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Analytical study of International Market for eInfochips Ltd. for the purpose of Business Development

Project Report Submitted Sinhgad Institute of Business Administration and Research In Partial Fulfillment of Requirement for the Award of MMM 2010-2012

By Omkar Chakrabarty Under the guidance of Prof. Vidya Nakhate

CERTIFICATE

This is to certify that the Project Report titled which is being submitted herewith for the award of Master Of Marketing Management, Pune is the result of the original research work completed by Rishi Shrivastava under my supervision and guidance and to the best of my knowledge and belief the work embodied in this Project Report has not formed earlier the basis for the award of any degree or similar title of this or any other University or examining body.

Place: Date: Prof. Vidya Nakhate

DECLARATION

I, the undersigned, hereby declare that the Project Report titled Analytical study of International Market for eInfochips Ltd. for the purpose of Business Development written and submitted by me to the SIBAR, in partial fulfillment of the requirement for the award of Master of Marketing Management is my original work and the conclusions drawn therein are based on the material collected by myself.

Place: Pune RISHI SHRIVASTAVA

Date: / /

ACKNOWLEDGEMENT

It is a matter of Great Pleasure for me in submitting the project report on Analytical study of International Market for eInfochips Ltd. for the purpose of Business Development For the fulfillment of the requirement of my course from SIBAR PUNE. I am thankful to and owe a deep dept. gratitude to all those who have helped me in preparing this report. Words seem to be inadequate to express my sincere thanks to Prof. Vidya nakhate for his valuable guidance, constructive4 criticism, untiring efforts and immense encouragement during the entire course of the study due to which my efforts have been rewarded. I am highly obliged to those who had helped me to procure primary data to complete my project. Also not to be forgotten are the Lecturers of MMM who contributed their ideas and suggestions. I want to thank all who have supported me and gave their timely guidance. Last but not least I am very grateful to all those who helped me in one-way or the other way at every stage of my work.

CONTENTS

SR. No.

CONTENT

PAGE NO.

Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6

Introduction Conceptual Background Data Presentation , Analysis and Interpretation Findings & Suggestions and Conclusion Annexure Bibliography

10-16 17-18 19-31 32-34 35-43 44-45

LIST OF TABLES

Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12

Table No. Tab1 Tab 2 Tab 3 Tab 4 Tab 5 Tab 6 Tab 7 Tab 8 Tab 9 Tab 10 Tab 11 Tab 12

Page no. 20 21 22 23 24 25 26 27 28 29 30 31

LIST OF FIGURES

Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12

Figure No. Fig1 Fig2 Fig3 Fig4 Fig5 Fig6 Fig7 Fig8 Fig9 Fig10 Fig11 Fig12

Page no. 20 21 22 23 24 25 26 27 28 29 30 31

EXECUTIVE SUMMARY OF THE PROJECT

This project is totally focused on development of business for eInfochips in International market. This project is made on the topic Analytical study of International Market for eInfochips Ltd. for the purpose of Business Development. This project is totally focusing on the North American and European market. For defining the research problem clearly firstly it was decided to conduct research in the Image Processing and Security surveillance market in North America and Europe . As many image processing and security surveillance companies are present in North American and Europe who outsource their work , thus the factors leading eInfochips towards business development in North American and European market are determined. For sampling non probability sampling technique is used in which Judgemental sampling method is used because of insufficient time , money & could not have put lot of efforts sample companies who often deal with image processing and security surveillance market size is 90. Interrogation through personal interview has been use as a data collection technique and questionnaire is data collection instrument, which is close-ended. After getting these filled from respondents

INTRODUCTION

CHAPTER 1 INTRODUCTION
This project has been made on the research problem Analytical study of International market foe eInfochips for Business Development. purpose of this project is to understand the

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nature of north American and European market in the field of image processing and securitysurveillance.. Basically this project encompasses four phases :

Identification and description of prospects : Preparing complete database of

companinorth es which deals in image processing and security surveillance platform in European and North American market.

Technical Mapping of offerings : This stage includes technical mapping of products

and technologies which with the companies are working in order to conduct business activities with them.

