Baseline Protocol Baseline Show - India, 15 Jan 2022

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From YouTube: Baseline Show - India :: Saturday 15th Jan :: 6 PM IST

Description

The official office hours of the Baseline Community in India. We invite speakers and community members from across industries and discuss various use cases and opportunities to use Baseline Protocol.

A

Hello, baseliners hi- this is samrat. Here I bring to you the baseline show in india every saturday at 6 pm. uh So let's get started with our baseline song.

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Getting you accustomed to it.

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Welcome guys, uh so today we have uh shandar gupta with us uh he's a he is uh at 20 he's experienced 22 years in the technology space and he's probably one of the most difficult to guest to to most difficult to get guests on on the baseline. Show. I've been uh we've been trying to coordinate time since about two months now, so thank you, shiranda for making time for today's baseline show uh before we get started. I would like to invite people to follow us on twitter.

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We are also on baseline, hyphen protocol.org, that's our home! That's where baseline lives come to baseline protocol website and you will find a get involved. Section you'll find all our handles there. Our youtube our slack get involved in the slack community. You'll get answers to all your questions you may have about baselining also go to github.

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Everything is freely available. Even the standard is really available for you to download and read and do not forget to subscribe to our channel. We keep making uh announcements via our channel, which is baseline protocol on youtube. uh Do like this video! uh If you like our conversation with that, um I start off today's discussion. Data is an off-balance sheet asset. This is something which we've been discussing over many many many many weeks today is our 25th episode. So this is also our silver jubilee episode for me, baseline show in india.

A

Of course, john walpert has been running. This show forever in the u.s timing, and thank you so much mark you've been you've been present on most of my episodes, of course, uh so thank you. You're, like the veteran of the baseline show in india,.

A

uh Thanks so so, with that we move on to today's discussion uh so schelinder, why don't you tell us a little more about your experience and and chalendar? Is the global head of data and analytics uh bi and big data at apollo tires? The polo tires is a listed entity in india and it's worth about what two and a half billion dollars. That's.

B

A

Awesome uh perfect so sheldon off to you. uh Let's, let's hear from you what you do and what your experiences have been with uh data.

C

So thanks, uh first of all for inviting me here so, as you mentioned around 22 years in the industry, and I got some good opportunities to work in some of the three uh you know interesting domains, uh logistics, media and now uh manufacturing so and out of three. If you are so, media was really interesting to work with and as you mentioned, the data being you know and a set uh and off uh balance sheet is that that very aptly fits there.

C

All you have is the data and those effects, so that had been my experience, primarily in all these 22 years.

A

D

A

Your your most interesting experience was also when we met when you were working in the media industry exactly.

C

A

Kudos to that, has it been what like four or five years more than that.

C

Must be seven or eight years now, I've uh yeah so must be seven years.

A

Awesome awesome that was an interesting time, um so so how do we so for for somebody? So what we do generally challenging on the show is that we start talking about one industry and uh the audience is is varied. You know it's from various industries, etc, but the whole idea is to make people aware about one particular industry so that they know about dynamics. You know how it goes in that particular industry. Can you can pick up logistics or you can pick up media and pick up manufacturing?

A

You know the kind of work that you're currently doing. I also know that you were part of a large project. Large project, which was migration of your core erp right, is that right, yeah.

C

So going on yeah.

A

So you can pick up that and- and you know take into the show into the format of the show you can talk about the industry and then various data silos and also multi-party workflows. You know that's what we try to find opportunities for baselining in different industries.

C

Yeah, so thanks for giving the choice, in fact, manufacturing and media both are very, very interesting industries. They have their own challenges and when it comes to data silos, um the only difference is that eleven years I've worked in uh media. So probably I can speak more about that three years been in manufacturing, so I'm still discovering some of the nuts and bolts and every day is a new discovery, but last.

B

C

Were very interesting when it comes to media and the interesting thing about media is nowadays it touches our life. You know gone are those days of the cable media you used to watch tv and, as an indian audience, sundays used to be special with the family, but otherwise, now, with the ott platforms with the netflix and the hot stars, the things have changed changed. A lot has gone personal yeah.

D

C

To data silos, um media industry definitely has a lot of data silos. I would say what I have seen right from the production to um to the licensing of the content and then to the broadcasting of the content.

C

These are some of the challenges we were trying to solve in my last company. uh What we call as a big data problem.

E

It was a massive.

C

Data coming from nielsen, coming from social media with all these uh platforms now or advertising of the media happens through these platforms and what they want to do. They want to tie the advertisement of their media with the the original media. So if I want to promote a particular movie or a series, I create a lot of promotions and then the promoters have the rights to create a content as they want to promote.

C

D

C

Has produced a particular media and star wants to promote or discovery or amazon prime want to promote. They can pick a part of that media and do the promotions depending.

