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THE FUTURE IS SERVICES BUSINESS The enterprises prefer to go as they use in order to reduce cost and technology redundancy. Therefore services model becomes a hot pursuit by most of the enterprises except some very selective organizations.  /20


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201, Himshikhar, Plot No.133, Sector - 21 Nerul Navi Mumbai - 400706, Contact: +91 8097545226

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Can We Expect Better Times Now!


I do not know if India can achieve a fantastic growth soon but I do know that the opportunity has come and it is now or never for India. The country can bounce back with a strong policy frame work. It is possible now because India finally gets a stable government under the leadership of Narendrabhai Damodardas Modi as Prime Minister. Gartner has already forecasted that Indian infrastructure market comprising storage, networking and servers will be touched US$1.9 billion by 2014 and by 2017, it will be US$2.35 billion. This figure is perhaps pretty conservative looking at the previous government but with the new Prime Minister in office with a sharp eye on infrastructure development Gartner may release a new forecast. Today, there are multiple unfinished projects, which need to be completed. Narendra Modi during his pre –election speeches has promised to develop the basic infrastructure of the country – especially states like Bihar and UP, which are known to be very backward in terms of infrastructure so that the youth of the nation can get employment. If 10-20 per cent of those projects get initiation this year then there will be a lot of sentiment change among the investors although the election results have already impacted Indian bourses and investors in Europe and US have started showing positive intent. Even the senior leadership of developed countries like US and UK have greeted Mr. Modi and shared their intent of cooperation. I know Mr. Modi is a cleaver man. He will try to find out innovative ways to build infrastructure. His efforts will be to raise investment and save expenses. So a lot of government investment is likely to come around data centre and there will be special focus on cloud computing. He will also focus on security of the country from physical and cyber security point of view. Therefore, there might be an enhanced security policy in the country. Mr.Modi’s efforts of developing infrastructures including new airports and roads and creating all ePanchayat, eDistricts, eCourts or ePolice station, etc. will have a direct impact on the health of the Indian IT industry. But it is a strong caution for the vendors that there will be less on- premise or standalone product centric initiatives and more around virtualization and cloud computing. One can observe the style of Mr.Modi and BJP during their election campaign in terms of utilising of social media and 3D technology or even core IT to reach out to the electors. So this government is IT savvy and well aware of the expectation of the country from IT perspective.  ë









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THE FUTURE IS SERVICES BUSINESS The enterprises prefer to go as they use in order to reduce cost and technology redundancy. Therefore services model becomes a hot pursuit by most of the enterprises except some very selective organizations.  /20


“In terms of Evolution, 60% of data, will be in the cloud by 2020.” RAJESH KHURANA COUNTRY MANAGER – INDIA AND SAARC, SEAGATE TECHNOLOGY MY VIEWS  /16

“One of the key criteria I look for is Scalability” YOGENDRA VASUPAL CEO & FOUNDER STAYZILLA. COM





This is 3X more efficient than previous VNXe solutions, and is based on the VNX Series that was launched in September 2013. Powered by EMC MCx (Multicore optimization) and EMC FAST (FullyAutomated Storage Tiering) software

GUEST TALK Countering the Cost of Compliance  /19 The demand for heightened compliance – whether for regulatory, corporate, legal or even security reasons – clearly means that organisations need to think far more strategically about what they pay to keep, as well as where and how they keep it. EDITORIAL:::::::::::::::::::::::::::::::::::::::::::::::::::: 03 CHANNELSTREET:::::::::::::::::::::::::::::::::::::: 05 SECURITY :::::::::::::::::::::::::::::::::::::::::::::::::::: 13 INFRASTRUCTURE ::::::::::::::::::::::::::::::::::: 17 CASE STUDY: SITA ::::::::::::::::::::::::::::::::::::: 25 VERTICAL POINTS :::::::::::::::::::::::::::::::::::::: 29 INNOVATION::::::::::::::::::::::::::::::::::::::::::::::::: 30


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HCL Infosystems non-telecom distribution business achieved a 12% Q-o-Q and 25% Y-o-Y growth, revealed its financial results for the third quarter ended March 31st, 2014. Harsh Chitale, MD and CEO, HCL Infosystems Limited, commented, “Distribution and Services, our focused growth areas have registered healthy traction. Our portfolio diversification strategy in Distribution continues to yield results as our non-telecom distribution business achieved a 12% Q-o-Q and 25% Y-o-Y growth.” “As part of a new initiative, the Telecom Distribution business enrolled 88 new rural distributors in JFM Quarter that will further strengthen its footprint in the country,” he added.

SAP TO EASE CUSTOMERS’ JOURNEY TO CLOUD SAP AG plans to expand and enhance its support program across all products and solutions to ease the customers’ journey to the cloud via the SAP ONE Support program. Designed for flexibility and simplification of the customer experience, the program will help to deliver a harmonized and integrated support experience to companies of all sizes and across all deployment scenarios announced the press release. This is intended to help enable customers transitioning to the SAP Cloud powered by SAP HANA at their own pace, driving innovation while leveraging existing on-premise investments.


IBM Takes Major Leadership in Cloud Marketplace IBM has launched a new cloud marketplace that brings together IBM’s vast portfolio of cloud capabilities and new third-party services in a way that delivers a simple and easy experience for three key user groups within the enterprise – developers, IT managers and business leaders to learn, try, and buy software and services from IBM and its global partner ecosystem. The launch of IBM Cloud marketplace represents the next major step in IBM’s cloud leadership announced the press release further adding that this single online destination will serve as the digital front door to cloud innovation bringing together IBM’s capabilities-as-a-service and those of partners and third party vendors with the security and resiliency enterprises expect. The marketplace offers a gateway for IBM’s vast global business partner ecosystem to tap into the growing $250B cloud market opportunity, with instant access to IBM’s rich intellectual capital, array of services and software capabilities and access to

IBM’s vast enterprise client network. For partners, IBM’s cloud marketplace provides a global path to the enterprise and new opportunities to collaborate with a network of channel partners in its ecosystem to generate new revenue streams driving cloud innovation. This marketplace will serve as a cloud innovation hub where technology meets business with hundreds of cloud services from IBM, partners and third party ecosystem. “Increasingly cloud users from business, IT and development across the enterprise are looking for easy access to a wide range of services to address new business models and shifting market conditions,” said Robert LeBlanc, Senior Vice President, IBM Software & Cloud Solutions. “IBM Cloud marketplace puts Big Data and Analytics, mobile, social, commerce, integration ---- the full power of IBM-as-a-Service and our ecosystem --- at our clients’ fingertips to help them quickly deliver innovative services to their constituents.

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Citrix Building Leadership in DaaS At Citrix Synergy, Citrix announced Citrix Workspace Services, the first platform for designing, building and delivering mobile workspaces. The cloud-based platform allows both partners and customers to rapidly build and offer desktops-as-a-service (DaaS), virtual application delivery and mobility services from any cloud. Citrix leads the DaaS market today serving over 350,000 subscribers, growing 50 percent annually, through over 1,500 service providers who offer hosted desktops and applications. Building on this momentum, Citrix is introducing new capabilities for its partners and customers. Citrix Workspace Services is a cloud-based platform that enables partners, enterprises

and independent software vendors (ISVs) to quickly and simply design and deliver mobile workspaces that allow people to work better and increase business productivity, agility and efficiency. Workspace Services builds upon a full range of Citrix technologies including the open architecture of Citrix XenApp and Citrix XenDesktop virtual app and desktop delivery, the market-leading user experience of Citrix HDX technologies, the most robust mobility solution with Citrix XenMobile a comprehensive data fabric with Citrix ShareFile and a global customer care service with Citrix GoToAssist.

SAP BRINGS UNIFIED STRATEGY FOR CLOUD SAP India is now offering a unified strategy of delivering next-generation cloud solutions to enable customers better manage their critical assets and relationships, namely HR, Finance, Customer and Procurement. “The cloud has profoundly changed the way people interact. In enterprises today, IT is required to scale up, provide real-time insights into business and help companies decide, respond boldly and quickly,” said John Ruthven, SVP (Cloud and Line of Business), SAP Asia Pacific Japan. “As we accelerate the transition to the cloud by offering customers choice, we will bring even more options to help provide enterprises with remarkable business value, radical simplification of their IT landscapes and tremendous competitive advantages.”

DELL, RED HAT BRINGS OPENSTACK BASED PRIVATE CLOUD SOLUTION Dell and Red Hat have announced the availability of co-engineered, enterprise-grade, private cloud solutions based on OpenStack, the Dell Red Hat Cloud Solution, powered by Red Hat Enterprise Linux OpenStack Platform. The companies also have extended their collaboration to enable the compatibility, portability and reliability for Platform-as-a-Service (PaaS) offerings that enterprise customers need as they build public, private and hybrid cloud environments. Through the new private cloud solutions and extended alliance, Dell and Red Hat aim to provide enterprise customers at various stages of OpenStack evaluation and use with an enterprise-grade software life cycle experience, and greater stability, predictability and rigor to the community-published OpenStack updates announced the press release.

IBM MOBILE APPS FOR THE ENTERPRISE LAUNCHED IBM has expanded its IBM MobileFirst Application Development portfolio, new industry-specific IBM Ready Apps, and has opened 18 new IBM MobileFirst studios around the world to help business leaders accelerate mobile initiatives. The new offerings will help developers from enterprise and born on the web companies quickly design, deliver and deploy secure mobile apps -- preventing data leaks and vulnerabilities – with the same speed and simplicity that consumers have come to expect, at enterprise scale announced the press release. “As mobile apps become a primary touchpoint with customers, the stakes run high to delight consumers while the cost of a poor app can be significant to both the brand and bottom line,” said Prashant Sharma, Country Leader, IBM MobileFirst, India/South Asia. “IBM’s mobile platform, apps and studios are designed to help businesses accelerate the adoption of a mobile strategy for business growth.” The new IBM mobile offerings include: l  IBM MobileFirst Application Development portfolio: A complete range of tools for developers to create, deploy and manage mobile apps, on-premise or in the cloud. l  IBM MobileFirst Business Acceleration portfolio offers IBM Ready Apps, a suite of industryspecific, pre-configured apps that can save clients up to 60 percent on time and resources.

IOT REDRAWING THE LINES OF IT RESPONSIBILITIES The power of objects in the Internet of Things (IoT) to change the state of environments will cause chief information security officers (CISOs) to redefine the scope of their security efforts beyond present responsibilities, according to Gartner, Inc. Gartner predicts that IoT security requirements will reshape and expand over half


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of all global enterprise IT security programs by 2020 due to changes in supported platform and service scale, diversity and function. “The IoT is redrawing the lines of IT responsibilities for the enterprise,” said Earl Perkins, research vice president at Gartner. “IoT objects possess the ability to change the state of the environment around

them, or even their own state; for example, by raising the temperature of a room automatically once a sensor has determined it is too cold or by adjusting the flow of fluids to a patient in a hospital bed based on information about the patient’s medical records. Securing the IoT expands the responsibility of the traditional IT security practice

with every new identifying, sensing and communicating device that is added for each new business use case.” Although traditional IT infrastructure is capable of many of these tasks, sensors and M2M communications for specific business use cases signal a change in the traditional concept of IT and the concept of securing IT.

