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IT Industry & TCS

Strategic Analysis
Business Strategy
This report is submitted as part of industry analysis project of the course
‘Business Strategy’, under the guidance of Prof. Rushi Anandan, in Post
Graduate Programme In Management at SPJIMR, Mumbai

Group 7: Sameer | Sohail | Sankar | Himanshu | Arun V M


PGPM508
7/10/2009
Table of Contents
INDIAN IT INDUSTRY OVERVIEW .................................................................................................. 3
INTRODUCTION ................................................................................................................ 3
EXTERNAL ANALYSIS ......................................................................................................... 4
PORTER’S FIVE FORCES MODEL (INDIAN IT INDUSTRY) ........................................................... 7
SWOT ANALYSIS - IT & ITES INDUSTRY .............................................................................. 8
TATA CONSULTANCY SERVICES .................................................................................................... 9
INTRODUCTION ................................................................................................................ 9
SWOT ANALYSIS ........................................................................................................... 10
TCS’ RESOURCES & CAPABILITIES ..................................................................................... 11
TCS’ STRATEGY ANALYSIS ............................................................................................... 12
RECOMMENDATIONS .............................................................................................................. 19
REFERENCES .......................................................................................................................... 21

Disclaimer: This report should be treated strictly for academic purpose and should not be
used elsewhere. Users of this report are required to take permission from authors before
reproducing or publishing this material anywhere else.

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IN DI AN IT IN DU S T R Y O VER VI EW
Introduction

In an increasingly flat world, significant complexity and uncertainty is getting attached to the
unprecedented economic crisis. The Indian economy has also been impacted by the recessionary
trends, with a slowdown in GDP growth to seven per cent. The focus and exponential growth in the
domestic market has partially offset this fall and insulated the country, resulting in net overall
momentum. The IT-ITeS industry in India has today become a growth engine for the economy,
contributing substantially to increases in the GDP, urban employment and exports, to achieve the
vision of a “young and resilient” India. During the year, the sector maintained its double digit growth
rate and was a net hirer. This growth has been fuelled by increasing diversification in the
geographic base and industry verticals, and adaptation in the service offerings portfolio. While the
effects of the economic crisis are expected to linger in the near term future, the Indian IT-BPO
industry has displayed resilience and tenacity in countering the unpredictable conditions and
reiterating the viability of India’s fundamental value proposition. Consequently, India has retained its
leadership position in the global sourcing market.

India is now the leading country in providing IT Enabled Services in the world. According to a recent
study, Indian IT & ITES is expected to grow at 10.8% in 2009, the lowest in the last five years, due to
the current global meltdown. But in next four years, it would grow at 13.9% to touch revenue of
$110 billion. NASCOM, the premier institute which manages all the IT and ITES companies in India,
estimated that the revenue of the IT Enabled Services will cross the revenues of IT industry by 2010.

The export revenue generated from ITES is about US$ 47.5 billion and has a projection of more than
US$ 86 billion by 2012. (CAGR – 20.7%)

IT-ITeS Exports - USD bn

400 328.9
300
200 60 86.6
23.6 37.6 47.5
100
0
FY06 FY08 FY09 FY10 FY12 FY20

Source: NASSCOM McKinsey Research

India holds a dominant share of the global offshore IT-ITES sector (65% of the global market in
offshore IT and 46% of the ITES market). Yet, at US$ 31.3 bn in FY07, Indian IT-ITES exports
accounted for less than 3% of the global spend on IT-ITES. This clearly indicates significant headroom
for growth. If India maintains its current share of the global offshore IT-ITES market, IT-ITES exports
from India will exceed US$ 60 bn by FY10 and US$ 86 bn by FY12. Further, growing at current trends,
Indian IT-ITES exports are projected to reach nearly US$ 330 bn by FY20 (nearly 14% of the projected
worldwide spend). Software and services exports (including BPO) are expected to account for over
99 per cent of total exports, employing over 1.76 million employees. But the Indian IT companies will
have to move up in the value chain and concentrate more on high value added services.

