Marketing of local software a major challenge

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Sarwar Zahan
Lack of proper coordination between the software industry and the academicians is a major challenge to the marketing by Bangladeshi IT companies, which have promising potential, according to software sector sources.
Many of the professionals, who are good at marketing in Bangladesh, do not have adequate knowledge about the IT industry and so, they cannot use their talent well, they said.
"English language is still a problem. If you want to penetrate the international market you need a lot of highly skilled professionals, who must have good communication skill in English language," one source said.
Bangladesh Association of Software and Information Services (BASIS) sources said more than 170 companies are either involved in software or in ITES (IT Enabled Services) business in the country.
Annual turnover and export income of these companies are yet to make any significant impact on the international trade, which is a reality, they said.
Sources said one of the major problems faced by Bangladeshi software and ITES companies is lack of skill in marketing. The challenge confronted by the sector has two dimensions -- the need for carrying out effective marketing in the local market and that in the international market.
Sources said the main challenge that the software companies are facing is the small size of the local market.
Creating new customers is not an easy job in a society where the use of personal computer (PC) is still less than 2.0 per cent. On the other hand, interactive websites can help Bangladeshi software companies to present themselves more impressively in the international market, they added.
IT sector sources said Bangladeshi software and ITES companies have immense possibilities to shine both in the local and international markets, but they must have to develop marketing skills.