Centers 2008 Unveiling the R&D Offshoring Scenario in India

Transcription

1 Strategic Guide on Indian R&D Centers 2008 Unveiling the R&D Offshoring Scenario in India Industry Report Zinnov LLC May 2008

2 Global R&D spend is expected to grow at a CAGR of 3.5 per cent with Europe and Japan emerging as equally competitive R&D spenders Global R&D* Spend ( ) R&D* Spend by Geography (2008) 1250 Global R&D spend (in USD Billion) CAGR 3.5 % North America 43% Europe 30% Japan 22% 950 ROW 5.26% Year *Note: It includes R&D spend by various other industries such as engineering services with embedded systems R&D, Energy, Consumer, Healthcare, Industrial domains etc. References: Computing Research Association, EIU, European Industrial Research Management Association, OECD Zinnov Analysis

3 R&D offshoring constitutes 14.4 per cent of the total offshoring to India with R&D centers commanding 62.7 per cent of the market share Indian Offshore IT Market 2008 (in USD billion ) R&D Offshoring Market Size 2008 ( in USD billion ) Reve enue (in USD Billion) R&D Centers 62.7% Vendors 37.3% 10 Total = USD 9.35 Billion 0 IT Services IT (1) R&D R&D Offshoring (2) ITES ITeS (1) Total Total Offshoring Total =USD Billion Source: Nasscom, Zinnov Analysis 1- Market size includes exports and domestic revenues 2- R&D includes Software Product Development, Embedded Systems and specific areas of Engineering Services

4 The R&D offshoring industry can be sliced into three horizontals Horizontals Definition Software Product Development (SPD) Software development is the translation of a userneedoraproductideaintoanoperational computer based software. The product development lifecycle includes conceptualization, requirement specification, system analysis and design, product development, testingti and maintenance. It encompasses skill sets in Application Development, Systems Programming, Web Technology Programming, Network Programming, Database Programming, User Interface design, Product Planning, Program Management, Manual Testing, Automation Testing, SCM etc. Embedded Systems An embedded system is an electronic system designed to perform pre-designated functions in a machine. It is used like an embedded device/chip in a end-product coupled with other mechanical software parts. Its acts as interface between hardware and software of an electronic system by providing a means to give instructions to hardware of the system. It includes skills in embedded programming, hardware designing, manual and automation testing. It also includes developing firmware which is designed to be augmented into an enduser product like mobile phone, automotive system, aviation systems etc. Engineering Services It includes development of software catering to engineering requirements of various industries like mechanical, automotive, aerospace etc. Engineering services R&D includes stages of product lifecycle Product Design & Development, Design Support, Engineering Analysis & Modeling, Prototype Build, Testing, Verification, Validation, Manufacturing Engineering Support, Knowledge based Engineering, Technical Publishing and other product support activities, PLM (Product Lifecycle Management) etc. It needs a diverse set of skills across mechanical engineering, computer software hardware engineering and electrical engineering.

5 The three horizontals have been segmented across eight industry verticals Verticals Definition Examples EDA / Semiconductors It includes pure play semiconductor firms working on embedded systems like chips. Intel nvidia AMD Consumer Electronics It includes firms developing software to be augmented into another device serving as an end-product for a user-based functionality. LG Samsung Philips Telecom & Networking It includes firms developing software for usage in telecom products. It includes mobile applications, networking software, graphical user interface designing. Cisco Avaya Siemens Software Platform & Systems It includes firms working on software related to operating systems, systems level programming, networking including protocols, security, remote connectivity etc. Novell Linux Sun Microsystems Enterprise Software Products Consumer Software Products It includes firms working on enterprise applications like ERP, CRM. It includes firms working on development of online software applications for B2C software products like internet search, desktop search, online space. SAP Intuit Oracle Google Yahoo Amazon Computing Systems It includes firms developing automated systems like notebooks, mobile computing accessories, PDA, servers, desktops, scanners, Tablet PCs etc. IBM HP Fujitsu It includes firms manufacturing products like automotives, aerospace Manufacturing which have computer software and hardware as an integral part of the end- product functionality. Ford Daimler Chrysler Boeing

