Using go-to-market strategy for traction as solutions provider

Sep 02 2014, 00:44 IST
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SummaryEver since Dell went private in October 2013, the technology giant has been rapidly evolving...

Ever since Dell went private in October 2013, the technology giant has been rapidly evolving into a one-stop-place for all solutions encompassing hardware, software and IT services. In India, the company is getting some positive resonance from the marketplace for this new strategy, which is reflected in the growth rates during the first half of the calendar year, Dell India president and managing director Alok Ohrie tells PP Thimmaya in an interview. Excerpts:

How has the transition been for Dell since it went private in October 2013?

We are truly a startup now. We are behaving like a startup globally as well as in India, and are a lot more empowered and encouraged to take bold steps. We are encouraging employees to be innovative and come out with creative ideas that can help quickly build credibility and status in the solutions space. In this rapidly evolving IT world, that is important for us in the long term. We have to change the way we engage in the market.

As a private company we can do things at a pace we still believe is right. We have embarked on a real important step of implementing a new go-to-market strategy to create traction as a solution provider. There is an urgency in execution to bring in a common play across our multiple business elements.

What changes does Dell India see in the marketplace?

The way consumption is going on in IT, it is very different from that in the past. Most of the enterprises have automated their existing processes. Today they are asking what can be done next, which could give them the competitive edge in terms of innovative solutions be it cloud, big data or social. All these are opening up new opportunities. The challenge for IT vendors like us is to translate that concept into an executable project, and then provide end-to-end solution. Dell has been working on providing the entire stack of solutions.

Are you happy with the way growth in India is shaping up?

It is extremely encouraging. The first half has been beyond our expectations. For example, in the server business, our market share growth was 8.3% at a time when the entire segment was growing in low single digits.

In storage, we grew 5.1% in terms of market share. In tablets, we entered late, but we are at the fifth position. Our software segment grew almost in triple digits year-on-year. We seem

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