Softlogic Trading (Pvt) Ltd, CEO and Director Roshan Rassool

Technology must reach rural areas fast

Charumini DE SILVA

The IT industry is very competitive. However, this competition helps us to move forward with a better and a creative management perspective. Out of the total population in the country around 85 percent of the households have televisions where as the penetration for IT is around five percent.

Hence, there is a huge opportunity for industrialists in the IT industry, Softlogic Trading (Pvt) Ltd, CEO and Director Roshan Rassool told Daily News Business.

Excerpts of the interview.

Q: How did you enter the industry?

A: I have been in the industry for 22 years now. During the time that I left school after higher studies; computing was the buzz and I personally was fond of computers. The job market also had a good demand for this field at that time too. I started the career as a software programmer in a leading automation company.

One day I had to do a presentation to one of the company’s main clients, while I was doing the presentation my chief has seen me. Having recognized my marketing skills he and the marketing manager both encouraged me to continue in sales and marketing. The IT industry is very interesting since the market and products evolves dramatically and I am never bored and it is a constant challenge. This is indeed a good industry to be in.

Q: What are the opportunities available for professionals in your industry?

A: Out of the total population in the country around 85 percent of the households have televisions where as the penetration for IT is around five percent. Hence, there is a huge opportunity for the industrialists in the IT industry. Our market size is comparatively low with around 300,000 to 350,000 are sold. However, we see a growing trend in consumer markets with a growth of 30 to 40 percent, which is commendable. There is a major shift to mobility. At present mobile products such as desktop, notebook ratio in the market is around 3:1 and in two years back it was 5:1. This is a clear indication that the mobility is accepted by consumers and will be the way forward.

Q: What are the challenges you face in the industry?

A: The IT industry is very competitive. However, this competition helps us to move forward with a better and a creative management perspective. It also helps us to improve the value that we offer to customers. The other challenge is that people are very price conscious.

They are more into low priced products, which will only benefit in the short-term, but in the long-term it is not a good decision. The after sales support and services are vital and low priced products may not have this component included.

Q: What strategies should be adopted to uplift the industry?

A: The key is to take technology towards the rural areas and as a corporate engaged in the industry Softlogic Trading is much focused on it.

The Government is taking a major effort in enhancing the ICT knowledge of the people. The Government designated 2009 as a year of IT and English as of the end of the conflict was continuing to roll out new IT and education-related initiatives.

The Government’s e-Sri Lanka, Nenasala, Gamata IT strategies outlines the country’s vision for information society development and forms the basis for initiatives related to ICT development. A key measure was the establishment of the Sri Lanka’s Information and Communication Technology Association (ICTA), which has led ICT projects on various fronts. Introducing easy payment schemes in owning a computer for the public servants will improve the IT knowledge thus it will help to enhance the efficiency of the public sector and accelerate development programs of the country.

Q: What is your advice to young entrepreneurs?

A: Always engage in a field that really makes you to perform your best and what you are passionate at. Hard work, academic qualifications and smartness of ideas will pay off. Innovative and creative ideas are a must for entrepreneurs.

Q: Do you think customer orientation is more important to Sri Lanka?

A: Customer orientation is very important for a company to move forward. Starting from front office to back office the organization has to be focused to provide the customers its best.

Q: What is your perception about using Corporate Social Responsibilities (CSR) as a marketing tool?

A: Corporate Social Responsibility (CSR) was recognized as an initiative to contribute to the society for organizations to communicate with society for its existence. This initiative should be passed on to help the less fortunate people in society. If a company is using CSR, the company has to be genuine and passionate about it. Although it has been classified as another activity of realizing the corporate goals, it is something much more than that. This is an exercise which can create a pull rather than a push towards the customer if you are honest about it.

Q: What are future plans of the company?

A: Softlogic Trading (Pvt) Ltd, will soon introduce Dell tablets and a range of mobile products to the Sri Lankan market.

Tablet PC’s are a category of equipment between a smart phone and a notebook. Customers who are looking at web surfing, mail and entertainment such as music, photos and podcasts will be key users.

In Sri Lanka this is a new category and this segment will have to be developed. We are forecasting that the tablet market will approximately carve out two to three percent of the current market size in the next couple of years.

The demand for consumer products market has been growing at a considerable growth. Softlogic Trading will also expand its distribution network with completing 200 outlets islandwide within the year.

Q: What is your philosophy in life?

A: Work hard. Play hard.

Q: What is the place you like to visit in Sri Lanka?

A: Kalpitiya. The beaches are amazing there.

Q: What countries do you like to travel most?

A: Malaysia because of its culture is much more familiar to us. I would also like to go to Egypt especially because for its great history.