A

Project Report on
Competitor Analysis of VMukti on Live Streaming

Prepared by – Lalitsingh Jodha

 Project duration – 5thApril to 5thJune 2010

 Academic year-- 2009-2011
 Program – PGPM
 Unitedworld School of Business (Ahmedabad)
 Enrolment number – 030101101
Submitted to
Prof Ambika Sengupta Ms. Mudita Pandey
Unitedworld School of Business Mr. Deven Nathvani
Ahmedabad VMukti Solutions Pvt Ltd.
Ahmedabad

Acknowledgement
1
 As a part of my MBA program I prepared this report and have to submit the same.

I worked under the guidance of Mr. Deven Nathwani and Ms. Mudita Pandey,
Business Development Manager. He always showed his intellectual ideas and experience which
were always present during my summer Internship Project.

Regular assistance given to me by Mr.Kushal Sanghvi, (CFO), helped me to make a

good understanding about the Business of VMukti in India.

I am also thankful to Ms. Siji Goerge, HR Manager, VMukti for giving us the
opportunity to work with their esteemed organization.

I would like to thank Prof Ambika Sengupta (Unitedworld School of Business). To

supporting me and shaping me during my academic career. She guided me at each and every
stage of my training
.

I am also thankful to all my colleagues for supporting me.

Thank You!

DECLARATION

2
 I hereby declare that the project work entitled “Competitor Analysis of VMukti Solutions
on Live Streaming”. submitted to the Unitedworld School of Business - Ahmedabad, is a record
of an original work done by me under the guidance of Miss. Mudita Pndey and Deven
Nathwani(Business Development Manager), faculty member Prof. Ambica Sengupta.

Lalitsingh Jodha

Enrolment Number 030101101

Table of Contents

3
Sr. No Particular Page
Number

4
1 Executive Summary 6

2 Methodology 7

3 IT Industry 8

3.1 IT Industry in India 9

4 Germination of VMukti 10

5 Overview of the Company 11

6 Board of Directors 12

7 What is Video Streaming 14

8 Benefits of Video Streaming 15

8.1 Benefits to institute 15
8.2 Benefits to faculty 15
8.3 Benefits to students
16
8.4 Benefits to Organization
8.5 Benefits to the trainer 16
8.6 Benefits to the trainee 16
Products Description
9 17
9.1 Interactive Streaming (VMukti) 17
9.2 Web Conferencing Solution for Education (Dimdim) 18
9.3 Streaming Video Solutions (Polycom)
19

10 What competitors are offering? 20

10.1 VMukti 20
10.2 Dimdim 21
10.3 Polycom 23

11 Marketing 4 Ps of VMukti, Dimdim and Polycom 24

11.1 Product 24

11.2 Price 26

11.3 Place 29

11.4 Promotion 31

5
 12 SWOT Analysis of VMukti, Dimdim and Polycom 36

12.1 Strength 36

12.2 Weakness 37

12.3 Opportunity 38

12.4 Threats 39

13 Competitor analysis on the base of features 40

14 Market survey by Collected Information 41

15 Observations from Market Survey 46

16 Recommendations 47

17 Conclusion 48

18 Bibliography 49

Executive Summary
The purpose of project was to understand the competitor analysis of VMukti on Live
Streaming Product. This study is based on direct experience which the front line sales people
face during the sale of the products of VMukti. The study also includes the experience of old
hands at the company and intends to find a means of accelerating the sales by understanding the

6
present sales position of the organization. The period under consideration is April to June 2010 –
a time when it is necessary to foray into the market before the peak season in educational
institutes.

During this training, many things about market, sales, consumer behavior and how to
manage the uncertainties come to known. This report contains of last two months learning,
findings & experiences. The project is based on being a “Sales Executive” at VMukti.

The report is primarily divided in three parts. First part of the report consists of Industry
&company profile, Second phase of this report consists of all details regarding product of
VMukti, Dimdim and Polycom. SWOT analysis of all three company and Market survey of
VMukti.

In the final stage of the report summarizes the findings and recommendations. The
conclusions are from the eye of an objective outsider and may help company to accelerate sales
and build better market presence.

Methodology
The objective of project was to understand the competitor analysis of VMukti on Live
Streaming Product. The period under study is from 5th April to 5th June. All the products,
promotional activities, location logic, pricing strategy, people involvement in company, process
followed by VMukti and importance of physical evidence to the company.

7
The data which has been analyzed comes from the following source.

Primary data: Data included in this report is of first hand study and provided by executives in the
company. Some of the data was given by the company like from website, product brochure and
company literature.

Secondary data used to understand the primary overview of functions and process of the
company. Information that collected through secondary data which are very initial and important
to prepare a report. In these report many of the data collected through observation, experience
and discussion with executives. Once primary data has been collected, it cannot trust without
checking its quality and correctness. After collecting all the primary data it discussed with
superiors and after having confirmation regarding its accuracy it included data in report.

IT Industry
Information Technology industry accounts for a 5.9% of the country's GDP and export
earnings as of 2009, while providing employment to a significant number of it stertiary
sector workforce. More than 2.3 million people are employed in the sector either directly or
indirectly, making it one of the biggest job creators in India and a mainstay of the national

8
economy. In March 2009, annual revenues from outsourcing operations in India amounted
to US$60 billion and this is expected to increase to US$225 billion by 2020.
The Information Technology Association of America (ITAA) explains 'information
technology' as encompassing all possible aspects of information systems based on computers.
Both software development and the hardware involved in the IT industry include everything
from computer system, to the design, implementation, study and development of IT and
management systems.

The marginal cost of each unit of additional software or hardware is insignificant

compared to the value addition that results from it. Information Technology (IT) industry in
India is one of the fastest growing industries. Indian IT industry has built up valuable brand
equity for itself in the global markets.

