1. INDEX
S. N o CH AP T ER P AG E NO .
CH AP T ER - 1 INT RO D UCT IO N
1.1 INTRODUCTION OF TOPIC 05
1.2 EXECUTIVE SUMMARY 08
1.3 INDUSTRY PROFILE 09
1.4 CO MPANY PROFILE 24
1.5 PRODUCT PROFI LE 32
CH AP T ER – 2 AIM AN D S CO P E O F PR E S E NT
IN V E ST IG AT IO N
2.1 OBJECTIVES OF THE PROJECT 37
2.2 SCOPE OF THE STUDY 38
2.3 REVI EW OF LITERATURE 39
2.4 LI MITATION OF STUDY 41
CH AP T ER - 3 E X P ERM ENT AL OR M AT ER I AL AN D
M ET HO D, AL G O R IT HM S U S ED
RESEARCH METHO DOLOGY 43
CH AP T ER - 4 RE S ULT AN D D I SC U S SI O N ,
P ER FO RM AN C E AN ALY S IS
ANALYSIS AND I NTERPRETATION 54
CH AP T ER - 5 SUM M ARY AN D CO N CLU S IO N
5.1 FINDI NGS 87
5.2 SUGGESTIONS AND CONCLUSION 88
5.3 RECO MMENDATION 89
5.4 BIBLIOGRAPHY 90
ANNEXURES 91
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2. LIST OF TABLES:
S. N O . T IT LE O F T AB L E P AG E NO .
1. India’s IT Industry 17
2. ERP 61
3. Data Base 62
4. Data Volume 63
5. Query response time 64
6. Reports 65
7. BI tools 66
8. Reporting Structure 67
9. BI Platform 68
10. Reporting Solution 69
11. Consumes Time 70
12. IT Process 71
13. Next Project 72
14. SDLC 74
15. IBM Rational 75
16. Current Project 76
17. Operating Sys 77
18. Development Platform 78
19. Project Duration 79
20. Upcoming Project 80
21. SDLC Tools 81
22. Automation Tools 82
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3. LIST OF GRAPHS:
S. N O . T IT LE O F C H ART P AG E NO .
1. ERP 61
2. Data Base 62
3. Data Volume 63
4. Query response time 64
5. Reports 65
6. BI tools 66
7. Reporting Structure 67
8. BI Platform 68
9. Reporting Solution 69
10. Consumes Time 70
11. IT Process 71
12. Next Project 72
13. SDLC 74
14. IBM Rational 75
15. Current Project 76
16. Operating Sys 77
17. Development Platform 78
18. Project Duration 79
19. Upcoming Project 80
20. SDLC Tools 81
21. Automation Tools 82
22. Testing Tools 83
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5. 1.1 INTRODUCTION OF TOPIC
MARKETING STRATEGY
Marketing strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage.
A strategy that integrates an organization's marketing goals into a
cohesive whole. Ideally drawn from market research, it focuses on the
ideal product mix to achieve maximum profit potential. The marketing
strategy is set out in a marketing plan.
Developing a marketing Strategy
Marketing strategies serve as the fundamental underpinning
of marketing plans designed to fill market needs and
reach marketing objectives. Plans and objectives are generally tested
for measurable results. Commonly, marketing strategies are developed
as multi-year plans, with a tactical plan detailing specific actions to be
accomplished in the current year. Time horizons covered by
the marketing plan vary by company, by industry, and by nation,
however, time horizons are becoming shorter as the speed of change in
the environment increases. Marketing strategies are dynamic and
interactive. They are partially p lanned and partially unplanned.
Marketing strategy involves careful scanning of the internal and external
environments. Internal environmental factors include the marketing mix,
plus performance analysis and strategic constraints. External
environmental factors include customer analysis, competitor
analysis, target market analysis, as well as evaluation of any elements
of the technological, economic, cultural or political/legal environment
likely to impact success. A key component of marketing strategy is often
to keep marketing in line with a company's overarching mission
statement.
Once a thorough environmental scan is complete, a strategic plan can
be constructed to identif y business alternatives, establish challenging
goals, determine the optimal marke ting mix to attain these goals, and
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6. detail implementation. A final step in developing a marketing strategy is
to create a plan to monitor progress and a set of contingencies if
problems arise in the implementation of the plan.
Market Cycles:
The period of time that a substantial segment of the buying public is
interested in purchasing a given product or service form.
The Four Phases
Cycles are prevalent in all aspects of life; they range from the very short
term, like the life cycle of a June bug, which l ives only a few days, to
the life cycle of a planet, which takes billions of years.
1. Accumulation Phase
2. Mark-Up Phase
3. Distribution Phase
4. Mark-Dow n Phase
Timing
5. The Presidential Cycle
Summing Up
MARKETING PROCESS
Understand the market place and customer needs and wants.
Design a customer-driven marketing strategy.
Construct and integrated marketing program that delivers superior value.
Built profitable relationships and create customer delight.
Capture value from customers to create profits and customer equity.
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7. SALES PROMOTION
Sales promotion is one of the seven aspects of the promotional mix.
(The other six parts of the promotional mix are advertising, personal
selling, direct marketing, publicity/public relations, corporate
image and exhibitions.) Media and non -media marketing communication
are employed for a pre -determined, limited time to increase consumer
demand, stimulate market deman d or improve product availability.
CONSUMER S ALES PROMOTION TECHNIQUES
Price deal: A temporary reduction in the price, such as 50% off.
Loyal Rew ard Program: Consumers collect points, miles, or credits for
purchases and redeem them for rewards.
Cents-off deal: Offers a brand at a lower price. Price reduction may be
a percentage marked on the package.
Price-pack deal: The packaging offers a consumer a certain percentage
more of the product for the same price (for example, 25 percent extra).
Coupons: coupons have become a standard mechanism for sales
promotions.
Mobile couponing: Coupons are available on a mobile phone.
Consumers show the offer on a mobile phone to a salesperson for
redemption.
Online interactive promotion game: Consumers play an interactive
game associated with the promoted product.
Rebates: Consumers are offered money back if the receipt
and barcode are mailed to the producer.
Contests/sw eepstakes/games: The consumer is automatically entered
into the event by purchasing the product.
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8. TRADE SALES PROMOTION TECHNIQUES
Trade allow ances : short term incentive offered to induce a retailer to
stock up on a product.
Dealer loader: An incentive given to induce a retailer to purchase and
display a product
Trade contest: A contest to reward retailers that sell the most products.
Point-of-purchase displays: Used to create the urge of "impulse"
buying and selling your product on the spot.
SALES CYCLE
There are seven stages of sales cycle
1. Prospects For leads:-
Sales person must know about the product totally.
2. Set an Appointment:-
Sales person meets the customer.
3. Qualify the prospect:-
Express the quality of the product that the customer will buy the
products.
4. Make Your Presentation:-
Here not selling the products we are selling ourselves. We are
representing the company.
5. Address the Prospects Objection:-
We must have to clarify the objections of the customer. Sometimes the
customer asks why we use your products then we have to tell them truth and
make them convinced.
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9. 6. Close the Sales:-
In this stage we close the sales means we don’t have to
tell any things more about the product we asks for the order.
7. Ask for referrals
METHOD OF SELLING
Telemarketing
Sales on the internet
Mail order sales
Sales through large scale fixed shop retailer
Sales through wholesalers and Retailers
Direct selling
1.2 EXECUTIVE SUMMARY
After completion of one year of PGDM program. I joined SP Software
Hyderabad for our internship for duration of 8-W eeks where I was
expected to Mr. Animesh Sahu, who was my project guide from the
company.
The title of our project was A STUDY ON “MARKET STRATEGY” OF
IBM PRODUCTS DB2 & RATIONAL SOLUTION ”. The objective of the
project was to survey the mark et and know that how many companies
were aware with services or products and what they want from that
company.
Lastly, the working environment of the company was very healthy and
provided us an opportunity to learn and perform well.
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10. 1.3 INDUSTRY PROFILE
The Information technology industry in India has gained a brand
identity as a knowledge economy due to its IT and ITES sector .The IT–
ITES industry has two major components: IT Services and business
process outsourcing (BPO). The growth in the service sector in India
has been led by the IT –ITES sector, contributi ng substantially to
increase in GDP, employment, and exports.
Information Technology (IT) industry in India is one of the fastest
growing industries. Indian IT industry has built up valuable brand equity
for itself in the global markets. IT industry in Ind ia comprises of
software industry and information technology enabled services (ITES),
which also includes business process outsourcing (BPO) industry. India
is considered as a pioneer in software development and a favorite
destination for IT -enabled services.