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Why Outsourcing?
“Outsourcing system allows companies to contract for services that are not within the scope of their
expertise, so that they can focus their time, money and energy on their core competencies instead
of wasting valuable resources trying to gain Understanding of areas that are somebody else's
expertise".

Challenges
While the industry has significant headroom for growth, competition is increasing, with a number of
countries creating enabling business environments aimed at replicating India’s success in the IT-BPO
industry. Hence, concentrated efforts are required by all stakeholders to address the current
challenges, to ensure that India realizes its potential, and maintains its leadership position.

External Analysis

Current position of IT/ITeS sector in India

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Environmental Scanning

Figure: Financial Attractiveness of Top 5 Global service locations Figure: Number of IT graduates in India

External Environment - PESTLE Analysis

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Legal

•IT SEZ requirement: IT companies can set up SEZ with minimum area of 10 hectares and
enjoy a host of tax benefits and fiscal benefits. Positive
•Contract / Bond requirements: Huge debates surrounding the bonds under which the
employees are required to work, which is not legally required. Negative
•IT Act: Indian government is strengthening the IT act, 2000 to provide a sound legal
environment for companies to operate esp. related to security of data in transmission
and storage, etc. Positive
•Companies operating in Software Technology Park (STPI) scheme will continue to get
tax-benefit till 2010. Mildly Positive

Environment

•Energy Efficient processes and equipments: Companies are focusing on reducing the
carbon footprints, energy utilization, water consumption, etc. Positive

National Revenues: IT & ITES Industry in India

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Porter’s Five Forces Model (Indian IT Industry)

Medium

Shift
from
High to Very
High
Low

Low

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Market Share: Sources of Revenue:

SWOT Analysis - IT & ITES Industry


Considering industry and any IT firm in general

Strength Weaknesses
Cost advantage – most financially attractive Excessive dependence on USA for revenues – US
country in a study by A T Kearney on global IT Companies are cutting down IT budget hence
destinations revenues to be hit hard of Indian IT firms
Breadth of service offering – end to end Excessive dependence on BFSI sector for
solutions including high end services like IT revenues – Banking sector is facing a crisis
consultancy and KPO globally and is going to spend less on IT
Ease of Scalability – more than half of India’s High rates of attrition – Although slowdown in
population is less than 25 years old. English global economy has lowered attrition rate but
speaking IT – ITES professionals growing at a the industry still faces high attrition rates as
good pace compared to other sectors
Quality and Maturity of process – many players Decreasing competitive advantage – rising
have quality standards such as CMM to salary expenses is taking away the cost
differentiate from other low cost advantage advantage enjoyed by India.
countries
Global and 24/7 Delivery capability – excellent
internet backbone and telecommunications
facilities enabling companies to develop 24/7
delivery capabilities from India itself
Opportunities Threats
Greater scope for product innovation Global economic slowdown may continue for
Increased focus on high end work like consulting several years – hence low IT spending globally
and KPO Domestic demand for IT services is to US Govt. against outsourcing
grow at 20% Shrinking margins due to rising wage inflation
Greater scope to service domains other than Rupee-dollar movement affects revenue and
BFSI such as Transportation, Infrastructure, etc. hence margins
Satyam fiasco – Likely to have positive impact on Increased competition from foreign firms like
business considering corporate governance, Accenture, IBM etc.
possibility of shifting of business, getting higher Increased competition from low-wage countries
incremental business from overlapped clients, like China, Indonesia etc.
and winning new business from new clients

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TAT A CO N S ULT AN CY SERV ICES
Introduction

Rapid globalization, diversification, and intense competition have resulted in a more


dynamic and complex world. Corporations have to increase agility in a way in which their
business units across geographies operate and collaborate seamlessly across people,
processes and technology.

