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IT’S EVOLVING BUSINESS ROLE BY 2020 Looking at the performance of Indian IT industry in the recent times, trade pundits are predicting an impeccable growth for the next 5-6 years. /14

ECJAN2014RS20 “STRENGTHENING PARTNER ENGAGEMENT” /30

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EDITORIAL

Indian IT Industry from 2014…

S A N J AY M A H A PAT R A S A N J AY @ E N T E R P R I S E C H A N N E L S . C O M

Wish you a Happy and Growth Oriented Year 2014! It is known to the entire global community that India is one of the largest economy and one of the potentially high growth economies of the world. But for some time, the market seemed to have slowed down. It is due to the non execution of existing projects and lack of investment in the infrastructure sector. The obvious reason responsible for this is the uncertain political condition in the country. However after 2014 Lok Sabha election the situation is bound to bounce back. The new government will certainly work on inclusive growth of the country, which will include the enhancement of rural economy, which will lead to a good investment opportunity in agro- based industry. There will be definite investment in the infrastructure areas including roads, transportation, power, etc.; plus education, healthcare, hospitality and tourism will get good share of finance. It means there will be involvement of IT into the management of these sectors. It sounds very unrealistic but I am really optimistic about the fate of the country. Minus these initiatives, India’s future will actually be doom, which no political party would like to see. The Eleventh Five Year Plan has outlined a total investment requirement of US$ 514 billion in infrastructure sector, which is to help bring back its desired growth rate. One can imagine the quantum of growth Indian IT industry will envisage. Plus, till now India has been a consumer market consuming the outputs of China and Taiwan but now we need to focus strongly on the exports. In this issue, we have tried to bring out a picture of the Indian IT industry till 2020, which is expected to touch US$225 billion mark. The article also talks about the domestic market growth and reduction of dependence on the international market. Some of the technologies that are going to influence the entire industry by 2020 will be cloud computing, mobility, social media, and big data and analytics. These solutions will, by then, be getting embedded into the organizational infrastructure than be bought in isolation. There is also a feature on the evolution and growth of the channel partners. Wish you will enjoy reading this issue of Enterprise Channels. ë

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CONTENTS VOLUME 01 ISSUE 12 JANUARY 2014 W W W. E N T E R P R I S E C H A N N E L S . C O M

2014

COVER STORY

IT’S EVOLVING BUSINESS ROLE BY 2020 Looking at the performance of Indian IT industry in the recent times, trade pundits are predicting an impeccable growth for the next 5-6 years. Not only the role of technology will evolve as a business enabler by the end of this decade, the channel ecosystem will undergo transformation as well /14

MY VIEWS /28

“Handling business complexities” SANJAY SHARMA REGIONAL VICE PRESIDENT AND HEAD FOR SOUTH WEST ASIA REGION, AMDOCS

MY VIEWS /30

“Strengthening partner engagement” PRAMODH MENON MANAGING DIRECTOR, COMMERCIAL BUSINESS, CISCO INDIA & SAARC

INNOVATION /34

NEC DISPLAY 32INCH V323 LCD DISPLAY

Delivering a greater than 40% decrease in power consumption compared to its predecessor, the V323 large-screen display maintains its remarkable brightness and adds a full HD panel.

FEATURE Evolving with Time /22 When new trends get introduced in the market, each party involved in the scenario gets affected. In this context, channel partners are at the fore front of adapting to the rapidly changing IT environment

MY VIEWS /32

“Changing rules of the game” EDGAR DIAS REGIONAL DIRECTOR, BROCADE INDIA

EDITORIAL:::::::::::::::::::::::::::::::::::::::::::::::::::: 03 CHANNELSTREET:::::::::::::::::::::::::::::::::::::: 06 CASE STUDY:::::::::::::::::::::::::::::::::::::::::::::::: 13 MY VIEWS:::::::::::::::::::::::::::::::::::::::::::::::::::::: 27 INNOVATION::::::::::::::::::::::::::::::::::::::::::::::::: 34

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CHANNEL

STREET BROADCOM EXPANDS WICED PORTFOLIO

Broadcom Corporation has introduced a new software development kit (SDK) to its wireless internet connectivity for Embedded Devices (WICED) portfolio to enable HD audio streaming over Wi-Fi networks. Broadcom’s WICED Audio SDK provides original equipment manufacturers (OEMs) with an innovative solution that delivers audio content directly to speakers from any device connected to the Wi-Fi network, without the use of a docking station or cable. It extends 802.11n Wi-Fi connectivity to audio speakers The new SDK includes preintegrated Apple AirPlay support, I2S driver and API function calls directly interface to audio DACs with precise clocking, supports for 16- and 24-bit audio samples and multiple audio sample rates, including 44.1 KHz, 48 KHz and 96 KHz.

GARTNER REVISES GLOBAL IT SPENDING TO 3.1 PERCENT Worldwide IT spending is projected to total $3.8 trillion in 2014, a 3.1 percent increase from 2013 spending of $3.7 trillion, according to the latest forecast by Gartner, Inc. In 2013, the market experienced flat growth, growing 0.4 percent year over year. Spending on devices (including PCs, ultramobiles, mobile phones and tablets) contracted 1.2 percent in 2013, but it will grow 4.3 percent in 2014. Last quarter, Gartner’s forecast for 2014 IT spending growth in U.S. dollars was 3.6 percent, a 0.5 percentage points higher than the current forecast.

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BARUN LALA, DIRECTOR (STORAGE), HP INDIA.

HP Enables Enterprises to Build Next Gen Data Centers HP Enables Enterprises to Build Next Gen Data Centers-(Enterprise Solutions) Unveils new HP ConvergedSystem and HP Converged Storage offerings HP has launched new HP ConvergedSystem and HP Converged Storage offerings which the company said that it give enterprises the speed, agility and lower economics to build the nextgeneration data centers. HP ConvergedSystem is a family of integrated IT systems purpose-built for key workloads such as virtualization, big data and hosted desktops. HP Converged Storage enables to restore business productivity at record speed, reduce the cost of flash-optimized application performance to generate faster business returns, and simplify application mobility from public to private clouds to deliver secure service levels informed the release. Barun Lala, Director (Storage), HP India, said, “The next generation of CIOs and CTOs will be at the center of their organization’s business strategy and relied upon to drive growth, accelerate

innovation and manage risk. HP ConvergedSystem and HP Converged Storage offerings enable our customers to use technology to deliver business outcomes that drive their success, by creating an agile pool of resources that can deploy quickly, accelerate results and transform an organization’s most valuable asset—its data—into actionable competitive insight.” HP ConvergedSystem products also come with a unified support model from HP Proactive Care, providing clients with a single point of accountability for all system components, including partner software. HP also offers consulting capabilities to plan, design and integrate HP ConvergedSystem offerings into broader cloud, big data and virtualization solutions, while mapping physical and virtual workloads onto clients’ new HP ConvergedSystem. HP Converged Storage modernizes and simplifies storage infrastructure with a single approach to primary storage and to data protection and retention.

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CHANNEL STREET

CMDA Pune organizes 16th IT Expo The Computers and Media Dealers Association (CMDA) of Pune recently concluded its 16th Annual IT Expo 2013 with a much fanfare. Held from December 12 to 15 last year at Sakhar Sankul, Shivajinagar, Pune, the expo witnessed a footfall of more than 40,000 in a span of four days. The IT Expo was a grand success for the Pune association as more than 100 RATNESH RATHI exhibitors participated at this IT extravaganza. Talking about the IT Expo, Ratnesh Rathi, President of CMDA Pune, said, “In the 16th IT Expo, the focus shifted towards tablets and smartphones along with a significant inclination towards CCTV and surveillance solutions. For the last 16 years, we are living up to the

expectations of the people of Pune and nearby areas. And this year too, we are providing them with the best of the technology experiences.” “We have successfully managed to organize this event with the help of a 13 member committee who have really worked hard to make the 16th IT Expo a huge success. This was also possible because the 350 plus members of CMDA were actively involved in this whole game plan, either directly or indirectly. The whole credit goes to each and every member of our association,” adds Rathi.He further stated, “The purpose for organizing such an event is to make people aware of the new technology, new products, as well as new trends in the field of IT.”

RIVERBED NAMED IN LEADERS IN GARTNER’S MAGIC QUADRANT Riverbed Technology has been named a “Leader” in Gartner’s 2013 “Magic Quadrant for Application Performance Monitoring.” This marks the third consecutive time that Riverbed has been named to the Leaders Quadrant for Application Performance Monitoring. “Riverbed is proud to again be recognized as a leader in the Application Performance Management (APM) market,” said Paul Brady, SVP and GM, Riverbed Performance Management.

WEARABLE TECHNOLOGIES HOLDS MARKET OPPORTUNITIES A new Accenture survey (Accenture Digital Consumer Tech Survey 2014) found that more than half of consumers (52 percent) are interested in buying wearable technologies such as fitness monitors for tracking physical activity and managing their personal health. The survey of more than 6,000 people in six countries – Australia, Canada, India, South Africa, the United Kingdom, and the United States -- showed that many are also interested in buying smart watches (46 percent) and Internetconnected eyeglasses (42 percent). Wearable technologies deliver a wide range of capabilities: fitness monitors track a person’s heart rate and calories burned, while Internet-connected eyeglass displays enable consumers to browse the Internet, take digital photos and receive hands-free notifications. Among the six countries, consumers in India were most interested in buying fitness monitors (80 percent), smart watches (76 percent) and Internet-enabled eyeglasses (74 percent).

ASIRT launches Gold Member Program 2014 In the last TechDay of 2013, the Association of System Integrators and Retailers in Technology (ASIRT) launched the ASIRT Gold Member Program 2014 amidst much fanfare. ASIRT Gold Member Program (AGM 2014) is not only aimed at streamlining and building fair and profitable system integrator fraternity, but will benefit end-customers across industry verticals and segments - be it government, enterprises, small and medium businesses, small office home office or consumers. As one of the leading associations of the country, ASIRT permits use

BRAND GURU, SUNEEL AGARWAL

of ASIRT Gold Member logo to all those members who deliver highest standards of customer experience in terms of service guarantees, infrastructure, expertise and ethical code of conduct, as defined by

the association. However, if any of the members do not abide by the same, then they may be stripped off the primary membership of ASIRT too. While addressing the august gathering on this occasion, Brand Guru, Suneel Agarwal highlighted as to how members can leverage the ASIRT Gold Member logo to stand out amongst the crowd. With this, they can become System Integrators of repute.

He also urged the members to differentiate themselves from those who do not make the mark. “But just being different is not enough. Conveying that you are different, better, more evolved, competent and provide an unmatched customer experience is the need of the hour as a customer perceives you as no different from the hundreds of others who may not be half as good as you.” He further emphasized on using ASIRT Gold Member 2014 so that it creates a genuine perception amongst the customers and thus every ASIRT Gold Member is treated as the best.

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CHANNEL STREET

Lenovo Opened New Facility important addition to our global Lenovo Group has opened a state-ofsupply chain, but this is much more the-art research, development, sales than just a manufacturing facility. By operations and production facility for integrating product R&D, producsmartphone and tablet products. The tion and sales operations in a single facility is located in the central China location, this site strengthens our core city of Wuhan. competitiveness allowing us to bring Yang Yuanqing, Chairman and more innovative products to market CEO, Lenovo, said, “Opening even faster.” this state-of-the- art facility not YANG YUANQING, CHAIRMAN AND CEO, As a major transportation hub in only strengthens our in-house LENOVO central China, Wuhan is a rapidly manufacturing capability for PC Plus growing, dynamic city that has already attracted a products, but it also helps us drive even greater number of major investments from Fortune 500 speed and efficiency, cost savings and innovacompanies seeking to leverage its local talent and tion so we can continue our rapid growth in the strategic position as a logistics center. mobile device market. The Wuhan facility is an

HUAWEI’S 400G CORE ROUTER GAINING GROUND Huawei has announced that 53 operators worldwide have deployed its 400G core router over the past five months. The mass deployment of the router, which focuses on addressing big data challenges, kicks off the 400G era for global IP backbone networks. The company claims that Huawei NE5000E is the industry’s first 400G core router deployed on a large scale. With a capacity of up to 2 Tbit/s per slot, 6.4 Tbit/s per chassis, and 32 Tbit/s per system, NE5000E can meet service requirements for the next decade. In addition, according to the European Advanced Networking Test Center (EANTC), the overall power consumption of Huawei’s 400G platform is less than 1 W/G, meaning high energy efficiency and low power costs.

