PROJECT REPORT

On
“TO STUDY THE IT INDUSTRY AND IT
INDUSTRY’S MARKETING CHALLENGS IN INDIA”

THE STUDY WAS CONDUCTED FROM 01ST OF JUNE

’10 TO 31ST OF JULY ’10

COMPUAID

Company Guide:
Mr. Gaurang N. Vachharajani
Head of the Company,
COMPUAID,
GANDHIDAM-KUTCH.
 ANNAMALAI UNIVERSITY
In technical collaboration with
The NIS Academy, a division of NIS Sparta Ltd,
(Reliance – Anil Dhirubhai Ambani Group Company)

MBA – Applied Management

Second Year

Academic Year: 2010 – 2011

Submitted To: Submitted

By:
Annamalai University Vimal Vora.
Chennai Enrol.No:
4740900175
 INDEX

No. Sub Particulars Page No.

No.
01 Acknowledgement 04
02 Declaration 06
03 Executive Summery 07
04 Introduction 08
4.1 Objective and 09
Limitations
4.2 Research 10
Methodology
05 Industry Profile 13
06 Information 43
technology in India

07 Empirical Analysis 46
08 Company Profile 54
09 Findings 56
10 Suggestions 57
11 Conclusion 58
12 Bibliography 59
 ACKNOWLEDGEMENT

I am a student of MBA program. MBA course is a professional

course which requires not only theoretical knowledge but also a
large knowledge of the various aspects of business
administration.

Practical training is very important for a management student,

because it gives him a real test of things that are happening in
connection with Industry because; one will part of an Industry in
future. So it is vitally important for management students

After completing the 1st year of this program students are

suppose to undergo a two months of summer internship (S.I.P) in
a company. Such industrial training program is very helpful for
students to get the practical knowledge of the corporate world. By
this two month of training program they can get basic idea of the
corporate world.

I have undertaken my summer internship program in

COMPUAID located in Gandhidham-Kutch.
First of all I would like to thanks our Director Mr. Ajay k. Shad
and our institute NIS ACADEMY-AHMEDABAD for providing
me an opportunity of undertaking my summer internship
program hears at COMPUAID.

I am very thankful to Mr. Gaurang N. Vachharajani for

permitting to pursue my summer internship in his company. And
he has also help in introducing me to Indian IT industry and also
different products related to IT industry.

On the basis of the information, I have prepared this project

report. I have tried to include all the relevant information of the
company in the project report.

This report is the summary of information gathered during my

research work. I am not saying it is totally perfect, there may be
some errors and mistakes but I am confident that my sincere
efforts and paid attention will fully justify the subjects in this
report.

Date:

Signature:
 DECLARATION

I hereby declare that the project report entitled “TO STUDY

THE IT INDUSTRY AND IT INDUSTRY’S MARKETING
CHALLENGS IN INDIA” is the produce of my sincere effort.
This Summer Internship Project report is being submitted by me
alone, at NIS Academy Ahmedabad, for the partial fulfillment of
the MBA study, and the report has not been submitted to any
other purpose like award of any other degree, diploma,
fellowship or other similar or prize to any other institute,
organization or university by any other person

Date:

Signature:
 EXECUTIVE SUMMARY

In fast consumer goods industry recently lots of changes are

observed. With increasing competition in this industry the
companies are trying to sustain their market share and profit.

In today’s corporate and very competitive world I find that there

is only one industry which is growing fastly in Indian market and
its Information Technology industry.

Today more and more people are getting closer to the IT industry
by using various IT products like computers, laptops and other
peripherals and gadgets.

Today people who are running a big organization or just a school

kid is also connected to the IT products in one and other way.

During my summer internship program I got chance to get

maximum knowledge of IT sector and IT products and other
components and various peripherals.
 INTRODUCTION
OBJECTIVE:

The main purpose of the present study is accomplishing the

following objective.

Training makes people aware about the organization and the

way of the organization works and how the things to be done in
routine life of a corporate culture.

At the time of my summer training I was able to get maximum

knowledge of IT industry due support of my company head
Mr.Gaurang who has helped me to get closer to vastly growing
sector in India in today’s time.

As the part of COMPUAID during my summer internship I got

great chance of learning and knowing the IT services which is
provided by the company.

Being a management student I was bit difficult to understand the

terms but thanks to my sir to introducing me and making me
comfortable with IT terms and IT industry.

LIMITATION:
Some of the difficulties and limitations faced by me during my
training are as follows:

 Things changes in one click :

We all know that technology is changing every day or we
can say it’s changing every minute. So according to me it’s
not easy for everyone to make it with the technology change
every time.

Though in India many people are getting techno savvy but

there are large amount people of who is still using old and
not that much effective technology even in the 21 st century.
Still the big revolutionary change is required in the Indian IT
market.

 Pricing factor :

The major factor is affecting Indian markets to accept IT

industry by 100% is the pricing factor. Because the IT
products and gadgets are not that cheaper in terms of
money. Because Indian consumer has to handsome amount
to use the IT products and other peripherals.

So as per my opinion if the prices will decrease by some

amount the markets will be bigger. And growth of IT
products who use’s it products will definitely increase by
large number.

RESEARCH OF THE STUDY

 TYPE OF RESEARCH

This research is basically descriptive research and I have

personally studied each and every part of the IT industry to
make my research perfect. I have each and every part in
detailed to know the IT industry and what is the impact
global IT on Indian it scenario.

 Collection of data and other important information

To be very honest it was bit difficult to get data about the

Information technology because I am not a technical person
but thanks to my sir who has given me proper guidance.
And he also helped me in preparing the report.

Some other information I had taken from various internet

websites and also from newspaper and other business
magazines.

