirrorreview.

com
March 2019

10 Most
ATESTING
&
Advanced Companies of 2019

Prime Focus
The VFX Revolution Changing The
Canvas Of Entertainment Industry

Channel Marketing Insights

Find Out How The Multichannel Marketing
Is Evolved To Omnichannel

Ruslan Desyatnikov

QA Mentor
Founder, President, & CEO

Pioneering The QA & Testing Space With A Unique

And Innovative Approach
 EDITOR’S LETTER
www.mirrorreview.com
March 2019

10 Most
Advanced
ATESTING
&
Companies of 2019
K nown as the father of software quality, Watts Humphrey changed
the world of software engineering through his dedicated work in
various areas of the software development industry. It was he, a
former employee of IBM and SEI, who conducted research into the field of
knowledge work, identified characteristics of best practices in software
engineering, and a lot more that laid the quintessential groundwork of the
software QA & Testing field.
Prime Focus
The VFX Revolution Changing The
Canvas Of Entertainment Industry

Channel Marketing Insights

Coming back to the present, this industry is heavily influenced by the need
Find Out How The Multichannel Marketing
Is Evolved To Omnichannel for digital transformation and driven by customer-demands and rapid delivery
options. Therefore, the most advanced QA & Testing companies are
integrating technologies, developing strategic plans, and making sure to
deliver flawless softwares to have a competitive edge in the market.

In this latest magazine issue of ‘The 10 Most Advanced QA & Testing

Ruslan Desyatnikov
Companies of 2019’, we highlight the business stories of pivotal companies
QA Mentor
Founder, President, & CEO

who are working extraordinarily in this space. Moreover, the pace setters of
Pioneering The QA & Testing Space With A Unique these organizations also share some valuable words of wisdom for the Gen Z
And Innovative Approach software developers.

The Journey
The award winning company, QA Mentor graces the Cover of this magazine
issue. Ruslan Desyatnikov, the Founder, President, and CEO of the
company takes us through the company's mission, its portfolio of offerings,

Of Software
future plans for expansion, and the team of lifelong learners behind QA
Mentor. “We never stop at our accomplishments or our awards, we don’t look

Industry:
back. We only look forward,” says the CEO when asked about the secret
mantra behind QA Mentor's success.

Then To Now
On the inside pages, we also take a closer look at the founding visions and
missions of the progressive companies such as PractiTest (Yaniv Iny) ,
Terralogic Solutions Inc (Renil Komitla), SENLA (Igor Danilov), and
Precise Testing Solution (Chetna Soni). Our readers will also get to know
about the impact of digital transformation and the upcoming trends to look
for in this industry from the leadership.

Sharing exclusive insights with us are Jan van Eck (Sports Engineers) and
Diwakar Menon (Last Mile) who explain about how to gain control of sports
data and 5 risks to mitigate while deploying AI solutions respectively.
With every magazine issue, Mirror Review’s team tries to cover informative
yet riveting topics that will add more value to our readers' knowledge base.
You will get to read articles on how the multichannel marketing is evolved to
omnichannel (Channel Marketing Insights) and ways in which the VFX
revolution is changing the canvas of entertainment industry (Prime Focus).

Enjoy Reading!

Anuja Mulmule
Managing Editor
 CREDIT PAGE
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Editor-in-Chief : Vikram Suryawanshi

Managing Editor : Anuja Mulmule

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 EXPERTS' VIEWS

ARTICLES

24
Prime Focus
The VFX Revolution Changing
The Canvas Of Entertainment 26
Industry
Diwakar Menon
Last Mile Consultants

Channel Marketing Insights Deploying AI Solutions?

Find Out How The Multichannel Here Are 5 Risks To Mitigate
Marketing Is Evolved To 32
Omnichannel

40
Jan van Eck
Sport Engineers

How To Gain Control

Of Sports Data ?

C OVER STORY
QA Mentor:
Pioneering The QA & Testing Space
With A Unique And Innovative
Approach

10
CONTENTS
PractiTest:
Enhancing QA And Test Case
Management Tools For Businesses

18

Precise Testing Solution:

Delivering A Wide Range Of
Top-Quality Software Testing Services

20

SENLA:
Incorporating Cutting-Edge Technologies For
Delivering Proficient Software Testing Services

30

Terralogic Solutions Inc.

Transforming Businesses With
Expert Enterprise-Grade Solutions

36
COVER STORY
 10 Most
ATESTING
&
Advanced Companies of 2019

QA Mentor
Pioneering the QA & Testing Space with a Unique
and Innovative Approach

Ruslan Desyatnikov
Founder, President, & CEO
COVER STORY
W ith the digital changeover, the demand for
quicker turnaround time on Quality
Assurance (QA) has greatly increased.
Hence, it is a crucial time for a QA and testing service
provider to be able to deliver and complete testing much
quicker. Moreover, the rapidly increasing user base of
mobile devices, browsers, and operating systems, is also
one of the major reasons behind the need for faster
turnaround time on QA. As a result, today, many
organizations are offering on-demand services including
compatibility testing, cross browser testing, mobile
testing, as well as performance and security testing
services. These services are the most integral part of any
sort of digital media or various web-based platforms and
applications.
In order to support the digital transformation, New York-
headquartered QA Mentor, Inc. provides on-demand
services, which allow its customers to experience a quick
turnaround time on test design and test cases execution
in a matter of just a few days. Moving forward with the
pace of the technological
revolution, the 2010 incepted firm
has also been recognized with
‘‘
multifarious awards as a result of
its deep commitment towards
clients, employees, and supporters
around the globe. One of its
biggest achievements is winning
the prestigious “Leading Vendor
Award” at the “European Software At QA Mentor,
Testing Awards 2017.” Moreover,
QA Mentor has also been we do not just
appraised by CMMI Level 3,
which is an indicator of its
disciplined processes.
promise, we
Excellent Solutions in Pipeline to
deliver, and do it
Support Expansion with heart,
Having a team that works with an
innovative approach, QA Mentor
passion, and
has never failed to match with the
latest tech trends in the market. As
superior quality.
a part of its continuous innovation,
the firm has designed and
developed a product called “QAMometor” that it is
going to release in the second quarter of 2019. This
solution is all about metrics and KPIs that help measure
different productivity targets and maintain quality
throughout the software development lifecycle.
Moreover, this platform will include over 50 different
metrics and KPIs for several different departments.
In addition, QA Mentor is planning to come up with a
service focusing on providing the localization testing
used to conduct testing on different language
translations, as most of the applications are getting
translated into different languages. As an advantage of
this move, QA Mentor will have the localization testing
available on demand for various languages all around the
world. It will utilize its crowdsourcing community to test
from 123 countries in the world. Further, it would also be
able to translate and verify translation of any of the
applications to those languages and as a result, its
customers and clients will have much more opportunities
from QA Mentor in terms of a wider and more global
testing coverage. Moreover, in the
next 24 months, the achiever team
of CMMI Level 3, targets to
achieve the Level 5 appraisal.
Empowering Startups with
Economical Tools
QA Mentor is presently serving
382 clients from Fortune 500 to
various startups in 28 countries. To
empower startup organizations, the
company is planning to launch a
package service. Considering
startups’ limited budgets, the
projected package will be a
comprehensive and extremely
economical solution for QA.
Moreover, as organizations need to
invest a lot in buying licenses for
test management solutions, QA
Mentor promises to provide its test
management tool—QA Coverage
free of charge to all of the startups
utilizing its services. Along with

