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[av_heading tag=’h3′ padding=’10’ heading=’It’s Our Responsibility to Make Clients Comfortable and Confident’ color=’custom-color-heading’ style=’blockquote modern-quote modern-centered’ custom_font=’#ffffff’ size=’89’ subheading_active=” subheading_size=’15’ custom_class=” admin_preview_bg=’rgb(255, 255, 255)’ av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=’55’ av-small-font-size-title=’34’ av-mini-font-size-title=’21’ av-medium-font-size=” av-small-font-size=” av-mini-font-size=” margin=” av_uid=’av-108cqh0′][/av_heading]
[av_heading tag=’h3′ padding=’10’ heading=’Peter Horsten Talks With Prem Sundaravadanam, Vice President Europe at Aspire Systems’ color=’custom-color-heading’ style=’blockquote modern-quote modern-centered’ custom_font=’#ffffff’ size=” subheading_active=” subheading_size=’15’ custom_class=” admin_preview_bg=’rgb(255, 255, 255)’ av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=’55’ av-small-font-size-title=’34’ av-mini-font-size-title=’21’ av-medium-font-size=” av-small-font-size=” av-mini-font-size=” margin=” av_uid=’av-jkt8as’][/av_heading]
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PETER:
Can you describe who you are and your background with Aspire?
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PREM:
I’ve been with Aspire for the last 14 years now. I joined Aspire in 2005 as an Account Manager. I then took on the Global Sales Responsibility where I used to cover the entire market, more or less.
I came to the UK in 2009 and have been in London since then. We started at base zero, and we now number about 40 people in the UK with roughly 6 or 7 people in the Benelux area. Without counting the Goyello numbers that we have now, we are contributing about 20% of the organization’s turnover.
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Prem Sundaravadanam
Vice President Europe at Aspire Systems
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PETER:
Having experienced both sides — offsite and onsite, what is the major difference in your experience?
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PREM:
Aspire has grown from being a very small company to where we are today. And hence we’ve gone through a process — an evolutionary process through an improved set of services, customer profiles, and more rounded market offerings. Today, we have big clients like Heineken, Ingenico, Bet365, Pets at Home — a number of very strong names that we can talk about and show how we are fulfilling their needs. All of this has become feasible because of our onsite presence.
Working as Sales Head from an offshore perspective, you were at some level still being reactive although you would try to be driving the customer conversation towards the next step. This is because you are not able to have more face-to-face conversations as often as you’d like which is still a little bit reactive in nature.
As we grew as a company from 130 people to 2500 people today, obviously several things have changed about us and in the market and I think today where we are as a company is entirely because of the strategic move that we made to have a very focused effort in the Europe space. I think it is paying off where we are today — 20-25% of the organization’s revenue.
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PETER:
Are there any clients that you think wouldn’t really have become clients of Aspire if not for your presence in Europe?
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PREM:
Several of the big names that I mentioned, for instance, Bet 365, a very large betting organization based in the UK. And the banking and financial sector, they definitely want to see you face to face. 75% of customers we probably wouldn’t have acquired if we didn’t have an onsite presence.
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PETER:
What is, from your perspective, the added value of having a Goyello presence within Europe?
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PREM:
The world is getting slightly more rigid in terms of how the movement of people is happening globally. As Aspire our ambition is for us to be a scalable, global company! And for that we definitely need to have a much stronger local presence. Couple that with the fact that we now have people who are European-based or of European origins who can travel freely to our customers to better represent Aspire. Although Poland and the UK might be quite culturally different, they are still a lot closer to each other than India.
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PETER:
Prem, during this whole period that you’ve been working from Europe, have you faced any pre-occupations about working with a different culture, like the Indian culture from the client’s perspective, or is that never an issue?
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PREM:
Broadly if you ask me, people are perfectly fine. They understand how the industry works. There is a reason this model is there, and the reason is that there is simply not enough supply in the market, across the world.
But then, there are always exceptions that you come across. You just treat them as exceptions and address the challenge.
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PETER:
Do you have a way to cope with that? And how do you cope?
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PREM:
There are some that you can cope with and there are some that you cannot cope with. It’s most often that the challenges we have are in the very early part of an engagement. And especially when they’ve had no previous exposure to having worked in a remote model; it doesn’t have to be offshore, it can even be within the UK or elsewhere.
When you have a remote working model, if you don’t have the exposure and if you don’t know the challenges that typically arise as a result of having a remote model, it can be detrimental. Face to face, people are actually much nicer to one another, especially if you spend a couple of months with each other.
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PETER:
What made those initial leads and others choose Aspire?
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PREM:
Well, at different moments, people choose us for different reasons. So, in the early days of me going to the UK and working with our customers, obviously, there was a lot of uncertainty. People are quite suspicious if it is going to work or not. So it’s the responsibility of Aspire to ensure comfort and confidence. So, we try to enable that by saying, “Let’s try to invest in the proof of concept”.
So, we’ve frequently worked on a PoC to convince a new client of our capabilities, although the PoC doesn’t necessarily mean delivering a piece of working software. We offer as well to aree about a 12-month contract of which let’s say the first 3 months is a trial period. If this goes well for you, we’ve worked together.
And that is the case with my customer at Helsinki, whom we got in 2009. We started with a 3-people team. We invested 50% of the first 3 months. Today, we have 36 people continually running for the last 9 years. It would have never happened if we did not gain the trust. Again, this is another thing I tell my customers, that it’s about building trust — mutual trust and that takes a little bit of time. And today, the models have changed. Today people choose us for completely different reasons because we have great references today.
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PETER:
So you deliver what you promise.
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PREM:
Exactly. So if I am going to have a customer stick with me for a period of time and don’t deliver, he’s never going to last 3 months. And at the end of it, you’re not making a judgment in terms of how good Aspire’s deliverables are. But, is Aspire “deliverable inclusive”? And I think that goes back to our original roots in terms of Product Engineering as our focus.
I think building a product is a lot tougher than building an application for a specific need for a single customer. And the demands of engineering that product, designing that product, testing that product and the release mechanisms, etc. are several times more complex and far well more thought-out than for a single application that gets built. So, I think today we’ve imbibed that great quality of Software Product Engineering and, rightfully, that is at the center of everything that Aspire does in terms what we call ourselves — Producteering as a methodology.
Today, several of my enterprise customers – Banks, Retailers or Insurers are actually quite pleasantly surprised how good the quality is, of the work that we deliver.
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PETER:
The best reference, is a good opinion by the client. Honestly, it was great to hear the compliments about our team at for example Ingenico. They were very satisfied of the level of professionalism and the high level of communication skills. The client even had a problem keeping up with the speed of the team.
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PREM:
[Giggles] That happens, yeah.
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PETER:
Another client mentioned they must go through a migration process to realize a digital transformation. Of course, you can consider doing that through big revolutions, but what they clearly appreciated is that Aspire is willing to support them in a step by step migration because they cannot afford a revolution. It’s Aspire’s pragmatic approach that they like.
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PREM:
Yes, I didn’t know these compliments, but it’s good to know!
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PREM SUNDARAVADANAM
Vice President Europe at Aspire Systems
With over 20 years in the Software Product and Services industry, Prem is Vice President, Europe at Aspire Systems. Having started his career as a Sales Professional, Prem has a track record of building and grooming Sales Teams globally. In his 14-year career with Aspire, he has helped establish Sales Team for India, USA & Europe. In his capacity of Regional Director and later as Vice President, Europe, Prem has helped Aspire establish a headquarter for Europe in London, UK. Aside from work, Formula 1 is one of his passions. He is a keen sportsman and an avid musician. He plays the guitar along with his son.
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