Next Wave Strategy for Indian IT Industry

I felt honoured to be a part of the panel discussions on Indian IT Industry at Communique 12 organized by Symbiosis in Pune. http://www.sitm.ac.in/International_tele_seminar_Communique.asp

The viewpoints put forth by me covered how Indian IT can move towards a product based model as opposed to a people based revenue model, challenges to Innovation and opportunities for diversification.

Moving towards a Product oriented model

• We can take some lessons from what made the services model such a huge success for Indian IT Industry
• It was no doubt a perfect example of private initiative backed by government policy which made IT in India a priority sector
• IT in India is engaged in the services model by design since the IT policy in the mid-1980s stressed on Electronics and Software as a solution for unemployment
• That policy definitely succeeded as we see the number of people in India today employed in this sector with education institutes churning out almost 400k candidates in the market every year
• There are indeed IT companies in US one example which comes to mind which generate $700 mn revenues with less than 50 people
• This model may not be suitable for India. It may be great for one or two companies but in the larger national interest of serving the lowest of the low, the utility of this model in really helping India raises more questions than it answers.
• Putting the social aspects aside, let us see how do we make this model work for moving to a product based model
• There are several challenges which have prevented this model from being adopted so far
• We are often found lacking in India in terms of facilities and infrastructure required to encourage product based model
• It is indeed easier for me, sitting here in India, to register a company in Delaware US and get a server procured and installed in a US data center rather than India
• Existing product expertise is sitting on foreign shores. Indian IT has excelled in the routine, but when it comes to core product architecture issues we need to depend on outside expertise
• No doubt Indian IT has resourceful manpower. This manpower is dedicated and career oriented and has a focus on self development.
• But this mindset may not augur well for innovation and product creation. To innovate you need a maverick and not a career climber
• From a policy point of view, we need to encourage this product expertise to come and reside in India. Existing product innovators among organizations should feel encouraged to set up India based Product Innovation and Development Centers. Mind you, not just Offshore Development Centers where you hire code jockeys while retaining the architecture skill set in home country but Product Innovation and Development Centers where product is created from the ground up in India
• In order to get the government think tank on the job of how to make India a home for Product Innovation and Development, they must be made to see what is in it for India. Industry need to go back with the answer on how does becoming a product development center instead of a services based industry which generates employment for millions, really favor India?
• This thinking about Indian interests has to become foremost for Indian IT industry which can then result in directional changes in policy to make product based model a success as the services based model has done.

Innovation

• We touched upon the manpower resourcefulness and mindsets required for innovation.
• For innovation to succeed there has to be a tolerance for failure (1/3000 ideas are successful)
• India is a nation in a hurry. We are playing catch up with the rest of the world. We feel that 40 years of socialism has left us behind. What we are seeing happening in society today is an acknowledgement of the existence of a better way of life and an awakening and a revolution of the masses towards the need for a better life.
• In this social milieu of speed and change, we have to see where innovation fits in. Innovation cannot exist by itself. Innovation has to fulfill a need. Innovation is made successful not by the innovator but by the users.
• For organization be innovative, we have to realize that innovative organizations are made up of innovative individuals. While the organization can provide a platform for individuals to innovate, it can also result in shackles for innovation.
• Organizational innovation programs are often linked to corporate imperatives plans, markets for growth. There is limited scope for a philanthropic approach to innovation within organizations.
• Individuals can also be organized. Individuals can be agile. Individuals can be innovative. Most innovation comes out of garages rather than corporate R&D labs.
• What organizations can do is provide a platform for innovation. They cannot attempt to control innovation and can perhaps channelize innovation by setting up the right environment, posing the right questions, encouraging risk taking thus empowering the innovators.
• Organizations can ENABLE while leaving it to individuals to ENACT
• Organizations also need to think in terms of what are the right measures for innovation - investment and resources spent or ideas nurtured, patents filed.