Owing to its easy accessibility and the wide range of IT products available, the demand for IT
services has increased substantially over the years. The IT sector has emerged as a major global
source of both growth and employment.

IT industry in India

The most prominent IT hub is IT capital Bangalore. The other emerging destinations are
Chennai, Hyderabad, Mumbai, Pune, NCR and Kolkata. Technically proficient immigrants from

9
India sought jobs in the western world from the 1950s onwards as India's education system
produced more engineers than its industry could absorb.

Internet users—comprising 7.0% of the country's population, in the country have access
to broadband Internet— making it the 12th largest country in the world in terms of broadband
Internet users. 

The National Informatics Centre was established in March 1975. The inception of The

Computer Maintenance Company (CMC) followed in October 1976. Between 1977-1980 the
country's Information Technology companies Tata Infotech, Patni Computer Systems,
and Wipro, had become visible. The 'microchip revolution' of the 1980s had convinced
both Indira Gandhi and her successor Rajiv Gandhi that electronics and telecommunications
were vital to India's growth and development. MTNL underwent technological improvements.
Between 1986-1987, the Indian government embarked upon the creation of three wide-area
computer networking schemes: INDONET (intended to serve the IBM mainframes in India),
NICNET (the network for India's National Informatics Centre), and the academic research
oriented Education and Research Network (ERNET). To bring revaluation in education sector
Mr Hardik Shangvi started company called VMukti. Vmukti was conceptualized on September
2005, as a venture of Adiance technologies group, and was on proof of concept by april 2006.
VMukti offers three primary product verticals: Streaming, Conferencing, and IP-PBX.

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 Germination of VMukti
Addressing a technology summit in Mumbai four years ago, Dr. APJ Abdul Kalam, The
President of India, put forth a challenge among 1,500 delegates to develop convergence
technology at the lowest possible cost. This caught the fancy of Hardik Sanghvi, a young
entrepreneur in the audience. He researched and eventually developed an open source high-
definition communication platform that saves 80% bandwidth consumption at one-tenth of the
cost of ownership of existing technology.

Sanghvi began his entrepreneurial innings with Adiance Technologies, an inbound call-

centre operation, in 2003. But he was looking at bringing in more value-addition to the
technology space. VMukti was the result of that desire and conceptualized in September 2005,
with proof-of-concept launch in April 2006.

Over view of the company

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 VMukti was conceptualized on September 2005, as a venture of Advance technologies
group, and was on proof of concept by April 2006.vmukti spun-off in October 2007 to form new
company and is incubed at CIIE, IIM AHMEDABAD. Apparently within a very short time it
earned fame and accolades for its VMukti communication suite.

VMukti is an open-source, cloud-based HD video communication platform. VMukti is

an emerging product-related software company targeting the US$50 billion video
communications industry, with the potential to save clients 80% on bandwidth and storage
infrastructure via state-of-the-art client and server-less, broadband-ready platform features.

VMukti received seed funding from CIIE at IIM Ahmadabad (India) in September

2007, supported by Georgia Entrepreneurs Society and boasts a development team spread across
seven countries, representing the best expertise in their respective fields. Two of VMukti’s
existing pilots are with Fortune 500 companies. VMukti offers three primary product
verticals: Streaming, Conferencing, and IP-PBX.

VMukti is an open-source, cloud-based high definition online webinar communication

platform. VMukti Streaming video software is entirely a web based application, which has been
used for live/recorded session streaming and interactivity with a very low bandwidth and high
quality resolution. Entire Technology is developed in web 2.0 with effective use of cloud
computing. The application is built in .net 2.0 with the use of silver light and Adobe flash.

The basic advantage of VMukti Streaming video over the other competitors is multiple
features entity like presentation sharing, whiteboard, comment etc in a single web browsing
URL.

VMukti’s presence in 7 countries, 2 Fortune 500 PoCs, 160,000+ products downloads,

5400+ users’ community, 40 Partner network worldwide including Microsoft & Intel.

VMukti was among 12 short-listed product companies to be showcased to the CIOs at

the NASSCOM Product Conclave 2009. VMukti recently recognized as one of the top 50
Emerging companies of India by NASSCOM. VMukti is one of the few products to
become NASSCOM 100 IT Innovations twice; Also, ISBA 2008 Best Incubatee in ICT
Industry award Winner, Red Herring Asia 100 Finalist; Twice Sourceforge Community Choice
Award finalist; Reviews by TechCrunch, ITWire, CNBC, Economic Times, Indian Express, and
DNA.

Board Of Directors:
12
Hardik Sanghvi
Founder, CEO/CTO

Enterprise is a gift. And not everybody is gifted with it. Hardik Sanghvi a passionate
techie & a deep thinker, is on the verge of what he believes of bridging the digital & social
divide through low cost video communications for the masses, while leading to dizzying success
in his very own style of philanthropy

Kushal Sanghvi
Co-Founder, CFO/CMO

Mr. KUSHAL SANGHVI is been regularly monitoring the market trends & thus
envisioning & guiding VMukti through right path to Achieve its futuristic goals. In true sense he
has been the greatest contributor to VMukti earnings.

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Mr. Niru Mehta 
Chairman

Mr. Niru Mehta has over 30 years of experience in Telecommunications and IT

industries, both in USA and India.  Niru was CEO and Vice Chairman of Avaya GlobalConnect
Ltd, previously Tata Telecom Ltd, in India for over 9 years from 1999 to 2008.Simultaneously,
he was also Chairman and Managing Director of Avaya India Pvt Ltd, Chairman of
GlobalConnect Australia Pvt Ltd, and Vice President of Avaya Inc.Earlier,Mr. Niru  Mehta led
R&D organizations within Bell Laboratories in USA for over 17 years.  At present, in addition to
his role as the Chairman of VMukti Solutions Pvt. Ltd., he is also the Managing Partner of
IndiaTIG.

