EMC outlined its five-pronged India go-to-market (GTM) strategy for the next phase of growth in the Indian market. The total addressable information infrastructure market in India is expected to cross $1 billion by FY 2011; three and a half times the size of the current external disk storage market, according to EMC estimates. As per industry estimates, EMC is the leading external storage vendor in India, with 25 percent market share of the $284 million market, in FY 2008.

Presenting the new GTM strategy, Alok Ohrie, President-India and SAARC, EMC said, “We will extend our leadership in external storage to fast-growing market segments such as information security, content management, personal storage and cloud computing over the next three years.”

“EMC's foray into cloud computing and personal storage through the recent global acquisitions will enable the company penetrate into the high-growth consumer and small business markets,” he added. As a first pillar of the GTM strategy, EMC has realigned its business into enterprise and commercial division from its previous geographically aligned business in order to provide customized solutions and services to different market segments. EMC also announced its plans to strengthen its information infrastructure offerings for the SOHO segment in India and SAARC region.

As a second pillar of the strategy, EMC has strengthened its management team by appointing Rajesh Janey as VP-Enterprise Business, India and SAARC region, and Ramachandra Acharya as VP-Commercial Business, India and SAARC region.

EMC has also expanded its geographical presence in India and SAARC region by opening its office in Ahmedabad and Pune. With this EMC has direct presence through nine offices in India and SAARC. The company also announced the opening of the ninth logistics and support center in Pune. In addition, EMC announced nine new information infrastructure products for the India and SAARC market, as the third and fourth pillars of the strategy for growth.

The new products announced by EMC include EMC CLARiiON CX4 series of midrange storage systems and the EMC Celera NX4 entry level unified storage platform. With a new architecture specifically optimized for VMware and other virtual server environments, both products are designed to incorporate the latest technologies in drive, connectivity, processing power, thin provisioning and security. This makes it easier for EMC's customers to cost-effectively consolidate and manage information using the least amount of energy. The new hardware and software solutions are targeted at emerging businesses to large enterprises across target verticals.

As a part of the fifth and final pillar of the strategy for growth, the company has launched a 20-city partner recruitment roadshow to double its partner base from a current number of over 100 partners to more than 200 partners by 2009 to tap the huge commercial market segment. EMC will adopt the 'cluster approach' wherein EMC has identified 20 clusters comprising of 40 cities to expand its presence through its partner network.

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