Silicon India July edition

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Silicon India July edition

  1. 1. siliconindia | |June 2013 1 siliconindia PUBLISHED FROM BANGALORE Business OF Technology IN THE U.S. & INDIA JULY - 2013 siliconindia.com Company of the Month Startup of the Month In My Opinion: JeffWeiner, LinkedIn VCTalk: Kanwal Rekhi, Inventus Capital Partners CIO Insights: Walter Curd, Maxim Integrated Products, Inc. Premlesh Machama, MD, CareerBuilder-India CareerBuilder: HarshalKatre,Co-Founder& CEO,ProfitBooks PratulShroff,Founder& CEO,eInfochips
  2. 2. siliconindia | |July 2013 3siliconindia | |July 2013 2 Contents July 2013 Cover Story Page 16 [In My Opinion] JeffWeiner,LinkedIn [Venture Beat] [VC Talk] Managers Vs. Entrepreneurs Kanwal Rekhi & Manu Rekhi, Inventus Capital Partners [CIO Insights] The Usual Suspects are not the Real Trends Walter Curd, Maxim Integrated Products, Inc. Using Technology To Polish the Pharmaceutical Industry Arun Gupta, Cipla Limited Kokilaben Hospital: Making Patients Life Easier Rajesh Batra, Kokilaben Dhirubhai Ambani Hospital & Medical Research Institute [View Point] E-Commerce: Power for the Next Generation Raj Subramaniam, FedEx Services Managing Unstructured Data Still Remains a Challenge Santosh D’Souza, NetApp India Data will Drive the Future of Consumer Electronics Vijay Solanki, Philips Increasing Targeted Cyber Attacks Making Enterprises Move Towards Signature-Less Approach Sridhar Jayanthi, FireEye Silicon Intellectual Property: Delivering Value to Customers Chakravarthi M.G, Mobiveil 4G and its Pertinence in the Indian Telecom Sector Arvind Bali, Videocon Mobile Services Securing Confidence in Mobile Transactions LokeshSingh,Gemalto [Company of the Month] [Startup of the Month] 06 Premlesh Machama, MD, CareerBuilder-India CareerBuilder: By Sandeep Sen HarshalKatre, Co-Founder&CEO, ProfitBooks PratulShroff, Founder&CEO, eInfochips Judicious Engineering Mohamed Ibrahim Enayathullah, MD Pearson TalentLens Sushil Eapen, Managing Director SJS Technologies B Sandeep Shetty, Director Pavan Kumar Shetty, Director Barracuda Networks Niall King, Asia Pacific Regional Vice President SanDisk Corporation Sanjay Mehrotra, Co-Founder, President & CEO 10 42 44 46 48 20 22 12 33 34 35 36 38 40
  3. 3. siliconindia | |July 2013 5siliconindia | |July 2013 4 Editorial M y boss often says, “Tell me how we can, not why we can’t.” Maybe this mindset does not just imply for my boss alone, but is also in the minds of most of the CIOs and HR departments of the enterprises. The ever changing market dynamics and global competitive pressures have resulted in business becoming more complex, putting immense pressure on HR departments to get the right talent according to changing technology trends and streamlining the work culture using innovative HR solutions. Currently the challenge for them is to row against all the unpredictable tides— high attrition rates, pressure on the working capital and compliance with laws applicable to permanent staff and to have a complete control. To solve the big puzzle “Why we can’t”, most of the enterprises are immensely spending on innovative HR solutions. Whatwehaveobservedaftertalkingtomanyoftheenterprisesis that HR solutions still remain a highly competitive and fragmented industry that is poised for enormous growth in the coming years as companies increase their investment in their HR infrastructure. To give our perspective to this issue, siliconindia has come up with “5 Most Promising HR Software and Solution Providers” whose software, products and services play a crucial role in helping these companies to overcome HR challenges. These solutions help organizations to better collaborate with, and expectation setting between HRs and hiring managers, and recruiting the best talent to drive innovation within the business. Though over the past 10 to 12 years, recruiting has moved from placing ads in newspapers to recruiting candidates to the Internet job boards, social media outlets and professional organizations, most of the leading players still have not maximized the opportunity and solved the pain points in the industry. In this issue, we have shared with you the story of CareerBuilder who has come up with inventive new products that have taken the foreign markets by the collar and believe that they have spotted a gap in the Indian market. This edition has another compelling story of Pratul Shroff, CEO of eInfochips, who challenged the odds and moved to India after working in the U.S. for 12 years, currently with blazing track record serving over 30 billion-dollar enterprises from varied sectors in the industry. Please do let us know what you think. Christo Jacob Managing Editor editor@siliconindia.com Focus on "How we can, not Why we can’t" HR & Payroll systems are evolving with time. Are you catching up fast enough? Price starts at `10/- per employee per month Shift to Greytip, India's most popular HR & Payroll Software with 1600+ clients in 51 cities. Employee Administration Attendance One click MIS Reports Expense Claims Payroll Management Leave Management Employee Self Services Events and Reminders 1990 Manual 2000 Computing 2013 Cloud Computing Document Management 1800 1036533 www.greytip.in For free demo, Call us on For 30 day free trial, Sign up on Greytip Online Cloud based HR & Payroll software Winner of Nasscom Emerge - Top 8 SAAS Apps and Nasscom Emerge 50 - 2010 siliconindiaVol 2 Issue 7 • July 2013 Publisher Alok Chaturvedi Editor-in-Chief Pradeep Shankar Managing Editor Christo Jacob EditorialTeam Anamika Sahu Rachita Sharma Sandeep Sen Sagaya Christuraj Vignesh.A Sr. Visualiser Ashok Kumar GM - Sales & Marketing Virupakshi Pattar Circulation Manager Magendran Perumal Advertisement queries Editorial queries editor@siliconindia.com Office SiliconMediaTechnologies Pvt Ltd. To subscribe Visit www.siliconindia.com/magazine-in or send email to subscription@siliconindia.com. Cover price is Rs 50 per issue. Printed by K.Raghavendra, published by Alok Chaturvedi on behalf of SiliconMedia Technologies Pvt Ltd. and Printed at Precision Fototype Service, #13, Sathyanarayana Temple Street, Halasuru, Bangalore-560008 and Published at No.124, 2nd Floor, South Block,Surya, Chambers, Airport Main Road, Bangalore 560017. Editor Pradeep Shankar, No. 124, 2nd Floor, South Block, Surya Chambers,Airport Main Road, Bangalore 560017. Copyright © 2013 SiliconMedia Technologies Pvt Ltd, All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited.The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher. Bangalore Ratan Nayak T: 080 43112203 Chennai Vignesuvaran T: 09790729023 advertise@siliconindia.com Mumbai Madhusudan T: 09594541401 Delhi NCR Shirpati T: 0813728287 No.124, 2nd Floor, South Block, Surya Chambers, Airport Main Road Bangalore 560017 Tel: 080.43112203 No. 501 & 502 - 5th floor VishalTower, Janak- puri District Center Janakpuri, New Delhi- 110058 Tel: 011-45992100 Visualisers Ranjith C Arpita Ghosh
  4. 4. siliconindia | |July 2013 7siliconindia | |July 2013 6 T here has always been a tug of war between ‘Leadership’ and ‘Management’ for the top notch. Even though they overlap each other, they are not synonyms. There is a huge difference between two. With management, you find people who tell you what to do but leadership inspires others and inspiration to me is the key. But now the question arises, “What does it take to inspire others?” According to me, there are three components to true inspiration. 1.ClarityofVision: What help are you trying to take, what vision do you have, what sense of purpose strides in your motivation, and what do you see in other people that others are not seeing? The clearer you can be about these, the more easily you can understand a lot of people. 2.TheCourageforIntervention: If you are a visionary, you are going to see something that other people do not see or feel threatened by because it can potentially disrupt the way they focus. You have to believe in what you are doing, you have to believe in your vision which truly every founder follows and that conviction provides courage to other people to pursue the same vision. opinion in my GearuptoInspireand MakeAnythingPossible Founded in the living room of a co-founder in 2002, LinkedIn (NYSE: LNKD), an online professional network, was officially launched in May 2003. Headquartered in Mountain View, California, the company has a market cap of $19.80 billion. Jeff Weiner, CEO, LinkedIn Jeff Weiner siliconindia | |July 2013 6
  5. 5. siliconindia | |July 2013 9siliconindia | |July 2013 8 3.Abilitytocommunicatethe requiredInformation: To be able to evangelize to people in a way they can easily understand what you are trying to accomplish. It is not so much about effective leadership as it is about the kind of talent I work for. My past experience has helped me to learn about the kind of people I would want to work with in my team. Talking about the internet industry, there are five key players on the field. Today, technology is driving the industry, advances innovation, and supplies breakthroughs thus making it important to have someone in the team who understands technology and the direction that the world is moving in. The next thing you need is the ability to harness where technology is going; you need product sensibility. When groups of people come together business acumen and thought sensibility are the absolute tools necessary to get things done to take that technology and actually motivate and inspire teams of people. The next quality of leadership is to inspire people, but resourcefulness is the most important of them all which is needed to get things done. You are going to run into walls where you will need people in your team who can go over those walls, go around those walls orjustknockthemdownandgostraight through. This is resourcefulness. It is very rare to find such people. If you find people with multiple skills, then those are even better. However, if you find people with all five; those are the people that make the pantheon of business - the ‘Steve Jobs’, the ‘Bill Gates’, the ‘Jeff Bezos’ and others. AreLeadersBorn? We are all born with the resources - words, deeds and ideals that can inspire people. Words are powerful, but there is nothing like talking the talk and walking the talk. There are some born with the ability to communicate more effectively to channel things that they are passionate about, and there are others who just know how to get things done as opposed to other people who lead by example. We all watch and get inspired by looking at the way in which they do the things. The later can be coached to cultivate that skill set, even if it is not instinctive or something that was inherent. To begin with, they can practice it and improve it over time. The same stand for leading by your actions in terms of getting things done, understanding the culture of the organization and living up to that culture, and aspiring to excel to do better. OrganizationalCulture Imagineyouareinarocketandgoingto launch it. If you are off by inches at the launch, then you can be out by miles; when you are out there because of the sheer speed at which you are moving at. It is very important to go from situations to build from foundation. What will ultimately trigger growth are innovations and breakthroughs along with the workforce flowing into the company. One can easily predict the success or failure of the company looking at its team, process, and physical infrastructure. Without these elements, it is quite challenging to be a scalable and sustainable one within the industry. According to me, culture is collective personality in the conversation, and not just who you are but who you inspire to be. What is critical for us in LinkedIn are the operating principals we use to make decisions and as sub-set of our cultures. I would say LinkedIn culture has four dimensions – transformation, collaboration, team work and results, and the most important for us is transformation of individual employees of LinkedIn to renovate the trajectory of their career. Passion,SkillandMarket Few questions that I ask while recruiting students, interns, folks looking for career advice are what should I be thinking about, what is the most important dimension that I should be contemplating on a career path and what I am passionate about? It is quite amazing to see how in- frequently people ask these questions to themselves. It is understood that students who are just out of school and have not experienced much do not know what they want to do. But for people who have been in the industry for a long time, they fall prey to a whole stream of opportunities and when they wake up after 5-10 years, they do not find the same passion igniting within themselves. I would advise the truly passionate entrepreneurs to not just optimize for passion, but to optimize both passion and skill along with market. If you find the convergence and nexus of these three elements, you have got the right timing and can make anything possible. (The article is based on the keynote speech delivered at TiEcon, 2013 hosted at Santa Clara) “ “ Itisvery important togofrom situationsto buildfrom foundation
