While the market is contracting, Prabhu is working on strategies to penetrate the small and medium enterprises with the support of its channel network and cost effective products

In what ways are the marketing strategies of HDS largely correlated with its distribution and channel model?
Value-added distributors are able to understand the technology and positioning of the products, and thereby increase the value proposition to the partners. Our distributors work as an extended arm of HDS in identifying the partners and enabling them to take the HDS solutions to market. The focus is to help these partners move up the value chain with the help of our distributors. Our strategy is to bring in focus on the mid-market for our modular range of products and back up solutions through these partners.

What are the initiatives being taken up by HDS towards green technology?
Green IT basically means adopting technologies that ensure less carbon footprints and have minimum power consumption. Data and information is growing and resources are minimal.
At HDS, we recognize the new environmental challenges that are faced by the organizations. In response to these challenges, we offer our solution in an eco-friendly way. Our storage solutions not only meet the customer's satisfaction in addressing the storage requirements but also help them in reducing power, cooling and facility costs and comply with environmental directives.

What are the verticals that HDS is currently focusing on? How do you see the competition in these sectors and how are you handling it?
Our focus will continue to be on BFSI and telecom verticals. Basically they are the two growing markets. We will continue to invest in these segments. Government sector is a growing vertical too. We are working very closely with our partners to address the problems faced by the customers in these segments. We believe in offering the cost-optimized solution to the customers using our best technology and the management software.

What plans you have for the small and medium enterprises? What are your strategies to penetrate in SMB segment?
Data storage is quite challenging for SMBs because even when revenues fall, the volume of stored information continues to rise. Small business owners walk on a tightrope over how to afford the storage they need. We have launched products like HSMS 100 and AMS 2000 series with the enterprise features incorporated into the system. The features included dynamic load balancing and virtualization coupled with performance of the SAS technology.

We also work with our ISV partners in bringing out some cost effective bundles to address the need of the customers.

In the current scenario where the market opportunities are shrinking, it is important for us to create opportunities. This can happen only when we are able to understand the problems of our customers and offer an affordable solution. Keeping this in mind, we plan to build a solution partner community that can act as the storage adviser to the customer. This will help the partner scale up the value chain and build a profitable business model.

AMRITA TEJASVI
amritat@cybermedia.co.in

Page(s)   1