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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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156
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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
To Present
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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

The Illusion of Value: Why AI Valuations May Be Detached from Reality

For a traded commodity like valuation, true value = market value. If you try to buy OpenAI at $1B, good luck finding anybody willing to sell it to you at that price, however much you can justify that it's only worth $1B. Market Value has meaning only until something is traded, after that "ticker is god", and market value estimation is academic exercise.

07 Nov 2025 10:30 Read comment

Why the Cheapest Software Estimate Often Costs Fintech Companies the Most

This is one of those things that have not changed in my 40 years of selling B2B technology across various industries including banking, financial services, and fintech. It's not that customers don't ask questions around "Detailed scope documentation", "expertise", and "dramatically lower estimates" but that they often lack the know-how required to evaluate the answers given by vendors. The problem is exacerbated by the fact that even the most solid vendor will not give guarantees on performance, timelines and other critical KPIs (because they can't - since these KPIs depend on too many variables that are outside the control of the vendor).

The one way I've come across to work around this problem is to appoint third party consulting firms to do the scoping, evaluate vendors' expertise and validate estimates given by vendors. But that's often a costly exercise and therefore restricted to large customers. We see the same problem going through rinse-repeat cycle among SMB customers. 

07 Nov 2025 10:05 Read comment

AI-native finance: Will your bank be left behind?

The Intelligence wave actually preceded the Mobility wave with the emergence of MINT and other PFM and MoMMA apps in ca. 2007. You've probably forgotten about it because it didn't do anything worth remembering. Whatever capability you're projecting for AI Native Finance was touted in the era of Big Data, Analytics, etc. Still traditional banks are standing tall and have grown by leaps and bounds in the last 20 years.

But even a broken clock is right twice a day, so anything is possible. I'll go out on a limb and predict that, if AI Native Finance does things like automatically moves deposits to higher yield accounts - instead of just recommending to customers to make the move - it might succeed where traditional PFM and MoMMA apps have failed for the last 20 years. Even then, banks have as much chance as leveraging the technology than nonbanks and fintechs, just after a few years and with several friction hotspots. 

05 Nov 2025 10:21 Read comment

See all 4733 comments by Ketharaman

Ketharaman writes about

  • artificial intelligence
  • security
  • payments
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  • people
  • retail banking
  • wholesale banking
  • cloud
  • devops
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  • cryptocurrency
  • markets
  • financial crime
  • covid-19
  • predictions

Ketharaman's opinion archive

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  • 2011 (9)
  • 2010 (1)
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