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Vol 1. No. 11.

February, 2019
Chairman of the Board MAKE THE RIGHT MOVE!
Viveck Goenka

Sr. Vice President - BPD e have seen partners will see sizable
Neil Viegas more disruption margin opportunities in the
Asst. Vice President - BPD in the channel new year around serverless
Harit Mohanty ecosystem over computing, managed
Editor the past 18 months than the containers, managed security,
Srikanth RP* industry witnessed in the last cloud consolidation, hybrid,
two decades. If we look back multi-cloud, edge IoT, open
Sr. Associate Editor
specifically at 2018, digital source, and robotic process
Sudipta Dev
transformation was debated automation (RPA) as an
Assistant Editor
all round and channel partners onramp to AI.
Nivedan Prakash
left no stone unturned to Besides these, partners are
Delhi capitalise on the opportunities also witnessing customer
Mohd Ujaley created by the digital opportunities in
Sandhya Michu
technologies. augmented/virtual reality, 5G,
Mumbai Last year, the industry also and 3D printing as near-term,
Abhishek Raval saw cloud, IoT, AI, and profitable areas that they can
Nivedan Prakash
Mohit Rathod automation starting to drive pursue in 2019. For example,
Salvi Mittal
incremental business tech one of the fastest-growing
Bengaluru investments. In fact, after a places in the channel is in
Rachana Jha decade of incredible growth, RPA, where companies
cloud’s TCO is being felt by such as UiPath is growing
Asst. Art Director
customers, and the channel is significantly and adding
Pravin Temble benefiting. As enterprises tens of thousands of
move to cloud, they will partners to their
Chief Designer
increasingly rely on their ecosystem.
Prasad Tate
channel partners to support With regards to the partner
Senior Graphic Designer
cloud integration and expand programs, this year we are
Rekha Bisht
market share. And instead of also expecting the technology
Layout Designer betting on a single public vendors to take more of an
Vinayak Mestry cloud service, MSPs must look ecosystem approach rather
Photo Editor at offering multi-cloud than a linear, tiered approach.
Sandeep Patil management across both AWS For instance, through its
and Microsoft Azure, and Elevate Partner Program,
perhaps even Google Cloud CrowdStrike is working with
Head of Internet
Viraj Mehta Platform. its partners to enable a
As we turn our attention to ‘whole-ecosystem’ approach
MARKETING 2019 and beyond, we will see based on various paths to
Ravi Nair that beyond SaaS partner engagement and
Prabhas Jha integrations, the solution profitability.
Durgaprasad Talithaya
Debnarayan Dutta
Ranabir Das
Ajanta Sengupta IMPORTANT
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Bhadresh Valia written permission is prohibited.


Content Channel Directions 2019


Partner Ecosystem,


Cover Story

n 2018, digital transformation, artificial intelligence and hybrid IT became the top trending
terms as most of the technology companies and their channel partners capitalised on the
opportunities created by these emerging technologies. Besides, it was also a year of
reality check for most of the traditional partners - simply because the industry witnessed the
sudden rise of a new breed of channel partners superseding the traditional channel in many
ways. All-in-all, 2018 was a remarkable year for the channel fraternity.
The prevailing industry trends of 2019 suggest that there will be a spurt in the demand of
digital technologies. This will not only push solution partners shift their focus towards these
technologies, but also make them invest on re-skilling and up-skilling themselves so that their
business is aligned with the changing customers' requirements.
In this issue, team CRN spoke to channel leaders of technology companies about their plans
and priorities for 2019.

companies led the growth. The year cloud getting more mature as a
Dell EMC India saw emergence of new businesses technology and becoming a stable
which leveraged digital mediums by revenue stream for customers. I
creating new revenue models. I also believe organisations are now moving
observed that businesses moved to towards technologies around multi-
a more evolved thinking framework cloud and hybrid clouds and that is
where technology was used as a where Dell EMC’s business focus
tool to create elaborate and would be for 2019. Companies are
compelling user experiences. beginning to move their workload
The coming year brings in multiple both across the different public clouds
trends for the channel industry to bet and from public to private, which is
on. To start with, few of the top one of the biggest trend happening
technologies that will shape the IT now. The other big trend happening in
infrastructure are around multi-cloud terms of technology is hyper-
and hybrid cloud infrastructure. converged infrastructure (HCI) which
ANIL SETHI, Companies are now focusing on continues to grow very rapidly. In fact,
VP, CHANNELS, DELL EMC INDIA migrating their data and work to the recently when Dell EMC announced
combination of clouds which gives its Q3 earning results, we shared that

HYPER- them a holistic experience. Another

key focus will be on the consumption
we shipped over a billion-dollars’
worth of VXrail since we launched
model. More companies, rather than and it has grown triple digit last year.
CONVERGED procuring their equipment as an
OpEX now, are looking at CapEX, and Channel directions
INFRASTRUCTURE hence a consumption of the on-
demand model. There is a
for partners
I really want our partners to make
proliferation of different types of the transformation from just being a
TO RULE TECH services - platform as a service,
application as a service,
hardware reseller to reselling
solutions that meet business
TRENDS IN 2019 management services - all these are
different variations of services in the
objectives. They may not be able to
move 100 per cent in quick time but
consumption model. I believe that they can at least start the journey. It
Key highlights 2018 and these will be the driving forces for the will be a good start for partners to
opportunities for 2019 coming year. sell more lines of business at their
IT spending in India saw a 9 per customer end, for example, they can
cent growth accounting to US$ 87.1 Top tech trends for channel sell storage or networking products
billion in revenue in 2018. community than just selling a server. We would
Enterprise software and IT services The biggest trend that I see is the like our partners to give us candid


Channel Directions 2019

feedback. While we are doing well in internal model, One Commercial password, and can then have a
our results, we definitely do not Partner (OCP) organisation, human-like, natural conversation
want to be overconfident. We remain completed a year. The OCP about the query, while the interface
humble as we want to hear the organisation has aligned Microsoft’s responds with relevant information.
feedback as there might be many teams into building solutions with I am also going to see more and
things we still need to improve on. partners as well as connecting our more partners building unique
Majority of the companies and partners with customers. Today, we Intellectual Property and managed
organisations have recently been are working with over 9,500 services as customers transition to
focused towards multi-cloud and partners which include ISVs the cloud. We are working with our
hybrid cloud. They have realised (Independent Software Vendors), SIs partners to help our customers not
that it’s not just about keeping your (System Integrators) and MSPs only seamlessly shift from legacy
data on-prem, but it’s about the (Managed Service Providers), and solutions to the cloud but also
combination of both. In emerging the OCP organisation is accelerating provide our customers with AI and
countries like India, many channels digital transformation journey of our IoT integrated cloud services.
tend to be more infrastructure customers across business and Another noteworthy trend is that
focused. Hence, there is a dire need government organisations. our conversations with customers
for partners to move from being a Nearly 3,000 of our partners offer are getting more industry focused. I,
pure infra selling company to cloud services, which makes the along with our partners, are creating
transform themselves to address Microsoft cloud ecosystem the Digital Transformation strategy
new trends of multi-cloud, hybrid largest in India. We are also working which is not only tailor-made to
cloud and consumption model. with over 700 partners to infuse AI specific industries, but also to
and cognitive services in the specific organisations.
Microsoft India workings of organisations across
verticals, including manufacturing, Channel directions for partners
retail, healthcare, automotive, We are focused on enabling
education, financial services and partners build AI solutions. We are
government services, among others. working with our partners to
With organisations increasingly analyse market needs for new
looking at technology to drive their solutions, making available to our
growth, these are exciting times for partners technical specialists and
Microsoft and our partners. We have architects to help build the solution
been working closely with our and training our partners on AI.
partners and are also assisting them Working with our partners as
with resources and trainings to solution providers and advisors, we
build their capacity in not only need to demonstrate to our
creating unique solutions but also customers a true understanding of
RAJIV SODHI, taking the solutions to customers. their business and ways in which
GENERAL MANAGER- PARTNER digitisation can improve it.
ECOSYSTEM, MICROSOFT INDIA Top tech trends for channel One of the best reasons to use
community Microsoft Azure cloud for
From a technology perspective, applications and services is its wide
MICROSOFT HAS AI, IoT and data centre
transformation are some of the
array of security tools and
capabilities. These tools and

LARGEST noteworthy trends. Another

technology trend is building of
capabilities help make it possible to
create secure solutions, Microsoft
business app which address needs Azure provides confidentiality,
ECOSYSTEM OF of CXOs. As an example, Ramco has
developed an AI based chat
integrity, and availability of
customer data, while also enabling
CLOUD PARTNERS interface using Microsoft Azure AI
framework, the interface helps
transparent accountability.
There are several ways in which

IN INDIA human resource personnel manage

routine tasks such as addressing
organisations can leverage digital
services, and we need to empower
queries around an employee’s our customers through information
Key highlights 2018 and employment history, timesheet, sharing and consulting, making sure
opportunities for 2019 expense filing and approvals, among that our customers have choices in
Year 2018 was significant for others. The user just needs to enter their digital transformation
Microsoft as our newly constituted his/her email address and journey.


Cover Story

automation, digital transformation, learning networks, that get stronger

IBM India security and fraud detection, and smarter over time. This
database management and essentially helps organisations
analytics, customer experience and respond to threats with greater
analytics solutions. In 2019, we see confidence and speed. Therefore, the
an opportunity in scaling growth in “cognitive SOC” is the necessary
the IT Infrastructure space through evolution of the industry to keep
our core offerings of SAP HANA on pace with increasing volume and
Power, High Performance sophistication of threats. Business
Computing, PowerAI and Software partners have to infuse AI.
Defined Storage as well as new ◗ Trust and transparency will
industry and business solutions continue to drive the AI-
around blockchain, AI and cloud. conversation: With companies
applying new anti-bias techniques,
REKHA MURTHY, Top tech trends for channel in combination with guidance from
community in-house and industry ethics
DIRECTOR – ONE CHANNEL, Business partners need to look out advisory groups, to make their
IBM INDIA/SOUTH ASIA for the following trends in 2019: products and platforms fairer.
◗ Hybrid multi-cloud architectures Partners also need to work with

IBM WILL will replace the “one-cloud-fits-all”

approach: According to research from
clients to build a fair and transparent
AI models.
Ovum, while 20 per cent of business
STRENGTHEN processes have already moved to the
cloud, 80 per cent of mission-critical
Channel directions for partners
IBM has been focused on helping
PARTNER-FIRST workloads and sensitive data are still
running on-premises because of
businesses in their transformation
journey. Through our partner

MODELACROSS performance and regulatory

requirements. As they enter the next
phase of their cloud journey, many
outreach, we build, nurture and
grow a thriving and effective
ecosystem where our partners can
ALL MARKETS organisations will be moving away
from “one cloud fits all”.
provide solutions, services, and
value-based skills to enable their
Public cloud may be a key to cost client’s success.
Key highlights 2018 and effectively accelerating digital Our strategy is three pronged–
opportunities for 2019 transformation, but many enterprise building loyalty, extending
For the first time since the rise of data centres aren’t going anywhere, capability and accelerating time to
the internet we are witnessing a nor should they. Not every workload revenue. I will continue to
shift in the epicentre of market is a candidate for the public cloud. strengthen our partner-first model
disruption. Today, the world is Businesses will increasingly drive across all markets, differentiating
progressing ahead on the digital value from the integration of public IBM's unique portfolio and creating
transformation journey with new age and private clouds as they seek to value for IBM and partners. I will
technologies like artificial get the most out of their cloud work with our partner community to
intelligence, cognitive, blockchain, investments by taking a hybrid accelerate development and delivery
IoT and more, delivered on the cloud. multicloud approach. A hybrid of cloud, AI and solutions to our
2018 witnessed acceleration in the multicloud environment uses a clients and at the same time improve
adoption of all these technologies combination of on-premises, private our partner end-to-end experience. I
with business partners skilling and cloud and public cloud architecture, will work on increasing adoption of
upskilling themselves to align their with best-in-class resources from cloud and AI solutions, improving
business with client requirements. different cloud vendors. Business the partner experience and
We foresee a data-driven business partners need to skill themselves enhancing their skills on IBM
strategy backed by cloud and AI will and be prepared to help their clients platforms.
continue to bring in transformational navigate through their cloud journey. For example, IBM PartnerWorld
and cultural change in 2019. ◗ Cognitive Security Operations the award-winning global
At IBM, we are focused on helping Centre: Cognitive computing, is an programme, designed to help our
businesses with their digital advanced type of artificial partners increase demand, grow
transformation, working very closely intelligences that leverages various their business, and improve
with our ecosystem of partners forms of AI, including machine- profitability, has been recently
across hybrid cloud, digital business learning algorithms and deep- refreshed and enhanced with new


Channel Directions 2019

content and offerings for partners to growth market areas, including connected things continues to create
leverage such as; composable infrastructure, hyper- a wealth of new mobile and IoT-
◗ Refreshed market and competitive converged solutions, storage, based services and capabilities from
intelligence site which partners can software and consumption services. the edge to the cloud and across the
refer and take content from to up In 2019, a more edge-centric, cloud- enterprise. However, securing and
their game in the market enabled and data-driven enterprise managing IoT devices to support
◗ Skills gateway: A university like approach, coupled with flexible, business requirements is a top
programme for learning for BPs consumption-based IT, will ease the concern for business and technology
◗ Third party marketplaces where burden of administration. It will also leaders, along with stopping
BPs can do digital shopping of IT enable organisations to focus on advanced threats, as hackers
solution Partner to Partner Connect. revenue-generating priorities and continue to get more sophisticated.
new capabilities to accelerate The challenges will lie in effectively
customer innovation and enterprise adopting these innovative new
HPE India transformation. HPE has also built an technologies, without putting
innovative portfolio of products and corporate data at risk or burdening
services that enable customers to IT teams.
successfully take advantage of these Lastly, the pay-as-you-go
trends. These solutions and services economic model resonates broadly
coupled with our partner ready across the enterprise as the benefits
ecosystem will continue to create new are tangible with consumption-
value opportunities and reduce time based IT on-premises and managing
to market. cloud consumption. It helps them to
quickly deploy IT to support new
Top tech trends for channel projects, new businesses, and new
community customers. Consumption-based IT
In 2019, hybrid cloud will be the provides businesses with
norm. The only way to respond to personalised attention, enables
JOYBRATA MUKHERJEE, this uber hybrid world is to offer an them to eliminate some of the ‘heavy
DIRECTOR - CHANNEL, SI, open approach of building solutions lifting’ necessary to operate IT, and
and managing environments—an allows them to focus on growing
ALLIANCES AND SERVICE approach anchored by their own enterprise. In 2019 and
PROVIDERS, HPE INDIA composability. This will provide beyond, we believe you’ll see more
organisations with the integration and more businesses adopt this

AI & MLWILL BE IN and flexibility to address any

intelligent IT solution that pays
dividends across their organisation.
With increased cloud adoption,
DEMAND FOR the pace of business has changed as
well. In 2019, infrastructure
Channel directions for partners
HPE’s vision is to invest in high-

PREDICTIVE & automation, machine learning, and

artificial intelligence for predictive
growth areas of the market, where
the biggest opportunities lie for us
and proactive operations will be and our partners. Through our
PROACTIVE required to achieve agility and keep
pace with today ’s data-driven
Partner Ready Program we are
rewarding partners with higher
OPERATIONS businesses.
The new year will also mark the
rebates and quicker access to higher
membership tiers for their
Key highlights 2018 and year of intelligent storage for investment and sales of these high-
opportunities for 2019 businesses as IT decision-makers growth products and services,
Our vision is to invest in high- will utilise intelligence to address including:
growth areas of the market, where their always-on, always-fast ◗ Software-defined solutions such
the biggest opportunities lie and requirements. Moreover, we will as HPE Synergy and HPE SimpliVity
further enable our partners to sell witness the adoption of storage ◗ Storage solutions such as HPE
solutions and differentiate. In 2018 class memory that extends the Nimble Storage and HPE 3PAR
we further enhanced our partner acceleration and consolidation value ◗ Software solutions such as HPE
ready program, thereby accelerating of all-flash arrays to even the most OneView and HPE OneSphere
the partners profitable growth by demanding workloads that require ◗ Services led solutions such as
rewarding them for investing in ultra-low and predictable latency. HPE GreenLake and HPE Datacenter
product lines aligned to these high- Additionally, the explosion of Care


Cover Story

HPE has an unwavering ◗ Cloud computing: With their transforming rapidly to keep up with
commitment to the channel, we think minimum operating cost, the customer demands. Cross-selling
of our partners as an extension of our the cloud has lured many small and and everyday innovation are what
own team. mid-level, along with large will take center-stage during
It is imperative for the channel businesses towards adoption. this year.
community to adapt fast, identify Various cloud environments offer ‘Value Add’, will graduate into
these top big areas and customer vast opportunities for ‘One Stop Solution’ in 2019. We will
needs and accordingly align their partners. see partners courageously exploring
strategy to it. ◗ AI: Although in it’s at a nascent different permutations and
stage, AI has managed to disrupt the combinations of different business
entire business ecosystem and is models to fulfill their growth
Schneider Electric India going to bolster the growth aspirations.
further in 2019. The enterprise
channel has huge prospects Channel directions for partners
in this flourishing business vertical, Schneider Electric partners bring
which is the near future of the together an array of components
industry. to meet the needs of customers
in a specific market segment.
Top tech trends for channel Whether our partner is from the
community electrical, IT, security, building
The IT channel industry faced a automation, structured
fair amount of volatility during 2018 cabling systems or any other
owing to continued repercussions of segment, we aim to support
the GST and growing influence of them in excelling in their business
digitisation. However, the industry field and develop new areas of
GURUDUTT M, player continued to differentiate expertise.
DIRECTOR, CHANNEL SALES themselves through value We have a revamped online portal
addition while building on for our IT channel partners. Through
MANAGEMENT & newer capability. the portal, Schneider Electric
TRANSACTION BUSINESS, ◗ The Indian IT channel business ensures significant updates have
SCHNEIDER ELECTRIC has embraced consolidation to find been made to partners’ personal
new business prospects and ensure pages to help them track their
better margins requirements, allowing for sales,
‘INDIAN IT ◗ There has also been a shift of
focus towards solutions that
presales and owners to access what
is most important to them. The
CHANNEL encompass the supply of a complete
range of products and services
Partner Portal for IT channel partners
features a variety of online support
◗ The growing significance of the
BUSINESS HAS channel industry for consumers,
corporates as well as the enterprise
tools and access to numerous
training guides and practical
solutions. It also serves as a
EMBRACED segment, along with the B2B
segment has been one the major
network, which provides access to
information on the latest data centre

CONSOLIDATION’ shift during the year.

