Manthan 2010

Manthan 2010

Contents Quick Heal Technologies – Bringing India on the world map of Anti-Virus Industry…...6 Cloud Computing and the grid by Riddhiman Kundu, IIM-C……………………………....7 Algorithmic Trading by Rajan Vasani, NMIMS…………………….....................................13 Web 2.0 by N.Krishnadas, IIM-K………………………………………………………….....17 Omnificent dilation of IT into businesses by Shantanu Tiwari, KJSIMSR………………...23 Web 3.0 by Syed Md. Raza and Ameet Pal Singh, IIM-I…………………………………….29 War of Titans by Amit Kr. Singh, Sushil Khairwal, SJMSOM, IIT-B………………...........33 Network Marketing 2.0 by Pankaj Chatrath and Sunita Soni, IIM-C………………………39 Role of IT in making a greener and better world by Ravinder Singh Saini, NITIE………42 Social Networking by Gunja Kapoor, XIMB……………………………………………......48 The changing face of IT industry by Ankit Gangwar, FMS……………………………......52 Crossword Puzzle: Interactive by Somsubhra GanChoudhuri, NMIMS...……………..56, 57

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Manthan 2010

Foreword

NMIMS has always encouraged students to interact and network not only amongst themselves but also with their counterparts from other B-Schools to facilitate studentdriven learning. SummIT, the student IT cell of NMIMS, is a student driven initiative, started with a vision to create a forum for enabling the future managers discuss and appreciate the role of Information Technology in managing businesses.

The Mission of SummIT has therefore been to elucidate the understanding through various events organized throughout the year and through continuous inputs from industry and alumni. The cell organized interactive sessions with faculty and industry experts to get an idea of the industry perspective of the emerging roles in this area. They actively participated in Paragana and created an online treasure hunt game Lab-Rinth 2010 for Euphoria. Manthan is another such initiative.

Manthan is an apt metaphor for learning through ‘churning’ of ideas. The theme for this year 'Emerging trends in IT impacting business' is extremely relevant in today’s dynamic business environment. Through a B-School paper competition, SummIT was able to churn out the various dimensions of the emerging trends in IT. The student initiative of harnessing this knowledge through their publication MANTHAN is commendable. The enthusiasm of the students creates a chain reaction that manifests itself in various initiatives taken by the cell. SummIT has drawn out an ambitious plan for the next year. I wish them all the best and look forward to an exciting year ahead.

Gita A Kumta Faculty-in-charge SummIT & Professor- Information Systems Area, School of Business Management, NMIMS (Deemed-to-be-University) March, 2010

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Manthan 2010

Editorial “As we go forward, I hope we're going to continue to use technology to make really big differences in how people live and work.” – Sergey Brin Manthan is a student driven magazine that attempts to bring you a host of ideas from the budding managers, sharing their view points on management issues as well as discussing emerging trends in management and their importance both as prospect and as application. We realized that with new trends brought in Information Technology, the way business is done, is getting re-shaped each day.

For this, the theme for Manthan this year was chosen to be “Emerging Trends in Information Technology impacting business.”

In this issue, we have tried to cover current and relevant trends in the IT industry. We have got varied perspective from different B-Schools.

Please do send your valuable feedbacks at manthan@nmims.org

Team Manthan 2010 Editor: Poornima Muralidharan Creative Designers: Sachin Joshi, Tom Jose Pamprakkaran and Subhojit Chatterjee Sponsorship Work: Lovesh Abhichandani and Subhojit Chatterjee

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Manthan 2010

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SummIT: The Infotech Cell Information is the most necessary thing in today's world to a manager. This information is needed at the right time and at right place. It has enabled the business, today and has transformed the way business is done. We at SummIT realize this and thus implement and enlighten the managers of today on how IT can help them achieve more with less.

The cell focuses on IT to be understood at a macro level. The rapid changes in the business environment have resulted in increased complexities and responsibilities for the information manager today. The club members therefore regularly bring to campus distinguished people from the IT world to interact with students and to get broader perspectives on pertinent issues of future importance. The club is also responsible for providing the IT support to various other student bodies like Students Council, Placecom etc.

Cell's Major Activities 1. IDEAS 2009: A unique event organized by SummIT with the view of increasing industry-student interaction. It saw the most interactive debate session involving industry stalwarts - Mr. Arun O Gupta, Customer Care Associate and Group Chief Technology Officer, Shopper's Stop; Mr. Lokesh Bhagwat, Sr. Vice President, Patni Computer Systems; Mr. Sachin Kelkar, India Head, Intel Software Partner Program; Mr. Rajiv Dingra, Founder and CEO, WATMedia Pvt. Ltd. and an enthusiastic participation by all courses.

2. Manthan: The eMagazine Manthan is a unique initiative undertaken by SummIT. The only student magazine in print, Manthan has also enabled the confluence of diverse industry perspectives on IT and business.

3. PHS and RHS: Driving Placecom The cell is responsible for providing IT support during the placement week. The placement process at NMIMS is entirely automated with the help of Resume Handling System.

4. Paragana and Euphoria: Paragana saw enthusiastic participation in white paper competition - Colleseum'09 from all over India.

SummIT launched Lab-Rinth 2010 as a part of Euphoria 2010, the online game, which won the hearts of many people. It saw had a huge number of registrations from B-Schools all over India.

5. Knowledge Management System SummIT is implementing the Knowledge management system at NMIMS for the students which is built around a central knowledge database. A KMS gives the students an opportunity to benefit not only from their information sources but also gives them a ready reference when looking for information.

6. Knowledge sessions These sessions are aimed at providing learning and insights into the fast-changing business environment. Distinguished people are invited to the campus for knowledge and experiencesharing that enables students to ponder over diverse business perspectives. People who have come to our sessions are - Mr. Vikas Gadre, CIO, Tata; Mr. Milind Rumade, Sr. Consultant, Accenture; Mr. Sachin Shrangpani, Service Delivery Manager, Atos Origin.

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Manthan 2010

Quick Heal Technologies - Bringing India on the world map of Anti-Virus Industry

In an industry dominated by the Symantec’s and MacAfee’s, Pune based Quick Heal Technologies Pvt. Ltd. has not only withstood the challenge but has been growing at rate much above that of the industry. Established in the year 1993 by Mr. Kailash Katkar (MD & CEO) and Mr. Sanjay Katkar (CTO), it is one of the strongest companies in the security software domain.

In an industry where typical growth rates are in the range of 20 to 30 %, Quick Heal has been consistently growing at the rate of 70 % since last 4 years. Quick Heal sells its products across the country and globe through a network of well established channel network. We also have a dedicated customer support team where the support personnel are ensuring a timely and personal support to our customers.

Recently Quick Heal bagged No. 1 position in Consumer Anti-Virus category 2009 CRN Channel Champion at the results declared by CRN Channel magazine of India. The CRN Channel Champions study measures overall Solution Provider perceptions of vendor products and services. The company is also ranked no 2 in CRN channels champions annual survey in the endpoint category. Quick Heal has now consolidated its position in the endpoint category, and is emerging as a product of choice for SMB’s as well.

Quick Heal caters to enterprise security solutions and individual security needs as well. It is committed to relentlessly tackling its customer’s toughest security challenges with products like Antivirus Software, Total Security Suite, Anti-Spyware and Anti-Spam, Mail protection for Linux & Windows, World’s first PC2 Mobile Scanner, and Admin Console for Enterprise Solutions etc. Its innovative solutions empower home users, corporate and public sector by giving comprehensive and total protection for the end point devises by combining both proactive and reactive technologies seamlessly using trusted signature base detection as well as advanced DNA scan technology.

Quick Heal Anti-Virus is the first Indian Anti-Virus to achieve Virus Bulletin VB100% award. The prestigious VB100% is awarded by Virus Bulletin Magazine UK to a product for its ability to detect all “In the Wild” viruses. Quick Heal is also the first Indian Anti-Virus product to receive Check Mark Level 2 certification from West Coast Labs, USA for its excellent and consistent detection rates. Quick Heal Technologies is expanding its technological capabilities and is committed to provide its users best in class security.

For any product related queries, please contact: Quick Heal Technologies Pvt. Ltd. 408, 3rd Floor, 'D' Wing, Mathura Bhuvan, CHS, Dada Saheb Phalke Road, Dadar (E).

Mumbai 400014 Maharashtra India Phone- +91-022-42310701/2/3/4 Email: mumbai@quickheal.co.in URL: http://www.quickheal.co.in

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Manthan 2010

1st Prize

Cloud Computing and the Grid: A Boon to Small and Medium Business?

- Riddhiman Kundu, Indian Institute of Management, Calcutta

Thinking out cloud One

of

the

most

significant

The concept of ASP was a result of

developments in corporate computing has

the

been the virtualization of business. This

infrastructures towards an open network

means creating a new market ecosystem

centric environment. The next evolutionary

where most or all business functions are

wave in this space is cloud computing.

outsourced to online services. A main

There is an increasing trend towards

characteristic of the Web 1.0 era was that

computing moving out of legacy systems

the backend IT systems were essentially in-

housed within a company to a ‘cloud’ hosted

house. Enterprises, large or small, were

by a provider of raw infrastructure. In this

required to create, deploy and maintain their

article we will look into the economic value

own legacy systems. Advances in service

created by this platform, the network

oriented architecture saw the emergence of

externalities and its strategic proposition for

third party application service providers

SMEs.

