VOTARYTECH: The Great Promise of a super future
India’s Most Promising Brand 2019, VotaryTech provides comprehensive design services in entire Embedded Product Engineering and Development Services domain.
In Conversation with Sanjay Kamtam, Founder, VotaryTech.
More specifically it includes Embedded Software Design Services, Hardware Design Services, System Design Services and ODM Design Services .These Design Services are used by Global Semi-Conductor and product design companies and Indian OEMs to create differentiating product and solution offerings for their customers.
VotaryTech has its Head Quarters in Hyderabad and has its R&D facility and Sales office in Bengaluru. Company’s total employee strength is 400+. VotaryTech is a SEI CMM Level 3 and an ISO9001 Certified company.
VotaryTech’s vision is to be a leader in wireless system design services in India.
VotaryTech’s mission is to provide technology and design services to Global product companies and Indian OEMs in order to accomplish and cater to “Design in India” and “Make in India” branded products in Indian and International markets on par with the global counterparts.
Ethos of the brand:
VotaryTech will be shortly celebrating its 10th Anniversary this year and the very Ethos of VotaryTech brand as implied by its name is “Dedication towards Technology”.
As a technology company, VotaryTech over a decade has nurtured and produced hundreds of young engineers to become technology experts in the field of Mobility and Embedded Technology space. Currently the strong workforce of more than 400 young engineers are creating new genre of cutting edge solutions. Our vision will result into Indian OEMs coming with branded embedded devices, will reduce considerably foreign exchange on imports and will also create more jobs in India market.
What would you define as the unique value proposition of the product: the functional, emotional and differentiating product benefits that have contributed to providing an enduring brand experience to customers
We don’t see big Indian Brands in Embedded Electronics Products and Devices like Smartphone, Wearables, and Set Top Box etc. There are multiple reasons for this but prominent ones being, lack of Technology, Innovation and ODM services capabilities. The unique value proposition for VotaryTech are its solid innovation strategy and processes with great ideas and strong technical capabilities that can enable the Indian OEMs to bring out the Make in India differentiating products. Our innovative, well organised and uniquely created platforms coupled with offerings of flexible delivery models, provide all the Technology, Innovation and ODM services, which our customers have been greatly leveraging upon. VotaryTech has been over years has been build an excellent reputation with all the customers always being there for them under all circumstances, contributing to their success and providing a great customer experience.
What are the physical, character and personality attributes of the brand that have evoked and inspired consumers’ self-expression and personal identity?
VotaryTech brand acts like accelerator in our Customer’s business. Our Customers can realize their dream products confidently under their own brands while leveraging on technology and innovation provided by VotaryTech brand. Our brand’s ethos of dedication towards technology also gives confidence in our customers that they are getting the latest technology in embedded software and hardware which will be always upgraded in this fast pace technology world.
An insight into the brand marketing strategies that have effectively penetrated consumers’ psyche, established a meaningful relationship with the target audiences and ensured positive brand perception.
Everything in VotaryTech revolves around Technology. Our Brand Marketing strategy also emanates from the same Philosophy. Additionally, we believe strongly that what can be demonstrated physically has lasting impression .Thus our strategy is to showcase physically what beats the best in the market at least in some domains. This instills confidence in the customer that we have grip on the technology and they can get what they want. This also differentiates us from our competitors as our strong focus in R&D makes this possible for us which is not the case with them.
How has the brand extended its presence to the frontiers of Internet advertising and social networking? What is the level of significance the brand accords to utilizing social media as a competitive edge?
Since we are a Technology focused company, attracting the best talent is the most critical factor in our success. Social media is used in all its manifestations for hiring the best possible talent, many a times in niche areas .At later stage we certainly have plans to go for internet advertising too to promote our strategy and solutions.
Key marketing endeavors in the past decade that you feel have been landmark initiatives in reinforcing the legacy of the brand’s promise to influence consumer intent and enhanced the brand’s propensity to drive affirmative consumer action
We started as a Services company in the domain of Embedded Software in Wireless devices domains. We added many more solutions and customers in this journey. However, a major marketing strategy was adopted in 2016 to portray VotaryTech as a leading company in Internet Of Things (IoT).VotaryTech’s solutions were adopted by Telangana Government in the Smart Security for Women and Smart Transportation and many of the services developed and implemented during that time are operational till date .This has created enormous visibility as our brand is associated with mobility and safety.
