Brand Positioning vs. Marketing Tactics 

Aruba was founded with the vision to enable mobility for enterprises of all sizes, and across verticals. This extends from universities and educational institutions being able to provide connectivity for their students and faculty, to enterprises empowering their employees and staff to embrace the next generation digital workplaces, to customer facing verticals like retail and hospitality. Our focus has been to ameliorate the complete wireless experience that users have, and provide them with seamless and superior connectivity. With campaigns such as Digital India pushing India towards a strong path of digital integration, and the influx of technology in multifarious sectors, the opportunity for India to embrace Wi-Fi and mobile technology is immense, and we are working with numerous organizations to enable this.
  
Good data for a Good Brand Strategy 
 
As more companies are increasingly moving their businesses online, Cyber-attacks have grown more sophisticated in the last few years. Aruba’s focus on security has, and continues to be, an inside out approach. Our focus is to ensure that when a user or device connects to an enterprise network, the connection is secure and protected from a network standpoint. This entails authenticating the user and encrypting the traffic, so that the data is safe. 

We also implement Access Control Policies based on user identities or device profiles, to limit what can be accessed on the network, and thus ensure data privacy. In fact, Aruba’s IntroSpect User and Entity Behavior Analytics (UEBA) use AI-based machine learning to spot changes in user behavior that often indicate inside attacks that have evaded perimeter defenses. Enterprises can monitor the network, once a user or device is on it, and assign a risk profile by using extensive fraud detection techniques and usage analysis, this will act as an indicator of the potential risks that can be caused by a certain user, allowing for better hygiene of the network, and for early detection of potential attacks.
Impact of Digitization on Businesses
 
Artificial Intelligence (AI) and Machine Learning (ML) have seen quick and large adoption, and are definitely going to affect all aspects of our lives. At Aruba, we are focused on leveraging these technologies to deliver the very best for our users. Aruba’s comprehensive Access Control Policies, coupled with Aruba’s IntroSpect User and Entity Behavior Analytics (UEBA), which uses AI-based machine learning to detect changes in user behavior to enable early detection of attacks, can help companies keep their data and network safe. We also recently introduced NetInsight, an artificial intelligence (AI) based analytics and assurance solution for optimizing network performance. We firmly believe that these technologies will help improve the overall user experience by helping in analysis and maintenance of the networks.
 
R&D driving Growth
 
We live in the ‘mobile era’, and employees are completing work tasks using more devices than ever before. We are also seeing higher penetration of personal devices into the workspace, and this has made it necessary for enterprises to supply the network infrastructure, required to meet the mobility needs of #GenMobile - mobile-savvy users who rely on cloud-based business apps for every aspect of their work and personal lives. The #GenMobile needs flexible, fully wireless digital workplaces, with elastic networks that are secure and stable. 

We firmly believe that the workplaces of the future will promote mobility and collaboration, by allowing users to remain untethered, and allow access to necessary business infrastructure, from anywhere and at any time. Aruba has been built with the idea of unplugging devices, and enabling a truly wireless world. Aruba’s innovative technology ensures industry-leading performance, reliable connectivity and intelligent security to serve #GenMobile and harness the power of insights to transform business processes.