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TelecomPlus Dec 07
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Act Now to Survive
as IT Industry
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Salim Ghauri
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The post Nov 3 events warrant that IT companies act proactively to forestall
negative impacts of Emergency on the IT Industry. The companies should
assure their foreign clients that there would be no breach in quality and products
would be delivered in time. Instead of letting our customers be disturbed by the
exaggerated reporting from international media, the companies should take their
foreign clients in confidence and apprise them of the real situation within the IT
Industry of Pakistan so far the quality and timely delivery of IT products are
concerned
The growing political uncertainty in the country has forced many amongst us to think seriously about
how the Information Technology (IT) industry should respond to the imposition of Emergency. We are
faced with the challenge of coping with the situation while continuing to develop as a healthy sector,
ready to contribute to the national economy like our neighbor and other smaller countries. At this
point, when we are not in control of the situation, the actual challenge lies in changing ourselves. All
the IT entrepreneurs in Pakistan should see the distant things as if they were closer and take a
distant view of closer things. They should act in accordance with the situation, because well done is
better than well said.
The geo-political situation of a country like Pakistan, as a matter of fact, is enough to invite such
uncertainties on the political front time and again. In all situations, I strongly believe that it is our
response that decides whether a crisis is escalated or de-escalated. Therefore, it does not matter as
to where we should go in case we reach a fork on the road, but it does matter if we do not know the
direction we want to take. It is only our response, if it equals the challenge, which gauges our success
as IT entrepreneurs. We should always keep in mind that only a coward starts thinking with his legs
whenever he is in a perilous emergency-like situation. Only our actions can convey our thoughts to
our customers across the globe. As an industry, we would have to make it clear to ourselves that
Pakistan may face more critical situations ahead. Therefore, the prevailing circumstances demand an
immediate change in our approach, marketing strategies, and business plans. We may not have been
so serious about the situation until the emergency was imposed. But now, when the undesired
circumstances have gripped the country, we should need not give in or find faults, but stand up and
start seeking remedies.
As they say, laws are like sausages, it is better not to see them being made. Instead of wasting our
energies in criticizing awkward circumstances, it is far better to adopt workable business plans. We
should re-assess our strength as IT services companies and take our customers into confidence so
far as quality and timely delivery of IT products are concerned. Most of the frontline IT companies of
Pakistan are maintaining business offices around the globe besides their main facilities in Pakistan. It
is highly important now that we should utilize our international presence more efficiently than rely upon
our facilities in Pakistan to keep our international clientele intact. The IT companies are required to
make smart moves in the international market by activating their international marketing centers to
fetch more business. We should share with our customers that we would fulfill our commitments
against our contracts through our offices abroad. God forbid, we slam the door in the face of God
when we say that a situation is hopeless. As they say, a satisfied customer is the best business
strategy of all. I would suggest my fellow colleagues that they should not repeat the tactics that have
gained them victory once, but let their methods be regulated by the infinite variety of circumstances. I
strongly believe that the success of the industry lies in its ability to change the business strategies as
fast as possible.
We, at NetSol, have adopted a similar strategy, and acted sincerely and fairly to our customers across
the globe by sharing all that happened in Pakistan on November 3, 2007. Not only are we held
responsible for what we do, but also for what we do not do. Therefore, we emailed our customers
before they started inquiring about the developments in Pakistan. We shared the prevailing situation
in order to win their confidence and to assure them that there would be no breach in quality, and
products would be delivered in time. We made it clear that the imposition of Emergency would have no
negative impact on the agreed terms and conditions with them. I would stress the point that we should
be proactive in such circumstances instead of letting our customers be disturbed by the exaggerated
reporting from international channels. Let me tell you that the replies from the CEOs were highly
encouraging and impressive, and they appreciated our sincerity and quick response to the situation. I
know most of us are aware of the significance of such timely steps. But simply knowing is not enough,
we must apply.
Since the IT companies have setups in different countries to help their customers from short
distances, this is the right time to activate this infrastructure to win the confidence of customers.
Especially, when the IT industry relies less on physical infrastructure, we can use Internet tools like
video conferencing and other modern techniques more efficiently to ensure the delivery of software
not only well in time but also online. It means that the IT business can be run more smoothly in such a
situation as compared with other businesses like shipping and textile. Since, there is no direct effect
on electronic communication yet, the IT Industry should take advantage and keep business activities
on track. Remember, people judge us by our actions, not by our intentions. We may have a heart of
gold, but so does a hard-boiled egg. I would also request the leaders of the industry to come forward
and nurture up the nascent IT companies in the country, as leaders establish the vision for the future
and by setting the strategy for achieving it; they bring change. They motivate and inspire others to go
in the right direction and they, along with everyone else, sacrifice to get there.
The writer is Chairman & CEO of NetSol Technologies Ltd. and Honorary Consul of Australia for the province of
Punjab, Pakistan
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"All the IT entrepreneurs in Pakistan should see the
distant things as if they were closer and take a
distant view of closer things. They should act in
accordance with the situation, because well done is
better than well said"
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