Marketing of Antivirus Softwares
Content
Marketing of Services
END TERM POJECT “TRANSFORMING A SERVICE AS A PRODUCT & VISE-VERSA”
INDIAN INSTITUTE OF FOREIGN TRADE August 31, 2012 Authored by: Kumaresh Kar, Babita Poddar, Deepak Kumar & Chandra Chur Pan
Marketing of Services
END TERM POJECT “TRANSFORMING A SERVICE AS A PRODUCT & VISE-VERSA”
Contents
CONTENTS..................................................................................................................... 2 ANTI-VIRUS SOFTWARE AND OTHER PREVENTIVE MEASURES:....................................................4 THE PROBLEM OF SELLING ANTI VIRUSES IN INDIA:................................................................5 THE SOFTWARE SOLUTION PROGRAM BY THE PERIPHERAL VENDOR............................................6 JUPITER INTERNATIONAL LIMITED OPTICAL MEDIA MANUFACTURING:..........................................7 THE BUSINESS DESIGN:.................................................................................................... 8 THE ROM PRODUCTION PROCESS:.................................................................................. 9 ADDITIONAL FEATURES OF THE LINE:.............................................................................. 10 THE PACKAGING MATERIAL PRODUCTION PROCESS:...........................................................12 DESIGN HOUSE ......................................................................................................... 12 DETAILS OF COMPUTER DESIGNING & TYPESETTING:........................................................12 DETAILS OF SOFTWARE USED: ..................................................................................... 13 PRE-PRESS SECTION................................................................................................... 13 PRESS SECTION......................................................................................................... 14 POST-PRESS SECTION................................................................................................. 15 LOGISTICS SUPPLY CHAIN FOR JIL..................................................................................... 15 THE SERVICE PROMISE:............................................................................................... 16
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‘Improving the Supply Chain to be more economic & efficient’
The market size of Anti Virus & Security software in India is worth 2500 Crores, each year new threats emerge for an ever growing Computer market & hence historically there has been a significant growth of the Security Software companies which provide services ranging from data security to data storage & monitoring, the growth is exploding exponentially with the advent of more digital convergence with the integration of products such as PC, Smart Phone, Tabs so-on & so forth. There has been an increasing demand among both the individual & corporate clientele to safeguard its data content from the ever growing threats, the safety need has ushered in the mushrooming of various Antivirus & security companies which specializes in Data safety on both online & offline platforms. The role of software development Software is often designed with security features to prevent unauthorized use of system resources, many viruses must exploit software bugs in a system or application to spread. Software development strategies that produce large numbers of bugs will generally also produce potential exploits.
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Anti-virus software and other preventive measures:
Anti Virus can detect and eliminate known viruses after the computer downloads or runs the executable. There are two common methods that an anti-virus software application uses to detect viruses. The first, and by far the most common method of virus detection is using a list of virus signature definitions. This works by examining the content of the computer's memory (its RAM, and boot sectors) and the files stored on fixed or removable drives (hard drives, floppy drives), and comparing those files against a database of known virus "signatures". The disadvantage of this detection method is that users are only protected from viruses that pre-date their last virus definition update. The second method is to use a heuristic algorithm to find viruses based on common behaviors. This method has the ability to detect novel viruses that anti-virus security firms have yet to create a signature for. Some anti-virus programs are able to scan opened files in addition to sent and received email messages "on the fly" in a similar manner. This practice is known as "on-access scanning". Anti-virus software does not change the underlying capability of host software to transmit viruses. Users must update their software regularly to patch security holes. Anti-virus software also needs to be regularly updated in order to recognize the latest threats. One may also minimize the damage done by viruses by making regular backups of data (and the operating systems) on different media, that are either kept unconnected to the system (most of the time), read-only or not accessible for other reasons, such as using different file systems. This way, if data is lost through a virus, one can start again using the backup (which should preferably be recent). If a backup session on optical media like CD and DVD is closed, it becomes readonly and can no longer be affected by a virus (so long as a virus or infected file was not copied onto the CD/DVD). Likewise, an operating system on a bootable CD can be used to start the computer if the installed operating systems become unusable. Backups on removable media must be carefully inspected before restoration. The Gammima virus, for example, propagates via removable flash drives, therefore based on their needs people need Anti Virus. In December 1990 the First Anti Virus protection service appeared that revolutionized the business: It was called the Norton antivirus the, later on the same was made online so that the user can get regular updates of newer antivirus programs developed by the company for a period of 1-3 years based on the users purchase of the license period. During the period it was the company’s duty to provide protection. In 1995 almost 50% of infections were caused by boot viruses, today 85% of viruses
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are
macro
viruses.
Also, today we can observe that more and more e-mail viruses appear, making the internet worms the most severe threat.
