EMC has outlined its five pronged India GTM strategy for the next phase of growth in the Indian market. This strategy will help EMC extend its leadership in the total addressable information infrastructure market in India, which is expected to cross USD 1 billion by FY 2011; three and a half times the size of the current External Disk Storage market, according to EMC  estimates. According to industry estimates, EMC is the leading External Storage vendor in India , with 25 % market share of the USD 284 million market, in FY 2008.

EMC's new GTM strategy for growth in India includes the following five elements:

•  Realignment – New enterprise and commercial divisions formed to focus on specific market segments

•  People – EMC India leadership team strengthened through new appointments

•  Presence – New office and logistics & support centre opened in Pune & a new office in Ahmedabad

•  Portfolio - New products announced to strengthen EMC's portfolio of information infrastructure solutions

•  Partners – Commitment to double the channel and Value Added Reseller (VAR) base by 2009

Presenting the new go-to-market strategy, Alok Ohrie, President, EMC India and SAARC said, “EMC will extend its leadership in external storage to fast-growing market segments such as Information Security, Content Management, Personal Storage and Cloud Computing over the next 3 years. We are confident that this new strategy will enable EMC to consolidate its leadership position in the enterprise segment, tap into the huge commercial market and foray into high growth consumer segment”.

“EMC's foray into Cloud Computing and Personal Storage through the recent global acquisitions will enable the company penetrate into the high-growth consumer and small business markets,” he added.

As a first pillar of the GTM strategy, EMC has realigned its business into enterprise and commercial division from its previous geographically aligned business in order to provide customized solutions and services to different market segments. EMC also announced its plans to strengthen its information infrastructure offerings for the small office / home office (SOHO) segment in India and SAARC region.

As a second pillar of the strategy, EMC has strengthened its management team by appointing Rajesh Janey as the Vice President of Enterprise Business, India & SAARC region and Ramachandra Acharya as the Vice President, Commercial Business, India & SAARC region.

EMC has also expanded its geographical presence in India and SAARC region by opening its office in Ahmedabad and Pune. With this EMC has direct presence through nine offices in India & SAARC. EMC also announced the opening of the 9th logistics & support centre in Pune. In addition, EMC announced nine new information infrastructure products for the India and SAARC market, as the third and fourth pillars of the strategy for growth.

The new products announced by EMC today include the new EMC CLARiiON CX4 Series of midrange storage systems and the EMC Celera NX4 entry level unified storage platform. With a new architecture specifically optimized for VMware and other virtual server environments, both products are designed to incorporate the latest technologies in drives, connectivity, processing power, thin provisioning and security. This makes it easier for EMC's customers to cost-effectively consolidate and manage information using the least amount of energy. The new hardware and software solutions are targeted at emerging businesses to large enterprises across target verticals.

As a part of the fifth and final pillar of the strategy for growth, EMC has launched a 20-city partner recruitment road show to double its partner base from a current number of over 100 partners to more than 200 partners by 2009 to tap the huge commercial market segment. EMC will adopt the ‘Cluster approach' wherein EMC has identified 20 clusters comprising of 40 cities to expand its presence through its partner network.

Today, EMC has over 1,000 customers in India from the enterprise, commercial and SMB market segments. The company had recently announced the appointment of Alok Ohrie as the President of EMC India & SAARC Region. Ohrie, a 20-year IT industry veteran in India , joined EMC from AMD where he was the Vice President & Managing Director for AMD's India operations.