D

C

Course, the rights and the deals right at the end of the day, what they want to know that you know whether those promotions have gone well, who has watched? Who are my audience? Who will really watch the media and the challenge is there is no primary id in all these things, so tying is just based on the name and the name changes depending on who's, promoting and who's consuming the media.

C

So remember, this was one of the projects that we took where they wanted us to give us an roi on the promotions.

C

So again the big data and the ml came in handy. We had to apply some fuzzy.

E

C

To join the names of the movies or the series, and it becomes even more complicated in the series because they have the episodes, episodes one two three and then um using that fuzzy logic. We could, you know, build uh up to around 90 of the accuracy in finding the asset which was promoted on amazon, prime or netflix, or you know hulu.

C

So they are definitely silos of data. I would say in in the media industry.

A

Awesome awesome and yeah. This does sound like a very complex problem to to have and when you said, multiple data sources. So can you define for the audience what those data sources look like.

C

Yeah sure so media has, as I mentioned, has gone digital completely digital right after the production when it's transferred to the content providers, it's no more on the tapes, so it's all transferred over the high speed lines. Yeah.

E

C

From the content providers they license this media to some intermediary channel or you know if they want to showcase on their own. Now, when they transfer the media, the media has no asset id universal asset id. You sell a movie to me uh born identity and then I'm selling it as a born identity. But there is no idea on that.

C

I promote that media on amazon, prime or netflix or anywhere else again. There is no id on that, so everything is working based on the name and every time it you know, exchanges, there's a handshake. I create my own id, even if in the licensing agreement you have created your id, I'm not sure. If those ids are, I have not seen being used in the consumption systems, so there was a consortium called as eider enterprise digital id uh registry.

C

So this consortium was now you know being promoted by some 30 to 40 media companies that let's build a unique id for those uh those assets going down to the levels of the ads and even every uh sub content.

C

So we talk about uh every promo of the media or many times the media is dubbed or the media is edited depending on the rating of that particular country.

D

C

So uh that was going well but again universally it's not uh or not had been a problem solver for the media, okay,.

D

And when it comes.

C

To ads a very old consortium, is there called as ad id, which was also incorporated by nielsen, and you know some of the systems, but again it's not universally accepted or universally used in the systems.

C

So every time the media changes the hands and media is one thing which is completely digital: it's not physical entity, so you can anytime cut it. You can you know edit it you can have so many versions of it. I mean today. If you watch one particular movie on amazon, there are at least 10 dubbed versions. On the you know, indian languages.

D

Right this goes.

C

Worldwide, so there are so many edited versions of that media and managing all those versions. I can manage in my own system, but when I have to report all those things back to my uh you know: content provider.

C

It is very challenging for the media companies to report all those royalties, and so many applications have been built to correctly report the royalty, but the whole logic and understanding of royalty is extremely complex where there are dedicated teams of the legal systems within the companies to to calculate those rights, and I mean it's.

B

Very challenging.

C

For the systems to interpret and give the right results for the media, royalties.

A

I see I see now that reminds me of a product called tree trunk which is being built for nft royalties, and you know what, if mark, what? If we we could convert media into nfts and and give out to those those brands.

E

Oh, it's already.

A

E

It is already happening, I mean you have uh quite a few of the large media. Companies are starting to um uh set up their own uh content studios, uh as well as putting together to include teams uh where they're going to be doing uh nft drops uh at various times, uh and a lot of this is co-branded with um you know, either a current tv show or a uh you know, or a online persona or personality or stuff um fox entertainment has just uh uh announced.

E

uh Well, this past fall that they're committing 100 billion dollar investment into uh their entire nft uh ecosystem, and so it's um um it's not just something that there's gonna be a fad. I mean it's it's something to where people are actually going to really embrace a lot of this new paradigm, because the one thing that it does is, if you're an artist um you can, you know, issue your own nfts and then you can actually promote your own work.

E

You're, not relying upon a an advertising agency or a recording studio, to generate your reach and, of course,.

D

E

Large chunk of of the revenue that your work brings in, and so um this really um is issuing, you know an entirely new. You know mode of mode of distribution for or for artists.

E

So, and you know, you're gonna have marketplaces that are gonna emerge that are going to. You know, help promote all this. You know whether it could be kind of like a uh a collective or a consortium of similar artists.

E

You know promoting uh their particular work there and stuff and they get to keep the profits, and you know the one thing about you know: nfts is the artist and realized revenue uh by every time that a piece of art changes hands.

E

So every time it's subsequently sold, the artist still gets a uh it's a royalty for that. So.

D

E

Technology, blockchain technology is the only one that can provide that because you know by tokenizing, you know an asset, you give it singularity and you give it permanence, and so you know that you are the only one uh that can actually hold that that token and it's the only one in existence and it can be exchanged for value with whatever the marketplace would would dictate.