The problem of selling Anti Viruses in India:
In India most of the buyers buy assembled PC units from a wide body of Computer Peripherals, even Business buyers use their PC’s or Digital devices for more than 34 years on an average therefore there are two options with the PC buyer, he may choose to get the security software along with the machine from the licensed vendor in a packaged form or the user procures the same from a software shop as an on shelf product, now when he buys the product & loads it on to is machine the license key activation provides him a contract for a period of 1-3 years as per his choice. The assembled market holds endless possibilities to these antivirus developing & marketing companies & With the prominence of ICT & the large scale proliferation of Computers from being an Office Machinery to Household Desktops & the increasing use of Internet the need of Safely & securely protecting ones Data & Machine has grown exponentially. The safety needs of individuals & Companies have catapulted the growth of Anti Virus Service providers, these service providers cater to the clients by the way of dedicated online Servers with Virus Data bank, uploading new antivirus programs on the servers to be downloaded to the host computers. They continuously manage Threat by the way of development of new antivirus programs & keeping a track of the viruses in circulation online. The service starts as soon as a Host/customer purchases a Antivirus user license from the service providers either downloaded the initial data bank from the online server or by the way of buying a off the shelf Content CD-Rom in a packaged form and running the executable Anti Virus software which runs in the background. For the AV companies the online solution is easy to provide as all they need to do is provide a user with a license key after payment to their online gateway & the user can download & install the program. The problem these companies face with the price sensitive Indian consumers who choose to buy an off the shelf product. For an off the shelf product the AV
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companies previously used to buy a Blank CD-R get it printed packed it in a product packaging & send it to the channel incurring huge costs & supply chain Bottlenecks, as because the AV companies has limited Number of offices hence catering to highly diversified & dispersed channel from the metropolitan cities to B & C Class Cities & the rural market posed a challenge in its own.
The Software Solution program by the peripheral vendor.
Jupiter International Limited (formally – Jupiter Agencies Pvt. Ltd.), an ISO 9001 Company, founded in 1978 is one of the major IT Hardware Catering House in India with FRONTECH as its flagship Brand. JIL manufactures and imports wide range of Computer Hardware products and is also engaged in the Distribution of exclusive IT Global Brands through a well established own network in all the States of India. Jupiter is having its Registered, Head and Corporate Offices in Kolkata, Manufacturing units are in Baddi (Himachal Pradesh) with Four Zonal Sales Offices at Bangalore, Delhi, Kolkata and Mumbai, along with Two International Offices in China and Taiwan. The Company has 25 Branches on Pan India with a strength more than 500 employees. Since its inception, JIL has been a pioneer in early Technology adaptation and Transformational innovation and has more than 300 distinguished products integrated into a spectrum of 45 product categories. Their immense success stems from our ability to improve, innovate and constantly re-orient them propelling JIL to remain at the helm of this niche market. The innate culture of Commitment and Innovation, coupled with positive coexistence among their Clients, Business Partners and Stakeholders created a dynamic and fluid network of feedback and research which ultimately benefitted the Channel Partners and Consumers. Their Policies, Strategies and Management had proved to be competent at keeping them at the peak of the IT Hardware and Peripherals Industry. JIL spearheads the market with its Innovative Products such as Frontech Home Theatre System with Video output (the first ever of its kind in India), Frontech Headphone with USB, SD Card Port, 5.1 Channel experience, Gaming Devices with USB, SD Card slot facility. Our Product portfolio also includes Monitors, Computer
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Cabinets, Mouse’s, Keyboards, Mother Boards, Hard Disk Drives, Head Sets, Microphones, and Optical Media etc. They had given themselves a leading edge amongst Companies with a similar Product line with Consistent efforts to broaden their product portfolio by adding new products now and then, their annual turnover of Rs. 500 Crores of the 4360 Rs. Crores annual market in India gives them roughly 13% market share, however seeing that the market is crowded with almost 23 National & 12-15 regional competitors of this highly price sensitive market where Frontech (JIL’s in House brand) carries a sticky price retaining its market share speaks voluminously about the company’s performance. ‘JIL Network’ or better called ‘JIL Family’ constitutes support from its Channel Partners which includes Distributors, Dealers and Resellers along with the dedicated workforce of over 500 employees and with this valuable support from its loyal team, the Company has been able to cement its position in today’s competitive market and has built credibility amongst several million satisfied end users. JIL has state of the art ERP implemented across all its facilities & a manager from any part of the country can monitor the status of Goods services personnel at the click of a mouse based on his requirement.
Jupiter International Limited Optical Media manufacturing:
Jupiter, an ISO 9001 Company, has constantly challenged the frontiers of new Technologies and has ventured into the areas spanning from IT Hardware to Optical Media and Consumables. To promote the growth of the company, JIL has set up its own Manufacturing facility of Optical Media in Baddi, Himachal Pradesh. The plant has been set up in Technical Collaboration with Germany based Singulus Technologies. The equipment and technical knowhow supplied by Singulus Technologies enabled the company to produce various models of Optical Media, matching World Standards at Indian prices. JIL used to cater to the price sensitive mass market of manufacturing of blank media used basically for domestic use & 10-15% for export, the product so manufactured was a generic product which serviced mass clientele & over the years with increased commoditization of Optical media the brand value of JIL’s Optical media was on a verge of decline. In 2011 having successfully implemented and managed the High Technology project related to Optical Media Manufacturing, the company diversified into the manufacturing of CD-ROMs.
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With the margins in the sale of Generic Optical media (CD-R’s) thinning JIL’s manager saw an opportunity presented by the highly fragmented & unorganized supply chain of the Antivirus Market. With an intent in transforming the Company from a product oriented company to providing service to business clients Jupiter International Limited (Brand Frontech) Came out with a solution to service the Anti Virus service providers. Frontech has now taken over the production of AV CD-Rom & it is providing an end to end solution to the AV companies it has over 22 Branches so it can ship the material in a timely manner to any location more efficiently & economically to the channel improving the bottom-line with its huge economies of scale the procurement costs are minimized & since it specializes in packaging & production the entire solution is well evolved for the AV companies.