6 R&D offshoring in India started way back in the 1980s; it gained momentum only after 2002 and is now poised for the next phase of growth Evolution of R&D Offshoring Growth Factor Value Factor Exploration Identification Growth Harvest Access to Local market Skilled R&D talent Availability of skilled talent Need for innovation Potential for cost-savings Potential for cost-savings Spree of Product Development firms Entry of Texas Instruments Entry of Motorola Entry of Microsoft Dot-com Bust Few Product development firms exit India Years Growth triggers Inflection Point

7 Between 2003 and 2005 a large number of MNCs came to India for setting up R&D centers MNCs Setting up R&D Centers in India 160 Numb ber of R&D Centers On or Before Year of Establishment Total 594 R&D Centers Source: Zinnov Research

8 Currently there are 594 R&D centers in India operating in SPD, Embedded Services and Engineering Services Distribution of R&D Centers 2008 Illustrative Embedded Systems 120 Delphi LSI Corp. Motorola ters in ts Of R&D Cent ogy Segment ercentage O Technolo P Engineering Services 84 Software Product Development 390 Altair Engineering Arvin Mentor BMW Bosch Caterpillar Ford Yahoo Microsoft Google Adobe Oracle HP Sunguard Philips IBM Yodlee Synygy Ketera Source: Zinnov Research Total 594 R&D Centers

9 These R&D centers are spread across various verticals: enterprise software products and telecom & networking are the key verticals Vertical Distribution of R&D Centers Consumer softw are Softw platforms/ Software Systems Telecom/Netw orking Computing systems Total Consumer Enterprise Semiconductor Telecom & Consumer Computing Software Software Platforms/ /EDA Networking Electronics Systems Systems Manufacturing Total Total 594 R&D Centers Source: Zinnov Research

10 About 49 per cent of the total R&D centers in India have revenues less than USD 100 million Revenue vs. Headcount Analysis for R&D Centers 283 Total = Hea adcount Source: Zinnov Research Global Revenue in USD Millions

11 70 per cent of the smaller R&D centers focus on software product development Engineering Services Revenue vs. Horizontal Segment Analysis for R&D Centers Total = 594 Embedded Systems Software Product Development plus Global Revenue in USD Millions Source: Zinnov Estimate

12 About 53 per cent of the engineering services R&D centers have a workforce of more than 200 engineers Headcount vs. Horizontal Segment Analysis for R&D Centers Engineering Services Total = 594 Embedded Systems Software Product Development Headcount Range Source: Zinnov Estimate

13 Bangalore, NCR and Pune together comprise the majority of R&D setups with about 494 centers operating from these 3 cities Location Distribution of R&D Centers Bangalore 312 Pune 95 NCR 87 Software Product Development Embedded Systems Hyderabad 57 Engineering Services Chennai 32 Others 11 Total = Number of R&D Centers Note: Others include cities like Chandigarh, Ahmedabad, Coimbatore, Nashik, Mumbai, Kolkata Source: Zinnov Research, Zinnov Analysis

14 Currently the R&D offshoring industry in India is worth USD 5.83 Billion software product development being the dominant segment with 53 per cent of this market Market Size of R&D Centers 2008 (As per technology segments) Engineering Services 21% Software Product Development Embedded Systems 26% 53% Total Market Size is USD 5.83 Billion Source: Zinnov Analysis

15 Most phases of the software product development value chain are currently being offshored to India SPD Embedd ES ed Software R&D Value-Chain Product Concept Design Development Testing Support Objective Commonly Offshored To conceptualize a new product idea catering to customer needs. Design a scalable, high performance modular product Feature Definition Project Planning Developing a product based on userrequirements. Product Development Product Maintenance Re-engineering and Migration Ensure that a high quality, defect free product is ready Unit/ Interface Testing Component/ p Feature Testing Regression Testing Testing Automation Product Validation / Acceptance Provide technical support to customers Technical Support (Level 1 & 2) Performance Benchmarking High Potential Prototype Design / Architecture Technology Evaluation Prototype Development Prototype Validation Requirements Gathering, Analysis Software Architecture Requirement Management Program Management Project Management Technical Support (Level 3 & 4) Shared Services (F&A, HR, IMS, Professional Services, Documentation services) Not Being Offshored Concept Definition Concept Evaluation High-Level Design of Product Concept

