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64 |EPC&I|SEPTEMBER 2011

guestarticle

Tele-mimetics,

Tele-trends and Focusfor Inspiration!Most telecom markets remain overall pulsating with focus on higher speeds, better interactivity, andcustomer experience. What is needed is for telecom players to find their best identity in the valuechain and position their brand accordingly.

Over the last quarter, I hadbeen very fortunate to interview anddiscuss one-on-one with some of the

whos who of Canadian TelecomIndustry. What is most interestingbehind the success of many of theseleaders and their organizationsoutstanding performance was theextremely simple but fundamentallyprofound marketing wisdom. I couldeasily compare their thought-patterns

with the likes of Al Ries and JackTrout, the marketing Gurus andfounders of Positioning theory.

Most of these interviews wereremarkably insightful not only interms of where the Canadian or GlobalTelecom Industry is headed to but also

in that how just about any geographycould relate to the other from thecause and effect perspective of microand mega trends and, eventually, in

one way or the other, can possiblyutilize the end takeaways towards theircollaborative industrial betterment.From a marketing standpoint, this at

first seems tough to assimilate though,let alone to be compared any further.More so because, we speak of one ofthe most dynamic and, particularlynow, evermore stirred-up industrialsegments and also when the diversityis hugely evident, among widelydifferent geographies.

However, if we refer from the

standpoint of inspiration, similar to aCase study and not simply adaptation,

because that would be unfair indeed,theories suddenly start makingpractical sense. In a way, it is more likec r o s s - i n d u s t r i a l l e a r n i n g ,redevelopment and collaboration or,rather, Biognosis and Bio-mimetics.

Some may want to research thoseterms in entirety to get greater insight.

The biggest chal lenges thatCanada had faced since inceptionwere essentially the huge geography,weather conditions and the diverselygrowing consumer demography, forinstance. As a result, the network

i n f r a s t r u c t u r e m a i n t e n a n c einvestments went beyond and out ofproportion and, hence, the anatomyof basic marketing strategies todayseems starkly different. And, then,there remain similarities too in termsof trends, especially in the Social

Media era.According to Gautam Nath, one of

the best Canadian marketingknowledge-banks today, who I had the

opportunity to meet recently, Multi-Cultural marketing dynamics is themost sought-after horizon here inCanada at the moment . I feel

essentially the rise in multi-culturalmarketing shares a similar pattern tothat of the ongoing Rural Penetrationpursuit in India. And, yet again,considering that Canada wants thelargest pipelines at the lowest cost,which definitely would demand morefunds, access to global capital market

through more relaxed and free

competition and more incumbents isdesirable not much unlike how it had

ASHEESH PANDIA

For the most part,

Indian telecom has beendoing really well rela-tively barring theSpectrum Refarmingstruggle cited above. Butthe option of taking alook at the external anddistant trends could alsoguarantee significant

betterment for the high-ly innovative kinds.


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always been in India regardless of thecompetition because population andthe market size is awesome.

On a global level too, most telecom

markets remain overall pulsating with

focus on higher speeds, betterinteractivity, and customer experience.Realistically, it is easy to understandthat the Churn Management isdefinitely a very important issue stillfor the most part because acquiring a

new customer is much more priceyand unpredictable than retaining theexisting customer base. The latter,however, could also be equallydemanding and complex, but moreoften than not, cost-effective to boththe consumer and the service provider.

The new generation of consumers

is definitely not as loyal as it used to bein the Wireline-only era. Moreover,brand loyalty itself cannot becompared at any given momentbetween a telecom service providerand a financial institution. In the case

of the former, it could be far morecasual for the consumer to beflirtatious and shop around.

Another common challenge across

economies is to maintain and strive to

increase the dirt-cheap margins. And,that is where the opportunities fortelecom consulting and marketingorganizations and analysts l ie.Subscriber base might have beensustained or grown, but the revenues

seem to dip gradually.With respect to the extremely low-

margins, it is not difficult to gauge thesituation when you find analysts usePrice-Earnings (P/E) and Price-to-Sales (Price/Sales) Ratios as measuresof valuation; for, some companies havelittle or no profits to speak of

unfortunately, especially at this time.And, now, all of a sudden, inadequateSpectrum poses another big challengein India which DoT, the telecomregulatory body, proposes to addresswith Refarming the 900 megahertz

Mobile broadband trafficvolumes will see a 2600

percent increase in thenext five years, say NokiaSiemens Networks ownfigures. The NokiaSiemens numbers areastounding a 1000-fold mobile data trafficincrease by the year2020.


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66 |EPC&I|SEPTEMBER 2011

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(MHz) spectrum when operatorslicenses come up for renewal between2014 and 2025, by including it in theSpectrum Bill in its recommendation.

Telecom providers are, of course,

n o t e q u a l l y f o n d o f s u c h a recommendation by DoT becausethere are reasons to believe that itwould not be appropriate at this pointwhen you have to be moving all thesubscribers to a brand new network, as

a consequence, while they are on afully functional one already. Let alonethe obvious interruption in currentservice and big investments that willbe needed to carry out this change inany case, at any given point in time.

Still, we cannot deny the relative

g r o w t h p r o s p e c t s t h a t s o un dparadoxical after summing up all theabove challenges. But, they are true forsure. I am going to mention theexploding Mobile Broadband Trafficbe lo w an d th e fi gure s ar e mi nd-blowing. Whatever be the reason forthis increase in traffic, in the end,telecom service providers have both

the responsibility and the opportunityto serve the consumer well and makemoney.

There is also no denying of the factthat there is a huge potential for thecurrent generation of consultants incross-economy trend-spotting as well

as for telecom service providers tobootstrap themselves. Most of all, tofind their best identity in the valuechain and to be able to innovatelightening fast have been the toppriorities of the best players so far and,again, trend-watching gives the bestfood for thought in terms of both

innovation and the correct Brand

Positioning.For the most part, Indian telecom

has been doing really well relativelyba rr in g th e Sp ec tr um Re fa rm in gstruggle cited above. But the option oftaking a look at the external anddistant trends could also guaranteesignificant betterment for the highlyinnovative kinds. The face of telecomis changing by the hour and it is notthe same simple voice domain

anymore. Rather, it is a more holisticand all-embracing one with therising Mobile Broadband Traffic,dominant Consumer Electronics and askyrocketing Ultra-Viral Social Media.

Mobile Applications market, forinstance, is the most astonishing at

this moment . Back in March of 2009,about 2,300 applications wereavailable on the Android Market,according to T-Mobile CTO, ColeBrodman. And, in May 2011 alone,during the Google I/O, Googleannounced that Android Market listed200,000 applications and had already

c l o c k e d 4 . 5 b i l l i o n i n s t a l l e d

applications. By July, the figure hadcrossed the 250,000 milestone.

Distimo and Germany-basedresearch2guidance forecast that the

number of apps on Android Market

would surpass Apple by the thirdquarter of 2011, with some 425,000apps. Similarly, in terms of ConsumerElectronics and Mobile BroadbandTraffic , iSuppli reckons globalSmartPhone shipments will double by

2015 and account for more than half ofall mobile phones sold.

At th e sa me t i me, m obi lebroadband traffic volumes will see a2600 percent increase in the next fiveyears, say Nokia Siemens Networksown figures. The Nokia Siemens

numbers are astounding a 1000-fold mobile data traffic increase by theyear 2020.

To the consumer, mobility is not aprivilege anymore; it is simply anextension of access to informationand telecom providers only need thesuper value creation attitude besidesthe competent technology to win the

game. Lack of mobility is rather apolite way of saying denial-of-servicei n t o da y s c o m p e t i t i o n . T a k em-Commerce, for example, which hasbeen considered as the game changer,e s p e c i a l l y i n t h e d e v e l o p i n geconomies. Even in the developed

ones, it is not yet ubiquitous, probablybecause of the secu rity-rela ted,technological and psychologicalchallenges. But, once the ice is brokenand it is made easily accessible, theresno dearth of the wonders thatefficiently run m-Commerce could do.So, for the winners, it must not just be

the Next Thing. Rather, it ought to be

What we see aroundtoday is everyone doing

everything, everyoneselling everything. But,the biggest brands in the

world are the ones thatdo only their thing thatreflect them directly anduniquely.

NOVEMBER 2011

EXCON SPECIALA MONTHLY MAGAZINE ON

ENGINEERING, PROCUREMENT,

CONSTRUCTIONS & INFRASTRUCTURE

TO BOOK YOUR AD, CONTACT:

TEL: 09892313338 / 09820131960

EMAIL: [email protected] / [email protected]

EPC&I


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a current service provisioning mandate

top on their priority list to keep aheadof the rat-race.

Coming back to the trends andpat tern s that I n d i an te l ec om

providers can bank upon, first of all,focusing on that one particulardifferentiating Brand Identity, thatmakes any brand unique it is just

too important. What we see aroundtoday is everyone doing everything,everyone selling everything. But, thebiggest brands in the world are theones that do only their thing thatreflect them directly and uniquely.When you talk about a part icular

product or service, it is only thatbrand that comes to the consumersmind and vice-versa.

Many of the top executives andtelecom professionals advocaterestricting the number of players to4-6. The reason behind that is bothintelligent and plausible. However,

from the perspective of brandmanagement and positioning, moreintellectual bandwidth should be

targeted on their main focus, and

focus is the key to positioning. TheNarrower and Unique it is, the betterfor any brand.