The Business Design:
The business design is made to provide convenience to the Anti Virus companies so that they can remove their personnel altogether from the production & distribution process & focus on their core competency of developing & marketing Anti Virus Software’s. The process starts with the procurement of order from an Antivirus Programming Company, they provide a Software master & License key to Jupiter which they would like to sell to domestic Indian consumers. Jupiter takes the master disc & replicates it on a CD-Rom using its state of the art production house facilities at Baddi Himachal Pradesh.
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Jupiter undertakes a backward integration process & has developed printing facilities with regards to the Optical media & its license keys in state of the art Offset & security bar code printers respectively for the two processes, further JIL has established long term contractual tie up with packaging materials manufacturers who would supply international class retail boxes, inlays, CD Jackets printed with 34-5 Color schemes & art work as per the customers discretion. To minimize cost the Vendors of packaging materials are given works contract on labor charge (per boxes) with a built in scrap margin, JIL has made an arrangement with Various Multinational paper & Boards manufacturing companies like the ITC & West Coast who supply paper as per requirement in a real time (Just in Time) delivery mode to the vendors. The same process of JIT delivery is followed for other raw materials inputs like the Polycarbonate (required for CD-ROMs its Dies, varnishes, Silver targets & Special Chemicals & Acids required for the production processes). Upon confirmation from a Customer a JIL Shop order is raised manually & after that the entire program Schedule is calculated & mailed in an Automated manner to all the parties involved (detailing the unit wise & total requirement for each ingredient required for production, the software even gives a statement of the inventory in store & the amount required to be indented. The lead time with various probabilities are fed in the system so the system calculates & flashes the total Turn round time required to complete the process from end to end. Once the production is complete the entire product lot is transferred to the Logistics Department.
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The RoM Production Process:
The said production is done on the state of art Singulus machines that too on its ‘EMOULD SERIES- WELL ENGINEERED ALL-ELECTRICAL MOULDING MACHINES’ The SINGULUS EMOULD All-Electric Moulding Machines is One Machine for All Optical Disc Formats:
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This vision became true when the first EMOULD electric moulding machine for optical disc was bought by JIL seven years ago. It´s an approved base machine which runs many thousand times in standard moulding applications. Together with seven years of experience in electric moulding of optical disc the EMOULD machine now offers JIL much higher precision than comparable hydraulic and hybrid machines used by the various competitors. The Features of Using this machine are: Less energy consumption Less water consumption Extremely quiet in operation Higher productivity because of higher uptime and yield Leading role in comparison to other electric moulding machines The technical superiority of electromechanical injection moulding machines over the hydraulic design provides a significant strategic competitive advantage for all current and future optical disc formats. The proven design concept, continuous development and a maximum of process experience make the EMOULD machine to the leading moulding machine, among the group of manufacturers of electric machines. The injection moulding machine – known by the brand name EMOULD is built on a base machine manufactured by FANUC, the global leader in electromechanical injection moulding machines. The Japanese company FANUC has exclusively transferred the long-term world wide use of its machines for optical data storage to SINGULUS EMOULD in Germany. SINGULUS TECHNOLOGIES AG has certified the EMOULD all-electric moulding machines for all existing optical disc formats like pre-recorded and recordable, as well as rewritable media. SINGULUS EMOULDs performance and quality has surpassed meanwhile the previous benchmark among the competitors.
Additional Features of the line:
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• • • • • • • • • • • • • • • • •
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All Electric – No Hydraulic Oil Energy saving No oil cooler needed Clean, quiet, user friendly Controller/Servo Motors Digitally controlled AC servo controllers Maximum repeatability self-optimizing temperature control Pressure profile traces control Metering control Reproducibility Rigid machine construction and platen
Pressure feedback system Precision positioning (10 microns) Consistent process capability and quality Low Maintenance Automatic lubricating system Reliable controller/servo system Service data storage Built-in self diagnosis Good accessibility “State of the Art” Engineering Synchronized operation Screw and barrel optimized
• • • • • •
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• • • •
Drive concept improved Spruce detection Enhanced interfacing Compact design
The Packaging material Production process: Design house
For Continuous development JIL has undertaken the job of an in House designing process for is Customers the design inputs are taken from the buyers & a team is allocated who undertake the process Free of Cost to the customers via Tele Conferencing & Video Conferencing.
Details of Computer Designing & Typesetting:
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1. SONY VIO Laptop Pentium Duo Core 2 with 80GB HDD, 1 GB RAM, DVD WR Drive and LCD 2. Hp Laptop Pentium Core 2 Duo with 160GB HDD, 2 GB RAMS, DVD WR Drive and LCD 14.2”screen 3. Intel Duo Core Desk top Pentium IV (2.8GHz) with 256 GB HDD, 2 GB RAM, DVD writer and TFT 19” 4. Intel Duo Core Desk top Pentium IV (2.4 GBZ) with 160 GB HDD, 2GB RAM DVD writer and TFT19” 5. High-end Scanner, HP Scan jet 3500C, HP Scan jet 5500CXI with transparency Adopter for high-end 6.
