My Brand Book 2012 PART -1 by My Brand Book

Brand Book of the Year 2012

indeX Acer India Adobe India

15 16

Eurotech Technologies Pvt. Ltd. Fortinet Inc.

45 47

ADVA Optical Networking Alactel Lucent AMI India AOC India Array Networks Asus Technology Pvt. Ltd. Belkin India Pvt. Ltd. Blackberry (RIM) BMC Software India Brocade Communications Systems India Pvt. Ltd. Canon India Pvt. Ltd. Checkpoint Software Technologies Ltd. Cisco Systems India Pvt. Ltd. Corsair Memory CSC India DELL Computers India Pvt. Ltd. D-Link (India) Ltd. Elitecore Technologies Pvt. Ltd. EMC Data Storage Systems India Pvt. Ltd. Emersson Network Power (India) Pvt. Ltd. Epson India Pvt. Ltd. Ericsson India Pvt. Ltd. eScan (MicroWorld Technologies)

17 18 19 20 21 22 25 26 27 28 29 31 32 33 34 35 37 39 40 41 42 43 44

FUJIFILM India Pvt. Ltd. GIGABYTE Technology India Pvt. Ltd. GO IP Global Services Pvt. Ltd. HCL Infosystems Ltd. HID Global HP India Sales Pvt. Ltd. HP India Sales Pvt. Ltd. (PSG) IBM India Pvt. Ltd. Intel Technology India Pvt. Ltd. InterraIT iValue Infosolution Pvt. Ltd Karbonn Mobiles Kaspersky Lab India Kingston Technology (India) Kobian Pte. Ltd. (India) Lenovo India LG Electronics India Pvt. Ltd. Logitech Electronic India Pvt. Ltd. Mahindra Satyam Matrix-Comsec Micromax Microsoft Corporation (India) Pvt. Ltd. Mindlance

48 49 50 51 52 53 54 55 56 57 59 61 62 63 65 66 67 68 69 71 72 73 74

Brand Book of the Year 2012

indeX Mindteck (India) Limited. Motorola Solutions (India) MSI Computer (India) Pvt. Ltd. NComputing Inc. NEC India Pvt. Ltd. Neoteric Informatique Ltd. NetApp India Nokia India Pvt. Ltd. Novell India Pvt. Ltd. NVIDIA (India) Oracle India Pvt. Ltd. Quest Software (India) R&M India RAH Infotech Pvt. Ltd. SanDisk Corporation (India) Samsung India Electronics Pvt. Ltd. SAP India Pvt. Ltd. Schneider Electric India Pvt. Ltd. Seagate Technology India Socomec UPS India Pvt. Ltd. Sony India Pvt. Ltd. Sophos Computer Security Sparsh (Samriddhi Automations Pvt. Ltd.) SugarCRM Su-kam Power Systems Ltd. Symantec Software Solutions Pvt. Ltd. (India) 9

75 76 77 79 81 82 83 84 85 87 88 89 91 92 93 94 95 96 97 98 99 100 101 102 103 104

Tata Elxsi Ltd. Toshiba India Pvt. Ltd. Trend Micro India TVS Electronics Ltd. TYCO India (TE Connectivity) VMware Software India Pvt. Ltd. WatchGuard Technologies Inc. Western Digital Wipro Limited Xerox India Limited Zicom Electronic Security Systems Ltd. Cloud Services (HP India) Icons of India Brand Manager Industry Body / Authorities Telecom Service Providers in India Telecom Companies in India Manufacturing Hub – India Distributors & VADs IT Associations in India System Integrators & Solution Providers Application Service Providers Independent Software Vendors Value Added Resellers of India Categories

105 107

122 132 140 144 148 150 154 160 162 168 178 184 188

108 109 111 112 113 114 115 116 117 119 - 129 - 139 - 142 – 146 – 149 – 153 – 157 – 161 - 166 – 177 – 181 – 187 - 189

Brand Book of the Year 2012

MANAGING DIRECTOR & EDITOR-IN-CHIEF Deepak Kumar Sahu Editor S Mohini Ratna EXECUTIVE EDITOR Dr. Vijay Anand EDITORIAL Deepak singh Beenish Moumita Copy Editor C. M. Dutta Art Director Rakesh Kumar BUSINESS: Manish Sharma Ashok Ranjan Dash Shubhendu Nanda Ashok Mohapatra Anil Kumar Pradeep Parida L.G. Swami Madhu Sudan Dash Published by Kalinga Digital Media Pvt. Ltd. VAR House, A-84A/3 Rose Apartment, Paryavaran complex, IGNOU Road, New Delhi - 110030 Tel: 011-41656383, 46061809 Email: editor@varindia.com Website:www.varindia.com Printed and Published by Deepak Kumar Sahu on behalf of M/s. Kalinga Digital Media Pvt. Ltd. and Printed at Pushpak Press Pvt. Ltd. 153,DSIDC Complex, Okhla Industrial Are ,Phase-I, New Delhi-110020 and Published at A-84A/3 Rose Apartment, Paryavaran complex, IGNOU Road, New Delhi - 110030, Editor - S Mohini Ratna. For Subscription queries contact: info@varindia.com Subscription: Rs. 2000 (Per copy) All payments favouring: KALINGA DIGITAL MEDIA PVT LTD ÂŠ All rights are reserved. No part of this magazine may be reproduced or copied in any form or by any means without the prior written permission of the publisher.

Dear Readers.... VARIndia has made a new start. For the irst time, we are introducing Brand Book after serving the Indian VAR community dedicatedly for 13 years. If we take a trip to the memory down lane and deliberate on the nitty- gritty of the IT world all these years, we come to the conclusion that there is an urgent need for making the world know about the vendors who have carved a niche for themselves with their brand in the technology world. The information we have put here is culled on the basis of the feedback from our valued customers on the challenges they are facing on daily basis in choosing a right vendor for their regular growth and demand. In the past, it was possible to differentiate companies and brands from competitors through business processes, knowledge and technology. However, with the passage of time, these product differentiators have turned into product points of parity. Today, emerging and existing top industry leaders are more inclined to innovation and design as a means to scale new heights and make their companies a cut above the rest. Branding consists of creating a positive experience, backing them up with quality processes and technology, and then measuring the results. It should be remembered that results will be improved next time. It is not dificult to understand that this kind of seamless experience with your brand will produce good results. However, the rider is it is the market which decides what a seamless experience consists of. The difference between consistently superior investment results and mediocrity is the ability to ind businesses with durable economic moats that are available at reasonable prices. By the normal law, it is crystal clear that entities with powerful brands will enjoy economic moats that can generate high returns on invested capital on a consistent basis. However, knowing how much to pay for a brand is not an easy task because it is not always easy to quantify brand value in a manner that value investors are comfortable with. I am really thankful to all the Corporate Honchos, Brand managers and Corporate Communication team who have helped wholeheartedly and encouraged us in bringing this book and I must say Branding is a process and a success is a journey and with this we will dedicate this book to the Indian IT and Telecommunication Industries in India. Thanking you.

mohini@varindia.com

* All disputes are subject to the exclusive jurisdiction of competent courts and forums in Delhi only.

Brand Book of the Year 2012

Since its founding in 1976, Acer has achieved its goal of breaking barriers between people and technology. A proitable and sustainable Channel Business Model is instrumental to the company’s continuing growth, while its multi-brand approach integrates Acer, Gateway, Packard Bell, and eMachines brands in worldwide markets.

Brand Ethos Acer’s brand promise and company vision is to break barriers between people and technology. They have consistently launched successful products with new technological innovations year after year. Acer entered the India market more than a decade ago; with a motive to take technology across the country and they believe that they have always remained committed to their vision. There is no secret formula to building a successful brand. The key is to understand the pulse of the customer and cater to that very need in a seamless and eficient manner. Acer has a strong commitment towards its customers through its consistent and sustained business model. Over the last three and half decades, the company has consistently offered fresh technology across its diverse range of products such as of Netbooks, Notebooks, Projectors, Displays and Desktops. Here is where the customer truly gets to experience the brand promise of new age technology at a mainstream price.

Digital Edge S. Rajendran Chief Marketing Oficer Acer India ·

Acer has a stronghold in both the Education and Government space and the company will continue to strengthen its other growth drivers such as SMBs, BFSI etc. Acer has adopted an aggressive go-to-market strategy through the Acer Outreach Programme to reach out to every possible market in this country. Acer is proud to be a Worldwide Partner of the Olympic Movement, including supporting the Vancouver 2010 Olympic Winter Games and London 2012 Olympic Games.

Acer’s strength lies in bridging the gap between people and technology. They make every effort to bring its innovative technology irst to the market at the most affordable price points with features that consumers have never experienced before. Acer believes that brands today can be made or broken online and that is the power of this medium. Digital inclusion and engagement is a key priority in today’s diverse and challenging business environment. Social Media or Web 2.0 is fast becoming an effective and powerful way to target the audience. While it helps build the brand and expand your business reach, it also gives one the opportunity to directly interact with customers and receive real-time intelligence and feedback. It is true that Brand Equity is an intangible asset but also one that can go a long way in building and maintaining your reputation.

Power of Brand There is a huge difference in building brand equity and just getting branded. There are two parts to creating any successful brand; Brand image and Brand experience. Acer understands the diverse needs of its customers and has always strived to cater to those requisites. Target audience, Product categories, Service support, Distribution networks etc are not just found in marketing textbooks. They need to be applied in the business and smart, effective application helps in building the brand equity. To enhance brand equity, Acer sustains positive brand positioning and creates a top-of-the-mind recall, and usually follows a two-pronged approach - through TVCs and product speciic advertisements.

Philanthropic Gesture From 2006 on, Acer has comprehensively and thoroughly reviewed its actions for sustainable development. By means of integrating and embedding CSR into its business operation and participating proactively the global CSR initiatives, Acer has demonstrated its commitments and determination for CSR. An attempt was also made to contribute continuously to the global sustainable development. Acer designs environmentally friendly products and has established a green supply chain through collaboration with suppliers.

Products CONSUMER: Notebooks, Ultrabooks, Netbooks, Tablets, Smartphones, Monitors, Desktops, Projectors BUSINESS: Notebooks, Desktops, Servers, Monitors, Projectors

Brand Book of the Year 2012

Adobe revolutionizes how the world engages with ideas and information. Its award-winning software and technologies have set the standard for communication and collaboration for more than 25 years, bringing vital and engaging experiences to people across media and to every screen in their lives, at work and at play.

Power of Brand Adobe has a very niche positioning in the IT industry with a plethora of products that cater to various segments. Their creative DNA not only enables the creation of beautiful and powerful images, videos, and apps, but also reinvent how companies interact with their customers across every digital channel and screen. Adobe Creative Suite offers the most innovative tools for creating digital media, while Adobe Digital Marketing Suite delivers ground breaking solutions for data-driven marketing.

Brand Ethos The impact of Adobe software is evident almost everywhere you look. Whether people are collaborating at work, transacting online, or socializing with friends, businesses use Adobe software and technologies to turn digital interactions into richer, high-value experiences that reach across computing platforms and devices to engage people anywhere, anytime. With a reputation for excellence and a portfolio of many of the most respected and recognizable software brands, Adobe is one of the world’s largest and most diversiied software companies.

Umang Bedi MD- Sales & Marketing South Asia Adobe Systems ·

Adobe’s support solutions maximize the return on investment in Adobe technology, thereby enhancing overall business performance and competitiveness. · Adobe wants to empower people to use its innovative technologies and solutions in ways that have a positive impact on society. · Everywhere you go, from Billboards and magazines, movies and TV shows, websites and multimedia experiences you see Adobe products and technologies in action. · Today around 35% of Adobe’s global R&D is currently done out of India campuses. · The Creative Cloud is our irst example of this change; a SaaS offering that is part destination for design inspiration, part trusted hub for sharing creative assets and a direct link to Adobe products.

Digital Edge Adobe innovations drive the future of digital media. Whether it’s a smartphone or tablet app, a game, a video, a digital magazine, a website, or an online experience, chances are that it was touched by Adobe technology. By providing complete solutions that combine digital media creation with data-driven marketing, they help businesses improve their communications, strengthen their brands, and ultimately achieve greater business success, Adobe’s complete solution for creating, delivering, and optimizing content is the answer. Adobe helps customers create highly compelling content, deliver it across diverse media and devices, and then optimize it through systematic targeting and measurement.

Philanthropic Gesture Through their corporate social responsibility (CSR) initiatives, Adobe enables its creativity, innovation, and collaboration among people inside and outside of the company. At Adobe, their community activities are driven by both the Adobe Foundation and Adobe CSR teams. They primarily invest in organizations that are addressing arts and creativity; education; and youth service issues. The Adobe Foundation is a private 501c3 foundation created and funded by Adobe Systems Incorporated to leverage human, technological, and inancial resources to drive social change and improve the communities in which they live and work. The Foundation funds and oversees Adobe Youth Voices (AYV), their global, signature education program and a community grants program designed to create strategic, high impact partnerships with nonproit organizations within the areas of arts and creativity and youth services. In India, the program is currently operating in 70 sites reaching out to more than 3500 children and 84 educators across the country. The Adobe Foundation also announced scholarships worth Rs.125,000 for meritorious AYV students.

Products Acrobat, Creative Suite, Digital Marketing Suite, Digital Publishing Suite Elements, Mobile apps, Photoshop, Touch Apps Solutions Digital marketing, Digital media, Web Experience Management Industries Education, Financial services, Government

Brand Book of the Year 2012

ADVA Optical Networking is an innovative, fast moving high-tech company known for open and transparent communication with strong customer focus. There are three key ingredients that determine the company’s personality and brand: Innovation, Speed and being a Trusted Partner to a loyal and growing customer base.

Brand Ethos ADVA Optical Networking is focused on promoting the Fiber Service Platform (FSP) as a software-automated Optical+Ethernet networking solution that adds scalability and intelligence to customers’ networks while removing complexity and cost. The FSP consists of two market-leading hardware platforms (FSP 150 and FSP 3000) and a unique management platform (FSP management software suite). By launching several key features across all product areas every year the company is strengthening the value of ADVA Optical Networking’s FSP brand (technology, cost and quality leadership) while enhancing the competitive differentiation of the sub brands.

uses a cloud-based CRM tool with a state-of-the-art web portal providing customers and partners access to latest technology and product documentation as well as real-time information on order and delivery status. In addition, ADVA maintains a dynamic and active online presence, including an electronic customer newsletter, a blog and an industry-leading social media outreach. ADVA Optical Networking’s blog “Technically Speaking” is one of the most active in the industry, where experts and technologist engage on relevant topics. The company’s presence on LinkedIn and its own YouTube channel support the brand value of being

an innovative, fast-moving organization with a personal touch.

Power of Brand

UdayaBhaskar Rao Director of Sales ADVA · · · ·

Trusted partner to a global and growing customer base. Innovative, fast moving high-tech company Known for open and transparent communication Promoting the Fiber Service Platform (FSP)

ADVA Optical Networking is fully committed to offering a complete set of customized service solutions, differentiated from the competition. In today’s iercely competitive marketplace, customers need to convert network investments into revenue streams as quickly as possible. ADVA Optical Networking’s team is industry proven and offers customized service packages tailored to customers’ needs. The Company’s service portfolio covers the entire network lifecycle. The Plan, Build, Care and Manage offerings are supported by professional product and technology training as well as industry-recognized program and project management.

Digital Edge ADVA Optical Networking’s “ADVANCE” marketing campaign underscores its position as a technology leader and its drive to help customers accelerate their transition to next-generation networks. The company Solutions Data Center Connectivity, Business Ethernet, Mobile Backhaul, Broadband Backhaul, Agile Core Transport, Research & Education

Philanthropic Gesture ADVA Optical Networking is proud to be a trusted partner to a global and growing customer base. The company’s innovation and speed for customers come with a personal touch. Corporate Social Responsibility is a supporting element for its brand identity. ADVA Optical Networking is eager to help address the needs of the overall environment as well as to involve itself in the communities in which it conducts business. The company has adopted a telecommuting policy that allows employees to save gas and support the environment. In addition, a recycling program is in place in the U.S. ofices, motivating employees to increase their environmental consciousness. At its site in Meiningen, ADVA actively supports a local non-proit organization focusing on the needs of physically and mentally disabled individuals by integrating these individuals into the site’s operations activities like the assembly of small parts for products and document archiving.

Products Scalable Optical Transport, Carrier Ethernet Access, Automated Network Management, Customer Services Technology

Brand Book of the Year 2012

Alcatel-Lucent delivers the innovation that the customers need to stay ahead, evolve, become radically more eficient, and move at the speed of ideas, both in the lab and in the marketplace. Alcatel-Lucent is a global telecommunications corporation, and provides telecommunication solutions to service providers, enterprises, and governments around the world, enabling these customers to deliver voice, data, and video services. The company focuses on ixed, mobile, and converged networking hardware, IP technologies, software, and services.

Brand Ethos Alcatel-Lucent is intuitive, curious, inventive, practical and bold, which allow creating new ideas for the customers, its business and employees. New thinking and new ideas are encouraged and nurtured throughout the global operation which makes Alcatel-Lucent a successful brand and a company. Alcatel-Lucent brings an unmatched heritage of ideas and execution to the challenge of realizing the potential of a connected world. Its customers turn to them for its ability to deliver on their future.

Digital Edge

Anirudh Patil VP – Marketing, Strategy and Communication, Alcatel-Lucent ·

· ·

Alcatel-Lucent has grown to become the trusted transformation partner to its customers for a smooth evolution toward LTE. LTE is a fourth generation technology with capabilities built on 3GPP standard which has linkages with other networks including 2G and 3G. Alcatel-Lucent’s end-to-end LTE solution is driving the transformation of service providers’ networks - helping them to address the explosion in mobile data trafic; it lowers total cost of ownership, unlocks new wireless business models and redeines end-users’ mobile service experience. Alcatel Lucent and Bell Labs are driving the next generation standards. With the announcement of Light Radio in February last year, Alcatel Lucent has created a paradigm shift in the multi band radio deployments.

At the core of the innovation is Alcatel-Lucent’s Bell Labs, an innovation engine with researchers working at the forefront of such areas as multimedia and converged services and applications, new service delivery architectures and platforms, wireless and wireline, broadband access, packet and optical networking and transport, network security, enterprise networking and communication services and fundamental research in areas such as mathematics, nanotechnology, and algorithmic and computer sciences. Alcatel-Lucent is not just adapting with the industry; but also actively helping to spark its transformation. Social media is helping to forge a new era in business transparency and engagement, creating both new challenges and opportunities. Gone are the days when companies could rely on ad campaigns or other mode of communications to communicate with their customers. With sites like Facebook and Twitter, companies have their own broadcasting network, and businesses are beginning to see that rather than spending millions of dollars on traditional ad campaigns, small acts can be more valuable because people will inevitably share such experiences through the social web.

Philanthropic Gestures Alcatel-Lucent is committed to playing an active role in addressing climate change by providing solutions that address the environmental challenges and by reducing its own carbon footprint. It is based on respect for the fellow citizens and the value it brings to those communities where it operates in areas such as climate change, bringing affordable infrastructure to places that are completely deprived of these capabilities, and fostering an environment for the people to be the very best day in and day out. Alcatel-Lucent has a dedicated foundation to lead company’s charitable activities — managing education programs as well as employee volunteerism on a global scale. The Foundation’s purpose is to support the AlcatelLucent commitment to social responsibility by serving and enhancing the communities where the employees and customers live and work around the world. Alcatel-Lucent believes that everyone within the company and connected to it has a role to play.

Products: Access Solutions, Mobile Phones, Applications, Network, Service Management and OSS/ BSS, Carrier Ethernet, IP/MPLS & ATM Networks , Optics, Carrier VoIP, Voice and Multimedia, Submarine Systems, Convergence/IMS, Wireless Access and Transmission, Enterprise

Brand Book of the Year 2012

American Megatrends India (AMI) offers high-end technology solutions and is a leader in the field of embedded, storage and mobility solutions. The company develops its solutions only after it identifies the need of its target customers. The solutions offered are devised to meet this need. AMI’s brand is successful as it is able to capture the target customer with the right and required solution.

