INTRODUCTION

Overview of the industry

“Software is largely a service industry operating under the persistent but unfounded dilusion
that it is a manufacturing industry.”
-Eric S. Raymond

Software industry in India

Today, India is home to some of the finest software companies in the world. The software
companies in India are reputed across the globe for their efficient IT and business related
solutions. The Indian Software Industry has brought about a tremendous success for the
emerging economy. India, the world‘s largest democracy and home for nearly 1.25 billion
people is quietly but quickly emerging as a leader in the field of software engineering and
development. The Indian software industry is having a phenomenal compounded growth of
about 60 percent per annum. The software industry is for main component of the Information
technology in India. The technological revolutions has brought about tremendous and
unexpected opportunities in the field of information technology which lead to the remarkable
success story of Indian software industry. It has grown more than 30 percent over last 20
years. India exports software services to more than 95 countries. Indian software industry has
built up valuable brand equity for itself in the global market. The software firms quickly
moved up the value chain, from performing low cost programming abroad to providing
comprehensive software development services from India for overseas clients an abundant
pool of Indian technical manpower, created a series of elite technical and management
institution that responded to serve global shortage of technical manpower.

HISTORY OF SOFTWARE INDUSTRY

The word "software" was coined as a prank as early as 1953, but did not appear in print until
the 1960s. Before this time, computers were programmed either by customers, or the few
commercial computer vendors of the time, such as UNIVAC and IBM. The first company
founded to provide software products and services was Computer Usage Company in 1955.
The software industry expanded in the early 1960s, almost immediately after computers were
first sold in mass-produced quantities. Universities, government, and business customers
created a demand for software. Many of these programs were written in-house by full-time
staff programmers. Some were distributed freely between users of a particular machine for no
charge. Others were done on a commercial basis, and other firms such as Computer Sciences
Corporation (founded in 1959) started to grow. Other influential or typical software
companies begun in the early 1960s included Advanced Computer Techniques, Automatic
Data Processing, Applied Data Research, and Informatics General. The computer/hardware
makers started bundling operating systems, systems software and programming environments
with their machines. When Digital Equipment Corporation (DEC) brought a relatively low
priced microcomputer to market, it brought computing within the reach of many more
companies and universities worldwide, and it spawned great innovation in terms of new,
powerful programming languages and methodologies. New software was built for
microcomputers, so other manufacturers including IBM, followed DEC's example quickly,
resulting in the IBM AS/400 amongst others. The industry expanded greatly with the rise of
the personal computer ("PC") in the mid-1970s, which brought desktop computing to the
office worker for the first time. In the following years, it also created a growing market for
games, applications, and utilities. DOS, Microsoft's first operating system product, was the
dominant operating system at the time. In the early years of the 21st century, another
successful business model has arisen for hosted software, called software as a service.

ORIGIN OF SOFTWARE
The birth of the software industry in India began in 1970 with the entry of Tata consulting
Services (TCS) into the domain of outsourced application migration work. In the late 1960s,
the Tatas created TCS as a central service center for Tata Group companies. A few young
MIT-trained Indian professionals were recruited, and a large compute system was imported.
With IBM having been thrown out of India, the concept of outsourcing application
development work had become a necessity for Indian companies. Utilizing its excess
computer capacity, TCS began doing outsourced application work for organizations such as
Central Bank of India and Bombay telephones. Within a few years TCS began sending young
Indian engineers to a joint venture partner in the United States, Burroughs, for training. The
trainee engineers excelled at doing platform conversions, and TCs started earning conversion
assignments for its engineers in Germany and elsewhere. Later a new company named Tata –
Burroughs was formed Tata was keen to exploit the personnel placement or ―body
shopping‖ opportunities whereas Burroughs was interested in selling hardware to the Indian
market. The industry was begun by Bombay based conglomerates which entered the business
by supplying global IT firms located overseas with programmer. Their success owed to the
innovative exploitation of a new global market opportunity and protection from transnational
corporations and startups by policy. The explanation on origins is the same as used to explain
industry origin in countries such as Korea and Japan – with the difference that while
government policy favored large domestic firms and discouraged TNCs and small firms in
those countries, in India, government policy disfavored all types but was least hostile to large,
domestic firms. In economic terms, the effect was the same as the more typical protectionist
policy. The protected environment restricted the growth of project management and domain
skills so that, despite access to a large pool of programmers, the industry could not grow in
value – addition. A decade later, mainframe – based programming and manufacturer specific
operating systems and languages gave way to workstation based programming and standard
operating systems and high level languages. These changes modularized the programming
function i.e., programming could henceforth be done independently of the hardware platform
and from the other functions of creating software, such as system design. This, along with
policy reforms that reduced costs of imported hardware and software, caused the Indian
software industry to shift from supplying programmers to supplying software programs. As
work moved to India, infrastructural costs increased as a proportion of total costs. This
caused the industry to relocate from Bombay to Bangalore. During the early years of the
industry‘s third decade, beginning in the mid 1990s, the establishment of the Internet
facilitated the separation of services, such as software maintenance and email management,
from the site where the software was located. Following telecommunications policy reforms
in 1999, this opened new opportunities for domestic firms.

GROWTH OF SOFTWARE INDUSTRY IN INDIA

The Software Industry in India has gained a brand identity as a knowledge economy due to its
IT and ITES sector. The IT-ITES Industry has two major components. IT Services and
business process outsourcing (BPO). The growth in the service sector in India has been led by
the Software Industry contributing substantially to increase in GDP, employment, and
exports. The Industry has increased its contribution to India‘s GDP from 1.2% in FY 1998 to
7.5% in FY 2012. According to NASSCOM, the Software Industry in India aggregated
revenues of US$100 billion in FY 2012, where export and domestic revenue stood at
US$69.1 billion and US$31.7 billion respectively, growing by over 9%. The major cities that
account for about nearly 90% of this sectors exports are Bangalore, Delhi, Mumbai, Chennai,
Hyderabad, Pune, Kolkata and Coimbatore. Export dominate the software industry, and
constitute about 77% of the total industry revenue. Though the Software Industries is export
driven, the domestic market is also significant with a robust revenue growth. The industry‘s
share of total Indian exports (Mechandise plus services) increased from less than 4% in FY
1998 to about 25% in FY 2012. This sector has also led to massive employment generation.
The industry continues to be a net employment generator – expected to add 230,000 jobs in
FY 2012, thus providing direct employment to about 2.8 million, and indirectly employing
8.9 million people. Generally dominant player in the global outsourcing sector. However, the
sector continues to face challenges of competitiveness in the globalize world, particularly
from countries like China and Philippines. India‘s growing stature in the information Age
enabled it to form close ties with both the United States of America and the European Union.
However, the recent global financial crises has deeply impacted the Indian Software
companies as well as global companies. As a result hiring has dropped sharply, and
employees are looking at different sectors like the financial service, telecommunications, and
manufacturing industries which have been growing phenomenally over the last few years.
Recent developments in software industry The economic effect of the technologically
inclined services sector in India-accounting for 40% of the country‘s GDP and 30% of export
earnings as of 2006, while employing only 25% of its workforce-is summarized by Sharma
(2006):
The share of IT software in total exports increased from 1 percent in 10 to 18 percent in 2001.
IT-enabled services such as back office operations, remote maintenance, accounting, public
call centers, medical transcription, insurance claims, and other bulk processing are rapidly
expanding. Indian companies such as HCL, TCS, Wipro, and Infosys may yet become
household names around the world. Today, Bangalore is known as the Silicon Valley of India
and contributes of Indian IT software exports. India‘s second and third largest software
companies are head-quartered in Bangalore, as are many of the global companies. Mumbai
too has its share of IT companies that are India‘s first and largest, like TCS and well
established like Reliance, Patni, LnT Infotech, iFlex, WNS, Shine, Naukri, Jobspert etc. are
head-quartered in Mumbai. And these IT and dot com companies are ruling the roost of
Mumbais relatively high octane industry of Information Technology. Such is the growth in
investment and outsourcing, it was revealed that Cap Gemini will soon have more staff in
India than it does in its home market of France with 21,000 personnel+ in India. On 25 June
2002 India and the European Union agreed to bilateral cooperation in the field of science and
technology. A joint EU-India group of scholars was formed on 23 November 2001 to further
promote joint research and development. India holds observer status at CERN while a joint
India-EU Software Education and Development Center is due at Bangalore.

CHARACTERISTICS OF THE INDIAN SOFTWARE INDUSTRY

The Indian software sector displays many unusual features from an Indian perspective. The
most obvious one is its export orientation, accounting for 65% of the, total software revenue.
There are important qualitative differences between the export market and the domestic
market) The first relates to different types of software developments which, gives the
composition of the domestic and export software development and services market, domestic
market has a higher proportion of revenues from the sale of software packages and products.
Whereas products accounted for nearly 40% of the domestic market, they account for a little
under 10% of exports. Over 80% of exports are software services including custom software
development, consultancy and professional services. The second difference between the
domestic and export sectors relates to the stages of software development as described earlier,
Indian firms usually provide low-level design, coding and some types of testing services for
export. For domestic clients the industry provides a wider range of services that usually spans
the entire lifecycle of software development. Some of the domestic projects are much larger
and more challenging than export projects, with the screen based trading system for the
Bombay Stock Exchange and the Reservation System for Railways, both by executed by
CMC, an experienced public sector firm, being two recent examples.
Domestic: A large fraction of the domestic software industry consists of resale of software
packages developed by foreign, principally US, firms, thus overstating the extent of software
written for the domestic market. On the other hand, there is a great deal of in-house software
written by users, especially large Indian firms that is not being captured by these figures. A
number of Indian software firms have also developed software packages aimed at the
domestic market. However, with very few exceptions, these packages have not been very
successful. Although it is tempting to point to weak intellectual property rights as a culprit for
the failure of Indian firms to develop successful packages, our interviews suggest that at least
as important, if not more, has been the lack of experience, especially design and marketing
experience, necessary to produce a successful product. Firms that have had domestic
experience with consulting do not appear to derive any advantage from it in the export
market. Given the simpler and more routine tasks involved in current software exports, the
sophisticated capabilities and expertise that firms had developed from serving domestic
customers have not been of great value to them in the export market. Exports As we have
seen, Indian software exports consist primarily of software services. The activities carried out
by most firms in India are essentially maintenance tasks for applications on legacy systems
such as IBM mainframe computers, development of small applications and enhancements for
existing systems, migration to client-server systems, often referred to as porting or
reengineering. Y2K projects were an important source of revenue, most of the leading Indian
software firms have limit their dependence on such projects. US accounts for over half of all
export revenues (58% in 1997-98) compared with 21% for Europe and 4% for Japan.
Managers at most of the US firms we interviewed agreed that the type of work outsourced
was neither technologically very sophisticated nor critical to their business. Requirement
analysis and high-level design is typically done either in- house or by US based consultant.
Many MNCs have set up liaison offices and subsidiaries as well. Increasingly, however, the
objective is to use India as lace for software development as well, rather than merely as a
place to sell. Some companies have established, or are in the process of doing so, software
development centers in India, and are exporting packages or components of systems to other
countries from India. The work being done at these development centers is fairly
sophisticated.