that, the customer-oriented entity
will also provide startups with
open source solutions in
automation performance testing
and security testing, which does
not require them to spend any QA Mentor is a
money on licenses.
gatekeeper of
A Seasoned Persona Leading QA
Mentor by Example your production
Ruslan Desyatnikov, the environment. We
Founder, President, and CEO of
QA Mentor, is an industry veteran will keep you
who has over 20 years of
experience in Quality Assurance, winning and will
Quality Control, Process
Improvement, and Software
Testing. According to Ruslan, the
not let any bugs
proudest achievement of his career
was at HSBC Bank when he was
get through.
managing 150 member’s testing
team distributed in around 12
different countries. Back then, it was also the most
challenging for Ruslan as he successfully supported over
120 different applications in different time zones,
cultures, and countries.
Asked to describe himself, he competent leader said that
the three traits that come to mind are fearful,
motivational, and disciplined, which also describe his
leadership style. At QA Mentor, Ruslan motivates his
team with supportive compliments and constantly
challenges them to grow to improve their career.
Similarly, he never hesitates in providing constructive
criticism when something goes wrong as he is a highly
disciplined person and expects the same from everyone.
Ruslan asserts, “I like to follow our established
approaches and I don’t like to compromise quality.”
The Belief in “No Rest for the Best”
The team at QA Mentor doesn’t believe in the possibility
of knowing it all, therefore they never stop learning.
Moreover, each member of the team is committed to
keeping up with cutting-edge technologies and process
10 Most
ATESTING
&
Advanced Companies of 2019
methodologies, which get them
ahead of the game. At the current
stage, QA Mentor is testing
disruptive technologies such as
artificial intelligence & machine
learning and supporting a number
of clients with the platforms based
on them. Apart from that, Internet
of Things (IoT) and Big Data are
also the areas where the ever-
upgrading firm is using its tools.
Further, QA Mentor looks ahead to
provide the blockchain testing
services, for which it already has
several customers around.
“Inspiration has always been
there for people who love what
they do…”
When asked about what is the
inspiration behind his great work,
the motivational personality,
Ruslan uttered, “Inspiration has always been there for
people who love what they do.” As he had entered in the
testing field and started testing as a junior tester, he went
through all different stages wearing various hats. While
expressing his love towards the field of testing, he said,
“Since the start of my career, when I used to work for
other companies, there was not a single day when I
didn’t want to go to work.” Ruslan also has a lot of
interesting ideas, which he has not yet materialized and
that still motivates him to complete the work ahead. In
addition, seeing satisfied clients is also a great source of
motivation for Ruslan and his team.
While discussing the QA Mentor team’s mantra to
success, “We never stop at our accomplishments or our
awards, we don’t look back. We only look forward,” the
CEO says.
Concurring Growth Challenges like a Pro
For QA Mentor, the biggest challenges today are
associated with the growth. Expanding year after year at
the average rate of 35%, in the present year, Ruslan is
COVER STORY

anticipating a much higher growth seeing the enhancing

demands from the existing clients. In order to serve the
At QA Mentor, we
growing demands of clients, QA Mentor is hiring talents
to strengthen its workforce. Similarly, to conduct the
seek out individuals
post-hiring processes smoothly, it has worked on an
onboarding testing program for new joiners, which also
with a wide variety of
helps them to understand the company’s methodologies,
best practices, tools, and internal processes. For that
industry knowledge
reason QA Mentor has built an e-learning training
system for all the new hires, to train them in a much and expertise to add
quicker way and get them ready to support and adapt QA
Mentor methodologies and best practices. value to each of our
‘‘
Words of Experience for Wantrepreneurs projects and to help
While considering what he could have done better in the deliver surpassing
case of QA Mentor, Ruslan suggests two major things to
all the want-to-be entrepreneurs. First is to start it as results.
soon as possible. As Ruslan took much time to establish
QA Mentor with an intention to be pro in the field and
then start his own endeavor, he recommends starting a
business much sooner. The second thing he advises is to
make the proper and required amount of investment. In
the initial phase of his venture, Ruslan started it without
any kind of financial backups, such as investor’s money
or loans; instead, he used his own money to do it, which
inhibited the initial speed of growth for QA Mentor.
Having faced that, he suggests that the budding
entrepreneurs invest wisely for accelerated expansion in
the business idea they believe in strongly.
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 Company Name Company Info

AutonomIQ AutonomIQ is a cloud platform that enables product and IT teams to

Ram Shanmugam, autonomously test, release and deploy software, thereby increasing velocity of
Co-founder, software releases without compromising quality.
CEO & President www.autonomiq.io

Frugal Testing Frugal Testing is a self-service Web and Mobile App cloud performance
Rupesh Garg, testing platform to provide unlimited on-demand performance testing, real
Founder & Principal time analysis and testing across multiple geographical locations.
Architect www.frugaltesting.com

Motel Motel is a global and highly-scalable platform for testing software on mobile
Rui Barreira, devices that are provided by a worldwide community.
Co-founder & CEO www.motel.io

PractiTest PractiTest is an easy to use end-to-end test management platform, that

Yaniv Iny, provides Testing teams with full visibility of their testing projects.
CEO www.practitest.com

Precise Testing Solution Precise Testing Solution is committed to delivering best-in-class quality
Chetna Soni, assurance and software testing solutions to its clients.
Founder & CEO www.precisetestingsolution.com

Founded in 2010 and based in New York, QA Mentor, Inc. is a global leader in
QA Mentor Software Quality Assurance and Testing space, serving 260 clients from
Ruslan Desyatnikov,
Fortune 500 to start ups in 28 countries.
Founder, President, & CEO
www.qamentor.com