Additionally, players across the
infrastructure products and
industry are cross-selling their Schneider Electric is a channel-
Key highlights 2018 and technical and commercial focused organisation, where we
opportunities for 2019 capabilities for ensuring continuous place great value on the mutually
We can see three clear growth in a rapidly evolving beneficial relationship we have with
tech trends that will contribute business environment. our partners. This Partner Portal fits
to the growth of channel The channel business has evolved perfectly with what we offer our
business: over the years and the hunger to partners and allows us to work
◗ Security and surveillance: improve the business has led both closely with them as they move
We see channel partners expanding partners and vendors to try different through the channel.
verticals and stepping into the business models to stay relevant in The easy-to-use platform includes
security area for better RoI and the market. We are hopeful to essential training to maintain
sustainable business in a witness a similar trend during this partner certification levels,
big way. year as well. The industry is marketing collateral and


Channel Directions 2019

sales tools, as well as opportunity and we expect this to pick up further together with Oracle.
registration, lead generation, pace in 2019. Given the IT spending For 2019, two of our key growth
networking opportunities, in India is expected to grow to US$ objectives are: strengthening our
free training, and a Rewards 89.2 billion in 2019, we see a lot of SaaS leadership, with cloud ERP as
Program. opportunity for channel players to the beachhead; and helping Indian
Certifications forms a critical drive large scale business businesses upgrade to the
part of the development of our transformation of customers. 2019 technology of tomorrow, today - with
partners. Individual members will also see a lot many channel generational innovations like Oracle
within the partners can intuitively partners make the mind-set shift Gen 2 cloud and our autonomous
manage their certifications, towards cloud and reinventing their database, the world’s first and only
allowing the partner to business models. With cloud as the ‘self-driving, self-securing and self-
maintain and achieve higher foundation, we expect more uptake repairing’ database. Our partners are
partner status. for emerging tech paradigms such as aligned to these focus areas and are
AI/ML, blockchain and chatbots in committed to make this an even
the enterprise, thereby unleashing a more mutually rewarding year.
Oracle India new level of market opportunity for
the channel ecosystem.
Polycom India
Top tech trends for channel
With more and more Indian
companies looking to transform into
digital-first businesses, the move to
cloud is becoming increasingly
appealing. I have seen Indian
businesses leapfrog some of their
APAC peers when it comes to cloud
adoption. Our partners understand
this and are aligning themselves for
RITESH SYAL, a cloud-first world, where
SENIOR DIRECTOR AND businesses are increasingly turning
to emerging technologies like AI/ML, ANKUR GOEL,
HEAD-ALLIANCES & CHANNELS, blockchain and chatbots to unlock INDIA CHANNEL HEAD, POLYCOM
ORACLE INDIA new growth avenues, improve
productivity, efficiencies and

ORACLE accelerate innovation. Another

important generational innovation
that the channel partners should bet
on is autonomous cloud services, as REVOLUTIONISE
automation is fast becoming table


Channel directions
for partners
Clearly cloud will continue to be
OPPORTUNITY our focus for 2019 and beyond. There
is an opportunity for every partner to
Key highlights 2018 and
opportunities for 2019

FOR CHANNEL choose an area in the cloud, be it

IaaS/PaaS or SaaS and expand their
specialisations. I believe in the
2018 was an exciting year for the
industry – there was a massive shift
in how technology was implemented
Key highlights 2018 and ‘partners for profit’ philosophy of and used in the workspace. Some of
opportunities for 2019 doing businesses and are highly the key highlights include:
2018 saw a number of focussed on enhancing the skill ◗ Interoperability went
technologies moving from hype to sets of our channel partners, mainstream: Interoperability i.e. the
actual implementation. We saw enabling them to become more real-time data exchange between
strong adoption of cloud standardised, which can result in systems without middleware
technologies by Indian businesses them winning more business became mainstream for end


Cover Story

customers. In 2018, Microsoft and technologies take advantage of

Skype for business became advances in Wi-Fi connectivity and Sophos India
interoperable. Polycom launched compute power to get more done,
Real Connect O365 service for native better, faster – together.
interoperation between Microsoft ◗ Artificial Intelligence (AI) will
and Skype for business and teams revolutionise the modern
with video-based endpoints. There workplace: Cameras are becoming
was a concerted effort on the part of more intelligent with technologies
solution providers to have their like speaker tracking, facial
systems and services interoperate recognition (AI) and advanced
with systems and services of other analytics providing organisations
solution providers. with invaluable insights, helping
◗ Adoption of technology-enabled them enhance the overall experience
huddle rooms: There was a growth and the productivity of video
in the number of technology-enabled conferences. This trend will grow in SUNIL SHARMA,
huddle rooms or small meeting 2019 and facial recognition
spaces which helped a wider pool of technology will prove to be MANAGING DIRECTOR – SALES,
employees collaborate with each instrumental in the modern INDIA & SAARC, SOPHOS
other and with the outside world. workspace.
◗ Cloud for SOHO; hybrid for
This was driven by the fact that
today’s workers increasingly depend enterprises: While video cloud SOPHOS LOOKS
on technology to achieve high levels services are becoming the first
of productivity as they expect to
connect instantly, work smarter,
choice for small/home offices
(SOHOs), enterprise customers are
produce outcomes and drive results
quicker. Technology-enabled huddle
still looking at on-prem and hybrid
environments. The enterprise EXPAND ITS
rooms satisfied this need for real- customers with investments in
time, productive collaboration.
2019 would be a great
legacy hardware and software still
face security concerns while
opportunity for the IT channel
industry to stitch together the
adopting the pure cloud
environment. ACROSS THE
collaboration cloud services with
intuitive audio and video devices,
seamless content sharing. And
Channel directions
for partners
acoustics to provide best in class We want our channel partners to: Key highlights 2018 and
experience to the customers, thus ◗ Focus on experience: Channel opportunities for 2019
making conference room and huddle partners should invest in enhancing The global IT security market is
room meetings richer in experience the overall ‘Experience’ of the end pegged at US$ 46 billion, growing at 7.9
and thereby improving business customers. “Video is the new voice” per cent CAGR, while India’s
productivity. goes the thinking in many cybersecurity market is estimated to
organisations today, where grow from US$ 4.5 billion currently to
Top tech trends for channel employees are increasingly US$ 35 billion in 10 years. With
community working remotely from home offices, augmented reality, automation,
Collaboration will move beyond satellite offices, client sites, and Internet of Things (IoT) and machine
calendar invites and go towards a the road. learning ruling 2018, the year 2019
culture of enabling collaboration ◗ Focus on customer service seems all set to witness a technological
everywhere. While the notion of excellence: The partners should revolution and growth in adoption of
working from 9-5 has long invest in enhancing customer service predictive cybersecurity technologies,
evaporated in a world where excellence. They should focus on powered by deep learning, artificial
connectivity and productivity are investing in technology neural networks. All of these factors
possible from even the most remote infrastructure to handle deployments will have an impact on the IT channel
locations, the calendar invites still of all sizes and complexities, industry, which will also see massive
rules where and when we get integration of technologies in the growth and expansion in 2019.
together. This will change in 2019 – customer environment, and Just as last year, our business will
we will advance collaboration as training users to improve adoption, see steady growth in 2019 as well. With
more enterprises adopt web-based and finally to maintain the hackers constantly on the lookout for
collaboration tools, and device deployment. vulnerabilities and weak entry points to


Channel Directions 2019

attack, cybersecurity solutions will are needed to protect against exploits

continue to see increased adoption and ransomware. These organisations Vertiv India
among organisations. From a channel will rely on channel partners to
perspective, we continue to expand recommend best protection against
our channel penetration across Tier 2 these ongoing and sophisticated
and Tier 3 markets while attacks. We believe channel
strengthening our top tier channel partners have a significant
presence. In 2019 too, we look forward opportunity to improve their
to expand our channel depth across customers’ protection with minimal
the country to provide next-generation impact and grow revenue
threat protection to businesses of opportunities.
all sizes.
Channel directions for partners
Top tech trends for channel Being a channel first and channel-
community only organisation, our efforts are SANJAY ZADOO,
SophosLabs 2019 Threat report, focused on empowering the channel
gives insight into three key trends that ecosystem by providing the best-in- COUNTRY HEAD – CHANNEL BUSINESS,
will impact cybersecurity in 2019. class pre and post-sales support, VERTIV INDIA
Capitalist cybercriminals are turning training and certification
to targeted ransomware, inspiring
copycat attacks. In 2018,
programs, access to world class
marketing communications via our EDGE COMPUTING
cybercriminals banked millions of partner portal and competitive
dollars with hand-delivered, targeted
ransomware attacks. We believe the
Sophos is turning the channel into
financial success of targeted
ransomware like SamSam, BitPaymer
trusted cybersecurity advisors whom
customers can bank upon. We will BE THE EPICENTRE
and Dharma will inspire copycat continue to support our partners with
attacks and we expect more to
happen in 2019.
the right tools, technologies and
programs to help them deliver the
Cybercriminals are using readily
available Windows systems
best service to their customers. In
tandem, our channel partners are THE DATACENTRE
administration. This year’s report focused on delivering the best service
uncovers a shift in threat execution, as
more mainstream attackers have
to their customers by continually
investing in the training and
evolved their techniques to use readily certification required to make their Key highlights of 2018 and
available IT tools as their route to teams masters in the field opportunities for 2019
advance through a system and and well placed to provide the right Emerging technologies are
complete their mission – whether it’s cyber security guidance to their reshaping the future of businesses
to steal sensitive information off the customers. The challenges evolve in across the globe and 2018 witnessed a
server or drop ransomware. our sector, so we need to continually major uptake towards digital
Mobile and IoT malware is not invest and develop to ensure transformation. The latest technologies
slowing down. With illegal Android we stay one step ahead. gaining momentum in the market have
apps inreasing, 2018 has seen an As the market gets increasingly been AI, IoT, 5G, robotics and Edge
increased focus in malware being complex, point solutions are no longer Computing as businesses begin to
pushed to phones, tablets and other enough. Organisations of today need recognise innovative deployments that
IoT devices. Attackers are finding to think like security companies and can be used to enhance efficiency and
novel ways to evade detection by need multi-layered cybersecurity make businesses operations simpler.
Google and get malicious apps solutions to detect and remediate From a data centre standpoint, Edge
published on the Play Market and threats. Partners have an opportunity Computing was one of the leading
much more. to scale their business and move from trends where we experienced some of
These trends will have a huge solution providers to MSSPs to the innovations taking place as
impact on partners as their customers deliver these security solutions for companies began to understand the
will feel increased pressure to protect their customers, who do not possess importance of it with increasing
and secure company information. As in-house skills to support such proliferation of Industrial IoT (IIoT)
cyber attacks today are both constant complex, multi-layered cybersecurity devices. This transition and adoption
and changing, many organisations still solutions. will be a big part of IT strategies even
don’t understand what technologies in 2019. As per recent a report by


Cover Story

Statistics, market opportunity for Edge models into production, where they
Computing is expected to be at US$ are running operations to enhance Hitachi Vantara India
20,495.24 million by 2026. decision-making and provide forward-
looking intelligence to people in every
Top technology trends for channel function. In 2019, several non-
community technology companies will also start
Edge Computing will continue to be building AI capabilities which will see
the epicentre of innovation in the data the focus shift from “AI strategy” to
centre space in 2019, with focus on “AI-driven” results for real business
advanced intelligence programs to impact.
simplify operations and bridge the skill In 2019, organisations are expected
gap. Some of the leading trends for this to change the way they hire data centre
year would be – simplifying the edge, personnel, moving away from
AI, workforce revolution. traditional training programs, towards
For most of the businesses in India, more agile, job-specific instruction with ANUPAM NAGAR,
Edge has become a critical part of an eye toward the Edge. Businesses CHANNELS & ALLIANCE
their digital ecosystem. Intelligent will turn to intelligent systems such as
infrastructure systems with machine AI and machine learning to simplify
learning capabilities working in operations, preserve institutional
tandem with cloud-based analytics
are fundamentally changing the way
knowledge, and enable more predictive
and efficient service as well as
we think about Edge Computing and
Edge services. A smarter, simpler,
maintenance. With these changes,
customers will expect the IT PROVIDE OUR
more self-sufficient edge of the infrastructure products to have self-
network is converging with broader
industry and consumer trends,
diagnosis and predictive service
including IoT and the looming rollout
of 5G networks, to drive powerful, Channel direction for partners TO UNTAPPED
low-latency computing closer to the Vertiv considers India as an
end-user. This will result in a more
robust, efficient edge of the network
important market as the region holds
lot of opportunities with the ongoing
with enhanced visibility and self-
healing capabilities requiring limited
digital transformation. The company
looks forward to growing with its SOLUTIONS’
active management. We are seeing partner network as it plays a critical
increasing use cases of Edge role in our go-to-market strategy. We Key highlights 2018 and
Computing in retail, warehousing, invest in educating our partners on opportunities for 2019
manufacturing and healthcare space. technology applications and set a Looking back, 2018 witnessed a
We at Vertiv are aligning and direction for them to approach wider acceptance of digital
developing solutions to meet these prospective or existing customers. transformation in India, with
expectations of customers and we It’s important for this group to have enterprises actively taking charge of
expect our partners to be ready to complete insight about its customers’ the ecosystem in laying out strategies
take these developments to the businesses by spending more time that directly aligned to their
customers. with them to understand their business transformation journey. The channel
A recent Gartner survey showed needs and challenges. This helps in community across industries, including
that 59 per cent of organisations are building stronger alliances in the long banking, telecom, manufacturing, ITeS,
still gathering information to build term. The second direction is to build healthcare and government sectors,
their AI strategies, while the the right capabilities which are aligned adopted differentiated ways to address
remainder have already made to the newer technology developments market gaps by leveraging advanced
progress in piloting or adopting AI in the ecosystem. tools and processes to better
solutions. AI has become an Customer today is more informative understand their customers.
inseparable part of most of the and expects OEM and the partner to While the traditional channel
businesses across the globe, bringing recommend a solution which integrates ecosystem will continue to evolve, 2019
in advanced technology, providing it in heterogenous environment. This will be an important year for companies
businesses a competitive edge and demands a lot of consultative skills and looking to expand business horizons to
better results in terms of performance. knowledge at the partner's end to sustain in the industry. We feel that
Leading technology companies have anticipate future scope and suggest a companies will shift from becoming
already started to move their AI comprehensive solution. ‘data generating’ to ‘data powered’


Channel Directions 2019

organisations. Data curation will be a closely with its partners to help them specific channel efforts, we focused
big focus for channel partners looking provide our customers with industry’s on our Global System Integrators
to truly understand the meaning of best solutions and tools for storing, (GSI) partners such as IBM and Wipro;
data. Technologies like AI and ML will curating and generating intelligence alongside our engagements with
take control of unstructured data out of their data – both structured and traditional and local partners. A large
sources – such as text, video, audio, unstructured. We plan to provide our part of our business share comes form
images, social media, clickstreams and partners access to untapped segments GSI partners and local Tier 1 partners
log files – to allow leaders to drive and solutions, leading to a good growth – we work with them very closely. We
business decisions through the power in their business and avenues to add are also working in close co-
of data. Organisations will be looking tremendous value to their customers’ ordination with top consultants.
for orchestration capabilities like digital transformation journeys. Another major focus of ours is on
Hitachi Vantara’s Pentaho’s data the government side, because
integration and machine learning Symantec India security is gaining prominence in
orchestration tools, to streamline the government's digital initiatives. We
machine learning workflow and enable have also got multiple deals in other
smooth team collaboration. segments as well, such as BFSI.
The opportunities in 2019 will be
Top tech trends for channel based on the momentum of 2018, from
community the customer perspective, across all
With increasing data requirements, segments. We expect the momentum
the channel community will look at to continue in 2019 as well. Be it the
extending enterprise boundaries to BFSI or telecom sector, the
the edge – where both data and users government's mandates is resulting in
reside, and multiple clouds converge. huge investments in security. This
Public cloud will provide the brings in many opportunities for
connection between edge and core partners. From the overall channel
data centres creating the need for a GANESAN ARUMUGAM, partner ecosystem standpoint, we are
hybrid cloud approach based on open DIRECTOR - PARTNER SALES, witnessing many new partners
REST or S3 App integration. Edge SYMANTEC INDIA aligining with Symantec, due to our
computing is expected to be less of a complete suite of security offerings –
trend and more of a necessity, as
companies seek to cut costs and SYMANTEC WILL from Internet of Things (IoT), mobile
devices, servers, security analytics,
reduce network usage. The role of data etc. For any oragnisation looking to
centres will become more automated,
with API-based architecture playing
AGGRESSIVELY build a holistic security platform,
Symantec is well-positioned to cater
an important role to draw information
in from various sources and create a
ONBOARD NEW to their needs. Partners are also
building their sales on Symantec's
more intelligent solution.

Channel directions for partners

PARTNERS,BUILD offerings, and are selling more of our
products to their customers.

