Manthan’s Maya: Assisting Executive Decision Making Through Voice Analytics

Abstract

The case describes the unfolding of the technological breakthrough, Maya, a voice assistant for business analytics and its unique capabilities of accentuating the decision-making abilities of business executives. Maya has transcended several levels in terms of maturity of the voice assistants by nearly impersonating an omniscient personal assistant and responding to any business query. However, it is struggling to reach the market because it has surpassed the cognitive threshold of the consumers in terms of technological advancement. Therefore, marketing such an advanced technology requires not only the effort to make a wide and targeted reach but also the ability to impart knowledge about the disruption that the technology is capable of among customers. Educating customers on how a conventional business process can be transformed by enabling Maya is one of the key marketing challenges that Manthan faces. Manthan is stuck at the intersection of continued innovation of high-technology products and improvising the marketing strategy for such an innovation. Though Maya has achieved several awards and accolades for its technological brilliance, Batra needs to make a conscious effort to resolve the dilemma between marketing and innovation.