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Gabriel Rozman: The Uruguyan wizard of TCS

Sunday, 19 July 2009, 20:13 Hrs

Gabriel Rozman: The Uruguyan wizard of TCS

It was Rozman, with his multicultural skills, who changed their mindset and made them feel confident and comfortable in dealing directly with Indian IT companies. Rozman's Latino charm, understanding of Indian culture and American style of aggressive marketing paid off.

It was only after his success in opening Latin America for TCS that other Indian IT companies including Infosys and Wipro started entering this region. But the business of other Indian IT companies is a small fraction of the turnover of TCS in the region even now.

Rozman has used diplomacy too. He has succeeded in convincing Ramadorai, the CEO of TCS to become the Honorary Consul of Uruguay in Mumbai. I guess the patriotism of Rozman is also behind the success of a Uruguyan architect Carlos Ott who got a contract to build the $250 million IT complex of TCS in Chennai. It will be one of the largest IT complexes in the world with 30,000 staff.

The TCS success in Latin America has pioneered a new 12/12 business model for Indian IT companies for delivery of offshore services to North American clients. Twelve hours of service from Latin America (the same time zone as that of North America) and 12 hours from India. This is better than the 24/7 model in which Indians don't get time to sleep. In the 12/12 model. the Indians get time to sleep while the Latin Americans work!

The second advantage is the multilingual skills of the Latin Americans. They are proficient in Spanish, Portuguese, Italian, French and German since their grandparents or great parents came from Europe. Of course, many graduates speak English. One should also remember that the U.S. has about 50 million Hispanics who have become the largest minority there and Latin America is a base from which to reach out to the U.S. Hispanic market.

Latin America, like India, has lot of young people. They are better tuned to American and European culture, fashion and mindset than the Indians. They are also creative, imaginative and free-spirited. These traits are especially useful for design and creative work.

Gabriel Rozman's TCS success is an example of the emerging strategic win-win partnership between India and Latin America in the IT sector. I hope this will be an inspiration for more Latino Rozmans and Indian companies.
Source: IANS

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