As a company, we have a
comprehensive portfolio of co-creation
DISTRIBUTION Top tech trends for channel
capabilities and proven
methodologies with our established CHANNEL Security, being a matured market,
nothing significant may happen in
collaboration processes. We strongly terms of technology. Basic things such
believe that market transitions and Key highlights 2018 and as new products and features may hit
opportunities can be delivered by opportunities for 2019 the market, and partners will focus on
companies that are focused on For Symantec, 2018 was a great these areas, depending on their focus
expanding channels to reach year, especially in terms of segments. For 2019, partners need to
customers. With digital consolidation. We acquired Blue Coat focus on how they can offer solutions on
transformation playing such an Systems and consolidated channels – top of customer's existing security
integral role in today’s industry, both both distributor and consultant sides. infrastructure. In our observation, we
partners and channel are ready to We also put in efforts for enablement have seen BFSI companies
bring about significant changes to of partners in the area of technology. consolidating their muliple security
their go-to-market strategy to stay With this acquisition, we have merged solutions. Hence, partners need to focus
ahead of their market peers. Symantec's and Blue Coat's channel on how they can integrate multiple
For 2019, Hitachi Vantara is working ecosystems. In terms of our India- solutions used by their customers.


Cover Story

Channel directions for partners sector in 2018 – digital transformation, profitability. As more organisations
In 2019, we will continue to enable security and digital workspaces. I move to the cloud, mobility makes
our partners in terms of new expect to see the same trends further inroads within the
technologies. We will also focus on carrying forward to 2019, with the subcontinent and connectivity
building the services portfolio among only difference being the intensity of improves, we will see IoT coming into
our partners, in order for them to build the energy around them. Appetite for its own with more sectors and
services around our technologies. all three will grow larger and more organisations tapping into it for newer
Alongside, our focus will also be on focused in the coming years. The and better ways of functioning.
working with GSI, SI and top tier partner network is already abuzz with
national partners. Under our identifying and implementing new Channel directions for partners
enterprise business, we are looking at intrinsic strategies that help We have recently launched
introducing a bundle offering for the customers achieve a higher degree of VMware Master Services
SMB customer base. We will security, for instance, helping the Competencies in 2018 for our partner
aggressively onboard new partners, customers secure their infrastructure. network and will continue to
and build our distribution channel. Digital workspaces too will remain capitalise on it 2019. Master Services
Partners should also strengthen their the focus in 2019, with an added focus Competencies recognises
efforts to build stickiness with on device management. Partners are outstanding services partners, for
customers. This will ensure repetitive in tune with market demands and are expertise in specific VMware solution
business for them. Moreover, partners involved in supplementing their areas. Attaining a Master Services
should also align their focus on skillsets to offer differentiated Competency can help accelerate
building the services business. strategies for mobile workforces. capabilities and grow their business,
There has also been a recalibration providing a pathway to greater
VMware India around on-premise and public cloud profitability. Our partners can enroll
infrastructure and how partners can for this program and stay aligned with
help customers implement hybrid and vision and strategy for growth.
multi-cloud strategies seamlessly.
Fujitsu India
Top tech trends for channel
The most important technology
trend that they should be betting for is
the shift to the public cloud. The shift
to the cloud is the foundation for
digital transformation and the first
stepping stone for any organisation
looking to make the transition.
SUNDAR BALASUBRAMANIAN, The second trend the channel
SENIOR DIRECTOR, GENERAL community is betting on is mobility.
BUSINESS (COMMERCIAL SALES & Anytime, anywhere, any device
access is no longer good to have an
PARTNERS), VMWARE INDIA option but a business necessity that is MEHUL DOSHI,
key to improved productivity and even HEAD OF PRODUCT BUSINESS, INDIA,
INDIAN DIGITAL morale. By 2022, there will be more
than 700 million smartphone users in

TRANSFORMATION the country. The new Indian consumer

is online, connected and accustomed ‘ENTERPRISE
to ease of use and instant access that
JOURNEYWILL traditional business models just
cannot deliver. Partner network is well CUSTOMERS ARE
CONTINUE ITS positioned to deliver innovative
mobility solutions in the coming year. OUR FOCUS
The third trend that I feel will
UPWARD GRAPH strengthen further in 2019 is the
Internet of Things. Already some
AGAIN IN 2019’
Key highlights 2018 and sectors like manufacturing are Key highlights 2018 and
opportunities for 2019 leveraging IoT solutions to improve opportunities for 2019
Three trends ruled the IT channel efficiencies and ultimately ◗ We have introduced newer


Channel Directions 2019

technologies like LIC, AI for which subscription-oriented strategy puts

we have engaged with our selected
Cisco India partners in an ideal position to
partners capitalise on customers' desire to
establish, expand and
◗ We did not evangelise, but had accelerate multi-cloud and
early successes hybrid-cloud-based digital
transformation initiatives around
◗ Fujitsu once again stands intent-based networking, network
committed to bring in analytics and security.
breakthrough technology solutions Channel partnerships are more
in India through our esteemed important now than ever and
partners. battling complexity is a big challenge
for partners. 2019 will be the year;
Top technology customers get the simplicity they
trends for channel B RAGHAVENDRAN, need from their IT architecture.
community MANAGING DIRECTOR, Enabling multi-cloud, driving
◗ Converged and hyper PARTNER ORGANISATION, automation, integrated security, SD-
converged: An obvious reason for WAN will all be a part of this whole
channel engagement here is the CISCO INDIA & SAARC architectural transition and 2019 is
market growth of these solutions. going to be the year for that.
The market has grown by a
significant percentage as
CISCO BETS ON Top tech trends for channel
most of the vendors have
solutions pertaining to these
SOFTWARE In this new digital economy,
simply selling a product is no longer

◗ ERP infra solutions: This has

STRATEGYFOR enough. Customers are looking for
solutions to help them deliver
been ever green vertical from
IT selling perspective. PARTNERS business outcomes that enable
growth and profitability. To capitalise
The market has been dominated on this opportunity, it is important
by SAP HANA, but there are a
number of other ERP solutions,
IN 2019 that our partners build new skill sets
to make themselves relevant to their
wherein partners play an Key highlights 2018 and customers. In 2019, gaining expertise
important role. opportunities for 2019 in new areas like industry 4.0,
Today digitalisation accounts for automation, data analytics,
◗ AI based infra solutions: There are 23 per cent of the total IT budget in cybersecurity, ML, etc., will help
a few customers, especially in Indian IT organisations. For us and partners better understand and
energy, education and research our partners to stay relevant with our deliver powerful vertical market
sector, who were the early customers, speaking this language solutions.
adopters of AI. These solutions and adopting this sales motion is Security will be part of every
need skilled sales and presales, important. In 2018, global spending conversation with customers this
wherein the channel community is on digital transformation year, with sophistication and
getting geared to take their technologies hit US$ 1.3 trillion, an persistence of attacks showing no
organisation to the next increase of 16.8 per cent from the signs of respite. With shared
league. previous year, as per an IDC risks in cyberspace, the need
forecast. While the individual to work side-by-side with
Channel direction for partners state of evolution may differ partners on pressing cyber
◗ Keep focusing on newer in each sector, everyone is challenges will become increasingly
technologies clear that digitisation is the important.
way forward. The emergence of software as a
◗ Keep creating value, either through Another highlight of note is that service (SaaS)–and its inherent
presales or post sales on newer 2018 has been a landmark year for subscription-based pricing
technologies. the IT channel industry, as it marked model–has led to massive
a decided shift away from products opportunities for the partner
◗ Enterprise customers remains our to solutions, more so with an community. As customers do with
focus again in CY 2019. increase in services. The transition any new technology or new way of
towards a more software and doing business, they will need a


Cover Story

smooth path to transform how to drive its channel strategy.

they buy and consume software. Avaya India First, an intense focus on the cloud,
Channel partners who lead making cloud services available to
with software will see bigger deals every partner – no matter their
and will have more access to size/business models. In 2018, our
expansion opportunities to sell more cloud partner ecosystem has grown by
products. 50 per cent year-over-year, with 144
partners in 48 countries offering Avaya
Channel directions cloud services.
for partners Secondly, our prime focus is going to
With rampant digitalisation, the be on enabling the partner community
market has grown more complex, to move from one value proposition to
therefore getting to the root of the more advanced ones. Moving ahead,
customers problem is best done Avaya will be focused on inclusivity
through partners, and hence we and open innovation. We aim to
invest heavily in these relationships.
VIVEK SINGH, empower our channel partners to
The power of Cisco's partner DIRECTOR – SALES, ENTERPRISE AND provide holistic solutions to their
ecosystem is grounded in our close GLOBAL,AVAYA customers through our open platforms
working relationship with our (APIs), creating opportunities for
partners. To keep pace with the
changing technology landscape, we ENHANCING innovation-minded channel partners
and “take the lead on innovation”.
need to be in lockstep with our Thirdly, Avaya would also be
partners if they are to operate
CUSTOMER launching a series of APIs on the
Avaya Communication Platform as a
The partners need a software
strategy and Cisco is evolving its
EXPERIENCE,AKEY service that customers and partners
can accelerate their innovations and go
channel strategy to help partners
capture new opportunities, refine AREAFOR CHANNEL to market more quickly.
For the channel industry at large,
software and service skills, and we have made significant investments
differentiate themselves in the
markets they serve.
COMMUNITY in helping them better align with
emerging technologies.
We also realise the importance of
partners’ ability to articulate the Key highlights 2018 and Top tech trends for channel
value proposition to potential opportunities for 2019 community
customers, and hence have 2018 was a positive year for us and Three technology trends that the
implemented the three-tiered Black our partners. Over the course of 2018, channel community should be betting
Belt program to serve this purpose. we have made significant investments on are:
Under the Black Belt initiative, in technology partnerships which have ◗ Adopt voice technologies:
Cisco invests with individuals paid dividends, leading to fully formed Consumers love to communicate with
within the partner through sales, solutions, that are now available on the voice and the growth in the smart
post sales and support services Avaya’s platforms and, crucially, to our speaker market has proven that. Of
sectors, providing them with in- channel partners. those who own a smart speaker, 50 per
depth training of state-of-the-art These products, developed through cent say they’d like to use it to access
network and other solutions to our DevConnect and AI Connect an organisation’s customer service
enhance the ability to articulate programs, provide partners with team, according to research by
these services and what such vertical-specific, readily integrated SuperServe. Moreover, consumers want
architecture could do solutions that can be more easily their voice-enabled technologies to
for a customer. deployed. These programs also helped make things more convenient; 71 per
The evolution of our partner us onboard new partners onto our cent would like to bypass identification
programs is a reflection of our ecosystem and also provide them with and verification questions by using
continued commitment to improving greater incentives and flexibility to voice biometrics.
the overall partner experience, grow. So clearly, this is an opportunity for
strengthening our joint go-to-market In 2019, we are looking forward to the partner community and a must do!
initiatives, and ultimately further innovate, transform, and grow ◗ Phone and video are here to stay:
ensuring our partners succeed in in value and relevance to our channel There’s no substitute for a first-class
owning the digital transformation partners. This year, Avaya will be phone interaction, and as per the
space. focused further on three major aspects SuperServe report, four in five


Channel Directions 2019

consumers say phone is the best way ◗ Avaya cloud offerings that we will move more towards being
to connect with someone quickly. ◗ Avaya vertical specific and readily a true business advisor instead of a
Similarly, 73 per cent say that the integrated solution that can be more just being the technology advisor.
phone is the easiest way to explain a easily deployed For the channel, the voluminous
service problem, and almost the same ◗ Application specific within large market is expanding opportunity for
number say they get the best answers accounts vendor management. While seemingly
over the phone. The other trend which ◗ Further penetration and coverage in obvious, a vendor manager acts as
is here to stay is video interactions. mid-market in 10 more cities liaison between end customers and
Video provides a richer customer ◗ Services led in key markets cloud-based vendors/service
experience, allowing consumers to ◗ Low end SIP phones and other new providers. The indirect channel is
more easily get their point across and products which we are launching will accustomed to this role, but today the
customer service agents to better enable our growth further with partners task holds new meaning as customers
sense their customers’ emotions. navigate potential travails of the cloud
◗ Use AI to deliver intelligent world. For anyone operating in the
Lenovo India
experiences across all channels: channel it is essential to be looking at
Consumers want the organisations the horizon to ensure you remain
they interact with to be smarter. 73 per relevant to your customers.
cent would be happy for AI to ‘notice’
when they’re having problems with a Top tech trends for channel
website and be proactively offered community
help. Similarly, 40 per cent consumers The market is disrupted by many
actively want AI to make better emerging technologies but a few to
recommendations about new products look out for are :
and services. As we move forward, ◗ Higher SSD adaption than tradition
providing intelligent customer storage for faster data transfer: An
experience will become a norm, and SSD (solid-state drive) is a type of
this is a great opportunity for partners, nonvolatile storage media that stores
to invest in AI and help businesses persistent data on solid-state flash
deliver exceptional customer ASHISH SIKKA, memory. Two key components make
experiences. DIRECTOR - SMB, LENOVO INDIA up an SSD: a flash controller and
NAND flash memory chips. The
Channel directions for partners architectural configuration of the SSD
As technology evolves, one critical
aspect that every business and
FOR LENOVO, controller is optimised to deliver high
read and write performance for both
customer will be focusing on is
experience. A recent global poll by THE DIRECTION IS TO sequential and random data requests.
SSDs are sometimes referred to as
Avaya found that 40 per cent of flash drives or solid-state disks.
executives believe that their
company’s customer experience
FOCUS ON ◗ Thin and light preference by more
end users: T&L will be our major focus
journey is “poor” or “average,” with 93
per cent saying that they will be
SOLUTION SELLING in India and most of our investment
will be circled around the same. The
focusing more on improving the
customer experience. So clearly, APPROACH entire retail front will be decked with
Ultra-Slim products and customers
businesses are looking at enhancing will be able to experience the
customer experience and this will be a Key highlights 2018 and products in full glory. Also, a large
key area of focus for the channel opportunities for 2019 sum of marketing investment
community, as we move forward. The market has grown in 2018 with (digital/TV) will be focused on T&L.
At Avaya, we are focused on many factors like GST and the ◗ Customer exploring device as a
helping businesses deliver exceptional dynamic trends and preferences. In service to reduce CapEX and its
customer experience. To make this 2019 we are expecting more growth in management complexity: The device-
happen, we believe, it is important to MB and LE. Due to higher government as-a-service (DaaS) model in
have an open and agile technology focus on MSME, it will lead to higher particular is finding a receptive
stack and embrace emerging growth in SMB. The future looks very audience among companies looking
technologies such as AI, ML and bright, at least for the next five years. for a new way to manage device
blockchain amongst others. The speed of the transformation in allocation and support.
Few key focus areas for us in 2019 channel varies but the transformation DaaS combines state-of-the-art
will be : is visible and happening. I believe devices (such as mobile, PC and


Cover Story

powerful workstations) with value- driver for any company in a market, becomes possible
added expertise in an all-inclusive we’re looking at ecosystem building. Be it from a government or private
managed solution under a single From an availability standpoint, we sector perspective, there is a lot of
contract. By providing customers with launched two availability zones for focus on the areas listed above. While
a single point of contact, DaaS Alibaba Cloud where we offer the common understanding is
significantly reduces the complexity products such as elastic computing, cryptocurrency and blockchain are
and costs, both hidden and visible, of storage, database, network, inherently intertwined, blockchain has
device procurement and deployment. application services and big data several use cases in fields extending
analytics to cater to the requirements beyond finance that range from
Channel directions for partners of local governments and enterprises. healthcare to real estate. More and
For Lenovo, the direction is to focus We also launched our channel program more blockchain applications will be
on solution selling approach with in conjunction with HCL Infosystems seen in our daily life, such as cross-
increase in coverage. The key and Ingram Micro. Additionally, we border remittances, supply-chain
components bundled with a solution signed a Memorandum of financing, electronic invoices and
sale generally consist of hardware, Understanding with the Andhra tamper-proof judicial records. As the
software, networking and storage Pradesh Economic Development Board value of “chaining” becomes more
technologies - along with associated to strengthen the state’s digital recognised, layered architecture and
services. Those services can include transformation journey by using our cross-chain protocol will become the
upfront business and technical ET City Brain solution. We also signed focus of technology to scale up
advisory services, technology a partnership with DLF as a blockchain infrastructure.
implementation services, and post- technology enabler to DLF Shopping As an increasing number of
implementation managed services Malls, providing data analytics and businesses and consumers move
and hosting. The role of advisory consumer insights to enable seamless online in the country, corporates will
services in helping customers identify integration of an online and offline need to invest more in protecting
the business problem has created shopping culture in the country. individual data privacy. Though
strong parallels between solution Finally, we partnered with IT cyberattacks won’t cease in the next
selling and consultative sales. services provider, ONGO Framework, few years, data-protection
to on-board up to 100,000 MSMEs by technologies will boom. Traceability
Alibaba Cloud the end of 2019. Finally, from a talent technologies across systems, such as
perspective, we conducted a NLP watermark, and data-asset protection
Hackathon in conjunction with technology, including advanced anti-
Zhejiang Lab, an emerging scientific crawlers against strong cyberattacks,
research platform co-established by will be more broadly adopted.
Provincial Government of Zhejiang Finally, in the Smart City project
Province, Alibaba Group and Zhejiang being undertaken by the government,
University, and BML Munjal we believe dynamic and real-time
University (BMU). urban infrastructure data, such as
As we move forward to a more traffic, water, electricity and air quality
digitised economy in 2019 and beyond, data will be analysed by large-scale
the channel industry will always play a computing platforms. The development
key role in enabling digital of computing power and algorithms
transformation in a country with the will foster the merger of non-structural
ALEX LI, technological, commercial, and information such as video footages
GM,ALIBABA CLOUD SOUTH ASIA innovation potential that India has. with structural information, making
real-time modeling of urban simulation
ALIBABACLOUD TO Top tech trends for channel
possible and holistic, intelligent
decisions can be made. More resources