Gaurang Dalal
Director
Portfolio Management Consultant, Advisory Board Member – Ahmedabad Stock Exchange, 30
Years experience, Chartered & Cost Accountant-Gold Medalist

What is Video streaming

Video streaming has become increasingly popular in the last few years, mainly because
of the media content proliferation in many different application areas (education, entertainment,
medical treatment), thus rising up to be one of the key players in the Information and
Communication Technology (ICT) world. This was facilitated by the emerging of broadband
access networks, powerful personal computer systems and the development of IP digital

14
television technologies. Therefore a new market was born, the WebTV market. From live
television broadcast over the Internet, to on demand video programs (VoD)

 Therefore it is important for any educational project to take into consideration video
streaming.
 This greatly enhances user experience, helps to better transmit knowledge and gives a
more personal touch to distance education and e-learning. Both students and teachers can
take advantage of this kind of design during the learning stage, as well as for
complementing socialization purposes
 VMukti Streaming is video library and colloborative and conferencing solution.
 It provides facilities like upload prerecorded video as well as live event.
 Vmukti BroadCaster, one of the unique feature of streaming allows to uploads live event
from your end.
 It also include features like chat, whiteboard and presentation

Benefits of Video Streaming

Benefits to institute

 It is a powerful tool for enabling delivery of classroom lectures to geographically

dispersed students in a cost effective manner.

15
  Students can ask questions online through a chat box to their teacher which can be
answered in real time thus giving real classroom environment.

 It can be implemented in current infrastructure of the institute reducing the

implementation cost.

 No physical classroom limitation.

 More faculty availability by recruitment of outside campus faculty who can deliver the
lecture on and off campus students over the internet.

 Institute doesn’t require to arrange extra classes for those students who were absent in the
class for some reasons.

Benefits to faculty
 Less travel time required to reach geographically dispersed students.

 Lectures can even be given from home or office desk.

 Can pre-record lectures at a convenient time for later delivery over the Internet.

 Pre-recorded lectures can be webcasted again & again for new batches of students

Benefits to students
 Lectures can even be attended at home or at office desk.

 Lectures can also be attended over Internet while on a short trip in another city.

 Students can access Lectures on demand at any time if allowed by the Institute.

 No travel or time restrictions for ladies and younger students.

Benefits to Organization
 It is a powerful tool for enabling delivery of training to geographically dispersed trainees
in a cost effective manner.

16
  Trainees can ask questions online through a chat box to their trainer which can be
answered in real time

 It can be implemented in current infrastructure of the organization reducing the

implementation cost.

Benefits to the trainer

 Less travel time required to reach geographically dispersed trainees.

 Training can even be given from his/her office desk.

 Can pre-record training sessions at a convenient time for later delivery over the Internet.

 Pre-recorded training sessions can be webcasted again & again for new employees

Benefits to the trainee

 Training can even be attended their office desk.

 Training can also be attended over Internet while on a short trip in another city.

 Trainee can access training sessions on demand at any time if allowed by the
Organization

Products Description

VMukti Interactive Streaming:

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 Streaming feature is a widely distributed e learning high definition video content
solution; it has the capability of providing coverage of live events (as well as prerecorded ones)
with the added feature of full two-way audio and video conferencing. The system is 100%
browser-based (resulting in low bandwidth and infrastructure costs) with no proprietary licensing
fees, plus the ability to support multiple on-demand sessions. There is also an integrated chat
feature and videos can be shared, archived, and replayed at a later time. It is the ideal training
platform for the masses.

Web Conferencing Solution for Education

Dimdim is the only collaboration solution designed to meet the unique needs of
educational institutions. Organizations have access to our service oriented API to integrate and
completely customize the service and user experience. Dimdim is available as a software-as-a-
service (SaaS) so you can get started today or as an on-premises server for those who wish to
have greater control by hosting their own conferencing solution on campus.

18
 Dimdim is perfect for departments who want to empower educators with their own online
classrooms for distance, tutoring or eLearning, but don’t have extensive IT resources. With built-
in audio and two-way video, students and teachers can replicate the traditional classroom
experience in cyberspace. By leveraging Dimdim’s cloud-based service, you can bring your
classrooms online in less than a day! 

Polycom Streaming Video Solutions

Turn Video Communications Into Content

The Polycom Streaming Video Solutions is a complete video content management solution that
links the worlds of video conferencing and video streaming.

Polycom's unified approach allows customers to use all Polycom video endpoints (as well
as other standards-based H.323 endpoints) to cost-effectively create video content, including

19
video shot in high definition, which can be streamed live or made available on demand. Used in
conjunction with Polycom RSS 4000 or RSS 2000 recording and streaming servers, customers
can choose to record point-to-point and multipoint video conferences (including content shared
within a call) and automatically store them centrally as well as make them available on demand.
Additionally, by using the VMC 1000 in combination with Polycom's video conferencing
solutions a video conference can be extended to include hundreds or thousands of participants.

Applications for video communications and content are broad and include: corporate
communication (investor relations, internal announcements, all-hands meetings, mergers and
acquisitions, etc.); education and training (retention of intellectual property, distance learning,
recorded lectures, self-study programs, certification, etc.); human resources (new hire training,
benefits updates, compliance testing, etc.); and sales and marketing applications (product updates
and demonstrations, field sales training, promotions, partner education/updates, marketing
campaigns to targeted audiences, etc.). Video content can also help reduce customer support
costs by providing effective and easy-to-follow product details, installation instructions,
troubleshooting guides and user manuals.

