Marketing of Information Technology

Natural selection, the technology way

2010-07-12T00:33:00.001-07:00

I think both my blogs are getting related, with the kind of topics I discuss... You will find out soon, how they are.

Mobile phones, the smart ones and the not-so-smart, have been a communication boon. However much the mobile phone manufacturers like to claim that the instruments are safe, long term frying of brain by microwave devices like mobile phones have their undesired effects. Many studies have shown that continued prolonged usage (about 10 years) of mobile phones increase the chances of gliomas and other forms of tumours / cancers.

I noticed that government officials in India are among the heavy users of mobile phones, mostly for their illegal transactions. While many mobile phone users do not like to share their mobile phone numbers for privacy reasons, these officials are more than happy to share theirs, as they do not like to have any record on the official channel (paper, office land line etc). They use mobile phones from the beginning to the end of their nefarious deals. They constantly carry their mobile phones in their shirt pockets, literally close to their hearts, even on official holidays, for they do not like to miss any opportunity of extra income. I have yet to see any government official use a headset with a mobile phone. Same observations apply to our politicians too.

We all know Lamarck's theory - any organ put to constant work, grows strong and healthy. This is not applicable to the mobile phone usage. Organs , instead of growing strong and healthy, get worked up because of mobile phones and they turn cancerous.

It is said that a sharp object should be used to extract another sharp object lodged in the body. Similarly, probably a cancer should be combated with another cancer. Our country is our collective body. We all know corruption is the cancer that has gripped India. I am sure the process of natural healing has begun. There will be no wonder if many corrupt government employees and politicians get affected by cancer, induced by their mobile phones. In the last three years, the mobiles have become wide-spread in India. It is just a matter of another 5-7 years to see the effects.

It is all a process of natural selection, genius was the one who said "all in nature is slow and perfect".

Getting BBMP documents without a bribe!

2009-11-02T01:16:00.000-08:00

Hi,

This sounds impossible, correct? How can anyone get documents from City Corporation in Bangalore without bribing the officials? Sometimes, these things do happen.

At first, some background.
I bought a site from Bangalore Development Authority (BDA) in a public auction. To complete the purchase process, it took a few months, but the delay from BDA was just about a fortnight. I never bothered about that fortnight of delay, for the process was clean and free of corruption. During the registration of the property of the at the Sub Registrar's office, the officials at SRO office demanded bribe, that too openly. I somehow managed w/o bribing, because the entire amount of purchase was paid in white money and there was no room for SRO officials to accuse me of under-invoicing (to pay less stamp duty). Then came the arduous process of getting the Ledger Registration Certificate (called Khate) created for the same property in the Bangalore Municipal Corporation (called BBMP locally). Registration of ledger is like opening an account in BBMP, only in this case, was a tax account - to get an account to pay annual property tax. The site fell under the jurisdiction of Bommanahalli office of BBMP.

I applied, with all the documents specified on BBMP website, on 21 May 2009, knowing very well that BBMP will not meet the self-declared SLA of 7 working days for the issue of Khate. During application, I was asked to pay the property tax upfront (not a pre-requisite as per their SLA) to which I responded "you specify and I will pay after you do so". To this I was asked to meet the Revenue Inspector Mr. G. I met Mr. G who courteously but eerily asked me to give my mobile phone no. and said he would call me in a fortnight. He even showed files pending with him since March 2009 (already two months of wait)!

Getting no response, I went to the office on 27 Aug 2009 and dug up my case. My dad accompanied me to the BBMP office on all my visits. Upon my dad's pressure on the clerk, the clerk handed over me a letter that asked me to pay tax upfront and to take the Mr. G to show the site "a site inspection". Both these were not required at all. BBMP can demand tax (with arrears) after the registration of ledger and it is the duty of the revenue inspector to inspect the site himself. Mr. G asked me to meet him at the local corporation office the next day for the site inspection. I paid the tax the very same day.

I promptly took Mr. G on my scooter on the next day, to my site. He, with all the arrogance told me "You claim this is your site. There's bush all around. How do I know this is your site? Is there a stone with the site number?". I took him beside the bush and showed him the stone that had the site number. He then realized I was a little difficult to deal with. So he asked me "Will you take the process further?", in a veiled way of asking whether I would seek his extra service with a bribe. I said I would follow up on my own, to which he responded "All the officials are new here. The process requires approval of 5 officers above me". He did not want to let go of me easily. I said I will follow up but he should give the inspection report. He said he would. That evening I filed a response to the letter they had issued, stating that I had paid the taxes and that the inspection was done and took an acknowledgment from the office.

