CtrlS has become a brand to reckon with in the datacenter space

Sridhar Pinnapureddy,
Founder and CEO, CtrlS Datacenters Ltd.

Brand Positioning

CtrlS is India’s first and Asia’s largest Tier-4 datacenter and managed service player. We provided the industry best uptime SLA of 99.995% ensuring that all mission critical applications such as banking, stocks, insurance, enterprise resource planning, healthcare, ecommerce etc. are made available round the clock with zero downtime. Our single most objective is to ensure the business and related applications of our customers run seamlessly without any interruption whatsoever, which is why 15 of the Fortune 100 Global Multinationals and 25 of the ET 100 Companies in India bank on CtrlS to enable their mission critical applications.

Marketing surely helps connect the dots whether it is a Fortune 500 multinational, a small and medium enterprise (SME) or a Start-up by showcasing the right technologies for the right audience, segmenting and positioning the products/services to help resolve their pain areas such as cost, efficiency, productivity, availability etc.  

The 3E’s are key to successful marketing in the digital world - Educate (Creating awareness), Engage (Trials) and Encourage (To Buy).

Good data for a Good Brand Strategy 

CtrlS is focused on enhancing protection of data, the most valuable assets of the knowledge economy. This is core of our strategy. All our efforts surround this very aspect. Our innovations, processes, people, technology are aligned to ensure the customer data is protected and available through relentless efforts deployed by us.

Data should be translated to actionable insights. At CtrlS all data are collected across various touchpoints, like surveys, interviews and other sources to gain a deep understanding on the brand perception (credibility, perceived quality, intent to purchase, differentiation etc). The brand performance is measured through parameters such as retention percentage, share of wallet, customer life time value, NPS, references etc.

Lastly, we obtain insights in terms of financial performance of the brand through analysis of market share, brand valuation among others. This helps us analyse the performance of the brand and evolve an appropriate brand strategy.

Cloud – the new Reality

Customer behaviour has been changing with times. CIOs expect cloud computing to provide them an environment of speed of deployment, scalability on demand, all infrastructure and related tools on a pay as you use model. CtrlS has innovated the World’s 1st Tier-4 public cloud and the World’s 1st Tier-4 banking community cloud to provide scalable, secure and compliant services. Our ERP community cloud serves over 300 customers while our banking community cloud has enabled over 16 banks.

We therefore expect more and more enterprises will be embracing cloud technologies to ensure they focus on their core business and leave technology management to us.

R&D driving Growth

We have had 200 innovations in the last ten years. Our R&D teams have worked on many initiatives and as a result have introduced one of the world’s first disaster recovery as a service (DRaaS) close to a decade ago – this has become a benchmark in the industry. Besides, we offer the lowest PUE in the datacenter industry and highest uptime SLA of 99.995%. Again this can be attributed to significant innovations in energy efficiency (we have had 80 innovation here).

Our R&D teams have designed the World’s 1st Tiet-4 public cloud (Brand Name: Cloud4C) and World’s 1st Tier-4 Banking Community Cloud (Bank-in-a-Box) besides the ERP Community cloud. We stay committed to major investments in R&D to make life easy for our customers (namely CIOs and CISOs) to ensure their peace of mind so that they can work on strategies to align IT with business.