Tata Consultancy Services Limited (TCS) is a leading and India’s largest provider of IT Services,
Business Solutions and Outsourcing with revenues of USD 6B during FY08-09. TCS envisioned and
pioneered the adoption of the flexible global business practices that today enable companies to
operate more efficiently and produce more value. More than 95 percent of TCS customers reward
the company’s reliability, passion, creativity, and unique ability to handle the broadest range of their
IT needs. TCS has 143,000+ world’s best trained IT consultants located in 50 countries. TCS
achieved this by creating and perfecting a unique method of global deployment and delivery of high
quality, high value services known as Global Network Delivery Model (GNDM™), the strategic
services delivery concept that has reshaped the IT services industry. GNDM™ is a unique network of
79 Delivery Centers in 16 countries. These delivery centers operate at the same quality (TCS is the
only company in the world to be assessed at CMMi Level 5 through a single assessment across all its
delivery centers), security and skill levels, giving customers the same experience of certainty across
the organization globally.

GNDM provides the fastest turnaround time from concept to service delivery, with certainty of cost,
quality and schedule, tailored for its customers based on the type of work, risk mitigation needs,
business knowledge requirements, geographic spread, scale of delivery etc.

Being a pioneer in the IT industry, TCS have a good appreciation of trends and challenges faced by
industries TCS choose to focus. The solutions TCS build are powered by domain expertise, enterprise
solutions and infrastructure services, turning the challenges of globalization into a competitive edge
for clients.

TCS helps some of the world’s largest companies adopt the right technology-enabled solution that
helps them:
 Optimize business performance
 Facilitate alignment of business with technology
 Connect their extended supply chains
 Reduce product development time
 Improve product differentiation
 Provide real-time business insight
 Lower operational costs

Profile
Tata Consultancy Services Ltd. (Founded in 1968, went public in August, 2004)
Vision: Top 10 by 2010
Mission: To help our customers achieve their business objectives by providing innovative, best-in-
class Consulting, IT solutions & services. We shall make it a joy for all stakeholders to work with us.
Values: Integrity, Excellence, Respect for the individual, Continuous learning and sharing, Leading
change.

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Leadership in IT Outsourcing: TCS is the largest IT consulting company in Asia with 143,000 of the
world's best trained IT consultants and an acknowledged pioneer, innovator and thought leader in
the IT space, having literally coined the term “Offshore Development”. It is also a global consulting,
IT services and systems integrator with a 40-year track record and world class processes and
methodologies. TCS has won many accolades for its significant contribution to the maturity and
visibility of the Indian IT services worldwide
Trusted Partner: TCS is part of one of Asia's largest conglomerates - the TATA Group. The group,
with annual revenue of more than USD 72.5 billion+ (Feb, 2009), spans across diversified industry
segments such as consumer package goods (CPG), energy, telecommunications, financial services,
chemicals, engineering & materials. The TATA Group, a symbol of trust in India, is known for its
pioneering spirit and the brand stands for business excellence and integrity.
Headquarters
TCS is headquartered out of Mumbai, India.
Location
TCS is operating in 47. TCS has 50+ delivery centers in India across 15 cities; 15+ development
centers outside India. TCS’ employees are spread across countries. Thus, Global presence helps in
country availability of competencies for any technical assistance mission or application project. Also,
TCS deputes the associates on long term and short term basis to the local countries for specific
engagements.
Turnover
Tata Consultancy Services Limited (TCS) is a leading and India’s largest provider of IT Services,
Business Solutions and Outsourcing with revenues of USD 6 Billion during FY08-09.
Number of customers
Over 985 active clients; 6 out of Top 10 US Fortune companies are TCS clients.
Customer revenue contributions are presented below:

SWOT Analysis

Tata Consultancy services (TCS) is one of the major IT service providers. The company provides a
wide range of services including business consulting, information technology, business process
outsourcing, infrastructure, and engineering. The company has extensive global reach, which
provides a diverse revenue base. However, increasing competition threatens to erode its market
share.

