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Ketharaman Swaminathan

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

AI is not the real hurdle! Where fintech innovation truly gets stuck

@Viacheslav Kostin: Ah, that's easy: When your shoeshine boy gives you stock tips! 

13 mins Read comment

AI is not the real hurdle! Where fintech innovation truly gets stuck

LOL it has always been like this - in banking and every other industry.

Back in the days of dotcom boom, our ERP customers wanted Internet-enabled MRP. Now, MRP is such a heavy process that it takes many hours to run even from the enterprise network. It never ran via 2000-era 64Kbps dialup modem but we'd've lost the customer if we hadn't delivered "eMRP" module. 

As somebody said in a slightly different but still relevant context, "Anything can happen when the music stops, but as long as it’s playing, you gotta get up and dance."! 

2 hours Read comment

The Fintech Paradox: Success Means Becoming Invisible

LOL woz a time when Fintechs threatened to relegate Banks to "Dumb Pipes". I'm tickled no end to hear that Fintechs now think they need to become Dumb Pipes to survive. How the Wannabe Mighty Disruptors Fintechs have fallen - er, made such a huge U-turn. 

2 hours Read comment

See all 4714 comments by Ketharaman

Ketharaman writes about

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Ketharaman's opinion archive

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