Brand Ethos Sridharan Mani Director & CEO American Megatrends India (P) Ltd. · · ·

AMIs domain expertise lies in storage, embedded and mobility. Some of its customers for storage solutions are Shriram Chits, T-Series, Fullerton, Fortis Hospital, Power Grid. AMI is visible through half a billion computers that boot everyday using its AMIBIOS.

The company is busy developing and offering high-end technology solutions, a leader in the field of embedded, storage and mobility solutions. To be specific their primary thrust areas are mobility, embedded, platform validation services and IPSAN storage solutions. They develop their solutions only after they identify the need of their target customers. The brand is successful as it is able to capture the target customer with the right and required solution. They ensure Security of Information by Compliance to Legal, Regulatory, Statutory requirements and preserving Integrity and Confidentiality of information related to AMI, clients, employees and Business Partners.

BIOS & Firmware Embedded controllers (EC), AMIBIOS8, Aptio, Pre-boot Applications, Enterprise64BIOS Storage Entry level, Mid Level, Enterprise Level, JBOD enclosures, Software, Technology, Testimonials and Case Studies

Digital Edge The brand is promoted across the available and popular mediums like online media, print media, social networking sites and other traditional marketing mediums. They are visible through half a billion computers that boot everyday using the company’s AMIBIOS.

Power of Brand Each of American Megatrends sub-brand’s is symbolic to the industry it caters to and the solution it offers makes a brand impression by itself. Therefore each of their sub-brands has their own value proposition for each of those target segment and the master brand retains the value above all. At AMI, they have the right resources for the development of products and solutions to meet the exact need of their target customers. These solutions are engineered from start to finish in a manner that the customer does not have to worry on the services part of it. Apart from the regular 24x7 support, this is another way the company ensures that these cover all areas right from development to execution and not just from the post-sales perspective.

IPMI & Remote Management IPMI Management, Service Processor, Blade Management, ATCA $ PICMG, PCI and Embedded Diagnostic Utilities GPS Tracking Systems

Brand Book of the Year 2012

AOC is an expert in the Display Monitor segment. With years of indepth market experience, strong product knowledge, keen customer insights, powerful manufacturing background, sound cost structure, and solid inancial standing, AOC has achieved a leading position in the Indian market and increased its sales remarkably.

Brand Ethos Taking care of every minute detail, AOC is focused on ive key ingredients of Brand Building –Quality, Credibility, Differentiation, Consistency, and Communication. Quality standards are most important in creating a brand as it adds credibility to the products. AOC is a trusted and respected brand. Its products are unique in feature and deliverables so that they can stay ahead in competition. Consistency in delivery is one of the most important stands that the company has taken in creating AOC brand. Last but not the least, consistent communication of product updates and launches played a pivotal role in establishing it as a successful brand and ensuring visibility to the consumers.

Saurabh Grover Sales Head India AOC Monitor Business ·

· · ·

On 2nd of April 2012, the 11th Anniversary of TPV India was celebrated with great fervor in all their ofices across India. Every AOC television and monitor comes with 3 years warranty. AOC has over 200 service centres in across India. The AOC in house call centre provides service 365 days a year. AOC introduced a huge range of monitors with latest technologies such as, Razor, Touch screen, 51st ID (dual stand), 3D, IPS (In Plane Switching) and 27” monitors. Many renowned corporates like, Shoppers Stop, McDonald’s, Lifestyle (Home Centre) and Delhi Metro are using AOC monitors. The AOC Brand along with its parent company TPV Technology Ltd is fully committed to be as green as possible and have agreements with respected vendors in the ield of electronic waste disposal.

Digital marketing enables companies to directly interact with end consumer. It is fast, versatile, practical, affordable, streamlined and gives information about what consumers want, their feedback on new products, sales lead, how much brand is known, etc. AOC has also realised the importance of digital marketing. Online communication via email, social media marketing; eficient use of internet marketing tools like website, Google ad words, Videos on You-tube are on its plans to target end consumers.

Power of Brand Majority of monitors in AOC’s product portfolio are equipped with innovative LED backlights. The integration of LED backlight technology allows a much slimmer build with a proile less than 1cm, opening up entirely new possibilities for designing much more attractive and far more sophisticated products. Millions of AOC customers are reaping beneits of this innovative technology. AOC plans to equip all of its products with LED backlight panels next year. This year, AOC will continue to develop new products, with more of its worldbeating “lightest”, “thinnest” and “ecofriendly” concept models.

Digital Edge The world is rapidly shifting from analogue to digital. People are using more and more digital content on a daily basis – be it mobile phones, laptops, desktop computers at work, or any other medium. The digital media space is a mix of high interaction platforms like, facebook, twitter and other key information sharing platforms. As a brand it’s important to identify the right platforms and create the right mix for both Social Media Marketing and Online Reputation Management.

Philanthropic Gesture Corporate Social Responsibility plays a very delicate role in increasing the brand visibility. CSR gives you chance to connect with the common man. AOC currently doesn’t have any activities in this area but they have plans to get involved in the CSR activities by the mid of next iscal year.

Products: TV, LCD, LED 3D (coming soon) Monitor LCD, LED, 3D, IPS Monitor TV

Brand Book of the Year 2012

Founded in 2000, Array Networks is a leader in the enterprise secure application delivery and universal access solutions for rapidly growing SSL VPN and application acceleration markets. More than 3,500 customers worldwide – including enterprises, service providers, government and vertical organizations in healthcare, inance, insurance and education – rely on Array to provide anytime, anywhere secure and optimized access.

Brand Ethos Belief in their products and team while solving customers problems is the fundamental ingredients that have helped Array build its brand and company. Their products boast superior technology coupled with superior value. Their happiness increases when they prove how their technology helps their customers and demonstrate the beneits of being an Array customer. Array Total Value helps partners uncover opportunities, deploy proitable solutions and develop expertise necessary for capitalizing on growing momentum in the areas of application, desktop and cloud service delivery.

Digital Edge

Shibu Paul Country National Sales Manager Array Networks ·

In many ways, social media and the digital world make things easier. Word of mouth is the best advertising and the more the outlets to share, the better the connect. The ability to interact more directly with customers and prospects has also become easier for those who know how to leverage new technologies. Within the tech world especially, use of the latest technology for marketing goes hand in hand. It is perceived to be giving a leading edge to the technology companies.

As a medium sized business, it is in their DNA to be innovative and to be faster and more creative than their competitors. The importance of their partners is that they go to market and help customers solve their application delivery challenges. They aim to be a strong part of the technology ecosystem, helping to drive advances that beneit businesses and consumers alike. All Array products fall under the umbrella of Application Delivery Networking (ADN), the purpose of which is to provide the performance, availability and security needed to deliver applications to users anywhere on any device. In this context, it becomes easy to market their security and acceleration product lines both individually and as part of a larger framework tied to their master brand. Array’s 64-bit SpeedCore architecture takes a next-generation approach to application delivery that achieves linear scalability, industry-leading performance and unmatched economies-of-scale by leveraging optimized software and the latest in multi-core technology.

Philanthropic Gesture Each company should give back to the society to the degree possible, but irstly it is important to be ethical in all their business dealings. Array Networks is committed to meeting the requirements of the European Union (EU) Waste Electrical and Electronic Equipment (WEEE) Directive. This Directive requires producers of electrical and electronic equipment to inance the take back, for reuse or recycling, of their products placed on the EU market after August 13, 2005.

Array Networks is a global leader in application, desktop and cloud service delivery with over 5000 worldwide customer deployments. According to the company, one of their strongest differentiators is the level of support and responsiveness the company provides them. Array Networks offers a product take back service to its business customers

Solutions Application Delivery Desktop Delivery Cloud Service Delivery

Power of Brand

Products Desktop Direct AG Series APV Series

Brand Book of the Year 2012

ASUS designs and manufactures products that perfectly meet the needs of today’s digital home, ofice and person, with a broad portfolio that include motherboards, graphics cards, optical drives, displays, desktops, Eee Box and all-in-one PCs, notebooks, netbooks, tablet devices, servers, multimedia and wireless solutions, networking devices, and mobile phones.

Brand Ethos ASUS comes from the last four letters of Pegasus, the winged horse in Greek mythology that represents the inspiration of art and learning. ASUS embodies the strength, creative spirit and purity symbolized by this regal and agile mythical creature, soaring to new heights of quality and innovation with each product it introduces to the market.

Digital Edge

Alex Huang MD- System Business Group ASUS India ·

ASUS donated 500 Windows-based Eee PCs to the fourth run of Microsoft’s Unlimited Potential (UP) program for women in Taiwan. ASUS has more than 215 of service centres, which further assist in reducing its turnaround time and further expand its reach in smaller cities and towns.

ASUS believes that social media has proved to be a crucial driver for the brand building. In order to use this medium effectively, the appropriate networking site should be selected keeping in view that they’ve all got their separate identities, audiences and manner of using them. It becomes very easy for organization to be connected with targeted market in very less time. Companies are experiencing tremendous growth online sales, public relation, brand building, effective advertising, increasing ROI. An effective integration of technology and social media is of prime importance for a brand as it is largely responsible for establishing the image and imparting the right amount of information that a brand wants its customers to perceive about and enhance their overall experience.

Power of Brand Asus believes in integrity and diligence, and focusing on the fundamentals to get results. It has a strong presence in over 50 countries, with ofices in Europe, Asia, Australia and New Zealand, the Americas, and

South Africa. ASUS is committed to provide innovative products that deliver excellent quality, reliability and performance that enhance the computing experience.

Philanthropic Gesture ASUS actively provides support to educational institutions and organizations in various countries, for instance, ASUS is engaged in several ongoing initiatives aimed at encouraging the use of IT in children’s education. These initiatives entail sponsoring Eee PCs to schools either directly or via oficial bodies, such as N-21, the oficial institution that provides computer hardware to schools. ASUS has been running a free notebook take back and recycling program for its customers in the United States.

Products Desktop, Peripherals and Accessories, All-in-One PCs, Display, Eee, Networks and Netbooks Commercial Commercial Notebooks PC Components Optical Storage, Multimedia, Graphics Cards, Motherboards 22

Brand Book of the Year 2012

Belkin, a privately held company founded in California in 1983, is the recognized global leader in connectivity solutions. Since their inception in 1983, Belkin has experienced an amazing 25 consecutive years of dramatic growth.

Brand Ethos The company has a strong belief in the saying, “perseverance is the key to any organizations’s success”. The desire to make things happen creates revolutionary brand identities. Belkin, since its inception in early 2009, has come a long way in becoming the market leader across its wide range of products. Positive optimistic mindset helps Belkin employees be thoughtful and make smart decisions. Commitment to being the best without compromising integrity is another value that they irmly believe in. Team spirit is an essential ingredient that has helped Belkin build an employee network that pushes itself to achieve the extraordinary. Unlike most multi nationals, Belkin has products that are specially designed to meet the requirements of the Indian consumer. While smart and stylish in looks, they are designed in a manner to felicitate safety and convenience.

Digital Edge

Mohit Anand Managing Director Belkin India sub-continent · · · ·

Besides a top-notch networking solution provider in India, Belkin is one of the largest accessory providers too. Belkin is the global accessory partner for Apple and Samsung’s Galaxy range of products. Belkin leads the wireless space when it comes to homes and small ofices. After providing state-of-the-art structured cabling solutions to top corporates including BharatiAxa, Reliance, Educomp and Binani Cements, Belkin India is currently working towards a 100% growth in their Structured Cabling business. Structured Cabling Solutions Copper & Fiber Cables

The digital world has become one of the major determinants of a brand future. Realizing the eficacy of the web, to develop relationships and achieve the objective of serving the customer, Social media has become an important tool in brand building. The evolution of the internet has led to the ability of brands tapping into mass markets and, in turn to create strong impressions in the minds of the consumers. Belkin aggressively uses social media to connect with its customers across the country. Not only this, they regularly hold contests and other engagement activities on social networking portals in order to ensure high level of connect with their consumers. Digital campaign ‘Feb Dhamaka’ was launched for all the product lines and ran on all the platforms (mobile phones, laptops, desktop computers etc.).

Power of Brand Innovation has always been a key driver to Belkin’s business across the world. They have constantly been innovating to meet the said and unsaid needs of their customers. Belkin lays great emphasis on country speciic innovations as well. Belkin’s innovations in the mobile accessory space have added great value to the mobility products. They constantly innovate to ensure a convenient and comfortable technology lifestyle. Power Pack is another Belkin’s innovation that was designed to meet the requirements of its customers. It is a portable charging device that allows users to charge their phones and tablets while on the go. To top it all, Belkin is a customer driven company and after sales service complements its technological innovations.

Philanthropic Gesture CSR is essential for managing brands internally and externally. Belkin has contributing for social change for quite a few years now. Belkin works very closely with ADAA (Apni Duniya Apna Ashiana) to provide shelter and homes to severely challenged kids who have been abandoned by their parents/guardians. They also take up activities for environmental conservation through plantation of trees.

Networking Wired, Wireless networking solutions

Computing & Connectivity USB hub based devices, interconnect cables

Mobility Apple, Samsung and Mobile phone accessories

Pure AV HDMI, Audio & video cables

Mobile Computing Laptop@home accessories

Power Protections Surge Protectors

Computer Peripherals Mouse and Keyboard

Conserve Energy eficiency Electronics Brand Book of the Year 2012

Research In Motion (RIM), the Canadian maker of BlackBerry smartphones, is a global leader in wireless innovation. A global brand RIM has revolutionized the mobile industry with the introduction of the BlackBerry solution in 1999. Today, BlackBerry products and services are used by millions of customers around the world to stay connected to the people and content that matter most throughout their day.

Brand Ethos RIM, with its array of products and services today, touches the lives of one and all. The key ingredients that went in building a successful brand were: w Believe in your core brand values w Cut through the clutter and differentiate yourself w Customer focused innovation w Identify the right consumer touch points and constantly engage with the consumers and stakeholders for constructive feedback As an organisation RIM encourages constant exchange of ideas and allows collaboration, across product, solution or campaign. They believe BlackBerry is an asset and an investment for someone using it and this belief runs in their DNA which inspires their young and dynamic workforce to create world-class products and solutions.

Krishnadeep Baruah Director Marketing RIM, India · RIM works towards making thoughts a reality. · RIM customers in India include: Bangalore and Pune Police, Lowe Lintas, Kotak Securities and Max Hospitals. · At Lowe Lintas, 23% of employee base have access to BlackBerry smartphones. The time sheet application developed by RIM for Lowe Lintas helped employees ill accurate information even when on the move, without worrying about the timesheets during work hours. · RIM creates platform for developers at global and local level such as BlackBerry World, BBM Hackathon, BlackBerry Developer · Over the two years, RIM has grown its developer base from 4000 to over 30000 in India. · With over 60,000 apps and about 6 million downloads a day, BlackBerry App world generates more paid downloads and is the world’s 2nd most proitable app store (as per research irm, Yankee Group).

Digital Edge Over the last few years, Internet has changed the way people live, interact and access information. The rules for creating a credible inluential marketing campaign are now redeined and smart mobile devices along with social media have become a prerequisite for brands to garner greater mindshare and consumer preference. RIM has always pioneered data smart wireless communication technologies and has understood the power of mobile communication and its evolution. It has seen tremendous value in using social and digital channels extensively to engage with its consumers. Their Facebook fan page has over a million fans in less than two years and a lot of this success is attributed to the content that was

shared on the channel and the personal connect.

Power of Brand More than RIM people are seen referring it as BlackBerry and BBM (BlackBerry Messenger). Brand BlackBerry exudes quality, reliability, security, along with eficiency and seamless connectivity and, that is the primary reason why users love BlackBerry. Their expertise lies in creating complete communication experience through their smartphones and the PlayBook tablet and thus has become a global brand loved by governments, corporate, celebrities and consumers alike. RIM today caters to everybody’s needs right from a teenager to a business man to a housewife.

Philanthropic Gesture RIM believes that it is important to give back to the local, national and global communities in which they operate. The primary focus of RIM’s corporate philanthropy program is outreach to students in science, engineering and business programs. Donation requests are considered if the applicant is a registered charity or incorporated not-for-proit organization. RIM does not consider political parties and advocacy groups and 3rd parties raising funds for charity.

Smartphones Curve Series, Bold Series, Torch Series Tablets PlayBook – (16 GB, 64GB) Accessories PlayBook convertible case and Rapid charging pod, BlackBerry Rapid Charger and Pod Charger, BlackBerry Visor Mount and Bluetooth Headset, PlayBook Journal Case, ProClip mounting solutions for BlackBerry, BlackBerry premium stereo headset

App World Music, Beta, Entertainment, Productivity Weather, Books, Finance, Navigation Social business, Health and business News and magazines Sports, Lifestyle, Photos & videos Education and reference Utilities, Navigation and travel Brand Book of the Year 2012

In a world where new technologies and new approaches are introduced every day, BMC believed the same thing for over 30 years - IT powers business. Since the beginning, BMC has focused on developing IT management software that inds new ways to improve IT eficiency and value across distributed and mainframe environments. As the recognized leader in Business Service Management (BSM), BMC provides a comprehensive and uniied platform that simultaneously optimizes IT costs, demonstrates transparency, increases business value, controls risk and assures quality of service. BMC has taken initiatives in the spheres of Cloud Computing Management, Data Center Automation, IT Business Management,

products and recognize employees with high BMC DNA.

Digital Edge BMC believes that social media has enabled individuals to unite virtually according to their common interests. It therefore, becomes very important for brands to have a presence in this space. As a large global brand with subject matter experts in many categories and geographies around the world, BMC has the opportunity to share its learning and insights with many different audiences via social networks. BMC uses Salesforce Chatter, the leading enterprise social network, which makes it easier for all of its professionals to interact with each other.

Power of Brand

Suhas Kelkar CTO APAC BMC Software Inc. ·

More than 25,000 IT organizations – from the Global 100 to the smallest businesses – in over 120 countries rely on BMC Software to manage their business services and applications. · BMC hosts a community of 43,000 users that serve as a platform for regular, open engagement with customers, partners and employees. · With a global team of certiied professionals, BMC’s service support engagements use best practices based on its deep industry experience to map its customers’ speciic business and IT objectives to solution capabilities.

IT Service Management (ITSM), IT Infrastructure Library (ITIL), Mainframe Cost Optimization and Proactive Operations.

BMC Software’s core vision, Business Service Management (BSM), provides a tangible and meaningful connection between BMC’s master brand attributes and the categorical sub-brands. A third element, BMC Atrium, is an ingredient brand used for its integration and orchestration technology and it helps rationalize the entire breadth of the technologies found in the portfolio. Consequently, BMC leverages the master brand as the author of the vision and the accountable element of the solution, while subbrands stand for category leadership and expertise. Each of BMC’s subbrands is well-known in their respective categories and they ultimately feed back into the master brand when enterprises are ready to proliferate to other BMC solutions.

Philanthropic Gesture Brand Ethos BMC fosters a creative culture of innovation and collaboration inside the company through various mechanisms. One such mechanism is Idealism, a global company-wide contest designed to make a difference to BMC, foster the culture of innovation at BMC, take the current offerings of products and solutions to the next level by adding new features that keep us ahead of competition, get ideas for new groundbreaking

BMC projects are not based on monetary donations, but are based on sustainable models of growth. BMC Software has launched the ”gain by saving” initiative around replacing lighting ixtures in its Pune, India ofice facilities with higher eficiency LED Lights from Hanul Technologies, resulting in over 65 % savings in power. These savings were donated to a remote village outside of Sakur, India to light the streets and homes to bring “New Life After Dusk” to the villagers.

Products Solutions & Services, Business Service Management BSM for the Mid-Market, Global Services, BSM Initiatives: Cloud Computing Management, Data Center Automation, IT Business Management, IT Service Management (ITSM), IT Infrastructure Library (ITIL), Mainframe Cost Optimization, Proactive Operations

Brand Book of the Year 2012

Brocade has been traditionally, leaders in storage networking and datacenter networking. But, this San Jose, California, based company wants to be known as an end-to-end networking company. That aim is fuelling its thrust into all its segments, with the Brocade One uniied strategy and architecture – helping customers transition to a far less complex world where information can reside anywhere in the cloud.