Forget about the competition for a

moment. Let us first understand whatwe wa nt to ac hie ve , get cl ari ty ,prioritize our things and then jump inthe warfare fully armed. This is one of

the key findings you instantly get a feelof when you look at a market such asCanadas. Each brand has an identityand a unique personality and thatswhere the learning is. And, inabundance!

The author is a distinguished BrandManagement and CorporateCommunications consultant with over adecade of cross-industrial exposure and hasbeen extensively published and exclusivelyfeatured in some of the best internationalpublications. He currently provides brandingand communication consultation to severalMNCs, especially on elevating and differenti-ating their brands and creating more focusedand better perceptions. He writes indepen-dently for various publications across Asia-Pacific, US/Canada and is a proactive mem-ber at many Professional CanadianCommunities and Non-Profit Organizations.

1 Source: http://www.linkedin.com/groups?home=&gid=3853327&trk=anet_ug_hm

2 Special Thanks to the Source Cited here: Mr. Ofer Glanz, the Founder of Barak

Strategic Consulting for his exceptionally interesting insights at Innovate that I am

citing here with gratitude. Asheesh Pandia

3 Citing Source: http://en.wikipedia.org/wiki/Android_Market

4 Citing Source: http://paulpapadimitriou.com/commentary/2011/09/20/mobile-

broadband-traffic-increase-2600-5-years/


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SME BIZ /45

D-Link: Owners pride andNeighbors Envy

TREND SETTER /54

TCS:TCS Ahead of theCurve

SME BIZ /52

NEC: NEC India tointensify business inSME Segment

Bharat Goenka Conferred with Lifetime Achievement Award /08PLUS

VOLUME 02 | ISSUE 09 | NOVEMBER 2011 | RS. 20/-

indias first IT magazine for sme business

The UTM market is making steady progress in the Indian market as itsappeal increases among enterprises of all sizes and across verticals. /30

UTM EMBARKED ON A

STEADYGROWTH

01


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Securng enerprse sysems s a op

prory, especally n a conneced

world. A undamenal ru or

organzaons worldwde s a

proecng er msson-crcal

applcaons, sensve elecronc daa, and under-

lyng compung nrasrucure s a callengng

and never-endng aska grm scenaro weren

IT and secury personnel wll always ave er

ands ull.

W ncreasng connecvy, a companys

vulnerably and rsk o secury compromsesncrease manold. More sgncanly, a st n

ackers movaon and e grow n corporae

esponage ave ncreased e secury rea o

enerprses. hereore, s no only large ener-

prses bu even e SMBs a s scurryng or

cover w robus secury producs.

Earler secury deploymens mean pon

soluons or a varey o requremens suc as

rewalls, nruson deecon sysems, VPNs,

an-spam gaeways, ec. However monorng,

managng and scalng em as e enerprse

grows becomes a uge callenge or e ecnol-

ogy deparmen. Over e years, vendors ave

sared clubbng er oferngs n order o d-

erenae er producs and also o make easy

or deploymen and manenance. Gradually suc

deploymens became more common, and e

erm Uned hrea Managemen (UTM) became

mansream wen analys rm IDC used n a

2005 publcaon on rea managemen.

he erm as snce been used o reer o uned,

mul-use secury rea managemen devces. I

elps enerprses reduce e number o vendors,

manage e ugrade cycle o dferen producs and

smples rouble soong. Accordng o IDC, a

UTM ypcally comprses a rewall, anvrus and

nruson prevenon and deecon.W ncreasng proleraon o connecvy, e

reas and complexes n secury managemen

ave grown remendously. he scope and expanse

o UTM oferngs ave also kep pace by provdng

very g-end and sopscaed capables. hs

elmnaes e need or sysems admnsraors o

manan mulple secury programs over me.

hereore sopscaed versons o UTMs can

ofer muc more w capables a can manage

URL lerng, spam blockng, spyware proecon,

conen managemen, daa leakage proecon.

Oten ese devces ofer cenralzed monorng

and managemen o secury deploymens across

locaons and ncden loggng. hese mul-

uncon secury producs provde many benes

or cusomers, wc combned w new eaures,

ave spurred marke grow. here s also a rend

or servce provders o ofer UTM-as-a-servce

rom er daaceners, bu s sll early.

Secury consoldaon va UTMs represens

no jus a beer secury and convenence bu

also opporunesan opporuny o reduce

nework raic, an opporuny o ease negraon

o VoIP and Web 2.0 applcaons, and an oppor-

uny o boos IT producvy, says Subomoy

Bswas, Counry Drecor Inda & SAARC,

SoncWALL.

The Market in Indiahe UTM marke or applances n 2009 sood a

$42.25 mllon and s posed o keep growng a a

seady CAGR o 35-40% over e nex 3-4 years.

he marke s slaed o cross $100 mllon by 2012.

Accordng o a repor by researc rm IDC n

Ocober 2008, UTM producs, wc passed e

$1 bllon mark n marke sze n 2007, wll make

up 33.6 percen o e oal nework secury

marke by 2012.

IDC as dened e UTM marke segmen

as e ases growng segmen o e broader

nework secury marke globally, and expecs

UTM o represen approxmaely 30 percen o

The UTM market is making steady progress in the Indian market as itsappeal increases among enterprises of all sizes and across verticals.

BY SANJAY [email protected]

STEADYGROWTH

UTM EMBARKED ON A

SME CHANNELSNOVEMBER 2011

30

COVER STORY UTM MARKET


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THE UTM MARKET ISSLATED TO CROSS

$100 MILLION BY 2012AND IS EXPECTED TO

GROW 35% OVER NEXTTWO YEARS.

COVER STORYUTM MARKET

31SME CHANNELSNOVEMBER 2011


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men. I urer expanded s capabes or e

SRX seres w e new AppTrack sotware.

Budng on Junpers receny announced AppSe-

cure sue o appcaons, AppTrack sotware

provdes g servces negraon a enabes

appcaon-eve vsby and mproved daalows and adds appcaon denicaon nor-

maon o e IPS sesson og. Junper AppTrack s

par o e AppSecure sue o appcaons, wc

provdes busness ogc dena-o-servces preven-

on or e e SRX seres.

Asaro s a reavey new enran n e Indan

nework secury marke. he company s s

reavey sma and s posed or muc ger

grow an oer vendors. In e as wo years,

e company as aready bu a oundaon or

exposve grow n s UTM busness. However,

Inda revenue s represens a sma percenage

o s wordwde busness, bu s now growng

rapdy.

Mos o our parners ave cosen our prod-

uc ne or s capabes and ease-o-use. Snce

we are reavey a ae enran n Inda marke,

our parners ypcay used some oer nework

secury produc beore, and now use Asaro o

reaze a broad varey o neworkng and secury

projecs. he margns our parners make, pos-

ons our producs as second o none, says Sun

Sapra o Asaro. Asaro souons are sod more

on e bass o vaue an prce, enabng parners

o package er servces we w e souons.A servce-ed approac buds cusomer reaon-

sp and mproves e margns. Aasaro as a

sod ne up o producs w Sopos nex gen

UTMs. Csco ooks a e marke and cusomer

requremens rom a osc perspecve and

ofers an End-o-End Se Deendng Approac

and Inegraed Secury. As per Bpn Pase I

UTM s deined by consodaon: he na

nen o UTM s e consodaon o mupe

secury-reaed ecnooges no one sysem.

Inay, UTM souons were negraed Frewas

w Inruson Deecon/Inruson PrevenonSysems (IDS/IPS). Now, mos UTM souons

aso ncude An-X (SPAM and maware) and

VPN unconay. UTM connues o evove w

expandng unconay.

Nevaes Neworks ofers sma and medum

a secure envronmen o conduc er busness

on a pay-as-you-use mode. Nevaes paorm s

devered over e Inerne w ree 24x7 suppor

and s ree rom censng, scaaby and mane-

nance asses, ereby provdng e bes vaue or

money and aowng SMBs o ocus on er core

busnesses.

Nevaess secury-as-a-servce oferng

bundes everyng no a snge subscrpon

ee, ncudng compreensve secury eaures,

auomac updaes, paces, and 24x7 ecnca

suppor, us enabng organzaons o em-

nae upron coss, provdng a predcabe cos

srucure, ensurng quay o servce, and e

reedom o re-evauae e souon decson a

any me.

Nevaes Neworks cosey works w s par-

ners roug reguar dsrbuon mees and

promoons n key canne meda. We suppor

our parners w reguar ranng and produc

updaes o ep em reac ou o er cusomers

beer, says Ravsankar.

Domnque MEURISSE - Execuve Vce Pres-

den, NETASQ, says, Everyone s ookng or

an negraed secury souon o reduce man-enance coss and ave a more compreensve

conro over er nework secury. We oresee a

penomena grow n s secor. We a NeASQ

ave UTM producs rom SOHO o enerprse

cass neworks

The Future Landscapehe uure UTM souons are key o ncude

one-sop souons w eaures suc as irewa,

VPN, an-vrus, an-spam, IDS and IPS, conen

ierng, bandwd managemen, mupe oad

baancng and gaeway aover.More and more enerprses w ook or

easer managemen w pug and pay knd o

capabes. As more enerprses ook o smpy

nrasrucure managemen, ey w ook or a-

n-one secury appances o ease er manage-

men burden.