Fast forward 5 weeks and I went again. This time we discovered that the file had not moved and that our reply documents were missing. I met Mr. G again. He said he will look into the matter and that I should contact him only after the BBMP elections were over. The election dates themselves were not announced and he was pretending busy. This agitated my dad. He stormed into the Assistant Revenue Officer's cabin. He asked the ARO "Do you expect your staff to die, their next generation to secure jobs on compassionate grounds and then to process our file?". The ARO who's the boss of Mr. G was taken aback. He summoned Mr. G and inquired. The ARO told Mr. G, "Why do you keep such applications pending for months? Why can't you clear them and get rid? This man is cursing us all to death". Mr G tried to give a justification. My dad retaliated "Do you need months to put up a file?". (Put up means to send it to a higher officer). He put up the file for next step that evening itself. No waiting for unannounced BBMP elections!

Fast forward one more fortnight, a Monday. I called the receiving clerk Mr. S (who had gladly given me his mobile phone no. hoping that I would bribe him) that our file had not moved forward. That afternoon, Mr. S called my mobile phone from Mr. G's phone. I received the call, and since I had stored Mr. G's phone no. (again willingly given with the hope of business) and responded "Hello Mr. G, how are you?". To this, Mr. S was taken aback. He identified himself, said my file had moved a step, and that I had to get some cash to move it further. I was enraged. With my dad, I rushed to the office after having decided that we would meet the Divisional Revenue Officer (DRO) or even a higher Joint Commissioner (JC). I had also taken the JC's office direct phone no. from the BBMP call centre. I met the DRO there, after overcoming the resistance of the clerks and peons who were trying to stop me and my dad from meeting her. I explained the case to her (DRO) to which she responded that I meet Mr. G. My dad told that it was nonsense as Mr. G had not acted on it. I opened my phone call logs and showed her Mr. G's call that afternoon and told her that I was asked to bribe. She pretended not to have heard that, but said she would take my application forward immediately. She summoned Mr. G and other clerks applicable to my case. Mr. G promptly came, asked me to pay the ledger registration fee (legal requirement) amounting to two percent of the stamp duty and I was asked to meet a clerk Mr. A after 3 days. I presented the Bank Draft for the specified amount that day itself.

After a week we found that our file was being shuttled between two clerks Mr. A and Mrs. S, finally I brought them together and it was agreed that Mrs. S would take my application further. Mrs. S, after two weeks and a few follow-ups, gave me a notice, specifying that my ledger was registered and that I would get the Ledger Registration Certificate (Khata) after I pay the tax and submit a follow-up application". I immediately gave her a follow-up application, along with copies of tax paid receipts. She finally handed me the Ledger Certificate and accompanying File Extract (called Khata Extract) on 31 Oct 2009.

My dad & I thought about the entire process. We found that we had made 12 visits to the BBMP office. Upon speaking with similar applicants, we found that those that had bribed has still made about 8 trips, proving that bribing was no guarantee in getting the work done! We had only made 4 extra visits and that too without bribing! Definitely worth it!

All this happened with my dad's support and the support of my manager - he liked my not bribing, and finally, my knowledge of Kannada, the language of local governance.

So why have I posted this on IT Marketing blog? The reason is simple. Though the Governments may like computerization for speedier processing of public work, the vested interests in the government departments oppose. The reasons are many.

The vested interests:
1. Do not want computerization because of the transparency it brings
2. Do not want computerization because the faster process reduces their opportunities to seek bribe
3. Paper records help them to conceal irregularities and such records are easier to destroy - you often get to hear that two to three ministry buildings catch fire in New Delhi every year. Such fire accidents are not really coincidences as not surprisingly no one dies but only the records are destroyed...
Many more...

Good luck marketing Information Technology products and services to governments in India...

