ANSYS provides engineering simulation software solution to various leading companies in renewable energy industry and various other sectors like aerospace and defence, automotive, construction, healthcare and Chemical sector sectors.
ANSYS enables engineering and research organizations develop new renewable energy equipment and improve the reliability and performance of existing systems in Wind, Hydro power, fuelcells, solar and biomass. From testing for the electrochemical performance of a fuel cell stack to optimizing the design of biomass reactors and photovoltaic collectors, ANSYS solutions help speed the development process and bring renewable technologies rapidly to market. By minimizing the time, money and other resources invested in physical prototypes and testing, software from ANSYS helps improve the reliability of renewable energy systems and reduce the unit cost of energy generated from various technologies.
BWDisrupt Team Interacts with Kaustubh Nande, Country Marketing Head, ANSYS India and Spoke to Him
1) Can you tell our readers about ANSYS briefly?If you’ve ever seen a rocket launch, flown on an airplane, driven a car, touched a mobile device, crossed a bridge, or put on wearable technology, chances are you’ve used a product where ANSYS software played a critical role in its creation. By offering the best and broadest portfolio of engineering simulation software, we help our customers solve the most complex design challenges and engineer products limited only by imagination. In India we have major presence across the country with six offices and customers in all key business verticals that include aerospace, defence, automotive, energy, electronics and strong connection with the academic community.
2) How has been your journey with ANSYS India so far? What was the most challenging part of your journey till now?The past six years at ANSYS have been exciting to say the least. The mandate was to set up and scale India Marketing function to a world class level. Looking back ANSYS brand footprint in region has grown by over 3X. The brand is much more recognized, we are part of all key industry discussions in the region and our start-up & academic connect has grown multiple times. Much of this success also reflects in our top line. Among several small and big challenges though, working towards ANSYS's multi physics and systems story is very exciting and challenging at the same time. As a leader we are constantly pushing the market envelope and think every engineer of tomorrow will use simulation. The systems story is at the heart of what differentiates ANSYS from others in the market and a challenge that I look forward to every day.
3) How are you supporting start-up ecosystem and what are your views on the lines of latest development for start-ups?We are working closely with IIT Chennai and IIT Mumbai incubators already. We are also an industry partner to recently launched Center of Excellence on IoT by NASSCOM. In India, there are several software start-ups but proportionally hardware start-ups are few. India is picking pace but we must grow the product ecosystem and increase hardware patent (IP) generation in the country over the long term. Globally we also have a special program for start-ups to get their products faster to market, which is key for survival and growth of future companies.
4) What are the mega trends in the technology industry?There are four mega technology trends we are observing. These are System Engineering, IoT, Big Data Analytics, Cloud and Collaboration. Let me explain with an example of a wind turbine. The wind turbine today is developed with a systems view rather than just components. The wind turbine is IoT enabled with sensors, software and hardware working in tandem and lots of 'big data' is generated that needs to be mined for productivity of these machines. Much of this happens on the cloud with real time collaboration among companies, service providers and customers. GE's Predix platform tries to accomplish much of this today. There are also several other players in the industrial space who are thinking on similar lines.
5) What are your company's future plans?Naturally we continually invest in product, technology and people and assess our investments in line with regional business needs.
6) What advice you want to share with emerging start-ups?Focus on building physical products and get more hardware patents (IP) along with software.
7) What are the keys to marketing success?Excitement about the vision and mission of company's business is a key first step. As for marketing it's easy to get carried away with simply influencing your business audience and execute on push marketing the traditional way. Today's marketing is all about engagement first and influencing second strategy. Digital, social and content are great tools to get the substance of your business out in the market to drive business. In fact, brands with great products are already thriving with this approach. So in my view, having the necessary understanding of the business married with the ability to see through engagement strategies, with an eye on pipeline and revenue conversion is key to marketing success.