Brand Ethos A brand is a promise that the company makes to its customers and what they can expect from them. And it’s not what the company says they are, but it’s what the market says they are. When the company does not deine its brand, the market does, so it’s critical that one should get the right message across. According to Brocade, the most crucial factors that are involved in building a successful brand are Quality, Positioning, Repositioning, Credibility, Communication, Internal marketing and Longterm perspective. As Brocade falls into the category of a “Business Brand”, it is more intellectually driven by analyst and industry reports, peer2peer recommendations, ability to deliver on a solutions promise and business partnerships. What’s key to remember here is that with B2B brands, you have a team of highly-trained professionals conducting due diligence and making the purchase decision. Therefore validation of the offering, orchestration around a single value prop and a few key messages are critical to success.

K P Unnikirshnan Marketing Director-APAC Brocade Communications ·

· ·

With Brocade One strategy, they are addressing all parts of the network – the Data Center, Application Delivery Products, the Enterprise LAN and Service Providers. Brocades CSR initiatives broadly fall under Employee Volunteerism, Corporate Giving and Corporate Citizenship People are consuming more and more digital content on a daily basis – on mobile phones, laptops, desktop computers at work, (this obviously is leading to explosion of bandwidth and the need for robust and intelligent networks built on Fabric from Brocade J). The portal is a communicative platform that allows them to provide partners with the tools that help them sell, and get valuable feedback from their customers about the onthe-ground market conditions.

while they have a global strategy, they adapt their approach for the local markets. They have a program called the ‘Alliance Partner Network’ which is a portal developed for all of their channel partners. Through this online portal, a mobile application and quarterly newsletters Brocade ensures customers are always aware of the latest developments and happenings in the company. Brocade also manages portals that are more speciic for the local needs of the partners and customers in Asia. For example, when they release new products, the partner can login and take part in an online training to understand how to best position the product in their market. Customers too get access to this through virtual webinars, online programs etc.

Philanthropic Gesture Global citizenship encompasses their commitment to align their business goals with their impact on society and the planet. Brocade is committed to creating a meaningful change in the communities they serve through their philanthropic efforts, associate volunteerism, and community development activities. Charitable giving and projects that provide positive change with measurable results within the surrounding community are integral components of the Brocade company culture. Brocade is committed to acting in a socially, environmentally, and ethically responsible manner. Green initiative, Product recycling, RoHS Compliance, are few initiatives of Brocade towards the betterment of Planet Earth.

Digital Edge There’s no denying, the world is rapidly shifting from analogue to digital. Digital marketing is not only a rapidly growing force in the current environment, it is set to be the future of marketing, and it seems likely that digital media will soon replace more traditional forms altogether. The good news is that digital world offers just as much potential to marketers as it does to consumers.

Power of Brand One of their key philosophies is that

Products Switches, Routers, Application Delivery Controllers, Wireless LAN Access Points, Wireless LAN Controllers, SAN Backbones, SAN Backbone/Director Blades, SAN Fabric Applications, SAN Transceivers, Management Software, Adapters, Security Appliances

Brand Book of the Year 2012

Canon prides itself for producing some of the world’s most energyeficient products. Consumers today are comfortable with technology because they enjoy a digital life be it photography or digital video. Canon has 166 comprehensive range of sophisticated and contemporary digital imaging products in the country. These include digital copiers, multifunctional peripherals, fax-machines, inkjet and laser printers, scanners, All-in-ones, digital cameras, digital camcorders, dye sub photo printers and multimedia projectors semiconductors, card printers and cable ID printers.

Brand Ethos Canon believes the world we share is a precious resource and a balance is essential to sustain prosperity for future generations therefore, they work to harmonize environmental commitment and economic interests in all its business activities. This determination to live and work together for the common good permeates everything they do: from research and development, to product manufacturing, marketing, sales and distribution. Technological Innovation is a part of the Canon’s DNA. Canon breathes this ethos through its constant endeavor to innovate, research and transform, bringing its customers closer to the new age digital imaging products and solutions.

Further Icons like Anoushka Sharma from Bollywood and ace cricketer Sachin Tendulkar depicts the vibrancy of the brand and connects well with the Indian youths.

Philanthropic Gesture Being in the imaging industry, Canon believes that it is the right of every living being to enjoy the gift of vision. Eye care is a cause close to Canon’s core philosophy. Canon and Wockhardt Foundation have entered in an alliance for the cause of ‘Right to Vision’. Canon and Ship for World Youth Alumni Association–India (SWYAA-India) have set up 12 open schools to educate over 1000 disadvantaged children in the age group of 4 to 14 years living in eight slum clusters of Mayapuri, Naraina, Kirti Nagar and Chankyapuri area in Delhi. Canon India is supporting a project of UNESCO New Delhi, called - My Country’s World Heritage. Canon also partners with the Make A Wish Foundation and supports in fulilling wishes of children with life threatening diseases. Majority of the company’s employees in India and around the world have volunteered and are part of the program, where each of them adopts a kid with disease and helps them to realize their dreams.

Digital Edge Dr. Alok Bharadwaj Senior Vice President Canon India · Canon has pioneered ive technology ‘imaging’ engines viz: Optical Engine, Electro-photography, Bubble Jet, Semiconductors and Display which drives Canon’s cuttingedge technology products. · It has over 1100 registered patented technologies in Digital Cameras and, 2300 in inkjet printers · It has around 5600 patents in multifunctional printers and more than 200 in scanners.

Market researchers no longer have to visit homes or watch focus groups through one-way windows. New technology allows them to be part of the conversations that happen every day online. Thus, Canon integrates digital world in terms of marketing in their overall (umbrella) marketing activities to build the brand.

Power of Brand Canon’s business in India comprises of a comprehensive range of sophisticated and contemporary digital imaging products in the country. There are sub brands each for all the categories. Therefore Canon has IXUS product signifying lifestyle and its Printers are named as PIXMA.

Products DSLR’s, Compact Cameras, Compact Photo printers, Personal Camcorders, Fax machines, Single Function Printers, Multifunction Printers, Scanners, Consumables, Projectors

Brand Book of the Year 2012

Established in 1993, Check Point irst pioneered the I.T. security industry with FireWall-1 and its patented Stateful inspection technology, which is still the foundation for most network security technology today. Ever since the company began, Check Point’s pure focus has been on I.T. security. Adapting to customers’ changing needs, the company has developed numerous technologies to secure the use of the Internet by corporations and consumers when transacting and communicating.

Brand Ethos Check Point’s core competency resides in eliminating complexity from security and solving the security maze for its customers by bringing more, better and simpler security solutions. The foundation of its success is its customer-driven philosophy, its continuous technological innovation, as well as its relentless and pure focus on providing comprehensive, innovative security.

Power of Brand

Digital Edge

Bhaskar B. Regional Director, India & SAARC Check Point Software Technologies ·

Check Point continues to develop new innovations based on the Software Blade Architecture, providing customers with lexible and simple solutions that can be fully customized to meet the exact security needs of any organization. Check Point 3D Security uniquely combines policy, people and enforcement for greater protection of information assets and helps organizations implement a blueprint for security that aligns with business needs. Check Point Enterprise Support programs offer a full range of features and beneits depending on the service level the customer chooses.

experts are backed by Check Point’s worldwide support teams and indepth resources - 24 hours a day.

For CheckPoint, the rise of the Internet, social and mobile has shifted the power to the consumer, who is relying on things like usergenerated content to make purchase decisions. The consumer is now calling the shots. They will decide when and with whom they will engage on their schedule. Organisations have recognized that digital technologies like social media, mobile devices, and online commerce are not a passing fad, as they are moulding the future of marketing. Check Point offers a unique Enterprise Support Program. Check Point Collaborative Enterprise Support combines irst-line support from the local Certiied Collaborative Support Provider (CCSP) with full back-end support from Check Point. The program is based on the philosophy that customer need local experts who understand the speciic needs and can provide onsite support, if needed. These local

The foundation of Checkpoint’s success is its customer-driven philosophy, its continuous technological innovation, as well as its relentless and pure focus on providing comprehensive, innovative security.

Philanthropic Gesture Check Point understands that it has a role in helping to ensure the sustainability of the world’s resources and environment. Check Point’s impact on the environment is generally through its products, services and facilities. They are reducing its carbon footprint by creating reliable products and services that are cognizant of the environmental impact throughout all phases of the life cycle. They also address environmental challenges in their work space through various responsible means.

Products Security Gateways, Security Management, Endpoint Security, Appliances, Software Blades Architecture, Services, Small & Medium Business, Home & Home Ofice

Brand Book of the Year 2012

Cisco has built the brand in such a way that today Cisco is synonymous with networking solutions. If one asks for a switch or a router, it is Cisco’s. The genesis of Cisco dates back to 1984, when the company was founded and today the company has not only routers and switches but a whole host of other products in Ethernet switching, remote access, branch ofice routers, ATM networking, security, IP telephony, and Intelligent Contact Management solutions, Call Centre Solutions, etc. This California-based networking vendor entered India in 1995. And since then, Cisco has spread across India in various cities for marketing and sales activities. Later on in 1999, Cisco established its R&D Centre in Bangalore also.

Brand Ethos Over the years Cisco’s vision has been to change the way people work, live, play and learn. This has always continued to be the driving factor behind establishing the network that provides unprecedented value and opportunity to its customers, employees, investors and ecosystem partners.

Digital Edge Kishore Badami Senior VP, Marketing Cisco India & SAARC

By using the network as a platform, Cisco’s service innovations help customers develop or evolve their network architectures for sustained growth as they innovate to address new market opportunities.

Cisco believes that the heart of the future of the network are routing and switching.

Cisco has invested heavily in video with its Telepresence enterprise videoconferencing solution.

Cisco also collaborates with government agencies and NGO leaders to develop 21st century sustainable education and health care models, enabled by collaborative networked information technology and communications.

Cisco has ofices across the world and collaboration means ensuring an engineer based in India is able to bring forth his ideas for a key customer located in Australia by gaining insight from a colleague in London, without spending time in transit. For instance, with Cisco TelePresence rooms located in over 715 rooms across the world, various departments from the organization including, sales, engineering, facilities, legal, inance and marketing, are able to collaborate daily with people from other regions in just a moment’s notice. The industry also gains from this and it not only helps employees to meet their objective but also achieve corporate goals in terms of productivity and cost reduction. Cisco is leveraging social media to deepen relationships and connect with its customers virtually. It allows them to reach out to a much broader audience at a signiicantly lesser cost.

Power of Brand Cisco’s constant and conscious endeavor is to build a strong master brand. There is an umbrella brand campaign messaging in place which trickles down in to whatever it does. While there will be different communication strategies for various technology architectures and products, one would always ind oneself drawing synergies from the master brand in order to ensure consistency. This alignment is ensured through the corporate brand guidelines & continuous brand training workshops that have been put in place to help marketers/employees across the organization at all levels.

Philanthropic Gesture ‘Giving Back’ has been a core part of our Cisco Culture and the company believes in changing the world not only through technology, but through the generosity and commitment of its people. Cisco also collaborates with government agencies and NGO leaders to develop 21st century sustainable education and health care models, enabled by collaborative networked information technology and communications. Cisco believes in the power of the network to establish connections between communities to facilitate more effective delivery of services to citizens, and provide a platform for economic regeneration.

Founded in 1994, Corsair supplies high performance products purchased primarily by PC gaming enthusiasts who build their own PCs or buy pre-assembled customized systems. The company’s award-winning products include DRAM memory modules, USB lash drives, power supply units, solidstate drives, cooling systems and computer cases.

Brand Ethos A successful brand and company will always depend on its leader if success is to be long-term. It is the strategic direction of the company that is determined by the head. The next level of Managers are all decided by the leader to be the ones in charge of taking a company from its current place to one much grander. Corsair was started by Andy Paul almost 15 years ago and still leads as the CEO of Corsair. His goal for Corsair is simple – to be the leader of the enthusiast market. The principles required to achieve this goal are also seemingly simple – invest and trust. Invest in the right people to run your business and trust and guide them to bring success. Invest in your product with great R&D and invest in operations. Do this and do it without fail and consistently in both good times and bad.

Power of Brand

Digital Edge Scott Thirlwell Director - Sales APAC, Corsair Memory ·

Corsair aims to be the leader of the enthusiast community. · Corsair offers a lot of “How to” videos on Corsair YouTube channel to help in this regard. · Corsairs future products and product lines will continue to satisfy our ultimate goal of being the leader of the enthusiast community. · They offer RMA replacement within 7days TAT hitting 94% in the year 2011. · Corsair feels that service and sales are directly related in this strong competitive market so we highly regard our service standards and ensure our customers are satisied with Corsair brand.

The digital world has changed how IT business is done and is changing how it will be done in future as well. On the sales side, the PC Malls and PC retail chains around the world forced to change to adapt to a competitor with only virtual stores. Also, great IT trade shows changed and disappeared altogether as new products are known instantly via online channels. Social media already has started to have an impact, but for companies like Array the real impact is still some years off. The digital age has fully enveloped the IT industry and only those companies fairly strong at understanding are doing well now and would continue to do well.

For Corsair, focus is more on the product line segmentation rather than sub-brands in building the master brand. Corsair was the irst DRAM Company to move away from DRAM dependency and towards introducing multiple product lines to strengthen the Corsair brand as a whole. From DRAM to pen drives to PSU to cases to cooling to SSD to headsets to keyboards and to mice, all have been important in further building the Corsair brand. They have been able to add to the Corsair brand as each product line followed the original DRAM goal of being the leader of the enthusiast community.

Products Audio USB Flash Drives Cooling Cases Vengeance Gaming SSD

Power Supply Units Memory By Platform By Product Family

Brand Book of the Year 2012

CSC offers IT services that span from cloud computing, cybersecurity, mobility, applications and infrastructure management, to business and technology consulting, systems integration and industry-speciic solutions.

Brand Ethos CSC’s mission demands to make an absolute commitment to excellence in performance, which is expected from a global industry leader like them. CSC’s missions are - commit to client satisfaction as the most important business objective. The company recognizes that its accomplishments are the work of the people who comprise CSC. It encourages initiatives, recognize individual contribution, treat each person with respect and fairness, and afford ample opportunity for a global outlook and professional growth. It proactively pursues new business opportunities, and commit to success in each undertaking.

Digital Edge

Gitanjali Puri Director -Marketing CSC India ·

CSC has launched C3 (Connect, Communicate and Collaborate), a Jive-powered community for its 97,000+ CSC employees around the world. C3 acts as a social platform for connecting its people who were otherwise separated by geographies and time zones, thus promoting internal collaboration for generation of new, innovative ideas which have potential of becoming great offerings for its customers someday. Social media is becoming increasingly important globally and has fast emerged as the most disruptive technologies especially in the area of brand building and marketing as far as corporates are concerned.

It should also be viewed from the context that proliferation of digital world has made competition ierce. Along with it, the veil between the brand and the consumer has lifted giving way to direct interaction and feedback mechanism. The engagement that ensues is both on rational and emotional level. This has dramatically changed dynamics of relationship between brand and consumer.

Power of Brand CSC believes in the power of collaboration because it knows that working together yields inspiring results. It commit to client partnerships as it is passionate about building strong connections that fuel our shared success. It respects diverse perspectives as varied viewpoints foster innovation and growth.

Philanthropic Gesture CSC manages the CR activities through an employee-driven committee called Binergy. Binergy conducts CR campaigns and voluntary programs throughout the year which are driven and managed by our 23,500+ strong workforce spread across India. It is not just about charity or philanthropy or the environment. It encompasses all areas of its business. From Green IT to organizing cleanliness drives, CSC has touched thousands of lives through its people. There are just few of many initiatives for which CSC has been admired as a sensitive corporate citizen. CSC India has supported ive major areas: Community Development, Education, Healthcare, Environment and Natural Calamities support.

CSC holds the Technology and Business Solutions Conference (TBSC) a two decade old annual affair globally and it was held for the irst time in India this year. It had over 175+ break-out sessions, 6000+ participants and 10 event sponsors. CSC’s services include applications development and product support, infrastructure services and BPO services.

Products Application Services, IT Infrastructure Services, Business Process Outsourcing

Brand Book of the Year 2012

For more than 26 years, Dell has empowered countries, communities, customers and people everywhere to use technology to realize their dreams. For Dell, innovation and collaboration are inextricably connected. Dell is the practical voice of innovation and collaboration as it looks at bringing to market real solutions that will help its customers solve their most challenging, game-changing business problems.

Brand Ethos Dell has undertaken a signiicant transformation – to leverage its leadership position in the hardware business to become an end-to-end IT Solutions player. One of the most important things for Dell is customer centricity - listening to what customers are saying. Dell has deep, unique customer insight, which is the result of over two billion customer interactions each year. Dell strives to provide its customers the ‘The Power to Do More’.

Digital Edge

Ganesh Lakshminarayanan VP- Global Consumer, SMB Services President & MD, Dell India ·

Dell’s services business is already $8 billion globally which shows its strength and potential. · YouthConnect has brought technology training and learning centers to more than 350,000 young people around the world.

Dell launched its Social Media Listening Center that helps it ilter through and respond to the conversations taking place on the social web. Dell collects this feedback along with the insights it gets from thousands of salespeople and partners in the ield to make sure it knows what’s top of mind for customers. And, Dell increasingly shares what it does in social media with its customers so they can determine how to integrate social media into their own businesses.

Power of Brand It’s essential to start with a consistent, uniied brand strategy that serves as a foundation for integrating new brands, whether those are from

acquired companies or ones that were developed internally. For Dell, this brand strategy is 100 percent customer-centric. Dell will develop a new product or service or design a solution if it believes it delivers on its tenets and meets the brand promise. From a process standpoint, Dell has a dedicated team in place to integrate the brands it acquires into Dell. Research is conducted to evaluate the strength and health of acquired brands. Dell has a formal integration program and a marketing playbook.

Philanthropic Gesture Corporate responsibility needs to be a part of the fabric of the brand. The most successful CSR efforts are integrated into the business model and centered on areas where the company can have the greatest impact. Dell believes that selling products and services to its customers is simply not enough. Customers want to know that the companies they trust care about the world they live in and use their influence to make a positive difference to communities worldwide and the planet. This extends not only to the outside world, but also inside Dell. Dell YouthConnect is designed to support education and digital inclusion initiatives for under-served children. The Dell Social Innovation Competition promote social change in growing communities and committed US $5 million over five years to this program to help college students make their ideas a reality. Dells preserves scarce resources by designing technologies that require less energy, cost customers less money to use, and are packaged using compact, sustainable materials.

Brand Book of the Year 2012

This company recently has been hitting headlines in the recent past be it demerger from Smartlink or entering into Security & surveillance. D-Link’s product/ solution portfolio consists of End-to-End Networking products, which includes 3G, Broadband, IP Surveillance, Network Security, Network Storage, Switching, Routing, Wireless LAN & Structured Cabling. Infact D-Link is one of the very few companies to offer End-to-End networking solution in the country. The USP of D-Link products have always been its innovative & user friendly features.

has become a major buzz. New age communication mediums like twitter, facebook, youtube etc. have become the buzz words, as it allows direct interaction & better engagement. Most brands have started making a note of the same & have also started formulating their marketing strategies with special emphasis on social media.

Power of Brand At D-Link it is believed that teamwork is the fabric of D-Link’s daily

Brand Ethos

Tushar Sighat CEO – India & SAARC, D-Link (India) Ltd. ·

D-Link is an award-winning designer, developer and manufacturer of networking products/ solution that cater to Enterprise environments, SOHO, SMB, digital home, and Workgroup. It has Proof of concept (POC) labs which provide live demonstration of D-Link End-to-End and advanced solutions for different verticals. The Equities of D-Link (India) Limited are listed in NSE & BSE Stock exchanges.

D-Link founded in 1986 marches with a mission to bring high-quality computer networking solutions to consumers and businesses of all sizes. 25 years later, D-Link has become a billion-dollar global enterprise with an extensive portfolio of award-winning networking products and services. After a quarter-century of successful innovation and spectacular growth, D-Link is now regarded as world’s leading technology providers. It continues to empower its customers in a fast-paced, evolving, and iercely competitive environment. The company is focused on meeting its customers’ needs using innovative technology to provide high-performance and cost-effective solutions that deliver better connectivity, security, eficiency, and cost savings for the home and ofice.