A

Yeah absolutely absolutely, and thank you so much for that primer. um So and now, let's move on to the next section, which is uh where we just where we talk to you about baselining. So of course you know as as baselining goes, uh it's the it's a con secure protocol for achieving constant state of synchronization between systems. um We we are.

A

We have been discussing over a period of these six months that we've done baseline, shows in india, or you know the one and a half years, approximately two years now, which has been put behind uh baselining. So I think we've discussed tons of use cases for synchronizing uh systems between you know, especially for supporting uh multi-party workflows.

A

So so, what's your take on on baselining and do you think it has value.

C

So very interesting, um you know concept this whole baselining thing is I've been thinking about it and if, um if I have to speak, probably I can speak a ton of the use cases about it, how it can solve the problems. In fact, in the media itself, you asked about the multi-party system.

D

Yeah, this is one.

C

Of the you know, best use cases that you can solve, with baseline or even before, the multi-party system. If you see uh whenever a company starts or whenever a new business starts, or even with existing businesses, one of the biggest challenges managing the master data.

C

Any anytime, you start a new software, a new database or new erp. The first thing what you do is fill up your master data. I want to know my customers, my suppliers, my employees and my assets right. This whole master data. If I look, uh you know around the globe, the master data has really come as a common master data system that we can build or whatever you are selling or I'm buying.

C

Half of the word is doing the same thing. If I am your vendor, I vendor, to probably you know, 100 other companies. If I'm your consumer, I'm consumer to probably 100 other companies, I mean uh whenever I go to a bank and register myself, I have to fill in all the details. There are still physical forms that I have to fill in.

C

Thankfully, today we have uh this adhaar system. I can just put my number and I get an odp and verify my details. I don't fill up. You know all the details. Many times yeah.

D

C

Similarly, if you talk about the master data globally, if you can put the similar system in baseline and you share that master data with everybody, people don't have to again again fill up that master data.

C

I'm not an expert on this, but uh ariba was one of the systems which was built on this premise where they said we will build an exchange of the vendors which was later on procured by you know, sap hana,.

C

If you talk about uh getting the credit uh details of a customer, you can today go and talk to dnb. So then that's it will authenticate those details to you. Yeah.

B

And these are very proprietary.

C

Systems and a lot of risk factors are there in these, but if I put my master data and of course up to the condition of you know the privacy, it's not that it is open mark was giving an example of a token. Similarly, I can have a tokenization and then, if I authorize a token the way it happens in crypto, then the person is allowed to use the market, otherwise it's safe and secure.

C

B

C

I mean, I would say this is the base of baseline okay, you put your master data in the baseline, and this is the first thing that you can start up with um any kind of material and yeah a lot of people. A lot of organizations are doing it today. If you have to do business in europe, then you need to have an hsn code or en number as authorized by your european commission right right.

D

C

Requirements of master data- they are not new, but then these systems can really help us in managing that entire thing globally, not just which is country, specific or system, specific or organization specific, but the hsn codes, the material master or the people master. Those systems can be done in this kind of thing, baseline and.

A

Secure, that's a yeah! No, that's! Oh absolutely. I think security uh and privacy, something which is and that's why we're using zero knowledge proofs, but I think you, you brought up a very important point. You know the base of baseline, which is uh you know how do we? How do we take care of master data and can baselining be used in keeping master data in sync, I think I think that's a very powerful ability to have for systems you know, especially for multi-party workflows and, and then there is com added complexity.

A

When you go across currencies and you go across borders across time zones etc. How do you make sure your suppliers are legit, their compliances comply to yours, etc? So I think I think uh you hit it on the head schelinder, with with that statement um so, and tell us a little more about you know from it can be from your media experience or it can be more from your manufacturing experience. But you know: where do you see?

A

Where do you see data silos or where do you see such naughty word party workflows, which are sharing more than more data than really required for updating status? To you? Do you see opportunities like that.

C

It's everywhere, I would see.

A

B

C

Single system cannot be used on the whole company, so of course, there is a whole uh ms softwares, which are used even if you have the best of the erp. It does not fulfill all your requirements and when it comes to manufacturing it's very complex process. You need the manufacturing systems, you need um scada systems, then you need the logistics systems and even the crm and all and then sometimes you have to integrate these systems.

C

B

C

That I have seen is whenever you integrate a system, these systems always want to copy the data. They don't want to use, something which is centralized. They always try to create their own copy of the data, so a system like a baseline can come as a very good integration hub.

C

In fact, recently we were working on. In fact, we are working on building a global data lake for our complete silos of data, which is this either in the factories or in the supply chain.

C

The moment we talk about integrating all these systems- or you know, building a data lake uh first thing that you look for is a good tool to integrate okay and then every tool again, you'll have to customize uh all those apis and the sources of the data, the destination of the data, but if or in in baseline. In fact, some of the big companies have already joined the hands uh either.

