Mr. Satya Nadella Corporate Vice President Microsoft Business Solutions Microsoft Corporation Redmond, Washington.

Its for your reference, I am Anubhav Sachar based in Ludhiana industrial town of North India providing independent software and consultancy services. My interest and focus is in Enterprise Application space, have commanding knowledge of products, technology and solutions of leading vendors, the market, competition, what the future direction of industry will be. Microsoft is one of amazing business success stories in the world. I have great regards for Microsoft being the worlds most innovative software organization, which brings computing down to individual level, changing workplace dramatically for information workers with its robust software solutions stack.

Microsoft and Business Solutions

Microsoft has an excellent market share in all the categories of computing except enterprise Applications, lagging behind in most markets compared to both key players. There are lot of customer issues and dissatisfaction with established players as weak channels, high price, high service requirement, hard to deploy and use, having confusing product road map after consolidation, challenges in the area of software as service. If we analyze the value of ERP system implemented on Microsoft platform, in Operating system term Windows has 45% market share, in database term SQL Server has 27% market share. A Windows based ERP juggernaut, bring together technologies on Microsoft platform, this consolidated ERP approach gradually and responsibly with good communication and product road map has very large impact on the market specially to SMB segment.

Microsoft Dynamics Products

Microsoft Dynamics provide leadership product line of AX 4.0 , GP 9.0 , SL 6.5 and CRM 3.0 on the strong foundation of .Net , SQL Server , Windows Server , Biz Talk Server , Share Point , Office Suite . With the use of Web Services and other enhancements, Dynamics deliver business solutions to automate and streamline processes across companys Financial, CRM, SCM, HR and business services, integrate data and processes from multiple systems offers SOA and derive the market with great energy from sales and marketing perspective. Dynamics products are competitively different because they provide familiar and intuitive work environment to information workers, need less training and support. All these products built from native development platform of Microsoft Operating system, sharing technologies with rest of Microsoft landscape, provide excellent Role based design, Customer Model, BI, Portals and Collaboration capabilities. In Microsoft Dynamics product roadmap, AX 4.0 is a major landmark ; offer integrated capabilities for financial management , distribution , manufacturing , human

resource , project accounting , field services and business analytics ; build for global organizations support 36 languages in 40 countries for multicurrency, multilanguage operations ; delivering deep access to decision-making information , rapid ROI and expert , dedicated customer services. With .Net based customization, Web services layer, Share point based portals, Office business applications, Role based user experience and Business Intelligence; there is a right balance between technology innovation and feature innovation in Axapta that speaks directly to you. The other milestone products in Dynamics is CRM 3.0, create and easily maintain picture of customers from first contact through purchase and post sales, has feature rich modules like Sales, Marketing and Services, designed to be a natural extension of Microsoft Office and Outlook environment, very ground-breaking CRM product for SMB companies. CRM helps sales peoples to manage leads and opportunities, measure and forecast sales activities , efficiently track customer communication , ensuring shorter sales cycle , higher closing rates , improved customer retention ; Service people increase capacity to handle requests , provide customers efficient services that ensure satisfaction. After the launch, MBS has crossed $1 billion revenue and 20 % CAGR. Aggressive marketing strategies of Dynamics applications from sales, manufacturing, distribution, finance, CRM tightly integrated with Microsoft unified technology experience can give a toehold in market dominated by leading players.

Market Analysis and Forecast

For effective sales and marketing strategies are to understand customers by segment and enabling partners to reach those customers; deliver the right products, resources and support; committed to evolve in accordance with the needs of customers and industry partners. Microsoft next generation Partner program can help businesses specialize their skill set ,focused on demand generation including opportunity mapping at the field level to help partners identify where the greatest prospects are and offer rich extensive Microsoft platform that continues to grow and provide value. To redefine ERP market segmentation via size of industry and capacity of firm, focus is to explore opportunities from Enterprise Segments ( >1 billion $), Mid market segment (50 million $ to 1 billion $) and Small market segment ( < 50 million $) where mid market is the largest revenue generator. In Enterprise segment (>1 billion $) of Fortune 1000 companies , demand is saturated, growth is stagnant but there are still prospects from division of larger organization, new manufacturing facilities , subsidiaries and broader functional areas of enterprise applications product line. Mid market segment (50 million $ to 1 billion $) is the most driving factor for ERP growth, many mid sized companies are still using applications developed in 80s, technologically obsolete, do not support current and emerging business practices. Foremost business approach is to tap those opportunities, pushing them to replace aging old ERP systems, develop mid market customer relationship program to address their unique needs. Many mid market customers need robust IT infrastructure and solutions but they have limited cash and IT resources, we can address those challenges through Total Solution Financing program available by Microsoft Capital. Mid market industries are highly adaptable to their specific needs and many customers search for particular solutions and partners based on vertical pivot, build excellent partner ecosystem with

