New challenges for IT, telecom services marketing

V.Rishi Kumar

HYDERABAD, Dec.5

THE recent changes in the industry, the economic slowdown and tough business scenario have brought about new challenges in IT and telecom services marketing which is significantly different from marketing products, according to experts on the subject.

Speaking to Business Line during the inauguration of the Indian School of Business here, Mr Hemant Sachdeva, Director, Marketing and communications, Bharti Enterprises said, "Service for us is a matter of pure survival. It is clear from the present day scenario that if you can sell a product or service to an Indian consumer you can sell a product anywhere across the world. In India a consumer tries to use a disposable lighter about ten times before actually disposing it."

He also said that various classical marketing models are different from services marketing where there is a need to cater to rising demands and expectations, which are built over lasting relationships. He added that unlike a single interface, the service industry, as seen from a telecom perspective, is different as the layers of interaction are complex and multiple.

He also said that Bharti has always focussed on creating lasting relationships. "Since technology is a high speed moving chain, we need to change before there are demands for change," Mr.Sachdeva said. Dr.Govindan Sridharan, country manager, IBM Global Services, said unlike products market, the services business is research-driven and takes longer time to nurture and is built on understanding the service industry.

``Technology is no more a back run operation. IT has become part of business. The CIO and CTOs are no longer merely members of the board but are part of the development and delivery teams. This has changed as it is aimed at bringing in efficiencies,'' Dr.Sridharan said.

While downturn is a reality, strategic outsourcing services right from desktop management, data centric applications to total outsourcing management are set to grow. Unlike product marketing, the services business is built on relationships through alliances and partners.

Citing the case of HP-Compaq merger initiative, Dr.Sridharan said if such a development was possible, it only emphasises how value creation is possible through even merger to make it a mega services force.

Prof. Jagmohan S.Raju, Professor of Marketing, the Wharton School, said that the services opportunity would become the highest growing component in the Indian business.

The challenge is to be prepared for this opportunity.