C

Now even sap has come just one. Otherwise, you know consumer of the data.

C

If these companies come to an agreement that these are our protocols- or these are the apis standard things that we use the whole.

B

C

Of integration can become extremely easy and we can eliminate the data silos. This.

D

C

Why see baseline so.

D

C

Talk about the multi-party systems, you talk about the supply chain, the I mean again, I would say the base of these softwares or these companies. It can be transferred to a centralized system.

D

C

You can just use the apis and consume it from the hub. What you can keep- or, of course you will keep, is the transactions of you know the systems, so the customers are common. The suppliers are common, but your transactions are your transactions. They are unique.

C

So in your system you focus on the building transaction and consuming the transaction rather than focusing on cleaning the metadata or you know you have to worry about. If the gst is there. If in europe, the vat is there or if my taxation is properly done or not, is it the recent address of the customer? Who is the current contact of the customer right? If one sales person leaves now, this company has to inform everybody, they are working with hey. This is my new sales person.

C

This is my new employee, but then, if you update that master data somewhere, everybody.

D

C

Just go and consume it and you focus on the transaction part of that copying of the data. You can eliminate the data silos to a great great extent.

A

Excellent, no, I think uh john walpole has covered covered this multiple times when he says that we should be creating a global phone book and that's what he calls, and this is like a global phone book and and that should be the first thing we should be chasing within baseline.

A

uh There are tons and by the way this is for the community, there are tons of grants which were dispersed in the previous year and now we are again um going around with the tin cup collecting more money from the sponsors, and we will be having more grants coming up for the for the for the present year as well. So uh please look forward to our announcements on the grants and do participate in the community projects and- and you could build up the global global phone book that.

D

Has not been built.

A

Yet um awesome and and since shelinda you touched upon uh upon sap being coming on, you know that was like a very very high moment for all of us in ea community projects and the baseline community uh project uh and and the baseline community, that you know somebody like sap. Of course they have been contributing since almost the beginning, but uh now they officially come as sponsors and- and you know, one of our uh contributing companies.

A

One of our community members, which is unibright they've, been they've, been uh you know they came up with base ledger um a few days back. I think it was just announced in november or if I'm, if I'm not wrong, then uh they had come out. Was it.

E

September yeah.

A

September base ledger, but when was the when was the sap connector launched.

E

Now that, uh yes, that was that was much more recently. Yes,.

A

Yeah, no, I think that was also september, so I just opened up the article and it says 23rd september: maybe they announced okay, so time flies in baseline in baseline world, really, I'm so sorry guys but yeah. Definitely so they're doing a fantastic job on two fronts: one they launched base ledger, which was which is capable of storing zero knowledge proofs and hence it is the best way to do baselining right now uh and the second thing which they did was, which is launching that connector with sap.

A

So you know they're giving you a way also to start baselining uh as as soon as possible, see challenger the the biggest uh benefit which I see personally sitting um and talking to multiple leaders and multiple, like yourself in multiple industries, the biggest benefit that I see is you know what david and goliath gave up big company talking to a small company which was not the case earlier. You know, if you had to you, know if you're the.

C

Coca-Cola of.

A

The world or, let's say the apologize of the world, and you have 10 000 vendors. uh You have to have certain. uh You know your vendors have to be at a certain level of it maturity only to start transacting with your systems right, whereas with baseline in this paradigm. You know anybody, even managing their inventory on a google sheet could start transacting with you.

A

So that's the so that's the kind of power which designing is bringing in um and with with this con circle uh and ubt, which is the con ubc connector uh kind of services. That's like that's like baselining as a service, so so so I think uh I think this is this. Is these are fantastic developments which are happening? Yes back to you, you were talking talking about data silos. Yes,.

C

We gave some very good examples. uh You know the integration and all, and uh one thing that you very rightly mentioned about uh the the.

E

Ledger that.

C

You spoke about okay, um a lot of people, I believe, are still considering this whole baseline thing is just another currency kind of thing which is so popular in the minds, especially the government.

C

But then, if I look at the baseline, I think it brings some of the best technologies for us to use one thing that people should understand what we are bringing here is um very nice word what I read on your uh one of the use cases immutable transactions, so that is the most powerful thing that you guys or this whole baseline thing is spending.

C

We are still living in this world where you know people can go and.

C

Lose some rant.

D

C

A

C

We are still working on those databases where uh somebody who has absolute power on the database can go and change whatever you you want. No logs will be maintained. We can override people, have seen the cases and then came the compliances like the sox compliance, and then governments warned that your system should be sox compliant.

D

C

But then, if you have something like an immutable transaction, there is no need to worry about all those things. There is no need to worry about um the audits. Failing the auditors. Can you know confidently say: yes, you have a mutable transaction database. I know so it's not something that I'm worried about missing transaction in in your bookkeeping.

