Data Management – the core expertise of NetApp  

Parag Amalnerkar
Director Marketing - NetApp India, South Asia & ANZ

“Marketing is the headlight of an organization. So, the onus is on marketing to anticipate how the market behaviour is likely to change in the near and long term future and plough that back in the organisations thinking, so that our innovations and our ability to address the market needs are tailored to retain the advantage we have over others. 

In the current technology market, while there are several players who are addressing the same geography and segments as us, we remain the only player to have identified data management as our core expertise. We primarily focus on this core area of our expertise while letting the ecosystem take care of other requirements. With data at the core of everything we do, our positioning is quite distinct and focussed unlike any other player in the market whose portfolio offerings and focus scale a larger spectrum. 

We have offerings which are tailor-made for various different segments. Therefore our measuring would vary by segments. The positioning doesn't change but the value proposition and the targeting is distinct. Because the buying behaviour of each of this segment is different, our marketing plans therefore are devised accordingly.

The year has seen some dramatic shifts as digital transformation has become a key criteria in all industries from BFSI to healthcare, from large enterprises to start-ups. At the BFSI front, banks are digitally transforming and we are helping our customers in their transformation journey, given our expertise.”