Diversification and geographical growth

• I will acknowledge the work of Prof Rupa Chanda from IIM-B for the next section where I pick up three themes for diversification, very roundly covered in her article - US protectionism - An opportunity in disguise? http://www.iimb.ernet.in/newsletter/issues/97
• The need for diversification comes from saturation of existing markets, economic slowdown and protectionist measures adopted by countries. The situation described for the US applies as well for any other countries adopting such measures
• Market diversification
• Indian IT industry is largely an exports based country and there is a definite need for diversification, competitiveness and exploring new areas of growth.
• Indian domestic market is largely ignored, even though Indian economy is seeing comfortable levels of growth as compared to other markets.
• Foreign investment in India is on the rise because of the opportunities here in India. What about Indian IT investment in India? The investment here has to be for market creation and market growth. Margins similar to those earned for exports cannot be a key focus in Indian markets.
• Local presence in target markets
• Local employment creation in the markets that IT industry operates in should be made a key priority. For sure, countries where Indian IT industry is seeking to create a market would welcome them if they are seen to be solving unemployment problems of those markets.
• As contributors to the local economy, the industry will also gain in lobbying strength
• Government support in foreign policy
• Government can help in creating a safe environment for Indian IT industry and Indian professionals in the markets they operate in.
• There is a need for engaging with these countries at diplomatic levels to ease the entry of Indian IT industry and preempt any protectionist views.
• Just like in the success of services model, private and government initiative and partnership can go a long way in influencing and investing in bi-lateral and multi-lateral commercial agreements
• Lastly the focus of industry can be turned towards Nation Building within India - there are indeed opportunities in e-governance, e-auctions, e-learning which can be explored towards achieving the goals of sustenance, growth and national benefit.

The redundancy of hierarchies

When I joined the corporate world, I was introduced to a set hierarchy, a job description and a SOP for getting things done. All very good tools to get going and knowing what to do, when and with whom. I also found people getting bogged down only within the boundaries defined by these tools. If we fail to recognise and utilise them as the tools they are meant to be and start using them as boundaries beyond which we cannot perform, that is where mediocricity starts seeping in our performance and output.

Having worked as an independent programmer before experiencing corporate hierarchies imbued in me a spirit of entrepreneurship and ownership. With this mind-set, I always found it difficult to restrain myself to such self-made boundaries. The ground rules which I set for myself were -
- Never quit thinking for yourself 
Go through the rules and processes given to you. Each one may be right independently, but may not apply when seen in context with other circumstances.

- Do not blindly follow the letter, rather apply the spirit behind the rulesIs it right for the business? No steps can ever be made for the detriment of the business. However, many people will stubbornly apply the letter of the law in a manner it was never intended to be.

- Question what does not sound rightJust because we have been doing it for years does not mean we will keep doing it tomorrow.

- Do the right thingIf it calls for a change of procedures, however tougher it may be to accomplish, as compared to doing nothing and being on the right side of the rules, go for the change.

What hierarchies propagate is exactly the opposite. Obey orders, follow the crowd, go with the flow. All very fine for assembly line units and areas where discipline and uniformity are called for to achieve team targets. However when your goals are to achieve an empowered organisation where innovation and creativity are valued, a different approach is required.

Hierarchies advance the supposition that there are two sets of resources - thinkers and doers. In reality each level has a proportion of think time and do time to invest in order to work effectively. Depending on the role you are playing (as opposed to the level you are in the hierarchy), the ratio of think time and do time you are expected to spend can vary.

In today's socially networked offices, with informal flows of communication and getting work done gaining more ground, one can no longer depend on hierarchies and coming through 'proper channels' to achieve objectives. When rigid hierarchies are imposed and independent thought is smothered, it leads to group inertia. Committees and forums are sought to be formed to bring about the elusive consensus to move forward. Nobody is willing to move forward till 'everybody' ratifies the action as required. The responsibilities and consequences are deliberated to the minutest detail, in essence killing innovative ideas. No one is willing to define and acccept the risks involved in moving forward, thereby de-facto accepting the risks of not making the move.

Organizations are still reluctant to change the old power structures and bureaucracies brought in by traditional hierarchies.
In an environment where economic scenarios change every week, no variable is predictable or constant, decisions are needed to be made more and more at the ground level. There is no longer the comfort of getting back to the corporate office for a decision. You would have lost the opportunity in the meantime. The decision makers on the other side of the table want to deal with people who can take the decisions on the table.

It will take a few mavericks to rock the boat. There is a need for people who take nothing for granted, question everything, shake the status quo and bring in a little bit of constructive turbulence. What is needed now are not departments and hierarchies to take care of funcitons in silos.

A different approach to setting up structures is to identify the projects and tasks at hand and set up teams which are empowered to perform these tasks with complete ownership, while not losing sight of the organization's goals and objectives. This enables us to harness individual strengths, fix responsibilities for actions and move forward as a single team to achieve common purpose.