Venkatesh K

Talking of levellers

2009-05-13T03:50:00.000-07:00

If you look at technology, irrespective of the field of application, you will notice that technology is a great enabler. Two-wheelers and four-wheelers enabled people to travel independently (I mean without having to depend on public transport like buses and trains). Photography was once the domain of photographers. And then came digital cameras. Their piggy back on mobile phones had a great symbiotic effect - the mobile phone user base was much larger than that of camera, but it provided a ready territory for selling. So almost everyone who had a mobile phone became a photographer, just by buying a new mobile instrument that had a camera.

On a whole new dimension, I found something interesting. Technology became an enabler for countries too. India has enough consumer information technology that it is soon catching up with the US. So it is a leveller in a different sense. I always thought that businesses were migratory - towards where they had low cost / high profit / both opportunity. So were business people - you can find many Gujaratis in Africa, US, many Punjabis in the UK, Andhrites in the US and so on. Domestic migration too is not uncommon. There are many Saurashtrians in Tamilnadu as well, living for many generations. However such migrations were due to trade. These days it is technology that is driving migration. It is not very uncommon to see foreigner knowledge workers working in India. These knowledge workers have been migrating, just because companies migrated owing to technology availability in India. During the protectionist era, various sections of Indian establishment complained of brain drain. Now India is facing the reverse brain drain. Now issuing visas is a two way process - Indians moving to the West and Westerners, to India.

Isn't technology a great leveller?
More later,
K Venkatesh

Bugs in my book!

2009-03-06T03:56:00.000-08:00

To whomsoever it may concern:

Sounds too Legal type of language, right? Naturally, I have to use this language with people getting too sensitive about intellectual property.

I must admit that being from Information Technology industry, I am not unfamiliar with bugs. Every product or service has some bug or the other. So how can my book be different? :-)

Affiliation:
I am an alumnus of the Indian Institute of Management Bangalore (IIMB) having completed the 3-year PGSEM course graduating in 2001.

My book "Marketing of Information Technology" (ISBN 9780070248724) was published in December 2009, by McGraw-Hill Education India. The book mentions my affiliation as "Faculty - Marketing of IT, Indian Institute of Management, Bangalore". My affiliation is specific, to clearly mention that I teach only the subject of marketing of information technology at IIMB. I have made no claims beyond this. I have taught this subject to the second year PGP (MBA) students of IIMB, as its Guest Faculty from the year 2003, every year. I have received positive feedback from the students and honourarium from IIMB too. However, to be accurate, I emphasize that the affiliation should read as "Guest Faculty, Indian Institute of Management, Bangalore", simply because I was never a full-time employee of IIM Bangalore. The mention of "Guest" as requested by me, perhaps got missed out by publisher / printer in multiple rounds of reviews during production.

The schools that I teach / taught:
My book has a sentence about me that can create opportunity for incorrect understanding.

I delivered a lecture titled "Intellectual Property in the context of Offshoring" to the students of The University of Michigan Law School in April 2006 (probably on 17th of that month, via Skype). This lecture was facilitated by Prof. Pavan Mamidi, my Law teacher (he's a genius indeed). This was mentioned correctly on the cover page as "He has delivered lectures in the University of Michigan Law School, and the Indian Institute of Management, Bangalore and has also taught at the Padre Conceicao College of Engineering, Goa".

However, in the "Author's profile" page, the sentence mentions "His has also taught at The University of Michigan Law School, Indian Institute of Science, Bangalore and Padre Conceicao College of Engineering, Goa." There's also a typo (His instead of He).

The mention on the book cover is correct. I wonder why this correction I suggested during production was made only on the cover and not in the Author's Profile page.

Anyway, these may seem unnecessary communication, but the Internet is a great place to go public, clean!

Some things I am very cautious of:
1. People can be pedantic - be as detailed if required.
2. Disclosure is best way to stay clean!

More later, sometime.
K Venkatesh

My book "Marketing of Information Technology" is published

2008-12-12T04:56:00.001-08:00

McGraw-Hill has said that they will be getting it to stores in a week. However, the listing on sites such as Amazon will need a few more weeks, they said. The Indian edition is priced at Rs.350/- (publisher's prerogative), am not sure how much will they price in other currencies. The book's ISBN is 9780070248724

Browsers and redefining market segmentation...

2008-09-08T02:18:00.000-07:00

Google Chrome is the biggest news item these days... Why is it so? Why should anyone talk so much about yet another browser?