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Strength Weaknesses
 Extensive global reach  Significant exposure to financial services
 Strong financial performance market
 Employee management skills  Lack of scale in consulting operations
 Innovation labs
Opportunities Threats
 Focus on SMB segment  Increasing employee costs
 Growth in worldwide IT services  Intense competition from foreign firms
 Focus on high end business and IT like Accenture, IBM etc.
consulting  Consolidation in the end markets
 Expanding operations in countries like  Rupee appreciation
China  Increased competition from low-wage
countries like China, Indonesia etc.

TCS’ Resources & Capabilities

TCS has over 143,000+ (Apr-2009) World Class Professionals. 30% of workforce is women. Non
Indian nationals comprise 8.3% of TCS workforce. TCS employees are from across 67 nationalities.

Key Differentiators of TCS

Pioneer in the industry & Brand


Having started in 1968, TCS has established himself as the industry leader. Being part of the trusted
Tata group is also a big differentiator for TCS giving it a strong brand strength.

Integrated full-services player


Portfolio of offerings extends from consulting to implementation, testing and support; from
engineering services to BPO; from products to end-to-end solutions.

Collaboration with multiple stakeholders


Having worked on large global scale enterprise projects, TCS appreciates the need for flexibility to
work with multiple stakeholders from customers, partners, and other service providers. TCS have
developed innovative engagement models that have proven TCS’ ability to deliver significant value
to its customers in managing their projects as the sole solution provider, or prime/lead partner, or
supporting partner.

Global Network Delivery Model


Unique network of 79 Delivery Centers in Brazil, Uruguay, Chile, China, Hungary, UK, Japan,
Australia, Singapore and India that operate at the same quality, security and skill levels, giving
customers the same experience of certainty across the organization globally with a lower total cost
of ownership.

High Quality and Maximum security


In 2005, TCS was awarded enterprise-wide triple certification for:
Quality (ISO 9001:2000), Security (BS 7799-2:2002) & Services (BS 15000-1:2002)

Innovation Network
TCS has established 19 labs with strong links to start-ups, academia and alliance partners to
continuously develop innovative solutions for their customers.
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TCS Technology Partnerships and Relationships
Tata Consultancy Services combines its system integration expertise, flexible global delivery model
and deep industry insights with the technological expertise and capabilities of its renowned alliance
partners to offer competitive advantage to its customers. The alliances enable TCS to deliver cutting
edge technological solutions and enhanced services to help customers integrate their business
applications effectively while improving the operational efficiencies and ROI. Strategic partner
relationships of TCS include leading industry players like SAP, Oracle, IBM, and Microsoft among
others.

Strategic Partners
 IBM - Global System Integrator Partner
 Oracle - Global System Integrator and Global Certified Advantage Partner
 Microsoft - Global System Integrator Partner
 SAP - Global Consulting Partner

Growth Engine Partners


 Siebel - Consulting Partner
 Web Methods - Global System Integrator, Preferred Offshore Partner
 BEA - TCS is BEA’ Strategic Partner
 SUN - System Integrator Partner, GSS Partner

Business Continuity
TCS follows a well defined and mutually agreed (with customer) business continuity and disaster
recovery plan. The BCP is tested on a pre determined frequency. This was recently invoked during
the under-sea cable fault leading to disruptions in the voice/internet connectivity. The traffic was
diverted through alternate routes as per the plan.

TCS’ Strategy Analysis

TCS’ organization restructuring in April 2008 was one of the major moves in last decade to
adapt to external environments. Having an organization structure that would respond to
customer demands is most efficient way to lay down your business strategies. TCS did it
little late but just in time.

