Gurgaon-based Knowlarity was incepted in the year 2009 with the view of serving SMEs. The company is said to have pioneered cloud telephony in India.
In an exclusive interaction with SupportBiz, Ambarish Gupta, CEO, Knowlarity, says, “We have an objective of providing affordable cloud-enabled solutions for small businesses to automate their office workflow. We are filling an important gap in the domain of intelligent telephony solutions that were not affordable for smaller businesses before.”
What is the status of the adoption of cutting edge communication infrastructure solutions among SMEs?
SMEs in India are uniformly using telephones for their business communication. Though smartphones are getting good acceptability, most SMEs are using it for voice calls more than data-based applications. This limits the richness of business communication.
There is an opportunity to bring in advanced business communication tools to help Indian small and mid-sized enterprises. These include CRM systems, ERP, help desk and marketing automation systems.
What is your opinion on offering better RoI to the SME customer?
Indian SMEs have limited working capital. This leads to SME entrepreneurs taking a cash-conscious approach in every aspect of business. Cloud computing is a great innovation that allows entrepreneurs to pay according to consumption. This becomes extremely helpful to SMEs. They do not have to make huge capital expenditure investment in the tools that they use for business communication. Moreover, cloud computing allows the same infrastructure to be shared among multiple users, leading to lower cost per user. This improves return on investments (RoI) dramatically.
When RoI becomes very important, cloud computing can be a game changer. Knowlarity Cloud Telephony has introduced telephony applications in the market that can be of great help to Indian SMEs. Our fax-to–e-mail service superFax costs less than a fax machine. Our hosted PBX service superReceptionist costs 20% of the cost of a typical PBX machine.
What are the key drivers of your business?
There is a need for business telephones to become intelligent, by including Interactive Voice Response systems, Text-To-Speech, and other technologies. We are able to provide these on a hosted platform and at a cost that is a fraction of that for buying systems for dedicated use. This is what has been driving the adoption of our products.
What is your go-to market strategy for capturing the SME market?
SMEs are a difficult market to get to. We are trying to get into the market by providing very high-quality products at a very low cost and selling it over telephone. This has allowed us to reach out to a very large market, very quickly. Also, this has helped us build credibility in the market quickly.
What are the trends evolving in this market segment?
People are now more comfortable with new technologies. When we started, we thought selling technology to SMEs was going to a be very difficult job. It started out as very difficult, but has become easier lately.
Indian businesses now understand the importance of technology in improving their competitiveness in the market and providing that extra edge that is needed to clinch deals. They are willing to understand that technology can provide them that extra edge. This has helped us sell our products in the market.
What are the challenges SMEs are facing in growing to the next level?
I think the biggest challenge is finding professional middle-level management in the company. Fortunately, we have a lot of world-class companies being built up here. Also, there are a lot of global companies that have set up offices in India. This provides SMEs the opportunity to efficiently train the necessary talent pool, creating a wider group of mid-level managers.