But the story is a little different now. MDM solution was started being conceptualized in various sectors in India with UID. It had become simple to explain MDM to customers if you would just say UID. The statement 'It would give the Unique Identification to each and every customer that you have" rang a bell. It was even easier to explain to my father as to what is the product that I work on. :-)
There is a very interesting video on You Tube also on MDM which is my personal favorite. Do have a look at that.
The IOD event in Las Vegas will showcase some of the interesting use cases of MDM with respect to Retail, Telco and Government sector. All what you wanted to know about IBM MDM will be there at IOD.