1. Services Export Case Study ~ NBA Computers
Babar B. Jhumra
Services Export Consultant
& Managing Partner, NBA Computers

2. Pakistan’s Services Sector
Enterprises in the Services Sector: 72%
GDP Contribution: 52.3%
Growth: 8.8%
Employment Contribution: 40%
Private investment in Services: 62%
Babar B. Jhumra

3. Impediments faced by Services Sector in Pakistan
Bureaucracy
Inefficient Procedures and Processes
Unethical practices by some entrepreneurs
Inadequate marketing skills
Babar B. Jhumra

4. The NBA Experience Research confirmed potential in North America
Set up a BPO in 1999
call center
remote data entry
software development
Obvious need for physical presence in the US (We use Mode 1 for service delivery and Mode 3 for Customer Service)
Started Some 7 years back my elder brother Mr. Nasser B. Jhumra and myself started to look into Services Export by setting-up a BPO (Business Process Outsourcing) with international call center, remote data entry and Software Development – web-technologies, facilities.
After doing our market research and finding the project viable and workable we decided to target North America as our market.
Primarily the concentration was to develop and export software solutions to the US market and later on to add Int. Call Center services to our portfolio.
We soon discovered a need for physical presence in the US, as most of the potential customers required a local US contact.
Babar B. Jhumra

5. The NBA Experience…. contd.
Impeded by local bureaucracy
Took 2 years to register
Eventually successfully exported to North America, and then added Europe
While Locally being among the first legal BPO we learnt our efforts were uphill – after being faced by dire threats and harassment of long-term jail sentence and threats of millions of rupees of penalties on totally ill founded and baseless charges leveled out of shear ignorance!
Took us nearly 2 years to obtain clearance from Pakistan Govt.’s multiple regulatory channels and bureaucratic procedures to obtain necessary permission for establishing a legal and duly registered BPO & international call center.
After successfully exporting to North American markets, Last year we added European Union to our target market, and are successfully exporting Data Entry Services to Italy and Switzerland, while a few MoUs have been signed with UK.
Babar B. Jhumra

6. The NBA Experience…. contd.
Learning curve involved new client expectations, especially cultural expectations re time and quality
We have skilled HR, IT infrastructure, language skills - the key things we need
We employ top technical staff, train them to world-class standards and use sound management techniques
Babar B. Jhumra

7. Successful Export Strategy
We offered limited period free trials
Prospects experienced our service, efficiency, quality and cost savings – with no initial risk!!
This strategy has been a key to our success
Babar B. Jhumra

8. Summary of Success Factors
High quality services
A strategy to win and keep customers
The best staff
Cultural sensitivity
Efficient customer service (24/7)
Sound business controls
Confidence and Persistence

9. Conclusion
‘Going international’ by NBA has been a demanding but pleasing experience
Export can deliver exciting business growth
Success in services export will create significant economic benefits in future for Pakistan
Babar B. Jhumra