11 DATACRAFT INDIA:Emerging With E-Commerce

Datacraft India reinforced its position as a pure network integration and services company in 1999-00 when it touched the Rs 91.2 crore benchmark providing equipment as well as services. Around 85 per cent of this came from hardware, while 15 per cent came from services.

Datacraft’s vision is to emerge as the number one in pure network integration and services. It would like 50 per cent of its revenues to come from services and the rest from hardware during 2000-2001.

To achieve this, Datacraft has positioned itself internally as an e-commerce company. It did not do any box pushing and remained focussed on its core competency — network integration. It also implemented SAP in all business processes and roped in clients like ISPs, ASPs, commerce and Internet content providers.

Datacraft concentrated around three key areas viz. market segmentation, value proposition and employee empowerment. Its employees have very high technical capabilities and has the largest number of Cisco certified engineers. Employee turnover was as low as 16 percent. It is evident that it is a combination of people, technology and processes that make Datacraft tick.

The leading three ISPs - VSNL, BSES and Dishnet chose Datacraft for their network integration. In addition, the leading three cable networks, namely IN Cable, Hathway and Siticable, also signed up as Datacraft’s clients. The company also set up GE’s call centers in Australia and New Zealand. It offered stand-alone solutions as well as enabler solutions for service providers and enterprise.

To accomplish these, Datacraft recruited experienced personnel with a commitment towards the network integration business. It also embarked on partnerships with the best technologies in both hardware as well as software.

Datacraft’s management foresees a time in the near future when traditional telephone networks will give way to IP networks. It is here that the company sees its opportunity when all traditional backbones will have to be replaced with IP backbones. Replacement of local loops IP will also offer good scope as will virtual private networks, high-speed Internet access and e-commerce.