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ACNielsen enhances focus on technology sector

ACNielsen enhances focus on technology sector

Author | Noor Fathima Warsia | Tuesday, May 09,2006 9:11 AM

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ACNielsen enhances focus on technology sector

Technology companies are changing the definition of change and pushing the bar for change higher each time. India has contributed immensely to the technology world, carving a niche for itself in technology services across the world, points out ACNielsen. According to Travyn Rhall, Regional MD, Customised Research Services, the agency is increasing focus on the technology sector in a bid to give its clients trends in all levels of technological operations.

Said Rhall, “ACNielsen has been present in the technology domain and we have worked quite a bit in the sector. However, now the scenario is changing. Indian service providers are gaining presence in other markets and international players are looking at India closely. The sphere of work and interest in what is happening here has broadened and so we are strengthening the technology group in India.”

In this context, the agency has appointed Monica Deveshwar as Director of Technology Industry Practice Group (IPG). Deveshwar, too, is of the opinion that there is much more than can be done in the Indian scheme of affairs.

According to her, “Indian technology companies are looking higher and aiming farther. After having established themselves in services, Indian technology companies are aiming for globally launching packaged products, positioning for becoming the worldwide semi-conductor hub, embedded program leaderships in mobility, R&D centre for multinational technology companies and so on. The potential market is ever expanding for Indian technology companies across the world.”

She explained that the centre of gravity was shifting for multinational technology companies to the Asia Pacific, with key growth focus on China and India. From less than 5 per cent of global revenues, Asia Pacific has now come to represent almost 25 per cent of annual global revenues for a considerable number of technology majors. With this change in market dynamics and increasing importance of the Asia Pacific region, especially India, companies are launching specific suitable products to woo the customers at all levels, including the government, large enterprises across sectors – BFSI, telecom, manufacturing, as well as SMB enterprises.

Explaining more on how the services now would be different from what ACNielsen had been offering thus far, Rhall said, “Quite a lot. We would now be looking at every level that is involved in technology oriented operations and companies. The surveys will be in-depth and comprehensive.”

Rhall believed that with this initiative, ACNielsen embarked on the role of a thought leader, helping global and domestic technology clients lead in their markets through its research, workshops, training, and consulting services.

Giving her point of view here, Deveshwar said, “Rapidly changing technology, consumer demand, and many other factors keep the hi-tech industry in a constant flux. All these changes, in the outlook of Indian technology companies as well as the focus on India by large technology multinationals, requires immense market support in terms of market insights, alliances, research, specific advisory services, etc. The marketing support is required at all levels of organisation – including guidance for marketing executives, business strategists, and marketing professionals to create unified go-to-market plans to gain business advantage.”

With this initiative, ACNielsen provides the full gamut of market research and consulting services for technology companies, including company business strategies, multi-country new market opportunities, business sizing and forecasting, competitive assessment, product development and life cycles, corporate/product branding, market positioning, partnering and alliance selection and customer satisfaction assessments.

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