Organizations can now reach out to large numbers of employees, customers, partners and
suppliers by recording and streaming multimedia conferences and presentations, with Polycom’s
RSS 2000. The RSS 2000 allows users to easily start recording from any type of video
conferencing endpoint, using simple DTMF commands such as Start, Pause and Stop. Up to 900
hours of stored content can be accessed from any IP endpoint or PC, enabling employees to
easily access valuable company knowledge at their convenience. With the addition of the RSS
2000, Polycom continues to empower organizations to communicate and collaborate in an
effective and timely manner, regardless of time and location.

(www.polycom.com)

What all companies are offering?

 Full Screen Video Streaming Without Jitters

 At 100kbps So That Even Rural India Can Connect

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 That Works With Data Card, Dial Up And Broadband

 And Provides Moderated Interactivity With Host For Effective Q&A using Audio, Video
or Chat

 Very easy to use with no install and no downloads

 Which Is Highly Scalable To Thousands Of Participants

 Tested for around 15,000 Login IDs in a single instance

 Multiple Live Channels

 At Low Cost At Both Host As Well As Client Side

 And Is Very Easy To Set Up

 With Saas Pricing Model to Make it Affordable for Everyone

 No Proprietary Equipments Needed

 No large investments in Capital Expenses; Easy to scale up and down

 Security Features to Prevent Copy / Record of Live Video by Participants

 Works across corporate firewalls and Proxies

 We also provide Audit Reports & Live Monitoring

 Increase Video Screen Size of Dimdim Web Conference solution

 Integrate Wowza Into Dimdim
 Install Dimdim on EC2
 Custom Brand Dimdim
 Enable Live H.264 streaming
 Enable Simultaneous Video, Audio, Presentation Recording as a single stream

21
  By leveraging Dimdim’s cloud-based service, you can bring your classrooms online in
less than a day!

 That Works With Data Card, Dial Up And Broadband.

 Very Easy To Set Up.
 Audio & video run at minimum speed of 150=200kbps with broadband connection.
 Audio & video run at minimum speed of 50kbps with dialup connection.
 Screen rotation 1024x 768 in broadband connection.
 Screen rotation 800x 600 in dialup connection.
 Screen color depth is 256 in broadband connection.
 Screen color depth is Gray scale.

No install. Nothing ever needs to be installed to host, attend or even record a Dimdim event.
Those other web conferencing apps require you to install software just to attend a meeting.

Totally free version. Yes, you can meet as long as you want as many times as you want for
Free. That’s $0.00. When they say “free” they mean one 14 day trial. When their trial ends, it
Costs you or you are locked out. Not so with our trials.

MyScreen Instant Screen sharing. Share your screen with one click even if your browser isn’t
open or you haven’t started a meeting. No one else has this simple but necessary feature.

Public Profile page. Publicize your public meetings and take event registrations on your new
Profile page. Visitors who visit your Smart URL see your profile page whenever you are not in
a meeting.

Meeting Widgets. Automatically create widgets you post with one click on your own webpages,
Facebook, Twitter, etc. so your guests sign up where you live. The other guys make your guests
register on their site - why would you want that?

Embed recordings. Record your Pro meetings in Flash which you share via email or embed on
your site just like a YouTube video. They make you use a special video player and proprietary
codec which is messy and difficult.

Crash-resistant & browser-based. All anyone needs is a modern browser and Flash to attend,
host and even record events. (They force an install on everyone - even to join.) If your browser
crashes, just open another and the meeting keeps going. When WebEx crashes, everyone goes
home, sad.

22
Mac Equality. Dimdim provide all the same features on Mac as PC. They don’t - their Mac
versions are missing major key features.

Make Money. Every time someone joins based on Dimdim referrals you earn money. Simply
hold meetings to get paid!

Mashable. Instantly embed Dimdim widgets and recordings on user’s site or mash up other web
content like YouTube videos and Polldaddy polls into a live Dimdim meeting.

Open Source. Download, install and integrate Dimdim server for free. Not possible with any
other players.

 Minimal Network Bandwidth Intelligent stream management with caching

 Secure – Flexible, automated setup and teardown of video distribution for each event
 Scalable – Optimized distribution of video content to thousands of employees
simultaneously over an existing enterprise network

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 Reliable – Instant routing of user requests to the closest streaming edge server; automated
failover for encoders and streaming servers at all levels
 Automated Multicast and Unicast – Efficient management of publishing points, content
distribution and edge server deployment
 Streamlined Deployment – Simplified process for distributing streaming video files over
the network so that non-technical employees can package and publish video programs

 Corporations can webcast events such as company meetings or investor relations calls to
employees and shareholders worldwide.
 Marketing and Sales teams can save time and resources by streaming prerecorded
presentations to their customer’s desktops.
 Educational organizations can expand distance learning programs by streaming lecture
and classroom content to remote sites.
 HR departments can recall archived training information for new employee orientation.

Marketing 4 Ps of all three companies

Product

24
VMukti

Streaming feature is a widely distributed e learning high definition video content solution; it has
the capability of providing coverage of live events (as well as prerecorded ones) with the added
feature of full two-way audio and video conferencing. The system is 100% browser-based
(resulting in low bandwidth and infrastructure costs) with no proprietary licensing fees, plus the
ability to support multiple on-demand sessions. There is also an integrated chat feature and
videos can be shared, archived, and replayed at a later time. It is the ideal training platform for
the masses.

Dimdim

Dimdim is the only collaboration solution designed to meet the unique needs of
educational institutions. Organizations have access to our service oriented API to integrate and
completely customize the service and user experience. Dimdim is available as a software-as-a-
service (SaaS) so you can get started today or as an on-premises server for those who wish to
have greater control by hosting their own conferencing solution on campus.