VIEWSONIC EXHIBITS INNOVATIONS ON VIRTUALIZED DESKTOP AT CES 2014 ViewSonic Corp has showcased its newest innovations for the virtualized desktop at CES 2014 which includes ViewSonic’s latest Zero and Thin Clients. In addition, ViewSonic continues to transform the display market with price-competitive 4K Ultra HD devices and touch technology that aligns with today’s consumer expectations and business demands announced the release. Jeff Volpe, president, ViewSonic Americas, said, “The need for smarter cloud connectivity has become vitally important with the changing computing landscape consumers and businesses face. ViewSonic has been leading the desktop transformation for over 25 years, and we’re continuing that forward momentum with the launch of our new products at this year’s CES.

MOBILE PHONES TO DOMINATE OVERALL DEVICE SHIPMENTS Worldwide combined shipments of devices (PCs, tablets, ultramobiles and mobile phones) are projected to reach 2.5 billion units in 2014, a 7.6 percent increase from 2013, according to Gartner, Inc. Among the operating system (OS) market, Android is on pace to surpass one billion users across all devices in 2014. By 2017, over 75 percent of Android’s volumes will come from emerging markets. “The device market continues to evolve, with buyers deciding which combination of devices is required to meet their wants and needs. Mobile phones are a must have and will continue to grow but at a slower pace, with opportunities moving away from the top-end premium devices to midend basic products,” said Ranjit Atwal, research director at Gartner. “Meanwhile users continue to move away from the traditional PC (notebooks and desk-based) as it becomes more of a shared content creation tool, while the greater flexibility of tablets, hybrids and lighter notebooks address users’ increasingly different demands.” Mobile phones are expected to dominate overall device shipments, with 1.9 billion mobile phones shipped in 2014, a five percent increase from 2013. Ultramobiles, which include tablets, hybrids and clamshells, will take over as the main driver of growth in the devices market from 2014.

PERSISTENT, DELL PARTNERSHIP TO BRING INSTANT DR SOLUTION Persistent Systems has entered a partnership agreement with Dell, provider of AppAssure data protection software. The agreement brings to market a complete, scalable disaster recovery solution that provides both on-site and cloudbased instant disaster recovery service without needing to rip and replace existing environments.

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The integrated offer enables Dell AppAssure users to now leverage rCloud’s cloud-based disaster recovery platform for round-theclock availability of their services, even in the case of entire site shutdowns. The combined solution complements both companies’ individual offerings, delivering a complete solution to rCloud and

AppAssure customers. “With this partnership, we are able to extend Dell AppAssure’s proven on-site backup and recovery solutions with our powerful cloud based disaster recovery service as a single, robust and easy to implement and fully cloud-enabled business continuity solution,” said Nara Rajagopalan, Chief Product

Officer, Persistent Systems, Inc. “Our integrated offering means customers aren’t required to rip and replace their existing infrastructure, they can simply build on top of it – a huge savings in time and money.” T he partnership solution harnesses the power of Dell AppAssure.

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CHANNEL STREET IN PUBLIC

“Investment will also be aligned to B2B analytics, particularly in the SCM space, where annual spending is expected to grow 10.6% in 2014,” RICHARD GORDON, MANAGING VICE PRESIDENT AT GARTNER.

Cisco Celebrates ‘Girls in ICT’

agencies and academic institutions to Cisco organized a special panel disbetter understand the opportunities the cussion to celebrate ‘Girls in ICT‘at ICT sector holds for their future. Shaheed Rajguru College of Applied The primary objectives of the event Sciences for Women, Vasundhra are to celebrate women in ICT, promote Enclave, Delhi on Thursday, 9th ICT as a career option and to enable January, 2014. women to make an informed choice. An initiative of Cisco’s Network With an emphasis on promoting ICT Academy program, the event is aimed at building a global environ- PANELISTS AT ‘GIRLS as a good career choice with strong IN ICT’ possibilities for employment and ment to empower and encourage professional growth, the event included young women to consider careers discussions on smart strategies for women in the field of Information and Comto thrive in technology, to overcome the barriers munication Technologies (ICT). Around 800 to a lasting career, diversity in workplace and how adolescent girls and young women within Delhi women are instrumental to the success of the and NCR interacted with panelists that consisted organization. of ICT professional from companies, government

SECONDS

SYNECHRON OPENS EIGHTH US OFFICE IN DALLAS Synechron, a New York based high-end software solutions and services provider focusing on the Capital Markets, Insurance, Mortgage Banking & Digital Media verticals, has strengthened its geographic reach by setting up a new office in Dallas. Its eighth office in the US is in line with Synechron’s continued focus on leveraging its technology delivery and IT expertise towards building upon its long-term goal of strategic geographical expansion and diversification announced the release. GEMALTO EMPOWERS EUROPEAN ECALL SYSTEM WITH M2M TECHNOLOGY Gemalto was honored with two prestigious awards for enabling secure connectivity in a European eCall pilot program that advances this important technology across the European Union (EU). The HeERO program aligns pre-deployment in 15 participating EU member states synchronizing wireless systems and emergency response across

TCS TO TRAIN 50,000 PROFESSIONALS ANNUALLY

country and network borders. The European

Tata Consultancy Services has announced that it is setting up the world’s largest corporate learning and development centre in Thiruvananthapuram with a total capacity to train 15,000 professionals at one time and 50,000 professionals annually. N. Chandrasekaran, CEO and MD, TCS, said, “TCS has been present in Thiruvananthapuram since 1997 and since then it has been the hub of our global learning and development efforts. The TCS Learning Campus will be the new benchmark for corporate learning worldwide and this iconic facility will produce world class professionals to meet the future needs of the IT industry.” “We are grateful to the Kerala government officials and other stakeholders whose energy and commitment has helped make this project a reality today.” he added. The project will boost the local economy in the region and during the construction period alone, it is expected that this project will provide direct employment to over 2,000 skilled and unskilled local people for a period of 4 years. An integral part of the project will be the skill development programs run by TCS to upgrade the skills of local youth and facilitate opportunities to work in the construction project, through contractors.

by the end of 2015.

Union is aiming to have all new types of predefined vehicles equipped with the eCall solution

POLARIS BAGS DSCI EXCELLENCE AWARD 2013 Polaris Financial Technology Limited has been named the winner of the 2013 DSCI Excellence Award in Security in IT Services (Large) category by the Data Security Council of India (DSCI). The award was given in recognition of Polaris’ excellence in the area of Information Security and for establishing innovative security processes for its corporate clients. The award was presented at the NASSCOM - DSCI Annual Information Security Summit 2013 held in New Delhi. EATON UNVEILS WORLD’S MOST IEC

BIRLASOFT DRIVES INTO $75 BILLION CRM MARKET Birlasoft, the IT services arm of the CK Birla group and a global information technology services provider present across US, UK, Europe and APAC, has acquired EnablePath, a CRM solutions provider and Salesforce.com Gold Cloud Alliance Partner based in Atlanta, USA. With this acquisition Birlasoft aims to drive specialized expertise in strategic high-end business consulting, cloud transition, implementation, integration and app exchange services developed on the Salesforce.com platform to provide full-suite of solutions around sales, service, marketing and related cloud environments value chain, in the enterprise and commercial mid-market segments.

CONTACTOR AT ELECRAMA 2014 Eaton has launched E-Line Contactor Family at Elecrama 2014 which it claimed the world’s smallest and most efficient IEC Contactor. E-Line incorporates latest principles of arc-science and technology, which enabled the engineering team to focus on limiting contact bounce, making it one of the most reliable contactors in the world informed the release.

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CHANNEL STREET

Blue Coat Acquires Norman Shark an attack by detecting, analyzing, Blue Coat Systems has acquired blocking, resolving and fortifying the Norman Shark, the global network against unknown and latent leader in malware analysis threats.” solutions for enterprises, service The new Blue Coat Advanced providers and government. Threat Protection solution, which The acquisition unites the integrates the Norman Shark malware industry’s most proven zero-day analysis technology, provides a lifesandboxing technology with cycle defense that fortifies the network Blue Coat’s leading Advanced against unknown and latent threats. Threat Protection solution to The combined advanced threat help Customers Bridge the GREG CLARK, CEO, BLUE COAT SYSTEMS protection technologies improve the gap between identification of efficiency and effectiveness of the advanced persistent threats and Blue Coat Global Intelligence Network’s ability to resolution of those threats announced the release. protect all Blue Coat customers. Greg Clark, CEO, Blue Coat Systems, said, Stein Surlien, CEO, Norman Shark, said, “We have a long history of high performance “Our team is a trusted provider to some of the web traffic processing, and by combining the largest, most demanding companies in the world industry’s most proven sandboxing technology and earned that position with a commitment in-line with our market leading secure web to excellence in technology. The power of our gateway, we are removing an obstacle entersandboxing technology combined with Blue prises have faced up to now. Integration of the Coat’s gateway security and security analytics Norman Shark technology with the Blue Coat gives enterprises unmatched advanced persisContent Analysis System and Security Analytics tent threat detection, root-cause analysis and Platform delivers a solution that protects resolution.” against zero-day threats before, during and after

WEBSENSE BAGS FROST & SULLIVAN AWARD Based on its recent analysis of the Web and e-mail content security market, Frost & Sullivan recognized Websense with the 2013 Global Frost & Sullivan Award. Websense earned this achievement by proactively protecting organizations from advanced threats and data loss, while demonstrating excellence in designing security platforms with efficient manageability in mind, stated the company. Frank Dickson, Industry Principal, Frost & Sullivan, said, “The Websense TRITON solution is more than just an effective security system, it is also designed with manageability in mind. Armed with a system that stops today’s most advanced attacks, Websense security professionals have one integrated view of their systems to simplify forensics and threat resolution across all channels.”

AXIS UNVEILS HDTV BASED Q60 CAMERAS: Axis Communications has launched AXIS Q6042/-E/-C with Extended D1 resolution and 36x optical zoom, AXIS Q6044/-E/-C with HDTV 720p and 30x optical zoom, and AXIS Q6045/-E/-C with HDTV 1080p and 20x optical zoom. Erik Frännlid, Director (Product Management), Axis, said, “At Axis, we always strive to make our cameras even better and the improvements we have made to the AXIS Q60s are particularly evident with the HDTV models, especially in low-light situations. Customers will appreciate that we have maintained the successful form factor and mechanics that make AXIS Q60 cameras reliable and easy to install.” AXIS Q6044/-E/-C PTZ domes have 30x optical zoom as compared with 18x in previous HDTV 720p models. They also support electronic image stabilization, which reduces the effects of camera vibrations (from wind or traffic) to provide clearer and more useful video informed the company. As per the release, AXIS Q6045/-E/C PTZ domes also have better light sensitivity than its AXIS Q6035/-E/-C predecessors. Furthermore, they have additional built-in video analytics such as highlight compensation (which masks bright lights for ease of viewing), object removed, fence detector, object counter and enter/ exit detection.

Comguard Conducted a Customer Meet Comguard Infosol, Winmagic Inc. and ITCG Solutions together conducted a customer meet in Gujarat on “Bringing the Next Generation in Data Encryption”. The meet aimed at creating awareness about security solutions and to galvanize partners to align with them to create new opportunities for mutual

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growth announced the release. Nilesh Kuvadia, MD, ITCG Solutions, said, “With the current trend of mobility & BYOD, product like WinMagic is the need for this hour. It not only seamlessly integrates with all the current technologies but also ensures that encryption layer doesn’t degrade the performance of

the device.” Harish Rai, Country Manager, Comguard Infosol, said, “Our prime agenda is to extend our channel reach and to spread the product knowledge. We have lined up a number of programs and training sessions to meet the same.” As per the release, Winmagic

enlightened the crowd with the significance of data encryption in the enterprise as well as consumer level. Nameet Dokare, Country Manager, Winmagic, said, “Winmagic provides the world’s most secure, manageable and easy-to-use data encryption solutions.”