(ASPs) which provided a compelling value proposition through scalability and rapid deployment. It allowed SMEs and start-ups to gain technical expertise and ‘best-ofbreed’ applications at marginal costs of ownership. ASPs managed and delivered application capabilities to multiple entities from data centres across a wide area network.

convergence

of

software

and

IT

Cloud computing can be attributed to a natural progression in the field of virtualization. The virtual computer is a single physical machine or a series of machines connected by a network that has enough computing power to be shared by multiple development

applications. in

The

latest

virtualization

allows

different operating systems to be hosted on

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Manthan 2010

the same physical hardware. The second

category Amazon offers S3

important development has been the use of

for

Application Programming Interface (API)

computing power and SQS for network

which permits direct interchange of data and

communications.

logic between disparate systems. It provides



storage,

EC2

for

Software as a Service (SaaS)- In this

for the distribution of large jobs to many

model software application is offered as

servers but with the appearance of a single

services on the Internet. Examples

system. Grid computing is similar to the

include

cloud in the sense that it links disparate

applications, Microsoft online CRM and

computers to form one large infrastructure.

Adobe Premiere.

However, unlike public grids which are



Google

web-based

office

Platform as a Service (PaaS)- This

geographically dispersed and utilize a

refers to providing facilities to support

variety of OS platforms, clouds are built

the

with data centres of homogenous platforms

lifecycle including design, testing, and

and centralized control. As a requirement of

deployment

the utility computing aspect of clouds,

interface.

provisioning of virtual servers is essentially

development environment is housed on a

dynamic.

cloud that is accessible via the internet,

To understand the economics of cloud computing we take a look at its three definitive technological models: 

Infrastructure as a Service (IaaS)- It involves the deployment of computing infrastructure as a service and obviates the need for a business to have its own

entire

application

through Given

development

web

that

the

service entire

collaboration becomes easy. Examples of platforms are Microsoft Azure, Google

App

Engine

and

Salesforce.com’s VisulaForce.

All of the three cloud services defined above are characterized by measurability, remote management, and multitenancy.

datacentre. The infrastructure services

The market for cloud computing is

are made available to clients via

immense. Even at its infancy, the field spans

software APIs and typically include raw

various aspects of computing and spreads in

computing power, databases, networks,

many directions. It is particularly attractive

load balancers etc. As examples in this

to small and medium businesses for its

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Manthan 2010

inherent cost advantage. With cloud services

which act as barriers to entry.

companies

can

This is a sunk cost that

capacities

without

scale

up

to

investing

massive in

new

infrastructure. We look at some of the value

companies can do without. 

propositions of cloud computing: 

infrastructure- It is possible for an enterprise to go for one service provider

Better utilization of resources- The

for a certain set of infrastructure services

cloud allows the transfer of location of virtual

machines

between

and use another for a different set of

different

needs. For instance, it can use storage

physical machines. It means the host can support more users from the same hardware by dynamically moving virtual



better chip utilization than traditional datacentres. 

Datacentre management- Datacentre governance is a highly specialized task difficult

to

replicate

in-house

and

involves high employee training costs.

Virtualization entails significant cost savings. 

Lowering entry barriers- Setting up a new business with legacy systems involves huge upfront IT investments

from

Google

and

use

dynamically

based

on

Reduced switching costs- Compared to in-house deployments, switching cost between

employ the best of breed solutions and

users. Cloud computing also entails a

services

computing

changing workloads, priorities and costs.

one business has the necessary scale to

amortize the cost over a large set of

Amazon,

decisions

passes onto the client.

cloud provider who serves more than

from

allows IT managers to make sourcing

The associated cost benefits can be

Economies of scale and scope- A public

services

Salesforce.com for CRM solutions. It

machines around to balance the load.



Dynamic and granular sourcing of

two

cloud

providers

is

marginal. 

Speed and agility of developmentBecause SaaS operates on a single code base and releases new capabilities periodically, quickly

cloud

with

requirements.

services

customer

evolve process

Customizations can be

added within a single product cycle whereas on-premise software can take many such cycles. This is a highly attractive proposition for SMBs who depend on agility and rapid deployment as survival keys.

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Manthan 2010

Â

The

following

computing

table

vis-a-vis

compares other

cloud

networking technologies.

application

Yes

SaaS on Demand Yes

Public Cloud Yes

Yes

No

Yes

Yes

No

Yes

No

Yes

Yes

No

Yes

No

Yes

Yes

No

Yes

Yes

Yes

Yes

Business-oriented

Yes

No

Yes

Yes

Yes

Consumer-oriented

No

Yes

No

No

Yes

Multi-tenant back-end

No

No

Yes

Yes

Yes

Leverage web technologies (e.g. browser) Network-based access to commercial s/w Centrally managed

No

Yes

No

Yes

Yes

No

No

No

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Server virtualization

No

No

No

NA

Yes

Mass storage

No

No

No

No

Yes

Guarantees privacy

Yes

No

No

No

No

Data subject to thirdparty subpoena Scalable

No

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

No

Yes

Yes

No

No

No

Yes

Yes

Service provided across Internet Eliminate need to install s/w Alleviate customer burden of s/w maintenance Relinquishing control over s/w versions Hosted by ASPs

Single Administrative domain Negotiated SLA

Client/Serve r No

Web 2.0 Yes

Grid

No

According to Merrill Lynch the

rate of over 20 percent. And its biggest

market for cloud computing will reach a

revenue

drivers

will

be

SMEs.

The

staggering $150 billion in 2013 at a growth

opportunity to avoid capital costs and incur

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Manthan 2010



Single

point

Corporate

of

failure-

data

centres,

websites and ISPs are prone to security threats on a regular basis. The cloud is no exception. However, it plays host to a much larger set of customers and possibly some enterprises whose entire business system has moved into the cloud. A single failure can have a predictable expenses which scale up and down with the current needs of the business

domino effect on these systems. 

Privacy and security- Cloud computing

is very attractive for small businesses.

implies some sort of a trusted third party,

Customers with occasional or burst usage

the

see tremendous benefits, as they only pay

infrastructure costs. Therefore, privacy

for resources when they are using them.

and security are of utmost importance

Those with stable usage patterns also stand

from the host side to protect client

to gain due to lower purchasing costs.

information. Also, applications in the

the

significantly disrupted traditional datacentre

is

many enterprises would still hesitate to relinquish control of data from in-house

disruptions in data flow and accessibility,

some of the pressing concerns.

communication

their internal security policy. Thus,

include

intellectual property. We will take a look at

of

in the backend cannot be audited through

cloud computing that make it a very dicey

security controls, and leveraged privacy of

medium

take this into account as the operations

There

are several real and perceived problems in

issues

subsidize

transparent to the end user. SMBs must

technology. In fact, it still has a long way to

Potential

to

clouds. These services are connected and

are to say that cloud computing has

proposition.

provider,

cloud interact with applications in other

However, it would be a tall claim if we

go to fully displace legacy systems.

service

firewalls to the cloud. 

Lack

of

agreements-

proper Cloud

service providers

level use

uptime as the only measure in their service level agreements. The problem

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Manthan 2010

Â

with SLAs is that they are still in their

will be present. Mission critical

infancy.

applications

For

instance

if

the

host

and

business-

promises a maximum time length for a

sensitive data will be stored in the private

transaction he cannot guarantee it simply

clouds while the supporting functions will

for a part of the transaction involves the

be outsourced to the public clouds. Big

internet over which he does not have

players are already getting into this space.

control. This can put SMBs in a fix for if

Sun recently announced the acquisition of

the cloud downtime interferes with

Q-Layer, a Belgium based infrastructure

business continuity disruptions would be

management company that deploys hybrid

inevitable.

clouds. Another revelation is Bechtel which

Thus cloud computing can, at best, be termed as a mixed blessing for small businesses and individual consumers.

On the brighter side, the cloud is an inherently viable technology and hence a viable business too. True it presents a gray area in relation to security and reliability, but these issues exist with any new technological feat. The onus is on the SMBs to adequately assess their computing needs and leverage that against the challenges posed by cloud computing. This analysis should be a subset of risk management assessment in order to gauge the cost benefits of such a transition.

The future will see a hybrid cloud model where both public and private clouds

has combined the apparently disparate strategies of high-bandwidth networking, standardized

sever,

and

multitenant

application support into a highly secure cloud solution system.

The promise of cloud computing is one that can revolutionize information systems and change the way we go about our business. Services will increasingly take on a utilitarian form- available on our mobile phones or from computers. And with the move towards the cloud independent software vendors (ISVs) will have to find innovative ways to stay in business. They can continue to sell standalone applications at value for money or start building their own clouds. Either ways, the biggest beneficiaries

will

be

SMB.