UTM souons w be an negraed oferng

and w be abe o ande bended reas. UTM

souons as emerged ou o e need o sem e

ncreasng number o aacks on corporae nor-

maon sysems va ackng/crackng, vruses,

wormsmosy an oucome o bended reas

and nsder reas. hereore uure demand or

UTM souons w be or bended capabes

o war suc reas. Suc oferngs w enabe

cusomers o ave ger reurn on nvesmen

and ower oa cos o ownersp.

Inegraed secury appances are wnessng

g peneraon n er-2 and er-3 ces. Fuure

demand rom ese markes w be srong and

ese markes w ead marke grow. he ack

o sked manpower n ese ces makes depoy-

men o UTMs a smper coce due o e ne-

graed naure o ese devces.

In concuson, e UTM marke s on e

grow rack and e demand or UTM producs

w ncrease rom a szes o enerprses. hs s

because e secury reas are ncreasngy ge-

ng compex and e IT deparmen s ookng

or smper managemen processes so a eyare abe o ocus on nnovaon. A e same me,

as enerprses cope w busness grow ey

w be ncreasngy ookng or smper and easy

o ro ou souons, wc s an advanage w

UTM souons as ey are easy o depoy. here

s ncreasng awareness and undersandng n

e marke abou e beneis o UTM markes

n meros and smaer ces. here s key o be

baanced grow rom a ese marke segmens

w e SMBs demonsrang e sronges appe-

e or UTM producs.

However, Asees Panda, Sr. Brand Man-agemen, Communcaons & PR Proessona,

manans, he evouon o orgna irewa s

wa came up as UTM n eary 2000s oowed by

XTM (eXensbe hrea Managemen) - as e

reas kep on becomng more dynamc, seay

and pervasve. Today s no jus e rea par

a s beng addressed by XTM bu aso greaer

neworkng and managemen capabes. he

marke n Inda or UTM and XTM seems very

promsng despe e ssue o susanabe dfer-

enaon amongs e varous compeors. he s

o payers as been ever expandng and o course

anayss ave posoned e key vendors appropr-

aey ncudng Forne, WacGuard, SoncWa,

Cyberoam, Quck Hea and GajSed oers.

TAKING AN END-TO-END

SECURITY APPROACH

HELPS INFORMATION

SECURITY MANAGERSBUILD REASONABLE

CONFIDENCE ON THEIR

SECURITY STRATEGY AND

DEPLOYMENTS.

BIPIN KUMAR AMIN, PRINCIPLE CONSUL-

TANT, BORDERLESS NETWORKS, SECRITY,

CISCO,

SME CHANNELSNOVEMBER 2011

40

COVER STORY UTM MARKET


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I one goes by e dconary meanng o

Uned Communcaons (UC), s e

negraon o rea-me communcaon

servces suc as nsan messagng (ca),

presence normaon, eepony (ncud-

ng IP eepony), vdeo conerencng, ca conroand speec recognon w non-rea-me com-

muncaon servces suc as uned messagng

(negraed vocema, e-ma, SMS and ax). he

evouon o e UC as been graduay over a

perod me. UC s no a snge produc, bu a

se o producs a provdes a conssen uned

user nerace and user experence across mupe

devces and meda ypes.

For e ay man, s nong bu managng

communcaons and geng quck and mey

response. he busness urnaround enrey

depends on e response o e communcaons.

A deayed communcaon or coaboraon can

ncur uge amoun o revenue oss. hereore, UC

s as crca o SMEs as s o e arge enerprses.

As per Fros & Suvan sudy, e oa sze o

e UC marke n Inda w grow more an $1

bon by e end o 2010 and expeced o grow

manod n comng mes aso. Smary, as per

DeOro Group, despe pockes o weakness

reappearng, e uned communcaons markew expand sgncany n 2010 as exsng ven-

dors connue o nves and expand er sotware

oferngs and Mcrosot begns o acvey pus

Lync.

Wen e overa UC marke s growng a e

CAGR o 7.9 percen, e ndvdua componens

o uned communcaons are aready wnessng

eay doube dg grow number. For exampe

e audo vdeo conerencng marke s esmaed

o grow a 60%, e-mang and IP eepony s

growng a 20% and 30 percen CAGR.

In s scenaro, gobay SMEs pay major

roe n e grow o UC marke. Bu n Inda

e marke s ye o pck up because ey ace a

o o caenges. he rs and oremos s ey

ave budge consrans and ey nk oo muc

abou neroperaby. Secondy, e UC vendors

ave no been muc ocussed on e Indan SME

marke.

Ad Docor, Drecor SMB Saes (Inda), Avaya

Inda, says, Snce, SMEs ave med resourcesey are graduay expong e benes o Un-

ed Communcaons o ep ncrease eicency,

producvy, and saes. However, SMEs or com-

panes w up o 999 empoyees n e Indan

subconnen beneed e mos rom Uned

communcaon.

Accordng o a survey by Access Markes

Inernaona (AMI) Parners, Inc. SME n Inda

marke spen around US$48.8 mon on uned

communcaon (UC) n 2009.

Majory o s ncudes enerprse IP ee-

pony, appcaons ke eepresence, moby,

conerencng and coaboraon are s used o

a med exen by organzaons and ereore

comprse ony 10 per cen o e marke.

Unified Communications (UC) has always been the tool of the large

enterprises but with the market slowdown and the growth of the SMEs,it had also come to the space of the SMEs. But the fact is that the ven-

dors are not able to understand the market as yet and thus have not

been very aggressive also.

BY SANJAY [email protected]

ACT INUNISON TO

TAP SME

OPPORTUN

SME CHANNELSDECEMBER 2010

28

COVER STORY UC


23/58

AS PER FROST & SULLIVAN

STUDY, THE TOTAL SIZE OF

THE UC MARKET IN INDIA WILL

GROW MORE THAN $1 BILLION

BY THE END OF 2010.

ITY

COVER STORYUC

29SME CHANNELSDECEMBER 2010


24/58

Asees Panda, Manager Communcaons,

Semens Enerprse Communcaons (SEN

Inda), says, UC s precsey as reevan as cos-conanmen, ROI or producvy o SMEs, as

s o e arge enerprses. Speccay a ose

vercas were e resource sze s bgger, rave

OPEX s ger or communcaons s process

crca, ey need UC more an oers. Aso,

caegores w proven needs and neres w IT/

ITES, BPO, Peroeum, Manuacurng, Bankng

& Fnance, Heacare and Proessona Servces

need UC.

UC ceary ofers proaby, savngs,

mproved decson makng, beer coaboraon

and moby o em. Aoug pure IP adapa-

on s seen more n Greened projecs so ar,overa, we can see quanabe grow. Adapa-

on s rsng w e awareness and deveop-

mens n secury. A s rae, e 100% grow

dreams over nex ree years sound rea, e

added.

In s February 2009 repor, Marke Overvew:

Szng Uned Communcaons, Forreser aso

predcs a companes w depoy enanced

UC capabes o abou 60 per cen o empoyees

n uncons a w bene mos rom embed-

dng communcaons eaures ke wreess and

vdeo drecy no er busness appcaons.Mnaj Za, Naona Saes Manager, Uned

Communcaons, Csco Inda and SAARC,

says, Indan SMBs are growng and addng more

busness parners naonay and nernaonay.

W many o em aso openng new brances,

neworkng w pay an mporan roe n keep-

ng empoyees conneced. Accordng o a Fros &

Suvan sudy, curreny, Inda eads e SAARC

regons UC marke n erms o oa spendng and

beer overa awareness o UC. Inda as a good

poena or grow o UC appcaons as dem-

onsraed by e CAGR o 7.9 per cen durng e

perod rom 2008 o 2015.

He added, he SMB-poena or UC s re-

mendous as UC oferngs span across budges

and requremens. he bouque o UC oferngs,

curreny avaabe n e marke, s so versae

a any organzaon, arge, medum or sma, cannd ecnoogy a bes sus bo, s needs and

budge. Ineresngy, accordng o a NASSCOM

repor, approxmaey 50-60 per cen o IT spends

n e counry s expeced o come rom e lour-

sng SMB segmen.

Ceary, ere s a uge marke wang ou

ere o be apped and companes are ocused on

addressng . However, n order o efecvey ap

s segmen, s mporan a vendors deveop

cusomzed souons, wc ofer a cos-efecve

and easy o depoy aernave. Indan SMBs are

ookng a UC as a ow-cos oo o communcae

efecvey w cusomers and suppers as we as

acae communcaon across mupe branc

ocaons. Is mporan a SMBs are sown

ow, by sreamnng communcaon nrasruc-

ure, ey w be abe o nd smarer ways o

cu rave coss maxmze operaona eicency

and mprove busness & cusomer sraeges.Conerencng and coaboraon oos suc as

vdeo, audo, web conerencng and nsan mes-

sagng w accoun or a majory o e oa UC

spendng.

As per Mnaj w e expanson o Uned

Communcaons rom e enerprse space no

md-eve and smaer organzaons, a growng

number o SMEs are graduay exporng ow

Uned Communcaons as e poena o

ncreasng eicency, producvy, and saes. As

uned communcaons appcaons become

more prevaen n e exended workspace, moreorganzaons are reazng e assocaed benes.

Resus documened by Sage Researc dem-

onsrae a muude o benes - bo n erms

o empoyee me savngs and nanca savngs.

Organzaons usng uned communcaons

cens saved an average o 32 mnues day per

empoyee because presence ecnoogy enabed

saf o reac one anoer on e rs ry.

