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Sandeep Sekhar, Chairman & Global CEO, C Ahead Digital, shows some insights into the markets of Europe and Africa, which the IT MSMEs can use to their benefit
In what African markets have you worked? How profitable are these African markets in terms of digital solutions and platforms?
Sandeep Sekhar - We work primary in South Africa and support the overall rollout of tech and digital works across Southern and Eastern Africa. African markets are good for digital solutions/platforms, since they are adopting straight to the digital era and very willing for connecting their citizens with digital services.
What are the challenges of doing business in Africa?
Sandeep Sekhar - A major challenge is a current scenario with Corona as travel restrictions and uncertainties are looming. This is more so because it’s an upcoming market, so outsourcing is still maturing. Besides, currency fluctuation with USD is challenging.
How do you resolve these challenges?
Sandeep Sekhar - We are covering most of the business discussion via our South African entity, giving to locals a comfort and managing communication via online means. Further, educating customers with outsourcing benefits and hedging orders via ZAR, which is a South African currency. Corona has opened new ways of engagement and customers are more open to outsourcing.
What European markets are you familiar with? How do you face the competition from the European companies and other MNCs in your segment?
Sandeep Sekhar - We operate in the EU region via our Ireland, UK, West Asia, India and Eastern European business. We come across competition where localisation or language dependency is high. We bring in a mix of local European talent and engage them with our global talent to deliver the shortage of skills and supply. Our value proposition is always 24/7 support and accessibility to our clients via our follow-the-sun-model and cost-effectiveness with access to a large pool of talent globally. Thus, we help complete a complex or big/small project using the best of quality mixed-bag approach to optimise the results.
How do you compare the markets of Africa, Europe and India in terms of customer expectations and behaviour?
Sandeep Sekhar - The African market is price sensitive, Europe is quality driven and India is a mix of both. Thus, we try and balance these factors while working with respective regions. In doing so, the preference of African and the European market is pro-Indian talents, so it’s much easier to do business as long as we can add value and respect their culture to fit in the right talent for optimum result, it works best. India is on the explosion of IT works and currently, it's becoming increasingly difficult to be cheaper and hence, we now promise faster quality delivery to clients. Hence, the premium is justified and business remains on a growth trajectory.