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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 is the competitive difference between Aruba Instant On and those other competitors?

What we have is the security and analytics feature sets that they don’t have. What they offer in the market is connectivity. If you want to connect someone over Wi-Fi you absolutely can with any one of those products. But if you are looking for additional insights about your customers or better security – which is becoming important in this digitally enabled world that we are living in- that’s where we come in.

What we hear is customers are tired of basically throwing money away at good enough. This is business critical now and they want to make sure they have robust capabilities and robust quality.

Will this help partners drive managed services revenue in the small business market?

Absolutely. Every partner has a segmented view of the market with large, midsize and small customers. Clearly they serve their larger and midsize customers with our traditional portfolio but they have been forced to go to other brands because we didn’t serve that small business market in a focused way until now. With Aruba Instant On now they’ll be able to take the Aruba brand across the board.

What kind of managed services do you see being wrapped around this?

You can identify through analytics who is coming into the business and how often. You get all the analytics benefits and that can be packaged as a managed service. There is a dashboard that shows WiFi analytics on visitors and customers- how often do they come back, how long do they stay, all kinds of information.

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