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Dishnet - DSL(Digital Subscriber Line)
We the Mirages had our first meeting with Mr. Praveen Sadalage, the
branch Manager Sales, of Dishnet DSL.
In our first session it was evident to us that Dishnet is a live
example of all that we have learnt and considered as 'too futuristic'. The inception of
the organisation was at the hands of a technocrat, a visionary who was already responsible
for making computers available to the masses.
Mr. Sivasankaran, a mass oriented person, has a vision which in effect
is the
Vision of Dishnet:
To make technology available to the masses at a affordable cost. Dishnet
implements this vision by making internet available to the common man at prices that are
within his reach. How Dishnet achieve this?
Mr. Sivasankaran, a US based NRI, by virtue of his influential contacts
buys technology at throw away prices from outside India and brings the same to India. The
strategy to bring about the Affordability is to concentrate on the
volumes.
At this point, we'd like to recall the very first session of EMBA,
where the discussion revolved around this very concept of technology for the masses at
affordable cost. Dishnet has connected 200 towns in India within a span of 2 years.
Another thought that was discussed in the class was that of the
infrastructural bottlenecks, Dishnet combats this issue by providing DSL technology, where
it lays its own cables. Le Meridian is one such customer; we will study the technoogy at a
later stage.
Long term strategy of Dishnet:
Graduate from an ISP to an ASP. Dishnet DSL is in the area of DTH
activities- what it calls 'bringing infotainment'. Its long term goal is to be a one
stop solution for its customers, offering internet as a door to a world of
services: shopping, payment gateways, entertainment, education, ........ you name it and
Dishnet DSL will offer all that and more.
How does Dishnet differentiate itself from competition?
Price and service are the 2 differentiating features of Dishnet. All
the products of Dishnet are offered at 70% of the price at which its competitors price
their products. In order to be able to offer such competitive prices, Dishnet concentrates
on building a huge customer base. In this attempt to offer competitive pricing, Dishnet
doesnot compromise on quality, it provides 24 hrs customer back-up. It also ensures
quality by tying up with the best in the IT- World - MS, Semantec, Norton.
Implementing the long term strategy:
One look at the products of Dishnet DSL placed at various points of the
value chain, is evidence enough to believe that this organisation is heading in the
direction of its vision and long term strategy:
- Dishnet has established internet browsing centres for its customers who do not have
computers.
- For those who have, Dishnet brings it at affordable prices.
- Taking this one step further, Dishnet offers its own cables, bringing online
connectivity a click away obviously at a speed that is far superior to that of
competitors.
- Ultimately, Dishnet looks at offering the one stop solution by co-locating all the
customers to route backend services within the Dishnet premises. {If that sounds far
fetched pls hold on to your queries till we probe into this further.}
This organisation provides us with yet another example of
implementation of concepts that we have been acquainted with : Dishnet is involved with
creating internet aware communities.
We will explore this concept in detail, however we understand that
dishnet has launched ETH in connection with the above objective. Through the ETH it takes
education to the masses. It is what Dishnet claims is a 'hortal' - horizontally deep
portal.
Dishnet is certainly emerging as an organisation that is driven by the
emerging business applications in the new economy and we are extremely grateful to Mr.
Praveen who has consented to be our mentor during the course of the project.
Final set of
recommendations.....
The Mirages
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