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  2. 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 172. ERP 613. Data Base 624. Data Volume 635. Query response time 646. Reports 657. BI tools 668. Reporting Structure 679. BI Platform 6810. Reporting Solution 6911. Consumes Time 7012. IT Process 7113. Next Project 7214. SDLC 7415. IBM Rational 7516. Current Project 7617. Operating Sys 7718. Development Platform 7819. Project Duration 7920. Upcoming Project 8021. SDLC Tools 8122. Automation Tools 82 2
  3. 3. LIST OF GRAPHS:S. N O . T IT LE O F C H ART P AG E NO .1. ERP 612. Data Base 623. Data Volume 634. Query response time 645. Reports 656. BI tools 667. Reporting Structure 678. BI Platform 689. Reporting Solution 6910. Consumes Time 7011. IT Process 7112. Next Project 7213. SDLC 7414. IBM Rational 7515. Current Project 7616. Operating Sys 7717. Development Platform 7818. Project Duration 7919. Upcoming Project 8020. SDLC Tools 8121. Automation Tools 8222. Testing Tools 83 3
  4. 4. CHAPTER – 1 4
  5. 5. 1.1 INTRODUCTION OF TOPICMARKETING STRATEGYMarketing strategy is a process that can allow an organization toconcentrate its limited resources on the greatest opportunities toincrease sales and achieve a sustainable competitive advantage.A strategy that integrates an organizations marketing goals into acohesive whole. Ideally drawn from market research, it focuses on theideal product mix to achieve maximum profit potential. The marketingstrategy is set out in a marketing plan.Developing a marketing StrategyMarketing strategies serve as the fundamental underpinningof marketing plans designed to fill market needs andreach marketing objectives. Plans and objectives are generally testedfor measurable results. Commonly, marketing strategies are developedas multi-year plans, with a tactical plan detailing specific actions to beaccomplished in the current year. Time horizons covered bythe marketing plan vary by company, by industry, and by nation,however, time horizons are becoming shorter as the speed of change inthe environment increases. Marketing strategies are dynamic andinteractive. They are partially p lanned and partially unplanned.Marketing strategy involves careful scanning of the internal and externalenvironments. Internal environmental factors include the marketing mix,plus performance analysis and strategic constraints. Externalenvironmental factors include customer analysis, competitoranalysis, target market analysis, as well as evaluation of any elementsof the technological, economic, cultural or political/legal environmentlikely to impact success. A key component of marketing strategy is oftento keep marketing in line with a companys overarching missionstatement.Once a thorough environmental scan is complete, a strategic plan canbe constructed to identif y business alternatives, establish challenginggoals, determine the optimal marke ting mix to attain these goals, and 5
  6. 6. detail implementation. A final step in developing a marketing strategy isto create a plan to monitor progress and a set of contingencies ifproblems arise in the implementation of the plan.Market Cycles:The period of time that a substantial segment of the buying public isinterested in purchasing a given product or service form.The Four PhasesCycles are prevalent in all aspects of life; they range from the very shortterm, like the life cycle of a June bug, which l ives only a few days, tothe 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  Timing5. The Presidential Cycle  Summing UpMARKETING 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. 6
  7. 7. SALES PROMOTIONSales promotion is one of the seven aspects of the promotional mix.(The other six parts of the promotional mix are advertising, personalselling, direct marketing, publicity/public relations, corporateimage and exhibitions.) Media and non -media marketing communicationare employed for a pre -determined, limited time to increase consumerdemand, stimulate market deman d or improve product availability.CONSUMER S ALES PROMOTION TECHNIQUESPrice deal: A temporary reduction in the price, such as 50% off.Loyal Rew ard Program: Consumers collect points, miles, or credits forpurchases and redeem them for rewards.Cents-off deal: Offers a brand at a lower price. Price reduction may bea percentage marked on the package.Price-pack deal: The packaging offers a consumer a certain percentagemore of the product for the same price (for example, 25 percent extra).Coupons: coupons have become a standard mechanism for salespromotions.Mobile couponing: Coupons are available on a mobile phone.Consumers show the offer on a mobile phone to a salesperson forredemption.Online interactive promotion game: Consumers play an interactivegame associated with the promoted product.Rebates: Consumers are offered money back if the receiptand barcode are mailed to the producer.Contests/sw eepstakes/games: The consumer is automatically enteredinto the event by purchasing the product. 7
  8. 8. TRADE SALES PROMOTION TECHNIQUESTrade allow ances : short term incentive offered to induce a retailer tostock up on a product.Dealer loader: An incentive given to induce a retailer to purchase anddisplay a productTrade 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 CYCLEThere 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. 8
  9. 9. 6. Close the Sales:- In this stage we close the sales means we don’t have totell any things more about the product we asks for the order. 7. Ask for referralsMETHOD OF SELLING  Telemarketing  Sales on the internet  Mail order sales  Sales through large scale fixed shop retailer  Sales through wholesalers and Retailers  Direct selling1.2 EXECUTIVE SUMMARYAfter completion of one year of PGDM program. I joined SP SoftwareHyderabad for our internship for duration of 8-W eeks where I wasexpected to Mr. Animesh Sahu, who was my project guide from thecompany.The title of our project was A STUDY ON “MARKET STRATEGY” OFIBM PRODUCTS DB2 & RATIONAL SOLUTION ”. The objective of theproject was to survey the mark et and know that how many companieswere aware with services or products and what they want from thatcompany.Lastly, the working environment of the company was very healthy andprovided us an opportunity to learn and perform well. 9
  10. 10. 1.3 INDUSTRY PROFILEThe Information technology industry in India has gained a brandidentity as a knowledge economy due to its IT and ITES sector .The IT–ITES industry has two major components: IT Services and businessprocess outsourcing (BPO). The growth in the service sector in Indiahas been led by the IT –ITES sector, contributi ng substantially toincrease in GDP, employment, and exports.Information Technology (IT) industry in India is one of the fastestgrowing industries. Indian IT industry has built up valuable brand equityfor itself in the global markets. IT industry in Ind ia comprises ofsoftware industry and information technology enabled services (ITES),which also includes business process outsourcing (BPO) industry. Indiais considered as a pioneer in software development and a favoritedestination for IT -enabled services.The origin of IT industry in India can be traced to 1974, when themainframe manufacturer, Burroughs, asked its India sales agent, TataConsultancy Services (TCS), to export programmers for installingsystem software for a U.S. client. The IT industry originated underunfavorable conditions. Local markets were absent and governmentpolicy toward private enterprise was hostile. The industry was begun byBombay-based conglomerates which entered the business by supplyingprogrammers to global IT f irms located overseas.During that time Indian economy was state -controlled and the stateremained hostile to the software industry through the 1970s. Importtariffs were high (135% on hardware and 100% on software) andsoftware was not considered an "ind ustry", so that exporters wereineligible for bank finance. Government policy towards IT sectorchanged when Rajiv Gandhi became Prime Minister in 1984. His NewComputer Policy (NCP -1984) consisted of a package of reduced importtariffs on hardware and sof tware (reduced to 60%), recognition ofsoftware exports as a " deli censed industry", i.e., henceforth eligible forbank finance and freed from license -permit raj, permission for foreignfirms to set up wholly -owned, export-dedicated units and a project to setup a chain of software parks that would offer infrastructure at below -market costs. These policies laid the foundation for the development of 10