Dimdim is perfect for departments who want to empower educators with their own online
classrooms for distance, tutoring or eLearning, but don’t have extensive IT resources. With built-
in audio and two-way video, students and teachers can replicate the traditional classroom
experience in cyberspace. By leveraging Dimdim’s cloud-based service, you can bring your
classrooms online in less than a day! 

Polycom

Polycom's unified approach allows customers to use all Polycom video endpoints (as well
as other standards-based H.323 endpoints) to cost-effectively create video content, including
video shot in high definition, which can be streamed live or made available on demand. Used in
conjunction with Polycom RSS 4000 or RSS 2000 recording and streaming servers, customers
can choose to record point-to-point and multipoint video conferences (including content shared
within a call) and automatically store them centrally as well as make them available on demand.
Additionally, by using the VMC 1000 in combination with Polycom's video conferencing
solutions a video conference can be extended to include hundreds or thousands of participants.

25
 Price

VMukti

The price of VMukti’s product is on the base of how many users are.

If there are 100 to 199 users, then the price is 300Rs.

If there are 200 to 499 users, then the price is 280Rs.

26
If there are 500 to 999 users, then the price is 260Rs.

If there are 1000 to 2999 users, then the price is 240Rs.

And if there are 3000+ users, then the price is 225Rs. (source www.vmukti.com)

VMukti charges prices per student per month. They issued authorized users license to
educational institutes. As per client’s requests it increased and reduced. By these pricing policy
company generates continues flow of money. The standard charges per student changes as per
number of users id changes. VMukti charges less for large number of users’ id as high for few id.
Initial cost for set up is RS.25000 (not refundable). The price mentioned above is only for the
Software. Hardware is not included in this price. Initial term of contract: 12 months Payment
needs to done three months in advance.

According to company policy if any client having less than 100 users than company has
revenue sharing option. Under this module company charge 35% of total amount which client
collects by using this software.

At company’s promotional and marketing seminars company gives discount on new sell.
For this period company reduces it standard users’ requirement from 100 to 10. Company
charges only 200 per student per month. During this period company gives software free for one
month use and offer client to pay only if they like it

Dimdim

Dimdim is providing video solutions; Dimdim charges $25 per month for 50 users. And also
providing one month free trial.

Dimdim is providing Dimdim Pro-, in this product they are offering a package of
maximum 50 users and the cost is 25$ per month. In this package they are providing feathers like
basic meeting and events and customize and secure room. Meeting reporting and analysis they
are not providing in this pack. So this is very basic pack. If we are calculating the price per user
then it comes to $25x47rs = 1175rs (approx)

27
Now we calculate this amount by per user base.

1175 =23.5rs/month per person

50

So by this way per person cost in Dimdim pro is only 23.5 per month. (Installation charges extra)

Dimdim is also providing Dimdim Webinar product: In this product they are offering a package
of maximum 1000 users and the cost is $75 per month. In this pack they are providing feathers
like basic meeting, events and customize and secure room and meeting reporting and analysis. So
by this way in this way if we are calculating the per user cost then

$75x47rs = 3525rs (approx)

Now we calculate this amount by per user base

3525 = 3.5rs/month per person (approx)

1000

Dimdim is providing this service in very low cost but the additional charges they are charging is
very high. The installation charges are very high and the taxes are also high because it is not
Indian company.

Dimdim pro is also available for only $228 per year. This equates to only $19 per month for an
unlimited numbers of meeting of 50 participants. Customer can also choose monthly plans
starting only from $9.95/month and pay as they go with no long-term commitment. There’s no
software to download and it takes only click to start or join a webinar that can be attended from
any web brouser. Dimdim is used by more then two million people worldwide.

Pricing source www.dimdim.com

Polycom

The RSS 2000 allows users to easily start recording from any type of video conferencing
endpoint, using simple DTMF commands such as Start, Pause and Stop. Up to 900 hours of
stored content can be accessed from any IP endpoint or PC, enabling employees to easily access
valuable company knowledge at their convenience. With the addition of the RSS 2000, Polycom
continues to empower organizations to communicate and collaborate in an effective and timely
manner, regardless of time and location.

28
 RSS 2000  

Long Description.   Maintenance and a custom freight MSRP Discount Pricing

calculation is required. 

.     

RSS 2000 SW Upgrade Option - Upgrade Software License to $4,150 $2,947.33

latest version (available at no charge for systems covered by a
Polycom maintenance contract).   Maintenance and a custom
freight calculation is required. 

RSS 2000 Multicast Option License.   Maintenance and a $5,200 $3,693.04

custom freight calculation is required. 

RSS 2000 Stackable Option License - Allows multiple RSS $5,200 $3,693.04
2000s to be stacked and seamlessly interfaced together.  
Maintenance and a custom freight calculation is required. 

RSS 2000 Encryption software License.   Maintenance and a    

custom freight calculation is required. New Product Added -
April, 2009

Polycom RSS 2000 video recording and streaming solution.  1U $15,500 $11,008.10
appliance that provides 2 recording ports and up to 50 web
viewers as well as up to 10 IP viewers..   Maintenance and a
custom freight calculation is required. 

Pricing source (www.polycom.com)

Place

VMukti

For any company availability is a big issue. For VMukti, it was not possible to serve whole India
from Ahmedabad only. Company wanted to expand its reach to all over India. VMukti started to
find location where large business opportunity would available. They opened their branch in

29
Delhi. As Delhi is capital and hub of education of India, VMukti doing good business from
Delhi.

For better serve to all India, company started to make agents and channel partners from
all over India. Company has 42 agents and channel partners from different cities of India.
Company is mainly focusing on north Indian market. Company has better presence in north India
rather than other part of india. Most of the agents are from north India. Agents are the easiest
way for VMukti to serve all india clients. To make an agent there are no any investment
Specially for IT companies, because the technical problem accrues at any time. So the after sell
service is needed.