  6. 6. siliconindia | |July 2013 11siliconindia | |July 2013 10 C loudByte, a provider of software defined storage in the cloud, has raises its second round of funding to the tune of Rs.24 crores, bringing the total funding to Rs.35 Crores. The round was led by Fidelity Growth Partners India, the private equity arm of Fidelity Worldwide Investment (Fidelity), along-with existing investors Nexus Venture Partners and Kae Capital. The company was founded by Srivibhavan Balaram and Felix Xavier, who serve as the COO and the CTO of the company respectively. CloudByte plans to use the raised funds for expanding globalsalesandmarketinginadditiontoproductdevelopment. Additionally, Raul Rai, MD of Fidelity, will join the board of directors for CloudByte. The company’s ElastiStor storage technology, shipping since January, and its applicability for both cloud storage providers and enterprise private clouds had a huge role to play in the investment decision. “It is refreshing to see what CloudByte has accomplished in a short period of time and we are looking forward to the company’s continued success and expansion into new markets,” says Rai. “We are building the next generation of storage virtualization solution. The solution is disruptive and will change the way storage is deployed and consumed in the cloud - private and public. Our management team is world class in global technology and business development,” says Balaram. There is a fundamental shift in storage industry to a cloud based model, giving both cloud service providers and enterprises the flexibility and scale without betting a lot of money. Recently, the company appointed former SanDisk General Manager Greg Goelz as its Chief Executive Officer. CloudByte ElastiStor has been verified to work with leading technology platforms, including VMware ESXi, Citrix XenServer, and Citrix CloudPlatform, and is now integrated with OpenStack block storage Cinder. The company has offices in California and Bangalore. CloudBytePockets `24CroresinSeriesBFunding FractalAnalyticsSecures `150CroresfromTAAssociates F ractal Analytics, an analytics service provider, has raised Rs.150 crores in funding from private equity investor TAAssociates.The company is headquartered in Mumbai and is led by Srikanth Velamakanni. The company plans to use the raised fund for global expansion, hiring and build more products with intellectual property rights. It had posted revenues of about Rs.120 crores in last fiscal and eyeing for Rs.210 crores by the end of current fiscal. “We are passionate about helping companies leverage advanced analytics to better understand consumers, optimize pricing and marketing, and compete more effectively in the marketplace. Our partnership with TA will help us fuel this passion further,” says Srikanth Velamakanni, CEO, Fractal Analytics. Founded in 2000 by former investment bankers Velamakanni and Pranay Agrawal, Fractal Analytics currently has over 600 employees with offices in 7 cities across the globe. “With exploding big data, there is a broad scope of big data and analytics market, which includes data analytics, data distribution, data management and data visualization amongst others and this is the market we plan to tap into,” says Agrawal. Fractal aims to work towards making analytics connect with consumers to earn customer loyalty, make better incremental decisions, and ultimately improve lives. The company helps businesses understand, predict and influence consumer behavior; improve marketing, pricing, supply chain, risk and claims management; harmonize data, visualize information, build dashboards and forecast business performance. “We believe that the big data space represents a very significant opportunity. Fractal is one of the leading players in this space globally and has been experiencing accelerated growth, making it the ideal company to partner with. We look forward to working with the company’s management team to further build value in Fractal,” says Naveen Wadhera, Director and Country Head, TA Associates, who has joined the Fractal board as a part of the deal. Srivibhavan Balaram Srikanth Velamakanni
  7. 7. siliconindia | |July 2013 13siliconindia | |July 2013 12 ManagersVs. EntrepreneursBy Kanwal Rekhi, Managing Director & Manu Rekhi, Principal, Inventus Capital Partners Founded in 1993, Inventus Capital Partners is a U.S.- India venture firm managed by successful entrepreneurs and industry operating veterans who have financed over 100 entrepreneurs. W hat is the difference between a man- ager and an entrepreneur? Is one bet- ter for society than the other? These are questions that frequently arise during our mentoring sessions with young college graduates who are at the beginning of their professional careers. Management, as a scientific discipline, and managers as practitioners of it, are concerned with the control and maximization of a firm’s resources. These resources may include capital assets, human resource assets, customer assets, and processes. Managers thrive in and prefer rela- tively predictable and stable environments which enable them to steadily and incrementally improve utilization, nurture talent, cut costs, eliminate waste, and shorten development cycle times to extract more profits from same assets. That said, the ability for a manager to ef- fect change in an organization is con- strained by the inertia of his assets. A five percent annual improvement in productivity at a large industrial firm, such as GE, is considered to be an ex- tremely successful result. Entrepreneurs, on the other hand, are innovators and disrupters who are naturally antagonistic to the stable en- vironment and incremental approach espoused by managers; they have little interest in maintaining the status quo since they cannot effectively compete against established players with well- oiled processes. The individual entre- preneur has no assets to start with and moves quickly to adopt new approach- es and aggressively tackle opportuni- ties in new markets and can thus af- ford to be disruptive as they have no well-established assets to lose. In the end, their advantage stems from the speed with which they can move in rapidly changing environments. In many cases, the relationship between entrepreneurs and manag- ers is an adversarial one, fraught with misunderstandings and caricatured impressions of each other. Managers look upon entrepreneurs as whimsical Kanwal Rekhi VC Talk
  8. 8. siliconindia | |July 2013 15siliconindia | |July 2013 14 and even capricious in their approach to business, whereas entrepreneurs view managers as stodgy, hidebound, and potentially as impediments to change. The irony is that every success- ful entrepreneur ends up creating as- sets that need to be continuously kept productive and optimized by someone with managerial expertise. As a start- up expands, the entrepreneur must transform himself into a highly effec- tive manager, otherwise he risks seri- ous damage to his own business; but that is very hard to do. As a firm starts to grow rapidly, the founder’s skill set has to expand at an even faster pace to stay ahead of the business require- ments. He has to learn new skills and unlearn old ways of conducting busi- ness which were better suited to a busi- ness in its infancy. In most cases, it is much more effective to hire a manager to help manage the core of the busi- ness while the entrepreneur pushes the envelope at the fringes. As the compa- ny matures, entrepreneurs often retire or move back into the startup world. In certain cases, the entrepreneurs and their startups become acquisition tar- gets by managers looking to induce growth in large companies. A well-balanced team of entre- preneurs and experienced managers, bound together through mutual re- spect, can significantly propel an en- terprise. At Google, Manu witnessed this first hand with Eric Schmidt com- ing in and acting as the company’s lead manager through his role as CEO. The founders, Larry and Sergey, continued to focus on driving new technologies and strategic relationships. Over the years, Larry learned how to become a better manager of the core businesses without having to be at the reins and disrupting the assets that he had cre- ated. This type of symbiotic relation- ship between experienced managers and entrepreneurial visionaries is not just unique to Google. Steve Jobs would rely on Tim Cook to stream- line the supply chain and operations at Apple. Sheryl Sandberg brought sales and organizational expertise to Facebook while Mark Zuckerberg fo- cused on executing his core product vision. Going further back, Bill Gates surrendered day-to-day management responsibilities at Microsoft to Steve Ballmer, so that he, himself, could fo- cus on driving strategy and new tech- nical efforts. The model has proven to be an effective one in the technology industry over the past two decades. Unfortunately, when there is not mutual respect and intellectual hon- esty between the manager and en- trepreneur the transition is usually disastrous. At Exodus, Kanwal saw billions of dollars in equity value dissi- pate after Ellen Hancock was brought in as CEO. She had little regard for the founder and Chandrashekhar was sidelined. Similarly at Apple, John Scully had little regard for Steve Jobs. Apple stagnated for more than a dec- ade. Yahoo! also faced a similar fate. If the incoming manager is led to be- lieve that he is being brought in to fix a problem they very quickly dismiss the entrepreneur. Ultimately, entrepreneurs are crea- tors of new wealth in an economy while managers are conservers of es- tablished wealth. Society needs both of them as one brings stability to the environment while others add dy- namism and fuel for expansion. An economy full of managers without en- trepreneurs is likely to stagnate while an economy full of entrepreneurs without managers is likely to be un- stable. Japan, an economy entering a third decade of economic stagnation, is a prime example of the first while Nigeria is a good example of the sec- ond. In the U.S., on the other hand, we have a healthy balance between the two and so our economy is both rela- tively productive and dynamic com- pared to other nations. It is much more effective to hire a manager to help manage the core of the business while the entre- preneur pushes the envelope at the fringes “ “
  9. 9. siliconindia | |July 2013 17siliconindia | |July 2013 16 ‘W ork’ may not be a place to go to, but a thing to do in the near future. Our tasks may be recited to us by a program, our kitchen may become our office and the office need not be a physical place anymore. If twenty years ago, the only way to work was to sit behind a desk then it’s quite possible to be in a future without any office space and to be recruited by a program instead of a headhunter. The attitude towards work has taken a sharp turn and recruitment has become an even tougher business. More workers are setting their own work hours, taking up contracts, and working remotely – the traditional 40 hours a week, jobs have faded out. Today, requirements in the industry are more specialized and recruiters are forced to take up unorthodox ways to pull in prospective candidates. Social media, job portals and online communities are all areas of recruitment for headhunters today. The market leaders in this domain have understood this drastic shift in trends and have cashed in with mammoth resume databases and solutions. “But in large part, the industry is far from being maximized,” says Premlesh Machama, MD, CareerBuilder India, a prominent online job portal. “We have not seen any innovation in the job portal category, job portals still offer resume database services” says Machama. Having realized the need and an opportunity, CareerBuilder has invented a revolutionary COVER STORY 17 Recruitment Envisioningthe Nexusof Premlesh Machama, Managing Director By Sandeep Sen