16 SPD is estimated to be a USD 3.15 billion market in India with enterprise products segment owning the largest market share of about USD 0.97 billion SPD Embedd ES -ed Market Size of R&D Centers 2008 Software Product Development Industry Verticals Revenue e in USD Billion Software Product d Total Embedded Engineering Development Systems services Total Software Product Development Systems Services Total = USD 5.83 Billion Enterprise Software Products 31% Computing Systems 3% Others 7% Telecom & Networking 22% Software Platforms & Systems 19% Semiconductor / EDA 18% Total = USD 3.15 Billion Source: Zinnov Estimates

17 In the case of embedded systems, India is gradually expanding its capabilities high-end R&D in embedded domain is yet to be offshored SPD Embedded ES Embedded R&D Value-Chain Conceptualization Design & Development Prototyping Verification & Validation Software Understanding the local need Requirement Documentation Product conceptualization Core design & architecture Model building Algorithm evaluation and layout Cost analysis and future compatibility Design specifications Firmware & diagnostics Application software Embedded software Digital/Analog IP RTOS Device drivers Board support package Stacks Hardware PCB design Substrate design Verilog coding Platform porting Board/ System design VLSI Design FPGA ASIC/SoC/SiP Prototype study Prototype tapeout Prototype building Prototype testing Prototype analysis Static & dynamic Analysis Pre-layout and Post-Layout Verification Regression testing Functional testing Reliability testing ATPG test vector Generation Package QA Manufacturing Test Qualification / Application test Field test Substrate testing Present & Near-Term R&D Offshoring Future & Long-Term R&D Offshoring

18 The R&D of embedded systems is currently estimated to be a USD 1.54 billion segment in India with telecom & networking as its largest vertical SPD Embedded ES Market Size of R&D Centers 2008 Industry Verticals of Embedded Systems Consumer Electronics 23% Revenue in USD Billion Telecom & Networking 40% Others 5% Manufacturing 13% Semiconductor / EDA 19% 0 Software Product Total Embedded d Engineering Development Systems services Total Software Product E i i Development Systems Services Total = USD 5.83 Billion Total = USD 1.54 Billion Source: Zinnov Research

19 Engineering services in India is catching up towards high-end offerings SPD Embedd ed ES Engineering Services Value-Chain Complexity Product Conceptualization Conceptualizing product functionality Benchmarking of process, product and costs Designing the aesthetics and usability of product Market Research, Cycle Simulation Preliminary Design Analysis Level of Offshoring Product Design and Modeling Complete product design including assembly Component design on CAD, Pro E, Design Automation, Drafting and 3-D modeling, Conversions between different platforms Engineering Design & Development Analysis Conducting virtual simulations of designs to study a part, sub-system or system for its behavior in operating environment Optimizing product performance under real-life influencing factors such as temperature, vibration, fluid flow, fatigue Product Realization (Manufacturing Engineering Services) Product Support CNC / CMM Programming Casting, Forging and Fabrication Engineering Manufacturing of Assembly Jigs and fixtures Ground Support Equipments Technical Support, Design Support GIS- Document Conversion, Legacy Conversion Re-Engineering / Reverse Engineering Acceptance and Test Procedure Component Maintenance Manual Illustrated part catalogue, Service bulletins Low Medium High Low Medium High

20 At present, it is estimated as a USD 1.27 billion market with the manufacturing domain constituting USD 0.52 billion of the total market SPD 25 Embedd ed ES Market Size of R&D Centers 2008 The Industry Verticals of Engineering Service Semiconductor / EDA 20% Revenue (in USD Billion) Software Product Total Embedded d Engineering Development Systems services Total Software Product E i i Development Systems Services Manufacturing Computing Systems 42% 6% 7% Telecom & Networking 16% Consumer Electronics 9% Software Platforms / Systems Total = USD 1.27 Billion Total = USD 5.83 Billion Source: Zinnov Research

21 R&D offshoring market is expected to grow at a CAGR of 23 per cent till 2012 with the growth of vendors catching up faster than that of R&D centers Growth in Indian R&D Market, R&D centers vs. Vendors : Market Share Marke et in USD Billion Marke et in USD Billion % % 63% % Years R&D Centers Vendors 0 Source: Zinnov Estimates

