Geodesic Limited

Executive Summary:

Geodesic Limited is a 10 year old Mumbai based software product and solutions company focused on the lucrative collaborative communication market leading the eventual convergence of mobiles, desktops, smart devices and the World Wide Web.

This report deals with the planning and implementing Information Systems Strategy within Goedesic Limited.

In this report, I am suggesting a Strategic Information Systems Plan with details and how it would be implemented. The Plan will get necessary resources from head office.

The key to company's success has been its inventive capabilities across all aspects of communication and collaboration.

1. Introduction:

Geodesic is widely recognized for its pioneering universal instant messaging system ( innovative software development which helps to create an excellent business model.
Geodesic's product-list is versatile and all-encompassing when it comes to offering choice of communication and collaboration solutions to its users, whether it is the inherently simple hand-held Simputer to web-based mobile & wireless applications to the intricately complex Spyder applications.

1.1 Business Strategy

All Geodesic products are complimentary of each other and the business promotes returning customers and all products are created with business model based on a recurring revenue stream.

1.2 Products

Geodesic has products in the Entertainment, Communication and Enterprise Engagement Solution space.(Refer to Appendix 1)

1.3 Organisation Structure

1.5 Various Departments and information system assessment (Refer Appendix 1)

The above mentioned departments use the basic Microsoft Office Packages other than IT department who uses the high end version technology for storage of data.

2. Situation Analysis

Geodesic's main strength is its human resource and the company has good opportunity in the mobile services application

2.1 Geodesic SWOT Analysis (Refer to Appendix 1)

3. Strategic Business Problem

3.1 Business Process

3.2 Description of the Problem

Customer Retention Problem: At the end of the month the active users of the products dropped consistently compared to the number of registered users of the products at the start of the month. The active users dropped by 27% every month. The company's products are on trial period for a week and later customers don't pay for services. Registered users after making the payment don't remain active for longer than a month. Though the products are having more features and priced much smarter than other products available on more than 10 Platforms which is a competitive advantage. The company redeveloped the product website (ref.{;;}) the improved website managed to lower the drop in active users at the end of the month by 5%. But Company is still facing 24.25% drop in active users as compared to registered users at the beginning of the month..

Source: Nisha Medekar, Marketing Communications, Geodesic Limited the above s are in million and are the s representing users on the globe and not a specific region or country

3.3 Key Issues

The above problem of customer retention i.e.: The drop in active users compared to registered users is real serious one as in turn its affecting the Market share of the products of the company as well it reflects low customer satisfaction and low confidence in the product.

4 Evaluation of Framework

4.1 Framework Analysis and selection

All the frameworks are valuable because of their ability to support systematic and disciplined analysis of specific issues. They provide the support necessary for a disciplined and thorough analysis. (Piccoli, 2008)

When applied three below mentioned frameworks to the case study company's business problem, The Value Chain Framework of Michael E. Porter and Victor E. Millar, though a very simple and powerful framework, it directs attention to customers yet it doesn't confine an analysis to customers. It helps in appraising particular operational areas of opportunity within the applied case study company but fails to look at the in-depth customer analysis. ( Neumann S (1994), Strategic Information Systems. Macmillan. New York)

The second alternative , The Customer Resource Life Cycle Framework a descriptive device, it is best viewed as a framework to search for stargeic opportunities and its application to competitive marketing strategies at a detailed level , but using this framework it limits the firm its search to a single relationship between customer and company (Neumann S (1994), Strategic Information Systems. Macmillan. New York) .Using the customer resource life cycle framework adaptations to other relationships between a company and external entities are valuable.

The third alternative, the CRM Value chain framework when applied to the case study company's business problem it seemed appropriate as the framework helps the company build long term mutually beneficial relationship with its strategic significant customers (ref CRM Value Chain framework, Francis Buttle, 2009). The CRM value chain framework's primary stages are sequenced to ensure that the company with the supporting conditions creates and delivers value proposition that acquire and retain profitable customers.

