Brocade aims more customers in 2017
“Our strategy for growth has been to refresh our existing customers and gain more. In the last one year, we have onboarded 60 new customers, and 40% of our customers are repeat. Our intention is to grow faster than the market. In 2017, our aim is to acquire as many new customers as we had in 2016, if not more,” Brocade India and SAARC Senior Regional Director Edgar Dias told DH.
“In the past, we only sold campus, data centre and software products but now with the acquisition of Ruckus; it has opened new verticals for us and allows us to cross sell our products and dive deeper into differentiated customer use cases. The new verticals that we are focusing are education, hospitality which are mainly dependent on wireless. Ruckus has been a preferred choice for some of the largest five-star properties in India and across the world. So with the Ruckus portfolio, we are planning to become more successful in the next financial year,” Dias added.
Brocade started its operations in India in 2006. It opened 1.57 lakh sq feet development centre in Bengaluru in April last year, and made a commitment to invest $300 million in India by 2020. Currently, it has 1,000 employees in India.
“Our sales team has grown by 35-40% last year, and the next phase of growth will be driven by our partners. We target customers through partners because they have the best relationships with them. We don’t compete with our partners but we compliment them,” he said.
“Our approach is to have a strong relationship with some of the largest SIs (system integrators) and regional partners. We will invest in our channel partner programmes so that they become the face of Brocade.”
“We have over 120 resellers in India, who take our products to the market. We are not going to increase the number of distributors but will increase resellers and SIs who will take our portfolio to end customers. Our role will be to assist these channel partners to sell our products to customers,” he added.
On importance of the Indian market globally, Dias said, “India has been one of the fastest growing markets for Brocade year-on-year. Brocade’s revenue from both the IP (internet protocol) as well as the SAN (storage area networking) segment grew dramatically year-over-year. This was fueled through competitive rip-outs of legacy competitive equipment in some of the largest enterprise and service provider accounts in India.”