Contacting scanned down prospects via mail and phone. Directing marketing and sales team towards our prospects Providing sales people

with complete information about the prospects with their performance in the market in last few years, the technologies they are dealing with, the growth rate they have achieved. In the first phase a list of around 90 companies i.e the prospects in Europe and North America was prepared with detailed description of them. In second phase technical mapping was done according to the offerings and technology used by our company and our prospects around the globe. The third phase encompasses contacting companies through mails

COMPANY PROFILE eInfochips Ltd. India

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eInfochips is a CMMi Level 3 and ISO 9001:2008 certified Product Design Services & Solutions company with over 15 years of a successful track record in offering Product Engineering Services globally through the use of re-usable IPs and Framework. eInfochips offers a broad portfolio of services comprises New Product Development, Product Sustenance and Maintenance , Product QA & Independent Testing, , Hardware & Software Design, Product Re-engineering, Complete Product Lifecycle Management, compliance and certification, Application Development and Integration, Enterprise IT consulting and implementation, ASIC/ FPGA Design, RTL to GDSII (Design, Verification, Physical Design), FPGA Design & Prototyping and IP Cores Development and Integration etc. eInfochips offers end-to-end Product Engineering and Semiconductor Services to key industry verticals, including Consumer Electronics, Aerospace and Defense, Healthcare, Semiconductor, Machine Vision and Image Processing, Security Surveillance, Video and Automotive Industry by bringing innovation in each stage of product development. Our team of experienced and well qualified domain experts, software engineers, and technocrats has in-depth understanding of customer requirements, ecosystems, and key differentiators of market essential for customers. Specialties Product Engineering Solutions, Semiconductor Solutions, Product Life Cycle Managements, Application Development

Offerings : Security Surveillance : eInfochips offers product engineering services to OEMs, ODMs, Semiconductor companies, and organizations for offshore security and surveillance product design. Outsourced product development includes hardware, software, firmware & application development with Software QA & testing for IP Security & Surveillance cameras, Video Servers & Encoders, Digital video recorder DVRs and Network video recorder NVRs, real time Video Analytics solution with library integration porting & optimization, and Biometric authentication devices & products combined with attendance recording. The hardware reference design and Software IPs of eInfochips enables OEMs / ODMs for quick product launch, and same can be used by Semiconductor Companies for developing ready to

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go reference designs. The company extends service offering including new product development, product sustenance, and product QA for global customers base who seek to develop cost effective surveillance products using eInfochips customizable IPs, Reference designs and vital technology experience. Machine vision and Image Processing: Machine vision and Image processing bring more accuracy than traditional sensors and measurement tools. Machine vision enables extremely high-accuracy measurements with non-destructive tools. Image processing has become an integral part of various products applicable to different industries such as Intelligent Surveillance, Transportation, Semiconductor, Automotive, Medical, Transportation, and Industrial Automation etc. eInfochips has a vast experience of Image processing over decades and team of highly qualified engineers led by professionals having more than two decades of domain experience. With Embedded System and Image Processing as core technologies, eInfochips provides end-to-end solutions covering R&D and product development. Video Streaming: Video streaming has become a critical and essential aspect for most of the industries including Security & Surveillance, Telecommunication, Avionics & Defense, Consumer Electronics, and Healthcare, etc. eInfochips offers product engineering services for HD video streaming solution design & development including live HD video streaming solutions for audio, video & multimedia broadcasting system. The Real time video streaming technologies includes H.263, H.264 AVC SVC MP Codec, RTP RTSP protocols, multimedia codec & algorithm integration, porting, development, customization with automated video testing & software & application development. eInfochips is providing end-to-end Video Streaming solutions, right from Video Content Generation to Video Content Consumption to world-wide customers base specializing in varied industry verticals. The team has over 15 years of execution experience in video streaming technology offering comprehensive video streaming solutions with advanced features using latest platform and middleware technologies. eInfochips has executed more than 50 video streaming end-to end solutions on varied technology platform catering for different industry focused customer base.

