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Ketharaman Swaminathan

Founder and CEO
GTM360 Marketing Solutions
Member since
17 Apr 2009
Location
Pune
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18
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Followed by John Sims, Martha Boyle and 5 others you follow

Bio

As Founder and CEO, S. Ketharaman provides overall direction and leadership toward setting and achievement of GTM360's goals and objectives.

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Founder and CEO
GTM360 Marketing Solutions
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Latest opinions

Ketharaman Swaminathan

Rising Friction In Banking - Part 2

In Rising Friction In Banking - Part 1, we saw four friction hotspots in customer journeys and applications in banking. In this Part 2, we'll see four more. 5. Account Opening Audit I received a letter from the bank where I hold my Public Provident Fund account. For the uninitiated, in India, PPF is the pension component of social security. When I...

26 August 2025

Ketharaman Swaminathan

Rising Friction In Banking - Part 1

I once argued that Banks Will Never Catch Up With The Frictionless UX Of Fintechs. Since then, I've seen some improvements in the user experience of banking apps. My go-to Payment app now has a four digit PIN (down from six digits) Stock trading app keeps me logged in the whole day (instead of logging me out after five minutes of inactivity) Netb...

21 May 2025

Ketharaman Swaminathan

DeepSeek - Engineering Innovation Or Financial Jugglery?

When consumers are asked to pay for some product or service, they think twice about whether to consume it. There's a cognitive overhead in all decisions but the one involved in micropayments is acute because it's more mentally taxing to decide whether or not to spend, say, $0.10 to read an article than the $0.10 itself. Ergo, as Byrne Hobart notes ...

06 February 2025

See all 156 opinions by Ketharaman

Latest comments

Bank profits face $170bn hit from AI - McKinsey

MINT and other PFM / MoMMA apps have been giving these "Hey! Save $2,000-a-year by moving money" alerts for nearly 20 years, and still customers didn't bother to take action, as the $27T deposits in zero interest accounts stands testimony. Even the Bank Account Number Portability regulatory mandate didn't change the status quo significantly. On the other hand, when SVB and a couple of other banks went bust, it led to a flight of capital to the 0.01% interest accounts of JPMC, BofA, etc. 

Let's see if McKinsey's GTM driven by Loss Aversion Principle drives much change in consumer behavior now. IMO, if the new breed of AI Agent automatically moves deposits to higher yield accounts, it could achieve what traditional PFM and MoMMA apps failed to achieve in the last 20 years.

24 Oct 2025 11:18 Read comment

BoE issues warning over potential AI bubble

That there's AI Bubble is old news. That AI Bubble will burst is a no-brainer and repeat of all past bubbles. The only mystery left is when the AI Bubble will burst. Wish BoE had cracked that Holy Grail.  

09 Oct 2025 11:52 Read comment

UPI’s Free Ride: A Masterstroke - But Can It Last?

Oh, if you're referring to "free" part of UPI, then let me point out that UPI was NOT FREE at its inception in 2016. It became free only when Reg ZeroMDR came into effect from 1 Jan 2020.  

Having sold technology to banks for 40 years, I've a different view: If banks don't like something, they'll make sure that people will never perceive it as good and / or made free by government!!! But the point is moot in the current context since, as I said, when government mandated banks in India to support UPI, UPI was not free.  

In a capitalism, governments normally don't intervene in capping prices and enforcing price controls for products / services sold by private sector companies, ergo IMO more governments don't mandate that their respective A2A RTP should be FREE. Even in India, price control like Zero MDR on UPI is rare and restricted only to industries like banking which are majority owned by government. There are generally no caps on prices of food, housing, education, and other industries where government does not have a major ownership. 

08 Oct 2025 12:10 Read comment

See all 4730 comments by Ketharaman

Ketharaman writes about

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Ketharaman's opinion archive

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