Digital Edge Today we live in a truly digital world wherein tablets, ebook readers, Smartphones have become a common phenomenon. Internet has revolutionized the whole online experience, with almost everything these days going online. Networking industry has also been through a major transformation, starting with cable modem which was the irst broadband modem option available to many, and today high-speed wireless broadband

HOME OFFICE PRODUCTS Home Networking, Broadband, Wireless / Wireless 3G, Digital Home, Switching, Network Storage, Printer Sharing, Network Cameras, Internet VoIP Devices, Network Adapters BUSINESS PRODUCTS Switches, Storage, Business WLAN, Network Cameras, Voice & IP Communications, Network Adapters, Print Servers, VPNs / Firewalls/ Service Routers, KVM Switches, Power over Ethernet, Router, Broadband, LLM & Media Converters 37

operations. As a key contributor to the networking domain, D-Link embraces industry standards as criterion for development of new and innovative connectivity and communications solutions for home and business. Most of the D-Link products are certiied by the FCC, the Wi-Fi Alliance and CableLabs. Thus, offering maximum assurance to the customer on product quality & reliability. Over the years D-Link has been in the forefront in terms of offering innovative solutions. Keeping up with this tradition, the company recently unveiled its latest product line on the cloud space. D-Link Cloud products integrate with the mydlink platform, and promises users with fast and easy access to the most valuable functions of their devices. In fact moving forward most of the D-Link products will come under the umbrella of mydlink cloud services.

SMALL BUSINESS Networking / Network Cameras, Printer Sharing, Internet VoIP Devices, Network Storage Switching / Wireless / Router, Broadband / KVM Switches, Media Converters, Network Adapters / Video Encoders, D-ViewCam Software, VPNs / Firewalls/Service Routers, Wireless 3G MEDIUM BUSINESS Switches, Storage, Business WLAN, Print Servers, KVM Switches, Power over Ethernet, Network Cameras, Voice & IP Communications, Network Adapters, Router, Broadband, Media Converters, Wireless 3G, VPNs / Firewalls/Service Routers Brand Book of the Year 2012

Cyberoam suite of solutions provides end-to-end security needs of SMEs/SMBs. Since, most organizations do not have a very strong IT team to take care of their network security needs, Elitecore has ensured that Cyberoam range of security products provides one box solution to address various business needs. It offers a well-coordinated defence through tightly integrated best-ofbreed security solutions over a single interface. Unlike most UTMs that only offer IP-address based security, Cyberoam offers user identity-based security, protecting enterprises from unpredictable, insider threats.

Brand Ethos Innovation, entrepreneurship, growth, creativity, lexibility and ability to adapt to business changes are some core values of being an Elitecorean. In fact, Elitecore uses the catchphrase “Platform for Innovators” to describe its ethos. Elitecore invested in R&D efforts to identify new products to serve various segments such as Cyberoam for UTM security and made a feasibility of market size and mapping target audience while ensuring its products meet price, margins and speciications. Elitecore is also the provider of NG OSS BSS solutions to Telecom Operators/ ISP/ Residential / Enterprise /Small and Medium service across the globe.

Digital Edge Hemal Patel CEO Elitecore Technologies · ·

Elitecore has about 70 partners, 3000 resellers and a sales network in around 110 countries around the world. Elitecore is among the fastest growing Billing vendors for its price performance value leadership in the OSS BSS Software- Billing charging solution category. Active involvement in Industry Association - TM Forum, WiMAX Forum, NASSCOM, FICCI, CII.

Telecommunication Billing & Revenue Management Core Network session Control

Today, you would rarely ind a company which is not actively using web technology and social media tools. The digital world is considered an important frontier in terms of communicating an organization’s values and business prospects to various stakeholders. Some of the inherent advantages of social media tools include the fact that the messaging and interaction is fast, happens in real time and has high credibility and engagement. Cyberoam has an active social media presence in Facebook and Twitter which is liked by hundreds of worldwide partners who regularly tune in to know latest updates about new product launches, partner schemes and offers. The page is also popular with customers who come in with queries and product feedback to which they often get real-time help from Cyberoam pre-sales team.

Network Security UTM Logging & Reporting Solution Endpoint Data Protection

Power of Brand Elitecore has extended its product suite range across network security, telecom and access gateway solutions to include Cyberoam UTM, a comprehensive network security appliance, Cyberoam iView, an open source logging and reporting solution that offers visibility into activities within the organization for high levels of security, data confidentiality and regulatory compliance. Recently, the company has launched Cyberoam NetGenie to protect homes and SOHO. The router has in build anti-virus and parental control. Cyberoam suite of solutions provides end-to-end security needs of SMEs/SMBs.

Philanthropic Gesture The main CSR activities that Elitecore pursues include cross-relation programmes between industry and academia, sponsoring charity walks, blood donation camps for employees and has also made available emergency funds for hospitals during the Ahmedabad bomb blast in 2008.

Access Gateway Billing and Bandwidth Management Hospitality Internet Access Controller

Brand Book of the Year 2012

Sarv Saravanan Senior VP & MD EMC Corporation · · ·

Creating a most positive Total Customer Experience (TCE) Sits at the intersection of Cloud Computing and Big Data. EMC’s India Center of Excellence (COE) formed in 2007

Since the start of its operations in India in 2000, EMC has scaled many heights. The company has witnessed stellar growth in India during these years not only in terms of revenues but also in manpower. What sets the company apart from competition is its wide range of storage platforms, management software and consulting services, coupled with complete client focus and strong channel strategy. This Hopkinton, Massachusettsbased company looks forward to providing the technology and solutions that can help India progress towards its goal of becoming one of the world’s leading information-based societies. India, which has become crucible of IT market and opportunities, occupies a pride of place in the EMC’s scheme of things.

Performance of the Brand

Brand Ethos

Digital Edge

EMC is a global leader in enabling businesses and service providers to transform their operations and deliver Information Technology as a Service. Fundamental to this transformation is cloud computing. EMC’s Mission is ‘“To lead our Customers and Partners on their Journey to Transformation through Cloud Computing and Big Data” by enabling them to store, manage, protect and analyze their information assets in a more agile, trusted and cost-eficient way. EMC has had an R&D presence in India since 2003 to deliver engineering of EMC’s information infrastructure products. In January 2007, the India Center of Excellence (COE) was formed to advance EMC’s globalization goals, accelerate R&D efforts and services in the ield of information infrastructure by leveraging the highly skilled talent that exists in India.

Business Products Backup, Recovery and Archiving, Business Continuity, Information Security

Industry Solutions Energy Solutions, Financial Industry Services Solutions, Healthcare and Life Sciences solutions

EMC sits at the intersection of Cloud Computing and Big Data. These two trends promise to transform IT and business alike – reducing costs, improving agility and unlocking new business opportunities. EMC’s sub brands are very powerful and category leaders in their respective segments. The company lets them maintain the continuity of the power of their brands. Each of the companies and brands that EMC acquired, have strengthened and broadened EMC’s vision and market positioning. These companies it together in EMC’s storyline helping strengthen the mother brand. At the same time, they maintain their individual re-call and connection with customers in their respective category and segment.

Many corporations are wrestling with how to best capitalize on a group of trends and technologies often referred to as “web 2.0” – social networking, social media, blogs, wikis, forums, communities and so on. EMC considers it a matter of strategic importance to invest early in understanding what these tools and skills can bring to the business world.

Philanthropic gesture EMC aims to evolve over time into a global leader in sustainability, through its product innovation and more eficient and innovative business practices. The company continues to focus on and invest in minimizing the impact of its global operations on the environment, cultivating an inclusive and innovative global workforce, and transforming how the company and its customers apply technologies to further sustainability.

Consulting Application Services, Data Centre Infrastructure and Solutions

Managed Services Managed Availability Services, Remote Managed Services and Storage Managed Services

Brand Book of the Year 2012

Emerson Network Power (ENP) is an expert in optimizing and protecting mission critical infrastructure for data centers, telecommunication networks, healthcare and industrial facilities. A huge opportunity exists in India’s increasingly complex and large data centers, as well as the mushrooming SME sector. Emerson Network Power has aligned its resources to focus on these segments. Emerson has brought in nextgeneration solutions that will address the unique needs of these segments, now and in the future.

Emerson manufactures the most technologically-advanced solutions and also keeps the customers’ business requirements for the next 5-10 years in mind. Emerson is expert in optimizing and protecting mission critical infrastructure for data centers, telecommunication networks, healthcare and industrial facilities. Emerson Network Power has aligned its resources to focus on the Data Centers and the SME segments.

Power of Brand

Emerson has always had its eyes set on customer satisfaction. As a technology leader, the company recognises that the key to customer satisfaction and long-term success is to anticipate customer needs and develop new technologies and innovative solutions that provide customers with a distinct competitive advantage. After transitioning to Emerson Network Power India in 2001, the company has made a conscious effort to align itself with its global parent.

Emerson Network Power’s proven management model and track record of growth has extended the company’s legacy through the years with an ongoing commitment to invest in new technologies. As IT requirements and resources evolved, the company extended its presence in the mission critical infrastructure gamut through path-breaking innovations in technology and strategic acquisitions. So whether it is telecom networks, complex data centers, healthcare or industrial facilities, Emerson Network Power has the capability to enable grid to chip business critical continuity.

Digital Edge

Philanthropic Gesture

Brand Ethos

Ankesh Kumar Director – Channel Products & Marketing Emerson Network Power India

chain online. And partners are encouraged to use these virtual tools as frequently as possible for logging sales, claiming bonuses, soliciting marketing collateral, etc. Emerson has initiated a training eModule to impart product training and technical know-how to partners based in remote locations.

Emerson manufactures the most technologically-advanced solutions and also keep the customers’ business requirements for the next 5-10 years in mind. Emerson Network Power has based its digital approach on a customer-centric model rather than the business-centric stereotype. Whether it be Facebook, Twitter or any other major social media tool, a customer operating in the telecom space, doesn’t have to be looded with information on the work in the industrial space. Emerson Network Power also employs digital tools to train supply

At Emerson Network Power, there are two important facets to CSR. The irst is environmental responsibility which is at the forefront of the corporate agenda globally. The second facet is the supply chain. Emerson addresses this responsibility through its commitment to provide products and services that improve energy eficiencies and reduce potential harm to the environment, and through its efforts to operate facilities in a manner that protects the environment, meets or exceeds government requirements, and continually reduces energy consumption and waste.

Products Appliance Solutions, Emerson Climate Technologies, Emerson Industrial Automation, Emerson Network Power, Emerson Process Management, Emerson Professional Tools, Emerson Storage Solutions

Brand Book of the Year 2012

Epson is a progressive company, trusted throughout the world because of their commitment to customer satisfaction, environmental conservation, individuality, and teamwork. Epson changes people’s lives and ushers in new dimensions by creating ground-breaking products and services through the relentless pursuit of technological innovation. The reason Epson has reached the heights today is closely tied to a long history that has created many revolutions. Epson has its roots in a small watch-making factory that was established in 1942 in the middle of the Japanese Alps. Today brilliant, compact, energy-saving, high-precision technology breakthroughs have allowed them to create and then lead entirely new market segments, resulting success in the printer, business system, projector, quartz crystal, and other businesses.

Brand Ethos At Epson, all activities and initiatives are undertaken to make Epson indispensable to its customers and society. They always work to deliver and fulill the promise contained in their “Exceed Your Vision” global tagline.

Digital Edge

Tushad Talati GM, Brand & Communication Epson India · Epson is conident of its collective skills and meet challenges with innovative and creative solutions. · At Epson Service is a way of life. They believe that no sale is complete without after-sales service. · Epson is committed to the relentless pursuit of innovation in compact, energy-saving, high-precision technologies. · Epson’s current mid-range growth strategy is supported by 3 core technologies: Micro Piezo technology, 3 LCD projection, and QMEMS in quartz and sensing.

Printers and All-In One’s Inkjet, Laser, Large format, Dot matrix

Digital platforms and Social Media have a huge role to play in brand building in the current age. In a young country like India where over half the population is under the age of 25 and where the penetration of computers and the internet is growing exponentially, digital platforms allow for an immersive and dialogue based experience for consumers and brands. India has 101 Million Internet users with 40 Million Facebook users. Thus, potential for online engagement is immense. With close to 700 million mobile telephone connections, mobile devices will also offer a great platform for brands to interact with consumers going forward. Traditional media which allow for information low to happen only one way will continue to exist and play a key role but digital platforms will have a much greater piece of the pie in brand building in the future.

Power of Brand Epson does not have a diverse portfolio of sub brands but does have

Scanners Projectors Industrial printing Electronic devices Quartz devices Epson semiconductors

a diverse portfolio of products. Epson products provide digital imaging solutions for everyone, including home & ofice users, photo and printing professionals and retail. From personal desktop products to those that can be networked across large organisations, Epson offers solutions suited for different types of users in various work environments. All their products provide solutions that make life easier, more convenient and less time-consuming. This is what drives equity for their brand. Hence all their products are sold only under the ‘Epson’ brand name.

Philanthropic Gesture As it is incumbent on all corporates to give back to the societies in which they operate in some form or another, Epson goes one step ahead. Epson claims that this should not be looked at as a brand building exercise but looked at purely as a duty to build and nurture the environment both social and physical in which it operates. Additionally, at Epson, they are not just concerned about what they make, but also how they do it. Companies management, quality and environmental philosophies provide overall guidance to their operations, and their commitment to CSR.

Mini printer mechanism Industrial robots PoS systems

Brand Book of the Year 2012

In the Networked Society, Ericsson is the leading advocate of Technology for Good. Its portfolio addresses three overall growth areas: mobile broadband, managed services and operations and business support systems. Ericsson is a pioneer and industry leader in managed services with 15 years of experience in managing multi-vendor, multitechnology networks for operators globally.

Brand Ethos The Ericsson Group Management System (EGMS), along with a strong focus on business ethics and a responsible supply chain helps them to maintain high standards across their global operations. The three core values that deine Ericsson are Professionalism, Respect, and Perseverance. Ericsson regularly holds these values up to themselves like a mirror. This helps them to see how effectively they are working and discover which areas offer room for improvement. This attitude contributes to the company’s culture. A brand is created in people’s hearts and minds.

Digital Edge

Behdad Banian Head of Brand Management, Ericsson ·

Respect, professionalism and perseverance are the values that are the foundation of the Ericsson culture, guiding them in their daily work - how they relate to people and how they do business. · Ericsson is the world’s largest telecom services provider, supporting operators in creating competitive, attractive and appealing offerings for end users. · EGI (Ericsson India Global Services Private Limited) has a pan-India presence. EGI has 5000 Service professionals in India and manages networks of multiple operators across geographies, and caters to 150 million global subscribers. · Ericsson signed India’s irst 4G/ TD-LTE contract with Augere. · Total Number of patents is more than 30,000 with average of 16 new patents sought each day:

Social media is a network meant to encourage socialization of people, businesses, and even corporate entities across the world via common platforms such as Facebook, Twitter, Linkedin etc. Unlike the online world, a physical world, does not present an opportunity to access millions (and millions) of potential customers and other stakeholders at a time. Today, more and more people are becoming internet savvy via a host of mobile devices that are increasingly connected. From a business perspective, technology and social media can play a vital role in providing fast and effective customer support services. It bridges the gap and cuts down the process of having to mail queries, feedbacks and reviews etc.

Power of Brand The Ericsson Brand Architecture is the core platform for managing the Ericsson brand. The architecture describes its application in diverse commercial contexts, e.g. in partnerships and co-branding, and in relation to For Telecom Operators TV and Media Management, Mobile Broadband, Operations and Business Support Systems Managed Services, Fixed Broadband and Convergence, Communication Services For Government Emergency Response, Critical Infrastructure Protection, Border and Area Security, Government Home Network, Managed Services for Enterprises

the overall Ericsson offering. Ericsson follows a Master Brand Structure, wherein the entire business operates under a single brand ‘Ericsson’, as One Ericsson. Hence, there is one commercial brand name, “Ericsson,” and one common brand identity for the entire group. On the other side of this coin is ‘brand integration’, which, as per the brand architecture, ensures that the brands of companies they acquire are eficiently integrated into the Ericsson brand enabling them to gain the most value from mergers and acquisitions, and continually build the brand.

Philanthropic Gesture Technology is at the heart of what Ericsson does. The company’s sustainability and corporate responsibility initiatives focus on two main areas: energy and climate change and socio-economic development. Coupled with their understanding of global sustainability challenges such as climate change, human rights, poverty alleviation, improved health, universal education, and economic development, they use their expertise and apply innovative solutions in partnership with stakeholders to help address these issues. By using broadband and mobility to address poverty, human rights, climate change and other challenges, it works to ensure that their technology is a force for good and lasting change. For Media Media Delivery Network, TV Contribution and Distribution, TV Delivery Infrastructure, Multiscreen TV

For Utilities Industry Managed Services for Enterprises, Critical Infrastructure Protection

Brand Book of the Year 2012

eScan, the Anti-Virus and Content Security software for desktops and servers is developed and marketed by Microworld. It is powered by innovative and futuristic technologies, such as MWL Technology, DIRC Technology, NILP Technology, and sophisticated Anti-Virus Heuristic Algorithms that not only provide protection from current threats, but can also provide proactive protection against evolving threats. It has achieved several certiications and awards from some of the most prestigious testing bodies, notable among them being Virus Bulletin, AV-Comparatives, West Coast Labs (Checkmark), ICSA, and PCSL labs. Combining the power of various technologies, eScan provides Multilevel Real-time Protection to Computers and Networks.

Brand Ethos

Sunil Kripalani Senior VP – Global Sales & Marketing, eScan ·

eScan specializes in Anti-Virus, Content Security and Network Intrusion Prevention solutions for IT users across all the segments. · eScan offers technical support through remote support. This is done by taking the access to the customer’s system on their permission through internet and thereafter, providing the remote computer repair. · eScan provide a professional, reliable, and eficient 24x7 Technical Support Services to its customer that has truly become a major product differentiator leading to improved customer satisfaction and retention.

eScan is a proactive channel oriented company that believes in absolute transparency and mutual growth. As per eScan Brand is all about experience, about perception and its positioning. To be a successful brand, it is necessary to understand the needs of the customers, and accordingly constantly innovate products that provide them a unique experience. Quality, no doubt is a vital ingredient of a good brand as higher quality brands achieve a higher market share and higher proitability than their inferior competitors. Strong positioning of the brand leads to a unique position in the target market. In addition, long-term perspectives such as building customer awareness, communicating brand’s message and creating customer loyalty play importance in brand building. In addition, supporting the partners and customers play an important role in building a successful brand.

Digital Edge eScan believes that today, worldwide, approximately 50% - 55% of companies are using social networking to engage with their customers. According to a survey on social media adoption by Advertising expert, 64.4 % of SBMs claim to have a social media presence, while by end of 2012; this statistics is estimated to reach 80%. With social media platform emerging strongly, businesses are making the best possible use of the opportunities that it offers in terms of improved and cost effective product promotion, ROI tracking, customer service management and direct interaction with consumers. Cultivating a creative culture of innovation is an ongoing process. At eScan, regular brainstorming sessions on new ideas and concepts, about products and services that can make difference to the customers are being organized.

Power of Brand At present, eScan is the master brand and hence the company’s complete focus is on it.

Philanthropic Gesture eScan dedicates 1% of its proit towards CSR activities that includes education, health awareness campaigns, and much more. CSR activities play an important role in business sustainability. They helps in create positive image of the brand amongst the consumers as well as the judgments about the brand in a consumer’s mind. In addition, they lead to the brand equity awareness among the potential consumers.

Products eScan Anti-Virus & Internet Security Suite for Home and Small Ofice eScan Anti-Virus & Internet Security Suite for Small and Medium Businesses Comprehensive protection for Corporate and Large Enterprises

Brand Book of the Year 2012

A nearly two decade old company based in Bangalore, Eurotech Technologies core competency lies in offering world class passive networking products under the Brand Name “BESTNET”. The company’s extensive range of products, its compatibility & scalability and cost effective solutions suit every application today.