The framework seemed just appropriate as the case study company here is in a business of innovative mobile phone applications for the new digital economy; where success requires inputs from product development team within the organization which involves a number of players in a chain of value adding activities that terminates within the customer perceived value and in turn helps the organization to reap profits. To added value of third generation mobile services is stated in terms of anyplace, anytime, anywhere. However this is a general description of customer value in a mobile services company.

The five primary stages:

Customer Portfolio Analysis

CPA can focus on existing customers, on customers not presently served, or on both groups enable the company to optimise profit-performance across the entire customer base by offering differentiated value propositions to different groups of customers within the portfolio

The case study company hasn't used any analysis so far to study their customer; the sales forecasting after market segmentation will help the company to know the trends of the product e.g. customer survey, moving average, sales team estimates etc

Customer Intimacy

The who, what, why, where, when and how of customer behaviour e.g. The management of user profiles and details received at the time of registration.

The customer intimacy helps to know what benefits are derived from the product and what benefits are more valued by the existing customers e.g. what features are helping them and how they are helping them, what are the customer expectations e.g. Whether they need a more user friendly navigation and user interface (applications) and their preferences e.g. is the mobile application the preferred mode of communication or they are using it with other applications etc , it helps to know the standing of the company in term of its products against the competitors.

Network Development (SCOPE)

The network SCOPE (supplier, customer, Owners/Investors, Partners, Employees)(Francis Buttle, 2009 pg 299). The suppliers in the case study companies are the Original Device manufacturers, the companies who provide the operating system and the software which helps the companies to develop the products. The network development helps the case study company to develop a strong relationship for co branding which helps the company to put the applications on the handsets before they are ready to be shipped to the retail customer. The network development will help the company to strengthen its ties with the existing suppliers as well as with new ones.

The partners are the portal and publishers who will surely benefit with the network management. The owner and investors are managing the company currently and network development will help them to get better return on their long term investment in the people, process in the company. Employees here are the major strength of the company as they are the ones who develop the product (applications) and have impact on the creation, development and maintenance of customer relationships and satisfaction.

Employee commitment has delivered profit for more than 9 years for the company.The company has no intranet and extranet the network development helps to know the existing requirements in the network management. Thus, the network of suppliers, employees, owners/investors and partners must be aligned and managed to meet the needs of the chosen customers.

Value Proposition Development

The fourth primary activity helps the company to know the source of customer value. No two individual is same and that's why every customer will have different view of value, e.g., low price, quality of product, stability in case of application, the user friendly navigation of the application, the colour of the application etc.. The swiftness and timely handling of technical complaints or adding new features or making the applications available on new and latest mobile phone platforms can be value proposition in case of the geodesic limited .

The value proposition is the uniqueness the company's product can deliver to increase demand of their products and in turn helps a great customer experience.

Manage Customer Lifecycle

The fifth primary activity of the CRM value framework helps to look at the existing business problem of customer retention at geodesic limited. It helps to know who are the strategic significant customers rather than relying on all customers at one time, targeting a particular market segment helps to exceed expectation, add value to the products keeping in mind the segment and build social and structural bonds with them and helps to fulfil the commitments done by the products and services.

It also helps in customer development where the existing retained customer's value can be increased by cross selling and up selling other products of the company to the existing users. (francis buttle, 2004 pg 283)

Geodesic can be benefit by cross selling and up selling as the applications needs maintenance and while the existing upgrade of Instant Messenger, Mundu Messenger is going on at that time geodesic can cross sell the users the other products from its suite of products like a VOIP Phone, Spokn.

The four supporting conditions

Role of leadership

Geodesic culture promotes cross-functional buy-in, Understanding customers' current and current and future requirements, obtaining and sharing customer knowledge across the company.