22 146,760 professionals out of an installed base of 2,53,060 R&D talent in India are engaged with R&D centers Installed Talent Pool R&D 2008 Installed R&D Talent Pool in R&D Centers 2008 (As per technology segments) 23% Vendors R&D Centers Embedded Systems 52% 42% 58% 25% Software Product Development Engineering Services Total Talent Pool = 2,53,060 Total = 1,46,760 Source: Zinnov Research

23 Bangalore houses about 80.8 thousand of R&D talent; Pune has the next highest talent base of 22.3 thousand professionals Installed R&D Talent Pool Across Locations 2008 Bangalore 80,885 Pune 22,382 NCR 20,319 Hyderabad 13,126 Chennai 10,048 Total = 146, Installed Talent Pool

24 Availability of highly skilled workforce and need for more innovation are the major drivers for offshoring R&D to India Conceptual Key Drivers Description Importance of the driver 1 Global Product Development Ability to foster innovation by leveraging g the potential of the talent pool available across different nations and their proximity to growing markets. 2 Cost Competitiveness Differences in compensation levels and operating costs across nations varying due to diverse set of economic conditions. 3 Local Market Opportunities Availability of domestic market opportunities in a particular geography which can be tapped to grow business of a company. 4 Skilled Manpower, Fresh Talent Availability of well qualified, English speaking, skilled and MNC-suitable workforce 5 Vendor Supply Base Availability of service provider firms operating in similar businesses and bolstering the IT ecosystem of the country Note: Importance of driver indicates how global firms prioritize their motivations for establishing an India center for R&D. It is purely a qualitative rating based on Zinnov s observation across key product development firms globally. Source: Zinnov Analysis

25 1 India has emerged as a prime contributor to the global R&D capabilities of MNCs it is now seen as a high-value hub for innovations Companies with R&D centers in India INNOVATIONS INDIA Yahoo Hotjobs, Yahoo! Kids, Yahoo! Avatar, Mixd, Yahoo! Podcast Service, Farechase and SMS back-up Adobe Page Maker 7.0, Frame Maker, RoboHelp, PostScript, Acrobat Reader on handheld devices, Acrobat Reader on Linux, Photoshop Album Starter Edition, and Premiere Elements. Oracle Fusion Middleware (Identity management and application sever team), Oracle Database, JD Edwards, Integration Products & Discoverer and Retek Intel Woodcrest, Tulsa, Clovertown, Tera Research Chip (50 per cent developed from India), Centrino mobile platform, Teraflop processor, Xeon and Santa Rosa. Texas Instruments India Engineering Center has contributed to key products - Application Server 7.1, installer and packaging for Java Enterprise System 1, portal server, Web server, Identity Server and Meta Directory Hursley DDC, WBI Adapters DDC, Rational Products, Linux Technology Center, OS/2 DDC. IBM India center IBM also provides support for diverse products i.e. Web Application Servers, WBI, Middleware Technologies, Office Automation Products, Distributed File Systems and Operating Systems Symantec India center works on complete ownership model for products like Security 2.0, Information 2.0, File System Analyser, AIDA (Automated Inference of Data center Anomalies) and Malware variance Cisco India center key contributed to development team of 7500 router platform, WAN technologies, BPX switches. Small Network Management Solution (SNMS) and Cisco Emergency Responder (CER) was completely conceived and developed entirely in India.

26 6 The cost of product development in India is about one-third of that in the U.S. However, value-based benefits are now gaining ground over cost competitiveness Annual Cost per FTE - Headquarters in the U.S. vs. R&D Center in India $180,000 $180,000 Cost/ FTE/ Year (U USD) $120,000 Cost differential of about 1:4 $120,000 $60,000 $60,000 Cost differential of about 1:3 $0 $0 Captive US (West Coast) Captive US (East Coast) Source: Zinnov Research

