We are looking at partners who can sell, support and build solutions around our data quality products

Hyland talks about the opportunities available in India for data quality and

implementation, as well as the broader community of its partners

What is your go to market strategy for India?



In India, our GTM strategy is centered around the indirect channel model. We

provide thought leadership on the data quality domain and build product in

context with cultural influences within a geography. In India, the partner model

for our product is much more critical because it is about understanding the data

to do a better job at increasing data quality. Instead of hiring outsiders, we

are hiring Indian employees. By creating these partnerships it allows the

configuration or localization of the software to be done by people who

understand the local customs around such things as naming conventions for

individuals or companies, addressing standards if any, mobile phone and e-mail

conventions. Mastersoft Research has a broader community of partners who can add

value to the product and to the successful implementation of the product to

solve real Indian specific business issues.

What are your channel and marketing plans specifically for India?



For the next three to six months, we are taking a hands on role with the

partners. For example, with Melstar Technologies, we are working closely with

them to customize and tailor our marketing messages and artifacts to fit their

methodologies and sales approach. We are also actively working with them on a

number of opportunities to ensure early success for both organizations. We will





continue to expand the partner base and actively and directly support our
partners in their customer opportunities where ever needed. Mastersoft Research

has delivered a number of targeted



events over the past nine months, since the official launch in India in August
last year and will continue to do this going forward. We are also in the process

of launching a new comprehensive website that will allow end customers and

partners to self-feed their information requirements. We will also continue and

broaden our relationships with local analysts to ensure our products have good

visibility.

Are you using cloud or SaaS model? If yes, is there any kind of resistance

that Mastersoft is facing?



Neither. Our software is an enterprise software that works inside enterprise

architecture and integrates with core applications. We can also interface with

cloud or SaaS applications, such as Oracle-on-demand. Our business models,

however, are based on a subscription pay for what you use basis. This is much

more competitive commercial model than traditional software



licensing and lends itself to countries such as India, where organizations are
highly price sensitive.

What are your new solutions or offers in the pipeline?



We have a four-year detailed product road map that takes the product through

expansion into embedding data quality principles and practice into business

process. It also expands into other domains and geographies.

What have been significant highlights for your Indian channel partners

last year?



Our partners are in the early stages of promoting the product, but the

initial traction has been very promising and the issues solved by our Harmony

software are resonating with the decision makers of large Indian organizations.

What is your current channel structure (India alone) and are there any

plans to change the same?



Mastersoft Research has a small, but niche set of systems integration and OEM
partners that target enterprise solutions across the key verticals of BFSI,

government, telecommunication and hospitality industries. We are not looking at

this time to change the structure or profile of our partners. We are, however,

interested in expanding our partner base. We are looking at partners who can

sell, support and build solutions around our Harmony series of data quality

products. In some select cases we are entering into technology partnerships,

whereby the partner can create or influence the creation of the product IP.

Are there any specific improvements or initiatives, which Mastersoft is

planning to tap India IT dealer community?



Mastersoft regularly runs incentive programs with its partners to stimulate
focus and activity. These are usually aligned to topical compelling events

within a vertical or geography.

With respect to Indian market, how are you planning to increase your

revenue?



The increase in revenue will come with penetration into new and growing

market as well as the establishment of many varied partner relationships.

Awareness amongst potential customer base



will drive more and different demands. The demand will again step up as
organizations become more sophisticated in their data quality requirements, Even

today in markets like US and UK, the requirement for comprehensive data quality

does not diminish, but it just gets more complex.

Revathi Raghavan



revathir@cybermedia.co.in