Geodesic leadership takes part in the designing of products and services which meet customers' requirements better than competitors. Geodesic leaders takes part in acquiring and deploying resources (information, materials, people, technology) that create the products and services that satisfy customers along with the Human Resource Department .

The role of data

Geodesic needs to focus on the role of data. Both for Business operations and Analysis they haven't explored the usage of data.

Data needs to be used across all 5 stages of the CRM Value Chain and this is what the framework has helped in evaluating the business problem through the framework.


The number of loyal employees in the company is the strength geodesic is build on. Geodesic employees can help develop , select the IT solution(s), implement the IT solution, can coordinate with each other across functions to create and maintain the customer database, design the marketing, selling and service processes. The employees at geodesic are always involved in working on new technological challenges, very fewer amounts of people may resist changing established work practices. Geodesic's competitive compensation programs enables to attract and retaining the best people.

Understanding business processes

The business process is well defined; each department has specific role in the company and helps in delivering the product to the customers.

The business process is more back office (B2C) than front office (B2B). The back office is where the software developers develop the products the marketing department markets the products online. Front office i.e. customer-facing is when business development department meets the enterprise clients for their product specific requirements.

4.2 Reflections after analyzing the framework

After analyzing the framework for the business problem of customer retention, the framework shed light on at other critical issues related to customers and the organisation which if fixed can help the company to profit. The following issues were noted while analysis the company through the CRM value chain framework.

Needs a target segment for their products and services

Has no Customer database and it needs to collect data

The company needs an intranet for the employees internally as well as an extranet for the suppliers to build strong network (SCOPE )
Needs to know value proposition of their products to increase customer satisfaction as well as to increase confidence in their products
Need to focus on customer development through cross selling and up selling as well as customer acquisition through new market segments (francis buttle, 2009pg283)

4.3 Information Systems vision

While the Information Systems will service the organisation by providing an IS Infrastructure, supporting and maintaining existing systems the IS will set the customer service standard by managing customer life cycle by building a strong customer relationship using the customer database and in turn achieve the business strategy .

Geodesic's Critical Success Factor
Ensure optimal performance of its online distribution channels.
Continue to grow the size of the active users.
Build Buyer confidence in the products and trust the online transactions
Build strong customer relationship and high level of customer service.
Retain highly trained and motivated people.
Manage Customer Life cycle customer acquisition, customer retention and customer development.
Recurring Revenue stream for smooth functioning of business

5 IS Solution

“CRM” initiative helps the firm use customer data to make inferences about customer behaviours, needs and value the firm to increase its profitability (chp12, piccolo, 2008). But as the company doesn't have any existing advance Information systems. Geodesic needs mixture of database elements and software interface that can be used to resolve the business problem. For above business problem of customer retention as well as others recognised after the framework was applied. The extended enterprise seems a relevant Information Systems solution which works on enterprise application integration which helps integration of separate systems with point-to-point connections called interfaces (best of breed integration, piccoli, 2008).

The extended Enterprise consists of Enterprise Resource Planning as the core which will help the accounting, human resource and software development applications for their internal information.

Suppliers, and distributors. (Cherry Tree & Co. Research) For the external data for the enterprise to become extended the Customer Relationship Management and Supply Chain Management needs to be applied .The ERP here acts as a backbone to which customer- and supplier-facing applications are linked as a means of extending the functionality of enterprise software. The value chain here means the value that the each component of business adds during the delivery of its products and services to the client.

CRM will enable the company to more effectively identify, contact, and acquire new customers. Leverage existing customer relationships which will help in retention as well as customer development.

Supply Chain Management (SCM) packages are back-end applications designed to link suppliers, manufacturers, distributors, and resellers in a cohesive production and distribution network and thus allow an enterprise to track and streamline the flow of software applications and data through It allow enterprises to reduce lead times, increase quality, and offer greater customization, enhancing the customer relationship and improving retention.

The technological “glue” that integrates the CRM, SCM and the ERP is Enterprise application integration. The enterprise application Integration helps to have linkages among the applications.

