Newsletter

The highlight of the past month was the EMERGEOUT conclave. Themed around the Internet and MobileApp ecosystem, the conclave dealt out an exciting blend of ideas, examples and provocative discussions to all attendees. Read the Initiatives section for a detailed round up.

Its time for the EMERGE 50 to be unveiled! After lengthy deliberation and much scanning of the 200+ entries (almost double of what we received last year), the EMERGE 50 list is out. Do read the Bang for the Buck feature to know the companies that feature in the list as well as the process that was followed for the short-listing exercise.

This month is one of anniversaries for the EMERGE initiative. This edition marks the completion of three years for the EMERGE newsletter. The EMERGE Friday’s 2.0 in Delhi programme completes 5 years while the EMERGE community has crossed 3000 subscribers. The cup overflows indeed.

Its been an interesting time for emerging companies. The rebounding market is opening up new opportunities for growth. In the case of Skelta Software, the growth came through the inorganic route when they were acquired by global player Invensys. Read the full acquisition story in Made for India.

One of the most enduring aspects of the NASSCOM Emerge community has been the sheer passion that drives the founders/entrepreneurs of these companies. The series of profiles being published on http://yourstory.in/ captures this essence very well.

One of the most interesting things about emerging companies is the kind of spectrum they straddle in terms of domain. In this issue we profile two companies that are a good example of the kind of differentiation we find within this segment. AISECT Limited is a company that strives to bring rural talent on par with its urban counterpart.

An issue ago, we carried information on an initiative from the NASSCOM EMERGE Forum to create a sales focused platform for emerging companies. This month we are pleased to report that the initiative has come to fruition, with the successful organization of Tech Expo 2010 by Standard Chartered Bank (SCB) in Chennai on February , 2010. What’s more, nine of the 12 companies that pitched their solutions to the Bank, have been invited to take the discussions forward with SCB’s technology decision makers. Read more in Bang for the Buck

NASSCOM’s flagship event, the NASSCOM India Leadership Forum (NILF) is just weeks away. While emerging companies have traditionally attended in numbers, there have been occasional discussions over what the NILF offers an emerging company. In this context we though it timely to put down a few thoughts on how emerging companies could leverage NILF. You can read our ideas in the Bang for the Buck section; we would also like to hear from you on your event experiences, so do write through the blog with your own NILF experiences and pointers.

There is much buzz about the upturn in the economy, but is it touching the emerging companies segment ? This was one of the questions we had in mind when we launched a Market Traction Survey that specifically looked at recession impact and revival trends being experienced within emerging companies.

NASSCOM launched its initiatives for companies in the early growth stage under the EMERGE banner 5 years back. Today the initiative has branched fruitfully in many directions. In addition to this newsletter, we also have the vibrant EMERGE community, the Made in India product showcase, the EMERGEOUT Conclave and of course the mentorship programme.

It’s often said that one cannot have too much of a good thing – and that’s certainly true of this issue of the EMERGE newsletter which features a number of companies that stand out in the community of start-ups and emerging companies. In Made in India, you will read about Sourcebits, which has created some very popular applications on the Apple App store (for the iPhone).

August was an extremely busy month for the EMERGE Forum, with the EMERGEOUT Conclave occurring towards the end of the month. Themed around ‘Cloud Computing’ and the promise this holds for emerging companies, the event saw some interesting business models presented as well as lively discussions during the sessions. In Bang for the Buck we explore some if the ideas thrown up by the deliberations at the event.

We concluded with a great event on the theme of the Cloud Computing/SaaS at the EMERGEOUT Conclave in Delhi on 28th August 2009. The Bang for the Buck column features a discussion on cloud computing models and their applicability to an SME’s business.

If there is one theme that runs through this issue of EMERGE it is “making the best of what you have” – an appropriate theme given today’s constrained markets. Starting with Bang for the Buck, this edition’s article lists four easily implementable ideas that will ensure maximum marketing impact with existing or at the most incremental resources. The article takes this further by listing execution strategies for each of these four ideas.

With this issue, the EMERGE newsletter completes its second year of publication. So, fitting we have chosen topics that celebrate the dynamics of being an emerging company. In the case study section,we feature STAG software one of the companies which got mentored from the Mentorship program. In this edition of Bang for the Buck we discuss why and how customer satisfaction surveys could be invaluable.

At the EMERGE community, we have always focused on practicable, implementable strategies and ideas. This is the spirit the imbued the EMERGEOUT Conclave in Chennai – do read the event report in the Initiatives section – and it is also the same spirit with which we present an article on an effective online marketing strategy in the Bang for the Buck section.

As the market slowdown continues to dominate our economic landscape, the time is ripe for us to look at strategies to cope with what is becoming, at least for the short to near term, the given status quo. How do we push the growth envelope? In this edition of Bang for the Buck, we throw up some ideas.

Websites have been around for more than a decade now. This can hardly be a called an evolving medium in that sense. However, it is a unique medium in the way it marries science with art: for example, usability in layout and navigation is as much a function of understanding how individuals see and access information as it is about aesthetics.

In a market when budgets are tight, marketers are being asked to look at more cost effective online media. But unlike traditional media where calculation of return is based on standard frameworks, in the case of online media, the onus is on the buyer to know which tools to use to extract the best possible metrics.

