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Global enterprise applications market continues to grow rapidly with small and medium size businesses now adopting enterprise-class software along with large enterprises upgrading solutions for greater integration of business processes.

While enterprise suites from leading software vendors such as Oracle, SAP and Microsoft continue to dominate the large enterprise segment, many emerging players across the globe have successfully identified white spaces to address business needs, thereby, offering a significant addressable market opportunity.

Indian software products market is accelerating rapidly with presence of over ~300 Indian software products in this growing segment. It is incredible to see how well-designed software products with core functionalities and the right technology from vendors like Tally, Ramco, Employwise, Talisma, Freshdesk, Ramyam, Greytip etc are transforming the businesses, e.g., accounting has become so easy with just one such product, TALLY

In continuation to the earlier initiatives, NASSCOM, in partnership with Frost & Sullivan, has recently concluded another series of the initiative Product Excellence Matrix - Enterprise Software. Enterprise applications is the third in the horizontal segment category series post the successful completion of analytics and mobility segments. The in-depth survey analysis reveals some interesting highlights as outlined below:

  • ~250 products nominated and ~85 per cent of the total nominations were considered under the enterprise software assessment; based on the Frost & Sullivan assessment criteria
  • Customer management centric products (29 per cent) followed by ERP (23 per cent) exhibited the highest focus areas within the Enterprise Applications. The products ranged from integrated CRM suites to market and sales functional products
  • The other categories included Human capital management, Supply chain management, Business process and productivity management and Unified communication and collaboration
  • Over 70 per cent of the firms incorporated post 2010 indicating the rapid increase in entrepreneurship and focus on the segment
  • Almost one-third of the firms are already scaled up with employee base of > 100

An exhaustive assessment was undertaken and products were benchmarked separately across 4 grids - ERP Grid, CRM Grid, HCM Grid and SCM Grid. Growing interest amongst CMOs, CIOs and CEOs on ways to leverage social media, mobility and analytics to strengthen customer offerings and support sales teams has directly translated to CRM and CEM segments witnessing heightened focus and considerable success for Indian product vendors.

Although, very few Indian players are offering cross-vertical ERP solutions, a large number of verticalised integrated customer management offerings have been launched in the last few years. HCM, SCM offerings are characterised more by standalone point solutions developed to address niche end-user business concerns and challenges.

The report also features products across 2 more categories - Business process and productivity management (including a broad spectrum of functional software e.g., project management, planning tools, compliance, management software, productivity management, facilities management as well as products focused on integrated process management) along with Unified communication and collaboration.

The report titled Indian Enterprise Software Products - On accelerated growth path has been released at NPC Kolkata (18th July 2014). For further details and companies presented on each GRID, you can download a copy of this report from NASSCOM website (Link)

Last week, as the curtains were being raised at another new edition of the NASSCOM Product Conclave (North) at The Leela, Gurgaon, I was overwhelmed to see how a single event can offer such an exciting platform to start-ups and emerging companies to access the support available in the ecosystem.

The NPC Delhi conference was attended by thought leaders from the entire product industry, including VCs, practicing entrepreneurs, and consultants, who shared their views on the evolving product and start-ups landscape.


"Never miss an opportunity to showcase yourself as it takes you closer to the ladder of success" - someone told me when I was young. While managing the NASSCOM Product Showcase session at the event, I experienced this reality.


The NASSCOM Product Showcase provided a great opportunity to nine shortlisted product companies to showcase their products in front of a Jury Panel comprising of thought leaders from the Indian IT Industry. The enthusiasm and impulse within the companies to showcase their product was commendable.