  10. 10. siliconindia | |July 2013 19siliconindia | |July 2013 18 to be the prime candidate for the job. Dias for Smart Employers With such varied areas of search and thousands of portals which list out candidates for a single position, a recruiter’s job has become anything but easy. With so many candidates pouring out of colleges and schools every year, it is quite easy for a recruiter to overlook a valuable candidate’sprofile.Toclearthiscloudy maze, CareerBuilder has introduced recruitment spaces specialized for each vertical. Their database is acutely tuned to offer search results which are filtered to the last specification entered by the recruiter. They achieve this hair splitting task by introducing sub categories for specialized resumes and experienced professionals in the industry. This vastly increases the relevance of search results and also decreases the cost of resources deployed, for the employer by 18 -22 percent. “With CareerBuilder, the employers not only have a customized search engine at their disposal but also two equally game changing tools for talent acquisition,” says Machama. Work@ taps the age old resource of employee referral but on the ultra- modern social media platform of Facebook. Hiring via referrals still ranks first, according to staffing.org, therefore it is not a method that can be disposed of. Work@ is a simple referral application that harnesses the resources of the all-pervasive social media platform. It allows employees to share job listings with their Facebook friends and considering the fact that an average Facebook user has about 130 friends, widens the search parameters exponentially. Another innovative tool called Talent Network has the ability to revolutionize the entire process of job listing in companies. This application allows enterprises and companies to create their own organizational page on CareerBuilder where they can post job offers, company highlights, progress taking place within the organization and more. This page is also search engine optimized therefore when a person is scouring for jobs, he/she is automatically redirected to this page and is introduced to the organization. This not only eliminates competition from other enterprises that have similar job listings but it also allows the company to tap another huge well of resource called “passive job seekers.” These are people who are not aggressively looking for a job but are open to possibilities. For them exists a special tab within Talent Network called Join the Network. In plain sight, it is simply a process of building a community around the organization but from a recruiter’s perspective it is the culmination of all the aforementioned tools. This pool of resource can prove highly beneficial as it can serve as a reserve pool for future opening and perhaps someday be the foremost recruiting mode. Stepping into the Subcontinent The tools that this innovation driven company offers are presented with a vision for the future. CareerBuilder came to India in 2007, with a vision to disrupt the online recruitment industry, but due to inauspicious year that followed – 2008’s global economic meltdown – they were forced to cut down on operations. Not until 2012 did the Indian arm finally get the go-ahead. Today, CareerBuilder has introduced in India, all the tools that have been tested and tried in the rest of the world, with some of the biggest names in the industry, and have led to their large North American and European dominance in this business. The Indian arm of CareerBuilder aims to revolutionize the recruitment business in India to create bigger pools of talent that are readily available to head hunters and corporate recruiters of today and tomorrow. Their current operations in the country are mainly focused on the core aspects of recruitment i.e. resume database sales and their new core products which bring a breath of fresh air into the whole business. Future in the country for this giant looks quite promising with the balance in their favor as their inventive new products and two click solutions will take the job market by storm only to the delight of job seekers and recruiters. However, this is not the pinnacle of innovation for this experienced player. Newer products are under development and will be rolled out soon. Perhaps with this new player in town, our country’s job market will see the light of day. As the saying goes, “a step towards the future is the way to build your career.” product suite that will stir up a stagnant market. With a domain experience of over 18 years and unprecedented dominance in North America and Europe, CareerBuilder intends to storm the Indian recruitment market with its innovation driven philosophy and solutions. With its fresh products and social media integration, CareerBuilder is poised to capture the untapped market space. Despite the fact that the market share in this domain has already being dominated by big players, CareerBuilder sees a sweet spot that it can dominate from, in online recruitment. The products that this company intends to introduce to the Indian market are used by the Fortune 500 in Europe and America. Having customized their products to serve the Indian industry seamlessly, CareerBuilder is just a step away from market dominance. The company entered the subcontinent in 2007 and thus began their journey of well- crafted innovation for an industry that is in large part stagnated. Current Innovations to ease Job Seeker’s Conduit Today, the modes of recruitment have changed, both from the perspective of the employer and the employee. Job seekersapplyformultiplejobsatatime but are largely unaware of the success or failure of their application, until the very last moment. “CareerBuilder understands a job applicant’s pain. Attending multiple interviews and waiting for the verdict. It is a highly stressful and testing process, and we have tried to remedy that,” adds Machama. The primary method for job seekers to find a job online is after the long process of uploading the CV and separately filling up multiple forms, uploading picture and contact details – all of which are already included in the CV – only after that the candidate begins to receive calls from prospective employers. CareerBuilder has eliminated all the base level preliminary hassles that first time applicants have to go through to apply for a job offer, with their product CV@ CV. When an applicant submits his/ her CV on CV@CV, CareerBuilder produces the profile for the candidate based upon the CV – in short the candidate’s profile is completed in two clicks. They have removed a major impediment from the process with the introduction of this simple yet effective solution. They are also the first in the industry to introduce a profile meter which is an indicator of the level of completion of the profile. With this tool, the candidate is always aware of the status of his profile. After the initial submission of the application for a job position, the candidate is largely unaware of the status of his application – whether it has been processed or has it been rejected or approved? Hire Insider is the tool that plays the game for the Job seeker. This tool rightfully empowers an applicant with the insights into the job that he/she has applied for. The product also alerts the applicant if their resume needs to be updated to better fare with the competition at hand. These insights and awareness of application related analytics can prove to be extremely crucial for a candidate With CareerBuilder, the employers not only have a customized search engine at their disposal but also two equally game changing tools for talent acquisition “ “
  11. 11. siliconindia | |July 2013 21siliconindia | |July 2013 20 “As an Entrepreneur, I know what it takes to reach such a stage; it is a lot of work, blood, sweat and tears. Individuals will not understand the difficulties faced in 1995, to start a company in Embedded Products and Semiconductors. This is not (IT) software development, contract software or body shopping. The basic understanding of products and customer requirements takes a lot of effort. Operating from Ahmedabad and creating products for clients in Japan, US and Europe takes special talent. India requires more Individuals like Pratul (Pratul Shroff, CEO of eInfochips) to bring special design talent to the country. India needs to learn from him as an example,” said Sam Pitroda, Advisor to the Prime Minister of India on public information infrastructure & Innovations and Chairman of National Innovation Council. Most entrepreneurs dream of movingtotheU.Sandstartingtheirown venture in the comforts of the country’s advanced technological environments. But Pratul Shroff, Founder and CEO of eInfochips, challenged the odds and moved to India after working in the U.S. for 12 years. Starting off with just one engineer in his hometown Ahmedabad, eInfochips has come a long way since 1994 to now provide product engineering services and semiconductor design services to seven ’Fortune -75’ companies and over 30 billion-dollar enterprises spanning Aerospace, Surveillance, Retail & eCommerce, Biometric Security, Semiconductor, Medical devices, Consumer devices, Communications & Software Technology. Moving to India for the love of the homeland The organization was started when Shroff realized a growing need for development of EDA tools in the industry. Over time, Shroff assembled a team of 30 engineers in Ahmedabad andtrainedthemextensivelyinVerilog, a hardware description language (HDL) used to model electronic systems. This was particularly hard considering the availability of quality technology talent in Ahmedabad in the 90s. Pretty soon, eInfochips engineers were much sought after in the Silicon Valley for their programming skills and unique innovative practices. Recognizing the immense potential on offer, Shroff continued to provide chip design and product design services and expanded the company strategically. Today, eInfochips has a 1000-strong workforce across eight design centers in India, operating sales offices in seven countries with 90+ customers. eInfochips has garnered a special reputation in the industry circles for bringing innovation into each stage of the product development cycle. All throughout eInfochips journey, Shroff has ensured that the primary focus is on generating value beyond cost reduction to customers. “Simple philosophy is to build people and people will build the company in turn.” says Shroff. As the saying goes, simple strategies are often the best ones; eInfochips is simply a birth child of this omnipotent philosophical approach. “Today I can confidently say that we can achieve 50 percent growth year on year,” adds a proud Shroff. From Innovation to Industry Prominence The growth can be attributed to the company’s policy of ‘Customer First’. While generating value far beyond labor cost arbitrage, eInfochips has invested into internal R&D to build a strong portfolio of 50+ in-house IPs that customers can leverage for lower effort, greater predictability and faster time-to market capabilities. After 15 years of designing and engaging customers across two downturns, eInfochips is going strong today. With product innovation as the bedrock of eInfochips engagements, it is no surprise that clients see immense value in associating with eInfochips. Working on the latest technologies also brings in enormous value for the employees. Having exposure to the technologies and innovations that would shape the future is extremely satisfying for eInfochips employees. As a result, the company is able to attract diverse and skilled talent from across India. A majority of eInfochips business comes from critical industries like Aerospace, Semiconductors and Medical Devices. 