Standardization
Challenges/Opportunities for
India: Improving the Probability
of Success!
SUDHIR DIXIT
Director & Chief Technologist
Hewlett-Packard Laboratories India
Bangalore, India
www.hpl.hp.com/india
© Copyright 2011 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice. Confidential.
Outline
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Ingredients to success
Indian context
Technology trends
ICT standardization unique to India
Summary (key areas to focus) - take aways!
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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Technology --> product --> market
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Technologies alone does not mean success!
Customer/user need: outside-in
Market opportunity: utility, cost, barrier to entry, IP
Internal selling: bottom->up & top->down
External selling
Have an unbiased opinion
Be prepared to fall out of love – avoid “fatal vision” syndrome!
GTM strategy
Improve your luck by improving odds!!
Standards and building to standards a must to be successful, but not easily done!
But, open standards is the new way forward!!
So, what happens?
Technology
Market Need
Opportunity
Technology
Market Need
And, then
- Time
- Space
- Repeatability
The Innovation-Market chasm
“asymptotic effort”
Innovation pipeline
R&D
Solution
Support
Channel,
OEM,
Partners
Software
platforms
Partner
sw
Infrastructure
Cloud,
security
Product, service offerings, and
delivery capability:
Nobody has a lot of idle capacity
or budget to cater to left or right
Customer need:
“solve my problem”
Account + pursuit teams, CTOs, etc:
Start with RFI / RFP / customer need,
have to create bespoke solutions
each time
The Science-Industry Barrier
?
Science
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Industry
Moving between the two sides important and beneficial for all parties
Few manage to make the leap - depends on the individual
Environment may support or suppress - bureaucracy, atmosphere, risk, patience, salary policies etc.
Indian context
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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Barriers to Computing/Internet adoption
• Lack of clear value proposition
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(TV : Entertainment :: Mobile : communication :: PC: ?)
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Relevant services and applications
• Complexity of interaction
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Unfamiliar metaphors & interaction modalities (keyboard
+ mouse)
• Other Relevant Factors
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Paper still used for most transactions
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Unique cultural and usage requirements
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Lack of content in local languages
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Mobile phones and TV meeting most needs
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Cost of devices and services
Durable ownership by % of Indian households (2008-09).
Adapted from “Guide to Indian Markets, Hansa Research
and Media”
Strong value proposition is the key driver for adoption.
PC and the internet are yet to prove their value and find acceptance with these consumers.
The solution is not low cost but high value, e.g., cell phones, TV, 2 wheelers.
CAN WE MAKE WEB/INTERNET CONSUMPTION AS
SIMPLE AS THIS ? (450 TV CHANNELS, 2500 DAILY
NEWSPAPERS AND 7500 MAGAZINES)
Make web consumption as simple as above!!
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© Copyright 2010 Hewlett-Packard Development Company, L.P.
Changing landscape
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Then (2001)
Today (2012)
Future forecast (2020)
Interaction: Keyboard, mouse,
printout, CRT display
KB, Mouse, Touch, speech,
paper, color LCD display
Speech, touch, gesture, picture,
gaze, bio-metric, smart paper, 3D,
surround sound, personalized
Computing and communication:
Desktops, laptops, Dial-up
modems, 5M mobiles, 7M Internet
users, 6M PCs
Laptops, Netbooks, Tablets,
Smartphones, DSL, 3G, 3G+
broadband wireless, 950M
mobile users, 110M Internet
users (85M mobile), 75M PCs
Netbooks, Tablets, Smartphones,
DSL, 4G, 1B+ mobiles, ~700M
Internet users (500M mobile),
300M Netwbooks/Tablets, Cloud,
Web 3.0
Applications: Voice
Voice, sms, video, email,
entertainment, social, other
vertical apps
Voice, sms, video, multimedia,
email, lots of user generated
content, collaboration, social,
other vertical apps
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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Wireless
Future
India – the Youth Country
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Population – 1.2 Billion
54% under 25
Future of India in their hands
In 2020, the average Indian will be
29 years old
Youth account for 25-29% of the
total population
Population growing in an wireless
era
World’s second largest wireless
market
Projections – 1200 million wireless
subscribers by 2015
Where are the customers?
