Indian IT industry is poised to earn a revenue of Rs 2,47,000 crore by 2008, claimed the latest estimates by IDC (India) – a leading technology research and advisory firm. The 17th IDC Annual ICT briefing session – ‘Directions 2005’ discussed on ‘PC& Peripherals Market: Striking the Right Balance’ brought out certain key issues like marketing, IT channels etc to the forefront. The session was addressed by Aman Munglani, Assistant Manager, Computing Products Research, IDC (India), Vivek Prakash, Vice President, Samsung India and Anurag Batra, MD and Publisher, exchange4media.
Addressing the seminar, Munglani said, 2004 would see a significant increase in the IT sector. “Around 3.4 million units and 2.6 million desktops will be sold this year,” he predicted. “Small and medium businesses in non-metros will be the major contributor to this growth. The portable market was around 72 per cent in India in 2003 and the growth in this sector was possible due to the lowering of entry-level price point,” he added.
Analysing the importance of IT channels, Prakash presented his views on ‘IT Channels: The New King Makers’. He emphasised on the role of the channel, elements in channel management, overall channel attributes, evolution of channels and keys to building an effective strategy. “Like technology, even channels have changed over the years and now there is convergence, solutions, sales, services, service providers, online sales, retail etc. Each and every channel needs to be analysed keeping the competitors in mind before any decision is made,” Prakash said.
Giving a marketing perspective on ‘The Pull Factor: Courting the Buyer’, Batra said marketing was on fire these days as marketers were unable to answer some basic questions like marketing spend in lieu of competition. “The overall marketing strategy compared to closest competitors is all about the right steps initiated to achieve the goal,” he advised. Emphasising on the marketing laggards, he observed, major problems like reorganisation and cost control were still in process. “Damage control is incomplete, marketing spends have been reduced and lead generation is still a priority over long term awareness building. However, the marketing leaders are now returning to the full scope of marketing and are focusing on various issues at present like organisational issues and cost control during down turn. Increasing marketing spend while maintaining discipline and long term awareness building,” he added. As Batra put it, importance of marketing in IT could not be underplayed as most common communication tools adopted by IT companies were print, Internet, PR organisations and conferences.
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