SCOUTFOR LOCAL ◗ Alibaba DAMO Academy recently

published the top 10 technology
will be allocated to technologies
powering an intelligent “city brain”
trends for 2019. Among them, the key and its applications, while a city
CHANNELPARTNERS ones we believe will have significance
in India are:
simulation model reflecting the real-
time impulses and movements of a
Key highlights 2018 and ◗ Commercialisation of blockchain physical city can be built to facilitate
opportunities for 2019 technology speeds up the optimisation of city governance.
From an Alibaba Cloud perspective, ◗ Data security technologies will
2018 was a great year for us in India. multiply Channel directions for partners
While business interests remain a ◗ Real-time simulation of Smart City Alibaba Cloud has spent a


Channel Directions 2019

significant amount of time to build the consolidating to enable rapid term, is quite large and cannot be
team, process, and the partner growth. We truly believe that 2019 confined or restricted to only one type
ecosystem in India, with the launch of will be the year where Citrix will of data. Today, relevant or critical data
our two availability zones in the have the biggest opportunity ever. could come in from any corner, any
country in 2018. Given the digital The meaning of workplace has individual or any machine. Customers
transformation wave India is redefined itself. Workplace is no have to be prepared to gain and give
undergoing, in 2018, Alibaba Cloud more restricted to one’s office; real time access to data in a secure
launched a local partner program in workplace is now anywhere, manner and also make sense of
conjunction with HCL Infosystems and anytime, on any device. This change this data.
Ingram Micro. Under this program is primarily being driven by two For analytics to be effective, cloud
Alibaba Cloud would scout for local factors – the advent of millennials – especially hybrid cloud – becomes
channel partners and work with them and the pace at which digital imperative. It gives the required
to offer cloud solutions to India’s transformation is accelerating. This flexibility to the customer to be agile
enterprises, SMEs and startups. is also a cause of concern for the and available without putting any
Given Alibaba’s expertise in CIOs as they are now looking to constraints on the experience factor
e-commerce, logistics, retail, and provide employees with choice and of users.
fintech; these are the main areas where a great experience while Now with the availability of
we can offer and build solutions for maintaining high levels of security. analytics and cloud at the core, the
existing and prospective customers in This has led to the proliferation of next step towards success is making
conjunction with channel partners and SaaS apps, and increasingly the information available to people
distributors. complex and expensive hybrid anywhere, anytime, without putting
multi-cloud environments. Citrix is restrictions on devices. This provides
uniquely positioned to help absolute freedom to the user. But
Citrix India customers address this complexity, freedom without security and checks
and our partners have an incredible could prove to be a huge disaster for
opportunity to move beyond organisations. The solutions provided
virtualisation. by Citrix offer more choice,
Digital transformation cannot be experience and security to companies
confined to the head office or to the that are increasingly dealing with
data centre. For digital transformation hybrid multi-clouds. With Citrix
to be effective in customer premises, Intelligent Workspace, we can serve
real time access to data, information customers who don’t need
at any time, from anywhere and from virtualisation – this includes 70 per
any device will be of paramount cent of the companies in the market.
importance. In my opinion, 2019 will We can give them the benefits of
be the year where customers realise virtualisation for computing done
the importance of digital through SaaS, mobile and web apps.
RAGHURAM KRISHNAN, transformation being experienced by With the acquisition of Sapho, we are
DIRECTOR – PARTNER, CITRIX INDIA everyone in their respective now able to provide all our cloud
organisations irrespective of where customers with the same
they are, which device they use and functionality that they get with their
‘2019 WILLBE THE when they use it. It’s going to be a
year of experience, in a secure
on-premise solutions.
Having said this, uncoupling and

YEAR WHERE manner; 2019 will be the best year for

Citrix and our partners, and we look
seamlessly securing their multi clouds
isn’t as easy as it sounds. Citrix
forward to working closely with them networking solutions give partners
CITRIXWILLHAVE to change the industry together. the opportunity to deliver more
customer value by enabling them to
THE BIGGEST Top tech trends for channel
do just that. In short, we can say that,
Citrix not only has the solutions that

OPPORTUNITYEVER’ The top three trends that will

gain/have gained prominence are
customers need, but is also playing a
major role in helping the customers in
cloud, analytics and experience. The their digital transformation journey.
Key highlights 2018 and industry today is sitting on a plethora
opportunities for 2019 of data and there is more coming, that Channel directions for partners
The year 2018 was a year of can be used to give valuable insights At Citrix, we believe that we have
establishing our strategy and to benefit businesses. Analytics, as a the right partners. I am extremely


Cover Story

proud of what our partners have India should look out for are:
accomplished in 2018, but we aren’t NetApp India ◗ Cloud will bolster AI development:
done, and I’m excited about what AI is still at an early stage of
we’ll do together in 2019 – it will be a development which will see an
great year for Citrix and our partners. explosion in 2019, the majority of
The opportunities that our partners which will be in the public cloud.
will experience with us in growing Organisations will increasingly deploy
their business are huge, as cloud-based AI software and service
mentioned below: tools in 2019, to ensure that AI
◗ With Citrix Workspace, we can applications deliver high performance
serve customers who don’t need and scalability, both on and off
virtualisation. In other words we premises, and support multiple data
have increased our total access protocols and varied new data
addressable market with formats.
our intelligent workspace ◗ Edge devices will get smarter:
KAUSHAL VELURI, Internet of Things market in India is
◗ In the past, we have had failed DIRECTOR - CHANNELS & ALLIANCES, expected to reach 2 billion connections
attempts at addressing the SMB NETAPP INDIA & SAARC and unlock US$ 11.1 billion of revenue
market. A market which has by 2022, according to an Assocham-EY
significant contributions to the Report. To take advantage of the
GDP, but has limited access to
funds. The SMB customer is
INDIAN IOTMARKET resulting data deluge, IoT devices and
applications will therefore increasingly
perennially in a catch 22 situation
where he has to take a tough call
TO REACH 2 BILLION come with built-in services such as
data analysis and data reduction and
between investing money on IT or
reinvesting the same in his
business (where the RoI is instant
CONNECTIONS BY this will enable the organisations to
make better, faster and smarter
decisions. The manufacturing sector
and visible). Our CSP strategy
clearly comes as a boon to all SMB
2022 will benefit the most from smarter
edge devices as manufacturers can
customers detect equipment failure much earlier
◗ There are a lot of small ISVs who Key highlights 2018 and than before.
would like to be SaaS providers, opportunities for 2019 ◗ Building hybrid and multi-cloud
but their applications are India is certainly the fastest- will be a choice: Larger organisations
Windows-based and they don’t growing market and very important for will be able to flexibly and easily move
have a way to take their app into us in Asia-Pacific. Throughout 2018, we workloads across environments while
the cloud. Citrix technology and grew faster than the market with the having full control over them, by using
CSP Strategy are making this help of our partners and channel technologies like containers and data
happen. The growth in that programs by ensuring that we fabric. On the other hand, hybrid and
business has been tremendous regularly address the profitability of multi-cloud will not be the default IT
with the CSP motion, and our partners and enable them to grow. architecture for some smaller
Microsoft has been a big help in 2019 will be an important year for organisations. They will instead
this the IT channel industry as customers choose the simplicity and consistency
◗ The acquisition of Sapho and its become more data-driven and look for of a single cloud provider.
integration with our Workspace products and strategies that help them
offering has now provided all in their digital transformation. It is all Channel directions for partners
cloud customers with the same about making sure that the customers As a go-to-market strategy, our
functionality as on their on- understand where their data is, how to focus will be on flash storage, HCI and
premises solutions. Our manage and analyse, and get insights cloud data services. Channel partners
partners now have one less barrier from it. Our aim is to continue are critical here. We will continue to
when working with customers encouraging our partners to empower enable their growth so that they can
that are hesitant to move their customers with cloud, flash and ally with our strategies and product
to the cloud, thereby opening hyper-converged infrastructure. lines. With the help of our partners, we
more doors and giving our plan to grow in the commercial
partners an opportunity to enter Top tech trends for channel segment; acquire new customers and
new accounts and building their community expand growth in cities or markets
customer base while growing In 2019, the top three technology where we are currently not present. In
profitably. trends that the channel community in terms of new avenues, 2019 will be all


Channel Directions 2019

about AI. Investing in AI would be a implementation, customisation and traffic flowing among them. This
good bet for our partners. optimisation services. creates inconsistent security policies
Consequently, fast resilient and There will be a rapid expansion and unknown vulnerabilities, leaving
automated infrastructures can only be into managed cloud and security many organisations prime targets for
delivered by using hybrid flash services as well as an emergence of an attack. Organisations need help
solutions, due to the need for high managed detection and response securing every access point across
performance and scalability across (MDR) services. 2019 promises vast the entire network.
environments. Therefore, we predict services opportunities that offer IT talent shortage: The shortage of
increased investments in AI, flash, significant profitability gains for IT talent compounds the challenges
cloud and HCI this year. channel partners. introduced by cloud adoption. More
Software-as-a-service (SaaS) than half (51 per cent) of organisations
Palo Alto Networks India shows the most significant growth face a cybersecurity skills shortage,
among software segments projected and the demand has reached a new
at more than 22 per cent in 2019 high. Globally, the projected demand
compared to six per cent for all other will increase exponentially, with 3.5
forms of software. In 2018, the million cybersecurity jobs needing to
average enterprise used 16 SaaS be filled by 2021. India is no different,
applications in their daily business. our customers and our partners are
This will continue to increase facing a shortage of trained security
exponentially, and 73 per cent of manpower.
organisations predict that nearly all Compliance and regulations:
their apps will be SaaS by 2020. Obtaining a good compliance posture
can be difficult to achieve and
Top tech trends for channel undoubtedly complex when
community deciphering the various guidelines
HARPREET BHATIA, This year expect to see the channel that differ based on local, national, or
DIRECTOR, CHANNELS & STRATEGIC community betting big on cloud industry origin. Maintaining a good
ALLIANCES – INDIA & SAARC, services and realigning its key compliance posture becomes an even
partners for opportunities. Here are greater struggle as rules and
PALO ALTO NETWORKS some technology trends that regulations change and update

3.5 MILLION organisations should look forward to

in 2019.
Expansion of security services led
quickly. Indian organisations,
while doing business globally, have to
make sure that they adhere to global
CYBERSECURITY practices: 2019 will witness more
channel partners focusing on the
as well as local transacting country
compliance norms, hence they need to

JOBS NEED TO BE services component of the business.

While some will strengthen existing
have visibility of their current status
versus what is required to be fully
services practices, others will expand compliant.
FILLED BY2021 upon their services practices, adding
new types of cybersecurity
Increase in managed security
services providers (MSSPs): Partners
Key highlights 2018 and consultative, implementation, around the world are augmenting
opportunities for 2019 customisation and optimisation their businesses with managed
2018 was a volatile year for the services. services. There is a rapid expansion
channel industry in India. Offering more services translates to into managed cloud and security
Repercussions of GST continued to greater profitability for channel services plus an emergence of
affect the business throughout. The partners, and there is a higher managed detection and response
industry witnessed considerable demand for services than ever before. (MDR) services, an approach to
transformation as well, by expanding Several factors contribute to this identify a breach and manage an
its horizons to sustain itself. growing need for cybersecurity incident through remediation.
With 2019, we expect various services, including: According to Gartner, “By 2021, at
changes to take place within the Cloud adoption: Simply put, cloud least half of small and midsize
channel partner ecosystem with more adoption increases the risk of cyber enterprises will use managed
of them focusing on the services attacks. Within a cloud or hybrid cloud services to secure their infrastructure,
component of their business. Many of environment, data is distributed up from less than 20 per cent in 2018.”
them will expand their services across many locations within the Factors driving adoption for managed
practices, adding new types of network. All too often, IT teams lose security services, a few already
cybersecurity consultative visibility into their assets and the explained above, include the growing


Cover Story

complexity of enterprise IT created a shift in customer

infrastructure, IoT, cloud and multi- consumption habits for everything-as- Digisol Systems
cloud, the shortage of security talent, a-service. Organisations have easy-to-
continuously evolving, and the opex consume experience of SaaS and it
benefit. Organisations would need has fundamentally changed their
MSSPs to help them rapidly ramp up expectations for licensing and
and scale their cloud environment procuring software. Enterprises are
while deploying security measures shifting to pay-for-use models that
specifically designed to reduce the offer flexibility.
attack surface and secure critical Our mutual customers are
applications and workloads. MSSPs increasingly comfortable consuming
that adapt to the new dynamics and mission-critical, cybersecurity SaaS
offer a full cycle of security services offerings. It meets their preferences
have vast opportunities in front of and brings many advantages in
them and stand to gain a significant maintaining a strong security posture.
competitive advantage. SaaS cybersecurity offerings give
Changing consumption habits: The customers the ease and speed they VP – SALES,
prolific preference for cloud and SaaS have become accustomed to. And it DIGISOL SYSTEMS
has created a shift in customer allows vendors to automatically
consumption habits for ‘everything-
as-a-service’. Organisations have
deploy updates and patches to
protect against newly detected 5G WILLPLAYAKEY
widely accepted the simple, easy-to- vulnerabilities.
consume experience of SaaS and it
has fundamentally changed their
As consumption habits
change, our partners have a major role
expectations for procuring and
licensing software. Enterprises are
to play based on the expansion of
security services and an increase
shifting to pay-for-use models that in managed security services
offer flexibility and speed to add or providers. Key highlights 2018 and
reduce capacity. Our mutual customers have an opportunities for 2019
SaaS cybersecurity offerings ever-expanding need for partner 2018 has been an eventful year as
provide customers the ease and speed services to successfully integrate we completed 25 years of success in
they have become accustomed to. cybersecurity offerings into a hybrid the IT networking industry. 2019 is a
And it allows vendors to infrastructure, optimise security crucial year for our business as we
automatically deploy updates and features, and secure the network from also focused on enterprise product
patches to protect against newly end-point to the cloud. Palo Alto range along with our SOHO range of
detected vulnerabilities. Networks relies on our NextWave products. Our focus for the year will
partners to serve this need and touch revolve around empowering our
Channel directions our more than 1100 customers in channel community. Like every year,
for partners India. 2019 will undertake various initiatives
At Palo Alto Networks we believe With our cloud providers, we are to engage with our partners. We plan
in scaling the Indian channel building a new pool of born on cloud to introduce new offers and schemes
ecosystem and help them become set of partners. every quarter, along with loyalty and
more profitable. Our channel program Channels are critical to us in terms incentive schemes to motivate the
offers renewal protection, rebates and of market coverage. Hence, we align channel partners.
incentives especially for partners who with large loyal partners with a local
are technically sound to support and presence through a two-tier model. Top tech trends for channel
service our customers as well. The optimised channel strategy then community
The industry, once dominated by spans across the ecosystem of 2019 will bring a host of
hardware products, is taken over by distributors, systems integrators, technological upgrades that are aimed
software offerings today. At Palo Alto service providers and small resellers. at simplifying various networking
Networks, subscriptions and services Partners should start embracing cloud problems on both the fronts -
make up 60 per cent of our business, security and understand the enterprises and consumer. On the
and it is growing twice as fast as our framework, as the network side of the enterprise front, SD-WANs are now
hardware business. business will not be seeing much of moving out from the early-adopter
Software-as-a-service (SaaS) growth. But both endpoint and cloud phase to mainstream adoption. As SD-
shows the most significant growth will be the main run rate business for WANs are agile, efficient, secure and
among software segments. This has the channel. offer better application performance


Channel Directions 2019

compared to legacy WAN, thus further augment our channel

enterprises are looking forward to this CyberPower Systems partners and customers,
upgrade. we reinforce our online digital
While on the consumer front, Wi-Fi 6 presence for Tier 3 and Tier 4
or 802.11ax is expected to make its channels, conduct ATL/BTL
way into new installations in 2019. activities, primary and
This Wi-Fi standard will offer faster secondary schemes and also
data transfer speeds i.e. up to up to 40 regular extensive training and
per cent higher compared to Wi-Fi 5. demos to edify them.
Besides this, 5G is another trend that The excerpts from ‘India UPS
will rule in 2019. Yes, we have been Market Overview, 2018-2023’ report
talking about 5G for a while, however, casts light on the surge in UPS
telecom operators and other industry solutions due to the proliferating
players are making big bets on next- demand for electricity as well as
generation services for 2019 with a quality power amongst
renewed focus on making it accessible
ARUN GHOSH, consumers and enterprises.
for the masses. Apart from enhancing MANAGING DIRECTOR, Consumers, especially with the
end users experience, 5G will also play CYBERPOWER SYSTEMS knack for technology in this market
a key role on the business front. 5G will are clearly on the hunt for products
allow faster download and data that are enriched with high
transfer and will empower business
applications through which we can
TO AUGMENT quality, reliability, green
performance and many other
experience better services than ever
before. 5G is foreseen to bring
CyberPower Systems India, one of
numerous advantages to the large and
small businesses, however it will take
few more years for large scale
AND CUSTOMERS, the industry’s leading
Uninterruptible Power Supply (UPS)
manufacturer at the international
CYBERPOWER space for designing an efficient
GreenPower UPS energy-saving
Channel directions for partners
We have always been a channel- REINFORCES technology, meets the growing
demands among customers for green
driven company and our endeavour is IT products.
to always improvise on our channel
policies. This year our top direction is
DIGITALPRESENCE Pledging ‘Green Commitment’
throughout the manufacturing
towards building a strong presence in
passive networking market and also to FOR TIER 3 & TIER 4 process, the firm incorporates a bevy
of green practices into each of its
introduce new products with newer operations to craft advanced energy
applications to increase the scope of
growth for the channels. These new
CHANNELS solutions for the environment with
high quality, reliability, durability and
products and solutions enable the less cost. I'm enacting a
channel to value add and hence can Key highlights 2018 crucial role in managing the
generate better margins from their and opportunities businesses of the firm since its
customers. We feel that the profitability for 2019 establishment by leveraging
of the partners plays an important role Harbouring a worldwide presence strategic planning, business
in motivating them. Our solutions have across 60 countries, CyberPower strategy and project and sales
the width; we have a wide range of Systems instituted the business in management.
products such as routers, switches, in India in 2013 and expanded to over
addition to accessories like LAN 125 cities through B2B and B2C Top tech trends for channel
extenders, media converters, SFP product lines in just five years. Our community
modules, etc, to meet the varying associations with national Maintaining high quality,
needs of the market segment we focus, distributors like Ingram Micro, reliability and less cost (15-20 per
whereas others are focusing on niche Supertron and Redington, more than cent less than competing brands)
segments with limited products. Since 1500 channel partners and regional has always been the three
our range is wide, our partners do not distributors, eases the primordial aspects that we embed in
have to approach different vendors for merchandising of our wide range of our services to delight customers
different products and assemble products carried out via the and bolster long-term relationships
them later. traditional way of distribution. To with them. Besides silhouetting as


Cover Story

the first company in the UPS market what we see as a positive outlook for
to integrate LCD screens on UPS NTT Com-Netmagic 2019 as well.
systems for user-friendly battery
backup management, we devised Top tech trends for channel
Patented GreenPower UPS community
technology, one of the first Due to digital trending, adapting to
solutions to attenuate the energy multi cloud strategy will work. We
and cost savings up to 70 per cent foresee customers migrating to third-
annually over conventional UPS party data centres or opt for private
systems. We were also the first in cloud as service for compliance and
the industry to offer a three-year committed performance reasons. This
warranty (including batteries) with can be attributed to technology
our award-winning product line. refresh like SAP ECC to SAP HANA
To illustrate, we have grown to be migrations and hardware refresh, say
one of the leading brands for instance, five to seven-year-old IT
globally – No 3 brand in the
SHANTARAM SHINDE, infrastructure. SD-WAN will slowly
world as power systems VP & NATIONAL HEAD - CHANNEL make inroads in MPLS connectivity
provider and lately been BUSINESS, NTT COM-NETMAGIC space in 2019, just as cloud displaced
declared as No 2 brand among traditional infra business to good
power solution providers in extent. SD-WAN will remain the
the US. ‘BORN IN CLOUD’ buzzword in 2019 as well. Security-as-
a-service saw good deals in 2018 and
Channel directions
for partners
PARTNERS TO will see business growth in 2019 too.