The origin of IT industry in India can be traced to 1974, when the
mainframe manufacturer, Burroughs, asked its India sales agent, Tata
Consultancy Services (TCS), to export programmers for installing
system software for a U.S. client. The IT industry originated under
unfavorable conditions. Local markets were absent and government
policy toward private enterprise was hostile. The industry was begun by
Bombay-based conglomerates which entered the business by supplying
programmers to global IT f irms located overseas.
During that time Indian economy was state -controlled and the state
remained hostile to the software industry through the 1970s. Import
tariffs were high (135% on hardware and 100% on software) and
software was not considered an "ind ustry", so that exporters were
ineligible for bank finance. Government policy towards IT sector
changed when Rajiv Gandhi became Prime Minister in 1984. His New
Computer Policy (NCP -1984) consisted of a package of reduced import
tariffs on hardware and sof tware (reduced to 60%), recognition of
software exports as a " deli censed industry", i.e., henceforth eligible for
bank finance and freed from license -permit raj, permission for foreign
firms to set up wholly -owned, export-dedicated units and a project to set
up a chain of software parks that would offer infrastructure at below -
market costs. These policies laid the foundation for the development of
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11. a world-class IT industry in India.
Today, Indian IT companies such as Tata Consultancy Services (TCS),
IBM, W ipro, Infosys, and HCL etc all are renowned in the global market
for their IT prowess. Some of the major factors which played a key role
in India's emergence as key global IT player are:
Indian Education System
The Indian education system places strong emphasis on mathematics
and science, resulting in a large number of science and engineering
graduates. Mastery over quantitative concepts coupled with English
proficiency has resulted in a skill set that has enabled India to reap the
benefits of the curren t international demand for IT.
High Quality Human Resource
Indian programmers are known for their strong technical and analytical
skills and their willingness to accommodate clients. India also has one
of the largest pools of English -speaking professionals.
Competitive Costs
The cost of software development and other services in India is very
competitive as compared to the W est.
Infrastructure Scenario
Indian IT industry has also gained immensely from the availability of a
robust infrastructure (telecom, power and roads) in the country.
In the last few years Indian IT industry has seen tremendous growth.
Destinations such as Bangalore, Hyderabad and Gurgaon have evolved
into global IT hubs. Several IT parks have come up at Bangalo re,
Hyderabad, Chennai, Pune, Gurgaon etc. These parks offer Silicon
Valley type infrastructure. In the light of all the factors that have added
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12. to the strength of Indian IT industry, it seems that Indian success story
is all set to continue
High Growth Industry Profile Information Technology
Industry Snapshots
The computer systems design and related services industry is among the economy's
largest and fastest sources of employment growth. Employment increased by
616,000 over the 1994-2004 periods, posting a staggering 8.0-percent annual growth
rate. The projected 2004-14 employment increase of 453,000 translates into 1.6
million jobs, and represents a relatively slower annual growth rate of 3.4 percent as
productivity increases and offshore outsourcing take their toll. ("Industry output and
employment projections to 2014" by Jay M. Berman, Bureau of Labor Statistics)
However, the main growth catalyst for this industry is expected to be the persistent
evolution of technology and business' constant effort to absorb and integrate these
resources to enhance their productivity and expand their market opportunities.
Employment of computer and information systems managers is expected to grow
between 18 to 26 percent for all occupations through the year 2014. (Career Guide to
Industries 2006-07)
Workforce Issues
Outsourcing
There is concern about federal, state and local government policy
proposals that may restrict overseas outsourcing where labor costs are
lower. Some companies move jobs overseas to remain competitive by
managing labor costs. Others are opening new markets overseas for
their products and hiring local employees as an incentive and an
accommodation.
Government resources
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13. Some stakeholders believe that the government can offer tax relief to
small businesses for training their incumbent workers toward IT
certification.
Role of government in industry's workforce initiatives
Stakeholders also believe that government could serve as an honest
broker for specific issues such as promotion and image, f orecasting the
future of the workf orce and training needs. This could be a task for the
public education system, where children could be introduced to the new,
dynamic global workplace and learn more about the current business
culture.
Skills and training
Over 90 percent of IT workers are employed outside the IT industry,
which makes it necessary for them to have complementary training in
their respective business sectors such as health care, manufacturing or
financial services. Employers are also looking for well developed soft
skills, transferable IT skills and adaptability in their workforce.
Incumbent training programs may help in this respect, as could
community colleges.
Skill Sets
For all IT-related occupations, technical and professional certifications
are growing more popular and increasingly important .
IT workers must continually update and acquire new skills to remain qualified in this
dynamic field. Completion of vocational training also is an asset. According to a May
2000 report by the Urban Institute, community colleges play a critical role in training
new workers and in retraining both veteran workers and workers from other fields.
People interested in becoming computer support specialists generally need only an
Associate degree in a computer-related field, as well as significant hands-on
experience with computers. They also must possess strong problem-solving and
analytical skills as well as excellent communication skills because troubleshooting
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14. and helping others are such vital aspects of the job. And because there is constant
interaction on the job with other computer personnel, customers, and employees,
computer support specialists must be able to communicate effectively on paper, using
e-mail, and in person. They also must possess strong writing skills when preparing
manuals for employees and customers.
ETA in Action
In June 2003, ETA announced the High Growth Job Training Initiative to
engage businesses with local education providers and the local/regional
workforce investment s ystem to find solutions that address changing
talent development needs in various industries.
In October 2005, the Community -Based Job Training Grants were
announced to improve the role of community colleges in providing
affordable, flexible and accessible education for the nation's workforce.
ETA is investing more than $260 million in 26 different regions across
the United States in support of the W IRED (W orkforce Innovation in
Regional Economic Development) Initiative. Through W IRED, local
leaders design and implement strategic approaches to regional
economic development and job growth. W IRED focuses on catalyzing
the creation of high skill, high wage opportunities for American workers
through an integrated approach to economic and talent development.
These initiatives reinforce ETA's commitment to transform the workforce
system through engaging business, education, state and local
governments, and other federal agencies with the goal of creating a
skilled workforce to meet the dynamic needs of today's econ omy.
Investments
ETA has invested over $8,525,458 in the information technology
industry. This includes three High Growth Job Training Initiative grants
totaling $7,816,982 and one multi -industry Community-Based Job
Training Grant totaling $708,476. Lever aged resources from all of the
grantees total $7,346,592.
14
15. The sector has increased its contribution to India's GDP from 1.2% in
FY1998 to 7.1% in FY2011. According to NASSCOM, the IT –BPO sector
in India aggregated revenues of US$88.1 billion in FY2011, where
export and domestic revenue stood at US$59 billion and US$29 billion
respectively. The top seven cities that account for about 90% of this
sectors exports
are Bangalore,Chennai, Hyderabad, Mumbai, Pune, Delhi, Kolkata and
Coimbatore Export dominate t he IT–ITES industry, and constitute about
77% of the total industry revenue. Though the IT –ITES sector is export
driven, the domestic market is also significant with a robust revenue
growth. The industry’s share of total Indian exports (merchandise plus
services) increased from less than 4% in FY1998 to about 25% in
FY2012. According to Gartner, the "Top Five Indian IT Services
Providers" are Tata Consultancy
Services, Infosys, Cognizant, W ipro and HCL Technologies.
This sector has also led to employment ge neration. Direct employment
in the IT services and BPO/ITES segment was 2.3 million in 2009 -10
and is estimated to reach nearly 2.5 million by the end of financial year
2010-11.Indirect employment of over 8.3 million job opportunities is also
expected to be generated due to the growth of this sector in 2010 -11.
Generally dominant player in the global out sourcing sector. However,
the sector continues to face challenges of competitiveness in the
globalized world, particularly from countries like China and Philippines.
India's growing stature in the Information Age enabled it to form close
ties with both the United States of America and the European Union.
However, the recent global financial crises has deeply impacted the
Indian IT companies as well as global companies. As a result hiring has
dropped sharply, and employees are looking at different sectors like the
financial service, telecommunications, and manufacturing industries,
which have been growi ng phenomenally over the last few
years. [ 3 ] India's IT Services industry was born in Mumbai in 1967 with
the establishment of Tata Group in partnership with Burroughs. The first
software export zone SEEPZ was set up here way back in 1973, the old
avatar of the modern day IT park. More than 80 percent of the country's
software exports happened out of SEEPZ, Mumbai in 80s.
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16. POST LIBERLIZATION
In 1991 the Department of Electronics broke this impasse, creating a
corporation called Software Technology Parks of India (STPI) that,
being owned by the government, could provide VSAT communications
without breaching its monopoly. STPI set up software technology par ks
in different cities, each of which provided satellite links to be used by
firms; the local link was a wireless radio link. In 1993 the government
began to allow individual companies their own dedicated links, which
allowed work done in India to be trans mitted abroad directly. Indian
firms soon convinced their American customers that a satellite link was
as reliable as a team of programmers working in the clients’ office.