Vmukti is in initial stage but the availability of company is everywhere in India. Because
the agents and channel partners of company are available at every possible place.

Polycom

In addition to the Hyderabad development center, Polycom grew sales and marketing
operations in 2007 with office expansions at Delhi (Noida NCR) and Mumbai, and new offices
in Bangalore and Hyderabad. The Noida facility will showcase the industry's only immersive
telepresence solution, the Polycom RPX (Real Presence Experience). In 2008, six additional
office locations are planned to serve India's top 10 metropolitan and regional business hubs.

30
Dimdim

Dimdim it trying to develop market in India. Currently to serve Indian people Dimdim
has an office in Hyderabad. So Dimdim is doing business from Hyderabad. Dimdim is in initial
stage but the availability of company is at Hyderabad in India. Dimdim has a good market in
other country. They are trying to build a good business in India.

Promotion

VMukti

“Promotion would involve determining the information about the product, the line of products or
the company (these products or the line of products are either existing or are newly launched in
the market)”

31
This promotion serves as an opportunity to exchange information or details of the product or
service not only for the company but also for the consumers. With this information of promotion,
it’s now time for us to understand the division of promotion, which is above the line promotion
and below the line promotion. The media promotion would be classified under above the line
promotion.

Any company must decide where and when it will pass marketing messages to its target market.
For virtual classroom software VMukti does promotion at the time of new academic years starts.
Company mostly arrange seminars and events in IIM-Ahmedabad as company located in IIM-A.
For e-learning software clients IIM-A is the most accepted place. It is not very difficult For
VMukti to lead customers to promotional place. For every company it’s important to do
promotion for their new product launch, new schemes and it can be sells promotion. Company
would reach its audience by advertising in the press, or on TV, radio, on bill bards, by using
direct marketing mailing shot, through PR or on the internet.

Company must decide what the best time to promote is. There can be seasonality in the market
for the different market. Are there any wider environmental issues that suggest or dictate the
timing of your market launch, or the timing of subsequent promotions.

Company can learn promotional strategy from its competitor also, like the method they choose,
medium they use. New products, schemes and packages are usually launched during the events
either of their on or of a different company which helps in creating an impact on the mind of the
customers.

Following are different promotional activity that VMukti follows to reach target customers.

Seminars & events.

Recently company had arranged one seminar on virtualization of education. In this

seminar all target customer was invited. Here company had chance to communicate and promote
product directly to its target market. For VMukti it is a seasonal time as they are making virtual

32
classroom software. Most sells takes place with new academic year starts. Company announced
new schemes for its virtual classroom software. Personal touch to customers by this event made
success the promotion of new scheme. Here company had chance to communicate them
personally and it worked.

Cold calling (Telemarketing)

Tele marketing is the best way for service industry for marketing their products and
promotions. Its time consuming and costly to meet customers personally. By personal marketing
you cannot reach to your all target customer specially incase of its spread all over country.
VMukti’s marketing staff continuously makes call to its target customers who located all over
India. It is not possible for company to meet them personally. This is most cheap way for
company to reach target customers.

Media promotion.

Media promotion over the few decades has gained importance. Every field today uses the
media to gain an access to the daily life ensuring they reach the target market to promote and
market their product and services in the market. VMukti invites media and arranges seminars and
corporate presentation as a promotional activity. They had invited news channels and other
media for this purpose. Many times VMukti been promoted in newspapers and in media.
VMukti’s CEO many times shined in news paper columns for interview. This gives an
opportunity to VMukti, using media promotion making awareness about the product and services
they have in the market. It is one of the best ways to reach target customer.

Internet marketing

The most popular modes of IM are e-mail marketing, Website marketing through banners
and scroll advertisements, search engine optimization techniques and Web casting. IM is on
demand as it is the only medium which is visible to customers around the clock and calendar.
Moreover, the latest updates can be made possible through Internet marketing strategies. It also
serves as direct communication with customers, and helps companies to generate immediate
orders. Out of the all, search engine marketing has been one of the most popular. The particular
33
reason is that these search engines serve as a one place solution for all the users, wherever
located worldwide. Thus IM and promotion is in the news for the many advantageous and
lucrative offers it has to offer to the corporate world.

Mailing shot is the cheapest way to make target customer aware about our product. VMukti
doing it from long time. Company find the perspective target customer from all over world.
Telemarketing is too costly to reach foreign based target customers. After having a customer led
company mail product literatures and brochure. Company also active in different social sites and
business sites. Like linkdin, twitter, facebook etc. It helps company to be in live contact of target
customers and corporate.

Polycom

  Polycom, Inc. [NASDAQ: PLCM], the world's leading provider of unified collaborative
communications, it has opened a new, state-of-the-art product and solutions development center
in Hyderabad, India. The center represents Polycom's latest investment in one of its fastest
growing markets, where both the demand for IP communications and collaboration as well as the
engineering talent for developing these solutions, is high.

34
 The Hyderabad facility will house development programs for the company's portfolio of
voice communications solutions for mobile, desktop and conferencing applications. Polycom is
the worldwide leader in voice conferencing and the leading independent provider of standards-
based voice over IP (VoIP) endpoints, including both desktop and Wi-Fi telephones. Polycom's
leading mobile products for Wi-Fi and DECT wireless network technologies, as well as its well
recognized conferencing and VoIP endpoints are also supplied for major OEM telecom system
providers including 3Com, Alcatel-Lucent, Avaya, Cisco, NEC and Nortel.

