Founded over 22 years ago in Ohio, STRATACACHE is a full solutions provider of digital signage & marketing technology, creating intelligent visual and audience engagement solutions delivered via 3.1 million digital displays worldwide.
Manish Kumar, Managing Director and Senior Vice President STRATACACHE Asia-Pacific, has been head of operations in the region since April 2018, where he oversees sales, services and support activities across the STRATACACHE brand family. He concurrently holds the position of Vice President of Investments Asia-Pacific at STRATACACHE Capital, helping to lead deal discovery and investment globally.
The Australian Business Executive spoke with Mr Kumar recently to discuss the successful growth of the brand in the Asia-Pacific region, the company’s industry expertise and capabilities, and its plans for the future.
Passionate leadership and rapid growth
The last two years have been a whirlwind of activity for STRATACACHE Asia-Pacific. Since the beginning of 2018, Mr Manish Kumar has successfully established headquarters in Singapore, along with a regional warehouse and logistics facility and a customer experience centre. He has also overseen the opening of offices in key cities across Asia-Pacific including Shanghai, Hong Kong and Tokyo.
Mr Kumar is passionate about establishing STRATACACHE in Asia-Pacific and fortifying the brand as the pioneer and global leader in digital signage. He has a unique talent for identifying key growth markets and verticals, spearheading go-to-market strategies to elevate brand awareness in the region.
Joining the company in 2013, Mr Kumar initiated and oversaw growth strategy in India and led sales, development, customer relations and operations on a mission to expand the company’s footprint in this important region. In a few short years, the company has become the industry leader in digital signage in India, having entered the market in 2015 and built a workforce of more than fifty people, with offices in Bangalore and Delhi.
India was just the beginning: the company has since set its sights firmly on dominating in the region, securing strategic deals with high-profile clients in China, Japan and Singapore across transportation, education, finance, retail and Quick Service Restaurants (QSRs).
Innovation and new horizons
Based in Philadelphia in the United States, STRATACACHE has long been a trusted provider of digital signage, offering over 20 years of experience and capability in marketing technology. Recent years have seen the company establish a strong foothold in new international markets, led by bold market strategies, acquisitions and technological innovation. Offering software, hardware, services and support, the company works with a network of partners and developers in more than 100 countries.
Strategic acquisitions and partnerships have been key to STRATACACHE’s success in Asia-Pacific, helping the company to leverage the presence of known brands in the region. The STRATACACHE ‘family’ of companies is ever-evolving, and now consists of multiple technology brands with offerings across digital content creation, management, and deployment. Among these are global market leaders including Scala, X2O Media and Real Digital Media, augmented by specialised technologies from Walkbase, SuperLumin, Optika Display and others.
“We realised an opportunity early on to develop our strengths by acquiring key market players across the full scope of marketing technologies,” says Mr Kumar. “This puts STRATACACHE in a unique position to offer clients a full range of digital signage solutions, from content creation and management to hardware and advanced analytics.”
It is this wholistic approach that is seeing STRATACACHE achieve success globally. As Mr Kumar explains, clients are increasingly seeking solutions that can address all of their marketing needs in one place—a “one stop shop”.
“It’s no longer enough just to offer digital signage hardware or software. Customers want to be able to create, manage and deploy content in one seamless process,” he says.
“There are many factors in creating a successful digital marketing network. Software and hardware, networking, electrical interface and connectivity—all of these things must work together faultlessly. We’ve worked hard to create seamless integration between technologies to be the first provider worldwide to offer a truly comprehensive solution.”
With the evolution of online commerce and audience engagement, today’s consumers expect to find the same speed and convenience in a brick-and-mortar venue as they find online. Marketing technology creates new opportunities to offer memorable experiences while levelling up with the online world. STRATACACHE’s commitment to innovation and emerging technologies has seen it incorporate audience intelligence, augmented and virtual reality, computer vision and sensor technology to stay ahead of the curve and deliver exceptional experiences. When combined with the company’s proven digital signage software and powerful hardware, the result is an unbeatable solution that allows retailers, employers and marketers to tailor digital signage communications for a specific audience, location and time. The company advises on the components and innovation that will bring a client’s vision together in the physical space, whether through its own technologies or through exploration of integrations and third-party platforms to complement and optimise the experience.
“Our users want to harness the power of technology to create a unique way of communicating with their audiences,” says Mr Kumar. “We are always working to stay ahead of trends and look for ways to incorporate the latest technologies to the advantage of our customers. To achieve this, we’ve developed strategic partnerships to bring digital display, sensor, mobile and emerging technology to market, at scale. Through our discovery process, we work with clients to discuss ways to enhance the consumer experience.”
Scalability is key, too. A wide array of powerful hardware options ensures a fully supported solution for digital projects of any size, scope or complexity. This means that no project is too big, or too small.
“Our media players, tablets and display solutions are engineered with performance, stability and capability in mind, to suit every project need,” Mr Kumar says,
Plans for future growth
Following its own shutdown of operations during the initial surge of the COVID 19 pandemic, the company’s Asia-Pacific headquarters in Singapore and regional offices in India, Hong Kong, China and Japan have resumed operations on a staggered basis while following guidelines from government and health authorities. The company has a strong commitment to supporting their customers through the challenges of the pandemic.
“Our immediate goal is to reassure all of our customers that we are committed to them and that we are taking care of them. As part of this, we have been reducing or waiving maintenance costs and trying to help as much as we can,” says Mr Kumar.
As countries begin the road to post-pandemic recovery, STRATACACHE’S short-term focus is to realign the business to meet the shifting demands of the ‘new normal’, working closely with businesses to harness the power of technology to rebuild and adapt. This includes helping businesses discover ways in which digital signage and marketing technology can help them communicate important health and safety messages with their audiences, and assist them to manage the number of people in their physical spaces through occupancy management tools and analytics.
The company remains dedicated to developing STRATACACHE as the leading marketing technology brand in the Asia-Pacific region. As part of a wide-ranging digital marketing strategy, STRATACACHE has recently begun introducing localised webpages featuring location-specific content that speaks directly to the needs of countries in the region. New products and solutions are also on the horizon, with an increased focus on key verticals such as grocery stores, QSRs and retail.
Longer term, the company will continue to target these and other key verticals in finance, gaming and education, focusing on key growth markets like India and China, and setting up more offices in major cities.
“Our aim is to help revolutionise digital transformation for businesses in the Asia-Pacific region,” says Mr Kumar. “To be successful, you have to have your heart in your business, and your business in your heart.”
With a commitment to delivering innovative digital signage solutions and embracing emerging technologies, STRATACACHE looks to be entering the ‘new normal’ well-placed to continue its impressive growth. Find out more about STRATACACHE and Scala by visiting www.stratacache.com and www.scala.com/au