  11. 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 marketfor their IT prowess. Some of the major factors which played a key rolein Indias emergence as key global IT player are:Indian Education SystemThe Indian education system places strong emphasis on mathematicsand science, resulting in a large number of science and engineeringgraduates. Mastery over quantitative concepts coupled with Englishproficiency has resulted in a skill set that has enabled India to reap thebenefits of the curren t international demand for IT.High Quality Human ResourceIndian programmers are known for their strong technical and analyticalskills and their willingness to accommodate clients. India also has oneof the largest pools of English -speaking professionals.Competitive Costs The cost of software development and other services in India is verycompetitive as compared to the W est.Infrastructure ScenarioIndian IT industry has also gained immensely from the availability of arobust 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 evolvedinto global IT hubs. Several IT parks have come up at Bangalo re,Hyderabad, Chennai, Pune, Gurgaon etc. These parks offer SiliconValley type infrastructure. In the light of all the factors that have added 11
  12. 12. to the strength of Indian IT industry, it seems that Indian success storyis all set to continueHigh Growth Industry Profile Information TechnologyIndustry SnapshotsThe computer systems design and related services industry is among the economyslargest and fastest sources of employment growth. Employment increased by616,000 over the 1994-2004 periods, posting a staggering 8.0-percent annual growthrate. The projected 2004-14 employment increase of 453,000 translates into 1.6million jobs, and represents a relatively slower annual growth rate of 3.4 percent asproductivity increases and offshore outsourcing take their toll. ("Industry output andemployment projections to 2014" by Jay M. Berman, Bureau of Labor Statistics)However, the main growth catalyst for this industry is expected to be the persistentevolution of technology and business constant effort to absorb and integrate theseresources to enhance their productivity and expand their market opportunities.Employment of computer and information systems managers is expected to growbetween 18 to 26 percent for all occupations through the year 2014. (Career Guide toIndustries 2006-07)Workforce IssuesOutsourcingThere is concern about federal, state and local government policyproposals that may restrict overseas outsourcing where labor costs arelower. Some companies move jobs overseas to remain competitive bymanaging labor costs. Others are opening new markets overseas fortheir products and hiring local employees as an incentive and anaccommodation.Government resources 12
  13. 13. Some stakeholders believe that the government can offer tax relief tosmall businesses for training their incumbent workers toward ITcertification.Role of government in industrys workforce initiativesStakeholders also believe that government could serve as an honestbroker for specific issues such as promotion and image, f orecasting thefuture of the workf orce and training needs. This could be a task for thepublic education system, where children could be introduced to the new,dynamic global workplace and learn more about the current businessculture.Skills and trainingOver 90 percent of IT workers are employed outside the IT industry,which makes it necessary for them to have complementary training intheir respective business sectors such as health care, manufacturing orfinancial services. Employers are also looking for well developed softskills, transferable IT skills and adaptability in their workforce.Incumbent training programs may help in this respect, as couldcommunity colleges.Skill SetsFor all IT-related occupations, technical and professional certificationsare growing more popular and increasingly important .IT workers must continually update and acquire new skills to remain qualified in thisdynamic field. Completion of vocational training also is an asset. According to a May2000 report by the Urban Institute, community colleges play a critical role in trainingnew workers and in retraining both veteran workers and workers from other fields.People interested in becoming computer support specialists generally need only anAssociate degree in a computer-related field, as well as significant hands-onexperience with computers. They also must possess strong problem-solving andanalytical skills as well as excellent communication skills because troubleshooting 13
  14. 14. and helping others are such vital aspects of the job. And because there is constantinteraction on the job with other computer personnel, customers, and employees,computer support specialists must be able to communicate effectively on paper, usinge-mail, and in person. They also must possess strong writing skills when preparingmanuals for employees and customers.ETA in ActionIn June 2003, ETA announced the High Growth Job Training Initiative toengage businesses with local education providers and the local/regionalworkforce investment s ystem to find solutions that address changingtalent development needs in various industries.In October 2005, the Community -Based Job Training Grants wereannounced to improve the role of community colleges in providingaffordable, flexible and accessible education for the nations workforce.ETA is investing more than $260 million in 26 different regions acrossthe United States in support of the W IRED (W orkforce Innovation inRegional Economic Development) Initiative. Through W IRED, localleaders design and implement strategic approaches to regionaleconomic development and job growth. W IRED focuses on catalyzingthe creation of high skill, high wage opportunities for American workersthrough an integrated approach to economic and talent development.These initiatives reinforce ETAs commitment to transform the workforcesystem through engaging business, education, state and localgovernments, and other federal agencies with the goal of creating askilled workforce to meet the dynamic needs of todays econ omy.InvestmentsETA has invested over $8,525,458 in the information technologyindustry. This includes three High Growth Job Training Initiative grantstotaling $7,816,982 and one multi -industry Community-Based JobTraining Grant totaling $708,476. Lever aged resources from all of thegrantees total $7,346,592. 14
  15. 15. The sector has increased its contribution to Indias GDP from 1.2% inFY1998 to 7.1% in FY2011. According to NASSCOM, the IT –BPO sectorin India aggregated revenues of US$88.1 billion in FY2011, whereexport and domestic revenue stood at US$59 billion and US$29 billionrespectively. The top seven cities that account for about 90% of thissectors exportsare Bangalore,Chennai, Hyderabad, Mumbai, Pune, Delhi, Kolkata andCoimbatore Export dominate t he IT–ITES industry, and constitute about77% of the total industry revenue. Though the IT –ITES sector is exportdriven, the domestic market is also significant with a robust revenuegrowth. The industry’s share of total Indian exports (merchandise plusservices) increased from less than 4% in FY1998 to about 25% inFY2012. According to Gartner, the "Top Five Indian IT ServicesProviders" are Tata ConsultancyServices, Infosys, Cognizant, W ipro and HCL Technologies.This sector has also led to employment ge neration. Direct employmentin the IT services and BPO/ITES segment was 2.3 million in 2009 -10and is estimated to reach nearly 2.5 million by the end of financial year2010-11.Indirect employment of over 8.3 million job opportunities is alsoexpected 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 theglobalized world, particularly from countries like China and Philippines.Indias growing stature in the Information Age enabled it to form closeties with both the United States of America and the European Union.However, the recent global financial crises has deeply impacted theIndian IT companies as well as global companies. As a result hiring hasdropped sharply, and employees are looking at different sectors like thefinancial service, telecommunications, and manufacturing industries,which have been growi ng phenomenally over the last fewyears. [ 3 ] Indias IT Services industry was born in Mumbai in 1967 withthe establishment of Tata Group in partnership with Burroughs. The firstsoftware export zone SEEPZ was set up here way back in 1973, the oldavatar of the modern day IT park. More than 80 percent of the countryssoftware exports happened out of SEEPZ, Mumbai in 80s. 15
  16. 16. POST LIBERLIZATIONIn 1991 the Department of Electronics broke this impasse, creating acorporation called Software Technology Parks of India (STPI) that,being owned by the government, could provide VSAT communicationswithout breaching its monopoly. STPI set up software technology par ksin different cities, each of which provided satellite links to be used byfirms; the local link was a wireless radio link. In 1993 the governmentbegan to allow individual companies their own dedicated links, whichallowed work done in India to be trans mitted abroad directly. Indianfirms soon convinced their American customers that a satellite link wasas reliable as a team of programmers working in the clients’ office.The New Telecommunications Policy, 1999 (NTP 1999) helped furtherliberalize Indias telecommunications sector. The InformationTechnology Act 2000 created legal procedures for electronictransactions and e -commerce.Throughout the 1990s, another wave of Indian professionals entered theUnited States. The number of Indian Americans reached 1.7 million by2000. This immigration consisted largely of highly educatedtechnologically proficient workers. W ithin the United States, Indiansfared well in science, engineering, and management. Graduates fromthe Indian Institutes of Technology (IIT) became known for theirtechnical skills. The success of Information Technology in India not onlyhad economic repercussions but also had far -reaching politicalconsequences. Indias reputation both as a source and a destination forskilled workforce helped it improve its relations with a number of worldeconomies. The relationship between economy and technology —valuedin the western world—facilitated the growth of an entrepreneurial classof immigrant Indians, which further helped aid in promoting technolog y-driven growth. 16
  17. 17. Indias IT industry (in USD bn) FY FY FY FY FY 2004Particulars 2005 2006 2007 2008IT Services 10.4 13.5 17.8 23.5 31.0- Exports 7.3 10.0 13.13 18.0 23.1- Domestic 3.1 3.5 4.5 5.5 7.9ITES-BPO 3.4 5.2 7.2 9.5 12.5- Exports 3.1 4.6 6.3 8.4 10.9- Domestic 0.3 0.6 0.9 1.1 1.6Engineering services, R&D and Software 2.9 3.9 5.3 6.5 8.6products- Exports 2.5 3.1 4.0 4.9 6.4- Domestic 0.4 0.7 1.3 1.6 2.4Hardware 5.0 5.9 7.0 8.5 12.0- Exports 0.5 0.5 0.6 0.5 0.5- Domestic 4.4 5.1 6.5 8.0 11.5Total IT industry (including hardware) 21.6 28.4 37.4 48.0 64. 17
  18. 18. 1.4 COMPANY PROFILESP Software (P) Limited, a flagship of SP Group, is a leading enterprisebusiness software and information technology (IT) Services company,providing IT Consulting, technology and outsourcing services. Foundedin 1995, SP Soft is one of the fastest growing IT companies in Indiahaving strong strategic alliance with leading global companies andcapability to handle orders of any size. W e offer varied serviceslike Application Development, Maintenance & Support, GamingServices, Mobile Application Development Services and TelecomTesting Services.Our innovative, cost -effective products & services can help you focus ondriving your busin ess value through technology innovation withcomprehensive services to assist you in critical business decisions.SERVICESSP Soft is a technology hub of providing future ready solutions throughits proven end-to-end approach and result -oriented services. W especialize in technology solutions, deployment and management ofglobal enterprise solutions for large corporations across industryverticals on a global delivery platform.W e are committed to provide high -quality technological solutions andvalue-based IT-program management for enterprise -wide systems. W ehave the flexibility to accommodate the changing demands of ourclients. W e gain competitive edge by leveraging the right mix oftechnology, people, and processes to achieve strategic objectives. Ourteam of domain experts ensures that IT initiatives are tied to businessimperatives through quantifiable metrics.W e offer a comprehensive range of end -to-end services, designed tosatisf y the needs of businesses of every size to compete and succeed inthe global market. Our core competencies are visible in the followingservices 18
  19. 19. Application Development & Maintenance ServicesA robust methodology starts with your business needs, and translatesyour needs to design, architecture, development and deployment of theend application. SP Softs custom application development processencompasses all the phases of software development life cycle, startingfrom translating business requirements into project requirementsthrough implementation and finally maintenanc e and on-going supportas per your technical specifications.Application DevelopmentOur Global Delivery Model supported by technical and domain expertisecharacterizes SP Softs Application Development Services. A judiciousmix of onsite and offshore resources help our clients achieve flexibility,scalability, quality and a reduced time -to-market. W e work incollaboration with our clients to ensure that we meet the service levelson the most critical parameters of on -time, within budget and defectfree application development.Our technical expert team understands and analyzes the applicationrequirements thoroughly, prepares architecture, develops, tests andfinally implements it. W e cater to the industry -standard softwaredevelopment practices a nd thoroughly test the applications to ensuredefect-free delivery.Application MaintenanceSP Soft offers ongoing support services and application maintenance forall application maintenance needs of our clients. Our ApplicationMaintenance Services go b eyond managing and optimizing overgrownapplications. W e follow high precision and mature applicationmaintenance process, which allows efficient capture and reportingresolution of maintenance requests. Our maintenance service beginswith corrective maint enance, evolving to adaptive, preventive, andperfective maintenance.SP Soft’s experienced, well -defined and highly customized ApplicationMaintenance services enable clients to cut down on this recurringexpense by taking complete responsibility of the s ystems involved. 19
  20. 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 deliveryAdvantages 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 costsApplication MigrationOur tailor-based Application Migration solutions help organizations dealwith their out -dated technologies. W e address issues whereinapplications span from multiple databases, different systems andlanguages and offer migration solutions that allow seamless migration ofapplications from one environment to another.Our experts are well -equipped with the latest gam ut of skills to identifyand resolve the challenges of application migration. W e are adept toaccomplish the smooth transition of your application with utmost care ofbasic features of the existing business model and without any damageto your valuable dat a. W e work methodically to deliver reliable on timeresults in the most cost -effective way.Database ServicesAt the core of almost every application in your company lies a database.From day-to-day operations to strategic decision making, yourdatabases are the engines that drive your business. SP Soft offerscomplete database services to help you organize your data in aneffective manner. 20
  21. 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 performanceDocumentation ServicesDocumentation is an integral element of every final product orapplication. It not only adds value to the product usability, but alsoenables 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 exceedingclient expectations by creating high standards of excellence andsurpassing them consistently. The software documentation that wedevelop is organized reasonably, very user -friendly, truly functional, andwell-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) 21
  22. 22. Our expertise and flexibility to deliver cost -effective services with quickturnarounds has ensured reduced time -to-market, and lesserdevelopment time and cost for our clients while keeping risks to aminimum.2 .Gaming ServicesSP Soft is one of the leading game developers having deep domainknowledge and technology expertise on various platforms. W e candevelop online interactive games that can be compatible for socialmedia sites and Casino sites and deploy games across multipleplatforms and global markets. W e specialize in game productionservices and have experience and expertise in Video Slots, OnlineCasino and Betting Systems. W e deliver high -quality game productionincluding programming, graphic design, character development, leveldesign and game testing or quality assurance.W e have a professional team comprising of game designers, conceptartists, 2D and 3D modelers, animators and experienced softwaredevelopers who are not only experts in software development but ingaming development a s well, which is a culmination of extensiveknowledge and experience in all aspects of game developmentoperations.An innovative and attractive interface with colorful and eye -catchinggraphics, our services speaks for itself in terms of User Experience a ndPlayability.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. 23. Optimization of Games:Game Graphics optimization plays a vital role in online gamedevelopment. Our dedicated and qualified Graphic engineers can do thiswith in no time there by setting a great user experience to the end userof the game.W e have optimized many games using different graphic designingtechniques to ensure the low loading time in the browser.Our expertise includes:  Graphics Designing  Modeling  2D & 3D AnimationGame Programming Servic eSP Soft is specialized in advance game programming usingsophisticated game technologies such as Shockwave, Flash, Unity 3Dand others. Our proficient team of game programmers has immenseexperience in flawless programming of simple games to complex MMOgames.Right from an intense sci -fi 3D game to racing games that useaccelerometer our programmers code it brilliantly with perfection to givegamers 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. 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 databasesGame 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 ServiceLeveraging on our extensive experience in the Gaming industry, weprovide our clients with a professional and reliable game testingservices. Our experienced testing team professionals understand boththe technical and playability aspects of the game. They test how wellyour game performs, taking care of functional, performance andusability aspects to identify glitches and enhance the end userexperience.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. 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, WindowsSP 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 gamesSome 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 Animations3. Mobile Application Development ServicesW ith mobile technology becoming the center of attention nowadays andthe world turning wireless, Mobile Application Development is on rise.One of the key challenges of mobile application development is that alarge number of platforms and devices are being introduced constantly.To meet the ever-growing challenges, SP Soft offers custom mobileapplication development services across a variety of platforms anddevices. W e have wide experience in Mobile Apps Development and 25
  26. 26. have harnessed mobile technology for platforms like iOS, Android,Blackberry, W indows Mobile, Symbian and J2ME. Our ProfessionalMobile App Developers are fully capable to develop any complexapplication that suits your needs.W e focus to deliver high quality, cost -effective, time bound and valueadded services to meet a wide range of requirements in order to helpclients yield greater return on investment for their mobile technologyinitiatives.Multi-Platform Custom Mobile Application DevelopmentW e develop robust and flexible mobile applications by taking theadvantage of technologies, standards and industry best practices. Ourhighly skilled multi -platform mobile developers are efficient in buildingcost-effective and secured mobile applications at fast turnaround time.Our rich experienced mobile developers can design and developpowerful mobile apps using HTML5 based technologies along with CSSand JavaScript, while providing a high level of integra tion with nativedevice APIs.W e create unique and dominant multi -platform mobile applications usingPhone Gap, Rho mobile and Titanium. W e have developed cross -platform applications for both iOS, Android and Blackberry from a singlecodebase.Some of the key features of our Multi -Platform Custom MobileApplication 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 26
  27. 27. Mobile Field Force ServicesMobile Field Force services enable companies to bi -directionallysynchronize field data with their back -end ERP system in a most reliableand secure manner to manage and c onstantly improve the quality oftheir business. SP Soft’s high value comprehensive field force servicesenable enterprises to anticipate service request demands and optimallydeploys 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 anarchive 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 modulesOur unique mobility services offerings are comprehensive and coverevery aspect of mobile application development to create cu stomerconfidence. This includes the following:Mobile application development and maintenance across all majorplatforms with special emphasis on native application development oniOS, Android, Blackberry, W indows Phone, and J2ME as well as native -HTML 5 hybrid application developmentMobile application testing for all mobile platformsApplication porting and MigrationThird-party Software Integration Services 27
  28. 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 ServicesTelecom organizations are constantly facing new challenges to addressthe operational efficiency, improve profit margin with increasing industryconsolidation, technology convergence and competition. As maintainingservice levels up to end user expectations are sensitive issue, testingteams are the keystone for ensuring the quality of service.SP Soft understands that Telecom Testing is different from ApplicationTesting and we provide comprehensive services for the telecom industryfrom early test strategy planning to final validation and maintenance.W ith an unrelenting commitment to quality, our testing team expertshelp our clients achieve success on critical challenges related to testingsystems, 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 28
  29. 29. Customization and execution of Automation Scripts Concurrently running predefined Perl scripts Testing for Wi-Fi ScenariosStress & Stability TestingSP Soft specializes in establishing Offshore Development Centers fortelecom testing. Offshore Development Centers are very useful forclients who want to have their own operations but do not want to dealwith the logistics, offshore risks, and investment of setting up their owncaptive offshore center.W ith our Offshore Devel opment Center, you have complete transparencyinto the performance of your team. On a monthly basis you will seedetailed skill, performance and attrition management reports allowingyou to be actively involved in the success of your team. Our Testing Labcan fulfill all your functional validation and protocol testing needs withutmost 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 processesBenefits 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 29
  30. 30. Advantages of SP SoftHigh Quality and Low Cost:Our processes, project management methodology, security and facilitiesare comparable to those of our better -known competitors but come withless cost. But cost advantages are just part of SP Soft’s benefits. Thesolutions and services we provide are customized to each client andeach individual project -ensuring our clients receive solutions that arefully optimized for their specific needs.Nimble and Flexible:W ith over 400 staff we are large enough to solve the largest and mostcomplex technology challenges, but not so large that clients get lost inbureaucracy. W hen it comes to team member selection, working hoursand location of service, we offer a level of customization and flexibilitythat cannot be matched by most of our competitors. Our structure andexperience allows us to r amp up quickly resulting in additional savingsfor 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 uniqueassignments across 9 Indust ry Verticals. Our proprietary projectmanagement methodology ensures that each project is delivered withinspecified parameters.The Right People, the Right Vision:Our vision is to provide the highest degree of client customizationavailable in the IT of f shoring industry. Fulfilling this vision demandsnothing but the best people in all disciplines. India graduates onemillion software engineers every year; our tenure and culture means wecan recruit and retain the most talented and motivated associates. 30