INFORMATION TECHNOLOGY INDUSTRY

INTRODUCTION

Information Technology – A Definition:

We use the term information technology or IT to refer to an entire

industry. In actuality, information technology is the use of
computers and software to manage information. In some
companies, this is referred to as Management Information
Services (or MIS) or simply as Information Services (or IS). The
information technology department of a large company would be
responsible for storing information, protecting information,
processing the information, transmitting the information as
necessary, and later retrieving information as necessary.

Management Information System (MIS)

Computer-based or manual system that transforms data into
information useful in the support of decision making. MIS can be
classified as performing three functions:

 To generate reports for example financial statements

inventory status report or performance reports need for
routine or non-routine purposes.
 To answer what if questions asked by management. For
example such questions as what would happen to cash flow
if the company changes its credit policy for its customer?
Can be answered by MIS. This type of MIS can be called
simulation
 To support decision making this type of MIS is
appropriately called decision support system. Dss attempts
 to integrate the decision maker the data base and the
quantitative model being used.

OVERVIEW OF THE IT INDUSTRY

Information technology includes all forms of technology used to
store, exchange, and use information. Information Technology or
IT can be defined as the technology that is involved in processing
and transmitting information which includes computing,
multimedia, telecommunications, microelectronics and their
interdependencies. IT now more often refers to the convergence
of various information-based, broadcast and mass media
communication technologies.

The “Information Age,” ushered in with the advent of IT, is

creating a world where individuals, organizations, businesses,
and governments share vast amounts of information and interact
among themselves within a borderless, global IT network.

Information Technology (IT) has emerged as the most effective

driver in the last century, transforming all spheres of life. Over
the last decade, the IT industry in India has consistently shown
one of the highest growth rates compared to most other
industries. In fact, software exports from India have risen from
US$ 50 million to US$ 5 billion during the last five years.

The IT Industry can be classified into the following broad

categories:
 IT Services Exports
 ITES Exports
 Product and Technology Services
 Domestic Market

Information and communication technology spending in 2005

Information technology (IT)

Is "the study, design, development, implementation, support or

management of computer-based information systems,
particularly software applications and computer hardware",
according to the Information Technology Association of America
(ITAA). IT deals with the use of electronic computers and
computer software to securely convert, store, protect, process,
transmit, input, output, and retrieve information.

Today, the term information has ballooned to encompass many

aspects of computing and technology, and the term have become
very recognizable. IT professionals perform a variety of duties
that range from installing applications to designing complex
computer networks and information databases. A few of the
duties that IT professionals perform may include data
management, networking, engineering computer hardware,
database and software design, as well as the management and
administration of entire systems. Information technology is
starting to spread farther than the conventional personal
computer and network technology, and more into integrations of
other technologies such as the use of cell phones, televisions,
automobiles, and more, which is increasing the demand for such
jobs.

When computer and communications technologies are combined,

the result is information technology, sometimes called "InfoTech."
Information technology is a general term that describes any
technology that helps to produce, manipulate, store,
communicate, and/or disseminate information.

In recent days, ABET and the ACM have collaborated to form

accreditation and curriculum standards for degrees in
Information Technology as a distinct field of study separate from
both Computer Science and Information Systems. SIGITE is the
ACM working group for defining these standards.

The Worldwide IT services revenue totaled $763 billion in 2009.

It is important to consider the overall value chain in technology

development projects as the challenge for the value creation is
increasing with the growing competitiveness between
organizations that has become evident (Bird, 2010).

The concept of value creation through technology is heavily

dependent upon the alignment of technology and business
strategies. While the value creation for an organization is a
network of relationships between internal and external
environments, technology plays an important role in improving
the overall value chain of an organization. However, this increase
requires business and technology management to work as a
creative, synergistic, and collaborative team instead of a purely
mechanistic span of control. Technology can help the
organization recognize improved competitive advantage within
the industry it resides and generate superior performance at a
greater value, according to Bird.

Information system
CS, SE, IS, IT, & Customer Venn Diagram where functionality
spans left and design spans right stemming from discovery.

An information system (IS) is any combination of information

technology and people's activities using that technology to
support operations, management, and decision-making. [1] In a
very broad sense, the term information system is frequently used to
refer to the interaction between people, algorithmic processes,
data and technology. In this sense, the term is used to refer not
only to the information and communication technology (ICT) an
organization uses, but also to the way in which people interact
with this technology in support of business process.

Some make a clear distinction between information systems, ICT,

and business processes. Information systems are distinct from
information technology in that an information system is typically
seen as having an ICT component. Information systems are also
different from business processes. Information systems help to
control the performance of business process.

Alter argues for an information system as a special type of work

system. A work system is a system in which humans and/or
machines perform work using resources (including ICT) to
produce specific products and/or services for customers. An
information system is a work system whose activities are devoted
to processing (capturing, transmitting, storing, retrieving,
manipulating and displaying) information.
Part of the difficulty in defining the term information system is due
to vagueness in the definition of related terms such as system and
information. Beyond-Davies argues for a clearer terminology
based in systematic and semiotics. He defines an information
system as an example of a system concerned with the
manipulation of signs. An information system is a type of socio-
technical system. An information system is a mediating construct
between actions and technology. As such, information systems
inter-relate with data systems on the one hand and activity
systems on the other. An information system is a form of
communication system in which data represent and are processed
as a form of social memory. An information system can also be
considered a semi-formal language which supports human
decision making and action.

Information systems are the primary focus of study for the

information systems discipline and for organizational informatics.

Information Technology Association of America

Logo of the ITAA

The Information Technology Association of America (ITAA) is a

leading industry trade group for information technology
companies. The Association's membership contains most all of
the world's major ICT firms and accounts for over 90% of ICT
goods and services sold in North America.

Former under Secretary of Commerce Phil Bond became the

association's President in August 2006. He replaced Harris Miller
who resigned as President in January 2006 in order to run for the
U.S. Senate in Virginia. Miller was defeated by James Webb in the
June Democratic primary. Harris Miller was named
CEO/President of the Career College Association in February
2007.