Google Chrome is basically not a browser. It is a desktop application gateway to Google's services and in this gateway the browsing facility is only incidental, to communicate in HTTP. In these days when everyone wants to transact every type of information using a browser, it is very natural for Google to launch Chrome to build an end-to-end Google story.

Is Google trying to blur the segmentation between a desktop and a browser? Google probably wants to message that the Desktop is irrelevant and everything is efficient on server, especially on Google servers. It is difficult to predict whether the centralizing of desktop applications (on servers) will succeed.

IT and recycling...

2008-08-22T03:12:00.000-07:00

Recycling is profusely professed in IT industry but rarely practised. Electronic junk - IT industry has a buzzword for that as well viz., e-junk is growing problem - silent in the first world and not so elsewhere... "Most of the IT products that companies have marketed worldwide are not eco-friendly" is an understatement. IT marketers adversely impact environment more than of other industries because of high obsolescence of its products and expediency.

In reality, recycling is not eco-friendly in many industries. So more than recycling, creating products that can biodegrade (after multiple reuse) is the really ec0-friendly way out. Something for IT marketers to think...

Social responsibility of marketers

2008-05-07T02:53:00.000-07:00

A particular sight today left me a little disturbed...

I saw a labourer, in torn shabby dress and without footwear, loading sand on to a tractor. This sight is not uncommon, for I live in India. However, what disturbed me most was that he had plugged earphones and listening music from a portable digital music player. It is also very common to see vegetable vendors on the pavements using mobile phones and auto-rickshaw drivers with such devices listening to the music while driving on the streets. So where's the concern and why get disturbed?

It is good that the technology is able to percolate to the economically lower strata of societies, due to lower cost of production and commoditization. Technology is still more expensive than basic necessities such as food, safe drinking water and sanitation facilities.

As a technology marketer, it is hard for me to accept the fact that technology companies succeed with their aspirational products in societies where social priorities should have been elsewhere - food, water supply, healthcare and other bare necessities of life. This is true of non-technology companies too, but the impact is higher in technology markets because of fast obsolescence.

It is incorrect for any government restrict people from buying goods that they want. Controlled economies like in pre-liberalized India (pre-nineties) have shown that controlling the supply side hinders economic growth. The economic globalization has contributed to world-wide aggressive marketing, while governments in many countries have failed to improve living conditions in the meantime. Two decades ago politicians in India promised food, water, electricity in their election manifestos. Not much of these promises have been kept. What is more interesting is the politicians are now promising televisions and mobile phones. WiMax may make their way to the manifestos soon!

If societies give higher priorities to aspirational goods and services ignoring basic necessities, there definitely is some problem. This will accelerate consumerism and the poorer become poorer. Accelerated consumerism is inherently bad for any society because it can only be fuelled by credit. Retail credit can lead to large scale misery, as the US sub-prime mortgage crisis has shown with its world-wide impact...

There is a social cost to marketing...
K Venkatesh

My book release schedule

2007-10-19T04:53:00.000-07:00

Hi,

My book publisher McGraw-Hill (was formerly Tata McGraw-Hill in India) has given me the schedule.

1. Copyediting: To be completed by November 25^th, 2007.

2. Typesetting/ proofs: To be ready by January 25^th2008.

3. Camera Ready Copy: To be ready by February 25^th 2008

4. Print and bind: March 25^th, 2008.

It is aimed at practising IT marketing personnel (product management, sales, program management) and students of marketing (who would have completed their basic courses in marketing). I hope the publisher is on schedule in doing so...

More later...
K Venkatesh

My book on marketing of IT is almost ready.

2007-06-12T02:16:00.000-07:00

My colleague is reviewing the chapters and I am including the review notes. I have almost completed authoring... More updates soon.

K Venkatesh

What is this freedom?

2007-04-27T12:07:00.000-07:00

Hi,

All of us may have used some free software sometime or the other. So what is this freedom? I will try here to explain a not so easy concept, in simple words...

At the top level, there are two types of freedom - financial and intellectual. Financial freedom is analogous to saying "I do not have to pay anyone to breathe". Intellectual freedom is analogous to saying "I have the freedom to assert 2 + 2 = 4 and no one else can dictate me to assert anything different". My experience is that many IT services companies function like factories and try to curb intellectual freedom of their employees.

