The technology, information, and internet industry are significant for several reasons. It drives innovation and economic growth by continuously developing new products, services, and business models. Through Internet services and digital technologies, individuals, businesses, and organisations can connect, collaborate, and exchange information directly, regardless of geographical barriers. Leaders in this industry play a crucial role. They are responsible for driving innovation, setting industry standards, and shaping the direction of technological development.
Sudhir Kunder, the CBO of DE-CIX India, is a well-known leader in this industry. He decided to join DE-CIX India to transform the internet industry in one of the world’s largest and most diverse countries. His inspiration came from a desire to make the Internet efficiently accessible and reliable throughout India. Starting with just 74 customers in December 2019, Sudhir has faced thrilling challenges in expanding and improving the service.
Leading the Asia-Pacific
DE-CIX India, the largest Interconnection Platform in the country, has over 600 + connected networks across India, offering Premium Interconnection Platform Services like peering, DirectCLOUD, and Microsoft Azure Peering Service (MAPS). Operating carrier and Data Centre Neutral Exchanges, it interconnects Internet Service Providers (ISPs), Content Delivery Networks (CDNs), Over-The-Top (OTT) players, DNS root servers, national and international telco networks, and social media networks across major metropolitan areas.
With Internet Exchanges in Mumbai, Delhi, Chennai, Kolkata, and Hyderabad, DE-CIX Mumbai quickly became the Largest Internet Exchange in the Asia-Pacific region amongst 153 exchanges and 29 countries. Powered by DE-CIX, the operator of one of the world’s largest Interconnection Platforms in Frankfurt, Germany. DE-CIX India is a data center and carrier-neutral Internet exchange operator with a nationwide license, operating fully legally compliant services consistently.
Overcoming Awareness Challenges
“We have been dedicated to making business operations seamless for our customers, ensuring that assistance was always just a phone call away. As a result, we strive a lot to give them the best-in-class services.”
Sudhir Kunder
One of the challenges for DE-CIX India was educating their ISP customers about the benefits of peering. Some ISPs were initially unaware of how to fully utilise the services they had. This required a significant investment of time and effort in managing the entire customer lifecycle. DE-CIX India’s commitment to providing support throughout the customer’s journey, including sales, pre-sales, and post-sales, has been noticeable.
It assists customers in obtaining ASN numbers, procuring licenses, and ensuring the financial and technical well-being of their organisations. The company has observed that some customers may not be optimising their investment in peering services or negotiating effectively with transport layer partners for competitive pricing. By engaging with customers throughout their lifecycles, the company aims to facilitate the onboarding process and educate them on leveraging existing fiber infrastructure within different network types.
Empowering Leadership
Sudhir utilises a leadership approach focused on empowering individuals to reach their full potential and promoting a culture of innovation and collaboration. He places importance on clear communication and transparency to ensure alignment with collective goals. By building strong relationships based on trust and respect, he aims to create an inclusive environment where diverse perspectives are appreciated and innovative ideas can flourish.
His management style is characterised by situational leadership, emphasising teamwork, empowerment, and continuous development. Sudhir believes in providing the team with the necessary tools, support, and trust to encourage creativity and a sense of ownership. Collaboration is key to achieving optimal results, supported by ongoing training and skill enhancement efforts.
Prioritising Attitude over Talent
Identifying and developing talent within DE-CIX India is a key priority for Sudhir . His approach is centered on the belief that people are important, guiding the company in creating a supportive environment where the potential is acknowledged and nurtured from the ground up. Sudhir’s recruitment strategy prioritises attitude over talent, recognising the invaluable importance of the right mindset. While skills can be improved and developed, he understands that a positive attitude is foundational for success within DE-CIX India.
To develop talent, a comprehensive approach is utilised, including training, coaching, mentoring, and guidance, ensuring that the team is equipped with the necessary skills and knowledge to succeed in their roles. Mentorship plays a crucial role in this process, developing an environment of continuous learning and growth. This has helped DE-CIX India to create a culture where individuals are recognised, nurtured, and given opportunities to succeed.
Building a Resilient Network
DE-CIX India has introduced innovative solutions such as Peering DirectCLOUD and MAPS that have transformed the connectivity landscape. These solutions offer scalable, reliable, and ultra-low-latency connectivity options, replacing traditional transit methods. By facilitating direct interconnections to CDNs and CSPs, the platform helps reduce costs associated with dependence on full duplex bandwidth. This allows businesses to reinvest their savings into growth and innovation.
As digital operations continue to grow, DE-CIX India’s platform plays a crucial role in providing reliable cloud connect services, CDNs, and enterprise applications. It also reduces reliance on on-premises infrastructure and private networks. With a distributed architecture that ensures continuous uptime and robust disaster recovery, DE-CIX India offers unparalleled network resilience and redundancy. The platform helps businesses embrace digital transformation by offering advanced, cost-effective, and scalable interconnection solutions. This promotes innovation and agility for a modern, efficient, and resilient future.