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High-end Laser Printers HP Laser Printer 4050 (A4 Size), HP Color Laser 2010 HP Laser Printer 1100 7. (A4 Size), HP Colour DeskJet 845C
Details of Software Used:
1. Windows XP, Vista 2. Corel Suite X3, X4 3. Adobe Photoshop CS3 4. Adobe Illustrator CS3 5. Adobe PageMaker 6. Free Hand 10 7. Adobe Acrobat 8. Office Tools (MS Office 2007) ** 24 Hours Internet Connectivity through DSL service
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Pre-press Section
The Prepress Department at JIL’s vendor end uses processes input files received from customers and gets their approval on either hardcopy or softcopy proofs. These processed and approved files are used to make plates which act as the master copy for the copies reproduced. They handle inputs supplied in a variety of industry standard formats on both Mac and PC platforms. The received files are checked for any issues with fonts, images, bleed, etc. and any corrections needed are carried out. The Prepress team is skilled in
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carrying out any colour-corrections / touch-ups / cut-outs required in the job. Apart from the industry-standard Photoshop, specialized software such as Color Tone / ICISS / Human Eyes 3D are used to carry out colour-correction / separation / 3D separation, etc. Proofs are sent to customers in either softcopy (PDFs through email/FTP) or hardcopy (colour-calibrated inkjet proofs) for their approval. The Epson proofers are driven by the industry-leading GMG Color Proof software and are calibrated and colour managed to give a close match to the results achieved on our offset presses. Once the proofs are approved, the files along with the approved reference proofs are sent to the output team to make Plates on our Computer-toPlate (CtP) systems. The Esko Graphics Scope workflow is used for Ripping, Trapping, Imposition and 1bit TIFF output. These are output on Creo Trendsetter and Screen Plate Rite CtP systems. The final approved files are also archived on completion of the project. A fully backed up archive of jobs for over a year is maintained. Should the need arise to reprint or repurpose the data, the customer can rely on the data repository.
Press Section
The Vendors are equipped with state-of-the-art printing machines from Mitsubishi and Komori, in configurations up to 6 colors with online coating. Sheet formats of up to 28.5” x 40” can be printed. Our latest Mitsubishi 6-colour UV Press with Doublecoater is one of the few of its kind in the world, and allows us to print on a wide
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range of substrates such as plastic, metalized surfaces, etc. apart from paper. The double coater also opens up possibilities for a range of inline finishing options such as the popular mix of gloss and texture or gloss and matt finishes.
Post-press Section
A wide range of finishing and binding options are available to make your project stand out from the crowd! Various value-added operations such as foiling, embossing, die-cutting, spot coating, etc. are all available in-house, so there is better quality control and quicker turnaround. Highly automated machines for binding allow us to quickly set-up and complete jobs – whether they are simple or complex and whether the quantities are small or large.
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Logistics Supply Chain for JIL
The Company has its Registered, Head Office and corporate office in Kolkata it owns 25 Branches / Sales Offices across the Pan India and Four Zonal Offices in
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Bangalore, Delhi, Kolkata and Mumbai. Jupiter has a total Goods movement of a tune of 1800 Tons Per annum & hence has its logistical tie ups with Industry giants such as: • • • • • • Blue Dart (Both for land & air cargo) FedEx Both for land & air cargo) Shree Shyam (Fly king for small B & C Class Cities) Om Logistics (For Domestic Cargo FTL) DHL (For International Geodes Wilson (For International Shipments as a Freight Forwarder).
The result of these tie-ups means that JIL enjoys the best Freight rates in the Industry & is able to move Goods across the country smoothly economically & faster than its competitors. Upon the handover of Goods to the Logistics department JIL employees go through the record in their ERP & arrange for the delivery of materials based on the prior contracted rates with the Customers to various destinations. Say for example if a company called Rx Secure Anti Virus has opted for delivery at Delhi via Land & Bangalore via BD AIR then JIL would ship the materials to Delhi on a LTL mode via Om logistics to Delhi but to Bangalore via Blue dart Air mode at the pre negotiated rates the billing to the JIL branches would be on branch transfer basis & the Freight component will be in built during the finalization of contract itself. The billing to JIl branches saves the additional outgo of 2% CST that the Companies would have incurred if JIL was unable to bill it across the country now this 2% is a huge saving where the Invoice values of an AV is a minimum of Rs. 400-500 while the quantities are in Million units. After reaching the branches (I.e. the 22 major cities in each major state across the country) the AV retail Boxes are billed to the Channel.
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The Service Promise:
To keep things simple Jupiter International limited has undertaken a one contact policy for the Antivirus manufacturing companies. One Corporate customer with a thorough understanding of the market, Production, distribution & logistics is in charge of the entire supply chain operation of the affairs. He she interacts with the marketing department of the AV company every alternate day, he / she is in charge of the Account balances & both way remittances, from the customer end to the vendors & is solely responsible for the maintenance of records of inventory & giving & taking orders from either end.
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The one point contact is backed up with meticulously kept historic record of each & every communication in the ERP & in the personal hand held device that is made available to the person, every back up has a back up data storage facility which is cross checked by the corporate sales Supervisors at JIL’s Head office, the entire gamut of checks & balances are put in place to make the entire system process driven & not person driven to make the service more responsive & accurate. The service of Antivirus now on 43% of the Indian PC’s is in one way or another supported by a product called the Anti Virus Product off the shelf pack available across computer stores. But the true service offered by JIL to the AV Manufacturing & marketing Companies serves as the back bone of the off the shelf product.
