A road mishap is always a traumatic experience. Whether or not it ends in physical injury, it results in mental agony; agony that's compounded by dealing with motor insurers. '

Usually, claiming motor insurance follows a standard procedure: Contact the insurance company as soon as possible; seek guidance from a company representative on how to proceed with the claim; finally arrange for the forms and documents required to support the claim.

All of this, typically, can be a long-drawn process. But to be fair, the insurance industry doesn't sit up all night plotting how to make customers unhappy. It's just that most systems are so plagued with inefficiencies that claiming insurance can easily turn into a protracted battle.

Ram Medury, VP-technology, ICICI Lombard General Insurance, wanted to change that. He saw an opportunity to buck the industry's terrible norm by using a mobile platform.

"We identified that there were a lot of efficiencies that were waiting to be realized. Clearly, we wanted to enable our organization to lead this change," he says.