  31. 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 customersatisfaction doesnt stop at the front line - all of our executives areactively engaged with our clients and are readily available to discussproject details at the clients discretionGrowthW e have grown considerably from the time of our establishment in termsof revenue and people. Company’s growth is entirely dependent upon itsvalues, skilled manpower and its customers.Strong and skilled work -force with over 400 employees is our corestrength. W e have a mosaic of motivated, loyal and highly skilled ITprofessionals.Quality Polic y"SP Soft is committed to quality business processes throughthe involvement of motivated associates for customers delight andcontinual improvement in all our activities including economic growth"QualityQuality drives everything we do, from technology to processes to humanresource practices. The spirit of excellence, quality and customer -friendly solutions give us a competitive edge over many otherorganizations.Our policy is "quality business processes through the involvement ofmotivated associates for customers delight and continual improv ementin all our activities including economic growth". W e are certified ISO9001:2008, ISO 27001:2005 (ISMS), Certified CMMi ML -3 and currentlyimplementing SEI -CMMi Level-5. 31
  32. 32. W e have a system of rigorous quality assurance standards that help usto check our progress to meet and exceed customer expectations. W ebelieve in delivering quality work in time -constrained environment.Our Quality Objectives are:  Approach to Zero Defect Solutions  Cost Effective Solutions  Timely Delivery  Customer-Friendly TransactionThe Process FlowW e follow Step by Step flow, right from Requirement specificationsphase, Software Design, Implementation, Testing and Maintenance.The process starts with requirements gathered from the end -user byconsultation. These require ments are analyzed for their validity and thepossibility of incorporating the requirements in the system is studied.Later, system design is prepared, specif ying hardware and systemrequirements. On receiving system design documents, the work isdivided in modules/units and actual coding is started.These units are integrated into a complete system during Integrationphase and tested to check if all modules/units coordinate between eachother and the system as a whole behaves as per the specifications.Generally, problems with the system developed (which are not foundduring the development life cycle) come up after its practical use starts,so the issues related to the system are solved after deployment of thesystem. This process of software development e nsures a quality productand enhances business value.. 32
  33. 33. Business ModelsW e at SP Soft, look at ourselves as a partner to our clients and not justanother vendor. W e offer flexibility that best serves the customersunique business requirements. W e leverage our global deliverycapability 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 theproject 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 theinitial stage of its development. This model enables the client to changethe specifications based on the upcoming market trends.Time and Material Model is suitable for the scalable pr ojects where theteam size and total efforts cannot be estimated in advance. It providesthe flexibility to manage the team size and total efforts.The cost of the project depends on the team size and the efforts of eachteam member. The payment for the pr ovided efforts is usually made onthe basis of monthly or bi -weekly invoice issued to the client dependingon the effort reports.Hybrid Model:A major portion of the project is based on fixed price basis and at thesame time resources are deployed on time and material basis. 33
  34. 34. Offshore Development Center (ODC):This execution model is more flexible and dynamic with respect tochanges in project requirements and business objectives.ODC is the most preferred business model from the options offered bySP Soft. This incorporates a pool of specialized, multi -disciplinaryresources that are organized and managed by SP Soft to meet thecustomers explicit business objectives. Billing is based on man -monthsexpenses at the contracted rate and expenses as appro ved on actual foron-site work.It meets the long term outsourcing strategy and allows for a quick startAn effective and established offshore development strategy which workslike an Extension to your own teamsDedicated team trained on your line of bus iness, systems and processesInfrastructure dedicated to your projects, with dedicated high -speedcommunication equipmentExploit time -zone advantageOnsite Model:SP Soft offers Onsite Model depending on the client’s requirements. Theclient can specify the skill sets and experience level of the resourcesrequired by him. The client can also specify the number of resourcesand the duration for which the resources are required.This model is suitable for the projects that are complex and requireproper and constant attention. In Onsite Model, our team works at theclients location under the direct supervision of clients manager 34
  35. 35. ClientelePartial Clientele 35
  36. 36. 36
  37. 37. 1.5 PRODUCT PROFILEIBMDB2The name DB2 was first given to the Database Management Systemor DBMS in 1983 when IBM released DB2 on its MVS mainframeplatform. Prior to this, a similar product was named SQL/DS on the VMplatform. Prior to that in the mid 1970s IBM released the QBE relationaldatabase product for the VM platform with a table -oriented "Query byExample" front -end which produced a linear -syntax language that was arecognizable precursor to QBE and drove transactions to its relationaldatabase. Later the QMF feature of DB2 produced real SQL and broughtthe same "QBE" look and feel to DB2. The System 38 platform alsocontained a relational DBMS. System Relational, or System R, was aresearch prototype developed in the 1970s. DB2 has its roots back tothe beginning of the 1970s when E.F. Code, working for IBM, describedthe theory of relational databases and in June 1970 published the modelfor data manipulation. To apply the model Code needed a relationaldatabase language he named Alpha. At the time IBM didnt believe inthe potential of Code s ideas, leaving the implementation to a group ofprogrammers not under Codes supervision, who violated severalfundamentals of Codes relational model; the result was StructuredEnglish Query Language or SEQUEL. W hen IBM released its firstrelational database product, they wanted to have a commercial -qualitysublanguage as well, so it overhauled SEQUEL and renamed thebasically new language (System Query Language) SQL to differentiate itfrom SEQUEL. IBM bought Metaphor Computer Systems to utilize theirGUI interface and encapsulating SQL platform that had already been inuse since the mid 80s.W hen Informix acquired Illustrate and made their database enginean object-SQL DBMS by introducing their Universal Server, both Oracleand IBM followed suit by changing their database engines to be capableof object-relational extensions. In 2001, IBM bought Informix and in thefollowing years incorporated Informix technology into the DB2 productsuite. Today, DB2 can technically be considered to be an object-SQLDBMS. 37
