Emerging markets belief
Rapid growth in a number of key verticals in the emerging markets geography has gotten Meru Networks to focus on enhancing its virtualised wireless LAN solutions business in the MENA region
Rapid growth in a number of key verticals in the emerging markets geography has gotten Meru Networks to focus on enhancing its virtualised wireless LAN solutions business in the MENA region.
Eight months after Dr Bami Bastani, assumed the role of president and CEO at Meru Networks, the accomplished IT executive has made the company’s push into the emerging markets a key focus area for growth.
Bastani, who joined Meru Networks’ board of directors, has been tasked with leading the virtualised wireless LAN solutions vendor to the next level in its corporate evolution by focusing the company and its next-generation virtualised wireless LAN offerings on technology leadership, revenue growth, global expansion, and the development of a high-performance, knowledge-based organisation that is optimised to capture a large share of the multi-billion dollar wireless networking market.
To achieve this, Meru Networks is aware that developing its channel business as it extends its global footprint is vital. In addition, the company says having local presence on the ground in markets that have potential is crucial.
Bastani said today, the bring your own device (BYOD) phenomenon is pervasive. He said in all kinds of enterprises, IT managers are finding that wireless demands are beginning to exceed the capabilities of their current networks - legacy systems meant for casual use and low-volume traffic. “With the rapid consumerisation of IT, organisations are facing more and more mobile devices that have to be provisioned and managed easily and securely,” he said. “They are struggling with the need to scale up an old network to accommodate the rising tide of wireless traffic and to accommodate users in many locations, from headquarters buildings to home offices.
Bastani said Meru’s core vertical focus for the Middle East as it pushes its emerging markets strategy further include: hospitality, education, healthcare and retail sectors. “Part of our strategy as we look to new markets, is to empower through training and channel development initiatives,” he said. “We will also be focusing on technology competencies and developing partners to target markets like the UAE, KSA, Qatar, Kuwait and Bahrain.
Bastani added that Meru has made significant investments in 2011 and 2012 focused on providing choice and control through simple and effective wireless solutions to major industry verticals like education, hospitality and healthcare in the Middle East region. “We are strengthening our position in these verticals and demonstrating to customers and channel partners our commitment to their success,” he said.
Through the Meru Wireless Interoperability and Network Solutions (WINS) Program, the company offers a range of benefits to the vendors enrolled on this initiative. In addition, Bastani said the company’s very own Meru Channel Partner Program offers resellers in the region a wide range of benefits including: unique, proven wireless technology for partners to sell, unlimited revenue growth potential with competitive margins, deal registration, service and support programmes, and joint marketing activities, sales and technical training, and pre- and post-sales technical support.
“We help Meru channel partners to create marketing collateral, configuration guides, and documents that explain to their sales team the partnership, its benefits, and the engagement model,” he said.
With the wireless LAN market conservatively expected to grow at a CAGR of 36% over the period of 2011-2014, Bastani remarked that the global adoption of wireless devices continues to stress wireless infrastructure. “Wireless LAN solutions are increasingly taking centre stage for IT departments, providing high growth opportunity for Meru and its channel ecosystem in the region.
He explained that Meru’s differentiated Virtual Cell single channel wireless technologies provide simple and effective solutions where ease of installation and operation, reliability, scalability, density, and quality of service challenges of BYOD are met head on. “This is the opportunity that Meru can capitalise for itself and channel partners across the Middle East region. We will not be diluting our approach to engaging with partner in the region,” he said.
Bastani added that KSA is a vital market for Meru Networks and the company is looking forward to working with channel partners in the systems integration space to develop the business in the region.