HomeResearch & Knowledgeback to HomeDigitalback to Research & KnowledgeThe journey to digitize tennis: Infosys (C), the futureback to Digital

Case Study

The journey to digitize tennis: Infosys (C), the future

By Carlos Cordon and Franck Calleeuw

7 pages

October 2023

Order this case study

Reference: IMD-7-2442

Infosys collaborated with the International Tennis Hall of Fame (ITHF) to create a metaverse-based digital twin, bridging tradition and innovation. The post-Covid drive for sustainability prompted Infosys to address carbon emissions by developing an ATP carbon tracker app, highlighting its environmental and societal commitment. Enhancing visibility, Infosys revamped content interaction, creating an AI-driven journalism platform that streamlines content sharing. Furthermore, the company augmented existing technologies to provide fans with immersive experiences through augmented reality (AR) and was exploring the potential of gaming as a means of fan engagement.

Learning Objective

Use of digital technologies to raise interest in and awareness and tracking of sustainability progress.
Understand how AI can be used to explore gaming possibilities for consumers.

Keywords

Business to Business, Digital Transformation, Disruption, Tennis, Analytics, Metaverse, Climate Action, Digital

Settings

World/global
Infosys, Information Technology, Information Technology Services, Business Management Services, Consultancy
2014-2023

Type

Field Research

Available Languages

English

Related material

Teaching note

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Keep reading

Podcast

Benefits by design: Novonesis CEO’s strategy for sustainable growth

Novonesis CEO Ester Baiget shares how advanced tech and a unique ‘library of strengths’ are transforming food production and laundry solutions globally.

Innovation Sustainability Technology Management

By Jean-François Manzoni

in I by IMD

Case Study

Kontor: When VR faces reality. An internal innovator's dilemma

Innovation Strategy

By Jim Pulcrano, Greg Knight, Liming Chen and Michael Pinczuk

Article

Hacking Digital 3: How to develop digital skills within your organization

Learning new digital tools, technologies, and business models presents both short-term and longer-term challenges. Here’s a quick guide to the essentials of getting your people up to speed and beyond.

Digital Technology Management

By Michael R. Wade, Didier Bonnet, Tomoko Yokoi and Nikolaus Obwegeser

in I by IMD

Article

Chief Digital Officer - How to design the role for success

The average Chief Digital Officer tenure is short. Learn how to design the CDO role for success by aligning priorities, governance, and leadership from the start.

Digital

By Michael R. Wade, Didier Bonnet, Tomoko Yokoi and Nikolaus Obwegeser

in I by IMD

Case Study

The power of brand-led differentiation: What Vanzetti Engineering learned from luxury brands (B) (Video case)

Luxury Marketing Strategy

By Stéphane J. G. Girod and Martin Králik

Article

Hacking Digital 2: How to make the CDO role a success

The tenure of a Chief Digital Officer (CDO) is relatively short due to a variety of factors. To avoid costly mistakes, design the role around the four key actions below – but start by checking that everything is in place for your CDO to succeed.

Artificial Intelligence Digital

By Didier Bonnet, Tomoko Yokoi, Nikolaus Obwegeser and Michael R. Wade

in I by IMD Brain Circuits

8 October 2025

Podcast

What if Europe’s biggest risk isn’t war – but running out of power?

In this edition of Leaders Unplugged, IMD President David Bach and Vestas CEO Henrik Andersen discuss Europe’s energy risks and bold leadership.

Leadership Strategy Sustainability Technology Management

By David Bach and Felix Zeltner

in I by IMD

Video

Novonesis CEO’s strategy for sustainable growth I by IMD

Novonesis CEO Ester Baiget shares how the Danish biosolutions leader uses science, AI, and culture to transform food, detergents, and sustainability.

Innovation Sustainability Technology Management

By Jean-François Manzoni

in I by IMD

Article

Philip Morris International Sustainability - Redefining Legacy

Philip Morris International Sustainability explores PMI's shift from cigarettes to smoke-free alternatives, delivering measurable change across global markets.

Sustainability

By Julia Binder and Esther Salvi

in I by IMD

Podcast

Inside the Transition: The outlook for COP 30 and the road ahead

Join Knut Haanaes and Julia Binder with climate negotiator Paul Watkinson as they unpack global challenges and progress in the clean energy transition.