SWOT ANALYSIS OF SOFTWARE INDUSTRY

Strengths
• Highly skilled human resource
• Low wage structure
• Quality of work
• Initiatives taken by the Government (setting up Hi-Tech Parks and implementation of e-
governance projects)
• Many global players have set-up operations in India like Microsoft, Oracle, Adobe, etc.
• Following Quality Standards such as ISO 9000, SEI CMM etc.
• English-speaking professionals
• Cost competitiveness
• Quality telecommunications infrastructure
• Indian time zone (24 x 7 services to the global customers). Time difference between India
and America is approximately 12 hours, which is beneficial for outsourcing of work.
Opportunities
• High quality IT education market
• Increasing number of working age people
• India has well developed soft infrastructure
• Upcoming International Players in the market
Weaknesses
• Absence of practical knowledge among fresh graduates
• Dearth of suitable candidates
• Less Research and Development
• Contribution of IT sector to India s GDP is still rather small.
• Employee salaries in IT sector are increasing tremendously. Low wages benefit will soon
come to an end.
Threats
• Lack of data security systems
• Countries like China and Philippines with qualified workforce making efforts to overcome
the English language barrier
• IT development concentrated in a few cities only

SCOPE OF SOFTWARE INDUSTRY IN INDIA

The Software industry has great scope for people as it provides employment to technical and
non-technical graduates and has the capability to generate huge foreign exchange inflow for
India, India exports software services to approximately 95 countries in the world. By
outsourcing to India, many countries get benefits in terms of labour costs and business
processes. Also, the Indian companies are broadening the range of services being provided to
the customers, which is resulting in more off shoring. Talent acquisition, development and
retention initiatives taken by the companies have brought down the employee attrition rates,
thereby providing more stability to the employees and increasing their job commitment.
Many financial institutions are providing funds for the expansion of IT and ITES businesses.
In order to support software industry the Indian Government is also taking many steps. For
example:
1. The Govt. has provided incentives including tax holiday up to 2010 and competitive duty
structures.
2. The Govt. is trying to reduce the international communication cost.
3. It is providing infrastructure support through organizations such as software technology
parks.
All these factors collectively crate a number of opportunities in the IT Sector.

FUTURE OF SOFTWARE INDUSTRY

Software will continue to go momentum; telecom and wireless will follow the trend immense
expansion in networking technologies is expected to continue into the next decade also.
Software will bring about a drastic improvement in the quality of life as it impacts application
domains and global competitiveness. Technologies that are emerging are Data Warehousing
and Data Mining. They involve collecting data to find patterns and testing hypothesis in
normal research. Software services that are being used in outsourcing will go a long way. The
Sector can be classified into 4 broad categories:
1. software Services
2. Engineering services
3. ITES BPO
4. Services, E Business
Software Services can further be categorized into Information Services (IS) outsourcing,
packaged software support and installation, systems integration, processing services,
hardware support and installation and software training and education. Engineering Services
include Industrial Design, Mechanical Design,
Electronic System Design (including Chip/Board and Embedded Software Design), Design
Validation Testing, Industrialization and Prototyping.
IT Enabled Services are services that use telecom networks or the Internet. For example,
Remote Maintenance, Back Office Operations, Data Processing, Call Centers, Business
Process Outsourcing, etc. E Business (electronic business) is carrying out business on the
Internet; it includes buying and selling, serving customers and collaborating with business
partners.

NATURE OF JOBS IN SORTWARE INDUSTRY

Introduction With the advent of the PC the information technology industry underwent a
quantum change. Suddenly computers were all pervasive and work automation took off in a
big way. The software revolution totally changed the way we work. Availability of cheap and
easy to use software packages increased productivity levels manifold. Probably no sector is
untouched by information technology. Manufacturing, Finance, Banking, Marketing,
Entertainment, Education and several other fields are reaping the benefits of I.T. As a result
the I.T industry employs not only staff trained in computers but also professionals from all
other fields which could also be nontechnical in nature. The rapid development of
technologies such as networking, multimedia and the Internet have created totally new job
categories where none existed a few years ago. This sector is also the one that is witnessing
the fastest growth and change rate. New software and techniques come out every month and
professionals have to keep pace with the rapid advancements. The hardcore technical jobs in
the software industry can broadly be classified as hardware jobs and software jobs. Non
technical jobs include functional expertconsultants, web designers, data entry professionals
etc. Hardware job Software Jobs Specialised Jobs Internet Related Jobs Multimedia Jobs.

EMERGING TRCHNOLOGIES IN SOYTWARE INDUSTRY

E-commerce The Internet revolution is sweeping the world and is changing the way
companies traditionally dealt with customers. Now customers can compare and shop without
moving out of their homes by using the Internet. electronic commerce relates to all
commercial transactions that take place through the Internet. It is estimated that the quantum
of e-commerce will jump to 400 billion US dollars by the year 2001. In order to enter this
field, in addition to a basic degree in computer science/engineering one must have sound
knowledge of software used in the front end such as Java, DHTML, Visual basic etc, the
backend which is generally databases such as Oracle and SQL server as well as networking
and web server maintenance. In addition an understanding of business transactions is also
essential. Supply Chain Management In any industry there are lot of vendors providing
various material inputs used in final production. On the distribution side there are channels
comprising of wholesalers, distributors and retailers. Supply chain management software cuts
down the time taken for the supplies to arrive from the vendor and reduces the inventory
levels thus cutting cost. On the marketing side, it ensures that products reach the end
customers in time to fulfill their demand. Customer Relationship Management Companies
offering products and services have to deal with a number of customers. Customer
relationship management software provides a record of all previous dealings with customers
so that the company personnel can take the right decision while dealing with them.
 Software and Services will contribute over 7.5% of the overall GDP growth of India.
 IT exports will constitute 35% of the total exports of India.
 There will be 2.2 million jobs in IT sector.
 IT industry will attract FDI of US$ 4-5 billion.
 Market capitalization of IT shares will be approximately US$225 billion.
IT Sector – Career Opportunities in software industry Career opportunities in IT sector are
bright and growing in India as well as abroad, IT is a diverse industry in which companies are
looking for a multiskilled, tech savvy workforce. Even if you are not planning to enter the
sector directly. you will still need IT skills for employment in other sectors. India‘s large
population is more of a strength than weakness. It is a huge potential market, In the year
2006-07, the industry hired approximately 3, 80,000 people Out of these, the ITeS sector
hired 2 00,000 people and the rest were taken by IT sector.
Entry Level Career Options As in the earlier years, the salary growth in 2006-07 was to the
tune of 12-15 percent. According to the Ministry of Information Technology, Government of
India, by 2008, there will be:
(a) 2.63 lakh postgraduates, 7.85 lakh graduates, 7.42 lakh diploma holders.
(b) 10.5 lath in people in hardware and 7.5 lath in ITES.
Some of the areas of specialization in the IT Industry are Web branding services 
Custom business solutions
 Internet Marketing
 Outsourcing
 Programming services
 Multi Media Offering
 Consulting
 Designing
 Research and Development in Peripheral Integration
 Product Quality Control and Reliability Testing
 Computer Manufacturing
 Maintenance Service
 System Developing /Programming /Software Engineering a Networking
 Application Programming
 EDP/ E‘- Commerce
 Enterprise Resource Planning (ERP)
 Database Warehousing and Management
 Operating jobs, Computer operators, Data Entry
 Education and Training The software industry is facing problems in hiring talented people.
The demand of engineers is more as compared to other graduates in India. Unfortunately, the
knowledge level of engineering graduates is not up to the standards of the industry needs. At
times, they lack soft skills and good communication. More training is required in these fields,
Only around 25% of the technical graduates and 10-15% of other graduates are suitable for
hiring in IT and BPO industries. Hardware and Software areas in this sector require science
background and mathematical skills for the technical work. Programmers require analytical
power and mental ability. IT enabled job roles require creative, problem solving and technical
skills. Good communication is a must for the entire job role. Pay packages offered in this
industry- Entry level pay packages can be:
Systems Analysis: Rs.10, 000 - Rs.15, 000 p.m.
Data Warehousing: Rs. 15, 000 p.m.
E-Commerce: Rs.10,000 - Rs.15, 000 pm
Networking: Rs.10,000 - Rs.12, 000 pm)
Educational Qualifications
Given below are some of the most common educational jobs in the specific areas within the
IT industry:
Systems Analyst: BE, B.Tech, Electronics, Communication, Computer Science
Data Warehousing: BE Computer Science!
MCA E Corn Engineer: BE / B.Tech / MCA
Network Designer: BE Computer Science, BE Electrical & communication.

HUMAN RESOURCES CHALLENGES IN SOFTWARE INDUSTRY

Software organizations are project-based organizations, The output is directly proportional to
the number of people employed (Watts, 1997). Moreover, high demand for software
professionals world-wide and comparatively lower supply adds to a new set of HR challenges
for these organizations. It is one of those industries wherein human capital plays a very
dominant and crucial role. Congenial human resource atmosphere, therefore, is vital for the
smooth functioning of the business and the task of Human Resource Manager becomes an
important one. The Indian IT industry today poses an ultimate challenge to HR professionals
from recruitment to retention, compensation to career planning and from technological
obsolescence to labour turnover (Sadri, 1996). One of the most distinctive characteristics of
knowledge-based organizations is that they have only the expertise of their staff as assets
with which they trade. They are often called ‗people‘ organizations, which deploy its assets
in a distinctive way, for it sells a capacity to produce rather than products. Organizations
driven by intangible assets have to change its focus from strategy, structure and systems
model, to purpose, process and people model. A company that believes in intangible assets
must always monitor its people (Ghoshal 1998). The task of a leader in such organizations is
to recruit, train, empower and retain the best and the brightest professionals (Narayanmurthy,
1998). The software industry is characterized by acute shortage of skilled
people. Several recent studies have pointed to this problem. According to the Department of
Labour (USA), by 2006 the demand for
database administrators, computer support specialists and computer scientists is expected to
increase by 118% to 460,000. Demand for computer engineers is expected to jump by 109%
to 451,000, and demand for system analysts will double from 560,000 to more than million
(Work Group Computing Report, 1999). According to NASSCOM (1999) also the demand
for software professionals is ten times more than the supply. It appears from the above that
the HR context of the Software industry is different from the mass-production manufacturing
industry. As it is to deal with knowledge workers. So the difficulties or challenges to deal
with these industry is also difficult. The following are some of the challenges faced by the
HR manager to manage software professionals are as follows.
HR Challenges
1. To Cope with Sweeping Environmental Challenges.
2. To Make the Company a Better Place to Work.
3. To Integrate HR with Business Strategy.
4. Upgrading Recruitment and Selection Techniques.
5. Attracting the Best Talent.
6. Recruit People Most likely to Stay, not Just Hottest Talent.
7. To Cope with Shortage of Highly Skilled IT Professionals.
8. Up-gradation of Skills through Continuous Retraining.
9. To Emphasize on Creativity and Innovation through Training.
10. Training in Communication and Behavioral Skills.
11. To Design Training that Substitutes Work Experience.
12. To Design an Effective Performance Appraisal System.
13. Develop New Systems of Compensation and Reward.
14. To Find New ways for Retention and Motivation.
15. Managing Technology-Driven Organizational Change.
16. Develop Improved Approach to Career Planning.
17. Manage High-Job Stress Among Software Professionals.
18. Develop Feedback Mechanism from Superiors to Subordinates.
19. To Ensure that Employees Know Business Goals.
20. Encouraging Commitment to Quality and Customer Focus.
21. Adjusting to Shifting Values and Workforce Composition.
22. To Keep up-to-date Technologically.
23. Define Skill Requirements. And many more.
Software Professionals:
Some Common Characteristics Based on the interviews conducted with software
professionals and the way they were described by senior managers, project managers and HR.
professionals in software organizations, some common characteristics of Indian software
professionals have emerged and these characteristics are:
• Software professionals invest substantial time, efforts and resources to acquire relevant and
valid knowledge. Over time, the knowledge acquired by them becomes their self-concept.
• Software professionals look forward to use their existing knowledge and acquire new
knowledge on a continuous basis. This is significant for software professionals to experience
a sense of growth and nurture their concept of growth.
• Software professionals tend to be highly analytical and hence they expect rationale for
every activity. They expect that they should be involved in defining and planning every
organizational change affecting them.
• Software professionals tend to be high achievers and hence they expect periodical and
tangible feed back and recognition for performance. Since reward system is perceived, as a
part of the feed back system, linking performance with reward and experiencing equity in
reward becomes very important issues with them.
• Software professionals want to work on new technologies, new platforms and with new
organizations to improve their learning and curriculum vitae.
• Software professionals are more committed to their profession than the organization they
work for.
• Due to existing demand and supply situation, software professionals are able to move from
their existing organizations to new organizations in India or abroad rather fast.
• Software professionals value autonomy, professionalism and innovativeness.

