A CASE ON

MICROSOFTS GO TO MARKET
STRATEGY FOR AZURE IN INDIA
Submitted to : Sangeeta Shah Bhardwaj

Submitted by: Group 1

Animesh Kumar
Dipesh Kumar
Nishant Prasoon
Iti Shree
Siddharth Raina
Swati Singh

Target WHITE SPACES

GOVERNMENT

LARGE ENTERPRISES

Govt. was bent on increasing

A predicted growth of 8% was

quality and accessibility of it

expected for IT expenditure in

operations by improving IT

this sector

system
Govt. operations still used
legacy

system,

information

thus

integration

MS had built strong and long

term

relationships

here

and hence the entry barrier

required an increase in IT

was

infrastructure

propose its cloud solutions

Govt

increase

expenditure

made

in
it

IT
a

prospective BD segment for

Microsoft
MS

already

enjoyed

too

frail

and

could

easily

Target WHITE SPACES

SMB

The

sector

versed

was
with

development

not

well

techno

therefore

it

could be educated to the

advantages

Applications relevant to such

segments

were

always

attractive to them

M&A of US companies by
Indian SMBs gave way to
adoption

of

incumbent

IT

system of US companies by
Indian SMBs

ATTRACTIVENESS OF EACH
SECTOR
GOVERNMENT

LARGE ENTERPRISES

Govt. budget had increased

on

IT

from

Rs.1500cr

Only 0.75% of the revenues

to

were spent on IT leaving large

Rs.1680cr
Govt.

room for IT expansion

had

proposals

increase
penetration
25%

of

by

copper

to

These enterprises were source

broadband

of large profits since the IT

converting

requirements

loops

to

broadband
Increased internet usage in

were

conspicuous

Banking and Financial sector

were

largest

the country made it a huge

contributing

risk free investments

IT growth

spender

by

$8.5mn towards

ATTRACTIVENESS OF EACH
SECTOR
SMB

SMBs adopting

newer IT

solutions as a result of Govt

policies
Increase

in

tax

rebate

to

smaller industries
A growth plan in broadband
penetration by government
for SMBs in corporate sector

OUR CHOICE - SMB

Govt was formulating policies to encourage IT expenditure of SMBs
which could be utilized to give frugal IT solutions
The SMBs themselves had developed a need to upgrade IT
technologies since most of them had acquired US based firms which
used the latest technologies
SMBs were mainly price sensitive but welcomed any applications
that appropriated their need thus a Hybrid proposal to these sectors
or the ISVs could be banked upon
For targeting SMBs 3 things were important and this could be aimed
upon in 90 day plan:
Build Awareness of Azure could help their enterprise
Offer affordable solution by providing the hybrid idea which was
economical as compared to 100% Cloud solution
Offer solution that could make them realize how Azure could value

90 days Plan

Educate the SMBs about the advantage of using Information

technology and create an awareness how IT systems can solve the
complex business problems with the click of a button.
Create an awareness among the SMBs on the government
schemes and govts full support to the SMB industries on improving
the IT infrastructure (e.g. broadband). This will create a sense of
safety and assurance in them to invest in technology.
The SMBs mostly use the pirated version of Microsoft software,
Certain plans and action should be devised to discourage piracy
and on the other hand provide them with reliable software
services to win their confidence.
Currently the SMBs invest around $4.1 billion on IT hardware,
introduce to them the cloud services at a cheap rate and hence
reduce their cost.

THANK YOU