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Manthan 2010

2nd Prize

Latest Technology at Bourse: Algorithmic Trading - Rajan Vasani, Narsee Monjee Institute of Management Studies “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.”: Bill Gates.

Technology in its various form have transformed the business in Banking and Financial Service Industry (BFSI) and bolstered the above quote of Bill Gates. For example ‘Core Banking Solutions’ have changed the clients’ expectations and business process of banks to improve the efficiency.

However, for Bourses significance of technology is more profound and this can be understood from the fact that Efficiency of capital markets is measured in terms of ‘Informational Efficiency’- How fast security prices adjust to new information.

Algorithmic trading is one of the latest technological innovations that are set to change the way traders trade and market managers manage the capital markets and make market more efficient. In fact, its impact is beyond stock exchanges & is extended to currency exchange, commodity exchange and power exchanges across globe. This article attempts to explore fundamentals of algorithmic trading with its implementation challenges and problems it pauses to society.

What is Algorithmic Trading?

Algorithmic trading in simplest words means entry of trade orders through algorithms without any human intervention.

It is also known as ‘Algo Trading’ or ‘Black Box Trading’ because quantitative model built into the algorithm automatically generates timing of orders and size of orders based on the goals specified by parameters and constraints of algorithm. Because this method of trading does not require real time human intervention it is also known as ‘Robo Trading’ or ‘Automated Trading’.

Who uses Algorithmic Trading? And Why? Algorithmic Trading allows to divide large trade (Say worth 1,00,000 Rs) be divided into smaller trades (Say 10 trades worth 10,000Rs) without human intervention. This feature helps ‘buy- side trades’ like mutual funds, pension funds etc. to better exploit intra-day price movements in the market and manage their risk.

Goal of ‘sell-side traders’ – like market makers is to provide the liquidity to the market and avoid the abrupt price fluctuations caused by large quantity of trade or sudden information inflow.

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Manthan 2010

Algorithmic trading allows them to execute small trade orders on continuous basis to help both these goals of liquidity and smooth price changes (narrow bid-ask spread).

Moreover, use of technology provides competitive edge to sell-side traders.

What role Algorithmic Trading plays over Trading Cycle?

Algorithms help at all 3 levels – Pre trade analytics stage, Execution stage and Post trade analytics stage as follows.

Pre-trade Analytics Stage provides analysis regarding historical & current data in terms of trade price, volume, volatility to help determine when to send orders and where to send orders for a given level of aggressiveness and time horizon of investment. For example, existence of lower ask prices might suggest existence of sellers who are ready to sell at lower price, considering past volatility data buy-side trader might benefit from holding back trade orders late until lower ask price becomes the prevailing market price, thereby benefit from computer doing pre-trade analysis helping to send trader orders at better time.

Execution Stage provides benefit of real time tracking by the algorithm for traders.

For example, use of algorithms to exploit arbitrage opportunities in currency market is highly popular. Moreover, algorithms can be designed to execute arbitrage transactions involving four or more currencies or securities – such opportunities are difficult to exploit without algorithms.

“Benchmarking Algorithms” allows tracking the return on real time basis with index as

bench mark. In fact, it also allows mimicking returns of index by tracking index securities.

Any off-exchange market place that executes shares anonymously (without quoting) is considered as “Dark” with share prices hidden or “iceberged”. “Gammers” or “Sniffers” often place order with small quantity – virtually” pinging” or “gamming” to sniffle out the hidden prices. Such strategy like Iceberging is easy to execute with algorithmic trading.

Post trade analytics tracks commissions and help uncovering costs quickly from clients.

What are Trading?

Demerits

of

Algorithmic

1) Traders’ ‘gut feel’ that drives the price movements are reduced to inputs to algorithms like parameter for aggressiveness of trading, time horizon for investment etc.

2) Bigger firms with high capacity to invest in software development can benefit from such softwares. However, in emerging economies around 70% to 80% of traders are small brokers whose trade volumes are less than 20% to 30% of total trade volume. Their ability to manually exploit arbitrage opportunities against high speed computers working for global giants. It will be uneven grounds where human brain and high speed computers will compete on real time basis!

3) Ability to execute trades quickly also accelerates the speed with which market index loses value in recessionary times.

In fact, algorithmic trading has been

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Manthan 2010

accused for quick downward movement of indices in 2008 recession. Although, it’s interesting to note that large firms using algorithmic trading have benefited from use of software tools even in downtime.

What are challenges for Developing Algorithmic trading solutions?

1) Algorithmic trading solutions need to be integrated with exchange order system and in-house software at broker’s firm. This pauses extra challenge for developers considering lack of standard for interface.

2) With entire system integrated, security becomes highly critical. With more interfaces there are more windows for security lapses and slight security compromise could mean taking risk of market crash.

3) With algorithms getting at core of business, confidentiality clause of contracts between clients and vendors are more important. In fact, may firms like Goldman Sachs, Morgan Stanley prefer inhouse solution development for confidentiality and self-reliance. Even maintenance by vendors would be too risky for large firms that execute voluminous trades daily.

4) Existences of algorithms that act on other algorithms pose different kind of challenge for developers and clients. For example, through software tools fund manager’s trading pattern can be tracked and can lead to reverse engineering of algorithms by competitors.

What is left for humans in Trading through Algorithmic Trading?

Similar to other technological advances, use of algorithmic trading minimizes human intervention in operation but involves challenge in development phases that require human intelligence. In this case, development of algorithms are function of strategies that trader follows. With change in economic environment, risk bearing capacity of clients and change in aggressiveness trader employs different strategies at different times. Codifying and constantly upgrading those coded strategies is the new challenge for intellectual humans.

In other words, it’s one more tool to help humans rather than replace humans in performing trading activities.

What is the scenario with Algorithmic Trading in India?

Bombay Stock Exchange – the oldest bourse of Asia is set to introduce algorithmic trading.

However, implementation issues requiring cooperation between exchanges (NSE & BSE in this case) is leading to delay. BSE has in fact alleged NSE for Unfair Trade Practices, while NSE has shown concern over Security issues in implementation issues.

Moreover, NSE has offered ‘Co – Location’ facility to its trading members where by traders server will reside in the exchange building to help minimize the ‘latency’ – save time between information flow across servers. Many traders have also initiated development of algorithmic solutions to implement their trading strategies.

15

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In sum, Indian capital market is all set to see the light of algorithmic trading; one more technological intervention that will help bourses improve their informational efficiency and that will change the way traders will trade! And with increasing role of algorithmic trading in Securities Trading Business, following quote of Bill Gates highlights the significance of information technology in business.

Manthan 2010

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Manthan 2010

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3rd Prize

Web 2.0: Potent Green I.T. Solution - N. Krishnadas, Indian Institute of Management, Kozhikode Introduction According to a survey conducted by Sun Microsystems on Green IT, following

organizations wish to achieve via Green IT implementation.

were the most important aspects that

Sun Microsystems Survey, benefits of Green IT The solution which is proposed in

The solution proposed in this article

the article, addresses all these issues with the

has been built upon four building blocks

integration of Web 2.0 in Green IT solution.

which lead to a holistic approach to

However, it assumes that there will be

implementation of Green IT.

effective participations from all stakeholders associated with the organization where Green IT is to be implemented.

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Manthan 2010

Â

Building Blocks of Green IT Problems in existing approach to green IT After

understanding

the

implementation of Green IT in various companies, one very interesting concept was noticed that posed a serious threat to Green initiatives. It was found that most of the organizations go for GREEN IT, just to attain the label GREEN and position themselves as green producers to gain competitive advantage. However, they could not see potential results in terms of cost saving due to improper and unplanned implementation of the Green IT practices.

This is because of something, which this article terms as the Mutual Effect.

In order to understand this concept, let’s take an example of upgrading UPS

system

(Uninterrupted

Power

Supply).

Many companies opt for modern UPS systems which promise 97% efficiency compared to old UPS systems with 70-75% efficiency. Now, this may be considered a potential step for Greening the firm, however this has led to another problem of disposal of old UPS systems. Opting for one Green strategy comes with a premium of another concern to be taken care of. The efforts of companies implementing green IT are limited to the antecedent part of the solution. The successive impact of the solution proposed is generally ignored and thus no potential results can be observed.

Apart from mutual effect, another problem is regarding the implementation stages and timings in an organization. There

18Â

Manthan 2010

is not fixed theory which talks about the

The

sequential steps that must be followed for

Integrating Web 2.0

Proposed

Solution:

successful implementation. Hence there is

One of the major problems in Green

always dicey situation faced by companies

IT implementation as mentioned before is

regarding the level of implementation of

about

Green

the

implementation. This article comes up with

implementation is successful, organizations

a model which describes how Web 2.0 can

fail to find a proper metrics to evaluate the

be

impact of implementation. There are no

implementation stages. Instead of discrete

industry standards to find out the real impact

stages, this model uses Web 2.0 to come up

of Green IT implementation. Hence, this

with

brings out another important issue of

which gives an organization a clear picture

evaluation of Green IT principles.

of

IT

practices.