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Business Strategy
TCS calls its Business Units as Industry Service Practice. TCS’ BU wise revenue distribution is as
shown below:

TCS Industry Practice - Revenue Q4FY09

3.8 2.7 2.1 2.5 BFSI


Telecom
5.7
5.5 42.8 Retail
Manufacturing
9.8
Hi-Tech
Life Sciences & Healthcare
12
Travel & Hospitality
13.1
Energy & Utilities
Media & Entertainment
Others

This clearly shows that TCS has 42.8% of exposure to Banking Financial Services & Insurance sector.
No doubt, TCS has to re look its business strategy as the world financial institutions are in a
tremendous shock of subprime crisis and think of scaling up revenue from other verticals/industries.

Generic Business Strategy:


1. Low cost Global delivery 24X7 model.
2. Focus on customer relationship management, customer retention (for repeat
business revenue which is 95.6%).
3. Timely delivery with the help of proven delivery & quality framework – iQMS.
4. Differentiation in low end services in terms of cost, resources.
5. Differentiation in high end services such as consulting in term of niche offerings,
expertise.
6. Protection from currency fluctuations with the help of currency hedging.
7. Due to its strong knowledge management system and resource strength, TCS has
been successful in getting the cost leadership in the industry.
8. Since last decade, TCS has been following a more focused strategy where they are
going as per local needs of customer and their nature of business. E.g. Middle East,
Australia. They are being more focused region wise and customer wise rather than
being generic.
9. Focus on the Centers of Excellence (CoE) to strengthen capability so as to build
state-of-the-art solutions in specific technologies such as service-oriented
architecture, testing, and virtualization. These high-end skills and scale will help TCS
to tackle larger projects aimed at transforming clients’ IT applications and
infrastructures.

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TCS’ Service Practice Revenue Distribution is as follows:

TCS Service Practice Revenue


Q4FY09
Application Development &
Maintenance
2.1 Business Intelligence
1.7 11.1
Enterprise Solutions
8.3
48.6 Assurance Services
5.8
3.8 Engg. & Industrial Services

Infrastucture Services
11.8
6.8 Global Consulting

Asset Leverage Solutions

Business Process Outsourcing

This shows that TCS has a heavy exposure to IT Solutions – Application Development &
Maintenance – 48.6%. TCS has traditionally a low cost outsourcing player which provides application
development and maintenance services, which till date account for almost half of its revenue.
Though TCS has managed to bring down this percentage significantly in last decade by entering into
niche areas like, BPO, infrastructure services, business consulting, IT consulting, asset leveraged
solutions etc. TCS sees a strong growth potential especially into consulting, BPO and infrastructure
services. Thus TCS is investing heavily into these areas to explore new market segments.

BCG Matrix for TCS


HIGH
LOW Business Growth Rate

Consulting
Packaged Implementation
BPO
KPO
Infrastructure Services
Engineering & Industrial Services
Application Development & Maintenance
Software products

None

HIGH Relative Position (Market Share) LOW

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Global Strategy

TCS’ GNDMTM is at the heart of TCS’ global strategy.

What is GNDMTM?

Follow the sun strategy:

Market Penetration Strategy


Current Markets: USA and Europe
Current Products: ADM, BPO, KPO, consultancy services (in BFSI, manufacturing and retail) and
software products (financial products).
Recommendation: As most large clients in US and Europe are cutting costs, TCS needs to be more
aggressive on cost and quality front.

Market Development Strategy


New/Emerging Markets: India, Middle-east and Australia
Current Product: ADM, BPO, KPO, consultancy services (in BFSI, manufacturing and retail) and
software products (financial products).
Recommendation: Since these are fast developing IT market, TCS needs a paradigm shift in focus
from US and EU markets to these markets.

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Product Development Strategy
Current Market: USA and Europe
New Product: Consultancy and package implementation services in relatively growing sectors esp.
life sciences & healthcare, aviation sector, and KPO services.
Recommendation: Concentrate on building expertise in these domains by strategic acquisitions.