IMPORTANT FACTS OF INDIAN SOFTWARE INDUSTRY

1. India won recognition for its software writing skills in the late 1990‘s. India large well
educated population.
2. The Highest number of English speaking people
3. Low wages in India as compared to West. Although this factor is slowly becoming one of
the main reasons for International Software companies to outsource IT work to India.
4. The Indian Culture itself is a huge contributor. The importance of education is ingrained by
them on their children at a very young age. They see good education as the only means to
have better standard of living.
5. As much as Indian IT Industry has grown due to off shoring, equal amount of credit should
go to growth of domestic companies in auto, retail, banking, telecommunication,
manufacturing etc., They have equally contributed in its growth.
6. The young and dynamic working population. More than 60% of Indian People are below
age 25.
7. The Opening up of economy starting in early nineties. The outsourcing / off shoring started
taking roots due to the change in policies.
8. Partial privatization and growth in Telecommunication, Telecommunication forms an
integral part of Information technology Industry.
9. The rapid growth in IT parks in India in last 10 years, Government setup SEZs (specialized
economic zones), and where opening of software services companies would get certain tax
subsides. This attracted lot of companies to setup software shops.
10. The tax breaks and sops offered by Indian government for upcoming software firms. This
made India one of the most attractive markets for setting up Software shop.
11. The commitment of Indians towards their work. It is a common knowledge that people in
Software Industry normally put more than 10 hours a day in their work.
12. Rapid growth in infrastructure and transportation facilities.
13. The entrepreneurial spirit and innovative tilt of Indians.
14. The time difference is one of the reasons for growth of Indian IT Industry. Western
countries get advantage of having a 24 hour work cycle. The India Software Industry has
brought about a tremendous success for the emerging economy. The software industry is the
main component of the Information technology in India. India‘s pool of young aged
manpower is the key behind this success story. Presently there are more than 500 software
firms in the county which shows the monumental advancement that the India Software
Industry has experienced. The Indian software industry has grown from a mere US $ 150
million in 1991-92 to a staggering US $ 5.7 billion in 1999-2000. No other Indian industry
has performed so well against the global competition.

GOVERNMENT ATTITUDE TO SOFTWARE TNDUSTRY

The Government has also played a vital role in the development of the India Software
Industry. In 1986, the Indian government announced a new software policy which was
designed to serve as a catalyst for the software industry. This was followed in 1988 with the
World Market Policy and the establishment of the Software Technology Parks of India (STP)
scheme. In addition, to attract foreign direct investment, the Indian Government permitted
foreign guilty of up to 100 percent and duty free import on all inputs and products.
The software industry in the main component of the IT Industry in India has also help IT
sector in India to grow good pace. As per the proceedings taking p1ace the software industry
the future of the India Software industry looks promising. India, compared to its competitors,
ranks high on several critical parameters, including level of government support, strong track
record of quality and delivery, early-mover advantage of brand recognition, quality of labor
pool, English language skills, project management skills, strong focus on processes, and a
favorable time zone difference with the United States that permits 24/7 internal operations.
Some of the weaknesses that persist are slow growth in the domestic market and a lack of
innovation and product orientation in the bulk of small and medium sized companies.
Infrastructure needs improvement in many areas such as roads, electricity, venture capital and
airports. Markets continue to be concentrated in North America and are therefore subject to
nontariff barriers such as visa denials. There has been some domestic political backlash
against outsourcing in the United States and Europe. However, a comparison of India with
competitors in software exports on strengths and weaknesses seems to suggest that India‘s
current position is quite sustainable in the near future. It is difficult to say whether India‘s
success can be replicated in other countries. Any country hoping to emulate India‘s example
would have to define a strategy that matches local capability to global opportunity and
discover niches that can be exploited. The niche could very well be in terms of the market to
be served on the basis of language competency. Late movers can take advantage of the
demonstrated success of the offshore model and how it works. There is only one necessary
condition, which is the existence of high quality, trainable manpower and strong
entrepreneurial and managerial talent. If countries cannot wait for a high quality technical
education system, it may still be possible to mount focused training and certification
programs in targeted niche areas‘. This would of course require a foundation of a good
university education system that is producing easily trainable manpower. Key infrastructure
for offshore services such as telecom could be created selectively through technology parks.
Policy support and incentives can also be provided selectively. Since trust is a key issue in
offshore work, the country‘s Diaspora and intermediaries can play a critical role in the
beginning

KEY FACTORS THAT EXPLAIN THE SUCCESS OF INDIAN

SOFTWARE INDUSTRY
 Software industry can be built entirely on human capital requires limited infrastructure
and upfront investment has good cash flows and is highly profitable.
 India had an early-mover advantage: repeated positive experience built trust in
outsourcing and validated the Indian brand.
 Role of human capital, including software engineers, project managers and corporate
leaders.
 Early investments in engineering education and privatization of education created a large
talent pool.
 Body shopping exposed a large population to new ways of working.  Professionally
trained entrepreneurs.  Vigorous efforts at assimilating new technology and good
management practices helped companies offer competitive costs for high quality and delivery
performance.
 Selective support to industry in an otherwise constraining environment by a few
enlightened bureaucrats and the role of NASSCOM in influencing policy.
 Lack of effective implementation of restrictive policies allowed market forces a significant
play in the early phase. The ecology was liberalized in later years.
 Highly entrepreneurial IT training and private education industry. Responded quickly to
fill skill gaps and opportunities. Positive government policies and lack of regulation meant
few barriers.
 Large population created competition for engineering seats and jobs. Software industry
faced no internal competition for technical talent. Competition from MNCs came when
indigenous firms were prepared.
TOP 10 GLOBAL SOFTWARE COMPANIES
 Microsoft (MSFT): The world leader in software companies, Microsoft continues to
maintain its dominance with total revenues of $77.85 billion in 2013. Of this, $65.7 billion, or
84 percent, was from its software stream. Microsoft’s software revenues exceed those of its
next two competitors combined.
 Oracle (ORCL): Oracle surpassed IBM in 2013 to gain the number two spot in software
revenues. Its software revenues were $29.7 billion in 2013, out of a total revenue of
$34.74 billion.
 International Business Machines (IBM): The large conglomerate offers a wide range of
products and services, including both hardware and software. It consistently derives 25 to 30
percent of revenue from software. Of the total revenue of $99.75 billion for 2013, software
contributed $29.1 billion.
 SAP (SAP): The Germany-based multinational software giant generated $18.9 billion in
revenue from its software stream, out of the total revenue of $22.87 billion. Software
represents 83 percent of its business. (SAP’s official report gives revenues in euros. For this
article, we converted euros to U.S. dollars using the December 31, 2013 exchange rate of
1.36.)
 Symantec (SYMC): Nasdaq-listed Symantec, the global leader in software security
solutions, generated $6.4 billion in software revenue from total revenues of $6.9 billion.
 EMC (EMC): NYSE-listed EMC takes the number six spot with $5.6 billion of software
revenues out of total revenues of $23.2 billion. (EMC also owns the software company
VMWare which is number eight on this list. The companies are listed as separate entities on
the New York Stock Exchange. For that reason, this list treats EMC and VMWare as two
separate entities.)
 Hewlett-Packard (HPQ): The global giant is mainly known for printing products and
solutions. From its total revenue of $112.298 billion, it derived just $4.9 billion from
software. Although this is a small percentage of Hewlett-Packard’s total revenues, it still
makes the company the seventh largest software company.
 VMWare (VMW): VMWare, owned by EMC, remains separately listed on the New
York Stock Exchange. Its software stream revenues for 2013 were $4.8 billion, out of total
revenues of $ 5.2 million. If the software revenues of EMC and VMWare considered
together, the company would be the fifth largest software company in the world.
 CA Technologies (CA): Nasdaq-listed CA Technologies has $4.2 billion from its
software stream, out of total revenues of $4.643 billion.
 Salesforce.com (CRM): Ironically, the NYSE-listed salesforce.com promotes itself with
the motto, “No Software.” The company sells software through the software-as-a-service
model. In 2013, it saw $3.8 billion in revenues from software, out of total revenues of $4.07
billions
TOP 10 INDIAN SOFTWARE COMPANIES
India, today, is a well-known name in the field of software development, enterprises from all around
the globe are outsourcing a lot of their software development work to India. They are doing so
because of the cost advantage and also because of the abundance of skilled software professionals
in India who are also fluent in English which has since become the lingua Franca of the world. If you
need to confer upon your company the global advantage then it makes sense for you to think of
exploiting this phenomenon to your advantage.

In light of this information let us look at the top 10 list of big companies and at another
smaller list of affordable companies that you should be looking at outsourcing to India. You
might be wondering what's the difference between this and thousands of other such lists on
the Internet. The difference is just that this is more credible and researched than the umpteen
ones out there.

1) Infosys
https://www.infosys.com/

Infosys is a global leader in technology services and consulting and it is an Indian

multinational corporation that provides business consulting in information technology and
outsourcing services. It has its headquarters in Bangalore and is one of the most sought-after
companies as far as employment is concerned.

2) Tata Consultancy Services 

https://www.tcs.com/

TCS is an Indian multinational information technology (IT) service, business and consulting
solutions company headquartered in Mumbai, It is a subsidiary of the Tata Group. They are
one of the largest Indian companies by market capitalization and are placed among the most
valuable IT services brands worldwide.

3) WIPRO 
https://www.wipro.com/

It is an Indian Information Technology Services corporation headquartered in Bangalore,

what is interesting is that it was established as a manufacturer of vegetable and refined oils.
In February 2002 Wipro also achieved ISO 9000 certification to become the first software
company to get SEI People Capability Maturity Model (PCMM) Level 5). Wipro entered into
the technology business in 1981 and has over 140,000 employees and clients across 50+
countries.

4) Tech Mahindra
http://www.techmahindra.com/

Tech Mahindra Limited is an Indian multinational provider of information technology (IT),

networking technology solutions and Business Process Outsourcing (BPO) to various
industry verticals and horizontals. It is headquartered at Pune and has its registered office in
Mumbai. It started out as a joint venture with British Telecom in 1986 as a technology
outsourcing firm. British Telecom initially had around 30 per cent stake in the Tech
Mahindra company.

5) HCL Technologies 
https://www.hcltech.com/

It is an Indian multinational IT services company, headquartered in Noida. Originally a

research and development division of HCL, it emerged as an independent company in 1991
when HCL ventured into the software services business. They offer an integrated portfolio of
services, solutions and products and IP through their strategy built around Digital, IoT, Cloud
Computing, Automation, Cybersecurity, Analytics, Remote Infrastructure Management and
Engineering Services.

6) Oracle Financial Services  

https://www.oracle.com/

Oracle Financial Services Software Limited is a subsidiary of Oracle Corporation. It is an IT

solution provider to the banking industry. It has more than 900 customers in over 145
countries. Oracle Financial Services Software Limited is ranked very highly in the IT
companies of India and overall ranked No. 253 in Fortune India 500.

7) Mindtree  
http://www.mindtree.com/

Mindtree Limited is an Indian multinational information technology and outsourcing

company headquartered in Bangalore. The company deals in e-commerce, mobile
applications, cloud computing, digital transformation, data analytics, EAI and ERP. Its largest
operations are in India and major markets are the United States and Europe. The company
was formed on 18 August 1999 by ten IT professionals, who formerly worked for Cambridge
Technology Partners, Lucent Technologies, and Wipro.

8) Mphasis 
http://www.mphasis.com/

Mphasis is an IT services company based in Bangalore. The company provides infrastructure

technology and applications outsourcing services, as well as architecture guidance,
application development and integration, and application management services. It serves
telecom, financial services, logistics and technology industries.

9) Hexaware  
http://www.hexaware.com/

Hexaware Technologies Limited (HTL) is an information technology and business process

outsourcing service provider company based in Navi Mumbai, India. Founded in 1990. They
provide software services in Financial Services ,Banking , Capital Markets, Healthcare,
Insurance, Manufacturing,Retail, Education, Telecom, Professional services (Tax, Audit,
Accounting and Legal), Travel, Transportation and Logistics, etc.