The New Telecommunications Policy, 1999 (NTP 1999) helped further
liberalize India's telecommunications sector. The Information
Technology Act 2000 created legal procedures for electronic
transactions and e -commerce.
Throughout the 1990s, another wave of Indian professionals entered the
United States. The number of Indian Americans reached 1.7 million by
2000. This immigration consisted largely of highly educated
technologically proficient workers. W ithin the United States, Indians
fared well in science, engineering, and management. Graduates from
the Indian Institutes of Technology (IIT) became known for their
technical skills. The success of Information Technology in India not only
had economic repercussions but also had far -reaching political
consequences. India's reputation both as a source and a destination for
skilled workforce helped it improve its relations with a number of world
economies. The relationship between economy and technology —valued
in the western world—facilitated the growth of an entrepreneurial class
of immigrant Indians, which further helped aid in promoting technolog y-
driven growth.
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18. 1.4 COMPANY PROFILE
SP Software (P) Limited, a flagship of SP Group, is a leading enterprise
business software and information technology (IT) Services company,
providing IT Consulting, technology and outsourcing services. Founded
in 1995, SP Soft is one of the fastest growing IT companies in India
having strong strategic alliance with leading global companies and
capability to handle orders of any size. W e offer varied services
like Application Development, Maintenance & Support, Gaming
Services, Mobile Application Development Services and Telecom
Testing Services.
Our innovative, cost -effective products & services can help you focus on
driving your busin ess value through technology innovation with
comprehensive services to assist you in critical business decisions.
SERVICES
SP Soft is a technology hub of providing future ready solutions through
its proven end-to-end approach and result -oriented services. W e
specialize in technology solutions, deployment and management of
global enterprise solutions for large corporations across industry
verticals on a global delivery platform.
W e are committed to provide high -quality technological solutions and
value-based IT-program management for enterprise -wide systems. W e
have the flexibility to accommodate the changing demands of our
clients. W e gain competitive edge by leveraging the right mix of
technology, people, and processes to achieve strategic objectives. Our
team of domain experts ensures that IT initiatives are tied to business
imperatives through quantifiable metrics.
W e offer a comprehensive range of end -to-end services, designed to
satisf y the needs of businesses of every size to compete and succeed in
the global market. Our core competencies are visible in the following
services
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19. Application Development & Maintenance Services
A robust methodology starts with your business needs, and translates
your needs to design, architecture, development and deployment of the
end application. SP Soft's custom application development process
encompasses all the phases of software development life cycle, starting
from translating business requirements into project requirements
through implementation and finally maintenanc e and on-going support
as per your technical specifications.
Application Development
Our Global Delivery Model supported by technical and domain expertise
characterizes SP Soft's Application Development Services. A judicious
mix of onsite and offshore resources help our clients achieve flexibility,
scalability, quality and a reduced time -to-market. W e work in
collaboration with our clients to ensure that we meet the service levels
on the most critical parameters of 'on -time', 'within budget' and 'defect
free' application development.
Our technical expert team understands and analyzes the application
requirements thoroughly, prepares architecture, develops, tests and
finally implements it. W e cater to the industry -standard software
development practices a nd thoroughly test the applications to ensure
defect-free delivery.
Application Maintenance
SP Soft offers ongoing support services and application maintenance for
all application maintenance needs of our clients. Our Application
Maintenance Services go b eyond managing and optimizing overgrown
applications. W e follow high precision and mature application
maintenance process, which allows efficient capture and reporting
resolution of maintenance requests. Our maintenance service begins
with corrective maint enance, evolving to adaptive, preventive, and
perfective maintenance.
SP Soft’s experienced, well -defined and highly customized Application
Maintenance services enable clients to cut down on this recurring
expense by taking complete responsibility of the s ystems involved.
19
20. Some of the ke y features of our Application Maintenance are:
Decrease in Total cost of ownership (TCO)
Continuous improvements in quality of services
Improve applications stability
Reduce support costs
Structured methodologies for transition and service delivery
Advantages to Clients:
Improved application reliability, availability, and performance
Reduced incident resolution time and increased operational efficiency
Quick response to changing requirements and priorities
Improved end-user satisfaction and software quality
Lowered risks and increased predictability
Significant reduction of maintenance costs
Application Migration
Our tailor-based Application Migration solutions help organizations deal
with their out -dated technologies. W e address issues wherein
applications span from multiple databases, different systems and
languages and offer migration solutions that allow seamless migration of
applications from one environment to another.
Our experts are well -equipped with the latest gam ut of skills to identify
and resolve the challenges of application migration. W e are adept to
accomplish the smooth transition of your application with utmost care of
basic features of the existing business model and without any damage
to your valuable dat a. W e work methodically to deliver reliable on time
results in the most cost -effective way.
Database Services
At the core of almost every application in your company lies a database.
From day-to-day operations to strategic decision making, your
databases are the engines that drive your business. SP Soft offers
complete database services to help you organize your data in an
effective manner.
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21. Our suite of DBA services include :
Oracle database Design
Initial Oracle database system configuration and tuning
Database Splitting
Oracle to Enterprise DB Migration
SQL to Oracle DB Migration
Performance Tuning system configuration and tuning
Concurrent Manager monitoring and alerts
Installation of Oracle statistics collection mechanisms and quarterly database
growth summaries
Hourly monitoring of your Oracle database for pending problems
Reporting and resolving all serious Oracle alert log messages
Database reorganizations and row re-sequencing for performance
Documentation Services
Documentation is an integral element of every final product or
application. It not only adds value to the product usability, but also
enables you to have an edge over your competitors.
Our Documentation team is dedicated towards providing high -quality,
accurate, and cost -effective documentation. W e believe in exceeding
client expectations by creating high standards of excellence and
surpassing them consistently. The software documentation that we
develop is organized reasonably, very user -friendly, truly functional, and
well-coordinated with your requirements.
Our deliverables include:
User Manuals/ "How To" Manuals
System and Technical Requirements Guides
Installation Guides
Quick Start Guides
Training Materials and Tools
Online Help in HTML or Win Help formats
E-books (Electronic Books)
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22. Our expertise and flexibility to deliver cost -effective services with quick
turnarounds has ensured reduced time -to-market, and lesser
development time and cost for our clients while keeping risks to a
minimum.
2 .Gaming Services
SP Soft is one of the leading game developers having deep domain
knowledge and technology expertise on various platforms. W e can
develop online interactive games that can be compatible for social
media sites and Casino sites and deploy games across multiple
platforms and global markets. W e specialize in game production
services and have experience and expertise in Video Slots, Online
Casino and Betting Systems. W e deliver high -quality game production
including programming, graphic design, character development, level
design and game testing or quality assurance.
W e have a professional team comprising of game designers, concept
artists, 2D and 3D modelers, animators and experienced software
developers who are not only experts in software development but in
gaming development a s well, which is a culmination of extensive
knowledge and experience in all aspects of game development
operations.
An innovative and attractive interface with colorful and eye -catching
graphics, our services speaks for itself in terms of User Experience a nd
Playability.
W e offer a wide range of services ranging:
UI Designing and Optimization Services
UI Design has been considered as great factor for success of any game
Application. The more intuitive the user interface the easier it is to use. We
offer high quality professional UI Designing for all kinds of games we develop.
Our in-house designers have great designing skills and experience of creating
some of the best designs. Each of our interface designs are created with
utmost care and quality assurance, which means you get the most unique
designs.
22
23. Optimization of Games:
Game Graphics optimization plays a vital role in online game
development. Our dedicated and qualified Graphic engineers can do this
with in no time there by setting a great user experience to the end user
of the game.
W e have optimized many games using different graphic designing
techniques to ensure the low loading time in the browser.
Our expertise includes:
Graphics Designing
Modeling
2D & 3D Animation
Game Programming Servic e
SP Soft is specialized in advance game programming using
sophisticated game technologies such as Shockwave, Flash, Unity 3D
and others. Our proficient team of game programmers has immense
experience in flawless programming of simple games to complex MMO
games.
Right from an intense sci -fi 3D game to racing games that use
accelerometer our programmers code it brilliantly with perfection to give
gamers an unmatched gaming experience.
Some of our ke y features include :
Frond-end programming
Game Portal and Back-end Tools Development
Game Server Migration
23
24. We have strong expertise in developing:
Backend tools to control and monitoring the players
Affiliate programs and reporting tools
Fraud analysis and monitoring
Wagering systems
Maintaining multiple databases
Game Server Migration:
Migrating Games into different technologies like C++ to JAVA, PHP to C++ etc.