In March 2007 ITAA President Phil Bond expressed his desire in

merging ITAA with another high tech trade association.

On January 17, 2008, ITAA announced that it had agreed to so-

called "merger of equals" with the Government Electronics and
Information Technology Association (GEIA), and that the
combined association would retain the ITAA name.
http://www.govexec.com/dailyfed/1107/110707n1.htm

Until earlier in the year GEIA had been an affiliate of EIA (a trade
association formerly known as the Electronic Industry Alliance)
EIA has been very financially successful, unlike ITAA. GEIA is
slated to share in the distribution over $50 million in assets
resulting in the breakup of EIA. [The fall of EIA: What happened?
After the merger, the combined membership will grow back to
400.

With affiliates in 40 states through CRITA and its role as

Secretariat of the World Information Technology and Services
Alliance (WITSA), a global network of 67 countries' IT
associations, ITAA offers members access and influence across
America and around the world.

On a policy front, the Association plays a leading role in issues of

IT industry concern including information security, globalization,
workforce, immigration, taxes and finance policy, digital
intellectual property protection, telecommunications competition,
workforce and education, immigration, online privacy and
consumer protection, government IT procurement, human
resources and e-commerce policy.

ITAA membership is open to any company with operations

situated in the U.S. and offering IT products and services.
Companies eligible for full IT membership include firms with
headquarters, division offices, or branch offices located in the U.S.
as well as foreign firms with subsidiary operations in the U.S. In
addition, ITAA offers affiliate membership to firms that sell
business products and services to IT companies.

Computer software

Computer software, or just software, is the collection of

computer programs and related data that provide the instructions
telling a computer what to do. The term was coined to contrast to
the old term hardware (meaning physical devices). In contrast to
hardware, software is intangible, meaning it "cannot be touched".

Software is also sometimes used in a more narrow sense,

meaning application software only. Sometimes the term includes
data that has not traditionally been associated with computers,
such as film, tapes and records.

Examples of computer software include:

 Application software includes end-user applications of

computers such as word processors or Video games, and
ERP software for groups of users.
 Middleware controls and co-ordinates distributed systems.
 Programming languages define the syntax and systematic of
computer programs. For example, many mature banking
applications were written in the COBOL language, originally
invented in 1959. Newer applications are often written in
more modern programming languages.
 System software includes operating systems, which govern
computing resources. Today large applications running on
remote machines such as Websites are considered to be
system software, because the end-user interface is generally
through a Graphical user interface (GUI), such as a web
browser.
 Test ware is software for testing hardware or a software
package.
 Firmware is low-level software often stored on electrically
programmable memory devices. Firmware is given its name
because it is treated like hardware and run ("executed") by
other software programs.
  Shrink ware is the older name given to consumer bought
software, because it was often sold in retail stores in a shrink
wrapped box.
 Device drivers control parts of computers such as disk
drives, printers, CD drives, or computer monitors.
 Programming tools help conduct computing tasks in any
category listed above. For programmers, these could be tools
for debugging, or reverse engineering older legacy systems
in order to check source code compatibility.

OVERVIEW, TYPE AND ARCHITECHRUR OF COMPUTER

SOFTWARE
The first theory about software was proposed by Alan Turing in
his 1935 essay Computable numbers with an application to the decision
problem.

Paul Niquette claims to have coined the term "software" in this

sense in 1953, and first used in print by John W. Turkey in 1958.

The academic fields studying software are computer science and

software engineering.

The history of computer software is most often traced back to the

first software bug in 1946. As more and more programs enter the
realm of firmware, and the hardware itself becomes smaller,
cheaper and faster due to Moore's law, elements of computing
first considered to be software, join the ranks of hardware. Most
hardware companies today have more software programmers on
the payroll than hardware designers, since software tools have
automated many tasks of Printed circuit board engineers.

Just like the Auto industry, the Software industry has grown from
a few visionaries operating out of their garage with prototypes.
Steve Jobs and Bill Gates were the Henry Ford and Louis
Chevrolet of their times, who capitalized on ideas already
commonly known before they started in the business.

In the case of Software development, this moment is generally

agreed to be the publication in the 1980s of the specifications for
the IBM Personal Computer published by IBM employee Philip
Don Estrange. Today his move would be seen as a type of crowd-
sourcing.

Until that time, software was bundled with the hardware by

Original equipment manufacturers (OEMs) such as Data General,
Digital Equipment and IBM. When a customer bought a
minicomputer, at that time the smallest computer on the market,
the computer did not come with Pre-installed software, but
needed to be installed by engineers employed by the OEM.
Computer hardware companies not only bundled their software,
they also placed demands on the location of the hardware in a
refrigerated space called a computer room.

Most companies had their software on the books for 0 dollars;

unable to claim it as an asset (this is similar to financing of
popular music in those days). When Data General introduced the
Data General Nova, a company called Dig dyne wanted to use its
RDOS operating system on its own hardware clone. Data General
refused to license their software (which was hard to do, since it
was on the books as a free asset), and claimed their "bundling
rights". The Supreme Court set a precedent called Dig dyne v.
Data General in 1985.

The Supreme Court let a 9th circuit decision stand, and Data
General was eventually forced into licensing the Operating
System software because it was ruled that restricting the license
to only DG hardware was an illegal tying arrangement.

Soon after, IBM 'published' its DOS source for free, and Microsoft
was born. Unable to sustain the loss from lawyer's fees, Data
General ended up being taken over by EMC Corporation. The
Supreme Court decision made it possible to value software, and
also purchase Software patents. The move by IBM was almost a
protest at the time. Few in the industry believed that anyone
would profit from it other than IBM (through free publicity).
Microsoft and Apple were able to thus cash in on 'soft' products.
It is hard to imagine today that people once felt that software was
worthless without a machine.

There are many successful companies today that sell only

software products, though there are still many common software
licensing problems due to the complexity of designs and poor
documentation, leading to patent trolls.