10) Larsen & Toubro Infotech 

http://lntinfotech.com

Larsen & Toubro Infotech (LTI), a subsidiary of Larsen & Toubro is a global IT solutions &
services company based in Mumbai, India. It employs standards of the Software Engineering
Institute's (SEI) Capability Maturity Model Integration (CMMI) and is a Maturity Level 5
assessed organisation. With over 75 years of a strong, customer-focused approach and a
continuous quest for the world-class quality,, they are definitely one of the largest Indian
software development companies. 

Apart from these companies some of the other cost-effective companies that you could
consider for outsourcing would be these ones. They are as good as the ones listed above but
are far more cost-effective:

1) Cybermax Solutions 
https://www.cybermaxsolutions.com
Cybermax Solutions is an India based software development company that has been
providing solutions for the last decade and a half now. Although they specialize in .NET,
Java and PHP technologies, they possess the innate ability to write software on any
framework and to deliver a fine product.We pride ourselves on our exceptional proficiency
and ability to comprehend and rapidly deploy enterprise products that help our clients
succeed by offering cost-effective innovative solutions we scale their business seamlessly.

2) Prathamvision  
http://www.prathamvision.com

Pratham Vision with some of the biggest names in business as well as many exciting
entrepreneurial and start-up companies. No matter what size the client, they are dedicated to
providing the highest quality work and the greatest possible return on investment.

3) TechHover 
https://www.techhover.in/

TechHover is an Indian web design company and caters to many industries They offer one of
the lowest prices in the market for all solutions, while also providing highly creative and
impactful websites and effective software.

4) 2 base technologies 
https://www.2basetechnologies.com/

They are an Indian software development firm holding expertise in offering custom software
development services with a unique blend of application platforms. They are committed to
crafting the business ideas with an affordable website design.

5) Vinam Solutions 
http://www.vinamsolutions.com/

Vinam Solutions, an experienced marketing business infrastructure is committed to providing

quality IT solutions to the services around the world Based on a creative, intelligent approach
to meet the requirements.

INTRODUCTION TO THE TOPIC- MARKET ANALYSIS

 A market analysis studies the attractiveness and the dynamics of a special market within a
special industry. It is part of the industry analysis and thus in turn of the global environmental
analysis. Through all of these analyses, the strengths, weaknesses, opportunities and threats
(SWOT) of a company can be identified. Finally, with the help of a SWOT analysis, adequate
business strategies of a company will be defined.[1] The market analysis is also known as a
documented investigation of a market that is used to inform a firm's planning activities,
particularly around decisions of inventory, purchase, work force expansion/contraction,
facility expansion, purchases of capital equipment, promotional activities, and many other
aspects of a company.

Market segmentation
Market segmentation is the basis for a differentiated market analysis. Differentiationis
important. One main reason is the saturation of consumption, which exists due to the
increasing competition in offered products. Consumers ask for more individual products and
services and are better informed about the range of products than before. As a consequence,
market segmentation is necessary.[2] Segmentation includes a lot of market research, since a
lot of market knowledge is required to segment the market. Market research about market
structures and processes must be done to define the “relevant market”. The relevant market is
an integral part of the whole market, on which the company focuses its activities. To identify
and classify the relevant market, a market classification or segmentation has to be done.[3]
Market segmentation is an important way to find competitive advantage with its
differentiation in market analysis. Market segmentation concentrates on market energy and
power to gain competitive advantage. In other words, market segmentation is the concept tool
to get the force (Thomas, 2007). In market analysis, market knowledge is required to analyze
market structure and process. Since segmentation requires a lot of market research, various
information can be extracted from it. Market segmentation can identify customer needs and
wants and develop products to their satisfaction. Market segmentation can identify different
products for different groups, better match customer wants and product benefits, maximize
the use of available resources and focus marketing expenditures and competitive advantages
(Karlsson,2012).

There is no specific way to segment market. However, businesses can follow generalized
rules like geographic, demographic, psychographic, and behavioral. A good market
segmentation should be sustainable, accessible, actionable, measurable, and differentiable
(Karlsson,2012).

Dimensions of market analysis

David A. Aaker outlined the following dimensions of a market analysis:[4]
 Market size (current and future)
 Market trends
 Market growth rate
 Market profitability
 Industry cost structure
 Distribution channels
 Key success factors
 Key success details

Market analysis strives to determine the attractiveness of a market, currently and in the
future. Organizations evaluate future attractiveness of a market by understanding evolving
opportunities, and threats as they relate to that organization's own strengths and weaknesses.

Organizations use these findings to guide the investment decisions they make to advance
their success. The findings of a market analysis may motivate an organization to change
various aspects of its investment strategy. Affected areas may include inventory levels,
a work force expansion/contraction, facility expansion, purchases of capital equipment, and
promotional activities.

Elements
Market size
The market size is defined through the market volume and the market potential. The market
volume exhibits the totality of all realized sales volume of a special market. The volume is
therefore dependent on the quantity of consumers and their ordinary demand. Furthermore,
the market volume is either measured in quantities or qualities. The quantities can be given in
technical terms, like GW for power capacities, or in numbers of items. Qualitative measuring
mostly uses the sales turnover as an indicator. That means that the market price and the
quantity are taken into account. Besides the market volume, the market potential is of equal
importance. It defines the upper limit of the total demand and takes potential clients into
consideration. Although the market potential is rather fictitious, it offers good values of
orientation. The relation of market volume to market potential provides information about the
chances of market growth. The following are examples of information sources for
determining market size:
 Government data
 Trade association data
 Financial data from major players
 Customer surveys

Market trends
Market trends are the upward or downward movement of a market, during a period of time.
The market size is more difficult to estimate if one is starting with something completely
new. In this case, you will have to derive the figures from the number of potential customers,
or customer segments.
Besides information about the target market, one also needs information about one's
competitors, customers, products, etc. Lastly, you need to measure marketing effectiveness.
A few techniques are:

 Customer analysis
 Choice modelling
 Competitor analysis
 Risk analysis
 Product research
 Advertising the research
 Marketing mix modeling
 Simulated Test Marketing

Changes in the market are important because they often are the source of new opportunities
and threats. Moreover, they have the potential to dramatically affect the market size.

Examples include changes in economic, social, regulatory, legal, and political conditions and
in available technology, price sensitivity, demand for variety, and level of emphasis on
service and support.

Market growth rate

A simple means of forecasting the market growth rate is to extrapolate historical data into the
future. While this method may provide a first-order estimate, it does not predict
important turning points. A better method is to study market trends and sales growth in
complementary products. Such drivers serve as leading indicators that are more accurate than
simply extrapolating historical data.
Important inflection points in the market growth rate sometimes can be predicted by
constructing a product diffusion curve. The shape of the curve can be estimated by studying
the characteristics of the adoption rate of a similar product in the past.
Ultimately, many markets mature and decline. Some leading indicators of a market's decline
include market saturation, the emergence of substitute products, and/or the absence of growth
drivers.

Market opportunity
A market opportunity product or a service, based on either one technology or several, fulfills
the need(s) of a (preferably increasing) market better than the competition and better than
substitution-technologies within the given environmental frame (e.g. society, politics,
legislation, etc.).

Market profitability
While different organizations in a market will have different levels of profitability, they are
all similar to different market conditions. Michael Porter devised a useful framework for
evaluating the attractiveness of an industry or market. This framework, known as Porter five
forces analysis, identifies five factors that influence the market profitability:
 Buyer power
 Supplier power
 Barriers to entry
 Threat of substitute products
 Rivalry among firms in the industry
Industry cost structure
The cost structure is important for identifying key factors for success. To this end,
Porter's value chain model is useful for determining where value is added and for isolating
the costs.
The cost structure also is helpful for formulating strategies to develop a competitive
advantage. For example, in some environments the experience curve effect can be used to
develop a cost advantage over competitors.
 Distribution channels
Examining the following aspects of the distribution system may help with a market analysis:

 Existing distribution channels - can be described by how direct they are to the

customer.
 Trends and emerging channels - new channels can offer the opportunity to develop a
competitive advantage.
 Channel power structure - for example, in the case of a product having little brand
equity, retailers have negotiating power over manufacturers and can capture more margin.

Success factors
The key success factors are those elements that are necessary in order for the firm to achieve
its marketing objectives. A few examples of such factors include:

 Access to essential unique resources

 Ability to achieve economies of scale
 Access to distribution channels
 Technological progress

It is important to consider that key success factors may change over time, especially as the
product progresses through its life cycle.

Environmental analysis
The environmental analysis can be divided into two parts which are external and internal
factors. External factors. Political issues, social potential force, and local economy called
external environmental factors. Internal environmental factors belongs to company's internal
position such as employees, department structure, budget and so forth (Christina, n.d.). How
environmental effect markets. According to the Parry, the government limit pollution
emission, they mention environmental taxes to prevent company which produce pollution
substance. In other words, the government drives the organization. On the contrary, the cost
of products increase due to the environmental taxes. It means that company may take
measure of reducing production which may grow unemployment rate by emission tax.
Therefore, the environmental taxes leads a income equality. It is not an excuse ignore our
serious environmental problem. Even though the higher income group also can benefit from
windfall gains(Parry, 2002).

Competitive analysis
According to the Christina, competitive analysis is that company must know their
competitors which have the same common services and products. The business can use like
product cost, operational efficiency, brand recognition and market Dimensions of market
analysis.

Except for David A. Aaker's 7 main dimension of a market analysis including market size,
market growth rate, market profitability, industry cost structure, distribution channel, market
trends, and key success factor, there is another analysis of dimension market analysis. Based
on Christina Callaway, dimension of market analysis can be divided into four parts which is
environmental analysis, competitive analysis, target audience analysis, and SWOT analysis.
The market analysis is to help company to illustrate current trend in the market and may
affect the profitability ( Christina, n.d.). At the same time, market analysis is also to
determine the attractiveness in the market. A good marketing analysis can improve
organization investment decision accurately, they can based on the attractiveness to change
investment tactical.

The market analysis is to help company to illustrate current trend in the market and may
affect the profitability for the business(Thomas,2007). It can be seen as a part of industry
analysis with using global environmental analysis. Company can identify strengths,
weakness, opportunities and threats so that the business can define the business strategy. The
market analysis is also reference for company's activity , like decisions of inventory,
purchase, work force, facility expansion and many aspects of company.

Penetration to find the difference or competitive advantages between two similarly

companies(Christina, n.d). How can we find the competitive advantage? Kevin (2016) says
that "Anticipating and reading market needs can help business leaders take significant steps
towards changing the game and obtaining competitive advantage."(p. 70). How can we
sustain competitive advantages? In terms of Richard research, The company should focus on
sustaining competitive advantage due to the swift growth global competition. Therefore,
Business practice management is the follow principle to maintain competitive
advantage(Richard,2006).

Target audience analysis

In the Christina contribution, target audience is for company to target their customer group
who most likely to buy their products(Christina, n.d.). The group can be classified with
location, age, gender, income, ethnicity, and behaviors. And people who make a decision of
purchase can also be divided in the target audience. How identify market in accordance with
Women's enterprise centre the market can be classified in three types which are consumer
market, industrial market, and reseller market. The company segment their market, research
market, and identify why customer would like to buy their products (women's enterprise
centre, 2011 ).

SWOT analysis
SWOT is strengths, weakness, opportunities, and threats. It matches internal strengths and
weaknesses up against opportunities and threats (Christina, n.d.). Strengths and weakness are
internal factors which we can control. And opportunities and threats are external factors that
businesses can't control, but can however impact on. When using strengths and weakness,
businesses need to collect raw data to get information. Businesses can get information by
customer feedback, employee surveys. Furthermore, businesses also can identify the
capability if it is weakness or strengths, resources and process. Opportunities and threats are
the external factors. Business can get information from secondary data like environmental
information, industry information and competitive data. The purpose of the business use the
SWOT analysis is to get the information from it and match each other to develop the ideas
and get into goal statement to form strategic development (Olsen, 2008).