Conversion of existing C++ game engines to JAVA and JAVA game interfaces
to FLASH.
Testing Service
Leveraging on our extensive experience in the Gaming industry, we
provide our clients with a professional and reliable game testing
services. Our experienced testing team professionals understand both
the technical and playability aspects of the game. They test how well
your game performs, taking care of functional, performance and
usability aspects to identify glitches and enhance the end user
experience.
Our Game Testing Strategies:
Functional testing
Game play experience
Load testing
Compatibility and Compliance testing
Localization testing
Online and Network testing
Regression Testing
Beta testing
24
25. We have Professional Expertise in the Follow ing Technologies:
Game Server: Java, C/C++, Python, PHP, Erlangen
Database: My SQL, Oracle, Enterprise DB
Game interface: Flash, HTML 5, Photoshop, 3Ds Max, Maya, Poser
Game Engines: Impact JS, Construct 2, Unity 3D
Deployment Servers: LINUX, Windows
SP Soft gaming development bestows you w ith :
Cost-efficient development of games
More powerful and attractive interface
Stimulating games that keep the audience engaged
Hi-end synchronized gaming solutions
Scalable, reliable, robust and innovative games
Some of the ke y features of our Gaming Services are:
Exciting, Interactive and well-balanced game play
MMOG (Massively Multiplayer Online Game)/role-playing, 3D Games, HTML 5
games, Action games, Flash Games, Racing games, Puzzle Games, Shooting
Games, Sports Games, Decorating Games, Farm Games and Social
Networking games.
Crisp, uncluttered user interfaces
Rich, three-dimensional characters and believable plots
In-Game Animations
3. Mobile Application Development Services
W ith mobile technology becoming the center of attention nowadays and
the world turning wireless, Mobile Application Development is on rise.
One of the key challenges of mobile application development is that a
large number of platforms and devices are being introduced constantly.
To meet the ever-growing challenges, SP Soft offers custom mobile
application development services across a variety of platforms and
devices. W e have wide experience in Mobile Apps Development and
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26. have harnessed mobile technology for platforms like iOS, Android,
Blackberry, W indows Mobile, Symbian and J2ME. Our Professional
Mobile App Developers are fully capable to develop any complex
application that suits your needs.
W e focus to deliver high quality, cost -effective, time bound and value
added services to meet a wide range of requirements in order to help
clients yield greater return on investment for their mobile technology
initiatives.
Multi-Platform Custom Mobile Application Development
W e develop robust and flexible mobile applications by taking the
advantage of technologies, standards and industry best practices. Our
highly skilled multi -platform mobile developers are efficient in building
cost-effective and secured mobile applications at fast turnaround time.
Our rich experienced mobile developers can design and develop
powerful mobile apps using HTML5 based technologies along with CSS
and JavaScript, while providing a high level of integra tion with native
device APIs.
W e create unique and dominant multi -platform mobile applications using
Phone Gap, Rho mobile and Titanium. W e have developed cross -
platform applications for both iOS, Android and Blackberry from a single
codebase.
Some of the key features of our Multi -Platform Custom Mobile
Application Development:
Free and open source
Create apps with HTML5, CSS and JavaScript
Minimize development and long-term maintenance cost
Multi-platform technologies lower the technical barriers
Reduce the number of required skills for the development team
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27. Mobile Field Force Services
Mobile Field Force services enable companies to bi -directionally
synchronize field data with their back -end ERP system in a most reliable
and secure manner to manage and c onstantly improve the quality of
their business. SP Soft’s high value comprehensive field force services
enable enterprises to anticipate service request demands and optimally
deploys the field workforce for faster response.
Our field force service provide s handheld mobile devices to field staff,
which enables them to electronically update job status and access to an
archive of technical information to help provide quality service.
Benefits of our mobile field force services include :
Increasing field productivity of workforce
Improved customer relationship management, better management of the sales
team, monitor performance and provide faster and real time access to
customer information for better customer engagement.
The fundamental mobile framework abstracts the applications to a wide range
of devices, including laptops and PDAs.
Easily integrates with back-office CRM modules
Our unique mobility services offerings are comprehensive and cover
every aspect of mobile application development to create cu stomer
confidence. This includes the following:
Mobile application development and maintenance across all major
platforms with special emphasis on native application development on
iOS, Android, Blackberry, W indows Phone, and J2ME as well as native -
HTML 5 hybrid application development
Mobile application testing for all mobile platforms
Application porting and Migration
Third-party Software Integration Services
27
28. Benefits of our services:
We work closely with you to understand your idea for the application
We use state-of-the-art technology for proving customized end-to-end
solutions
We offer completely secure and easy-to-use applications
Well-experienced in the diversified type of applications like games, business,
media streaming, entertainment etc.
4. Telecom Testing Services
Telecom organizations are constantly facing new challenges to address
the operational efficiency, improve profit margin with increasing industry
consolidation, technology convergence and competition. As maintaining
service levels up to end user expectations are sensitive issue, testing
teams are the keystone for ensuring the quality of service.
SP Soft understands that Telecom Testing is different from Application
Testing and we provide comprehensive services for the telecom industry
from early test strategy planning to final validation and maintenance.
W ith an unrelenting commitment to quality, our testing team experts
help our clients achieve success on critical challenges related to testing
systems, software components, system integ ration, performance,
security and usability of products.
Manual Testing
System/integration/functionality/feature testing
Use case/scenario based end-user testing
Acceptance testing
Sanity testing
Validation and verification testing
Putting manual efforts to stress the modem by using concurrent scenarios
Automation Testing
Unit testing automation
System/integration/functionality/feature testing automation
Load/stress/performance testing automation
Automation Frame Work Setup on the Stations
Build Loading Procedures for different targets
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29. Customization and execution of Automation Scripts
Concurrently running predefined Perl scripts
Testing for Wi-Fi Scenarios
Stress & Stability Testing
SP Soft specializes in establishing Offshore Development Centers for
telecom testing. Offshore Development Centers are very useful for
clients who want to have their own operations but do not want to deal
with the logistics, offshore risks, and investment of setting up their own
captive offshore center.
W ith our Offshore Devel opment Center, you have complete transparency
into the performance of your team. On a monthly basis you will see
detailed skill, performance and attrition management reports allowing
you to be actively involved in the success of your team. Our Testing Lab
can fulfill all your functional validation and protocol testing needs with
utmost care and maintaining industry security standards.
Some of the ke y features of our Telecom Testing:
Integrated approach for functional and interface testing
Readymade grid for Traceability Matrix
Organize test execution efficiently
Manage test services in a multi vendor and multi-technology environments
Standard and comprehensive test processes
Benefits to the clients:
Validate business process rather than restricted product functionality
Time reduction in test execution
Exhaustive testing at functional level and across interfaces
Simple yet sophisticated framework and methodologies
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30. Advantages of SP Soft
High Quality and Low Cost:
Our processes, project management methodology, security and facilities
are comparable to those of our better -known competitors but come with
less cost. But cost advantages are just part of SP Soft’s benefits. The
solutions and services we provide are customized to each client and
each individual project -ensuring our clients receive solutions that are
fully optimized for their specific needs.
Nimble and Flexible:
W ith over 400 staff we are large enough to solve the largest and most
complex technology challenges, but not so large that clients get lost in
bureaucracy. W hen it comes to team member selection, working hours
and location of service, we offer a level of customization and flexibility
that cannot be matched by most of our competitors. Our structure and
experience allows us to r amp up quickly resulting in additional savings
for clients.
A Proven Track Record of Success:
SP Soft has over fifteen years of technology outsourcing experience.
Over that time we have successfully completed hundreds of unique
assignments across 9 Indust ry Verticals. Our proprietary project
management methodology ensures that each project is delivered within
specified parameters.
The Right People, the Right Vision:
Our vision is to provide the highest degree of client customization
available in the IT of f shoring industry. Fulfilling this vision demands
nothing but the best people in all disciplines. India graduates one
million software engineers every year; our tenure and culture means we
can recruit and retain the most talented and motivated associates.
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31. Dedicated to Customer Satisfaction:
Each SP Soft project has a dedicated client partner who provides up to -
date status on timelines and milestones. But our dedication to customer
satisfaction doesn't stop at the front line - all of our executives are
actively engaged with our clients and are readily available to discuss
project details at the clients' discretion
Growth
W e have grown considerably from the time of our establishment in terms
of revenue and people. Company’s growth is entirely dependent upon its
values, skilled manpower and its customers.