SENLA SENLA is an experienced software development company specializing in

Igor Danilov, business processes automation.
Co-founder www.senlainc.com

Ta3s Ta3s (Test Automation As A Service), was founded in 2013 with a sole vision
Sumukha Rao, to help organisations in enhancing productivity in delivering quality.
CEO www.ta3s.com

Since 2008, Terralogic is rendering futuristic technology services for the

Terralogic Solutions Inc. forward-looking connected world. Its target centric DNA ensures ahead of the
Renil Komitla, time engineering expertise in accordance with client roadmap and business
CEO needs.
www.terralogic.com

Ubertesters is a professional testing SDK with a revolutionary and award-

Ubertesters
Ran Rachlin,
winning cloud platform to streamline mobile app testing for in-house and
Co-founder, CEO offshore teams.
www.ubertesters.com

Enhancing QA And Test Case Management Tools For Businesses
W ith the advent of cutting-
edge technologies, the
Software Quality
Assurance (QA) domain has witnessed
the transformation in their existing
procedures. For organizations that
depend on new digital services and
applications to drive their businesses,
the testing and QA teams play a vital
role in their business success.
Moreover, the modern trends like
Agile Testing, SCRUM and DevOps
can help the organizations to develop
better quality products and diminish
the efforts of these teams. With its
promising products, PractiTest offers
Application Life Management (ALM)
and an easy-to-use cloud-based
innovative test management tool. This
tool satisfies the needs of Testing and
QA professionals as well as modifies
its approaches according to the
technology and trends in the Test
Management Process.
Offering User-Friendly, Fully
Customizable System with Full
Visibility
The motive behind the foundation of
PractiTest, was to find a product that
would tie the methodologies offered
by different enterprise solutions, as
well as display a user-friendly
interface that would make testers,
managers, and developers work more
valuable and accessible. The Israel-
based company provides a fully
customizable tool, which can be
adapted to the ever-changing needs of
QA & testing teams and includes a
vast range of third-party integrations
18
PractiTest:
with common bug trackers and
automation tools and robust API for
the rest. PractiTest also enables full
visibility into the testing process and a
deeper comprehensive understanding
of testing results.
Comprehensive Range of Services
for Customers
PractiTest offers its customers the best
end-to-end quality management
‘
We provide fully
integrated test case
management tools
with complete
visibility and
communication at
all levels.‘
platform that allows development and
testing teams to have full visibility of
their testing status. The end-to-end
management platform is easy to
understand, flexible, inexpensive and
utilizes methodology approaches to
perform any testing process. As a
leading Test Case Management tool,
PractiTest provides organizations with
its services to ensure that visibility and
communication are available at all
levels. It also aids project
development teams in optimizing and
managing their testing processes while
providing management with real-time
project status.
Versatile CEO Using His Expertise
to Enhance the Organization’s
Growth
The CEO, Yaniv Iny, co-founded
PractiTest to help organizations
manage their QA and development
process. Prior to PractiTest, Yaniv was
the VP of R&D and co-founder of
Cahoots. While working with several
organizations, he played many roles
that include Consultant, VP R&D, and
CTO. In his line of business, Yaniv
gained experiences in various fields
like management consulting,
telecommunications, product
management, software development,
agile methodologies, quality
assurance, test management, pre-sales,
product marketing & development,
and cloud computing. Due to his vast
years of experience in a management-
consulting firm, Yaniv helps small
companies to expand, grow, and
become successful in the industry. As
the CEO of PractiTest, Yaniv and his
fellow team developed the system
which can fulfill various needs of their
clients. The system provides a
centralized interface, which lessens
the unnecessary efforts of the testing
team. As a result, the testing team can
extract valuable information more
efficiently and make the right verdicts
accordingly.

Yaniv Iny | CEO
PractiTest’s Employees Aiding in
the Organization’s Growth
The success of any business is directly
proportional to the performance of its
employees. They are the ones who
contribute effectively towards the
successful functioning of an
organization. They strive hard to
deliver their best and achieve the
assigned targets within the time period
provided. To enhance the firm’s
efficiency, Yaniv trusts all his
employees to take full responsibility
for any task given to them. As a result,
the employees gain confidence in their
work and become independent and
self-driven individuals. The
employees also develop their skills
and knowledge by working on the
different tasks given to them.
Features Making PractiTest Differ
From its Competitors
PractiTest offers software that has a
single interface where users can
perform real-time operations such as
manage, control, track, document, and
10
optimize tests. The customers can
have complete visibility for their
entire process. Following are the
features, which makes PractiTest
unique and different from its
competitors.
Ÿ Complete visibility in real-time:
An organization can run and
manage all their tests from a single
interface. The personalized
dashboards and reports keep
organizations well informed about
the status of the product, as well as
inform them about issues that need
to be resolved. Using the data in
the right way, by breaking a body
of information into smaller pieces
and examine them from different
viewpoints. This gives the
organization the ability to
understand data thoroughly in a
simple way and make decisions
respectively.
Ÿ Smooth Incorporation with all
tools and existing process: Various
tools are required for testing any
product or system, and different
Most
ATESTING
&
Advanced Companies of 2019
organizations use different
technologies and techniques to
perform testing. PractiTest
provides fully customizable
services according to an
organization’s process. The
organization can seamlessly
integrate with all its existing tools
and perform the tasks more
efficiently.
Ÿ Less processes and saved time:
PractiTest personalized system is
built according to the
organization’s process, which
enables them to create manual tests
and organize these tests based on
their cycle and sprints as well as
reuse them to save time.
Solving the Growing Needs of
Customers for Innovative Solutions
An organization faces many obstacles
throughout its lifespan. As systems are
becoming more and more complex in
today’s world, the challenges that the
company faces is the continuous
development of its systems so that it
can continue to support its clients’
needs. With this intention, PractiTest
delivers its products in a personalized
manner to fulfill its clients’ needs and
optimize business operations. To
achieve this, PractiTest utilizes
innovative technologies and upcoming
trends to develop its products and
solutions. The company’s strongest
point is its technical capabilities
combined with the best human support
that it provides to its patrons.
19
 Precise Testing Solution:
Delivering A Wide Range Of Top-Quality Software Testing Services
W ith the digital
transformation, the
demand for flexible and
rapid delivery of software and
systems has increased
tremendously. To satisfy this
demand, quality assurance (QA)
needs to assess the quality of the
products in the quickest way. QA is
becoming a vital element for
organizations to stay ahead of its
competitors and deliver top-class
products to its clients. Today, the
QA & testing industry is facing
challenges like increasing
expectations around the software
user experience, demanding of new
software products, switching from
manual testing to automated
testing, etc. In order to resolve
these challenges, QA and testing
teams need to adopt new and
cutting-edge technologies and
techniques so that they can deliver
excellent software products.
Precise Testing Solution is helping
QA and testing teams to streamline
their work by offering advanced
software testing tools and
techniques as well as assisting them
to improve their product quality
and deliver top-rated products.
Integrating Advanced Testing
Mythologies and Industry’s Best
Practices
Initiated in 2012, Precise Testing
Solution is an independent software
testing company with a mission to
tackle any challenges thrown in its
20
01
way and accomplish its work
before time with proper testing. The
software testing company’s testing
services are integrated with
advanced testing mythologies and
industry’s best practices. Precise
Testing Solution is highly
recommended by their clients
because they recognize and fulfills
the needs of the consumers, aids in
rapid development and deployment
‘
At Precise Testing
Solution, we deliver first-
class quality assurance
and software testing
solutions to our clients.”
with mission “ HIT THE
TARGET ACHIEVE THE
GOAL.
‘ performance testing, security
of highest quality software
products, reduces risks, and saves
time and money. Moreover, what
makes Precise Testing Solution a
promising firm is that it is an STQC
impaneled vendor (Testing and
Quality Certification from Ministry
of Electronics and Information
Technology, Government of India)
and certified in ISO 9001:2008,
ISO 27001:2013.
Furthermore, to exceed the clients’
expectation, Precise Testing
Solution offers the following
advantages:
● Minimizing cost by outsourcing
● Handling ad-hoc testing tasks
● Effortless Automation Of
Business Processes And Test Cases
● Providing specific testing
requirements
● Delivering reliable and
independent results
● Meeting with tight deadlines by
utilizing its large workforce
● Providing fully integrated
facilities related to testing.
Comprehensive Range of Testing
Type and Services
Precise Testing Solution specializes
in numerous software testing types
that include software testing,
functional testing, compatibility
testing, white box testing,
functional automation testing,
testing, beta testing, configuration
testing, user acceptance testing,
selenium automation testing, and
A/B testing. The quality testing
service provider carters its
proficient testing services to diverse
verticals such as games testing,
business applications desktop and
mobile applications, banking &
insurance, travel, transportation,
and logistics.
The firm also delivers result-
oriented and cost-effective testing