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Check Point Offers Event Monitoring Solution Check Point has released Next-Generation SmartEvent, a new and powerful event monitoring solution for real-time processing and storing of threat detection data. Next-Generation SmartEvent offers one single view for all security threats and network components, to more easily manage and analyze big data security, and to make faster and more informed security decisions announced the press release. “To stay one step ahead of security threats, organizations need powerful event monitoring solutions that are simple to use, provide robust security analytics to rapidly identify and investigate threats, and enable policy modifica-

tions based on these threats,” said Dorit Dor, VP (products), Check Point Software Technologies. “Next-Generation Smart Event provides simple yet powerful and comprehensive event monitoring capabilities including highly-customizable views, blazing-fast search and report results forevents and real threats that reside in the data.” “While security incidents continue to grow in frequency and sophistication, ‘everywhere monitoring’ is critical to ensure security continuity. Next-Generation SmartEvent brings awareness and control of security threats and network componentsthrough a consolidated and customizable view in a matter of seconds,” concluded Dor.

EMC EXTENDS VNX FAMILY EMC has added new products and capabilities to its VNX Family of hybrid storage solutions, including a new entry-level VNXe3200 storage array. The new VNXe3200 is 3X more efficient than previous VNXe solutions, and is based on the VNX Series that was launched in September 2013. Powered by EMC MCx (Multicore optimization) and EMC FAST (Fully-Automated Storage Tiering) software, the new VNXe is designed to unleash the power of Flash, thereby accelerating virtual applications and file performance by 3X compared to its predecessor in the same small footprint announced the press release. The VNXe3200, which starts at under $12K, will be available in the second quarter of 2014 primarily through EMC’s global channel partners. The VNXe3200 is supported by the EMC Business Partner Program, which offers a complete set of partner-ready collateral, Express Solution bundles, and VSPEX reference architectures for simplified ordering, selling, and support. EMC has also launched ‘Project Liberty’, virtualized storage software that is based on the industryleading VNX Family. In addition, EMC also announced Data-At-Rest-Encryption for VNX – VNX D@RE.

FORTINET UNVEILS FORTIOS 5.2 TO FIGHT APTS Fortinet has unveiled a major update to the company’s FortiOS network security operating system that powers the FortiGate platform. This release incorporates numerous innovations that strengthen Fortinet’s Advanced Threat Protection Framework, providing enterprises with a cohesive and coordinated way to combat Advanced Persistent Threats (APTs), zero-day attacks and other sophisticated malware. This Framework uniquely combines Fortinet’s new and established technologies with FortiGuard’s threat research and response to address increasingly complex cyber threats and reduce the risk of network breach and data loss. The key elements of Fortinet’s Advanced Threat Protection Framework are: l  Access control: Reduces the attack surface by only allowing authorized users to access the network via authorized ports l  Threat prevention: Proactively stops as many attacks as possible by inspecting code, traffic, web sites and applications l  Threat detection: Continues seeking out indicators of compromise in order to identify previously unknown attacks that bypass traditional defenses

Kaspersky Lab Reveals Strategic Plans Kaspersky Lab recently revealed its vision of enterprise security at the company’s annual CyberSecurity Summit in San Francisco, U.S.A. The event focused on how enterprise IT security realities affected businesses worldwide and featured commentary and panel discussions from influential figures in IT security. At the event, Kaspersky Lab also announced several new security solutions that are now available, as well as planned solutions and business strategies that will guide the company’s growth throughout the year. “The new normal.” Another area of focus was how the IT industry


also faces a rising tide of advanced threats specifically targeting financial service networks, a segment which requires specialized security

solutions to meet their unique needs. To lead the discussion of these core issues, Kaspersky Lab assembled leading experts in IT security from the corporate, government, financial systems and IT management fields, etc. Eugene Kaspersky, Chairman and CEO of Kaspersky Lab, said: “These days cybercrime is no longer about stealing relatively small sums of money from ordinary users. As the IT security landscape

evolves rapidly and gets more and more complex, the number of sophisticated cyber-espionage campaigns targeting giant corporations is also sharply rising. Criminals are increasingly elaborate in designing their attacks and always try to exploit the weakest link in terms of security, which means that supply chains and contractors are targeted as well. This means that today threat intelligence is one of the top priorities for CIOs and CSOs, who need to ensure their defences, are flexible enough to withstand not just contemporary threats, but also the coming generation of cyber dangers.”

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Bosch to Provide Big Data as rapid adaptions and enhancements that are Bosch Software Innovations, the software imminent for being successful in the Internet of and systems house of the Bosch Group, and Things.” MongoDB, the database provider for modern “The Internet of Things is now on the agenda applications, will work together to deliver big of every major organization and data solutions to the mobility, is quickly becoming embedded retail/supply chain and manufacin the operational fabric of all turing markets. business,” said Max Schireson, “The value of Internet of Things CEO at MongoDB. “Bosch is applications can only be fully an established brand that is realized when analysis is delivered already entrenched in millions in real time – providing the ability of innovative applications across to react and respond as processes a variety of consumer and are in-flight. These applications industrial markets. Thus, as the call for innovative software KALLENBACH, CEO, BOSCH software and systems house of development methodologies SOFTWARE INNOVATIONS the Bosch Group, Bosch Software and flexible data models,” said Innovations is squarely positioned to address Dr. Rainer Kallenbach, CEO, Bosch Software new connectivity needs in a networked world. Innovations. “MongoDB’s scalable, flexible and Together, we share a laser focus on enabling secure data management platform and our modern applications that address connectivity market-proven software suite for the Internet of needs in a networked world and support new Things will allow our customers to profit from a business models.” faster realization of their business models, as well

HP TO PUMP IN $1 BLN IN CLOUD PRODUCTS HP Helion, a portfolio of cloud products and services that enable organizations to build, manage and consume workloads in hybrid IT environments has been launched in the market. HP Helion incorporates existing HP cloud offerings, new OpenStack technology–based products, and professional and support services under a unified portfolio to help meet customers’ specific business requirements. HP also is extending its commitment to OpenStack technology and hybrid IT delivery—spanning traditional IT, public, private and managed clouds. HP plans to invest more than $1 billion over the next two years on cloud-related product and engineering initiatives, professional services and expanding HP Helion’s global reach. “Customer challenges today extend beyond cloud. They include how to manage, control and scale applications in a hybrid environment that spans multiple technology approaches,” said Aman Dokania, vice president and general manager, Cloud Division, HP Asia Pasific & Japan. “HP Helion provides the solutions and expertise customers need to select the right deployment model for their needs and obtain the greatest return for their investment.”

PCCW GLOBAL AND HUAWEI OPEN HD VIDEO COMMUNICATIONS CENTRE PCCW Global, the Hong Kongheadquartered international operating division of HKT, Hong Kong’s telecommunications service provider, and Huawei have launched their new Global High Definition Video Communications Centre in Hong Kong. This leading edge facility, located at Telecom House in Wanchai, Hong Kong, showcases a full range of the latest innovative HD calling, conferencing, and collaboration solutions, available on multiple devices including telepresence rooms, conferencing terminals, tablets, and smartphones. PCCW Global is one of the first service providers globally to offer a point-to-point cross-private network video calling service that makes communicating in HD as familiar and easy to use as making a traditional voice call. An employee can simply dial the number of another video user either within or outside their own organization, locally or abroad, and connect in HD with no need for a pre-set time or conference bridge to be arranged. The cloud-based High Definition Video Communications (HDVC) platform, jointly built by PCCW Global and Huawei, offers service providers and multinational enterprises cost-effective deployment of high quality video collaboratio.

Wipro Brings BPaaS Wipro has launched its ‘Finance and Accounting Business-Processas-a-Service’ (F&A BPaaS) solution for enterprises. Developed in partnership with NetSuite, provider of cloud-based financials/ERP and omnichannel commerce software suites, Wipro’s F&A BPaaS is a comprehensive,


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end-to-end business process solution that can help improve business agility, user experience and process efficiency announced the press release. Wipro’s F&A BPaaS is built on the industry leading NetSuite platform, along with best-in-class Wipro process capabilities in

finance and accounting. The solution empowers customers to selectively manage and control their finance and accounting processes on a standardized platform, in a 100% variabilized cost model. “As enterprises renew their focus on agile finance and

accounting processes, there is an intensifying need in the market for a platform that can provide end-to-end F&A solutions in an ‘as-a-service’ model,” said Jeff Heenan-Jalil, SVP & Global Head (Advanced Technologies & Solutions), Wipro Ltd.

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“If IT fails to drive innovation, the business will acquire it elsewhere — because IT purchasing is already moving beyond the IT budget.” CLAUDIO DA ROLD, VICE PRESIDENT AND DISTINGUISHED ANALYST AT GARTNER

Red Hat to Buy Inktank for $175 Million Red Hat has agreed to acquire Inktank, a privatelyheld company, for approximately $175 million in cash, subject to certain adjustments at closing. As part of the transaction, Red Hat will assume unvested Inktank equity outstanding on the closing date and issue certain equity retention incentives. The transaction is expected to close in May 2014, subject to customary closing conditions. Inktank’s flagship technology, Inktank Ceph Enterprise, delivers world class object and block storage software to enterprises deploying public or private clouds, including many early adopters of OpenStack clouds. Combined with Red Hat’s existing GlusterFS-based storage offering, the addition of Inktank positions Red Hat as the

leading provider of open software-defined storage across object, block and file system storage. Sage Weil, founder and CTO, Inktank, said, “Joining Red Hat will no doubt lead to tremendous innovation that will ultimately serve the industry well and answer the demand for open storage solutions fully integrated with existing and emerging data center architectures such as OpenStack.” “Inktank has done a brilliant job assembling a strong ecosystem around Ceph and we look forward to expanding on this success together. The strength of these world-class open storage technologies will offer compelling capability as customers move to software-based scale-out storage systems,” said Brian Stevens, executive vice president and CTO, Red Hat.



BLUE COAT PROTECTS CUSTOMERS FROM HEARTBLEED EXPLOITS Blue Coat Systems’ SSL Visibility Appliance delivers automatic protection against attacks exploiting the Heartbleed vulnerability. By automatically detecting, blocking and logging attempted Heartbleed attacks, the SSL Visibility appliance provides enterprises with the security assurance they require. With so many products and devices vulnerable, eliminating the risk to the business will likely take longer than originally believed, which means enterprises need a way to identify and block Heartbleed exploits while client devices and network equipment remain vulnerable. ADOBE NAMED WEB ANALYTICS LEADER BY FORRESTER Adobe has been recognized as a leader in Web analytics by Forrester Research, Inc., through The Forrester Wave: Web Analytics Q2, 2014 (May 2014). Adobe was among a group of select vendors that Forrester invited to participate in the independent report. Adobe Analytics, the data and analytics backbone of Adobe Marketing Cloud, was positioned highest in current offering,

EPICOR TO SUPPORT SQL SERVER 2014 Epicor has announced its support for Microsoft SQL Server 2014 in its new Epicor ERP version 10 release. Epicor ERP version 10 is fully optimized for SQL Server 2014, the newest version of SQL Server introduced earlier this month. SQL Server 2014 is part of the powerful new Epicor ERP technology foundation designed to help drive twice the performance and four times the scalability of previous Epicor ERP releases, along with improved ease of use, reduced IT cost and complexity announced the press release. Said Erik Johnson, VP, Technology Strategy at Epicor Software. “Epicor ERP version 10 is optimized for the SQL Server 2014 data engine, analysis and reporting services, enabling our solution to scale from 30 to 1000s of users in a very cost effective manner. SQL Server 2014 provides exactly what our ERP customers are looking for in a database technology -- easy to manage high availability and fast data processing capabilities. In virtually all aspects, Epicor ERP version 10 performance is now double that of our previous releases, and achieves much better hardware efficiency, which lowers infrastructure costs significantly.”

strategy and market presence and achieved top scores in 66 out of 75 criteria overall. WOMEN CIOS REPORT HIGHER IT BUDGET INCREASES In 2014, female CIOs expect to increase their IT budgets 2.5 percent, whereas male CIOs report an average increase of 0.2 percent, according to a survey by Gartner, Inc. The worldwide survey was conducted in the fourth quarter of 2013 and included 2,339 CIOs, representing more than $300 billion in CIO IT budgets in 77 countries. Among the respondents to the 2014 Gartner CIO Agenda survey, 13.2 percent were women. The survey exposed key priorities, opportunities and threats facing its members across the globe.