27 Scalability, productivity and cost escalation are some of the key challenges faced by R&D centers (1/2) Key Challenges 1 Headquarters are concerned about the increase in cost at R&D centers Cost Escalation Companies have seen a cost increase of 8 per cent to 15 per cent year-over-year oer Cost increase is the higher at smaller R&D centers due to difficulties in resource optimization 2 Attrition The attrition levels l at R&D centers range from 15 per cent to 20 per cent. As companies don t have a concept of bench strength or buffer resources, the impact of attrition is higher compared to IT services firms Attrition related best practices such as structured knowledge transfer, resource shadowing are not common at R&D centers. 3 Management Stability R&D center heads seem to easily get bored once they have completed the hiring process for the India center R&D centers who are growing at a smaller pace and R&D centers whose global revenue is stagnant encounter higher attrition at the senior levels. 4 R&D centers have minimal processes. The Headquarters are not able to accurately Process track the progress of the projects Adoption As R&D centers are a part of the organization, it is very difficult to enforce process discipline only at the India R&D center.

28 Scalability, productivity and cost escalation are some of the key challenges faced by R&D centers (2/2) Key Challenges 5 Scalability R&D centers are not able to hire at a rapid pace. They need resources with a varying level of skill set and capability. They don t have the recruitment bandwidth to screen a large number of engineers Lack of career options makes it difficult for them to attract good talent from IT services firms. 6 Productivity Productivity at the India centers tends to be 30 per cent to 40 per cent lower than that among the U.S. resources Lack of product roadmap clarity or delays in decision making in the U.S. results in significant idle time for the engineers Quality of the talent, lack of domain expertise and lower experience levels are considered as the major reasons for lower productivity at the India centers. 7 Tax R&D centers are liable to pay taxes as per the transfer pricing regulations in India. The Indian subsidiary is liable for the tax on the profits generated from the activities undertaken at the India location. Transfer Pricing Technique is used to determine the profit attributable to the subsidiary unit. The price of services rendered by the PE to the head office or by the head office to the PE is calculated on an arm s length basis, i.e., a price which is applied in a transaction between persons other than associated enterprises. On an average, it amounts to about 15 per cent over and above the total operational costs of the India center.

29 witnessed a 10 per cent to 15 per cent increase in the operating costs of the R&D centers due to salary escalation and rupee appreciation People costs accounts for about 62 per cent of the operating costs of R&D centers Cost Escalation in India Operations (YoY) 16.2% Average e Cost/ FTE/ Year (USD) 30,470 34,665 41, Source: Zinnov Analysis Note: Onsite Location is assumed to be US

30 The cost per FTE in embedded systems R&D is higher than that of software product development and engineering services R&D Parameter SPD Embedded Systems Engineering Services Total (Cost per FTE per annum in USD) 41,117 45,228 36,121 People Cost 50% - 78% 52% - 78% 55% - 72% Infrastructure and Facilities 9% - 25% 12% - 25% 10% - 22% Communication Travel 3% - 20% 5% - 20% 8% - 15% Government/Regulatory e egu Cost Professional Services Cost 1% - 5% 1% - 5% 1% - 5% 3% - 13% 3% - 13% 3% - 13% Source: Zinnov Research

31 Most of the R&D centers in India incur an operating cost of USD 35,000 to USD 55,000 per FTE/ year Total Operating Cost/FTE/Year 100% 6% Centers 75% 24% Percenta age of R&D 50% 25% 18% 40% 100% 0% 12% <USD 30,000 USD 30,000 to USD 35,000 to USD 45,000 to USD 35,000 USD 45,000 USD 55,000 >USD 55,000 Total Cost/ FTE/ year Note: Based on the sample of companies of different sizes across domains, studied by Zinnov Source: IDC forum; Zinnov Analysis

32 Best Practices: Companies have tackled cost escalation by addressing various aspects of their operations 1 Productivity Improvement 5 2 Tax/Professional Services Best Practices People Cost Optimization 4 3 Travel and Communication Infrastructure Optimization

33 Bangalore has the highest number 312 R&D centers followed by Pune and NCR with 95 and 87 centers respectively Total Number of R&D centers City Name NCR Headcount Range Note: NCR includes Chandigarh, Pune includes Mumbai, Other locations account for about 11 R&D centers Source: Zinnov Research Pune Bangalore Hyderabad d Chennai Total R&D Centers = 594

34 High availability of desired talent pool makes Bangalore the top choice; Pune has recently emerged as a high-growth R&D location Location Assessment* of R&D Cities Low Follower Medium Potential Chandigarh Availab bility of R&D Talent Pool Coimbatore Hyderabad Chennai Pune NCR Bangalore High High Potential Frontrunner Low Cost Perspective** High Note: * Position of bubbles indicates the attractiveness of a location as an R&D destination. **Cost Perspective: takes into consideration set up costs and operating costs