Market communication has significant impact on building and maintaining the relationship of
stakeholders. Market analysis elements is to form a strategic planning and the information is
responsiveness, intelligence generation, and dissemination(Mike, Sandra& Felix, 2005).
Besides, market communication provide the information focus on the customer needs and
competitive advantage. At the same time, these information spread to customers means the
company spread its brand value so that customer can make awareness of the company's
products. It is the communication channel between business and customers(Mike, Sandra&
Felix, 2005).

Market Segmentation
Market segmentation is one of the important ways to find competitive advantage with its
differentiation in market analysis. Market segmentation concentrates on market energy and
power to gain competitive advantage. In other words, market segmentation is the concept tool
to get the force(Thomas,2007). In the market analysis, we need a lot of market knowledge to
analyse market structure and process. Since segmentation needs to do a lot of market research
so that we can get the information from it. Market segmentation recommends the market
strategy. Market segmentation can identify customer needs and wants and develop products
to satisfy them. Market segmentation can identify different products for different groups,
better match between customer wants and product benefits, maximize the use of available
resources, focuse marketing expenditures and competitive advantages (karlsson,2012).

There is no perfect way to segment market but business can follow some rules like
geographic, demographic, psychographic, and behavioral. A good market segmentation
should be sustainable, accessible, actionable, measurable, and differentiable (karlsson,2012).

Global market segmentation

Since the globalization more and more developed, the global market become indispensability
part of the business thinking. In order to explore global market, how market segmentation can
be used in the global market. There are some aspects of defining the global market so which
is more efficient to segment global market. Some researchers mention about Cross-National
and Cross-Cultural Approach to segment global market. To differentiate country and culture,
the company have to identify two areas which is vertical market segment existing internal
area. Another area is external market segments which a group of countries has relationship of
each other and share their characteristics. Compared with cross- cultural approach and cross-
national approach, cross-cultural approach has its cultural stability of traditional values.
cultural stability has a wide range of shared national-cultural values features, due to group
solidarity, interpersonal harmony and so forth(Agarwal, Malhotra & Bolto, 2010). However,
cross-cultural approach has challenge of environmental changes, cultural change and some
other unstable factors(Agarwal, Malhotra & Bolto, 2010). Therefore, the main principle of
looking at cross-cultural approach and cross- national approach base on perceive service
quality. In the global service marketing, the marketing manager face a challenge of
international services on account of the intangibility of services, unification standardizing
services across national borders and difference of preference for customized services in
different countries and culture. Therefore, it is significance for business to have a deep
understanding service quality in facing across different countries, regions and
cultures( Agarwal, Malhotra & Bolto, 2010).

In the software market, the trend of software is the price is high and coverage is low. In order
to improve the trend, there is some problems of software market. Zhang (2014) mention that

(1) What possibly discourages product differentiation in such a competitive market?

(2) Why is versioning absent here?

(3) How does the presence of free alternatives in this market impact its structure?”(p. 589).
In order to improve these problems, Zhang mention that quality competition and market
segmentation apply to the software market. In Zhang's research, the software company lack
of developed the method of quality competition, market segmentation, and versioning. In
terms of market segmentation, software company think segmentation consumer market is not
useful. Therefore, even though versioning is the least costless way of spread product
information, the company still ignore it(Zhang, 2014).

The relationship between market segmentation and communication in marketing is

interaction. For example, market segmentation is important in the social media. There is three
perspectives supplier perspectives, interaction perspectives, and buyer perspectives. In order
to balance these three relationships, business must do segment well. Otherwise, the buyer
perspective and supplier perspective cannot interact very well may lead loss of promotion
(Oxfordlearninglab, 2009). Therefore, social media is important method of communication in
the market and market segmentation also unnecessary before the business use social media
channel.

Applications
The literature defines several areas in which market analysis is important. These include:
sales forecasting, market research, and marketing strategy. Not all managers will need to
conduct a market analysis. Nevertheless, it would be important for managers that use market
analysis data to know how analysts derive their conclusions and what techniques they use to
do so.
PROFILE OF THE
COMPANY
About Metacube
Phone:0141 277 1716
Address: SP6, Phase IV, Sitapura Industrial Area, EPIP Sitapura, Jaipur, Rajasthan 302022
Website: www.metacube.com

Metacube  is a Jaipur based leading software product development services company,
partnering with both start-ups and established players globally in their innovation
journey. They are also helping Fortune companies leverage technologies that are
disrupting traditional ways of conducting business. Their customer footprint today is
spread across US, Canada, UK, Europe and APAC. The company was founded by Mr
Keshav Sharma and Mr Parijat Agarwal in 2004.
Metacube Software Pvt. Ltd. offers software development and engineering services. The
company provides product and application engineering; quality assurance; strategy designing;
and process implementation services. Additionally, it offers staff augmentation and corporate
training services. Metacube’s clientele include Aceva, AdFlow Inc., AT&T Research Lab,
Everest Solutions LLC, Gysers International, MetaAccord Inc., Orgamation Technologies,
Webtransact Sdn Bhd, H.M.M. Ltd., National Insurance Company, Reserve Bank of India,
The Rajasthan Small Industries Corporation Ltd, Trident Hotels, UCO Bank, and UNICEF.
Metacube Software Pvt. Ltd. is headquartered in Jaipur, India with additional offices in
Gurgaon, India and New York, New York.

Key Executives For Metacube Software Pvt. Ltd.

Mr. Keshav Sharma
Managing Director and Chief Executive Officer
Mr. Alok Kotahwala
Chairman of the Board and Chief Financial Officer
Mr. Satyajeet Singh
Manager of Human Resources
Mr. Parijat Agarwal
 Vice President of Delivery and Director
Metacube Software provides cloud computing, mobile application development and content
management services. Metacube Software's main competitors are A3logics, Vasudhaika and
Wipro. As of September 2018, Metacube Software has 2.2K fans on Facebook and 170
followers on Twitter. Metacube is an offshore software engineering services company based
in Jaipur. It work with several venture funded start up companies in the US that are working
on innovative ideas and technologies. This gives opportunity to our team members to work
with the best brains in the US, which not only offers them great opportunities to learn but also
challenges them to perform in a demanding environment. We are amongst the best companies
in North India in terms of opportunities to learn, do high quality innovative work, and grow
professionally. Metacube is a knowledge driven organization wherein every member is
recognized for the knowledge he/she possess and for disseminating it within the
organization.We work on multiple domains such as financial services, global trade
management, supply chain, manufacturing, CRM, e commerce, retail, etc.
Metacube has not only been actively watching the convergence of path breaking
developments in cloud computing, mobile networks and hand held devices; but has been
actively engaged with several customers in creating products and services that leverage these
converging technologies. These developments have created a powerful new paradigm for the
way products and services are going to be constructed, deployed, delivered and supported in
future for both enterprises and consumers.
Metacube has gained rich experience in building and implementing on demand applications
and plans to leverage this early mover advantage to help more organizations build new
software products and services based on the SaaS model, migrate existing products to the
cloud and implement custom cloud based solutions.
We are also building web as well as native mobile interfaces for several applications to
extend their reach to a cross section of mobile platforms.

OUR VISION
"To emerge as a global information technology company delivering world class solutions and
services to its clients through relentless pursuit of innovation, excellence and human values".

OUR BELIEF
 Deliver solutions and services that provide significant value addition to the customer.
 Meet, and whenever possible, exceed the customer's expectations in all dimensions
and in every transaction.
 Knowledge, manpower and processes within the organization, are the key resources to
deliver superior quality services.
 Understand, adopt and integrate technological advances to deliver the best possible
solutions and services.
 Develop and maintain a team of knowledgeable, motivated and sincere professionals
who subscribe to the beliefs of the organization.
 Establish quality processes, which ensure delivery of defect free solutions and
services on time.
 Strive for the welfare of the nation and the global society by bringing confluence
between the company's strategic objectives and social responsibilities.

SERVICES WE OFFER

We offer services at all stages of product life cycle including developing proof of concept,
product realization, product reengineering, product migration, product maintenance and
enhancement, product implementation, and customer support. Metacube’s product
engineering services enables the clients to focus on their core business activities including
market research, product road map development, product management, marketing and sales.

CLIENTS / CUSTOMERS
Product or Application Development is not merely a technical exercise, which can be
successfully completed by anyone who has sufficient experience and skills in software
technology. Equally important, if not more, is the domain experience of the development
team in the relevant industry. Metacube has a long and rich experience in developing
enterprise level products and custom applications for diverse industrial segments including
manufacturing, health care, retail, banking, and telecom. The products and custom
applications developed by us cover wide ranging functional areas including- supply chain
visibility, global trade, manufacturing performance, financial analytics, billing and insurance
claims for medical practices, and business continuity planning.
Metacube in the last couple of years has also assiduously built its strength in Business
Intelligence and the associated areas that include data warehousing, dimensional modeling,
and online analytic processing. Metacube is today in a strong position to leverage its
experience and insights in BI, to build powerful BI solutions for its clients.
The list below is representative of our experience in specific domains and functional areas.
Global Trade Management.
One of Metacube’s key customers is a leading player in the Global Trade Management
solutions space, and offers hosted solutions for trade compliance, trade visibility and trade
finance. It delivers an end-to-end solution across order, shipment logistics and settlement to
improve global trade operating efficiencies and cash flows. Metacube has worked closely
with the customer in building and enhancing their global trade solution. This application has
been built as a multi tenancy application and is being offered as a service (SaaS) to the
enterprises.
The hosted solutions are being currently used by over 3000 business customers across the
globe.
Manufacturing Performance Analytics
We are working with an innovative Silicon Valley based company to develop an enterprise
level manufacturing performance analytics solution that gathers the process data from the
assembly line, aggregates it over the enterprise, and offers rich analytic reports that help in
identifying the productivity and quality bottlenecks in the organization.
This solution is being currently used by some of the leading chemical, pharmaceutical, and
other process industries; and is deployed at over 100 plants.
Business Continuity Planning
Metacube is working for a company that has built a highly successful web based Toolkit that
permits users across an organization to participate in the Disaster Recovery and Business
Continuity Plan Development process. Business Continuity Planning has become imperative
with increasing globalization of business, advancing technology, and emergence of new
threats like terrorism, pandemics, network viruses, denial of service, and hackers.

Fast Facts

Basic Information
Nature of Business : Service Provider
Legal Status of Firm : Private Limited Company
Statutory Profile
CIN No. : U72200RJ2004PTC019247
Chairman and CEO : Mr. Keshav Sharma
Corporate Headquarters : Jaipur, Rajasthan
Number of Employees : 762
Revenue : $25M
Countries where Products are sold : US, Canada, UK, Europe and APAC

Area of Expertise
Metacube is a Software Engineering Services company with experience in developing
enterprise applications for a wide spectrum of domains including global trade management,
supply chain analytics, manufacturing analytics, business continuity planning, CRM, content
management and e-Commerce. These applications have been developed on a variety of
technology platforms.
Metacube has software product engineering services as a key focus area, and brings in
successful working experience with several product companies financed by leading venture
capital funds. These have been very demanding engagements challenging Metacube to
deliver solutions that are generic, extensible, user friendly, and robust. Metacube also offers
application engineering and software testing services.
Metacube has invested heavily in creating a powerful mix of human and infrastructural
resources for offshore and onsite development and is positioned strategically for delivering
world class solutions and services to its clients globally.
 How we partner with you
We follow a dedicated engineering team model where our team adapts to your DNA. We
have a unique process while partnering with our clients.
 Share your product vision, roadmap and current product status
 Build a dedicated team as per your requirements in terms of size, roles and technology
experience
 Set up the engineering process and tools, and grant access to these tools to the team
 Conduct knowledge transfer sessions for the team in person or online
 Induct the team into the regular development life cycle from planning sessions, to execution,
to retrospectives
 Conduct periodic engagement review meetings

The Board

Keshav Sharma
Founder & CEO
A graduate in Computer Science from IIT Kanpur, Keshav Sharma also did M.S. Computer
Science from Washington State University, USA. Keshav has around thirty years experience
in the IT industry that includes software product development, technology selection,
architecting solutions, account management, project management, curriculum design,
educational content development, and managing delivery of IT education at both
undergraduate and graduate level.
Education has been a passion for Keshav, and under his leadership CIStems received four
times the National Award for Excellence in IT education. His long standing experience in
education has given him great strengths in all round human resource development, mentoring,
and team building.
Other than his interest in classical computing science fields like programming paradigms and
abstractions, program correctness, algorithms, and artificial intelligence; Keshav is an avid
cricket player and was a member of the under nineteen team for the State of Rajasthan in his
school days.

