AgTalk | Connecting businesses: NCR's Sundeep Kapur

NCR Corporation is a global technology company that offers a complete range of ATMs with specialized models that dispense customized information and non-cash items such as bill payments, tickets and coupons. Recently, NCR launched its revolutionary NCR SelfServ ATMs in India - which helps financial institutions reduce operating costs, improve customer service and increase revenue generation opportunities.

We at Adgully, caught up with Sundeep Kapur, Digital Evangelist, NCR Corporation, who has been with NCR for 22 years has always focused on three things: consumer behavior research, education for marketers and application of best practices in consumer engagement by leveraging technology to know a bit more about the company in today’s era.

Sundeep started his work in direct marketing in 1990 and the moved to email marketing in 1997 and has helped many brands become leaders in digital marketing. He has a wide experience of working with banks, retailers, airlines, sports, entertainment, and the hospitality industry which has given him an opportunity to interact with marketers around the world in different industries.

Headquartered in Mumbai, NCR India has service and support centers in over 260 locations, covering about 4500 contact points in India alone.  NCR India has a team of over 2600 professionals dedicated to bringing global solutions to the Indian market place, has played a significant role in revolutionizing the Automated Teller Machine (ATM) marketplace in India.

Adgully (AG): What do you believe in getting to the table in your 22 year Journey with NCR Corporation?

Sundeep Kapur (SK): What I bring to the company is the ability to share the information with consumers. Also we believe in giving the real best practices to the companies that have been doing social media and digital media from the last five years and essentially giving local businesses a very concrete three step plan to process. For me the fact is: consumers are the kings and the companies should understand this and thus indulging with their demands and then delivering is the best policy. I believe, Digital being such a powerful medium should be used effectively. 

AG: Give us a sense of the market/domain NCR is in?

SK: At the end of the day NCR connects with businesses which connect with consumers. NCR holds a strong position in ATMs market. Today ATM’s are all over whether it’s an Airline, restaurant, banks of course and so on; what we are doing is empowering these mediums to connect with consumers and thus enabling the consumers to indulge in an appropriate but convenience technology. Also with providing new and new technologies in the ATM market we are making are consumers strong and intelligent.

AG:  If we see NCR has a strong consumer base and is already wide-spread in the market. So, what are the key market areas for you?

SK: In the market that we are in; it is all digital and digital suddenly changes the equation. Many times we do not need an ATM. So as we enter new markets, we are giving the chance to our consumers to enter in a new technology. For example: we work with a movie company wherein the consumers buy tickets digitally and the tickets are sent on their mobile phones with exciting popcorn and coke combos. So such conveniences facilitate the consumers to come again and again. Hence we increase our consumer base with desired offering/technology. So for us every market is the key market, it simply depends upon how you use it.

AG: Extending the above asked question: what are the key market places for NCR in India and abroad that boosts up the growth and sales for the company?

SK: We have a significant investment in the Indian market. We give the best resources and technologies in that market but what we have also decided is to take the advantage of the intellectual property we collect from worldwide and share in this market. Indian market has a lot of potential with mobile.  We also try and cope up in the markets like: Brazil, Latin America, etc.

AG: With all the rumors and illusions of the year not being good enough for many markets and marketers seems a little reluctant in spending towards advertising and promotion with the current financial situation; So considering all that how does NCR stands at its position?

SK: Despite of whatever budget the company has, when it comes to advertising we have to make it relevant from consumer’s point of view. We are always focused towards making the consumers happy and interactive. We are actually making the brands cut down their marketing costs and provide the consumers a personalized experience and awareness and hence we evaluate ROI accordingly. | By Aanchal Kohli [aanchal@adgully.com]