A Game Changer for Business Efficiency
DE-CIX India has made enhancements to network performance, decreased latency, and improved connectivity for customers with the implementation of advanced technology and strategic services.
HOCHTIEF and Microsoft Azure Peering Service (MAPS):
HOCHTIEF, World’s 5th largest construction conglomerate, faced latency issues with Microsoft’s servers. By using DE-CIX Germany’s MAPS, it reduced latency by 90% and halved trouble tickets. Connection time to Microsoft Teams dropped from 53 milliseconds to 5 milliseconds, enhancing communication and boosting productivity.
Narayana Nethralaya and DirectCLOUD Service:
Narayana Nethralaya, a renowned eye care institution, enhanced its digital operations by implementing DE-CIX India’s DirectCLOUD service. This resulted in a significant decrease in latency from 330 milliseconds to 40 milliseconds, improving patient care management and internal processes.
Driving Success through Innovation
DE-CIX India has shown notable growth since its establishment, now serving over 600 customers compared to 74 in December 2019. The company has expanded its Interconnection Platform to Hyderabad, improving its presence and connectivity options. Technological advancements, such as 400 Gigabit Ethernet Access in Mumbai, guarantee fast and reliable data exchange. With an increased network capacity of 800 Gigabit in Mumbai, DE-CIX India continues to prioritise providing high-quality future ready services to its customers and supporting the growth of the digital ecosystem.
Promoting Peering Services helped ISPs save on bandwidth costs and attract more participants, establishing itself as a hub of interconnectivity. Initiatives like DirectCLOUD and MAPS transformed ISPs into Digital Solution Providers, offering faster and more secure cloud connectivity. This shift diversified revenue streams, increased competitiveness, and met evolving customer demands. DE-CIX’s low-latency connectivity benefited Enterprises, SMEs, and SMBs, providing scalable IT infrastructure without compromising performance. Overall, DE-CIX India’s dedication to customer needs and innovation led to significant growth and success.
Ownership for Seamless Service Delivery
“As we build this new business unit, we will also ensure that we take care of our partners’ interests every step of the way.”
Sudhir Kunder
The decision to expand DE-CIX India’s service portfolio is a strategic process led by Sudhir and his team. Within the DE-CIX ecosystem, innovation and expansion are ongoing priorities to meet the changing needs of customers. The recent acquisition of national long-distance (NLD) license by DE-CIX India has created new opportunities for strategic growth. This license will enable the establishment of an Enterprise Business Unit (EBU), incorporating both direct and indirect business models. The EBU will allow Sudhir and his team to oversee the entire customer lifecycle in the enterprise domain.
Balancing Innovation, Stability, and Profitability
According to Sudhir , at DE-CIX India, it is important to maintain a balance between innovation, stability, and profitability. It places a high priority on compliance and carefully considers its investments, as evidenced by its decision to obtain licensing early on despite ambiguities. This dedication to following the law has helped instill confidence in domestic and international clients, highlighting the company’s customer-focused approach. Sudhir believes that this emphasis on customer experience has played a significant role in DE-CIX India’s success as one of the most profitable Internet Exchanges worldwide, known for its reliability.
Remaining innovative and competitive in the changing interconnection and networking industry is essential for DE-CIX India.
Here is how DE-CIX India has accomplished this:
- Customer Focus: DE-CIX India prioritises customer feedback to shape relevant and valuable services.
- Technology Integration: Initiatives like DirectCLOUD and MAPS integrate advanced tech for secure cloud connections with top cloud service providers like AWS. Oracle Cloud, Microsoft Azure, and Google Cloud.
- Strategic Expansion: Recent investments, including obtaining a national long-distance (NLD) license, enhance service portfolio to meet market demands.
Informed Decision-Making
Sudhir’s approach to risk-taking and decision-making at DE-CIX India combines careful analysis and strategic foresight. He sees each decision as an opportunity to steer toward success with a clear understanding of the business environment.
Instead of relying on gut feel, DE-CIX India makes informed choices based on thorough research and market insights, ensuring that every risk is calculated and aligned with long-term objectives. This approach extends to expanding into new markets, investing in new technologies, and launching innovative services.
Financial prudence is crucial in the company’s decision-making. It invests in growth responsibly, ensuring expenditures are justified and sustainable. Regular reviews and assessments are key to its approach. Recognising the constantly changing business landscape, DE-CIX India frequently evaluates strategies and performance to identify improvements and potential risks. This proactive approach allows it to adapt quickly, ensuring agility and resilience in the face of challenges.