Parijat Agarwal
Co Founder & COO
Parijat is a technology entrepreneur who has been working in start-up ecosystem in US and
India since last 21 years with innovators of new products and services around the products.
Parijat is an expert in solution structuring, offshore software delivery and engagement
management. He has seasoned consulting and systems integration experience across a broad
spectrum of industries. He has addressed complex IT and management situations for clients
in USA and India. He holds around twenty years of client consulting experience in various
capacities requiring account management, client partner, project management, business
analysis and technical expertise. Parijat has unique skills and experience that allow him to
bridge the gap between generalist management skills and specialist technical knowledge.
After studying Computer Science from IIT Delhi in 1994, Parijat worked in the USA for
several years through 2002 helping people in defining their online business strategy and their
underlying IT strategy. In 2002, he decided to move back to India and co-founded Metacube
Software in Jaipur ( His home Town).
He strategically started offering OPD engineering services to start-ups. Metacube developed
effective practices for product development. Metacube, clientele including start-ups that are
funded by marquee venture capitalists and software products being built are being used by
Fortune 1000. 
Other than Metacube Parijat focus is to help those on the fringes of society in which we live
in, especially kids as they will become educated, they will have brighter chance of successful
future for themselves and their families.

The Leaders
Abhijeet Katariya
VP Technology
Abhijeet Katariya is an IIT, Kanpur graduate with over 17 years experience in IT industry.
He worked for over 8 years in US with companies like Capgemini and Hyperion Solutions
(now part of Oracle) designing and developing software products.
He moved back to India in 2006 and has been with Metacube since then. He has led and
managed several projects in varied domains like global trade, manufacturing analytics, retail,
finance etc. He works with technology startups to help shape their ideas into working MVPs
and successful product launches. His current focus area is on leveraging machine learning
and mining techniques to improve customer engagement and stickiness. In his spare time, he
likes to dabble in financial markets as a swing trading enthusiast.
Manish Sharma
VP Product Engineering
Manish received BS in Electrical Engineering from National Institute of Technology, Jaipur
and holds an MBA from Indian Institute of Management, Calcutta.
He has over sixteen years of IT industry experience in agile software development, offshore
delivery, software product development, account management, technology architecture and
people management. He now has proven expertise in bootstrapping offshore teams, defining
and setting up agile processes and tools, and mentoring technology teams to set them up for
success.
Manish has been with Metacube since 2004. During this period he has driven several
customer engagements successfully from start ups to mature organization. Prior to Metacube
he worked in various capacities with HeadStrong, DrKW, HCL Technologies, Mirc
Electronics and ABB.

Gaurav Kheterpal
VP Mobility & Technology Evangelism
Gaurav has around 16 years experience in the IT industry and he is a specialist in cloud and
mobile technologies. He is an expert at adapting cutting edge technologies for architecting
large consumer and enterprise-grade solutions.
Gaurav has been recognized by Salesforce as Developer Success Story and a Summer'16
MVP. An evangelist to the core, Gaurav has presented sessions at some of the world's largest
technology conferences including Dreamforce, Droidcon, SenchaCon, Mobile Monday and
leads several active developer user groups globally.
He did his BS in Computer Science from Thapar Institute of Technology, Patiala and
subsequently did MS Software Systems from BITS, Pilani. He has been with Metacube since
2007. Prior to joining Metacube, he worked in various engineering roles for Genpact, Sun
Microsystems, Alcatel-Lucent, Siemens and Conexant Systems.
Ajay Deewan
VP Salesforce Practice
A gold medalist in Mechanical Engineering from NIT Jaipur, Ajay has around 16 years of
people management, pre-sales, account management, project management, technology
consulting, design and development experience in the IT industry; and presents a unique
combination of project management and technical expertise with excellent problem solving
skills. He currently heads the Salesforce.com practice at Metacube and has been with the
company since 2006.
With strong understanding of client's business, willingness to be in the trenches doing heavy
technical lifting, excellent mentoring skills and uncompromising work standards to help
people reach their full potential, and ability to gain trust and create strong bond with people
around him, the Metacube Salesforce practice has grown manifolds under Ajay's leadership
in a span of 6 years. 
Prior to Metacube, Ajay co-founded Calance.com and helped grow the company from 5 to
100 in a span of about 2 years. He has also worked in various capacities with Sapient, and
Cognizant in the past. He is author and reviewer of various Salesforce books.
Ajay loves to spend time with his family, is an excellent badminton player, and likes to go on
long drives if and when he has spare time.

Mukesh Singhal
QA Practice Head
Mukesh Singhal is a veteran with the Metacube family. He joined the previous avatar of the
company as a student trainee in 1993, and since then has been with the group as a torch
bearer of its ethos and culture.
Mukesh heads our QA practice, and has deep experience in software quality assurance and
testing methodologies. His expertise also lies in test automation framework design and
implementation, and has worked extensively on Capybara, Rspec, Selenium webdriver and
Apex. He has successfully managed quality assurance and testing for several large projects. 
He has around a decade of experience in the SCRUM process, and provides coaching to other
teams adopting the process for the first time. Mukesh also drives our six month intensive
training program for the new hires from colleges, and has several years of experience in
training and mentoring new talent.
Mukesh exhibits youthful exuberance in whatever he is engaged with, and one can not miss
the sparkle in his eye when he is in the sporting arena, whether as a player or as the event
manager.

About ONV
PHONE- 9799662999, 9829047090
ADDRESS-IT-5, Sitapura Industrial Area, Tonk Road, Jaipur Jaipur RJ 302022
WEBSITE- www.onvmarks.com
ONV Marks is the sister concern company of Metacube Softwares Pvt.Ltd under the brand
name of Metacampus, It’s a product of Metacube group. Which we deal in Education ERP
for schools, colleges and Universities. Onv Marks Private Limited is a Private incorporated
on 16 February 2017. It is classified as Non-govt company and is registered at Registrar of
Companies, Jaipur. Its authorized share capital is Rs. 100,000 and its paid up capital is Rs.
100,000.It is inolved in Software publishing, consultancy and supply [Software publishing
includes production, supply and documentation of ready-made (non-customized) software,
operating systems software, business & other applications software, computer games
software for all platforms. Consultancy includes providing the best solution in the form of
custom software after analyzing the user?s needs and problems. Custom software also
includes made-to-order software based on orders from specific users. Also, included are
writing of software of any kind following directives of the users; software maintenance, web-
page design].
Onv Marks Private Limited's Annual General Meeting (AGM) was last held on N/A and as
per records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed on
N/A.
Directors of Onv Marks Private Limited are Parijat Agarwal and Ravish Chandra Agarwal.
ONV Marks is a full service agency that offers the complete range of digital marketing (SEO,
SMO, SEM & Remarketing), creative, technical and management software and E-commerce
website solutions for businesses across all spheres and facets of web, mobile and social
media.
From creating appealing designs & writing engaging content, to developing responsive
websites, and applications for web & mobile, delivering best- in-class advertising and
marketing solutions or offering strategic consulting services, we do everything to help our
clients fulfill their business objectives & customer needs.
Our Approach
To keep our clients ahead of the constantly changing online environment, Sprink Digital
delivers out-of-the-box digital solutions; that ensure just the right propositions for your
effective and enduring online presence. We plan, analyze and build customized solutions to
prolifically highlight you over online dais using social integration, social media optimization,
search engine optimization, online reputation management, social bookmarking, news forum.
You could also call this heading “Our philosophy” or “Our vision.” This is the place to talk
about what drives you and your business and what’s unique about your process. What you
write here should be something distinct and interesting about your business that sets it apart
from others in the same industry.
We break the boundaries of the present education system and brings the teachers, parents,
students and the college administration under one collaboration platform that effortlessly
assembles and circulates all the necessary information amongst all stakeholders.

Company Details

CIN U72200RJ2017PTC057223

Company Name ONV MARKS PRIVATE LIMITED

Company Status Active

RoC RoC-Jaipur
 CIN U72200RJ2017PTC057223

Registration Number 57223

Company Category Company limited by Shares

Company Sub Non-govt company

Category

Class of Company Private

Date of Incorporation 16 February 2017

Age of Company 1 years, 7 month, 18 days

Activity Software publishing, consultancy and supply

[Software publishing includes production, supply
and documentation of ready-made (non-
customized) software, operating systems software,
business & other applications software, computer
games software for all platforms. Consultancy
includes providing the best solution in the form of
custom software after analyzing the user?s needs
and problems. Custom software also includes
made-to-order software based on orders from
specific users. Also, included are writing of

Share Capital & Number of Employees

Authorised Capital ₹100,000

Paid up capital ₹100,000

Number of Employees 200-300

Listing and Annual Compliance Details

Listing status Unlisted

Date of Last Annual General Meeting N/A

 DIN Director Name Designation Appointment Date

00404918 PARIJAT AGARWAL Director 16 February 2017

00964549 RAVISH CHANDRA AGARWAL Director 16 February 2017

SERVICES
EDUCATION ERP
School & College ERP
Metacampus breaks the boundaries of the present education system and brings the teachers,
parents, students and the school administration under one collaborative platform that
effortlessly assembles and circulates all the necessary information amongst all stakeholders.
WHY
At Metacampus, we believe in a holistic teaching environment, where each stakeholder can
actively participate in the over-all education of the child.
HOW
We have created an advance learning platform that allows multiple streams of
communication, synchronizing the efforts of all parents, teachers and students.
WHAT
Metacampus is a future ready, cloud-enabled, collaborative platform that can be accessed
from anywhere, anytime. It enables teachers, students, administrators and parents to
participate effectively in the overall learning experience and disseminates information
seamlessly.

How it works
The application offers versatile mobile access via smartphones

tpoHUB
Your Campus Hiring Technology Partner
End to End solution

WEB SOLUTIONS
Digital Marketing
onvmarks leaves no stone unturned in making your online marketing endeavor a success, in
and around the propositions of searches, hits and user experiences.
With the strong presence of content marketing approach, email has become the most
powerful tool today one can think of. Sending a newsletter, special offer, an invitation, email
marketing is the best way to convey your message and make your business thrive.
Onvmarks provides email marketing services ranging from creating, designing and executing
email marketing campaigns. In all, we provide everything to the business organizations,
regarding their email marketing requirements.
"We deliver out-of-the-box digital solutions ensuring your effective & enduring online
presence."
To make the best use of Digital Marketing and align it with the contemporary lines of
business and promotion practices, onvmarks works along with its clients educating them
about various online marketing routes and generating a custom-made solution for ensuring
better outcomes in terms of Revenue, Cognizance & Branding.
With our long standing excellence in handling search campaigns, we know that ultimately it’s
the results and ROI that really matters. So, whether it is SEO, SMO, PPC, or email
marketing, our endeavor is to ensure greater return for every click, and generate maximum
value for money invested by our clients.
We excel in converting window-shoppers into buyers through our proven techniques of
Retargeting and here at onvmarks, we stick to the best doable patterns to bring the visitors
back to your website. We have clear call-to-action and process it by segmenting the visitors
so that right people could be approached via right ads displayed at right places.
E-Commerce