With open software specifications and the possibility of software

licensing, new opportunities arose for software tools that then
became the de facto standard, such as DOS for operating systems,
but also various proprietary word processing and spreadsheet
programs. In a similar growth pattern, proprietary development
methods became standard Software development methodology.

Overview

A layer structure showing where operating system is located on

generally used software systems on desktops

Software includes all the various forms and roles that digitally
stored data may have and play in a computer (or similar system),
regardless of whether the data is used as code for a CPU, or other
interpreter, or whether it represents other kinds of information.
Software thus encompasses a wide array of products that may be
developed using different techniques such as ordinary
programming languages, scripting languages, microcode, or an
FPGA configuration.

The types of software include web pages developed in languages

and frameworks like HTML, PHP, Perl, JSP, ASP.NET, XML, and
desktop applications like OpenOffice.org, Microsoft Word
developed in languages like C, C++, Java, C#, or Smalltalk.
Application software usually runs on an underlying software
operating systems such as Linux or Microsoft Windows. Software
(or firmware) is also used in video games and for the configurable
parts of the logic systems of automobiles, televisions, and other
consumer electronics.

Computer software is so called to distinguish it from computer

hardware, which encompasses the physical interconnections and
devices required to store and execute (or run) the software. At the
lowest level, executable code consists of machine language
instructions specific to an individual processor. A machine
language consists of groups of binary values signifying processor
instructions that change the state of the computer from its
preceding state. Programs are an ordered sequence of instructions
for changing the state of the computer in a particular sequence. It
is usually written in high-level programming languages that are
easier and more efficient for humans to use (closer to natural
language) than machine language. High-level languages are
compiled or interpreted into machine language object code.
Software may also be written in an assembly language,
essentially, a mnemonic representation of a machine language
using a natural language alphabet. Assembly language must be
assembled into object code via an assembler.

Types of software
Practical computer systems divide software systems into three
major classes[citation needed]: system software, programming software
and application software, although the distinction is arbitrary,
and often blurred.

System software

System software helps run the computer hardware and computer

system. It includes a combination of the following:

 device drivers
 operating systems
 servers
 utilities
 window systems

The purpose of systems software is to unburden the applications

programmer from the often complex details of the particular
computer being used, including such accessories as
communications devices, printers, device readers, displays and
keyboards, and also to partition the computer's resources such as
memory and processor time in a safe and stable manner.
Examples are - Microsoft Windows, Linux, and Mac OS X.

Programming software

Programming software usually provides tools to assist a

programmer in writing computer programs, and software using
different programming languages in a more convenient way. The
tools include:

 compilers
 debuggers
 interpreters
  linkers
 text editors

An Integrated development environment (IDE) is a single

application that attempts to manage all these functions.

Application software

Application software allows end users to accomplish one or more

specific (not directly computer development related) tasks.
Typical applications include:

 industrial automation
 business software
 video games
 quantum chemistry and solid state physics software
 telecommunications (i.e., the Internet and everything that
flows on it)
 databases
 educational software
 medical software
 molecular modeling software
 image editing
 spreadsheet
 simulation software
 Word processing
 Decision making software

Application software exists for and has impacted a wide variety

of topics.
Software topics

Architecture
Software architecture

Users often see things differently than programmers. People who

use modern general purpose computers (as opposed to
embedded systems, analog computers and supercomputers)
usually see three layers of software performing a variety of tasks:
platform, application, and user software.

 Platform software: Platform includes the firmware, device

drivers, an operating system, and typically a graphical user
interface which, in total, allow a user to interact with the
computer and its peripherals (associated equipment).
Platform software often comes bundled with the computer.
On a PC you will usually have the ability to change the
platform software.
 Application software: Application software or Applications
are what most people think of when they think of software.
Typical examples include office suites and video games.
Application software is often purchased separately from
computer hardware. Sometimes applications are bundled
with the computer, but that does not change the fact that
they run as independent applications. Applications are
usually independent programs from the operating system,
though they are often tailored for specific platforms. Most
users think of compilers, databases, and other "system
software" as applications.
 User-written software: End-user development tailors
systems to meet users' specific needs. User software includes
spreadsheet templates and word processor templates. Even
email filters are a kind of user software. Users create this
 software themselves and often overlook how important it is.
Depending on how competently the user-written software
has been integrated into default application packages, many
users may not be aware of the distinction between the
original packages, and what has been added by co-workers.

Documentation
Software documentation

Most software has software documentation so that the end user

can understand the program, what it does, and how to use it.
Without clear documentation, software can be hard to use—
especially if it is very specialized and relatively complex like
Photoshop or AutoCAD.

Developer documentation may also exist, either with the code as

comments and/or as separate files, detailing how the programs
works and can be modified.

Library
Software library

An executable is almost always not sufficiently complete for

direct execution. Software libraries include collections of
functions and functionality that may be embedded in other
applications. Operating systems include many standard Software
libraries, and applications are often distributed with their own
libraries.

Standard
Software standard

Since software can be designed using many different

programming languages and in many different operating systems
and operating environments, software standard is needed so that
different software can understand and exchange information
between each other. For instance, an email sent from a Microsoft
Outlook should be readable from Yahoo! Mail and vice versa.

Execution
Execution (computing)

Computer software has to be "loaded" into the computer's storage

(such as the hard drive or memory). Once the software has
loaded, the computer is able to execute the software. This involves
passing instructions from the application software, through the
system software, to the hardware which ultimately receives the
instruction as machine code. Each instruction causes the
computer to carry out an operation – moving data, carrying out a
computation, or altering the control flow of instructions.

Data movement is typically from one place in memory to another.

Sometimes it involves moving data between memories and
registers which enable high-speed data access in the CPU.
Moving data, especially large amounts of it, can be costly. So, this
is sometimes avoided by using "pointers" to data instead.
Computations include simple operations such as incrementing
the value of a variable data element. More complex computations
may involve many operations and data elements together.