Marketing of Services | 8/31/2012
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END TERM POJECT “TRANSFORMING A SERVICE AS A PRODUCT & VISE-VERSA”
INDIAN INSTITUTE OF FOREIGN TRADE August 31, 2012 Authored by: Kumaresh Kar, Babita Poddar, Deepak Kumar & Chandra Chur Pan
Marketing of Services
END TERM POJECT “TRANSFORMING A SERVICE AS A PRODUCT & VISE-VERSA”
Contents
CONTENTS..................................................................................................................... 2 ANTI-VIRUS SOFTWARE AND OTHER PREVENTIVE MEASURES:....................................................4 THE PROBLEM OF SELLING ANTI VIRUSES IN INDIA:................................................................5 THE SOFTWARE SOLUTION PROGRAM BY THE PERIPHERAL VENDOR............................................6 JUPITER INTERNATIONAL LIMITED OPTICAL MEDIA MANUFACTURING:..........................................7 THE BUSINESS DESIGN:.................................................................................................... 8 THE ROM PRODUCTION PROCESS:.................................................................................. 9 ADDITIONAL FEATURES OF THE LINE:.............................................................................. 10 THE PACKAGING MATERIAL PRODUCTION PROCESS:...........................................................12 DESIGN HOUSE ......................................................................................................... 12 DETAILS OF COMPUTER DESIGNING & TYPESETTING:........................................................12 DETAILS OF SOFTWARE USED: ..................................................................................... 13 PRE-PRESS SECTION................................................................................................... 13 PRESS SECTION......................................................................................................... 14 POST-PRESS SECTION................................................................................................. 15 LOGISTICS SUPPLY CHAIN FOR JIL..................................................................................... 15 THE SERVICE PROMISE:............................................................................................... 16
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‘Improving the Supply Chain to be more economic & efficient’
The market size of Anti Virus & Security software in India is worth 2500 Crores, each year new threats emerge for an ever growing Computer market & hence historically there has been a significant growth of the Security Software companies which provide services ranging from data security to data storage & monitoring, the growth is exploding exponentially with the advent of more digital convergence with the integration of products such as PC, Smart Phone, Tabs so-on & so forth. There has been an increasing demand among both the individual & corporate clientele to safeguard its data content from the ever growing threats, the safety need has ushered in the mushrooming of various Antivirus & security companies which specializes in Data safety on both online & offline platforms. The role of software development Software is often designed with security features to prevent unauthorized use of system resources, many viruses must exploit software bugs in a system or application to spread. Software development strategies that produce large numbers of bugs will generally also produce potential exploits.
Marketing of Services | 8/31/2012
1
Anti-virus software and other preventive measures:
Anti Virus can detect and eliminate known viruses after the computer downloads or runs the executable. There are two common methods that an anti-virus software application uses to detect viruses. The first, and by far the most common method of virus detection is using a list of virus signature definitions. This works by examining the content of the computer's memory (its RAM, and boot sectors) and the files stored on fixed or removable drives (hard drives, floppy drives), and comparing those files against a database of known virus "signatures". The disadvantage of this detection method is that users are only protected from viruses that pre-date their last virus definition update. The second method is to use a heuristic algorithm to find viruses based on common behaviors. This method has the ability to detect novel viruses that anti-virus security firms have yet to create a signature for. Some anti-virus programs are able to scan opened files in addition to sent and received email messages "on the fly" in a similar manner. This practice is known as "on-access scanning". Anti-virus software does not change the underlying capability of host software to transmit viruses. Users must update their software regularly to patch security holes. Anti-virus software also needs to be regularly updated in order to recognize the latest threats. One may also minimize the damage done by viruses by making regular backups of data (and the operating systems) on different media, that are either kept unconnected to the system (most of the time), read-only or not accessible for other reasons, such as using different file systems. This way, if data is lost through a virus, one can start again using the backup (which should preferably be recent). If a backup session on optical media like CD and DVD is closed, it becomes readonly and can no longer be affected by a virus (so long as a virus or infected file was not copied onto the CD/DVD). Likewise, an operating system on a bootable CD can be used to start the computer if the installed operating systems become unusable. Backups on removable media must be carefully inspected before restoration. The Gammima virus, for example, propagates via removable flash drives, therefore based on their needs people need Anti Virus. In December 1990 the First Anti Virus protection service appeared that revolutionized the business: It was called the Norton antivirus the, later on the same was made online so that the user can get regular updates of newer antivirus programs developed by the company for a period of 1-3 years based on the users purchase of the license period. During the period it was the company’s duty to provide protection. In 1995 almost 50% of infections were caused by boot viruses, today 85% of viruses
12
Marketing of Services | 8/31/2012
are
macro
viruses.
Also, today we can observe that more and more e-mail viruses appear, making the internet worms the most severe threat.