Strong and skilled work -force with over 400 employees is our core
strength. W e have a mosaic of motivated, loyal and highly skilled IT
professionals.
Quality Polic y
"SP Soft is committed to quality business processes through
the involvement of motivated associates for customers delight and
continual improvement in all our activities including economic growth"
Quality
Quality drives everything we do, from technology to processes to human
resource practices. The spirit of excellence, quality and customer -
friendly solutions give us a competitive edge over many other
organizations.
Our policy is "quality business processes through the involvement of
motivated associates for customers delight and continual improv ement
in all our activities including economic growth". W e are certified ISO
9001:2008, ISO 27001:2005 (ISMS), Certified CMMi ML -3 and currently
implementing SEI -CMMi Level-5.
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32. W e have a system of rigorous quality assurance standards that help us
to check our progress to meet and exceed customer expectations. W e
believe in delivering quality work in time -constrained environment.
Our Quality Objectives are:
Approach to Zero Defect Solutions
Cost Effective Solutions
Timely Delivery
Customer-Friendly Transaction
The Process Flow
W e follow Step by Step flow, right from Requirement specifications
phase, Software Design, Implementation, Testing and Maintenance.
The process starts with requirements gathered from the end -user by
consultation. These require ments are analyzed for their validity and the
possibility of incorporating the requirements in the system is studied.
Later, system design is prepared, specif ying hardware and system
requirements. On receiving system design documents, the work is
divided in modules/units and actual coding is started.
These units are integrated into a complete system during Integration
phase and tested to check if all modules/units coordinate between each
other and the system as a whole behaves as per the specifications.
Generally, problems with the system developed (which are not found
during the development life cycle) come up after its practical use starts,
so the issues related to the system are solved after deployment of the
system. This process of software development e nsures a quality product
and enhances business value.
.
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33. Business Models
W e at SP Soft, look at ourselves as a partner to our clients and not just
another vendor. W e offer flexibility that best serves the customer's
unique business requirements. W e leverage our global delivery
capability to offer services "on -site" at the client’s very own premises or
"off-shore" at our world -class software development facilities in India.
Fixed Price (FP):
Primarily aimed at customers with specific requirements and well-
defined project plan, this execution model ensures delivery of the
project within a pre -scheduled time frame at a pre -negotiated (fixed)
cost to the customer.
Time and Material:
SP Soft follows Time and Material Model for the projects where scope,
specifications, and implementation plans are not clearly defined at the
initial stage of its development. This model enables the client to change
the specifications based on the upcoming market trends.
Time and Material Model is suitable for the scalable pr ojects where the
team size and total efforts cannot be estimated in advance. It provides
the flexibility to manage the team size and total efforts.
The cost of the project depends on the team size and the efforts of each
team member. The payment for the pr ovided efforts is usually made on
the basis of monthly or bi -weekly invoice issued to the client depending
on the effort reports.
Hybrid Model:
A major portion of the project is based on fixed price basis and at the
same time resources are deployed on time and material basis.
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34. Offshore Development Center (ODC):
This execution model is more flexible and dynamic with respect to
changes in project requirements and business objectives.
ODC is the most preferred business model from the options offered by
SP Soft. This incorporates a pool of specialized, multi -disciplinary
resources that are organized and managed by SP Soft to meet the
customer's explicit business objectives. Billing is based on man -months
expenses at the contracted rate and expenses as appro ved on actual for
on-site work.
It meets the long term outsourcing strategy and allows for a quick start
An effective and established offshore development strategy which works
like an 'Extension' to your own teams
Dedicated team trained on your line of bus iness, systems and processes
Infrastructure dedicated to your projects, with dedicated high -speed
communication equipment
Exploit time -zone advantage
Onsite Model:
SP Soft offers Onsite Model depending on the client’s requirements. The
client can specify the skill sets and experience level of the resources
required by him. The client can also specify the number of resources
and the duration for which the resources are required.
This model is suitable for the projects that are complex and require
proper and constant attention. In Onsite Model, our team works at the
client's location under the direct supervision of client's manager
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37. 1.5 PRODUCT PROFILE
IBMDB2
The name DB2 was first given to the Database Management System
or DBMS in 1983 when IBM released DB2 on its MVS mainframe
platform. Prior to this, a similar product was named SQL/DS on the VM
platform. Prior to that in the mid 1970's IBM released the QBE relational
database product for the VM platform with a table -oriented "Query by
Example" front -end which produced a linear -syntax language that was a
recognizable precursor to QBE and drove transactions to its relational
database. Later the QMF feature of DB2 produced real SQL and brought
the same "QBE" look and feel to DB2. The System 38 platform also
contained a relational DBMS. System Relational, or System R, was a
research prototype developed in the 1970s. DB2 has its roots back to
the beginning of the 1970s when E.F. Code, working for IBM, described
the theory of relational databases and in June 1970 published the model
for data manipulation. To apply the model Code needed a relational
database language he named Alpha. At the time IBM didn't believe in
the potential of Code' s ideas, leaving the implementation to a group of
programmers not under Code's supervision, who violated several
fundamentals of Code's relational model; the result was Structured
English Query Language or SEQUEL. W hen IBM released its first
relational database product, they wanted to have a commercial -quality
sublanguage as well, so it overhauled SEQUEL and renamed the
basically new language (System Query Language) SQL to differentiate it
from SEQUEL. IBM bought Metaphor Computer Systems to utilize their
GUI interface and encapsulating SQL platform that had already been in
use since the mid 80's.
W hen Informix acquired Illustrate and made their database engine
an object-SQL DBMS by introducing their Universal Server, both Oracle
and IBM followed suit by changing their database engines to be capable
of object-relational extensions. In 2001, IBM bought Informix and in the
following years incorporated Informix technology into the DB2 product
suite. Today, DB2 can technically be considered to be an object-SQL
DBMS.
37
38. For some years DB2, as a full -function DBMS was exclusively available
on IBM mainframes. Later IBM brought DB2 to other platforms,
including OS/2, UNIX and W indows servers, then Linux(including Linux
on z Series) and PDAs. This process occurred through the 1990s. The
inspiration for the mainframe version of DB2's architecture came in part
from IBM IMS, a hierarchical database, and its dedicated database
manipulation language, IBM DL/I. DB2 is also embedded in
the i5/OS operating system for IBM System i (i-Series, formerly
the AS/400), and versions are available for z/VSE and z/VM.
An earlier version of the code that would become DB2 LUW (Linux,
UNIX, and W indows ) was part of an Extended Edition component
of OS/2 called Database Manager. IBM extended the f unctionality of
Database Manager a number of times; including the addition of
distributed database functionality that allowed shared access to a
database in a remote location on a LAN. Eventually IBM declared that
insurmountable complexity existed in the Database Manager code, and
took the difficult decision to completely rewrite the software in their
Toronto Lab. The new version of Database Manager, called DB2 like its
mainframe parent, ran on the OS/ 2 and RS/6000 platforms, was called
DB2/2 and DB2/6000 respectively. Other versions of DB2, with different
code bases, followed the same '/' naming convention and became
DB2/400 (for the AS/400), DB2/VSE (for the DOS/VSE environment) and
DB2/VM (for the VM operating system). IBM lawyers stopped this handy
naming convention from being used and decided that all products
needed to be called "product FOR platform" (for example, DB2 for
OS/390). The next iteration of the mainframe and the server -based
products were named DB2 Universal Database (or DB2 UDB), a name
that had already been used for the Linux -Unix-W indows version, with
the introduction of widespread confusion over which version (mainframe
or server) of the DBMS was being referred to. At this point, th e
mainframe version of DB2 and the server version of DB2 were coded in
entirely different languages (PL/S for the mainframe and C++ for the
server), but shared similar functionality and used a common architecture
for SQL optimization: the Starburst Optimiz er.
Over the years DB2 has both exploited and driven numerous hardware
enhancements, particularly on IBM System z with such features
as Parallel Simplex data sharing. In fact, DB2 UDB Version 8
for z/OS now requires a 64-bit system and cannot run on earlier
processors, and DB2 for z/OS maintains certain unique software
38
39. differences in order to serve its sophisticated customers. Although the
ultimate expression of software -hardware co-evolution is the IBM
mainframe, to some ext ent that phenomenon occurs on other platforms
as well, as IBM's software engineers collaborate with their hardware
counterparts.
In the mid -1990s, IBM released a clustered DB2 implementation called
DB2 Parallel Edition, which initially ran on AIX. This edi tion allowed
scalability by providing a shared nothing architecture , in which a single
large database is partitioned across multiple DB2 servers that
communicate over a high -speed interconnect. This DB2 edition was
eventually ported to all Linux, UNIX, and W indows (LUW ) platforms and
was renamed to DB2 Extended Enterprise Edition (EEE). IBM now refers
to this product as the Database Partitioning Feature ( DPF) and sells it
as an add-on to their flagship DB2 Enterprise product.
