NI boosts focus on Indian market

December 17, 2012 11:17 am

NI boosts focus on Indian market
In an attempt to bring together LabVIEW developers from all over India, National Instruments recently organised NIDays 2012 in Bangalore. On the sideline of this event, Spokespersons from National Instruments speak to Subhajit Roy and brief on the company’s business activities
Mr. Victor, NI gets global recognition in the field of graphical system design, what are your objectives for Indian market?Victor Mieres, Vice President, Emerging Markets, Asia/Row, NI: Indian market is something where we would love to invest. India is such a country where the largest number of engineers is graduating: a true matrix of potential. So the challenge is to bridge the opportunity gap. There are geographical and structural challenges too. But the proper understanding of the challenges actually helps achieve that objective. We are also going to make sure that we outreach to the potential customers who cannot afford or reach to our products. That’s why we use a strategy named Planet NI to engage as well as reach to the remote market place.
Could you elaborate on the ‘opportunity gaps’?VM: There are many. Since we have started in India 15 years back, we have been teaching the future engineers in such a way where one can buy software and hardware products in a platform base. What we doing with the approach is challenging by saying that we will give you the tool, but you have to put the IQ, you have to use your intelligence, and you have to innovate. That’s why we invested a lot in universities and engineering programs.
We also make customers experience the real-time operations of our products prior acquiring the same and witness the advantages.Your annual revenue for the year 2011 was almost $ 1.04 billion, how much the Indian market contributes and what will be your target for this year?VM: We don’t disclose our revenue per country. What I can tell you is that in Asia, the growth has been fastest among all our four regions. Almost 30 per cent of the total revenue comes from Asia, and India, of course, is the one of the major contributors to the success.
There are many challenges which are preventing the growth of graphical system design sector. How do you wish to take this with the alliance of your partner in future and what will be your plan for the next 5 years?VM: We invest quite aggressively in this region. The fact is that the company had decided to appoint a new region, which is going to be reported in the investment community as well as internally. It shows the kind of the mood focus on the emerging markets, specifically in India – an important part of the emerging market.
From the technological point of view, there are products which have been used around the world and engineers face where they are. The only piece perhaps will need aluma focuses in the matter of cost that are cost in the occasion that is talking about the productivity the fact that the engineers and scientist over here are paid less perhaps cost less for business point of view, it put pressure even more pressure to make sure that the value they bring is real.
So I think the investment in that area is going to be common. The opening is actually focused on that and we are supplementing the work which has been done in Bangalore with a large theme. The investment is very sizeable and they are going to make sure that the cost is one of the elements which they are going to watch very carefully while developing products.It is understood that you have focus in the emerging market but if you talk about the Indian market, it’s very cost sensitive. But, when it comes to NI products, its initial investment is higher. So how do you find the penetration of the products when it comes to the Indian market?John Pasquarette, VP Corporate Marketing & eBusiness, NI: It’s really been challenging. I think the answer can come in multiple directions and it’s calling the emerging markets as regions and then talks to first of all their home to the NI employees. Every time we do focus on an effort, people pay attention. Then we have cautionary measures where everybody can contribute ideas and then same time decisions are made collectively as a group.

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