Use o sotpones resued n an average sav-

ngs o $1,727 per mon n ce pone and ong

dsance carges. Mobe workers aso saved 40

mnues eac day, enjoyed greaer busness com-

muncaons convenence, and generaed annuaproducvy gans o 3.5 days per year roug

busness connuy mpac.

Organzaons usng uned messagng

repored a empoyees saved 43 mnues per day

rom more eicen message managemen we

mobe workers saved 55 mnues per day.

Companes usng negraed voce and Web

conerencng repored a 30 percen reducon

n conerencng expenses (by makng negraed

conerencng capabes avaabe n-ouse and

on-nework) and an average savngs o approx-

maey $1,700 per mon n rave coss bass eSage repor.

Uned busness communcaons appcaons

no ony acae producvy mprovemens or

empoyees werever er work akes em, ey

can aso enance e way n wc a empoyees

communcae.

More speccay or SMBs, e bgges USP o

opng or UC souons s e cos savngs a

ey presen n erms o rave, communcaons,

ec. Many SMBs aso apprecae a enanced

geograpca coaboraon a comes w e

adopon o UC.

For exampe, CoSar as made a sgncan

nvesmen n a broadcas-quay vdeo coner-

encng sysem rom Poycom o connec 3,000

AS SMES HAVE LIMITED

RESOURCES THEY ARE

GRADUALLY EXPLOITING

THE BENEFITS OF UNIFIEDCOMMUNICATIONS TO HELP

INCREASE EFFICIENCY,

PRODUCTIVITY, AND

SALES.

ADIL DOCTOR, DIRECTOR SMB SALES, AVAYA

INDIA

UC IS PRECISELY AS

RELEVANT AS COST-

CONTAINMENT, ROI

OR PRODUCTIVITY TO

SMES, AS IT IS TO THE

LARGE ENTERPRISES.

ASHEESH PANDIA,MANAGER COM-MUNICATIONS, SIEMENS ENTERPRISE

COMMUNICATIONS (SEN INDIA)


30

COVER STORY UC


25/58

CoSar workers n e US and abroad. heyve

worked ard o bud ou er nework -- deang

w bandwd aocaon, raic sapng and

end-user ranng -- o keep users sased w

and usng e sysem.

Accordng o CoSars Sergo Soo, Wen wers sared w vdeo conerencng a ew years

ago, we smpy waned a way o reduce rave coss

or our saes eam. Now we ave deveopers and

researcers on bo coass a use our vdeo

conerencng rooms eg ours a day. Vdeo as

eped em cu $4-$5M n rave coss.

Neeraj G, Managng Drecor, Inda &

SAARC, Poycom, says, SMEs ave aways aced

an up bae wen compeng w arger, more

esabsed companes. he caenge s even

more daunng n e curren economy o sower

busness grow, reduced saes opporunes,and somemes ower revenues. SMEs are urn-

ng o ese souons because ey can ep em

Improve producvy, Hger reurn on nves-

men (ROI), Enance er corporae mage,

Make beer decsons aser, Reduce coss, ec.

Company-wde Communcaons,Vendor/Sup-

per Reaonsps ,Empoyee Tranng/Dsance

Learnng ec are ew more pons or wc SMEs

need e UC souons.

he oer vendor o UC s NEC, wc s

presen n Inda snce 2006 and among oer

producs, e company as a srong oood on

UC space. Ravnder Rana, Counry Head Pr-vae Nework Souons, NEC Inda, says, In e

pos recesson scenaro, Uned Communcaons

s as emergng as a busness necessy. Large

organzaons and SMBs ave become opmsc

abou uned communcaons and use or

negrang communcaon oos w rea-me

busness processes. Over e years, uned com-

muncaons as eped n easng communcaon

asses and now, even SMEs ave sared o reaze

ese advanages.

He added, Uned Communcaons as come

a ong way rom a smpe uned messagng nboxor ema, voce and axes, o enanced moby,

mu-moda masups o varous orms o com-

muncaons. houg, e marke or UC ec-

nooges s s a s nancy. Curreny, e UC

marke n Inda sands a $549 mn, we $321mn

comes rom enerprse eepony a ncudes

17% sare o conac cener appcaons, 11%

ema and messagng, 10% ee-presence and con-

erencng we 1% comes rom moby, wc s

s a ong way o go.

Smary, Busness Ocane s anoer payer

wo conrbues arge o UC space roug s

arge presence n e eepresence space.

Sanjay Bansa, Carman o e Board & Man-

agng Drecor, Busness Ocane, says, Immersve

Teepresence s ganng momenum and as a

uge poena n Inda. he SME marke n Inda

s growng remendousy. he SME segmen s

aready a eavy user or vrua coaboraon

ecnooges. he Immersve Teepresence Sues

avaabe n e markepace are majory suabe

or arge enerprses gven e nanca band-

wd and quanum o usage n suc enerprses.

However, ese acors dfer or e SME seg-

men were e demand w be drven by suc

nnovaons a can repcae n e mos efecve

manner as possbe e experence o mmersve

eepresence a reduced coss o vndcae envesmens beng made.

He added, Busness Ocane as gone aead n

erms o nnovaon w s cusomzed range o

Immersve Teepresence Sues & Souons or e

SME segmen a w ep ese enerprses ben-

e rom a aser ROI. We ad receny nroduced

CoaboraorPOWERMAXTM an afordabe

mmersve eepresence coaboraon sue a

ofers meda-rc, mmersve dynamc eepres-

ence experence. he cusomzed sue creaes a

meeng experence over eepresence wc s as

efecve as meeng ace-o-ace w dsan par-

cpans w g denon sudo quay vdeo

and g denon sereo spaa audo, ogeerw near acua pysca szng and naura eye

conac.

he company as advanced vdeo coabora-

on souon: AraCOLLABORATOR a aso

caers o e SME segmen; s a cusomzabe

coaboraon souon o be reroed n exsng

vdeo meeng rooms.

Sanjay Mancanda, Drecor-Mcrosot Bus-

ness Dvson, Mcrosot Inda, says, In odays

as evovng compeve goba marke, SMBs

need cos-efecve ecnooges a aow lex-

by and adds vaue o er organzaon. As anna sep owards adopng a UC souon, SMBs

are ncreasngy urnng o Sotware + Servces

souons o mee e needs o er busnesses.

Keepng ese cangng rends and requremens

n mnd, Mcrosot announced e aunc o

Mcrosot Onne Servces as year n Inda a

w ep u e communcaon and coabora-

on needs o ese sma busnesses. hs sue

combnes servces suc as ema, aby o ca,

work ogeer smuaneousy on documens,

ave a meeng onne and manan a common

caendar a a cos-efecve prce w lexbe pay-

men opons

he onne servces o e company ensures re-

abe ema communcaon, work and coaborae

SMES ARE TURNING

TO THESE SOLUTIONS

BECAUSE THEY CAN HELP

THEM IMPROVE PRODUC-TIVITY, HIGHER RETURN

ON INVESTMENT (ROI),

ENHANCE THEIR CORPO-

RATE IMAGE, MAKE BETTER

DECISIONS FASTER, REDUCE

COSTS, ETC

NEERAJ GILL, MANAGING DIRECTOR, INDIA &

SAARC, POLYCOM

INDIAN SMBS ARE

GROWING AND ADDING

MORE BUSINESS PART-

NERS NATIONALLY AND

INTERNATIONALLY.

MINHAJ ZIA, NATIONAL SALES

MANAGER, UNIFIED COMMUNICATIONS,

CISCO INDIA AND SAARC


32

COVER STORY UC


26/58

aser w a common brary o a documens a

one ocaon, engage and ask or opnons usng

meda-rc presenaons and opon o swc

vdeo and audo w mupe pares and nd

e rg coeague qucky and ca on messenger,

audo or vdeo.

From e vendors perspecve, Semens s very

ocused on e SME space. As Asees says, We

gy ocussed on w a compreensve por-

oo o excusve UC oferngs or s segmen.

SEN as a rack record o conssen produc and

souon nnovaon or sma and medum bus-nesses. Moreover, our markeng and servce/sup-

por are agned rgy o ge us an edge on SME

space.

SEN provdes paorms a bes su smaer

busness - be negrang uned commun-

caons unconay no Mcrosot Ouook,

auncng conerencng rom deskop or usng

exsng nrasrucure, suc as anaogue ee-

pones or enry pones. SEN communcaons

sysems and paorms suppor sma busnesses

w up o 500 empoyees. SEN OpenScape Oice

s e ndusrys rs UC appcaon desgnedspeccay or sma- and medum-szed bus-

nesses, HPa 1100 s desgned o gve g-

perormance eepony o sma/medum szed

busnesses w up o 140 users and HPa 3000

s our lexbe uned communcaons pa-

orm a scaes rom 20 o 500 users. he aes

OpenScape Oice MX s an a-n-one, uned

communcaons appance bu upon reabe,

secure, servceabe, and manageabe OpenSmar

arcecure w nework connecvy a sup-

pors upo 150 users. Among Semens Enerprse

Communcaons oer oferngs are OpenScape

Oice Conac Cener, Nework Inrasrucure

& Secury poroo and a woe range o voce/

daa/vdeo producs and souons.

Smary, Csco aso akes SMBs very serousy.

Cscos SMB dvson cusomzes neworkng

souons. hese producs and souons are under

e umbrea souon-packs o Csco Sma Bus-

ness Pro, Csco Smar Busness Communcaon

Sysem, backed by a os o servce & suppor, and

nancng ofers.

