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Saturday, June 5, 1999

DSQ Software plumps for direct marketing, axes channel option 

Nitya Varadarajan  
Chennai, June 4: The Rs 220-crore DSQ Software Ltd is planning to set up more overseas development centres to attract customers through direct marketing. It plans to do away with channel partners to acquire new businesses as had been done in the past.

Addressing a media conference here on Friday, DSQ managing director Dinesh Dalmia said that new development centres would come up in the US, where DSQ has a lesser presence compared to Europe. It already has such centres in Singapore, London, Abu Dhabi, Dubai as also in Mumbai, Chennai, Bangalore and Calcutta.

While costs were higher in setting up overseas centres vis-a-vis getting the work done in India, Dalmia said that his banking customers and others overseas clients preferred local centres to ensure security. They were also willing to pay more for the same.

DSQ earned 39 per cent of its income from Europe, 36 per cent from US and 25 per cent from Asia Pacific. The company, according to Dalmia had made a name for itself in niche areas in each Europeancountry instead of offering the complete basket of services everywhere.

This had given it a focussed recognition in countries such as Holland and Switzerland to cite an example, which it could leverage to its benefit in getting important customers through direct marketing say, in France.

Apart from the areas and countries where it had gained recognition, DSQ has no immediate plans of venturing into uncharted territory. Instead the existing base would be strengthened.

All marketing heads would sit in the region that is being developed rather than the corporate office as was the earlier practice. There would be different CEOs in different regions. The new US centre will be a wholly-owned subsidiary of DSQ and a CEO has been shortlisted.

The company had also restructured itself recently creating separate lines of business (LOB) like telecom and networking, financial services, distribution, ERP and manufacturing, engineering services, insurance, government departments, oil and utilities.

DSQ plans tofall in line with GAAP audit practices. It has also adopted acclerated depreciation to keep up with global trends. The life of hardware has now come down from 7 years to 5 years, for software from 15 years to 5 years and desktops, printers from 7 years to 2 years.

For the current year it plans a capital expenditure of Rs 25 to Rs 30 crore largely from internal accruals. While the company had earlier dropped the idea of private placement of shares, it is not averse to approaching the equity route (either through rights or preference shares) at a later date, depending on market conditions.

Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.


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