C

So it's not just the master data. It's not just the integration, but even if you don't go for a centralized, you know database of baseline, even.

D

C

Pick up that extract of baseline and then you know implement it in your own uh company. The whole concept of immediate transaction is is wonderful. I think yeah.

D

You don't have to worry.

C

About you know the frauds happening inside the banks.

D

C

And again I keep saying this is a very good exchange. I mean at one point of time there were hundreds of bank and every bank wanted to talk to the other bank for all the transactions, then a payment gateway system and the payment gateway said guys, I'm a trusted party. So you talk to me I'll talk to the bank and then I'll.

B

C

So let me be a channel in a tunnel. The.

B

Same thing is here.

C

So you you talk about whether multi-party handshake. This baseline system is like a very sign of you, know the security you're, stamping.

E

It I guarantee you.

C

That, whatever I'm telling you this is authentic.

A

Awesome awesome, I think you, you touched upon multiple things, and then this is fantastic. uh One thing which I see you know when we come out with the baseline standard. Definitely uh software companies will be will be able to comply, will be able to uh adapt that standard and make their software capable of baselining.

A

uh And of course yes, there'll be auditors who will come and audit. uh You know the capability to baseline and, of course, once baseline is set uh data integrity or you know any so. I've been a tech responder in my past career uh and and when I used to do audits a lot of times.

A

There are audits required for making sure that all the data has been produced for the purpose of the audit, while the management makes all the efforts to give out all the data there are times when you know things just get missed out, either um at by will or by mistake.

A

So so a lot of times. You know even before statutory audits. Authors like myself, who understood systems had to be called in just to make sure all the data which is produced for the auditors is complete. So now, with with standards like baselining, I think it's just that need is going to get eliminated, so that saves cost and time um in statutory audits as well.

A

So yeah, that's also one of the use cases and we have a speaker lined up very, very, very soon, uh who's going to talk about gdpr and statutory audits and how baselining can help in in that particular area as well, so um and and- and one interesting thing you you touched upon- also- is sharing the how banks would want to use it. So, of course there is one on one side is the global phone book. I think they also want access to that, but, on the other side is risk data.

A

That's the biggest, that's the biggest use case, which I see I mean people change their entity names they create. You know they create meshes of you know they create a mesh of entities just to make sure that their financial stability information is hidden by from government from banks so and and then what if these entities are across borders so to to be able to share this data across borders is something which I see as a part very powerful use case uh for for banking.

C

Yeah, I'm not an expert again on banking, but how I see that data across the border is even slower today when you travel and if you have ever traveled and you hold a passport, your data has been shared across the border. Governments share the data right.

D

C

You go to the customs, they know who you are and where all you have traveled and and everything so right, it's already across the border. If you have used your visa or mastercard, they know everything about you. They know your transaction is true. Now the data as per the government guidelines can stay within a country. That's okay,.

D

But that doesn't.

C

Mean that your unique id is core- or you know your credit score is not reflecting in fact when I, uh you know, moved to states at one point of time. uh The first few months, I was feeling very frustrated that guys back in country. I have a credit store. You want again me, you know to build a credit score, and then you want to go.

A

Rather than exactly credit.

C

A

C

But then we don't know you yeah.

D

C

You're having a very good credit score and you may have the loans and everything but for.

D

C

You are a new entity, you are a new master leader.

D

C

Imagine if I have that thing coming through a baseline, that guy he is a global citizen or she is a global citizen. Yeah.

D

C

What uh his past history had been and he has assets back home, so it makes the life much easier for us as a global citizen, and not just you know, uh a local citizen so.

A

Absolutely banks.

C

This is, this: is a gold mine for banks.

A

Right so I was actually discussing with somebody at amex uh who's in the credit cards division exactly the same use case uh that that you could use uh baselining to baseline people's. uh You know just to resist checks. Don't do don't share actual data. Even if you want to do data residency, you want to protect uh people's privacy.

A

um Don't share data. Just do baselining, just check risk parameters start with a basic credit card, but at least don't say that this guy is new. I mean he was born what 35 years ago, right at least so so, uh and the second thing, which is you know now. Banks have started sharing data, at least within their entities. So let's say a city bank in india could share data with citibank in the u.s. That's that's something which is happening.

A

uh You know when I, when I traveled I, I was able to to uh to migrate or sort of port my port, my uh credit risk uh information, so uh so shelinder, you know, let's, let's also talk about a very interesting segment on my show, which I do, which is called, which is not called anything actually, but I I do call it million dollar question. uh Also. The gentleman that you see on the screen is they are worth. Billions mark is aware of the section.

A

Yeah mark you're, aware you're a wealthy section, something which I'm just going to show. uh Okay with another question there you go.

A

C

Shannon my question to you is.

A

um Oh, which screen is sharing.

C

I saw that I don't know if it's going global but.

A

Yeah, it is going global, so I'll just show slideshow here. So um can you see the slideshow.