ASPECT WORKFORCE OPTIMIZATION 8.0 LAUNCHED Aspect Software has launched Aspect Workforce Optimization 8.0 (WFO 8), an advanced, integrated workforce optimization solution that includes workforce management, quality management and performance management capabilities. “As the contact centre becomes a more integral part of the overall customer experience, companies are seeking intuitive solutions that provide more flexible and integrated customer service operations,” said Spence Mallder, Senior Vice President, General Manager of Workforce Optimization at Aspect. “To address this, enterprises need to provide a much better user experience for agents and supervisors and develop a tighter integration between the front and back office. WFO 8 lets companies do just that, regardless of whether it is deployed at our customers’ premises or in the Aspect cloud.”

EATON UNVEILS CUSTOMER EXPERIENCE CENTER IN ASIA PACIFIC Eaton has unveiled a Customer Experience Center for its existing and potential customers in Asia Pacific. The Experience Center is spread across 2,045 square foot and is located at Shenzhen in China. The center will enable customers to test complex integrated systems before installing them at their facilities and give them an opportunity to experience real-life electrical conditions in a safe and controlled environment.

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Kaspersky Protects VMware Virtualization Platform At the Vmware Partner Exchange Program held at Hotel Eros in Nehru place today, Kaspersky Lab announced its latest virtualization security solution, which delivers advanced protection to the VMware virtualization platform. This new offering will compliment Kaspersky Lab’s industry-leading agentless virtualization security solution for VMware vSphere users, which will continue to be offered as Kaspersky Security for Virtualization | Agentless announced the press release. The new light agent technology is Kaspersky Lab’s first ever security solution optimized specifically for VMware customers, and will provide VMware customers with a choice of agentless or light-agent protection. The protection and performance benefits of Kaspersky Lab’s light agent solution offer the “best of both worlds” over existing agentless and agent-based virtualization security models. l  Kaspersky Security for Virtualization |

Light Agent is Kaspersky Lab’s first solution specifically designed for VMware virtualization platforms l  Both the new Light Agent and existing Agentless solutions will be offered to customers through a single purchased license of the Kaspersky Security for Virtualization product l  Kaspersky Lab’s new Light Agent solution brings extra security features, including application controls and web usage policy enforcement, to virtualization environments l  The Kaspersky Security for Virtualization product will be offered in flexible license packages, making it easier for growing businesses to secure future deployments “Driven by the research of our security experts, we’re on a mission to educate businesses about virtualization security risks, and provide them with options for protecting their network,” said Nikolay Grebennikov, Chief Technology Officer, Kaspersky Lab.

SAAS LEADS IN THE CLOUD MARKET The public cloud services market in India is on pace to grow 32.2 percent in 2014 to total $556.8 million, an increase from 2013 revenue of $421 million, according to Gartner, Inc. Spending on software as a service (SaaS) will total $220 million in 2014, growing 33.2 percent from last year. SaaS is the largest overall cloud market segment, followed by infrastructure as a service (IaaS), totaling $78 million and business process as a service (BPaaS), totaling $75 million. “Growth of cloud services in India reflects the demand for new sourcing models,” said Ed Anderson, research vice president at Gartner. “We expect high growth rates across all cloud services market segments in India.” BPaaS is expected to grow from $62.3 million in 2013 to $204 million in 2018. SaaS is expected to grow from $166 million in 2013 to $636 million in 2018, and IaaS is forecast to grow from $58 million in 2013 to $317 million in 2018. The total cloud market in India in 2013 was $421 million, and the total market for public cloud services in India is expected to reach $1.7 billion in 2018.



Schneider Electric, India’s Country President & MD Anil Chaudhry inaugurated Smart Automation Experience centre at Mohali. Inaugurating the Experience Centre he said, “We are really proud to be able to announce launch of first fully featured home automation experience centre in North India. This is the first time that Lighting, Audiovideo, AC, Security automation has been demonstrated as a complete solution. Smart Automation has come up with unique facility which helps people what they can do in their home to make life simple.” He emphasized on the need of bringing in new technology to the developing and prospering lives in India. Adding onto the facts Chaudhry said, “Schneider Electric, in the last one year has done a significant amount of business in automation space. And with lot of attractions in the North Indian markets we expect to improve business prospects year on year.”

NEW HITACHI DATA SYSTEMS TECHNOLOGY TO DRIVE IT EFFICIENCY Hitachi Data Systems Corporation (HDS ) has released a new technology to accelerate customer success with Business-Defined IT – a closer linking of a company’s business and technology objectives that demands a more responsive IT foundation. Called a “Continuous Cloud Infrastructure”, this foundation can drive IT efficiency through a


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responsive, software-rich architecture that can quickly react to changing needs without continual redesign and disruption announced the press release. A move toward Continuous Cloud Infrastructure ensures customers can build the most available, automated and agile environment for next-generation data centers. With this goal in mind, Hitachi

has delivered Hitachi Storage Virtualization Operating System (SVOS), Hitachi Virtual Storage Platform G1000 (VSP G1000), a new version of the Hitachi Command Suite management platform and significant enhancements to its Hitachi Unified Compute Platform converged computing offerings. Together, these technologies provide the

foundation of an IT infrastructure that can adapt to continuously changing business needs, without disruption. “Our customers across industries have told us that to keep up with the frenetic pace of business they are aligning the IT and business functions more closely than ever,” said Brian Householder, COO, Hitachi Data Systems.

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Cadence and ARM Bring EDA Cadence Design Systems has signed the first EDA (Electronic Design Automation) Technology Access Agreement with ARM Holdings plc. that includes access to the ARM Cortex-A50 processor series, based on the ARMv8-A 64-bit architecture. This agreement also provides access to ARMv7 32-bit processor technology, ARM Mali GPUs (graphic processor units), System IP and ARM Artisan libraries. This collaboration further enables ARM and Cadence to provide

world-class technology for energy-efficient and highperformance applications for mobile, consumer, networking, storage, automotive and other end market products. The ARMv8-A architecture, with its 64-bit support, enables ARM processors to become more broadly deployed in server and desktop applications as well as the migration of 64-bit operating systems to mobile applications. “We are dedicated to empowering developers, designers and

engineers to innovate around ARM technology and ensuring a fast, reliable route to market,” said Pete Hutton, executive vice president and president of product groups, ARM. “The co-optimized tools, IP and physical libraries resulting from this agreement will accelerate the deployment of ARM’s most advanced technologies. We expect that this will be a huge boost to developers of mobile devices and servers and to exploding market for the Internet of Things.”

WEB CLIPS DELL BRINGS NEW SOLUTIONS FOR SAP HANA At Dell Enterprise Forum Frankfurt, Dell announced it has expanded its integration with SAP to include new product certifications for SAP HANA which will help customers more quickly turn customer data into actionable business insights. The new Dell solutions for SAP HANA are designed to speed deployment time and reduce time to value for running SAP HANA applications. Dell and SAP have been collaborating together for nearly five years to help customers turn the proliferation of data into a competitive advantage. MICROSOFT BRINGS CODESS TO INDIA CODESS, a community for women coders


established by Skype in March 2013 to explore

Blue Coat is collaborating with HP to deliver a transformative lifecycle defense to combat the onslaught of advanced persistent threats. The new solution provides operational control across detection, isolation and remediation by aligning perimeter protection with actionable security intelligence and analytics announced the press release. Blue Coat and HP Enterprise Security Products will deliver a transformative approach that integrates defenses for each stage of the threat lifecycle and automates intelligence sharing across the security infrastructure. The integration of the Blue Coat Advanced Threat Protection Solution with HP Threat Central and Automated Threat Assessments will enable security analysts to gain operational control by closing the gap between breach, incident discovery and remediation.

ing field, was brought to India today by Microsoft.

ways to promote gender diversity in the engineerAround 30 women with 2-8 years of experience in development, testing and project management from various companies attended the event at Microsoft’s development center in Bangalore. CODESS India is one in a series of CODESS events worldwide. RED HAT OPENSHIFT ENTERPRISE 2.1 Red Hat has announced the general availability of OpenShift Enterprise 2.1, the next generation of its award-winning, on-premise Platform-as-a-Service (PaaS) offering. Enhancements in OpenShift Enterprise 2.1 are aimed to further enable DevOps

MOVEMENTS MICHAEL FRENDO has joined as Polycom’s Executive Vice President of Worldwide Engineering, effective Tuesday, May 13, 2014. CA Technologies has named AMIT CHATTERJEE as executive vice president, Enterprise Solutions and Technology Group, effective immediately. VMware has appointed ARUN PARAMESWARAN to the post of managing director, VMware India. VMware has named SANJAY DESHMUKH as Head of End User Computing Business, Asia Pacific Japan.

practices through the delivery of new capabilities





grew Worldwide Application Infrastructure and Middleware Market in 2013

within the PaaS platform that bring development and operations closer together. With OpenShift Enterprise 2.1, Red Hat is introducing consolidated log and metrics management, offering new versions of application programming languages, increasing application availability with a new concept of zones and regions. SCHNEIDER ELECTRIC UNFURLS SECOND GENERATION INROW RC Schneider Electric, a global specialist in energy management, has introduced the second generation of the InRow RC as the latest addition to the InRow product line, expanding Schneider Electric’s vast cooling portfolio to meet the evolving cooling needs of an ever-changing data center environment. This second generation release introduces two new models that significantly improve cooling efficiency by reducing power consumption while also increasing capacity.

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eBay Database Breached via Employee Credentials eBay has just announced that one of its databases – which contains customer names, encrypted passwords, email addresses, contact details and dates of birth – was hacked earlier this year and has urged its users to change their passwords. According to a post on eBay’s corporate site, cyber attackers had obtained access to “a small number of employee log-in credentials, allowing unauthorised access to eBay’s corporate network.” “The very fact that just a ‘small number’ of compromised accounts has resulted in such significant access to eBay’s corporate network is extremely concerning. Clearly, there has not been enough attention paid to protecting privileged access accounts, where one small human error or mistake can cause an enterprise-wide security breach,” said Dan Dinnar, Vice President for Asia Pacific, CyberArk. “These powerful accounts hold the proverbial ‘keys to the kingdom’. As evident here, they have access to vast stores of information, data and con-

trol within the organisations’ digital depositories and, as a result, are the primary target for any hacker who is on the ball. ” “ Trend Micro urges eBay users to change passwords owing to the recent breach. Dhanya Thakkar, Managing Director, India & SEA, Trend Micro, says, “If you’re an eBay customer, what this means first and foremost is that you should change your password right away. With the ongoing spate of data breaches like this, it’s all the more important to try and use unique passwords for each site. This is where a password manager tool like Trend Micro’s DirectPass can help. Beyond changing your password, this incident shows again why you may want to look into real time identity theft monitoring as well. Unlike other data breaches we’ve seen, this one includes physical address, telephone number and date of birth, all of which can make it easier for criminals to steal your identity. Just changing your password won’t protect you against this threat,”

‘IBM EXPERIENCEONE’ MAKES ITS DEBUT ‘IBM ExperienceOne,’ a new integrated portfolio of cloud-based and on premise offerings that help clients quickly deliver deeper, more valuable customer engagements by bringing together marketing, sales and service practices has been launched. Built on best practices working with more than 8,000 organizations worldwide, IBM ExperienceOne delivers a set of pre-defined engagement solutions delivered with IBM consulting services and powered by its leading WebSphere Commerce, Customer Digital Experience and Enterprise Marketing Management software. “Smarter Commerce is about helping clients continuously reinvent themselves around the customer experience,” said Gagandeep Arora, Industry Solutions Leader, IBM India/South Asia. “IBM ExperienceOne provides a secure and simplified portfolio – including innovation from more than 1,200 partners – to help clients design and deliver more valuable customer engagements. With cloud, on premise and hybrid options, IBM ExperienceOne quickly scales to engage every customer in the moment while protecting their privacy.”