Independent Software Vendors ( ISV) and Value Added Resellers ( VAR) specialize in vertical industries skill set. Small market segment (< 50 million $) is largely untapped segment by leading vendors due to less profit and high overhead. For practicing long term strategy, target the right small market company with potential, lower ERP software price to use, give them IT infrastructure and business processes to grow big and when they keep growing they ask for more ERP software. Small and lower mid market segment industries are cost conscious, looking for less expensive packages with simple features to reduce T.C.O of ERP project. Provision of Enterprise applications through Applications Service Provider (ASP) or On demand business model could prove to be good options for SMB as it is based on rental payment standard eliminate need for hardware and software infrastructure. For size of business applications, there is very large business and incredible opportunities, if we analyze the market, there are still $ 25 billion market opportunities world wide. In Enterprise segment, growth is stagnant and there are only handful of players have market share. In small and mid market segments, the real battle is, here no vendor has more than 5% market share and this is exactly open territory and pretty close to each other. Sector wise manufacturing has the largest ERP applications users in all the segments and geographies but other verticals as Financials, Banking, Services, Public Sector, Government, Utilities are not far behind their uptake of ERP software. One challenge that Microsoft is facing their lack of industry specialization, now Microsoft is very committed to address specific industries skill with its Industry Builder Vertical Solutions, with CXSE manufacturing capabilities of Textile & Fashion , Well Point for financial management needs of Oil & Gas , Athose Origin for Automotive suppliers, with Microsoft Industry builder initiative, partners increase their industry niche and vertical specialties and address those specific skills on top of Dynamics product line. If we analyze market share by region, new growing markets of Asia Pacific, Latin America and Eastern Europe has huge potential. In Asia Pacific markets of China, Malaysia, Australia, New Zealand, South Korea, Japan opportunities are incredible in Enterprise as well as SMB segments. Many ASEAN countries are largely untapped and favorable government policies are also one of the driving factors for ERP license sales growth. In mature market of North America and Western Europe, in Enterprise segment growth is moderate but small and mid market maintain steady and positive growth. Vendors specialize in specific industries and offer vertically differentiated solutions and also on demand business model to cater the needs of SMB segment. In high end saturated segment, prospects are in broader functional areas of ERP suites as PDM/PLM/Composite & Analytics applications and Business intelligence. The real future trend in this market will be in pre integration of components, web services and other emerging standards with next generation SOA.

Marketing Strategies and Business Model

My business model is to be part of Microsoft Dynamics team, responsible for providing strategic leadership and implementation of programs for global account customers from Enterprise , Mid market and Small market segments ; enable Microsoft worldwide Dynamics product sales ; increasing revenue , market share and customer

satisfaction ; facilitate that line of business applications are developed on Microsoft platform. For Dynamics product line, my business strategies are around Dynamics AX, Dynamics NAV and Dynamics CRM integrated adaptable business management solutions. Dynamics NAV and Dynamics CRM offers growing small and lower mid size companies a powerful but cost effective solution, support customization and add in software to meet industry or other specific needs. Dynamics Axapta is the fastest growing part of product line not only in mid size but more in Enterprise companies, very apposite product for higher mid market and enterprise segments. AX has 30% increases over period of time, if we analyze customer additions of equivalent kind of targeted products from competitors; Axapta is in No 1 position. Microsoft can address the needs and requirements of any sector and vertical with its robust industry builder software solutions stack on top of Dynamics platform. Manufacturing is the largest user of ERP , Dynamics products has extensive set of features and functionalities for manufacturing industries , support entire life cycle of product development and manufacturing operations for both Process and Discrete industries. I have sound domain knowledge of Textile but I wana make contribution to other core major manufacturing verticals of Auto , Steel , Pharma , Oil & Gas , Engineering ; extend Dynamics functionalities with industry specific functionality backed by Microsoft with Industry builder initiative ; also determine customers can access thousand of vertical solutions provided by partners to meet specific business needs. Geographically, I have strong understanding of Indian markets especially of North India but I am very much interested to explore opportunities and leads from other regions and convert those leads to successful customers , primarily from worlds largest IT market North America and emerging markets of Asia Pacific and Eastern Europe. For USA my strategies are for west coast region of California and Washington mainly from mid market companies in Auto, Retail, Engineering, Textile, Telecom, High Technology, Real Estate verticals. In emerging markets , I ascertain to build up Microsoft next generation partner program , so partners can deliver best customized solutions on top of Dynamics products address customer s local and specific needs and functionalities. Initially I am interested to place at Sales and Marketing Services Group (SMSG) at Delhi but later to any worldwide location. In India my expectation is 3,000,000 INR but later in dollars terms $ 2, 00,000 USD per annum position is of mid level manager as Business Development Manger or Business Manager Worldwide Sales. Besides my sales and marketing activities , my efforts will also to be part of the team to deliver breakthrough innovation in Dynamics Wave two ,focus on common server technologies , including a model that combine the best business processes from each of the releases provide the next generation of business softwares, creation of Windows based ERP juggernaut. Thanks & Regards Anubhav Sachar