  38. 38. For some years DB2, as a full -function DBMS was exclusively availableon IBM mainframes. Later IBM brought DB2 to other platforms,including OS/2, UNIX and W indows servers, then Linux(including Linuxon z Series) and PDAs. This process occurred through the 1990s. Theinspiration for the mainframe version of DB2s architecture came in partfrom IBM IMS, a hierarchical database, and its dedicated databasemanipulation language, IBM DL/I. DB2 is also embedded inthe i5/OS operating system for IBM System i (i-Series, formerlythe 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 componentof OS/2 called Database Manager. IBM extended the f unctionality ofDatabase Manager a number of times; including the addition ofdistributed database functionality that allowed shared access to adatabase in a remote location on a LAN. Eventually IBM declared thatinsurmountable complexity existed in the Database Manager code, andtook the difficult decision to completely rewrite the software in theirToronto Lab. The new version of Database Manager, called DB2 like itsmainframe parent, ran on the OS/ 2 and RS/6000 platforms, was calledDB2/2 and DB2/6000 respectively. Other versions of DB2, with differentcode bases, followed the same / naming convention and becameDB2/400 (for the AS/400), DB2/VSE (for the DOS/VSE environment) andDB2/VM (for the VM operating system). IBM lawyers stopped this handynaming convention from being used and decided that all productsneeded to be called "product FOR platform" (for example, DB2 forOS/390). The next iteration of the mainframe and the server -basedproducts were named DB2 Universal Database (or DB2 UDB), a namethat had already been used for the Linux -Unix-W indows version, withthe introduction of widespread confusion over which version (mainframeor server) of the DBMS was being referred to. At this point, th emainframe version of DB2 and the server version of DB2 were coded inentirely different languages (PL/S for the mainframe and C++ for theserver), but shared similar functionality and used a common architecturefor SQL optimization: the Starburst Optimiz er.Over the years DB2 has both exploited and driven numerous hardwareenhancements, particularly on IBM System z with such featuresas Parallel Simplex data sharing. In fact, DB2 UDB Version 8for z/OS now requires a 64-bit system and cannot run on earlierprocessors, and DB2 for z/OS maintains certain unique software 38
  39. 39. differences in order to serve its sophisticated customers. Although theultimate expression of software -hardware co-evolution is the IBMmainframe, to some ext ent that phenomenon occurs on other platformsas well, as IBMs software engineers collaborate with their hardwarecounterparts.In the mid -1990s, IBM released a clustered DB2 implementation calledDB2 Parallel Edition, which initially ran on AIX. This edi tion allowedscalability by providing a shared nothing architecture , in which a singlelarge database is partitioned across multiple DB2 servers thatcommunicate over a high -speed interconnect. This DB2 edition waseventually ported to all Linux, UNIX, and W indows (LUW ) platforms andwas renamed to DB2 Extended Enterprise Edition (EEE). IBM now refersto this product as the Database Partitioning Feature ( DPF) and sells itas an add-on to their flagship DB2 Enterprise product.In mid 2006, IBM announced "Viper," which is the codename for DB2 9on both distributed pla tforms and z/OS. DB2 9 for z/OS was announcedin early 2007. IBM claimed that the new DB2 was the first relationaldatabase to store XML "natively". Other enhancements include OLTP-related improvements for distributed platforms, businessintelligence/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 performanceenhancements for z/OS, and continued convergence of the SQLvocabularies between z/OS and distributed platforms.In October 2007, IBM announced "Viper 2," which is the codename forDB2 9.5 on the distributed platforms . There were three key themes forthe release, Simplified Management, Business Critical Reliability andAgile XML development.In June 2009, IBM announced "Cobra" (the codename for DB2 9.7 forLUW ). DB2 9.7 adds data compression for database indexes, temporarytables, and large objects. DB2 9.7 also supports native XML data inhash partitioning (database partitioning), range partitioning (tablepartitioning), and multi -dimensional clustering. These native XMLfeatures allow users to directly work with XML in data warehouseenvironments. DB2 9.7 also adds several features that make it easierfor Oracle Database users to work with DB2. These include support forthe 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. 40. concurrency model to exhibit behavior that is familiar to users of OracleDatabase and Microsoft SQL Server.In October 2009, IBM introduced its second major release of the yearwhen it announced DB2 pure Scale. DB2 pure Scale is a databasecluster solution for non -mainframe platforms, suitable for OnlineTransaction Processing (OLTP) workloads. IBM based the design ofDB2 pure Scale on the Parallel Simplex implementation of DB2 datasharing on the mainframe. DB2 pure Scale provides a fault-tolerantarchitecture and shared -disk storage. A DB2 pure Scale system cangrow to 128 database servers, and provides continuous availability andautomatic load balancing.In 2009, it was announced that DB2 can be an engine in My SQL. Thisallows users on the System i platform to natively access the DB2 underthe IBM i operating system (formerly called OS/400), and for users onother platforms to access these files throug h the My SQL interface. Onthe System i and its predecessors the AS/400 and the System/38, DB2is tightly integrated into the operating system, and comes as part of theoperating system. It provides journaling, triggers and other features.In October 2010, IBM announced the general availability (GA) of DB2 10for z/OS. DB2® 10 for z/OS® expands the value delivered to businessesby IBMs industry-leading mainframe data server through innovations inkey 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 QMFSelected features that deliver these valuable benefits to anybusiness 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 40
  41. 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 DB2s 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. 42. IBM RATIONALIBM Rational helps you transform how you design, develop and deliverboth software and software embedded hardware (e.g. software in carsand phones), to create more innovative products and services, fasterthan your competition, with lower costs and reduced risk .The Softw are Development Life Cycle (SDLC )As in any other engineering discipline, software engineering also hassome structured models for software development. This document willprovide you with a generic overview about different softwaredevelopment methodologies adopted by contemporary software firms.Read on to know more about the Software Development Life Cycle(SDLC) in detail.Curtain RaiserLike any other set of engineering products, software products are alsooriented towards the customer. It is either market driven or it drives themarket. Customer Satisfaction and Customer Delight were buzzwordsmany decades ago. Customer Co -creation is the new buzzword that’sbeen doing the rounds. Products that are not customer or user friendlyhave no place in the market although they are engineered using the besttechnology. The experience of the product and the participation of thecustomer in creating the product are as crucial as the internaltechnology of the product.Market ResearchA market study is made to identify a potential customer’s need. Thisprocess is also known as market research. Here, the already existingneed and the possible a nd potential needs that are available in asegment of the society are studied carefully. The market study is donebased on a lot of assumptions. Assumptions are the crucial factors inthe development or inception of a product’s development. Unrealisticassumptions can cause a nosedive in the entire venture. Thoughassumptions are abstract, there should be a move to develop tangibleassumptions to come up with a successful product. 42
  43. 43. Research and DevelopmentOnce the Market Research is carried out, the custo mer’s need is givento the Research & Development division (R&D) to conceptualize a cost -effective system that could potentially solve the customer’s needs in amanner that is better than the one adopted by the competitors atpresent. Once the conceptual s ystem is developed and tested in ahypothetical environment, the development team takes control of it. Thedevelopment team adopts one of the software developmentmethodologies that is given below, develops the proposed system, andgives it to the customer .The Sales & Marketing division starts selling the software to theavailable customers and simultaneously works to develop a nichesegment that could potentially buy the software. In addition, the divisionalso passes the feedback from the customers to th e developers and theR&D division to make possible value additions to the product.W hile developing software, the company outsources the non -coreactivities to other companies who specialize in those activities. Thisaccelerates the software development pr ocess largely. Some companieswork on tie -ups to bring out a highly matured product in a short period.Popular Softw are Development ModelsThe following are some basic popular models that are adopted by manysoftware development firmsA System Development Life Cycle (SDLC) ModelB. Prototyping ModelC. Rapid Application Development ModelD. Component Assembly Model 43