Every company was given a ~15 minute time slot for the presentation followed by a Q&A session with Jury members. All the evaluations were compiled and normalized carefully to come up with top 5 scorers. The key considerations for the evaluation included several parameters like:


  • Depth of understanding of the industry/ customer/ territory of focus
  • Reasoning for growth and scalability potential
  • Competitive differentiation, value proposition & innovation
  • Management Team Pedigree & Experience


Based on the scores and internal discussions among Jury members, 5 product companies were shortlisted and given an opportunity to make a product pitch at NPC-North main stage during the product showcase session. The top 5 companies in alphabetical order are (1) Azilen technologies, (2) Cardback, (3) DrishtiSoft, (4) FarEye and (5) Lepton Software


SPOONZOSpoonzo, a food ordering application allows for easy menu navigation and food selection, direct order from your smartphone, quick call for various services, save preferred dishes and favorite restaurants avail the latest offers and promotions and provide ratings and reviews about the restaurant
CARDBACKCardback's vision is to help you choose your best credit, debit, prepaid or loyalty card for payment (amongst the ones you hold), every time you have to make a payment - be it while shopping (in a market or online), eating out, getting your car refueled, buying flight / train / bus / movie tickets, paying your phone and electricity bills, or any other payment
AMEYOAmeyo, a multi-channel and multi-modal communication solution, can be integrated easily in centralized and distributed (multi-site) contact centers and improves efficiency and productivity. Runs successful operations in over 1,500 sites worldwide in verticals like BPO, BFSI, E-Commerce, Government, Healthcare, Retail, Telecom, and Travel among others
FAREYEFarEye is an interesting mobile enabled solution for field workforce management. It's a solution to the most critical problems of manager i.e. real-time coordination with mobile workers, field jobs and customer requests. The problem gets solved by providing quick overview of field force with job status & tool to schedule, dispatch & monitor jobs to workforce
MARKETPULSEWith state-of-the-art customized IT solutions and Services, company helps in dynamic business mapping, business process reengineering and optimization, network feasibility planning, network inventory management. Leverage expertise in location intelligence and provide immaculate GIS Solutions, Remote Sensing, mapping solutions for RF planning, wired and wireless planning


Heartiest Congratulations to all the 5 companies on behalf of NASSCOM! All these companies will get a direct entry to JURY round of NASSCOM Emerge 50 2014 awards.


We urge you to kindly share your experiences with this initiative!!

The Enterprise Software category of the NASSCOM PEM initiative has recently concluded. Based on 250+ nominations received, the enterprise products were bucketed into different categories to create further parity in relative benchmarking, the categories being Enterprise Resource Planning, Customer Experience Management, Human Capital Management and Supply Chain Management along with 2 other categories including Business Process & Productivity Management and Unified Communication & Collaboration.

The ERP category included software products offered on-premise as well as on cloud models and includes both cross-vertical and industry-specific enterprise applications. While only integrated solutions have been considered for the evaluation, standalone modules offered under separate brand names were excluded.

The PEM survey analysis reflects a strong evidence of ERP products from India. Nearly 23 per cent of the enterprise software applications were focused on Enterprise Resource Planning. Most of the product nominations within ERP are by and large dominated by vertical offerings for global markets with limited focus on cross-vertical ERP solutions. Some of the key trends are:

  • ~46 per cent of shortlisted ERP software nominations were launched in/before 2013
  • ~77 per cent of the assessed products have deployment models both on-premise and on cloud
  • Mobile ERP platforms are gaining significant traction with more transactions being conducted on smartphone and tablet devices
  • Significant rise in vertical ERP solutions. Indian ISVs have witnessed significant success by developing vertical-specific solutions with flexible architecture competencies

The Indian software vendors offer simplicity, pervasiveness and the scalability with a plug-in architecture with a high focus on enabling easy customization. Built-in frameworks, industry templates, customisable dashboards form a core component of the value proposition of ERP applications. Players are also exploring mobility-centric ERP based on comprehensive suite of apps to penetrate new market segments than rather conventional enterprise packages.

Find below the PEM GRID for Enterprise Resource Planning featuring 14 products under vertical or cross vertical category. Feel free to reach out to me at for explanations regarding the PEM methodology and positioning of companies in the grid.



For more details about these companies and their products, you can download the report Indian Enterprise Software Products - On Accelerated Growth Path: Enterprise Software Product Excellence Matrix from our website (Link)

India is a growing digital market - over 200 million people are connected to the internet, and contributing to an exponentially growing economy. The young and dynamic user population is driving the growth of online consumption in sophisticated ways that are in line with developed countries in the current scenario.