With seamless innovations

engraved in our DNA, we have
recently unveiled highly innovative
CONTINUE Channel directions for partners
NTT-Netmagic has a huge list of
services, which are more horizontal -
products under the brackets of UPS,
solar and mobile power solutions. For
GROWTH TRACK be it IaaS, network and connectivity,
managed services or managed
instance, CyberPower Long Backup security. We would suggest partners
UPS (UPS + Inverter) deploys the Key highlights 2018 and to become more solution centric and
state-of-the-art micro-controller opportunities for 2019 problem solvers than reselling the
technology for lighting, generator, In 2018, we saw good business in available set of services. The
heater, refrigerator, motor, computer the public and private cloud space. advantage of doing this is that your
and other sensitive equipment, SAP HANA migrations, hardware and engagement with the customer enters
while modular UPS Systems are technology refresh in government into a different horizon and becomes
embedded with hot swappable space, are the reasons to drive the more in depth.
feature, scalability and flexibility in growth for these products. Multi cloud The customer would start looking
terms of redundancy. strategy is working really well and at you as a solution or consulting
On the other hand, CyberPower contributing to managed services partner as opposed to a reseller for
Power Banks are built from UL and revenue. NTT-Netmagic introduced particular OEM. NTT-Netmagic
BIS certified premium LiPo SD-WAN as a service this year and we programs are so tailored that we not
battery cells to present the fast saw really encouraging response for only have sales and solutioning
charging technology with faster the same. We also saw some good support, but also offer complete
recharging at 2.5A and faster growth with ‘Born in the cloud’ marketing engagement programs for
output charging at 2.1A, thereby partner space as well as with partners and customers. Such
saving time on recharging multiple Application Integration Partners. Our programs help retaining the partner
devices. To become a true global traditional SI partners brought in few revenue and also grow it for new set of
leading UPS provider as well as big colocation and data centre deals services. In some of our mature
power protection provider, we on the table. In 2019 as well, we partner organisations, they even bill
continuously make feature estimate to grow by 30 per cent to 35 and support to the end customers for
improvements in our UPS an per cent. Multi cloud, private cloud, NTT-Netmagic Services. Today, we
d other products to bring SD-WAN and security services should not only have one of the best
maximum value to customers and drive this growth. The main compensation policies for our
also create win-win situation contributors will be again ‘born in the partners but also incentivise and
with our channel partners. cloud’ and application integration reward partner sales and
partners. Changing partner profiles is presales teams.


Channel Directions 2019

differentiate themselves as solutions data. With the rise in cyber-threats,

Axis Communications India provider as opposed to a mere box this will reduce the chances of a weak
seller in the market. window – keeping the system secure.
◗ Another trend we see is that video
The security highlights are : surveillance is evolving to make the
Making BIS (Bureau of Indian overall system more intelligent. One
Standards) approvals mandatory for feature is IP audio, wherein the system
all cameras promises quality will be able to take proactive or
equipment imported into the country. reactive actions such as automated
It has a lot to do with testing the pre-recorded or real-time audio
cameras to make sure they conform to announcements.
the safety standards. All cameras that ◗ The surveillance system can also
come into the country now are BIS integrate with sensors through the
certified – against all the emissions, network to automate the system
electrical hazards, etc. further. With a motion sensor, the
SUDHINDRA HOLLA, Even though the average camera system will be able to trigger the
SALES DIRECTOR, AXIS price has dropped, the security required action – whether it is to set off
COMMUNICATIONS – INDIA & SAARC industry has continued to grow. For an alarm or to close a door. This
reasons such as safety awareness, integrated system can be placed in
technology migration from analog to buildings to make them more energy
2019 WILL BE network camera. Another major
reason for the growth was that the
efficient, as the sensors can also play
the role of environmental sensors,
POSITIVE FOR IT customers were looking for a
technology upgrade from low-cost
which natural calamities like floods,
cyclones and the like, and take action

CHANNEL investments they had made earlier.

2019 is the election year, the
government might either expedite the
◗ The use of analytics in the video is
becoming prominent as it moves to
PARTNERS activities or might have a temporary
sluggishness. However, the year will be
edge on the cameras for deployment.
As cameras begin to run on edge
positive for IT channel partners, in analytics, AI is a noticeable sub-trend
Key highlights 2018 and terms of the value that most of the which makes a camera more powerful
opportunities for 2019 system integrators at Axis are creating and intelligent than it was before as a
As far as IT channels are in the marketplace. As they are all camera can now be trained on an
concerned, 2018 has been an eventful trying to build better relationships with incident and react accordingly.
year. A major highlight was the their partners to keep them loyal – by
streamlining of GST, that addressed educating about diverse solutions Channel directions for partners
and solved all big and small range and customise it as per end ◗ One of the key directions that we
challenges, thereby, making consumers requirements. It will help are emphasising is on education for
implementation seamless. them to differentiate our products in the our channel partners, as we want
Another notable highlight was the marketplace as compared to the others. them to be trained on Axis tools and
growth in GDP, which was at 6.5 per technologies– both in terms of how it
cent and above. This implies that the Top tech trends for channel can benefit the customer and how to
overall spending in the industry is community successfully deploy our solutions as
seeing an upward trend, which has led ◗ Cybersecurity has been the talk of per the requirements of our customers.
to the growth in business the industry and will, therefore, be on This way the customer will really
opportunities across sectors. the agenda for 2019. Earlier, it was just derive the benefits of Axis’ solutions.
2018 also saw channel partners and a big box somewhere and now it is at To educate them, we are looking at
system integrators going beyond the the core of the discussion on network holding webinars, training sessions
product by acting as the solution security. When a camera is and in-depth boot camps. This will
provider by means of differentiation. compromised, it is not just the camera impart the necessary knowledge onto
They experimented with several new that you are compromising, but the the channel partners allowing them to
ways to service their customers to entire system that becomes. The better position and implement our
delight the customers – either through cameras keep the IT systems that our solutions.
external manpower services, cloud customers deploy secure, which ◗ As an organisation Axis’ focus is to
services or value-added services. otherwise could be a threat to sell end-to-end solutions and integrate
Their efforts and focus are continued elements such as financial loss, depth audio and thermal solutions. Our focus
to create value for end customers and of data, privacy issues and sensitive will be to align our channel partners


Cover Story

and support them during the for cyber criminals by increasing the Channel directions for partners
deployment of solutions, and service, cost of conducting them. Our channel strategy in India is
making the process seamless. Once Another substantial development of value based and we are going after
our customers see the benefit of that, 2018 was the global debate around acquiring the right channel partners
we see more of our end to end privacy. Considering that every who can add value to the customer
solutions being implemented. business has to collaborate with third- ecosystem and believe in services
◗ With the help of social media and party vendors on multiple levels, the driven growth, which ties back in
offline campaigns, we are doing our bit debate has increased the interest exceptionally well with our partner
to help our channel partners through around Digital Rights Management strategy. We would like to go ahead
demand creation. We are keen on (DRM) solutions. Digitisation is an with this focus, as we are confident
doing more digital marketing and ongoing process. More people are that it will lead to competence in the
participating in more industry-focused coming under the digital umbrella with ecosystem, which will always drive
events to help improve the business of every passing day. This is revenue. We are committed to getting
our channel partners. simultaneously enhancing the our partners to a level where they can
prospects for the IT channel industry drive value conversations in this
F-Secure India as well as cybersecurity players. We market and be respected by the
are confident that 2019 is going to have customer fraternity.
some very positive developments in
our battle against cybercrime.
Juniper Networks India
Top tech trends for channel
We are closely looking at Artificial
Intelligence (AI) as a technology. This
is because the threat landscape is
transforming very rapidly. The
increasing scale of attacks in the future
will make remediation harder using the
conventional approach. So, AI
RAHUL KUMAR, continues to remain a game-changer
COUNTRY MANAGER, across cybersecurity applications.
INDIA & SAARC, F-SECURE The current trend in the field is
shifting towards reinforcement
learning which is advantageous in HARSHAVARDHAN KATHALEY,
‘WE WANT application fuzzing, password
guessing, penetration testing, and so
PARTNERS TO on. The global cybersecurity industry
is also battling an acute talent

shortage, which totals around three
million according to the recent
estimates. AI adoption is helping
businesses to automate their detection IN AUTOMATION
and response with unparalleled

WITH CUSTOMERS’ precision, thereby enabling their

talents to focus only on the critical
Key highlights 2018 and
areas and IT initiatives.
The Internet of Things (IoT) will MULTICLOUD
opportunities for 2019 continue its rapid pace of adoption.
One of the key events of 2018 has
been the continuation of supply chain
The technology is still in its relative
infancy, so we are seeing solutions
attacks. Soon after the NotPetya attack coming to market which are not Key highlights 2018 and
in 2017, such attacks started becoming considering security and privacy in the opportunities for 2019
more diverse and this is expected to design stage. Until these become a The trend of enterprises moving
continue in 2019. Also, last year priority feature, we can expect to see a their workloads into hybrid cloud
witnessed significant progress on the slew of issues arising from these platforms will accelerate further in
automation front. This development is vulnerable products. 2019. Cloud has now become the
making cyber attacks more unfeasible backbone of IT strategy for CXOs. We


Channel Directions 2019

will see a rise in automation across Advantage (JPA) delivers programs, focusing on reducing the operational
the multi-cloud environment, and incentives, tools and training to make costs, the need for mandatory
increase in adoption of AI technology, it easier for partners to capitalise on investments in adoption of these
alongwith growth in the ongoing opportunities. Programs delivered technologies will be required to gain
cyber security needs. At Juniper, our under the JPA enable partners to competitive advantage. The industry
vision of ‘Engineering Simplicity’ will grow expertise in high value is experiencing a significant shift
continue to drive all that we do, as technology markets, grow from a few large deals to multiple
we innovate future networking profitability, and simplify their small ones. Companies are
platforms with our switching, routing business processes with Juniper. expanding their business to Tier 2,
and security solutions in terms of Tier 3 and Tier 4 cities by adopting
scale, performance and automation. hub-and-spoke model, with Tier 1
There is also a need for IT channels to SAS India cities acting as hubs and the
keep upgrading themselves with subsequent tiers as network of
capabilities to design, implement spokes. Most of the delivery and
and support this new age IT consumption models have undergone
infrastructure. a complete transformation. This
implies that key to success in new
Top tech trends for channel geographies is to focus on building
community credible local presence, a high
With the rise of Internet of Things degree of domain expertise at
(IoT), there have been opportunities competitive costs and attaining
in big data analytics. We have also operational excellence.
observed emergence of artificial Although the IT sector is facing
intelligence (AI), and mobile-first multiple headwinds, but the overall
architecture with 5G on the horizon. industry continues to grow in
Cloud adoption is currently the major YUNUS MEMON, customer base by servicing domestic
driver of the networking industry, DIRECTOR – ALLIANCE & CHANNELS, needs. The growth of the B2B startup
which also brings an increase in industry also represents a unique
cyber threats and soaring costs of
INDIA AND SOUTH ASIA, SAS opportunity for our country to build
fighting cyber crimes. innovative solutions for India and
As these trends result into RFPs
and PoCs, Juniper is committed to
SAS AIMS 50% OF rest of the world.
Organisations across sectors will
providing solutions that are driven by
our technology agenda which is MID-MARKET try to increase their competitive edge
by exploring the power of data and
focused on two important analytics. Hence there's a need to
dimensions – scale and performance
and automation through software
REVENUE implement more sophisticated
analytics – such as machine learning
innovation. Our partners will
continue to play an integral role in THROUGH – to gain insights from data,
understand customer preferences
building these solutions with us as and drive marketing RoI.
well as supporting our customers to
achieve desired business outcomes
CHANNEL SALES Top tech trends for channel
throughout the lifecycle.
BY 2020 END community
While the effects of digitisation, as
Channel directions for partners well as GST, have their repercussions
Juniper’s Enterprise and Key highlights 2018 and on the Indian market, traditional
Commercial business has been opportunities for 2019 channel communities continue to
growing in India over the years. Our India has emerged as the fastest realign their focus areas to improve
channel base has also grown growing major economy in the world business operations. The top three
accordingly. BFSI, ITeS, governments, and is expected to be one of the top technology trends that the channel
Web2.0, ISPs, manufacturing and three economic powers over the next community should focus on should be
education are the verticals where we 10-15 years. Fall in automation costs AI, cloud adoption and IoT.
see growth opportunities in driving and rise of digital in 2018 has led to From predictions,
data centre builds, cloud adoption, higher spends by industry. Hence recommendations, and advice to
cyber security and cloud-enabled adoption of new technologies is automated customer service agents
enterprise networks. expected to accelerate economic and intelligent process automation,
The new Juniper Partner growth in 2019. Instead of merely AI is changing the face of how we


Cover Story

interact with computer systems. IDC technology. transformation. As part of our partner
has estimated that by 2019, 40 per With AI, cloud adoption and IoT as programme we conducted in-depth
cent of digital transformation the key areas for partners to focus on, training sessions for partners across
initiatives will use AI services and by SAS continues to work closely with cities in 2018 to hone their skills with
2021, 75 per cent of enterprise partners to leverage the huge Fortinet Security Fabric. The sessions
applications will use AI. momentum in these areas. SAS conducted by Fortinet’s technology
The number of mid-sized provides channel opportunities experts trained partners to deploy
companies converting to the cloud through its Managed Analytic products and solutions that talk to
will continue to grow as we head Services Provider (MASP), reseller each other using a common language
further into 2019. With minimum and OEM programs. All this, through and OS, that can openly interact with
operating cost, cloud has emerged as a robust risk-reward revenue model, third-party products and solutions.
the most cost-effective option to secures our partners and provides We also added a new Silver Level
manage the workloads and customers with a competitive edge. tier to our MSSP programme to provide
processes. As enterprises move to Moreover, increasing strategic an entry path for VARs and MSSPs
cloud, they will increasingly rely on alliances between domestic and migrating to security services. With
their channel partners to support international players to deliver the new silver level Fortinet provided
cloud integration and to expand solutions across the globe, is also a partners with enablement starter kits
market share. key area SAS focuses on. for multi-cloud, SD-WAN, automation,
IoT is a vast domain, but it is one and secure access for IoT and OT
of the next big opportunity for (operational technology) to help
partners for which they need to begin Fortinet India MSSPs create new service offerings
build a practice. A McKinsey study around these technologies.
also reveals that IoT offers a potential Looking ahead in 2019, network
economic impact of US$ 4 trillion to security is becoming increasingly
US$ 11 trillion a year in 2025. But it complex, especially as networks
becomes important for a partner to expand to include new cloud
understand which areas of resources, and many organisations
opportunity are going to be most simply do not have the resources
impactful to their business. necessary to effectively deploy and
manage the tools they need to protect
Channel directions for partners their modern, distributed networks.
The goal at SAS is to have 50 per Leveraging threat assessments,
cent of mid-market revenue through expertise, streamlined onboarding,
channel sales by the end of 2020. This and centralisation, partners can
essentially means shifting significant JITENDRA GHUGHAL, reduce the complexity of this process
focus from direct sales in the mid- DIRECTOR CHANNELS, for their customers, enhancing the
market segment to that on partners, security of their customers while
which essentially translates in some
INDIA & SAARC, FORTINET growing their own business.
realignment to make the SAS
products more mid-market friendly.
As part of the mid-market channel
PARTNERS,A Top tech trends for channel
initiative, SAS will be focusing on
partner enablement programs, to CRITICAL ELEMENT The digital transformation process
requires an equivalent security
ensure they have the necessary transformation. This means
sales, delivery and support skills that
match the SAS products they are
IN FORTINET’S transitioning to a new security
architecture that can be applied
Given this scenario, SAS is at an GO-TO-MARKET ubiquitously in networks, computing
infrastructure, information assets,
advantageous position and we are users, and devices not formally
constantly working closely with our
partners to help them invest and
STRATEGY capable of defending themselves.
Security transformation is achieved
adopt Two-In-A-Box model. The Key highlights 2018 and when an organisation integrates
model helps partners to build on the opportunities for 2019 security into all areas of digital
core competencies and drive specific In 2018, we remained focused on technology. The resulting security
value proposition, thus helping them helping partners solve their architecture is integrated and
define the right market mix and customer’s pressing security needs automated, and provides continuous
prioritise investments in people and and helping them drive their digital trust assessment to ensure that