D

A

Or, can you see my presenter screen.

C

uh I do see a slideshow and.

A

There's this yeah this this software is slightly weird because it does not show me. I have two monitors which one is it actually projecting anyway. So the question to you is, you know on one side you see, mr ambani was the epitome of making revenue and he wants to make uh make money on the ideas that he's working on today, whereas you see mr elon musk.

A

On the other side, the epitome of innovation, uh where you see this guy is obviously he ended up making a lot of money, but he did that with us with a vision, so he wanted to innovate first and then eventually make money. So so so, where do you see? uh You know the use cases that we discussed. Do you see any of these being part on mr money side just making money today, saving costs etc?

A

uh Making you know doing operationally good, whereas you know baselining giving rise to new business models on elon musk's side. So what do you feel.

C

So both it's not uh see, people will adopt it only when there is an roi and there is money involved.

B

Just technology.

C

So people may not just adopt anything uh when I look at uh on the finance side. Management always have one question guys: where can I save the money yeah? How can you you know, uh do the same thing or run a project you're telling me this will be done in a year. Can you do this in six months as.

B

C

You my first six months, goes in just setting up my master data cleaning, the data so from a businessman's perspective, and I I can't even you know, disclose with the numbers at how much we spend on our master data. It's a huge amount, managing the master data.

D

C

And for larger companies it could be even a significant cost in managing the master data. So from a business perspective you don't have to do that job.

C

Okay, if we have everything cooked up in a repository and all you have to do is consume.

C

Then it's a tremendous money, saving for me and not just money saving, but even the time to market can be reduced so.

B

C

If you want to launch okay, I want to launch a new service and build a new customer base.

C

So if I have to launch an online grocery system or geomod or yeah- and I already you know- have everything in somewhere global repository- I don't have to worry about building the master data of my customers.

C

My customers can just enter one number, whether it's a phone number or an email or whether it's you know.

E

C

That guys go and get my data and there you have it. You don't have to fill all those things. I.

B

C

Today, only so we requested something from the bank and then they still have somehow our old address, though we see it is updated, but somewhere in their record, it is old address and I don't know it never reached to us after a week. So if you have your master data correct, you don't have.

D

C

About this customer issues and complaints, if you talk about uh mr musk, then uh he anyway is a big believer of this whole crypto thing. At one point of time he could buy a tesla paying the cryptocurrency so he's anyway, the epitome of innovation- and uh I mean, of course he can think of better use cases than me. But uh you you never know tomorrow. If you know spacex is using this thing for something or whether.

D

He's using supply.

C

Chain using this at the back end right, so when it's a big.

A

C

A

C

Issue and the parts recall often becomes a nightmare that who supplied, who manufactured? Who did that.

D

C

By using immutable transactions, you can very accurately find out the whole chain of the of the supply, excellent.

A

C

I think that has.

A

Been something which is which our community has been teasing, a lot uh saying that spacex should start start baselining uh with their vendors, so mark uh mark you've been awfully quiet today I mean what do you? What do you think about the whole discussion and where is this? Where is this going uh and if you have any questions for schelinder.

E

No, I mean it's it's. It's actually, of course, you're catching me at uh very early uh morning.

B

E

By any chance of the imagination, so uh no- and I think it's it's uh excellent- to wear um to schlender's point to where you know you have these large process- environments that you know it's a significant part of the you know of an organization's operational cost just managing and reconciling- and uh um you know basically affecting uh you know these large uh bodies of data, and you know so much of the solution approach.

E

You know contemplates that you're gonna displace, you know a you know, no small part of the existing it architecture and you know, creates another. um You know a whole nother um avenue that you have to. You know account for uh because you know, then you go into vendor selection and you know what are the specifications you're going to need for whatever type of um hardware that you're going to you know install you know with baseline?

E

It bypasses all of that you're using your existing systems, and this is a way of showing that you are in a constant state of synchronization with all of your counterparties- and you know you can um you know kind of replicate certain process environments like this now, but a lot of these are batch. Updated sometimes nightly, sometimes you know every 48 hours just depending on the update cycle, and you know having that real-time data is, of course, you know really competitive instead of waiting uh waiting.

E

You know tomorrow to see if you're, if, if your data is correct, would you like to know right now so.

C

E

uh You know compelling use for uh baseline, but baseline. Also, uh you know, just by setting it up and stuff also includes a lot of the you know plumbing so that you can, then um you know, introduce you, know extra features and functionality. uh You know when it comes to tokenization and when it comes to digital identity.

E

um Identity has really gotten a lot of attention, especially right now within the online marketplaces, because you don't have these abandoned online shopping carts. You know, a lot of people will do some shopping and then you go to check out. Well then, the system wants you to log in again, and people are like. I don't remember my password, I don't know, and you know what I'm I'm just not not going to buy anything, and then they just close the window tab or something like that.