ERP + CRM + SCM + EAI = Extended “e”Enterprise (Cherry Tree & Co. Research)

The extended enterprise is the relevant solution because it fits the problems of geodesic and helps to derive one solution with the help of integration. If the ERP or CRM or SCM is used separately wouldn't fit the problem currently the company has. The extended enterprise's SCM is helpful for geodesic because it helps to build a strong network (SCOPE)( ref. francis buttle pg.299) governance connecting the customers, suppliers, owners/investors, partners, and employees. Also the CRM in it helps with the customer analysis and ERP facilitating the resources within the company. And enterprise application integration linking it to become one solution that geodesic can use.

6 Implementation

Geodesic already has the IT infrastructure for the implementation of the proposed Information systems solution.

With the implementation of the Extended Enterprise application in Geodesic, the information technology will become widespread in the organisation; the opportunity to take advantage of a new competitive scope will increase. The benefits of the scope, the linkages between the above explained three applications i.e. CRM, SCM and ERP will take place through enterprise application integration. However, it can accrue only when the information technology spread throughout the organisation can communicate. Completely decentralised organisational design and application of information technology will prevent these possibilities, because the information technology introduced in the various parts will not be compatible. (Porter & Millar , 1985)

6.1 Evaluation of the Implementation

The solution is analyzed with Second-Order change framework (Piccolli, 2008). According to Second-Order change framework, referred as “Informate” (Picolli, 2008, p36) this change has major implications for the people component of the information systems as well as IT and processes. With Second-Order change the manner in which the process is performed changes, but also those people who perform the process are affected by the change. Here their role will be modified also there is a change in which they use the technology also undergoes a change. With the above Information Systems Solutions i.e. Extended Enterprise Application the information intensity of the process changes with the new application in all the departments of Geodesic which signals Second-Order change.

Social System Technical System

The below will highlight the implementation considerations for each sub-system within the socio technical framework whilst mitigating associated risks.

The structure remains the same as the Information Systems Solutions will change the information intensity and that will not change the structure of the organisation the departments will be the same Change will be brought in the technology, process and people in the organisation.


Technology will change the trend of the current process. The Interface of the various applications CRM, SCM, ERP, and Enterprise application integration needs to be used as the base for the proposed IS. Every user can have individual account in interface and database. Role level permissions can be assigned to the users so that data security can be implemented.


The extended enterprise will help to collect data and will get to know more about the customer behaviour using CRM

The software development will be done on the basis of the IT trends and customer needs identified on the basis of the data analysis. Human resource as well as the finance and the web design and development department will use the ERP.

The software developed will be sent to the marketing department and the marketing plan will be developed .The distribution channels will be decided on the basis of the traffic in case of online distribution channels

The negotiations will be done in the form of revenue sharing or co branding activities for the online websites, portals and publishers to help distribute the products and the SCM will help facilitate the distribution with the exact details of the product at what price and the specifications.

The website, portal or publishers with the highest demand or like the application web stores who attracts customers for their application demand will facilitate the product to the customer

The product when purchased will be known through the CRM and will know the buyers information from the CRM as well from the SCM will give the detail of how many developments were done etc.


The below are the expectation and changes from the people involved in this process.

Table 3: Responsibilities for the Teams and Individuals



Human Resource

Using ERP the resources data is made available

The data can be accessed by the various departments to know the expertise of the each individual


Using ERP, Data related to the product development cost, systems

Supplier cost

Profits from the products sold

The company financial details like quarter results etc

Product Development team

Using ERP and the CRM

The development requirements

The systems requirements

The products developed (archive )

The product in the development stage

Marketing Department

using CRM to analyse the customer behaviour and build customer relationship

Data can be used for customer development

Data from SCM can help to know the network strength

Data from ERP will help to keep track of value proposition of the products developed

Web development/design Department

Using CRM can keep a tab on the target customers and trends in the product design e.g. user interface, user friendly navigational, other product attributes etc

Using ERP will help to keep a tab on the current software development details

Information Technology Department

Help in installing the proposed Information Systems Solution in the company, Geodesic Limited.