Channel Directions 2019

devices or workloads running on the can look to grow their business with in vendors. These independent and often
network are not malicious. Adoption of 2019. isolated solutions make integration
new security architecture has opened and automation very difficult. Worse,
new business fronts for partners in ◗ SD-WAN each usually has its own security
areas like Network Access Control, Another key technology for 2019 is console, greatly increasing complexity
SD- WAN and Security Incidence & SD-WAN, Gartner recently completed for NOC and SOC personnel. Manually
Event Management (SIEM). a survey that highlights key concerns correlating data between consoles
◗ Network Access Control organisations face as they implement increases the time required to identify
The use of IoT devices is growing at an SD-WAN solution, and strategies cyber threats and remediate them. And
a tremendous rate as organisations for addressing those challenges. SD- this challenge is compounded due to
embrace digital transformation to WAN has been seeing rapid growth the added complexity of elastic
enable better operational efficiency. over the past two years according to hyperconnectivity, making it difficult to
According to Gartner, “Internet of IDC, with the total addressable market implement consistent, repeatable, and
Things endpoints will grow at a 32 per ballooning from US$ 225 million in rapid responses to threats. Given the
cent CAGR from 2016 through 2021, 2015 to US$ 1.3 billion in 2018, with increasing sophistication of today’s
reaching an installed base of 25.1 some experts predicting that it will threats, modern defenses need
billion units. As connected devices jump to as much as US$ 4.6 billion in repeatable, automated responses in
continue to become more prolific 2022. The driver behind this growth is the order of seconds or minutes to
across customers’ networks, they digital transformation. Branch offices avoid propagation throughout the
need a modern Network Access can no longer simply function as a enterprise.
Control (NAC) solution that can satellite connected to a central Even though a NOC or a SOC
identify IoT assets, enforce access network. consolidates a variety of tools and
control rules, and automatically isolate For a security solution to meet the measurements into a single
and remediate threats posed by demands of an SD-WAN architecture, management system, they are still too
compromised devices.” NAC’s security needs to be part of your isolated. Rather than this siloed
monitoring and response capabilities original SD-WAN planning, so security approach, what’s needed is a new
are especially critical since many IoT can be thoroughly integrated into approach, with a system that can bring
devices open networks to additional WAN functionality, as well as tie into security visibility and control into the
risk via compromised, poorly written and across other security tools to NOC, and provide operational
and unpatchable software, better detect and prevent today’s requirements and network and
unadvertised back doors hardwired advanced threats. workflow visibility to the SOC. By
into firmware, and more. Customers As our customers move toward combining these systems into a single,
need a unified view into every IoT direct internet access, they understand holistic solution, organisations can
device to detect and act on threats. the growing need for next-generation focus on the bigger picture of “secure
NAC solutions do just that by firewall capabilities and high SSL throughput” that can streamline
leveraging automation, contextual inspection performance. To make sure operations while managing and even
data, and integration for visibility customers realise the benefits of SD- anticipating critical security events.
across integrated IoT, operations, IT WAN without compromising security, FortiSIEM – Fortinet’s Multivendor
and cloud networks. Fortinet has evolved our advanced SD- Security Incident and Events
FortiNAC allows organisations to WAN features in the latest FortiOS Management solution brings it all
identify every single device on the releases. This focus on secure SD-WAN together. Visibility, correlation,
network and enables segmentation, is clearly resonating with the hundreds automated response and remediation
giving each device access only to of customers and partners who are in a single, scalable solution. Using a
approved items. This functionality is taking advantage of Fortinet’s unique Business Services view, the complexity
delivered all within a solution that combination of next-generation of managing network and security
works with multi-vendor firewall and SD-WAN in the same operations is reduced, freeing
environments and an unlimited offering, managed through a single resources, improving breach detection.
number of devices. FortiNAC centralised controller. Worldwide 80 per cent of breaches go
stengthens the Fortinet Security Fabric undetected because of skills shortage
for IoT deployments, delivering broad, ◗ Security Incident and Events and event information ‘noise’.
integrated and automated Management (SIEM) FortiSIEM provides the cross
cybersecurity solutions across the Lack of integration and automation correlation, applies machine learning
entire attack surface. In the world of hampers visibility, making life very and UEBA to improve response, to stop
IoT, FortiNAC answers the question complicated for IT and security breaches before they occur.
‘what’s on your network’ and then departments. Most deployments today
enables you to protect it. This is one can be comprised of 30 plus point Channel directions for partners
important technology that partners products, most from different security The role of a partner has undergone


Cover Story

a dramatic change from one of a services so they can build the cost of ventured into new territories and
technology seller to one of a network hardware into their business models continued with our zeal to innovate. In
security solution expertise provider. and scale services as their business 2018, D-Link expand its product
Customers today with limited grows, with minimal initial portfolio by venturing into CCTV
resources turn to solutions providers to investment. segment and positioning ourselves as
effectively mitigate modern cyber Partners have always been a critical a prominent solution player in the
threats while simultaneously element of Fortinet’s go-to-market surveillance segment. Today, D-Link
remaining alert to new and evolving strategy. Our goal is to help partners has an extensive CCTV solution
attack vectors and methods. To assist get aligned with our partner program ranging from 1MP to 8MP cameras,
customer’s partners, need to have the to accelerate their business and drive DVR, DVR Enclosures, power supply,
expertise and knowledge. As a result, unprecedented growth and profit by and CCTV cables among other
we’re actively evolving our partner delivering superior security technology offerings. Our solution centric
programme, to encourage holistic solutions to their customers. We arm approach has enabled us to garner
technical certification for partners and partners with the right programs - like adequate market share and penetrate
aligning their sales cycle with the way deal registration, renewal tracking, into deeper pockets of the country.
customers are buying security both incentives for promoting our Furthermore, D-Link continued to
today and tomorrow. technologies, and trade promotions - to lead the networking segment in India
Fortinet has designed The Network drive profits. with its end-to-end networking
Security Expert (NSE) programme to solution. Our unmanaged and smart
help them gain the required expertise. D-Link India managed switches are one of the most
By participating in Fortinet’s NSE preferred in the SMB segment and
programme, partners are able to better contributed significantly to our
assist their customers by expanding on revenue. We are a trusted brand in
their existing network security skills, WLAN segment with considerable
as well as their knowledge of Fortinet market share. D-Link is also a
technologies, while also staying up-to- prominent player in structured cabling
date on the latest trends across the segment. Overall, our growth in 2018
threat landscape. And for those has been organic, and we look forward
partners who wish to demonstrate to continue with this momentum.
complete mastery of network security, On the product front, our emphasis
they can complete the NSE 8 on innovation has led to introduction of
certification, an industry-recognised many interesting products in the
certification that certifies expert consumer space. At the recently
knowledge in the complexities of both SANKET KULKARNI, concluded Consumer Electronic show
modern cybersecurity as well as the VP – CHANNEL SALES (INDIA & (CES), D-Link announced a host of
industry-leading Fortinet security SAARC), D-LINK INDIA devices like new range of Smart Home
solutions. series, 5G gateway, and mesh enabled
Another area for partners to grow EXO series router with McAfee
their business is cloud services. We
have a MSSP programme that helps our
D-LINK’S FORAYINTO protection.
With all these innovations in
partners deliver Fortinet cloud and
support services, combined with CCTVSEGMENT consumer space and our business
approach, we have opened a plethora
technology like our virtual firewalls. of opportunity for channel partners.
This makes it much easier for their
customers to adopt the benefits of the
ENABLES PARTNERS Government’s emphasis on digital
economy with projects like Digital
Fortinet Security Fabric with a
predictable monthly pricing model,
TO EXPAND THEIR India, Smart City, digitisation of
Railways, etc., has further broadened
and benefits the partner with a
consistent and recurring source of BUSINESS the spectrum for the networking
segment. Hence, we are very
revenue. enthusiastic about the opportunities
Fortinet also works with our
distributors to build options for
OFFERINGS ahead and look forward to engaging
closely with our channel partners in
partners to lease security solutions like reaching out to customers.
our FortiGate Firewall on a monthly Key highlights 2018 and
rental. This is especially helpful for opportunities for 2019 Top tech trends for channel
partners who are new or in the early I can certainly term 2018 as an community
phases of their transition to managed action-packed year wherein we Advent of new age content rich


Channel Directions 2019

media like Netflix, Amazon videos and tremendous opportunities for ICT year for both the industry and
other digital formats are driving vendors and partners to grow. SonicWall, as new channel trends
demand for high-end routers. The However, it is also crucial to note that and industry shifts presente
present-day media hungry audience is technology is constantly evolving with d areas of opportunity and growth. In
constantly looking for high speed new innovations coming-in at regular 2018, we built upon our SMB
secure connectivity. As a result, new interval. Our team of engineers at D- leadership and announced our
trend in wireless technology like whole Link thrive on innovation and are expansion into the enterprise space.
home mesh Wi-Fi is gaining high constantly working towards bringing In 2019, we look forward to
precedence. Unlike traditional routers, out products that are future ready. It is bolstering our portfolio, equipping
mesh routers ensure there is strong imperative for everyone involved in our SMB and enterprise customers
wireless signal throughout the ICT business to upgrade and adapt to with enhanced capabilities across
premise, resulting in uninterrupted the changing market dynamics. our cloud-based platform. With more
work and entertainment. D-Link Partners must update themselves than 500,000 organisations deploying
introduced COVR series of router on latest technology trends, enhance SonicWall in their networks, it’s
based on mesh technology last year, their skill set, and most importantly, imperative for us to continue to ensure
and we are in the process of expanding focus on customer engagement. In protection in more than one million
our offerings in this segment. my opinion, these are some of the key networks we serve in over 215
Internet of Things is another flavour factors that will help drive business. countries and territories.
of the season, which is bound to As a channel-centric organisation, With a future-thinking mindset,
change the outlook of Smart Homes in we do conduct training programs and 2019 will be a year of focus on the
the days to come. Also, given the webinars to help partners stay enterprise for SonicWall. We foresee
number of existing internet connected abreast with new trends in the that companies will become more
devices, IoT will act as an obvious networking segment. aware of threats and revisit their
extension for today's connected world. compliance and security frameworks
Last but not the least, with growing SonicWall India as the conscious requirement to be
incidences of crime and untoward ahead of the curve becomes of
incidents, security remains a key increased importance across the
concern for most of us. Customers industry. This shift will trigger a
today are keenly looking for virtuous cycle of new realisations,
economical home security solution. inspiring new demands and industry
Devices likes Wi-Fi Home Camera (D- solutions.
Link DCS-P6000LH) are being widely In the new year, we predict that
deployed and are in huge demand. organisations will be more inclined
to adopt security measures as
Channel directions for partners attacks affecting the threat
With D-Link’s foray into CCTV landscape continue to increase
segment, we have diversified our across networks in the channel. With
product portfolio. Our partners now this realisation, businesses will need
have the opportunity to tap into CCTV DEBASHISH MUKHERJEE, to consider allocating a financial
market segment and expand their COUNTRY DIRECTOR, INDIA & SAARC, scope for cyber security tactics
business offering. CCTV as a segment SONICWALL as it becomes imperative to for
holds immense potential, with reports organisations to allocate
suggesting CCTV market in India is
likely to grow at a CAGR of more than SONICWALL SEES spending to awards security
investments due to the uncertainty
12 per cent from 2018-2023. We, at D- of an impending breach or massive
Link, are extremely focused on CCTV
business and confident of tapping
'CAPTURE CLOUD attack. It’s unfortunate, but it often
takes a catastrophic event for
substantial market share in the next
couple of years.
PLATFORM' AS KEY CISOs to receive the necessary
funds needed for adequate
Overall, the ICT industry is buzzing
with opportunities. Government and
enterprise digitalisation initiatives are
However, we predict companies
will start dismantling traditional
driving growth in networking
segment. Also, the adoption of
CHANNEL IN 2019 setups. To this point, SonicWall is
working to replace patchwork
wireless technology is on a rise with Key highlights 2018 and systems that are deemed far
more and more people getting opportunities for 2019 outdated, often using obsolete
connected digitally. All this presents Last year resulted in a significant software and hardware,


Cover Story

which are no longer supported. Futhermore, selecting a vendor

We’re eager to deliver capabilities with a layered security approach SUSE India
that will simplify deployment helps lower the cost of servicing
processes and unify security customers, freeing capital that
governance, compliance and risk can be reinvested into the business.
management from a single pane This type of flexibility drives
of glass. connectivity across the
enterprise environment providing
Top tech trends for channel organisations with guaranteed
community protection.
Real-time capability will become
critical. PortSmash is the latest Channel directions
example of how researchers are for partners
demonstrating cyber criminals' This year, we expect our Capture
ability to use the very architecture of Cloud Platform to be key offering for
processor chips to gain access to the channel as it continues to aid
sensitive and often highly valued organisations in mitigating malware, COUNTRY HEAD, SUSE INDIA
information. Along with its ransomware, phishing attacks and
predecessors – Meltdown,
Spectre and Foreshadow – these
other threats with real-time cyber
threat intelligence. In the cyber arms ‘CHANNEL
attacks are leveraging side-channels race, intelligence is key to not only
to ‘pick locks’ within highly
secured personal computers
knowing who your adversary is but,
making a quick and educated
or even third-party clouds
decision in how to thwart their
efforts. With over two decades of INVEST MORE ON
Prior to these attacks being made industry-leading innovation and
public, we were already developing
Real-Time Deep Memory Inspection
expertise, this platform will ensure
that organizations can defend
(RTDMI) technology which
proactively protects customers
themselves from whatever new
attacks 2019 may have in store
against processor-based exploits as for them.
well as PDF and Office exploits never Our partners must focus on Key highlights 2018 and
seen before. Given the increase in staying up-to-date and investing opportunities for 2019
the number of these attacks and the a lot of time and effort to 2018 was a good year for SUSE. As a
severity they pose, we will continue really know their customers. company, we announced back in last
to work hard to stay ahead of these In light of the rapidly changing July that SUSE will become a fully
threats with our RTDMI technology industry, it’s imperative for partners independent company from Micro
to identify and mitigate threats to remain on track with new Focus, as we partner EQT a growth
through deep memory inspection, all offerings, product enhancement, and investor to continue and even
in real time. service updates. This in turn will accelerate our momentum as a leading
Another trend will be Unified bolster partners’ ability to be provider of enterprise-grade, open
Control. Patchwork Systems, for thought leaders and game changers source software-defined infrastructure
whatever reasons they are left in in the ever-evolving security and application delivery solutions. In
place – budget, changes within an IT landscape. India, our growth was also evident. We
department, operational risks of At SonicWall, we believe that continue to maintain our leadership in
updates – legacy systems are understanding your customers’ manufacturing while growing our
something we anticipate customers needs is vital to ensuring that presence in BFSI, and private enterprise
will continue to struggle with. They they are, and will remain, fully as well as public sector business
continue to leave companies protected. By staying at the opportunities also keept us busy last
susceptible to attack when upgrades forefront of today’s industry, year. On the channel front, we have
are available at low prices partners can better predict recruited over 100 partners in India in
and zero-touch deployment. There customer challenges, address 2018 and more than 14 partners have
will be concentrated focus on needs and recommend investments become accredited partners of SUSE.
unifying command and control to help support customer In 2019, we will expect to see
functions for risk management, initiatives, sometimes before channel investing more on open source
governance and compliance from a problems even arise. technologies to support the emergence
single point. of two new paradigms - software


