Top IT Brand - Srihari Palangala Director – Marketing, EMC India
Top IT Brand - Srihari Palangala Director – Marketing, EMC India

The Game Plan

Marketing plays a crucial role in today’s world. Marketing strategy helps to create products and services with the best chances for making a profit which helps to determine the benefit customers and clients want, what they are willing to pay and how can the products and services be differentiated from the products and services of the competition. EMC’s marketing strategy makes sure that its departments work better with each other as they are all working from the same plan. The interaction that marketing has with its audience and an effective social media strategy will be able to positively influence this interaction in order to build a strong, well recalled and risk aversive brand.

EMC Corporation has been continuously enabling businesses and service providers to transform their operations and deliver IT as a service. Through continuous innovations in its products and services, EMC aims to accelerate the journey to cloud computing, helping IT departments to store, manage, protect and analyze their information in a more agile, trusted and cost-efficient way. EMC is, at present, enabling the customers to take advantage of the big technology trends. The Dell-EMC merger will further have a positive impact on its go-to-market strategy.

Emergence of the Digi-Era

Keeping in mind the technology trends that are affecting the IT landscape, EMC offers various solutions that are helping organizations in their journey to digital empowerment. EMC with its products and creative solutions helps in addressing the needs of enterprises.

Digitization is driving the creation of massive volumes of data – which are coming from a myriad of devices – and people are looking at storing and accessing the data in increasingly shorter time durations. EMC is leading the charge with Flash systems like XtremIO to support this. Also, digitization is causing IT heads at organizations to relook at their data center and drive optimizations and convergence in it. Its recent announcement with VxRail converged infrastructure addresses these opportunities.


There are also a lot of new technologies which are driving the pace of change. It is then clear to EMC that a business must have a plan for leveraging these new technologies as part of a new digital business strategy, while optimizing and driving convergence in the traditional IT infrastructure. All of its products are innovative and address the key challenges present in the market today.

The Differentiator

As part of its core R&D activities, EMC operates regional Centres of Excellence in India, China, Russia, Israel and Egypt, each staffed with hundreds to more than a thousand software developers who are focussed on creating advanced capabilities for customers in areas such as security, virtualization, information management and enterprise content management.

Its Centre of Excellence (CoE) in Bangalore, the largest outside the US, has various lines – one for product development, another one for product design, and then there are some shared services like finance. There are quite a few products built specifically for India, for which EMC works very closely with COE. Saksham, a document management product which mimics the green sheet of government office file, was built specially for India in May 2012. The solution will reduce the process time and accelerate workflow.

More recently, the CoE helped EMC build a healthcare practice – they built the entire package which has the back-end connectivity to Aadhaar and the ability to do workflow at a primary healthcare centre. This software is being deployed in Visakhapatnam as a pilot.