80 percent business from existing clients implies a cynosure on quality of products and client value delivered. The fact that these highly critical and complex products are developed with over 95 percent offshore presence is a testimony of the innovation, process and engineering skills borne by the eInfochips team. They create value with offshore product design and development, rather than augmenting onsite client teams (body-shopping) with value limited to cost arbitrage. Apart from the aforesaid expertise, another major characteristic of the solutions provided by eInfochips is to take complete ownership of products from the concept to volume production. This is made possible due to the strong ecosystem of manufacturing partners based in India, China, US and Taiwan. While the customers of other companies spend a lot of time, money and effort in R&D, production, procurement, yield and logistics, eInfochips has ensured a single point ownership archetype. It also reduces pressure on the working capital for clients while ensuring complete design and IP confidentiality, a very appreciable trend moving away from typical working scenarios seen with other ODM’s. With ‘Customer First’, ‘Embracing Impossible Challenges’ and ‘Disciplined Execution’imbibed into the culture and work-ethic of the company, it is no surprise that eInfochips has a habit with winning accolades. They were awarded the No.1 chip design service provider worldwide by Gartner, one of the top-20 Global Design Partners for TI and GESIA 2011 for the best Software Product Company, to name a few. Moving forward, after 15 years of struggle and successes, Shroff and his team look set to take giant strides and might just be the next big thing to emerge out of India. eInfochips in percentages: While other design firms employ a product sustenance model for revenue, eInfochips are an innovation driven company - a relatively challenging task as it involves nascent technologies and ever-changing skill requirements. Over 95 percent of employees in India is a stark contrast to other companies that have about 30 percent of their workforce at client locations across the world. “We participate in architecture, user interface and user experience of the product and from there we do the complete hardware implementation, software implementation, enclosure designs and put the product out in the client’s hands. There is no other company that will do this as a regular routine operation in India.” says Shroff. eInfochips has set aggressive targets for itself, as it plans to employ 700 people in this financial year and grow to a company of `600 Crores by 2016. Being a pure-play product and semiconductor design company, eInfochips quality standards are tuned to requirements of products. Achieving an average revenue growth rate of 35 percent with 80 percent business from existing clients summarizes the quality, innovation and value eInfochips brings to its clients. eInfochips: Setting the Benchmark inInnovationBy Vignesh.A Pratul Shroff, Founder & CEO Company of the Month siliconindia | |July 2013 21
  12. 12. siliconindia | |July 2013 23siliconindia | |July 2013 22 C hallenges are versatile when it comes to desktop accounting. Data synchronization, portability, simplicity, frequent upgrades and integration of the applications are a few of them. Several companies strive to get the perfect score in their accounting and payroll management, but to vain. Take for instance a mobile app development company and provider of software development to U.S. based clients, Deem Infotech, who was struggling to generate professional invoices and manage payroll process. Checking for the accounting products available in the market, they found them not to be of double entry accounting systems. ProfitBooks, a cloud-based accounting and payroll management application, was a perfect fit for them as it helped them manage not only invoicing but also other finances of the office. Alike Deemed Infotech, ProfitBooks served several other clients who were chasing for a better, more reliable and portable accounting solutions. ProfitBooks is the flagship product of The Nextwave Technologies, a Pune- based company incepted in 2010 by three friends Harshal Katre, Mohnish Katre and Naveen. Initially, The Nextwave Technologies used to develop web based applications for Small, Medium and Large Enterprises (SML). But while developing an application for one of their FMCG clients, The Nextwave Technologies realized that the existing chain of softwares available were not good enough to help their client grow or manage the business effectively due to multi-location presence. Thus the team came up with the idea and that was the birth of ProfitBooks.net. Ever since its launch in 2012, ProfitBooks has taken a steep upward growth trajectory. “Real time data availability across multiple locations, data security, and continuously updated software are key concerns of customers in our initial survey. Existing available applications in market are complicated more than the requirements of SML enterprises and they are tremendously expensive. Hence, we decided to come up with a product which will make business operations simpler yet provides them the features of which increases their efficiency,” says Harshal Katre, Co-Founder & CEO, ProfitBooks. “I have always got inspired by Apple’s mantra, ‘Simplicity is complexity placed in order’. Accounting & Payroll always remains complex affairs but our inspiration is to make it work even for person having no accounting background,” adds Harshal. ProfitBooks provides features like accounting, inventory management, payroll management, branch accounting, document management, task management and contact management. Built on the “Ruby on Rail” platform, the one which Twitter uses, simplicity, automation and integration are the USPof ProfitBooks. It aims to replace multiple applications used by an organization with single powerful cloud-based secure application. A person with naïve knowledge of accounting can easily handle the application, sync data, create an invoice and sent it directly to the client. Being hosted at central location, the data in ProfitBooks is always synchronized reducing errors in calculations helping to take faster decisions. The data is stored on highly guarded data centers with four levels of security (256 bite encryption) and regular backups are taken. Understanding the cruxes of software maintenances and upgrades, the Profibooks.net application does not require any installations thus reducing dependency on technical people. Being centrally hosted, the upgrades are pushed for all users by ProfitBooks team. The app comes with several extensions that make it easy to integrate with other apps like Dropbox. Team at ProfitBooks is its most interesting aspect and an important part of their rapid growth. Harshal has over 10 years of experience in software development and implementation while working with various MNCs. He was instrumental in implementation of financial products in Europe and North America. Naveen is from early batch of dot com boom and has over 14 years of rich experience in data architecture working with MNCs. Apart from these technocrats the team also includes Mohnish who is Chartered Accountant with over 8 yearsofexperienceworkinginthefield of financial research and corporate advisory. His practical experience and understanding on client's needs helped in initial framework of ProfitBooks. Further, Amit Mahalle, who is a CA & a post graduate in Actuarial Science, brings strong analytical skills matured for more than 6 yrs of experience. The in-house CA talent enables efficient product development and addressing client's needs. “It is difficult for Software Engineers and CA’s to agree on one point. But we wanted to build the application which will pamper users. We wanted to design awesomeness; this sweet friction allows us to align towards our aim,” complains Harshal happily. Convergence of mindset, the biggest challenge In India, internet penetration has geared up in last few years. With current Internet penetration of 12 percent, India has close to 15 crore internet users which are expected to double in next four years. There will be a time which is not far where SML's will be selling their items on Amazon, Flipkart and even to Facebook users. This will change the way people do business. Businesses will need collaborative applications with real time data. Though cloud based applications are new to Indian businesses, it is well accepted platform for business in the west because of jillions of benefits cloud computing provide. SML enterprises have started understanding the cloud application and India is poised to adopt this change. Way Ahead ProfitBooks is working on enhancement of Auditor’s module which will help accountant community to save time and offer better services to their clients. In addition to this, multi-currency accounting, dedicated mobile apps, development of APIs are few of the features which will be updated in coming months. The company has started reaching PAN-India with the help of its Partner Channel and it is continuously growing its network of accountants and partners across India. “When accounting will come online, we cannot look it as just stand alone desktop application moved to cloud. Its success lies in naturally linking it to every other system that business uses. It’s high time we have to take Accounting from that typical desktop application to the Future where it belongs. That's what we are doing at ProfitBooks,” concludes Harshal. TheFutureof AccountingisnowHERE ProfitBooks.net: Harshal Katre, Co-Founder & CEO Startup of the Month By Anamika Sahu
  13. 13. siliconindia | |July 2013 25siliconindia | |July 2013 24 Most Promising 5&SolutionProviders HR Software The demand of human resources is on a hockey stick growth and the new war of talent is on. However, it is quite challenging for the global organizations to find the perfect resource partners, attract niche talent, and improve candidate experience, payroll management and other HR initiatives within the organization. Understanding the need, these companies are allocating budgets to get the best HR Software and Solution to overcome these challenges. In past few years, the old sleepy HR system market has turned towards technology to provide the best support and the solution providers have geared up to provide the finest armor to win this war of talent. To salute this innovation, siliconindia has come up with “5 Most Promising HR Software & Solution Providers” whose software, products and services play a crucial role in helping the companies to overcome HR challenges. These solutions help organizations to better collaborate with, and expectation setting between HRs and hiring managers, and recruiting the best talent to drive innovation within the business. Our effort is to make the best meet the best. Company Founders Founded Description Greytip Software Bangalore, Karnataka greytip.in Judicious Engineering Trichi, Tamil Nadu jeltd.net Pearson TalentLens Bangalore, Karnataka talentlens.in Saigun Technologies Noida, Uttar Pradesh saigun.com SJS Technologies Bangalore, Karnataka sjstechnologies.in Girish Rowjee CEO Mohamed Ibrahim Enayathullah Managing Director Sushil Eapen Managing Director Tushar Bhatia President B Sandeep Shetty, Director Pavan Kumar Shetty, Director A provider of HR & Payroll software solutions. It offers a wide range of HR solutions (from on-boarding to exit) for customers big and small across industry verticals. An engineering product company specializing in customized HRM software systems for small, medium and large enterprises. A provider and distributor of assessment solutions for recruitment, selection and development of 21st century workforce. A provider of HR Management solutions. Saigun's flagship product EmpXtrack is a next generation software for Human Resource and Talent Management. A provider of biometric triggered HRMS solutions for small and medium industries and corporate houses. 1994 2013 1921 2002 2008