  44. 44. A. S ystem Development Life Cycle (SDLC) ModelThis is also known as Classic Life Cycle Model (or) Linear SequentialModel (or) W aterfall Method. This model has the following activities.1. System/Informati on Engineeri ng and ModelingAs software is always of a large system (or business), work begins byestablishing the requirements for all system elements and thenallocating some subset of these requirements to software. This systemview is essential when the software must interface with other elementssuch as hardware, people and other resources. System is the basic andvery critical requirement for the existence of software in any entity. So ifthe system is not in place, the system should be engineered and put inplace. In some cases, to extract the maximum output, the system shouldbe re-engineered and spruced up. Once the ideal system is engineeredor tuned, the development team studies the software requirement for thesystem.2. Softw are Requirement Anal ysisThis process is also known as feasibility study. In this phase, thedevelopment team visits the customer and studies their system. Theyinvestigate the need for possible software au tomation in the givensystem. By the end of the feasibility study, the team furnishes adocument that holds the different specific recommendations for thecandidate system. It also includes the personnel assignments, costs,project schedule, target dates e tc…. The requirement gathering processis intensified and focused specially on software. To understand thenature of the program(s) to be built, the system engineer or ―Analyst‖must understand the information domain for the software, as well asrequired f unction, behavior, performance and interfacing. The essentialpurpose of this phase is to find the need and to define the problem thatneeds to be solved. 44
  45. 45. 3. System Anal ysi s and DesignIn this phase, the software development process, the software’s over allstructure and its nuances are defined. In terms of the client/servertechnology, the number of tiers needed for the package architecture, thedatabase design, the data structure design etc. are all defined in thisphase. A software development model is thus created. Analysis andDesign are very crucial in the whole development cycle. Any glitch inthe design phase could be very expensive to solve in the later stage ofthe software development. Much care is taken during this phase. Thelogical system of the product is developed in this phase.4. Code GenerationThe design must be translated into a machine -readable form. The codegeneration step performs this task. If the design is performed in adetailed manner, code generation can be accomplished without muchcomplication. Programming tools like compile rs, interpreters, debuggersetc. are used to generate the code. Different high level programminglanguages like C, C++, Pascal, Java are used for coding. W ith respectto the type of application, the right programming language is chosen.5. TestingOnce the code is generated, the software program testing begins.Different testing methodologies are available to unravel the bugs thatwere committed during the previous phases. Different testing tools andmethodologies are already available. Some companies build their owntesting tools that are tailor made for their own development operations.6. MaintenanceThe software will definitely undergo change once it is delivered to thecustomer. There can be man y reasons for this change to occur. Changecould happen because of some unexpected input values into the system.In addition, the changes in the system could directly affect the softwareoperations. The software should be developed to accommodate changesthat could happen during the post implementation period. 45
  46. 46. B. Prototyping ModelThis is a cyclic version of the linear model. In this model, once therequirement analysis is done and the design for a prototype is made,the development process gets started. On ce the prototype is created, itis given to the customer for evaluation. The customer tests the packageand gives his/her feed back to the developer who refines the productaccording to the customer’s exact expectation. After a finite number ofiterations, the final software package is given to the customer. In thismethodology, the software is evolved as a result of periodic shuttling ofinformation between the customer and developer. This is the mostpopular development model in the contemporary IT indust ry. Most of thesuccessful software products have been developed using this model –as it is very difficult (even for a whiz kid!) to comprehend all therequirements of a customer in one shot. There are many variations ofthis model skewed with respect to the project management styles of thecompanies. New versions of a software product evolve as a result ofprototyping.C. Rapid Application Development (RAD) ModelThe RAD models a linear sequential software development process thatemphasizes an extremely short development cycle. The RAD model is a―high speed‖ adaptation of the linear sequential model in which rapiddevelopment is achieved by using a component -based constructionapproach. Used primarily for information systems applications, the RADapproach encompasses the following phases:1. Business modelingThe information flow among business functions is modeled in a way thatanswers the following questions: What information drives the business process? What information is generated? Who generates it? Where does the information go? Who processes it? 46
  47. 47. 2. Data modelingThe information flow defined as part of the business modeling phase isrefined into a set of data objects that are needed to support thebusiness. The characteristic (called attributes) o f each object isidentified and the relationships between these objects are defined.3. Process modelingThe data objects defined in the data -modeling phase are transformed toachieve the information flow necessary to implement a businessfunction. Processing the descriptions is created for adding, modif ying,deleting, or retrieving a data object.4. Application generationThe RAD model assumes the use of the RAD t ools like VB, VC++,Delphi etc. rather than creating software using conventional thirdgeneration programming languages. The RAD model works to reuseexisting program components (when possible) or create reusablecomponents (when necessary). In all cases, automated tools are used tofacilitate construction of the software.5. Testing and turnoverSince the RAD process emphasizes reuse, many of the programcomponents have already been tested. This minimizes the testing anddevelopment time.D. Component As sembl y ModelObject technologies provide the technical framework for a component -based process model for software engineering. The object orientedparadigm emphasizes the creation of classes that encapsulate both dataand the algorithm that are used to manipulate the data. If properlydesigned and implemented, object oriented classes are reusable ac rossdifferent applications and computer based system architectures.Component Assembly Model leads to software reusability. Theintegration/assembly of the already existing software componentsaccelerates the development process. Nowadays many componentlibraries are available on the Internet. If the right components arechosen, the integration aspect is made much simpler. 47
  48. 48. CHAPTER - 2 48
  49. 49. 2.1 OBJECTIVEPRIMARY 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. 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 LITRETUREA literature review is a body of text that aims to review the criticalpointsKnowledge including substantive findings as well as theoretical andmethodological contributions to a particular topic. Literature reviewsare secondary sources and as such, do not report any new or originalexperimental work. 50
