Infosys' Positioning: From Cheap Services To Globalized Business Technology

Infosys is seeking to move away from its image as a cheap Indian offshore service factory to that of a global business technology (BT) leader. The company is investing in measures to enhance its visibility and footprint across a wider group of client stakeholders and markets. The aim is to position Infosys as a prototype for successful companies in a globalized market environment. While Infosys can justifiably point to its ongoing business growth as a major success story, its corporate positioning suffers from inconsistencies in its underlying messaging. Furthermore, its product positioning continues to mainly focus on technology and cost-related benefits, which represents a disconnect with Infosys' corporate ambitions.