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CHANNEL STREET

HP Expands Its Portfolio HP has expanded its HP ConvergedSystem portfolio to help clients accelerate business innovation with integrated IT systems purpose-built for the next generation of computing. The release said that HP ConvergedSystem offerings deliver the industry’s first integrated IT systems engineered from the ground up for convergence, helping clients to reduce IT complexity and costs, while increasing performance for leading applications. They unify the servers, storage, net-

working, software and services clients need to power their IT infrastructure in systems that are easy to procure, manage and support. Building on HP’s leadership in Converged Infrastructure and decades of experience in systems design for major applications, HP ConvergedSystem products are performance-optimized for key workloads like virtualization, hosted desktops and big data. Delivering a total systems experience that dramatically simplifies IT, HP Con-

vergedSystem offerings are operational in as few as 20 days of ordering, so IT can deploy applications faster. “IT organizations today are undergoing a fundamental transformation from offering basic infrastructure support to serving as business partners responsible for driving growth,” said Stephen Bovis, vice president & general manager, Servers HP Asia Pacific and Japan. “HP’s goal is to help organizations accelerate innovation by freeing IT from the complexity of technology

WEB CLIPS ASUS AND INTEL INITIATE “FONEPAD IS CALLING” CAMPAIGN Asus and Intel have announced a creative collaboration titled “Fonepad is Calling” to spark a global conversation about the fast-growing ‘phablet’ category of large-screen smartphones. The Asus Fonepad 7 is powered by Intel Clover Trail Plus Z2560. The “Fonepad is Calling” campaign extends Intel’s long history of collaboration with Asus. At the center of the campaign is the “Fonepad is Calling” online video, which educates and inspires consumers to understand how Fonepad fits their lifestyle. It positions Fonepad as the perfect combination of tablet and smartphone allowing them to seamlessly move between their personal, social and professional life informed the company.

SAFENET NAMED IN LEADERS QUADRANT OF 2013 MAGIC QUADRANT SafeNet Inc. has announced that Gartner positioned SafeNet in the Leaders Quadrant of the December 2013 Magic Quadrant for User Authentication. Of the 20 vendors Gartner assessed, SafeNet was identified in the Leaders Quadrant based on the combination of completeness of vision and ability to execute, the two primary criteria for the report announced the release. The release said that SafeNet continues to focus on building a next-generation authentication portfolio that enables enterprise organizations to address the rising threat landscape while embracing mobility, the cloud, and beyond. Today, SafeNet’s offering features a service-based authentication platform, various authentication clients for on-premises and cloud deployments, and a broad range of tokens.

STMICROELECTRONICS JOINS ARM MBED PROJECT ARM, the world’s leading semiconductor supplier, and STMicroelectronics have announced that ST has joined the ARM mbed Project. The agreement will give developers using ST’s STM32 microcontroller range, based on the ARM Cortex-M-based processor series free access to the mbed software, development tools and online collaboration platform, enabling them to realize their own visions for the new wave of intelligent electronics products. HONEYWELL UNVEILS HIGH SENSITIVITY LATCHING HALL-EFFECT SENSOR

MOVEMENTS Unify has appointed DEAN DOUGLAS as Chief Executive Officer (CEO). Symantec has appointed SANJAY ROHATGI as President – Sales for India. Based in Delhi, Rohatgi will be responsible for leading Symantec’s business and driving growth across enterprise and consumer business by developing and delivering on business strategy. NXP has announced the appointment of DR SANKARA NARAYAN as Vice President and Country Manager for NXP in India. MARISA BALDO joins Alcatel-Lucent as Vice-President, Investor Relations.

NUMBER GAME

ICS

3.1

Honeywell has launched sensing and control’s

Worldwide IT spending is projected to total $3.8 trillion in 2014, a 3.1 percent increase from 2013 spending of $3.7 trillion

GreenDust has launched Smart Exchange

growth

new SS360PT and SS460P high sensitivity Latching Hall-Effect Sensor ICs with built-in pull-up resistors. The SS360PT/SS460P Hall-Effect sensors provide reliable switching points with a magnetic sensitivity of 30 Gauss typical, at 25 °C [77 °F], and 55 Gauss maximum over the full -40 °C to 125 °C [-40 °F to 257 °F] temperature range, allowing for the use of smaller magnets or a wider air gap. GREENDUST PRESENTS SMART EXCHANGE PROGRAM program which allows users to avail GreenDust discount coupon for every old product that they bring to its retail store. With Smart Exchange Program, customers can avail up to 70% discount informed the release.

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CHANNEL STREET

Hathway and Datacom Opts for Oracle Solutions Hathway Cable and Datacom Limited selected Oracle Communications Billing and Revenue Management, Oracle Communications Online Mediation Controller and Oracle Communications ASAP to transform its back-office infrastructure and enhance customer interactions. Oracle has announced that Hathway Cable and Datacom Limited, one of the largest multisystem operators (MSOs) and cable broadband service providers in India is working with Oracle Communications Consulting on a business transformation program designed to seize the opportunity presented by India’s cable TV service digitization. Hathway Cable and Datacom Limited selected Oracle Communications Consulting to implement Oracle Communications Billing and Revenue Management and Oracle Communications ASAP. In addition, the company plans to implement Oracle Communications Online Mediation Controller to further transform its

back office systems and expedite the design and deployment of new retail offerings and services. Jagdish Kumar, MD and CEO, Hathway Cable and Datacom Limited, said, “Hathway is rapidly growing into a customer centric digital distribution company with aggressive plans to expand both our cable TV and broadband businesses. We want to deliver the best products to our customers with top-of-the-line service experience, and we are happy to work with Oracle in our digital retail journey.” Bhaskar Gorti, SVP and GM, Oracle Communications, said, “In today’s competitive telecommunications environment, the customer experience is a key differentiator for cable service providers looking to reduce churn and increase revenues. We are pleased to see Hathway Cable and Datacom Limited evolve its back-office infrastructure in order to meet industry and governmental standards and support customercentric business processes.”

CYBEROAM’S HIGHLIGHTS TOP 10 SECURITY PREDICTIONS FOR 2014 Cyberoam revealed Security Predictions for 2014, highlighting 10 threats and trends to watch out for in the coming year. The predictions have been prepared with insights from the Cyberoam Threat Research Labs (CTRL). The top ten security predictions of Cyberoam for 2014 are: First, “Client-side software exploits” – it will be! Secondly, attack vectors to get more intelligent. Thirdly, attacks on Industrial Control Systems & SCADA systems to continue. Fourthly, new exploit kits will be explored and used. Fifthly, increase in need for Context-Aware security. Sixthly, security of Hybrid Cloud. Seventhly, browser-based attacks are still hot! Eighthly, mobiles still remain a darling of malware attackers and exploits. Ninthly, “Internet of Things” adds Security risks for home devices and finally, windows users will be at risk as Windows XP comes to end-of-life.

DELL VENTURE ANNOUNCES $300 MILLION INNOVATION FUND Dell Ventures, Dell’s strategic investment arm has expanded commitment to entrepreneurship and innovation with a $300 million Strategic Innovation Venture Fund. The fund will enable Dell to invest in early-to-growth-stage companies in emerging technology areas including storage, cloud computing, big data, next-generation data center, security and mobility announced the release. The Strategic Innovation Venture Fund is Dell’s second major investment fund and builds on the $60 million Dell Fluid Data Storage Fund announced last year. Since then, Dell has completed roadshows to meet with entrepreneurs and VCs in Silicon Valley, Boston and Israel, reviewed hundreds of companies and invested in numerous startups that have contributed to Dell’s storage and end-to-end solutions innovation. Brian Gladden, Dell Chief Financial Officer, said, “The expansion of our venture investing will allow us to stay at the forefront of innovation for our customers, and support the entrepreneurs who are helping shape the future of IT.” As per the release, the Dell ventures model is to co-invest with venture capitalists and other strategic investors, acting as a board advisor and making the full breadth of Dell resources available to the portfolio company.

JUNIPER NETWORKS TO BUY WANDL INC FOR $60 MILLION Juniper Networks has announced it has entered into a definitive agreement to acquire WANDL, Inc., a leading provider of software solutions for advanced planning, management, design and optimization of next-generation multi-layer networks. Under the terms of the agreement, Juniper Networks plans to acquire WANDL for a purchase

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price of approximately $60 million. With this acquisition, Juniper Networks will gain proven technology and deep experience in traffic engineering, multi-layer optimization and path computation, which will help its service provider customers optimize the performance and cost of their networks. The release informed that

WANDL offers a diverse portfolio of best-in-class solutions for advanced network analysis, simulation, optimization, capacity planning and management that provide improved network performance, reduced network costs, increased productivity and highly accurate demand forecasting. WANDL team will continue to be headquartered

in New Jersey, joining forces with Juniper Networks OpenLab. Daniel Hua, SVP anf GM (Routing Business Unit), Juniper Networks, said, “WANDL, Inc. is a long-time Technology Alliance partner that brings to Juniper a track record of innovation and extensive experience in optimizing network infrastructure.”

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CASE STUDY

DELL

UPES Deploys Dell Solutions

For UPES, when it comes to providing effective IT solutions to its faculty and students, Dell outweighs other OEMs. n MANALI MISRA <MANALI@ACCENTINFOMEDIA.COM>

DR. ASHISH BHARADWAJ,

CIO, UNIVERSITY OF PETROLEUM AND ENERGY STUDIES

AMIT LUTHRA,

STORAGE SOLUTIONS MARKETING, DELL INDIA

“Education as a vertical is important because you make citizens for tomorrow.”

niversity of Petroleum and Energy Studies (UPES), India’ s first energy and core sector university essentially operates in core areas like Oil & Gas, Power, Transport & Logistics, Information Technology etc. With a sprawling campus comprising of 7,000 people in Pondha valley, Dehradun, UPES finds it crucial to reach out to its students with robust technology solutions. To make that effective, the

university has deployed a series of Dell solutions since 2003. “All of our server , storage and large portion of our networking infrastructure are on Dell. So, Dell has been a part and parcel of significant number of IT initiatives that we have taken,” says Dr. Ashish Bharadwaj, CIO, University of Petroleum and Energy Studies. The company has customised solutions be it for academic, research or administrative computing. “Education has been the focus not just from a business perspective. Education as a vertical is important because you make citizens for tomorrow,” remarks Amit Luthra, Storage Solutions Marketing, Dell India. For a CIO of any organisation, cost effectiveness of solutions matters the most. Dr. Bharadwaj emphasises that typically for procurement that the University does, if compared to other OEMs; the differential would be around 17-30% depending on the configuration and the item. Dr. Bharadwaj points out following three reasons for choosing Dell: n Best price to performance ratio n Excellent support services n Eliminating the downtime factor “For anything that goes wrong with some hardware, Dell is not like other OEMs who would repair or fix the hardware. Dell gets the replacement within a day,” comments Dr. Bharadwaj. With a campus deploying 7,500 machines, one really can’t afford to have things going down for a day also and here comes handy the support and replacement services by Dell. “Education institutions running on HPCC can’t afford any downtime. In that case, their services to profes-

“Dell is not like other OEMs who would repair or fix the hardware. Dell gets the replacement within a day,” sors, students, researchers go for a toss. When we design a core solution, we make sure downtime should not be there,” tells Luthra. UPES has a centre for High Performance Computing research which is set up in association with Dell high performance computing cluster along with commodity hardware and Opensource. “In education, adoption of open source is at its peak. We give that interoperability and we have reference architecture even with opensource platforms. We have also deployed cloud, high performance computing, and ERPs in education sector,” adds Luthra. UPES uses products of IBM and HP as applicable but bulk of its infrastructure is around Dell. Dr. Bharadwaj says that they have always been very neutral towards the vendors. “If tomorrow any other vendor comes with better price performance ratio. We shall be happy to switch. We do not believe in propriety matter which locks us with one provider for years. We believe in giving our faculty and students the best computing solution and we are reasonably well satisfied with Dell services,” he concludes. ë

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COVER STORY

IT’S EVOLVING BUSINESS ROLE BY 2020

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COVER STORY

he Indian IT industry has flourished in the last two decades and continues to be in the midst of unprecedented times. The primary reason is that today organizations of all sizes rely heavily on information technology and it is very difficult for them to sustain in this fiercely competitive environment without it. From the current $108 million, the market size of the Indian IT Industry is expected to rise to US$225 billion by 2020, considering India’s competitive position, growing demand for exports, government policy support, and increasing global footprint. These figures clearly suggest that

existing infrastructure that is getting obsolete and secondly, by adopting new technologies that can help achieve a double digit growth year-on-year by 2020. Venu Reddy, Director, IDC Centre for Consultancy and Research, aptly puts it, “The IT companies that are able to impact their client’s business and deliver to the business attributes like operational efficiency, customer satisfaction, and business process improvement would be getting a stronger traction. In many ways, companies will start measuring IT in the context of business benefits/value. IT companies that can articulate it much better will be able to successfully grow and prosper.”