  51. 51. A well-structured literature review is characterized by a logical flow ofideas current and relevant references with consistent, appropriatereferencing style proper use of terminology and an unbiased andcomprehensive view of the previous research on the topic.The article have talked about various types of unethical advertisementslike advertisements with obscenity and sexual overtone, endorsed bychildren, surrogate advertising, subliminal advertisements, false andmisleading advertisements etc.There is considerable interest and debate ov er the effectivenessof sales promotion. Previous studies have shown that sales promotionsare more effective when they provide benefits that are congruent withthose of the promoted product.In the Global Context of Open Market Economics of Today, theconsumer has become the king. He enjoys a lot of Freedom in hisPurchase Decision. A consumer is in the Position to influence themanufacturer or the marketer regarding, size, quality, content of theproduct, price, post sales service, among other things. As a result, themarkets no longer remained the "sellers market", it obviously turned into "buyers market". W ith the Indian retail boom, many players areentering with different retail formats. As a result, competition isbecoming very tough. Keeping in mind that the Indian consumer is pricesensitive, each player is trying to attract more customers throughdifferent sales promotional activities.How do competitors react to each others price -promotion andadvertising actions? How do these reactions influence the netsales impact we observe? W e answer these questions by performing alarge-scale empirical study of the short -run and long-run reactionsto promotion and advertising shocks in over 400 consumer productcategories, over a four -year time span. Competi tive reaction can bepassive, accommodating or retaliatory. W e first develop a series ofexpectations on the type and intensity of reaction behaviour, and on themoderators of this behaviour. 51
  52. 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
  53. 53. CHAPTER- 3 53
  54. 54. RESEARCH METHODOLOGY(A.)RESE ARCH DESIGNA research design is the basic plan which guides the collection,measurement and analysis of data. Decision regarding what, when, howmuch and by what means concerning a research study constitute aresearch design.Research is totally based on primary data. Secondary data c an be usedonly for the reference. Research has been done by primary datacollection, and primary data has been collected by meeting wit h thebranch and IT manager of different IT companies and branches inHyderabad. Data collection has been done through b y giving structuredquestioner. This study will be based on judgment sampling and thisresearch is skewed to organization level. This is an exploratory type ofresearch. And this research needs further study also Research is a kindof pilot study.TYPES OF RESE ARCH DESIGN: -This research is of descriptive type. Descriptive research studies arethose which are concerned with describing the characteristics ofparticular individual or a group. The studies concerned with specificpredictions, with narration o f facts and characteristics concerningindividual. The research design in case of descriptive research must berigid 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. 55. DATA COLLECTION METHOD:Data collection method used in survey and the instrument used inquestionnaire. In thi s method a questionnaire is asked to the personconcerned (i.e. sample ap proach a request to answer and returns thequestionnaire). A questionnaire consists of a number of questionsprinted or typed in definite order.TYPES OF DATA USED: -There are two types of data which can be used in a research, they areas follows:-1. PRIMARY DAT A: -The primary data are those, which are collected a fresh and for firsttime, and thus happen to be original in character.2. SECONDERY DAT A: -The secondary data are those which have already been collected bysomeone 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. 56. (B) S AMPLE DESIGNA sample design is a definite plan of obtaining the samples from a givenpopulation. It refers to the technique o the procedure the researcherwould adopt in selecting items for the sample. Sample design isdetermine 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 theset of objects, known as the ―universe‖ to be studies. The universe canbe finite or infinite. Un iverse choose in my survey is Hyderabad. It is afinite universe. All the employees of SP Soft and also others who arewilling 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 unitselecting 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 socialunit e.g. family, club, and school. In my survey, the samp ling unit is allthe 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 theuniverse to constitute a sample should neither be excessively large norto small. It should be optimum. An optimum sample is one which fulfillsthe requirements of efficien cy. In this study I took 5 0 sample sizes. 56
  57. 57. 4. BUDEGETARY CONSTR AINTS: -Cost consideration, from practical point of view, has a major impactupon decisions relating to not only size of the sample but also the typeof 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 forthe sample. Sampling procedure should be one that reduces systematicbias and sampling error. Systematic bias r esult from error in thesampling procedure, and it, cannot be reduced or eliminated byincreasing 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 estimatesaround the true population parameters. Sampling error decreasing withthe increase in size of the sample and it happens to be of a smallermagnitude in case of homogeneous population.6. S AMPLE DESIGN: -There are different types of design based upon two factors viz. therepresentation bias and the elements selection basis.On representation basis the sample may be probability sampling or maybe non-probability sampling. On elements selec tion basis, the samplemay be either unrestricted or restricted. W hen the sample element isdrawn individually from the population at large, then it is known asunrestricted sampling.The type of sample design used by me in the survey is randomsampling. The survey was only conducted in Hyderabad and to for a 57
  58. 58. limited population, there for the findings cannot be generalized at largewithout making adequate provision for assumptions.This study is more descriptive type and hence cannot prove or predictthe cause and effect relationship.Percentage Anal ysis:Percentage refers to a special kind of ratio in making comparisonbetween two or more data and to describe relationships. Percentage canalso be used to compare the relation terms the distribution of two ormore sources of data. Number of RespondentsPercentage of Respondents = ----------------------------- X 100 Total Respondents 58
  59. 59. Some important points taken in Research Methodology:Type: Descriptive ResearchSampling Unit: Customers using media servicesSample Size: 50Sampling Method: Random Convenient SamplingResearch Methodology: Field SurveyType of Data: Primary DataResearch Instrument: Structured QuestionnaireTools Used: Percentage Analysis, Pie ChartSecondary Data: Customers using media servicesArea of Research: HyderabadResearch Approach: Survey Method 59
  60. 60. CHAPTER-4 60
  61. 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. 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. 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. 64. 4. Query response time?5-10 Min 10-30 Min 30-60 Min None of these20 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. 65. 5. How you get your reports?ERP BI Software None of these35 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. 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. 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. 68. 8. Which department you think required robust BI platform?HR IT Marketing Finance Sales Operation00 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. 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. 70. 10. Which reports is the top management consumes most of the time?Sales Reports Operational Financial Others Reports Reports0 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. 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