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Hitachi GST All Set to Woo Indian SMEs

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When it comes to hard drives for storage, it is true that customers look at these hard drives as just a storage device. However, Hitachi GST as an organisation want to change this perception through continuous innovation. The company is setting new expectations and working aggressively towards achieving them. In an interaction between Ramesh Rajamani, Business Development Manager India, Hitachi GST and Faiz Askari, Editor-Technology, SmallEnterpriseIndia.com it has been unveiled that this storage equipment major, is all set to woo Indian customers and SMEs is an important category for them. 

 

Can you elaborate your business strategy for the Indian market for 2010?

Hitachi GST is committed to the Indian market, and currently we have strong local support and sales team in India. We see potential growth in India’s storage industry and it will certainly play in Hitachi’s growth. We constantly evaluate and identify opportunities to improve our foothold and operations in India and to strengthen our local team in the market.

What is the flagship product line that is targeted for the Indian market?

We recently launched the Hitachi Z-series family drives. The entire family is offered in capacities up to 320GB – the industry’s highest 7mm drive capacity in a one-disk design. The new Hitachi Z-series family is based on a reliable one-disk design hitting capacity sweetspots of 160GB, 250GB and 320GB. The Travelstar EA models are offered in 250GB and 320GB only. We will also be looking at partnerships to use the newly launched Z-series Family of slim drives, both in the Notebook/ Netbook market and the CE Space.

The company also introduced its first external storage solutions namely Hitachi X Series and SimpleTOUGH for India. To go in line with the Branded product launch, the Hitachi Partners Privilege (HPP) program will also reward members for all Hitachi Branded hard drives purchased starting from May 2010, besides the desktop and mobile hard drives. The Branded hard drives will have a new rebates table in HPP, offering members attractive rebates (via HPP reward points), as well as special HPP promotions for members.

Can you share some of your product road map for this market?

Hitachi GST provides high-value storage for a broad range of market segments, including Enterprise, Desktop, Mobile Computing, Consumer Electronics and Personal Storage. To reinforce our leadership in India, we have launched products in HDD, Branded and the upcoming enterprise SSD (co-developed with Intel). All the product lines aim to offer ideal storage solutions to users with ever-changing storage needs.

Our marketing strategy includes the following elements:

 External storage — we have our standard products available for the Lifestyle applications of SOHO and Small businesses segment and the professional series for professionals. We intend to ensure that we do not offer one product that fits all applications and are aiming at innovative and unique products to meet different needs of our range of customers.

 For CE – Our CE range of CinemaStar for AV market for Broadcast and Satellite (Set top Box and DVR) and the Security market (Digital storage for CCTV) would continue to be available up to 1TB. We also have the super slim Z-series 7mm drives in CinemaStar to cater to the Standalone DVR/CE devices.

 For Desktop – We will continue to offer the products from 160GB to 2TB for the rest of this year.

 For Mobile – We are the first to focus and offer the Z-series 7mm single platter mobile drives from 160 GB to 320 GB and the multi-platter models up to 500GB.


What technologies are driving the external storage market?

Some analysts say the digital universe will double in size in every 18 months. In 2012, the digital information created is expected to be five times as much as that was created in 2008. This translates into good news for the hard disk drive industry.


We have started expanding the Hitachi external storage product range with new product announcements as we see huge growth in the external storage market. One of the driving forces is the popularity of netbooks, which have only small capacity hard drives, and hence fueling the need for more/external storage capacity. We launched the Hitachi SimpleTOUGH and Hitachi X Series. Hitachi SimpleTOUGH is one of the world’s most rugged drives for protecting data. Designed for serious mobility, it is the only water- and shock-resistant external drive available today from a global hard drive manufacturer.

How do you target the SME segment of India?

We are aggressively looking at this segment. Indian SMEs have different needs and requirements and especially they are poised for growth. They want to have scalable and affordable solution. We have well stretched business activity covering almost all the important business activity hubs of India.

Could you highlight Hitachi GST's go to market strategy for this market?

Our main market strategy is to go into the market with channel partners. We see channel partners as our strategic business partners, who help us to grow our channel footprint and strengthen presence, market share and awareness.
We are committed to support our partners and help them grow as we grow. We are the only vendor in the market who provides a year long program to our partners (The HPP program that runs from January to December). Unlike other vendors who provide gift cards, we offer debit cards that can be renewed year-on-year.

What new products are you planning to launch in India?


Hitachi strives for innovation and we will be competitive in the Indian market. We aim to provide our customers with a 'whole new user experience and not just a product'. We look forward to having new launches in India that will add to our burgeoning profile of innovative products.


What will be Hitachi GST’s advantage over the competition?

There are several factors that set us apart from the competition, first and foremost is the fact that our global brand and long history in the CE marketplace (TVs, camcorders, etc) help us in establishing our credibility in the common consumer’s mind.

However, proven hard drives that are consistently ranked top in quality by our OEM partners is another factor. Simple and easy-to-use storage and backup solutions for all type of customers, specially the SME and SOHO customers. These are few differentiators. 

 

Last Updated ( Friday, 17 September 2010 21:54 )  

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