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TelecomPlus: What is the response of your parent company to the business scenario in Pakistan?
Ahmad Jawad: Rohde & Schwarz is a multinational company and we have to face two sets of circumstances. One is Pakistan-specific situation which
impacts Rohde & Schwarz Pakistan directly. The other is the global situation like the economic downturn. The security situation of a country is always a
cause of concern for the parent companies. However, it is mainly two factors that finally determine the response of the parent company. The business
potential of the country. Two, the competence, resilience and efficiency of the local subsidiary in the face of prevailing situation. If the parent company gets
an encouraging response on both counts, its concerns are definitely muted.
In our case, we successfully passed through the recession period and we also successfully managed the hi-security situation in Pakistan. The business
potential remained good throughout this period and we were able to capitalize on our products portfolio. At the same time, our visiting colleagues from
abroad went back with a realistic evaluation of the state of affairs as apart from the bleak scenario painted by tainted international media. We took the
visitors around to show that things were really not as bad as projected or perceived. Yes, security measures were abnormal but that was also reassuring.
Very recently we had two senior representatives from Germany. We took them to Peer Sohawa, Lok Virsa, Late Ghulam Rasul Art Gallery, and also to
Murree. Apart from security measures, they were witness to a normal life with people going about their daily routines as usual. They went back extremely
satisfied and reassured. With the business potential that is there, and the handling of the situation by the local administration, the message was very clear.
That if the company runs away because of misplaced concerns and perceptions blown out of proportion, it could be missing big opportunities. On my part, I
really appreciate Rohde & Schwarz which supported Pakistan all along. My German colleagues were here in this difficult period. They visited Islamabad,
Karachi, Lahore and were least restricted by security concerns.
Do you see the global recession backing off?
Rohde & Schwarz Pakistan was not directly affected by the global recession. However, remaining global subsidiaries of Rohde & Schwarz were affected.
During this phase, we did go along with the standard steps and measures to improve efficiency and competitiveness. This year we are seeing the recession
receding and we are doing quite well, both in the local and international markets.
How is your Test & Measurement equipment making things easier for your clients?
Our sphere of operation is getting wider. We are working with the cellular sector, telecom sector, R&D organizations, universities, SUPARCO, Radio, Civil
Aviation, National Highway Authority, NADRA, Police etc. The Test & Measurement is not a consumer requirement. The companies, who want to improve
their production, maintenance facilities, after sale support, operations, etc, need our solutions. While we cannot boast of the level obtaining in India, China
or developed countries, still the scope for Test & Measurement equipment is growing in Pakistan. Because it is a guarantee to; better technical expertise,
quality of product and services, standards, etc. Our equipment is also used in RFID the use of which is growing tremendously worldwide. In Pakistan, Police
and NADRA are using our equipment for their RFID applications.
The T&M is key to progress. If we take the case of cellular industry, the T&M equipment is used to simulate new features and to design, develop and
evaluate new products and then manufacture them. Before you actually start production or send your product to market, you can evaluate how the product
will behave in the field conditions.
You must be having a hard time staying ahead of the technology that is coming?
You are very right. We have to be far ahead of the existing technology. We developed test equipment for 3G and LTE technology before the arrival of such
products so that the designers and manufacturers have proper tools to develop the products. The GSM system had not arrived yet but R&S had developed
the T&M system for it. On the basis of that testing, the GSM System was finalized and introduced in the market. In all the leading technologies, R&S is
ahead of its time because we are helping the designers who design future technologies.
How are things going on human resource front?
Our area of expertise and requirements are quite different from the rest of the market in the sense that we are the only company in Pakistan dealing with
T&M. When we recruit engineers, we have to groom and train them in an environment which is specific to R&S. We conduct such trainings in Pakistan,
Singapore and Germany. So we can’t just pick the talent from the market as such. We rather prefer to choose from the interns that we take from various
universities. During internship, if we spot the specific talent and skill that we require, we recruit the intern.
Does it help to retain your HR because they are trained in a discipline specific to R&S?
Our field is a hi-tech one. As discussed a while ago, we lead cutting edge technologies. So it is a great attraction for engineers to be working professionally
in a field which is leading the market. Such an environment is not available everywhere. It is hard to lure a professional away from a unique learning
environment. Then the kind of opportunities, working environs and job satisfaction that a company like R&S can offer, are not easy to come by else where.
R&S is working in 80 countries and all kind of expertise is not available in every country. It does not make sense to develop an expertise which is not
required in that country. Because of the diversity of projects that we have done in Pakistan, we have developed various types of expertise here. We have
done very well in that area and are providing expertise out of Pakistan to R&S facilities in other countries. We are also working on developing expertise
here that is in demand in other countries. This is yet another attraction for our professionals and a binding force between the organization and the
employees.
How is the world getting ready for Digital TV?
Countries are working according to their respective roadmaps. Whether they have to get there in three years, five years or 10 years, the roadmaps are
there. Regulatory authorities and the governments in various countries formulate these roadmaps after consultations with stakeholders. Our neighboring
countries and other Asian countries have the roadmaps to finally switching over to Digital TV and work is progressing accordingly. We are unfortunately an
exception. We don’t have any roadmap, planning or vision. Even if there is some plan lying somewhere in some file in a certain office, it lacks input from
stakeholders. We are in the habit of reacting to needs rather than planning. Water is such a crucial need. We never planned it. Electricity is the life blood of
economy, we did not plan it. We are only reacting in the face of severe shortfall.
What is the ITU deadline for switching over to Digital TV?
ITU cannot enforce its deadlines. Also, ITU keeps reviewing its position according to the actual progress worldwide. If the majority of the countries fail to
meet the deadline, that is also an indication that the deadline was not in line with ground realities. So they keep reviewing their deadlines. But apart from
that, there are other factors to reckon with. As more and more countries switch to Digital TV, maintaining and sustaining analogue TV would gradually
become difficult and expensive for the countries sticking to analogue TV because the vendors would also phase out analogue equipment. In the past, the
relatively lethargic countries had to switch to color TV because it was no longer economical to maintain B&W TV stations. So eventually all the countries will
have to take the step. On our part, we are the market leader in Digital TV and are providing the technology in Far East, Asia, Europe, Americas, Africa, etc.
Anything else you would like to add?
Our focus now is on promoting local services. What ever the project we do in Pakistan, our emphasis is on developing local expertise and local facilities.
We take every project as an opportunity to be eventually independent of foreign assistance in that area. And we have been quite successful in that. Now
we are at a stage where we are giving services to our clients beyond the scope of our products. This is our diversity as also the value addition.
| Interview (Apr 2010) |
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