We plan and build E-commerce solutions keeping user experience at the core. With our fine
blend of creativity and technology, we not only ensure smooth and safe shopping experience
but also streamline search, selection, buying and payment options for the end customers.
Our E-commerce solutions are customized to enhance profitability of your business; being
scalable these solutions can meet all your current and future requirements, successfully.
SEO Services (Search Engine Optimization)
With a team of highly qualified and adept SEO experts we lead our way among the best SEO
companies. We make it a clinch to provide most professional set of offerings to our clients
when we mean SEO solutions for them. We know how important it is for new start-ups to get
recognition and how crucial it is for the brands to hit their prospects effectively and maintain
their position.
When we talk SEO services, we only aim at results, precisely the faster ones!
Our SEO services make this possible with its seismic reaction to the corresponding search
engine’s algorithm. Our SEO experts can feed the search engine with best tags, back links,
authentic keywords (and also placing them appropriately), link them properly with the
important directories and ad sites that are crawled by engine every day, thereby making the
best results come out and fetch the top result on search engine.
 Any successful marketing strategy includes scientific analysis and optimising factors such as:
 Seo Consultancy
 Keyword and Market Research
 Technical Audit
 Onsite SEO
 Penalty Recovery
 Link Building
 Content Marketing
 Competitor Analysis
With our expert reports that are discerningly framed to offer you with the rightful information
and status of your assignment, we keep you informed and updated with the proceedings
throughout. This helps you keep a close watch on the progress.
We have an edge over other SEO companies in India as we are not solely an SEO company
that deals in SEO services but we have a wider framework of application in terms of range
and dimensions of solutions. We provide a consolidated framework of streamlined practices
and offerings that is all-inclusive of development, designing, maintenance and other vital
services from the domain of IT. This helps you get a product and services that goes well with
the SEO endeavors.
Bulk SMS Marketing
In this age of mobile revolution, it is extremely important to stay in touch with technology at
all times. Bulk SMS are the fastest way for conveying information within groups to several
members, just within seconds. However, with the ever so strict rules and limitations on
messaging services,
Online bulk SMS service comes as a boon to all tech savvy individuals.
With onvmarks.com you can easily send SMS online to any mobile number in India using a
very simple procedure. leave behind your worries of exorbitant charges on sending SMS.
Send bulk SMS at the most reasonable rates with the fastest messaging service. The easy bulk
sms solutions help you send messages to multiple users with the extremely user-friendly
interface.
The bulk sms provider services allow you to send to improve your business quickly and
without any hassles with the instant delivery and economic pricing.

MOBILE SOLUTIONS
Metacampus offers versatile mobile access via smartphones
INDUSTRY SOLUTIONS
Salesforce

Metacube is a Salesforce PDO+Consulting Partner with 400+ engineers (150+ certified)

working on the Salesforce platform. We've been active in the Salesforce ecosystem since
2007 and have helped customers globally build world-class products successfully. Onvmarks
is the sister concern of Metacube softwares pvt.ltd.
E-Commerce
We plan and build E-commerce solutions keeping user experience at the core. With our fine
blend of creativity and technology, we not only ensure smooth and safe shopping experience
but also streamline search, selection, buying and payment options for the end customers.
Our E-commerce solutions are customized to enhance profitability of your business; being
scalable these solutions can meet all your current and future requirements, successfully.

ABOUT THE PRODUCT

METACAMPUS

Philosophy

At Metacampus, we believe in a holistic teaching environment,

where each stakeholder can actively participate in the over-all education of the child.

We have created an advanced learning platform that allows

multiple streams of communication, synchronizing the efforts of parents, teachers and
students.
 Metacampus is a future ready, cloud-enabled, collaborative
platform that can be accessed from anywhere, anytime. It enables teachers, students,
administrators and parents to participate effectively in the overall learning experience and
disseminates information seamlessly.

Highlights

Cloud Infrastructure

Mobile Interface

Google Apps
 Information Broadcast

One to One Communication

User Dashboard

Evaluation

Comprehensive Reports

Atendance & Time table

What is in it for Administration

 Administration can broadcast all notifications with instant delivery to stakeholders via
mobile app as well as SMS.
 Provides flexible and automated evaluation system with comprehensive reports for
verification, record keeping as well as analysis related to tabulation, performance of students,
classes, subjects and promotion.
Empower a Teacher

 Teacher can post all notifications for their classes . They can communicate with
parents using notes. The whole communication trail with parents is always available for their
review.
 Teacher can create assessments,enter marks for assessments and share those with
parents.Teacher can view and analyze the performance of their classes and students which
can help in identifying areas for improvement.
Connect with Parents

 In today’s busy lifestyle, Parent now constantly be aware of and in touch with
everything happening in their child’s school life. Get instant notification on mobile phone
 whenever any post is broadcasted for the class or school. No need to keep checking any
website.
 Connect with child’s teachers and stay informed about child’s conduct and
performance in the school on a regular basis. They can also view performance trend analysis
in specific subjects across time.
Enhance Student experience

 Student can view all relevant post anytime. They can access weekly and daily class
timetable. Reminder for submissions and events.
 Connect with teachers using Google app when off campus. Collaborate with
classmates on projects and work from home.
Summary

Metacampus is committed to enhancing the overall learning experience in a school by

bringing all stakeholders on to a shared collaboration platform. It also aims at empowering
the students, teachers and parents by introducing them to new paradigms of working that are
fast becoming a norm in the modern economy
RESEARCH
METHODOLOGY
 Objective & Scope of study
Objective of the study
The main objective to conduct this research is to understand the software market and develop
the positioning for company’s product.
Primary Objective
 To study and understand the concept and process of market analysis.
 To understand and get the concept of Marketing of software products.
 To get the practical implications of the process involved in any type of product’s marketing.

Scope of the study

The project scope involves the study of the working of software called metacampus. The
project scope also involves the finding of school’s preferences in current softwares available
with the marketing research and developing a positioning for Metacampus from the above
collected data.
Managerial Usefulness of the Study
This study helps to understand marketing research basic terminologies & different strategies
for different market situation

Types of Research and Research Design

 Quantative Research-
Quantitative research generates numerical data or information that can be converted into
numbers. Only measurable data are being gathered and analyzed in this type of research.
 Qualitative Research-
Qualitative Research on the other hand generates non- numerical data. It focuses on
gathering of mainly verbal data rather than measurements. Gathered information is then
analyzed in an interpretative manner, subjective, impressionistic or even diagnostic

Research Methodology
 A questionnaire was prepared to gauge the awareness of softwares in customer.
 Survey has been done out of the schools covering a wide cross-section of the industry.
 The question was presented in one to one interview with each of the respondents.
 Responses of the concerned persons had been thoroughly analyzed.
 Conclusions had been arrived at using the response of the concerned persons and not on
questionnaire alone. Generally speaking, school staffs are most reserve persons on the planet
and they are not flattered by attention and this sometimes overcomes any inhibitions so that
matters quite secret are paraded before the observer with seeming abandon. At other times,
particularly where an issue has been the subject of recent press attention, the shutters go up
and there is no way in. All you can do in such circumstances is to give up and try something
else likely to be more productive - you haven’t the time to spend on lengthy negotiation.
Crucial to the business of initially gaining access is the whole matter of assurances of
confidentiality, anonymity, etc, which I consider below. Your stance, once granted access,
depends on how much of an active participant you want to be in the arena you are observing -
the more obviously committed you are to one particular stance or ideology the more others
will take this into account when revealing their thoughts or their actions to you. In this
context the questionnaire was not a fully fledged one and was made with an intention of
getting the main information as doctors don’t have that much time to spare and also a long
questionnaire may irritate them. So the questionnaire used in my research was really crisp
and was aimed at getting the required information in the least time, also the questionnaire was
used for primary purpose only.

Research Design
Research design specifies the methods and procedures for conducting a particular study. A
research design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to their search purpose with economy in procedure.
Research design is broadly classified into three types as:
 Exploratory Research Design
 Descriptive Research Design
 Causal Research Design
Descriptive Research Design
Descriptive research studies are those studies which are concerned with described the
characteristics of particular individual. In descriptive as well as in diagnostic studies, the
researcher must be able to define clearly, what he wants to measure and must find adequate
methods for measuring it along with a clear cut definition of population he want to study.
Since the aim is to obtain complete and accurate information in the said studies, the
procedure to be used must be carefully planned. The research design must make enough
provision for protection against bias and must maximize reliability, with due concern for the
economical completion of the research study.
SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It refers
to the technique to the procedure adopted in selecting items for the sampling designs are as
below:
SAMPLE SIZE
The sample size has been 100 schools. Conclusions had been arrived at using the response of
the questionnaire.
SAMPLING METHOD
In this marketing research project, I am using Random sampling method.
SAMPLE TYPE
Area Sampling, and the area of sampling is Jaipur.

Data Collection Method 

Primary Data: -
Primary data means data that are collected by different techniques like questionnaire, Depth
interview, Survey, Schedules etc. In this project, primary data has been collected by the
means of questionnaire and telephonic interviews.
Secondary Data: -
Secondary data means data that are already available i.e.: they refer to the data which have
already been collected and analyzed by someone else. Usually published data are available in:
Various publications of the central, state/local governments or foreign governments, technical
and trade journals etc. The secondary data involved in this project has been gathered from the
marketing journals, literatures and internet.

Limitation of the Study

*The sample area and sample size has been limited due to time constraint.
*School staffs (respondents) are reluctant for their feedbacks & opinions, and authenticity of
their statements can’t be verified too.
*All the observation and recommendation will be made on the feedback obtained from
survey.
DATA ANALYSIS &
INTERPRETATION
METHODS & TECHNIQUES OF DATA ANALYSIS
Data Analysis Concept
Data analysis is a practice in which raw data is ordered and organized so that useful
information can be extracted from it. The process of organizing and thinking about data is
key to understanding what the data does and does not contain. There are a variety of ways in
which people can approach data analysis, and it is notoriously easy to manipulate data during
the analysis phase to push certain conclusions or agendas. For this reason, it is important to
pay attention when data analysis is presented, and to think critically about the data and the
conclusions which were drawn. Raw data can take a variety of forms, including
measurements, survey responses, and observations. In its raw form, this information can be
incredibly useful, but also overwhelming. Over the course of the data analysis process, the
raw data is ordered in a way which will be useful. For example, survey results may be tallied,
so that people can see at a glance how many people answered the survey, and how people
responded to specific questions. In the course of organizing the data, trends often emerge;
modeling the data with the use of mathematics and other tools can sometimes exaggerate
such points of interest in the data, making them easier for the researcher to see. Charts,
graphs, and textual writeups of data are all forms of data analysis. These methods are
designed to refine and distill the data so that readers can glean interesting information without
needing to sort through all of the data ontheir own.
Data Analysis process
Once the necessary data collected, the next task is to aggregate the data in a meaningful
manner. A number of tables are prepared to bring out the main characteristics of the data. The
researcher should have a well thought out framework for processing and analyzing data, and
this should be done prior to the collection.It includes the following activities:
I. Editing
The first task in data processing is the editing. Editing is the process of examining errors and
omissions in the collected data and making necessary corrections in the same.
II. Coding
Coding is necessary to carry out the subsequent operations of tabulating and analyzing data.
If coding is not done, it will not be possible to reduce a large number of heterogeneous data
into meaningful categories with the result that the analysis of data would be weak and
ineffective, and without proper focus.
III. Tabulation
Tabulation comprises sorting of the data into different categories and counting the number of
cases that belong to each category. This is also called universal tabulation. The analysis based
on just one variable is obviously meager. Where two or more variables are involved in
tabulation, it is called vicariate or multivariate tabulation.
IV. Analysis
After the all three above steps, the most important step is analysis of the data. 

COMPETITIVE ANALYSIS OF METACUBE

Competitor analysis in marketing and strategic management is an assessment of the strengths
and weaknesses of current and potential competitors . This analysis provides both an
offensive and defensive strategic context to identify opportunities and threats. Profiling
combines all of the relevant sources of competitor analysis into one framework in the support
of efficient and effective strategy formulation, implementation, monitoring and adjustment.
Competitor analysis is an essential component of corporate strategy. It is argued that most
firms do not conduct this type of analysis systematically enough. Instead, many enterprises
operate on what is called "informal impressions, conjectures, and intuition gained through the
tidbits of information about competitors every manager continually receives." As a result,
traditional environmental scanning places many firms at risk of dangerous competitive
blindspots due to a lack of robust competitor analysis.
Top Competitors Of Metacube

1. 2.

3. 4.

5. 6.

7. 8.