In addition to the Hyderabad development center, Polycom grew sales and marketing
operations in 2007 with office expansions at Delhi (Noida NCR) and Mumbai, and new offices
in Bangalore and Hyderabad. The Noida facility will showcase the industry's only immersive
telepresence solution, the Polycom RPX (Real Presence Experience). In 2008, six additional
office locations are planned to serve India's top 10 metropolitan and regional business hubs.

The new offices will support Polycom's growing list of established sales and distribution
channels in India. Bharti Teletech Ltd. and Ingram Micro are partners that distribute Polycom
voice and video solutions across India through its key business partners; namely, Avaya,
Neutron, Total Presentations (Business Octane), Spanco Telesystems, Presto Infosolutions, HCL,
Wipro, Siemens, Godrej and Tulip. It is these resellers who, in turn, market Polycom solutions to
end users. Reliance Industries Group was one of Polycom's first large strategic customers and
greatest advocates of video conferencing technology through its service offerings that are
available at over 105 Reliance Webworlds network locations. Polycom also works closely with
leading service providers such as BSNL, MTNL, Reliance, AIRTEL, VSNL, Aircel, Sify, Tulip,
and others to offer their customers managed video conferencing services.

"India is well known for its world-class technology talent pool which we are delighted to
have access to," said Sunil Bhalla, senior vice president and general manager of Polycom's Voice
Communications Solutions division. "The opening of our Hyderabad facility demonstrates our
commitment to customers to develop best-in-class products that provide industry-leading
innovation in voice & video communications."

35
Dimdim

To develop a business in any country a company needs a good marketing and promotion.
India is now become a hub of IT companies. City like Hyderabad is an example. Dimdim has no
big team in India. As they are in initial stage in India so Dimdim is trying to develop. Dimdim
has a total size of team is 6 in India. 
Out of 6 three are based in India, 1 in US, and 1 in Canada. The last person spends 50%
of this time in India and rest in the US. By this way Dimdim is running business in India.

SWOT Analysis
.

STRENGTHS
VMukti

36
  2 to 6 second delay at viewer end
 Minimum bandwidth required, only 100 Kbps
 Number of users can axes at a time
 Private and public video
 Good margins to its vendors
 Pre-recorded libraries

Dimdim

 Free or paid versions

 Very easy to set up a meeting
 No software download required
 Can send meeting invite with link from your own email and invitee does not have to join
DimDim
 Share PowerPoints, PDFs, whiteboards, web pages, even your entire computer screen
 Pass control to another attendee
 Integrates easily with LMS, like Moodle, Zimba
 Open Source

Polycom

 No any software download required.

 Pre recorded libraries
 Share PPT during live section
 Full screen facility is available
 Free trial verson

WEAKNESSES

VMukti

 Low market presence.

 Limited to urban area
 Lacking in marketing

37
  Lack of Brand awareness.
 People do not believe in technology
 Communication Gap between the Vendors & Customers.

Dimdim

 Only can have 2 video links visible at a time for free version (only 3 for paid
version)
 Free Version only 20 participants, 50 participants for paid Pro version
 Must go to an enterprise version for more than 50, no pricing available

Polycom

 Lack of band awareness in India

 People are not ready to use this technology
 Lack of availability in India
 Limited to urban area
 No marketing team in India

OPPORTUNITIES

VMukti

 Booming Education industry.

 Willingness of vendors to work with VMukti.
 Upcountry market which is untouched by others.

38
Dimdim

 Good tool for distance learning/online tutorial

 Assist in student collaborations through meetings and sharing of resources.
 Professional development tool
 Foreign language learning tool with collaboration with a student from another country

Polycom

 By building good marketing strategy, company can sell more in India

 Education sector is a good market to target in India
 Offering good promotional scheme according Indian market

THREATS

VMukti

 Competitors are entering in domestic market

 Bid Products in market
 Due to other competitors pricing compromising
39
Dimdim

 Just like most sites that have public and shared material, like there may be the potential
for them to view other videos and chats that could potentially be inappropriate.

Polycom

 Protect internal LAN-side devices from external security threats

 Domestic company has a good distribution channel.

40
 Complete VMukti DimDim Polyco
Analysis by features Feature Set m

Full Screen HQ
video for Virtual   
Classroom that
works in
existing
infrastructure
and bandwidth
of India on dial-
up/broadband/da
ta card
For Mac,
Windows &   
Linux
Hosted
Version/Web   
based version

Onsite Version
  
Video Library
of Live as well   
as pre-recorded
events
Professional
Support   
Whiteboard
  
Presentation
Sharing   
15000+
participants in a   
single session
Interactivity via
chat and audio   
and video
H/W kit for
classroom setup   
CRM
Integration   
Video telephony
and Polycom   
Integration
Tool made for
and by   
developed
countries
(Source: www.vmukti.com) Streaming 2 seconds 10-20 seconds <2
Delay seconds
CPU and Low High High
Memory usage
Start up time > 10 seconds 30-50seconds 10 Min +
41
 Market survey by Collected Information
I did a market survey and collected the information from the clients across India. The
information collected is really helped to analyze the following things:-

1. Quality of products is very good.

2. VMukti needs to make more clarity in picture.

3. A Lack of brand awareness of VMukti.

4. People really like this new concept.

5. Customers who are using the VMukti products are satisfied from them.

6. Future is bright.

Market Survey:
I did a simple random sampling. Out of 30 I randomly selected 20 for the survey. I asked
following questionnaire to 20 people across India.

1. Name …………………………………………………………………

2. Address ……………….………………………………………………

3. Contact number ………………………………………………………

4. E-mail Address ……………………………………………………….

5. Are you using any live streaming product?

A: Yes ( ) B: No ( )

6. Which Live Streaming product you are using?

A: Video Lan ( ) B: Web Ex ( )

C: Dim Dim ( ) D: Polycom ( ) E: Other ( )

42
7. Have you ever heard about Live streaming product by Vmukti Solutions?