E

That's an abandoned online shopping cart, which creates a you know, of course lost sale, but also an inventory challenge, because if you're going to you know, go through, you know purchasing something in an online marketplace. In your shopping cart, you know they're going to allocate that they have something there to. You know sell to you and if you abandon the shopping cart well, we don't quite know so again you have an inventory component to that.

E

um No, I mean right right now, it's one of those where we're almost like at the dawn, um but we're starting to really. uh You know those of us that work. You know within the outreach and the enablement team, uh you really have to start doing a lot of listening to see. You know what is the general consensus? What are you know? What type of assumptions are people making and yeah? One of the big assumptions that I you know have been encountering quite a bit. Is there?

E

Is this reflexive um just tendency whenever you're going to do some type of new process or any type of transformation? You know no matter? How small is that you assume that oh we're going to have to uh really dig deep with this we're going to need to uh you know again uh display certain parts of the it architecture and that's just the thinking, and we have to really get ahead of that to say no, you already have what you need. This is a technique.

E

This is a set of tools and libraries yeah to allow that you can synchronize with your counterparts.

A

Absolutely and it's all open source.

E

And people are like this is too easy and we're like it's by design so uh and- and the biggest thing is- is that data reconciliation, which you know is around 40 of your operational costs.

E

um You know just trying to get the back and forth to make sure that there's, you know out of sync data and you're, going to have certain industries that have very very robust data privacy requirements so where people cannot uh share data. You know. Health care, of course, is is the big one on there and um you know, as far as you know, trying to get everybody synced up.

E

You know that that you know if an invoice matches a bill, uh you know there can be back and forth several passes until whatever document you have in front of you is. Finally your you are matched up with your counterpart. um You know, and it's one of those like yeah.

E

They have to be so stringent as far as safeguarding that data, just because of the compliance aspect, so baseline, you know, allows through zero knowledge that you preserve all of the tenants of the data privacy uh framework, and um you know you can then go ahead and start realizing real value. um You know, knowing that you know the data is synced up.

A

Yeah so challenger from your practical experience, you know the small great points actually and you know just just sort of building upon what mark just finished off. uh uh If you within your organization, present or past any time carried out any uh reviews on you know what are your costs for managing out of sync data or doing reconciliations, which were which could be eliminated stuff like that.

C

We have excuse me yeah, so that's where uh I keep going back to the master data and that's where companies implement that's where we are implementing master data.

D

C

So the cost of that data is huge and not just bad data, but then um sometimes we have to also manage the master data for the end consumer.

C

So what we work with are we work with a lot of resellers dealers, but then there's a consumer who's buying our products and using in their vehicles right and uh managing that actual consumer and the data of that consumer. It's it's a big task.

C

When people fill in this data many times, they don't understand that how this data will be used, so they just you they just fill in this data, for the purpose of you know completing a form yeah.

D

C

Year when we did the data cleaning and when we looked at the radar at some places, you know the pin codes are just five times. Nine. The mobile numbers are the pin codes, and uh so there are so many ways people can think of.

D

Innovative waves.

B

C

If you put, you know, checks and balances, but then until unless you don't have a good master data system or an api system, people will always bypass, and then what happens that, even if you put this checks and balances on a home system many times you go to the small vendors or some other companies who can do an easy job for you to collect this data. The market is such agencies. If you talk about.

D

C

So they will create their own product categories, their own product names and when it comes to us for us to analyze, this data is huge.

D

C

I very you know clearly recall: in my early years we were working with logistics and warehousing, so we transferred their existing warehouses and there was no system. It was all accent based now in excel. uh It's a beautiful system because we give you 100 freedom, so you can do.

E

Whatever you want.

C

There are no checks and balances, no rules, nothing.

C

uh So when we took on the system and then we entered and then later on, when we reconciled the whole inventory, there was a shortage of uh you know many many crs many many crows.

A

Tens of millions of.

C

Rupees back in 2000, you can imagine and it became a huge escalation. Where is inventory? Where is the money I mean uh guys? You have the ownership and then we spent a month with a client only including the master data. That's all we did so if a part number is there sometimes the same part number ends with equal to sign. Sometimes sometimes it ends with minus. Depending on how the data you know, entry person has interpreted that particular thing.

C

D

C

Term says you have to enter 11 character, the 11th character. I can't interpret let's put something else, but let's do that.

D

C

That's the cost of the master data. We were in the words of losing the business. Just because guys you have uh done something with my inventory and it's a costly inventory.

D

C

So and today, if you talk about, if you're uh I mean I'm a customer, as I give you the example of a bank, I'm not happy with the bank guys here is something that I asked a week back.

D

C

And so many examples uh like my car to the servicing company and then yeah.

D

C

Not updated my address so when they send me the bill, I said guys, uh don't send the car to my old address. You have to send it.