How has the brand derived strength from innovation as a sustainable differentiating strategy adding to long-term brand equity? Please provide a few instances of measures implemented towards this goal.
Technology and Innovation are our basic tenets. Our teams understand the technical, industry and business challenges from having years of experience working for some of the largest semiconductor companies. In our business domain technology changes rapidly and solutions and products tend to look similar. Innovation is the basic theme which creates differentiation .Since, company invests very heavily into R&D and promotes a culture of innovation, the VotaryTech brand benefits immensely as it is now considered synonymous with Innovation with our customers.
Key leadership values that drive the brand?
Making a difference: Personal efforts and dedication to make a positive impact on customers and employees
Integrity: Moral courage and ethical strength to fulfill customer expectations and promises with all due compliances
Courage: To take calculated risk, taking definite stand in adverse situations, guiding company when going is rough and above all being resilient at all times.
Humility: Sense of humbleness in spite of tremendous success, believing in equality respect for all.
Wisdom: As accentuated by global experience to sense what is best for company, customers and employees and balance everyone’s expectation including sometimes conflicting requirements
What type of employee satisfaction programs are conducted by your brand
Career Roadmap: Providing the employees with a definitive road map and multiple options to plan technology areas of focus.
Growth Roadmap: Provide a platform for employees to grow as per plan and under constant guidance from the industry experts from time to time.
Recognition: Encouraging the employees through multiple programs announced regularly, High achievers are rewarded with recognition and rewards.
Work Environment: Very inclusive and conducive work atmosphere. On par with large organisations with up to date Technology, Equipment, pleasant and safe work areas and facilities etc.
Appraisal System: All the employees go through the Transparent Appraisal process as per the industry standards and in a professional manner.
Feedback: There is an Employee Feedback process which is conducted in a very Transparent manner and all the employees are encouraged to provide honest feedback. This is monitored by the CEO.
Cultural Activities: There is a strong emphasis on celebrating all the festivals and events. All the employees look forward to such events and participate with lot of enthusiasm.
The All Employee Meet and Annual Day are celebrated in a grand way. Employees from all locations participate in person.
All Hands Meetings: The Monthly and Quarterly All Hands meets are conducted by the CEO to appraise all the employees on the latest updates, awards.
Social Causes Awareness and National Events celebrations: As an organisation philosophy, the company promotes lot of charity activities and equally promotes all the national events.
Emphasis on employee training & development, kindly elaborate.
Being in the high paced technology domain, Employee Training and Development is a very crucial requirement. Technology breadth also makes it very challenging to cover all possible domains with limited set of resources. We have a separate group within HR which works round the year to identify business needs and map it with present skill set of our resources. The identified gaps are planned as part of the Centre of Excellence (COE) team, which takes up the Training and Development of the employees in a continuous manner. Employees are also happy as each of them are equipped with multiple competencies making them more valuable in job market.
List the 5 most critical success factors of the brand in order of importance and kindly elaborate the same
Focus on Technology: We do specialized design services and are considered top of the lot due to this aspect.
Focus on Innovation: Continuous focus on Innovation keeps us more relevant for our customers
Investment in R&D: Creating more opportunities for us.
Customer Focus: Multiple customers with their own requirements but still keeping focus
Training and Development: Keep the resources focused on the latest and relevant as per the industry requirements.
What are the core values that drive the brand
Our Core Values have been our guiding principles that we abide by without any compromise since inception, driving our company and brand value, grow stronger day by day over the last 10 years.
Equality : Diversity, Mutual Respect & Dignity
Integrity : Trust, Honest & Ethics
Customer Success : We live by and for our Customer’s successes
Employee Success : Careers, Work Life Balance
Compliance : By the Law, Regulations, Rules, Company Policies & Processes
What are the core competencies of the brand
- System Design Capabilities.
- ODM/OEM Design services.
- Authorized Design Centre and Partners.
- Several ready to use IP in IoT, Smart Devices, System Integration and Validation.
- MDM – Mobile Device Management.