A: Yes ( ) B: No ( )

8. Mainly which kind of features you are looking in Live streaming Software.

A: Bandwidth ( ) B: Speed ( )

C: Price ( ) D: Video Quality ( ) E: All ( )

9: How many users from your side need to use live streaming Software?

A: 100 - 199 ( ) B: 200 – 499 ( )

C: 500 – 999 ( ) D: 1000 – 2999 ( ) E: 3000+ ( )

10: How VMukti can differentiate service from competitor?

A: Audio-Video result ( ) B: Bandwidth ( )

C: Cost ( ) D: Service ( )

11: What unique benefits you derive from doing business with us? (One or More choice)

A: Increasing Revenue ( ) B: Easy to use ( )

C: low cost ( ) D: Less Buffering ( )

E: Availability (services) ( ) F: All ( )

12: What makes more important to you?

A: Price ( ) B Quality ( )

C: Both ( )

13: Do you want to suggest any feature?

A: Yes ( ) B: No ( )

C: If yes then ……………………………………………………

43
By above questionnaire I come to know following result.

Are you using any live streaming product?

No
20%

Yes
80%

44
 Which Live Streaming product you are using
Webx
Others 29%
33%

Polycom Dimdim
10% Vmukti
10% 19%

Which kind of features you are looking in Live streaming

Software
Bandwidth
10%
Price
20%

All
65% Video Quality
5%

45
How VMukti can differentiate service from competitor?
Bandwidth Audio-Video result
30% 15%

Services
10%
Cost
45%

What unique benefits you derive from doing business

with us?
Services
15%

Increasing Revenue
Less Buffering 45%
20%

Low cost
20%

46
 Observations from Market Survey

The market survey which I did,I came to know various different kind of perception, most
of them is very positive about VMukti Solutions, which can be taken as an appreciation from
customers.

One thing which I would like to appreciate about VMukti is that with negligible
marketing expenses. VMukti is really able to manage a good brand image in front of its clients or
its current customers.

A good image is always require and essential in order to survive in a market for long
term. A good brand image not only reflects the image of a company as a whole, but it also
reflects the attitude, experience of others either at business level or at personal level, etc of the
employees who are connected directly to company.

47
 Recommendations to VMukti

A brand is a unique identity used to differentiate and identify a product in a meaningful

and relevant way to a group of consumers.

VMukti as an Indian brand is well known to clients, but as a software company it is not
sometimes in a common person’s mind. VMukti can easily able to cater the education field in
India, because of its pan India presence.

The market survey told me that VMukti is not having proper grips over the markets in
India. VMukti can cater and serve better than the other players in market. The only thing which
VMukti has to do is that to make aware the Potential End Customer.

After completion this project, I would like to recommend few things to VMukti, for
capturing a good market share in India of software, they are as follows:-

1. VMukti as a brand should get settled into the customer’s mind so firmly that all the purchase
decision of that customer gets influenced by VMukti.

2. A proper marketing of all the available products and services along with them, because until
the customer is not aware of them, why will he/she buy this product.

3. Education is now become an Industry, which is growing day by day. Government is also
pushing lot money into it. So students are also a very good potential among themselves.

4. A good after sales services always matter, in order to make a sustainable relationship with
every type of customer whether an individual or a corporate client.

5. We should give updating to our clients about our features and technology by E- mail.

6. A continuous touch to the customers from mailers, advertisements along with thanking notes
in newspaper ads, or TV commercials, or through hoardings all such things delights the
customers and makes them feel proud about the brand they owned.

7. A pricing strategy of VMukti is good for Indian market. Because company is providing live
streaming on 100kbps only. So it is suitable to Indian market. But company should come out
with new package.

8. VMukti should increase more marketing people.

48
 Conclusion
VMukti with so many firsts of Indian IT Company is going good in all its businesses. But
when it comes to software industy, VMukti lacks there in comparison to other players in market.
Because of VMukti policies, they believe in providing quality instead of branding, which
VMukti provided at its best in everything that’s why VMukti has a good brand image into the
market without any marketing or advertisements.

Branding has always been one of the most imperative factors in building a successful
business, whether it is foods, supplements, beverages, retail stores, electronic items or any other
consumer product or service.

Although, VMukti in India is able to make a good brand image without any intensive
marketing, which is really a creditable thing for them, but when we talk about any Software
market, the importance of branding is paramount there. So in order to get noticed in Software
Markets, we need a good marketing strategy to promote our product and to make aware the end
consumer about our products.

VMukti is doing a good business at corporate level, using this as an advantage; can easily
leverage the vast Retail markets in urban as well as rural area. Rural areas are still neglected by
most of the companies, the consumer of rural areas holds a very good potential in himself.
Mobile revolution is the best example, which is still going on.

Country like India is having a great potential in it, Government is already promoting
education by various means to villages and other remote areas. It is the right time to start making
brand awareness into the mind of end consumer and also to approaching to them from now.

Software business can’t run without developing brand awareness among the end
consumer, ultimately it is the end consumer, who has to raise the bar of demand. So it is better to
start making aware of our products to the market from now.

VMukti as a brand name among the clients is having a very good image; everybody
wants to do business with VMukti, which shows the credibility of brand VMukti in market..
So, it becomes necessary for VMukti to create brand awareness among the end consumer of
Software markets.

VMukti’s future is so bright and it will touch pinnacle as per the market survey, response was
very good and one day it will be king of streaming and every one will like this technology.

49
 Bibliography

http:// www.vmukti.com

http://www.continuumlearning.com
http://www.learnmarketing.com
http://www.economywatch.com

http://www.polycom.com

http://www.dimdim.com

50