Inside Asian Gaming

June 2010 | INSIDE ASIAN GAMING 47 questions or ask them to ask their people relevant questions. I would always advise the following. Ask your people to imagine an ideal world, with a system that can give you anything. What kind of challenges do you face, and what kind of reports, what kind of analysis, would you like to have? The chances are that whatever they come up with, Bally Technologies has a product that already does that. centres in our previous jobs. We knew how to do it and how to manage it. The product developments and enhancements we have made in the past four years would have been impossible without India. In terms of talent and in terms of numbers they’ve done a phenomenal job. But the US R&D is also there. It has been a giant effort between the two. After you install a system, areyouable to offer operators support through analysis, either remotely or on site? Most of our Macau office is made up of locals, Macau-born and very hard working and very intelligent. It is only a matter of them learning the trade. We also support themwith our team from the US or India. We also have US specialists who come to Macau very often. Bally has created a service culture whereby if the customer wants us there, we are going to be there. We have product development and services as two separate teams. The product development people are focused on preparing the product and improving it. The services team supports the customer, helps them analyse data, works with them, installs the product and helps train the customer’s staff. The services team helps the customer become more and more self-sufficient. The biggest challenge in business systems always is the ‘usability gap’. By that I mean people don’t use more than 30% to 35% of the system. Increasing that to at least 55% to 60% of the system is something this team works very hard to do. Bally So, the Macau services team is getting better and better every day, and we are supported with the veterans from both USA and India. On the product development side, how do you create casino management systems that are easily accessible and relevant? You need to listen to your customers. And you need to ask them relevant