Quality and reliability

Software quality, Software testing, and Software reliability

Software quality is very important, especially for commercial and

system software like Microsoft Office, Microsoft Windows and
Linux. If software is faulty (buggy), it can delete a person's work,
crash the computer and do other unexpected things. Faults and
errors are called "bugs." Many bugs are discovered and
eliminated (debugged) through software testing. However,
software testing rarely – if ever – eliminates every bug; some
programmers say that "every program has at least one more bug"
(Lubarsky's Law). All major software companies, such as
Microsoft, Novell and Sun Microsystems, have their own
software testing departments with the specific goal of just testing.
Software can be tested through unit testing, regression testing
and other methods, which are done manually, or most
commonly, automatically, since the amount of code to be tested
can be quite large. For instance, NASA has extremely rigorous
software testing procedures for many operating systems and
communication functions. Many NASA based operations interact
and identify each other through command programs called
software. This enables many people who work at NASA to check
and evaluate functional systems overall. Programs containing
command software enable hardware engineering and system
operations to function much easier together.

License
Software license

The software's license gives the user the right to use the software
in the licensed environment. Some software comes with the
license when purchased off the shelf, or an OEM license when
bundled with hardware. Other software comes with a free
software license, granting the recipient the rights to modify and
redistribute the software. Software can also be in the form of
freeware or shareware.
Patents
Software patent and Software patent debate

Software can be patented; however, software patents can be

controversial in the software industry with many people holding
different views about it. The controversy over software patents is
that a specific algorithm or technique that the software has may
not be duplicated by others and is considered an intellectual
property and copyright infringement depending on the severity.

Design and implementation

Software development, Computer programming, and Software
engineering

Design and implementation of software varies depending on the

complexity of the software. For instance, design and creation of
Microsoft Word software will take much more time than
designing and developing Microsoft Notepad because of the
difference in functionalities in each one.

Software is usually designed and created

(coded/written/programmed) in integrated development
environments (IDE) like Eclipse, Emac’s and Microsoft Visual
Studio that can simplify the process and compile the program. As
noted in different section, software is usually created on top of
existing software and the application programming interface
(API) that the underlying software provides like GTK+,
JavaBeans or Swing. Libraries (APIs) are categorized for different
purposes. For instance, JavaBeans library is used for designing
enterprise applications, Windows Forms library is used for
designing graphical user interface (GUI) applications like
Microsoft Word, and Windows Communication Foundation is
used for designing web services. Underlying computer
programming concepts like quick sort, hash table, array, and
binary tree can be useful to creating software. When a program is
designed, it relies on the API. For instance, if a user is designing a
Microsoft Windows desktop application, he/she might use the
.NET Windows Forms library to design the desktop application
and call its APIs like to close or open the application and write the
additional operations him/herself that it need to have. Without
these APIs, the programmer needs to write these APIs
him/herself. Companies like Sun Microsystems, Novell, and
Microsoft provide their own APIs so that many applications are
written using their software libraries that usually have numerous
APIs in them.

Software has special economic characteristics that make its

design, creation, and distribution different from most other
economic goods.[8][9] A person who creates software is called a
programmer, software engineer, software developer, or code
monkey, terms that all have a similar meaning.

Industry and organizations

Software industry

A great variety of software companies and programmers in the

world comprise the software industry. Software can be quite a
profitable industry: Bill Gates, the founder of Microsoft was the
richest person in the world in 2009 largely by selling the
Microsoft Windows and Microsoft Office software products. The
same goes for Larry Ellison, largely through his Oracle database
software. Through time the software industry has become
increasingly specialized.
Non-profit software organizations include the Free Software
Foundation, GNU Project and Mozilla Foundation. Software
standard organizations like the W3C, IETF develop software
standards so that most software can interoperate through
standards such as XML, HTML, HTTP or FTP.

Other well-known large software companies include Novell, SAP,

Symantec, Adobe Systems, and Corel, while small companies
often provide innovation.

Personal computer hardware

Hardware of a modern Personal Computer.

1. Monitor
2. Motherboard
3. CPU
4. RAM
5. Expansion cards
6. Power supply
7. Optical disc drive
8. Hard disk drive
9. Keyboard
10. Mouse

A personal computer is made up of multiple physical

components of computer hardware, upon which can be installed
an operating system and a multitude of software applications to
perform the operator's desired functions.

Though a PC comes in many different forms, a typical personal

computer consists.
Motherboard
Motherboard

The motherboard is the main component inside the case. It is a

large rectangular board with integrated circuitry that connects the
rest of the parts of the computer including the CPU, the RAM, the
disk drives (CD, DVD, hard disk, or any others) as well as any
peripherals connected via the ports or the expansion slots.

Components directly attached to the motherboard include:

 The central processing unit (CPU) performs most of the

calculations which enable a computer to function, and is
sometimes referred to as the "brain" of the computer. It is
usually cooled by a heat sink and fan.
 The chip set mediates communication between the CPU and
the other components of the system, including main
memory.
 RAM (Random Access Memory) stores all running processes
(applications) and the current running OS.
 The BIOS includes boot firmware and power management.
The Basic Input Output System tasks are handled by
operating system drivers.
 Internal Buses connect the CPU to various internal
components and to expansion cards for graphics and sound.
o Current
 The north bridge memory controller, for RAM and
PCI Express
 PCI Express, for expansion cards such as
graphics and physics processors, and high-
end network interfaces
 PCI, for other expansion cards
 SATA, for disk drives
 o Obsolete
 ATA (superseded by SATA)
 AGP (superseded by PCI Express)
 VLB VESA Local Bus (superseded by AGP)
 ISA (expansion card slot format obsolete in PCs,
but still used in industrial computers)
 External Bus Controllers support ports for external
peripherals. These ports may be controlled directly by the
south bridge I/O controller or based on expansion cards
attached to the motherboard through the PCI bus.
o USB
o FireWire
o e SATA
o SCSI

Power supply
Power supply unit (computer)
Inside a custom-built computer: the power supply at the bottom
has its own cooling fan.