Looking at the performance of Indian IT industry in the recent times, trade pundits are predicting an impeccable growth for the next 5-6 years. Not only the role of technology will evolve as a business enabler by the end of this decade, the channel ecosystem will undergo transformation as well n WORDS: NIVEDAN PRAKASH <NIVEDAN@ACCENTINFOMEDIA.COM> n PHOTO: ISTOCKPHOTO.COM

the Indian IT industry will see major transformations by end of this decade. According to Gartner, by 2017, India’s share of the software market in Asia/Pacific is expected to reach 13.11 per cent, representing $6.7 billion in revenue, or 1.74 per cent of the total worldwide software market revenue of $383 billion. As far as the evolution of Indian IT business by 2020 is concerned, most of the enterprises in India are expected to invest more in all IT areas along the value chain, and especially in sales and customer interactions. As IT gets a bigger slice of the corporate budget, expectations will rise, and even the smallest miscalculation about IT priorities will put the whole company at risk. And to cope up with this pressure, the top-notch IT organizations will focus more on business interactions. Undoubtedly, the demand for IT will continue to rise, which in turn, will place a heavier burden on IT organizations. As per the estimates of IDC, the next phase of growth for the Indian IT industry will not be limited international business; it will include, in most cases, a very strong growth in domestic business also. However, the last few years and understandably the next few years will be very sluggish due to the state of global economy. But once the global and Indian economies come out of this sluggish period, one can expect a strong performance by the Indian companies.

Moreover, there has been a positive growth amongst Indian organizations in terms of IT budgets as they are increasingly focused on transformation, time to market and cost efficiencies, and are partnering with vendors. The nexus of technologies is moving to mobile, cloud, analytics and social, which will be presenting newer opportunities in the long run. “By 2020, customers will start partnering with other IT companies and Start-ups focusing on niche segment to deliver cost effective brilliant solutions as more and more customers are focused on transformation, time to market and cost efficiency. Factors such as low operating costs, tax advantage, favorable government policies and availability of technically qualified personnel will increase the output from an organization, which in turn, will contribute to the overall growth of the IT business industry,” adds Murli Mohan, GM – Dell Software, India. In order to accelerate the overall growth of the IT industry here in India, it is imperative that more and more technology vendors as well as service providers with differentiated approach and high competencies come up, who in turn, can transform the enterprise technology landscape and accelerate adoption.

GROWTH DRIVERS

The industry experts believe that several global megatrends in economic, demographic, business and social will create new opportunities for the IT industry by 2020. And over

The growth of the IT business in India will be driven by two significant factors, which includes by refreshing the

MEGATRENDS TO BE LOOKED AT

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COVER STORY

VENU REDDY

DIRECTOR, IDC CENTRE FOR CONSULTANCY AND RESEARCH

“In many ways, Indian companies will start measuring IT in the context of business benefits/value and those IT companies that can articulate it much better will be able to successfully grow and prosper” the next few years, technology trends will combine with business drivers to re-shape the IT landscape in the country. Some of the megatrends that will drive IT business landscape and create new opportunities for the industry by 2020 are cloud, mobility, social media, and big data and analytics. Moreover, these solutions will start getting embedded into the organizational infrastructure that will deliver visible business benefits. These trends will also urge enterprises to fine tune their IT buying decisions. “By 2020, the technology space will look quite different from the way it looks currently as enterprises make the move from locked-in infrastructure to open and flexible models. In fact, on many counts, the industry has already started to shift towards this with cloud computing becoming a reality and Linux adoption witnessing an upward trend. Hence the emergence of the era of open

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MURLI MOHAN

GM – DELL SOFTWARE, INDIA

“By 2020, customers will start partnering with other IT companies and Startups focusing on niche segment to deliver cost effective brilliant solutions”

JAGJIT ARORA

DIRECTOR – REGIONAL SALES, RED HAT INDIA

“The emergence of the era of open source will also hail concepts like open standards, open architecture and most importantly, open hybrid cloud”

“FROM THE CURRENT $108 MILLION, THE MARKET SIZE OF THE INDIAN IT INDUSTRY IS EXPECTED TO RISE TO US$225 BILLION BY 2020”

source which will also hail concepts like open standards, open architecture and most importantly, open hybrid cloud,” points out Jagjit Arora, Director – Regional Sales, Red Hat India. A step further, big data and analytics might go beyond the proof-of-concept phase and into production in established markets. As the cloudbroker model gains traction, organizations will transform their IT departments from technology implementers to business innovators. Concerns over data security will reach a tipping point, not

only for the mobile data that moves between devices and the cloud, but also for data in content repositories. There will also be an increase in the acceptance of virtualization and dynamic provisioning which will become the foundation for dynamic, high availability data centers of the future. “Over the next three to seven years, the demands placed upon networks will witness a dramatic increase driven by the growth of Internet and usage of bandwidth through mobile

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COVER STORY

EVOLUTION OF CHANNEL ECOSYSTEM BY 2020

SUMEET WALIA

CHANGE IN THE ROLE

GROW WITH GROWTH

IDENTIFYING NICHE AREAS

The Indian IT industry will see a change in the role of partners while they move from selling products to more complex solutions.

As channel partners are pivotal to the growth and expansion of the IT industry in India, they would be required to grow their business and capabilities to compete on a global scale.

Partners are identifying niche areas around cloud, security, storage, and virtualization as the way forward for sustainable growth.

HEAD, GLOBAL ENTERPRISE BUSINESS, TATA COMMUNICATIONS

“In the coming years, we expect the two-way video communication to drive traffic volume growth and test the network for quality and bandwidth availability”

devices. This growth will not necessarily come from increased subscribers but from new services that eat up bandwidth, especially video. More than one-way broadcast video, we expect the two-way video communication to drive traffic volume growth and test the network for quality and bandwidth availability as we move ahead,” highlights Sumeet Walia, Head, Global Enterprise Business, Tata Communications. A few of the industry estimates also suggest that priority areas of software spending will include web conferencing, teaming platforms and social software suites, enterprise content management, CRM, and security. Indian enterprises are looking for cost effective use of technology before the adoption of these tools, resulting in the fast growth of the markets. Atul Sareen, MD of Infor India is of the view that enterprise software spending growth will continue to be strong in the next few years up

MAXIMIZE PRODUCTIVITY

TRUSTED ADVISORS

Partners must maximize productivity and growth by being able to efficiently scale capability and capacity, enter new markets, and develop repeatable business practices.

With ever changing industry partners are now required to become trusted advisors to their customers, and need to be viewed as the specialists in successfully selling to, delivering to, and supporting their customer base.

BEYOND LIMITS

INVOLVE WITH MARKET

The functions of channel partners will not limit just to sales but, to articulate the value of the brand offerings in tune with reseller channels and provide them with the knowledge and the tools to successfully tap market opportunities.

The channel partner will have to be involved in terms of marketing and promotions and thus bringing greater better value to the table.

JOIN HANDS TO GO UP

REACH TO SMALL CITIES

An inter-network of channel partners should emerge, with solution providers being channel partners to each other as they go up the value chain.

They will play a significant role in taking the technology and solutions to smaller companies and companies in tier III and IV cities.

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COVER STORY

ATUL SAREEN MD, INFOR INDIA

“Enterprise software spending growth will continue to be strong in the next few years up till 2020 in India given they are the backbone for an enterprise IT infrastructure”

till 2020 in India given they are the backbone for an enterprise IT infrastructure. The 2014 annual growth rate is expected to grow 6.8%. CRM and SCM experienced a period of strong growth. And while investment is coming from exploiting analytics to make B2C processes more efficient and improve customer marketing efforts, investment will also be aligned to B2B analytics, particularly in the SCM space. Additionally, in the coming years, data mining and analytics are going to play a huge role in the overall digital transformation journey of enterprises by 2020. Besides, the Indian enterprises will continue to focus on implementing best of breed technologies to deliver differentiated capabilities. “Flash technology has proved its cost and performance benefits as a caching mechanism in storage, and enterprises will begin looking at all Flash Arrays for business areas where extreme performance and response times are critical. As the desktop becomes increasingly virtualized, enterprise mobility and BYOD will also play

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SANTHOSH D’SOUZA

DIRECTOR – SYSTEMS ENGINEERING, NETAPP MARKETING & SERVICES INDIA

“Eenterprises will begin looking at all Flash Arrays for business areas where extreme performance and response times are critical”

MARK WILSON

SR. VP – SALES REGION MIDDLE EAST, AFRICA, AND INDIA, FUJITSU TECHNOLOGY SOLUTIONS

“Increasing adoption of real time interactive systems, both for business analysis and in feedback-control ‘smart’ systems powered by IT is one megatrend. This, along with cloud computing will create opportunities”

IT BUSINESS IN INDIA WILL EVOLVE IN TERMS OF MATURITY AND INCREASING SCALE OF ECONOMIES AND MARKET WILL BE DOMINATED BY THE PLAYERS WHO ARE CAPABLE OF CAPITALIZING ON THESE BURGEONING OPPORTUNITIES important parts of enterprise IT strategy,” states Santhosh D’Souza, Director – Systems Engineering, NetApp Marketing & Services India.

TRANSFORMATIONAL OPPORTUNITIES As the industry continues to address the present market situation in India, there is also need for the technology companies to stay focused on the opportunities being created by the megatrends underway. There is no doubt that the evolved landscape of 2020 will present transformation opportunities for the Indian technology and business services industry.

With global enterprises increasingly adopting disruptive technologies like social media, mobility, big data and analytics and cloud, Indian IT players have an opportunity to develop their strategies and expand their presence on a global scale. And with Indian enterprises increasingly focused on cost efficiencies, increased productivity and less time to market to deliver solutions, they will look for greater expertise and technology providers that will offer niche solutions. “Increasing adoption of real time interactive systems, both for business analysis and in feedback-control ‘smart’ systems powered by IT is one megatrend. This, along with cloud comput-

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COVER STORY

IT VENDORS’ VISION & GOAL FOR 2020

ASHUTOSH SARKAR

SENIOR DIRECTOR – PARTNER SALES AND ALLIANCES, INDIA, ASEAN, AND ANZ, ENTERPRISEDB

“Organizations’ desire to transform technology into a more dynamic contributor will transform the business landscape.”

ing will create opportunities. While these will allow technology providers the transformational opportunities, we have to keep in mind that a lot of enterprises are rapidly maturing, and many of them will be adopting or changing their IT landscape for the first time – which will form the bulk of opportunities,” explains Mark Wilson, Sr. VP – Sales Region Middle East, Africa, and India, Fujitsu Technology Solutions. Giving his perspective on the same, Ashutosh Sarkar, Senior Director – Partner Sales and Alliances, India, ASEAN, and ANZ, EnterpriseDB, says, “Organizations are seeking to become more strategic in their use of technology, and this desire to transform technology into a more dynamic contributor will in turn transform the business landscape with more companies deploying open source alternatives, like Postgres. Companies have been forced to reconsider their spending on IT in recent years and discovered in the process that their technology choices can play a huge role in meeting corporate objectives.” It is very much evident here the IT business

SUNIL MANGALORE MD, CA TECHNOLOGIES

“Consumer centric business segments BFSI, telecom and government will continue to drive greater investments as everyone is looking for speed, agility and flexibility”

in India will evolve in terms of maturity and increasing scale of economies and the market will be dominated by the players who are capable of capitalizing on these burgeoning opportunities.