In mid 2006, IBM announced "Viper," which is the codename for DB2 9
on both distributed pla tforms and z/OS. DB2 9 for z/OS was announced
in early 2007. IBM claimed that the new DB2 was the first relational
database to store XML "natively". Other enhancements include OLTP-
related improvements for distributed platforms, business
intelligence/data warehousing -related improvements for z/OS, more self -
tuning and self -managing features, additional 64 -bit exploitation
(especially for virtual storage on z/OS), stored procedure performance
enhancements for z/OS, and continued convergence of the SQL
vocabularies between z/OS and distributed platforms.
In October 2007, IBM announced "Viper 2," which is the codename for
DB2 9.5 on the distributed platforms . There were three key themes for
the release, Simplified Management, Business Critical Reliability and
Agile XML development.
In June 2009, IBM announced "Cobra" (the codename for DB2 9.7 for
LUW ). DB2 9.7 adds data compression for database indexes, temporary
tables, and large objects. DB2 9.7 also supports native XML data in
hash partitioning (database partitioning), range partitioning (table
partitioning), and multi -dimensional clustering. These native XML
features allow users to directly work with XML in data warehouse
environments. DB2 9.7 also adds several features that make it easier
for Oracle Database users to work with DB2. These include support for
the most commonly used SQL syntax, PL/SQL synta x, scripting syntax,
and data types from Oracle Database. DB2 9.7 also enhanced its
39
40. concurrency model to exhibit behavior that is familiar to users of Oracle
Database and Microsoft SQL Server.
In October 2009, IBM introduced its second major release of the year
when it announced DB2 pure Scale. DB2 pure Scale is a database
cluster solution for non -mainframe platforms, suitable for Online
Transaction Processing (OLTP) workloads. IBM based the design of
DB2 pure Scale on the Parallel Simplex implementation of DB2 data
sharing on the mainframe. DB2 pure Scale provides a fault-tolerant
architecture and shared -disk storage. A DB2 pure Scale system can
grow to 128 database servers, and provides continuous availability and
automatic load balancing.
In 2009, it was announced that DB2 can be an engine in My SQL. This
allows users on the System i platform to natively access the DB2 under
the IBM i operating system (formerly called OS/400), and for users on
other platforms to access these files throug h the My SQL interface. On
the System i and its predecessors the AS/400 and the System/38, DB2
is tightly integrated into the operating system, and comes as part of the
operating system. It provides journaling, triggers and other features.
In October 2010, IBM announced the general availability (GA) of DB2 10
for z/OS. DB2® 10 for z/OS® expands the value delivered to businesses
by IBM's industry-leading mainframe data server through innovations in
key areas:
Improved operational efficiencies for "out-of-the-box" DB2 CPU savings
Unsurpassed resiliency for business-critical information
Rapid application and warehouse deployment for business growth
Enhanced business analytics and data visualization solutions with QMF
Selected features that deliver these valuable benefits to any
business include:
When compared to running on DB2 9, depending on the workload, customers
may experience reduced CPU utilization
When compared to running DB2 9, up to five to ten times more concurrent
users on a single subsystem by avoiding memory constraints
Greater concurrency for data management, data definition, and data access,
including DDL, BIND, REBIND, PREPARE, utilities, and SQL
Additional online changes for data definitions, utilities, and subsystems
Improved security with better granularity for administrative privileges, data
masking, and audit capabilities
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41. Temporal or versioned data to understand system and business times at the
database level (Bi-temporal feature is not available on Oracle or any other
competing RDBMS products)
Pure XML™ and SQL enhancements to simplify portability from other
database solutions
Productivity improved for database administrators, application programmers,
and systems administrators
QMF Classic Edition, an optional for-charge feature, providing greater
interoperability with other programs plus improved queries, forms, diagnostics,
performance, and resource control
QMF Enterprise Edition, an optional for-charge feature, supporting QMF-based
dashboards with visually rich page-based reports, an enhanced security
model, support for HTML, PDF, or Flash QMF report and dashboard outputs
and simplified content authoring
IBM and SAP have cooperated very closely on DB2 10 for z/OS, so now SAP
users can benefit from DB2's scalability and performance enhancements
significantly that allow for further growth of SAP applications and consolidation
of hardware landscape at the same time
DB2 can be administered from either the command-line or a GUI. The
command-line interface requires more knowledge of the product but can be
more easily scripted and automated. The GUI is a multi-platform Java client
that contains a variety of wizards suitable for novice users. DB2 supports both
SQL and Query. DB2 has native implementation of XML data storage, where
XML data is stored as XML (not as relational data or CLOB data) for faster
access using Query.
DB2 has APIs
for REXX, PL/I, COBOL, RPG, FORTRAN, C++, C, Delphi, .NET CLI, Java, Py
thon, Perl, PHP, Ruby, and many other programming languages. DB2 also
supports integration into the Eclipse and Visual Studio integrated development
environments.
41
42. IBM RATIONAL
IBM Rational helps you transform how you design, develop and deliver
both software and software embedded hardware (e.g. software in cars
and phones), to create more innovative products and services, faster
than your competition, with lower costs and reduced risk .
The Softw are Development Life Cycle (SDLC )
As in any other engineering discipline, software engineering also has
some structured models for software development. This document will
provide you with a generic overview about different software
development methodologies adopted by contemporary software firms.
Read on to know more about the Software Development Life Cycle
(SDLC) in detail.
Curtain Raiser
Like any other set of engineering products, software products are also
oriented towards the customer. It is either market driven or it drives the
market. Customer Satisfaction and Customer Delight were buzzwords
many decades ago. Customer Co -creation is the new buzzword that’s
been doing the rounds. Products that are not customer or user friendly
have no place in the market although they are engineered using the best
technology. The experience of the product and the participation of the
customer in creating the product are as crucial as the internal
technology of the product.
Market Research
A market study is made to identify a potential customer’s need. This
process is also known as market research. Here, the already existing
need and the possible a nd potential needs that are available in a
segment of the society are studied carefully. The market study is done
based on a lot of assumptions. Assumptions are the crucial factors in
the development or inception of a product’s development. Unrealistic
assumptions can cause a nosedive in the entire venture. Though
assumptions are abstract, there should be a move to develop tangible
assumptions to come up with a successful product.
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43. Research and Development
Once the Market Research is carried out, the custo mer’s need is given
to the Research & Development division (R&D) to conceptualize a cost -
effective system that could potentially solve the customer’s needs in a
manner that is better than the one adopted by the competitors at
present. Once the conceptual s ystem is developed and tested in a
hypothetical environment, the development team takes control of it. The
development team adopts one of the software development
methodologies that is given below, develops the proposed system, and
gives it to the customer .
The Sales & Marketing division starts selling the software to the
available customers and simultaneously works to develop a niche
segment that could potentially buy the software. In addition, the division
also passes the feedback from the customers to th e developers and the
R&D division to make possible value additions to the product.
W hile developing software, the company outsources the non -core
activities to other companies who specialize in those activities. This
accelerates the software development pr ocess largely. Some companies
work on tie -ups to bring out a highly matured product in a short period.
Popular Softw are Development Models
The following are some basic popular models that are adopted by many
software development firms
A System Development Life Cycle (SDLC) Model
B. Prototyping Model
C. Rapid Application Development Model
D. Component Assembly Model
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44. A. S ystem Development Life Cycle (SDLC) Model
This is also known as Classic Life Cycle Model (or) Linear Sequential
Model (or) W aterfall Method. This model has the following activities.
1. System/Informati on Engineeri ng and Modeling
As software is always of a large system (or business), work begins by
establishing the requirements for all system elements and then
allocating some subset of these requirements to software. This system
view is essential when the software must interface with other elements
such as hardware, people and other resources. System is the basic and
very critical requirement for the existence of software in any entity. So if
the system is not in place, the system should be engineered and put in
place. In some cases, to extract the maximum output, the system should
be re-engineered and spruced up. Once the ideal system is engineered
or tuned, the development team studies the software requirement for the
system.
2. Softw are Requirement Anal ysis
This process is also known as feasibility study. In this phase, the
development team visits the customer and studies their system. They
investigate the need for possible software au tomation in the given
system. By the end of the feasibility study, the team furnishes a
document that holds the different specific recommendations for the
candidate system. It also includes the personnel assignments, costs,
project schedule, target dates e tc…. The requirement gathering process
is intensified and focused specially on software. To understand the
nature of the program(s) to be built, the system engineer or ―Analyst‖
must understand the information domain for the software, as well as
required f unction, behavior, performance and interfacing. The essential
purpose of this phase is to find the need and to define the problem that
needs to be solved.
