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Alfresco outlines India strategy for ECM market

Yogesh Gupta | Nov. 27, 2012
Denis Dorval, Vice President, EMEA & APAC, Alfresco, articulates the distinctive proposition as a preferred ECM vendor in the Indian market.

We are forging closer ties with India's large systems integrators. We are also identifying smaller boutique partners to deliver solutions to corporate India. When we look to onboard partners, we look for expertise and skills in content management or solutions which are powered on an Alfresco platform.

The biggest percentage of codes comes from our channel partners including ISVs. Smart partners exploit open source to their benefit, and those who contribute to the code more have seen their businesses take-off.

CW: Open source demands alliance with other technology vendors. What is your equation with them?

Dorval: Our channel partners function more as systems integrators. The market is dominated by Windows Linux, UNIX, Oracle, Microsoft and IBM. Therefore, we did not want to offer 'no choice'. From a stack vendor or a technology standpoint, we follow the changing market and invest in the stack which you cannot afford not to have. In terms of technology, we are agnostic. We integrate well with SAP and Salesforce. We were heavily involved with the CMIS (Content Management Interoperability Services) standard (with EMC and IBM) as a part of the core set up.

CW: HP, IBM and EMC have had a well-entrenched partner ecosystem for many years. Why should an enterprise partner work with a new vendor like Alfresco?

Dorval: The content management partners approaching us are partners with IBM, EMC and others. However, they weren't seeing much value because these vendors maintain status quo when it comes to technology. They are also losing market share in ECM. It's not because there is no appetite for content management in the market, but because the technology has been locked in from the 1990s, which often creates friction in modern datacenters. For them to jump technology is too much of an investment. The big disruptive market players are Alfresco and Sharepoint. From a partner perspective, there are no new customers for both vendors. Partners also end up competing against the professional services provided by. Hence they are interested and believe in our technology for a lot of leads, contracts and new projects.

CW: How can channel partners effectively sell Alfresco's modern architecture to enterprise customers?

Dorval: Only 30 percent of companies use the direct box to deliver business solutions. Further, our subscription base means that there is no big capex for the customer. The cost of developing applications and deploying on an Alfresco platform compared to the other vendors is less risk for channel partners. Other vendors are building different products for the cloud. But Alfresco on the cloud, is the same as Alfresco on premise. This is the new disruption, as we deliver unified experience across content management through a same platform across devices and the cloud.


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