The problem of selling Anti Viruses in India:
In India most of the buyers buy assembled PC units from a wide body of Computer Peripherals, even Business buyers use their PC’s or Digital devices for more than 34 years on an average therefore there are two options with the PC buyer, he may choose to get the security software along with the machine from the licensed vendor in a packaged form or the user procures the same from a software shop as an on shelf product, now when he buys the product & loads it on to is machine the license key activation provides him a contract for a period of 1-3 years as per his choice. The assembled market holds endless possibilities to these antivirus developing & marketing companies & With the prominence of ICT & the large scale proliferation of Computers from being an Office Machinery to Household Desktops & the increasing use of Internet the need of Safely & securely protecting ones Data & Machine has grown exponentially. The safety needs of individuals & Companies have catapulted the growth of Anti Virus Service providers, these service providers cater to the clients by the way of dedicated online Servers with Virus Data bank, uploading new antivirus programs on the servers to be downloaded to the host computers. They continuously manage Threat by the way of development of new antivirus programs & keeping a track of the viruses in circulation online. The service starts as soon as a Host/customer purchases a Antivirus user license from the service providers either downloaded the initial data bank from the online server or by the way of buying a off the shelf Content CD-Rom in a packaged form and running the executable Anti Virus software which runs in the background. For the AV companies the online solution is easy to provide as all they need to do is provide a user with a license key after payment to their online gateway & the user can download & install the program. The problem these companies face with the price sensitive Indian consumers who choose to buy an off the shelf product. For an off the shelf product the AV
Marketing of Services | 8/31/2012
1
companies previously used to buy a Blank CD-R get it printed packed it in a product packaging & send it to the channel incurring huge costs & supply chain Bottlenecks, as because the AV companies has limited Number of offices hence catering to highly diversified & dispersed channel from the metropolitan cities to B & C Class Cities & the rural market posed a challenge in its own.
The Software Solution program by the peripheral vendor.
Jupiter International Limited (formally – Jupiter Agencies Pvt. Ltd.), an ISO 9001 Company, founded in 1978 is one of the major IT Hardware Catering House in India with FRONTECH as its flagship Brand. JIL manufactures and imports wide range of Computer Hardware products and is also engaged in the Distribution of exclusive IT Global Brands through a well established own network in all the States of India. Jupiter is having its Registered, Head and Corporate Offices in Kolkata, Manufacturing units are in Baddi (Himachal Pradesh) with Four Zonal Sales Offices at Bangalore, Delhi, Kolkata and Mumbai, along with Two International Offices in China and Taiwan. The Company has 25 Branches on Pan India with a strength more than 500 employees. Since its inception, JIL has been a pioneer in early Technology adaptation and Transformational innovation and has more than 300 distinguished products integrated into a spectrum of 45 product categories. Their immense success stems from our ability to improve, innovate and constantly re-orient them propelling JIL to remain at the helm of this niche market. The innate culture of Commitment and Innovation, coupled with positive coexistence among their Clients, Business Partners and Stakeholders created a dynamic and fluid network of feedback and research which ultimately benefitted the Channel Partners and Consumers. Their Policies, Strategies and Management had proved to be competent at keeping them at the peak of the IT Hardware and Peripherals Industry. JIL spearheads the market with its Innovative Products such as Frontech Home Theatre System with Video output (the first ever of its kind in India), Frontech Headphone with USB, SD Card Port, 5.1 Channel experience, Gaming Devices with USB, SD Card slot facility. Our Product portfolio also includes Monitors, Computer
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Cabinets, Mouse’s, Keyboards, Mother Boards, Hard Disk Drives, Head Sets, Microphones, and Optical Media etc. They had given themselves a leading edge amongst Companies with a similar Product line with Consistent efforts to broaden their product portfolio by adding new products now and then, their annual turnover of Rs. 500 Crores of the 4360 Rs. Crores annual market in India gives them roughly 13% market share, however seeing that the market is crowded with almost 23 National & 12-15 regional competitors of this highly price sensitive market where Frontech (JIL’s in House brand) carries a sticky price retaining its market share speaks voluminously about the company’s performance. ‘JIL Network’ or better called ‘JIL Family’ constitutes support from its Channel Partners which includes Distributors, Dealers and Resellers along with the dedicated workforce of over 500 employees and with this valuable support from its loyal team, the Company has been able to cement its position in today’s competitive market and has built credibility amongst several million satisfied end users. JIL has state of the art ERP implemented across all its facilities & a manager from any part of the country can monitor the status of Goods services personnel at the click of a mouse based on his requirement.
Jupiter International Limited Optical Media manufacturing:
Jupiter, an ISO 9001 Company, has constantly challenged the frontiers of new Technologies and has ventured into the areas spanning from IT Hardware to Optical Media and Consumables. To promote the growth of the company, JIL has set up its own Manufacturing facility of Optical Media in Baddi, Himachal Pradesh. The plant has been set up in Technical Collaboration with Germany based Singulus Technologies. The equipment and technical knowhow supplied by Singulus Technologies enabled the company to produce various models of Optical Media, matching World Standards at Indian prices. JIL used to cater to the price sensitive mass market of manufacturing of blank media used basically for domestic use & 10-15% for export, the product so manufactured was a generic product which serviced mass clientele & over the years with increased commoditization of Optical media the brand value of JIL’s Optical media was on a verge of decline. In 2011 having successfully implemented and managed the High Technology project related to Optical Media Manufacturing, the company diversified into the manufacturing of CD-ROMs.
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With the margins in the sale of Generic Optical media (CD-R’s) thinning JIL’s manager saw an opportunity presented by the highly fragmented & unorganized supply chain of the Antivirus Market. With an intent in transforming the Company from a product oriented company to providing service to business clients Jupiter International Limited (Brand Frontech) Came out with a solution to service the Anti Virus service providers. Frontech has now taken over the production of AV CD-Rom & it is providing an end to end solution to the AV companies it has over 22 Branches so it can ship the material in a timely manner to any location more efficiently & economically to the channel improving the bottom-line with its huge economies of scale the procurement costs are minimized & since it specializes in packaging & production the entire solution is well evolved for the AV companies.