Brand Ethos Eurotech Technologies’ job is to create and maintain a healthy ethos. To create a successful brand you have to be disciplined & passionate about the product or service you are offering. As a leader in networking products and solutions, they are proactively taking steps to be future ready and constantly seeking advance and upcoming growth platforms. They feel an organization with a healthy ethos is a vibrant organization and if they are successful in building such an ethos their valued staff will be motivated and happy and therefore put in their extra effort.

Digital Edge

Anuj Jain MD Eurotech Technologies Pvt. Ltd. ·

BestNet is now a leading end-to-end provider of Networking Products and offers the best mix of Data Networking and Communications product line that encompasses the active and passive list of offerings. Creativity needs to be recognised and rewarded in the organisation. At Eurotech, Collaboration and innovation calls for a healthy work culture that fosters an environment where ideas can lourish. Besides popular amongst the large enterprises, BFSI, Data Centers and SMBs, we have strong presence with Public sector undertakings like: Defence, Railways, ISRO, and DRDO to name a few.

In today’s digital world, social media allows them to engage with the audience and various stake holders, right from your own employees to the customers in various verticals. This also helps to understand how their brand is perceived in the digital and social media space and therefore helps them to take proactive measures and manage the brand reputation. An Organization’s overall goal is to generate sales, increase interest in product and services, increase brand recognition amongst the audience, and create positive opinion about the brand and the organization.

Power of Brand The company offers standard-based networking solution and a large product line that enables organizations to pick and choose components that match their business strategies and infrastructure requirement. Tektronics Sales Corporation, based at New Delhi is the sister concern of Eurotech Technologies offering latest computer based products and services. The parent or the umbrella brand carries the corporate identity of the organization. Sub-brands can be created only if they cater to a

diverse customer segment, currently all their product lines fall under the umbrella brand “BestNet”.

Philanthropic Gesture In managing and positioning a brand, Corporate Social Responsibility plays a key role, it refers to the practice of conducting business in a manner which links it to ethical values and most importantly, respect for people, communities and the environment. Investing in CSR may not directly lead to an increase in the bottom-line, but it can surely help in creating a positive perception about the company amongst the target audience. A positive perception about the brand and the company can help in securing positive value with new partners, investors and existing customers. Not only this, Eurotech is becoming more energy eficient and introducing sustainable practices across the product lifecycle there by reducing the carbon footprint.

Products Connectors, Copper Networking Components, Computer Accessories Cable / Cable assemblies, Fiber Networking Components KVM Switch / Extender, Network Enclosures, Tools USB Firewire Products Video Solutions, Voice Solutions Brand Book of the Year 2012

Fortinet the provider of network security appliances and the market leader in uniied threat management (UTM) is headquartered in Sunnyvale, California. Its products and subscription services provide broad, integrated and high-performance protection against dynamic security threats while simplifying the IT security infrastructure. Fortinets customers include enterprises, service providers and government entities worldwide, including the majority of the 2011 Fortune Global 100.

Brand Ethos Fortinet’s biggest strengths are in technology innovation and entrepreneurship in execution at the global ield organization. Fortinet’s global and regional leadership has always focused on delivering cutting edge solutions coupled with a strong framework for delivering to local market needs. Fortinet believes that the key ingredients for building a successful brand and company are – Credibility, People, Products, and Support processes for customers and partners.

Digital Edge

Vishak Raman Regional Director- India & SAARC Fortinet ·

More than 100,000 companies worldwide are using Fortinet’s market-leading security solutions to protect their networks, databases and applications. · Fortinet is the only uniied threat management vendor to earn certiications across all core security technologies

Fortinet’s priority is to be where the customer is and where they are searching for the brand. This means Fortinet has to be a multi-access brand: reachable in physical agencies, on the internet (websites), by phone, on mobile, and iPad (applications and dedicated mobile sites). As per Fortinet, a company’s brand name alone may not be enough to distinguish the brand in the marketplace. A powerful story that is communicated at every stage through a digital forum can bring to life the brand and keep it fresh. There are audiences who are dispersed globally. One needs to ind ways to engage different types of audiences in different ways. This is where the digital world plays an important role in brand building. Social media facilitates the reach to consumers and enables them to experience the brand and share their feedback with the company.

Power of Brand Fortinet is one of the market leaders in the uniied threat management (UTM) segment in both units and revenue in India for many years. As part of transformation in the last two years, Fortinet started to diversify

beyond its core UTM products to complementary security portfolio solutions like wireless, LAN security, Web security, database security and authentication tokens.

Philanthropic Gesture Corporate citizenship is important because Fortinet believes that businesses are a vital part of the community in which they operate. Fortinet goes beyond its core mission of helping enterprises secure their operations to provide jobs in a conducive working environment, raise the skill levels of the IT workforce, and advance the well-being of the community at large. In India, they have leveraged their expertise in the security domain to initiate safe browsing in schools in few cities without expectation of commercial payback. Through this scheme, they have helped make the Internet safe and secure for young Indian minds, and created a framework for an open and collaborative environment in schools. These external CSR programs also have internal beneits − the altruism brings about a tremendous sense of satisfaction in its staff, giving additional meaning and fulillment to their work.

Products FortiGate Network Security Platforms and Appliances, FortiWiFi Wireless Security Appliances, FortiAP Wireless Access Points, FortiCarrier Service Provider Security, FortiManager Centralized Management, FortiAnalyzer Centralized Reporting, FortiWeb Web Application Security, FortiMail Messaging Security Appliances, FortiScan Vulnerability Management, FortiDB Database Security and Compliance, FortiBridge Bypass Appliances, FortiBalancer Application Delivery Controllers, FortiSwitch Secure Switching Platforms, FortiCache, FortiAuthenticator, FortiDNS Secure Caching DNS Server, FortiToken Two-Factor Authentication, FortiClient Endpoint Security Suite, FortiModules Accelerated Interface Modules, FortiVoice Phone Systems, FortiDDoS Family of DDoS Prevention Appliances 47

Brand Book of the Year 2012

Fujiilm is a 75 years old legacy company of photographic solutions having Global Headquarters in Tokyo. Fujiilm products are based on a vast portfolio of digital, optical, ine chemical and thin ilm coating technologies which contribute to the advancement of culture, science, technology and industry.

Brand Ethos Fujiilm believes brand reliability is proven to be critical in photographic and imaging industry. They have a broad spectrum of customers from various industries, including electronic imaging, photoinishing equipment, medical systems, life sciences, graphic arts, lat panel display materials, and ofice products. Well-timed marketing also plays an important role in the product positioning.

Digital Edge

K. Tanaka Managing Director Fujiilm India ·

There are a host of businesses where Fujiilm is expanding now, but the core competency remains in the ield of imaging for consumers and businesses. In the coming year Fujiilm’s strong thrust however is going to be in consumer digital imaging business.

Fujiilm has a clear social media strategy that involves increasing awareness of the brand, products and services. As Fujiilm is into photographic and imaging industry, digital world can play a crucial role in brand building. This new age media is the right tool to reach out to its target audience without any barriers. Nowadays advanced technologies can play an important role in realizing business strategies. When this technology is integrated with social media it can create better customer experience. Fujiilm has its integrated R&D centre in Japan. The customer feedback collected from different parts of the world is provided to the R&D team which develops the product accordingly. This practice helps in maintaining the standard as well as address the emerging needs of its customers by creating innovative product range. Fujiilm is investing in the R&D putting the 75 years of expertise to deliver intelligent technology which is consumer friendly, simple and safe.

Consumer Products Digital Cameras, 3D Image Products

Power Brand

Fujiilm as a brand needs no recognition since it was one of the pioneers of camera and imaging business. Over a period of time they expanded and created sub-brands in order to strengthen distinct identities for each business. However, Fujiilm was always careful about the Master Brand and was always promoting Fujiilm along with all sub brands. Fujiilm believes that it is extremely crucial to keep building equity back into master brand in order to retain the identity and reap the beneits the name earned over many years. Beyond the usual business activities the company has also been involved in CSR activities across the globe through Master brand which has given it a positive aura and strong goodwill beneitting not only the society at large but also business as speciic.

Philanthropic Gesture The Fujiilm Group’s approach to CSR is to contribute to the sustainable development of society by putting into practice the Fujiilm Group’s Corporate Philosophy, and realizing its Vision through sincere and fair business activities. Business Products Medical Systems, Life Science Systems, Graphic Systems, Photo Imaging Products, Motion Pictures Films, Recording Media, Industrial Products, Optical Products, Fujiilm Hunt Chemical

Brand Book of the Year 2012

GIGABYTE, headquartered in Taipei, Taiwan, is founded in 1986. GIGABYTE started as a research and development team and has since taken the lead in the world’s motherboard market. On top of motherboards and graphics accelerators, GIGABYTE further expanded its product portfolio to include notebook and desktop PCs, digital home entertainment appliances, networking servers, communications, mobile and handheld devices, servicing every facet of people’s lives at home or business.

Brand Ethos Gigabyte believes in three main ingredients for building a successful brand, they are product innovation, taking initiatives for building / developing an ‘IT knowledge Community’, and enhanced After-Sales Service. GIGABYTE is uniquely poised, with its extensive range of premiumfeatured motherboards, to meet the growing customer demand for the right Price / Performance ratio. Product Innovation has been always a foremost focus area for GIGABYTE, and since 2006 the company has been setting and patenting multiple quality standards every year, such as 24 Phase Power VRM, 2oz Copper PCB, Dynamic Phase Power Switching Energy Saving Technology, All Solid Capacitor, and TouchBIOS, to name a few.

Sunil Grewal Sales Head – India, GIGABYTE Technology (India) Pvt. Ltd. · Gigabyte is also focusing on creating an ‘IT knowledge Community’ through regular System Integrator (SI) and college campus events. This is an ongoing process for GIGABYTE which has a commitment to conduct over 25 SI knowledge-sharing meets and over 10 college events per quarter. · GIGABYTE has Exclusive Service Centers in six major cities, which also act as hub for the Pan-India market. · The company basically has three focus areas – Channel Proitability, Product Innovation, and After-Sales Services.

focus on R&D and continuously come out with innovative technologies to give the best value for money for its customers. Product Innovation has been always a major focus area for GIGABYTE, and since 2006 the company has been setting and patenting multiple quality standards every year.

Philanthropic Gesture GIGABYTE Technology, has been one of the earliest adopters of ‘energy saving’ as well as ‘green computing’ initiatives in the global IT industry. All its motherboards, both high-end and entry-level models, come with unique technologies and features designed and proven to decrease the carbon footprint, improve energy eficiencies, lower power consumption, reduce electrical waste, and rationalize system temperature.

Digital Edge Gigabyte believes that though, social media is still at a nascent stage in India, it is growing exponentially. In the present context, businesses should not only have a presence in the Social Media, but they should also be proactive in highlighting their products, services and events in this domain. An organization that can manage queries related to products and services, promptly and satisfactorily, can build an ideal image among users of Social Media. Social Media also provides an effective platform for video consumption. But, organizations should only upload video customized enough to suit the requirements of the Social Media User.

Power of Brand Gigabyte doesn’t have any Sub Brands. The only product brand that has is the GIGABYTE motherboard brand. The company has a very strong

Products Motherboard, Graphics Card, PC Components, PC Peripherals, Notebook/Netbook, Allin-one barebone, Mobile Phone, Server/ WorkStation, Enterprise PC

Brand Book of the Year 2012

GoIP provide end-to-end technology solutions and services within the Infrastructure domain to Telecom Operators, Services Providers, Government, Large and SME Customers. The company is an India based leading IT Solutions and Services Company with presence in South East Asia and North America. GoIP’s Infrastructure Services include Public Cloud Services, Infrastructure Management and Infrastructure Optimisation. Through their extensive technical strength and manpower, Go IP is able to execute large IT System Integration projects.

customer conversion and satisfaction, thus making a strategic impact on the business. The basic tenet of behaviour at Go IP for all associates is to treat the company as one’s own. Everyone owns this company, and everyone is empowered to take decisions on behalf of the company. With responsibility comes the accountability. Mistakes are made, but are treated as a learning opportunity. The quest is always to ind mechanisms that will simplify things for customers and us.

Power of Brand The company believes that everyone is important – right from the junior most staff to the senior most. Employees are individuals and peers. There is empowerment at all levels to take initiatives –with the

GO IP as a company has been around for close to 2 decades now. As they have evolved, they have not “unlearned” their old ways. They have allowed the integration to happen in the market place rather than trying to re-skill everyone at the backend. So people retain their core strengths

proviso that the initiative is not detrimental to the company’s interest. So that leads to long term commitment and allegiance. Commitments towards customer and partners are honoured. Keeping that trust is of supreme importance.

and relationships, but the basket of services gets supported by the right stake holders at the backend. The attempt is to retain the diverse portfolios but still get convergence across the portfolios as the customer inally wants all the portfolio offerings at some point or the other.

Digital Edge

Philanthropic Gesture

Social media is now an important determinant in creating brand awareness and increasing engagement with the customers. Marketing executives are now measuring ROI in inancial terms as well, where social media impacts the revenue. The challenge is to ind out the value building opportunity lies – which will automatically lead to

Corporate Social Responsibility for Go IP starts with upholding ethical standards in conducting business and extends to under the radar philanthropy. However, the focus is more on discharging the responsibility and not so much for the beneit for the brand or the impact it creates.

Brand Ethos

Rahul Swarup MD & CEO Go IP Global Services Pvt. Ltd. ·

GO IPs customers include Telecom Operators, Utility Companies, Enterprise customers and a host of Business Partners. While there are many focus areas (IP/TDM networks including cross over applications, Carrier Ethernet, IPv6 etc), GO IP’s two thrust areas for the future are Wireless Technology and Cloud Computing. In the wireless, the company focus on getting value for money technologies for the routine applications but also providing technology for high uptime and throughput links for critical applications through point to multipoint, and mesh networks.

Products A10 Networks, APC Wireless Solutions, Aruba Networks, Brocade, Dell, Dialogic, HP, Linksys, RAD, Ruckus, Silver Peak, Siemens, Sensage, TP-Link, Ubiquiti.

Brand Book of the Year 2012

HCL Infosystems is one of the pioneers in the Indian IT market, with its origins in 1976. For over quarter of a century, the company has developed and implemented solutions for multiple market segments, across a range of technologies in India. The company operates in both the Consumer and Enterprise Space including a strong presence in the Government Segment as well as in corporate verticals like BFSI, Telecom, and Healthcare. HCL Infosystems has the largest distribution network of digital lifestyle global brands and an unparalleled robust service network in the country. The company is focussing on solutions and services like Cloud, Managed Services etc. It has a very fast growing divisons like HCL Learning and Mobility. Today HCL Infosystems has emerged as a leading System Integrator.

Brand Ethos HCL believes that brand has to deliver on the promise that it has made

Companies have come to depend on social network sites and blogs to connect with customers, converse with them and understand their needs and thoughts and even hire new employees. The priority for any brand in today’s scenario should be on accessibility – be present wherever your customers are. Accordingly the brand should devise its digital presence strategy. The technology sector is one of the few where the products and services have a small shelf life. So to keep on innovating is very important in the industry. Innovation thrives on an environment which focuses on quality as well as on collaboration. HCL Infosystems believes in the philosophy of Total Quality Management as a means for continuous improvement, total employee participation in quality improvement and customer satisfaction.

Power of Brand HCL has been in the IT industry for over three decades now. HCL Infosystems over the years has been expanding its business portfolio and today has emerged as a leading System Integrator, the largest distribution network of IT products with an unparalleled robust service network in the country. Today HCL Infosystems is ranked as one of the largest domestic company. Over the last couple of years the company has expanded into regions like Africa and the Middle East through organic and inorganic strategic steps. With an in-depth understanding of manufacturing and hardware today the company is focussing on solutions and services like Cloud, Managed Services etc. In the recent past the organisation has got various orders from the corporate and government sectors in this region.

Rothin Bhattacharya EVP - Marketing, Strategy, Business Development HCL Infosystems · HCL Infosystems utilize effective & eficient proprietary consulting services’ methodologies to analyze and assess their clients’ IT infrastructure, thereby able to provide state-of-the-art solutions to their customers. · The ability to instantly reach out to customers at the time of need set them apart from the competition.

Digital Edge

Philanthropic Gesture through its products. Sustaining the brand promise and experience over the years goes into building a successful brand and company. It is also important that the brand has a connection with innovation. Whether it is marketing innovation, service innovation or product innovation it should be present in the strategy.

HCL believes in building a symbiotic relationship between the manufacturers, the consumers and the recyclers with the aim to promote sustainability in the operations so as to have least stress on the environment. Towards this end and to identify, develop and sustain the maintenance of an environment management system at the corporate level the company has formulated a program - HCL’s Ecosafe.

Products HCL Infosystems offers a wide spectrum of IT Services and Products ranging from System Integration to the latest Consumer Mobility Products. Today as a complete IT solutions provider the company offers services like Infrastructure Managed Services, Cloud Computing, Remote Infrastructure Management, Learning solutions etc. and expanding its footprint in India and emerging global markets. The company also has robust offerings in Computing Systems, Ofice Automation Products and Services, Distribution and Support Services. 51

Brand Book of the Year 2012

Based in Irvine, California, HID Global is founded on the principle of extending and enhancing its customer experience in product quality, delivery and service through a unique set of value-added customer and channel partner advantages. HID Global has revolutionized physical access control by providing a secure and convenient method to gain entry to doors. Millions of times a day, around the world, HID products are used, making it almost second nature to present a card to a reader and gain access to buildings and IT networks.

is able to receive instant feedback that allows it not only to better partner with customers and provide them with products and solutions that meet their speciic industry requirements, but also enhance the customers and technical support they need to do business and perform at the highest

Brand Ethos HID Global strives to position itself as a leading secure identity solutions provider and that position is relected in its global product warrantees. In addition to its engineering and innovation team, the company also focuses on quality – not just at the component level, but also in terms of the customer’s overall experience when they do business with the company.

Power of Brand

Simon Siew MD, Identity and Access Management of APAC HID Global · · ·

Revolutionized physical access control by providing a secure and convenient method They have a customer-centric model Acquisition of ActivIdentity, a worldwide leader in intelligent identity assurance.

It’s vital to focus on delivering what the customer sees as value. HID Global maintains a strong focus on customer satisfaction excellence, ensuring its customers receive the company’s complete support and that Genuine HID solutions optimize the cost of ownership beneit. The balance in the customer value equation (cost, security and convenience) is achieved as the company adds new technologies and solutions to its portfolio that extend customers’ existing investments. HID Global Corporation has a strategic partnership with Sony Corporation. The company’s customers have demonstrated their loyalty to Genuine HID products, and it is these long standing relationships that fuels HID Global’s continued success and future growth.

Digital Edge HID Global sees social media as a complementary communication platform to engage its customers and increase direct dialogue with them. The biggest advantage of online interaction is quickness. The company

Services iCLASS Solutions, Card Service Bureau, Card Issuance, PIV-I Services, Logical Access, Food & Animal, Government, Cashless Payments, RFID Tagging, Waste Management, Embedded Solutions, Asset Tracking, Laundry Tagging, e-Health Terminal, National ID Support

levels. Currently, HID Global delivers content on its own HID Blog as well as its Facebook, Twitter, Youtube and Flickr pages. The company also utilizes country-speciic social media platforms that are popular in different countries due to language and social barriers.

Philanthropic Gesture All of HID’s corporate social responsibility initiatives are tied to its Genuine HID principle, which in “layman’s” term is simply to be the best it can be. In terms of sustainability, this means that HID is committed to create products and solutions that have a smaller carbon footprint while maintaining the highest standards of quality. HID Global actively embraces green product design, which includes the selection of appropriate materials, components and procedures that reduce environmental impact in the product development process.

Products Badges, Readers, FARGO Card Printers, Prelams & Inlays, RFID Tags, D Software, HID on the Desktop, ID Systems Crescendo, iCLASS Readers, Embedded Solutions, OMNIKEY

Brand Book of the Year 2012

Founded in 1939 and headquartered in Palo Alto, California, HP offers products, solutions, software, technologies and services to customers of all hues and shades from individuals to medium-sized businesses (SMBs), as well as to the health, government and education sectors. HP is uniquely positioned as a trusted advisor to help enterprise customers and service providers implement the right mix of technology-enabled services – in-house, outsourced and cloud – to optimize their business outcomes.

