Dig­i­tal In­dia for In­clu­sive In­dia

Dataquest - - DIGITAL ENTERPRISE | COVER STORY - of Dig­i­tal In­dia and Make in In­dia would, there­fore, have to move hand in hand. In­stru­men­tal­i­ties oc­cupy the third “I” in this list. This in­cludes the e-gov­er­nance ap­pli­ca­tions and the soft­ware that power the in­stru­ments. In or­der to ad­vance the benefits

SAN­JAY JAJU Jt. Secy, Dept. of De­fence Pro­duc­tion

Iwish to pro­pound my own frame­work, which I call as 6I frame­work to re­al­ize the Dig­i­tal In­dia dream over the next decade. The first “I” has to be the dig­i­tal In­fra­struc­ture. This en­tails suf­fi­cient avail­abil­ity of band­width for data move­ment un­til the last mile and an equally big vir­tual space for stor­ing such data se­curely and strate­gi­cally es­pe­cially in a vast coun­try like ours where re­gional dis­par­i­ties are sig­nif­i­cant.

The sec­ond “I” leads us to “in­stru­ments”, which com­prises the de­vices and the elec­tronic hard­ware eco-sys­tem. Al­most the en­tire re­quire­ment of hard­ware in our coun­try is cur­rently be­ing met through im­ports. With in­creas­ing fo­cus be­ing given to the de­vel­op­ment of smart cities and IoT de­vices, it’s es­sen­tial that indige­nous man­u­fac­tur­ing ca­pa­bil­i­ties get en­hanced. The two main flag­ship pro­grammes

now with lo­cal lan­guage translit­er­a­tion tools, leg­i­ble to even the so called il­lit­er­ates. The use of so­cial me­dia has also changed the par­a­digm of dig­i­tal lit­er­acy in our coun­try.

The im­pact of these changes would in due course be felt by our demo­cratic sys­tem and by im­pli­ca­tion on our elec­toral process. The ex­pe­ri­ences from the past good prac­tices re­veal that though cham­pi­ons may drive the IT ini­tia­tives, it’s the In­sti­tu­tions that sus­tain and take such prac­tices for­ward. It is also im­por­tant that a bot­tom-up ap­proach is evolved while de­vel­op­ing such projects. District e-gov­er­nance so­ci­eties headed by district col­lec­tors can act as a good pivot. It is also im­por­tant that ev­ery gov­ern­ment depart­ment in­clud­ing the of­fices of chief min­is­ters and prime min­is­ter has a CIO to drive the change. A stan­dard oper­at­ing pro­ce­dure, which simplifies and cod­i­fies such acts would help matters.

The last “I” would surely have to be the in­vest­ments. There is a need to build rev­enue mod­els that pro­vide ad­e­quate gains to mul­ti­ple stake­hold­ers. There is also a need to ring-fence such in­vest­ments so that the de­mand from the es­sen­tials does not crowd out this nec­es­sary re­quire­ment. Pub­lic Pri­vate Part­ner­ships (PPP) and cost ef­fec­tive­ness of such in­vest­ments would also need to be wo­ven into such in­vest­ments.

RA­MAN ROY Chair­man, Nass­com

Dig­i­tal will re­ally be the big driver for IT com­pa­nies as this is the route most com­pa­nies who are their cus­tomers are tak­ing. The cus­tomers want to in­ter­act with them dig­i­tally and that means the soft­ware has to work and the in­dus­try out of In­dia plays a big role in en­abling dig­i­tal but that re­quires a dif­fer­ent skill set and as a part of our pro­jec­tions, we are see­ing green shoots com­ing in. We are see­ing the in­ter­est of our cus­tomers. The en­vi­ron­ment is chang­ing. In Davos, there was op­ti­mism about where the global in­dus­try is go­ing. When our cus­tomers see that op­ti­mism, their IT bud­gets in­crease. When the IT bud­gets in­crease, it is good news for us. So, we are see­ing that and that is where the op- timism is com­ing in be­cause there is a lag ef­fect. Once they see the op­ti­mism, bud­gets come in, RFPs go out and peo­ple par­tic­i­pate as well. So, there is a lag ef­fect but there are green shoots as well.

There is an ur­gent need to relook the way ed­u­ca­tion, es­pe­cially re­lated to maths, as it is at the heart of AI and Big Data. The ma­jor­ity of the youth in col­lege have to im­prove their maths skills, other­wise In­dia can­not stay ahead in the age of au­to­ma­tion and ro­bot­ics. In­dia has the tal­ent and can adapt to this chang­ing need quickly. Once the mind­set changes — when par­ents ask their kids to spe­cialise in maths and sta­tis­tics, for ex­am­ple — things will change quickly. Right now the fo­cus is more on be­com­ing an en­gi­neer rather than a spe­cial­ist.