Change Management Disruption Innovation

By Julia Binder and Knut Haanaes

in I by IMD

Benefits by design: Novonesis CEO’s strategy for sustainable growth

By Jean-François Manzoni
in I by IMD

Summary

Novonesis CEO Ester Baiget shares how advanced tech and a unique ‘library of strengths’ are transforming food production and laundry solutions globally.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Innovation

Sustainability

Technology Management

Browse all topics

Kontor: When VR faces reality. An internal innovator's dilemma

By Jim Pulcrano Greg Knight Liming Chen and Michael Pinczuk
Case reference: IMD-2674 ©2025

Summary

The case looks at the fundamental challenges, tensions and opportunities associated with an internally run venture as opposed to an externally funded startup or spin-off company. It discusses the genesis and context of Kontor, an internal venture funded by Resmed Inc. Resmed is an S&P 500 MedTech company. At the time of the case, May 2024, Resmed was also experiencing increasing external competitive threats and pressure on its margin due to GLP-1s, a class of medicines. Kontor is an internal venture at Resmed trying to find its way through turbulent times. Kontor applies Resmed's class-leading comfort and fit technology to the AR/VR space, thus making these devices more comfortable for the user. Kontor has been running for several years and Erika, the case protagonist, is the newly appointed general manager. The current turbulent situation is causing the executives to question investment in the internal venture. Erika must deal with many challenges, but the fundamental question is whether Kontor will create the most value for Resmed as an internal venture or whether it should be spun out and in what manner. The case compares five strategic possibilities: 1) Spinning out the business and running Kontor independently of Resmed with external investors, 2) keeping Kontor wholly owned by Resmed but, run it off-balance sheet, 3) sell Kontor to a strategic buyer, 4) keep running Kontor internally with operational assistance from Resmed Inc, or 5) wait and see how the venture goes without making a decision in the near term thus preserving all options.

Reference IMD-2674

Organization Kontor, ResMed

Industry Manufacturing, Technology

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Innovation

Strategy

Browse all topics

Hacking Digital 3: How to develop digital skills within your organization

By Michael R. Wade Didier Bonnet Tomoko Yokoi and Nikolaus Obwegeser
in I by IMD

Summary

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Digital

Technology Management

Browse all topics

The power of brand-led differentiation: What Vanzetti Engineering learned from luxury brands (B) (Video case)

By Stéphane J. G. Girod and Martin Králik
Case reference: IMD-2696 ©2025

Summary

This case series explores what companies can learn from luxury brands without becoming luxury brands themselves. The video B case features interviews with three Vanzetti Engineering executives: the marketing director, the CEO and owner and the chief commercial officer. With the shrinking of the automobile industry, the company has had to reposition itself in other industrial sectors where it is significantly smaller than the customers. Vanzetti Engineering embraced some of the codes of luxury branding according to what suited it and ignored others. The company discovered that although it was focused mostly on creating functional value, it had to dwell much more on emotional and societal value creation. The process of brand elevation required a complete cultural transformation, and one of the lessons from the case is that a brand is not a slogan but a way of being and of delivering value.

Reference IMD-2696

Organization Vanzetti Engineering

Industry Construction and Engineering;Manufacturing

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Luxury

Marketing

Strategy

Browse all topics

What if Europe’s biggest risk isn’t war – but running out of power?

By David Bach and Felix Zeltner
in I by IMD

Summary

In this edition of Leaders Unplugged, IMD President David Bach and Vestas CEO Henrik Andersen discuss Europe’s energy risks and bold leadership.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Leadership

Strategy

Sustainability

Technology Management

Browse all topics

Novonesis CEO’s strategy for sustainable growth I by IMD

By Jean-François Manzoni
in I by IMD

Summary

Novonesis CEO Ester Baiget shares how the Danish biosolutions leader uses science, AI, and culture to transform food, detergents, and sustainability.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Innovation

Sustainability

Technology Management

Browse all topics

Inside the Transition: The outlook for COP 30 and the road ahead

By Julia Binder and Knut Haanaes
in I by IMD

Summary

Join Knut Haanaes and Julia Binder with climate negotiator Paul Watkinson as they unpack global challenges and progress in the clean energy transition.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Change Management

Disruption

Innovation

Browse all topics