The underlying modern datacenter architecture will become all flash as we see slow diminishing of spinning storage. It will be scale out from earlier scale up architecture as it is now impossible to predict the business growth. Most datacenters will become software defined. And all these will be cloud enabled with the option to connect or scale out to take data in and out from Azure etcetera.
Cloud, modern datacenter infra and modern datacenter architecture will drive business for EMC.
How good was 2015 for EMC and what did you do different for the desired results? Any new technologies or new verticals from your kitty that just take off?
2015 has been the best year in the history of EMC India. It can be debated that we have better year-on-year growth but last year was truly the best In terms of percentage achievement itself across all numbers as we increased dominance across all verticals.
The good result was due to the various initiatives during the long term window over past four years. EMC had market share around 22% in India external storage market in 2011. Today, the market share swelled to 32% for the period Q1 to Q3 of 2015 as per IDC India report. During this period the storage market grew at 0.2% but EMC India market share over 10 percent points. The 17% CAGR of EMC India has beaten all odds.
I believe one of the prime reasons for success was our ability to redefine our GTM model every year since 2012. We increased focus on telecom, service provider, public sector and defense and BFSI. We started breaking districts into what we call 'start up' districts. We invested in telecom from end of 2013 end due to proliferation of devices and growing internet. We focused extensively on telecom in 2014 and 2015 which finally delivered the results. We started with 'service provider' district around the same time as cloud was gaining traction. And we saw impact from Netmagic, Tata Communications and other service providers. Our ability to invest ahead of the curve and then lay the bets on the best GTM has been the key.
On the product side, we were the first to lead with XtremeIO. Our pitch around scale IO and software defined gave a new perspective to the customers than our sole message of storage. These were better technologies and efficient ways of managing their IT infrastructure.
How much momentum was provided by EMC's channel ecosystem towards this growth?
To a great extent. The ability to work with well entrenched channels has been our strengths. Three years ago, we announced a focused partner model instead of having say two hundred to five hundred channels. We had focused partners directly managed by EMC and growth partners empowered by distributors. It was an unheard strategy in India as the industry was skeptical of this approach of working with few dozens of partners. But those partners are happy with the focused approach as they know when they invest with us, EMC too invests back with them.
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