VERTICAL-WISE ADOPTION Through innovative business models, all the technology vendors as well as service providers will also redefine their customer value proposition and capture growth from currently untapped markets. It is being estimated that 80% of the incremental revenue growth by 2020 will be driven by opportunities outside of the current core markets, verticals and customer segments and the industry needs to redefine its value proposition to capture these. Some of the major sectors such as BFSI, telecom and manufacturing have been the primary adopters of IT. Now, other industry verticals and sectors such as public sector, media and utilities, retail, healthcare, defense, and education amongst others will also adopt various technologies and

n The year 2020 will see CA Technologies help CIOs secure data, ensure right access to right people along with offerings such as Devops, enabling the organization to perform as a whole and not in silos. This efficiency will be the need of the hour and CA will enable CIOs to derive business agility, consistently. n Dell Software’s focus is strengthening its ecosystem. With a strong workforce and customer footprint in India, the company will continue to focus on becoming the endto-end solutions provider to its customers. n EnterpriseDB will like to be a major player in India by 2020 offering cost-effective, robust, and highly scalable enterpriseclass relational database solutions across all segments. n HDS’ vision is to create a better world through social innovation technologies. Its Big Data technologies will transform sectors like infrastructure, power and energy distribution as well as government departments. n After establishing itself in the US market, Ilantus is looking make its presence felt in the Identity and Access Management domain here in India. Its focus is one growing partner network and creating business opportunities for their growth. n Intelliverse is working on building unique business models around enterprises communications infrastructure creating dynamically customized services. The focus is on extending its robust and comprehensive Cloud Telephony Services portfolio to customers in the Indian market. n Red Hat will continue to grow and scale, meeting growing global interest in open source by enterprise customers and partners.

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COVER STORY

V R KIRUBAKARAN COUNTRY MANAGER, INTELLIVERSE TELECOM

“As enterprises are looking at scaling their communications infrastructure, cloud communications market in India is poised for strong growth in the coming years”

services. Government and automotive sectors too will spend significantly on IT. Sunil Mangalore, MD, CA Technologies, states, “Consumer centric business segments BFSI, telecom and government will continue to drive greater investments as everyone is looking for speed, agility and flexibility and enterprises are no longer in control. CA Technologies is adopting this change and is leading innovation to offer solutions which will add value to our customers businesses. We are altering the company to serve customers as they adopt cloud and SaaS and move from on-premise to hybrid, to cloud environments.” “There is a huge base of SMBs that presents tremendous opportunity. As enterprises are looking at scaling their communications infrastructure, cloud communications market in India is poised for strong growth in the coming years. Enterprises across all verticals mainly; Hospitality, Retail, Real - Estate, BFSI, Manufacturing and Large infrastructure deployments in SMBs

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YOGESH SAWANT

DIRECTOR, PARTNER SALES AND FIELD ALLIANCE ORGANIZATION, HITACHI DATA SYSTEMS

“Through the application of smart technology, we will look to make significant contributions towards enhancing the quality of life for citizens across the country”

BINOD SINGH CEO OF ILANTUS TECHNOLOGIES

“We want to provide cost effective identity and access management solutions to companies in India to help them with smooth adoption of new applications and technology”

THE SECURITY APPLIANCE MARKET WILL ENJOY HEALTHY GROWTH ACROSS VARIOUS MARKET SEGMENTS.

along with Government’s increased focus on IT spending will be strongly driving cloud communications,” opines V R Kirubakaran, Country Manager, Intelliverse Telecom.

ROADBLOCKS ON THE WAY While the industry has the potential to generate billions of revenues by 2020, a portion of this opportunity is at risk if continuing problems are not tackled soon. Education and awareness are the some of the prominent challenges as organizations struggle to understand the breadth of new solutions and how they can support

business objectives. According to Arora, with regards to the regulatory landscape is concerned, there needs to be greater transparency and simplification of tax structures combined with consistent policies across the IT industry. Besides, companies need to be wary of vendor lock in models which do not offer benefits of flexibility and scalability. And initiatives need to be undertaken to consistently train and nurture ICT professionals in India in order to grow their base and also offer them exciting opportunities to grow. On the other hand, in many organizations the technologies and applications implemented tradi-

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COVER STORY

tionally are stringent in nature restricting CIOs from exploring other solutions in the market. This calls for solutions that help in re-modeling applications by altering certain elements of the software to help in business efficiency without changing the entire infrastructure.

BUILDING THE DOMESTIC MARKET Each and every technology vendor is focusing on building the domestic market here in India, thus doing their bit in contributing towards the overall growth of the Indian IT industry. One of the largest Global Development Centers of Fujitsu is in India, having presence in Pune, Bangalore and Delhi. These centers employ several IT professionals who are involved in projects globally. Additionally, the company has already brought some of its world leading technologies to India, with leading corporates as its customers. “HDS will continue to focus on helping Indian enterprises leverage information as an asset, enabling them to innovate within their sectors. We are committed to working with the govern-

ment sector on large scale transformative projects that will enhance the delivery of citizen services. Through the application of smart technology, we will look to make significant contributions towards enhancing the quality of life for citizens across the country,” asserts Yogesh Sawant, Director, Partner Sales and Field Alliance Organization, Hitachi Data Systems. Similarly, Intelliverse Cloud Telephony solutions are helping organizations in India simplify their infrastructure and reduce costs with high-performance secure and scalable solutions. The company’s extensive broad range of solutions would continue to offer enterprises customization of the application platform that is built to meet extended functionality and customer’s unique requirements. Binod Singh, CEO of Ilantus Technologies, further points out, “Any analysis today would confirm that adoption of applications happens based on the utility offered to the business units and the outlook is to ensure that they could be adopted fast and with least amount of changes or additions in infrastructure. With this in mind, we want to provide cost effective identity and

access management solutions to companies in India to help them with smooth adoption of new applications and technology.” Toeing the same lines, Dell would focus on creating awareness through focused marketing programs and deep enablement of internal and external ecosystem of sellers and business partners. The company will also strengthen the partner ecosystem by integrating all its partners based on skills across specific software solution areas to ensure availability of pervasive skills (pre and post-sale) across the market place. Besides, it will leverage the Dell Hardware Install base with a focus on establishing value for its software and solution offerings with the key clients across the India marketplace.

FINALLY… The industry stakeholders will need to break out of the traditional mould that resulted in the past successes and step up to the aspirations of 2020. They also need to act together in an unprecedented manner. It is imperative that all the stakeholders work in close collaboration and drive swift and sustained reforms in all critical areas. ë

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FEATURE

PARTNERS’ GROWTH

Evolving with Time

When new trends get introduced in the market, each party involved in the scenario gets affected. In this context, channel partners are at the fore front of adapting to the rapidly changing IT environment n WORDS: MANALI MISRA <MANALI@ACCENTINFOMEDIA.COM>

n this technological era, IT plays a central role in functioning of almost all the businesses. When the market witnesses new trends, the key players in the field including vendors, channel partners and end-users all adapt to the changing business dynamics. Channel partners who are the link between the market/end-consumer and vendor are increasingly being witnessed to play greater roles.

THE CHANGING SCENARIO As new technologies are getting introduced in IT, channel partners are expected to go an extra mile to meet new demands of vendors and customers. “Market dynamics, value for money products and solutions and the adoption of technologies have changed the role of channel partners completely. As a result of this, channel partners have evolved and their role of taking the brand to the end customer has become crucial than ever,” says Sanjay Zadoo, Country Manager, India Channel Business, Emerson Network Power. While Sudhindra Holla, Country Manager, Axis Communications India feels that today, channel partners are not just mediators who enable companies to reach out to the end cus-

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tomers but are playing the role of an influencer who guides potential buyers in their product purchasing process. When market changes, not only the businesses evolve but the customers too are impacted. Due to easy access of information, the customers are well-informed about the latest trends in technology. Partners need to have an upper hand in information about the market trends as well as products/solutions they are selling. “Partners need to be more closely connected and possess more knowledge of the product they are selling. They need to evolve into being value-added consultants to their customers, rather than mere sellers. Customers today are no doubt well read, but they always seek advice & if partners are able to provide that, then customer acquisition is quicker and long-term,” comments Altaf Halde, Managing Director, Kaspersky Lab-South Asia. Vipin Tuteja, Executive Director, Technology, Channels & International Business, Xerox India attributes the change to the transformation in business dynamics and economic trends. Almost all businesses today face various challenges which lead to looking at overall impact of things rather than just looking at the cost saving. “I think there is a distinct change the way partners are engaging

with the end customers today. Earlier, it was a pitch for sales and most of the discussions used to be around price points. Today, that whole engagement has changed towards how a partner can help an organisation increase its efficiency and productivity, help them with security compliances, green initiatives etc. Because of the requirement of increasing of efficiency and productivity, the end customer is looking at a much larger saving than a transactional one,” adds Tuteja. Rajesh Gupta, Country Manager, India, SanDisk Corporation, remarks, “It is no longer enough to feed vendor brochures and basic product information to prospective customers. For channel partners focused on services, successful implementations would mean covering remote areas and bring ubiquity of solutions and cost effectiveness derived from scaling. Distribution partners are expected by vendors to help increased coverage and selling up.”

BOX-MOVER OR SERVICE PROVIDER? Gone are the days when information purely based on products would suffice for partners. Now, they are donning multiple roles which include value addition, counselling and

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consulting. “Channel partners are integral part of business and have the onus to provide cost effective solutions to clients. In the face of rapidly accelerating network and IT convergence customers also expect them to go the extra mile and serve as problem solvers and not merely box movers. As a result, channel partners are becoming business enablers and end-to-end solution providers,” comments Sunil Sharma, VP Sales and Operations, India & SAARC, Cyberoam. Whether the role of a box-mover and service provider is merged or even more segregated, there are mixed reactions on this. Many feel that channel partners are required to perform both the parts but few are of the opinion that the new trends in IT have distinguished the role even more. “The channel community are expected to live up to the role of being technology consultants and advisors rather than mere facilitators of a sale, at a time when technology solutions such as cloud computing and managed IT services provide even the smallest customers with access to a whole host of technologies previously available only to the largest enterprises,” says Narayana Menon, Director – Marketing, for Asia-Pac & Middle East, Sanovi Technologies.

However, Sunando Banerjee, Channel Business Manager for APAC & Middle East, Openbravo has a different opinion. He says “A box mover in a channel and a true service provider differs because of their focus and the way they look at the business. I don’t think technological innovation changes this. However it is true that more and more resellers are changing their focus from pure sellers to value added resellers.” Vikas Khanvelkar, MD, Design Tech Systems Ltd. feels, “Service provider will always have a unique advantage as compared to the box mover. They will have to update, train and facilitate the channel partner in providing the right solution to the customers as per their needs and requirements. In fact as the technology further gets innovated this advantage of the service provider will actually grow.” Bhavin Bhatt, Regional Director, M.Tech India & SAARC believes that new technology innovations have darkened the line between a box mover and a service provider. He opines, “Service providers and box movers play totally different role when we talk about new technology innovations. Latest technology trends are more towards software manage solutions

hence service providers need to have skilled man power to support this technologies where in box movers or logistic partners have very limited role with latest trend other then helping few traditional network equipment buyers with low cost.”

OPPORTUNITIES Managed IT services across all verticals are coming as a new opportunity for channel partners. “We foresee lot of growth for channel partners in Managed IT services. This market is growing rapidly. Managed IT services helps companies to manage their IT needs remotely and we see lot of growth potential in it,” says Tejas Sheth, Director, Asia Powercom. With new innovations, some feel that the processes are becoming intricate and needs to be managed with care. “Over the time IT has become complex and difficult to manage. Close to 70% of IT budgets are spent on managing IT. Hence, there is great scope for partners to help customers optimize and re-architect IT infrastructure to optimize on this huge spend so that money can be invested for growth initiatives,” remarks Sunil Pillai, Co-Founder and Managing Director, iValue InfoSolutions.

