IT looks to up interactive share in revenue mix

BENGALURU: Technology services companies such as Tata Consultancy Services (TCS), Cognizant and WiproNSE 0.37 % are taking different paths to succeed in the interactive business focused on advertising and marketing, an area in which they have had little previous experience.

The interactive business requires more design as well as user interaction and experience building to hook end customers to a digital product or make a digital experience more enjoyable. In the absence of such skills in-house, IT companies have made a slew of acquisitions.