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EMC acquired Iomega eyes the consumer market in India
By Ojas Sharma
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Thursday, 23 July 2009, 23:53 IST |
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Bangalore: EMC India has announced its strategy for entering the consumer market with the launch of a suite of Iomega solutions for personal and external storage. Iomega has already been quite successful in many western countries. So far Iomega has sold more than 400 million digital storage drives and disks worldwide since it started.
EMC is a provider of information infrastructure technology and solutions. In June 2008, it acquired Iomega keeping in mind the rate at which storage market is increasing. With the help of Iomega, EMC plans to deal with consumer market. According to Alok Ohrie, President, EMC India and SAARC, there are many non-traditional devices from which digital information is getting created. Digital information is growing even during recession and is doubling every 18 months. "As per a recent IDC survey 70 percent of the digital information is created by individuals. Consumers with their ever growing digital footprints constitute the world's fastest growing market for data storage. We at EMC are confident that our Iomega storage portfolio will enable us to increase our footprint across all market segments in India," said Ohrie.
Iomega launched two new products in the home segment, Screenplay Pro Multimedia Drive and eGo Portable Hard Drive. It already has many other products available in Indian market including desktop drives and portable hard drives. In order to strengthen its position in Indian market, Iomega is setting up a sales network in Mumbai, New Delhi, Bangalore and Chennai to service 46 cities. The company also plans to double its existing partner base of 250 to 500 by the end of 2009. "Iomega aims to fulfill the storage needs of home users, office users and creative professionals. We are confident that with the launch of Iomega's new India team, EMC will be able to gain a leadership position in the consumer market," said Rajeev Mukul, Vice-President, Iomega sales, Asia Pacific and Japan.
According to IDC Asia Pacific Quarterly Disk Storage Systems Tracker Q4 2008 report, EMC is the leader in providing external storage to corporates with a 23.28 percent market share on the basis of factory revenues of $56.81 million. It also leads Network Storage market for CY2008 with 27.38 percent market share. With the help of Iomega, EMC will try to replicate its corporate success with consumers as well. In India, there are many players competing for market control in external storage sector. Companies like Seagate, Transcend and Western Digital have been selling their products in India for a long time. The competition for Iomega is tough but with the help of EMC technology and its experience in storage solution it is trying to make a name for itself in Indian market.