Canne presence and ecnca suppor. Csco

quaes busnesses w ess an 100 PCs as

Sma busnesses.

Ad says, Lookng a e curren rends, IP

based sysems ke SIP; IP PBX and eepony sys-

ems are ganng ground. Avaya ofers a paorm

speccay aored or SME needs, suc as Avaya

IP Oice.Avaya IP Oice s smpe ye sopscaed

paorm wc can aso scae o provde UC &

CC eaures. SMB cusomer can sar sma and

add appcaon aer as ey grow. He adds, Avaya

s e wordwde eader n e SME marke, w

eadersp n bo revenue and ne sare. W

Avaya IP Oice 6.1, e company acceeraes un-

ed communcaons and conac cener ecno-

oges n e SME marke, epng SMEs compee

more efecvey, bu n a cos-conscous manner.

As per Sanjay, Busness Ocanes mmersve

eepresence coaboraon sues and cusomzedcoaboraon souon are equpped w a user

nerace a aows or smpe and eegan use o

a e unconaes. A e mmersve eepres-

ence coaboraon sues and specc advanced

vdeo coaboraon souon ncorporae a new

revouonary user nerace SmpUSE+ a

ncorporaes TeeconnecWIZARD or connec-

ng mupe ocaons w exreme ease o usage

and wou any exerna ep. In addon, Bus-

ness Ocanes Immersve Teepresence empowers

users o coaborae seamessy w oer com-

muncaon appcaons. Meeng parcpans

weer on audo, deskops, and vdeo coner-encng ses can seamessy coaborae w e

companys mmersve eepresence sues.

As per m, e reurn on nvesmen w our

mmersve eepresence sues s so compusve

a companes can sar reapng reurns on er

nvesmen wn 3 o 6 mons.

On e oer and, Poycom s armng up a

sraegy speccay amed a e SME segmen.

As a par o s sraegy Poycom as receny

apponed a goba ead or e SME segmen. he

company provdes a wde-range o deskop, wre-

ess and mumeda communcaon souons orsma and medum enerprses. For exampe, Poy-

com SoundPon IP amy o pones everages e

capabes o SIP-based VoIP neworks o dever

breakroug voce quay and advanced eaures

a make cas more eicen and producve.

Poycom SoundSaon Conerence Pones are

e ndusry sandard or cear producve coner-

ence cas.

Smary, Poycoms receny nroduced QDX

6000 s e rs vdeoconerencng produc o s

knd o address e cos-conscous SME segmen

a a e same me seeks ease o use and g

quay.

However, e bgges caenge e SMEs

oday ace sn so muc reevan o cos, bu e

BUSINESS OCTANE HAS

GONE AHEAD IN TERMS

OF INNOVATION WITH ITS

CUSTOMIZED RANGE OFIMMERSIVE TELEPRESENCE

SUITES & SOLUTIONS FOR

THE SME SEGMENT THAT

WILL HELP THESE ENTER-

PRISES BENEFIT FROM A

FASTER ROI.

SANJAY BANSAL, CHAIRMAN OF THE

BOARD & MANAGING DIRECTOR, BUSINESS

OCTANE

OVER THE YEARS,

UNIFIED COMMUNICA-

TIONS HAS HELPED IN

EASING COMMUNICA-

TION HASSLES AND

NOW, EVEN SMES HAVE

STARTED TO REALIZE

THESE ADVANTAGES.

RAVINDER RAINA,COUNTRY HEAD PRIVATE NETWORK SOLUTIONS, NEC

INDIA


34

COVER STORY UC


27/58

compexy o IT. he neroperaby s no more

reevan now as mos e vendors ave addressed

e ssue w open sandards based souons.

he ack o awareness and vaue percepon s

one o e key roadbocks o SME IT adopon.

And, ese caenges can ony be mgaed bye aggressve engagemen o parners o pay a

consuave roe o e cusomers. Some parners

ave aready undersood e vaue proposon

some are no. For exampe GoIP Goba Servces

s one o e canne parners o mu brands

and undersand e marke very we. hey mus

ave gone roug grueng sessons and ave

acqured e knowedge ard way.

Sv Sarma, Drecor - Sraegy & Aance,

Go IP Goba Servces, says, Uned Com-

muncaons (UC) as emerged as an mpor-

an mesone n e evouon o enerprsecommuncaons. UC seeks o break down e

communcaons sos n e enerprse and add

coaboraon uncons. Usng a dferen oo

or eac communcaons mode (pone, ax, and

ema) nders producvy, wases me, and

causes rusraon. Busness users no onger wan

o jugge mupe devces and pone numbers,

mupe message sores, and mupe drecores

wen nsead ey can access mumeda com-

muncaon and coaboraon oos n a snge

nerace on e deskop. UC breaks down barr-

ers and negraes communcaon and coabora-

on oos, makng em more easy accessbeand savng sgncan me and resources.

He adds, UC souons, suc as Mcrosot Lync

Server 2010 ypcay combne severa radona

communcaons uncons (ncudng presence,

nsan messagng, rea-me voce and vdeo

communcaons and uned messagng) no

an negraed, uned souon. UC can mprove

producvy, acceerae normaon ranser, and

reduce coss. UC souons, suc as Lync Server

2010 and Mcrosot Excange Uned Messagng,

can aso repace radona PBX and messagng

sysems n remoe oice ocaons.Cscos SMB marke sraegy nvoves ep-

ng cusomers creae a susanabe compeve

advanage, mprove er operaona eicences,

ncrease er empoyees producvy, and u-

maey boos er reurns and proaby. he

sraegy ncudes ocusng on new cusomsed

SMB producs/souons and nancng scemes

ke e Easy Lease program, and e 0% nance

oferng or SMBs. To ncrease awareness o s

producs and programs among ese busnesses,

Csco w connue o nves eavy n parner

enabemen and nnovave markeng naves

suc as e Nework on Wees and e Saes and

Markeng Servces Organsaon.

Csco s deveopng doman specc souons

o ep SMB cusomers n eac sub-verca,

wc w ep em pan, desgn and operae

busness crca neworks more eiceny.he Company as aso aunced a sma bus-

ness parner proaby program. Csco aso

makes avaabe a o o produc eraure and

suppor maera o parners o suppor er saes

efors. In ac Csco as a separae dvson caed

e Saes and Markeng Suppor Organsaon

(SMSO) a akes care o e markeng coaera

needs o e canne parners.

Smary, Avaya n Inda as been movng

owards a Hg-Touc, canne cenrc (HTCC)

saes mode. hey now ave wo naona eve ds-

rbuors n Redngon and Bar Teeec ep-

ng e company reac ou o e SMEs across ecounry. hese dsrbuors urer se o a arge

se o Sysem Inegraon (SI) parners, across

geograpes n Inda & SAARC.

he company as a anasc Canne Parner

Program caed Avaya Connec, wc eps SI

parners ake advanage o enanced ecnca

and markeng benes. hs n urn eps em

bud capaby on Avaya Tecnooges and serve

cusomers beer.

he company s gung o abou 2011 and as a

sew o markeng naves n e ppene, one

o wc s aready roed ou. ha s e 6 cyExperence roadsows o sowcase e negraed

produc roadmap and Avaya ecnooges o e

cusomers and parner communy.

he company s nvesng eavy n e can-

ne parners, by way o parner enabemen,

Demo Gear, Ex-Sock produc avaaby, Sou-

on bundes, To ree Suppor ne or Pre-saes

& Pos-saes, Parners Rewards & Rebaes. Avaya

as ambous pans on markeng onne, prn,

road sows or SMB parners wo are cered

and nvesed n Avaya.

SENs ndrec canne srucure s exensve

and so s s reac. he company as over a un-

dred parners w pan-Inda presence, ncudng

er II ces. he company as aso an exceen

parner program a ocus on er empower-

men n erms o knowedge - ranngs & cer-

caon, engagemen - parner communcaon,presence & messagng - markeng and brandng

suppor, reerences and rewards & recognon.

On goba eve, e company as programs ke

Go Forward a are mean or canne empow-

ermen and recognon.

Poycom s aso workng on a sraegy o reac

bgger number o SME rougou e counry or

wc ey are apponng more canne parners.

hey ave 3 dsrbuors and more an 50 can-

ne parners spread across Inda. he company

w soon appon some more canne parners o

reac ou e wde spread SMEs n Inda. By rs

quarer o 2011, Poycom w aunc PoycomCoce Programme or s canne parners,

wc w encompass cercaon, grow and

denng e canne parners.

NECs canne nework or PNS (Prvae Ne-

work Souons) s prey srong ncudng e

names ke Enkay Tecnooges, Syne and Ine-

con. Very receny ey ave ed-up w Avaya

Goba Connec Neworks as s naona dsrbu-

or or e PNS souons.

Finally

he enre assormen o opnon says a moso e vendors are ready w SME souons and

ey ave addressed e prcng and neropera-

by ssues w due care. he ony ng ey are

sruggng wang s e educang e cusomers

abou e uy and R0I o e UC souons. hs

s surey a caenge and e arge vendors soud

ake e oo orward by engagng e cusomers

n varous paorms expanng em abou e

benes, wc w ncude aggressvey engag-

ng w e parners. Anoer rend - osed

communcaon servces or coud servces - s

aso pckng up n e marke wc s very muc

reevan o e SME marke and s waed o be

seen ow e ngs are pannng ou. Bu e sen-

men s UC s g w e SMEs.

