“Branding was not the focus because the projects were more sales driven. But with companies now having attained scale and visibility, brands have become more key,” says JayanthiBadrinath of Prayag Consulting, a firm that offers marketing consulting services to the hi-tech industry
Indian software industry
INDIAN SOFTWARE INDUSTRY<br />
Three decades of its evolution<br />Visionary companies built compilers and application software for local market requirement.<br />India excels in banking- specific products.<br />More than 300 startups in the last 4 years.<br />
Last Year Fact<br />Indian Software Product Businesses Revenue<br />Indian Software Product Market Landscape, FY2008<br />Indian Software Product Companies Selling in IndiaUSD 11.7 billion<br />Indian Software Product Companies Selling Outside IndiaUSD 40.3 billion<br />Global Companies Selling Software Products in IndiaUSD 23.84 billion<br />USD billion<br />IT/ITeS sector contributed to over 5.4 per cent<br />of India’s GDP in 2008-09, an increase from<br />4.8 per cent in 2007-2008<br />BLUE:DOMESTIC<br />RED:EXPORT<br />Note: * Includes overseas acquisition led revenue growth<br />Source: Zinnov Analysis<br />
Market Overview<br />Banking, Financial Services and Insurance (BFSI) vertical continues to account for the largest share of exports at 31 per cent.<br />Telecom vertical accounts for second-largest share of the pie at 19 per cent.<br />Other verticals such as manufacturing, retail,mediaand healthcare are rapidly gaining pace<br />
Some Major On-Going Project<br /><ul><li>British Telecom awarded US$ 1 billion contract to Tech Mahindra.
General Motors awarded Wipro a five-year contract of the value of US$ 300 million.
ABN Amro awarded a US$ 500 million five-year contract to TCS, Infosys and Patni.
TCS and Satyam together signed a seven-year contract worth US$ 145 million with Qantas Airlines.
SABMiller gave project to evaluate and improve the effectiveness of its in-store shopper marketing campaginsto Infosys.</li></li></ul><li> HOW IS THE INDIAN SOFTWARE INDUSTRY MOVING UP THE VALUE CHAIN.?<br />
Moving Up The Value-Chain<br />WIPRO,TCS,HCL,<br />INFOSYS AND MINDTREE CONSULTING<br />95% Of Revenue<br />
NASSCOM Initiatives<br />National rollout of skill certification through NAC (NASSCOM Assessment of Competence)<br />Carter of more then 1200 Firms<br />Help in Technology Innovation.<br />Gives Promotion and Global Exposure to Indian SME’s<br />THEME THIS YEAR: “Survival & Growth Strategies for Indian IT SMEs”.<br />NAC<br />
Government Incentives<br />Telecom sector deregulation<br /><ul><li>Sector deregulated in the mid and late 1990s to allow private sector and MNC participation
Regulatory reform to allow adoption of new technologies
Enable benefits of free market competition Improved service quality and declining tariffs</li></li></ul><li>Government Incentives<br />Software Technology Parks of India(STPI) are set up to provide:<br /><ul><li>Fiscal benefits like tax holidays to attractInvestment into the industry
BRANDING STRATEGY<br /><ul><li>So far, companies have relied more on vendor events, product meets and their own websites to get in touch with potential clients.
Increasing use exhibitions and trade shows to showcase their products and create brand awareness.
INFOSYS:“winning in a flat world” in all investor and media communication from mid-2006
HCL:adopting a high pitched, mass media driven corporate branding campaign
TCS:“Experience Certainty” </li></li></ul><li>What Is The Future Of Indian Software Industry???<br />
Future In Search Engine…<br /><ul><li>15 local search engines have emerged in the last 2 years in the Indian market (Justdial, Guruji, Asklaila, Zatka.com, 123india.com, mapmyindia.com, tolmolbol.com etc)
Yahoo and Microsoft have their R&D centers in India,to get advantage of Indian Talent/ Domain Expertise.
Percept Knorigin acquired Searchsize in 2008 and ByIndia.com was acquired by Web2 Corp in 2006</li></li></ul><li>Future in BFSI sector…<br /><ul><li>BFSI sector specific software products from Indian companies such as TCS, Infosys, i-flex, 3i-Infotech, Polaris, Nucleus Software, Omnesys, Lasersoft, Mindmill are preferred by customers globally.
Total VC Funding (Since 2004): USD 71 million.
Oracle’s acquisition of I-flex is one of the key examples to highlight the rising BFSI expertise from India.</li></li></ul><li>