In IT industry - both in products and services, you will find both types of freedom that creators give to the users. Do you think I should explain this in greater detail? Please let me know.

K Venkatesh

Launching of IT - why a few succeed and many fail?

2007-04-27T12:05:00.000-07:00

Hi,

I think I will start blogging in no particular order... So let us talk about launching of IT products and services now...

Have you ever thought how Firefox became quite successful, but Thunderbird didn't, quite as much? Both are open source products, both are free to use and free to enhance. If so, why is the disparity in their successes?

There are so many distributions of Linux - some that guarantee intellectual freedom and some that guarantee financial freedom as well (simplifying the legal fine print). Why are some distros more popular than others? Linux, the archetypal open source product, should have grown a lot more popular than it is. So, why is it still lagging behind the MS operating systems?

When we peel the layers of this mystique onion, we find more than one reason to explain.

Let us take the Firefox-Thunderbird case first. As a thumb rule, common users are more likely to use browser than a mail client. Users are now used to many free HTTP IMAP e-mail and network access is increasing. Hence they may not find a need to store their mails locally (POP). So is Mozilla trying to address a need of the users that is now no longer a need?

For Linux, the number of distros has been both a boon and a bane. The variety offers choice, but also clutter and disagreement in creation. This disagreement translates in the users' minds as confusion such as which distro should I choose for my server and which for my desktop (my favourite desktop distro is SimplyMEPIS). Also, the open source vendors such as Redhat and Novell are probably half-hearted in promoting open source. They have commercialized the Linux in a sense. So in a way their distros have gone into the proprietary realm. The other reason is the unavailability of applications on Linux. This is being addressed by many distros. SimplyMEPIS comes with Skype, Flash and many other applications installed; OpenOffice is present by default in most complete distros. Yet another reason for limited success is the installation experience. This is addressed by distro vendors giving away no-risk-try live CDs. This is an example of a great technology being put to a great use. The open source vendors do not have pockets as deep as MS or any big proprietary vendors. Big proprietary vendors can muscle their way into OEM deals for pushing their products, while that is yet to happen on the same scale in open source world. In a sense, it is probably good for open source vendors to consolidate and show a single face / fewer faces to the customer.

K Venkatesh

About myself

2007-04-27T11:46:00.000-07:00

Hi,

I am K Venkatesh, you can call me KV. I am a technology marketing person and an academician, but sometimes my friends mistake me for a technologist... I am actually a generalist. My dear friend Sajan suggested that I write on the site www.cafetecheria.com and hence I began writing on techno-commercial matters. I understood that I would be the odd man out, on that technology oriented site, but hey that would be a differentiator :-) My colleague and friend Gururaj BS (Guru, for short), suggested that I must have my blog to supplement my forthcoming book on marketing of information technology (IT) and hence now have started this blog.

A bit on my background...
I am a graduate in Electronics Engineering from Bangalore University, India, did my post graduation in Management (MBA) from the Indian Institute of Management, Bangalore (IIMB), specializing in Finance and Marketing. I studied French at the Alliance Francaise de Bangalore as well. I have worked for nearly a dozen years in the IT industry - in various functions such as IT sales, software design and development, software product post sales support, software product technical marketing, productivity modeling & optimal bidding in software services business, product engineering programs and localization... I have also, for about half a decade, been teaching at various schools such as the IIMB (to second year MBA students), PC College of Engineering, Goa (to second year M.Tech students, May 2004) and The University of Michigan Law School (to senior post-graduate students of law, Apr 2006). I did speak to the MBA students of Department of Management Students, Indian Institute of Science, Bangalore, on the launch of IT products and services (Feb 2007). I am authoring a book tentatively titled "Marketing of Information Technology - concepts, IP, products and services", soon to be published by McGraw-Hill India. The book is in beta and Guru is reviewing the chapters.

My areas of interest include valuation of IT companies, Open Source, Information Technology (IT) pricing, Localization of IT, Intellectual Property Laws (IPR), Web 2.0 and E-Commerce.

In coming weeks, I will be making a few posts on some of the above topics. Meanwhile, you can also suggest a few topics of your choice, for me to blog. I will do so, if I have any knowledge on those topics. Until then, bye.

K Venkatesh