India's Internet revolution has been largely shaped by telecom players' strategies to reduce cost of access. The cost of acquiring a smartphone is falling rapidly as players achieve scale in economies, whilst the proliferation of 3G/4G services in India is likely to reduce connectivity costs further and overcome the challenge of accessing internet anytime anywhere.

Not only does India have the world's second largest population, but it is also emerging as one of the fastest growing digital economies. This transformation has been possible due to rise in purchasing power of consumers, constantly declining cost of smart devices, growing facility of internet and availability of customised subscription packets for all types of customers.

Almost ~30 per cent of Indian population access internet only via mobile and this upsurge in internet consumption is ushering new opportunities for the Indian service providers in various areas:

  • Spearheading the growth of ecommerce in India: The Indian e-commerce market currently stands at USD 13 billion in revenues and has grown at a CAGR of ~36 per cent in last 4 years. With approx. 25 million online buyers, Internet is enabling faster adoption of e-commerce market in India. Consumers are leveraging social media to influence purchase decisions across the entire purchase lifecycle and the ease of web as well as mobile payments is further smoothening the online purchase activity.
  • Creating a mobile driven economy in India: Banking, retail and travel industry have switched to mobile in a big way. Tablets and mobile technology are changing how education is delivered in schools and universities. Indian technology industry has witnessed notable achievements in mBanking, mHealth, mRetail and mobile advertising etc
  • Improving E-governance in the country: The government has also emerged as a major user of the digital platform, leveraging mobile and internet to reach citizens, and ensure transparency in functioning through automation. Automatic meter reading, e-Aadhaar initiatives, smart grid etc. are some of the projects Indian technology industry has experience so far. Approx. 600 million enrolments are completed under Aadhaar by 2014 along with >1 billion eGov transactions, envisioning growing prospects for the Industry going forward.
  • Driving opportunities in futuristic technologies such as IOT and connected world: Automation, IOT as well as SMAC are emerging as focal areas for the new age technology. Connected vehicles, smart buildings, location tracking services, driving automation, NFC enabled cards etc. are the new prerogatives for the Indian technology industry.     

The Internet of Things (IoT) has the potential to transform industries while connecting millions of new devices, locations as well as people and allow them to deliver and share information, enhancing business value and unfolding new business opportunities. Consumers are already embraced to multiple connecting devices including smartphones, iPads and tablets - and hence, businesses need to offer integrated solutions considering this phenomena if they desire a unified view of their customer needs.

The world is undergoing a fundamental shift due to expansion of mobile technology. Almost everything can be managed by using smart devices like smartphones, tablets, iPads etc. With over a billion users, the internet is unarguably the most successful human invention ever created. In today's environment, who needs a dictionary, a calculator, a textbook, a brick and mortar retail shop, a visit to bank etc.? With ever changing global internet trends, smart devices ensure that we can now abandoning earlier lifestyles we used to follow. Whatever we want to do, is just a click away due to seismic shifts in internet proliferation.

Internet has allowed consumers to shop virtually almost everything at their convenience; at the same time, it offers huge opportunity to providers with direct access to a wide range of markets. Companies are using mobile, social and other native advertising to manage competition and attract consumers on a variety of online platforms. Globally, mobile advertising is gaining increased importance with 47 per cent growth over last year.

 Emerging internet trends around unbundling of apps that cater to the specific needs with a clear shift from multi-purpose web apps to single purpose mobile apps - easily accessible through smart devices anytime, anywhere. Technology has taken a big leap from enterprise software to SMAC and artificial intelligence and has clearly become an integral part of every industry in an increasingly multi-device connected world. Smart machines, cognitive computing and internet of things are narrowing the divide between humans and machines, and creating exciting applications where technology will take decisions for humans based on their preferences.

New age technology is leading the way towards a smarter planet. Globally emerging trends like mobile internet, smart cities, automation, Internet of things etc. are redefining the future of technology. Internet of Things (IOT) or Internet of Everything (IOE) - brings a new concept where devices perform more intelligently when connected online, and hence become more useful.

The growing pace of internet connectivity enables wireless communication between multiple devices to offer solutions like smart homes, connected cars, smart meters, smart vehicles etc. This smart connected products ecosystem can create new business applications and become new sources of competitive advantage. Hiring a cab, finding local businesses, booking a hotel room, navigating traffic, listening to music, booking a dinner table, controlling television and other devices - it's all technology enabled, mobile now.