Innovation is a fitting theme to start the New Year’s issue with, so the theme reigns dominant within the articles in this issue. Made in India features Iken Technologies that is looking to storm the CRM market with its Artificial Intelligence (AI) framework-based solution “Mooga’.

This year the response has been overwhelming for the NASSCOM Innovation Awards 2008. The NASSCOM Innovation Awards, currently in its fifth edition, is a key initiative by NASSCOM to highlight the true innovators in the Indian IT industry. Through this initiative, we hope that the award winners will provide a ‘light house’ effect and further spur the innovation movement in India.

We have heard few successes such as Tally, iFlex etc., in India. Why there is no leader in Software Products from India? What are we missing? Looking at the dollar-rupee factor, let’s not look at leadership only from $$ perspective. Leadership can be defined in terms of market penetration as well.

Going by the fact that the session “Defining Value Proposition” during NASSCOM’s recent EMERGEOUT Conclave was one of the best attended ones, one thing is clear – creating a compelling value proposition continues to remain a challenge for technology companies.

Will a focused strategy work? Is it too risky? How do I identify what to focus on? We encounter these questions rather frequently during the course of our engagements. This article is an attempt to articulate why focus in not a choice, but an imperative for an emerging company.

A product launched by Bangalore based mChek may finally build scale for the m commerce market in India. Read more about that makes this product stand apart.

There was a time when images of the vegetable vendor talking on the cell phone or a daily-wage carpenter picking up his mobile, spelt empowerment. But just imagine if the same class of users has access to applications personalized for their requirements. Making this happen is Bangalore-based Mango Technologies. In this edition of Grassroots we meet with Sunil Maheshwari, co-founder of Mango who shares the strategy for his Made-in-India innovation.

The US economy sneezed… And yes, the Indian IT industry caught a cold. But look who is sipping tomato soup …the small and medium enterprises (SMEs). The SMEs are roping in talent, both fresh from campuses and experienced hands from the field, as bigger companies delay hiring, lay off part of the workforce, cut salaries and tighten human resource appraisal parameters.

The marketing of information technology is so replete with technical terms that the marketer, who originally started with the four Ps and Cs, is now spewing an A-Z alphabet soup that no one, including him/her, can actually digest. To get the best out of the deployment and use of technology, both vendors and customers need to be aware of some general trends in technology speak. In this edition of Bang for the Buck we help you navigate the treacherous (and sometimes hilarious) world of techbabble.

It could well be called the war of attrition as a desperate industry struggles to hold back its resources from jumping ship. In this war, are smaller companies necessarily hit harder? If so, what are they doing about it? In this issue, HR Factor tries to answer these questions.

As we draw towards the close of the Indian financial year that typically ends at this month’s close, and budgets are finalized for the next, it is time to step back and measure the effectiveness of last’s year’s marketing programmes. In this article we will explore how to evaluate and measure the effectiveness of three widely-used marketing tools, namely, Events, Websites and Newsletters.

Re-alignments in management thinking. New product Ideas. Shifts in market strategy. Just some of the benefits that New Delhi based SME software vendor Busy Infotech took home from NASSCOM’s Mentorship programme for emerging companies. Read the Busy Infotech case study, the first in the line of four case studies that look closely at companies that successfully completed the first phase of the Mentorship programme – to understand how they benefited.

Websites have been around for more than a decade now. This can hardly be a called an evolving medium in that sense. However, it is a unique medium in the way it marries science with art: for example, usability in layout and navigation is as much a function of understanding how individuals see and access information as it is about aesthetics.

With the new financial year round the corner, it is planning time once more. In this issue of our regular column, we offer a practical guide to creating a marketing budget.

Africa is an unusual market choice for an emerging software company to place its bets on. But the gamble has paid off for Lifetree Convergence – a Delhi based product company that specializes in telecom billing solutions. This edition of Grassroots looks at the strategy behind Lifetree’s choice to see if holds any lessons for other companies.

As an emerging company, one of your biggest challenges is monetizing the addressable market potential and building the first set of customer references. Once this challenge is surmounted, the next milestone is scaling up the sales engine to ensure a continual pipeline and predictable revenue streams. Here is a step by step guide for emerging companies looking to set up an effective sales organisation.

Many companies view thought leadership as an esoteric marketing idea requiring “high brow” intellectuals who can evangelise path breaking new ideas. In reality, thought leadership programmes can be launched by re-purposing and re-energising existing resources and tools.

The central threads of Web 2.0 – blogs, wikis, user generated content, bookmarking, social networking groups – are not just providing the wiring for the social web – they are beginning to make their presence felt within the business web too, with some good results.

NASSCOM has launched an online newsletter – EMERGE specially focused on the many emerging companies that dot the Indian IT landscape. This is a bi-monthly issue.

           
  Emerging Technologies Entrepreneurship IndiaIT Products Sales & Marketing
  Accessibility Emerging Companies Domestic Market Made-in-India Bang for Buck
  Broadband Internet Funding Indian IT Industry Software Products Eco-system Marketing
  Cloud computing  Growth     PR
  Mobile Mentorship program     Social Media
  NASSCOM Internet Working Group         
  Innovation Leadership Start-ups