Manage the database from the different applications i.e. CRM , SCM, ERP

Manage the user login details and various accounts of all the employees in the company

Will ensure smooth functioning of the proposed Information Systems Solution by updating, maintenance and archiving the database.

Will help the company to manage the system requirements for the implementation of the proposed Information Systems Solution.

Key Implications: People involved in this Strategic Information systems implementations need to be clear about the process and need to be trained if required. Also the communication should be clear in this whole process to facilitate the smooth functioning of the proposed Information Systems Solution.

7 Strategic Alignment

Alignment has a direct impact on firm performance, and alignment is perennially on the top ten list of the CIO priorities. (Piccoli, 2008 p no. 155)

Below a framework of Ross, JeanneW., and Weill, Peter (2002). “Six IT Decision Your IT People Shouldn't Make,” Havard Business Review, November, pp.84-92.

Table 4: Six Key Information Systems Decisions Managers Must Be Involved With

How much should we spend on IT?

This process helps the senior executives to decide whether Information Systems will play a strategic, analytical or operational role .

Which business process should receive IT dollars

Knowing your Customers needs and fulfilling their expectations in turn helps the company to achieve its business strategy. Analysis the customer behaviour should receive IT dollars

Which IT capabilities need to be companywide?

Operations can be standardised and the service level should be flexible. The database can be administered at the operational level and can be standardised.

How good do our IT services really need to be?

The maintenance of the proposed Information systems solutions and database management will be given to the skilled professionals. The old data will be archived for flexibility of operations

What security and Privacy risks will we accept?

Role level permissions can be assigned to the users so that data security can be implemented.

Whom do we blame if an IT initiative fails?

Each Department Head along with the Information Technology Department support will take responsibility if this initiative fails. They need to formulate this plan with the way it can be used strategically.

7.1 Reflections after implementing the IS Solution

With this solution, following implications will be observed:-

From Customer point of view: -
Service Level will be improved
Customer Confidence in the products will increase
Customer satisfaction will increase.
Customer acquisition and development will take place
Community can be build by building relationship with the customer
highest level of security of data and online transactions can be ensured
Customers needs can be met by evaluating the customer survey and feedback

From company point of view:-Company now can keep track by the common issues faced by the customers
Company now can have an increase in the number of active users
Company can make use of customer database for buying behaviour and enhance customer relationship
Company can have recurring revenue stream from loyal customers returning to the company for more products and features
Company can cross sell and up sell to the retained loyal customers
Company can find out new opportunities in new markets and new product developments

Overall, with the proposed Information Systems Solution company is working on the both Customer and Profitability and both sides are getting benefits with the proposed Information Systems Solution

8 Critical Analysis

The extended enterprise application could be a great solution to the mobile applications firm, Geodesic Limited. Though CRM, ERP and SCM are workable solutions for the above business problem, there are some conditional aspects such as time, place and the cost involved in the set up of the applications in the whole Company. In real situations it takes long time for a company to play out the above Information Systems Scenario. Fortunately there is history of management challenges for us to get an insight from. The myths created by Information Systems Planning and Solutions is that the business process will be simplified and flexible, but in reality with so much information from both internal and external available, can it be done in a desirable way rather than creating unmanageable crisis is the question.
Whether firms like Geodesic, trust to spend on applications to get profitability. For the success of the Information solutions system could Geodesic's leaders rely on the same people who have helped them achieve market leadership through innovation in their products for over 9 years.
There are many factors and small details inside the firm that can make enough differences to make the outcome uncertain also after the application is successfully installed.