Chetna Soni, Founder & CEO
services in many segments of
banking and insurance like retail
banking, investment banking,
mobile banking, corporate banking,
payment systems, banking CRM,
mutual funds, corporate banking,
credit cards, core banking, private
banking, insurance, and capital
markets. It helps in optimizing the
quality, performance, and
availability of the applications to
satisfy all the requirements of the
segments as well as deliver high-
quality products.
Completing Goals Timely With
Relevant Testing
With the increasing digital
channels, customers can look for
products easily and compare it with
others. Many organizations sell
similar products and services to
their competitors, but they want to
sell them more than any other firm
in the industry. The USP of an
organization defines how the firm is
exceptional from its other
10
competitors. Precise Testing
Solution’s USP is to hit the target
and achieve the goal. The software
testing company focuses on its
target and thinks about how to
achieve it. The USP for them is to
succeed in its goals and receive
gratitude for the services they
provide. For this year, Precise
Testing Solution will try to adopt
newer technologies, innovative
software testing practices, quality
assurance (QA) standards, R&D on
new technology, and improve team
capabilities. In addition to this, the
firm is looking forward to facing
new challenges with its advanced
services.
Administrating and Managing
Firm with Skills
Chetna Soni, Founder, and CEO
of Precise Testing Solution has
over 10 years of experience in the
industry and has earned numerous
skills that include agile
methodologies, mobile application,
Most
ATESTING
&
Advanced Companies of 2019
e-commerce, cloud computing,
outsourcing, and SCRUM. As the
CEO of Precise Testing Solution,
Chetna is leading the company with
her knowledge and experience as
well as managing its employees.
The most difficult part of her job,
she shares, is dealing with different
people from different skills sets and
behavior. However, she dexterously
leads her team by motivating them
and providing a common goal to
work on.
Enhancing the Organization’s
Progress and Efficiency
Employees are the valuable assets
of organizations and it is important
for employees to keep themselves
well informed with the latest
developments in the industry.
Employee’s dedication and
performance enhance organizations
growth and productivity. At Precise
Testing Solution, every worker has
been devoted to his/her work and is
ready to head-on any challenges. It
has 50+ professional software
testers who have worked at
companies such as UBS, Adobe,
McAfee, Amdocs, Accenture, TCS,
HCL Technologies, and Sapient to
name a few. The software testing
company’s expert teams utilize its
expertise, experience in their task,
and successfully deliver every
project with full passion and energy
at the right time.
21
 Experts’ Views
A rtificial Intelligence (AI) systems are
proliferating across industries, moving away
from the buzz to industrialised
implementations. Financial services, telecom, retail,
logistics, media are examples of industries where AI has
begun to be embedded into mainstream applications.
Examples like fraud detection and fraud management,
revenue assurance, rendering the right content through
search, already have AI built into it, without us realising
it.
However, as it gets more mature, and easier to
implement, and as industries get adventurous with trying
out newer use cases for AI implementations, there comes
the accompanying risks of releasing untested AI systems.
International businesses and regulators, whilst realising
the benefits, are also mindful of the potential risks &
unintended consequences.
24
Here are 5 risks one needs to worry about:
Technology Risks
The risks brought to fore by the diversity of platforms
(Google AI, Azure AI, IBM Watson or Amazon AI),
model marketplaces (Acumos, Kaggle amongst others),
and lack of wide scale expertise and knowledge of AI
technologies.
Data Risks
AI deals with data, and the ability to ’learn’ from
existing data. In most cases risks around data hinge
around, the integrity of the data, sufficiency of data to
train and possible biases in the available datasets. An
example could be deploying AI systems with poorly
trained samples (skewed data sets) or insufficiently
trained with possible real-world examples.
Regulatory Risks
Data in today’s day and age, needs to be carefully
managed and used for the right purposes. Data use
regulations (GDPR for example) – impose demands like
protection of privacy to usage within geographical
boundaries, which can also bring in its own set of risks
that need to be mitigated. Examples could be how
applications use AI is to make decisions in highly
regulated environments like Healthcare (diagnosis for
example) and Finance (investment decisions for
example) and its legal or regulatory impact, would need
to managed.
Model Behaviour Risks
When using pre-trained models, there are risks
associated with the appropriateness of the underlying
algorithms being used and its suitability to the business
context, the accuracy & precision of the predictions,
possible biases creeping into the model that need to be
mitigated. For example models pretrained on data from
particular country may provide wrong outcomes when
used in another country.
Privacy & Ethical Risks
In today’s world, there is an increasing fear that the
insights that systems provide should not be inherently
biased and thus wrongly influence the outcomes. An
example of privacy abuse is using faces of people who
have not consented to their images being used to train
facial recognition systems. Another example of violation
of ethics, is if racial or class bias creeps into the way the
algorithms work due to the skew in the training data.
At Last Mile, we believe that before deploying AI
systems, an effective test strategy that would encompass
and prioritize the impact of the above risks and tailor the
testing needs accordingly must be put in place.
25
 Prime Focus

Revolution
T H E Changing

26
The Canvas Of
ENTERTAINMENT
Industry
T echnology has played its part very well and the
world today is digitalized to an extent as never
before. Over the past couple of years, the digital
media industry has experienced unparalleled growth, and
studies predict promising double-digit growth of it.
Technology development has increased visual effects
(VFX) implementation in both big-budget films and
regional cinema. With cinema & television, video games,
and marketing embracing VFX technology, the market will
be transformed to a whole new level. The increasing
interest for VFX in the media and entertainment industry
combined with the usage of VFX strategies for cost pay by
financial specialists are the key driving variable of the
worldwide impacts of visual effects in the market. VFX
have transformed the media and entertainment industry
drastically over the past decades. Simply a comparison of
40 year old movie with the current one can prove this
drastic change.
Mostly, VFX were used in movies, but the present
television industry is also adapting to it to strengthen the
story and artistic vision and communicate the desired idea
to the audience. Due to the global consumers’ demands for
engaging high definition visual experiences, many
filmmakers are demanding high-quality productions with
engaging visual effects and realistic animations. Presently,
many studios are including more animation and VFX shots
into films to satisfy the filmmakers’ requests. In addition,
the demand for animation and VFX content to power
immersive experiences such as Augmented Reality and
Virtual Reality is growing exponentially. The rapid
advancement of technology has made animation and VFX
available to the masses, and this industry has become one of
the fastest growing segments in the global media and
entertainment market.
Escalating Competition in Global VFX Market
The global VFX market is developing at a rapid pace and
over the next few years, there is likely to be intense
competition among key players. The leading players on the
VFX market are making ardent efforts to improve the
products that are expected to ensure overall market growth
in the coming years.
Furthermore, innovations and technological advances in
this area are encouraging market growth. The key
companies engaged in the VFX market across the globe are
Red Giant Software, CoSA VFX, Animal Logic, Foundry
Visionmongers, Whiskytree, Weta Digital, FuseFX, Vision
Effects, Inc., Worldwide FX,
Zoic Studio, Method Studios, Blackmagic Fusion, Video
Copilot, Absolute Post, Eight VFX, and Genarts.
VFX Crafting a photorealistic CG Digital Character
The unspoken goal of the VFX industry has always been to
create a photorealistic CG Digital Character that is so
realistic that the audience cannot tell the difference between
the character of the CG and the real one.
Paul Walker in Furious 7 and Grand Moff Tarkin in Rouge
One were the best examples of a realistic CG character.
Furthermore, the director planned to make use of
photorealistic computer-generated characters, created using
new motion capture animation technologies. Hence, a
technically challenging scene was near the end of the film
when the computer-generated Neytiri held the live-action
Jake i.e. actor in human form, and attention was given to
the details of the shadows and reflected light between them.
Therefore, with the goal of creating more and more realistic
CG character, one can easily expect the upcoming 2019
films to have much better CG characters. In addition to this,
27
 Prime Focus
make-up artists will play a major role in addition to the
photorealistic CG technology.
Improving Tools and Techniques in Visual Effects
The modes and tools of creation are continuously evolving.
VFX training must play a major role in film industry
development. The development of new machines and soft
wares changes the way one would have edited earlier.
Before visual effects were not developed this smoothly, the
people working in the visual effects had to manipulate
scenes with different techniques. The news tools and
softwares are making editing easier for humans.
Furthermore, the motion control cameras are used when one
wants to replicate a camera motion for compositing, capture
high-speed activity and high frame rate that needs to be
exposed in slow motion through some added association.
With the increase in the digital environment and 3D sets, a
3D camera provides all the motion data that can be plugged
into a motion-controlled camera. Along with that, the
motion forbidden camera acts like a robot and works
according to the data it got starting the 3D camera.
Virtual Reality (VR) enters a new phase as nearly all of the
tech companies are mounting VR contents and strategy to
attract the audiences. Similarly, creating virtual places,
characters or things capture enables the viewer to
experience new things in a completely different world.
Furthermore, invisible effects are not as unseen that one
may imagine of it. However, there’s a very less likelihood
of viewers to observe it. With all undetectable effects, VFX
artists can now fix miniature continuance errors, set issues,
dress issue, and even the makeup.
Some of the Eye-catchy Movies utilizing VFX for
storytelling
Ant-Man and the Wasp
Visual effects for this film were created by various VFX
companies such as DNEG, Scanline VFX, Method Studios,
Luma Pictures, Lola VFX, Industrial Light & Magic, etc.
DNEG worked on over 500 shots, including the effects for
Ghost which was shared with the other vendors in the third
act chase sequence, and the final Ghost fight as Hank and
Janet are returning from the quantum realm. DNEG
ultimately created 130 unique environments for the chase.
First Man
To create the images that would be displayed on the LED
screens, Terragen, a scenery generation program, was used
in the First Man. Additionally, archival footage such as that
28
of an Apollo launch was used in a 70mm military stock that
had not been used before. These shots were then cleaned up
and extended on each side of the frame.
Avatar
Although this movie is old, but there is a great need to
mention this marvelous adventure, which has considerably
revolutionized the VFX to the brand new level. James
Cameron’s threw everything into this 2009 space epic. The
most advanced technology of its time, Cameron invented
his own techniques to bring the world of Pandora and its
blue-skinned inhabitants to the big screen.
Avatar was the first mainstream movie to combine both
photorealistic backgrounds and motion-captured characters.
It made the film an epic adventure that completely washed
the line between live-action and animation without taking
the audience out of the movie. It was also the first
production to use real-time animation to show live feedback
as what the mo-capped performers would like as their
virtual characters.
Conclusion
The VFX will soon rule the media and entertainment
industry. In the future, there can be the presence of virtual
reality for everyone as well as people can do anything in
that virtual world. Furthermore, it is little by little reducing
the border between reality and virtual world. The
transformation from reality to virtual will become a
milestone for humans. With more such VFX-rich content
being rolled out, not just movies but also other platforms
are utilizing it to reach the world audience. Therefore,
today’s media and entertainment industry is enhanced or
one can say overloaded with the amazing VFX technologies
that can bring almost anything to life.

