But we lack the power of marketing. He also admits that investors often avoid the risk and prefer to fund proven Indian business models such as onshore and offshore programming. Flex Contact, a UK call centre provider, has also set up a call centre in Noida that performs telemarketing to the UK, US and Australia. Another piece of the IT cake that Indian companies are claiming is multimedia. With 'Bollywood', India boasts the largest film industry in the world, and several companies are building on that strength with development in multimedia for the web.
Telecoms is particularly ripe for development.
Since the Indian telecoms industry was deregulated in 1998, more than 500 ISPs have been set up. Some 10 operators compete on the market for voice and data traffic. One of the largest challenges faced by the Indian software industry is a lack of good infrastructure, but work is underway to solve this. How quickly the results will be seen is unclear, however. One of the biggest problems is the daily power outages from which only companies with their own diesel generators are safe.