Breaking the Clutter

Written by Sabah Siddiqui  •  Features  •  May 2013 PDF Print E-mail

The Indian IT sector needs to urgently promote itself to gain global prominence and compete in the region.

Information technology has spread to such an extent that it has penetrated deep within the lives of people across the globe. With cutthroat competition in the market, a strong brand name is a must in order to stand out. Each country has a national image which serves as its trademark. IT creates a strong brand for the country’s business and media sectors. In this regard, the Indian IT sector with its own version of the Silicon Valley in Bangalore, is trying to put its best foot forward. However, a lack of ideas hinders development.

India has been playing an active role in the world’s IT sector, especially in the West, allowing it to shun its image as an under-developed country. During the 1990s, India transformed an obsolete, faulty and limited telecommunications network into a moderniz system and made it available for sharing on the international platform. While the national and international media acknowledge the achievements made by Indian software engineers, at times the most spectacular projects are sidelined by IT giants in the West.

Although India’s IT sector adds more value to the country’s GDP, the government needs to make policies to impose sustainability, both nationally and internationally. At present, the Indian IT industry represents nearly 3% of Gross Domestic Product, which the government expects to increase up to 8% by 2015-2016.

In addition, the IT industry employs nearly 2.8 million people, a number that continues to grow annually. Although well-known companies such as Infosys, Wipro and TCS (Tata Consultancy Services) are giants in India’s IT sector, the country still needs to restructure its priorities so that companies with less market share can earn global recognition.

Moreover, by following a strategic pattern of marketing and Search Engine Optimization (SEO) techniques, IT companies can easily gain a prominent status in the global market. Indian IT firms need to execute their ideas to promote and distribute their products and software applications in a productive manner. A detailed analysis of the product is necessary to capture the interest of the international consumer. Furthermore, IT specialists should also emphasize the need of marketing strategies to communicate the products and services among consumers and supplier. Marketing strategists should keep in mind the external environment that includes technological, economic, and socio-cultural parameters while introducing new ideas and strategies.

Social networking websites such as Facebook, Twitter and Linked-in will help India place its IT sector in the limelight. Companies can use social media to introduce new software applications, consultation and features like system integration. Various factors affect the promotion of an IT firm in the global arena. There is always the threat of new entrants with unique services that can take over a relatively established IT firm in a short time. Countries outside South Asia, including the Philippines, Korea and China, have shown keenness to excel in the IT sector, which can challenge the Indian IT market. China is a strong contender that can win a major chunk of the world market share and is expected to rule over the field in the coming years. The IT firms of India need to collaborate with companies in the West to gather as many customers as they can, eventually adding value to the Indian market.” 

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