Incorporating Cutting-Edge Technologies For Delivering Procient
Software Testing Services
I n the present technological world,
customer satisfaction is emerging
as a critical business function
responsible for driving organizations’
growth. This has resulted in
organizations adopting new trends and
emerging digital technologies to
increase the overall customers’
experience.
Quality Assurance (QA) plays a
significant role in this, helping
organizations deliver high-quality and
flawless products to consumers.
Leveraging latest software testing &
QA tools, SENLA with its top-notch
team of QA specialists delivers
trustworthy and efficient software
testing & QA services to enterprises
all over the world.
Initiated in 2012, SENLA is a
prominent software development and
consulting company, which offers
enterprise software development and
testing services to companies who
seek assistance of proven manual and
automated testing professionals. Its
development offices are based in
Belarus, Israel, Russia, Croatia, and
Lithuania. Till date, SENLA has
catered its multiple software testing
services across numerous industries
such as Banking and Financial
Services, Manufacturing and
Logistics, Healthcare and Insurance,
E-commerce.
Comprehensive Range of Testing
Services
SENLA offers multiple software
30
SENLA:
testing services that includes
functional testing, module testing,
system testing, acceptance testing,
cross-platform testing, integration
testing, usability testing, localization
testing, UI testing, performance
testing, security testing, configuration
testing, compatibility testing, and
mobile testing.
For this, its expert team relies on
Tried-and-True quality assurance
‘
We, at SENLA,
always strive for
upscale
implementation of IT
projects on time and
with maximum
economic efficiency.
‘ universities and groom top-notch
process with its 6-step plot: choosing
the right testing strategy, outlining
testing activities to be performed,
choosing the right tools, executing the
testing activity, delivering reports, and
providing test results and
recommendations.
The clients who hire SENLA for its
software testing services receive
benefits such as high quality work,
scope of implementing latest testing
softwares, completion of projects
within stipulated timeframe, advanced
level of transparency during the entire
testing process, a ceaseless
collaboration between SENLA’s
experts and clients’ teams, and
understandable and apparent project
results.
Making a Significant Difference in
the Industry Through its USP
A USP defines the key factor or
characteristic that sets a company
apart from its competitors. When it
comes to SENLA, the leading
software testing company’s USP is its
comprehensive range of offerings
based on expert opinions and rich
domain background.
What began as a small QA vendor
company is now recognized as one of
the QA market leaders having its own
QA School. Impressively, SENLA was
the first company to set up and
organize technical courses in four
engineers for the future.
Employees’ Leading Organizations
towards Growth and Success
The performance of an organization
depends on how earnestly and
efficiently its employees accomplish
their given tasks. Their technical
skills, knowledge acumen,
troubleshooting capabilities, and
outcome-oriented mindset make them
the backbone of the organization.
SENLA’s USP being its workforce
comprises of 200+ certified technical

Igor Danilov | Co-Founder
specialists with degrees in
programming, mathematics, physics,
and engineering. The certified
technical specialists are able to create
solid solutions that meet the
requirements of their customers’
demands and likewise deliver high
quality solutions to their clients. In
addition to this, SENLA’s annual
growth of staff and financial turnover
is 20% showing that its employees are
assisting in the QA & testing
company’s growth.
A Forward-Thinking Leader
Ensuring SENLA’s Rapid Growth
& Continued Success
Igor Danilov, the Co-Founder of
SENLA established the firm with a
mission to provide enterprises with the
most recent technologies and cutting-
edge development processes to ensure
that they enjoy benefits over the
competitors. As the Co-founder of
SENLA, Igor has his fair share of
responsibilities and challenges.
However, the most challenging part
about his job is to administrate a vast
10
team of professionals, work with
legacy technologies of the clients as
well as enhance the company’s growth
and revenue. Therefore, in order to
accomplish this, Igor along with his
fellow team is always trying to explain
the customers of how they can
optimize the development process to
reduce their financial investments and
time.
Igor’s passionate outlook and
impressive professional background
has ultimately contributed towards
SENLA’s market dominance. Under
his mentorship, the company has
accomplished prestigious
achievements. To name a few, SENLA
was verified as a TOP software
development supplier by Clutch.co,
Extract, ITFirms and DesignRush -
American IT research companies.
Facing the Future Head-On
Every fast-growing organization faces
a series of challenges. However,
recognizing and overcoming these
pitfalls beforehand is what truly preps
Most
ATESTING
&
Advanced Companies of 2019
up the company for the future in the
competitive marketplace. Being a
fastest growing company, SENLA
often faces the constant obstacle of
streamlining and automating multiple
business processes. Another factor that
puts it on high alert is the emerging
industry trends. To tackle these issues
head-on, SENLA’s expert team
frequently attends various effective
conferences and arranges internal and
external brainstorming sessions to
discuss issues and exchange
knowledge & ideas.
Upcoming Trends in the QA &
Testing Industry
SENLA’s team has witnessed few
emerging trends and technologies that
are bound to dominate the industry
this year. These upcoming QA &
Testing trends include early adoption
of digital technologies by businesses
and effective use of API, testing of the
internet of things (IoT), maximum
protection against cyberattacks, and
utilizing technologies such as
Blockchain, AI and machine learning.
Furthermore, Igor shares that the
demands for security professionals
will also increase; experts who will
precisely evaluate the functionality of
security systems and keep data safe
from hacking. Undoubtedly, these
technological trends will transform the
conventional QA methodology and
tools and take it to a completely new
level.
31
 Experts’ Views
How To Gain Control Of
SP RTS
DATA
N owadays you cannot read a magazine, or it
contains an article stipulating the importance of
(big) data. However, what does this mean in
concrete terms for a sports organisation to accommodate
this evolution?
Challenges in sports
Traditional sports participation is changing, and sports
organisations are faced with the challenge to keep the sport
attractive but also manageable as people shy away from
committing themselves to traditional leagues/tournaments
mostly due to changing lifestyles and increasing scarcity of
time of players and volunteers. Sports organisations need to
adapt to the fast-changing digital environment while
meeting the social demands of players. Significant
challenges are: How do I keep, increase, engage and
facilitate my members?
Even more important is that government bodies from many
grassroots sports do not control their “own” data. Local
representatives of the sport and their clubs increasingly
manage their own game by the use of external software
vendors that are not in “control” by the original owner of
the competition. The consequence is that these owners are
losing their added value because they don’t produce any
insights nor can manage and uphold their position as the
governing body. It is precisely by managing, evaluating,
distributing and commercialising relevant data that gains
32
insight to control present and future issues, also removing
the stigma of merely being a hub between the insurance
corporations and members of the sport.
Custom-made or ready-made solutions
Each sports organisations’ aim should be to streamline
processes and improve management tasks by Data. Quick,
accurate and continuous insight into data from and within
day-to-day-processes, will significantly enhance
management tasks in all layers within a sports organisation.
Data enables engagement with all the people that have an
interest or connection to the sport, being a player, coach,
fan or parent. So, it is without a doubt crucial that sports
organisations have ownership of accurate and updated data
to carry out useful insights that ideally drive a sport to
grow, broaden it’s fanbase and allowing to be self-
sustainable from a commerce point of view.
Gaining control of data is necessary. The difficulty that
arises from this insight is that large organisations invest
millions in custom-made software where most sports
organisations do not have the financial resources to build an
entirely new platform or “eco-system” of digital channels
such as websites, apps, narrowcasting and tv. Hence, the
reason that most persist in embracing sports software
vendors that control their data, while they alone benefit
from it by continually being a transaction between VC’s and
payment facilitators.