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SANJAY ZADOO

SUNIL PILLAI

COUNTRY MANAGER, INDIA CHANNEL BUSINESS, EMERSON NETWORK POWER

CO-FOUNDER AND MANAGING DIRECTOR, IVALUE INFOSOLUTIONS.

“Market dynamics, value for money products and solutions and the adoption of technologies have changed the role of channel partners completely.”

“Over the time IT has become complex and difficult to manage. Close to 70% of IT budgets are spent on managing IT.”

Unified Communication, Virtualization and Cloud Technologies are likely to drive transformation in the channel as told by Edgar Dias, Regional Director, India, Brocade. The cost-effectiveness of cloud based solutions seems to be the major reason for the adoption and thus opening up another area for channel partners. “Cloud computing is a disruptive phenomenon, with the potential to make IT organisations more responsive than ever. Cloud computing promises economic advantages, speed, agility, flexibility, infinite elasticity and innovation. By 2015, at least 20% of all cloud services will be consumed via internal or external cloud service brokerages, rather than directly, up from less than 5% today,” says Bhatt. “It is clear that cloud based adoption would grow at much higher rates compared to onsite/ Capex based models for the next decade. We are betting big on cloud and investing in it for our next phase of growth,” emphasises Pillai. Sharma gives a view on the opportunities available in Managed Security and cloud-based security market. “While the size of the opportunity is big, partners will have to show desired readiness to capture the same. As more CIOs

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and IT managers turn to managed security service partners in order to focus on core IT goals and strategies, channel partners will have to ensure adequate infrastructure to manage, supervise and service security needs for their customers,” he adds. Halde comments, “With the advancement of technology, it is also possible for the same channel partner to offer various kinds of maintenance and monitoring services to their customers.” Managed IT services seems to be the future direction in services. Gupta says, “Channel partners like SI’s and Service providers should look at this as an excellent opportunity. Successful support to a customer in one area may easily lead to service business across a wider area even including international locations. As this evolves the opportunities include offering sales solutions, online trainings, managing large field forces and not only technical support. Service providers must explore managed IT technologies and adopt them to enhance their business.”

CHALLENGES As every coin has its two sides so it is with technological innovations. Cloud, virtualization,

SUDHINDRA HOLLA COUNTRY MANAGER, AXIS COMMUNICATIONS INDIA

“Channel partners are playing the role of an influencer who guides potential buyers in their product purchasing process.”

Unified Communication, Managed IT services etc. open up opportunities for partners but there are challenges too. “We believe Managed IT services is the future but current channel is not technologically up to mark & they require a major upgrade to take this up. Managed IT services has a great scope but it requires a lot of technology know how and expertise. People who tap this opportunity now & upgrade themselves will be in great profit,” says Pankaj Jain Director, ESET India. Consumerisation of IT and the trends like Do It Yourself (DIY) and Bring your own device (BYOD) are affecting the business of IT distributors. “While there are disruptive changes around BYOD and enterprise mobility, for a distributor, vendor alignments and new channel acquisitions will make the transition smoother. Since the last few years a number of disruptive technologies and trends have emerged on the IT landscape and are threatening the old IT channel model,” says Halde. In the same line of thought, Menon mentions, “Cloud, anything as a service, managed services and do it your self-technologies threaten the traditional model of channel sales. Evolving the portfolio and business model to

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HARISH RAI

COUNTRY MANAGER, COMGUARD

“Partners need to be aware about constantly evolving threats and future impacts.”

accommodate and provide these or tying up with the right organisations with these capabilities to deliver value added services, integration, support and maintenance is critical.” Tuteja feels that the biggest challenge faced by the channel partners is that the man power they have requires an extensive training for them to deploy these solutions or talk about it. They need to ensure that they are able to retain that man power and retention of the trained manpower today has become the biggest challenge with the channel partners “The primary challenge faced by the channel partner in the security space today is the lack of awareness in the Indian market. Knowledge up-gradation of the entire security ecosystem is a heavy challenge for the channel partners to start with. Further, Indian market is also exposed to the cheaper & inferior quality products that are easily imported from Taiwan, China and South East Asian countries, which makes it tough for the channel partners to sell premium, quality products,” says Holla. Harish Rai, Country Manager, Comguard feels that in today’s world ‘Data’ has become very crucial. “Unauthenticated practice for accessing Data

SUNIL SHARMA

BHAVIN BHATT

VP SALES AND OPERATIONS, INDIA & SAARC, CYBEROAM.

REGIONAL DIRECTOR, M.TECH INDIA & SAARC

“Channel partners are becoming business enablers and end-to-end solution providers,”

“Service providers and box movers play totally different role when we talk about new technology innovations.”

is impacting businesses majorly, so partners need to be aware about constantly evolving threats and future impacts. They have to be updated with most up-to-date security technologies. Another segment to focus will be mobile platform and cloud based services and also as users download more applications so probability of downloading malware is also higher. So it is has become crucial to learn & evolve quickly with innovating ideas & solutions,” he adds. Channel partners now are well aware of the changing scenario but they need to prioritize their key areas to focus. Sharma tells, “With a capable vendor relationship, partners have the opportunity to adapt to evolving customer needs and achieve much needed competitive advantage and enhanced know-how as required to build sustainability Partners, resellers and ISVs need to reckon that SaaS, cloud and similar on-demand service driven business models are game changers. As new dynamics unfold in IT landscape, resellers, VARs and MSPs need to assess the impact of emerging service driven business models and see how they can catalyze a productive transformation for their customers. However,

this requires channel partners to embrace latest skills and certifications in network security.” V. Balakrishnan, Executive General ManagerMarketing Sales and Marketing Division. Konica Minolta Business Solutions India Pvt. Ltd. points out that the basic challenge faced by their channel partners is that of reach. Konica Minolta has come up with lower power consuming green engines that can work on inverters and have been adopted by class B and C cities wherein there are issues of prolonged power cuts. “However, the main issue is how do they continue taking our products to the interiors and engage people there. Although for our company and our partners it is more of an opportunity to expand rather than a challenge,” he adds. Balakrishnan believes there is tremendous opportunity to grow the colour market in India which is currently at 7 to 8% of the total market. “Compared to developed markets where it is already in excess of 65%! So the opportunity is there and it is for us and our partners to meet this growing demand,” he adds. Fluctuating economic trends has also constraint the IT spending by CIOs. Zadoo says, “New project opportunities are limited

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NARAYANA MENON

DIRECTOR – MARKETING, FOR ASIA-PAC & MIDDLE EAST, SANOVI TECHNOLOGIES.

“Cloud, anything as a service, managed services and do it your self-technologies threaten the traditional model of channel sales.”

and deal-sizes are becoming lesser in frequency and smaller in transactions. There are certain verticals undergoing a squeeze which is making it a bit tough for partners to tap into the customer base. However, there are multiple other verticals with an extremely positive outlook from which channel partners can benefit. With the evolution of a number of new technologies such as cloud, big data, mobility among others, it’s a tad tricky for channel partners to catch-up with them and consult the customers.” Another factor pointed out by Dias is that any channel partner is to get ensured of profitability by the vendor at a time when the industry and customer expectations are more challenging and increasingly becoming outcome-based. “Channel partners can offset this challenge by partnering with the vendor with the most relevant technology solution in the market, and one who has a strong vision of the market. Vendors with shortterm tactical sales strategy often fail to make the cut in the long run,” he explains.

CHANNEL EMPOWERMENT The constantly evolving IT landscape requires

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ALTAF HALDE

MANAGING DIRECTOR, KASPERSKY LAB-SOUTH ASIA.

“Partners need to evolve into being value-added consultants to their customers, rather than mere sellers.”

partners to be equipped with latest know-how, skills, and information. Vendors play a major role in enabling the partners through various programmes. Cyberoam enables rigorous training and certification programs to equip partner task force with up-to-date skills for changing customer needs and to understand security deployment and management in the face of advancing technologies. Technical trainings are further supported with sales training to help build sales acumen for shifting business models. Moreover, Cyberoam also provides centralized security management and advanced reporting capabilities to help its MSP and other partners manage multiple / distributed security deployment for their customers. “Our channel partners are getting seasoned in managing complex projects due to the widespread adoption of new technologies, they face a challenge to differentiate themselves from the competition. As such Emerson Network Power is providing its channel partners multiple training to help them gain expertise in executing projects end-to-end. We are empowering our partners to acquire the necessary skill-sets that will help them implement IT infrastructure.

V. BALAKRISHNAN

EXECUTIVE GENERAL MANAGERMARKETING SALES AND MARKETING DIVISION. KONICA MINOLTA BUSINESS SOLUTIONS INDIA PVT. LTD.

“The basic challenge faced by our channel partners is that of reach.”

Time to market and speed of execution will be critical factors for the channel to leave an imprint in India’s ICT landscape in times to come,” informs Zadoo. Brocade has training and certification as a key investment to enable partners becoming solution-sellers. The core focused training programs for partners include Brocade certified Ethernet Fabric program, Brocade certified Engineering program and Brocade certified Selling program etc. To complement the same, Dias says, “The focus for the channel is to invest in training of its people who understand not only boxes, but have the ability to deliver business solutions.” The Brocade Alliance Partner Network (APN) program prepares and rewards partner who invest in developing knowledge-rich practices to address new technology trends.

FINALLY.. The industry is unanimous on the fact that the channel partners need to be more equipped in terms of skills and information to be able to survive in these changing times. The vendors too are ramping up to enable the channel. ë

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the infrastructure, products and technology used can understand how to priorities the three service to make it work seamlessly.

ADVANTAGES AND DISADVANTAGES The FTTx’ advantage in the Indian market is that there is a huge scope of growth as basic IT infrastructure is not in place. With proper technology education and understanding of the final goal arround Triple Play, it can be a booming business. Already the big Real Estate brands are toying with the termilogy to woo the customers. As disadvantage bandwidth its cost is still a big challenge. Secondly Indian consumers still do not consider Internet and e-services as necessity. Plus, there is a sporadic power outage in the country.

PINAKI CHATTERJEE

EXECUTIVE DIRECTOR, DISTRIBUTION CHANNEL & BUSINESS DEVELOPMENT, ZYXEL TECHNOLOGY INDIA PVT. LTD.

PRESENT TREND IN THE MARKET In the Indian market, the trend is not yet very clear as the deployments are very unorganized. There is no proper business model as no body is ready to bear the cost although large real estate companeis are showing intent to offer it. But they fail to capitalize psyche of the buyers who expect all their services running smooth as they walk into their flats. Therefore, they create a hype about Fiber ready home than actual Triple Play Ready Homes.

Technologies Behind Triple Play WHEN WE TALK ABOUT DELIVERING TRIPLE PLAY THERE ARE A FEW PROVEN TECHNOLOGIES IN PLACE. PINAKI CHATTERJEE, EXECUTIVE DIRECTOR, DISTRIBUTION CHANNEL & BUSINESS DEVELOPMENT, ZYXEL TECHNOLOGY INDIA PVT. LTD. ELUCIDATES SOME OF THE TRENDS.