The Business Design:
The business design is made to provide convenience to the Anti Virus companies so that they can remove their personnel altogether from the production & distribution process & focus on their core competency of developing & marketing Anti Virus Software’s. The process starts with the procurement of order from an Antivirus Programming Company, they provide a Software master & License key to Jupiter which they would like to sell to domestic Indian consumers. Jupiter takes the master disc & replicates it on a CD-Rom using its state of the art production house facilities at Baddi Himachal Pradesh.
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Jupiter undertakes a backward integration process & has developed printing facilities with regards to the Optical media & its license keys in state of the art Offset & security bar code printers respectively for the two processes, further JIL has established long term contractual tie up with packaging materials manufacturers who would supply international class retail boxes, inlays, CD Jackets printed with 34-5 Color schemes & art work as per the customers discretion. To minimize cost the Vendors of packaging materials are given works contract on labor charge (per boxes) with a built in scrap margin, JIL has made an arrangement with Various Multinational paper & Boards manufacturing companies like the ITC & West Coast who supply paper as per requirement in a real time (Just in Time) delivery mode to the vendors. The same process of JIT delivery is followed for other raw materials inputs like the Polycarbonate (required for CD-ROMs its Dies, varnishes, Silver targets & Special Chemicals & Acids required for the production processes). Upon confirmation from a Customer a JIL Shop order is raised manually & after that the entire program Schedule is calculated & mailed in an Automated manner to all the parties involved (detailing the unit wise & total requirement for each ingredient required for production, the software even gives a statement of the inventory in store & the amount required to be indented. The lead time with various probabilities are fed in the system so the system calculates & flashes the total Turn round time required to complete the process from end to end. Once the production is complete the entire product lot is transferred to the Logistics Department.
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The RoM Production Process:
The said production is done on the state of art Singulus machines that too on its ‘EMOULD SERIES- WELL ENGINEERED ALL-ELECTRICAL MOULDING MACHINES’ The SINGULUS EMOULD All-Electric Moulding Machines is One Machine for All Optical Disc Formats:
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This vision became true when the first EMOULD electric moulding machine for optical disc was bought by JIL seven years ago. It´s an approved base machine which runs many thousand times in standard moulding applications. Together with seven years of experience in electric moulding of optical disc the EMOULD machine now offers JIL much higher precision than comparable hydraulic and hybrid machines used by the various competitors. The Features of Using this machine are: Less energy consumption Less water consumption Extremely quiet in operation Higher productivity because of higher uptime and yield Leading role in comparison to other electric moulding machines The technical superiority of electromechanical injection moulding machines over the hydraulic design provides a significant strategic competitive advantage for all current and future optical disc formats. The proven design concept, continuous development and a maximum of process experience make the EMOULD machine to the leading moulding machine, among the group of manufacturers of electric machines. The injection moulding machine – known by the brand name EMOULD is built on a base machine manufactured by FANUC, the global leader in electromechanical injection moulding machines. The Japanese company FANUC has exclusively transferred the long-term world wide use of its machines for optical data storage to SINGULUS EMOULD in Germany. SINGULUS TECHNOLOGIES AG has certified the EMOULD all-electric moulding machines for all existing optical disc formats like pre-recorded and recordable, as well as rewritable media. SINGULUS EMOULDs performance and quality has surpassed meanwhile the previous benchmark among the competitors.
Additional Features of the line:
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• • • • • • • • • • • • • • • • •
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All Electric – No Hydraulic Oil Energy saving No oil cooler needed Clean, quiet, user friendly Controller/Servo Motors Digitally controlled AC servo controllers Maximum repeatability self-optimizing temperature control Pressure profile traces control Metering control Reproducibility Rigid machine construction and platen
Pressure feedback system Precision positioning (10 microns) Consistent process capability and quality Low Maintenance Automatic lubricating system Reliable controller/servo system Service data storage Built-in self diagnosis Good accessibility “State of the Art” Engineering Synchronized operation Screw and barrel optimized
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Drive concept improved Spruce detection Enhanced interfacing Compact design
The Packaging material Production process: Design house
For Continuous development JIL has undertaken the job of an in House designing process for is Customers the design inputs are taken from the buyers & a team is allocated who undertake the process Free of Cost to the customers via Tele Conferencing & Video Conferencing.
Details of Computer Designing & Typesetting:
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1. SONY VIO Laptop Pentium Duo Core 2 with 80GB HDD, 1 GB RAM, DVD WR Drive and LCD 2. Hp Laptop Pentium Core 2 Duo with 160GB HDD, 2 GB RAMS, DVD WR Drive and LCD 14.2”screen 3. Intel Duo Core Desk top Pentium IV (2.8GHz) with 256 GB HDD, 2 GB RAM, DVD writer and TFT 19” 4. Intel Duo Core Desk top Pentium IV (2.4 GBZ) with 160 GB HDD, 2GB RAM DVD writer and TFT19” 5. High-end Scanner, HP Scan jet 3500C, HP Scan jet 5500CXI with transparency Adopter for high-end 6.
