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Software Marketing - Strategy Forrester working on `buyer-driven' strategy Ambar Singh Roy
A big part of the global IT industry is being defined and developed in India, according to Mr Christopher Mines of Forrester Research.
Singapore May 24 Forrester Research Inc, among the world's top-three IT research companies, is working on a strategy for the Indian market. The IT research entity, whose presence in India is now confined to "some analysts and accounts people'', is pursuing the "logical conclusion'' of augmenting its manpower resource base in India, according to Mr Christopher Mines, Senior Vice-President, Research, Forrester Research. Mr Mines was speaking to select newspersons on the sidelines of an HP Asia Pacific Enterprise Media Summit 2007 that is currently being held here.
Vital market
According to him, India is an important market for the global IT industry and a "big part of the global IT industry is being defined and developed in India''. However, like many other similar geographies, the demand for IT research services is skewed in favour of the IT vendors and not the end users. In more mature economies such as North America, Wesrtern Europe and Australia, about 60-65 per cent of Forrester's overall revenues is accounted for by the end-user community. "In India, as in countries such as Japan and China, among other geographies, the user side of the IT business has been an inhibitor for us. The end-user companies here are not used to buying IT research. They do not have a tradition of consulting IT research services. As such, it is a tough market for us in terms of customers' willingness to buy our research offerings. Hence, our research here has been more focussed on the vendors' side,'' Mr Mines said, adding that it would be imperative to reverse this trend. He said the need of the hour was to educate the buyer side of the industry on the benefits of research-based inputs with a view to ensuring that they emerge as mature users of consulting and IT research services. Towards this end, it would be important to drive and grow the market for "user-end'' IT research. Mr Mines said a recent global survey by Forrester had shown that India would record the "strongest growth'' globally in terms of companies' IT budget for 2007 vis-a-vis actual spending in 2006. Sixty-one per cent of Indian companies were likely to spend more on their IT budget in 2007 vis-a-vis actuals spent in 2006. Six per cent were likely to "shrink'' their IT spending in 2007 while the rest would be of the same levels as in 2006. Mr Mines said business executives globally were increasingly involved in "prioritising IT budgeting''. Consequently, "technology management cannot be separated from business management. There is a shift from information technology to business technology, which is a reflection of the pervasive role of technology in business,'' he said.
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