9. 10.
Competitive Analysis of Metacube

TOP COMPETITORS

A3logics is one of Metacube Software's top rivals. A3logics is a Private company that was
founded in 2003 in Fremont, California. A3logics competes in the Internet Software industry.
Compared to Metacube Software, A3logics has 714 fewer employees.

Vasudhaika is seen as one of Metacube Software's biggest rivals. Vasudhaika was founded in
2000 in Hyderabad, Andhra Pradesh. Vasudhaika is in the IT Services industry. Vasudhaika
generates $23.7M less revenue than Metacube Software.

Wipro is one of Metacube Software's top competitors. Wipro was founded in 1945, and its
headquarters is in Bangalore, Karnataka. Wipro is in the IT Services field. Wipro has 159,238
more employees than Metacube Software.

COMPANY LEADERSHI CEO EMPLOYEE REVENU

P SCOR S E
E
Keshav Sharma -- 761 $25M
CEO

Akhilesh Sharma 61/100 48 $7.1M

President & CEO

Raj Vallabhaneni -- 39 $1.3M
CEO
 Abidali 51/100 160,000 $8.4B
Z. Neemuchwala
CEO

Raju Kurian 60/100 5 $<1M

Managing Director

Pierre Nanterme 66/100 425,000 $40.6B

Chairman & CEO

Salil S Parekh 62/100 204,107 $10.9B

CEO

Francisco D'souza 72/100 260,000 $15.2B

Co-Founder & CEO

Rajesh Gopinathan 76/100 394,998 $14.5B

CEO

Competitive Analysis of Metacampus (Product)

Analysis Based on the availability of certain following features in the product:

Basis Of Metacampus CampusAnywar Fedana alma Ellucian

Comparison e Pro
Academic Yes Yes Yes Yes Yes
Reporting
Admissions Yes Yes Yes Yes Yes
Management
Assessment Yes Yes Yes Yes No
Management
Attendance Yes Yes Yes Yes No
Tracking
Behaviour Yes No Yes Yes No
Management
Biometric for Yes Yes Yes Yes No
Teachers
Bookstore No Yes Yes Yes Yes
Management
Cafeteria No No Yes Yes No
Management
Classroom Yes Yes Yes Yes No
Management
Clinic No No Yes Yes No
Management
Curriculum Yes Yes No Yes No
Management
Enrollment Yes Yes Yes Yes Yes
Management
Event Yes Yes Yes Yes Yes
Calendar
Faculty Yes No Yes Yes No
Management
Free Trial Yes Yes Yes Yes No
Financial Yes Yes Yes Yes No
Management
Higher Yes Yes Yes Yes Yes
Education
Inventory No No Yes Yes Yes
Management
Library Yes No No No No
Management
Live Transport Yes Yes Yes Yes No
Tracking
Live Chat Yes No Yes Yes No
Mobile Yes Yes Yes Yes Yes
Application
Parent Portal Yes No Yes Yes Yes
Photos Posts Yes No Yes Yes No
Scheduling Yes Yes Yes No Yes
Student Yes Yes Yes Yes Yes
Information /
Records
Student Portal Yes Yes Yes Yes Yes
SMS Yes No Yes Yes Yes
Notification
TC, Character Yes Yes Yes No Yes
Certificate
SWOT ANALYSIS
 A technique that enables a group or individual to move from everyday problems and
traditional strategies to a fresh prospective. • SWOT analysis looks at our strengths and
weaknesses, and the opportunities and threats your business faces. • The SWOT analysis
frame is a very important and useful tool to use in marketing management and other business
applications.
STRENGTHS • A firm's strengths are its resources and capabilities that can be used for
developing a competitive advantage. Examples of such strengths include: • Patents • Strong
brand names • Good reputation among customers • Cost advantages from proprietary know-
how • Exclusive access to natural resources
WEAKNESSES • The absence of certain strengths are a weakness. • In some cases, a
weakness may be the flip side of a strength. For example, the following may be considered
weaknesses: • Lack of patent protection • A weak brand name • Poor reputation among
customers • High cost structure • Lack of access to best natural resources
OPPORTUNITIES • The external environmental analysis may reveal certain new
opportunities for profit and growth. Some examples of such opportunities include: • An
unfulfilled customer need • Arrival of new technologies • Loosening of regulations •
Removal of international trade barriers
THREATS • Changes in the external environmental also may present threats to the firm.
Some examples of such threats include: • shifts in consumer tastes away from the firm's
products • emergence of substitute products • new regulations • increased trade barriers

Strong distribution channels

Good financial performance Slow to innovate
Easy to use softwares Poor Investements
Brand Reputation Mature Software Markets
Brand Loyalty Dependence on Hardware Manufactureres

SWOT
Mobile Advertising
Intense Competition in software market
Cloud based services Changing consumer needs and habits
Mobile device industry Open source projects
Growth through Acquisitions Potential lawsuits
Q.1 What is the level of your school?

RESPONSE RESPONDENTS
Middle 16

Secondary 32

Higher Secondary 52
Q.2 To which board your school is affiliated?

RESPONSE RESPONDENTS

CBSE 60

RBSE 25

ICSE 15
Q.3 What is the approximate strength of your school?

RESPONSE RESPONDENTS

<500 24

500-1000 46

1000+ 22
Q.4 Are you using any software for school management?

RESPONSE RESPONDENTS

Yes 65

No 25

Don’t know 10
Q.5 What mode of software you use?

RESPONSE RESPONDENTS

Online 37

Offline 33

Don’t know 30
Q.6 Does your software have a facility of mobile app?

RESPONSE RESPONDENTS

Yes 38

No 30

No idea 32
Q.7 Does the software has parent login on app?

RESPONSE RESPONDENTS

Yes 37

No 31

No idea 32
Q.8 How do those software companies charge for their services?

RESPONSE RESPONDENTS

Per student 10

Monthly 15

Yearly 20

One time 30

No idea 25
Q.9 Which feature is on priority for your school?

RESPONSE RESPONDENTS

Attendance 30

Transport Tracking 20

Evaluation 30

Administration & Fees related 20

Q.10 Do parents co-operate in this online management?

RESPONSE RESPONDENTS

Yes 35

No 40

Can’t tell 25
Q.11 Are you satisfied with your current school management software product?

RESPONSE RESPONDENTS

Yes 40

No 20

Want cost effective features 40

SUMMARY OF
FINDINGS
 INTERPRETATION
Metacube Lab’s strength is in its differentiation. Its strength in differentiation comes from the
immense diversity of products the company offers that are considered innovative and unique
compared to products made by competitors. Metacube produces technical, cloud computing,
mobile application development and content management services. They are the leading
innovators in school management softwares.
Metacube’s financial position is consistent with its mission, objectives, and organizational
environment. The company’s vision is “To emerge as a global information technology
company delivering world class solutions and services to its clients through relentless pursuit
of innovation, excellence and human values". This includes the improvement of employees,
products, and the company as a whole. Metacube’s greatest differentiator is in the diverse
mix of their business portfolio. Metacube’s broad line of products and the success of their
employees is what contribute to such high numbers, as well as the company’s ability to
produce what people need throughout the world,
The industry is changing fast. To survive and to prosper involves managing pipelines- as
softwares come off patents no longer bring in enough revenues and must be replaced quickly
by updated softwares. This means that the companies have to think ahead, something that
sounds easy but involves great risks. Huge sums must be invested in uncertain in-house
research and development and must go forward mergers acquisitions with other promising
companies. Strategic alliances can be used to argument opportunities as well. As companies
develop their new pipelines, they must be mindful of changes caused by regulations and
deregulation in countries all over the globe. The global competitive environment creates
challenges and opportunities for the companies- with equal importance for the communities
in which they reside.
This research offers no new insights into what it takes to build a viable product market but it
surely underlines two facts- that it is worth doing in Indian market and that it will involve
retaining and attracting more market share with financial boost that need to take sizeable
financial risks.

FINDINGS FROM THE RESEARCH

An important facet of research is “the analysis and positioning of available softwares, and
discuss opinion about the Metacampus before being famous in the indian market.”
School management softwares have been much popular in international market for years,
but availability of such types of softwares majorly depends on Metacube in India.
In terms of these type of applications and softwares , Metacube holds the majority and
monopoly in the market. But, it is essential to study the detailed performance of available
softwares , in the IT sector. This would determine the technical positioning of Metacampus.
 From the research, it has been figured out that ‘Communication’ is the most
important characteristics that individual seek in a software provider.
 The other softwares of the Metacube have been in the top of the list in their
technical lives. This creates a good market for Metacampus, since many of the school
staffs consider it as one of the safest cloud based software.
 Apart from this, we can say that 40% of the today’s market is satisfied with current
available softwares, but the same percentage is shown by customers who want some
more cost effective features in near future.
 About nearly 40% of the parents of students don’t co-operate with the schools in
operating these softwares which create a lot of problems for the school staffs.
 Evaluation and Attendance has got a immense majorably preference by some
schools nearly about 30%.
 Looking upon the strength of the schools, we can see that many of the schools has
its strength near 500-1000, which creates a big market for metacampus.
 It is really ridiculous to know that about 20-25% of the customer are not aware
about the features of the latest softwares and mobile applications.
 But still it can be concluded that metacapmus has a very large market size and has
many upcoming opportunities in near future to attract more and more customers
and increase its goodwill and sales.
 About 30% of the comprtitors don’t have the mobile application for the same work
as metacampus has.

CONCLUSIONS & RECOMMENDATIONS

The Software industry currently represents a highly competitive environment. Software
companies have to operate in a highly regulated environment; the degree of regulation to a
significant extent depends on the country and type of the product. One of the most important
aspects of government regulation for software companies is price regulation, and different
countries have different policies on this issue. As the result of price control, prices of the
same products can significantly differ in different countries.
Metacube has been enjoying the long run of its monotonous market in terms of its product
and services. With the marketing of metacampus, it wouldn’t be wrong to say that company
will enjoy the similar situation, if price being the competitive factor.
Hence it can be considered that the market has a big opportunity for metacampus and has a
great size and will give better sales in near future.

The main challenge for software companies come from four areas.
First, they must deal with competition from within and without.
Second, they must manage within a world of price controls that dictate a wide range of prices
from places to places.
Third, companies must be constantly on guard for patent violations and seek legal protection
in new and growing global markets.
Finally, they must manage their product pipelines so that patent expirations don’t leave them
without protection for their investment.
Lastly in terms of Metacampus, the market development is essential which would help the
company in creating increased market share. For this purpose Metacube Pvt Ltd. Should
focus on following:
 Metacampus, being one of the topmost softwares ; it should be marketed as that way.
Its advantages over competitors should be counted in its marketing strategy.
 There is a need of awareness in the market about the product ; since most of the
schools don’t even think of getting a software for their school loads.
 Metacampus is considered to perform better in CBSE schools. Thus, this market
should be targeted prior to expansion of any other area.
 The softwares should be provided at price being competitive. It will be the best
software available in the market so if priced competitively it will be picked up like
anything.
SCOPE OF FURTHER STUDY
 APPENDICES

REFERENCES
 QUESTIONNAIRE
OBJECTIVE: To study the school management software market and develop the technical
positioning of Metacampus.

NAME:
SCHOOL’S NAME:
E-MAIL:
PH NO.:

Q.1 What is the level of your school?

A. Middle
B. Secondary
C. Higher Secondary

Q.2 To which board your school is affiliated?

A. CBSE
B. RBSE
C. ICSE

Q.3 What is the approximate strength of your school?

A. <500
B. 500-1000
C. 1000+

Q.4 Are you using any software for school management?

A. Yes
B. No
C. Don’t know

Q.5 What mode of software you use?

A. Online
B. Offline
C. Don’t know

Q.6 Does your software have a facility of mobile app?

 A. Yes
B. No
C. No idea

Q.7 Does the software has parent login on app?

A. Yes
B. No
C. No idea

Q.8 How do those software companies charge for their services?

A. Per student
B. Monthly
C. Yearly
D. One time
E. No idea

Q.9 Which feature is on priority for your school

A. Attendance
B. Transport Tracking
C. Evaluation
D. Administration & Fees related

Q.10 Do parents co-operate in this online management?

A. Yes
B. No
C. Can’t tell