Solutions
Services
Software
Larger enterprise
play
Hardware
Key challenges
Medium enterprise
play
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MSMEs and consumer
play
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- Differentiation
- Interoperability
- IT complexity
- Value proposition
- Scalability
- Affordability
- Infrastructure
MSME market segment: Mull it Over !
Size and Impact: Micro, small and medium businesses (MSMEs) are the backbone of the
nation's economy, particularly in developing countries. They constitute the bulk of the
industrial base and also contribute significantly to their exports as well as to their Gross
Domestic Product (GDP) or Gross National Product (GNP)
 26 Million MSMEs
 50% of industrial output
 42% of India’s total exports
 50% of private sector employment
 30-40% of value-addition in manufacturing
 80 percent of the total number of industrial enterprises
Mull it Over !
Now, here is the sad story !!
 <10% PC penetration
 <1% use Biz Automation
 No/low IT Roadmap
 Heavy dependency on paper
documentation &
‘champion – employees’
CRM, ERP, HRMS, BI, Dashboards – What are these?
Challenges to Growth
 Innovation
 Scalability
Indian MSMEs suffer from problems of
suboptimal scales of operations and
technological obsolescence.
 Processes
 Business Optimization
 Operational Efficiency
BUSINESS AUTOMATION IS THE KEY
The Technology Questions
 Do I need Technology?
 Is Technology Expensive?
 Is maintaining it cumbersome?
 How about manpower?
Maintaining the Status Quo = Comfort Zone
Impact = Losing Customers, Market Share, Credibility
Technology trends
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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The Four Layers!
Solutions
Make it work
Customer-centric solutions that make it all work
Add value to the core
Services
Services that add value to the core
Expand the core
Software
Software to expand, optimize, and manage the core
The core
Hardware
Information technology systems and infrastructure (including networking and
communications)
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The next decade (1/2)
Customer challenges
SPEED INNOVATION
ENHANCE AGILITY
IMPROVE FINANCIAL
MANAGEMENT
Shifts enabling unconstrained IT access
Infrastructure
ANYWHERE
Applications
ANYWHERE
=
Services
ANYWHERE
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Information
ANYWHERE
Shifts enabling unconstrained IT access (1/2)
Infrastructure
Applications
Information
ANYWHERE
ANYWHERE
ANYWHERE
=
Services
ANYWHERE
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.
“NDA”
Accelerating innovation & change (2/2)
kaggle
Music
iHandy
Plex Systems
Joyent
Google
DCC
Product
Configurator
HP
Burroughs
IBM
Hitachi
Unisys
Mainframe
eBay
SAP
CRM
Bills of Material
CCC
Engineering
SCM
Inventory
Quality Control
EMC
HCM
Cost Management
Manufacturing Projects
MRM
Order Entry
Client/Server
Pandora
SolidFire
Hosting.com
Tata Communications
Ariba
NetReach
Quickbooks
NetDocuments Zoho
Scribd.
SmugMug
Amazon
Finance
salesforce.com
SuperCam
AppFog
Travel
Snapfish
Urban
Facebook
Parse
Xactly
PingMe
Dragon Diction GoGrid
LinkedIn
Reference
UPS Mobile Bromium Atlassian
buzzd
Lifestyle
Amazon Web Services
Splunk
Sport
Scanner Pro LimeLight
ScaleXtreme
box.net
Foursquare
Taleo
Education Pinterest
Alterian Qvidian
Datapipe
OpenText
Hyland
Workscape
Sage
NetSuite
The Internet
Mobile, Social, Big Data,
Analytics & The Cloud
CyberShift
CloudSigma
DocuSign
PaperHost
Cash Management
Yandex
Baidu
Games
Hootsuite
ERP
HCM
Yahoo!