A power supply unit (PSU) converts alternating current (AC)

electric power to low-voltage DC power for the internal
components of the computer. Some power supplies have a switch
to change between 230 V and 115 V. Other models have automatic
sensors that switch input voltage automatically, or are able to
accept any voltage between those limits. Power supply units used
in computers are nearly always switch mode power supplies
(SMPS). The SMPS provides regulated direct current power at the
several voltages required by the motherboard and accessories
such as disk drives and cooling fans.

Removable media devices

Main article: Computer storage

 CD (compact disc) - the most common type of removable

media, suitable for music and data.
o CD-ROM Drive - a device used for reading data from a
CD.
o CD Writer - a device used for both reading and writing
data to and from a CD.
 DVD (digital versatile disc) - a popular type of removable
media that is the same dimensions as a CD but stores up to
12 times as much information. It is the most common way of
transferring digital video, and is popular for data storage.
o DVD-ROM Drive - a device used for reading data from
a DVD.
o DVD Writer - a device used for both reading and
writing data to and from a DVD.
o DVD-RAM Drive - a device used for rapid writing and
reading of data from a special type of DVD.
  Blue-ray Disc - a high-density optical disc format for data
and high-definition video. Can store 70times as much
information as a CD.
o BD-ROM Drive - a device used for reading data from a
Blue-ray disc.
o BD Writer - a device used for both reading and writing
data to and from a Blue-ray disc.
 HD DVD - a discontinued competitor to the Blue-ray format.
 Floppy disk - an outdated storage device consisting of a thin
disk of a flexible magnetic storage medium. Used today
mainly for loading RAID drivers.
 Iomega Zip drive - an outdated medium-capacity removable
disk storage system, first introduced by Iomega in 1994.
 USB flash drive - a flash memory data storage device
integrated with a USB interface, typically small, lightweight,
removable, and rewritable. Capacities vary, from hundreds
of megabytes (in the same ballpark as CDs) to tens of
gigabytes (surpassing, at great expense, Blue -ray discs).
 Tape drive - a device that reads and writes data on a
magnetic tape, used for long term storage and backups.

Secondary storage

Hardware that keeps data inside the computer for later use and
remains persistent even when the computer has no power.

 Hard disk - for medium-term storage of data.

 Solid-state drive - a device similar to hard disk, but
containing no moving parts and stores data in a digital
format.
 RAID array controller - a device to manage several internal
or external hard disks and optionally some peripherals in
 order to achieve performance or reliability improvement in
what is called a RAID array.

Sound card
Sound card

Enables the computer to output sound to audio devices, as well as

accept input from a microphone. Most modern computers have
sound cards built-in to the motherboard, though it is common for
a user to install a separate sound card as an upgrade. Most sound
cards, either built-in or added, have surround sound capabilities.

Input and output peripherals

Peripheral

Input and output devices are typically housed externally to the

main computer chassis. The following are either standard or very
common to many computer systems.

Wheel Mouse
Input device

 Text input devices

o Keyboard - a device to input text and characters by
depressing buttons (referred to as keys).
 Pointing devices
o Mouse - a pointing device that detects two dimensional
motion relative to its supporting surface.
 Optical Mouse - uses light to determine mouse
motion.
o Trackball - a pointing device consisting of an exposed
protruding ball housed in a socket that detects rotation
about two axes.
o Touch screen - senses the user pressing directly on the
display

 Gaming devices
o Joystick - a control device that consists of a handheld
stick that pivots around one end, to detect angles in two
or three dimensions.
o Gamepad - a handheld game controller that relies on
the digits (especially thumbs) to provide input.
o Game controller - a specific type of controller
specialized for certain gaming purposes.
 Image, Video input devices
o Image scanner - a device that provides input by
analyzing images, printed text, handwriting, or an
object.
o Webcam - a low resolution video camera used to
provide visual input that can be easily transferred over
the internet.
 Audio input devices
 o Microphone - an acoustic sensor that provides input by
converting sound into electrical signals.

Output
Main article: Output device

 Printer - a device that produces a permanent human-

readable text of graphic document.
 Speakers - typically a pair of devices (2 channels) which
convert electrical signals into audio.
o Headphones - for a single user hearing the audio.
 Monitor - an electronic visual display with textual and
graphical information from the computer.
o CRT - (Cathode Ray Tube) display
o LCD - (Liquid Crystal Display) as of 2010, it is the
primary visual display for personal computers.

Information technology in India

The Indian Information Technology industry accounts for a
5.9% of the country's GDP and export earnings as of 2009, while
providing employment to a significant number of its tertiary
sector workforce. More than 2.3 million people are employed in
the sector either directly or indirectly, making it one of the biggest
job creators in India and a mainstay of the national economy.

In March 2009, annual revenues from outsourcing operations in

India amounted to US$50 billion and this is expected to increase
to US$225 billion by 2020. The most prominent IT hub is IT capital
Bangalore. The other emerging destinations are Chennai,
Hyderabad, Mumbai, Pune, NCR, Jaipur and Kolkata. Technically
proficient immigrants from India sought jobs in the western
world from the 1950s onwards as India's education system
produced more engineers than its industry could absorb.

India's growing stature in the information age enabled it to form

close ties with both the United States of America and the
European Union. However, the recent global financial crises has
deeply impacted the Indian IT companies as well as global
companies. As a result hiring has dropped sharply and
employees are looking at different sectors like financial service,
telecom or manufacturing industries, Which are growing
phenomenally over the last few years.

Due to meltdown the IT industry's pace of growth has dropped

significantly many experts believe that it has lost it flair.

India's IT Services industry was born in Mumbai in 1967 with the

establishment of Tata Group in partnership with Burroughs.