POLARIS FT ADOPTS IBM SOCIAL BUSINESS Polaris Financial Technology has selected IBM’s social software to provide employees with a superior digital experience, improve workforce productivity and accelerate business growth. By adopting IBM’s leading enterprise social collaboration platform, Polaris FT is transforming how its 12,500 employees connect, communicate and collaborate to drive greater workforce productivity announced the press release. Instead of relying solely on email to drive essential business tasks and project coordination, the new platform allows Polaris FT to leverage the collective knowledge of every employee to fuel new innovation, ideation and future business growth. This includes a significant reduction in the time it takes to on-board employees new to the company. Working with IBM, Polaris designed and developed Octopus, an enterprise social platform that runs on IBM Connections and uses APIs provided in the IBM Social Business Toolkit. This application makes it easy for IBM partners and clients like Polaris to build an entirely new class of cloud-based social business applications for their businesses using the Connections foundation. With Octopus, Polaris is able to apply social networking, social learning, digital experiences and knowledge/content management tools based on an open cloud-based, mobile architecture.

CYBERCRIMINALS TARGETING LARGE ENTERPRISES IN INDIA Symantec’s Internet Security Threat Report (ISTR), Volume 19, shows a significant shift in cybercriminal behavior, revealing the bad guys are plotting for months before pulling off huge heists – instead of executing quick hits with smaller rewards. It further reveals that attackers are unrelenting in their focus on large enterprises with over 69 percent or more than 2/3rds of the targeted


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attacks in India carried out on them. “One mega breach can be worth 50 smaller attacks,” said Tarun Kaura, Director, Technology Sales at Symantec India. “While the level of sophistication continues to grow among attackers, what was surprising last year was their willingness to be a lot more patient – waiting to strike until the reward is bigger and better.”

Globally, there was a 62 percent increase in the number of data breaches from the previous year, resulting in more than 552 million identities exposed – proving cybercrime remains a real and damaging threat to consumers and businesses alike. Each of the eight top data breaches in 2013 resulted in the loss of tens of millions of data records.

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Great Expectation From India

As the enterprises are increasingly deploying virtualization and cloud computing at the back and ByOD at the front end for the workers, they are moving into the hands of vulnerability. In this situation, proper security strategy is expected.


t's been six months since Kaspersky has been working along with Comguard in India but the success of both the companies have not been so spectacular. Altaf Halde, Managing Director, Kaspersky Lab- South Asia, said, “The goals we had set has not been achieved because the goals were a little bit aggressive. Although we are not able to reach the goals in terms of the numbers, we are able to reach the non-numbers goal.” With the help of Comguard, Kaspersky has been able to offer technical training to the partners. Kaspersky is able to do POC in remote locations. “I strongly feel that we should have complementary things in place and then only we can achieve the number,” he added. So today, Kaserpksy has made an entry into the portfolio of large system integrators or at least interacting with them. It is because of Comguard’s partnership. Therefore one can rate the success of the partnership as 50%. Another point is that the way virtualization is influencing the market and as Kaspersky is cherishing success in its security product for Virtualization and MDM, surely its existing distributors would not certainly do the justice. So Comguard is better choice in the ecosystem. Comguard with its battery of certified trainers can be able to train our existing partners on these new technologies. Today Kaspersky is also trying to tap VMware partners to work with them. As these partners are used to working with big distributors, they will not be willing to deal with Kaspersky’s existing partners who are small and regional in nature. So Comguard is better choice.

On the otherhand, with the alignment of Kaspersky with VMWare, Comgurd can also multiply its business opportunity. Asked about why Kaspersky enterprise business is not faring so well in this market compared to other markets, Altaf aptly answered, “There are various factors for that. First of all about virtualization; June last year when we launched the version 1.0 of Kaspersky security for virtualization, we did a small survey among the CISOs. Out of 75 responses that we got, 15 respondents said that they have security for virtualization and rest said that they do not have any form of security for virtualization. Even the other security vendors were of opinion that their security solution for virtualization was not selling so well. However, the situation has started changing this year.” “Secondly when I used to go to the enterprises, they used to ask for a good partners who would be able to back them up. Earlier, we did not have a Tier-1 partner but today, we have names like HCL or HP as systems integrator with us,” he added. Apart from these factors, in other geographies Kaspersky has invested highly in enterprise market whereas in this market, here our legs are in all business – SMEs, consumers, etc. Altaf added, “We have internally discussed about our market strategy in India and we have reached at a conclusion that the enterprise market will be a growing market in India. Therefore there would be more investment on resources development.” Kaspersky is known for developing consumer -focussed security products from the beginning but in last two years the company has developed



“We have reached to a conclusion that enterprise market will be the growing market.” enterprise ready products. By virtue of these products Kaspersky has also entered into the Gartner’s Magic Quadrant. Last year, when Kaspersky launched the version 1.0 of virtualization product, its sales force was given a target of 15 customers but so far the company has achieved only four; reason being they were trying to sell these products through their existing partners, who did not know virtualization. This year, Kaspersky has a target of 25 reference customers, which will be achived by a combined effort of their own partners as well as VMware partners. In fact, the events organized by VMware, where Kaspersky was also a sponsor, make them believe so. In those events across Mumbai, Delhi, Bangalore, Chennai and Hyderabad, Kaspersky has been able to allign with 30 partners.

FINALLY… On one hand, when Kaspersky Lab is aligning with VMware partners in India, the other hand the company is also focussing on enabling and rewarding its existing channel partners. Today Kaspersky Lab has announced a product called Kaspersky Fraud Prevention, targeted at safe transactions, which is on the test mode. If that product works well in the global market, that could be a good driver for Kaspersky Lab in India as well because India has a lot of BFSI customers.  ë

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Rajesh Khurana

Country Manager – India and SAARC, Vietnam, Phillipines, Seagate Technology.

“In terms of Evolution, 60% of data, will be in the cloud by 2020.” With unstructured data growing exponentially set to propel the digital universe to reach 16 Zettabytes of data by as early as 2017. This represents a tremendous opportunity for most of the storage vendors.

  What are the innovations driving storage market? Seagate has been on the front line to provide innovative solutions that caters the need of today’s


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and future consumer behaviors and trends. For example, Seagate was the first to enable the social media backup and sharing capability in the external storage solutions. And Seagate also created the

wireless storage category in the industry for the first time in 2011. Further, keeping in mind the number one need for homes with more than one computer, Seagate designed an easy, centralized backup for each computer in the home, regardless of the operating system. The Seagate Central storage is also designed for easy media streaming. Once all your files and rich media are safely on the drive, Central storage organizes the content for you according to media type, such as videos, pictures, music and documents. Seagate then makes it easier than ever before to access entertainment and documents by providing free apps for Samsung Smart TVs and Blu-ray players, as well as Apple iOS devices, Amazon Kindle HD and Android mobile devices. And now, the latest innovations in the Seagate Backup Plus family of external storage drives answers to the growing consumer digital lifestyle with: (a) the Seagate Backup Plus Slim portable

My Views

external storage that incorporates the capability to backup directly and in real time from mobile devices, and (b) the high-performance Seagate Backup Plus Fast portable drive that has up to 2× the capacity and performance compared to other portable drives, is fully USB powered and does not require an external power supply, allowing you to take up to 4TB of videos, music and pictures with you on-the-go.   Which vertical markets driving external storage market? In today’s information driven society, data plays a major role in everyone’s life – for students, professionals, businesses, those in creative fields, almost everybody. Add to it, the growth of personal digital data in the form of music, videos and photos and a mobile lifestyle in which people are connected through social networks, all the time. In other words, we are witnessing unprecedented growth of digital data. Demand comes from anybody and everybody who has data to store. The growth is being driven by several factors. One is the growth of video-enabled personal devices. Ultra high-def (4K) video is soon going to become a standard. Another factor is big-data and the Internet of Things which is a buzzword today, but are going to be generating a lot of data and demand for storage. The third factor is mobility – more and more devices, generating more and more content, perhaps even more so than commercial enterprises. A study shows that worldwide smartphone and tablet unit sales in 2014 will reach over 1.2 billion units that is almost 1/6 of the worldwide population today. More mobiles devices means we are creating more content and you need to store all of these valuable files.

  Today, online free storage is competing against the physical storage what kind of impact do you see in this market? Any change in the consumers’ storage behavior will have an impact on the mobile storage market for sure. However, greater use of cloud applications does not mean less use of external portable storage. Consumers still want to keep their precious digital files in local drives and have complete control over it, rather than relying on just one storage source backed up in virtual space. Besides, external storage is evolving as well. These solutions are no longer mere boxes to store files, in painstaking copy-and-move operations. The Seagate Backup Plus family of external portable drives, for instance, work with the Seagate Dashboard software and the Seagate

Mobile Backup mobile app, - a solution that helps the consumers to access, share and protect easier, even when not in the vicinity of their drives. The software even automates on-the-go backup from the consumers’ social media activity, like Facebook and Flickr. We estimate the data storage growth to reach about 6 zettabytes to be created in a single year, by 2020. In terms of evolution, we could say that about 60% or so, of this data, will be in the cloud. The growth is being driven by several factors. One is the growth of video-enabled personal devices. Ultra high-def (4K) video will become a standard. Other factors are the Big Data and the Internet of Things, which are and will be generating a lot of data and demand for storage. The third factor is mobility – more and more devices, generating more and more content, perhaps even more so than commercial enterprises. A study shows that worldwide smartphone and tablet unit sales in 2014 will reach over 1.2 billion units that is almost 1/6 of the worldwide population today. More mobiles devices means we are creating more content and you need to store all of these valuable files. Contrary to what people may think that mobile is destroying the disk drive industry; on the contrary it is actually helping. The more

loyal base of partners in India. We continuously take partners’ feedback and align with corporate policy to make sure that the channel program is a win-win for Seagate, partners and consumers alike. The Seagate Partner Program (SPP) is fully supporting resellers’ unique business requirements. SPP provides high-powered services to increase profitability of its channel partners and meet their specific business needs. This program including an interactive web portal for easy access to value-added information, training sessions and customer support. Seagate initiatives to empower channel partners and establish direct communication and monitoring mechanisms, are well-recognized. Amongst various other programs and initiatives are – l  Seagate’s Regional Customer Councils (RCC), in place in 5 regions in the country. Comprising enterprise partners, SIs, retailers and sub-distributors, the RCCs help to gain direct partner analysis and input as to the effectiveness of Seagate’s programs in India l  Seagate continuously educates partners about new opportunities and carries out regular training on the products and technologies that we are introducing, so that they are able to maximize

“Seagate is listening to its customers and partners in every local market and is committed to working closely with them to deliver the best-in-class storage solutions for the market needs.”

users out there and the more devices generating content, the better it is for the industry. Consumers with powerful mobile devices generate content, the biggest growth driver in data is really user generated content and not commercial or enterprise content anymore.   What is your channel strategy? Extensive and close partnerships with channels are essential for gaining success in the market. Seagate has been collaborating closely with its partners to deliver an unparalleled record of innovation to the market. At Seagate, channel program is designed keeping in mind partners’ needs to grow and be successful. At the same time our record of market-leading technology products ensures that end-consumer demand is always high. As a result of this combination, Seagate has a very

their results by offering best and optimum storage solutions to their customers l  The top performing channel partners are awarded with participation in annual meet, along with his/her spouse, held at exotic locations around the globe. The last one was held in South Africa. The partners from city tier 1/2/3 qualify depending on the merits of respective city tier, ensuring a wider spectrum of participation. l  A network of more than 100 service centers helps partners to get faster warranty service support. Multiple modes of updates have been initiated to ensure proper status communication regarding the RMA submitted by them. l  Toll free numbers for warranty status and service status information add to channel partners’ convenience.  ë

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travel ecosystem would be – Scalability, latency, ease of data storage & mining, ease of integration with 3rd party platforms.   What are the common challenges faced by the hospitality industry? Challenge: Absence of a one-size fits all customer solution which require high levels of human intervention and the conflicting need for scaling the business. Lack of granularity in customer data and consequent difficulty in targeting marketing campaigns Mitigation via ICT: Automated remarketing techniques which reduces the need for human intervention & machine learning algorithms which predict customer behavior. Scraping customer information from their “internet trail”, social media actions/ preferences and automated, synchronized alignment of targeted marketing campaigns.




