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Keerti Melkote: Aruba Instant On Is A $3 Billion Market Opportunity For Partners

Keerti Melkote, co-founder and president of Aruba, a Hewlett Packard Enterprise company, says the company’s new Instant On Wi-Fi product for small businesses opens up as much as a $3 billion market opportunity for partners.

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What type of competitive landscape is Aruba entering with Instant On?

You have the traditional small business vendors in the market but no one was taking enterprise grade (Wi-Fi) capabilities and bringing it down to serve the needs of the small business market. That was the opportunity and the opening for us to go into this space.

What is the target size of the small businesses that you are looking at with Instant On?

In terms of the size of the business, it is 100 employees and below. Think about restaurants, doctor’s clinics or pharmacies.

How big is the total addressable new market?

This is a multi-billion dollar TAM (total addressable market). If you look at the Wi-Fi market overall, the enterprise TAM is considered to be about $6 billion now. The SoHo (Small office/Home office) which we are targeting is an additional $2 billion-$3 billion market. In the Wi-Fi market this allows us to address another 25 percent of the TAM that we have historically not addressed. It is a significant new adder. We expect obviously a significant boost in the economic opportunity for our partners and for ourselves as well. That is why we are focusing on it. This has been a long time coming for us. We are very excited to actually go after this small business segment.

Who are the competitors that you are targeting in this market?

This market has been dominated by Ubiquiti (Networks), Netgear, D-Link. That class of companies historically. We have had a portfolio called OfficeConnect in the switching space that we’ll continue to serve in the market. Aruba Instant On is to really compliment that OfficeConnect portfolio to go after the next tier of the market.

 
 
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