The first software export zone SEEPZ was set up here way back
in 1973, the old avatar of the modern day IT park. More than 80
percent of the country's software exports happened out of SEEPZ,
Mumbai in 80s.

Each year India produces roughly 500,000 engineers in the

country, out of them only 25% to 30% possessed both technical
competency and English language skills, although 12% of India's
population can speak in English.

India developed a number of outsourcing companies specializing

in customer support via Internet or telephone connections. By
2009, India also has a total of 37,160,000 telephone lines in use, a
total of 506,040,000 mobile phone connections, a total of
81,000,000 Internet users—comprising 7.0% of the country's
population, and 7,570,000 people in the country have access to
broadband Internet— making it the 12th largest country in the
world in terms of broadband Internet users.

Total fixed-line and wireless subscribers reached 543.20 million

as of November, 2009.

India's IT industry (USD bn) [Source: NASSCOM]

 Particulars FY 2004 FY 2005 FY 2006 FY 2007E

IT Services 10.4 13.5 17.8 23.7

- Exports 7.3 10.0 13.13 18.1

- Domestic 3.1 3.5 4.5 5.6

ITES-BPO 3.4 5.2 7.2 9.5

- Exports 3.1 4.6 6.3 8.3

- Domestic 0.3 0.6 0.9 1.2

Engineering services, R&D and Software products 2.9 3.9 5.3 6.5

- Exports 2.5 3.1 4.0 4.9

- Domestic 0.4 0.7 1.3 1.6

Hardware 5.0 5.9 7.0 8.2

Total IT industry 21.6 28.4 37.4 47.8

- Exports 13.4 18.2 24.1 31.9

- Domestic 8.3 10.2 13.2 15.9

Top Seven IT Hubs in India

Ranking City/Region Description
1 Bangalore Popularly known as the capital of the
 Silicon Valley of India is currently leading
in Information Technology Industries in
India.
It is also called as India's second silicon
2 Chennai
valley
Hyderabad which has good infrastructure
3 Hyderabad and good government support is also a
good technology base in India.tuated.
Pune, a major industrial town, hosts
numerous multinational and national
software giants along with BPO and KPO
firms. World class SEZs like Hinjawadi IT
4 Pune
park and Magarpatta city give Pune a
distinct advantage. The city is a major
educational hub and churns out thousands
of technocrats every year.
Kolkata which is slowly becoming a major
IT hub in near future. Some of the well
5 Kolkata known technological corporations.

The National Capital Region of India

comprising Delhi, Gurgaon, Faridabad,
6 NCR Noida, Greater Noida and Ghaziabad are
having ambitious projects and are trying to
do every possible thing for this purpose.
7 Mumbai Popularly known as the commercial,
 entertainment, financial capital of India,
This is one city that has seen tremendous
growth in IT and BPO industry, it recored
63% growth in 2008. TCS, Patni, L&T
InfoTech, I-Flex WNS and other companies
are headquartered here.

MARKETING CHALLENGES FOR INDIAN IT INDUSTRY

COMPARATIVE ADVANTAGE

 Quality of the labor pool

India produces Six times as many engineering professionals as
China. This large pool of educated workforce makes the
Industry competitive. Most of the workforce involved is in 20’s
with project leaders in 30’s and 40’s.

 English language skills

India enjoys advantages of people sophistication in terms of a
very large pool of English speaking scientific personnel. This
makes Indian Firms develop products for English speaking
Customers. The Importer of Software product and services are
mostly western countries and this gives Indian firm an
advantage over other countries such as China where the
workforce are not having proficiency in English. Apart from
this most of the countries are using English as language for
Software applications.

 Cost advantage
This is the core competency of Indian Firm. The major input in
Software product and services are Human workforce, which is
cheap in comparison to other countries. An army of software
professionals, willing to work for one-eighth of the salaries of
their counterparts in the United States and Europe, graduate
from Indian institutes every year.

 Project management skills

A large pool of management postgraduates in the country
caters to management skills required in IT projects. The Indian
Firms are moving up the value chain and completing the full
cycle of software development.

 Entrepreneurial culture
Most of the Indian companies are setup by 1st generation
entrepreneurs. Corporate governance is given a very high
status in this Industry. Thus there is value generation in terms
of efficient and effective framework.
  Strong customer relationships
The Indian firms are serving over 225 fortune 500 companies
and serve many more out of fortune purview. Most of the firms
are continuing long term relationship with their Customers.
There is a strong focus on Customer relationship in IT industry.

INDUSTRY OUTLOOK – The Next Ten Years… …And Beyond

Assuming a strong and growing R&D partnership between

industry, government, and universities, the Indian IT industry
will continue to be the world’s IT leader over the next ten years in
spite of (some would argue because of) the continuing
development of highly competitive foreign IT industries. Indian
competitive advantage will be a function of its ability to innovate
and raise venture capital to bring new ideas to market quickly.
The dominant trend for the industry over the next ten years will
be continued progress toward “convergence” of the many forms
of IT to accomplish distributed, multi-step complex tasks.
Convergence will manifest itself in mobile, networked computing
platforms, content-rich broadband applications, intelligent
devices and web-based application software services. Innovation
within the context of convergence will lead to the next quantum
leap in improved productivity in the Indian economy. The lack of
a comprehensive solution of the broadband “last mile” and
frequency allocation issues currently retard the rate of
convergence.

CHALLENGES AHEAD

 Building the great Indian software brand

Today Microsoft in office softwares, Oracle in databases and
Adobe in publishing software are the strong brands and
command the ‘top of the mind’ recall. None of the Indian product
can be thought of to command that recognition level. That is not
only because of size, skills and scope of the Indian companies, but
also the strategy and strength (weakness) of the IT companies.
Indian companies leveraging on the ‘low cost’ proposition created
a big market for themselves. But yesterday’s business wisdom
cannot be taken as maxim for tomorrow’s transforming markets,
especially in technology domains. The need of the hour is to
continuously build up the capabilities and move from ‘low cost’
model to ‘premium product’ model Indian software services
companies invest a mere 1-2 percent of revenues in branding
initiatives. Ergo, India Software Inc. lacks a focused approach
towards branding and it’s high time we get moving aggressively
on this front.