  How significant is the role of ICT solutions and services in the overall growth of hospitality business in India? Data & technology play a pivotal role in helping the hospitality providers understand the customers better. I would go as far as to say that it is the single most important weapon in the decision making arsenal for any hospitality provider.   Please explain the scope for ICT solutions and services in terms of opportunities in the hospitality business? At Stayzilla, we use customer data for helping us make key marketing decisions and in helping us decide which geographical locations we need to ramp our hotel coverage. Customer past purchase behavioral patterns help us architect our email and remarketing campaigns. Technology is the


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engine which helps us on 2 fronts – To make the decision itself and secondly in guaranteeing speed of execution on each key decision made.   To what extent does the hospitality business require technology in order to efficiently manage their day-to-day operations? What is the criterion for evaluating industry-specific solutions? Absolutely critical. Technology allows our sales & support functions to be able to track and follow-up with customers who might be having potential issues with hotel discovery & decision making. A strong technology backbone also allows our marketing function to be nimble footed and make daily decisions based on insights garnered from automated dashboards which are generated. The key criteria I look for when evaluating a technology solution specific to the

  What all ICT solutions being offered by you to address the burgeoning market requirements? And how do these solutions address the specific needs of this industry? And, what is your go to market strategy? In addition to the points mentioned in response to the second question, we have also built a strong demand forecasting and inventory planning engine which alleviates the need for manual intervention in liaising with the customer and the hotel. In terms of our go-to market strategy for any change we make, we follow the time tested philosophy of – test on a small sample ->measure results viz-a-viz the rest of the population on key metrics -> ramp-up the test throttle gradually -> measure results viz-a-viz the rest of the population on key metrics ->final launch to the entire population   What kind of evolution happening in terms of ICT services that could effectively and rapidly help them to grow their business and keep ahead of the curve? Hospitality has always been about personalization from ages past. But in the digital era with a very high pace of change, the industry has lost touch with personalizing experiences and focused more on standardizing the experiences across all verticals. With ICT solutions like ours catching up by incorporating predictive intelligence and extreme data mining as a foundation of their platform, personalizing user experiences would be the next ahead of the curve. ë

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Unveiles Changes to the Data Center Ecosystem With a drastic shift in the ICT industry from an o- premise based applications to cloud based applications, the burden on data center is going to grow tremendously.


merson Network Power released “Data Center 2025: Exploring the Possibilities” a forward-thinking report summarizing four months of global research designed to identify the industry’s vision of the data center in the year 2025. The results range from the expected—increased utilization of the cloud—to the ambitious—largely solar-powered data centers with power densities exceeding 50 kW per rack. One thing was clear: Most experts believe the data center as we know it will undergo massive changes over the next decade. More than 800 data center professionals from around the world responded to the Data Center 2025 survey, with dozens of others contributing their thoughts via interviews, email and video. The feedback, viewed collectively, indicates most in the field remain bullish on the data center industry and on continued innovation in the IT space and beyond. For example, on average, experts predict density in 2025 will climb to 52 kW per rack. According to the Data Center Users’ Group sponsored by Emerson Network Power, average density has remained relatively flat since peaking around 6 kW nearly a decade ago, but experts are anticipating a dramatic upswing in density that could radically change the physical environment of the data center. “We started the Data Center 2025 initiative with a sincere desire to discover what our customers, collaborators, colleagues and others in the data center community believe the future

holds for this industry,” said Steve Hassell, president, data center solutions, Emerson Network Power. “We approached the research with an open mind, no expectations and no preconceived notions of what we would find. The results reflect a level of sophisticated understanding, visionary thinking and genuine optimism that I find inspiring. I believe the true impact of this report lies not only in its measurement of current opinion, but in its ability to spark future innovation.” Other notable survey results and forecasts from the report: l  Big changes in how data centers are powered: The experts believe a mix of sources will be used to provide electrical power to data centers. Solar will lead, followed by a nearly equal mix of nuclear, natural gas and wind. Sixty-five percent believe it is likely hyperscale facilities will be powered by private power generation. l  Cloud forecasts are somewhat conservative: Industry experts predict two-thirds of data center computing will be done in the cloud in 2025. That’s actually a fairly conservative estimate. According to Cisco’s Global Cloud Index, cloud workloads represent around 46 percent of current total data center workloads, and will reach 63 percent by 2017. l  DCIM will play a prominent role: Twentynine percent of experts anticipate comprehensive visibility across all systems and layers, while 43 percent expect data centers to be self-healing and self optimizing. Taken together, that would indicate 72 percent of the experts believe some



“On the road, we see sports cars and family cars; we see buses and we see trucks. They have different kinds of engines, We are going to see something similar to that in the data center world.” level of DCIM will be deployed in 2025—significantly higher than most current estimates of DCIM adoption. l  Utilization rates will be higher: That increased visibility is expected to lead to more efficient performance overall, as 72 percent of industry experts expect IT resource utilization rates to be at least 60 percent in 2025. The average projection is 70 percent. That compares to estimated averages today as low as 6-12 percent, with best practices somewhere between 30-50 percent. “The data center of 2025 certainly won’t be one data center. The analogy I like to use is to transport,” said Andy Lawrence, vice president of Datacenter Technologies and Eco-efficient IT at 451 Research. “On the road, we see sports cars and family cars; we see buses and we see trucks. They have different kinds of engines, different types of seating and different characteristics in terms of energy consumption and reliability. We are going to see something similar to that in the data center world. In fact that is already happening, and I expect it to continue.”  ë

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  What is the trend in services market? The services market is growing but the customers are not expected to move their entire application to cloud. Rather they will have their own private cloud and put their applications there than moving it to the public cloud. From the vertical perspective, particularly the large banks are not going to move their core banking appellations, critical database or their customers’ database to the cloud. Having said that, some of the banks- including cooperative banks- are moving to the cloud. Even if it is a cloud, it is certainly not public cloud rather it is a private cloud or consortium cloud, which is created by a few of the cooperative banks geting together and creating a consortium of their own infrastructure and leveraging it.

Ganesan Arumugam

Director – Channel & Alliance, VMware Software

“Solution Selling is Gaining Momentum” As the enterprises are grappling with issues of cost and complexity of the technology in order to cope with the behaviour of the market, VMware is enabling them with right set of tools of virtualisation and cloud computing: Plus aligning the trained partner to take care of rest of the things.

  What is the purpose of partners to attend your event as they know about VMware? Learning is a continuous process. People’s presence here does not mean that they do not know about VMware but they always like to know what we are doing during 2014. They come here to know our expectation from the market, which helps them to align their business for the year and going forward. They come to listen about new solutions from us. For example, last year we were talking about vSphere but today we are talking about SDDC (software defined data centre). We are also talking about MDM from AirWatch. Next year we will be talking about some new products or new features. So there are always products, technology or solutions change and today we have a broader product portfolio.   How has been the reception of the


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industry so far? The reception of our technology is fantastic. Otherwise we would not have achieved the growth that we have achieved today. We have good success in all verticals including Banks, Government, Defence, SMB, manufacturing, etc. But major portion of our business is coming from BFSI, IT and ITeS and SMB.- not because of percentage of adoption but because of the size of the industry, The SMBs are mostly investing on virtualization for test & development or critical applications or to some extent desktops. They are still not into cloud computing. But there are certain SMB customers we are finding through our VSSP partners, who are being offering the cloud services. So SMBs do not buy the products from us rather they buy services from our partners, who in turn give us products’ revenue as pay per use mode.

  How are you utilizing the US$ 500 million investment in India? It will be on building infrastructure and growing the people around technology, sales, pre-sales and marketing, etc.   How the partners are transforming and how are you enabling them? It basically depends on the partners’ interest as to how much they can utilize our tools to their business advantage. We are ready to enable them through our partner portal or physical enablement programmes. Today, we have 100 partners and we are happy with that. Our strategy is to how we can grow deeply with those partners. We have expanded to the tier -2 cities as well with at least 2 partners in each of those cities. Today, the reselling is taking back stage in the enterprise market rather the solution selling or integration is gaining momentum.   You are No.1 in end-user computing market, is it because of AirWatch? No. It is actually not as the integration has not yet been completed, though all sorts of formalities are over. But we being No.1 in end-user computing market is because of the VDI solutions we have. With AirWatch we will have mobile device management. In simple words, AirWatch brings enterprise mobility management completing our end-user computing story. Today, end-user computing is not a desktop or laptop; it is about the mobile phones, which can carry your corporate data or enterprise presentation. So IT has to manage your mobile devices making sure that it is safe from security threats, deliver applications and data on time. So everything has to be managed by AirWach. ë



Countering the Cost of Compliance The demand for heightened compliance – whether for regulatory, corporate, legal or even security reasons – clearly means that organisations need to think far more strategically about what they pay to keep, as well as where and how they keep it. n W O R D S : E M I LY W O J C I K , S E N I O R P R O D U C T M A R K E T I N G M A N A G E R - I N F O R M AT I O N M A N A G E M E N T, C O M M VA U LT n PHOTO: SHUTTERSTOCK

