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Ketharaman Swaminathan

Founder and CEO
GTM360 Marketing Solutions
Member since
17 Apr 2009
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Pune
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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

Google unveils Agent Payments Protocol to power AI commerce

@Steven Hatton:

Your OP says "every transaction". Every transaction under a Recurring Payments mandate is NOT authorized by the payor. Only the mandate is authorized upfront and only once. Recurring payments under the pre-approved mandate happen without any human intervention. 

While your questions about AI Agents are totally valid, I have a feeling that the Google protocol AP2 described in the original article works at the interface between the AI Agent and Merchant whereas your questions pertain to the interface between the human consumer and AI Agent. Accordingly, I think consumer's authorization of AI Agent to act on his / her behalf is outside the scope of AP2. But let's see what the author of the article says. 

21 hours Read comment

Google unveils Agent Payments Protocol to power AI commerce

@Steven Hatton: Hopefully verified and authenticated but probably not necessarily authorized. Where's the fun in using an autonomous AI Agent to automate workflow if it still requires manual intervention for every transaction? Even without AI Agent technology, recurring payments / standing orders / direct debits etc. have been happening for a long time without the human payor authorizing every payment. 

17 Sep 2025 11:32 Read comment

Beyond the Chatbot — GCP's AI Agents Are a Tectonic Shift for FinTech

The disconnect is not about AI's value propositions per se but about whom the value propositions accrue to. 

In your post, the value propositions were projected as consumer-centric, which didn't float my boat. In your comment about UWM, BC and SEB, your value propositions are supplier-centric, which I totally agree with. 

Let me take "portfolio rebalancing" as an example. 

There are three actors: Consumer / Investor, Supplier / Provider, and Portfolio. 

Even in the days of Covestor / Kaching without AI, the investor enjoyed the rebalancing feature / benefit. Even today, with AI, the investor enjoys the same rebalancing feature / benefit. I can't sense any sensational difference. 

However, in the past, the supplier probably relied on "Anonymous Indian" (then known as AI) to deliver the said feature whereas, now, the supplier relies on "Artificial Intelligence" (now known as AI) to do so. I can sense a sensational difference.

06 Sep 2025 14:29 Read comment

See all 4720 comments by Ketharaman

Ketharaman writes about

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Ketharaman's opinion archive

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