Array Networks eyes the leadership position in hyper-converged NFV platform

Shibu Paul
Regional Director (IN, GCC & SEA), Array Networks

Brand Positioning vs. Marketing Tactics 

Array networks is transforming itself as a leader in hyper converged network functions virtualization platform. We want to take a thought leadership role in this segment. This year our brand positioning will be targeted more for innovation and how organizations can leverage on our award winning hyper –converged platform for Networking.

 
Our brand strategy will be that of innovation and thought leadership in hyper-converged network functions virtualization platform. Our brand promise will be to provide relevant networking technology solutions to our customers that will enable them to be effective in their business backed by our superior customer support.  Our customers have been our biggest brand ambassadors hence our communication will have them at the core.  

Our marketing efforts directly impact the business and help in - 

•    Determining the need for a product through consumer research and by observing and quantifying sales patterns of similar goods in the marketplace
•    Modifying existing products or creating new products to match consumer wants and needs
•    Determining how best to reach potential customers to make them aware of your products and to persuade them to buy them
•    Creating marketing campaigns based on your determinations of the most effective way of reaching customers
•    Confirming customer relationships via follow-up sales campaigns and loyalty programs & creating customer needs

 
Good data for a Good Brand Strategy 

Data driven marketing has become a standard as it makes marketing more of science and less of a guessing game. Marketers have access to Big Data, analytics, and metrics to optimize campaigns, improve customer experience, reduce customer churn, and make better decisions. 

At Array we ensure that our organization has access to the data that is necessary for accurately measuring ROI, and that it is not held in silos. We set specific, measurable, achievable, realistic, and timely (SMART) objectives; develop a cross-functional team that includes multiple teams including marketing and IT to support collaboration and break down silos; avoid casting the net too widely by tracking too many data points; frequently refresh customer and prospect contact data and then take full advantage of customer and prospect data. 

Digitization is the new ‘law’

We are witnessing a transformational era where organizations are evaluating the much hyped cloud services and trying to incorporate it into their IT strategy, with most enterprises looking at hybrid cloud solutions. Software everything is the new mantra, less hardware more software strategy are few of the directions. 

Array networks has launched its new generation hyper-converged network functions platform to help organizations execute their IT strategy. We bring the virtualization into networking scenario without compromising the performance dedication resources like I/O, NIC, memory, CPU, and most critical SSL.

  
 
R&D driving Growth

Array has set up its R&D center in Bangalore to cater to the requirements of local Indian customers. We are investing in this center and it will become a key innovation center for us to develop products, features and enhancements.