Tech­nol­ogy is chang­ing ev­ery­thing. Con­sumers to­day have ac­cess to in­for­ma­tion, val­i­dated by peers or even un­known peo­ple, who they trust with their vote of con­fi­dence while mak­ing a pur­chase de­ci­sion. Tech­nol­ogy has given rise to more con­scious con­sumers. Brands like Mi­cro­max has a fo­cussed ap­proach to­wards the dig­i­tal medium as well. We rake emo­tional re­sponses and con­nect with a con­cept that trans­lates to a con­nect with the brand and not the other way around.

To­day, dig­i­tal mar­ket­ing in­dus­try in In­dia is grow­ing at its peak, and is still con­tin­u­ous. Many fac­tors are re­spon­si­ble for this growth. The use of com­mu­ni­ca­tion tools has greatly changed in the year past. No one ever thought to have a cred­i­ble deal on­line. The be­lief was that on­line in­for­ma­tion is vir­tual in­for­ma­tion full of lies. No one could lis­ten to any on­line ad­ver­tise­ment not to talk of pur­chas­ing gro­ceries, fur­ni­ture or clothes. The story has re­ally changed. Ev­ery­thing from mar­ket­ing to sales can be done on­line. This is due to the trust that has been re­stored back to on­line com­mu­ni­ca­tion in In­dia. This has re­ally helped the mar­ket­ing ini­tia­tives. The rev­o­lu­tion is from the com­mu­ni­ca­tion in­dus­tries. Low cost of hand­set is now avail­able mak­ing it pos­si­ble for In­dia to have about 600 mil­lion in­ter­net users which ulti-

mately cre­ates a fas­ci­nat­ing busi­ness op­por­tu­nity to sell to a grow­ing pop­u­la­tion.

More­over, the de­vel­op­ment in the dig­i­tal mar­ket­ing in­dus­try in In­dia ev­i­dent in the mar­ket­ing shift from anonymity to iden­tity. In­ter­ac­tion on the In­ter­net now looks more phys­i­cal as op­posed to the anonymity of iden­tity in the past. Also, mar­ket­ing in­for­ma­tion’s is mov­ing along in the same line with en­ter­tain­ment. Peo­ple of In­dia needed an ex­cit­ing spirit al­ways. This tar­gets their in­ter­est into the mar­ket­ing in­for­ma­tion.

Sev­eral fac­tors have been found to con­trib­ute to the growth of dig­i­tal mar­ket­ing in In­dia. Be­fore now, in­ter­net us­age was only meant for the wealthy. There is now a great change in the lifestyle of the mid­dle class. The Very ma­jor­ity now have ac­cess to the in­ter­net in In­dia. In­ter­net and 3G pen­e­tra­tion rev­o­lu­tion­ized the mar­ket­ing sce­nario for both con­sumers and the mar­keters. It was dis­cov­ered that changes in lifestyle and stan­dard of liv­ing had in­creased the level of con­sump­tion, qual­ity and also the pat­tern of con­sump­tion. The qual­ity of use in the ur­ban cen­ters of In­dia is on a high side. This is be­cause ma­jor­ity doesn’t have time for shop­ping. Apart from strug­gles to earn money, peo­ple want some other things to be done at their own con­ve­nience.

GOLOK K SIMLI CTO, Pass­port Seva

The trans­for­ma­tion at Pass­port Ser­vices has evolved clearly in three dis­tinct phases – con­cep­tu­al­iza­tion & de­sign, core trans­for­ma­tion and con­tin­ual evo­lu­tion. The de­sign­ing phase was aimed at car­ry­ing out process map­ping, anal­y­sis and reengi­neer­ing ac­tiv­i­ties to­wards mak­ing the core pro­cesses more ag­ile, trans­par­ent and ef­fec­tive. Ear­lier the clar­ity on where any ci­ti­zen’s ap­pli­ca­tion is stuck was not avail­able, the need was felt to make it more trans­par­ent so that there is in­creased re­spon­si­bil­ity and ac­count­abil­ity in the sys­tem. The new process de­sign started with the cit­i­zens’ needs and was re­worked back­ward to build the process capability to serve them. The core trans­for­ma­tion phase in­volved car­ry­ing out the changes at three lev­els – build­ing phys­i­cal Pass­port Seva Ken­dras (PSKs) go­ing closer to the cit­i­zens, dig­i­tally en­abling the pro­cesses and train­ing the staff for in­creased abil­ity to lever­age the new ca­pa­bil­i­ties. And the long term evo­lu­tion in­volves a con­tin­ual im­prove­ment to make the ser­vices bet­ter, ef­fec­tive and rel­e­vant to the cit­i­zens in In­dia and work is in progress to en­able the sim­i­lar fa­cil­i­ties abroad at In­dian Mis­sions/ Posts for de­liv­ery of Pass­port re­lated ser­vices.

I think more and more E Gov­er­nance ini­tia­tives must ex­plore how they can lever­age SMAC tech­nolo­gies for both cre­at­ing bet­ter cit­i­zens’ ex­pe­ri­ence and build­ing process ca­pa­bil­i­ties to serve them. And a con­verged play of mul­ti­ple SMAC pil­lars will cer­tainly be of great rel­e­vance. This is rather un­der ex­plored so far.