Putting data at the core of your design
These days, any club can have a responsive website online
using WordPress or other solution within the hour. The
equivalent applies for a variety of solutions that provides
online payment or registration. Instead of developing or
licensing a software solution that competes with this fast-
growing technologic evolution, sports organisers should
embrace it by allowing their stakeholders to use different
software solutions.
By looking at the essence of its’ organisation, defining
which data is most relevant and therefore a necessity to gain
control of, and which data may easily be mastered and
obtained from other vendors, sports organisations are able
to make much more efficient choices.
Knowing that data is obtained by input, not a list of
software features or functionalities, but integration and
communication options should determine the choice for
Jan van Eck
CEO & Co-founder
Sport Engineers
software selection or development. A decision for a
software solution should, therefore, be made upon an API-
model.
Competitions API
So what are APIs? An API (Application Programming
Interface) is essentially a gateway that allows software to
talk to other software – and also defines how that
conversation takes place.
Thanks to the use of an API an organisation can decide for
itself which data to disclose. A competitions API would be
the solution and will allow a high level of integration for
existing sports software. The API opens all management,
registration, informational and results-entry options, any
sport organisers would need for its stakeholders, even if
implementing and benefitting from a full platform might be
a step too far.
33
 Terralogic Solutions Inc.:
Transforming Businesses With Expert Enterprise-Grade Solutions
I n today’s digitally-infused times,
the success of the digital
transformation is heavily
dependent on the quality and security
of offerings. Every organization is at a
different place in the digital
transformation journey but the speed
has become a business imperative for
all. Companies have to ensure that
digital initiatives continue to translate
to increased agility and speed. In this
case, the advent of new technologies is
reshaping the traditional
transformation methods into fast and
effective ways. This versatile
modification is also encouraging
vigorous competition among service
providers, constantly extending the
quality bar higher. Consequently, the
terrific race of digital transformation
led to steep growth in QA and
validation needs.
With expertise in Agile and lean
processes to build solutions faster and
better, Terralogic Solutions Inc.
offers comprehensive product test and
verification solutions. It also integrates
and tests smart home devices in terms
of functionality and performance to
measure their capability to develop or
upgrade existing legacy devices to
smart devices. Terralogic develops and
enhances some of the best-in-class
frameworks, industry best practices,
tools, and methodologies for its
customers in a cost-effective fashion.
This expert advice on overall solutions
by Terralogics greatly helps its clients
to implement the next generation
digital experience.
34
Setting Clients’ Growth Journey
with Essential Quality Solutions
Terralogics product test and
verification services are highly
concentrated on improving clients’ end
products because the final output has
major importance in gaining customer
trust and building healthy relationships
with clients and partners. Terralogic
offers the following testing solutions
to cater to the market demands.
‘
At Terralogic,
we smartly set
client’s growth
journey with our
best-in-class
services and
methodologies.
‘ development and quality engineering
Ÿ Quality Assurance:
Using manual and automated
testing through harnessing Python,
Perl, TCI, Django, Go—Terralogic
provides performance and scale
testing, system-integration testing,
and white-box testing for clients.
Ÿ QTest Solutions:
Terralogic delivers application of
data analytics, AI/ML driven
solutions to control their Y-o-Y
Opex and Capex to help clients
draw inferences based on its
recommendations.
Ÿ Software Standard Rating:
Maturing and matured code base
require high quality and defect free
outputs. Terralogic utilizes open
source and custom solutions to
build strategies which assist clients
in enhancing the software quality,
thereby reducing the defects.
In addition to these key services, the
company delivers agile methods and
release management to further enable
clients to build intuitive solutions.
Focus on Futuristic Technologies
and Solutions
With the vision to expect excellence in
services, Terralogic is currently
focusing on IoT solutions for
consumers. It also offers enterprise-
grade solutions including software
in the embedded and application
world. As every device is hooked to
the internet, IoT Engineering has
become a crucial aspect in the present
world. Terralogic designs and develops
custom home automation solutions
with multiprotocol W/L (Zigbee,
rd
Zwave, BLE, WiFi) Hub (custom or 3
party) which can interface any small
device for smart home applications
and IoT home automation projects.
Considering the futuristic
technologies—AI/ML, Terralogic is