Healthcare: Intelligent, efficient, and effective healthcare management has become an essential requirement to address challenges of todays multi-dimensional requirements of the industry. Healthcare industry is not just limited to life critical medical devices, but also

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increasingly requires smart control on healthcare administration. Various Medical & healthcare software like medical billing software, hospital management software solutions, clinical inventory software make the processes highly efficient. eInfochips understands criticality of medical devices and extends service offerings for healthcare management. eInfochips has in-depth understanding of healthcare standards such as HIPAA, ICD, CPT, X12, HCFA1500, UB 92, and HL 7 to offer life critical solutions. A team of highly qualified engineers have hands on experience to implement 3rd party interfaces for clearing house, laboratories, medical devices, and others. Aerospace & defence: eInfochips offers product engineering services for aerospace and defense engineering solution design and development. The broad portfolio includes Avionics hardware and software design with DO 254, DO 178B compliant processes and FAA guidelines. eInfochips has enabled avionics customers in the development of various solutions which includes unmanned aerial vehicle, In-Flight Information & control System, Cockpit Display system, and Night Vision Thermal Camera. The solution development is combined with writing PHAC / SOI audit checklists, Level A, Level B, & Level C designs, PSAC modification, MC/DC verification & testing, and SOI-1 & SOI-4 Audits which enable customer in getting country & industry specific standard compliant products. Networking and Telecommunication: Networking & Telecommunication domain services include communication software development, outsourced next generation communication product development, Network Migration Service, Porting & Integration of Carrier Ethernet Control plane software suite, verification & validation services, rapid prototyping & prototype development, home gateway & broadband wireless solutions, multimedia designs, IP networking services, and networking infrastructure development, along with test automation & measurements. The services cover both, wired & wireless domains. The offshore development center will be providing cost effective IP networking services and solutions to the vendors in the various space including: Original Equipment Manufacturer/Original Design Manufacture.

Consumer Electronics : eInfochips offers end to end product engineering services for consumer electronics product design and development. The product life cycle management services combine development of embedded hardware and software to develop innovative &

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dynamic consumer electronics products which is key requirement of highly growing industry. The amplified offshore product engineering services model allows engagement for outsourced product design & development, the services ranges right from Conceptualization & Feasibility analysis and Product Design to the actual Product Launch and release management. The product engineering services for consumer electronics is decade old and strength with ISO 9001 & CMMi compliant processes & team of expert professionals.

Statement of the project: The statement of problem is low presence of Indian MNCs in
international market in the field of Image Processing and Security-Surveillance.

Need of the study:

To analyze the factors which influence the presence of Indian MNC in American and

European markets.
To choose best features which plays an vital role in business development . To Study Selection criteria n process for new business activities. To Study changing scenario of International market in security and surveillance field

Objectives
To analyse the European and North American market for eInfochips Ltd. for the

purpose of business development in the field of Video Surveillance and Image Processing technologies.
To comprehend the Europen and North American market.

To find out the potential of European and North American market for eInfochips Ltd. To justify the growth of eInfochips in the field of Offshore Development Centre.

Research

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It refers to search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. It is an art of scientific investigation.

Research Methodology:It is the way to systematically solve a problem. The methodology adopted in this study is explained below:-

Research Design
I use Descriptive research design to form research.
A.

Problem Defining:

In a competitive situation with eIfochips started

partnership with ASSA ABLOY it came to know that European and North American companies do take lot of technological assistance.
B. Literature Survey: I have used Internet and magazines related to image

processing technology and security- surveillance technology.

C. Type of research: The research is descriptive in nature. Descriptive

research is one that describes things as exists in present. D. Data collection Design:

Sources of data = 1. Primary Data Conversation with Business Development managers and executives of various companies. 2. Secondary sources I had collected my secondary data from websites & journals.

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ii.

Sampling = It represents whole population. It is the processes of choosing a sample from whole population .Judgemental sampling technique is used.
iii. Tools = I have used some charts (Pie chart, column

chart, cylinder chart, cone chart)

IV.

Sampling Size = It represents that how many candidates youve chosen to be filled up

your questionnaire or candidates upon whom you can study. I had chosen sample of 90 companies.
iv. Sampling Techniques = Judgemental Sampling.

v. Data Interpretation = Data interpretation is that in which we analysis the whole collected data & tries to give it in simple words to be understandable. Limitations: - There are some limitations of my study, those are as Following: Sample limitation: - The sample which is taken by me is very small in size to

Analyze the overall nature of market.