44
45. 3. System Anal ysi s and Design
In this phase, the software development process, the software’s over all
structure and its nuances are defined. In terms of the client/server
technology, the number of tiers needed for the package architecture, the
database design, the data structure design etc. are all defined in this
phase. A software development model is thus created. Analysis and
Design are very crucial in the whole development cycle. Any glitch in
the design phase could be very expensive to solve in the later stage of
the software development. Much care is taken during this phase. The
logical system of the product is developed in this phase.
4. Code Generation
The design must be translated into a machine -readable form. The code
generation step performs this task. If the design is performed in a
detailed manner, code generation can be accomplished without much
complication. Programming tools like compile rs, interpreters, debuggers
etc. are used to generate the code. Different high level programming
languages like C, C++, Pascal, Java are used for coding. W ith respect
to the type of application, the right programming language is chosen.
5. Testing
Once the code is generated, the software program testing begins.
Different testing methodologies are available to unravel the bugs that
were committed during the previous phases. Different testing tools and
methodologies are already available. Some companies build their own
testing tools that are tailor made for their own development operations.
6. Maintenance
The software will definitely undergo change once it is delivered to the
customer. There can be man y reasons for this change to occur. Change
could happen because of some unexpected input values into the system.
In addition, the changes in the system could directly affect the software
operations. The software should be developed to accommodate changes
that could happen during the post implementation period.
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46. B. Prototyping Model
This is a cyclic version of the linear model. In this model, once the
requirement analysis is done and the design for a prototype is made,
the development process gets started. On ce the prototype is created, it
is given to the customer for evaluation. The customer tests the package
and gives his/her feed back to the developer who refines the product
according to the customer’s exact expectation. After a finite number of
iterations, the final software package is given to the customer. In this
methodology, the software is evolved as a result of periodic shuttling of
information between the customer and developer. This is the most
popular development model in the contemporary IT indust ry. Most of the
successful software products have been developed using this model –
as it is very difficult (even for a whiz kid!) to comprehend all the
requirements of a customer in one shot. There are many variations of
this model skewed with respect to the project management styles of the
companies. New versions of a software product evolve as a result of
prototyping.
C. Rapid Application Development (RAD) Model
The RAD models a linear sequential software development process that
emphasizes an extremely short development cycle. The RAD model is a
―high speed‖ adaptation of the linear sequential model in which rapid
development is achieved by using a component -based construction
approach. Used primarily for information systems applications, the RAD
approach encompasses the following phases:
1. Business modeling
The information flow among business functions is modeled in a way that
answers the following questions:
What information drives the business process?
What information is generated?
Who generates it?
Where does the information go?
Who processes it?
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47. 2. Data modeling
The information flow defined as part of the business modeling phase is
refined into a set of data objects that are needed to support the
business. The characteristic (called attributes) o f each object is
identified and the relationships between these objects are defined.
3. Process modeling
The data objects defined in the data -modeling phase are transformed to
achieve the information flow necessary to implement a business
function. Processing the descriptions is created for adding, modif ying,
deleting, or retrieving a data object.
4. Application generation
The RAD model assumes the use of the RAD t ools like VB, VC++,
Delphi etc. rather than creating software using conventional third
generation programming languages. The RAD model works to reuse
existing program components (when possible) or create reusable
components (when necessary). In all cases, automated tools are used to
facilitate construction of the software.
5. Testing and turnover
Since the RAD process emphasizes reuse, many of the program
components have already been tested. This minimizes the testing and
development time.
D. Component As sembl y Model
Object technologies provide the technical framework for a component -
based process model for software engineering. The object oriented
paradigm emphasizes the creation of classes that encapsulate both data
and the algorithm that are used to manipulate the data. If properly
designed and implemented, object oriented classes are reusable ac ross
different applications and computer based system architectures.
Component Assembly Model leads to software reusability. The
integration/assembly of the already existing software components
accelerates the development process. Nowadays many component
libraries are available on the Internet. If the right components are
chosen, the integration aspect is made much simpler.
47
49. 2.1 OBJECTIVE
PRIMARY OBJECTIVE:
To identify the Marketing Strategy of IBM Products.
SECONDARY OBJECTIVES:
To identify that which company is using which Data Base/BI Tools/Rational
Software.
To find out that the company is satisfied or not satisfied with their current using
tools.
49
50. 2.2 SCOPE OF THE STUDY
This can help increase the sales of IBM Products.
This can help to know about the new technology of the IBM Products.
.
NEED OF THE STUDY
To know the customer preference towards the products & BI Tools
To identify the product, features, benefits & value.
To know the customers awareness & the changes required for the
improvement of Brand image.
2.3 REVIEW OF LITRETURE
A literature review is a body of text that aims to review the critical
points
Knowledge including substantive findings as well as theoretical and
methodological contributions to a particular topic. Literature reviews
are secondary sources and as such, do not report any new or original
experimental work.
50
51. A well-structured literature review is characterized by a logical flow of
ideas current and relevant references with consistent, appropriate
referencing style proper use of terminology and an unbiased and
comprehensive view of the previous research on the topic.
The article have talked about various types of unethical advertisements
like advertisements with obscenity and sexual overtone, endorsed by
children, surrogate advertising, subliminal advertisements, false and
misleading advertisements etc.
There is considerable interest and debate ov er the effectiveness
of sales promotion. Previous studies have shown that sales promotions
are more effective when they provide benefits that are congruent with
those of the promoted product.
In the Global Context of Open Market Economics of Today, the
consumer has become the king. He enjoys a lot of Freedom in his
Purchase Decision. A consumer is in the Position to influence the
manufacturer or the marketer regarding, size, quality, content of the
product, price, post sales service, among other things. As a result, the
markets no longer remained the "sellers market", it obviously turned in
to "buyers market". W ith the Indian retail boom, many players are
entering with different retail formats. As a result, competition is
becoming very tough. Keeping in mind that the Indian consumer is price
sensitive, each player is trying to attract more customers through
different sales promotional activities.
How do competitors react to each other's price -promotion and
advertising actions? How do these reactions influence the net
sales impact we observe? W e answer these questions by performing a
large-scale empirical study of the short -run and long-run reactions
to promotion and advertising shocks in over 400 consumer product
categories, over a four -year time span. Competi tive reaction can be
passive, accommodating or retaliatory. W e first develop a series of
expectations on the type and intensity of reaction behaviour, and on the
moderators of this behaviour.
51
52. 2.4 LIMITATIONS
The study is made within Hyderabad only.
Rudeness of respondent.
The language problem has affected the study.
Short time period and lack of time.
Companies did not disclose their secrets data and strategies.
Possibility of Error in data collections.
Possibility of Error in analysis of data due to small sample size.
The feedback given by the respondent is subjected to variability depending
upon the existing environment and the mood of customer.
52
54. RESEARCH METHODOLOGY
(A.)RESE ARCH DESIGN
A research design is the basic plan which guides the collection,
measurement and analysis of data. Decision regarding what, when, how
much and by what means concerning a research study constitute a
research design.
Research is totally based on primary data. Secondary data c an be used
only for the reference. Research has been done by primary data
collection, and primary data has been collected by meeting wit h the
branch and IT manager of different IT companies and branches in
Hyderabad. Data collection has been done through b y giving structured
questioner. This study will be based on judgment sampling and this
research is skewed to organization level. This is an exploratory type of
research. And this research needs further study also Research is a kind
of pilot study.
TYPES OF RESE ARCH DESIGN: -
This research is of descriptive type. Descriptive research studies are
those which are concerned with describing the characteristics of
particular individual or a group. The studies concerned with specific
predictions, with narration o f facts and characteristics concerning
individual. The research design in case of descriptive research must be
rigid and not maximize reliability.
The design involves the following steps: -
Formulating the objectives of the study.
Design the methods of data collections.
Selecting and analyzing the data.
Reporting the findings.
54
55. DATA COLLECTION METHOD:
Data collection method used in survey and the instrument used in
questionnaire. In thi s method a questionnaire is asked to the person
concerned (i.e. sample ap proach a request to answer and returns the
questionnaire). A questionnaire consists of a number of questions
printed or typed in definite order.
TYPES OF DATA USED: -
There are two types of data which can be used in a research, they are
as follows:-
1. PRIMARY DAT A: -
The primary data are those, which are collected a fresh and for first
time, and thus happen to be original in character.