9 Conclusion

The above Information Systems Plan will help Geodesic to add value to its business process. With the proposed Information Systems Solution, Geodesic can build customer confidence and in turn achieve customer satisfaction and have loyal customers. But the above Solution outlines some key requirements and technologies that is necessary for it to be implemented at the corporate level to get the desired outcome. The company has proven technical skilled people and highly experienced management to adapt the Information Systems Solution. The Company is already in the technology industry for more than 9 years and is well aware how Information systems have created the possibilities and options which never existed before in this world.

10. List of s, Tables and Graphs:


Table 1: SWOT analysis done for Infosys Tech. Ltd.

Table 2: Responsibilities for the Teams and Individuals

Table 3: Strategic alignment of the IS Solution

11. Bibliography:

Neumann S (1994), Strategic Information Systems, New York: Macmillan

Buttle, F. (2004) Customer Relationship Management: Concepts and Tools. 2nd edn. Oxford: Butterworth Heinemann

Buttle, F (2009) Customer Relationship Management: Concepts and Technologies, 2nd edn, Oxford: Butterworth Heinemann

Piccoli, G. (2008) Information Systems for Managers: Texts & Cases. New York: Wiley

Ross, J. W. and Weill, P. (2002) ‘Six IT Decisions Your IT People Shouldn't Make', Harvard Business Review, 80 (11) pp. 84-92

Irani, Z. and Love P. (2008) Evaluating Information Systems: Public and Private Sector. Oxford: Butterworth Heinemann

Davis, E. and Spekman, R (2004) The Extended Enterprise: Gaining Competitive Advantage Through Collaborative Supply Chains. New Jersey: Prentice hall

Radhakrishnan A, Zu X. and Grover V (2008) “A process-oriented perspective on differential business value creation by information technology: An empirical investigation” Omega:The International Journal of Management Science, 36

Porter, M.e., and Millar, V.E., “How Information Gives Competitive Advantage,” Harvard Business Review (July-Aug. 1985)

Barnes, S.(2002) “The mobile commerce value chain: analysis and future developments,” International Journal of Information Management,22

Bakos, J.Y., and Treacy, M.E., (June 1986)”Information Technology and Corporate Strategy: A Research Perspective,” MIS Quaterly 10, no.2

Kotler, P. et al (2008) Principles of Marketing. 5th European edn. Essex: Prentice hall

Porter, M.E. (2001) ‘Strategy & the Internet', Harvard Business Review, March, pp. 62-78

McFarlan, F. W. (1984) ‘Information technology changes the way you compete', Harvard Business Review, 62 (3) pp. 98-103

Rogers, R (2000) “Pure-Play e-Business Development

Web References:

Geodesic (2009) Geodesic About Us Available at: [Accessed on 19th Nov 2009]
Geodesic (2009) Geodesic: Products & Solutions. Available at: [Accessed on 20th Nov 2009].

3. Geodesic (2009) Geodesic: Investor Relations. Available at: [Accessed on 23rd Nov 2009]

4. Rogers R.(2000)Cheery Tree &Co. : Extended Enterprise Applications: Spotlight Report Available at$File/Extended+Enterprise+Applications.pdf?OpenElement [Accessed on 29th Nov 2009].


1.2 Products

Geodesic suite of products that facilitate global interaction for both business and personal communication can be broadly classified under:


Mundu IM

mundu IM enables real-time communication and collaboration between trusted lists of IM contacts across public IM Networks (viz. Yahoo, MSN, GTalk, ICQ, AIM, and Jabber) on the web, desktop and mobile phones. This product is predominantly white labeled by B2B and B2C enterprises and retailed to end consumers on smart mobile phones.

Mundu IM Around

mundu IM Around enables users to embed their presence within email, web pages and documents and broadcast it to intended recipients. IM Around enables real time chats between the user and the intended recipient without any download.

