Unit 1 of the subject Software Marketing. This unit introduces Global and Indian software industry environment.

1. Global and Indian
Software Industry
EnvironmentUnit 1: Software Marketing
​Dr. Sachin Mohan Bhide
Founder & Strategy Designer
Eha Management Consultancy
sachin@ehamanagementconsultancy.com
www.ehamanagementconsultancy.com
Presentation template source: www.hubspot.com

2. Historical
growth of the
industry
Understand history to develop future
1

3. Historical growth
of the Global
software industry
 Evolution started along with hardware development
 Operating Systems (Disk Operating System-DOS, Windows, Macintosh)
 Application software (IBM, MS Office, etc.)
 Enterprise software (SAP-ERP, Oracle, etc.)
 Cloud Computing (Saleforce.com)
 Social Media
 Mobile Operating Systems (Android, iOS)
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4. Historical growth
of the Indian
software industry
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 Service Providers (TCS, Infosys, etc.)
 Growth waves (Y2K, Outsourcing, etc.)
 Export driven (Mainly driven by North American market)
 Negligible domestic market
 Product developers (Tally, Zoho, etc.)
 Startups (Ola, Zomato, etc.)

5. Market Size
Know the playground
2

6. Even in the face of worldwide
recession, the global software
market experienced solid growth over
the last five years. The industry is
expected to continue its momentum to
reach approximately $406.6 billion
in 2017 with a CAGR of 7.1% over
next five years (2012-2017).
Source: https://www.lucintel.com/software-market-2017.aspx

7. India’s IT & ITeS industry grew to
US$ 181 billion in 2018-19. Exports
from the industry increased to US$
137 billion in FY19 while domestic
revenues (including hardware)
advanced to US$ 44 billion.
Source: https://www.ibef.org/industry/information-technology-india.aspx

8. Nature of
Products
Product or Service?
3

9. Types of Software
Products
 System Software Products
 Operating Systems (Microsoft Windows, Android, etc.)
 Application Software Products
 Enterprise Software (SAP-ERP, Tally, etc.)
 Social Media (Facebook, LinkedIn, etc.)
 Mobile Apps
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10. Projects &
Services
Nature of Services
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11. Software Projects
 Continuously evolving
 Implemented globally
 Technology driven
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12. Software Services
 Industry sector driven
 Technology driven
 Getting automated
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13. Major Players
Who’s who
5

14. • IBM
• Microsoft
• Accenture

15. • TCS
• Infosys
• Wipro
• L&T IT

16. Industry
Associations & their
Role in Market
Development
Collaboration
6

17. Contribution of
NASSCOM
 Collaboration of Indian software companies
 Global market development
 Public Relations
 Policy influencer
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18. Overview of India’s
Software Export
Industry
Welcome to India
7

19. India’s Software
Export Industry
 India's software/services exports clocks $111 billion
 USA remains the top destination of India's export of software/
services, accounting for 57 per cent
Source: https://economictimes.indiatimes.com/tech/software/indias-software/services-exports-clocks-at-usd-111-billion-esc/articleshow/62651131.cms
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