  14. 14. siliconindia | |July 2013 27siliconindia | |July 2013 26 SimplifyingHumanResource ManagementSolutions Company: Judicious Engineering Office: Trichy,Tamil Nadu Founder: Mohamed Ibrahim Enayathullah, Managing Director Founded: 2013 Website: www.jeltd.net Description: Anengineeringproductcompany specializingincustomizedHRMsoftware systemsforsmall,mediumandlarge enterprises. JudiciousEngineering: O rganizations around the world stillrelyonexcelsheetstokeep track of their HR information, be it payroll or employee attendance records. This primitive way of managing information is ineffective and cumbersome for companies. Also the data which can be an asset for an organization is usually scattered through various departments, hence the full potential of it cannot be utilized. These organizations require software solutions that can help them streamline all their employee information in one convenient place and also solutions that not only give information but also the analysis to leverage the information. Judicious Engineering a young and dynamic Human Resource management software provider, is leveraging this gap and has entered the domestic Indian market with gusto. The company which is already a known name in the UAE has built a revolutionary Human Resource Management product that be customized based on the client’s requirements. Be it labor oriented organizations or vice versa, Judicious Engineering provides its customers with the necessary tools for efficient HRM. “Our product depends over the customer, the organization and their specific needs. We can do the analysis through our software to monitor employee work performance, project wise and department wise as well,” says Mohamed Ibrahim Enayathullah, MD, Judicious Engineering. Their well rounded product takes care of information right from when an interview is done and an employee joins the company. From the interview master, the information is shifted to the employee master. The software can take care of attendance recording and thus ease the process of payroll. Targeting Different Geographies Business environments and requirements in different countries are never similar. Judicious Engineering has thus built a product that can take care of a plethora of needs of an organization. For instance, organization in Kuwait or UAE require to keep a stringent track of an employee’s visa, passport and work permit analysis. Judicious Engineering’s software lets clients maintain all this information efficiently. The company also addresses a critical issue of training for Indian employees. The advantage clients get with Judicious Engineering is that employers can upload training videos for employees to update themselves with new technologies. Then they have to go through a questionnaire to test their competence in the new technique. This further helps companies to get skilled workforce and fill position easily. This Trichy based company which has service and technical support teams available in Coimbatore, Bangalore and Chennai caters to productions companies who require a separate HR system. Irrespective of the size of the company, HR can be managed by Judicious Engineering’s software solutions. “We supply the product and if the company wants us to train their employees on the software, we are capable of doing that as well,” adds Enayathullah. They plan to ambitiously expand their franchise all across India in the near future. Mohamed Ibrahim Enayathullah
  15. 15. siliconindia | |July 2013 29siliconindia | |July 2013 28 ASmoothBiometricHRMSExperienceEvenIntheMost ChallengingEnvironments! SJSTechnologies: N ikhara Bharath, a construction company with multiple sites across India, had a tough task of monitoring his employees due to workplaces located remotely. A lack of access to basic amenities like power, Internet access and other infrastructural necessities, only added to their woes.When Nikhara contacted SJS Technologies, the biometric solution provider was able to deploy a one of a kind GPRS enabled biometric device system which was powered by solar panels. After every device was integrated to work leveraging GPRS, the web of supervision was complete. After that Nikhara’s administrators were able to monitor employees in real time, irrespective of the condition of the locations. SJS Technologies, an ISO 9001:2008 company, founded by Directors, Sandeep Shetty and Pavan Shetty, has been providing HRMS solutions that are leveraged by state of the art technologies since its foundation in 2008. The company has ensured a no compromise solution to its clients’ needs by investing in German innovation for low costing, yet high end products and services. While most of the products in the industry today are focused on the offline model, SJS goes that extra mile by incorporating solutions that exploit the internet phenomena to the hilt. This serves as a big advantage as it makes it possible for a manager to monitor his employees just with a simple GPRS network connection on his mobile device. “SJS Technologies’ Biometric triggered HRMS solution suits not only for the arduous environment it also efficiently handles the corporate requirements in HRMS like Employee self service, Employee attendance and movement, Leave management etc.,” says Sandeep. “Most of the available software will cover only few of the general requirements. But in real time it requires more customization of application and more dedicated support to resolve the complexities and to get the proper output,” adds Pavan. The most important word that an organization looks forward to in an HRMS provider is customization; Customization according to the company’s own rules, regulations and reports. However not many HRMS providers have the technology to support clients who have the requirement of biometrics in testing environments without power, Internet and basic infrastructural facilities. SJS fills this void perfectly with its highly effective HRMS solutions. Moving forward SJS looks set for a smooth vertical growth by adding close to 250 channel partners for its cause of providing best and latest HRMS technologies at very affordable costs. With a clientele that includes the likes of Videocon, Schneider-Electric, Vasan Hospitals and Indian Ministry of defense, to name a few, the highly skilled and dedicated team led by Sandeep and Pavan look set to throw a few surprises to the big players in the market. Company: SJSTechnologies Office: Bangalore, Karnataka Website: www.sjstechnologies.in Founders: B Sandeep Shetty, Director Pavan Kumar Shetty, Director Founded: 2008 Description: AproviderofbiometrictriggeredHRMS solutionsforsmallandmediumindustries andcorporatehouses. CombiningInnovationand TimeTestedTechniques Company: PearsonTalentLens Office: Bangalore, Karnataka Founder: Sushil Eapen, Managing Director Founded: 1921 Website: www.talentlens.in Description: Aprovideranddistributorof assessment solutionsforrecruitment,selectionand developmentof 21st centuryworkforce. PearsonTalentLens: E nterprises today hire professionals with varied levels of aptitude and experience. Pearson TalentLens, an arm of Pearson group estd. 1921, uses time tested assessment techniques combined with innovative assessments to help top companies of the world to select and develop talent. The trend setter that sets them apart is efficacy – the guarantee that their methods have the capacity to produce an effect. “TalentLens uses world class products that are being used all over the world and develops local norms to meet the needs of the Indian corporate population,” says Sushil Eapen, MD, Pearson TalentLens. Their workforce is populated with some of the most experienced professionals in the industry. These experts work closely with the customers to solve some of the most complex departmental, psychometric or test development problems that arise in the day to day operations of organizations. For a company to function seamlessly, it is important to have good intra and inter team communication. Pearson TalentLens’s flagship tool that is deployed globally– the Versant Tests - and also customized for the Indian population – VETI or Versant English Test for India – allows organizations to uphold language standards that are critical to customer satisfaction and employee productivity by improving their communication skills. Apart from this, there are numerous other and equally effective tools that Pearson TalentLens employs to detect and pin-point the qualities that clients are looking for in a candidate. Among these are Watson-Glaser Critical Thinking Appraisal (W-GCTA) for assessment of strategic thinking and decision making abilities, Raven’s Progressive Matrices for problem solving, and RANRA for financial literacy. These tools are well received because of their adaptability and the agility with which they can be administered. The tests can quickly and objectively screen candidates, resulting in marked improvement in staffing and talent management processes. Pearson’s TalentLens recently introduced the award winning online business English communication learning tool called GlobalEnglish in India to address the challenges faced by employers to improve the English communication skills of employees at various levels. They recently partnered with Future Group to provide talent assessment and development solutions to the retail industry in India. They also work with numerous consulting companies and in close contact with the IT sector. Their RED critical thinking model, which is specialized for managers, lays out a path for everyone from individual contributors to mid-career managers to understand how critical thinking works and helps develop these essential skills. This in turn hones the individual’s ability to solve difficult on-the-job problems. The W-GCTA utilizes the powerful RED model. This is one of the few assessments available in the market that helps HR professionals make objective decisions among managerial candidates. Pearson TalentLens offers comprehensive solutions for the HR fraternity across all verticals. The key to their triumphs is adaptability and versatility that they display in using their tools, combined with their guiding philosophy – ‘Always learning’. These qualities pooled with the motivation to serve its customers with the highest quality make TalentLens a leader in its domain. Sushil Eapen
  16. 16. siliconindia | |July 2013 31siliconindia | |July 2013 30 Most Promising 5DATA STORAGE The big data will grow to $24 billion market by 2016 says the research firm IDC. Mobile and smartphones are among the highest contributor in creating such huge data. The tremendous growth in data generation globally creates a paramount need to store them in a safe and secure environment. This has created a huge opportunity for the storage industry, both for flash and cloud storage. Organizations and individuals are looking for the right storage service providers that can provide operations designed for scale with margin-optimizing efficiency requiring considerably more storage with considerably less complexity. With such huge numbers playing on the ground, the prospect for the storage industry seems to be high and with constant innovation in technology they are adhering with the best solution to the biggest storage problem. This issue siliconindia has identified “5 Most Promising Data Storage Companies” that are playing on the nerves of data storage requirements with the cutting edge technology to provide the best suited solutions to each storage dilemma. Company Founders Founded Description Barracuda Networks Inc. Bangalore, Karnataka barracuda.com CtrlS Datacenters Hyderabad, Andhra Pradesh ctrls.in Netmagic Solutions Mumbai, Maharashtra netmagicsolutions.com SanDisk Corporation Gurgaon, Haryana sandisk.in Sify Technologies Ltd. Chennai, Tamil Nadu sify.com Niall King Asia Pacific Regional Vice President Sridhar Pinnapureddy CEO Sharad Sanghi Managing Director & CEO Sanjay Mehrotra Co-Founder, President & CEO Kamal Nath CEO A product portfolio which includes offerings for protection of email, Web and IM threats as well as products that improve application delivery and network access, message archiving, backup and data protection. A provider of custom-built IT Infrastructure and Services suitable for large corporations, Co-location Services, Managed Services, and Disaster Recovery & Business Continuity Planning Services. A Datacenter Infrastructure Lifecycle Management (DILM) Service provider that delivers services to plan, design, manage, support and migrate IT infrastructure running mission-critical applications for over 1200 enterprises across the globe. A provider of flash memory storage solutions, from research and development, product design and manufacturing to branding and distribution of OEM and retail channels. A provider of host of products and services for enterprise thus establishing a premier enterprise cloud services. 