Even

if

the

timings

used

to

to

stages

integrate

sequential

how

and

different

implementation

go

about

of

stages,

Green

IT

implementation. Following figure illustrates the model.

Web 2.0 Web 2.0

Web 2.0

Tactical approach

Incremental is

the

Approach:

basic

step

This

towards

implementation of Green IT, where the

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Manthan 2010

Â

enterprise

preserves

IT

competitive advantage is terms of

infrastructure and policies. It goes for simple

positioning their firm as GREEN

measures

in

FIRM, to attract customers supporting green

It

initiatives.

to

organization

its

create abut

basic

awareness

Green

practices.

involves practices like power management, switching off computers, screen saver practices etc. It is easy to implement and has low cost associated with it, however creating a change in organization is the major concern here.

are discrete stages; however we use Web 2.0 to make these stages sequential. The white arrow in the figure represents how Web 2.0 can drive the Green IT initiative from Tactical

is

approach

to

Holistic

implementation of Green IT. Web 2.0 can be

Strategic Approach This

The three stages mentioned before

a

much

detailed

implementation strategy where an enterprise conducts an audit of its present IT

viewed as a vehicle that drives the model from first to last stage.

This

model

suggests

a

phased

infrastructure with relation to its impact on

implementation

environment. It develops a comprehensive

approach and strategic approach. Starting

plan to cater to the broader requirements like

with the tactical incremental approach, it

using energy efficient systems in the entire

gradually shift to the strategic approach

organization. While the primary rationale is

were organization wide implementation of

still cost efficiency and a reduced carbon

Green IT is feasible. There is a special

footprint, it also considers other factors such

reason for moving on to strategic approach -

as branding, image creation, and marketing.

the concept of economies of scale even

(IEEE Proceedings- San Murugesan)

applies to Green IT. From the common practices

we

of

see

tactical

that

incremental

most

of

the

organizations do not implement it in entire Deep Green Approach This measure is an add-on to the strategic approach, where further initiatives like carbon offset policy, buying carbon credits etc are taken up. This gives them a

organization leading to small benefits and thus reducing the motivation to go green.

Once basic steps have been taken in tactical implementation, then organizations can leverage upon the benefits achieved to move

20Â

Manthan 2010

to higher and subsequent stage in the model.

 Client

Server

Enterprise

Once the Deep Green stage is reached, then

application using Web 2.0:

it

This

can

lead

the

way

for

holistic

provides

employees

of

an

implementation of Green IT. How Web 2.0

organization worldwide with the ability to

can exactly be used to drive the sequential

instantly

implementation is explained in the next

messaging, presence awareness and web

section.

conferencing capabilities.

How

Web

2.0

can

drive

the

collaborate

through

instant

 Efficient Mail Solutions with Web 2.0:

implementation of Green IT

Enhancing the present email system and

(Inspired by IBM’s Web 2.0 Revolution)

converting it into Green email solutions.

The concept of Web 2.0 has no clear definitions. The short answer, for many people, is to make a reference to a group of technologies which have become deeply

These systems have ability to support even more users per server, improved data compression

and

compatibility

with

existing hardware.

associated with the term: blogs, wikis,

 Web 2.0 Portal: It serves as a unified

podcasts, and RSS feeds etc., which

platform for employee discussion forums,

facilitate a more socially connected Web

wikis, blogs and learning resources.

where everyone is able to add to and edit the information space. The longer answer is rather more complicated and pulls in economics, technology and new ideas about the connected society. To some, though, it is simply a time to invest in technology

 Mashups: To provide an environment for

assembling personal, enterprise and Web content into simple, flexible, and dynamic applications using Web 2.0  Social

Computing in Organizations

again—a time of renewed exuberance after

using Web 2.0: It opens new channels for

the dot-com bust. (Web 2.0- Paul Anderson)

productive relationships through social

Following are some of the features suggested by this article to drive the Green IT implementation using Web 2.0:

computing. It helps employees enlarge their

collaborative,

knowledge-sharing

networks, enables the business to tap the collective intelligence of employees, and facilitates faster, better business execution.

21

Â

Hence, this article demonstrates the practical aspect of Web 2.0 implementation for Green IT solutions in present day organizations.

Manthan 2010

22Â

Manthan 2010

4th Prize

Omnificent dilation of IT into businesses - Shantanu Tiwari, K.J.Somaiya Institute of Management Studies and Research

How often do we come across a

Let us analyze the possible modes and

rapidly growing business with minimal

patterns in which the expansion of IT has

credits on to the underlying IT strength with

given

it? Even the most common post triumph

capabilities of businesses to harness the

monologues from the CEOs; “the present

available IT resources to the maximum

state of our esteemed company owes huge

level.

a

significant

impact

and

the

salute to the sundry managerial decision that went straight into our intended goals.....” indicates a furtive plinth of IT encrusted

Circumambulation of IT credentials IT gained its pace and acquired new

values that together cumulate to such

horizons with better applicability and

mammoth

day

discreet platforms to enhance multimodal

business world finds relevant impact of IT

prolific approach. This not only added to

promulgating from its very fundamentals to

the relative importance of its advent into

glorious

various

scintillating

victories.

paramount

The

present

positions

competitive

and verves.

In commercial application, IT proliferation to boost up various associated business fields and simultaneously creating a better competitive edge through these facilitations, entrenched a remarkable mark in the value

new

fields

but

also

gave

sustainability to this diversification. addition section of its appraisal by the business owners and solicitors. The main impacts came encapsulated in following broad categories:

23

Manthan 2010

Â

Reduction in operating costs Every business aims to minimise the various costs linked with manufacturing and operations, which consecutively add on to making better profits. Intrusion of IT in generating various operational strategies and cost minimising procedure takes a direct conduit towards this motif.

The result was that IT came upon extremely acute software like SAP which can schedule, plan and execute the various operations in

24Â

an order, to mitigate the operational costs to required minimum level. Other applications in

this

clan

are

those

of

MRP

(manufacturing resource planning), ATE, OEE,

MES

etc.

which

can

cast

a

multidimensional affect over the equipment, manufacturing process , scheduling and workplace layouts .All these application and their subordinates end up minimising the cost to significant extents.

Manthan 2010

Better data storage, processing and

and also retrieve process, analyze

retrieving facilities

and

The moment we say the word ‘IT’, the abbreviation spells out ‘information’ which implies the presence and flow of processed data (facts) in the system. The IT enables a business to keep huge data records

restore

the

furnished

analytical interpretations.

This highlights the core functional value rendered by IT devices which keep a strong memory base and analysis software like SPSS.

Effective planning, crafting and executing

and goes among the best suited and feasible

profit making strategies

ones, which give a strategic fit.

Various strategic decisions need to

Replacing the job of unfruitful workforce

be taken by the company authorities who

and assisting to ease the hardworking

need to specify their basic underlying

ones

assumptions and mode of feasibility. These comprise of setting goals, working to design the mode of achieving them, designing pathways and aligning and amending the workforce to perform accordingly.

But achieving goals with all framed requisites and quintessential targets rather seems to be rare combination hence business opts among a number of available choices

It is the biggest ‘myth’ regarding IT expansion into businesses that IT replaces the human workforce and thus causes layoffs. The famous mournful anecdote (paradoxically) which states that a company notice board illustrated two notices, one was for a 40 people layoff and second was for installing of a new main frame computer, is just an analogy drawn from this myth.

25

Manthan 2010

But recent years have made even the

The more IT dilates its span into

common man realise that IT replaces the

a

unfruitful or the ‘idol’ part of workforce and

simultaneously at all levels with possible

adds a better assistance to the working ones.

scope and the blunt levels brink the chances

Not only this, a layoff may not always be

of its foray.

accompanied by an IT foray into a business;

For example the earlier trajectory of the HR

it may be a planned move to have a better

proceedings never relied upon the IT

HR planning or workforce management

enabled base but the present world witnesses

scheme.

the fecund brunt of HR facilitating software

Growth of IT in sync with business ascent

business;

accretion

occurs

like HRIS, Payroll and talent management software which further enhance the intent and endeavour of HR departments.

