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EMC Syncplicity’s Unique Value Is Enterprise-Grade Security Standards

RSA interview with Jeetu Patel, General Manager for EMC Syncplicity

Thanks for taking the time to answer my questions. Please tell us, what is EMC Syncplicity all about and what do you do?

Jeetu Patel: EMC Syncplicity is the fastest growing vendor in the enterprise file sharing and mobile collaboration space. We give employees access to their work files anywhere, anytime on any device without the security concerns that often come with consumer-facing services like Box and Dropbox. We are the gold standard for mobile user experience (UX) in our category, even when compared with our consumer focused competitors. Our unique value is that we deliver this UX along with enterprise-grade security standards based on policy driven storage and simple, customizable policy management capabilities.

What are you launching at RSA?

Patel: At the RSA conference we are reaffirming our commitment to security by showing progress in 3 key areas -

  1. Policy driven storage through Syncplicity StorageVaultsTM
  2. Integrated information rights management (IRM) with Secure Shared Files
  3. Simplified Policy Management

These three innovations differentiate us from our competition and address three of the biggest concerns for information security professionals: data residency and compliance, security of content outside the firewall and the complexity of managing security for a mobile workforce.

Who is your target audience and how do you intend to reach them? What is the biggest challenge you face right now in telling your story and winning over new clients?

Patel: Businesses of all sizes are our target, and we have different tactics for reaching different segments of our audience. We have a natural advantage in the large enterprise segment, being part of EMC. EMC's enterprise sales force has proven to be the best in accessing this market.

More importantly, this large sales force is motivated and excited about Syncplicity. If you think about it, storage has always been driven by specific applications, but the buyer and the buying decision have been separate from the application. But with cloud, storage is bundled into the application sales process. This allows the sales force to offer the best application in the hottest application category, which is driving huge proportion of storage sales to their customers.

In addition to the direct sales force, we have other paths to reaching our audience, including the Web and our channel partners. These particular channels represent a high level of strategic importance due to an accelerated user feedback cycle and the general awareness they generate.

We have tailored our product to target both end users and IT departments, both of whom are vital to the successful implementation of file sync and share in an organization. We give users the seamless experience they want while offering security and compliance features IT administrators require.

The biggest challenges in the market are the intensity of the competition and the clutter of many players. However, this is also a blessing because it proves the market need beyond a shadow of doubt. The market's problem is easy to solve initially but very hard to deliver at scale - a point of contention for market players. Syncplicity's differentiation comes from having a product that uniquely addresses the enterprise segment with the right mix of UX and IT focus. To add to that, being part of EMC and taking advantage of the company's commitment to the Third Platform.

I'd be curious to hear any general thoughts you have on market trends...

Patel: Global economic uncertainty has become a concern for all businesses, thus driving productivity to the top of the agenda of every C-suite executive. At the same time, recent events have created even greater awareness for information security and privacy. This unique situation, where demand for productivity is coupled with demand for security and privacy is particularly beneficial to us, as Syncplicity offers the right mix to meet both of these needs.

Who are your competitors?

Patel: This is a crowded market - Box, Dropbox, Microsoft and Citrix are some of the big names. This is a great market for providers who can really deliver for both users and IT, at scale.

How do you differentiate from your competitors?

Patel: There is no other vendor in the market who can claim to have the gold standard in mobile UX, flexible deployment with policy driven hybrid storage that is critical to the enterprise, and simple but comprehensive IT management capabilities.

Who founded the company, when? What can you tell me about the story of the company's founding?

Patel: Syncplicity was founded by former Microsoft employees and was released to the public in beta in 2008. The company was acquired by EMC in May 2012. Contrary to expectations, the pace of innovation has increased since the acquisition. The founders and the key members of the team are still in leadership positions at the company.

What is your distribution model? Where to buy your product?

Patel: We have a multi-channel distribution model that spans:

  1. Storage direct sales
  2. Content management direct sales
  3. Channel
  4. Web sign ups

What's next on your product roadmap?

Patel: The future is exciting for us because we see an opportunity to help shape mobile collaboration rather than simply predict and follow. Our product team is passionate about re-imagining how work will get done with the proliferation of mobile devices. You can expect that we will continue to rethink how information is accessed, consumed and socialized with mobile devices, leveraging the innate strengths of mobile devices such as cameras, location awareness, touch screen capabilities, and robust app ecosystems. We have already moved into mobile collaboration with in-app editing, contextual insights and secure shared links, and we have more innovation planned in this area in the near future.

More Stories By Xenia von Wedel

Xenia von Wedel, Tech blogger and VP of Socialradius/San Francisco-San Jose. She mainly writes about B2B solutions, social media and open source software. SocialRadius is a full-service social media marketing agency, serving clients in a variety of industries worldwide. The agency is focused on thought leadership content creation and syndication, social media outreach and strategy.