Netxpress Oct Edition 2004
There has been major activity going on in P@SHA. Jehan Ara, CEO of Enabling Technologies, has recently taken over as the President of the association in an effort to move things ahead in the right direction. Netexpress sent Jehan Ara a few questions to find out exactly what the plans are.
Netexpress: Over the years, P@SHA has turned into a platform that benefits only a select few members whereas the others find that a P@SHA membership is just namesake – What steps have been taken to change this and ensure that a membership into the platform will be MORE than just simple namesake?
Jehan Ara: P@SHA was set up by 9 major software companies years back. They were responsible for doing the groundwork and registering the Association. Since then, it has changed in character and now encompasses approximately 200 software houses, most of which fall within the SME sector. Like any other trade body, P@SHA’s main job has been to lobby with the government to ensure that policies that are framed benefit the majority of our members.
Membership of P@SHA is more than in name only. The office bearers are from within the membership itself and understand the problems that are being faced by most software houses. The work that they put in is purely voluntary and yet, because most of them are committed, they dedicate a lot of personal time for the benefit of the industry.
I suppose an association can only be as active as its membership. Over the years, P@SHA has sometimes been extremely active whereas at other times, things have been pretty low key. However, consistent interaction with the government has taken place during the tenure of each Executive Committee.
Netexpress: Many people are of the opinion that international export and overseas development is the way to go, whereas there has been minimal development work done to support the massive industries that are within Pakistan. The missing “local work” element on a company portfolio who is trying to pitch for work abroad, looks very strange – What does P@SHA intend on doing about bridging the gap between the local developers and the local industry members?
Jehan Ara: Export work is naturally important because it brings in foreign exchange and pays a lot more than domestic work. However, most companies who have not built up a good portfolio of local projects will find it difficult to pitch for international work. The problem has been convincing local corporations to use local development companies for large projects. A dearth of large public sector projects has also resulted in local software houses not being able to build up a sizeable portfolio.
P@SHA member companies have always wanted to support the local industry. Automation is essential for most of these companies if they are to improve their efficiency. At the moment, we are working on two levels to increase our level of involvement with the local industry:
a) P@SHA is joining FPCCI – in fact, several of our members are active members of the FPCCI IT Committee. We have already increased our interaction with them and are setting out an agenda for some activities that will bring members of both associations into closer contact. That will help to bridge the gap to some extent.
b) We have been working with the PSEB in the launching of a partly government subsidized project on the Automation of the Domestic Manufacturing Industry. Once this program begins, it will benefit both the industry and the software houses.
In the time that you have been the VP of the Association, how much activity has taken place to promote the local industry into the local market? In the International Markets?
Jehan Ara: There have been several activities in which P@SHA has been involved. Members have taken part in the TiE FMCG Bazaar, ITCN in Karachi and Saudi Arabia, and the Banking Seminar organized in collaboration with CSP. We have had delegations from Mauritius, Malaysia, and China. There was a multi-lateral delegation from ASOCIO that visited us in September last year that resulted in collaborations being formed between companies from Pakistan and the region. Actual business was also transacted. A lot more is being planned for 2004.
What incentives are being offered to local companies to encourage P@SHA membership?
Jehan Ara: A new agenda is being planned as we speak to add new impetus to P@SHA. This will be announced as soon as it is finalized – probably mid-January. The new year has already resulted in an increase in membership, and I hope that as companies see the benefits of
being part of a trade association, we will see even more of an increase.
While the PSEB’s prime focus has been to promote software export, what has been the prime focus of P@SHA? What, in your opinion, SHOULD the prime area(s) of focus be?
Jehan Ara: P@SHA’s prime focus should be as a lobbying body. We should communicate with all levels of the government and ensure that problems faced by the software industry are addressed. Another important area of focus should be to provide a platform for interaction with international buyers and to encourage collaborative work between members in order to take on mega projects.
What support or contribution, if any, does P@SHA hope to give back to Pakistan?
Jehan Ara: P@SHA members are already providing internships to graduates and have done so for many years. Some of our members are running programs at various Universities. We
do need to however have a more systematic rapport with academics so as to affect the curriculum more constructively.
Additional comments you would like to add?
Jehan Ara: The P@SHA website has already been revamped, but after some consultation with international buyers, there is a need to make it a little more dynamic to fit in with the requirements of the export market. That is being done now. Collateral is being produced in the form of a CD-ROM and a directory of members. Some training will also be provided to members on the kind of collateral that is required for exhibitions and tradeshows overseas.
We are also forming affiliations with Pakistani organizations overseas, such as OPEN, APSENA, IOPWE, and APPNA. I think that we have not used the Pakistani network enough to generate business. Nor have our Embassies, Consulates, or High Commissions been of much assistance. These are areas we must tap if we are to bring the Pakistani Software Industry into the limelight.