Other global strategies


 Since last few years TCS is successfully leveraging labor cost in Eastern Europe, South
America and China.
 Getting big foreign names on board of directors is also one of the key strategies for
TCS. The current three foreign directors are: Clayton M Christensen (HBS Professor,
joined in 2006), Dr. Ron Sommer (former Chairman of the Board of Management of
Deutsche Telekom AG, joined in 2006) & Laura M Cha (member of the Executive
Council of the Hong Kong Special Administrative Region (SAR) and Non-Executive
Chairman of HSBC Investment Asia Holdings Limited)
 Look beyond US and UK for growth and beyond India for skills to emerge as a global
firm. Clearly bullish with successes such as ABN Amro in continental Europe, Qantas
in Australia, and almost 18% to 20% revenue from the Asia Pacific market, TCS wants
to grow its businesses in global markets including India.
 Recent acquisitions in Ireland and Latin America demonstrate its ambition to create
delivery centers of respectable size outside of India.
 TCS was the first one to set up a delivery centre in China.

Corporate Strategy

TCS is a firm believer in ‘organic growth’ and acquire only those companies which are in
line with TCS’ strategic long term goals.

Diversification Strategy

In February 2008, TCS restructured its global operations to adopt an integrated, customer-centric
approach, which is expected to helpful in eliminating the risk factors arising from the U.S. economic
collapse. The company’s operations are now divided into five units: Industry Solutions (for vertical-
specific services), Major Markets (North America, Western Europe and the U.K), New Growth
Markets (Latin America, Eastern Europe, Middle East & Africa and India), Strategic Growth Business
(TCS Financial Solutions, SMB and Platform-based BPO) and Organizational Infrastructure.

TCS’s diversification plan seems to have worked since the company has been gaining momentum in
Europe and other emerging markets, which is evident in the company’s marked growth rate of 40%
year to year in its FY08’s European operations. The firm’s operations in Latin America and Middle
East have also seen considerable expansion. In order to deepen its penetration, TCS has established
delivery and offshore centers in countries like Brazil, Uruguay and Mexico.

The weakening European economy and its GDP decline of 0.2% in the second quarter (April, May,
June) might hinder TCS’s diversification plans, as it is bound to have a direct impact on BFSI’s
outsourcing services. TCS, which draws 44% of its global revenue from the BFSI sector, is likely to be
affected. Also, the Indian market is becoming difficult to afford, leading to a wider gap between the
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demand and supply of IT consultants. This can be traced to the fact that hired employees lack
required skills or fail to deliver their expertise, but still seem to be demanding higher wages.

Strategic Alliances
TCS has strategic relationships with various global technology vendors. These relationships are in
various dimensions such as Customer, Service Provider, Supplier, and Alliance Partner. Extending
collaborative research to several global technology vendors has made relationships with them more
holistic. TCS and these technology vendors collaborate on joint research leveraging each other’s
strengths to research and to the development of best-of-breed offerings. The intent is to define and
develop solutions with associated services and offer the same as an integrated business model to
customers. Some of the strategic alliances are listed below.

Intel: Intel and TCS provide information technology products and services that complement each
other. The companies are engaging in a technology alliance model in which the two organizations
collaborate on research and develop solution offerings to deliver customer-specific solutions to the
marketplace.

This alliance has matured over the last two years of collaborative work, with the companies
implementing a well-defined model for collaboration using a three-stage approach:

 Joint innovation engagements


 defining new or improved solutions
 Joint go-to-market strategies for the solutions

The companies have completed two significant virtualization and balanced compute research
projects with these objectives:

 Virtualization: Demonstrate server consolidation through virtualization using multi-core


Intel® Xeon® processors and Intel® Virtualization Technology on a real-life customer
application to reduce total cost of ownership.
 Balanced Compute: Demonstrate and validate balanced compute model usages in real end-
user scenarios, showcasing central manageability and client side computing using a
combination of OS and application streaming technologies on Intel® vPro™ technology-
based platforms.

SAP: SAP as a leading technology and product vendor is one of the key partners of TCS. The
partnership with SAP has been a long-standing one and multi-dimensional. Leveraging and extending
this existing partnership to collaborate for joint research and innovation was a logical next step for
both SAP and TCS.