Fortifying a bastion favoring profits with competitive advantage The two main objectives which are

perspective. A blend of two when achieved

most craved by any business are Profit

in a proper ratio gets the business pinnacle

making

competitive

to all possible celestial limits. When it

advantage. Where the former gives the

comes to IT and the motif of increasing the

proper motivation and fuels the overall

affability of these two yearns, a cumulative

performance of the business to better

brunt of various manufacturing processes

horizons, latter gives a straight preference

planning

over

aligning mechanisms, equipment handling

the

and

Sustainable

rivals

from

the

customer’s

applications,

scheduling

and

26

Manthan 2010

and data processing modes comes into light

applications and other marketing

and they aggrandize to accentuate a perfect

tokens which heap up to provide

framework to maximize profits for the

genuine

business. Taking the competitive advantage

advantage over the competitors.

into scan now, we can see a giant chunk of

Thus an eclectic of these two most ‘longed

business adopting the varied IT applications

for’ aspects are very crucially sufficed by

like those of security devices, customer ease

using the IT intervention into businesses,

facilitating devices, store layout designing

trailing by significant after-effects.

competencies

and

a

strategic

When it comes to IT and the motif of

applications like those of security devices,

increasing the affability of these two yearns,

customer ease facilitating devices, store

a cumulative brunt of various manufacturing

layout designing applications and other

processes planning applications, scheduling

marketing tokens which heap up to provide

and

genuine

aligning

mechanisms,

equipment

competencies

and

a

strategic

handling and data processing modes comes

advantage over the competitors.

into light and they aggrandize to accentuate

Thus an eclectic of these two most ‘longed

a perfect framework to maximize profits for

for’ aspects are very crucially sufficed by

the

using the IT intervention into businesses,

business.

Taking

the

competitive

advantage into scan now, we can see a giant chunk of business adopting the varied IT

trailing by significant after-effects.

27

Manthan 2010

Â

The future of IT in business The future marks better innovations

superlative performance adept in present

Definitely the business world ahead is crafting a better economy, outputs to nations, better workforce satisfaction and rapidly developing empires, as the bailiwick of IT expansion further attains a behemoth form.

mode

Amen!!

and enhanced modules guaranteed from IT and they may further add to boost the relative

decision

of

tremendous

making

solutions.

The

burgeoning

ability

world in

IT

and

seeks and

consecutive stepping up of the linked businesses is quite assured in that case.

28Â

Manthan 2010

5th Prize

Web 3.0 and future of search engines -Syed Mohd. Raza, Indian Institute of Management, Indore -Ameet Pal Singh Sandy, Indian Institute of Management, Indore “The web is more a social creation than a technical one. The ultimate goal of the web is to support and improve our web like existence in the world. We clump into families, associations and companies. We develop trust across miles and distrust around the corner” -

Tim Berners Lee

If you wish to search the word “Java” on a search engine today then the engine

throws

different

results

Developments

where The earliest Web version developed

meaning of Java could refer to an island, a type of coffee or programming language.

Those web pages results are shown first which have a better rating in other words which are more popular. Similarly if you happen to search something a little obscure

was Web 1.0. Goals of Web 1.0 were device Independence,

software

independence,

scalability, multimedia. The lacking part was users were passive spectators and there was keywords based (dumb) search

or which has a synonymous word, which is

After the dot com burst in around year 2003

more common, than what you want then

the web services changed from version Web

chances are high that you suffer from

1.0 to Web 2.0. This is the current version of

information overload. The web technology,

web service that we are using now. This is a

like any other technology, has been evolving

widely

with innovation at every stage but somehow

communities, blogs and sharing content. The

the search engine technology has not kept up

buzzwords

pace with it. Let us very briefly look into the

networking, tagging etc

evolution of Web based technology.

This

read-write

are

current

web

Wikis,

version

focused

Google,

has

a

on

social

lot

of

collaboration and participation in developing solution to problems, in sharing information and experiences etc. Syndication through

29

Manthan 2010

RSS (Really Simple Syndication) gives

technologies of this version are

information

AJAX, Flex, AIR and XML.

regarding

a

website.

The

However there are still some lacking parts

Technology

like same old keyword based search as search engine did not change much from Web 1.0 and identity abuse due to use of social networking.

Computers can only understand the characters written for search but they never understand the meaning of the words and a human being is required to interpret the

The web 3.0 version or semantic web

information in an intelligent context. There

environment has been in the news and blogs

is often an information overload due to this.

for quite a few years. Some believe that

The

what Web 3.0 aspires to achieve is

searching not only considers the exact word

unrealizable while some feel that the process

but also synonyms, homonyms, hyponyms

has already started and we are underway to

and heteronyms.

reach there. Let us understand what does web 3.0 stands for.

technology

can

be

enhanced

if

The solution of domain specificity or context specificity in searches can be

Web 3.0 means a portal, personal

ameliorated by attaching of metadata to web

web of everyone and an intelligent and

resources. Metadata refers to data about the

relevant searching. The era when web

data.

machines

enough,

vocabularies describing things, properties,

through application of common logic, that

domains and persons. To have a seamless

they can share some burden of humans.

transfer from existing web 2.0 this metadata

become

intelligent

These

metadata

refers

to

the

We are focused on use of Web 3.0

can use multiple syntaxes including XML.

only in search engines and in this regard, we

This is Resource Description Format (RDF).

can divide our analysis into technology

Knowledge about resources can be

aspect,

business

aspect

developments in this field.

and

current

shared within a given community of practice. Structuring information confirm to different points of view. The technique used for this is derived from Ontology – expressed by standardized languages OWL (web ontology language).

30

Manthan 2010

IF metadata is attached to the sources then

them to the point results in quick

Using basic logic web applications can

time and hence the player who

reason the need for specifying rules or not.

does this first will be highly profitable. The

Like If All students are interested in some

Search Engine Optimization (SEO) will also

sports. A is a student then A is automatically

change once the semantic or Web 3.0 comes

interested in some sport. This is a very

into picture. Social media in Web 2.0

simple case of deductive logic but if it is

provides almost a real time data as what is

used along with the metadata for different

happening currently instead of accessing an

WebPages then redundant information can

indexed archive that is Search Engine.

be filtered out to a very large extent and user

If the searches become specific then its

gets a better result on searching.

effect

The other technical features of Web 3.0 will

immense. The companies would prefer more

be

ID,

of click based than brick based and e-

interoperability where programs such as

commerce will go to a new level. If searches

Facebook

are specific then Advertainment can also be

its

openness

and

through

MySpace

Open

will

not

be

restricted to one silos. There will also be a

on

other

businesses

would

be

utilized for business.

global database dubbed as “data Web”. Web 3.0 will also be able to use 3D spaces and

Current developments

extending the web experience into physical.

Experts believe that linking data through The defining feature will also be information

semantics is the way forward. Yahoo Search

control with respect to search engines giving

Monkey and iGoogle are steps in this

them exactly what they want.

direction. While both of these lay in web 2.0 domain only but there has been a little more

Business

customization

for

every

individual.

Netvibes, Pageflakes and My yahoo are all It is needless to say that the user gets to drift towards the search engine which provides

of a similar nature. There has been also a number of startup engines launched based

31

Manthan 2010

on web 3.0. These are either still in

the available results linking and

experimentation phase or have released Beta

questions answers.

version. The recent launch has been Kngine which stands for “Knowledge Engine”.

After three months of beta version kngine has been launched.

While experts may debate as to what extent kngine is really web 3.0 based search engine but it is a beginning. Kngine can prove an important first step toward the long-term

Kngine recognizes concepts within

goal. So let’s stop saying that web 3.0 is a

structured information. On searching it

hype as parts of the semantic Web are

compares these concepts. This information

already here, while other parts lie in the

lets machine to understand queries better

distant future. Because language has so

thus enable a better user experience in many

much ambiguity, it will take time before

ways. Instead of providing web links

content is fully semantically enabled and

blankly, it makes Web Searching experience

search engines know exactly what someone

more user-friendly. Other features include

is

looking

for

when

they

query.

32

Manthan 2010

6th Prize

WAR OF TITANS: TWITTER vs. LINKEDIN - Amit Kumar Singh, SJMSoM, I.I.T. Bombay - Sushil Khairwal, SJMSoM, I.I.T. Bombay Social media is nowadays impacting

nowadays

belongs

Decision makers use social networks to form

LinkedIn, and Twitter has emerged the top

decisions.

three among all professional networks.

professional

use.

online

networks

average

business

multiple

the way the business decisions are taken.

The

for

to

Facebook,

Comparison of use professional networks Professionals have started trusting

being used as Professional Communities.

online information. As the graph above

Decision makers are validating traditional

indicates, popular social networks like

decision making process by social media.

Facebook and Twitter are now frequently

Use of network sites in informing The

and

In this article we will compare 2

connect with others to gain fresh ideas has

heavyweights- Twitter and LinkedIn as they

been the key purpose for professional use of

struggle to capture the top slot.

social media.

ability

to

collaborate

33

Manthan 2010

Â

Why people use networking sites?

3. There Business Model of Twitter Twitter started with no plan to raise

are

many

third

party

paid

applications which help businesses in promotion and advertising. E.g. Magpie.

money. It was more focused on growing the network, increasing its user base and adding

Future Prospects

new features to the site. But as the time

Twitter is working on launching its

grows it has started using following method

own advertising platform; which will offer

to earn its revenue:

Twitter owned and operated ads. It is believed it will bring a huge margin of

1. Real-time search was one big tool which Twitter used for tying up deals with

profits to the twitter in addition to its real time search deal.

Google, Microsoft and Yahoo.