Parameters: - All the parameters have not been taken. Time limitation: - I had the shortage of time because of that I was not able to do

my study in a good manner.

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CONCEPTUAL BACKGROUND

Review of Literature

Review of Literature

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Business development comprises a number of techniques and responsibilities which aim at: 1. Researching new types of business/products/services with an emphasis on identifying gaps (existing and/or expected) in the mitigation of needs of potential clients (existing and/or new ones). 2. Attracting new prospects. 3. Penetrating existing markets. eInfochips is a CMMi Level 3 and ISO 9001:2008 certified Product Design Services & Solutions company with over 15 years of a successful track record in offering Product Engineering Services globally through the use of re-usable IPs and Framework.

The business development started with the technological tie-up with ASSA ABLOY group a Sweden based company which has offerings such as Access Control, security surveillance etc. After getting positive response from ASSA ABLOY GROUP eInfochips thought of developing more business in international market through more technological tie-ups to increase its presence in the international market in the field of Image Processing nad Security Surveillance. .

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DATA PRESENTATION, ANALYSIS AND INTERPRETATION

`

1.)

In which of the continents does eInfochips has business activities. a. North America b. Europe c. South America d. Asia

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Continent North America Europe South America Asia

Percentage 54% 32% 3% 11%

Tab1

Fig1 Interpretation : Above figure shows that einfochips has 54% business activities in North American market.

2.) In which of the continents your company has market? a. North America b. Europe c. Middle East d. Asia

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Continent North America Europe Middle East Asia Tab2

Percentage 50% 40% 6% 4%

Fig2 Interpretation : Above figure shows that 50% of the companies in the field of image processing and security surveillance deals in north

3.) Do you outsource your work? a. Not at Present c. Depends upon bench Strength

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b. Depends upon the project Outsource Not at Present Depends upon the Project Depends upon Bench Strength Company Policies

d. Company Policies Percentage 30% 50% 15% 5%

Tab3

Fig3 Interpretation : Above figure shows that 50% of the companies outsource their work depending upon the project they are working on.

4.) Have you ever worked with eInfochips before in any project? a Yes b. No

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Outsourcing Yes No

Percentage 72% 28% Tab4

Fig4 Interpretation : Above figure shows 28% of the companies has worked with eInfochips before the commencing of this project

5.) Are you interested in having business activities with eInfochips. a. Yes b. No Outsource Yes b. Depends upon the requirement d. May be in future Percentage 45%

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No Depends upon Requirement May be in future Tab5

12% 18% 25%

Fig5 Interpretation : Above figure shows that are interested in having business activities with eInfochips.

6.) Do the company have vendor registration?

a. b.

Depends upon current status of Project Budget Constraints

c. Not right now d. Varies with project requirements

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Vendor Registration Current Status Budget Constraints Project Requirements Not right now

Percentage 56% 22% 15% 7%

Tab6

Fig 6 Interpratation : Above figure shows that 56% of companies registers new vendors but it depends upon current status of projects

7.) In which technology your company works?

a.

ASIC

c. Application Software

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b.

Embedded Technology ASIC FPGA Embedded Systems Algorithm development Application Software

d. Algorithm Development Percentage 30% 10% 15% 20% 25%

Tab 7

Fig7 Interpretation : Above figure shows that majority of the companies works in ASIC technology.

8.) In which platform your company deals?

a.

Image Processing

c. Video Surveillance

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b.

License Plate Recognition Technology Image Processing Video Surveillance License Plate recognition NVRs & DVRs

d. NVRs and DVRs Percentage 30% 40% 24% 6%

Tab 8

Fig 8 Interpretation : Above figure shows that 40% of the companies deals in the field of Video surveillance.

9.) What kind of video surveillance platform you offer?

a.

IP networking cameras

c. Dome Cameras

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b.

PTZ cameras Technology IP Networking Cameras Dome Cameras PTZ Cameras Fixed Cameras

d. Fixed Cameras Percentage 34% 15% 42% 9%

Tab 9

Fig 9 Interpretation : Above figure shows that 42% of companies offer PTZ cameras as video surveillance platform.