Senior Research Scientists of SAP and TCS initiated this collaboration setting the objectives and
defining the modus operandi for carrying out research in a collaborative manner. And they
committed to cause by undertaking the responsibility to be Executive Sponsors in the respective
organizations.

Collaboration with SAP Research was initiated after detailed discussions and exchange of research
interests from both SAP and TCS. Identified areas include Model-driven Architecture and Integration
of Enterprise-Data, Web 2.0, Internet of Services, and Internet of Things.

Hewlett-Packard: HP and TCS have initiated discussions for joint research in the areas of SaaS,
Power Management & Cooling, Utility/Grid Computing, Cloud Computing, Green IT and Next

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Generation Data Center. Some of the potential research initiatives could also involve development
of market-specific offerings based on value-added services, using products and solutions from HP.

EMC2: With TCS being an IT solutions and services provider, EMC2 and TCS have conceptualized IT
solution architectures for specific industry-domains integrating products from EMC2 and software
platforms from TCS.

Acquisition Strategy
TCS is looking at growth from two ways –first through organic means and second through the
inorganic way. The inorganic way of growth is through acquisitions of those companies that make
business sense to TCS. The companies should add great value to TCS. Like for instance TCS
acquisition of CMC is helping it taking a sharper look at the domestic IT business. Both the
companies have synergies in the government sector, since both the companies are well known for
doing work for the government.

TCS as part of its strategy to look at growth options has set up an internal team which will focus only
on acquisition strategies .Below are some of the acquisitions of TCS in the recent past:

 Nov 2008: TCS Acquisition of Citigroup Services. TCS gains a range of new capabilities, with
end-to-end banking BPO service offerings, and an opportunity to provide integrated IT and
BPO services to the banking market, as well as the significant contracted revenue
commitment. Over 12,000 staff has transferred with the deal. From the Citigroup side, they
get a cash payment, and an external partner committed to deliver (and probably to improve)
the services – they have monetized their investment in setting up CGS (Citigroup Services).
They no longer have direct responsibility for managing an offshore delivery centre in a
market becoming increasingly competitive, and they have significantly reduced their overall
headcount.
 Feb 2006: Tata InfoTech (TIL) Limited was merged into TCS Limited. TIL was a software
services company like TCS with operations in the UK, U.S, and Australia among others. The
merger gave TCS a broader customer base and deeper penetration into key geographies. The
acquisition was touted as providing TCS more ability to provide full-service to customers in
affected markets.
 March 2006: TCS, through its subsidiary, Diligenta, acquired a basis in part of UK’s Pearl
Group. Pearl is the 2nd largest player in the UK’s life insurance and pension BPO industry,
giving TCS a new stake in BPO work for the UK market.
 Right after Pearl, TCS picked up Comicron in Latin America to offer banking solutions in both
IT and BPO services in that market, and now Spanish language capability. Experience gained
here will again allow TCS to expand further into new markets with BPO offerings, especially
in the rather large and under-addressed Spanish-speaking world.
 Oct. 31, 2006: Similar to the financial stakes made above, TCS again expanded its banking
products and consolidated its European operations after acquiring a 75% equity stake in its
Switzerland-based partner, TKS-Teknosoft. TKS was the marketing agent for TCS in Europe.

TCS Joint ventures


TCS went for a joint venture (JV) in Feb 2007 with three Chinese partners and is billed by the
company as a "role model” for the Chinese IT industry. The TCS joint venture, in which Microsoft
took a 10 per cent stake, planned to employ over the next five year at least 5,000 people that would
represent a considerable scaling up from the company's then present strength of 800 employees in
China. The Chinese software industry remains fragmented and lacks scale. Only about 10 Chinese IT
firms among some 8,000 employ more than 1,000 people. The TCS joint venture will thus be one of
the largest software companies in China once it reaches its 5,000-employee target. The new venture

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is widely expected to enable TCS to finally break into the $30-billion domestic Chinese IT market, a
market that has in the past proved elusive for Indian IT companies.

