
'Indians are more than implementers'
By Niranjan Menon
Monday, September 25, 2006 21:08 IST
Peter Schumacher is the founder, President & CEO of the Value Leadership Group, an independent management consultancy with offices in India, Europe, and theUS. Schumacher, involved with offshore strategy and operational issues since 1999, holds an MBA from the Leonard N. Stern School of Business, New York University . He is also an Advisory Board Member of the Indian Institute of Management in Bangalore . Schumacher explains to Niranjan Menon the pros and cons of the heavy offshoring phenomenon from Europe into India . Excerpts:
Currently, mostly voice and customer facing process are being offshored to India . Isn’t this the most difficult area to outsource given Indian accents, cultural issues, etc.
Today, voice-based call center services account for only about 15% of the Indian offshore BPO market. Offshoring of voice-based services to India is difficult precisely for reasons you have mentioned. Several US and UK companies even pulled out voice-based services from India.
While these involved only a small number of workers, the signaling effect was huge. Companies cannot find solutions for all their requirements in India.
It is becoming clear that higher-value non-voice services offer a more compelling bundle of benefits for overseas customers. These services leverage effectively the strong analytical capabilities and work ethic of the Indian workforce. Indian firms that understand this can develop differentiated propositions and unique business solutions that are difficult for firms outside India to imitate. Indian companies must strike a healthy balance of voice and non-voice offerings.
Indians have skill sets for several knowledge processes that do not involve voice-based processes. Isn’t this the better area for BPO operation when it comes to Europe ?
Pockets of the international publishing industry have been very active leveraging the India advantage. Many of the publishing and media companies on the vanguard of the offshoring trend are European firms. Bangalore has become the largest overseas location for Reuters.
In the scientific, technical and medical (STM) publishing sector, Springer Science + Business Media, is shifting to an India-centric operating model. Springer is the world’s second-largest specialist publishing group in the STM sector and the top specialist information provider in the German-speaking countries. Today Springer employs about 1,200 in Chennai.
One of the largest US dailies with more than 1 million subscribers has shifted its display ad production to a vendor in India.
The newspaper has achieved a step change reduction in costs and the opportunity to develop a radically better value proposition for its commercial advertising clients. Based on these terrific results, we believe more newspapers will be looking at offshore for step change improvements.
With China emerging as a global contender, why is India still favoured by many European companies?
What China offers is just the possibility of arbitrage. You tell Chinese workers to manufacture something according specifications and they do it well. But Indians move a step further. Their suggestions often add value to an existing proposition. Indians are more than just implementers.
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