ABOUT FTTH Actually FTTH is only a part of the large domain FTTx (FTTN, FTTS, FTTB, FTTC, FTTH etc.) in which FTT stands for “Fiber to the” and last letter stands for NOC, Building, Street, Cabinet and Home. The application of the technology is to deliver Triple Play Services (Voice, Data and Video). There are two technologies revolve around this terminology - GPON and GEPON (Gigabit Passive Optical Network or Gigabit Ethernet Passive Optical Network), which are very similar

in terms of the application. Both the technologies have advantages and disadvantages so it is the customer to decide which one fits his requirement from both technologically and pricing stand point. There is of course a huge confusion arround this terminology- FTTH is understood as Active Fiber Deployments for normal LAN switches or Fiber termination to each home with the help of low cost match box media converter. Mostly customer forgets that it’s not about Fiber but about Triple Play services which is only possible when

MARKET POTENTIAL The Indian service providers who have money power, technology understanding and ready with basic infrastructure. In the US market, mobile handsets are mostly sold through service providers but still there is an open market. So Triple play has a huge potential provided the service providers take a practical approach in terms of ownership. In some comples or societies they should keep the infrastructure under their control and in some other societies, they should allow the RWAs to own it because not all the societies would like to marry to a particular service providers, they should be free to choose the service provider. Then only the potential of Triple play can be realised. ë

TECHNOLOGIES THAT DELIVER TRIPLE PLAY ADSL: Delivers triple play on traditional single pair copper telephone wire, implementation on a new infrastructure is superfast (i.e. 600 flats solution can be implemented in 4-5 days’ time). Can deliver Voice, Data and Video (PSTN, Broadband and IPTV), Deliver up to 24 mbps per connection

VDSL: Delivers triple play on traditional single pair copper telephone wire, implementation on a new infrastructure is superfast (i.e. 600 flats solution can be implemented in 4-5 days’ time). Can deliver Voice, Data and Video (PSTN, Broadband and IPTV), Deliver up to 100 mbps per connection

GEPON: Delivers triple play on Fiber using Splitters and other passive components, implementation on a new infrastructure takes time (i.e. 600 flats solution can be implemented in at least 30-60 days’ time). Can deliver Voice, Data and Video (IP Voice using IPPBX, Internet and IPTV/Cable TV), Deliver up to 32 mbps typically per connection

GPON: Delivers triple play on Fiber using Splitters and other passive components, implementation on a new infrastructure takes time (i.e. 600 flats solution can be implemented in at least 30-60 days’ time). Can deliver Voice, Data and Video (PSTN, Internet and IPTV/Cable TV), Deliver up to 32 mbps or more typically per connection

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SANJAY SHARMA,

REGIONAL VICE PRESIDENT AND HEAD FOR SOUTH WEST ASIA REGION, AMDOCS

“Handling business complexities” THE ROLE OF SERVICE PROVIDERS HAS EVOLVED WITH THE CHANGING TIMES. TODAY, THEY NOT ONLY UNDERSTAND THE UNIQUE BUSINESS REQUIREMENTS OF THEIR CUSTOMERS BUT ALSO FORMULATE EFFECTIVE STRATEGIES TO MEET THE COMPLEX DEMANDS

How do you foresee the Indian IT business evolving by 2020? The global IT industry is going to have to evolve the way it handles data and connectivity. The rapid explosion in data usage is forcing the IT industry to find an alternative to linear storing and processing of data which are taking a toll

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on hardware costs and processing capabilities. Big Data, elastic and virtual IT technologies are emerging, and will gain popularity as a way to keep hardware costs down and make the processing, extracting and ultimately the monetization of data, faster, more intuitive and more effective. The SMB segment in India is one of the largest in

the world and these companies are increasingly competing for business outside of India, and hence need a lot of IT support and automation, further fueling demand for cloud-based delivery of IT services. As far as connectivity is concerned, the IT industry is going to play a critical role in making networks more effective, introducing software to help optimize network capabilities. This is going to be vital for handling the explosion in connected devices that some industry experts are predicting will reach 50 billion by 2020. Such a monumental growth means networks have to get smarter, not just faster and larger, and the IT industry will be key in enabling this. We will also see an increasing evolution towards virtualization in networks, where more and more network functions are decoupled from the network device layer and abstracted within the IT software layer. As a result, communica-

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tions service providers will have more agility in handling their networks; a definite must in the future connectivity landscape. What kind of growth is expected out of IT business by 2020? M&A among Indian service providers is imminent, and they will be looking for solutions to help them integrate and optimize existing systems and network assets in order to drive operational cost-efficiencies. In addition, to remain successful and competitive, they will need solutions to allow them to deliver a seamless customer experience no matter which network or device the customer is using. The continued adoption of outsourcing and managed services operational models by communications service providers worldwide will be additional contributors to growth of IT business in India, which has long been a major source of IT outsourcing services. Large and also smaller enterprises will increasingly look to reduce expenditures and concentrate on core business activities such as sales and marketing by outsourcing parts of their operations to experienced vendors and by using software-as-aservice type of offerings. In this case, what all opportunities do these trends present for the Indian IT business? The advance of enterprise mobility and collaboration tools by 2020 should make the IT business workplace a very different place than it is today. Tele-video conferencing may be the norm, making face to face meetings obsolete. Automated translation of voice may make international business easier and the economy more global. In the coming years, which all new verticals and customer segments will largely invest in IT? We will see major investments in areas such as mobile financial services, eHealth and education, big data as a resource, as well as ERP on cloud. The future will see major opportunities to use digital services to bridge gaps in finances, health and education. This phenomenal growth will require major IT investments in user interfaces, data and event processing, as well as security. IT and communications service providers have a big role to play in managing the flow of information around the healthcare and education ecosystems. Big data as a resource for social improvement will become a game changer for governments and national infrastructure providers. Using big data to identify the location of large populations

could be used to improve public services, prevent or predict disease and react to crisis. We will also see service provider investments in capabilities to support SMBs. With consumer revenues flattening, service providers are looking to the enterprise segment more than ever before to satisfy their growth and revenue goals. Not surprisingly, many service providers are therefore honing their services and bundling strategies to appeal to a greater range of SMBs, making strategic investments in data centers to expand their cloud-based services strategy, as well as launching business application stores. Service providers need to recognize the unique needs of business customers, and develop OSS, BSS and CRM strategies that support complex business customer hierarchies and vertical industry offerings; offer scalability for high numbers of users and process volumes, and allow them to meet stringent SLAs. What all challenges that needed to be overcome in this journey? Some of the challenges facing the local IT market include - offering a seamless customer experience across any network and service: There are nearly 900 million mobile phone subscribers in India

giving up some of their personal. What will be the contribution from Amdocs to build the domestic market? Providing mission critical solutions to the world’s largest service providers, Amdocs is always looking for top talent and offers a challenging and dynamic, multi-cultural working environment and multiple career and professional development opportunities. Amdocs also invests in programs worldwide to make a true difference in the communities in which its employees live and work, with a focus on supporting the well-being of children at risk. As part of this program, Amdocs India has been, for the past several years, executing a wide array of annual activities involving volunteer work of hundreds of employees, company funding, and strong, long-lasting partnerships with dozens of residential schools, orphanages and day-care institutions. Q. Could you please share your roadmap? Our goal is to help our customers succeed in this fast moving, always changing environment.

“TO DEVELOP PROFITABLE, LONG-TERM RELATIONSHIPS WITH ENTERPRISE CUSTOMERS, SERVICE PROVIDERS MUST DIFFERENTIATE ON CUSTOMER EXPERIENCE AND PROVIDE A SERVICE THAT IS TAILORED TO BUSINESS NEEDS”

and this number, as well as the number of mobile apps they are using, is continuing to grow with the the spread of affordable 3G and 4G networks. Service providers will need to differentiate based on the experience they offer to their customers. They will also need to ensure they have capabilities to address customer complaints received through social channels and proactively deal with service issues. Data and network connectivity to remote locations - although the Indian government is investing in rolling out a national broadband network, there are still a lot of challenges in terms of actual rollout costs and return on investment. Addressing data privacy concerns - privacy concerns using mobile devices for financial and geo-location services will need to be alleviated with improved security and end user education around the value they can receive in terms of services and customer experience in exchange to

Amdocs continues to make significant investments to enhance its vast product and services portfolio across BSS, OSS and network control and optimization domains, including proactive care and social CRM capabilities to help service providers pre-empt and proactively manage customer issues, all designed with a focus to improve the customer experience the service provider can deliver. Following its acquisition of leading mobile network optimization solutions provider Actix in September 2013, Amdocs recently announced in November its plan to acquire Celcite, a leading provider of network management and self optimizing network (SON) solutions. Both acquisitions demonstrate Amdocs’ continued commitment to its network software and services strategy and expand the Amdocs portfolio further into the network software domain to manage customer experience across both networks and IT. ë

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PRAMODH MENON,

MANAGING DIRECTOR, COMMERCIAL BUSINESS, CISCO INDIA & SAARC

“Strengthening partner engagement” IN A BID TO GARNER BETTER MARKET POSITION AND DRIVE THE REVENUE GROWTH, THE TECHNOLOGY VENDORS HAVE INCREASINGLY FOCUSED ON LEVERAGING PARTNER CAPABILITIES AS WELL AS STRENGTHENING ENGAGEMENTS WITH THE CHANNEL ECOSYSTEM. ENTERPRISE CHANNELS SPOKE TO PRAMODH MENON, MANAGING DIRECTOR, COMMERCIAL BUSINESS, CISCO INDIA & SAARC. EXCERPTS

Looking at the volatility of economic scenario, how has been the performance of Cisco’s commercial business in the recent times? Overall, the growth has slowed down from the peak years like that of 2011. Though we can’t share

the figures, there are still a lot of opportunities to be tapped. In 2013, we definitely saw a positive growth. But the growth is slower than the previous years. Does this also called for some kind

of transformation in your business model to garner a better market position here in India? We constantly and dynamically re-position ourselves in both good as well as bad markets. Historically, the transformation has to be done in those markets where transitions are very real and fast and this is where we have gained even more market share. We look at those opportunities to invest and break away further from the competition. Right now, as we are operating out of India, we are facing some macro-economic challenges. The question comes here as to how do we re-position and re-direct ourselves towards areas that gives us maximum opportunities for growth. As I said, we are really happy about what we have achieved till date over the last 3 years. Did you also have to re-align your

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marketing initiatives? With our marketing initiatives, we try to generate demand and leads, and then enable partners to actually take the leads through sales process to closure. And if the enablement is required, then the partners need to be fully clear on why Cisco and why him for the customers. What has changed in the context of macro-economic scenario is that people are asking a very critical question these days i.e. ‘why they should purchase now’ and this is what you have to answer for any customer. And this is where we are trying to help the partners because customers’ willingness to buy Cisco has not changed as they see value in our offerings. What has changed is probably their willingness to buy ‘today’, as they are again closely looking at the economic scenario and being careful with their IT spend. Firstly, we are trying to create more and more capabilities with our partners and own teams to respond to the question of ‘why now’. It could be ROI calculators, payback period, and with non-IT buyers like CFOs also coming into the fray, you have to use a different vocabulary altogether. This is the enablement piece by which you respond to the market situation. Secondly, we are trying to do more in terms of offers using our Cisco capital financing so that we can accelerate the closure. In the context of slowing economy, our challenge is not about deals getting lost but customers’ delaying decisions or deals being moved out. Commercial business is seen as a high growth for Cisco in India. Could you articulate the growth strategies for this segment? There are only two ways through which you achieve growth in the marketplace. Firstly, it is by selling more to your existing install base and secondly, by acquiring new customers who have not bought Cisco in the past. Our strategy is fairly aligned to these two themes. For example, our Partner Plus program is like creating intelligence which partners can use to sell to our existing customers. One portion of the data, which we share with the partners like giving them the conversation guides, reason to sell to the customers, etc, helps them to deal with the existing install base and entice them to buy more. For example, if somebody has bought switching, how can you talk about security, collaboration, data centers, etc. The second strategy is acquiring new partners and through them, a new set of customers. This is part of our Velocity program, where we are trying to put as many relevant offers as possible in the market and leverage the distribution very

hard, thus activating new partners and incubating them in the first phase so that they see value in Cisco, and profile all these potential partner sets. However, our messaging to different partner sets is different. We do a fair amount of partner segmentation to see which partners can be activated to get new customer logos and practices for us.

all those areas in India. And finally, with a few select partners, we follow this Practice Builder approach. or example, if mobility is a key requirement for a set of customers that they are going to address, we actively encourage and co-invest with them to hold the mobility practice creation. Obviously, this will be done with a fewer set of partners as long as business case and the number of customers for that service is very clear and then you build that up.

Cisco has been increasingly focusing towards mid-market. What is the rationale behind this move? Mid-market is our number one growth market globally and it is also a $55 billion addressable market for Cisco globally. Hence, our headroom to grow in this market is higher and opportunity size is bigger. And this market is also growing faster than the enterprise market. All these factors make it a easy decision for Cisco as to why we should focus on this market globally. We are focusing more on ‘made for midmarket’ portfolio. And clearly, the attempt is to layer more and more value in to the mid-market product and also ensure they are part of the larger architecture that we are presenting to the mid-market customers.

