In a candid interaction with DQ Channels, Mike Shay, India Business Manager, Synology Inc. shared the company’s GTM strategies, focus vertical and future plans for 2019.
What is your Go-To-Market strategy?
While people are putting their attention mainly on products for enterprises, we see a huge demand from SMB as they are eager to transform the way they store and process data from traditional solution to advance cloud solution, which drastically improves the productivity of daily business operations. With that being said, Synology’s storage and data protection solutions are strived to fill this gap. By working with established local partners, we are able to leverage their channel influences, reaches, and dedicated services in order to let more people enjoy Synology solutions.
What are the recent developments in the company?
To accelerate the Asia-Pacific region’s business development, Hwang, who has many years of experience in the IT industry, was named in 2019 as Synology General Manager for the Asia-Pacific region. Under his leadership, we are gradually establishing a business ecosystem including our partners aiming to provide better customer experience. Meanwhile, our team is also expanding to further develop the business in the Asia-Pacific region.
Which are the verticals going more? Which regions are you targeting now?
Currently, we don’t target a specific vertical. After all, no matter which vertical it is, the need for storage will always be there. However, we do observe that in some verticals such as wedding photography, media, production house, and studio, people are showing more interest in our product and having significant demand for storage. We will continue to keep our eyes on the trends of each vertical and do any necessary change of our focus in the future.
And in terms of region, we are targeting to extend our reach to those Tier-2 Cities as we see the potential of those cities raising tremendously in recent years.
What edge do your services offer to customers?
As compared to other NAS brands, I would say the unique edge of our product is our own-developed operating system, DiskStation Manager (DSM) and applications powered by it. DSM has much more intuitive UI which guides users to easily monitor and control the system. There will be no time-wasting hassle, even if the user has no IT background at all.
In terms of applications, we have total 100+ own-developed and 3rd party-integrated applications in Synology application ecosystem, which covers all corners of user’s needs.
What are the company’s future plans?
Channel wise, what we are focusing on is to let potential customers understand the benefit Synology will bring to them. For this purpose, we continuously train our partners to enhance the capacity to promote and meanwhile we are deploying Synology experience zone in selected cities in order to let more potential customers enjoy the features first and then make the decision.
Solution wise, we will continue to provide more business-oriented solutions that serve more SMB and enterprise customers. Moreover, on top of what is considered a very solid and comprehensive operating system, Synology will continue to innovate and perfect the user interface, system stability, and reliability, and the existing applications ecosystem in order to let our valued customers enjoy the benefits Synology NAS brought to them seamlessly.