IOT, in future, will offer endless technology opportunities that are only limited to our imagination. This connected network will only develop smarter solutions by embedding sensors in almost every day-to-day object and complement our lives in an untraditional way.

      Stay tuned for part II of the blog which will talk about Indian Internet Trends and impact on technology. 

Start-up ecosystem is often described as Young,Innovative, Aspirant and Futuristic. India is home to a new breed of young start-ups; these innovative mind-sets are creating new markets and driving innovation rapidly. This agile, opportunistic segment has impacted the Industry in a unique way.

While till now, most of the Start-ups are focused around high growth areas such as eCommerce, SMAC, and vertical-specific solutions; more recently, we have seen emergence of newer opportunities around Embedded systems, PaaS/ IaaS and variable technology etc.

While Embedded Systems have been ubiquitous, pervasive and touching virtually all aspects of daily life in some way or the other, the availability of newer means of technology has elevated the contribution of Embedded systems by ushering the age of hyper communication / collaboration. From mobile telephones to automobiles, Industrial equipment to high end medical devices, remote monitoring and diagnostics to smart computing, embedded systems now form part of a wide range of devices.

The NASSCOM 10K start-up program has also seen some evidences of innovative offerings in the Embedded space based on the applications received till now. While still at the nascent stage, growing access to advanced systems/ solutions in this space highlights a huge potential in this segment going forward. My latest blog is an attempt to highlight innovation in the Embedded space, with a brief profiling of three such Start-ups:

Yuvera: The physical products we see, touch & interact with, often have their digital alter-ego eg. a webpage, a Youtube video, an API etc. Today the physical to digital transition isn't easy & often controlled by different intermediaries. Yuvera's product offering LINQS has made an attempt to an effortless way that allows physical products to reveal their digital identity. It employs Near Field Communication (NFC) chips & QR Codes embedded/affixed to physical products to add digital experiences in them.

Euclideus: People often use a bunch of applications for various processes. To integrate data and processes across these applications is extremely time consuming. The Embedded offering allows one to integrate and automate any number of applications without writing a single line of code.

Uncanny Vision: It is trying to accelerate computer vision algorithms on embedded. The solution is a computer vision library accelerated for Cortex-A ARM processor (present on practically every smart-phone and embedded SOC- System on Chip). It uses algorithm optimizations and ARM SIMD instruction set, Neon, to get performance improvements ranging from 2x to 20x(100% to 1900%).

Terminator, Wall-E, R2D2, C3PO- Robots have always been a darling of the science fiction crowd, and seen as both a harbinger of an ideal world, and an evolutionary step for mankind. For long they have remained fantasy elements, but today robotics in India is more than just a buzz word. All across different segments- industrial, commercial or electronics; Indian providers are offering automation and robotics to different set of clients and clearly getting noticed for their uncommon inventions. The rapid pace of technological advancement along with innovative business solutions is a driving force behind adoption of Robotic technologies across a wide range of sectors such as automotive, FMCG, retail, textiles and manufacturing etc.

Robotics has the potential to revolutionize the industrial scenario. While it is very common in developed economies, many developing nations are yet to adopt robotics and automation in a big way. Considering this gap, there exists a lot of opportunity to tap market potential.

In Indian market, the adoption of robotics and automation is on rise, but still in its early stages. Indian industries are gradually realizing the importance of automation as the cost of skilled labour is rising, production processes are becoming more and more complex, and to keep demanding customers satisfied, the need for metronomic accuracy is increasingly important. These factors are forcing Indian manufacturers to consider robots as a viable option.

Indian start-ups are finally making their presence felt in this market. Growing proficiency of these young Start-ups towards offering innovative robotic technologies is catching up a great deal of attention.