Brand Ethos HP’s corporate objectives have guided the company in the conduct of its business since 1957, when irst written by co-founders Bill Hewlett and Dave Packard. These include customer loyalty, Proitability, Growth, Market leadership, Commitment to employees and Global citizenship.

Digital Edge The HP Converged Cloud is an industry irst hybrid delivery approach and portfolio based on a common architecture spanning traditional IT, private, managed and public clouds. It brings together industry-leading HP Converged Infrastructure, HP Converged Management and Security, Converged Information and hardened OpenStack technology.

Power of Brand Neelam Dhawan Managing Director HP India ·

HP’s new Application Transformation solutions are designed to help enterprises drive an enhanced user experience by integrating mobile-based enterprise applications into the traditional computing environment. HP launched the HP VirtualSystem for VMware, a highlyoptimized, turnkey solution that gives organizations a virtualized infrastructure that speeds implementation and provides a foundation for cloud computing. Based on the HP FlexNetwork architecture, HP launched new networking products and services that deliver the increased lexibility clients need to keep pace with the demands of globalization and IT consumerization.

HP Enterprise Business is one of three main businesses for HP. The others are HP Personal Systems Group (which creates PCs and hand held devices) and HP Imaging and Printing Group (which creates HP’s printing products and services). Next, there are four main business groups within HP Enterprise Business focused on products and services: Enterprise Servers, Storage and Networking (ESSN); HP Software (HPS); HP Technology Services (HP TS); and HP Enterprise Services (HP ES). HP ensures Business Continuity for Clients Switching to IPv6. The company has partnered with the Government of Karnataka and IIIT-B to Help Enterprises Adopt the New Internet Address Standard. HP has launched solutions, advanced technology and an expanded entrepreneur programme to enable small and midsize businesses (SMBs) drive growth, improve employee productivity and protect assets. HP also invested an additional $4 million in its global programme, HP Learning Initiative Horizontal Solutions HP Application Transformation, HP Converged Infrastructure, HP Enterprise Security, HP Information Optimization, HP Hybrid Delivery

for Entrepreneurs (LIFE), which empowers SMBs to create new revenue streams. In the Asia Paciic, there are 63 training centres in 10 countries, including Australia, China, India, Korea and Southeast Asia. India has 28 training centres. HP in India created more than 2253 jobs and more than approximately 948 new businesses.

Philanthropic Gesture The key focus areas of HP are education, health and community engagement. A milestone disaster relief by HP was carried out in Pakistan where HP supported the “largest-ever” food distribution program to one million infants and children of life-saving high-energy biscuits and specialized nutritional food; helped erect 90 child-friendly protective spaces; helped send mobile emergency medical teams to isolated Sindh and Punjab; provided water puriication tablets and training in their use; supported food-for-work transition for 18,000 families. HP Software Business Technology Optimization (BTO) Information Management Solutions Business Intelligence Solutions HP Software Services Brand Book of the Year 2012

HP PSG has the widest portfolio of products / solutions and expansive geographic coverage to serve every user segment and this diversity helps the company capitalize on the increasing demand from business customers and navigate through softer consumer demands. HP PSG is well-positioned as a trusted technology advisor and onestop IT solutions provider for: Style coupled with Performance, Design and Innovation, Business Solutions, Latest technology to offer productivity while reducing TCO and Green IT HP’s new range of products and solutions cater to the consumer and commercial segments offering seamless merging of innovation, performance and reliability with state-of-the art design innovations. HP is a market leader, driving standards-based computing to all segments and across all product ranges. HP’s PC business provides them both the lexibility and adaptability to drive meaningful innovations.

Brand Ethos

Rajiv Srivastava VP & GM - PSG HP India ·

HP offers product support through authorized service delivery providers spread across India. These Service Partners having exclusive service setup having engineers trained and certiied on HP products. · The ‘One HP India strategy’ is to ensure that they are leveraging the several different parts of its business in India in a uniied and more cohesive manner to drive business growth.

HP’s core ideology includes a deep respect for the individual, a dedication to affordable quality and reliability, a commitment to community responsibility, and a view that the company exists to make technical contributions for the advancement and welfare of humanity. HP’s shared values that build the brand include - Passion for customers, Trust and respect for individuals, Achievement and contribution, Results through teamwork, Speed and agility, Meaningful innovation and Uncompromising integrity.

Digital Edge With consumerization of IT, there has been rapid adoption of latest technologies in the way people live, communicate and access information. Social media hence plays an important role in creating a credible marketing campaign, a prerequisite for brands to garner greater mindshare and consumer preference. The heaviest internet users in India are between the age group of 15-24 years, driving the highest internet consumption in the country, thereby making the online space the most important touch point with the youth. This represents a huge opportunity for brand like HP.

With youth as the most signiicant part of the target audience for consumer technology products, HP’s marketing strategy and media plans are designed to build brand afinity and customized to suit this target segment, which is unique in its own way. HP has 88,000 Facebook members on its brand page within a few months of presence on the social networking website. They have used this platform to create awareness about the products and technology, launch ad campaigns, address customer queries, create brand evangelists and build brand loyalty. Many interesting activities are underway to consolidate HP’s digital presence and make it interesting. HP will continue to engage with its online audience like customer, bloggers and other inluencers to enhance their brand experience.

Power of Brand HP serves more than one billion customers (consumers, small to medium businesses, and large enterprise customers in virtually every industry) in more than 170 countries on six continents. Its four business units offer products spanning enterprise storage and servers, personal systems, imaging and printing, software, services, and corporate investments. HP has a diverse portfolio of products from desktops, notebooks, workstations to thin clients, accessories, MultiSeat solutions and retail solutions. Each brand has its own differentiators and it is through these differentiators that we maintain a diverse portfolio of sub-brands.

Philanthropic Gesture Social innovation is an integral part of HP’s business strategy. HP aims to use the energy, passion and culture of innovation that makes HP successful commercially, to make profound, positive social impact. HP’s key focus areas are education, health and community engagement. To help aid the relief efforts in Japan, HP’s employees and the HewlettPackard Company Foundation have committed more than $2.3 million in technology product and cash donations to organizations that are supporting short-and long-term relief work.

Products Desktop, Laptop, AIOs etc.

Brand Book of the Year 2012

IBM delivers technology that manages buildings from museums to ofice buildings, warehouses, factories, power plants, laboratories, campuses, apartments, resorts and more, to save costs, better manage systems and reduce carbon emissions. IBM software, hardware and services help create, manage and maintain the world’s most intelligent and interconnected infrastructures from smarter buildings, cities, utilities, ofices, transportation systems and operations in every industry. IBM works with thousands of clients in over 170 countries. In India, IBM works with some of the key companies across 17 industry verticals that the company operates in. IBM works with organizations of all sizes – some of the largest enterprises in the country to small businesses in tier two and tier three cities.

Brand Ethos

Virginia Sharma VP, Marketing & Communications IBM India/South Asia · ·

· ·

IBM has an end-to-end portfolio of services, software, and hardware, differentiated by its R&D capabilities. The value of the work by CSC teams globally to date is estimated at $25 million. In 2011, IBM deployed its 100th team and 1,000th employee through its CSC program, which is often called a “corporate version” of the Peace Corps. Today, IBM infrastructure manages over 400,000 subscribers in India alone. Globally, IBM works in 17 industries across 5 sectors. In India IBM has presence in each of these sectors, with leadership positions in industries like Telecom, Financial Services, Travel and Transportation.

The IBM brand has been built over a century. IBM, throughout its history, has been driven by the belief that in order to become a great brand, it is important to become a great company irst. All the organizational efforts and initiatives relect this strategy and has helped them to deliver a brand that is recognized as the second most valued brand in the world across all industry segments.

Digital Edge Social media and other emerging digital platforms have also resulted in increasing transparency – where customers have great visibility into companies. Innovation forms part of IBM’s value system; “Innovation that matters – for our company and for the world”. IBM believes that in today’s world, innovation, far more interdisciplinary and open, cannot be restricted to

the research labs only. It can germinate from any part of the organization or even from outside of it. IBM is leveraging new tools and programmes, like jams, to encourage IBMers to contribute ideas. Jam is a collaborative platform structured as a multiple-day, web-based forum where participants brainstorm and propose new ideas.

Power of Brand IBM has a variety of offerings – services, software, and hardware. It has also acquired a signiicant number of companies over the years and seamlessly integrated them into the enterprise. However, they ensure that they have one single overarching identity – the IBM brand. The way they represent themselves to the clients, communities, employees and shareholders is unique and singular. IBM ensures that there is similar brand experience across all touch points – both for its external as well as internal audiences.

Philanthropic Gesture IBM’s approach to CSR has been through its technology, talent and local partners. Across the globe, they work with governments and communities to help facilitate the local objectives and be part of the national agenda. Driven by an ‘expertise based volunteerism’ approach they share their global expertise and experiences with the local partners to support their local initiatives. It has not only made an impact to the society, but also helped attract and retain top talent. IBMers have felt great pride in being a part of an organization that is striving to make the world a better place.

Products Software, Systems and servers, Storage Services Business services, Business services, Business services, Training, Financing, Financing

Brand Book of the Year 2012

Intel has been continuously working for decades in the traditional PC space, but now the company is applying the world’s most advanced silicon technology to new mobile segments to deliver lowest power, higher performance, cost-competitive products. Their focus and thrust area this year would be to re-invent mobile computing once again with the upcoming introduction of Ultrabook devices; marrying the best of PCs and tablets providing the most complete and satisfying of these experiences in one device.

Power of Brand

Brand Ethos

Philanthropic Gesture

Intel brand is all about bringing things to life and hence they use the phrase — ‘amazing things happen with Intel’. And this is what builds their organization; everything they do whether in the traditional PC and notebook space or in the newer devices and markets, from a personal computer to smart phones, Intel create opportunities for the consumers to witness and enjoy the amazing things that Intel can bring to life. Successful brand and company can be built only by identifying the needs of the consumers and creating products and services which resonates their needs.

Digital Edge

Sandeep Aurora Director, Marketing Intel South Asia · ·

At Intel, they take corporate governance and business ethics seriously. Their suppliers are contractually obligated to fully comply with Intel’s Code of Conduct and the Electronic Industries Code of Conduct, and all applicable laws.

Social media is being hailed as the next big wave on the marketing and communication medium. It has gradually emerged as the pivotal medium of communication, ably supporting the traditional medium to help engage with audiences and offer an integrated experience to the consumers. Intel actively makes social media as part of its business strategy. Keeping this in mind Intel has launched digital campaigns in India in order to engage with its consumers and create a personalized relationship with them. This is perhaps the only medium through which one can engage and intrigue their consumers, create conversations and connect with them on a deeper level. Social media marketing is the new mantra for a lot of brands. Intel is taking note of the different social media opportunities, beginning to implement new social initiatives and will continue doing so going forward.

Intel is driven by the deep belief that a better future is made possible by Technology. But the only thing more amazing than its technology is what someone will do with it. The Intel brand is about helping people accomplish, connect, enjoy and unleash unrealized potential. Intel brand’s core value is performance, innovation and trust helps them build whether it is the Masterbrand communication or its Hero brand of Core processors.

More and more companies today are acknowledging the responsibility they have towards the ecosystem, society and the world at large and creating corporate citizenship based initiatives which are positively impacting the society. Intel is committed to create bold advancements in technology that can enhance people’s lives. Intel focuses chiely on education & science & technology. Intel believes that young people are the key to solving global challenges, and a solid math and science foundation coupled with skills such as critical thinking, collaboration, and digital literacy are crucial for their success. That is why they get directly involved in education programs, advocacy, and technology access to enable tomorrow’s innovators.

Products More Products Cable Modems, Demodulators and Tuners, Expansion Modules, Microcontrollers, Mobile Communications, RAID, Server Chassis, Server Management, Server Services, Server Systems, Software Products Solid State Drives, Wireless Products 56

Chipsets Processors Motherboards Ethernet Products

Brand Book of the Year 2012

Reduced mainframe expertise, complexities, unsupported hardware/ software and maintenance involved are the biggest limitations. Here, the company – InterraIT offers a comprehensive portfolio of IT and ITenabled services with a distinct focus on providing product engineering services, enterprise integration solutions, mainframe and web-based custom enterprise applications.

Brand Ethos Company’s ethos lies in creating and encouraging enterprise and independence at individual level which will result into collective initiative. Ingredients that went in building their brand and company successful were, Strong and committed client service, Uncompromising quality in delivery, Difference in style and content, World class training, Bottom up leadership and Clarity and transparency in corporate communication both external and internal. InterraIT provides a comprehensive suite of solutions for IBM systems. With long term strategy, they offer preventive maintenance. InterraIT’s Cloud Computing offerings include both consulting and service that enable enterprises to adopt the Cloud Computing platform eficiently.

Power of Brand The company is like a football team where players have different ground roles but must play in complete harmony to one another to win, the result will be spectacular to the clients. InterraIT aims at playing a game of football by passing to one another constantly, so that they play like a collective individual with multiple arms and legs. Their master brand is technology consultancy at three sixty degree and this seamlessly integrates all sub brands of verticals and pillars like mobile, retail and logistics, supply chain, inance, healthcare and so on.

Philanthropic Gesture InterraIT is highly aware of the importance of CSR which is why they have been working in community service, local beautiication, training and education and similar value enhancing activities.

Digital Edge

Asoke K. Laha President & MD InterraIT · · ·

Today, InterraIT is the largest privately held offshore consulting company with operations in India. It is SEI-CMM Level 5 accredited and an ISO 9001-2008 certiied organization InterraIT’s Enterprise Mobility Solution (IEMS) is an integrated end-to-end Mobile Solution. It streamlines and mobilizes manual business processes making real time information available at the click of a button. It is looking at increasing its headcount in its Kolkata operations by at least 50 per cent over the next 12 months.

Technology is an integral part of social media. InterraITs’s messages and product or service promotion are leveraged through social media network faster than conventional channels. Not only this, billions of people use Search Engines everyday to search out the information on various subjects. Seeking the relevance of Search Engines in the lives of so many people, InterraIT ventured into Search Engine marketing to provide an apt exposure to the services offered by its clients.

Product Engineering Services Research & Development, Product Sustenance, Support, Release Engineering, Platform Migration, QA & Test Automation Enterprise Business Applications Strategy and Roadmap Planning, Custom and Packaged Application Design & Development, Application Management and 24 *7 Support operations Mobile Computing Enterprise Mobility solutions, Device Platform regression testing, Mobile Application Development

Brand Book of the Year 2012

A premium technology enabler, iValue InfoSolutions drives adoption of cutting edge technology solution and services through the entire life cycle stages for IT Security, Storage and Managed enterprise wireless space. With a mission to empower organisations effectively manage their “Digital Assets” which are critical business differentiators, for protecting and growing the business, iValue offers solutions and services that are aligned and optimized for protecting and growing Business, through its partnerships. The team at iValue have proven track record of creating robust & scalable delivery models for niche & emerging solutions/services, while continuing to provide additional growth for matured solutions. iValue forged and nurtured relationships with over 20+ premium technology partners and has done business with 375+ unique partners. The company has direct presence across nine cities in India, with channel and customer focused teams, addressing pre-sales, sales and post sales needs of customer and partner.

Brand Ethos iValue’s ethos is all about putting its customer needs ahead of itself. Its mission and vision are customer centric. The company’s business model is vendor centric and all its activities are channel centric. iValue irmly believe that by effectively understanding and addressing its customer challenges its needs are taken care by them.

Sriram S CEO iValue InfoSolutions (P) Ltd. · iValue plan to go live from the new inancial year starting April 2012 on marketing services initiative. · iValue plans to enter into IP area to increase the value creation. · iValue has over 20+ premium technology partners and has done business with 375+ unique partners.

Digital Edge The founding team at iValue irmly believes in ‘Collaborative commerce’ approach in all our business engagements. The company always looks at win-win partnership model to enhance reach and coverage along with faster value creation for the group. iValue’s expansion into consulting, compliance and cloud services and foray into marketing services business are examples of its collaborative approach which not only make a difference in the industry but set a new trend. iValue believes that understanding business and IT challenges of each of the customer is the irst step. Social media is increasingly used by informed buyers to seek inputs on price, features, experience, opinion, etc. The next wave of internet is Social media networking.

Power of Brand Value creation for the stake holders is the key reason behind formation of iValue group. iValue is now expanding into services business to expedite value creation timelines. It also has plans to get in to IP area so that quantum of value creation also is enhanced signiicantly. The company believes that it is the key to build a core business successfully and then leverage it to create complementing models around core business, thus helping higher and faster value creation for its stake holders.

Philanthropic Gesture From iValue perspective, CSR is not a standalone activity but a central one for building a successful and growing business on the long term. Hence, the company ensure from day one a decent portion of its proits are reinvested in developing the community around it. iValue do not consider this as expenditure, but as an investment to sustain and grow business in the long run.

Products/ Services/ Solutions Security, Storage, Networking, DNA (Data Network & Application Management)

Brand Book of the Year 2012

India’s mobile handset market is quite cluttered with international brands having a strong hold on the consumers. Creating your own place in such kind of a market is not that easy where irst you face aggressive competition, second you have consumers who are loyal to their brand and third is meeting the ever changing demands of the Indian consumers, which forms their core thrust area. Karbonn devised a strong strategy to enter into the market and built a strong, dedicated and loyal distribution channel.

Brand Ethos Believing in ‘Redeining Life in Every Way’, Karbonn Mobiles has fast become one of the leading mobile phone brands in the country and has been at the forefront of ushering in the revolution of Indian mobile phone handset brands challenging the established players in the business. Karbonn Mobiles bases its business ethos on understanding consumer requirements while offering the best-in-class products at a great value-for-money proposition and harps on the principle of bringing the best of products and services to the larger mass.

Digital Edge

Sudhir Hasija Chairman Karbonn Mobiles · Karbonn products should redeine life of our consumers in every way and thus the core values that drive their brand are cutting edge technology, apart from value for money and committed after sales service, which has helped in creating a pertinent brand imagery for their company. · Today consumers deviate from their brand loyalties if they are offered something best, thus Karbonn, works constantly through various associations, tie ups and invest in R&D to connect better with the audience. · Besides service centre network of 650+ counters, they plan to have at least 1 ASC in a radius of 150 Kms and collection point in radius of 60kms in stronghold markets to service customers in a more professional and time bound approach. · Company’s collaborations include tie-ups with global leaders like SRS Technologies for mobile sound technology, and Disney for product customization.

In today’s digital age, technology and social media plays an important role in creating a pertinent imagery of a brand. By using the modern media techniques of online social media, brands can create actual customerconnect and can effectively create more sales opportunities. While the digital world plays an important role in brand building, it is the integration on technology and social media into the social conscience which plays an intrinsic part in creating a positive customer experience for the said brand.

Power of Brand ‘Massifying Technology’ is the brand philosophy at Karbonn Mobiles and it is in the continuation of the same, that Karbonn Mobiles has constantly come up with latest advancements and innovative features that suit the Indian market the best. Karbonn Mobiles encourages lateral thinking and in the continuation of the same has a free-minded research and develMobile Phone Smart phones Long-battery phones Smart Feature phones Multimedia phones Exclusive phones Music phones Tripple-sim Phones

opment team in-house which promotes a culture of innovation inside the heart of Karbonn Mobiles. While intrinsically, Karbonn Mobiles fosters a creative culture of innovation; externally, the brand harps on cutting edge product collaborations which help in creating a difference in the dynamic mobile industry of the country.

Philanthropic Gesture In today’s times of corporate upmanship, wherein distinguishing corporates from each other is becoming more and more harder, it is initiative campaigns like Corporate Social Responsibility (CSR) which help in deciding the seriousness of the corporate. While corporate have been coming up with innovative campaigns, it is the dedication of the brands which differentiates a good CSR campaign from an eye wash CSR campaign. Example of a pertinent CSR campaign was witnessed during their IPL association last year, wherein they initiated “Catch the Pink - Karbonn Breast Cancer Initiative”, where Rs. 25k was donated per match to the Indian Cancer Society, Delhi. Initiatives like these go a long way in establishing the brand amongst the consumers and show them how serious the corporate is for the society.

