Break­ing the Clut­ter

The In­dian IT sec­tor needs to ur­gently pro­mote it­self to gain global promi­nence and com­pete in the re­gion.

Southasia - - Industry Information Technology - By Sabah Sid­diqui

In­for­ma­tion tech­nol­ogy has spread to such an ex­tent that it has pen­e­trated deep within the lives of peo­ple across the globe. With cut­throat com­pe­ti­tion in the mar­ket, a strong brand name is a must in or­der to stand out. Each coun­try has a national im­age which serves as its trade­mark. IT cre­ates a strong brand for the coun­try’s busi­ness and me­dia sec­tors. In this re­gard, the In­dian IT sec­tor with its own ver­sion of the Sil­i­con Val­ley in Ban­ga­lore, is try­ing to put its best foot for­ward. How­ever, a lack of ideas hin­ders de­vel­op­ment.

In­dia has been play­ing an ac­tive role in the world’s IT sec­tor, es­pe­cially in the West, al­low­ing it to shun its im­age as an un­der-de­vel­oped coun­try. Dur­ing the 1990s, In­dia trans­formed an ob­so­lete, faulty and limited telecom­mu­ni­ca­tions net­work into a mod­erniz sys­tem and made it avail­able for shar­ing on the in­ter­na­tional plat­form. While the national and in­ter­na­tional me­dia ac­knowl­edge the achieve­ments made by In­dian soft­ware engi­neers, at times the most spec­tac­u­lar projects are side­lined by IT gi­ants in the West.

Al­though In­dia’s IT sec­tor adds more value to the coun­try’s GDP, the govern­ment needs to make poli­cies to im­pose sus­tain­abil­ity, both na­tion­ally and in­ter­na­tion­ally. At present, the In­dian IT in­dus­try rep­re­sents nearly 3% of Gross Do­mes­tic Prod­uct, which the govern­ment ex­pects to in­crease up to 8% by 2015-2016.

In ad­di­tion, the IT in­dus­try em­ploys nearly 2.8 mil­lion peo­ple, a num­ber that con­tin­ues to grow an­nu­ally. Al­though well-known com­pa­nies such as In­fosys, Wipro and TCS (Tata Con­sul­tancy Ser­vices) are gi­ants in In­dia’s IT sec­tor, the coun­try still needs to re­struc­ture its pri­or­i­ties so that com­pa­nies with less mar­ket share can earn global recog­ni­tion.

More­over, by fol­low­ing a strate­gic pat­tern of mar­ket­ing and Search Engine Op­ti­miza­tion (SEO) tech­niques, IT com­pa­nies can eas­ily gain a prom­i­nent sta­tus in the global mar­ket. In­dian IT firms need to ex­e­cute their ideas to pro­mote and dis­trib­ute their prod­ucts and soft­ware ap­pli­ca­tions in a pro­duc­tive man­ner. A de­tailed anal­y­sis of the prod­uct is nec­es­sary to cap­ture the in­ter­est of the in­ter­na­tional con­sumer. Fur­ther­more, IT spe­cial­ists should also em­pha­size the need of mar­ket­ing strate­gies to com­mu­ni­cate the prod­ucts and ser­vices among con­sumers and sup­plier. Mar­ket­ing strate­gists should keep in mind the ex­ter­nal en­vi­ron­ment that in­cludes tech­no­log­i­cal, eco­nomic, and so­cio­cul­tural pa­ram­e­ters while in­tro­duc­ing

new ideas and strate­gies.

So­cial net­work­ing web­sites such as Face­book, Twit­ter and Linked-in will help In­dia place its IT sec­tor in the lime­light. Com­pa­nies can use so­cial me­dia to in­tro­duce new soft­ware ap­pli­ca­tions, con­sul­ta­tion and fea­tures like sys­tem in­te­gra­tion. Var­i­ous fac­tors af­fect the pro­mo­tion of an IT firm in the global arena. There is al­ways the threat of new en­trants with unique ser­vices that can take over a rel­a­tively es­tab­lished IT firm in a short time. Coun­tries out­side South Asia, in­clud­ing the Philip­pines, Korea and China, have shown keen­ness to ex­cel in the IT sec­tor, which can chal­lenge the In­dian IT mar­ket. China is a strong con­tender that can win a ma­jor chunk of the world mar­ket share and is ex­pected to rule over the field in the com­ing years. The IT firms of In­dia need to col­lab­o­rate with com­pa­nies in the West to gather as many cus­tomers as they can, even­tu­ally adding value to the In­dian mar­ket. Sabah Sid­diqui writes on top­ics of rel­e­vant pro­fes­sional in­ter­est.

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