IBM Helps Sun Direct TV in India Tune into their Customers

INDIA, Bangalore

IBM today announced that it has signed a major services deal to implement and manage Customer Relationship Management (CRM) related applications and services for Sun Direct TV (SDTV), part of Sun TV Group, based in Chennai, India. This multi-year deal includes end-to-end services, from strategy through implementation, and displaces Sun Microsystems, the incumbent provider.

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In April 2009, Sun Direct created history by launching the first ever High Definition (HD) broadcast on the Direct-to-Home platform in India. With over three million subscribers since its launch in December 2007, the company is poised to record rapid growth by adding more innovative features, services and channels in its offerings. To keep up with customer demand, SDTV plans to implement a CRM platform for 6 million subscribers with the goal of reaching 10 million subscribers by 2010. To accomplish this, SDTV needed a dynamic infrastructure that would mitigate risks, reduce cost and effectively manage service levels in tune with their expansion plans.

"As we continue our aggressive growth plans, we will rely on IBM to help us tackle key issues surrounding billing and customer relationship management, as well as develop ways to get better insights on customer behaviors," said Tony D'Silva, Chief Operating Officer, Sun Direct TV.

Under terms of the agreement IBM will build and maintain a dynamic infrastructure for SDTV that will leverage IBM Global Business Service's extensive experience in the DTH market. In addition to providing SDTV with application management services, IBM will help SDTV to expand its billing portfolio enabling them to efficiently handle rapid customer acquisition across India. The deal also includes IBM hardware and software including Power Systems, System x and Storage Systems.

"Our work to create a dynamic and scalable CRM platform will position SDTV to accelerate its market growth," said Avinash V. Joshi, Director - Communications Sector, IBM India and South Asia. "This solution will draw upon our media and entertainment industry expertise, realize breakthroughs in service delivery, reduce infrastructure costs, improve risk management and lay the foundation for future services."

  The agreement was signed in June 2009.

  About Sun Direct

Sun Direct is India's newest DTH Company. It uses the latest MPEG-4 based technology to increase broadcast capacity, and recently launched the first High Definition (HD) broadcast on DTH platform in India. For more information visit

  About IBM

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  For further information, please contact:

  Vibha Dutta
  Corporate Communications
  IBM India Pvt. Ltd.
  Email id:
  Phone no.: +91-9810819260

  Linda Hanson Hunt
  IBM Corporation
  Phone no.: 914-766-2015

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CONTACT: Vibha Dutta, Corporate Communications, IBM India Pvt. Ltd.,
+91-9810819260,; or Linda Hanson Hunt, IBM Corporation,