B

D

C

Now the servicing is done. We can update the address only when we open a job card. It's a very interesting.

D

A

C

Right so again, I was very happy with the service, but this one thing puts me on.

D

A

Guys, right tomorrow.

C

If at 5 pm, you send me a car, you send my car to somewhere else to my old address, which is in india, yeah.

D

C

One day getting my car right.

D

Right and these are.

C

Small examples: when you talk about at a larger level to the companies, the cost of bad data is huge. It's huge, especially when it comes to serving a consumer warranty.

D

C

D

Don't have the.

C

Data right, getting a warranty claim to the customer, becomes a nightmare for the customer, not.

B

C

You will keep rejecting it because you don't have it when he purchased. What is the warranty time and it can be huge if you don't have your master data right.

A

Interesting, can you dig a little deeper on the warranty claim use case? What really goes wrong.

C

Many cases you see when it comes to the warranty claims. If you have a product installed in your home, it doesn't go through, wear and tear, but imagine a tire going through.

B

C

This is something in your car, which goes through a lot of a thing. Everything on the road.

A

Is literally a saying which is when rubber hits the road.

C

A

Exactly it hits the road all the time, yeah.

C

So managing a primary, uh you know serial number on the tire setup, so companies have done a lot.

B

C

Research on this and a lot of companies are coming with innovative ways, so if the serial number is gone and especially if you talk about the commercial vehicles, the trucks where they are, you know the tire can rip or so. If the serial number is gone, there is no way that you can process a warranty claim. So how.

D

Do you do in these.

C

D

C

Is just one example, and then you know a tire can uh also exchange hands. I purchased it. I resold it and then I have 400 trucks. Maybe you know I used it. I installed it in one truck. I changed it to the other. Is it front.

B

C

Yeah, so that managing that whole chain from the front end itself is a hercules task.

D

C

Then we, you know: if you talk about selling these products in the u.s market, the requirements are very stringent. They want to know each and everything that in case anything goes wrong. Who's responsible, the consumer or you. If you are responsible, then uh what went wrong was this a manufacturing defect? Was it wearing here right? Please take it very seriously to enter into the us market and it goes back to the supply chain which plant it was manufactured. What time it was manufactured, you.

B

D

B

C

Used what were the conditions to improve the product quality? So it's not only the buck stops at warranty claim it.

D

C

R d department.

A

And I think, and I think the same kind of checks and balances could also be you know, baked in into systems which are taking care of the of the entire supply chain. You know, while the tire uh tile in this particular example, is moving across the supply chain. So, for example, there's a recall- I don't know recall in that particular patch, and you know the company realizes that you know tires need to be pulled back or there was some incident with uh a similar attire and they now realize that needs to be fixed.

A

Something like that. So so then, um at each stage, if we are I'm just hypothetically saying if at each stage we are able to synchronize uh the validity or the legitimacy of that product which is carrying out, which is which is passing my supplies and I could save a lot of cost, you know I could save a lot of costs in forward as well as reverse logistics.

A

C

Yeah cost is one thing see uh when I look at things like baseline or such cases. Why we do these things? The whole thing of business and the whole globe works on only one concept: trust.

A

Yeah there are so.

C

Many systems across the globe when you open a bank account there are hundreds of banks. You choose one bank, you trust! You establish a trust in that bank.

D

C

Similarly, when you talk about uh these kind of warranty, claims money is one part. The whole point is you have to establish a trust with the customer that guys we are listening. We are taking care.

D

C

It we are taking it seriously and we don't want this to be repeated.

A

C

Right, so that is the whole thing uh cost part fine companies can take. There have been so many recalls. If you talk about the recalls on the steerings, the recalls on the air bags vehicles on you know, so many things have happened so battery. If you talk about the whole phone recall, I of course don't want to name the brand, but then there are so many recalls which we have seen.

D

Yeah the whole.

C

Point is: can you do it right and that trust factor is something where you go back and do the root cause analysis? What went wrong? Who did it? Who tested it, who certified it right.

D

C

Where immutable transactions are the only way to solve that problem,.

A

Awesome awesome so uh very strong point to close the close. Today's show, which is a baselining, can help you establish trust and maintain trust with your customers. I think that's a pitch which I would like to give to a lot of my a lot of the sas company founders, which are which potentially should be watching my show.

A

So thank you so much uh shalindr for those amazing points and your time for today's show um and thank you so much mark once again for waking up so early in the morning and making it to today's show guys any final comments before we sign off.

E

Watch the space I mean this is going to be an incredible year for for baselining.

A

A

uh Thank you all the viewers who tuned in today and all of you who are watching it uh at some point in time do like and subscribe to this channel and do follow us on on twitter and once again go to baseline hyphen protocol.org for all our information about baselining and get started. 2022 is the year when baseline goes into production. Thank you so much. Everybody cheers thanks.