DigitalOcean’s go-to-market strategy in India reaps rich dividends

Sangeetha Chengappa Bengaluru | Updated on April 11, 2019 Published on April 10, 2019

Prabhakar Jayakumar, Country Director, DigitalOcean India, with Jeffrey Giannetti, Chief Customer Officer, DigitalOcean, in Bengaluru

Will replicate the approach in other geographies

New York-headquartered cloud infrastructure provider DigitalOcean has been successful with its India go-to-market strategy which enabled 45 per cent year-on-year (YoY) growth in revenue and 44 per cent YoY growth in its customer acquisition rate in India for the year-ended December 2018.

Executed by Prabhakar Jayakumar, Country Director, DigitalOcean India, the go-to-market strategy will be replicated in Eastern Europe, Indonesia and Singapore, a top executive told BusinessLine.

DigitalOcean kick-started its India operations when it commissioned its first data centre in Bengaluru in 2016 with a seed investment of $5 million, targeted at the thriving start-up and developer community. Some of its customers are OYO, Edge Networks, Magic Crate, Vakilsearch, Zerodha, WhatFix, Rapido and Market Pulse.

“India is the fastest growing market for DigitalOcean globally, with a high revenue growth and leading customer acquisition rates. With a high concentration of developers, over 5 million, and small and medium businesses (SMBs), our success in India was made possible by the go-to-market team that has driven frequent interactions with the SMBs,” said Jeffrey Giannetti, Chief Customer Officer, DigitalOcean, who was in Bengaluru last week to participate in the company’s day-long Tide conference for customers, partners and potential customers.

Expansion plans

He added, “We plan to replicate the India go-to-market strategy in geographies with a high concentration of developers like Indonesia, Singapore and Eastern Europe.”

“India is a very strategic market for us and we will continue to double down on investments in India, which will be a centre of excellence and growth for SMBs and developers building next-generation applications,” said Giannetti.

Prices on par

The company’s pricing for India is at par with the rest of the world, starting from $5 per month for a virtual server at the entry level, up to $1,200, where billing is calculated on an hourly basis. On how DigitalOcean competes with behemoths like AWS, Alibaba Cloud, Microsoft Azure and IBM Cloud, Jayakumar, a former Amazon executive, said: “We make our cloud infrastructure simple and intuitive. We score favourably on the price-to-performance ratio that we bring to the table for customers. We have a Q&A forum that gets about 7,00,000 visitors a month where questions on tech problems are answered by our 3.5 million strong DigitalOcean community and our internal team.”

Through Hatch, DigitalOcean’s global start-up programme, the company has supported 2,000 start-ups globally and 600 start-ups in India. Start-ups are given one year worth of cloud credits free and access to technical mentoring from DigitalOcean.

The company has partnered with WeWork, Nasscom 10,000 Startups and venture capital firms like Accel, Matrix, SAIF to support start-ups associated with or funded by them.

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Published on April 10, 2019
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