INTARTIC: Riding the IoT Wave to a Service Model

Intartic, an Indian mobile accessories manufacturer, was incorporated in 2015 by two ex-colleagues from Nokia who sought to explore the mobile phone accessory market in India, building initially on designs, parts and components imported from China. The case traces the evolution of Intartic and the various challenges it faces as it transitions from the mobile accessories business to the IoT-based safety wearables business. The case involves the study of technology management processes followed within the company and the imminent decision on the organizational and structural changes amid the changing business contexts and aspiration of the company. Starting by outlining the overall environment of the mobile accessories industry in India, the case introduces readers to the events leading to organizational change and transformation in ownership of assets by the corporate leadership. The case captures the transition of Intartic, from a commoditized mobile accessories manufacturer to a technologically challenging space of IoT-based safety wearables market. It also essays Intartic’s vision to segue into the service business of developing software IP for a connected ecosystem across wearables, connected homes and automobiles, along with the challenges that it is likely to face in its transition and its potential solutions. This transition provides scope for learning various aspects of organizational development such as building organizational and technology capability, creating processes, managing portfolio of varied product development projects, and also educates readers about the evolving investor ecosystem.

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