Xerox
YouTube
nebula
Time
and
Expense
Serif
Fijitsu
Microsoft
Atlassian
HP
ePrint
WorkbrainZynga
SLI Systems
Navigation
Accounts Fixed Assets
Costing
OpSource
Avid
Mixi
Receivable
cloudability
Workday
iSchedule
Elemica
Billing
ADP VirtualEdge
Yandex
Photo & Video
Payroll
SCM
Twitter
Activity
Khan Academy
Corel
PLM
Heroku
Yammer
Zillabyte
CyberShift
Management
Adobe
Training
Renren
SuccessFactors Entertainment Viber
Yahoo
Sales tracking &
Kinaxis
Time &
Rostering
Answers.com
Microsoft
News
Atlassian
Marketing
SugarCRM
Attendance
Saba
Social Networking
BrainPOP
Service
RightScale
PPM
Sonar6
Commissions
CYworld
Quadrem
Database
MobileFrame.com
Kenexa
Sonar6
Claim Processing
Jive Software
Business
Saba
myHomework
Qzone
NetSuite
Softscape
Tumblr.
Data Warehousing
Intacct
Toggl
dotCloud
Fring
Amazon
Exact Online
Cornerstone onDemand
Mozy
Cookie Doodle Xing
New Relic
FinancialForce.com
Softscape
MailChimp
PingMe
Utilities Zynga
Ah! Fasion Girl
Volusion
IntraLinks
Associatedcontent
BeyondCore
SmugMug
MobilieIron
NEC
23,148 apps
downloaded
400,710 ads
requests
every
60 seconds
New business and
technology
access methods
Bull
Internet 3.0 (2009–2029) Commerce
q Users, Content, Host ownership
q Security, Mobility,
Rackspace
Flickr
Fed Ex Mobile
Twitter
Paint.NET
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98,000
tweets
Productivity
2000 lyrics played
on Tunewiki
1,500 pings
sent on PingMe
34,597 people
are using Zinio
208,333 minutes
Angry Birds played
TripIt
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
• Change how technology is
consumed & value it can bring
• Open up new business models
• Remove current inhibitors &
unleash power of innovation
Technology trends and a purpose…
Technology trends
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Web 3.0/Internet 3.0 (2009 – 2029?)
Social and collaboration
Crowd and cloud
Distributed computing
SDN and cognitive networks
Cognitive computing
Mobility and heterogeneous devices
Simplified, intuitive, and immersive interactions
Real world comes closer to the digital world
Multimedia analytics and business intelligence
Computing for societal impact (i.e., sustainability)
Bioinformatics
CyberSecurity and privacy
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Solutions and Services
(driven by customer problems
and use cases in various verticals)
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Consumer
Retail
Education
Manufacturing
Healthcare
Transportation
Banking, finance, insurance
E-Governance
Public utilities
Law enforcement and defence
etc
Demise of Low-end Feature
Phones
Almost half (49.7%) of U.S. mobile
subscribers now own smartphones,
as of February 2012. According to
Nielsen, this marks an increase of 38
percent over last year; in February
2011, only 36 percent of mobile
subscribers owned smartphones
Same trend in India and threshold
forecast to cross in 2020!
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Emerging Technological Revolution
Organization B
Organization A
Software
Cloud Computing
Organization C
Infrastructure
Organization D
Business Scenario & a Cloud Solution
 40 people organization
 Manufacturing Auto parts
 Needs concurrent Tools
Software needed
Annual License costs
Monthly Subscription
CAD Solution
Mailing Solution
Mini ERP
Rs 2,00,000
Rs 25,000
Rs 3,50,000
Rs 4,999
Rs 1,500
Rs 9,999
TOTAL
Rs 5,75,000
Rs 16,498
66%
Savings
Cost for the Year: Rs 1,98,000
So, what about the standards in ICT unique to
India?
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
27
Some key areas (related to wireless – LTE & LTE Advanced)
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Scaling and capacity planning and management (spectrum)
Integration of DTH and mobile broadband
Multicast/broadcast
Mobile web (Cloud hosted Apps)
Mobile broadband + cloud
Hypervisor (VMM)
OTT
Ethernet/MPLS
The computing revolution -> Phablet -> extrapolate to networks (wireless + optical:
no management plane, decentralized, radio over fiber
Integrated network provisioning, administration, operations and management
Focus on the verticals
OpenFlow with relevance to (and uniqueness of broadband wireless in the
emerging economies)
Mobile Apps on global clouds using SDN
Support efficient service setup and delivery: open application delivery networking
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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Thank You!
Merci!
Gracias!
Ciao!
© Copyright 2011 Hewlett-Packard Development Company, L.P. The information
contained herein is subject to change without notice. Confidential.