35 Bangalore and Pune are the best locations for setting up R&D centers, Chandigarh and Coimbatore are emerging as feasible low cost options Overall Location Assessment Parameter Human Resources Cost Infrastructure Support Ecosystem City Perception Overall Rating Bangalore Pune Delhi/ NCR Hyderabad Chennai Coimbatore Chandigarh Not Favorable Favorable Source: Zinnov Analysis Note: Location suitability ratings are given as per the mutual comparison of the 7 cities under consideration

36 NCR stands as the most expensive location, while Hyderabad has the cheapest facilities cost among Tier I cities Facilities Cost* Differential across Cities, Bangalore Pune NCR Chennai Hyderabad Chandigarh Coimbatore Source: Cushman & Wakefield: Indian Office Market overview (2007), Zinnov Analysis Facilities cost includes lease deposit and monthly rental costs for central business areas in these cities Score of each city indicates a percentage difference between the rental rates of these cities, all cities are benchmarked against Pune which is at 100.

37 The talent pool in Pune and Hyderabad is not easily open to relocation unless provided with extremely unique incentives Talent pool migration preferences across locations Source City Destination City Bangalore Pune Hyderabad NCR Chennai Bangalore Pune Hyderabad NCR Chennai Willingness to Migrate Low Moderate High Very High Note: Willingness to migrate shows the perception, willingness and preferences of the talent pool for relocating from one city to another. Reasons for willingness to move could be compensation level, brand name, job profile, cost of living, ecosystem and friendliness of the city, domestic and international connectivity, and the cultural background and origin. Only the top 5 product development cities are considered for this analysis. The above analysis is drawn specifically for product development talent pool installed across these 5 cities. It excludes expatriate talent preferences. Source: Zinnov Interviews and Analysis

38 Installed talent pool in Indian R&D centers is currently 146,000 of which software product development engages about 52 per cent of the professionals Talent pool in R&D centers, 2008 Horizontal Segments Bangalore Pune Delhi/NCR Hyderabad Chennai Grand Total SPD 48,773 8,851 6,562 8,636 3,889 76,711 Embedded Systems 17,201 3,990 8,557 2,890 1,320 33,958 Engineering Services 14,911 9,541 5,200 1,600 4,839 36,091 Grand Total 80,885 22,382 20,319 13,126 10, ,760 Note: This includes talent pool only for the R&D centers in these locations Talent pool analysis has been done only for 5 major R&D suited locations. Source: Zinnov Research, Zinnov Analysis

39 Fresh engineer base is currently 668 thousand more than 60 per cent of this talent is based in the South Total Fresh Engineering Graduates (2008) 668,000 Fresh Talent Pool Total Engineers Comp Electronics IS Delhi, NCR 73.5 K Name of State 73.5 K 30K 30K 10.5K 93.5 K 19.8K 26.9K 12.6K 93.5 K Maharashtra 147 K AP 147 K 31.7K 58.2K 17.1K K K 19.3K 29.8K 10.5K Karnataka K K Note: Only AICTE approved engineering colleges are included for the study. The size of the bubble indicates the amount of fresh talent pool passing out of engineering colleges Fresh talent from other states: 60.1 K Source: Zinnov Research, NAAC, AICTE Tamil Nadu 38.7K 71.6K 25.1K

40 Trends like growing leadership talent and increase in product ownership are positioning India at the forefront of R&D offshoring capabilities 1 Strong Leadership Stable for atleast 5-6 years Capability to influence decision makers at HQ Report to the executive management team in the U.S. 4 Catalyst for Emerging 2 Markets Reinvest part of the savings to build prototypes for emerging markets Help your CEO understand the market in India Build strong product management function 3 Disciplined Processes Decide on the optimal engagement and project models Define metrics to measure productivity and innovation Key Success Factors productivity and innovation Product Ownership Strive to gain ownership on product development Ability to analyze portfolio to gauge the benefits of product transition to India Increase touch point with customers Structured training program for engineers Improve recruitment efficiency

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