Pia Desai Pasricha, Corporate Affairs Director, Comma Communications Management. She has worked with clients including Fidelity, Soundbuzz, Frito Lay, Hyperion, The Economist, Thomson Foundation, Scottish Enterprise, Max Muller Bhavan, CTFK, Clariant and Apne Aap. Pia graduated from the University of London with a Master's degree in Media & Communications.mail the author
ITL #214 Decoding technological complexity: India’s emergent B2B communications sector8 months, 2 weeks ago
The information technology domain has been India’s pre-eminent specialty in the global marketplace. Over the years, for a number of reasons, this sector has been looking at upgrading its offerings from writing code and providing a variety of IT-enabled services.
Looking to move up the chain from cost saving to value addition, technology firms are now offering sophisticated open-source software products and services based on the cloud. They are also shifting from a largely export oriented vision to exploring emergent domestic markets in financial services, government services, healthcare, telecommunications, energy, retail, civil aviation, education tourism, entertainment, logistics, energy, transportation. All of these sectors are ripe for or in the middle of a transformation.
Much of the action is in what is called the small and medium enterprises sector in which domestic software firms are tying up with global players to offer state-of-the-art solutions. The old model of partnerships is also changing from equity investment to training and certification, shared revenue systems and access to huge legacy markets. Some examples:
The transformation of India’s IT sector is unprecedented in scope. And these changes have occurred with rapidity. In business and in personal life, technological advances have accounted for dramatic change. Some of these changes simply seep into everyday human behavior. There are no user manuals; most often, it is like learning on the job, like an apprenticeship. However, as the change begins to encompass ever larger and larger populations, the need will inevitably arise to decode technological change. In personal life, people will adapt to the changes at their own pace so they are not left behind, on the other side of the digital divide.
A structured approach
However, it is in the public sphere of business and policy that the need will be felt for a structured approach to decoding the process and effects of rapid technological change. Our business, public relations consulting, will be at the cutting edge as we have been over the past few decades of transformation as India opened up to the world.
In his preface to a book, a pioneer in our business wrote that the change held out “the hope that India’s (centuries-old) tradition of mercantilism will flower again and with it, its reputation as a hospitable venue for trade and commerce from all over the world.”
That did happen and India is now among the largest and fastest growing economies in the world. It is time to embrace the sweep of technological change that is transforming India again. With the hope that its centuries-old tradition of innovation and adaptation will help in identifying and deploying the opportunities inherent in the change. As always, our job in the public relations consulting profession will be to interpret and explain the costs and benefits of the transformation in specific sectors of the economy.
At Comma Consulting, we may have anticipated the coming change. In setting up Comma B2B two years ago, we recognized the growing importance of technology and how it contributes to sustainable development in various industrial verticals. As such, the strategic business unit is focused on the rapidly growing public relations opportunities in the sunrise sectors: chemicals, paints, packaging, textiles, shipping, oil & gas, life sciences and information technology.