UC SEEKS TO BREAK

DOWN THE COMMUNI-

CATIONS SILOS IN THEENTERPRISE AND ADD COL-

LABORATION FUNCTIONS.

SHIV SHARMA, DIRECTOR - STRATEGY &

ALLIANCE, GO IP GLOBAL SERVICES


36

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November2011

Issue

ver the last quarter I had been very fortunate to Marketing shares a similar pattern to that of the ongoing

interview and discuss one-on-one with some of the 'Rural Penetration pursuit' in India. And yet again,O'who's who' of Canadian Telecom Industry. What's considering that Canada wants the largest pipelines at themost interesting behind the success of many of these leaders lowest cost which definitely would demand more funds,

and their organizations' outstanding performance was the access to global capital market through more relaxed and

extremely simple but fundamentally a profound marketing free competition and more incumbents is desirable not much

wisdom. I could easily compare their thought-patterns with unlike how it had always been in India regardless of the

the likes of Al Ries and Jack Trout, the marketing Gurus and competition because population and the market size is

founders of positioning theory. Most of these interviews awesome.

were remarkably insightful not only in terms of where the

Canadian or Global Telecom Industry is headed to but also in On a global level too, most telecommarkets remain overall

that how just about any geography could relate to the other pulsating with focus on higher speeds, better interactivity

from the cause and effect perspective of micro & mega and customer experience. Realistically, it is easy totrends and eventually, in one way or the other, can possibly understand that the Churn Management is definitely a very

utilize the end takeaways towards their collaborative important issue still for the most part because acquiring a

industrial betterment. From marketing standpoint this at first new customer is much more pricey and unpredictable than

seems tough to assimilate though, let alone to be compared retaining the existing customer base. The latter, however,

any further. More so, because we speak of oneof the most could also be equally demanding and complex but more

dynamic and particularly now, evermore stirred-up industrial often than not cost-effective to both the consumer and the

segments and also when the diversity is hugely evident, service provider. The new generation of consumers is

among widely different geographies. However, if we refer definitely not as loyal as it used to be in the Wireline-only

from the standpoint of 'inspiration', similar to a Case-study, era. Moreover, 'Brand Loyalty' itself cannot be compared at

and not simply 'adaptation' because that would be unfair any given moment among a telecomservice provider and a

indeed; theories suddenly start making practical sense. In a financial institution, in the case of the former; it could be far

way, it's more like cross-industrial learning, redevelopment more casual for the consumer to be flirtatious and shop

and collaboration or rather Biognosis and 'Bio-mimetics'. around. Another common challenge across economies is to

Some may want to research thoseterms in entirety to get maintain & strive to increase the dirt-cheap margins and

greater insight. The biggest challenges that Canada had faced that's where the opportunities for telecom consulting and

since inception were essentially the huge geography, marketing organizations and analysts lie. Subscriber base

weather conditions and the diversely growing consumer might have been sustained or grown but the revenues seem

demography, for instance. As a result, the network to dip gradually. With respect to the extremely low-margins,

infrastructure maintenance investments went beyond and it's not difficult to gauge the situation when you find analysts

out of proportion and hence, the anatomy of basicmarketing use Price-Earnings (P/E) and Price-to-Sales (Price/Sales)

strategies today seemsstarkly different. And then there Ratios as measures of valuation; for some companies have

remain similarities too in terms of trends especially in the little or no profits to speak of unfortunately, especially at this

Social Media era. According to Mr. Gautam Nath, one of the time. And now, all of a sudden, inadequate Spectrum poses

best Canadian marketing knowledge-banks today, who I had another big challenge in India which DoT, the telecom

the opportunity to meet recently, Multi-Cultural marketing regulatory body, proposes to address with Refarming the 900

dynamics is the most sought-after horizon here in Canada at megahertz (MHz) spectrum when operators' licenses come

the moment. I feel essentially the rise in Multi-Cultural up for renewal between 2014 and 2025 by including it in the

Tele-mimetics, Tele-

trends and Focus for

Inspiration!

Guest Article

22

By Asheesh Pandia


50/58

www.telec

omera.net

23

Brodman. And inMay, 2011 alone, during the Google I/O,

Google announced that Android Market listed 200,000

applications and had already clocked 4.5 Billion installedapplications. By July, the figure had crossed the 250,000

milestone. Distimo and Germany-based research2guidance

forecast that the number of apps on Android Market would

surpass Apple by the third quarter of 2011, with some 425,000

apps. Similarly in terms of Consumer Electronics and Mobile

Broadband Traffic, iSuppli reckons global SmartPhone

shipments will double by 2015 and account for more than half

of all mobile phones sold. At the same time, mobile broadband

traffic volumes will see a 2600% increase in the next five years,

say Nokia Siemens Networks' own figures. The Nokia SiemensSpectrum Bill in its recommendation. Telecom providers

numbers are astounding a 1000-fold mobile data trafficare of course not equally fond of such a recommendation

increase by the year 2020.by DoT because there are reasons to believe that it would

not be appropriate at this point when you have to be

To consumer, mobility is not a privilege anymore; it's simply anmoving all the subscribers to a brand new network as a

'extension of access to information' and telecom providers onlyconsequence while they are on a fully functional one,need the 'super value creation' attitude besides the competentalready. Let alone the obvious interruption in current

technology to win the game. Lack of mobility is rather a politeservice and big investments that will be needed to carry

way of saying 'denial-of-service' in today's competition. Take m-out this change in any case, at any given point in time.

Commerce, for example, which has been considered as the

game-changer especially in the developing economies. Even inStill, we cannot deny the relative growth prospects that

the developed ones, it is not yet ubiquitous maybe because ofsound paradoxical after summing up all the above

the security-related, technological and psychological challengeschallenges but they are true for sure. I am going to

but once the ice is broken and it is made easily accessible,mention the exploding Mobile Broadband Traffic below

there's no dearth of the wonders that efficiently run m-and the figures are mind-blowing. Whatever be the reason

Commerce could do. So for the winners, it must not just be thefor this increase in traffic, in the end, telecom service

'Next Thing'. It rather ought to be a current service provisioningproviders have both the responsibility and the opportunity

mandate top on their priority list to keep ahead of the rat-race. to serve the consumer well and make money. There is also

no denying of the fact that there is a huge potential for the

Coming back to the trends and patterns that Indian telecomcurrent generation of consultants in cross-economy trend-

providers can bank upon. First of all, focusing on that Onespotting as well as for telecom service providers to

Particular 'Differentiating' Brand Identity, that makes any brandbootstrap themselves. Most of all, 'to find their best

unique it is just too important.What we see around today isidentity in the value chain' and 'to be able to innovate

everyone doing everything, everyone selling everything but thelightening fast' have been the top priorities of the best

biggest brands in the world are the ones that do 'only theirplayers so far and again trend-watching gives the best food

thing' that reflects them directly and uniquely; when you talkfor thought in terms of both innovation and the correct

about a particular product or service, it's only that brand that'Brand Positioning'.

comes to the consumer's mind and vice-versa. Many of the top

executives and telecom professionals advocate restricting theFor the most part, Indian telecom has been doing really

number of players to 4 to 6 and the reason behind that is bothwell relatively barring the Spectrum Refarming struggle

intelligent and plausible. However, from the perspective ofcited above; but the option of taking a look at the external

brand management and positioning, more intellectualand distant trends could also guarantee significant

bandwidth should be targeted on theirmain focus and 'focus' isbetterment for the 'highly innovative' kinds. The face of

the key to positioning. The Narrower and Unique it is, the bettertelecom is changing by the hour and it is not the same

for any brand. Forget about the competition for a moment, let'ssimple voice domain anymore rather a more holistic and first understand what we want to achieve, get clarity, prioritizeall-embracing one with the rising Mobile Broadband

our things and then jump in the warfare fully armed. This is oneTraffic, dominant Consumer Electronics and a skyrocketing

of the key findings you instantly get a feel of when you look at aUltra-Viral Social Media. Mobile Applications market for

market such as Canada's. Each brand has an identity and ainstance is the most astonishing at this moment. Back in

'unique personality' and that's where the learning is. And inMarch of 2009, about 2,300 applications were available on

abundance!the Android Market, according to T-Mobile CTO Cole

The face of telecom is changing

by the hour and it is not thesame simple voice domainanymore rather a more holisticand all-embracing one with therising Mobile Broadband Traffic,dominant Consumer Electronicsand a skyrocketing Ultra-ViralSocial Media.

The author is a distinguished Brand Management and Corporate Communications consultant with over a decade of

cross-industrial exposure and has been extensively published & exclusively featured in some of the best

international publications. He currently provides branding and communication consultation to several MNCs

especially on elevating and differentiating their brands and creating more focused and better perceptions. He

writes independently for various publications across Asia-Pacific, US/Canada and is a proactive member at many

Professional Canadian Communities and Non-Profit Organizations.AbouttheAuthor


51/58

SME CHANNELSOCTOBER 2011

40

On a global level too, most telecom markets remain overall

pulsating with focus on higher speeds, better interactivity and

customer experience.

TELE-MIMETICS, TELE-TRENDS AND FOCUS

FOR INSPIRATION!

