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Interview:
Ajay Varma, Director, Asia Pacific Direct - 3rd February
2006
Greg
: Why is outsourcing becoming so popular?
Ajay: As the world becomes a global community -- where
buyers and sellers can be sitting at the totally different
ends of the world -- outsourcing has been on a significant
rise. Till now outsourcing has been mostly in the
area of manufacturing and production, and limited
to large businesses. But with the rise of e-commerce,
and introduction of new web technologies (Broadband
and VoIP), outsourcing is now flowing down to small
businesses and individuals. Major e-commerce portals
such as e-Bay and Alibaba have made it so much more
simpler for individual and small businesses to source
the best service or product from anywhere across the
world. Similarly, there is also growth in the non-manufacturing
outsourcing called the "intellectual outsourcing".
It is predicted that while China will dominate the
manufacturing outsourcing, India is likely to be the
strongest contender in leading the charge with the
intellectual outsourcing. India is already seen as
a significant hub for call centre and back office
processing outsourcing. It is this growing opportunity
that has given rise to the launch of Asia Pacific
Direct Australia whose focus is the outsourcing of
web and animation work.
Greg
: What is APD's (Asia Pacific Direct) strategy to
tap into the Australian market?
Ajay : APD's strategy has been developed over the
last 6 years, by carefully studying and monitoring
the trends across the world including Australia. We
noticed that large organisations have had the funds
to do proper research and set-up their own outsourcing
operations overseas, so they could reduce their operating
costs significantly, whereas small and medium size
businesses couldn't afford the outsourcing route due
to lack of resources. Recognising this need, APD was
set up to cater to this small to medium sized business,
so they can also access low cost outsourcing services
without having to travel overseas or spending time
on their own research. With APD services available
at hand, these small and medium size businesses can
compete with large businesses on a level playfield.
Our design agencies are located in low cost market
(India), and as a result we are able to offer our
services at significantly lower than the normal industry
prices.
Greg : So what are your key services that you are
offering to the Australian businesses?
Ajay: APD's initial services include web development
and animation. Our flagship product is small business
package for $499, which includes:
* Website Design
* Business Logo design
* Business Card Design
* Letter Head Design
* Domain Name Registered for 2 years
* Website Hosting for 12 months with 5 e-mail addresses
So, essentially, one can start a business for $499.
We also offer a low cost web solution starting at
$199, and at the higher end, we are offering e-commerce
package for $699. One of our main strength is the
ability to develop programming intensive customised
solution for medium size businesses. While there are
many web design agencies in Australia, there are only
few agencies who have strong technical skills to be
able to build a complex programming based website.
We are working with clients on completely new concepts,
which require unique programming skills. Our designers
have worked on various global brand names, so the
quality is very high.
Greg
: What are your key selling points?
Ajay: There are three key values that we offer to
our customers - Speed, Savings and Satisfaction. While
the savings is obvious, we also promise high speed
turnaround. We usually complete small business design
package within 7 days.
Greg
: There is general stigma attached to outsourcing
-- that the quality generally suffers due to low cost
service. How do you ensure that the quality is maintained?
Ajay : We realise that customers are likely to be
a bit sceptical about our quality, so we undertake
customer feedback after every job is completed. We
request our customers to provide feedback on their
experience with us and the quality and level of service
received by them. The response we receive is remarkable!
We are getting so much repeat business because the
customer was so pleased with our output. We promise
satisfaction!
Greg: What kinds of savings are you delivering to
the customers?
Ajay: Because of our price advantage, businesses can
save several thousands dollar on more complex website
projects. For example, one of recent customers received
a quote for $9000 from another agency, and we were
able to complete the same work for only $2,400 --
saving this customer more than $6000. Another customer
received a quote of more than $30,000 for their website
design, and we have developed that project for less
than one-third of that quote. We recently completed
another e-commerce project for $2,600, which contains
more than 4000 products, and would usually cost more
than $8000 in Australia to build. The client is so
please with the result that he wants us to start another
major e-commerce project with much larger scope.
Greg:
Isn't outsourcing a threat for the local jobs?
Ajay: APD is an Australian business, and its aim is
to provide low cost design services to the Australian
businesses. This is a great benefit for the small
and medium sized businesses, who are constantly battling
with their expenses. Our services will help them realise
big savings. Also, as APD expands its operations,
it will create employment for more Australians at
home, and will help Australian business get more value
for their money when it comes to web designing and
animation.
Greg: Tell us little about yourself.
Ajay: I have lived in Australia for more than 10 years
and I am an Australian citizen. I am married to an
Australian and we have two lovely daughters of age
1 and 3.
I
left a very lucrative career in financial industry
to start my own outsourcing business, because I saw
this great opportunity, and a new idea of outsourcing
that would appeal to small businesses. I recently
worked as a Regional Director for American Express
for the Asia Pacific Region with responsibility spanning
across 12 countries in the region. Prior to my 5 years
at Amex, I have worked with Citibank, Allianz, and
AMP group in Sydney. Before moving to Sydney in 1995,
I worked in Advertising industry, with company such
as DDB and FBB/Euro RSCG in India. I have an MBA degree
from Indian Institute of Management, and a Bachelor
degree in Engineering from Indian Institute of Technology.
I
love tennis and try to get a hit whenever time permits.
Apart from work, I make every effort to spend as much
time with the family as possible, having a work-life
balance is important to me.
Websites
Asia
Pacific Direct
Profiles
Ajay
Varma
Asia
Pacific Direct
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