Controlling compliance costs continues to be one of the top priorities for businesses today. The ultimate challenge is how to keep the right data in the right place at the right time. Unfortunately, legacy solutions often only serve to turn archives into permanent storage pools and certainly don’t address long-term retention cost-effectively. It’s no surprise then that discussions in the boardroom are focused on how to balance long-term retention with bottom line economics. How much of what the business is paying to store has real business value? Could the information that is being kept pose a potential risk? What do you know about your data and, more importantly, what don’t you know? Can you be confident that the right content can be found on demand? How much budget is being set aside annually in longterm vaulting costs and how is this managed? The added complication in the era of Big Data is that many companies are erring too heavily on the side of caution. With regulations and requirements changing year on year, they are now at risk of saving too much information and in effect becoming data hoarders. The bigger issue here is that costs and risks

escalate when businesses blindly save everything. Growing file shares, emails, desktops and laptops mean that there is a never ending source of new data to manage, but does the old data rapidly become redundant, out dated and stale or does it remain just as business critical as the day it was generated? It comes down to the level of understanding, intelligence and knowledge about which data is being stored, where and why. This need for information is leading many companies to adopt a “keep everything” strategy in order to play it safe but, according to a survey at the Compliance, Governance and Oversight Counsel, up to 69 percent of retained data has no value to the enterprise. Not only is this content taking up valuable and expensive storage space, but it can also become a liability if not properly managed. The demand for heightened compliance – whether for regulatory, corporate, legal or even security reasons – clearly means that organisations need to think far more strategically about what they pay to keep, as well as where and how they keep it. Using legacy methods to keep everything is no longer acceptable or practical. There is however a growing realisation that the solution to this

headache is content-based retention because it helps control the cost, risk and complexity of managing and retaining compliant data. In other words, it enables companies to gain a much clearer understanding about what data has governance, evidentiary or other business value and therefore makes retention policies about what data to keep, why and for how long far easier to define and enforce. It also means that once retention policies are agreed, data can be automatically classified and organised according to business value. This eliminates time consuming and error-prone manual processes and by putting data collection and long-term retention on automatic pilot, it also means that data is more effectively managed throughout its lifecycle. There are content-based retention solutions out there that can index and systematically move only relevant data to the most cost-effective storage and defensibly delete everything that is irrelevant to the business. This ultimately increases the likelihood that significant reductions in long-term storage costs can be achieved overall which obviously reduces the cost of compliance. However perhaps the most important point to note is that combining content-based retention

with a storage-agnostic, centralised virtual repository as well as enterprise wide search and self-service access also reduces risk to the business because everyone, including legal and compliance teams, can quickly find the right information when the clock is ticking. Intelligent indexing of both backup and archive data simplifies information retrieval, even if it is stored in the cloud. Companies are beginning to understand that any mistakes in handing over emails and documents during court proceedings and inadequate implementation of legal/hold preservation can lead to hefty fines, sanctions and brand degradation but yet, according to Gartner , 62 percent of companies are still not using tools to retain and understand data.  ë

ABOUT THE AUTHOR Emily Wojcik is Senior Product Marketing Manager for the Information Management business at CommVault. Emily has specialised in Information Management technologies for more than 13 years and has developed significant experience in the areas of archiving, compliance, eDiscovery, enterprise search and retention lifecycle management. Emily graduated with honours from Michigan State University with a bachelor’s degree in Communications. Emily is a member of ARMA, EDRM and ACEDS.

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s published in the Economic times, “As per IDC, the IT services market in India is expected to grow at the rate of 8.4% this year compared to 2013, reaching a value of Rs 4,76,356 million ($7.69 billion).” The report adds, “In the second half of 2014, organizations are likely to raise their IT spend after the election results are out and the new government announces its policies. Increasing infrastructure spend will drive the demand for related IT services such as consulting and system integration services, IDC said in a note.” According to industry reports, India has been one of the fastest-growing IT services markets in the world, with threequarters of large Indian enterprises increasing their IT spending in 2013, with an average IT budget of US$ 12.2 million. IT

late nineties with IT-enabled Business Process Outsourcing, it now includes core IT functions – such as infrastructure management and application maintenance. While today’s Remote Infrastructure Management (RIM) services typically are limited to desktop and server/storage/network router hardware, OS, security and network management, one expects this will extend to remote data center management (IT and Facilities) for in-house data centers using a Data Center Infrastructure Management (DCIM) platform.” Today, organizations are looking for agile technologies which enable flexibility in overall operations and collaboration amongst employees as well as with the customers along with the real time insights of the business. Enterprises are moving towards adopting the OPEX model than CAPEX model in order to optimize the investments. With this investment

The enterprises prefer to go as they use in order to reduce cost and technology redundancy. Therefore services model becomes a hot pursuit by most of the enterprises except some very selective organizations. n W O R D S : S A N J AY M O H A PAT R A < S A N J AY @ A C C E N T I N F O M E D I A . C O M >   n P H O T O : S H U T T E R S T O C K . C O M

services are expected to record revenue growth at 12.1%, while software revenue will grow 10% and the telecommunication services segment that accounts for 42.1% of the Indian ICT market is expected to grow by two per cent in 2014. Considering the long term objectives, there is a lot more optimism in Indian market. Animesh Sahay, Senior Director Sales, Enterprise and Telecom business, CA Technologies India, says, “The IT managed services market in India is currently one of the most profitable business segments in the IT services market. Today, businesses are focusing more on collaboration, outsourcing solutions and integrated networks; demanding IT management solutions in entirety including end-to-end accountability. They are also focusing on managed collaboration tools; low latency, low-differential, protected solutions and vendor reporting.” “The managed services landscape in India is also evolving with the evolution of services and cloud providers. The gamut of services has been changing with every big change in the industry. With cloud computing, managed service providers are now looking at optimizing resources for their customers to offer them a leaner organizational infrastructure. In many cases, the cloud requires no remote infrastructure or on premise equipment. The fear is that cloud could render managed service providers obsolete,” he adds. Shekhar Dasgupta, Founder, GreenField Software says, “As drive to focus on core competencies is increasing, any activity falling outside an organization’s core competency zone is being outsourced to third parties as Managed Services. Starting in

trend, the adoption of cloud is gaining the momentum across industries including BFSI, Government, etc. The cloud has finally emerged to now being taken very seriously—by CIOs around the globe. It’s proven to be a gamechanger, making competitive advantage more easily attainable for organizations regardless of size. Also today’s CIOs have their focus on various other trends such as social mobility, BYOD etc. It is imperative to note that these are all ether driven by or complimented by cloud. Additionally, we are seeing increasing trend of CIO’s willingness to move the non-critical business process to Cloud, while they gather more confidence for mission critical network. As disruptive technologies continue to make inroads in to organizations, CIOs need to keep pace with this trend and deliver the growing expectations of the business. However, understanding and implementing these technologies is no simple feat, and technocrats need to look at solution providers who ease this burden. Animesh maintains, “Definitely, BYOD will remain one of the top priorities for CIOs as organizations are demanding solutions on mobile platforms. This trend is further expected to change the way applications are created and deployed. CIOs will continue to focus in composite business application to enable greater level of speed and innovation.” Indian enterprises need to focus on emerging technologies and solutions which is the route to improvement with trends like BYOD and the immediate proliferation of big data adoption harnessed by various occupations. While organizations are opening up to investing into the disruptive trends such as

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“The IT managed services market in India is currently one of the most profitable business segments in the IT services market.”



“With cloud computing, managed service providers are now looking at optimizing resources for their customers to offer them a leaner organizational infrastructure.”

TODAY, ORGANIZATIONS ARE LOOKING FOR AGILE TECHNOLOGIES WHICH ENABLE FLEXIBILITY IN OPERATIONS AND COLLABORATION AMONGST EMPLOYEES AS WELL AS WITH THE CUSTOMERS ALONG WITH THE REAL TIME INSIGHTS. big data, there lacks the skill set gaps to unleash the business benefits. Faced with rise in malicious cyber-attacks that try to steal critical data, security will continue to top the business and IT agenda as BYOD, social, DevOps and cloud adoption are encountering with new business risk into today’s workplace. As a result, CSO’s are expected to find the fine balance between driving and securing the business as the gap between enterprise IT and personal IT diminishing day by day. And, ultimately becoming vulnerable to modern security threats. Business agility and adoption of smarter technologies like cloud computing is way too important in the current economy. Though


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enterprise mobility and cloud services are gaining greater traction with organisations in India, information security for mobile devices and cloud services lags behind adoption rates. Security incidents should be seen as a critical business risk that may not always be preventable, but can be managed with the help of proper awareness amongst stakeholders.

GROWTH PERSPECTIVE As per Shekhar Dasgupta Cognizant, the bell weather among IT Services heavyweights, reported in their 2013 Annual Earnings a solid growth for their Infrastructure Management services, including RIM and service desk solu-



“The Remote Infrastructure Monitoring and Management services allow users to monitor and manage resources across multiple platforms and vendors.” tions. Fuelling this growth are the focus by most organizations to concentrate their internal efforts on their own core competence, while at the same time demanding high quality and low cost from their managed services partners. As India had become a proven model in BPO, it was natural for most companies to look at Indian IT Services companies to deliver on their Managed Services needs also. Adding to what Shekhar says, Seema Ambastha, Senior Vice President – Business Development, Netmagic – An NTT Communications Company, maintains, “IT Service market in India is growing steadily - Progress in information technology is transformative. Every year brings faster processing speeds, greater storage capacity, bigger data sets, and more advanced software. Ways of connecting, sharing, collaborating, and doing business become richer, more varied, and more powerful, enabled to a large extent by expanding IT capabilities.” “The Remote Infrastructure Monitoring and Management (RIMM) services allow users to monitor and manage resources across multiple

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platforms and vendors. The biggest advantage of this kind of suite is it allows IT companies to minimise their operational costs. Over a period of time, the computing capacity and storage space available has increased manifold in networked business environments; however the need to optimally utilize these resources across devices and locations is increasingly pushing enterprises to consider cloud based solutions for business process management. In India, cloud computing has just touched the tip of the iceberg. Awareness of Cloud across MSMEs of varying sizes has grown 50% to 100%+ between 2012 and 2013 - growth in awareness of cloud computing is sharper as we move from small to larger MSMEs,” she adds. Banks, Emerging & Manufacturing industries by virtue of their business and the market they cater to are fast growing sectors in India. They need to compute and store large amounts of data. This kind of requirement is achieved only through capacity on demand.

OPPORTUNITY The IT services market represents huge opportunity for vendors as well as service providers

in India. There is an increased inclination of IT services around the consumer, which is leading to experience oriented application designing, in turn, necessitate DevOps-style development, a method of developing software where developers and IT operations professionals work together to speed up the delivery of new business services. Increasing focus on sensing technologies in modern mobile wearable devices will pave ways for experience driven approach to solution development and will leverage smartphones, tablets, smart TVs, gaming consoles, laptops, or any other platform that a consumer is likely to be using when they want a product or need a service. The management of mobile/social IT is becoming less about managing and securing the devices themselves, and more about managing and securing the mobile applications and mobile data, all while delivering a compelling and engaging user experience. CA Technologies is adopting this change and is leading innovation to offer solutions which will add value to our customers businesses. We are altering the company to serve customers as they adopt cloud and SaaS and move from on premise to hybrid, to cloud environments. We have

changed the strategy in a way that we can meet current and future market needs – and we truly understand what those needs are. Animesh, says, “We have a differentiated Value Proposition - Business Service Innovation – which enables IT to be a strategic driver of business growth. Business today is putting more pressure on IT than ever before. As a result organizations are expected to maintain your current level of service, while answering demands for mobile, social, cloud, analytics, and other solutions — all with stretched resources and limited budgets. Clearly, the old model for IT isn’t built to keep pace with today’s business environment. CA Technologies’ Business Service Innovation approach empowers Organizations in delivering revolutionary solutions by Accelerating, Transforming, and Securing IT.” As a DCIM Software vendor GreenField Software is working with large SIs as well as Managed Services Providers to offer their Infrastructure Management services using our software as the platform. Sekhar adds, “Our software can also be extended to managing critical infrastructure beyond data centers, which would include remote monitoring, diagnostic and predictive analyt-

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KAY BENEFITS OF OUTSOURCING BUILD VS BUY OPTION – INSOURCING VS OUTSOURCING There is a constant debate on whether one should insource or outsource their IT infrastructure to a Managed IT Hosting Services Provider. Increasing technological developments have led to increased complexity in the organizational infrastructure. Organizations are finding it difficult to manage the infrastructure and are seeking to outsource the management to third-party vendors that are specialists in outsourcing.