10.) In which of the video surveillance platform your company has expertise?

a.

Dome Cameras

c. Fixed Cameras

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b.

PTZ Cameras Technology Dome Cameras PTZ Cameras Fixed Cameras Video Analytics

d. Video Analytics Percentage 27% 36% 12% 25%

Tab 10

Fig 10 Interpretation : Above figure shows that 36% of the companies has expertise in PTZ cameras.

11.) In which field of image processing platform you have expertise?

a.

Medical Imaging

c. License Plate Recognition

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b.

Infrared Imaging

d. Other

Image Processing Medical Imaging Infrared imaging License Plate Recognition Other

Percentage 35% 22% 33% 10%

Tab 11

Fig 11 Interpretation : Above figure shows that 33% of the companies has expertise in License Plate Recognition

12. ) Are they participating in any security and image processing events.

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a. b.

Yes No

b. Depends on the budget d. Depends upon the type of event. Image Processing Yes No Depends upon budget Percentage 15% 10% 30% 45%

Depends upon type of event

Tab 12

Fig 12 Interpretation : Above figure shows that 45% of the companies are planning to participate in various events as per their field of operation.

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FINDINGS & SUGGESTIONS AND CONCLUSION

Findings: -

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In this research, findings are as follows

Image Processing and Video Surveillance is untapped market in India.. Indian companies do have a good business prospect in this field through offshore development centre. Foreign companies are more interested in technological tie-ups in this field. American market & European market both are hot in this field. Question no. 10 & 11 shows that companies do have expertise in PTZ cameras and Medical imaging, License Plate Recognition.

Conclusion: The conclusion which is generalize on the bases of data and mathematical calculation and on the bases of respondent response that the North American and European companies response is there if the proposal is from a good turnover company specially from India. At the ending phase of our project we got response form around 15-20 companies from both North America and Europe. Some of which are: BOSCH SECURITY SYSTEMS AUTONOMY VIRAGE CONEXANT SYSTEMS COGNEX MIRASYS TECHNOLOGIES GENETEC

Recommendations -

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After successful completion of the project following suggestions can be made : eInfochips should increase their presence in North American and European market by opening more technological centers. Company should increase benchstrength as the image processing and security surveillance outsourcing is completely untapped by any Indian company. There should be more emphasis on Research and Development Centre.

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ANNEXURE

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QUESTIONNIER

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Name:- ___________________________________________ Add:Contact no:\ Email id:\

1.)In which of the continents does eInfochips has business activities. a. North America b. Middle East c. Europe d. Asia

2.) In which of the continents your company has market? a. North America b. Middle East c. Europe d. Asia

3.) Who are your main competitors? a. Axis Communications b. Verint Systems c. Autonomy Virage d. Conexant Systems

4.) Do you outsource your work? a. Depends upon Benchstrength b. Company Policies c. Not at present d. Depends upon the project

5.) In which technology your company works? a. ASIC b. Embedded c. Application Software d. Algorithm Development

6.) In which platform your company deals?

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a. Image Processing b. License Plate Recognition

c. Video Surveillance d. other

7.) What kind of video surveillance platform you offer? a. Ip networking cameras b. PTZ cameras c. Dome Cameras d. Fixed Cameras

8.) In which of the video surveillance platform your company has expertise? a. Dome Cameras b. PTZ Cameras c. Fixed Cameras d. Video Analytics

9.) In which field of image processing platform you have expertise? a. Medical Imaging b. Infrared Imaging c. License Plate Recognition d. Other

10.) Do the company have vendor registration? a.Yes b.No c. Not right now d. Varies with project requirements

11.)Are you interested in having business activities with an Indian MNC. a. Yes b. No c. Depends upon the requirement d. May be in future

12.) Are they participating in any security and image processing events. a. Yes c. Depends on the budget

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b. No

d. Depends upon the type of event.

13.) Have you ever worked with eInfochips before in any project? a. Yes b. No

BIBLIOGRAPHY

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Bibliography:-

Magazines:- Top 50 Security Security and Surveillance

Websites:www.ipvideomarket.com www.scribd.com www.hoovers.com www.linkedin.com

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www. Optics.org