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raghuram-krishnanHitachi Data Systems (HDS), which has long been known for its storage and IT infrastructure expertise, is developing proficiency in advanced data analytics, internet of things (IoT) and connected intelligence. In an interview with Elets News Network (ENN) Raghuram Krishnan, Director for Partner/ Alliances, Hitachi Data Systems India, explains about the company’s update.

Give us an overview of Hitachi Data Systems and brief us about your key strategies for channels to take HDS to new heights.

Far from our original roots as a hardware company focused on storage infrastructure, Hitachi Data Systems has evolved into an IT solutions and services provider, supporting customers in their journey of digital transformation. Our offerings have changed and the way our customers now adapt and consume technology has also changed. This has called for a shift in the way we address the market through our partners. HDS solutions have become more relevant and are designed to help our partners and customers become more cost efficient, enable quicker turnaround time, and improve their overall customer experience, bringing in positive impact on business and revenue.

We are focusing on further enhancing our back end operations and building our systems to support the effort of our partners. Our vision is to create a self-sustaining, value selling and profitable ecosystem of partners which forms the crux of our new and enhanced channel strategy in India.

hitachi-data-systemsHas there been a change of perception of channels about you as vendor?

HDS has been best known for its storage and IT infrastructure expertise. But our focus is shifting to diversifying the product and solution portfolio. We have been expanding our proficiency in advanced data analytics, internet of things and connected intelligence. We have moved beyond being ‘just a storage company’.

The company has always helped organisations to design, deploy and leverage economically superior storage architecture across data centres and helping customers turn data into intelligence. We are the only IT vendor to address customer workload requirements from entry to mainframe with a single storage software platform. We are positioned to deliver business transformational solutions which are rooted to its core competencies, with a balance of world-class infrastructure and flexible and secure content solutions.

Our relationship with our partners has expanded beyond storage and our system integrators are helping us grow our channel partner business. We plan to implement solutions based on IoT and analytics and we are going to build these solutions with our Systems Integrators and regional partners.

hitachi-inspire-the-nextWhat are your key products and what makes your customers prefer your products/ services over other options in the market?

We are positioned to deliver business transformational solutions which are rooted to its core competencies, with a balance of world-class infrastructure and flexible and secure content solutions.

We are helping enterprises locally and globally to align their IT with business requirements, using IT economics to drive greater value for the business. We help global organisations open new revenue streams, increase efficiencies, improve customer experience and ensure rapid time to market in the digital age.

With big data, cloud and machine learning becoming dominant, storage technologies often become automated and more complex. Hitachi Data Systems has a wide r
ange of products and solutions, which support cloud, big data analytics, converged infrastructure, storage, servers and data protection, which ensures operational excellence.

What sectors are still lucrative for channel partners to pursue?

HDS is growing at over 40 percent rate in the Indian market. Given the current strategy we are looking to enable our partners in expanding their portfolio and helping them increase relevance to their customers thereby become more profitable. We aim to collaborate with a select bunch of partners who are highly focused. Having moved beyond storage our System Integrators are our pathway to growth.

To expand the sphere of influence on customers our channel strategy encompasses all facets of the channel where we have devised programs and policies for Cloud Service Providers (CSPs), Master System Integrators, Large System Integrators, Value-Added Re-sellers and Distributors.

Kindly share HDS go-to-market strategy to increase its partner base in India?

We have brought about significant changes in our channel play and go-to-market strategy with our partners in India. We are looking to tie-up up with the right partner to address the right opportunity. We want to collaborate with highly focused partners and work towards a joint value proposition to penetrate newer markets and improve our reach.

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