Channel Directions 2019

defined infrastructure and application based on “Technology” certification. operate, secure, and analyse their
delivery platform - underpinned by Partners need to get certified on SUSE enterprise. By design, these tools
customer’s digital transformation products. Based on their certification, bridge the gap between existing and
journey. There will also be greater they will get “tier uplift” which will emerging technologies, enabling
adoption of IoT devices and upsurge of enable them to attain various channel faster innovation, with less risk, in the
big data. benefits associated with their partner race to digital transformation.
status. This will foster quicker In 2019, we will introduce our
Top tech trends for channel adoption of technology and enhance flagship program, the new, combined
community the potential of cash in on the service Micro Focus Partner Program for
Software Defined Approach: In revenue associated with product sales. Resellers, which covers all products
today’s business environment, We believe channel partners should across Micro Focus. In conjunction
companies look for digital invest more on technology adoption in with the new program, we are
transformation as a key strategic order stay relevant in the market. They upgrading our partner portal, wherein
priority to change organisational must possess the relevant skillsets to we are investing US$ 5 million into
processes and capabilities in order to partner businesses in their digital improving system capability to ensure
deliver values to customers. Adoption transformation initiatives. we improve your experience of
of OpenStack and Software-Defined working with Micro Focus.
Storage (SDS) will be the key
component as industry moves toward Micro Focus India Top tech trends for channel
Software Defined Everything (SDx). We community
see Ceph will help change the Firstly, partners need organisations
economics of cloud storage and who make it easy for them to do
containerised or cloud-native business with. As we go forward, we
applications like Kubernetes and Cloud are simplifying the program to a
Foundry will become more mainstream single Global Program with three
than ever. partner tiers – Authorised, Gold and
◗ Internet of Things (IoT) and Edge Platinum. This program is delivered
Computing: There will be 26 billion IoT on a single platform and set of
devices by 2020, according to a processes – standardising and
Gartner report, with IoT spending automating as far as possible to
reaching nearly US$ 1.4 trillion by 2021, improve your experience.
based on a IDC report. What’s We also want to help our partners
interesting to know is that many IoT SAURABH SAXENA, take advantage of the significant
devices are using embedded Linux. COUNTRY DIRECTOR, cross-sell potential in adjacent
This makes perfect sense when you are solutions like Platespin and Hybrid
looking for a real-time OS that is
MICRO FOCUS, INDIA Cloud Management or IAM and Data
simple, lightweight, lean on resources Security (Voltage). We will achieve
and low cost. OpenStack Cloud e.g. is a
proven popular platform for a
‘PARTNERS NEED A this with the introduction of Portfolio
Expert Accreditations.
distributed cloud model when one is
moving processing and compute to the PROGRAM THAT Partners need a program that
delivers healthy, predictable
edge of the IoT network. profitability, and benefits. All rebates
◗ Big data and analytics: Big data
analytics is another huge technology
DELIVERS HEALTHY, as we go forward will be paid out as
back end payments ensuring you keep
trend that can’t be ignored. Big data
and analytics are forcing organisations PREDICTABLE the margin. Besides, we are
introducing sourced benefits across
to think carefully about storage variety, the board; paying partners on initial
volume and velocity. Interestingly a
quarter of all OpenStack cloud
PROFITABILITY’ support and have significantly
improved our offering on SaaS – paying
deployments are being used to run big Key highlights 2018 and out on up to three years upfront.
data or data mining workloads. Ceph is opportunities for 2019
the open source software-defined We have been focused on powering Channel directions for partners
storage solution that is helping to solve digital transformation for our partners Our partners need to be prepared
this problem. and customers alike - helping for the new Partner Portal which is
organisations run their business and going to deliver at a high level. This
Channel directions for partners transform it. Our software provides will include a completely new user
SUSE’s new channel program is the critical tools they need to build, interface, which will help in creating


Cover Story

quotes and placing orders. The new entered new markets, achieved our bitten, twice shy’, this being
UX will work on Sales Force, which set goals, introduced our security practiced by a smart machine which
means that we will be able to build on guardian- Midori Kuma to the learns from previous experiences is
the integrated Q2O capability. consumers and channel partners. Our exactly what the industry needs.
We have got a very strong MDF latest launch of cloud security Kaspersky Lab has already
program that is available to Gold and solution protected and secured inculcated machine learning
Platinum Partners. Once again, the millions of consumers, and technology in Kaspersky’s Threat
principle is simple – we work with you progressed together towards Management and Defense solution.
to co-fund marketing activities to building a cyber-secure nation.
generate awareness and drive end Our new distributor appointments Channel directions for partners
user demand for Micro Focus products in the Bangladesh and Sri Lanka As we have always mentioned our
and solutions. You can also work with market are the major highlights of channel partners have been a major
Micro Focus marketing and gain 2018, followed by our drive to make support to us and they play an
access to a wealth of campaigns and everyone associated with us important part in the growth and
pre-packaged resources that can be including our distributors and expansion of Kaspersky Lab. Even in
leveraged to deliver multi-channel partners happy through our 2019, we have focused on developing
integrated campaigns. ‘Kaspersky Sales Army’ program. Our various schemes and programs for
enterprise business has seen 100 per our channel partners that will only
cent growth as aimed by us and we make things better and beneficial for
Kaspersky Lab
are positively looking forward to all. We have some very exciting plans
explore newer opportunities in 2019. in the pipeline for our channel
We keep coming up with incentive partners in 2019.
programs for our partners that not
only promise them their deserved
growth in the industry but also the R&M India
extra perks of being a part of the
Kaspersky Lab family. Our recent
‘Sales Army’ program is an example
worth mentioning.

Top tech trends for channel

The top technology trends that
SHRENIK BHAYANI, will be experiencing steady growth
GENERAL MANAGER, in 2019 are as follows:
◗ Artificial Intelligence: Artificial
KASPERSKY LAB (SOUTH ASIA) Intelligence is rapidly changing the
environments of just about
BLOCKCHAIN AS everything. AI is helping businesses
across industries, to advance their
CYBERSECURITY threat detection and enhance the
incident response time. It is
interesting to see how will AI further
SERVICE IS A enhance the cybersecurity industry.


◗ Blockchain: In today's world
blockchain can be implemented in INFRA PROJECTS TO
various industry sectors in order to

speed up processes, guarantee
security, trust and transparency and
keep accurate records that can be
accessed by stakeholders, no matter BUSINESS
where they are in the world.
Blockchain as a cybersecurity service Key highlights 2018 and
Key highlights 2018 and is the most viable way for the opportunities for 2019
opportunities for 2019 technology to scale. The Indian infrastructure industry
The year 2018 has been really ◗ Machine Learning: In got a boost from the Government of
dynamic one for us. This year we cybersecurity, it is always said ‘once India in the form of Smart Cities,


Channel Directions 2019

metro rail projects, city surveillance Lastly, the reality of hybrid

projects etc. Channels got Nutanix India environments became more concrete
additional revenue from these in 2018, with more enterprises
sectors in 2018. This will continue beginning to truly appreciate the
for many years. adaptability, scalability and
The channel industry will boom efficiency of hybrid IT.
further in the year 2019 from the The channel community should
proposed industrial corridor projects bet on HCI, Automation and Flexible
(Delhi-Mumbai, Chennai-Bangalore, Enterprises in 2019. Virtualisation is
and others), airport projects (new set to continue in 2019 as more
and modernisation of old airports), companies see the process as
Digital India projects, healthcare inevitable, while enterprises already
projects (hospital), etc. on their virtualisation journey will
India being a large country, there focus more of their efforts on
is huge scope for IT Infrastructure applications supporting the
development, the requirement for IT
AMARISH KARNIK, business function.
products is going up which will DIRECTOR – GENERAL BUSINESS
help the channel industry to AND PARTNERS, Top tech trends for channel
grow further.
The industry no longer considers
Top tech trends for channel HCI a niche technology. Like many
Artificial Intelligence: AI
NUTANIXURGES other major digital economies that
are adopting best-of-breed solutions,
industry is currently booming in
India and hence organisations CHANNEL Indian enterprises are realising and
reaping the benefits of enterprise OS
will definitely require catering to re-define their businesses. The
their solutions across the
PARTNERS TO channel community should expect
HCI to be the solution of choice for a
Internet of things (IOT):
Companies dealing with IoT EVOLVE AS greater number of customers as they
seek to effectively modernise their
technology will witness a huge data centres.
demand for their products and
solutions in the near future, thus
STRATEGIC With enterprises continuing to
move away from three tier legacy
requiring multiple partners to
maximise their product/solution
ADVISORS systems and traditional operations,
companies will look at modernising
reach. solutions and automating
Cyber security solutions: With the Key highlights 2018 and infrastructure to focus on innovation
advent of digital practices in end opportunities for 2019 and real business priorities.
customers such as digital The year 2018 saw the IT channel Mundane tasks like system
wallets, online transactions, etc., industry constantly evolve to meet upgrades, will be expected to run
organisations ensure to protect the market's rapidly changing automatically without interruption
every single piece of data of their requirements – witnessing three key by the system itself.
customer. Hence, they would look highlights. Firstly, the large number Application automation will
forward for strong security of Indian enterprises replaced their continue to be a big opportunity for
solutions. three tier architecture systems with channel partners. Today, IT
next generation, hyperconverged infrastructure is considered a
Channel direction infrastructure (HCI), marking a shift commodity, with application
for partners from complex, time-consuming and automation deriving the true value
We are guiding our channel inflexible systems to the one that for customers. While an application
partners to identify new areas for ensures well-managed operations. automation project is one that will
business growth. It could be Secondly, having seen the benefits have a positive impact on
geographical expansion or product and reliability of the single interface partner businesses, with it being
bundling/convergence, etc. Partners enterprise OS, companies began outcome based, application
need to invest on quality manpower ‘trusting the system’ and shifting automation will continue to
with proper training in order to their mission critical workloads and be a big opportunity for channel
provide the required services to big data applications to a single pane partners.
the customers. that ran across all applications.


Cover Story

Channel directions including Google, VMWare, Splunk,

for partners CrowdStrike and others. I'm tasked to lead the
Partners can strengthen APJ channel strategy and its rapidly
themselves by expanding into growing partner program and drive
services. With the constant need for joint go-to-market capabilities for
businesses to transform, the CrowdStrike’s robust partner
momentum to create end-to-end ecosystem.
solutions along with the help of On January 28, 2019, CrowdStrike
partners has never been greater. announced a new tiered program for
Business transformation, today, reseller partners to further accelerate
cannot be accomplished alone. sales and offer partners additional
We believe that in order for our revenue streams through partner-
customers to build agile and scalable provided services, solutions, and
businesses, it is important for the other opportunities.
channel partner ecosystem to work in The Elevate Partner Program is a
collaboration with our teams to meet
GEOFF SWAINE, unified partner program that
IT demands and achieve business DIRECTOR, CHANNEL & ALLIANCES incorporates all security solutions,
objectives: engaging with customers, ASIA PACIFIC & JAPAN, partners and their go-to-market
modernising and shrinking data models. It encompasses a “whole-
centres, have all become realities. It’s
CROWDSTRIKE ecosystem” approach based on six
all part of redefining data centres and paths to partner engagement and
infrastructure and making cloud
invisible. To align to this, channel
CROWDSTRIKE profitability – channel, technology
alliances, MSSPs, OEMs, CrowdStrike
partners will evolve from hardware
and product vendors, to strategic SEES SUPPLY Platform, and cloud procurements.
The Elevate Program will now
advisors, by designing and building better enable new and existing
services around core hardware.
Like most enterprises, talent
CHAIN ATTACKS partners to develop expertise around
specific technology areas and
acquisition will be an investment
area for channel partners. The AND CYBER industries, so they can expertly serve
their customers and differentiate
combination of attracting the right through their partnership with the
kind of talent, both from a sales and
pre-sales perspective, along with
ESPIONAGE industry leaders in endpoint
recruiting the right set of skillsets
required by subject matter experts,
AS TOP TRENDS Top tech trends for channel
will be a game changer for partners community
striving to stay ahead of their Key highlights 2018 and Supply chain attacks will continue
peers.Nutanix is part of a constantly opportunities for 2019 to rise as attackers will leverage this
evolving IT landscape, with several In 2018, CrowdStrike was focused route to carry out targeted intrusions.
customers at the peak of traversing on growing its global partner Over the last 18 months, supply chain
the paths of digital and business footprint with new channel resellers, attacks have become one of the
transformation. Finding the right major system integrators (SIs), and biggest threat vectors as
kind of talent is definitely going to technology alliances. The company organisations struggled with
play a key role in differentiating launched a new partner portal, and vulnerabilities. Software supply
players in what is a truly exciting expanded enablement options to chain attacks have grown in
time for the channel partner help partners develop their frequency because of the high
ecosystem in India. CrowdStrike practices and ensure number of organisations that depend
Partners play the most important world-class customer support. on third-party software for business
role for Nutanix, in India and globally. CrowdStrike has expanded rapidly operations and this shows no sign of
Our partner ecosystem is geared up into the EMEA and APAC regions, slowing down.
for the foundation, deployment and heavily investing in its channel and Channel organisations will need to
building of services around HCI. The partner ecosystem with key wins in maintain vigilance to ensure they are
next challenge for us is to develop the United Kingdom, Italy, Japan, not adding risk to the supply chain,
the DevOps, automation and Australia, India, and Singapore. and those who are equipped to
subscription practices for them. We Additionally, the company has forged protect it can bring their customers
are addressing this through more critical alliances with the world’s and partners real value. Additionally,
expansion and engagements leading technology leaders, we expect to see organisations


Channel Directions 2019

perform a new level of due diligence successes, while delivering more triggered a huge demand for security
to vet partners and their security benefits, enablement, and rewards hardware such as CCTV cameras,
practices in order to avoid for our ecosystem of partners. storage, and solutions. Indian video
unwarranted risks. Supply chain Through CrowdStrike’s platform-first surveillance market is projected to
risks require a new security lens to approach, partners receive an open grow at a CAGR of 16.4 per cent
move away from focusing on the framework for the development and during 2018-2024. Security is the next
perimeter to having the capabilities deployment of next-generation growth destination.
to behaviourally detect abnormalities antivirus (AV), endpoint detection There is also an increase in the use
in the system that traditional and response (EDR), security of online UPS systems in residential
solutions may miss. hygiene, vulnerability management, applications, as homeowners want to
China will continue to ramp up managed hunting, all delivered from protect their sensitive electronic and
commercial cyber espionage efforts. a native cloud architecture. entertainment equipment from
We saw an increase in espionage CrowdStrike continues to expand its power outages and power quality
activity last year that will continue Elevate Partner Program to enable issues.Another new niche market for
into 2019. China will ramp up efforts partners who are aligned with the UPS systems are broadcast stations
to steal intellectual property and CrowdStrike technology model and and casinos, as more and more TV
trade secrets as geopolitical functional areas that meet customer affiliates and cable stations
developments continue to jeopardise needs. broadcast digitally, they must protect
their economic objectives. Indian both the power to broadcast, the
organisations, especially those quality of that power and the
engaged in trade with western Delta India sensitive digital broadcasting
nations, will need to ensure they are equipment.
not vulnerable and be able to harden
their security posture against Top tech trends for channel
sophisticated intrusion attempts. We community
will see greater compliance and risk Our channel business has grown
requirements so that organisations by more than 50 per cent, we have
investing in building security billed to more than 250 partners. We
capabilities will have a competitive have done 77 per cent business
advantage. through run rate partners and 23 per
Cyber insurance rates will go up cent business through project
because of the increased payouts and partners, whom we called system
risk. This is the golden age of cyber integrators.
insurance, and the market will
continue to evolve. We have already ROHIT DATTA, Channel directions for partners
seen insurance companies offering DIRECTOR - CHANNEL BUSINESS, Up to 40 KVA sales and service
their customers discounts for having through channel partners only,
a proven security platform such as
INDIA & SAARC, DELTA market dynamics has changed from
CrowdStrike Falcon in place. Channel 20 KVA to 120 KVA for the organised
partners who can prove their
defensive capability to their cyber
INDIAN VIDEO sector so we have opened up to 120
KVA sales and installation for our
insurer will likely experience
discounts. At the same time, as the SURVEILLANCE loyal authorised certified partners.
We are a strong believer in
threat landscape becomes more and channels, and we have tasted the
more challenging to navigate, many
insurance providers are likely to raise
MARKET IS success of the channel in our
industrial automation business. The
their rates to prepare for the new risk
environment. PROJECTED TO core message to our existing and new
partners is that Delta is a very open
and flexible power brand. We have a
Channel directions for partners
At CrowdStrike, partners are a
GROW BY 16.4% highly motivated channel team. We
are getting more competition
core part of our business, allowing us Key highlights 2018 and partners into our fold. Today every
to reach more customers and meet opportunities for 2019 business is becoming critical and
the global demand for our The security and surveillance digitized. Hence, every organization
technology. With today’s industry will continue to grow in needs to operate all the time which in
announcement, we actively expand 2019. The government initiatives like turn demands a reliable and strong
on opportunities and build on mutual Smart City projects and GeM have power back up a solution.


Cover Story

enterprises. By its very nature, RPA

UiPath India has got applicability and scope Quick Heal Technologies
across the enterprise and we
work on annual licenses, which
makes it for more licenses and
renewal of existing licenses. RPA
channel partners thus have a very
strong growth driver as part of the
business model.

