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- The Client
- Business Context
- Prayag Solution
The Client
The world's leading company in software, services and solutions entered India in 1990, and is today one of the largest players in the Indian IT landscape. With end-to-end representation of all its key global business lines, from research to support, Microsoft operates six business units in India, employing over 5000 people.
As a key strategy, the company works closely with the Indian government, IT industry, academia and local developer community and in partnership with these stakeholders, it has launched several long term initiatives aimed at enhancing competitiveness across industries, developing the local software ecosystem and creating affordable access to computing across India
Business Context
In 2005-06, the client wanted to launch a programme that would focus global attention on the innovations happening within the Indian IT landscape. Rather than focus on the well known Indian services story, the client decided that the new programme would highlight innovation taking place within product companies in India. Like several others, this would be a long term programme created with an objective to nurture and promote promising Indian tech companies. Additionally, this programme gives the client a ringside view for tracking emerging companies that may become tomorrow's technology leaders.
Prayag Solution
To execute its strategy, the client turned to Prayag, an existing marketing outsourcing partner. the client's brief to Prayag was to create a shortlist of innovative product companies who would be invited to a new event, specially conceived and created for this segment, called the "Innovation Summit 2006". The listed companies would also be profiled in a booklet circulated globally by the client.
Leveraging its knowledge and database of emerging Indian IT companies, Prayag used three distinct criteria - such as use of innovative business models and employment of strategies for the emerging mobile services marketplace - to create a shortlist 20.
Each of these companies was invited to the Innovation Summit, which brought these companies together with Venture Capital Funds as well as Independent Software Vendor (ISVs) Partners. The idea was to introduce this group to the major constituents of the IT ecosystem who could help them scale to the next level. A key outcome of the Summit - six of the twenty companies actually received VC funding from introductions made at the Summit.
Based on the success of the 2006 effort, the client repeated the exercise in 2007 with Prayag, this time focusing specifically on mobile and internet led companies. The Innovation Summit is now part of the client's annual calendar and a key component of the client's strategy for promoting product led software innovations from India.
Benefits
The comprehensive website and content re-vamp anchored by Prayag and the subsequent SEO (Search Engine Optimization) and maintenance carried out resulted in significant marketing leverage for the client -
- Increased ranking for client's website on the Website Grader report from 74 to 87/100
- Improved website traffic from 500 hits per month in 2006 to an average 300 hits per day in 2007 (Source: Google Analytics Report)
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Business Model |
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"All our hard work has finally resulted in a partnership of two renowned organizations, which I am sure will help us become a leading BPO in India. Your involvement as part of the deal team has been a key factor in making this deal happen."
- CEO,
Client Organization |
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