Synology dives into Indonesian market

• Creates network-attached storage (NAS), IP surveillance solutions, and network equipment
• Targets SMBs, personal users, startups, and mid-large enterprises

DIGITAL content creation and consumption has become the foundation of the digital economic boom in Indonesia, while at the same time, significantly increasing the volume of data generated.

Taiwan-based manufacturer of network-attached storage (NAS), Synology Inc launched its latest NAS units in Indonesia, equipping end-user tech enthusiasts and businesses with network-attached storage solutions needed to support Indonesia’s rapidly growing digital ecosystem.

Synology offers a wide range of solutions for home users, startups and small work groups, small and medium businesses (SMBs) or enterprises, and mid-large enterprises.

"Indonesia is entering the information age at a breakneck pace, and it certainly holds massive potential. Along with the rise of digitalisation in Indonesian society, the needs for data storage will also rise exponentially,” said Synology Inc Asean sales account manager Victor Wang.

From the business standpoint, SMBs have become a major contributor to the country’s gross domestic product (GDP) in the last five years. SMBs also hire a large portion of Indonesia’s workforce.

“SMB players, home users, small work groups, and mid-range enterprises would require not only cost-effective and high-capacity solutions to store data, but also one that is easy to manage and equipped with robust security features,” says Wang.

According to Odin, to date, there are estimated to be around 4.4 million SMB establishments in the country.

“Indonesia will be a huge market for us. This country has 261 million people. If we can reach 1% of them, then we will be able to sell 2.61 million devices nationwide,” says Synology Inc sales director Mike Chen.

However, the explosive growth of data has led to increasing demands for overall storage input or output performance and offsite disaster recovery.

Seeing similar demands from SMBs, Synology introduced its first all-flash storage product last year which targets SMBs seeking cost-effective and high-performance NAS servers.

The NAS units are available in four main series with each series catering to different purposes (SMB, personal, enterprises, and small work groups) with Synology’s very own operating system, DiskStation Manager (DSM) running on the units. It has also launched over 118 add-on packages in the “Package Centre” that can meet various needs from personal to business.

Other than NAS devices and applications, Synology also provides routers for connecting the related devices as well as IP surveillance solutions.

“Synology has a complete product range to support demands in this era of change. With NAS, business players can enhance their productivity and competitiveness in the international market,” Victor adds.

Offering solutions & user experience

After 17 years of operation and 4.7 million units sold, Synology achieved double-digit revenue growth in 2016 and now employs over 700 employees worldwide with 70% of the manpower dedicated to Research & Development.

When asked about the strategy to draw more clients, especially SMBs, Chen tells Digital News Asia (DNA) that his company could offer solutions without replacing existing ones.

“We are new to the local market, that is why we need to figure out users’ behaviour so we can offer better solutions for them,” he explains.

Synology will start to penetrate the local industry by selling their devices through official distributors and marketplaces such as Tokopedia and Lazada.co.id. The company will also localise content by providing guides in Bahasa Indonesia.

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