2002 2007 1998 1988 1995 EmpoweringEnterprises tobe theKingoftheirDataStorage Company: Barracuda Networks Inc. Office: Bangalore, Karnataka Founder: Niall King Asia Pacific RegionalVice President Founded: 2002 Website: www.barracuda.com Description: A product portfolio which includes offerings for protection of email,Web and IM threats as well as products that improve application delivery and network access, message archiving, backup and data protection. BarracudaNetworks: S outh Carolina Department of Corrections (SCDC) found themselves in need of an email archiving solution to be used as an effective tool for staff requesting preparation of legal discovery- a means of searching for and retrieving emails or files for use of evidence. Their main priorities were to minimize costs of manual labor in the legal discovery sector and increase proficiency. They compared several options due to strict budget constraints and found themselves to be in the middle of nowhere. The process of researching other message archiving solutions left the company frustrated and confused. SCDC met Barracuda Networks, a Computer and Networking Security Company who had successfully resolved several such cases for over 150,000 customers. And since then, they are happily residing in the arms of Barracuda Networks. Foundedin2002,BarracudaNetworks combines premises-based gateways and software, virtual appliances, cloud services, and sophisticated remote support to deliver comprehensive content security, data protection and application delivery solutions. Their extensive product portfolio includes offerings for protection of email, Web and IM threats as well as products that improve application delivery and network access, message archiving, backup and data protection. “Barracuda Networks prides itself in brining a technology that is easy to use to customers and we have brought many solutions to the world to help solve the problem of protecting your website or backing up your data or email,” says Niall King, Asia Pacific Regional Vice President, Barracuda Networks. The company understands that in the worldofdatageneration;storage,retrieval and security have been topping the chart of concern for each individual. But with their flagship products – Barracuda Backup and Barracuda Message Archiver - the company has been successfully delivering their philosophy of ‘Nobody does it better’ and gained over 150,000 customers including Coca-Cola, FedEx, Harvard University, IBM, and several others. Barracuda never forgets to thank their partners in playing an eminent part in the history they have created till now. Where with other data storage devices, the users have to juggle with the IT guys to retrieve his data, Barracuda Networks’ solution provides extreme ability to the end user to backup and retrieve the data themselves. The company’s data stored are always encrypted in 256 bits encryption which is the highest form of encryption one can have. The only way to read the data stored is to club it into the archive it came from or the administrator who has access to the box. Barracuda Network provides anytime-anywhere availability of data on a real-time basis by reducing the stress the IT guy may have brought having to retrieve data for end users using current solutions, as the company lets the end user be the ‘King’ of their own data. Currently, India is a key market for Barracuda Networks and they are planning to gain more customers and more loyal partners strategically to grow the company’s footprint in the country. The country holds huge opportunity and products are priced at the right price- point and Barracuda Networks is gearing up to tap these opportunities. Niall King
  17. 17. siliconindia | |July 2013 33siliconindia | |July 2013 32 Uncompromising Pursuitof Excellence Company: SanDisk Corporation Office: Gurgaon, Haryana Founder: Sanjay Mehrotra, Co-Founder, President & CEO Founded: 1988 Website: www.sandisk.in Description: Aproviderofflashmemorystorage solutions,fromresearchanddevelopment, productdesignandmanufacturingto brandinganddistributionofOEMandretail channels. SanDisk: S anDisk, a Fortune 500 and S&P 500 company is a global leader in flash memory storage solutions. Publically trading on NASDAQ with ticker symbol SNDK, the company has a market cap of $14.98 billion and ranks among the top players within the space. SanDisk products enable users to capture, share, preserve and enjoy an exciting world of digital content. Whether it's the removable memory card in camera, the smartphone in a user’s pocket or datacentres that power the cloud, SanDisk is enriching people's lives through digital storage anytime, anywhere. This is a commitment SanDisk has upheld for 25 years as the company has grown from a three-person Silicon Valley start-up to a global leader with approximately 4,500 employees. Today, the SanDisk brand is recognized around theworldanditsflashmemorytechnology has been deployed pervasively: top electronics companies embed SanDisk memory solutions into their devices, and approximately 250,000 retail outlets offer SanDisk products to consumers globally. The company provides flash memory storage and ships two million units daily. SanDisk is vertically integrated global flash memory that allows to the company to design and develop cutting- edge storage solutions, manufacture in a cost-effective and high-volume and quickly deliver them to thousands of retail and OEM customers across the globe. Determined to stay at the top of the game, Rajesh Gupta, India Country Manager, SanDisk Corporation, has several plans to fulfill this commitment. He says, “The amount of innovation and R&D that we do reflects in our products that offer compelling benefits and help consumers enjoy a smart digital lifestyle. We continue to do this as we are dedicated to provide the best service to our customers”. SanDisk’s diverse product portfolio includes flash memory cards, embedded solutions used in smartphones, tablets, digital cameras, camcorders, digital media players and other consumer electronic devices as well as USB flash drivers and solid-state drivers (SSD) for the computing market. For all its product lines – imaging, microSD and computing, the company makes a wide offering for the consumers. While on one hand there is a wide range of capacities to choose from depending upon your storage needs, each product line has a base category product and a range of high performance products, the Ultra and Extreme range. The company also works with key OEM supply chain stakeholders to enable them to optimally integrate flash memory in to their product lines. The constant innovation in the product line has created a need to educate the channels and the consumers frequently. SanDisk has embarked a channel training program. A training manager goes to multiple cities to educate these channels about SanDisk’s different products and technologies. To ease the learning process, SanDisk eliminates tech jargons and instead use the terminology that makes sense to a consumer. SanDisk over past 25 years has been driving the future of flash memory solutions, and today the company continues the uncompromising pursuit of excellence that has made it the go-to flash memory resource for companies and consumers alike. Sanjay Mehrotra The Usual Suspects are not the RealTrendsWalter Curd, VP & CIO, Maxim Integrated Products, Inc. Based in Sunnyvale, Maxim Integrated Products (NASDAQ:MXIM) designs, manufactures, and sells high-performance semiconductor products. The company was founded in 1983 and has a market cap of $9.23 billion. T here are the usual suspects such as cloud, mobile, social and big data, but those are not the real trends that are impacting IT in our organization. They are tactical enablers. The trends that drive us from a strategic viewpoint are: The business gets IT now Companyleadersandemployeesknow that transformational change requires a new Business/IT relationship and, as a result, we have completely realigned our IT organization to support them. The business demands ease of use The bar has been raised, and the traditional IT focus on functionality and ease of integration is not well received. As a result, we have to spend more time on design and end up with more applications because the primary ERP vendors have not spent any time on user interface of their existing systems. The“fragmentation”of IT The cloud has enabled a proliferation of point solutions with better user interfaces. The business is moving to those applications. As a result, IT has to get much better at integration. On the device side, the old mode of a standard computing platform for all employees is long gone. IT has to support the device proliferation. Turn an IT organization into a True Strategic Business Partner IT knows that security tools are very expensive and not effective. We can “check the box” for security tools and processes; however, they are not effective against state-sponsored hacking or hacking for profit which is a huge gap. How to turn the IT organization from a tactical execution engine into a true strategic business partner for the executive team is also a major issue. The world is changing around us, and now, almost every initiative for every functional executive has a large IT component. We need to change our support model to integrate completely with the business. Constantly Review Technology and Trends We use the push model for innovation. I encourage my teams, and they encourage their teams, to constantly review technology and trends to see what we can pilot and/or apply in our organization. Of course, it does not hurt that we are located in the middle of Silicon Valley. We are tied into some VC firms and review the portfolio of their companies to assist in guiding their products for our market. Based on our reviews and pilots, we determine what fits and move forward with implementations after demonstrating the value. Walter Curd CIO Insights Cloud, mobile, social and big data are just tactical enablers
  18. 18. siliconindia | |July 2013 35siliconindia | |July 2013 34 T he pharmaceutical industry has been hand-in-hand with technology ever since the invention of the first drug. Back then technology was in its most primitive form of a batter and a bowl, but like all things that too has changed. Today, technology plays such a crucial role in this industry that without it the entire practice would fall. Permeating toVariousVerticals All businesses across verticals invest in technology to create efficiency and automate processes. Some solutions are common across industries like Financial Accounting, Human Resources, Manufacturing & Supply Chain, and Regulatory Compliance to name a few. Beyond that there are industry specific solutions which give the company an advantage over competitors in many cases. The Pharmaceutical industry has many such solutions that impact the business and some that are required for quality management as well as compliance to various regulations governing the industry. The choice for companies is to deploy the basic and necessary or to take advantage of new technology trends and create a differentiation. Technology trends do not shape an industry, their innovative use for business does. Current hype includes Big Data, realty and mobility is growing fast, while cloud still remains on the fringes. Wearable computing brings new opportunities for different industries including healthcare. The Journey ofTransformation In Pharmaceuticals, one of the key challenges unique to India is the availability of secondary sales data. There are some companies who offer market data; the quality, depth and granularity of information needs significant improvement. As more and more distributors and chemist/pharmacies adopt technology solutions, there should be some change. Cipla has undertaken a transformation journey to upgrade its technology architecture to address the future aspirations of business growth and expansion. This involves consolidation of data centers, which hasalreadybeenexecuted,andrenewal and refresh of some key systems that will give the company new capabilities to leverage the market. MovingTowards the Future Cipla is a wellness company that focuses on providing affordable medicines to everyone globally. The company’s initiatives around health and patient education have helped millions in managing lifestyle, chronic and life-threatening diseases. Technology enables the business and the ability to manage the data generated through doctor prescriptions and the data shared by patients. Cipla is committed to making contribution in the lives of people across the globe by providing access to new and creative healthcare solutions with the belief in the power of the human spirit. (As told to Sandeep Sen) UsingTechnologyToPolish