Analytics has undergone a transformational journey - from data warehousing and mining to providing predictive business intelligence. As organizations adjust to the rapidly changing digital lifestyle of consumers worldwide, they are discovering the importance of understanding and envisaging the impact of information generated from non-traditional sources such as blogs, Facebook posts, tweets, emails, smartphone applications, electronic sensors, images, and YouTube videos. Sophisticated analytic capabilities and intuitive visualizations are driving a profound change in how marketing, advertising, communications, supply chains, value chains, processes, transactions, and deals are going to be accomplished.
Availability of tools that have capabilities to provide businesses with a 360-degree view of operations and customers in a real-time environment at desired price points will make Analytics a ‘must-have’ rather than a ‘good-to-have’ solution in the enterprise IT landscape. Today, the Indian software product ecosystem has witnessed a significant transformation with heightened focus on developing IP-based products in global markets to address niche business requirements, while services companies are strengthening their focus on non-linear growth through product development. Indian vendors are developing best-in-class products, platforms, and enabling tools suiting various needs of organizations to gain visibility in the market.
In view of this changing environment, the industry now demands a set of initiatives to ensure sustained growth through structured market feedback, enhanced product innovation, greater value generation, and targeted visibility creation. To meet this demand, NASSCOM has partnered with Frost & Sullivan to create a Product Excellence Matrix (PEM) to benchmark Indian software products across defined categories. The program provides:
- A platform for the software product companies to gain visibility with the end-user segment
- Insights into the competitive scenario and relative positioning in the target market segment.
It also aims to help align market strategy to end-user dynamics and accelerate growth. The Analytics PEM initiative covered a gamut of sub segments like Business Intelligence (BI), marketing analytics, big data, visualization, dash-boarding tools, etc.
Analytics PEM highlighted the following:
- Nearly 50 percent of the nominations had high focus on niche analytics solution areas including vertical-specific/OEM-bundled analytics
- A strong focus on enterprise Business Intelligence products with built-in integrators and adaptors
- Nearly 19 percent of the nominations were in the marketing Analytics space exhibiting well-articulated RoI catering across industry verticals
- A large spurt in products being developed and launched post 2011
The in-depth survey analysis presents several
interesting trends about the Indian Analytics product market. Some highlights are:
- Immense growth opportunity in the Analytics market: Indian product companies have shown a growth rate of 20-40 percent in the last few years; several emerging players have witnessed over 100 percent growth within first year of launch.
- Analytics – a definite market for India: Over 100 Indian Analytics-focused software product companies have successfully developed and launched products catering to niche business needs, cut across vertical-specific, horizontal process-centric, and niche applications and platforms.
- Growing Start-up base accelerating growth: Four-fold increase in Analytics start-ups in the last four years.
Based on the nominations received, the products were bucketed into three grids to create further parity in relative benchmarking: Market Focus Grid, Business Intelligence Grid, and Marketing Analytics Grid. A comprehensive set of parameters assessed these products. The parameters included value proposition, relevance to target market, product innovation, business model, ‘Go-to-Market’ approach, customers acquired, etc. among many others.
Market Focus Grid shows a representation of all the product companies as Established vs Emerging or Niche vs Cross Vertical product offerings. Key trends of Market Focus include:
- Approximately 50 percent of the nominated Analytics companies assessed for PEM offers unique products (with niche or cross vertical focus) and approximately 80 percent of emerging firms have launched in the last two years.
- Further, emerging enterprises have achieved nearly 300 percent growth over the last two to three years, rapidly gaining a good customer base.
- Major verticals include BFSI, Manufacturing, Retail and CPG, Telecom; emerging verticals like Education, Utilities/Energy.
- While vendors have been successful with platform-centric cross vertical approach, a large number of Indian software vendors have achieved market excellence through niche - business function or vertical-centric offerings.
- Several established as well as new participants seek to aggressively penetrate in the global markets and industry verticals through new product variants.
According to the NASSCOM-Frost & Sullivan Study, “A marked difference is witnessed in the strategic approach of various Analytics providers. While a segment is focused on developing platforms and frameworks that enable enterprises to rapidly build and deploy applications to meet their Analytics needs, the other segment is developing industry-specific or niche business function-specific applications. Providers have demonstrated significant value in both the approaches translating to revenue and new customer growth.”
Business Intelligence Grid features approximately eight unique products. BI is concerned with data analysis to improve operational performance and competitiveness of the organization. For the NASSCOM-Frost & Sullivan Study, of approximately 31 percent representations, approximately 65 percent of the vendors were from Tier-I cities like Mumbai, Kolkata and approximately 35 percent were from Tier-II cities like Indore, etc. Enhanced value proposition throughout BI products focused on:
- Self service capabilities enabling business users to configure and customize
- Pre-defined connectors being used as a differentiator to access information from multiple data sources and offer deployments in reduced time span
Marketing Analytics Grid features approximately five unique products. Frost & Sullivan believes that while global Analytics participants pose stiff competition and have invested significantly in developing comprehensive marketing Analytics solutions, Indian participants have been successful in identifying and monetizing opportunities in the global markets due to their bouquet of offerings around marketing Analytics. Key trends observed include,
- Campaign management products dominated the nominations in the space of marketing analytics
- Telecom vertical leads the adoption of sophisticated marketing Analytics solutions and a high focus market segment for Indian product vendors
Leading the assessment process, Nishchal Khorana, Head – Consulting, ICT Practice, Frost & Sullivan, observes, “CXOs are today cognizant of the importance of tools to extract real value from internal and external data sources enabling them to create competitive advantage. Providers in the Analytics space are aggressively developing compelling value propositions and using multiple levers such as domain capabilities, interoperability, rapid deployment mechanisms, and bundled services to create differentiation. A large number of global and Indian participants are developing data exploration products, statistical and reporting tools to monetize the rapidly growing market.”
“As business leaders continue to appreciate the value derived from implementing adequate Analytics software products, frameworks, and tools, it is only but natural that the rapidly growing market opportunity will give rise to multiple software product companies competing for a share of the revenue pie, globally. It will be critical for product vendors and solution providers to continue evolving and ride the wave of transformation with innovative product offerings and business models ensuring greater end-user value and differentiation”, concludes Nishchal, when asked on what he envisions as future of the industry and its stakeholders.
If you are interested in receiving the NASSCOM-Frost & Sullivan White Paper titled, ‘India – A Hub for Analytics Products’, then contact Priya George / Nimisha Iyer, Corporate Communications, at
priyag@frost.com/ niyer@frost.com with your full name, company name, title, telephone number, company e-mail address, company website, city, state, and country. Upon receipt of the above information, the link to the White Paper will be sent to you. To know on the companies and their positioning on the above-mentioned grids,
click here.
Notes to the Editors: Disclaimer: - The PEM grids are a result of a benchmarking exercise done by Frost & Sullivan for NASSCOM
- The benchmarking exercise was carried out only on companies that sent in their nominations, not on the entire Indian products industry
- The position of a company on the grid was determined through an understanding of their growth trends, capabilities, strength of their offerings, and achieved business success
- While Frost & Sullivan did get a very good understanding of the quality and effectiveness of the products, they did not conduct a product evaluation involving onsite product audits
- The decision to feature any company, along with their position in the grid, remains at the sole discretion of Frost & Sullivan
- NASSCOM and Frost & Sullivan reserve the right to change the approach to future iterations of this exercise
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