EMC enters SMB segment with new market strategy in India

CIOL Bureau
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BANGALORE: Information management and storage company EMC Corporation has introduced the Insignia range of storage products to address the SMB market in India.


Along with this, the company appointed Select Technologies as a distributor for Insignia products in India and added EMC Velocity SMB Partner Program under its existing Velocity Partner Program.

“EMC Insignia line of software and hardware products enable SMBs store, manage, protect, and share their vital business information”, said Michael Alp, director of Channels and Commercial Business, EMC Asia Pacific and Japan.

The products under Insignia includes: EMC CLARiiON AX150, EMC Retrospect, EMC RepliStor SMB Edition, EMC VisualSRM SMB Edition and EMC eRoom SMB Edition. Redington, another partner of EMC in India, has expanded its EMC portfolio to include the EMC Insignia products.


"India is a key strategic market for EMC and we recognize the critical role that partners can play in expanding this market exponentially. We want our partners to play a key role in bringing these strengths to our customers here in India,” Alp said.

"EMC is focused on growing faster than the market in the Asia Pacific and Japan region and our partners will by critical in achieving this growth rate. Today approximately two-thirds of EMC's business in the APJ region is touched by the channel and to achieve our growth targets we are committed to growing the channel over the next 12 months. The enhancements to the EMC Velocity Partner Program will make it is easier for partners to work with EMC, which translates into accelerated profitability for our partners," he further added.

Commenting on EMC's India go-to-market strategy Manoj Chugh, country manager, EMC India and SAARC said, "EMC has experienced tremendous growth in the Indian market over the last three years. The recent announcement to increase Indian investment to $500 million to grow the information management market and expand the sales and marketing infrastructure, was a significant step to accelerate this growth. Today's launch of the enhanced Velocity Partner Program and the new Velocity SMB Partner Program to support the EMC Insignia products are significant milestone towards strengthening and expanding our presence in the Indian market."


The company is looking at a market opportunity of over $40 million with over seven million SMBs in India for its products. "The dynamic global business environment is compelling Indian organizations to evaluate and deploy intelligent information infrastructure solutions to manage the information complexities. Hence the Indian market has huge potential for the channel partners. In fact, with our Retrospect product, we are addressing the need of a small company with less than 100 people or so by pricing it at Rs 6000,” said Chugh.

For promoting EMC Insignia product range, Select Technologies will be looking at a base of 36 partners by mid-October, comprising some existing and new partners.

EMC launched its Velocity Partner Program in the Asia Pacific and Japan region in 2003 and today has more than 480 partners in 14 countries in the region.

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