Mundu IM Referrral

mundu IM Referral is an online viral marketing solution allowing users to refer online content to their IM buddies without leaving the site they are on. mundu IM Referral provides portals, media, publishers and other online businesses a platform to connect with their readers/users on the Web

Mundu Montage

mundu Montage is a revolutionary application that allows users to create and share unique messages with images, photos, sketches, doodles and handwritten notes. mundu Montage is a very personalized visual message and enables users to be creative and expressive in their messages. The product is available for on Windows Mobile PocketPC, Palm OS, Symbian UIQ 3.x.


Spokn is a worldwide telecom service provider that enables subscribers to communicate conveniently and cost-effectively with other Spokn subscribers, regular phone users & Internet users. Spokn enables the subscribers to utilize multiple communication endpoints simultaneously. In short you have the choice of receiving your phone call on either your cell phone, your computer & if unanswered a VMS will be mailed to you. Spokn provides phone numbers in various countries, thus enabling one of being available on multiple international phone numbers. Spokn is the most comprehensive internet telephony service to date with a host of breakthrough features that will change the way voice communications is used forever.

Mundu SMS

mundu SMS is a simple, easy to use, single screen, powerful messaging application, empowering you to send inexpensive SMS across mobile and desktop platforms. Like all the other mundu products, this application also needs internet connectivity on mobile phone, through GPRS, Edge or Wi-Fi. This product brings down the cost of sending SMS to virtually zero.


Mundu Radio

mundu Radio is an internet radio solution for mobile phones, PDA and Pocket PC handsets. It allows the users to live stream over a lakh internet radio stations on mobile phones Users can access various predefined digital internet radio stations and the broadest array of music and music-related content available on the web today viz: Pop, Rock, Classical, Oldies, Instrumental, Jazz, Hip Hop, News, Sports, Finance, Talk Shows and much more. It also offers users the benefits of personalization and listening to their choice of music genres and songs whenever they like. mundu radio client is available for more than 100 popular handset based J2ME, Symbian series 60, Windows mobile and Palm OS platforms.

Enterprise Engagement Solution


GeoAmida is the world's first integrated linux based mobile computer. It has biometric and smart card enabled multi-lingual real time computing and transaction system. GeoAmida has been designed to meet and exceed the technological challenge of reaching the remotest areas. GeoAmida enables the Government, financial institutions, NGOs and enterprises to offer and deliver sophisticated services to their most remote clients.


Spyder is a web based advanced CRM system, designed and developed keeping in mind the unique requirements of complex contact management needs of financial institutions. Spyder comprises a suite of tools that enhances customer retention by tracking client and prospect communication, enabling personalized responses in alignment with client specific needs, providing mechanisms to target clients based on their interests and generates alarms when misalignment occurs, consolidating interactions with clients (email, meetings, product distribution notes etc) and summarizing from both the client perspective and the internal staff perspective etc. Spyder has been integrated with telephony including voice and text messaging.


ADePT provides presence based self-serviced end-to-end online advertising solutions to online portals and their advertisers. It helps generate revenues for our portals and publishing customers by integrating context sensitive advertisements with chats across mundu Interoperable Instant Messenger.


1.5 Various Departments and information system assessment (Refer Appendix 2)

Organisational structure is a hierarchal structure where Managing Director heads the Business Development, Marketing, Product Development & Quality Check (software), and Information Technology Departments of the Organisation. The Executive Director Heads the Finance/ Accounts and the Human Resource Department. The structure is simple with different department for different function. The service part of the product is taken care by Information Technology Department as sub department. Some services are interlinked and sometime work together with the Product Development Department according to clients need.

The Marketing Department takes care of Retail Customers and the Business Development gets Enterprise Clients.

Business Development Department (B2B):

The National and International office have the Business Development Executives who get enterprise clients for the Company. The Business Development Executives communicate verbally or use the Microsoft Office packages i.e. sending an email to convey the details to the Managing Director. After the meeting is held there is no reporting system wherein the Business Development Executives have to follow.