2. Real time search enables users to receive

Twitter is currently not focussing on

information as soon as it is generated by

paid services or creating value added

any other.

premium services for the users. Twitter Co-

34Â

Manthan 2010

founder Stone, words- "If you sell pies, how

1. It has its own advertising

do we help you sell more pies? We're talking

website which can be used to

about ways to enhance commercial usage."

reach the world’s largest audience of

This

organizations,

affluent and influential persons. It can be

institutions and people who want to use

used to show ads in premium locations on

Twitter and marked their authenticity with

pages that attract millions of active users.

people following them has to pay twitter.

LinkedIn has over 63 million members

So, the users could be sure that Tweets were

having average household income of

actually coming from, say, real Priyanka

$107,278. It allows targeting audience by

Chopra or IBM, and hence more people

seniority, industry, job function, company

would follow them. This would help

size, and geography.

implied

company,

companies to understand their followers’

2. Users can integrate LinkedIn into their

base, and help in understanding and

business

applications

and

websites.

establishing market.

LinkedIn has supported integrations with some of the most prominent and critical

Business Model in Linked In

software applications in the enterprise.

LinkedIn is an interconnected network of

3. Apart from Ads and Software Integration

experienced professionals from around the

LinkedIn earns revenue from its store.

world, representing 150 industries and 200

The store is a way to thank people who

countries. You can find, be introduced to,

have made LinkedIn success. Next to

and collaborate with qualified professionals

each item is a link which takes you to

that you need to work with to accomplish

detailed

your goals. LinkedIn earn its revenue from

engineer/manager.

the following source:

profile

of

an

in-house

35

Manthan 2010

LinkedIn Store – Webpage screen shot

Businesses from social networking platform

36

Manthan 2010

Building Businesses 3.

Linked In LinkedIn helps to develop the right

be used for building brand or bringing

partnerships and connections to grow and expand

your

business.

Performing

Organising business event which can

awareness to people.

4.

Groups

to

stay

in

touch

with

a People Search will quickly find the right

organisations, schools, and companies,

person at the company and determine who

network

with

you know in common for a warm

similar

interests

Introduction. If this isn’t possible, you also

collaborate

have the option to reach out directly via an

community online.

In-Mail.

professionals

in

and a

goals,

with and

professional

Twitter

LinkedIn

describes

benefit

in

Twitter has been used effectively by the

simple manner – “While reading an article

few companies to reap benefit in their

on partner sites, you can immediately see

business. The two examples presented

how your network can help you get access

below established that.

to that company to discuss an opportunity using

Company

Insider.

Viewing

your counterpart’s profile can help bridge the gap by providing mutual contacts, background, recommendations, etc.”

1. One of the best examples of successful business use of Twitter is by Dell. Dell uses twitter to understand after sales customer opinions, raising awareness, giving the discount coupons to people

The other benefits of LinkedIn can be as

who followed them. This results in

follows:

increase in sales and cost effectiveness

1.

Both the employees and employers can find each other based on profile, skills.

2.

Finding potential customers in B2B type of business, taking business to global level.

in terms of cheap paid search results and email marketing.

2. IBM uses twitter to engage the technomanagers and researchers in their new developments and thus getting help in making their new initiative known as

37

Manthan 2010

well as in grinding new ideas from the

LinkedIn

people.

professional network on site and

Conclusion

is

provides

the

largest

effective

way

to

communicate needs and ideas between

Twitter has a lot of potential which

professionals. On the other side Twitter

is realized by its founders. Facebook tried

has lot of potential for future businesses as

to buy out Twitter and presented it with a

is evident from Real-time search and

bid, which was rejected by the latter. Co-

releasing soon Ad platform.

founder of Twitter, Evan Williams said "The goal has never been, Can we exit?

Can we get a good payoff for the founders and investors? The number of amazing things we can do with Twitter just blows my mind. It doesn't get more amazing by making it part of a bigger company."

Similarly, LinkedIn is just started; people have not utilized it thoroughly.

Which is better between Twitter and LinkedIn is difficult to say. Both have their own advantages and disadvantages.

The idea is simple: When you set your status on LinkedIn you can now tweet it, as well, amplifying it to your followers and real-time search services like Twitter Search and Bing. And when you tweet, you can send that message to your LinkedIn connections as well, from any Twitter service or too. Hence it is not the case of Twitter vs. LinkedIn. But, Twitter with LinkedIn.

38

Manthan 2010

7th Position

Network Marketing 2.0 - Pankaj Chatrath, Indian Institute of Management, Calcutta - Sunita Soni, Indian Institute of Management, Calcutta

Realpreityzinta: @LalitKModi hey lalit! How come u never come to any of our matches ;-) LalitKModi: @realpreityzinta you stopped inviting me No this is not an excerpt of private chit chat

came forward to shave at the same place.

between famous actress Preity Zinta and

The feat has created nothing short of history

Commissioner of Indian Premier League

as it becomes India’s first shaving record![4]

Lalit Modi, these are tweets shared by the

This was campaign started by Gillette in

two public figures. With the arrival of IPL

December last year for encouraging women

season such tweets will make following the

from various cities across the country to

game even more interesting. Tata DoCoMo

come out of their men's shadow and form an

which made the country dance to its

active change group called W.A.L.S. -

fantastic tune few months back has just

women against lazy stubble.

proved that it has lot more on offer for the

What is the common thread binding all

young breed of Indians with BuddyNet plan,

above quoted examples; it’s the role of

which not only offers calls at very low rate

social networking sites in today’s marketing

but also allows its subscribers to browse and

world. These examples are just the hint of

chat across 5 social networking sites namely

leverage that social networks offer to the

Facebook, Twitter, Orkut, Linkedin and

companies/organisations in increasing their

Nimbuzz (MSN, Yahoo, Gtalk and more)

reach to the desired audience.

for free. Everyone reading the article must have heard about marathon but have you heard

something

called

“Shaveathon”?

Search Shave India Movement on Facebook and you will see over 4300 fan following that page out of which 1868 young men

39

Manthan 2010

Consumer Behaviour 2.0

Cautious Approach

The users of social networking sites can be

This medium cannot be used

classified as Low-status members (48

carelessly; there are few things which must

percent of the users), who are not well

be taken care of. While using the sites like

connected to others, are generally unaffected

Orkut, Facebook, ibibo etc. a marketer has

by the purchases of other members. Middle-

two options i.e. use advertising based model

status members (40 percent of the users) are

or initiate the viral effect. Studies show that

moderately connected and show a strong and

the click-through rate of ads on social

positive effect due to friends' purchases. In

networking sites is extremely low—simply

other words, this group is highly concerned

because people don't go to these sites to seek

about keeping up with what others are

information

purchasing/doing. Members of the high-

Therefore, the advertising-based business

status group (12 percent of the users) are

model has had only limited success on social

well connected and are very active on the

networking sites. Being too direct in sales

site. However, these users show a negative

pitch could scare people away. So, the

effect due to friends' purchases because they

mantra is to think passive, think indirect. For

want to remain distinct. Instead of buying

viral effect to make an impact it’s important

items like the other members, this group

to define the target audience, locate potential

tends

non-purchase-related

customers, build a social relationship with

activities (e.g., uploading their own content).

them and then promote the brand. What one

So it can be fairly said that 40% of the users

chooses to do on these sites depends on what

are there to be tapped and made customers.

are business needs. Social networking sites

Social networking sites are the place

should be used to involve people in activities

where marketers

because interaction is the key feature of these

to

campaign.

pursue

can

start

their

viral

about

specific

products.

sites and through these interactions brand can be promoted. It is also important that these interactions meet their justified end; just starting something and not following it

40

Manthan 2010

up can leave the audience high and dry. We

feedback in the form of surveys.

must not forget the flip side of social

We also have example of Airtel

networks, negative publicity can happen

and Garnier Fructis who run talent contests

much faster than the positive one. Social

through ibibo.com. Then as example of

networking

back-and-forth

collective effort even by competing brands

communication forums, not just broadcast

to tap the large user base of social

media. Annoy or abuse people and they'll tell

networking sites we have “Be Beautiful”

the world about their discomfort or bad

promoted on Facebook. This forum is a

experience.

place where panel of experts from brands

sites

are

like Ponds, Dove, Lakme, Sunsilk and Games They Play

Vaseline tell the members of their site about

Games and applications on sites like Orkut,

the dos and don’ts for enhancing beauty.

Facebook and ibibo have been a major hit

All the examples and studies discussed

among users. There are about 61 million

above clearly show that there has been a

users per month worldwide who enjoy

significant shift in which the companies or

Zynga’s Farmville on Facebook. Companies

the brands connect to people. Leveraging the

partners with developers like Zynga to reach

influence of social networks in today’s life

the people and sell their services or extract

is a quintessential marketing strategy.

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Manthan 2010

8th Position

Role of IT in making a greener and better world - Ravinder Singh Saini, NITIE How many of us can go back ten to

The role and potential of IT is such, that a

fifteen years when mobile technology had

report by “The Climate Group” found that

not yet hit India, when making a STD call

by

was a costly affair and the most common

applications- ranging from virtual meetings

mode of long distance communication was

to energy management tools for buildings

the snail mail. Compare with today, where

and homes -could slash global carbon

telecom networks are fighting to give the

emissions 15 percent, eliminating more

lowest rates, and we stay in touch with our

carbon emissions annually than are currently

friends with emails and social networking

released by all sources in the United States4.

sites. Our world is in the midst of a period of

In order to make smart, green decisions in

digital transformation where every sector,

the workplace, look at the possibilities that

from health care to energy and from

IT opens for your business. You’ll find you

transportation

being

don't need to be a computer geek to make

fundamentally altered and improved by IT.

the most of the technology that’s already

This period of digital transformation not

available in most offices to help reduce your

only

carbon footprint. Presenting some of the

entails

to

education,

significant

is

benefits

from

2020,

deployment

of

existing

IT

increases in productivity and quality, but it

ways IT is making a difference today.

has the potential to create significant

Internet

environmental benefits. The power of IT can

The internet is an excellent way of allowing businesses to operate without extra energy-burning resources being needed – and even eradicating the necessity of office space. If you are running an E-commerce business, you can do so in a cost and energy efficient way – allowing people to avoid travelling to

be leveraged not only to make energy efficient

equipments

like

low

power

processors, but also to create energy efficient processes such as telework and video conferencing which easily replace energy

intensive

activities

such

as

commuting by personal vehicle and air travel.

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Manthan 2010

work by working from home, communicating with them over the internet and letting employees use their own equipment instead of forking out on unnecessary and natural resource wasting equipment. The internet can be used to find

out a wealth of otherwise difficult to find information- including green facts, figures and tips that can help you pioneer an environmentally friendly office.

Internet users divided by region, September 2009

Email It’s hard to imagine a business running without computers, the internet and email communications these days, but it wasn’t that long ago that typewriters, letter writing, photocopiers and faxes were the most technologically advanced items in the office to help it run smoothly. And with that- reams and reams of paper wasted. The benefits of electronic communications mean a single email can replace 10 print outs, letter headed paper, envelopes and so on.

Xerox Corporation Environment VicePresident Patricia Calkins once said that the paper industry was the fourth largest user of fossil fuels, and nearly half of all office paper became waste within a day. The “paperless office” has not materialized, but industry can enable “smarter, more efficient choices,” like online libraries, emails to save paper and thus our environment. Some facts about email traffic are mentioned below in the table.

Usage of email

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Manthan 2010

Â

Mobile Applications Carbon Tracker is GPS-enabled

videoconferencing generates less greenhouse gas than one person flying 10 kilometres.

carbon footprint application that allows the users to calculate the carbon footprint from daily

commuting,

business

trips

or

New Technologies

vacations. Further the users can also fix

Surface computing and Sixth sense

goals for maximum emission in a month and

technology

are

in

itself

the

monitor their progress. Green meter is an

innovations

in

the

IT

sector.

application to track your cars fuel and power

technologies

usage characteristics. Not just this it also

changes in our life. Sixth Sense technology

helps to determine how you'll maximize the

aims

efficiency. Changes in your driving habits

information and tech into everyday life by

can help to cut cost, consumption, and

using a simple web cam and a portable

carbon footprint. Such like applications are

projector fashioned into a pendant-style

widely available these days.

necklace, which communicates with a cell

to

will

bring

seamlessly

greatest These

revolutionary

integrate

online

phone. The technology will allow you to Tele-Networks Many businesses operate at a national, continental and global level, necessitating round the world trips, transatlantic conferences and business meetings. This all adds up to one thing: travel, be it by car, bus, train or plane.

Modern technology enables businesses to avoid overseas and intercity travel whilst still keeping a personal touch. Video conferencing is the latest way of communicating with employees and clients from all over the world, allowing you to see who you are talking to as well as hearing them and getting your work done. It’s a great way on cutting down on the carbon emissions you would have created through business travel.

One hour of

make a call using your hand as a virtual keypad, use any surface, for example, a wall as an interface to project the images or take pictures just by hand and finger gestures. It can also be used to create multimedia reading experiences like projecting videos onto newspaper articles, accessing e-mail, getting flight updates, or getting product information.

Cloud computing is another technology, which can share huge amounts of data that is stored at a central location called datacenters on cloud networks, thereby reducing energy spent in the cooling and maintenance of numerous data storage areas.

44Â

Manthan 2010

Â

Health Sector In health sector, Information technology has been proved to be providing better health services to people. Tele-health, or telemedicine, refers to the use of telecommunications technology for medical diagnostic, monitoring and therapeutic purposes when distance separates the users.

In recent years, there has been marked growth of care management and therapy being provided to patients that are computer-

based or online, for managing long-term illness, including diabetes as well as depression. Also to emerge in this online environment are consumer health portals, websites that provide clinical health information and other resources for consumers to use, including discussion boards, chat forums and software tools. A study on U.S health care shows that instituting telehealth on a national basis will help in following cost savings.

Net Annual Savings from Telemedicine

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Manthan 2010

Education Information technology is expanding

Power Management

rapidly with increasing applications and new

There are many software solutions

avenues are being opened with effective role

available which can reduce the energy

in education. Online libraries, free books,

consumption. For example, Energy Lens

online tutorials, online examinations, web

helps you to analyze your energy data to

exercises, case studies, environment maps,

find energy waste and to track changes in

key-terms,

energy performance which helps save

career

information,

current

articles, interactive encyclopedia etc not

energy.

only making our life lot easier but also

CO2 Saver adjusts computer's power settings

helping in saving natural resources.

to automatically save as much energy as possible, thus reducing global warming and saving on your electrical bill.

Energy Lens

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Manthan 2010

Â

CO2 Saver

Conclusion Information Technology has given so

when not in use, digitization of most

much to the mankind that now we cannot

processes to reduce usage of paper are just a

even think about living a life without it. The

few. Climate change is another big factor

recent recession saw many companies go in

that is pushing for the innovations in IT

for various cost cutting measures most of

sector to reduce carbon footprints from all

which

of

industrial processes. The wheels of change

conserving energy. Increased importance

have started turning. All that remains to be

was given to reduce resources consumed by

seen is how effectively and efficiently IT

new means, like switching off computers

will be put to use.

emphasized

the

importance

and other electricity consuming machines

47Â

Manthan 2010

9th Position

Social Networking: A Boon or Bane to the Corporate World?

- Gunja Kapoor, XIMB The age old adage says, ‘Man is a social animal’. Every human being leads a life that has tremendous interdependence on other human beings. When man lived in caves and hunted for food using spears, they went out in groups to ensure that they assist each other. As they moved to farming, they began to live in small communities and till date, communities and peers have formed and integral part of human lifestyle.

‘Social

Networking’

social networking is a boon or a bane for the corporate world per se, it will be good to know what is social networking and why has it become the way it is.

What is social networking and Why? Social networking, in the broadest

fast

sense implies when people who share

becoming a buzz word around the globe.

similar interests, hobbies, activities or

It has indeed been revolutionary in more

ideas

than one ways. In today’s times, when

communities. When we refer to online

distances don’t matter but each moment

social networking, it is a process of

counts, time is becoming a currency for

increasing your visibility by getting in

determining the wealth you possess in

touch with larger groups of people with

terms

relationships.

whom you can interact, discuss and then

When my father passed out of

give the much need structure to your

of

is

Before we contemplate on whether

come

together

and

build

college, it was not for long that he was

scattered

able to stay in touch with his best buddies.

Popular sites such as Orkut, Facebook,

Barring a couple of them who landed in

Linked

the same organization as him, he knows

networking. Twitter, where a lot of who’s

little regarding the whereabouts of those

who sends their updates and opinions

who mattered the most to him during his

along with their Indian counterparts such

college days. Surprisingly, I changed my

as bigadda.com and ibobo.com cannot

school five times, lived in 3 different parts

escape a mention when we talk about

of India and have all my friends just a

online social networking trends.

click

away.

thoughts.

In

are

the

face

of

social

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Manthan 2010

It was started initially so that one could

be of great help in viral and direct

get back the ties lost in time. Several

marketing, increasing visibility and

people have a certain idea, which they

offering customer support.

want to share with those who would

Knowledge

appreciate it and help improvise the same.

Intercommunication:

Geographical and information barriers

Organizations can use this effectively for

kept these like minded beings away from

knowledge

each other and prevented several bright

internally and externally. It can serve as

thoughts from seeing the light of the day.

an updated directory, used for identifying

It gave a new meaning to the concept of

resources based on their skill set and past

‘Reach’. With the evolution of social

experience. Online forums and discussions

networking sites, anyone who is a member

will facilitate structured knowledge capital

of the site is within the reach of a head

and

hunter, a lost friend or a former office

initiatives.

colleague.

Human Capital and Professional

When a cricket buff chances upon an

Relationships:

online community that is dedicated to the

Social networking is being adorned with a

Statistics of Indian Cricket, it immediately

new dimension that makes it popular in

gives the user an incentive to keep his

the corporate world. Sites like Linked In

knowledge updated, respond at the various

allow head hunters and employers to have

forums and display his knowledge with

a wide range of

greater enthusiasism.

profiles,

Sharing

sharing

enhance

and

collaborating

knowledge

employee

&

sharing

background

and

interests, at their disposal.

Social Networking in the Corporate World – A Boon or a Bane?

Dispersing

Information

Customer

Relationship

Management: and

Companies that give high value to

Marketing:

customer expectations can ensure that they

Business enterprises can use these social

are active on social networking sites. They

networking sites to spread across a

can study the responses and develop their

message about their operations, current

products based on the preferences and

ventures and future plans. It can prove to

criticisms of the users. It is an extremely

49

Manthan 2010

cost effective way to obtain customer

loose talk with friends over the

feedback and build strong customer

internet.

relationships.

information is spilled within no time.

It

gives

a

sense

of

belongingness when your jewellery brand sends

you

personalised

messages

All

the

undercover

 Security Threat: While it is essential that the team

informing you about their latest offers and

handling

designs.

trustworthy scale, we must also see that

For example, Dell generated $1.5 million

along with web access, corporate data is

using sale alerts on Twitter alone.

also not accessible outside. We can use

Road

Ahead:

customers

is

high

on

filters to check data packets for certain

It can help you decide on your future

key parameters and restrict them.

projects and allocate your funds to

 Too much Transparency:

advertising at social networking sites.

Since all information is available to

Profiling

studying

everyone, there is a virtual confidentiality

competitor trends is much lucid now.

crisis. Viral spread of internal problems

For example, Kimberly-Clark Corp used

of a company to its competitors leads to

customer profiling by a Web 2.0

overhyped negative sentiments in the

application to find parents who would

market and eventually loss of revenue.

customers

and

prefer Pull-Ups to Huggies for their little



People’s

Productivity

and

interest

the

Performance:

ones. 

50

Authentication

Problems:

It

is

in

the

of

Once a person has access to personal

organization to educate its employees

details such as DOB etc, a lot of data

about where to draw a line and how

can be obtained and used for access to

spending too much time is adversely

bank accounts, company login names

reflecting on their performance. It is

and mail boxes.

required in many cases to block these

 Information Disclosure:

sites during peak hours.

Several instances have been found where sensitive information such as

Security and performance of people are the

upcoming projects, current pay hikes,

two main challenges that face a company in

sales promotion plans are disclosed in

the event of ‘socialising’ the organization. It

Manthan 2010

is required that the management takes a cautious view while implementing Web 2.0 applications.

When we have a strong security strategy in place and workforce that is tech savvy, committed, and customer oriented, Web 2.0 is for you.

Whether it proves to be a Boon or a bane is entirely dependent on the seriousness of the employees in the organization and the effectiveness of the implemented security measures.

51

Manthan 2010

Â

10th position

The changing face of IT industry - Ankit Gangwar, Faculty of Management Studies A perspective on E2E solutions‌..

The world IT industry is on a

as some in-house IT departments were

crossroads. The Economics crisis of 2008

transferred to an external vendor. This was

was the worst ever crisis as far as the IT

seen as an opportunity by many IT service

industry is concerned since IT was almost

providers

nonexistent at the time of The Great

specialists in offering strategic services from

Depression (1929).The big question which

IT consultancy to applications management

lies ahead of each of the firms is which way

and

they should select to develop on their core

recession and increased global competition

competencies, increase their R&D budgets

has led many companies to seek cost cutting

and come up with innovative software and

measures. This, in turn, led to increased

technology to outshine the competitors or

need of IT and other business services. The

the currently more favored path which is

IT service providers have responded by

diversification, trying to move away from

moving from offering stand-alone services,

being a software vendor to a complete

such

solution provider. The complexities of

applications management to, IT consultancy,

business, rapid growth of development and

business

shortening business cycle calls for more

customer relationship management (CRM)

effective quick solutions not just software.

and systems integration. In recent years

The IT services market in India has undergone sea changes in the last 50 years.

From the late 1980s, many new entrants entered the IT marketplace. The reasons for this are varied. First, legislation passed in the UK and USA to contract-out white collar public services led to increased outsourcing

to

reinvent

development.

as

Second,

mainframe,

process

themselves

economic

datacenter

outsourcing

as

and

(BPO),

many internal IT departments have entered into contracts with external suppliers. IT contracts are varied but generally fall into four distinct categories: total outsourcing; selective (multiple contracts) source; joint venture/strategic alliance sourcing; and in sourcing (buying-in services). The focus is

52Â

Manthan 2010

now shifting towards complete solutions rather than patch works.

The big question which arises is, are

the shift that the new key to success is “to

we in India capable of delivering such

be a solution provider or fade into

systems. Are the various IT organizations

oblivion”. Oracle’s acquisition of Sun

proficient enough to handle the requirements

Microsystems was an important step in this

as desired by the new age clients? A simple

direction and was followed by Dell’s

observation of the IT industry scenario will

acquisition of Perot System and ACS being

easily tell us the answer is no. A costumer

acquired by Xerox. Where Oracle realized

would want the best of all services

its need for servers, Xerox knew that it can

(hardware,

the

leverage its competencies to strengthen the

companies providing such end to end

back office operations which are carried out

solutions can be counted over fingers. The

by ACS as one of the world’s largest BPOs.

IT companies seem to be lacking the breath

The Indian IT industry is currently more

of capabilities required to provide such

focused on increasing customer base and

solutions.

providing highly customized services and

software,

support)

but

Considering the Indian scenario, the four biggies, TCS, Infosys, Wipro and Mahindra-Satyam

have

had

some

capabilities to provide business solutions but can still not be termed as complete solution provides. The Indian IT industry is still in the nascent stages of development. While it is more focused on services, the complete solutions aspect of it has really not been achieved

by

them.

IBM

very

easily

leveraged its capacities to make maximum advantage of the telecom boom in India with the almost all major players now being its clients. The global companies have realized

solutions and most of the clients have multiple vendors. The Indian companies which provide cost advantage to majority of the clients may lose its advantage with more advent of integrated end to end solutions which might be cost effective in the long run. 60% of the Indian IT sector lies with small generally unknown firms which specialize in products. A Nasscom report in vision 2020 for Indian IT industry suggests the following, which clearly marks the movement

from

cost

advantage

to

innovation and ability to provide effective solutions.

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Manthan 2010

While acquisitions provide a company with

As has been remarked “There is nothing like

an easy method to expand capabilities it

a completely integrated IT service provider,

comes with a huge added disadvantage of

one always has to depend on the others

failure

Besides

“Imagining

intensive

everything

or

acquisitions

loss are

of

synergy. resource

an on

organization its

own

is

can a

do

myth.

alternatives and if backfire, can result in

Organizations will always depend on each

huge losses. The acquisitions might also

other for needs to be able to provide

lead to increased competition and many a

complete solutions. So the way ahead may

times acquisitions are opposed and restricted

be acquisition for a few, but collaboration

by many acts and policies.

for most others. When the organizations will

The other and more difficult route is developing capabilities by research and development. There are several examples in history where companies have evolved their business processes and offering to the upcoming changes to succeed. HP which started as an electronics company moved to hardware and then it services. It has been evolving itself at every phase and is currently one of the largest IT companies in the world. Large companies which can

collaborate and combine their competencies, design interoperable systems, the end to end solution which comes out of the process will be best one. Another step ahead is the joint development where vendors with different identities and competencies come together on a platform to jointly develop end to end solutions. Such a solution would be highly efficient, widely accepted, client specific and would fulfill the need of comprehensive end to end solution.

follow the route of acquisition must also try

Acquisitions may provide an option of

to strengthen their R&D capacities to

diversification, R&D may strengthen a

develop evolve and integrate.

company’s position but the most important need

for

the

IT

vendors

ahead

is

54

Manthan 2010

Â

collaboration. However large, advanced or

the price advantage which they

integrated an organization, it has to depend

offer

on others to complete part of its offering.

However in the long run either these players

Companies have to design products which

have to collaborate among themselves or

can work together to enable integration to

they might be overtaken by some big clients.

deliver a high quality end to end solution.

The smaller players might also move to a

Going forward, the smaller niche players which provide independent products might find a reduction in the demand for their products because as the business processes become more complex the integration of independent products would increasingly time consuming. Clients would prefer solutions which are integrated. While the phenomenon will happen slowly, the smaller players will continue to reap benefits from

for

some

more

time.

totally different market of growing SME’s in India but this might mean a reduction in profit margins. The other small players might be seen as working as subsidiary of larger organizations or providing product solutions to huge organizations to be integrated in their systems.

55Â

Manthan 2010

CROSSWORD GAME by Somsubhra GanChoudhuri, NMIMS Technical Design: Subhojit Chatterjee, NMIMS How To Play: 1) Type the answers in order of the hints.

2) Press the buttons in a sequential order as the answer. Example: If your answer is WINDOWS then press W->I->N->D->O->W->S 3) If your answer is correct, it will appear in the appropriate box.

4) If your answer is correct for the 1st, then only you can move to the 2nd hint.

5) Click the PLAY button below to start the CrossWord Game.

57