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Brand Book of the Year 2012

Altaf Halde Managing Director Kaspersky Lab – South Asia · · · ·

Over 300 million people worldwide are protected by Kaspersky Lab products and technologies. For 14 years, Kaspersky team of experts has worked on exposing, analyzing and neutralizing IT threats. Antimalware expertise remains Kaspersky core strength. Kaspersky Lab’s corporate client-base exceeds 200,000 companies located around the globe.

Kaspersky Lab is one of the fastest growing IT security companies worldwide. Today, it is firmly positioned as one of the world’s top four leading vendors of endpoint security software. Kaspersky Lab continues to further improve its market position, demonstrating its constant effort towards becoming a leading brand in the industry. Kaspersky’s success can be attributed to its core brand philosophy that drives it internally as an organization. For 14 years, The Kaspersky team of experts has worked on exposing, analyzing and neutralizing IT threats. Along the way, it has amassed a tremendous amount of experience and knowledge about malware and how to deal with it. In India, the newest B2B release Kaspersky Endpoint Security 8 for Windows has found great acceptance in almost all key verticals including IT&ITES, BFSI, Education, Government, Manufacturing etc. The company further plan to launch more new products in line with market demands over the next two quarters, which will cater to organizations of sizes 500+.

Brand Ethos The company believes that everyone should be free to get the most from technology – without intrusion or other security worries. Kaspersky crack team of specialists gives you the freedom to live your digital life without worrying about your personal information and assets. Kaspersky Lab live the Relentless Expertise, Always Ahead, Different, Optimized, and Reassuring (RADOR) philosophy. This means that its business activities are always represented by the Kaspersky Lab brand. New products, services and initiatives are all

released under Kaspersky Lab brand.

Digital Edge While Relentless Expertise, Always Ahead, Different, Optimized, and Reassuring (RADOR) is the philosophy of the company, Fellowship, Authenticity, Mastery, Improvisation, Localibility, Intrapreneurship and Aiming high (FAMILIA) is its soul. Kaspersky understands that Consumers are spending more time than ever using social media with the fast advancement in technology. Social media today plays an important role in how consumers discover, research, and share information about brands and products. By 2015, the number of internet users in India is expected to reach a whooping number of 150 million. It is essential to address these millions through the right medium and establish a consumer connect with their target audiences. Kaspersky Lab has its own Facebook page, Youtube and Twitter accounts where the brand has succeeded in achieving an immense fan base globally.

Power of Brand Kaspersky Lab’s approach to branding is to use a master brand. Its business activities are always represented by the Kaspersky Lab brand. New products, services and initiatives are all released under Kaspersky Lab brand.

Philanthropic Gesture Globally, Kaspersky runs several programs that speak of the company’s commitment to making the Internet a safer place for all. Most recently, it conducted the qualifying round for Kaspersky Lab Asia Paciic Cup & MEA Cup in India.

Products Antivirus Anti-hacker Anti-spam software

Brand Book of the Year 2012

Offering more than 2,000 memory products that support nearly every device that uses memory, from computers, servers and printers to MP3 players, digital cameras and cellphones, Kingston has deinitely come a long way since its inception in 1987. With global headquarters in Fountain Valley, California, Kingston employs more than 4700 people worldwide. The company believes that investing in its people is essential, and each employee is a vital part of Kingston’s success.

Brand Ethos The ingredient of any successful brand is quality. Kingston believes that once you’ve established yourself as a brand that is known for excellence and quality, it’s easy to build from there. Kingston always maintains long-term and close relationship with its partners. These go a long way in enhancing its brand image as well.

Digital Edge

Vishal Parekh Marketing Director Kingston Technology, India · Kingston’s tenets of respect, loyalty, lexibility and integrity create an exemplary corporate culture. · The founders of Kingston, John Tu and David Sun, always claims employees, suppliers and customers as the keys of Kingston’s success · Kingston uses marketing strategies that are aggressive, while informing and educating the consumer. · The Kingston marketing team in India is proud to be the irst brand in the India to have made a TVC for a pen drive · The focus for Kingston is not to sell huge volumes but rather to make a difference in the market – which in turn gets consumers to sit up and pay attention to the brand.

We live in a time and age where marketing and PR campaigns are toothless without the use of social media. Tools like Twitter, Facebook, blogs and forums are extremely powerful tools that help connect with the end user, and Kingston is present across. It also helps engage users in conversations that shed light on what consumers like and appreciate. Kingston feels Social media is even more effective for a company like theirs whose prime focus is technology. Consumers spend a lot of time online on forums and on social networking sites – they’re a well read, knowledgeable bunch. Therefore, there is greater need for a brand like Kingston to have a strong presence online.

Power of Brand Kingston Technology was irst established as a brand known for its variety of RAM modules. That range of memory modules has now been diversiied into various categories of products ideal for different types of users – overclockers, gamers, casual etc. The HyperXproduct family

Scanners Projectors Mini printer mechanism Industrial robots PoS systems

for instance is perfect for overclockers, serious users and gamers. Likewise the Secure USB Flash category is best suited for those who work with sensitive information (Govt. agencies or inancial institutions). The newly launched urDrive software transforms a USB lash drive into a more interactive tool is an example of Kingston’s innovation.

Likewise, the Wi Drive eliminates the storage limitations users of Apple products face. Moreover the marketing activities are designed to introduce an element of newness so as to get maximum attention from the customers. The Kingston marketing team in India is proud to be the irst memory brand to do in-ilm product placement alliances with movies (Dum Maaro Dum).

Philanthropic Gesture Kingston is always committed to the Corporate Social Responsibility. John Tu, the co-founder, and his band usually perform for charities. Not only that, Kingston has been doing CSR activities in Asia over these years. Also, CSR increases the brand recognition of consumers in local markets, which makes the brand stand out among various brands on the market.

Industrial printing Electronic devices Quartz devices Epson semiconductors

Brand Book of the Year 2012

Sushmita Das Country Manager Kobian Pte Ltd ·

Kobian’s service arm, Kaizen Infoserve, has over 26 branches with strength of 200 engineers and Residential oficers at upcountry location. The thrust areas are IT Peripherals – Motherboard, Casing, SMPS, Speakers.

Since its inception in 1978, Kobian has always led the way, breaking boundaries and taking on new challenges head on. From the onset Kobian has cultured a passion for innovation through the development of easy-to-use, dependable technology to bring out the very best in people. Operating in more than 8 countries around the world, including India, Indian subcontinent, ASEAN countries and MEA, Kobian applies new thinking and ideas to create simple, valuable and trusted experiences with technology, continually improving the way customers live and work. Kobian was one of the first local brands in India to start their own service centre. A trade where most brands still rely on third party service, Kobian believes in its product and has done the investments in services themselves. Kobian believes in “Service is more important than Marketing” and it has always been its prime focus area.

Digital Edge

Brand Ethos

Philanthropic Gesture

Kobian believes in ‘Making technology affordable for all’. The company ensures that business is profitable for all level of channel partners who are working with it and service its own products irrespective of the ASP. Its brand and products are its commitment to the channel and its consumers.

Kobian operates across continents with the head office and product team centralized at Singapore. The presence of the product and marketing team at one place helps any organization in taking faster and effective decisions and create changes in the product line at a much faster pace rather than the typical hierarchical approach in many leading companies. Kobian is closer to the markets and hears from the customers openly through various mediums, there is a constant upgrade and change in the technology which Kobian bring to the consumers.

Power of Brand Kobian has one brand MERCURY. The company offers a complete technology product portfolio through Mercury and IXA brands, comprehensively meeting customers’ specific needs. Kobian’s performance has been consistently strong in volatile environments due to solid management team.

All the PCB based components of Mercury are ROHS compliant. The Group is also actively engaged in the areas of Education, Health, Hygiene and Sanitation, Empowerment & Livelihoods and Community-Based Programmes under its Foundation wing, reaffirming its grass root presence as change agents of society in the field of Corporate Social Responsibility.

Products Distributes following Mercury products: Motherboard/Monitor/Power Product/Computer Casing/Speaker/Input device Storage/ Optical Product

Brand Book of the Year 2012

Lenovo is a relatively young global company formed only six to seven years back. It has heritage status in China where it started in 1984 but the true global entity is still very young. It’s a 28000+ workforce united by The Lenovo Way which is a unique culture managed through its 4P values and management tools. Lenovo’s 4P values are Plan before Pledge, Perform as Promise, Prioritize Company First and Practice Improving Everyday. Lenovo is one of the largest PC manufacturer in India as well as globally and builds exceptionally engineered PCs and mobile internet devices. Its domain expertise lies in satisfying the need for high quality, secure, reliable, yet easy to use computing products through product innovation, a highly-eficient global supply chain and strong strategic acquisition.

Shailendra Katyal Director, Marketing, Lenovo India · · · ·

Lenovo has won 23 awards at the recently concluded CES 2012 at Las Vegas. Lenovo is the second largest PC manufacturer in India No.1 PC manufacturer in two of the three largest PC markets (China & Japan) No. 1 in the worldwide commercial, consumer desktop and education PC market.

and also done innovations like Own Google for A Day for breaking campaigns online. Before going on T.V. Lenovo has breakthrough concepts like the Yoga and the Android-based T.V. They collaborate very closely with Intel and Microsoft for driving innovations and have some unique features like Enhanced Experience 2.0 with MS which makes the PCs boot 41% faster. The company believes that the fact that consumers are leading digital lives is fundamentally changing the approach to marketing. From being a broadcast-led advertising mindset, marketing is moving to the fact of consumers actually having free choice over both the medium and the message. Media planning is changing radically with digital increasingly becoming the starting point rather than the afterthought.

Brand Ethos

Power of Brand

Lenovo is a great blend of the East and West and the cliché of taking the best of both worlds can be actually seen in practice at Lenovo. The brand promise of ‘For Those Who Do’ actually resonates well with the organization culture statement on “We Own What We Do, We Do What We Say”. Because the external promise of the brand is built around the cultural premise, it becomes a potent force.

Lenovo is committed to building the larger corporate brand of Lenovo across all segments. The company’s product lines has its own identity (Ideapad and Thinkpad) which are used at relevant messaging points but the larger focus is on a unique Lenovo identity.

Digital Edge Lenovo sees digital as integral to the consumer decision-making process for technology and hence its core to business. The company has done things like live streaming of Sunburn on YouTube as a key sponsor,

Philanthropic Gesture The company has multiple initiatives which are core to its area of bringing access to technology to everyone. This includes community building initiatives like DoNetwork.com and all the grants that the company gives in the form of its products to multiple bodies, including NGOs.

Products Laptops & Netbooks Desktops & All-in-Ones Workstations Accessories & Upgrades

Brand Book of the Year 2012

LG Electronics continues to pursue its 21st century vision of becoming a worldwide leader in digital—ensuring customer satisfaction through innovative products and superior service while aiming to rank among the world’s top three electronics, information, and telecommunications firms by 2010. Established in 1997, LG Electronics India (LGEI) is a wholly-owned subsidiary of LG Electronics. It is one of the leading companies in consumer electronics, mobile phones, home appliances and computer peripherals in India. The IT arm of LG has evolved over a period of time from a PC essential company to a PC solution company.

Brand Ethos The Core of LG’s philosophy is, technology that makes things better. As LG’s tagline say ‘Life’s Good’, it means that LG’s endeavours are to deliver technology to make people’s life good. For LG, gadgets are not for gadget’s sake, or technology is not for technology’s sake, it is about how it can make people’s life better.

Digital Edge

L.K Gupta Vice President- Marketing LG India · · · ·

Innovation not for technology sake but for customers’ sake Keep the promises it makes Most innovative products and services Offering intuitive functionality

To make itself a household brand LG has initiated innovative marketing and promotional activities at regular intervals. This include launch of new technologies. LG believes that technological innovation is the key to success in the marketplace. LG strives to enhance the customer’s life (and lifestyle) with intelligent features, intuitive functionality, and exceptional performance. Choosing LG is a form of self-expression and self-satisfaction. The LG brand is comprised of four basic elements: values, promise, benefits, and personality. The LG brand is comprised of four basic elements: values, promise, benefits, and personality. Click each element for further details.

Power of Brand One of the most premium brands, LG Electronics India Ltd. (LGEIL) is today the country’s one of the most respected brands in the IT space. During its 14 years of existence in the country, it

has managed to capture a premium brand positioning in the market through its integrity, dynamism and innovation, making it a symbol of trust and quality. The letters “L” and “G” in a circle symbolize the world, future, youth, humanity, and technology. The company’s philosophy is based on humanity. Also, it represents LG’s efforts to keep close relationships with its customers around the world. Be it the regional distribution model, the opening of exclusive IT retail shops, or the launch of innovative products, LG India has always been known for scaling uncharted heights and enjoying success in return. By expanding its IT peripherals portfolio & reseller business, and by targeting the upcountry market, the Korean major seems to be moving in the right direction.

Philanthropic Gesture LG is a responsible world citizen. The company is committed to a developing environmentally friendly products, as well as caring for and those in need by donating funds to worthy organizations and providing voluntary services. At the very grassroot level, LG run some health camps and donation camps around the place where its factories are based.

Products and Solutions TV/Audio/Video Mobile Phones Computer Products Home Appliances Air Conditioning Commercial Products 67

Brand Book of the Year 2012

Logitech has been a leader in the personal peripherals market, always with a keen eye upon innovation. The company has a sales and marketing presence in India for many years and is a recognized brand. It aims to continue to offer a promising range of products in mouse, keyboard, speaker and webcam categories, and will continue to work towards creating new standards of computing and entertainment experiences. Logitech’s endeavour is to gain a strong foothold in these market segments and at the same time foraying new opportunities like digital home and video conferencing.

Brand Ethos Logitech is a consumer-centric organization which strives to provide enhanced technology experience to consumers and to give them the joy of being immersed in the digital world. Since the very inception, the company aimed at using technology in a way which could it in lives of every individual. Throughout the years of change, the key ingredient to Logitech’s success has not changed — it is the ability to continuously determine what people want from technology and to give them innovative, easy-to-use products and solutions that allow them to enjoy their digital life more.

Digital Edge Subrotah Biswas Country Manager Logitech India & Southwest Asia ·

Logitech believes that the increasing popularity of tablets provide them with a signiicant growth opportunity for sales of tablet peripherals. Logitech believes that innovation is the biggest growth driver of the organization.

Logitech has always tried to adopt newer thinking and newer technologies to let the consumers think beyond the conventional use of technology in their day-to-day’s lives. The company strives to give its consumers the best experience when they are interacting in the digital world and try to bring out newer technologies which help let the consumer’s digital experience seamless. The company believes that in this fast evolving world, the social presence of people is drastically shifting to the digital platform. To reach out to our target consumers, using social media tools is the best way. Realizing the effectiveness of web, to develop relationships and achieve the objectives of serving the consumers, social media has become an important tool in building brand image. Logitech has a fan following of more than 1,36,000 satisied consumers on Facebook.

Power of Brand

brands, they have much in common – the most important being that they provide the interface between people and what they want to accomplish or experience in the digital world. So whether it’s digital navigation, music, video entertainment, gaming, social networking, audio and video communication over the Internet, video security or home entertainment control, Logitech’s combined hardware and software carries the same promise to enable or enhance consumers’ experience in those activities.

Philanthropic Gesture Logitech is a responsible global corporate citizen. It recognizes the importance of conserving the earth’s precious natural resources to protect the planet. Logitech acknowledges that its actions have a direct impact on the planet and engages in a process of ongoing improvement to sustain and protect the environment.

Although Logitech has a diverse product portfolio and some subProducts Mice/ Keyboards/Gaming/Laptop Accessories/ Tablet Accessories/ Webcams + Headsets/Audio/Remotes

Brand Book of the Year 2012

Innovation is one of the key focus areas of Mahindra Satyam. While both Mahindra Satyam and Tech Mahindra is known for its excellence in diverse areas- The company’s special focus this year are in the areas of Telecom, BSG/KPO, cloud, smart grid, enterprise mobility and integrated management services.

Brand Ethos Mahindra Satyam stands tall on the ive pillars of its values – values which deine the company philosophy and shapes the way it thinks and acts. The pillars are; Customer First: Responds to customers speedily, courteously and effectively; Good Corporate Citizenship: Seek long-term success for all stakeholders without compromising on ethics or transparency; Individual Dignity: Value the individual, uphold the right to express disagreement, and respect the time and efforts of others. Nurture fairness, trust and respect; Professionalism: Impart freedom and the opportunity to excel and to grow; support innovation and well-reasoned risk taking, demanding performance and Quality focus: Make quality a value driver in its work, its products and interactions.

Digital Edge

Indraneel Ganguli Senior VP- Marketing & Communications, Mahindra Satyam ·

With sharp attention on the future trends, in the coming months we intend to go full throttle on developing our already mature new practices such as mobility, social networking and Cloud. As the IT wing of the $14.4 billion Mahindra Group, Mahindra IT offers a full range of IT services and industry-speciic solutions to help clients take advantage of the opportunities in today’s competitive market.

As an organization, it has always motivated its associates to think beyond the conventional and recognized their efforts. The company believes that with the world moving online, digital media is no longer a mandatory infrastructure of the branding team of every organization. It is a proactive medium and there is a need of careful execution in terms of creating and maintaining the brand image. Every organization has a story to tell and with the age of digital media, the opportunity to tell the world about ones business or organization is greater than ever before. Mahindra Satyam as an IT player has been one of the forerunners in the space of leveraging brand equity from the digital media space. The company has several intranet platforms such as Oie, Techmate and Freevoice where it has facilitated the option for its 75,000 strong workforce to interact , debate and discuss with each other on varied topics.

Power of Brand With a Customer First philosophy, Mahindra Satyam aims that while building all its sub brands has been to maintain similar levels of delivery excellence and timely support while partnering with its client to deliver solutions that are innovative and is beyond the conventional. These non – negotiable parameters while developing the sub brands have resulted in strengthening its brand equity among its stakeholders.

Philanthropic Gesture Mahindra Satyam Foundation, the CSR arm, is one of the largest corporate volunteering arms in the country with 15,000 registered volunteers, 500 Magniicent Seven (M-7) teams that have clocked more than 850,000 hours since inception. Similarly the Tech Mahindra Foundation aims to realize its vision by creating and supporting programs that will bring about sustainable changes, aimed at the economically less privileged and socially disadvantaged. Together the CSR wing of both the organizations touches the lives of thousands with its various initiatives.

Products BI & PM, Business Value Enhancement, B2B/EDI, Content Process UX Management, Cloud Computing, Digital Convergence, Enterprise Architecture, Enterprise Mobility, Green & Sustainability Solutions, Infrastructure Management Services, Integrated Engineering Solutions, Microsoft Solutions, Operations Management, Oracle Solutions, Product & Application Testing, Product Lifecycle Management (PLM), Platform Solutions, SAP Solutions, Spend Management Solutions.

Brand Book of the Year 2012

Established in 1991, Matrix Comsec is a leader in Telecom and Security solutions for modern businesses and enterprises. An innovative, technology driven and customer focused organization; the company is committed to keep pace with the revolutions in the telecom and security industries. With around 30% of its human resources dedicated to the development of new products, Matrix has launched cutting-edge telecom products like IP-PBX, Universal Gateways, VoIP Gateways and Terminals, GSM Gateways, Access Control and Time-Attendance Systems and Fire Alarm Systems. These solutions are feature-rich, reliable and conform to the international standards. Matrix has won several national and international awards which are a testimony of its designing and manufacturing competencies.

Brand Ethos

Vijay Parekh Head Marketing Communications, Matrix Comsec Pvt. Ltd. ·

Having global foot-prints in Asia, Europe, North America, South America and Africa through an extensive network of more than 500 channel partners, Matrix ensures that the products serve the needs of its customers faster and longer. Matrix regularly conducts training programs where engineers and technicians of channel partners are thoroughly trained on installation, coniguration, functioning and maintenance of all its products.