Marketing Department (B2C):

The Marketing Department helps to increase the retail customers by using the product website to publish information of the website traffic and tracking clicks per day using Google Analytics. The Marketing Department takes care of product details on partner websites , co branding of products on Original Device Manufacturers/Original Equipment Manufacturers, Corporate Website and various other Search Engine Optimization of the keywords, tags etc

The Marketing Department reports to the Managing Director of the Marketing Effectiveness and the places the marketing activities were carried on. The Marketing Department uses Microsoft Office Packages as well as Google Analytics to keep track of the Marketing Effectiveness. No other form of survey or any database management is used by the Marketing Department.

Product Development & Quality Check Department:

The National offices are focused on developing various communication and collaboration products. For the Enterprise clients the software developer work onsite and develop the products as per the requirement of the client. The product development team develops, upgrades the products according to the market requirement and new upcoming mobile platforms, is also responsible for quality check after the testing of the products. The product development department's senior member reports to the Managing Director and the reporting is done either verbally or using Microsoft office pack i.e. sending an email. The same system of reporting is used by the development team for any development work done either for retail customers and enterprise.
There is no specific system wherein the product development progress is reported the Managing Director has to physically move from one place to another to see any product development on each of the developers systems /computers. Though the department uses the high end versions for development work there is no specific tool for sending reports to the Managing Director

Website Development / Design Department:

Website developer/Design department is involved in developing website and designing the software cover /skin. This department works in sync with other departments. This section also handles the company's own corporate website, the various product websites and its development. It works with the Product (software) development team and the marketing team which involves designing. The new tools help to analyse the new trends in marketing the product through the websites. The website development and design Department reports to the Managing Director using Microsoft Packages.

Information Technology Department:

This Department helps the company to make use of the Computers and the Microsoft Packages and the Google Analytics for the marketing department, the Tally Accounting software and the internet used by the employees and the management. It takes care of both hardware and software of the system along with the management of servers for storing the data and running the software developed by the company. The department reports to the managing department for any new developments in the department or the maintenance work using Microsoft packages.

Finance/Accounts Department:

The Finance Department uses the tally software and Microsoft packages to store financial data of the company. The department reports to the Executive Director with the updates. The updates are verbally and sometimes using the Microsoft office packages i.e. sending an email with the data in Excel sheet.

Human Resource Department:

The Human Resource Department reports to the Executive Director of every update regarding hiring and administration work. The Human Resource Department uses the Microsoft Office packages for their work and reporting purposes.
The Human Resource Department reports to the Executive Director of every update regarding hiring and administration work. The Human Resource Department uses the Microsoft Office packages for their work and reporting purposes.


2.1 Geodesic SWOT Analysis


1. Favourable IT initiatives by the government
2.IT Tax structure benefits from tax holiday
3. Conversion of retail user beyond the trial period
4.Company is backed by good financial net sales and profit has increased at a CAGR of 101% and 112% respectively, since FY' 03
5. Geodesic has 4 offices in India and 10 International offices
6. Employee strength of 350 Software Engineers and 200 from other educational background along with Experienced & Proven Management from Intel, Google, IBM, Motorola , Microsoft
7. Innovator and differentiator approach to business


1.The applications fate is dependent on the carriers and internet providers like Vodafone, Airtel, Idea, TTML, MTNL etc

2.The high fragmentation of the Mobile Application market as it increases the bargaining power of the customer

3.Large bargaining powers of OEM/ODM


1. Large Addressable Market around 415 million mobile users in India

2. Attractive Industry Dynamics

3. Emerging Synergy in GSM and internet

4. Internet market spend are increasing

5. Smart phone shipments growing


1.Major portion of revenues in foreign exchange

2.Technological/concept obsolescence increase in internet speed
3.Development is impacted by developments in platform technologies
4.Development is impacted by developments in operator regulations
5.Development is impacted by developments in spectrum issues
6.Development is impacted by developments in Economy outlook
7.Retain its key management and technical employees to perform well in highly fragmented market
8.Competition from large players like google, yahoo, etc

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