2. SECONDERY DAT A: -
The secondary data are those which have already been collected by
someone else and re -analyzed in as many different ways a chosen.
SOME ADV ANT AG ES OF QUESTIO NN AI RE ARE: -
Low cost even when the universe is large.
Free from the bias of the interviewer since answer are in respondent own
words.
Adequate time is given to respondent to answer.
SOME DIS ADV ANTAGES OF QUESTIO NN AIRE ARE: -
Low rate of return of the field questionnaire.
It can be used only in IT Company.
Control over it can be lost, once it is sent.
There is possibility of ambiguous replies.
It is a slow method of data collection.
55
56. (B) S AMPLE DESIGN
A sample design is a definite plan of obtaining the samples from a given
population. It refers to the technique o the procedure the researcher
would adopt in selecting items for the sample. Sample design is
determine before the data are collecte d.
STEPS IN S AMPLING DESIGN:
1. TYPE OF UNI VERSE: -
The first step in developing any sample design is to clearly define the
set of objects, known as the ―universe‖ to be studies. The universe can
be finite or infinite. Un iverse choose in my survey is Hyderabad. It is a
finite universe. All the employees of SP Soft and also others who are
willing to take these of services are included in population.
2. S AMPLI NG UNI T: -
A decision has to be taken concerning sampling unit before unit
selecting a sample. Sa mpling unit can be a geographical e.g. state,
district, village etc. or a construction unit for e.g. house, flat or a social
unit e.g. family, club, and school. In my survey, the samp ling unit is all
the IT employees or IT Companies or Pvt. IT employees.
3. S AMPLE SIZE:-
This refers neither to the number of items to be selected from the
universe to constitute a sample should neither be excessively large nor
to small. It should be optimum. An optimum sample is one which fulfills
the requirements of efficien cy. In this study I took 5 0 sample sizes.
56
57. 4. BUDEGETARY CONSTR AINTS: -
Cost consideration, from practical point of view, has a major impact
upon decisions relating to not only size of the sample but also the type
of the sample.
5. S AMPLI NG PROCEDURE: -
Finally, the researcher must decide the type of sample he will use i.e.
he must decide about the technique to be used in selecting the item for
the sample. Sampling procedure should be one that reduces systematic
bias and sampling error. Systematic bias r esult from error in the
sampling procedure, and it, cannot be reduced or eliminated by
increasing the sampling size. It can result due to following: -
Inappropriate sampling frame.
Defective measuring device.
Non respondents.
Natural bias in reporting of data.
Sampling error are the random variations in the sample estimates
around the true population parameters. Sampling error decreasing with
the increase in size of the sample and it happens to be of a smaller
magnitude in case of homogeneous population.
6. S AMPLE DESIGN: -
There are different types of design based upon two factors viz. the
representation bias and the elements selection basis.
On representation basis the sample may be probability sampling or may
be non-probability sampling. On elements selec tion basis, the sample
may be either unrestricted or restricted. W hen the sample element is
drawn individually from the population at large, then it is known as
unrestricted sampling.
The type of sample design used by me in the survey is random
sampling. The survey was only conducted in Hyderabad and to for a
57
58. limited population, there for the findings cannot be generalized at large
without making adequate provision for assumptions.
This study is more descriptive type and hence cannot prove or predict
the cause and effect relationship.
Percentage Anal ysis:
Percentage refers to a special kind of ratio in making comparison
between two or more data and to describe relationships. Percentage can
also be used to compare the relation terms the distribution of two or
more sources of data.
Number of Respondents
Percentage of Respondents = ----------------------------- X 100
Total Respondents
58
59. Some important points taken in Research Methodology:
Type: Descriptive Research
Sampling Unit: Customers using media services
Sample Size: 50
Sampling Method: Random Convenient Sampling
Research Methodology: Field Survey
Type of Data: Primary Data
Research Instrument: Structured Questionnaire
Tools Used: Percentage Analysis, Pie Chart
Secondary Data: Customers using media services
Area of Research: Hyderabad
Research Approach: Survey Method
59
61. DATA ANALYSIS & INTERPRETATION OF DB2
1. What is your ERP?
SAP Oracle Customized Others
17 9 15 9
ERP
others
18% SAP
34%
Customized
30%
Oracle
18%
INTERPRETATION -
34% company are using SAP.
18% company are using Oracle.
30% company are using Customized.
18% company are using others.
61
62. 2. What is your DATABASE?
IBM DB2 oracle MY SQL
30 15 5
DATA BASE
MY SQL
10%
oracle
30%
IBM DB2
60%
INTERPRETATION -
60% company are using IBM DB2
30% company are using Oracle
10% company are using MY SQL
62
63. 3. What is your data volume?
5-10GB 10-50GB 50-100GB >100GB
10 15 20 5
Data Volume
>100GB
10%
5-10GB
20%
50-100GB
40% 10-50GB
30%
INTERPRETATION -
20% company are using 5-10GB
30% company are using 10-50GB
40% company are using 50-100GB
10% company are using >100GB
63
64. 4. Query response time?
5-10 Min 10-30 Min 30-60 Min None of these
20 20 10 0
QRT
None of these
0%
30-60
Min
20%
5-10 Min
40%
10-30 Min
40%
INTERPRETATION -
40% company are using 5-10Min
40% company are using 10-30Min
20% company are using 30-60Min
0% company are using None of these
64
65. 5. How you get your reports?
ERP BI Software None of these
35 15 0
Reports
None of these
0%
BI Software
30%
ERP
70%
INTERPRETATION -
70% company are using ERP
30% company are using BI Software
0% company are using None of these
65
66. 6. Which BI tools are you using?
SAP BO IBM Qlik view Oracle Micro Strategy
Cognos
12 18 10 6 4
BI Tools
Micro Strategy
8%
Oracle SAP BO
12% 24%
Qlik view
20%
IBM Cognos
36%
INTERPRETATION -
24% company are using SAP BO
36% company are using IBM Cognos
20% company are using Qlik view
12% company are using Oracle
08% company are using Micro Strategy
66
67. 7. Are you satisfied with your current reporting structure?
YES NO
42 8
Reporting structure
NO
16%
YES
84%
INTERPRETATION -
84% companies are satisfied with their reporting structure.
16% companies are not satisfied with their reporting structure.
67
68. 8. Which department you think required robust BI platform?
HR IT Marketing Finance Sales Operation
00 40 00 02 00 08
BI Platform HR
Operation 0%
16%
Sales
0%
Finance
4%
Marketing
0%
IT
80%
INTERPRETATION -
0% is used by HR Department
80% is used by IT Department
0% is used by Marketing Department
4% is used by Finance Department
16% is used by Operation Department
68
69. 9. Are you planning to improve your Reporting solution?
YES NO
46 4
Reporting solution
NO
8%
YES
92%
INTERPRETATION -
92% are not planning to improve their reporting solution.
8% are planning to improve their reporting solution.
69
70. 10. Which reports is the top management consumes most of the time?
Sales Reports Operational Financial Others
Reports Reports
0 16 14 20
Sales Reports
Consumes Time
0%
Operational
Reports
32%
Others
40%
Financial
Reports
28%
INTERPRETATION -
0% consumes by Sales Reports
32% consumes by Operational Reports
28% consumes by Financial Reports
40% consumes by Others.
70
71. 11. Do you want to improve your current IT process?
YES NO
3 47
IT Process
YES
6%
NO
94%
INTERPRETATION -
94% company don’t want to improve their IT process
6% company want to improve their IT process
71
72. 12. What is your next project?
BI ERP Data Base HADR EAM SDLC Virtualization Others
5 5 0 0 10 10 0 20
Next Project
BI
10%
ERP
Data Base
Others 10%
0%
40%
HADR
EAM 0%
20%
SDLC
20%
Virtualization
0%
INTERPRETATION -
10% companies next project is BI
10% companies next project is ERP
20% companies next project is EAM
20% companies next project is SDLC
40% companies next project is Others
Others companies not have any next project
72
73. DATA ANALYSIS & INTERPRETATION OF RATIONAL
Software
COMP ANI ES SURVEY: -
SURVEY S AMPLE SIZE 50
SURVEY LOCATION Hyderabad
METHODOLOGY QUESTIONNAIRE
73
74. 1. Are you using SDLC tools?
YES NO
38 12
SDLC
NO
24%
YES
76%
.
INTERPRETATION -
76% companies are using SDLC tools.
24% companies are not using SDLC tools.
74
75. 2. Do you know about IBM Rational?
YES NO
42 8
IBM Rational
NO
16%
YES
84%
.
INTERPRETATION -
84% companies know about IBM Rational.
16% companies don’t know about IBM Rational.
75