Matrix’s culture is based on four pillars - transparency, sincerity, genuine and substance. These aspects are relected in the functioning of Matrix. A lot of ingredients in varied proportion go into making of a successful brand. The company believes that there is a difference here in being ‘Known’ and being ‘Known as.’ A brand should have a core in it which depends on the belief, vision and functioning of an organization. It deals a lot with the brand experience and not just with the positioning aggressively advertised. The process of building a successful company starts with clear understanding of some basic strategic questions. Who we are? What business we are into? Who are our customers? What we want to achieve? How are we planning to achieve it? Based on a clear and measurable vision and mission, a company can surge ahead on the path of success.

Digital Edge Creativity is best nurtured in a free environment. The company incu-

bates out-of-the-box thinking and innovation by offering an open platform where its members from different functional domains like software, hardware, engineering, marketing, technical support, collaborate to churn out unique and award winning solutions. The company understands the importance of social media is increasing and will prove to be a crucial medium as the base of smart phone users is increasing. For effective communication, marketers will have to integrate the social medium as an important part of their 360 degree marketing communication strategy to promote brand.

Power of Brand Matrix is the master brand and all its product portfolios are managed under the brand Matrix. The security products are marketed under the brand name Matrix Security Solutions and telecom products are marketed under the brand name Matrix Telecom Solutions. It has individual product brands as well, but it is the master brand ‘Matrix’ which supersedes all other sub-brands. The positioning of brand Matrix is relevant to all its products and they all contribute in the overall proposition which Matrix has carved.

Philanthropic Gesture The company believes that CSR activities should not be linked with business motives. It has recognized certain social issues and is doing its part to cater them. Social responsibility initiatives should be undertaken keeping in mind the company and brand beliefs and positioning. Company should identify a cause which is closer to its brand belief. Working towards such relevant cause strengthens the over-all brand perception. Branding through CSR should happen naturally and should not be a deliberate effort.

Products Telecom Solutions Security Solutions

Brand Book of the Year 2012

Considered to be one of the leading handset manufacturer in the World, Micromax Informatics Limited offers mobile phone solutions and wireless technologies for mobile users. The Indian brand is reaching out to the global frontiers with innovative products that challenge the status quo that Innovation comes with a price. The company also has operations Hong Kong, Bangladesh, Nepal, Sri-Lanka, Maldives, UAE, Kingdom of Saudi Arabia, Kuwait, Qatar, Oman, Afghanistan and Brazil.

Brand Ethos Since the inception of the company, the vision has been to be the ‘Most Innovative Global mobile phone brand’ by challenging the status quo that ‘Innovations come at a price’. The company’s mission is to surprise consumers with mobile phone innovations that are great ‘Value for Money’. Micromax tries to provide target focused product to their customers to address to their speciic needs. All the product innovations from Micromax cater to a speciic target and is designed keeping in mind their preferences, their demographics and their need.

our customers. Recently they had organized a logo revamp contest in association with Talent house which invited people with creative bent to create Micromax logo online and through this crowd outsourcing exercise they even chose the best logo and re-branded themselves.

Power of Brand Micromax believes in having a deep understanding of the needs of different consumer segment. Micromax has always come up with target focused products and eventually created sub brands such as A60 Andro which broke the price barrier in android category, Bling series and now Superfone series. When they launched Andro, they had an extensive contest such as ‘what will you do with your irst phone’ which was accelerated on their social media page as well. For the Superfone they have a micro website where customers can browse through their Superfone models. And even in the presence of these sub brands their customers are well aware of the fact that Micromax as a brand may come up more of these sub-brands. Micromax is an umbrella brand which includes many such sub-brands.

Digital Edge Rajesh Agrawal Managing Director Micromax Informatics Ltd. ·

Micromax look forward to generate a new category of phone where our feature phones will become smart feature phones and our smartphone will evolve into intelligent smartphones. Micromax will put in effort to expand its product portfolio and show its presence in the price band below INR 1500 and above INR 7, 000 to cater to the needs of a wider audience.

Social media sites empower consumers and give marketers less margin for error. The rules of effective brand building have not changed, but digital media have magniied what has always been true. Digitally, you are more under customer surveillance and If you don’t deliver on your promises in the digital age your customers have more options now to speak out. Listening to customers has always been important, and social media sites create new opportunities to do this. Giving due importance to the growing digitalization, they have used social media to get closer to

Philanthropic Gesture SAR which means Specific Absorption Rate measures the maximum amount of energy absorbed by the body when exposed to a radio frequency electro-magnetic field. Every Micromax handset is tested for radio wave emissions using an internationally accepted method. This method strictly adheres to government and regulatory standards which determine the SAR value for a mobile phone, which should be below an agreed level.

Products Mobile phones: Marathon Battery, Touch Screen, CDMA, GSM+CDMA, QWERTY, Multimedia. Tablets, Data Cards, Accessories

Brand Book of the Year 2012

Microsoft Corporation is a household name which develops, manufactures, licenses and supports a wide array of important computing related products. Founded in 1975, Microsoft is the worldwide leader in software, services and solutions that help people and businesses realize their full potential. Headquartered in Redmond, Washington, the company markets and distributes its products and services through original equipment manufacturers, distributors, and resellers, as well as through online. Microsoft has a long-term partnership with India which goes back to 1990 when the company set-up operations in the country. The company has contributed to the great Indian IT industry success story from the very start, and aims to keep helping businesses and individuals in India achieve their potential.

Brand Ethos Microsoft has inluenced the life of each and every computer literate. The number could easily touch billions worldwide. The Microsoft brand, along with its product brands, such as Microsoft Ofice, Microsoft Windows, Microsoft Money, Microsoft Encarta, and others are some of the most recognized, trusted, and valuable brands in the world.

Power of Brand

· · · ·

One of the largest independent software corporations in the world Delighting users with transformative experiences Enhancing India’s inclusive development Key IT partner to the Indian Government and the domestic IT industry

Amongst the super brands like Coca-Cola, Pepsi, Mercedes and Caterpillar, there is one thing common that they do not succumb to pressure. And, the same trait is quite visible in the IT brand that is Microsoft. Established in 1975 Microsoft, Microsoft came to dominate the computing world in the mid-1980s with the release of MS-DOS a home computer operating system. Since then its lagship product Windows is becoming stronger day by day. Piggybacking on the reputation of Windows, Microsoft has also entered into other areas that include mobile interface solutions, enterprise applications, gaming consolation like XBox, Hardware peripherals including keyboard and mouse, media like MSN TV, ofice productivity suites, etc.

Digital Edge Microsoft brand has been close to the heart of India. The indings of the Living with the Internet study provide a number of compelling insights about how consumers are behaving on the internet and what this means for advertisers. With such dynamics in place, marketers need to take a smarter approach to online media by making a brand’s presence it more naturally into a user’s experience. The rapidly changing dynamics of internet usage in India, offer a fresh set of opportunities and challenges for advertisers. With its proven expertise, Microsoft Advertising are geared to not just help advertisers understand audiences and their evolving usage patterns better, but also deliver engaging and creative platforms and content to help create long lasting engagements with the online audiences.

Philanthropic Gesture As an industry leader and the world’s largest software company, Microsoft has a responsibility to act as a good corporate citizen. Whether it is complying with local laws and regulations, demonstrating ethical business standards, mitigating risks to the environment, or protecting human rights, Microsoft is committed to being a global leader in corporate responsibility.

Windows & Windows Live Division Windows 7, Windows Vista

Microsoft’s Server and Tools Division Windows Server operating systems, Windows Azure, Microsoft SQL Server, SQL Azure, Windows Intune, Windows Embedded,

Online Services Division Bing, MSN portals, and adCenter, Atlas online tools for advertisers Microsoft Business Division Microsoft ofice; Microsoft Exchange; Microsoft SharePoint; Microsoft Lync; Microsoft Dynamics ERP and CRM

Entertainment and Devices Division Xbox 360 entertainment platform, including the Xbox 360

Brand Book of the Year 2012

Mindlance is a pioneering leader in professional IT Infrastructure Management. The company add value to businesses by bringing in expertise and an independent perspective. Mindlance aims to provide perfect solutions to complex IT Infrastructure needs and network maintenance across industries from Technology Parks, Corporate Houses, Public Infrastructure Projects, Hospitality Houses, to Telecom and Media Service providers. Mindlance is recognized as one of the fastest growing IT Infrastructure Management Company of the country. Over the past decade the organization has seen a spurt of development centers across the globe. India alone has 13 centers.

managers to make the employees innovate. The company banks on innovative role modeling and providing vision can lead to idea generation by employees. Smooth, clear and most importantly transparent communication on a regular basis is one of the basic perquisites required to happen for innovation to happen in the premises. Mindlance believes that today it is not only about marketing in digital world but now it’s about brand building in a digital space. Digital marketing is no longer just a mode of marketing with the use of technology for technology’s sake, but it’s the way of engaging with people in realtime to build Mindlance as a brand like never before.

Power of Brand Mindlance believes that the most important part of establishing a common brand management is the brand vocabulary in ones organization. Implementing this common vocabulary will ensure that people can communicate with lesser miscommunications. Also, it helps communicate and reinforce key brand management principles.

Brand Ethos

Kamal Sharma Group CIO & Business Unit Head Mindlance India (P) Ltd. ·

Mindlance strivea to deliver value through the combination of right people, processes, technologies and program management solutions. Mindlance’s expertise lies in providing trained and committed minds to help meet consumer’s business objectives, irrespective of the stage the business is in.

Mindlance has, with each client served, harnessed invaluable technical skills and added them to its knowledge treasury. It has been able to satisfy and pleasantly surprise the customers with innovative use of available technologies which otherwise tend to get overlooked or unused. With an immense knowledge base and continuous innovations, Mindlance is able to ensure that the clients get optimum ROI and long term beneits.

Digital Edge Mindlance believes that when innovation is the word, it just don’t look at traditional R&D for development of innovations or cracking new campaigns, but simple ideas from the employees to help drive the organization towards innovative route. It is the responsibility of the company

Philanthropic Gesture Mindlance’s take on Corporate Philanthropy is that every organisation owes the society for its growth, and becomes liable to pay it back to the society. Thus, Mindlance as an initiative to contribute its part to society has plunged into a number of CSR activities. The company sponsored the Model United Nation 2011 for KC Group of Colleges. KCMUN is an authentic simulation of the United Nations where students from 50 colleges and 9 countries across the globe participated in the event.

Services Contract Lifecycle Management Management, Test Management, Scientiic & Clinical Services Product Management, Application Management, IT Infrastructure

Brand Book of the Year 2012

Mindteck has a proven track record of providing sound IT solutions and services across the Life Sciences, Hi Tech (Smart Energy, Semiconductor) and Government verticals. The company has great relationships with an impressive clientele of Global 2000 companies and the public sector. This includes, but is not limited to, one of the world’s largest consulting companies, a multinational IT company, a leading storage and software company, a large precision healthcare equipment company, and a global engineering, construction and services company.

Brand Ethos ‘Self-awareness’ harkens back to Mindteck’s twelve-year history of organic and inorganic growth, through which they were steadily able to bring together core competencies and people with exceptional skills, and keep pace with the technology explosion. Mindteck has a proven track record of providing sound IT solutions and services across the Life Sciences, Hi Tech (Smart Energy, Semiconductor) and Government verticals.

Digital Edge

Wayne Berkowitz CEO and MD Mindteck · Encouraging prowess and a spirit of entrepreneurship and teamwork is in Mindteck’s DNA and helps keep its technology both relevant and sound. · From a service support perspective, Mindteck’s infrastructure is strong and its methodologies, including Solution Accelerators, are exacting – all geared toward delivering eficiently and effectively no matter the project size or challenge. · Mindteck provides end-to-end, full scale IT and Product Engineering services to a wide range of Fortune 500 companies, global corporations and small and medium enterprises with diverse business focuses worldwide.

Mindteck believes that there are enormous opportunities and innumerable solutions in the digital realm. Surely, some new ones are in the works right now. In a nutshell, there is no easier, more eficient way to engage an audience. Whether the intent is to connect, communicate, educate, share, refer, recruit, convert, access, exchange or deliver, the instant exposure, the ease of frequency and the incredible reach is astounding. Mindteck is currently redeveloping its website with an eye toward more fully leveraging the potential of this vast landscape to give voice to their brand and provide its constituents with a more robust touch point. Mindteck has developed dedicated, innovation-led and technologyspeciic Centers of Excellence for Cloud, Enterprise Mobility and Storage solutions. Along with a global delivery team focused on core technology skills and execution excellence, they have dedicated practice experts who focus on the business critical issues and trends speciically facing the Hi Tech, Engineering and Life Sciences industries. This niche expertise and Services Infrastructure Support, Independent Validation and Veriication, IT Services, SAP, Application Development and Maintenance, Enterprise Knowledge Management, Professional Services, Contract Stafing, Permanent Placements, IT Training and Immigration solutions

specialization lends credence to engagement models that bring together client relationship and execution teams to add further value.

Power of Brand Due to the evolving nature of its growth, Mindteck has faced the challenges of integrating its broad portfolio of solutions and services several times. This, combined with advancing technology over the last decade, has had them often step back and check where they are and where they are going from a holistic perspective. After all, delivering what is of ultimate importance to the customers, employees and shareholders drive their vision and brand strength. Several offshore development and test centers provide deinitive cost and time-to-market advantages for speciic customer engagements. Strong partnerships with Microsoft and Intel, and alliances with Zigbee and SEMI, to name a few, serve to expand Mindteck’s support capabilities as well.

Philanthropic Gesture Mindteck feels responsible towards the society as a whole, including the environment it inhabits. As far as carbon footprint is concerned, Mindteck has instituted several initiatives to ensure that energy consumption is maintained at minimal levels. They have also conceptualized and developed an innovative end-to-end Intelligent Street Lighting solution for a large UK-based utility system integrator.

Solutions Product Engineering, Storage, Emerging Technologies, Cloud Computing, Enterprise Mobility

Brand Book of the Year 2012

Motorola Solutions has a strong IP portfolio and long history of invention and irsts - from the irst police radio scanner to conveying the irst words from the moon, and the more recent world irst demonstration of LTE in the 700 MHz band. Motorola Solutions business focus is on providing mission-critical communications solutions for customers – government/public safety agencies and enterprises, and services are the cornerstone of solutions, essential to the solutions-oriented strategy and cuts across the technologies they bring to market.

Brand Ethos The ethos at Motorola Solutions is determined by the values they hold sacrosanct; to be innovative, to be passionate, to be driven in their pursuit for excellence, to be accountable and to be the partners of choice. These values are the principles that govern how Motorola behave as an organization and make decisions and serve its customers. These are the fundamental constructs of its brand and the value they have built over decades, with an unwavering commitment to integrity and “Doing the business the right way”. Their external focused brand promise is to innovate to mobilize and connect people in the moments that matter. This expression inds its voice in Motorola Solutions’s Rise Campaign to help their customers RISE for the moment that is coming, and to help them be their best in the moments that matter.

Subodh Vardhan Managing Director Motorola Solutions India ·

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Motorola is the leader in the core markets they serve and offer proven domain expertise drawn from a strong culture of innovation and technology leadership. Motorola is driving next-generation public safety & enterprise technology, providing customers with seamless connectivity and access to real-time information in the moments that matter most to them. They work with their retail customers by designing mobility solutions that helps them be better prepared to meet the signiicant shift from ‘bricks’ to ‘clicks’. This impacts their supply chain, fulillment models and the shopper alike with latest information for better purchase decisions. Motorola solutions span radio network infrastructure to applications, devices such as radios, mobile computers, barcode scanners and RFID solutions, unlicensed wireless broadband solutions & WLAN for public safety & enterprise customers. Their service offering is under three pillars of expertise, i.e., managed services, integration & support services, and professional services.

Digital Edge The digital world has in fact progressed the traditional word of mouth to unprecedented levels. It has now emerged as a strong inluence in shaping the way a brand is perceived. Passive monitoring of the social media world may no longer be suficient. Brands need to be proactive in understanding what drives advocacy. For company such as Motorola Solutions with its diverse customer base, many of them coming from the traditional domains such as government and public safety and enterprise verticals, the inluence of the new digital world is of a different degree Devices Bar Code Scanning, Micro Kiosks, Mobile Computer, RFID, Tablets, Two-Way Radios – Business, Two-Way Radios - Public Safety Networks Wireless Broadband, Wireless LAN Systems APCO System, Dispatch, SCADA Systems, TETRA

in comparison to the consumer world.; however, the company views the digital opportunity as a new way to engage its customers and to deepen its understanding and design solutions that truly meet customer needs.

Philanthropic Gesture Motorola as a global business extend beyond its primary mission to provide the mission critical communications and mobility solutions that allow people, businesses and governments to be more connected. They invest in the broader well-being of their communities by donating money, time and equipment to support communities where they operate. Motorola’s community investment is focused on Education, Public Safety, Disaster relief and Employee programs. Through the use of Motorola’s mobility solutions the customers reduce their environmental footprints. Accessories Tablet Accessories, Bar Code Scanner Accessories, Micro Kiosk Accessories, Mobile Computer Accessories, RFID Accessories, Two-Way Radio Accessories, Wireless Broadband Accessories, WLAN Accessories Software Application Development Framework, Mobility Software, Motorola WLAN Management and Security Software, Network Design Software, Public Sector Applications, Software Solutions Brand Book of the Year 2012

Since its inception in 1986, MSI has been demonstrating continued success in digital age. The company has been in the business of technology for the past 25 years and has acquired immense acclaim nationally as well as internationally.

building and sustaining a successful brand and company. To make a successful brand and company, it is imperative to cultivate healthy relations with all stakeholders. In this age of reference, people tend to get inluenced most, by word of mouth. A company therefore, needs to be well informed of, and work in the Public interest.

Brand Ethos MSI has always striven to provide digital products based on its core values –“Innovation” and “Style”. The results are products with superior performance, trusted reliability, excellent user experience and expressive style. MSI believes that building a brand is all about how the customers engage with the brand and the way the company turns its proitable business.

Philanthropic Gesture MSI chooses to execute its corporate social responsibility through

Digital Edge

Bishakha Dasmahapatra Marketing Manager MSI India · MSI mainboards and graphics card have achieved maximum productivity by becoming one of the top 3 in the world. · MSI has recently launched Service 123 for Notebooks. 123 stands for 1hr Service, 2yrs warranty, 3 days TAT which is only applicable for Notebook Service. · Besides service centres in 14 countries, MSI has 80 service centres and 35 collection centres in India. · MSI’s accumulated sales in more than 120 countries, 150 million mainboards users and 100 million graphics card users worldwide.

MSI has covered the entire country with its Authorized service providers (ASPs). The company undertakes regular training meets and new product launch trouble shoot programmes by its trainers. The company understands that there are people online, who connect with each other basis their common love for gadgets and many of them, rely on social media interaction rather than newspaper review to buy any product. Technical forums on various sites provide a comparative knowledge to the end-users about the latest technology vis-s-vis competition. It is but natural, for companies to build inluence in these circles and further their business as well as their brand. And real time monitoring of conversation helps a brand to map sentiments and trouble shoot. Facebook is where the maximum number of hardcore gamers goes to for the information they need on their favorite rigs for their machines. As effective aggregators, these networks deinitely help in fostering healthy relationships customers - existing and potential business.

Power of Brand MSI believes that a good product builds its own brand but good management and a committed work force also plays a vital role in

a lot of education, humanitarian & environmental programmes. In response to the increasingly stringent environmental regulations and the demands of an international clientele, MSI strives to provide environmentally friendly products and services to consumers and move towards the goals of green design, green resources and green technology. MSI takes eco design into consideration during the R&D and design phases of a product. All MSI products use environmentally friendly materials for packaging to make sure they meet the RoHS, WEEE and ErP requirements. The ultimate goal is to develop products that are environmentally friendly and offer great performance.

Products Notebook, Enjoy Series, All-in-One PC, Mainboard, Graphics Card, Desktop / Barebone, IPC, Multimedia, Server Services Troubleshooting, FAQ, MSI Forum, Online Customer Service, Warranty Information, Global Warranty Service for the Notebook,Where to Buy 77

Brand Book of the Year 2012