Here are some examples of Indian Start-ups focused on robotics:

Grey Orange Robotics: The Company has built the robot "Butler", a mobile intelligent ground vehicle used for material handling that simultaneously improves speed, accuracy, productivity and flexibility. With its punchline "A smarter warehouse awaits you"; Butler has been able to catch attention of India's largest online retailers to automate their warehouses. Grey Orange Robotics, set up in 2009, is a first -of-its-kind venture for the Indian logistics industry. It builds robots that can move shelves stacked with various products to a floor assistant who then scans a bar code to confirm the right items. The robot in turn moves the chosen products to the shipping bay where workers seal the packages for final transport.

  • Robosoft Systems: Robosoft, a Mumbai-based company, is providing robots for duct-cleaning services since last four years. This cost effective combination of varied features, flexibility and ease of use, offers an excellent opportunity for professional duct cleaners or HVAC contractors to generate bigger profits. Started with industrial segment and then diversified into the education sector, the firm now plans to develop robots that can do sewage cleaning.
  • Gridbots:  Founded in 2007, Gridbots is a young technology company, combining technology, artificial intelligence and machine vision to produce robots which can be efficiently used as consumer products, industrial applications, surveillance systems etc. With more than 50 products and 10 patents to be filed for technological innovations, Gridbots has been growing both in terms of market share and technological capabilities day by day.
  • Borewell Robot: It is an indigenous robotic device developed by Madurai-based Mr. M Manigandan, who along with his team is involved in operations to save children who accidentally fall into borewells. This device is a two feet high simple iron framework weighing just five kg and has a hook on its top to enable its suspension through a rope deep into borewells. The device has a high resolution camera which can take pictures even in pitch dark conditions and arms which are detachable. It can lift weight upto 50 KGs.
  • Robots Alive: Founded in 2009, Robots Alive caters to a wide range of automation technologies for industry, education and consumer segments. The robots are built for industrial applications with special focus on improving productivity of SMEs.

The growing excitement of start-ups for this innovative technology is helping India to showcase its cost effective automation systems developed by home grown companies. It is a growing field and many avenues are yet to open up in the future. Once the demand will pick up, robotics is set to offer a huge set of opportunities across multiple industries. While I conclude this blog, I strongly believe that the future is robotics and automation!

The Indian software products landscape is evolving rapidly - comprises of over 3,400 product firms and combined revenues of approx. USD 5.9 billion in FY2014.  Both domestic revenue and exports of Indian product firms has been growing at ~10 per cent CAGR over the last five years. Unlike the other segments of the IT-BPM industry, while exports stand at USD 1.7 billion in FY2014, the domestic revenues is nearly 2.5X of exports, estimated at USD 4.2 billion

The industry is aiming to achieve USD 10 billion in revenues by 2020. Driven by demand from customers - enterprises, SMBs, government and retail consumers - and the emergence of disruptive technologies - this industry is on the threshold of receiving the thrust much needed to achieve this target.

The products landscape, it is quite established and dates back to the 1980s. Although it has grown significantly over the last 30+ years, the last 24 months have been particularly interesting with lot of momentum and excitement in the ecosystem. The ever increasing number of success stories from India, the vast presence of the global VCs, increased corporate interest, the availability of quality incubators/ accelerators, rising base of business & technology mentors are all converging together to further accelerate the growth momentum of the industry.

Amidst this rapid acceleration, a number of Indian product companies are realising the potential of expanding on to a global markets canvas. According to NASSCOM estimates, 43% of all Indian product start-ups are focusing on global markets, driven by numerous factors in terms of market opportunity, access to capital, favourable policies etc. Moreover, many companies are starting to relocate to global locations such as US, Singapore etc. to address the global market potential.

However, it is seen that only few of the companies have been able to succeed in this journey so far primarily because of marked differences between India and global markets. Henceforth, it becomes a key prerogative to understand the best practices/ success factors, embarking the successful journey to these global markets.

The study \"Desi Products, Pardesi Markets - Indian software products building global businesses\", undertaken by NASSCOM in collaboration with Zinnov, is a handbook on how to succeed in global markets. It aims to educate Indian technology product companies on addressing global markets from India. The framework for going global has been designed based on in-depth discussions with several globally successful Indian start-ups and presents a collective base of best practices around important areas like market focus, product development, marketing, product management, global sales, customer support, IT & operations, as well as funding.