thePharmaceuticalIndustryArun Gupta, Chief Information Officer, Cipla Limited Based in Mumbai, Cipla (BSE: 500087, NSE: CIPLA) is a global pharmaceutical manufacturing company with a presence in over 180 countries. Arun Gupta By 2016, advertisers will spend $77 billion on in- teractive marketing — as much as they do on televi- sion today. Search market- ing, display advertising, mobile marketing, email marketing, and social me- dia will grow to 26 percent of all advertising spend as they are embedded in the marketing mix. Courtesy: Forrester KokilabenHospital: MakingPatientsLifeEasier Rajesh Batra, CIO, Kokilaben Dhirubhai Ambani Hospital & Medical Research Institute Rajesh Batra has logged over 22 years in Information Technology in various capacities of which over five years is in the Healthcare sector. He has been involved in strategizing IT for Kokilaben Dhirubhai Ambani Hospital and the implementation thereof from the scratch making it more hunky dory. The evolution-Then and Now There was a time when hospitals didn’t invest in IT, but today they don’t see it as a challenge rather a part of their strategy to grow. Things have evolved with a jet speed in the past few years. Few years back the industry lacked one such technology that was able to run a hospital from start to end. Back office needed a separate system. But technology has come a long way since and has become more intelligent. With HIS (Hospital Information Sys- tem) which is the life blood of technology at Kokila- ben Hos- pital, I just need couple of systems to run it. Through HIS, all the informa- tion about patients is interfaced in a single point of information, starting from the time when the patient walks in the hospital to the time he goes out and also generates the bill. Innovation is quite an infant Hospitals are yet to realize technol- ogy as an integral part of their system. However, a handful of them already have enhanced their IT to provide maximum transparency along with convenience to the patients. We need a much robust one that could reduce the headaches of the patients. As the CIO of the hospital, I am inclined to make the patient’s life easier. Gone are the days when hospitals were scared of IT, today IT has armored us in expanding our ser- vice offerings to our patients. The touch points for the patients have decreased. But yet technology is in its infant, the providers have to come up with solutions and products that are more robust and industry specific and able to reduce the reporting time from hours to minutes. Challenges yet to overcome Hospitals are a complex eco system and foreign healthcare solutions pro- viders lack the insights on Indian healthcare industry and its need mak- ing it a struggle for CIOs to deal with vendors. No single vendor can provide with a single solution for a hospital. They need to come out with cost con- scious solutions so that we don’t pass them to our patients. Security concern Ever since the hospitals were in the paper and pen documentation, secu- rity and privacy had always been a concern for patients. The security of the report could be breached by the number of persons through whom it travelled to the patients. But with HIS and other technical solutions, we are able to guarantee security to our pa- tients. The confidentiality of the data is now much better than what it used to be earlier. It is important to understand that hos- pitals need to spend a lot on technol- ogy but also has to stretch the dollar to the last dot to avoid overburdening patients. (As told to Anamika Sahu) Rajesh Batra CIO Insights CIO Insights
  19. 19. siliconindia | |July 2013 37siliconindia | |July 2013 36 E-Commerce: Power for the Next Generation By Raj Subramaniam, Executive Vice President - Global Strategy, Marketing & Communications, FedEx Services FedEx Corporation (NYSE: FDX) provides transportation, e-Commerce, and business services globally. Headquartered in Memphis, Tennessee, the company has a current market cap of $30.33 billion. match the size of today’s U.S., U.K., Japan, German, and French markets combined, reaching up to $650 billion in sales, according to the McKinsey Global Institute. That is backed up by the 193 million Chinese consumers who shop online, more than any other country in the world. This spending potential is particularly evident among certain demographics. For example, in recent years, single men and women in China have celebrated an annual “Singles Day,” during which singles are encouraged to buy gifts for one another. This past November, Alibaba reported it sold more than $3 billion in goods and services on that day, a staggering amount for a 24-hour time period. In India, the e-Commerce industry has tremendous potential to provide impetus to the growth of the express cargo industry. According to a report by the Internet & Mobile Association of India (IAMAI) the e-Commerce market in India was estimated at Rs.46,520 crore (approx $10Billion) for 2011. Within that number, the e-tail market itself was estimated as Rs.2700 crore ($616 Million) for the year 2011 and is now growing at the rate of 30 percent year-on-year. For consumers in India, online purchases, excluding travel services, are evolving with the surge of e-Commerce websites in the country today. A recent report says urban Indian consumers are now confident enough to make online purchases of up to Rs.25,000 – quite a jump from the Rs.2,000-5,000 range in the recent past and represents significant opportunity in India for global online shopping. Yet there are transportation challenges when it comes to e-commerce and SMEs, one of the biggest being the confusing and complex array of documents and paperwork required by hundreds of countries. Despite the rapid growth of the industry, customer understanding of the processes involved in global e-Commerce transactions is still limited in India, resulting in operational challenges from a logistics perspective. E-Commerce in India is still in its nascent stage. With the number of entrants in this field increasing day- by-day and the growth rate reaching its hilt, there is a possibility that in the coming years, customary retailers will switch to online business. According to the latest research by Forrester, a leading global research and advisory firm, the e-Commerce market in India is set to grow the fastest within the Asia-Pacific Region at a CAGR of over 57 percent during 2012-16. While on our first day of business in the U.S., FedEx delivered 186 packages and today the average daily volume is more than 9 million shipments worldwide, including India. Just as access to the global marketplace continues to evolve, so do we. It’s how FedEx plans to be successful for another 40 years and beyond. Raj Subramaniam T he largest driving force in the global economy is now e-Commerce. By changing how we buy, and from whom, the marketplace connects consumers in the most populous countries of China and India to an entrepreneur with an idea, a product, and a laptop. E-Commerce is getting faster and smarter, but a truly borderless global economy relies on both the Internet and a worldwide delivery network, like FedEx. Celebrating the company’s 40th Anniversary in April, it’s interesting to reflect on the world in 1973 – before personal computers, digital cameras, or mobile communication – and realize that all industrial revolutions involve innovation. That innovation over the past four decades is perhaps best illustrated by China, whose growth in e-Commerce specifically has been nothing short of meteoric. The United States definitely took the lead in the e-Commerce game in the mid-1990s with the advent of shopping sites such as Amazon and eBay. Yet China is now the second-largest e-Commerce market in the world, with online sales of $194 billion in 2012—and it is soon to be the first with expected sales to reach $420 billion by 2015. The figures are indeed stunning: By 2020 Chinese e-tailing is projected to View Point
  20. 20. siliconindia | |July 2013 39siliconindia | |July 2013 38 Challenges occupying CIOs mind The industry will bring into loads of challenges for the CIOs to wander around trying to figure out the solutions to them. One of them is to manage the unstructured data, files and documents, audio and video, images and various other forms of data. However, the company needs to have a scale out approach especially for those enterprises that do not have reliable forecast of how data is going to grow and the kind of data which will be stored in the storage environment. The kind of complexity that has been introduced in data architecture over a period of time due to ad hoc implementation of storage in infrastructure, and managing all of these complexities has become increasingly challenging for CIOs. In today’s environment, the switches have to move very quickly in rolling out new products and services once the opportunity is identified. Such kind of agility has to reflect in the IT architecture particularly in data services and data management. Tremendous amount of automation needs to be introduced into the environment to prevent loss of time in having manual administration tasks to create provision and to manage the data life cycle. The challenge of mobility and the desire to provide access to applications to data on-the-go through various access devices are increasingly occupying a CIO’s mind. As the enterprises increase their global footprints, there no longer exists the concept of maintenance window to the IT architecture. They need to be up and available all the time across time zones and across time of the day. And this can be possible through non-disruptive operations. So non- disruptive operation is another big area where CIOs face challenges. Security & Safety Big data storage if neglected can leave security holes. There are multiple ways the security can be compromised with, and one is at the heart of the data center itself like viruses and malware that would attack the components in an IT architecture and infect them. NetApp has been providing enormous amount of security credibility that are embedded on their Clustered Data ONTAP storage operating system that allows them to work with antivirus and scanners from a variety of vendors to ensure that the data is flowing into the storage is free from such malware and identified viruses. With the move to cloud computing, enterprises had multiple applications and sets of users who are accessing the same physical infrastructure that they are sharing with other applications and users. Even though different data containers belong to different units or users, they reside on the same shared infrastructure, one needs to ensure a sufficient amount of separation between all of these data stores. E n s u r i n g data integrity maintenance and uncompromised security in a world where increasingly the mobile devices are the mechanism to which one access data in an enterprise is yet another aspect of security. Future Plans We will continue the history of innovating relentlessly our products for a better offering to our clients. One of the areas in which we have already created a product is all flash arrays. In the next calendar year we will build more products taking into account the peculiarities and characteristics of flash rather than hijacking an architecture that was used for hard disk drive and spinning drive. (As told to Anamika Sahu) Managing Unstructured Data Santosh D’Souza, Director-Technology, NetApp India NetApp (NASDAQ:NTAP) creates storage and data management solutions that deliver cost efficiency and accelerate business breakthroughs. Headquartered in Sunnyvale, California, the company has a market cap of $13.98 billion. T he big data market on a global note will reach $12.4 billion in 2013, predicts Visiongain - a big data research firm. Data coming from all the directions will compel the storage industry to provide different kinds of storage media with varied traits of performance and capacity along with less power consumption even in a unified storage environment. EmergingTrends Software defined data centers are one of the emerging trends within the industry. We create a supplement to other trends like virtualization, cloud computing and mobility and tries to deliver a combination of storage virtualization, storage abstraction and automation of workflow and processes that involve data to deliver unprecedented amount of agility. Our recently launched Clustered Data ONTAP has storage virtual machine technology as its heart, which allows us to abstract the operating system from the hardware itself and can be managed by one single instance of Clustered Data ONTAP storage operating system. Pain Points Addressing growth, simplifying storage environment and storage management, delivering secure access in a mobile world are some of the pain points that need to be addressed at the utmost urgent procedure. Low latency and high bandwidth access to data is another concern for the industry. Over the last 4-5 years, the emergence of flash tech is also been interesting. The combination of flash cash and SSD has increasingly been used to render extremely high demanding application workloads that require low latency - high bandwidth access to data. Santosh D’Souza StillRemainsaChallenge View Point The combination of flash cash and SSD has increasingly been used to render extremely high demanding application workloads “ “ siliconindia | |July 2013 39
