EfficientIP provides visibility, control, automation and security of the network

EfficientIP focuses on DNS, DHCP and IPAM. This is a very crucial part of the network infra which is a kind of layer between the users on one side and the applications and services on the other. Now if this particular layer is not very well integrated or there is a challenge in visibility, control, and mainly an automation problem, that is where EfficientIP solves the challenge. It is an integrated DNS, DHCP and IPAM solution with security integrated in terms of DNS. So, EfficientIP brings in visibility, control, automation and secure the network.

In a chat with VARINDIA, Ranjit Dhalwani, Regional Sales Director - India & SAARC, EfficientIP discusses about its market positioning, GTM strategy, target verticals and much more

How are you positioning EfficientIP in the market?

The basic objective of the company is to make applications and services easily available, controllable and secure. So that is the prime vision of the company. The large organizations that we have seen globally and also within India, which would have a huge number of endpoints, do not know what is happening on the network infra layer. So, from that perspective we give them a visibility like the basic IP address management solution, which IP is being used by which client at a particular time and what are the properties of that particular IP. So, we maintain all these things all the time. That repository is available with us and that is a kind of source to get any information from a security perspective or control perspective.

The first communication that a particular user has with an application or service is the DNS connection. So, DNS is the primary connection that happens with any given property on the internet. DNS that we are focused on is basically the internet phonebook. We translate DNS addresses to IPs and we are making this secure. So, if the first communication from any user happens to be secured, visible, controlled then most of the attacks and issues are sorted out in that itself. So basically, we are the internet phonebook and DNS security is the key thing that we offer.
 

What is the GTM strategy in India?

We have a two-tier global strategy, which we follow in India also. Initially, we used to directly interact and invoice the customers but since the last few years, we have matured and understanding the market and the complete ecosystem, we have a two tier go to market. We have a model of Value Added Distributors who actually understand the solution, do the first level of service for us, help to deploy, maintain and support the product. So, the Value Added Distributors are a key element that we have in our ecosystem. The second tier is the System Integrator. We have been engaging with various kinds of System Integrators including tier one and tier two. They have developed a good amount of skills. We have various partner programs where we engage with them on that level. But the serious engagers with us will obviously be the Value Added Distributors because they have a huge number of transactions with us compared to the System Integrators. We focus on key System Integrators who have developed over time and they have also matured to a great degree.

What are your target segments in the country?

EfficientIP is not focused on any particular market vertical, because any big organization which is using any kind of networking solution would require our solution. For example, telcos, they are so big and they do not know what exactly is happening within a particular pipe, that is where we bring in visibility. So, I would say telcos have adopted our solution very well and very fast. We are almost present across all the countries in the SAARC region. Governments are another big users of our solutions, right down from the central to the PSUs to the state governments. Apart from that BFSIs whether it is private or government banks and private BFSI companies. At last, large enterprises, any big companies or groups that you name, probably it is an EfficientIP customer.

How many VADs do you have in India?

So initially, we had limited ourselves to broadly two VADs, but over the time, the kind of market reach, geographies, the transactions and the focus in terms of the segments that we are looking at, we have grown to three - Round Robin, RAH Infotech and iValue Infosolutions. We also have VADs in the SAARC region.
 

What will be your message to the VARs in the country?

A decade ago, EfficientIP had a very limited visibility in this particular market. But now we see there is a maturity in terms of the customers' understanding for the need of the solution and the benefits that it brings to them. There is a good amount of evangelizing that has been done by the complete ecosystem and now, we see a huge amount of traction with the customers and opportunities. Being such a critical core of the network infra, we need the support of the VARs to continue and build up on the work that has been already done in bringing this to the market. There are still many opportunities to explore where we need the support of the VARs so we can continue to improve the network visibility and security to the companies in India & SAARC.