Top tech trends for channel

◗ RPA has high growth potential and
high profit potential. Availability of
RPA skills is on the rise and UiPath is
a major force behind it.
PARTNER ECOSYSTEM, to be aligned with one or more of the QUICK HEAL TECHNOLOGIES
UIPATH INDIA cloud ecosystems in the market.
Critical opportunities would arise out
of these relationships. AI-LED
RPAIS ANEWAREA ◗ Channel partners will have to seek
deeper specialisation in one or more CYBERSECURITY
OFOPPORTUNITY of the emerging areas such as
IoT, AI, RPA, analytics, etc., along
with handling infrastructure and WILLSEE HUGE
FOR CHANNEL security services to be able to
completely own the client TRACTION IN 2019
PARTNERS relationship.
Key highlights 2018 and
Channel direction opportunities for partners
Key highlights 2018 and for partners From large-scale data breaches to
opportunities for 2019 UiPath is 100 per cent focused on devastating cyber attacks, the
The trend of digital transformation channel partners because we firmly previous year witnessed some of the
by enterprises has led to many new believe in being a products and most high-profile security incidents
opportunities for channels. It has led platform company, earning our in recent years, both in India and
to many channel partners gaining revenues from product license fees globally. These incidents have led
specialisation in one or more of the alone. When a customer signs on for enterprises and individual users to
digital technologies such as cloud, RPA, the channel partner is involved realise how important it is to ensure
analytics, security, data right from the start, from the proof-of- the safety and security of their
management, digital workplace, IoT, concept to implementation to critical information in the digital
and mobility amongst others. running managed services or center sphere.
This trend will only intensify in of excellence. Some of our partners That being said, there is a critical
2019. The year would also see also specialise in training. need for more awareness-related
channel partners move deeper into The RPA industry has been initiatives targeted at the
some of these areas and provide growing in multiples and UiPath is SME/MSME sector. The awareness
managed services. There’s also the the fastest growing RPA company about cyber threats and their
emergence of SaaS-based application adding 8-10 customers per day business impact is really low in this
software in areas such as HR, supply globally. We expect the same growth market segment, exposing small
chain, and customer experience rate to continue in India during 2019, businesses across India to a huge
management. which translates to huge opportunity risk factor. The sector also don’t lacks
RPA is a new area where we see for channels. Every UiPath customer resources – capital, technological, or
lot of opportunities for channel. Just opportunity is a channel opportunity. talent-wise – to build robust in-house
in over a year we have identified and To capitalise on this, our partners cybersecurity infrastructure. This
worked with over 60 boutique should invest in hiring trained RPA leaves them extremely vulnerable to
channel partners who are serving resources and business process threats within the digital realm and
some of the largest Indian analysts. makes them a lucrative target for


Channel Directions 2019

threat actors. Generating greater security analytics. both retail and enterprise verticals
awareness about the latest cyber about various security trends,
threats and cutting-edge ◗ Securing BYOD and connected emerging threats, and the need for
cybersecurity solutions that can devices: There will also be a shift effective cybersecurity.
combat them can help address this towards implementing better mobile In order to align themselves to this
disparity. device management within the vision, channel partners will have to
enterprise ecosystem. Organisations conduct regular training to educate
Top tech trends for channel of all sizes are already adopting their employees about cybersecurity,
community BYOD as an integral part of their threats, and market challenges. Such
◗ Data Protection: One of the operations, but struggle with in-depth domain knowledge can help
biggest technology trends that the implementing device usage and them make a more convincing case to
cybersecurity industry and the access policies and authorisations. prospective customers, which will
channel community should definitely Most such devices also do not have lead to improved conversion rate and
bank on is that of data protection and adequate security installed on them. sales numbers. This, in turn, will
encryption. Data and information This will drive a definitive shift maximise their revenue generation
have become the new gold in today’s towards security offerings providing and profitability, as well as expand
digitally-driven, tech-led era. seamless and robust mobile device the scale of their business.
Protecting this data is therefore of the management solutions to
highest importance, particularly enterprises.
since the launch of historic data ◗ Securing the home network and Eaton India
protection policies such as GDPR. smart devices: Home network
With the Indian government also security is emerging as another
currently in the process of important consideration for the
formulating a comprehensive data cybersecurity industry, given the
privacy policy, there will be an increasing use of devices like smart
accelerated demand for data- TVs, smart fridges, Wi-Fi connected
oriented security solutions amongst ACs, CCTVs, and other such
enterprises. IT channel vendors appliances in modern smart homes.
which integrate solutions like Data Users need to protect these devices
Loss Prevention (DLP) and Data from threat actors who can breach
Encryption into their value offerings home networks by exploiting the
will definitely reap significant smallest vulnerabilities. Such threats
returns on their investments. need to be mitigated through robust
◗ AI/ML-based multi-defence solutions that protect home Wi-Fi SHAILENDRA SHUKLA,
security: Another key area of focus network by adding an extra layer of DIRECTOR – SALES, POWER QUALITY,
will be AI-led security solutions, security between smart devices and
particularly from organisations threats on the internet.
working in sectors such as BFSI,
government, IT/ITeS, manufacturing,
healthcare and retail etc.
Channel directions for partners
Channel partners are the very
Organisations operating in these
industries are increasingly
foundation on which Quick Heal’s
success has been built over the last HAVE ABIGGER
leveraging digital technologies and 25 years. We have consistently
the connected infrastructure to
power their operations. The sheer
invested in strengthening our
channel ecosystem through targeted
volume of data that these industries
generate makes it near impossible for
partner on-boarding, specialised
training programmes, and engaging YEAR’
human-only teams to identify industry events.
potential threats and attacks in real- We are looking to launch more Key highlights 2018 and
time, and to mitigate them swiftly. such initiatives in 2019 in order to opportunities for 2019
Integrating AI-led cybersecurity can help our channel partners We saw a strong market traction in
step into the picture here and help understand the market, its dynamics 2018. Demand generation was
organisations bolster their security and challenges, and future growth largely driven by edge computing,
profiles through swifter and more opportunities. As one of India’s digitalisation drive of government,
effective threat detection, response, leading cybersecurity brands, we healthcare diagnostic equipment,
and mitigation enabled by solutions will also be focusing extensively on security and surveillance, server
such as security automation and raising end-customer awareness in room suites and retrofit upgrades. We


Cover Story

have also noticed an increased rapid expansion of distributed offices,

presence and adoption with the IT Forcepoint India and 2019 is the year where we aim to
system integrators. During this achieve a lot of growth in this market.
period, Eaton has initiated several
positive actions that included Top technology trends for
introduction of new solutions suited channel community
for IT application, training of the IT As security threats are becoming
channel, backed up by complex and insider threat is
comprehensive promotional schemes becoming larger than before –
for the partners. behaviour analytics will be a major
In the IT channel industry, we trend in 2019. Not only UEBA solutions
foresee continued demand for Power will be attractive to customers –
Management Solutions for 2019 by embedding behaviour-based decision-
virtue of trends like edge computing, making will become cornerstone of all
higher cloud adoption, especially existing solutions as well like NGFW,
hybrid cloud, increased digitisation
AJAY DUBEY, DLP, web security and cloud security.
in private and government space, NATIONAL MANAGER - PARTNERS & With cloud adoption at an all-time
Smart City drive and Internet of ALLIANCES, FORCEPOINT high – cloud security will become an
Things. With increasing penetration important trend. Cloud security
of smartphone and content solutions like CASB will see an
consumed over the smart phone, we
foresee an overall growth in IT
‘WE HAVE ADDED increasing demand which will help
organisations enable critical visibility
applications and services, which is
likely to translate into growth
NETWORK SECURITY and control to erase the security blind
spots and implement a level of
opportunities for the IT channel. I
believe that this year IT channel will
have a big role to play and this will
SOLUTIONS normalcy. CASB features will also be
embedded in other existing solutions
like NGFW, email and web security to
also enable them to expand their
horizon of solution offerings.
TO OUR EXISTING cater to the cloud security

Top technology trends for PORTFOLIO’ Organisations are rapidly becoming

more distributed. Connecting stores,
channel community branches and remote offices to the
The top technology trends, which Key highlights 2018 and latest cloud applications, corporate
may potentially impact the channel opportunities for 2019 systems, and data stored everywhere
community are - edge computing, Forcepoint has been constantly in between is more important – and
cloud adoption (especially hybrid innovating to provide integrated more complicated – than ever before.
cloud), IoT and analytics and human-centric security solutions that Therefore, SD-WAN will be a
adoption of Li ion batteries. help organisations to protect its significant trend that will reshape the
employees and critical data. 2018 has way distributed networks will be
Channel direction for partners been a great year for us and our secured and put to use.
Eaton has been working closely success has been defined by our
with partners for mutual growth and approach to help customers increase Channel directions for partners
we would continue to do so. We are their security effectiveness while Forcepoint is a 100 per cent channel
continuously investing on channel lowering risks as they accelerate partner-driven organisation and our
enablement backed up by digital transformation of their success is defined by our engagement
appropriate products and solutions. business. We have registered a double with partners. Forcepoint partner
Some of the key directions for the digit growth in India this year and ecosystem is evolving in size, partner
coming year include solving have successfully increased our types and roles to best deliver
customer needs and problems channel reach and capacity. customer business outcomes and
together with IT channel partners, Additionally, our strategic channel expand the partner’s capabilities to
application based solutions partners have also registered very address new market opportunities.
developed with the help of channel, impressive growth. We are excited for Our strategic channel partners have
creating additional brand awareness 2019 as we have now added network grown significantly and they are able
along with the channel, reaching out security solutions to our existing to leverage all of our product lines,
to smaller cities and towns through portfolio of security solutions. The cross-selling and up-selling them into
appropriate network and local secure SD-WAN market is a growing the existing customer base. All our
solutions. and an important segment due to solutions provide recurring revenue


Channel Directions 2019

stream to our channels, so there is a technological solutions to improve we want to invest heavily in our
huge opportunity for them to grow business outcomes and efficiency in partner engagements and truly
their business through services as 2019. According to me, artificial become a channel driven organisation.
well and increase stickiness with their intelligence, blockchain and machine Channel partners are core to our DNA
customers. learning top the list. and are an integral part of our go-to-
AI has a broad application in market strategy.
IceWarp India different areas, including the banking We look at partners to invest in the
sector. One of the leading banks has right kind of resources to be trained
developed a system that uses AI and and certified on IceWarp and upgrade
machine learning to analyse corporate their team capabilities. We want the
clients' receivables and help them partners to focus on creating a
match the same automatically. In 2019, recurring revenue model for
we would probably see some more themselves. We will continue to build
interesting AI-based products coming newer features for the customers
from other parts of the world. which aligns with the partner goals of
A blockchain stores information offering the best in the industry.
permanently across a network of
personal computers. This technique MicroWorld (eScan)
decentralises the data and distributes
it. Millions of users make it difficult for
ANITA KUKREJA, any one individual to take down the
HEAD, MARKETING & CHANNEL SALES, system or corrupt it. The word
ICEWARP 'blockchain' often reminds people of
the cryptocurrency. However, it is not
just about cryptocurrencies anymore.
‘THIS YEAR WE WANT Several financial institutions and
healthcare companies have integrated

TO INVESTHEAVILY blockchain technology in their

infrastructure during the last two
years. In 2019, governments, central
IN OUR PARTNER banks, technology companies are
expected to embrace the blockchain SUNIL KRIPALANI,
ENGAGEMENTS’ technology and offer more security,
less cost, as well as better experiences
for consumers. The demand for
Key highlights 2018 and blockchain development would surely
opportunities for 2019
The year 2018 was on the cusp of a
Machine learning can be termed as
profound change. And yet, the closer a
major leap forward seems, the more
a technology that allows software
programs to make decisions based on IMPROVE
one is reminded of the last-mile a large amount of data fed to the
challenges associated with next
generation innovation. While there
system. This technology is closely
related to AI and has been around for
continues to be a sense of excitement
for a future that is rapidly becoming
several years. The automated Forex
trading platform is the best example.
reality, increasingly, questions and
concerns are part of the mix as well.
Automakers are set to use the
technology in certain cars that would MECHANISED
The trends unfolding will do so in an track the previous data and alert the
environment of higher expectations;
namely, for business value, security,
users when the vehicle needs repair.
The American Army has installed a
transparency, and equal access to similar system in some of their combat
opportunity. vehicles.So the demand definitely is on Key highlights 2018 and
the increase. opportunities for 2019
Top tech trends for channel Small and medium businesses alike
community Channel direction for partners have been a target of ransomware,
Companies around the world are IceWarp believes in growing Trojans and phishing attacks.
expected to reinvest in new mutually with the partners, this year Furthermore, the IT security


Cover Story Channel Directions 2019

budgetary constraints for these business IT backbones and is crucial Top tech trends for channel
organisations have fueled the growth for sectors like the BFSI, Government, community
of cloud-based security solutions. defense and education. Organisations Array’s focus is going to be
Dependency on IT security specialists today have moved away from advanced security, application
would increase, as judging from the traditional IT business to emerging acceleration, and performance based
increase in threats emanating from technologies like the Internet of on our hyper-converged networking
nation-state actors, government Things (IoT), artificial intelligence (AI), platform. The focal point will be to
agencies/regulators would the block chain, especially around engage with highly skilled selected
issue/strengthen the existing IT connected devices in the IoT space. It partners who can evangelise
security compliance requirements. is very prudent for traditional styled IT customers. To stay in the forefront,
In mid-2018 GDPR was enforced in partners to start focusing on the new we have plans to maintain a
EU and its repercussions were felt in opportunities and gear up to be part of development hub in India to cater for
India. Indian organisations in order to this new wave. innovative products for global as
ensure business continuity and well as local markets. With the help
efficient trading with EU partners had of our dedicated channel ecosystem,
to comply with GDPR regulations. Array Networks we are focused on developing a
Although enforcing GDPR guidelines skilled pool of resources. Moreover,
is an ongoing process for every we will be investing in training and
organisation, 2019 would be the year certifying our partners along with
to look out for. joining the customer engagement
Top tech trends for channel In order to ensure that channel
community partners are rewarded for all their
Recent trends include automated efforts, we will be assuring maximum
cloud-based security solutions, scan margins in all Array deals. Array has
based product or services, SAAS the potential to make a difference to
based IT security products, AI and the channel community by creating a
ML-based IT security products, highly trained channel ecosystem
among others that will top 2019. capable of propelling the
Cyber security is becoming SHIBU PAUL, company towards emerging trends
fundamental for regular day to day REGIONAL SALES DIRECTOR – APAC, such as hyper-convergence,
existence and business, yet it is artificial intelligence, blockchain
progressively difficult to oversee.
Cyber attacks have turned out to be
very advanced and it is hard for the IT
to keep up. Automation only can never
‘WE WILLBE Channel directions for partners
Array is focusing on utilising hyper-
get the job done and AI is required to
improve information examination and INVESTING IN convergence in networking and
application security and visibility.
mechanised contents. SAAS and Enterprises are looking to embrace
PAAS models have made inroads into
various aspects governing the
TRAINING AND hyper-converged infrastructures as a
go-to technology platform to address
functional working of an organisation,
and in 2019 the security preparedness CERTIFYING OUR security and productivity concerns.
We believe that hyper-converged
of these organisations would be systems will help enterprises achieve
tested, as in 2018 criminals have been
shifting focus towards stealing of
PARTNERS’ digital transformation all the while
addressing the concerns of operational
browsing data, user credentials for Key highlights 2018 and costs and enhanced customer
cloud services, etc. opportunities for 2019 experience so as to stay ahead of the
The year 2018 was a profitable competition.
Channel directions for partners year and Array has registered 35 per Artificial intelligence and
With the rapid digitisation of cent YoY growth. We have met all our blockchain are also the next big game-
businesses, consumerisation of IT and financial goals set for last year and changers that we are planning to tap
forthcoming Smart City projects in have witnessed maximum growth into this year. Therefore we look
India, cyber security becomes the compared to all other global regions. forward to training and developing our
cornerstone of IT deployment for all This substantial growth is backed by channel eco-system to be the
infrastructure projects. Cyber security the significant deals in the BFSI, facilitators for this digital
is now becoming an integral part of all Government, and enterprises. transformation.


Cover Story Channel Directions 2019

businesses to identify and protect partners. We do customer events,

Barracuda Networks India against threats, on the other hand, it market development fund
can also be used by hackers to launch contribution for their marketing
increasingly sophisticated and large- activities, which helps them have an
scale attacks. event together and position our
◗ Cloud-based security: With a large technologies for their customer base.
portion of organisations migrating to The partners find a huge attached
cloud systems, cloud-based security rate with Barracuda primarily
might just be the biggest because we have that sort of
cybersecurity trend to watch in 2019. products. It’s not that we give one
Apart from the security factor, cloud- technology and just walk away;
based cybersecurity systems also Barracuda always gives an
offer faster deployment and scalable opportunity for them to sell more to
solutions that support various the same customer.
business needs. With ransomware, phishing and
zero-hour attacks are bound to
COUNTRY MANAGER – INDIA, Top tech trends for channel increase, we expect email security,
BARRACUDA NETWORKS community network and application, and data
2018 has witnessed the adoption protection to be a top priority for

DATAPROTECTION, of the new technologies with AI, ML

and IoT dominating the sector. AI
organisations in 2019.
We strongly believe that in 2019,
represents both an opportunity and a technology will take a significant
ATOPPRIORITYFOR threat to the industry, it helps by
detecting signs of malicious intent
leap forward, by taking a more
advanced approach towards threats

ORGANISATIONS and deception within every email

with virtually no IT administration
and vulnerabilities and the sector
will continue to explore new ways to
required. On the other hand, hackers improve existing solutions while
IN 2019 can also leverage AI to launch
increasingly sophisticated and large-
closing gaps exposed by the
biggest vulnerabilities facing
Key highlights 2018 and scale attacks. us today.
opportunities for 2019 We have registered authorized,
◗ Internet of Things: With the preferred and premier categories of Channel directions for partners
growth of the Internet of Things (IoT) channel partners – each one has to be The top directions for our channel
there has been a surge in the number a registered partner. Following partners are around the solutions for
and variety of devices being registration, they decide on what O365 and security solutions for the
connected to the internet. And while kind of commitments both of us need public cloud. This automatically
IoT has tremendous benefits to users, to give each other, then we decide opens doors for partners to work with
it also gives cybercriminals a target- where the partner fits in. The premier customers for SD WAN solutions.
rich environment. According to is highest category of partners with a With increasing penetration of the
Forbes report, the global IoT market larger target and larger commitment cloud, partners will need to invest
will grow from US$ 157 billion in 2016 from their side as well as from our and align towards selling solutions
to US$ 457 billion by 2020, a side; whereas, the preferred have around the cloud platforms.
compound annual growth rate of 28.5 lesser target. The qualification Partners will have to either
per cent. This rapid growth makes criterion from a technical standpoint partner with the platform vendors or
managing and securing IoT is lower than premier – the number of work with OEMs like Barracuda to
devices a huge challenge to all people need to be certified, sales sell solutions around the cloud
organisations. officials and technical officers. We usage. With Barracuda being one of
◗ Artificial Intelligence and have close to around 70 partners, but the top security and data protection
Machine Learning: Artificial focus-wise there are around 20 to 25 solution provider for O365 and the
Intelligence (AI) has evolved as one partners we engage with public cloud, partners should align
of the most transformative consistently. with Barracuda and also invest in
technologies in past years. Gartner They bring in opportunities, they getting their sales and technically
predicts that the global AI-derived open their account list, then we plan trained on our products, which
business value will reach nearly call out days with them. We also do will help them penetrate deeper
US$3.9 trillion by 2022. However, the EDM blasts with them. We put into existing customers and open
technology has its own merits and significant efforts to generate joint doors in newer customers and
demerits where AI can be used by opportunities and leads for all these markets.