I would like to high­light the con­verged play of ‘mo­bil­ity in cloud’ as one of the key game chang­ers in In­dia. With more than a bil­lion mo­bile phone sub­scribers in In­dia and 34% of phones be­ing smart phones, we have a huge scope for de­liv­er­ing E Gov­er­nance on the mo­bile. The num­bers are only go­ing to rise with time. And when we look into mo­bile based ser­vice de­liv­ery, we can­not be con­tent with tra­di­tional IT ar­chi­tec­ture. We will need to em­brace multi tier ar­chi­tec­tures en­abled by cloud tech­nolo­gies for agility, elas­tic­ity and ef­fi­ciency. Though our tra­di­tional data cen­ters may be good from the ca­pac­ity point of view, they will need to be­come more re­spon­sive, some­thing which can be done only by ex­plor­ing cloud tech­nolo­gies.

ANIRUDH POD­DAR Head – Dig­i­tal Pay­ments & Bank­ing, Tally

Dig­i­tal In­clu­sion, go­ing by def­i­ni­tion is the abil­ity of in­di­vid­ual or group of peo­ple to use ICT. But the de­liv­ery of ICT de­pends on the whole lot of other fac­tors like in­fra­struc­ture, skills etc, that also plays a part in dig­i­tal in­clu­sion. At Tally, we have been work­ing and walk­ing the dig­i­tal path hand in hand with the na­tion for the last 30 years and been one of the dig­i­tal adop­tion trig­gers in the coun­try. Over the last 3 decades, we have taken a lot of in-

ten­tional choices and evolved with the times. It took us 30 years to reach a mil­lion users. But if we look at the re­cent de­vel­op­ments in dig­i­tal in­clu­sion, in less than 6 months we were able to make 1.8 mil­lion busi­nesses GST ready.

Our abil­ity to be firmly grounded with the unique chal­lenges in In­dia, and cre­at­ing unique so­lu­tions that are coun­try-spe­cific had made us a dig­i­tal part­ner for many busi­nesses across sizes. We have put in place an am­bi­tious roadmap as we move along with the dig­i­tal dis­rup­tion. As busi­nesses get dis­rupted, we are hand­hold­ing them in many dif­fer­ent ways. To­day thanks to the on­line in­te­grated com­pli­ant sys­tem through which one can file GST. We will also be con­nect­ing you with the bank and em­pow­er­ing the re­tail­ers. I think we are mov­ing to­wards a more in­clu­sive and more con­nected busi­ness net­work rid­ing on dig­i­tal.

(L to R) Anirudh Pod­dar, Head – Dig­i­tal Pay­ments & Bank­ing, Tally; Shub­hodip Pal, CMO, Mi­cro­max; Golok K Simli, CTO, Pass­port Seva and Ra­man Roy, Chair­man, NASS­COM shared their views on a dig­i­tal roadmap for an in­clu­sive In­dia

Sushant Para­suram, Head, DC Trans­for­ma­tion Ser­vices, Sify Tech and Gau­rav Agrawal, Head – Cloud & Man­aged Ser­vices, Sify Tech re­ceiv­ing the award for “Emerg­ing Cloud Com­pany 2018’ from Pradeep Gupta, CMD, Cy­berMe­dia

Marg ERP CMD, Thakur Anup Singh re­ceiv­ing the In­ven­tory Soft­ware Thought Leader award from Cy­berMe­dia CMD, Pradeep Gupta

Rama Vedashree, CEO, DSCI, re­ceiv­ing the award from Pradeep Gupta, CMD, Cy­berMe­dia for her role in en­abling In­dian en­ter­prises and star­tups to adopt pro­gres­sive tech and for her pro-ac­tive evan­ge­li­sa­tion of Cy­ber Se­cu­rity best prac­tices

Shub­hodip Pal, CMO, Mi­cro­max re­ceiv­ing the award for putting in place a “Dig­i­tal led in­no­va­tive GTM Prac­tices at Mi­cro­max” from Pardeep Gupta, CMD, Cy­berMe­dia

Golok K Simli, Chief Tech­nol­ogy Of­fi­cer, Pass­port Seva re­ceiv­ing the award for “Path­break­ing tech­nol­ogy in­ter­ven­tions in Pass­port Ser­vices”. Giving the award is Pradeep Gupta, CMD, Cy­berMe­dia

Prakash Ku­mar, CEO, GST Net­work re­ceiv­ing the award for his pi­o­neer­ing work in cre­at­ing a ro­bust tech back­bone for GST de­liv­ery. Pre­sent­ing the award is Pradeep Gupta, CMD, Cy­berMe­dia

Ku­nal Sing­hal, MD, Easy ERP re­ceiv­ing the award for ‘In­no­va­tion in Sup­ply Chain Vis­i­bil­ity 2018’ from Pradeep Gupta, CMD, Cy­berMe­dia

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