  21. 21. siliconindia | |July 2013 41siliconindia | |July 2013 40 company has learnt that the world is moving into a space where we connect with different people. One other megatrend is the notion of everybody is a photographer and a filmmaker. Close to hundred hours of video and 200,000+ images are shared every minute on the Internet. All of the countries are accelerating China is accelerating at an expeditious pace and has grown bigger than the U.S. for mobile trends. Hackathons- the New Fun Way to Speed up Innovation To drive innovation, many companies are now resorting to the event type known as hackathons, or codefest. Hackathons are a great waytoengagetheemployeesandget the best out of their programming abilities. A hackathon is an event in which computer programmers and others involved in software development, including graphic designers, interface designers and project managers, collaborate intensively on software projects. After consumer insights, the programmers take a proposition to build a prototype that can be the most best suited for the target audience. While a normal program building routine takes close to 3 to 4 months, a hackathon can lead to very fast and successful decisions within a week. A prototype can be envisioned on day one and can be tested on the fifth day. Consumers want Smartphones to be an All-In-One Device In the purview of long term goals, connected products are increasingly being developed by Philips. There are a lot of new devices in the offering for the future in Philips. The consumer expects the Smartphone to play a bigger role in their day to day activities. To accommodate these changing trends, organizations need to get smarter and smarter. Over time old devices will take up new roles, even the baby monitor can even become a sleep coach. The baby monitor could help by analyzing the historical data of the sleep patterns of the baby and then guide the parents on what would be the most ideal way to put the baby to sleep. Using historical data will become a very important roadmap for consumer technologies in the nearby future. (As told to Vignesh.A) Infrastructure-as-a-Service (IaaS) will achieve a com- pound annual growth rate (CAGR) of 41.3 percent through 2016, whereas, Platform-as-a-Service (PaaS) will achieve a 27.7 percent CAGR through 2016, with Cloud Manage- ment and Security Servic- es attaining 26.7 percent in the same forecast pe- riod. Courtesy: Gartner DatawillDrive theFutureof ConsumerElectronicsVijay Solanki, Senior Director - Digital Innovation, Philips Koninklijke Philips N.V. (NYSE-PHG) is a Dutch multinational engineering and electronics conglomerate headquartered in Amsterdam, Netherlands with a market cap of $25.5 billion. P hilips is all about innovation, digital innovation. The foremost priority is to analyze which product can be digitalized and made simpler. The strategy employed is to keep a close tab on consumer trends and market pain points. The role of Philips is to put brains into products. By placing brains into products, we bring the product closer to the consumers’ heart. For instance, in a baby monitor for a mother of a new born baby, we add a few sensors, cameras and a microphone. By adding an extra feature of being able to integrate the same into a Smartphone; it is possible to create a different experience that can allow other family members such as grandparents to take care of the child. The biggest concern around young babies is being alerted around an issue. So suddenly what was just a baby monitor starts to become much more than that, the role requires absolute thinking that allows us to completely transform the products. The Move from Hardware to Software Revolving around the challenges faced, Philips faces the challenges that big organizations which is digital go through on a daily basis. These changes are disrupting the entire industry. Traditionally the business focus of our organization has been around hardware. Now there is a strong attraction towards software and services. Equally we are moving from hardware to software and from products to services. Philips is gearing up to operate in this new world. We are looking at changing our business models to accommodate movement towards software and services. Inthecontextoftrends,thebasicmobiletrendsaredefinitely making waves around the world; more specifically, growth in connectivity. As mobiles grow smarter and smarter, the View Point Vijay Solanki The role of Philips is to put brains into products. By placing brains into products, we bring the product closer to the consumers’heart “ “ siliconindia | |July 2013 41
  22. 22. siliconindia | |July 2013 43siliconindia | |July 2013 42 T he global cyber security situation has reached a tipping point, where the volume and frequency of attacks penetrat- ing an organization’s perimeter is causing IT administra- tors around the world to question the effectiveness of their existing security architecture. This is despite the organiza- tions deploying traditional signature-based defenses such as firewalls, intrusion prevention, and anti-virus systems to mention a few. Security technologies considered state-of-the-art three years ago are quickly becoming inadequate given the changes in the cyber threat land- scape. The result is the cyber security industry getting redefined in a big way by new technologies and players. NewBreedofMulti-StageCyberAttacks The biggest change in the cyber-attack model over the last couple of years is indicated by the phenomenal success of the targeted attack. Just in the first four months of 2013, attacks have compromised the systems and net- works at large banks, a popular social network site and a few well- known technology companies, each of which was targeted and not a victim of a randomwide-spread attack. Next-generation threats are complex, cutting across multiple attack vectors to maximize the chances of breaking through network defenses. Multi-vector at- tacks are typically delivered via the Web or email. They leverage application or operating system vul- nerabilities, exploiting the inability of conventional network-protection mechanisms to provide a unified defense. In addition to using multiple vectors, ad- vanced targeted attacks also utilize multiple stages to penetrate a network and then extract the valued in- formation. This makes it far more likely for attacks to go undetected. The five stages of the advanced attack lifecycle are as follows: Stage1: System exploitation: The attack at- tempts to set up the first stage, and exploits the system using “drive-by at- tacks” in casual browsing. It’s often a blended attack delivered across the Web or email threat vectors, with the email containing malicious URLs. Stage2: Malware executable payloads are downloaded and long-term control established: A single exploit translates into dozens of infections on the same system. With exploitation successful, more malware executables—key log- gers, Trojan backdoors, password crackers, and file grabbers—are then downloaded. This means that crimi- nals have now built long-term control mechanisms into the system. Stage3: Malware calls back: As soon as the malware installs, attackers have cracked the first step to establishing a control point from within organization- al defenses. Once in place, the malware calls back to criminal servers for fur- ther instructions. The malware can also replicate and disguise itself to avoid scans, turn off anti-virus scanners, rein- stall missing components after a clean- ing, or lie dormant for days or weeks. By using callbacks from within the trusted network, malware communica- tions are allowed through the firewall and will penetrate all the different lay- ers of the network. Stage4: Data exfiltration: Data acquired from infected servers is exfiltrated via en- crypted files over a commonly allowed protocol, such as FTP or HTTP, to an external compromised server con- trolled by the criminal. Stage5: Malware spreads laterally: The crimi- nal works to move beyond the single system and establish long-term con- trol within the network. The advanced malware looks for mapped drives on infected laptops and desktops, and can then spread laterally and deeper into network file shares. The malware will conduct reconnaissance: it will map out the network infrastructure, determine key assets, and establish a network foothold on target servers. TraditionalVsNextGenSecurityTechnologies The traditional security technologies regardless of whether it is a firewall, anti-virus or intrusion prevention sys- tem requires prior knowledge about the attack before they can offer preventive measures. While most legacy security companies claim proactive protection, it is minimal at best. The real effective- ness in legacy solutions comes from “known” attacks, for which some type of a signature is available. They fail to prevent the vast majority of targeted zero-day or “unknown” attacks, and in recent times they have acknowledged their limitation. Given the sophisti- cated methods of targeted infiltration, it is not possible for any security systems to obtain a signature of the advanced attacks. Such attacks have customized approaches to penetrate a target organi- zation, and by its very nature, samples are not available to create signatures before the attack. This fact is proven out almost weekly in form of the vari- ous publicized attacks that is catching even sophisticated IT security profes- sionals off guard. This fundamental change in the threat pattern has redefined the security landscape and allowed new players to set a revised benchmark for protecting enterprises. The next generation of security technologies does not rely on signatures, and are able to utilize vir- tual execution models across multiple vectors to ascertain malware to a high degree of accuracy even in the case of a previously unknown attack. The more sophisticated next generation security products provide bi-directional protec- tion across multiple stages of an attack by identifying communication and data infiltration out of the enterprise network to a malicious command and control server. Conclusion The threat landscape has gone through a paradigm shift in the last couple of years. Nuisance attacks have been re- placed by infiltration for gain. Wide spread attacks on millions of comput- ers have given way to targeted attack. Multi-stage attacks are the new weapon of choice for high value exfiltration. The value proposition of defense only against known attacks clearly falls short of the need of the hour. In the not too distant future, signature-based security technologies will only sup- plement the more innovative real-time virtual execution model that provides protection against known and unknown threats. IncreasingTargeted Cyber Attacks MakingEnterprisesMoveTowards Signature-LessApproachBy Sridhar Jayanthi, Vice President of Engineering & Managing Director India Operations, FireEye FireEye is a global network security company that provides automated threat forensics and dynamic malware protection against advanced cyber threats. Founded in 2004, the company is headquartered in Milpitas, California and has raised $85.5 million in various rounds of funding from Sequoia Capital, Norwest Venture Partners, DAG Ventures, Juniper Networks and several other investors. Sridhar Jayanthi View Point Whilemost legacysecurity companies claimproactive protection,itis minimalatbest

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