Cisco offers a mechanism wherein your sales force will be compensated by the partners’ business and India is a first market to embrace this model. Any update on this? This is essentially partner led mechanism. Today, partners need clarity in terms of engagement, what they are getting from Cisco in terms of lead, customer information, etc. Besides, they also need clarity on the outcome. The way to encourage investment on Cisco is by giving a reasonable surety that the outcome is going to be their benefit. These are the three things that we are taking care of.

How closely are you working with partners in order to build their

What are key thrust areas for commercial business this year?

“WITH OUR MARKETING INITIATIVES, WE TRY TO GENERATE DEMAND AND LEADS, AND THEN ENABLE PARTNERS TO ACTUALLY TAKE THE LEADS THROUGH SALES PROCESS TO CLOSURE”

commercial practices? What all investments being made to develop mid-market channel? The primary strategy is based on Partner Plus which is an umbrella program for mid-market. We have provided them with a significant amount of customer intelligence in areas like where they can go and sell, what is the outcome they can see, etc. Mid-market is all about scaling up. Secondly, we are focusing on the technical as well as business conversation. Many partners might not have the capability today and you have to help them build it and prepare them to face any type of customers. At the same time, we also realize that it may take some for partners to build these capabilities. This is where, we provide Access to Partner Help Plus and Help Lines through which we double investments in

Our brand is very strong across all the segments and we don’t need to do a lot in terms of branding. This is really a big asset for us. We will launch the Merakee brand soon, which is cloud based networking service model. Here, we will expect to dramatically lower the cost for the customer because it is a combination of box plus services part. We also believe that some of the technology trends, including virtualization and security that is getting a lot of attention from the customers, the ability to do unified access that is again a combination of both wired and wireless, and context-aware nature of the security, will give us an advantage as our products deliver much better than anybody else. The whole unified architecture across compute, mobility, and collaboration is coming into play in the mid-market. Our value proposition is getting better and better in this market. ë

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MY VIEWS

EDGAR DIAS,

REGIONAL DIRECTOR, BROCADE INDIA

“Changing rules of the game” IN A BID TO ADDRESS THE BURGEONING MARKET DEMANDS, THE NETWORKING PLAYERS ARE EXTENDING THEIR DATA CENTER EXPERTISE ACROSS THE ENTIRE NETWORK WITH FUTURE-PROOFED SOLUTIONS BUILT FOR CONSOLIDATION, VIRTUALIZATION, CLOUD COMPUTING, AND

Current investments are primarily driven by ongoing data center modernization, as well as new data center build outs. Analysts predict that Indian businesses are looking to focus on optimizing the IT Infrastructure and strategy by implementing dense virtualization in large captive data centers coupled with growth in data center service providers. Mobility, social media and cloud computing adoption in enterprises are expected to have significant influence on the way data centers are designed, operated and managed their by the data center services providers.

NETWORK CONVERGENCE

What’s your assessment of the Indian IT market. How is it going to evolve in the next 5 to 6 years? Indian market continues to be a promising market in many ways despite growth having tapered off in some sectors. McKinsey’s report estimates that the 3rd party outsourced data

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centre market in India is expected to grow at a CAGR of 32% to Rs 5,500 crore by the year 2017, fueled by spending in verticals such as banking and financial services, media and entertainment service, manufacturing, international telecom providers and retail accounting for 70% of this growth.

Highlight the technologies that will be in forefront of driving this growth? Customers today are increasingly looking at moving to the cloud and exploit virtualization technology to drive simplicity and automation. According to Gartner, in the next 5 years, the amount of data that we generate will grow five times from what we generate today. The volume of data is set to grow 800% over the next five years

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MY VIEWS

and 80% of it will reside as unstructured data. Hence, the technology that can self-provision and automate will be the key factor for driving the adoption of technology. Could you please throw some light on the megatrends that will drive IT business landscape and create new opportunities for the industry by 2020? Network Functions Virtualization (NFV) and software-defined technologies (network, virtualization, data center, storage and infrastructure) are expected to move into a phase of deployment from that of research and trial. While the debate on SDN (Software-Defined Networking) is still on and it may be too early to expect full SDN deployments, we do believe that future technology infrastructure investments will include SDN. The explosion of smart digital devices and the consumer demand for applications is pushing the boundaries of software programming and creating an application-heavy era ahead of us. More and more personal cloud technologies will emerge, changing the environment and business models towards services and against devices. Moreover, the Internet era is spreading wide and deep and to have Internet access has become an absolute necessity for today’s generation. Lastly, the explosion of digital data, proliferation of devices and BYOD in organizations are together causing many challenges to the CIO and the IT team, as data is becoming too big and fast to handle, and gaining value from this ‘Big Data’ requires a new approach. Which all new verticals and customer segments that will largely invest in IT? In which areas, do these investments will take place? Specific industry segments like telecom, BFSI, education, IT/ ITES, healthcare and media and entertainment and government are likely to invest largely on IT implementations. Meanwhile, cloud is emerging as the alternative model to on-premise legacy systems. The cloud means on-demand hosted services, such as computing, network, and storage capacity, where all the timeconsuming, complex, and expensive hardware management takes place at one layer removed from the buyer. A research commissioned by Brocade in Europe shows that 60 percent of enterprises expect to complete their transition to the cloud computing model within the next two years. The key business drivers are to reduce cost (30 percent), improve business efficiency (21 percent), and enhance business agility (16 percent).

Highlight some of the common issues that are bothering the enterprises today? The prime challenge that the customers/ organizations face is the struggle to innovate and grow with the emerging technologies. The enterprises should clearly understand that they don’t need to do a wholesale change and virtually rip and replace everything at once. Companies have made investments already and they should look for solutions that can work with those existing technologies. In fact, they can dip into technology like SDN by doing something like augmenting layer 3-7 network services, such as firewalls or load balancers without any disruption whatsoever. They will still get the agility and cost advantage without drastically altering their network or operational environment. Enterprises can also start leveraging SDN in specific parts of the IT department. One area is the development/test environment where, again, adding software-defined network services that mirror the production environment bring advantages without disruption. Brocade solutions provide companies investment protection; they don’t need to discard their existing infrastructures. Brocade is designed for virtualization and is very simple to operate –

technology perspective. Through our channel partners and the ecosystem that is reselling Brocade, we will build a capability within the Indian ecosystem of partners to be able to implement and offer innovative solutions. What’s your vision and goal for 2020? And how are you going to achieve this goal? Brocade has always believed in changing the rules of the game – we are the original disruptors’ of technology. While our competitors have continued to focus on incremental technologies and product upgrades, Brocade has changed the basic architecture. There are lots of examples virtualization as a core technology enabling cloud computing is a disruptive technology and has brought down cost of solving problems. We are focused on growing faster than the marketplace and continue grabbing major share of competitions customers. One of the differentiators that Brocade brings to the table is that we introduced Fabric-as-a-Service; we brought in Ethernet fabric. Ethernet Fabric will play a significant part in our aggressive growth strategy. Brocade will focus on the cloud opportunity and will look to partner with key organization in their cloud strategy. Also being the first off

“BROCADE TAKES AN OPEN-STANDARD AND EVOLUTIONARY APPROACH THAT PROTECTS THE HUNDREDS OF BILLIONS ALREADY INVESTED IN SERVER, STORAGE AND NETWORKING”

today CIOs spend 70% of their budgets for managing their data centers and networks and spend only 30% towards acquiring new infrastructure, Brocade solutions reverse that. Brocade takes an open-standard and evolutionary approach that protects the hundreds of billions already invested in server, storage and networking. As one the global leaders, what will be the contribution from your end to build the domestic market? The data centre is arguably the most active and critical segment of today's IT environment in terms of innovation, strategy, and investment which is the key focus for Brocade. As a leading networking player, we will continue to build the best of breed products with a key focus on innovation of the data centres. We will continue to bring thought leadership from a data centre

the block to offer fully ready IPv6 compatible products, we hope to enable enterprises looking to move to the IPv6 environment do so with ease. Brocade is focusing on bringing products to the markets that have unmatched simplicity, non-stop networking, application optimization and investment protection. Brocade, from a networking stand point, gives the customer application provider choice and Infrastructure provider choice, hence allowing business agility and financial efficiency in a cloud atmosphere. Brocade wins customers for its technological leadership, innovation and deep expertise. By 2020, Big data will become a business in its own right; automation to seep across verticals; customers to be a major source of innovation in 2020; Ethernet will continue to revolutionize networking and cloud will be the key business enabler. ë

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INNOVATIONS

NEC Display 32-inch V323 LCD Display NEC Display 32-inch V323 LCD display, a highperformance addition to its commercial-grade V Series that utilizes LED backlighting for improved power consumption and a slimmer cabinet depth.

Delivering a greater than 40% decrease in power consumption compared to its predecessor, the V323 large-screen display maintains its remarkable brightness and adds a full HD panel. Its edge-lit

LED backlight enables a slimmer cabinet depth and lightweight design, providing flexibility for a variety of installations. Integrated temperature sensors and fans protect display installations.

HP Z1 G2 HP Z1 with Windows 8 Touch and Intel Thunderbolt capabilities makes it the most powerful, innovative and fully featured all-in-one workstation. Ideal for knowledge workers and specialists in CAD, graphic arts and university education, the HP Z1G2 offers fast data transfer speeds for compute-intensive workloads and new technologies like Thunderbolt offer the flexibility for high-performance external expandability. Whether it’s being used by an engineer creating 3-D components, an architect designing buildings or a videographer editing event footage, the HP Z1G2 gives creative professionals the power they need to bring ideas to life faster. The HP Z1 G2 is joined by three new all-in-one PCs ideal for use in small and midsize business (SMB) and enterprise environments, including the HP Slate21 Pro All in One, HP’s first commercial Android all-in-one PC. The HP Slate21 Pro offers seamless integration with Android-based phones and tablets, along with access to efficient manageability tools, security enhancements and apps available through the Google Play app store. HP is the only workstation vendor to offer Thunderbolt as an option across both desktop and mobile workstations. Thunderbolt enables cutting-edge creative work, and the addition of this technology to the HP Z1 G2 expands HP’s leadership in innovation and demonstrates its commitment to the professional market.

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It also features built-in, 10-watt speakers and an Open Pluggable Specification (OPS) compliant expansion slot. This future-proofs the display and allows for the seamless integration of a computer or other NEC/third-party accessories. Moreover, video, RS-232 control and power are passed internally from the display to the computer, eliminating additional cabling.

KEY CAPABILITIES n Commercial-grade LCD panel and components, which enable extended run times n LED backlighting technology for reduced power consumption n 1920 x 1080 full HD native resolution, which provides stunning clarity n 320/450 cd/m² brightness (typical/maximum) and 1300:1 contrast ratio for brilliant imagery n DisplayPort, HDMI, DVI-D (in/out), VGA 15 pin D-sub (Composite, Component, S-Video), which enable connectivity to a wide range of peripherals n RS-232C, Ethernet (RJ45), IR Remote, DDC/CI for external control n Built-in, 10-watt speakers enhance the experience with superior sound n TileMatrix, which facilitates video walls up to 10 x 10 n Built-in ATSC digital tuner, which allows for high-definition broadcast capabilities (V323-AVT model only)

PLEASE SEND YOUR FEEDBACK AT EDITOR@ ENTERPRICECHANNELS.COM

KEY CAPABILITIES n The power of Thunderbolt. Connect in a flash with up to four times USB 3.0 bandwidth using optional high-performance Thunderbolt 2.0 ports located on the side of the HP Z1G2. n Professional display. Let ideas shine on the HP Z1 G2’s brilliant next-generation, 27-inch diagonal IPS display. Choose from 10-point touch with stunning edgeto-edge glass or non-touch with antiglare capability. n Tool-less chassis. Change most parts or make upgrades without tools or a service technician. Simply snap open the chassis and customize as needed. n Bold and bright. A wide range of 3-D professional graphics options,

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18/01/14 12:31 am

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CMY

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RNI NO: DEL ENG/2013/49006 Postal Reg. No.: DL-SW-1/4169/13-15

Date of Publication: 18 of Every Month Date of Posting: 20 & 21 of Every Month

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