Organizations lack the expertise to manage complex datacenters and hiring the requisite expertise increases operational expenses and this is driving them to adopt datacenter outsourcing. The increasing bandwidth support from internet service providers and the support of various applications have further facilitated increased adoption of datacenter services by organizations.

ics through big data technologies – delivered through managed services models.”

FUTURE According to NASSCOM, the growth of India’s export of Software &IT Services will be between 12 – 14% between 2013 and 2014. India’s current market share stands at 9%. In the nexus of forces opportunity, India should aim to take a leadership position, and target at least 15% market share. There are disruptive trends in the IT services market that are changing the IT Industry and also changing the role of the CIO today. Trends such as DevOps, Mobility, SaaS, Big Data and Cloud and Internet of Things are trends that will dominate the market in the future. DevOps as a concept, is a software development method that stresses communication, collaboration and integration between software developers and information technology professionals. The term refers to a set of technologies that will connect the real and digital worlds by embedding sensors in everyday objects and establishing real-time communications between objects and machines. Another trend that will drive the future is Big Data. Big Data in itself means nothing but big data with analytics and analysis is where the potential is and this is what will drive innovation and segmentation of markets and will help organizations predict trends in the market. Today


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All the storage and resources are centralized in the datacenters and multiple users can access the resources from individual standalone systems. The Datacenter Services market in India provide flexible delivery options which can be divided into the On-site Datacenter Services and Third-party datacenter services segments based on the type of service being provided by the vendors.

The datacenter is the core component for both private and public cloud architectures. Now organizations are opting for centralization of all resources to facilitate easier resource allocation and maintenance of the infrastructure. Third-party vendors provide datacenter management and simplified maintenance services at reduced prices.

Adoption of IT services reduces the overhead of human resource spends significantly by way of shared NoC with superior skill coverage and expertise as opposed to dedicated NOC services.. this drastically impacts the overall FTE cost as percentage of IT for an organisation. Many organisations when outsourcing just don’t outsource the infrastructure and processes but also benefit from managing talent that is not core to their business.

technologies are driving consumers that will impact us an organization to further evolve. Indian is definitely a key market in the growth economies that we are focused on, as organizations in India has been more becoming technology ready more than ever. Indian organizations are increasingly infusing technologies such as cloud and mobility to drive business objectives. The company is seeing growth in business verticals BFSI, telecom and government sectors and has reorganized the sales force according to the business verticals. Today organizations looking for speed, agility and flexibility and the power have shifted to the consumers and no longer vests with the enterprises.

CHALLENGES As per Shekhar most parts of Infrastructure Management service are becoming standard and commoditized. These factors are leading to margin pressures. One way is to differentiate the offering – extending RIM to full data center remote monitoring, diagnostic and predictive analytics. l  Awareness of build over buy - The awareness of the cloud computing is quite low in India. Awareness of cloud is higher among those MSMEs who are forward looking and understand that IT is very critical for their business. These MSMEs do not mind paying a premium to get best in class solutions to a hassle free

service. However, insourcing vs. outsourcing is a debate that all CIOs have been having for a while now and this seems to be a top challenge for a company to work with an IT services vendor. l  Variety of competitors across the spectrum of IT services space sometimes confuses the customer l  Cloud is yet to really become standard infrastructure option - In India, cloud computing has just touched the tip of the iceberg. Awareness of Cloud across MSMEs of varying sizes has grown 50% to 100%+ between 2012 and 2013 - growth in awareness of cloud computing is sharper as we move from small to larger MSMEs. However, adoption of cloud across MSME segments continues to be low. The concerns around data security are important and would have to be addressed appropriately, to enable MSMEs to adopt Cloud Computing.

FINALLY… According to an industry report, spending on Cloud infrastructure globally will contribute significantly towards IT spending approximately - 23 per cent, and it predicted to grow to 27 per cent by 2016. The number one reason for cloud adoption in emerging countries like India is increased business agility and productivity – essentially the Pay-as-you-grow model. We estimate our growth to be in the range of 30 – 35%.  ë

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Technology is poised to kick start a revolution in the way airlines understand their customers. Big data analytics is making it possible for airlines to customize the experience for every single passenger. Rapid advances in data mining, coupled with new generation mobile and web capabilities, foreshadow a more sophisticated era of data-driven personalization through direct channels. The benefit for travelers is a more relevant, better-integrated trip, while airlines have an increased opportunity to grab a larger share of the traveler’s wallet.

KNOWING ME, KNOWING YOU Conventional marketing wisdom dictates that showing something more aligned to an individual’s personal tastes and they are more likely to buy. The retail industry has long heralded this approach. Amazon, the king of retail big data, creates a unique viewing experience for every customer based on prior purchasing behavior. Some retail industry commentators assess that as much as 30% of Amazon’s sales are derived from its recommendation engine. Compare that to estimates indicating ancillary revenues accounted for 5.4% of airline revenues in 20121 and it is clear that following the lead of the retail sector could reap huge financial benefits for the airline industry. Airlines have lots of passenger data, but paradoxically know little about their passengers beyond those enrolled in loyalty programs. Estimates indicates a typical airline has around 25-30 different databases containing customer data. Many are for transactional purposes with the data stored for only a short period of time. It severely limits airlines’ ability to build even the most basic picture of a customer’s travel history and preferences.


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Enter big data As the name suggests, big data involves manipulating huge data sets, but the true value of the approach is not just in the size of the data but its ability to process in parallel, both structured and unstructured data, from multiple sources, at speeds not possible with the traditional relationship databases used by the airline industry. By using cloud technology to deliver the processing power, airlines can build a profile tailored to both individual passengers and segmented groups to give a highly customized experience. While it is a technique commonly used by online retailers to make personalized recommendations and offers, it is still a work in progress. For instance, does Amazon know whether a purchase is for yourself and reflects your preferences or a gift for someone else, reflecting their preferences? Well maybe. It knows whether you wanted the purchase gift-wrapped and if the delivery address is different to your own, so it has some data points to work with. However, the approach leans heavily on past behavior, which can produce outdated results. Up close and personal To set the bar higher, retail companies are employing advanced algorithms - pioneered by financial institutions for computer-driven trading - to develop more predictive capabilities that focus on what the shopper will buy next. Context-aware personalization, as the approach is known, works by taking the profile of the website visitor and enhancing it with data collected from the individual through their online actions. This ability to ‘learn’ in real time means that the recommendations and offers that appear on the screen are dynamically modified as the individual moves around the website to give not just a personalized experience, but a more relevant one. For example, a past customer comes to the airline website. Prior purchasing behavior suggests they are price sensitive. The customer starts checking out flights to different airports that serve sea-based locations. As the customer continues to click through the site, promotional areas can automatically and dynamically display special discounted offers at beach resorts.

This type of personalization is similar to an in-store experience where the shopper informs the sales staff what they are interested in and they are then shown items reflecting that need. Companies in the consumer packaged goods industry that have deployed this type of predictive analytics have boosted sales by up to 5% and gross margin by 8%.2




56% 17% 7%



Source: 20 SITA/Airlin

USE LOCATION DATA THROUGH SMART PHONES Today, airlines already performing some personalization are largely dependant on their Frequent Traveler Program for data, which represents only a proportion of their overall customer base. The bigger opportunity is to use big data analytics to broaden the insight and intelligence on all passengers taking into account past purchasing behavious and location data to boost ancillary revenues across the key direct channels of web, mobile and kiosks.




59% 53%



PLAN TO USE CUSTOMER PROFILE DATA EG. WEBSITE PREFERENCES Source: 2012 Airline IT Trends Survey conducted by SITA/Airline Business

2 Accenture research published in “Increasing shopper relevance”, August 2012,

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A one-stop shopDATA FOR PERSONLIAZATION With flight price and availability search often the starting point for trip planning, airlines are in a hugely advantageous USEthe LOYALTY PROGRAM MEMBERSHIP position to combine predictive ability of dynamic navigation with profiles based on prior purchasing behaviour to provide a unique travel experience.

56% 17% 7%

PAST PURCHASING BEHAVIOUR This can be fromUSE selling unbundled flight services to pricesensitive customers willing to buy-up after opting for lowerend fares, right through to being a one-stop shop for highly USE LOCATION DATA THROUGH tailored holiday packages to time-sensitive travelers. INVESTMENT IN DIRECT CHANNELS IS THE SMART PHONES

PRIORITY FOR PERSONALIZATION There are a number of upsides to taking on this role.

Today, airlines already performing some personalization are BY 2015 • Cdependant reating vacation packages makes the flight fare less largely on their Frequent Traveler Program for data, which represents only a proportion of their overall customer base. transparent which can be particularly useful for filling


empty seats atisthe last without The bigger opportunity to use bigminute data analytics to encouraging broaden the insight travelers and intelligence on for all passengers taking into account past to wait last minute flight deals. purchasing behavious and location data to PLAN boost ancillary OF AIRLINES ALREADY, OR TO, revenues across the keyPERSONALIZATION direct channels of web, IN mobile and kiosks. USE THEIR



When personalization meets mobile Airlines wanting to get ahead of the curve need to be where the customer is, and that means extending OF AIRLINES ALREADY, OR PLAN TO, contextual personalization to take into account the location USE PERSONALIZATION IN THEIR of the passenger.DIRECT CHANNELS Using geo-location to vary the offers and information Source: 2012 AirlineitITmore Trends Survey conducted by displayed makes relevant to the current SITA/Airline Business circumstances of the passenger. That could include products relating to their flight and destination, but also exclusive offers from partner companies, such as nearby restaurants and other retail outlets in the airport. Or what about crafting a special offer, such as Wi-Fi or a lounge day pass, for passengers that have long stopovers?

• Turning a commoditized flight purchase into a vacation DIRECT creates CHANNELS package a unique experience for the traveler, OF AIRLINES PLANNING TO USE DATA FOR engendering PERSONALIZATION stronger loyalty toBY the airline. 2015

The real boost to ancillary revenues through mobile devices will come from making it easy and convenient to buy while on the move in the way that Amazon’s does with its ‘one-click’ buying process.

website providing additional opportunities to up sell or cross sell to the traveler. PLAN TO USE LOCATION DATA THROUGH

Not having to re-enter credit card details is a start but the emergence of e-wallets promises to be the killer app that will make buying on the go much simpler.


Source: 2012 Airline IT Trends Survey conducted by • Selling multiple components adds stickiness to the airline SITA/Airline Business


59% 53%

• It lets airlines level the playing field with online booking agencies like Expedia, Priceline and Orbitz. Lack of past purchasing is no barrier. If BEHAVIOUR the person PLAN TO history USE PAST PURCHASING is unknown to the airline, or booking on behalf of someone else, the algorithm uses only their online behavior to predict the needs of the individual and personalize the PLAN TO USE CUSTOMER PROFILE DATA website experience. EG. WEBSITE PREFERENCES Instead of being a destination for window shoppers wanting

Source: 2012 Airline IT Trends Survey conducted by to get a fix on prices before going to a comparison site, SITA/Airline Business

airlines can become the prime destination for those with an intent to purchase, not just flights, but a host of other travel-related products.





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By adding in mobile loyalty rewards and coupons to increase passenger stickiness, contextual personalization through mobile devices can be the differentiating factor in driving ancillary revenues for airlines.







OF AIRLINES WILL USE THEIR KIOSKS FOR GENERATING ANCILLARY REVENUES Source: 2012 Airline IT Trends Survey conducted by SITA/Airline Business 3

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t es



WHERE ARE WE HEADING? Advancements in cloud technologies and a new generation of analytical tools are bringing the data processing power that was once the preserve of global distribution systems into the reach of individual airlines. It provides airlines with the opportunity to gain insights on their customers and tailor their products using innovative personalization techniques already common in retailing.




The boundaries of what is possible with data mining are continually being pushed back. Retailers have already turned to data sources outside of their traditional business intelligence systems. For instance, eBay acquired recommendation engine Hunch. com in late 2011 to mine shoppers’ online actions, including their activity on social networks. It has enabled eBay to move beyond standard item recommendations to a broader level of recommendations based on tastes and interests.

Social network giant, Facebook has also not been slow to recognize the opportunity. It added new words in its Timeline app to cover actions such as ‘bought’ and ‘want’, not just the ubiquitous ‘like’. The ability to mine these targeted buttons could be gamechanging for personalization in e-commerce. As a wider array of data sources becomes available, airlines will be able to develop more sophisticated and complete information to provide to travelers. For example, low cost carriers can land far away from the destination city leaving a long and expensive train or taxi fare to be factored into the calculation manually by the traveler. Rival airlines displaying this additional information at the time of an air fare search will allow the traveler to make a better informed choice on the true competitiveness of the flight cost presented. Revenue management is another area that could be transformed by big data. Some retail companies are already using big data to move towards minute-by-minute predictive pricing based on algorithms that reflect not just supply and demand, but a host of inputs such as the real time pricing of competitors. What is becoming clear is that data is becoming increasingly strategic for generating revenues. However, not all personalization is welcome. Get it wrong and your most important customers can be alienated. What works for one airline may not work for another that has a different customer profile. In the future it could be as critical to choose the right data sharing partners as it is to choose airline partners. Airlines that get it right will see a significant increase in their ancillary revenues and a much more intimate relationship with their customers throughout the journey.

For further information, please visit SITA AT A GLANCE We are the world’s leading specialists in air transport communications and IT solutions.

AIRLINE WEBSITE AND MOBILE STRATEGY We deliver and manage business solutions for airline, WILL DRIVE DIRECT ANCILLARY REVENUES IN airport, GDS, government THE NEXT FEW YEARS and other customers over the world’s most extensive network, which forms BY 2015 the communications backbone of the global air transport industry.



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Follow us on Get ahead of industry trends by downloading our Air Transport IT Review on iPad and Android. Search for ‘SITA IT Review’ in iTunes or Google Play. Follow us on

© SITA 13-THW-088-1 All trademarks acknowledged. Specifications subject to change without prior notice. This literature provides outline information only and (unless specifically agreed to the contrary by SITA in writing) is not part of any order or contract.

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Compliance to ‘Clean IT’ is Key to Healthy Growth

The extensive use of IT has brought in huge changes in the business through effective integration of upstream and downstream linkages in the value chain.


he Confederation of Indian Industry (CII) held a seminar today in Gurgaon, New Delhi to address the need for local automobile & ancillary manufacturers to be IT compliant through use of ‘Clean IT’. The seminar witnessed participation from various manufacturers and businesses in and around Delhi NCR. The Indian automobile and auto-component market has been scaling up its operation at a rapid pace over the last one decade. India is attracting global interest as an emerging export hub for automotive components, generating a growing demand for local manufacturing exporters that constitute the global supply chain. Further there is a need to demonstrate ethical business conduct requiring compliance at all levels by the local players if they intend to capture their share in the global market. The extensive use of IT has brought in huge changes in the business through effective integra-

tion of upstream and downstream linkages in the value chain. There is a huge cluster of manufacturing companies located in Delhi NCR. Such initiatives will drive the growth of such auto component clusters as an important export hub for global automobile companies. As these businesses will grow deal in export of auto parts, IT will continue to play a very crucial role in their growth. At the Seminar Dr. K. Rangarajan, Head of Center for MSME Studies at the Indian Institute of Foreign Trade (IIFT) emphasized “With expected market size of USD 145 Bn by 2016, Indian Auto industry is all set to reaffirm its goliath position in global market. Where the domestic players have such a huge market to satisfy, they also have an increased competition pressure from their global counterparts many of whom come with exceptional best practices. Given the increasing dependence of Automotive manufacturing sector on IT systems, use

of genuine software and hardware will become a critical factor to recon for competitiveness. The future concept of “Connected Car” will heighten the usage and monitoring of genuine IT across the chain by all partners. As the piracy rates of software in India is less than some of the countries competing for the US market, there lies an opportunity for the Indian exporters to move towards early compliance”. At the seminar, Ms. Gouri Thounaojam, BSA|The Software Alliance said, “Issues around productivity and maintenance costs are major challenges for enterprises. Use of unlicensed software also exposes an enterprise’s network to malware and viruses. Pirated software is more vulnerable to cyber-attacks as it often not supported with critical security patches and updates. Using licensed software is the crucial first step towards addressing the menace of cyber threats. To facilitate that, BSA has developed a unique industry-supported portal- Verafirm that offers SMBs an online tool that allows them to manage their own software, demonstrate the legal use of it, and connect with buyers interested in doing business with ethical companies. Verafirm provides an opportunity for registrants to visibly and publicly get in front of these trends. There are about 120 companies enrolled on Verafirm in India re-instating the fact that enterprises are gradually understanding the need for compliance in a promising yet highly competitive global market. Businesses shouldn’t fall into the trap of thinking pirated software is “free,” and should worry about online safety and security. They also need to be on the lookout for software that looks or appears to be legitimate but isn’t, perhaps because it has an uncharacteristic price, whether they buy it from a computer store, an online site, or with a PC. They also need to understand the risks of using pirated software beyond the risk of violating copyright laws and must be vigilant in running security scans. The losses from the use of illegal IT are a lot larger than the price tag of the legitimate software it would take to replace the entire world’s pirated software. While there may be costs involved in order to comply with these rules and regulations with regards to the use of legal IT, there are potential benefits for players within the value chain. Essentially, a company can look at such costs as an investment that increase productivity through cost and time savings, competitive advantages, improved security leading to financial upsides. Registered companies can differentiate themselves in the marketplace and supply chain managers who want to maximize trust and security with their suppliers to be proactive in managing their IT.   ë

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EMC VNXe3200 EMC’s new VNXe3200 is 3X more efficient than previous VNXe solutions, and is based on the VNX Series that was launched in September 2013. Powered by EMC MCx (Multicore optimization) and EMC FAST (Fully-Automated Storage Tiering) software, the new VNXe is designed to unleash the power of Flash, thereby accelerating virtual applications and file performance by 3X compared to its predecessor in the same small footprint announced the press release. The VNXe3200, which starts at

under $12K, will be available in the second quarter of 2014 primarily through EMC’s global channel partners. The VNXe3200 is supported by the EMC Business Partner Program, which offers a complete set of partner-ready collateral, Express Solution bundles, and VSPEX reference architectures for simplified ordering, selling, and support. This NAS and SAN array brings you high-end features including MCx multicore optimization plus options for FAST Suite (auto-tiering, Flash SSD caching) and Fibre Chan-

nel host connectivity. Choose from 7 bundles, and configure your capacity, warranty, and software options. All come with VNXe Base Software, which includes EMC Unisphere management, thin provisioning, file level deduplication and compression, unified snapshots, and more. The Bundles for general-purpose file and block storage include Entry Level - 3.6 TB raw capacity: 6 x 600 GB 10K RPM SAS drives, base Capacity - 36 TB raw capacity: 9 x 4 TB 7.2K RPM NL-SAS drives.

KEY CAPABILITIES n VNXe3200 Performance Bundles for workloads that need high IOPS, such as OLTP databases and virtual desktop (VDI) n EMC VNXe3200 Hybrid Storage Solution front thumbnail EMC VNXe3200 Hybrid Storage Solution rear view thumbnail EMC VNXe3200 Hybrid Storage System disk drives rear view thumbnail EMC VNXe3200 Hybrid Storage top rear view thumbnail EMC VNX MCx Multicore Optimized thumbnail n This NAS and SAN array brings you high-end features including MCx multicore optimization plus options for FAST Suite (autotiering, Flash SSD caching) and Fibre Channel host connectivity. n Provisions storage for Windows, Exchange and SharePoint 4 time faster n Creates a stretched VMotion cluster. Licenced in packs by total number of virtual machines.


IBM POWER SYSTEM SERVERS IBM’s new Power Systems servers allow data centers to manage staggering data requirements with unprecedented speed, all built on an open server platform. The new power System Servers comprises various models including IBM Power System S812L, IBM Power System S822 and IBM Power System S822L, and IBM Power System S814 and IBM Power System S824, etc. IBM through the OpenPOWER Foundation, released detailed technical specifications for its POWER8 processor *1, inviting collaborators and competitors alike to innovate on the processor and server platform, providing a catalyst for new innovation announced the press release. The new scale-out IBM Power Systems servers are built from the ground up to harness Big Data with the new IBM POWER8 processor, a sliver of silicon that measures just one square inch, which is embedded with more than 4 billion microscopic transistors and more than 11 miles of high-speed copper wiring. IBM’s POWER architecture is the cornerstone of innovation for the OpenPOWER Foundation, creating a computing platform available to all.


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KEY CAPABILITIES n Built for your most critical business priorities n Data-centric design and optimization brings faster insight to the point of impact n Improve IT economics and efficiently deliver business services with scalable, open cloud n Minimize risk with secure delivery of data and services n Enterprise-class capabilities for both Systems of Record and Systems of Engagement n Deployment flexibility aligns technology to your business demands

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Achieve unparalleled expandability with SAS-Enabled Turbo NAS










Extreme Performance Equipped with a Quad-Core Intel® Xeon® 3.4GHz processor, 8GB DDR3 ECC RAM and 10GbE support, the TS-EC1679U-SAS-RP delivers over 3,000MB/s throughput, 400,000+ IOPS, SSD caching and thin provisioning to drive your business forward.

Flexible Storage Options & Scalability Supporting a wide range of 2.5”/3.5” SAS/SATA 6Gbps hard drives & SSDs, the TS-EC1679U-SAS-RP can also naturally expand your storage capacity with the flexible & economical REXP-1600U-RP/REXP-1200U-RP expansion enclosures to support over 500TB raw capacity.

Effortless Privilege Management The Windows AD and LDAP directory services greatly save IT administrators time and effort in account setup. The Windows ACL (Access Control List) feature offers sophisticated shared folder permission settings that simplifies IT management and privilege control.

Built for Business Designed purely to fit business needs, the TS-EC1679U-SAS-RP offers unified storage for both NAS and iSCSI applications and is ideal for server virtualization storage, business data backup, file sharing and IP surveillance storage.



Copyright © 2013 QNAP Systems, Inc. All rights reserved.

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SS-EC2479U-SAS-RP 18/02/14 9:58 pm

RNI NO: DEL ENG/2013/49006 Postal Reg. No.: DL-SW-1/4169/13-15

Date of Publication: 18 of Every Month Date of Posting: 20 & 21 of Every Month

Turning CIO into the next-generation catalyst Cyberoam NGFWs enable enterprise CIOs harness IT & network transformation with insights beyond security, helping them innovate, monetize and differentiate.

Key business benefits of Cyberoam NGFWs to CIOs: • Next-generation threat protection (also secures critical infrastructure / SCADA networks)

• Wirespeed gigabit performance • Visibility into BYOD and Virtual environments • Easy compliance • On-appliance Web Application Firewall (WAF)

Also available through


Cyberoam Product Line : Network security appliances (Next-Generation Firewalls/UTMs)

Centralized Management (Hardware & Virtual)

Centralized Reporting

© Copyright 2014 Cyberoam Technologies Pvt. Ltd. All Rights Reserved. | For more information contact :

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26/02/14 10:28 am

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This issue talks about the growth of services market in India