OVER THE LAST quarter I had been very

ortunate to interview and discuss one-on-one

with some o the whos who o Canadian elecom

Industry. Whats most interesting behind the suc-

cess o many o these leaders and their organiza-

tions outstanding perormance was the extremely

simple but undamentally a proound marketing

wisdom. I could easily compare their thought-

patterns with the likes o Al Ries and Jack rout,

the marketing Gurus and ounders o positioning

theory. Most o these interviews were remarkably

insightul not only in terms o where the Cana-dian or Global elecom Industry is headed to but

also in that how just about any geography could

relate to the other rom the cause and eect per-

spective o micro & mega trends and eventually, in

one way or the other, can possibly utilize the end

takeaways towards their collaborative industrial

betterment. From marketing standpoint this at

rst seems tough to assimilate though, let alone

to be compared any urther. More so, because we

speak o one o the most dynamic and particularly

now, evermore stirred-up industrial segments and

also when the diversity is hugely evident, amongwidely dierent geographies. However, i we reer

rom the standpoint o inspiration, similar to a

Case-study, and not simply adaptation because

that would be unair indeed; theories suddenly

start making practical sense. In a way, its more

like cross-industrial learning, redevelopment

and collaboration or rather Biognosis and Bio-

mimetics. Some may want to research those terms

in entirety to get greater insight. Te biggest chal-

lenges that Canada had aced since inception were

essentially the huge geography, weather conditions

and the diversely growing consumer demography,

or instance. As a result, the network inrastructure

maintenance investments went beyond and out o

proportion and hence, the anatomy o basic mar-

keting strategies today seems starkly dierent. And

then there remain similarities too in terms o trends

especially in the Social Media era. According to Mr.

Gautam Nath, one o the best Canadian marketing

knowledge-banks today, who I had the opportu-

nity to meet recently, Multi-Cultural marketing

dynamics is the most sought-aer horizon here in

Canada at the moment . I eel essentially the rise in

Multi-Cultural Marketing shares a similar pattern

to that o the ongoing Rural Penetration pursuit

in India. And yet again, considering that Canada

wants the largest pipelines at the lowest cost whichdenitely would demand more unds, access to

global capital market through more relaxed and

ree competition and more incumbents is desirable

not much unlike how it had always been in India

regardless o the competition because population

and the market size is awesome.

On a global level too, most telecom markets

remain overall pulsating with ocus on higher

speeds, better interactivity and customer experi-

ence. Realistically, it is easy to understand that the

Churn Management is denitely a very important

issue still or the most part because acquiring anew customer is much more pricey and unpre-

dictable than retaining the existing customer

base. Te latter, however, could also be equally

demanding and complex but more oen than

not cost-eective to both the consumer and the

service provider. Te new generation o consum-

ers is denitely not as loyal as it used to be in the

Wireline-only era. Moreover, Brand Loyalty itsel

cannot be compared at any given moment among

a telecom service provider and a nancial insti-

tution, in the case o the ormer; it could be ar

more casual or the consumer to be irtatious and

shop around. Another common challenge across

economies is to maintain & strive to increase the

dirt-cheap margins and thats where the oppor-

tunities or telecom consulting and marketing

organizations and analysts lie. Subscriber base

might have been sustained or grown but the rev-

enues seem to dip gradually. With respect to the

extremely low-margins, its not difcult to gauge

the situation when you nd analysts use Price-

Earnings (P/E) and Price-to-Sales (Price/Sales)

Ratios as measures o valuation; or some com-

panies have little or no prots to speak o unor-

tunately, especially at this time. And now, all o a

sudden, inadequate Spectrum poses another big

challenge in India which Do, the telecom regu-latory body, proposes to address with Rearming

the 900 megahertz (MHz) spectrum when opera-

tors licenses come up or renewal between 2014

and 2025 by including it in the Spectrum Bill in

its recommendation. elecom providers are o

course not equally ond o such a recommenda-

tion by Do because there are reasons to believe

that it would not be appropriate at this point when

you have to be moving all the subscribers to a

brand new network as a consequence while they

are on a ully unctional one, already. Let alone the

obvious interruption in current service and biginvestments that will be needed to carry out this

change in any case, at any given point in time.

Still, we cannot deny the relative growth pros-

pects that sound paradoxical aer summing up

all the above challenges but they are true or sure.

I am going to mention the exploding Mobile

Broadband rafc below and the gures are

mind-blowing. Whatever be the reason or this

increase in trafc, in the end, telecom service

providers have both the responsibility and the

opportunity to serve the consumer well and make

money. Tere is also no denying o the act that

there is a huge potential or the current generation

o consultants in cross-economy trend-spotting as

well as or telecom service providers to bootstrap

TRENDZ

ASHEESH PANDIA

BRAND MANAGEMENT

AND CORPORATE COMMU-

NICATIONS CONSULTANT


52/58

SME CHANNELSOCTOBER 2011

41

TRENDS

themselves. Most o all, to nd their best identity

in the value chain and to be able to innovate light-

ening ast have been the top priorities o the best

players so ar and again trend-watching gives the

best ood or thought in terms o both innovation

and the correct Brand Positioning.For the most part, Indian telecom has been

doing really well relatively barring the Spectrum

Rearming struggle cited above; but the option

o taking a look at the external and distant trends

could also guarantee signicant betterment or

the highly innovative kinds. Te ace o telecom is

changing by the hour and it is not the same simple

voice domain anymore rather a more holistic

and all-embracing one with the rising Mobile

Broadband rafc, dominant Consumer Electron-

ics and a skyrocketing Ultra-Viral Social Media.

Mobile Applications market or instance is the

most astonishing at this moment . Back in March

o 2009, about 2,300 applications were available on

the Android Market, according to -Mobile CO

Cole Brodman. And in May, 2011 alone, during

the Google I/O, Google announced that Android

Market listed 200,000 applications and had already

clocked 4.5 Billion installed applications. By July,

the gure had crossed the 250,000 milestone.

Distimo and Germany-based research2guidance

orecast that the number o apps on Android

Market would surpass Apple by the third quarter o

2011, with some 425,000 apps. Similarly in terms

o Consumer Electronics and Mobile Broadband

rafc, iSuppli reckons global SmartPhone ship-

ments will double by 2015 and account or more

than hal o all mobile phones sold. At the sametime, mobile broadband trafc volumes will see a

2600% increase in the next ve years, say Nokia Sie-

mens Networks own gures. Te Nokia Siemens

numbers are astounding a 1000-old mobile data

trafc increase by the year 2020.

o consumer, mobility is not a privilege any-

more; its simply an extension o access to inor-

mation and telecom providers only need the

super value creation attitude besides the compe-

tent technology to win the game. Lack o mobility

is rather a polite way o saying denial-o-service

in todays competition. ake m-Commerce, or

example, which has been considered as the game-

changer especially in the developing economies.

Even in the developed ones, it is not yet ubiqui-

tous maybe because o the security-related, tech-

nological and psychological challenges but once

the ice is broken and it is made easily accessible,

theres no dearth o the wonders that efciently

run m-Commerce could do. So or the winners,

it must not just be the Next Ting. It rather ought

to be a current service provisioning mandate top

on their priority list to keep ahead o the rat-race.

Coming back to the trends and patterns that

Indian telecom providers can bank upon. First o

all, ocusing on that One Particular Dierentiat-

ing Brand Identity, that makes any brand unique

it is just too important. What we see aroundtoday is everyone doing everything, everyone sell-

ing everything but the biggest brands in the world

are the ones that do only their thing that reects

them directly and uniquely; when you talk about

a particular product or service, its only that brand

that comes to the consumers mind and vice-versa.

Many o the top executives and telecom proes-

sionals advocate restricting the number o players

to 4 to 6 and the reason behind that is both intel-

ligent and plausible. However, rom the perspec-

tive o brand management and positioning, more

intellectual bandwidth should be targeted on their

main ocus and ocus is the key to positioning.

Te Narrower and Unique it is, the better or

any brand. Forget about the competition or a

moment, lets rst understand what we want to

achieve, get clarity, prioritize our things and then

jump in the warare ully armed. Tis is one o the

key ndings you instantly get a eel o when you

look at a market such as Canadas. Each brand has

an identity and a unique personality and thats

where the learning is. And in abundance!


53/58

As technology progresses and

customers seeks to satisfy different

needs in one transaction, has led to

technology combinations or to put

it simply, Convergence. Today, it has

become a mainstream phenomenon and

the market is embracing the growing

convergence technology market.

BY KARMA [email protected]

CONVERGENCEOFTECHNOLOGIESTO PREVAIL

L

ately, we are hearing a lot about convergence. echnologies

are converging to bring together a myriad o devices to ease

usability and increase eectiveness or the end-user. Te

orm-actors are becoming more compact and portable with

providing better processing, ecient storage and easy access

capabilities.oday, integration, convergence, whatever you call it, is happening all

around us rom computing to smart phones and tabs. Datacenters are

employing such technologies as they are running out o space and power.

With Convergence, they can use the same device or multiple applications

by implementing Virtualization and Cloud techniques.

Recently IBM announced a new amily o data center building blocks

called PureSystems with the aim to oer integrated systems. Or take Ora-

cles Exadata, which has been in the market or quite some time now, and

is a complete package o storage, servers, networking and soware, which

the company says is secure, scalable and redundant. Ten there is the HPs

converged cloud solutions. Te list is endless.

A precursor to most application developments today, the network

industry too renders many convergence products like IP Surveillance with

42

FEATURE CONVERGENCE

SME CHANNELSJULY 2012

Convergence.indd 42 19/07/12 9:57 AM


54/58

43

FEATURECONVERGENCE




55/58

in-built storage and centralized monitoring acili-

ties, Network Attached Storage with Surveillance

Station, Web Server, Multimedia Station, FP

Server, etc.

