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Sunday, July 05, 2009

 

SUNDAY STORIES
By Marlen V. Ronquillo
When marketing men rule IT


A congressional inquiry is all set to unmask the tangled story of greed and evil plotting that is allegedly behind the break-up of the partnership that won the P7.2-billion automation contract for the 2010 election. The truth will come out here—a clear picture of it at the very least.

With a determined agenda to get into the bottom of things, specifically why two IT providers (Total Information Management Corp. and Smartmatic) are breaking up their partnership after winning a big contract, the House of Representatives cannot but help clear the issues. Flaws and all, Filipino congressmen rank number one in the region in investigative skills, their expertise at inquiry honed by years of practice in this messy, lurid aspect of congressional work—plus the natural inclination for it.

After the House inquiry is over, few skeletons will be left hidden. By then, we will have a full story on the why, how and who. And why one of the two corporations in the partnership, TIM Corp., is suddenly and mysteriously backing out of a huge, huge contract. Philippine companies usually give up their legs and limbs to get government contracts and here is TIM doing the unheard-of-thing.

In the meantime, let us look at some of the reasons why huge IT contracts, especially those coming out of state-awarded contracts (Comelec automation, NBN-ZTE deal), are almost always tainted with fraud and irregularity. Or are flawed from the start.

The biggest reason is this: the Philippine IT business, especially the field of service providing, is not being run by the Andy Groves-Sergey Brin–Steve Jobs types. It is dominated by salespeople and marketing men.

Look at the officers’ directory of both the TIM Corp. and Smartmatic. It is clear they are not companies run by technology pioneers but by hawkers and salesmen. In fact, Jose Mari Atuñez, the head of the TIM, the man the congressmen want to grill and rake over coals, is not a technology pioneer but a marketing man.

I have nothing against salesmen and marketing people. In fact, I only have great admiration for them. The world will be less colorful without their types. Their spiels could put you under their spell—making you to buy the goods, services and products they hawk.

There is nothing more contrived and scripted than the market pitch. But, we have to admit, only a special type of people can write and deliver them.

But there is something fundamentally wrong when IT companies are founded and operated by marketing people, which is the case in our sorry Philippine context. Because the focus is on, devoted to, the spin and on the product pitch, not on technological edge and innovation. Every IT service should be anchored on technological integrity, the fusion of logarithm and technical savvy and marketing men often overlook this. So, while these marketing men can offer IT services and products rich in hype and overwhelming on the marketing side, these may be flawed technologically and this is a very dangerous thing.

Garbage in, garbage out.

Recall that messy affair called the NBN-ZTE scam. Then National Economic and Development Authority chief Romulo Neri, whose training is economic planning, sought the help of Jun Lozada, the then head of a state-run forestry corporation, for help in evaluating the soundness of the ZTE proposal. Lozada may be an electronics engineer by training but that doesn’t mean he was capable of looking into the soundless of that ambitious broadband network program. Lozada knew the IT jargon but was clueless on hard core IT processes. Technically speaking, he was unsuited for evaluating the ZTE proposal.

When the people tasked to undertake giant and critical IT contracts are more hype and bluster than highly-trained and deeply-grounded IT people, things tend to go off-track and awry. This, essentially, was what happened with the NBN-ZTE deal and the Comelec automation project.

Grove of Intel escaped from the Nazi gas chambers as a boy via an impossible forest route in biting winter that left him almost deaf. He arrived in the US without knowing a word of English. After a few years, he graduated in engineering at the top of his class at the City University of New York—then started charting the trailblazing work in technology. Intel is a story as fascinating and pioneering as the life of Grove.

Jobs? We are all familiar with his story. Sporadic art classes at the Reed College in Oregon. Then his total dedication to technological innovation that led to Apple. But the part of his life that I love most was his reported courtship of Joan Baez, who sang “Song for David” and “Swing Low, Sweet Chariot” during the Woodstock festival of rain, songs and protest.

And here, in our sad country, the IT people are marketing men adept at the pitch but with no creativity, talent and authenticity. No wonder, all major IT projects go awry.

mvrong@yahoo.com

   
 
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