MICROSOFTS GO-TOMARKET STRATEGY FOR

AZURE
Case presented by Group 4
Kanika Dua (36)
Raksha Chaturvedi (43)
Ankur Maheshwari (11)
Gagandeep Singh Kalra (27)
Pritam Khan (61)
Srihari Narayan (82)

About AZURE
What is Azure
Pay as you use model
PAAS = SAAS + IAAS
Outsource your backend infra to Cloud
Why Azure
IT INFRA COST IS CHANGED TO VARIABLE OPERATING EXPENSES
IMPROVED RESOURCE UTILIZATION AND INFRA MANAGEMENT
CAN SCALE UP AND DOWN
On-Demand services ie COMPUTING POWER

Concerns of Clients
Data privacy
Compliance
Legal issues
Data security
Threats of vendor lock in

CLOUD COMPUTING MARKET IN INDIA

IT/ITES growth expected to be 15% and will reach to 45

Billion in 2013
Possibility of Leap Frogging to Current Technology
Cloud computing Vendors
Amazon [IaaS]
Google [PaaS]
Yahoo [SaaS]
Salesforce [SaaS]

Potential Target Segments

Government
Increased adoption of IT [NeGP] [Egovernance]
Launch of services like internet banking,irctc,ITR
Currently using Legacy systems on Heterogeneous platforms
making integration difficult
Microsoft as a trusted vendor
Large Scale enterprises
Average IT spend $3 million growth potential 8%
Invested in License based model ,IT Infrastructures
Microsoft as a trusted vendor

Potential Target Segments

SMB
Huge Market [4 million + 35k ] mostly pirated
Dependency on ISV
Microsofts capability to provide a Hybrid model
Issues to be addressed
Awareness of Cloud
Affordability & ROI
Customised solution to solve revelent problems and situations

CHALLENGES & RISKS OF WORKING IN INDIAN

MARKET
Addressing Insecurities of Owners [Specially Government

and SMBs]
Piracy
Can be taken as Hurdle to increase Jobs Opportunities
Broadband connectivity

Options For Launching Azure

Specific Teams to Address the 3 Segments of the Market
Government Target 30-60 Days
Increase Awareness to ensure opportunity is not succumbed to Competition
Resolve Risks
Value propositions

Seam Less Integration of End to End Systems

Microsofts Trust and Dependability

Large Scale Enterprises Target [30-60 Days]

Resolve Risks
Increase Awareness on Hybrid Model,and Microsofts Capability

Options For Launching Azure

SMB [90 Days Plan]
Educating and Awareness of Pay per Use model
Free Storage Freemium [Free Basic and premium upgrades]
Customised Revenue models Pay per Hour/Transactions/Monthly Subscriptions
Free Trials
Easy Entry/Exit
Act as a Business consultant to approach SMBs [Provide Solutions not licenses]
Customised SLA,24/7 Support
Collaboration with ISV

Educating Developers on merits of Cloud

Microsoft capability to provide integrated services Compute ,Storage, Data,

Networking and Application

Resolve Concerns
Money, Legacy Servers, Data integrity, Security, Performance and Control

WHAT SHOULD MICROSOFT DO?

1.

SMB provides greater potential to Azures Market [Long Term ]

SMBs may not be early adopters and would be keen to follow Large Scale

Enterprises implementation Stories

2.

Government Sector needs to be pushed aggressively [Immediate

Action, Short Term]
Higher Potential to Buy
Increased IT spending
Microsofts Trust as a Vendor and Capability to provide integrated solutions
Provide an Option for Hybrid Model

3.

LSE [Short Term]

Increase Awareness in Developer Community
Custom solution
Addressing Risks
Provide an Option for Hybrid Model
Already provide High Revenue for Licenses