Akamai to build stronger brand

Brad Rinklin, vice president, global marketing & alliances at Akamai Technologies, said it is looking to raise its profile to prepare for growth in the region.

“We are always behind the scenes, so not many consumers and business partners know who we are. There are constant battles to expand the awareness of who we are, what we do and what we offer,” he told Campaign.

The expansion plan is also one of three strategies Akamai has lined up to achieve a five-fold increase in revenue over the next ten years. Another two strategies are to increase current market penetration as well as to expand business with existing customers.

With presence in the America, AMEA and Asia Pacific region currently, it plans to venture into emerging markets such as Indonesia and Sri Lanka.

“We are looking for partners for new market penetration and across the markets we are in. We are currently working out the strategy for new market ventures,” he added.

Akamai recently rolled out global channel program Akamai NetAlliance program, which combines the value of the Akamai Intelligent Platform with solutions and services from hardware and software integrators, application and infrastructure service providers to help enterprises, as they integrate the cloud into their business.

At the same time, it plans to improve its services. For example, it started working with IBM in April to launch new offerings to speed the delivery of the web and cloud applications. It is part of a multi-phase initiative that integrates IBM WebSphere technology with Akamai's application delivery network.

Akamai also announced in May its intention to develop a joint offering with IT performance company Riverbed technology to overcome the application performance bottlenecks facing enterprises that leverage public cloud services.

It will also roll out more marketing-segmented services, based on IP address. Built-in ad instructor Akamai ADS predictive segments will be launched late next year that enables brand advertisers to drive awareness and consideration by leveraging Shopographics, an audience segmentation based on shopping data.

Based in the United States, Akamai provides platforms to transform the cloud into a more viable place to inform, entertain, advertise, transact and collaborate.

The Singapore office was opened in 2002 as the regional headquarters.

Rinklin noted that Akamai launched a global campaign, called State of the Internet, three years ago that gather massive amount of information on connection speeds, attack traffic, network connectivity as well as patterns on leading websites.

"This is a global campaign but it will be localised at different regions. We have a system of tracking and make sure we have ROI in these campaign, and the prospects can visualise what kind business we have."