Another JV is between TCS and SBI (State Bank of India) in Nov 2005 to cater advanced technology
solutions and domain consulting for the banking and financial services sector. The joint venture is
called C-Edge Technologies Ltd. and has an authorized capital of Rs. 40 crore.

TCS holds 51 per cent of the equity in C-Edge and SBI the balance with no asset transfer. The joint
venture was to offer transformational capabilities to banks and financial institutions in India and
other markets by helping them to use technology as a competitive tool in the market place using
bureau services and service platforms. "In three to five years, we hope the company creates niche
services in the national and international stage,'' said Mr. Ramadorai.

R ECO MMEN D ATIO N S


The first and foremost recommendation for TCS is to change its vision statement. In our
humble opinion it is short sighted. TCS needs to have a vision that will show its leadership
qualities and long term thinking.

Adapt to recession, but don’t ignore the new ecosystem

In all likelihood, the economy will worsen before it picks up again in late 2009. All service providers
will feel this, albeit not equally; providers’ response at this critical time will set the vendor landscape
for the coming years. Based on current situation, TCS strategists can adapt their positioning and
direction, paying particular focus to the following issues to ensure long-term market success:

 Expect to see the landscape continue to consolidate. Clients will seek to cut costs and focus
on fewer provider relationships as the economy worsens. TCS should take this opportunity
to improve your market positioning.
 Ensure marketing articulates your value proposition to all stakeholders concerned. In a
recession, marketing can work as a differentiator.
 Service providers like TCS need to create specific value propositions aimed directly at the
relevant stakeholders — and in the new tech ecosystem, these relevant stakeholders must
include business executives, not just IT personnel
 Don’t be influenced solely by short-term shareholder pressure. The recession is at the top of
everyone’s agenda right now, but those providers that take a long-term view will use this
time to prepare for the fundamental changes in industry dynamics that will emerge. Those
providers prepared for the new ecosystem will be the ones to flourish once the dark clouds
of economic turmoil have lifted.
 ‘Do not put all eggs in one basket’ – TCS must provide diverse services to refrain from being
over-dependent and increasing exposure to the vulnerabilities of few sectors (BFSI)
/geographies (USA).
 Provide more high-end services in value chain (3rd Wave in IT)
 There is a move required from ADM (Application Development and maintenance) to value
added services, BPO to Consulting and Package Implementation, etc.
 TCS should shift focus from Low cost advantage to high quality services commanding a
premium being the pioneer in the industry
 Consolidation and strategic acquisitions are essential for future growth of revenues. We feel
that a big wave of consolidation in IT industry has just started. The HP-EDS merger (one of
the biggest ever merger in this industry) is testimony to this. TCS should gear up for such
opportunities which are strategic fit for them – be prepared.
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 Quickly adapt and gain customer confidence in high growth markets. In FY2009, Indian
domestic market grew by more than 20%, but TCS revenue from India increased only by
6.46%. TCS should leverage its success stories (IRCTC success done by its subsidiary – CMC,
Passport project etc.) to drive the growth in this market.
 TCS has rightly placed SMB (Small and Medium Businesses) as a separate strategic unit,
which should be focused aggressively. They should also focus consulting practice on the
same radar.
 TCS (rather all Indian IT players) should focus more on increasing their IP (Intellectual
Property) assets.

Finally would like to conclude with a prediction/recommendation from Gartner:


The role of an IT Organization is changing and will have a “service effect”.

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REFER EN CES
1. Tata Consultancy Services www.tcs.com (Investors section)
2. Forrester reports www.forrester.com
3. Gartner reports www.gartner.com
4. IT-ITeS Market & Opportunities – IBEF (India Brand Equity Foundation) report
5. Tata Consultancy Services – A Company Profile – www.datamonitor.com
6. Newspaper Mint – www.livemint.com

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