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High-end Laser Printers HP Laser Printer 4050 (A4 Size), HP Color Laser 2010 HP Laser Printer 1100 7. (A4 Size), HP Colour DeskJet 845C
Details of Software Used:
1. Windows XP, Vista 2. Corel Suite X3, X4 3. Adobe Photoshop CS3 4. Adobe Illustrator CS3 5. Adobe PageMaker 6. Free Hand 10 7. Adobe Acrobat 8. Office Tools (MS Office 2007) ** 24 Hours Internet Connectivity through DSL service
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Pre-press Section
The Prepress Department at JIL’s vendor end uses processes input files received from customers and gets their approval on either hardcopy or softcopy proofs. These processed and approved files are used to make plates which act as the master copy for the copies reproduced. They handle inputs supplied in a variety of industry standard formats on both Mac and PC platforms. The received files are checked for any issues with fonts, images, bleed, etc. and any corrections needed are carried out. The Prepress team is skilled in
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carrying out any colour-corrections / touch-ups / cut-outs required in the job. Apart from the industry-standard Photoshop, specialized software such as Color Tone / ICISS / Human Eyes 3D are used to carry out colour-correction / separation / 3D separation, etc. Proofs are sent to customers in either softcopy (PDFs through email/FTP) or hardcopy (colour-calibrated inkjet proofs) for their approval. The Epson proofers are driven by the industry-leading GMG Color Proof software and are calibrated and colour managed to give a close match to the results achieved on our offset presses. Once the proofs are approved, the files along with the approved reference proofs are sent to the output team to make Plates on our Computer-toPlate (CtP) systems. The Esko Graphics Scope workflow is used for Ripping, Trapping, Imposition and 1bit TIFF output. These are output on Creo Trendsetter and Screen Plate Rite CtP systems. The final approved files are also archived on completion of the project. A fully backed up archive of jobs for over a year is maintained. Should the need arise to reprint or repurpose the data, the customer can rely on the data repository.
Press Section
The Vendors are equipped with state-of-the-art printing machines from Mitsubishi and Komori, in configurations up to 6 colors with online coating. Sheet formats of up to 28.5” x 40” can be printed. Our latest Mitsubishi 6-colour UV Press with Doublecoater is one of the few of its kind in the world, and allows us to print on a wide
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range of substrates such as plastic, metalized surfaces, etc. apart from paper. The double coater also opens up possibilities for a range of inline finishing options such as the popular mix of gloss and texture or gloss and matt finishes.
Post-press Section
A wide range of finishing and binding options are available to make your project stand out from the crowd! Various value-added operations such as foiling, embossing, die-cutting, spot coating, etc. are all available in-house, so there is better quality control and quicker turnaround. Highly automated machines for binding allow us to quickly set-up and complete jobs – whether they are simple or complex and whether the quantities are small or large.
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Logistics Supply Chain for JIL
The Company has its Registered, Head Office and corporate office in Kolkata it owns 25 Branches / Sales Offices across the Pan India and Four Zonal Offices in
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Bangalore, Delhi, Kolkata and Mumbai. Jupiter has a total Goods movement of a tune of 1800 Tons Per annum & hence has its logistical tie ups with Industry giants such as: • • • • • • Blue Dart (Both for land & air cargo) FedEx Both for land & air cargo) Shree Shyam (Fly king for small B & C Class Cities) Om Logistics (For Domestic Cargo FTL) DHL (For International Geodes Wilson (For International Shipments as a Freight Forwarder).
The result of these tie-ups means that JIL enjoys the best Freight rates in the Industry & is able to move Goods across the country smoothly economically & faster than its competitors. Upon the handover of Goods to the Logistics department JIL employees go through the record in their ERP & arrange for the delivery of materials based on the prior contracted rates with the Customers to various destinations. Say for example if a company called Rx Secure Anti Virus has opted for delivery at Delhi via Land & Bangalore via BD AIR then JIL would ship the materials to Delhi on a LTL mode via Om logistics to Delhi but to Bangalore via Blue dart Air mode at the pre negotiated rates the billing to the JIL branches would be on branch transfer basis & the Freight component will be in built during the finalization of contract itself. The billing to JIl branches saves the additional outgo of 2% CST that the Companies would have incurred if JIL was unable to bill it across the country now this 2% is a huge saving where the Invoice values of an AV is a minimum of Rs. 400-500 while the quantities are in Million units. After reaching the branches (I.e. the 22 major cities in each major state across the country) the AV retail Boxes are billed to the Channel.
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The Service Promise:
To keep things simple Jupiter International limited has undertaken a one contact policy for the Antivirus manufacturing companies. One Corporate customer with a thorough understanding of the market, Production, distribution & logistics is in charge of the entire supply chain operation of the affairs. He she interacts with the marketing department of the AV company every alternate day, he / she is in charge of the Account balances & both way remittances, from the customer end to the vendors & is solely responsible for the maintenance of records of inventory & giving & taking orders from either end.
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The one point contact is backed up with meticulously kept historic record of each & every communication in the ERP & in the personal hand held device that is made available to the person, every back up has a back up data storage facility which is cross checked by the corporate sales Supervisors at JIL’s Head office, the entire gamut of checks & balances are put in place to make the entire system process driven & not person driven to make the service more responsive & accurate. The service of Antivirus now on 43% of the Indian PC’s is in one way or another supported by a product called the Anti Virus Product off the shelf pack available across computer stores. But the true service offered by JIL to the AV Manufacturing & marketing Companies serves as the back bone of the off the shelf product.
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