Storage consolidation, also called storage con-

vergence is a method o centralizing data storage

among multiple servers/devices.Scanner, copier

and printer are becoming MFD while multiple

point security products are becoming Unied

Treat management (UM) box.

As collaboration becomes social, as user

experience goes mobile, and as computing inra-

structure and platorms migrate to the cloud, the

convergence o these technologies will create the

next big wave in the I industry, says Salil Godika,

CSO and CMO, Happiest Minds echnologies.

So, does convergence encompass the merging

o technologies, devices and networks? No, saysAsheesh Pandia, Global Brand Manager, yco

International, ON Canada, Boiling Convergence

down to a simple, one-line denition is dicult

because it is not only about merging technologies,

devices and networks but it ultimately encom-

passes user experience as well.

New dimensions o simplicity, integration and

automation are what convergence means to the

users, and eventually, true convergence would

mean that customers device doesnt dene him

anymore. o understand convergence as a process

and way or development is important because it

is a continuous and dynamic phenomenon. More-

over, with its role in socio-economic development,

it needs to be observed not only rom the technical

standpoint but also rom that o a developmental

one, he explains.

Delving more into the meaning o convergence

Subir Bhatnagar, VP & Global Head (Solutions),

AGC Networks Ltd, says that there are three

critical aspects o experiencing technologythe

equipment or device, applications stored in serv-

ers, network to access these applications. While

the servers are used or running these applica-

tions, storage devices or systems are used to store

inormation and data related to these applications.

What convergence does he says is sync up all the

three aspects and attempts to deliver a seamless

experience which is also known as virtualization.

Te convergence market is large and growing

as the customer today looks or business specicneeds with minimal customization and provi-

sion or uture scalability in terms o technology

and space. Being able to manage a business with

centralized control and management is a basic

requirement.

Commenting on the size o the market Bhat-

nagar inorms, A report quoted the market size

to be around $35 billion across the globe with a

predicted growth o minimum 12%. But the way

convergence is being adopted by enterprises and

demanded by users I am sure the growth rate can

exceed anything around 20%.

Vendors agree that convergence does help in

making things simpler by making management

uncomplicated with consolidation and centraliza-

tion o data or services. Consolidation and cen-

tralization widely contribute to lower CO and

save power thereby increasing ROI.

Subhashini Ramakrishnan, CO, Dax Net-

works, inorms, Apart rom the act that con-

vergence may infuence consumers to accept

new technologies, it denitely delivers higher

eciency while reducing CO. o be successul in

the convergence market, one must understand the

various bottlenecks o implementing such solu-

tions now and the impact, and the turn it would

make in the next couple o years.

Convergence helps customers to reduce their

CO on inrastructure management and support.

Helps to implement solutions such as DR2Cloud

and have multiple applications running on samedevice and easy to scale up and scale down based

on demand, says Sridharan Mani, CEO and

Director, American Megatrends India.

As devices are reduced there will be reduc-

tion in power, less carbon emission and hence a

greener planet. uring o devices, instances, pro-

cessor cores during o-peak demand time helps to

save power and energy, he adds.

Pandia sees Convergence as all about making

things simpler, leaner and greener. With smaller

storage ootprint, lower cooling, lower power and

simplied management, convergence reduces

CO to a great extent he arms.

TO BE SUCCESSFULIN THE

CONVERGENCEMARKET, ONE MUST

UNDERSTANDTHE VARIOUS

BOTTLENECKS OFIMPLEMENTING SUCH

SOLUTIONS NOWAND THE IMPACT

AND TURN IT WOULDMAKE IN THE NEXTCOUPLE OF YEARS.

SUBHASHINI RAMAKRISHNAN,

CTO, DAX NETWORKS

IN FACT COSTOF TECHNOLOGY

ADOPTION HAS BEENJUST GOING DOWN

ONLY. THE LIFE SPANOF DEVICE TOO HAS

SHORTENED ANDUSERS KNOW THAT.

SUBIR BHATNAGAR, VP &

GLOBAL HEAD SOLUTIONS, AGCNETWORKS LTD

WITHVIRTUALIZATION

AND CLOUDTECHNIQUES, THEDEFECTIVE DEVICE

CAN BE MOVEDOFFLINE BY HAVINGTHE APPLICATIONINSTANCES MOVEDTO A DIFFERENT

DEVICE TO MINIMIZEDOWNTIME.

SRIDHARAN MANI, CEO

AND DIRECTOR, AMERICAN

MEGATRENDS INDIA.


44

FEATURE CONVERGENCE



56/58

Hence over the years, the reliability o I hard-

ware has improved tremendously. Tereore, Pillai

explains, most o the issues aced today are on the

so side like setting and conguration. Hardware

ailure is rare and hence manageable through

replacement process due to low incidence.

In case o critical applications or devices,

provision or high availability must be kept in

mind. Most products used in such environments

have built-in redundancy and 99.99% uptime

eatures, reminds Ramakrishnan. Care must be

taken at the architecture design level to handle

adequate redundancy. It is advisable to practice

and have a disaster recovery plan in place. In act

many convergence products have multiple unc-

tions to serve as both primary/secondary devices

individually.

As per Mani, Ideally, the device would employtechniques to avoid single point o ailure with

redundancies built-in. I not the case, the down-

time will denitely increase. With virtualiza-

tion and cloud techniques, the deective device

can be moved oine by having the application

instances moved to a diferent device to minimize

downtime.

With the consolidation o diferent devices cus-

tomers more oen go or products o more than

one vendor but there is always the lingering ear o

vendor lock-in among the end customers.

Te market is replete with vendors accused

o vendor lock-in both on the soware and the

hardware side, though they may deny ollowing

such practices. But things might be changing.

Vendors have started to address the lock-in con-

cerns o the end user already and they are coming

up with investment protection plans, says Pandia

Although the ocus has to be more on the service

part o it, both buy-back and time or technology-

proong packages will soon be seen more oen

as vendors re-align their product and service

strategies.

Allaying the vendor lock-in issue Sunil Pillai,

Co-ounder and MD, iValue InoSolutions,

remarks, I has come a long way over the years.

Its rare to see oferings only orm a single vendor

or most requirements. Also the market is com-

petitive enough not to allow any vendor take

any unreasonable stand. Competitive upgrade

programs are available rom most brands to helpcustomer switch rom one vendor to another with

least impact.

He urther adds that buying criteria should

ocus on relevance o the ofering to address

business and I challenge. Brand and vendor

should come aer relevance in decision making

criteria.

oday, most agree, that neither technology

makers nor connectivity providers are married to

a particular vendor. Tey all are ollowing a multi

association approach to maximize their market

capitalization. A lot in both enterprises and con-

sumers is shiing rom Capex to Opex model, just

to eliminate the ear o high cost o technology

shi or upgrade. In act cost o technology adop-

tion has been just going down only. Te lie span

o device too has shortened and users know that,

inorms Bhatnagar.

Coming to challenges, the opinions difer all

across the board. While or Ramakrishnan with

the ease in use and accessibility or the user comes

the concern or security and availability. As long as

this is kept in mind one is ready to go. Also, proper

management o applications across the WAN can

help mitigate convergence challenges she says.

For Mani the business continuity is critical. For

him the biggest challenge would be to ensure that

downtime is zero and RPO is minimum.

And or Pandia overwhelming demand or new

policy rameworks, bandwidth, investment and

standards or seamless integration are some o thekey challenges. Besides, both organizations and

regulators are aced with the vertical and horizon-

tal integration challenges. In terms o regulatory

ecosystem, a competitive market would allow

convergence to expand the most, he opines.

FinallySo convergence is not a loose term any more. It

is real and happening. Te I industry is already

seeing the benets o convergence but the act

o the matter is that the manageability is not yet

tested though said to be worry reed. So time will

tell how it stands in long run.

THE MARKETIS COMPETITIVE

ENOUGH NOTTO ALLOW ANY

VENDOR TAKE ANYUNREASONABLE

STAND. COMPETITIVEUPGRADE PROGRAMS

ARE AVAILABLEFROM MOST BRANDSTO HELP CUSTOMERSWITCH FROM ONE

VENDOR TO ANOTHERWITH LEAST IMPACT.

SUNIL PILLAI, CO-FOUNDER AND

MD, IVALUE INFOSOLUTIONS.

CONVERGENCEIS NOT ONLY

ABOUT MERGINGTECHNOLOGIES,DEVICES AND

NETWORKS BUTIT ULTIMATELY

ENCOMPASSES USEREXPERIENCE AS

WELL.

ASHEESH PANDIA, GLOBAL

BRAND MANAGER, TYCO

INTERNATIONAL, ON CANADA

AS COLLABORATIONBECOMES SOCIAL,USER EXPERIENCE

GOES MOBILE,COMPUTING

INFRASTRUCTUREAND PLATFORMS

MIGRATE TO CLOUD,THE CONVERGENCE

OF THESETECHNOLOGIES WILLCREATE THE NEXTBIG WAVE IN THE IT

INDUSTRY.

SALIL GODIKA, CSO AND CMO,

HAPPIEST MINDS TECHNOLOGIES.


46

FEATURE CONVERGENCE



57/58

10 June 2012 www.varindia.com

Website: www.varindia.com

CONTENTS

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