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Business
IT firms leverage partnerships
INDIAN IT firms are no longer solely dependent on direct sales channels to increase revenues. Strategic partnerships which were earlier relegated to technical collaboration have now been extended. Structured partnership programmes or growth partnership programmes are estimated to rake in as much as 20-40 per cent of a company's revenues, according to industry sources.
"We changed our business model from direct sales to partnership sales since our partners are able to give us a wider reach. In SAS, the measure of direct to partner sales will change from a 80:20 ratio to a 60:40 ratio once we fully implement the structured partnership programme," Gourish Hosangady, Managing Director, SAS India told The Hindu.
Reiterated S. Krishna, Chairperson, Software Enterprise Management Program, Indian Institute of Management, Bangalore, "As competition gets fiercer for software outsourcing and consulting projects, it makes good business sense to extend the scope of a company's existing partnerships."
This new business gambit is enabling SAS India to target new segments like governance, transport and agriculture, besides its core domains of business/finance/insurance, telecommunications and pharmaceuticals. Towards this end, the company has already identified TCS, Satyam and PCW as key partners in the structured partnership programme.
Similarly IT firm Wipro Infotech recently announced its Growth Partner Programme to enhance its market presence.
Having embarked on a multiple market addressal strategy, Wipro has identified re-seller partners to expand its presence in the domestic market. The 275-strong business partner network has contributed to over 60 per cent of Wipro Infotech's desktop sales last year.
Meanwhile, the Indian structured partnership programme implemented by SAS India is expected to increase the revenues from SAS' Asia-Pacific operations. Last year, the APAC (includes India and China) region accounted for 11 per cent ($110 million) of SAS Inc.'s $1.2 billion revenues. This share is expected to increase to 20 per cent. Interestingly SAS India's structured partnership programme would dovetail with SAS' European and the U.S. operations.
Preeti Mishra
in Bangalore
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