Framework - Best Practices Towards Going Global

Step 1: Global Focus: Have global view since inception; leverage India as test bed and accelerate expansion globally

Step 2: Relevant Product Development: Ensure viability of product for target markets by addressing Talent and communication related challenges

Step 3: Globally Visible Marketing: Transforming marketing from broad messaging to granular customer experiences

Step 4: Scaling Global Sales: Strategic sales planning through evolution stages can help optimize costs

Step 5: Scaling Product Management: Framework driven product management focus is crucial to stay abreast with market trends

Step 6: Customer Support: Optimize support cost and focus on iterative product development to address common customer support issues

Step 7: IT & Operational Sophistication: Focus on sophistication & scale potential of modern IT infrastructure

Step 8: Raising Capital: With global expansion, access to investors in global priority markets may help accelerated expansion

The current product landscape clearly shows that a medley of products, built on Indian innovation, are slowly finding their way to the global markets. While it has been a definite move here, there is still a long way to go and I believe \"going global from day 1' is a crucial strategy, which needs to be carefully evaluated and implemented. With the set of best practices, this report will surely serve as a guide for the product companies, aiming to target global markets.

The detailed report will be available on our website by early next month!!

The rapid proliferation of powerful mobile devices is bringing growth in the enterprise mobility market. Enterprises are looking for cost-effective, mobile solutions that can positively impact organizational effectiveness and give real-time access to company's data anytime, anywhere.

In short, organizations are seeing enterprise mobility as a tool for enhancing productivity and efficiency of the organization as a whole as well as of its employees. This has pushed enterprises to look for specialist service providers who can meet this demand, thereby, leading to a plethora of opportunities for product companies in enterprise mobility area.

In continuation to the PEM- Analytics category, NASSCOM, in partnership with Frost & Sullivan, has recently concluded second series of the initiative \"Product Excellence Matrix\" and has benchmarked 20 Indian Enterprise Mobility product companies. The in-depth survey analysis reveals some interesting highlights as outlined below:

  • ~43 products nominated and assessed under the Mobility category
  • ~ 47 per cent of the assessed mobility products featured in the Product Excellence Matrix or Market focus Matrix
  • ~60 per cent of the enterprise mobility products focus on mobile application areas primarily sales force enablement along with vertical specific/ business function specific applications
  • Over 80 per cent of the enterprise mobility products have been launched post 2010, clearly indicating the rapidly growing focus in the space
  • Almost ~65 per cent of companies have less than 100 employees in the business
  • Tier II locations are the emerging regions with approx. ~20 per cent of representation

An exhaustive assessment was undertaken and mobility products were benchmarked on 2 grids - Product excellence vs execution, and Stage of market entry vs market focus. All the products assessed for the PEM have been featured on the Market-focus Grid (highlighting product market focus and stage of entry of the companies) as Established vs Emerging OR Narrow vs Wide Focus.

The software products highlighted in the Market Focus grid brings forth the diversity in software products being developed for global markets. While these products range from plug and play applications to development platforms and security management tools, they also ensure compatibility with a diverse core IT landscape and end user computing devices/ device platforms, some of them include:

  • Enterprise Mobility enabling platforms - E.g., AnB - Preludesys India Ltd; PreAxiom - ACL Mobile Limited
  • Enterprise Mobility applications - E.g., FieldEZ - FieldEZ technologies; IvyRetail - Ivy Mobility Solutions; - Langoor
  • Mobility Security  solution - E.g., SecurDrive - Genesis Futuristic Technologies Ltd; InstaSafe Secure Acces - InstaSafe

Applications designed to support field force functions ensuring seamless integration with enterprise IT are radically transforming the Enterprise Mobility space. Strong in built domain rich functionalities and integration with heterogeneous applications and devices remains the key differentiating factors for the companies featured under Enterprise Mobility Grid

Transforming ecosystem will enable accelerated mobility adoption going forward. As mobile applications multiply and differentiators begin to recede, customer access will be the key to survival for developers. Partnerships with wireless carriers, system integrators and major corporate software vendors will determine the business success. For many of these go-to-market partners, adding mobile enterprise software solutions to their portfolios provides a means of creating much-needed new revenue streams and increasing customer stickiness.

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