Chris Burton, CEO of Genesis subsidiary WaveCreste, is featured in TheStreetSmartVAR's "Best of the Best Executive Series," where he explains the unique value
of domestic Rural Sourcing and WaveCreste's client-focused consultative
Today, our "Best of the
Best Executive Series" focuses on Chris Burton, CEO of WaveCreste, one
of North America's leaders in Rural-Sourced IT Solutions.
TheStreetSmartVAR: Tell us about WaveCreste?
Chris: Sure, WaveCreste which was formed early last
year is what we call a Rural Sourced IT solutions provider and what that
means is that we provide a full range of IT solutions whether that is
application development, testing, system support, replatforming of
existing systems a lot of different types of solutions that we support
but our model is unique in that we leverage a Rural Sourced center.
In our case, we have one center in Abilene, Texas. Typically within
our model, we will have roughly 20% of a project team at the client's
site working directly with our clients and the rest of the team is back
in our rural center doing the rest of the project. So in this case we
are pretty unique because a lot of IT solutions work has been off-shored
over the last several years and we are really focused on North America
Customers who would like or need to have their solutions provided from a
North America solution.
TheStreetSmartVAR: Who are your target clients or markets?
Chris: We are really looking at medium to large
communications service providers, cable companies, and high tech
companies. Typically, companies that have large IT departments with
large and wide ranging IT solution requirements and are a good fit for
TheStreetSmartVAR: Where do you see the most significant growth occurring in your company in the next few years?
Chris: We see most of the growth coming from
companies who require complex fast turnaround projects and assignments
that don't offshore well. Typically when customers or clients are going
to offshore work there is a lengthy transition period and a lot of
knowledge transfer going on and we are a more local solution, we don't
require nearly as much startup time. So when we see complex and fast
turn around projects coming down the pipe that is more our stock and
TheStreetSmartVAR: What's driving the momentum around Rural Sourced IT?
Chris: The Indian IT services industry is between
$80 billion and $100 billion a year, depending on who you talk to, and
when you factor in Russia, China, Brazil, and some new developments in
South East Asia that is tremendous amount of work that has been pushed
Most of the CIOs that we serve and talk to have tremendous cost
pressures and these pressures have led them to move away from keeping a
lot of their functions in-house and into off-shoring. However,
off-shoring hasn't always worked well for them, given the cultural
differences, time zone, and attrition issues. Nevertheless, they still
have these pressures, so we believe that we fall into a very nice niche
where they can save often times 30 plus percent from their metro US
based teams that they currently have without all the headaches
associated with off shoring.
TheStreetSmartVAR: Is Rural Sourced IT a competitive advantage for your client vs. going overseas?
Chris: Yes that is our belief, we believe when take
everything into consideration such as the total value which includes
your objectives a lot of the per hour rate difference between off
shoring and what we offer is offset by the management challenges a
customer experience. The challenges such as communications difficulties,
delivery failures, and time zone challenges combine to actually
decrease the amount of value that clients receive from off shoring.
In contrast, we have low attrition rates, retain our people longer
and keep them involved in the customer's business longer. We believe
that once you take those into consideration, Rural Sourced IT is of
equal or greater value.
TheStreetSmartVAR: Tell us about your company culture and do you think that plays a role in your success?
Chris: Well we believe in very straight talk here at
WaveCreste and being very results focused and that is both internal as
well as external in the work that we do for our clients. We try very
hard to understand exactly how the client is going to view success for a
given engagement or project and chart our activities as close as
possible to get to that point. It's the same process internally, we
believe that results speak for themselves and we stay wired very tight
to that goal and I think that it does play a role in our success because
our clients really see that we are all about the project's success. So,
we have a very client centric results focused view of life and that's
apparent when companies work with us.
TheStreetSmartVAR: From your view point, do you see any interesting trends in the marketplace?
Chris: Sure, the biggest trend that we see is the
move to the cloud and I know that is the buzz word of the year, maybe of
the decade but we definitely see it happening. People maintaining large
data centers and keeping all of their applications in-house is becoming
a thing of the past and so whether it is software companies now having
to offer their solutions as the software is a service (SaaS) or other
ways of leveraging the cloud you know we see that as a huge swing and
something that our clients are continually asking us about and are
interested in moving towards. The move to the cloud means a lot of
different things to different industries, so it is hard to categorize it
but definitely distributed computing and different models based on
cloud technologies is very pervasive trend.
TheStreetSmartVAR: Are there any new solutions or services or initiatives that you are planning on rolling out this coming year?
Chris: There are a couple; one is technology
replatforming, somewhere I mentioned the cloud, where we are seeing a
lot of client interest in moving some of their in-house applications to
be more cloud based but often times that requires either reprogramming
them in a different language that is more cloud friendly or putting them
on a technology platform that is more suitable for cloud based
computing. So that is one of our initiatives is to build a bigger
practice around that client need.
The other initiative that we have is around full application
management, we have done a lot of projects around testing and systems
support in a production support environment and we are building more of a
full application management managed services offering such that we can
basically support applications all the way from requirements through
long term systems support.
TheStreetSmartVAR: How do you want to be perceived by your customers and the marketplace?
Chris: I would say there are three main ways; the
first is high value, we compete with both metro US client based
competitors in which our prices are lower and with offshore providers
where our per hour prices are a little bit higher but we are really
focus on the value of what we are bringing, so in the end, we want to be
perceived as high value.
The second thing that we focus on is really being results focused. In
other words, we strive to internalize how our client's view results and
then making sure that the projects are laser-focused on achieving those
results. The last element is that we really want to be easy to do
business with. I have been both a client and consumer of IT support and I
have been an IT solution provider for many years and I would say that
the one thing that defines the winners from the losers is being easy to
do business with.
TheStreetSmartVAR: Do you take a consultative approach in terms of your client conversations or is it strictly IT?
Chris: The consultative approach is definitely a key
tenant of our approach. We don't come in and say here are the 5
solutions that we offer which one do you want to buy. We first listen to
what our clients have to say and find out what are their business
challenges. Typically, the CIOs and the teams that we talk to have high
expectations from their business partners and stake holders. They want
their activities directly tied to the success of the business and we
understand that and internalize that; we make it part of our DNA.
Originally published by TheStreetSmartVAR.com. View the article here.
WaveCreste, a subsidiary of Genesis Networks, is a leading provider of Rural-Sourced IT professional
services, consulting and outsourcing solutions, specializing in all
facets of the software development lifecycle. Visit their website www.wavecreste.com to learn more.