 Focusing on the domestic market

The Indian software services exports witnessed a CAGR of

around 37 per cent during the period 1998-99 to 2002-03. Contrary
to this, the growth in the domestic market was relatively staid at
15 per cent. The domestic Indian market promises huge potential
for the sector in light of the burgeoning IT budgets of Corporate
India. Growing this segment, therefore, is a key challenge faced
by the sector. As more customers drive the change towards off
shoring and such activities become mainstream, Indian software
companies are likely to gain immensely from the potential that
exists.

 Need to move up the value chain

As global technology majors ramp up their Indian operations and
replicate the Indian off shoring model, the Indian IT sector seems
to be losing the cost arbitrage edge. Not only that, global
companies are also tapping other countries (like the Philippines,
China and Ireland) for low-cost labor and talent. In these
competing times, therefore, the biggest challenge for Indian
software companies is to move up the software value chain and
that too, rapidly. Penetrating markets for high-end offerings like
IT consulting, systems integration, package implementation and
products will help Indian software companies establish long-term
relationships with clients. Also, this move will help them in
reducing pressure on the margins front as these services generally
command higher billing rates than basic services like software
development and maintenance.

 Marketing & distribution

The nemesis of Indian companies has been their inability to go
beyond ‘contract rate’ based competition. Today companies are
finding it increasingly important that billing rates are under
continuous pressure and it is expected to get more severe in the
days to come. It is a natural business phase of maturity that
Indian software industry is entering into. This is the time for the
companies to recognize and reorganize their strengths and invest
in sales and marketing strategies. The bottom-line is that the
transition has to take from provider of commoditized contract
labor services to product / brand led solutions consultants.
 COMPANY PROFILE

As I mentioned earlier I had done my internship in COMPUAID

which is located in Gandhidham –Kutch. Now I would like to
share more information about the company. The is established in
Gandhidham 10years ago. And I feel honored to be the part of the
company during my summer internship days.

Basically company deals in sales and service of IT products and

also web service is like domain registration, web site design &
development (with animation, flash programming, database etc.)
The company is very reputed in Gandhidham and providing
services on prompt basis to their clients. During summer training
I got the chance to know the company deeply.In my training I
was taking care of the both department sales and pc maintenance.
For me it was quite difficult to do the maintenance of systems
because I m not that familiar with the repair part of computer.

But I m very thank full to Mr. Gaurang Vachharajani who have

shown confidence on me and gave me chance to learn the
technical part of computer and also teach how do the format the
pc and do the re installation of the all required software.

I also thank Mr. Suresh, Mr. Jayesh the marketing team of comp
aid who have helped me a lot to improve my selling skill and
how to make an effective planning for sales of product. They
know how to attracts client and also know that how to do the
sales of company’s products.

They have also taken me to sales call in my starting days of

internship. To make me familiar with the sales industry. Under
their guidance I was comfortable to end up my sales call also.
So I am very thank full of them for investing their valuable time
on me and introducing me to most practical filed of sales.
Mr. Gaurang Vachharajani is the head hear as I mentioned
earlier he is taking care of technical department and maintenance
of stock inventory hear. He also me in developing my knowledge
about computer repairs and maintenance.
 COMPANY SERVICES

 I.T Consultancy Services

Company is providing his IT services hear from last 10 years

and has capture large percent of market hear in
Gandhidham.

Company provides services to their clients on call basis the

technical staff is working very effectively.
 Company suggests best suitable option to their customers.
In this service they check each and every part of the
computer and solve the issues of customers.

 Software & networking solution

Company is leading software and networking solution

providing firm hear. Company gives all the support
regarding any software problems

Mostly they deal’s in license software like windows, ms-

office and other license antivirus software.

They only believe in using genuine software because it’s

good for laptop and for personnel computer. And today
they have focused on selling of more and more license
antivirus.

 Sales and service

Company is focusing more and more selling to IT products
and give service to the customers. Company is taking care of
all the computer peripherals like printer, scanner storages
drives and other computer goods.

 AMC Service

The AMC service is very use full to the customer. By this

customer can get full cover on their PC and also they can get
free consultancy advices also.
 Web Designing

Company has also entered in web designing business very

recently. And also doing great in this service.

FINDINGS
1. During my summer training program I have found many
things about IT industry and its marketing challenges in
India.
2. The IT industry’s growth is on full swing today in India.
And Indian markets and consumer are becoming more
gadgets and techno savvy today.
3. More and more people are taking IT products in their
routine work.
4. The uses of computer goods and its other peripherals’ are
increasing in big number day by day.
5. I have also noticed that the industry’s growth on full swing
but many people are still avoiding technology.
6. Some of the people are also not in favor of the technology.
7. According to me IT industry will grow more in upcoming
years.

SUGGESTIONS

1. On behalf of my research I suggest that there should be

more and more opportunity to developed IT industry
because today India enjoying his development stage.
2. There should be more marketing of IT products in India.
Because still some more awareness is required.
3. There should be some more falls in IT products.
 4. Many don’t know how to use these products some
governments should create some more awareness among the
Indian people so they can become more technology friendly.
5. I have found one more thing in research is that firs should
do more investment in marketing of IT products.

CONCLUSION

By closing my research I would like to say that I have as deep as

search is possible from my side. And the IT industry is very
important in the development of the India. Because it’s playing
vital role in development. More and more people are becoming
familiar to this new technology. And organization is also favor of
the IT products because they are also getting their work done
very quickly and effectively.
 BIBLIOGRAPHY
WEBSITE
www.allbusines.com

www.scribed.com

www.wipro.com

www.nasscom.in