Renil Komitla | CEO
looking forward to extending the
investments of data-analytics to bring
in these technologies for various
verticals. Today, AI and Data Science
are many steps ahead to solve complex
problems related to analytics. Utilizing
these smart technologies, Terralogic
assists clients in making intelligent
datasets which can offer appropriate
answers to clients’ queries. The
application of data science modelling
to the bulk data of various
organizations enables the company to
nurture and transform it into useful
information. Terrarogic also develops
roadmaps for data science solutions to
build the right models which solve
their business needs and helps in
constant growth. Similarly, the
company offers different machine
learning algorithms, predictive
analysis, sentiment analysis, and
visualization options.
CEO’s Strategies and Support,
Uplifting Employee Dedication
An Engineering Management
professional with excellent skills in
10
Product Development, Quality, IT
Services & Technical Support
Operations—Renil Komitla is the
CEO of Terralogic. With strong
partnerships with industry leaders
across multiple segments, Renil and
his team at Terralogic are driving the
success wheel of the company.
According to Renil, anything that his
team does, it does it with speed and
perfection. The CEO and product
thinking management teams regularly
motivate and develop a feeling of
inspiration in their dedicated team
members.
Renil believes that the growth of a
company is specifically dependent on
the employees’ outputs. Without
excellence in employees, the company
is nothing. Thus, to keep his
outstanding employees motivated,
Renil offers recognition, incentives to
them which always help the employees
to be loyal and committed to
delivering successful contributions to
Terralogic. The enthusiastic team of
Terralogic strives to work with
flexibility and nimbleness while
Most
ATESTING
&
Advanced Companies of 2019
keeping the customers’ requirements
as the first priority using the right scale
metric-driven approach.
Eliminating Challenges to walk on a
Growth Trajectory
When it comes to challenges, Renil
asserts, “Most challenging part is
keeping pace with the constantly
changing industry trends.” Therefore,
with his years of expertise and
experience, Renil develops unique
strategies for Terralogic which
facilitates the company to be on a
growth trajectory. Likewise, the
company hires the right talent to fuel
its vision to transform clients’ systems
for better. To keep the pace with
changing industry requirements, and
find the best and compatible talent,
Terralogic continually invests in
campus-to-corporate, lateral hiring-
training, and up-skill programs and
also maintains a constant pipeline of
hiring and manages attrition.
Finally, while sharing the upcoming
trends in the QA & Testing Industry,
Renil explains, “The QA & Testing
Industry will witness the trends like
business process and workflow
automation, data analytics-driven
solutions to expedite resolution of
issues and reduce the long cycles for
go-to-market. Additionally, the metric-
driven simplified automated testing
and left shift strategy in taking quality
to the source of software development
will become the prime mover in the
sector.”
35
 Channel Marketing Insights
Find out how
MULTICHANNEL MARKETING
is evolved to
OMNICHANNEL
T he multiple device lifestyles have become a regular
occurrence for consumers who are living in the
dynamically changing digital age. This change has
brought enormous possibilities as well as functions and
with those of consumers’ expectations on the table.
Nowadays, it is very easy for consumers to use Amazon,
eBay, or other digital e-Commerce stores to buy products
from these portals and receive an exceptional experience.
However, most of these buyers do not know about the
precise work behind the curtains to provide these
capabilities from the e-Commerce companies.
Their proficiency has been enhanced in recent times and the
companies can efficiently forecast the position of customers
in the sales cycles. By utilizing this information, companies
can provide better offers and estimate its buyers’ behavior.
All this exercise comes under “omnichannel” experience,
which is a step forward in the marketing practices, and
accepted as the new way of practice.
Multichannel: The Start of a Consumer-Oriented Era
Since the beginning of marketing in the modern world,
consumers started to find companies by multiple channels.
Earlier accomplished by print, billboards and driven
physically, but nowadays it is attained through websites.
This provides vital information to the enterprises that the
consumers have many paths to reach. If a business does not
fulfill these multichannel requirements, then they are
creating a vast vacuum which will be filled by their rivals
and would lead to disaster for their businesses. In fact, the
digital transformation is providing more fuel to the
emergence of new platforms and devices every day.
36
Therefore, it is very important for companies to utilize
analytical data to understand customer behavior and their
favorite digital platforms. With this information, enterprises
can target frequently used multiple channels and become
more visible to the customers. If customers can find their
products or services, which they like, then they will build a
connection with those products, and ultimately will lead
them to become loyal to a specific brand.
The Age of Cross-Channel Marketing
Gaining customer loyalty is important to gain momentum
and growth in the business, but it is not as easy as it looks
like. Consumers of digital age expect more from e-
Commerce enterprises. They ask for more personalized web
experiences, specifically on mobile phones. Various reports
recently provided vital data of mobile users and conveyed
that the number of smartphone users is increasing year by
year and will continue to grow further in a significant way.
It also pinpoints that smartphone users are heavily
dependent on their devices and their perception is changing
about interaction, involvement, and business.
This makes consumers more aware of what they want and
how they want it. Most of the smartphone users expect
companies to provide their services through apps. These
users choose online platforms for shopping with the help of
the benchmarks set by them. Hence, a company should be
dependable when it comes to the company’s statement,
product information, pricing, and other facts, regardless of
consumer’s attitude towards them. This is where cross
channel marketing comes into the picture.
Cross channel marketing is a way to show a company’s
marketing consistency on every platform. The webpage of a
firm should appear same on different devices such as
desktop, laptop, mobile device, mobile app, in-store screen
and kiosks and it should be felt by consumers in a constant
manner and they should be able to distinguish it from other
companies.
Further, their shopping experience from mobile should be
accessible and start from where they left last time, even if
they switch to another device. The companies are trying
hard to give the next step awesome experience to the
consumers. There is a way to do that, which is
“omnichannel”.
Omnichannel: The Next Level of Marketing Strategy
It is evident that consumers leave behind their digital
footprint while browsing the internet. This analytical data
provides vital information to understand the customer, most
importantly, what ticks them and fulfills them. These
insights give an opportunity to communicate with
consumers on a more personal level by understanding their
wishes and requirements.
An omnichannel experience does not stop at providing a
consistent experience on all channels and it also
incorporates occurrences such as consumers starting their
journey on one device, leaving in the middle and later on
starting from where they left off the last time. The journey
does not end there. Taking a follow-up on their experience
during this process and taking suggestions on how to
improve its services gives organizations an upper hand in
customer satisfaction. Besides, companies can request
consumers to join their social media page, alluring them
with coupons and exciting offers which further makes more
impact on them. An omnichannel experience also shows the
choices left by the customer while shopping, which is
present in an online shopping cart. Utilizing that
information, an offer such as coupon, can be sent on that
product to attract customers for shopping.
Creating a Successful Omnichannel Experience
For businesses, a customer who utilizes a multi-channel is
always important than a single-channel user. Those who
shop online and in-store are more beneficial for businesses.
Hence, to gain from that group of customers, a company
needs proper structure as well as its departments must
coordinate effortlessly. On top of that, there are things that
need to be considered to create a successful omnichannel
experience.
Firstly, a business has to comprehend its consumers.
Businesses can gain more insights with involvement in
research, data gathering, and executing tests. Most
importantly, gathering analytical data and making sure to
take precise information and understand the customers will
assist in constructing a proper strategy which will attract the
buyers. The strategy should be based according to
customers’ expectations. Creating presence on various
social media platforms and posting about the product
offerings is also beneficial for the e-commerce
organizations. In today’s era, an uncomplicated return
policy has become an integral part of the omnichannel
experience. It is also important for businesses to have an
idea on the catalog, regardless of their expertise in the
industry. The CRM system will help individuals to track
and hold data, and assist to deliver unique customer service
experience.
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