Top Story


Home >> Digital >> Article

IDC’s Directions 2005 brings key IT issues to fore

Font Size   16
IDC’s Directions 2005 brings key IT issues to fore

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.


Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body

The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways

The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status

Our typical marketing budget is usually 10 per cent of the topline spend

The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’

The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions