In recent times, I have seen a growth in marketplaces which help website owners to buy/sell websites.

It looks like a good idea, as it allows website owners to reshuffle their portfolio of websites and offer services / products which are more aligned towards to their largest consumer segment (read traffic on their most popular website). Besides this, it also helps new companies to get into the business by making quick buy-outs!

I saw how I-Net Interactive bought WebhostingTalk, HotScripts, DBForums, ProgrammingTalk and several other sites to create a niche network. They further added websites on similar themes and made smaller buyouts to add value to the whole network with several relatively new sites. This does make a lot of business sense and I am sure new entrants into Internet media / technology business can learn from this.

However, I do not see any value in turnkey (me too) websites which is basically a smart design coupled with a free / low cost script being sold as a "ready to operate" business. Unless a website stands out (need not be ranked 1-2-3 in their category) with proper traffic, business model, earnings (not necessary) and a sustainable vision, one should not invest in it.

There are several parameters on which a site can be valued.

I feel the (1) profitability or potential of monetization and (2) sustainability of the revenue stream are primary ones.

I will not consider (3) existing traffic, (4) pagerank (as an extreme case), (5) branding, (6) exclusivity and/or quality of content  / service / product or (7) subscriber base to be a factor for judging the price of a website. These secondary factors can help in making a site success, but as usual the most important factor is the end result – i.e. the profitability. The secondary factors must be considered in the due diligence process to ensure that the result i.e. profitability (or potential) of the website is not fake and is based on firm grounds.

Now, the money part!

Every transaction has to be closed at a price which makes both buyer and seller win. There are several experts who recommend a 10x monthly profit factor. In my opinion it depends on a specific transaction and its strategic importance to the buyer.

Where to buy / sell?

These are some of the sites where you can buy/sell a website. I will look out for more and if I get one, I will add it to the list.

• http://www.sitepointforums.com
• http://www.websitebroker.com
• http://www.sedo.com
• http://www.dnforum.com
• http://www.daniweb.com

So happy trading websites

It is a true incident about, how a cookie shop messed up its sales!

CookieMan is a fast growing cookie brand in India. They have a small outlet at Chennai airport. Till recently, before boarding the flight, I used to buy some delicious cookies from that outlet to keep myself indulged for the evening.

Now, the real shocker! On my recent visit to Chennai, the store guy told me – "that the minimum you can purchase is 250 grams!"

I could not help, but smile at this "strategic" move of the company!

This is how they are messing up their own marketing:

• They are losing an opportunity to connect with their consumers and wow them! An airport lounge can be the best place to get into their minds.
• They are missing an opportunity to identify which product has high shelf-appeal. In fact, they can utilize this opportunity to implement interesting means to do market survey among the middle and upper-middle class of consumers who will be the most frequent buyers of such confectionaries.
• Above all, they are losing sales.

I fail to understand the reason. The only obvious reason that come to my mind:

• They were trying to reduce the work load of their sales guy (Who was sitting idle!)
• They were not interested in consumers who buy less than 250 grams. (Unfortunately, trust is won one step at a time. In fact some of the biggest customers of Indus Net Technologies initially signed up for a simple logo design service and then they kept increasing their exposure with us. Targeting for large sale does work, but nothing works like small experiences that builds relationship one step at a time.)

Besides fixing the obvious issue, this is what they could have done (some random ideas):

• Put a mail-order form and hand it over with every money receipt they give out. Most travelers who experience the cookies might like to mail-order the cookie (in fact on a subscription basis – every month). This can give them an opportunity to sell in decent quantities every month.
• Put a "self help" literature on "history of cookies" & "interesting combos". Indians like to eat in combination (mostly). When people have leisure time at an airport lounge, it is best to make them interested in the product (if not the brand).

And I hope you never repeat this mistake in your business. Give your prospects to try yourself out, one step at a time. Give them great experiences and build relationship one step at a time. They last longer.

BTW, if you have more ideas for them, do contribute. I will update my post with your input.

Yahoo announced that they are opening up their search results for third party data integration. This will allow third party to contribute to Yahoo search experience and make it more useful for their users. It will be interesting to see how other webmasters use this open search platform to gain popularity by sharing data with Yahoo, while still retaining their competitive edge, by virtue of their database, in their respective area. We can expect to experience a long-tail of innovation in days to come. This will help webmasters, visitors and Yahoo! A perfect win-win-win situation.

On the other hand, Google already have a open platform called Google Co-op, where anyone can create custom search engine. As per Google Co-op,

"Google Co-op is a platform that enables you to customize the web search experience for users of both Google and your own website."

Google also offer Google Subscribed Links which in their own language they define as:

"Subscribed Links let you create custom search results that users can add to their Google search pages. You can display links to your services for your customers, provide news and status information updated in near-real-time, answer questions, calculate useful quantities, and more"

The challenge

However, both the services that Google offers, has a great deal of focus on promoting Google, Google Search & Google Subscribed Links. Again, they are not directly making any change in the Google Search (at least it has not be publicly explained how it will effect user experience of a normal search).

Therefore, Google Search or Yahoo Search cannot be termed as true "user contributed" or "Web2.0" as described by Tom O'Reilly. People won't contribute unless they see that their contribution is making a positive impact in the search pattern and it is visible. In the current state both Subscribed Link and Yahoo Open Search will only help if a user wants to use the enhanced engine. Most Internet users will never switch these engines. Even if they are told the benefit of the plug-ins, how are they supposed to select the ones which will help them from a collection of thousands of user contributed plug-in channels? And what happens when new plug-ins come out?

Suggested solution

If search engines want to go the Web2.0 way with user contribution enhancing the overall experience and defining the way search engines display results, they need to bring user contributions to the mainstream. I feel that themed searches are the way to go. Google / Yahoo shall classify a particular user contributed plug-in into a theme. When a visitor wants to search for a business, he may choose a "Finding a business" theme. On a contrary when a visitor wants to learn about the subject he may chose the "Tutorial" theme.

Let us see an example.

We search for a very competitive keyword – "web design". This is the result we get.

If you see, there are three different intents that the search result satisfies. A person might be searching "web design" because he:

• Want to find a web design company (blue marker)
• Want to learn web design (red marker)
• Get web design resources (green marker)

All three intents are very different. Most people do not type-in their intent in the search box to make it a specific search, because they are not specialists in using search engines. Therefore, a search engine should suggest a possible intent and display results only related to the given theme. The theme model can best work when they are formed based on a collection of user generated plug-ins. Thus user generated content can find its way to the end user in an organized way.

It goes without saying that pulling in the user generated content directly into the main search result has its challenge of weeding out spam. But this seems to be the most logical way as of now. 

Recently I came across this excellent CSS reference website:

http://reference.sitepoint.com/css

I highly recommend this website since it has been written by two of the world's most renowned CSS experts — Tommy Olssen and Paul O'Brien. In this online reference, the entire CSS language is clearly and concisely explained, including browser compatibility, working examples, and easy-to-read descriptions.

For the purists, you can refer to the W3C CSS reference here – http://www.w3.org/TR/REC-CSS2/

Few other decent references are:

• http://msdn2.microsoft.com/en-us/library/ms531209(VS.85).aspx
• http://www.westciv.com/style_master/academy/css_tutorial/
• http://xhtml.com/en/css/reference/

Proper project management is key to a successful project. To manage multiple projects and teams which are geographically spread across the globe, you need a quality project management tool.

As a medium sized web development company, we looked around for some quality software which suits our requirement and does not burn a hole in the pocket. Here is our pick!

Basecamp HQ:- A nice, minimalist simple to use software true to the philosophy of 37signals, the company which built it. This software is only available in a SaS (software as service) model. IMO this software best suits small projects which are communication centric. It lacks version control, task management, project tracking along with cost-benefit analysis.

Overall, very easy to easy and adapt, but reporting is not up to the mark. If you are a small business and you do most of your project management yourself, this can be a good choice for you.

Intervals:- It seems to have picked up the baton where Basecamp HQ has left. It also works on a SaS (software as service) model. It has more features (specially in terms of reporting and role management) than Basecamp HQ, thus making it suitable to manage complex projects across a large organization.

Overall, it is a good attempt to overcome the shortcomings of Basecamp HQ. However it needs to improve on its usability. It also needs to provide staged progression in terms of features and complexity so that small businesses can adapt the system. I am sure that this software will become popular as they keep improving and become old. For a SaS model company, time-tested reliability is more important than anything else.

Ace Project:- A comprehensive project management software with user friendly interface and short learning curve. It has different licensing policies and therefore you can rent or buy off (with our without source code) the software to suit your organizational needs. This software is around for quite some time and therefore seems to be reliable.

It has decent reporting capabilities, but not as good as what Intervals claim to have!

Dot Project:- The best free open source project management software that I have come across. This software looks flexible and extendable. You can plug in various modules, including Mantis (for bug tracking). The usability and reporting leaves much to be desired. So if you are looking at free project management software with access to source code, Dot Project is a good choice.

Conclusion:

There is nothing called a perfect project management software. The usage, the users and the desired result determines the one which suits best for a given organization. So take your pick from the above mentioned toolset.

Apart from doing software / web development on Open-source platform, Indus Net Technologies also customize and implement open-source products for clients on demand. Some popular (and free) open-source products are SugarCRM, Drupal, osCommerce for CRM, content management and e-commerce respectively.

IMHO, these are some limitations that I have observed. It is important to know them before initiating a project. These are not very serious in nature and using free open-source products remains a good option for many small and medium sized enterprises around the world.

1. Like any product, it is very important to align the product with your workflow and/or requirements. You must fit the product into the organization by making necessary changes. Therefore a gap analysis should be done and the effort must be estimated for aligning the product as per the current work-flow and/or requirements.

2. Most free open-source products lacks in usability. Therefore if you are doing a major implementation which will be used by thousands of people and you are going to pay for their time, you must consider a major overhaul of interface by involving a usability consultant from your vendor. Otherwise you will end up spending a lot of money.

3. Most free open-source products have very poor reporting system. These reports are not good enough to run a business and shall be re-done as per your company requirement aligned with your key measurement matrix for the given business function.

4. The programmers who can change the software as per your needs are the code-hackers types, who love to dive into existing system architecture and make small changes to achieve the desired results. Therefore you must identify and hook up with the right programmer / programming company (like Indus Net Technologies – a bit of shameless self promotion) to get it right.

5. It is a myth, that implementing open-source software is free. Software code is free, not the hard work of programmers and analysts which goes behind implementing it. And you need the later to successfully implement it in your scenario and reap the benefits of the solution. Yes, it considerably reduces the cost, improves reliability and gives you a head start from where you can take informed decision about your IT needs.

Do not get me wrong. I am only listing the limitations. The benefits are well-known and they out-live the limitations any day. However it is very important that these limitations are known before proceeding.

Feel free to discuss / debate!

• The SEZ Act is under constant change. So whatever is stated there cannot be taken as a confirmed policy from the Government.
• The Act has been poorly and loosely drafted leaving a lot of ambiguity, areas of misinterpretation and scope of misuse by people who have the best lawyers at their disposal.

1. Manufacturing or service companies – They will get duty-free import capability and relief from various direct and indirect taxes including VAT, Service Tax, Excise Tax, FBT, Dividend Distribution Tax and above all Income Tax. These sops are given so that these businesses invest for setting up new infrastructure and in their business within the SEZ marked area.
2. Real estate companies - They will develop the SEZ infrastructure and multiply the value of land literally overnight and reap rich dividends.

• SEZ scheme is mainly helping large, established businesses and is working against small and medium sized businesses. Large companies like Reliance, Infosys, Mahindra, etc. who can buy and build infrastructure measuring 25 acres or more will reap the benefit of tax exemption for another 15 years, while small companies will struggle with a collective tax burden of more than 50% of the total turnover. Big will become bigger, small will have a tougher time and perish.
• SEZ scheme is brining back (in a new package) the age old zamindari system. The SEZs which are being developed by real estate developers to accommodate medium sized companies are leasing out infrastructure at abnormally high costs (almost five times of normal rent) which makes it out of bounds for most entrepreneurs. There is no regulation on the ownership / lease / rent process between these real estate developers and the SEZ units. In one of the agreement that I have managed to get my hands on, the SEZ developer made a mix of Deed of Assignment and A Sub-lease Agreement keeping best of both worlds in his own favor and charging a price which a Freehold Land. Few companies, who will manage to afford it, will end up spending a major of their cash flow on rent/lease cost alone. This will make them highly vulnerable to cyclic depressions in the market which are very common on a new industry.

• We do not mind paying taxes. If IT industry should do away with subsidies, Let everyone pay taxes! There should not be double standards by retaining tax benefits for large established players and punishing small & medium sized enterprises for being what they are – i.e. small.
• Please come out of the dream that infrastructure creation is fundamental to IT growth. IT is not like heavy engineering, steel or shipping business which depends heavily on top-quality infrastructure. In fact IT infrastructure has the highest depreciation and technologies / equipments get obsolete overnight. The largest companies in Silicon Valley have come out of garages and dorms. IT industry needs entrepreneurs and people for its growth. Focus on growing talent in colleges and universities. 
• IT industry has low entry barriers. Try to keep it low. This will help innovativeness and constant evolution of the industry. Let entrepreneurs take control and scale new heights. Facilitate them, don't frustrate them.

IMHO, online candidate search is a great service. I currently use two such websites and shell out almost $5000 per annum for the same. I always do a solid cost / benefit analysis and I have found that I am saving almost $15-$20K on my recruitment cost alone.

We manage to find decent candidates. However there are few limitations that you must keep in mind:

1) Candidates you get through online database search are more prone to attrition compared to those who are through a consultant. This happens because they have an active profile online and they continue to get offers from various companies.

2) You will get quality resumes for people with experience range of 0-8 years. People who are more qualified or experienced and hold important position in companies generally do not post their resumes to such sites.

3) Verification / validation of employees who come through these sites need to be done rigorously at your end. Like every online transaction, there is a probability of fraud in terms of forged resumes.

BTW, I found a very nice concept. Please check out http://www.yellojobs.com/ to see the new model of personal reference network for hiring. Its a mix between sites like linkedin.com and pure resume database sites like monster.com and naukri.com.

Abhishek

Everyone who watches television in India must have come across the "Hari Sadu" advertisement aired by Naukri.com. This ad became very popular for its creativity and also won the award from the Advertising Club Kolkata. Here is the full story board followed by the video of the ad.

There has been a lot of controversy around the advertisement by two set of people:

1. Whose first name is "Hari"
2. By a group of people who caused objection since "Hari" also refers to a deity in Hindu mythology

Naukri.com decided not to withdraw this advertisement citing that this is a work of fiction and they got a clean-chit from Advertising Standards Council of India.

This advertisement is really humorous and can be a great way to advertise a job site. In fact they managed to create a character – Hari Sadu, who can be recognized with the Naukri.com brand.

On the other hand, I find the ad to be in a very poor taste, showing bosses in very poor light who should be insulted and abused when opportunity strikes. This is teaching people to consider boss (or a business owner) as a blood-sucking beast, an idiot and an inhuman being. This is definitely not true in most of the cases. Above all, it shows that – when you don't need someone, have a go at him – and walk out of the door!

In a growing economy like India, where attrition is sky high, job ethics are hard to spot and consideration for one's job responsibility is at an all time low, this ad has only added fuel to the fire.

I know, Naukri.com has got superb mileage from this ad and it is close to heart of thousands of people. However, the question remains – Is this ad instilling the right culture? As a corporate, does Naukri.com understand it's responsibility to communicate the right culture to the people who are destined to shape the future of this economy – the young executives.

It all started with pixels. Alex Tew started selling pixels with milliondollarhomepage.com to earn some quick money. Public relation clicked and he became a success story with a wild frenzy among people to own a "piece of history". The "me too" crowd followed and we saw thousands of similar sites selling priceless pixels and few smart companies selling scripts to build such sites.

After one year came Joel Comm, who improvised the concept to link words instead of pixels, and launched 500words.com. This innovation was expected from an Internet marketing wizard like Joel, who is well known among Internet marketers and has a capacity to create a loud buzz. He sold the entire inventory and laughed his way to his bank with few hundred thousand dollars! Just like milliondollarhomepage.com, this improvisation triggered hundreds of similar website and scripts that can be installed to launch similar sites. In fact, I also launched software called wordsitebuilder with my friend Arun Agrawal, because I believe in selling spades when the gold rush is on.

Now, exactly after one year of the 500words.com gold rush, I came across another concept – Wordhugger.com & MillionDollarWiki. Now they have logically extended the legacy and moved on from words to a page dedicated to a given word / phrase. They have presented the concept in a much more lucrative way for prospective buyers. I was just wondering how is this different from squidoo.com? This seems to be picking up and I am watching the show .

So, overall, there has been a gradual transition from a pixel >> word >> page What's next? – A website / or a blog?

Let's watch the show!

I recently read Ed Kohler's comment where he has ranked the importance of various "Google Apps" programs in the following order:

1. Docs
2. Presentation
3. Spreadsheet

However, I beg to differ.

In my personal experience I have found spreadsheet to be most used online collaborative tool of the entire office suite.

An online spreadsheet can be used in hundreds of ways for different purpose and help you collaborate much better for several reasons:

1. Spreadsheets keep data in a more organized way which can be further imported / exported as a comma delimited file and also imported / exported from a third party database

2. Some common usage can be sales tracking, basic level project tracking, bug management, issue tracking, any collaborative data gathering, managing petty accounts, etc. The list is endless. You cannot do all this using word processor or presentation tools online.

3. Every spreadsheet has several sheets, which enables various versions of inputs to be gathered from different sources, all put together in one place with a very easy-to-shuffle mechanism.

May be my opinion is based on the way I use Google Apps!
What is your opinion?

Abhishek

I have noticed that several companies offer joining bonus to a prospective employee to join early (or shall I say "immediately").

I was wondering if this is a right tradition? Is this ethical?

I see it this way –

A guy is working in Company A and he has a notice period of 30 days. if he wishes to terminate his contract/job with Company A and move to Company B he need to serve a notice period of 30 days to Company A. This is supposedly required so that he can transfer his responsibilities in a proper way to an assigned person by Company A enabling them to maintain the smooth function of the organization in his absence. However, Company B tells the guy – "If you can join us within 7 days, we are willing to pay you a joining bonus of $X.

I personally feel that it is like bribing the person to go against the separation clause of the employment agreement, so that he can pay for any financial loss (that might arise from any penalty clause) and enjoy a bonus amount – all for doing something wrong! I see this happening almost everyday.

Don't you think this HR practice is unethical and is further rewarding people to stoop low for some quick bucks?

What do you say?

Reliance's BigAdda, Rediff's iShare and Naurki's Brijj.com are the latest dotcoms to hit the Indian social networking marketplace. It may trigger the next dotcom explosion with many more mindless dotcoms in line with these me-too networking sites by public listed biggies of India. Soon, we will forget why the first dotcom boom wave came down crashing after showing colorful dreams to thousands of tech-entrepreneurs worldwide.

I will personally advise new startups to keep away from such me-too type projects unless they have a solid niche, a risk-managed business model and a proper revenue model.

In fact, I am not at all optimistic about success of any of these new ventures unless they offer a great reason to be a part of it. The market place is already saturated and people are finding it difficult to manage their multiple social networking accounts and commitments. Besides, most of these sites do not offer any value addition apart from entertainment. Gautam Ghosh, an avid blogger shares a simmilar view on the subject.

If I have to select a possible winner among these biggies, I will go for brijj.com, which can take a turn towards the business model adopted by yellowjobs.com of NDTV. Another reason for possible success of brijj.com is that it is designed to be a business networking portal. It offers you a reason to spend time and have a clearly marked revenue model. In comparison other sites, just like their global originals heavily depend upon a speculative value creation and are looking for a buy-out similar to youtube.com which will make them rich overnight.

Do check out how many times people are referring to "Internet advertising" as their business model for their social networking website. It is not that Internet advertising is not BIG business. But it will just not work for social media websites in long term. And it is a foolishness to bet on Internet advertising as a revenue channel. We know it from the Y2K dotcom meltdown. In fact I can see the same madness as Y2K. We are not yet there, but we know it can peak very quickly  

Do you think these sites will bloom?

Department of Information Technology, Government of West Bengal (www.itwb.org) is doing a remarkable work in supporting and nurturing IT industry in the state of West Bengal. Their investor-friendly approach and innovative action-oriented leadership has changed West Bengal over last five years. I am fortunate to be doing business in this state in such exciting times!

They have put up their vision as:

• To Rank among top-3 IT States of India by 2010
• Contribute 15% – 20% of the country's total IT revenues
• Create leadership position in executing high value-added IT work – developed through intellectual leadership and supported by Government initiatives

Their solid track record might just enable them to pull up and meet these targets. However, I seriously doubt that this position can be achieved and / or sustainable in long term. There are two core issues, which if not checked immediately will result in serious decline in the position that has been created with the initial efforts.

1. The poor quality of education
2. Indifferent attitude towards homegrown small and medium sized IT companies

Poor quality of education

Knowledge industry needs top quality human resource that are well educated, thoroughly knowledgeable and well groomed. Unfortunately our education system is inadequate and we are not creating employable talent.

• IT education has become a low paid job and is mostly taken up by individuals who are unable to make it to the professional ranks in IT companies.
• The education system is still based on text-books and spoon-fed course materials. Reading outside the prescribed text-books is hardly encouraged and/or practiced. This has resulted in a huge pool of IT resource pool with no individuality and poor problem solving capabilities.
• Quality education has become privilege of an elite few who go to the top ranking institutions and comprise less than 1% of the total resource pool. It is unfortunate that most of these individuals decide to join companies outside India for better pay-packages draining away one-million-per-student from taxpayers money!
• IT education has been limited to "programming"! I have spoken to thousands of It graduates and they have no idea that there are career opportunities in fields like testing, publishing, project management, etc.
• Current education system revolves around imparting IQ and not EQ, which is most important for success
• The current education system is biased towards commercially successful companies and their technologies like Microsoft and Sun. Low cost and easy-to-implement open source frameworks are ignored and are positioned as "alien" technologies which "does not have any career opportunities" to the students.
• The general attitude, that has been built up among youngsters who are going for a job is to find a safe-secure job in a reputed stable company. They are not encouraged to take risk and help grow new leaders for the economy. It is very important to have a general "rough it out" attitude to make a place a hot destination for growing great companies. This is the reason some locations are very successful in creating great companies, while others lack far behind.

Indifferent attitude towards homegrown small and medium sized IT companies

I have personally felt that the state government has an indifferent attitude towards homegrown small and medium sized IT companies. It seems that their action plan clearly talks about getting external investment from successful IT companies worldwide. In short term this looks like a very good solution as it will get major investment in a short period of time and they will find their graph moving towards their projected figures. However in long term, it is very difficult to achieve sustainable and long term growth without tapping into the local entrepreneurial capabilities.

If you see the IT industry in Kolkata, you will hardly find a homegrown IT company who features among the top software exporters from West Bengal. In fact most of the home grown companies collectively do not employ even 25% IT workforce of Kolkata. We do not have any national hero or brand, which has made a mark on the national / global platform. When we go to global expositions like IndiaSoft and CeBIT, you do not see any company from West Bengal competing against the national players in the global marketplace.

Some basic reasons I can see are:

• There is no affordable workspace for small and medium sized IT companies except SDF Building and a couple other locations built and operated by government or a government agency like Webel. There is major discrepancy in allocation of office space and land to small and medium sized businesses.
• The law and order system is not up to the mark and in tune with possible cyber crimes. 90% of the police stations do not have any idea about cyber crime. If they land up investigating one, they will try to get rid of the same by harassing you to an extent that you will give up. Most of the police workforce is either not trained about white collar crime or they pretend not to know the subject. It is a known fact that crime rate is highest in small and medium sized enterprises, and most of them go unnoticed.
• We get to deal with government official everyday, who does not know their own work. They come from different departments and confuse you to such an extent that you see no other option, but to bribe them and satisfy them!
• Government is more interested in job creation than value creation. They are less interested in the quality and sustainability of jobs that are being created. Also, there is lesser emphasis on profitability of companies that exist. The economic eco-system works on value creation, which leads of job creation. This is not the other way around.  
• Small and medium sized IT companies are not communicated the benefits they are entitled to! This results in a scenario that all the benefits are enjoyed by a select few.
• The benefit claim process is very cumbersome and an IT business which needs a level of agility to perform optimally will not be able to claim the benefits they are entitled to, unless they put in considerable amount of effort behind the same or forge the paperwork!

Again, I personally believe that it is not the responsibility of educational institutions and government to push a business. However, for economic growth of a state which has been lying at the bottom of the economic chart for last thirty years, there needs to be initiative to creative a conductive environment.

Without most of these issues addressed, I do not see any long term sustainable growth of IT industry in West Bengal.

I wish I am wrong.

Abhishek

Hindustan Computers Limited (HCL) is one of the top-five IT companies in India.

Recently I saw their latest media campaign which says: HCL – a $4 billion company.

I have never seen such a poor tagline before. In fact it was amusing and I could not stop laughing when I saw it on an outdoor display. The first thing that came to my mind was – "Is HCL up for sale? And is this the price they are asking for?"

This tagline does not communicate anything to a prospective customer which can help him in understanding the values and/or goals of the company. It only communicates that this company wants to SELL (Because $4 billion was their sale in last FY) and actually HARDSELL with such a stupid tagline.  No one is interested in your last FY turnover. People or prospective customers want to know what you can do for them and how are you different from other peer companies.

Frankly, this tagline sounds like a joy-cry from a child who is over-excited with his maths score (and that too when he has not topped the class!).

HCL is no doubt a great company. In fact I am highly inspired by one of their promoter – Mr. Ajai Chowdhry. But whoever created the campaign has been very immature and hardly understand branding. They could not capture the essence of this company and have totally misrepresented them in public. HCL is a pioneering company which has several interesting innovation to their credit. None of them have been used to highlight the achiements of the company. In fact I was reading about Shiv Nadar in Forbes Asia magazine as he was on the cover as the "Tamil Tycoon". The article highlights on the "new style" engagement model that HCL has adopted by taking a long term stand with their customers and is sharing the ups and downs of clients' business! I could not stop myself from saying – WOW! Its a winner formula. But unfortunately for a widely used public campaign they used the "$4 billion company" tagline.

As a prospective customer – "How does your being a $4 billion company helps me apart from getting an assurance that you wont be bankrupt and out of business soon?"

I hope they rethink over it soon..