Netcore Cloud Revolutionizes MarTech with a Platform Ecosystem for Effective Consumer Campaigns on AWS

More than 6,500 companies across 18 countries in Asia, Europe, and North America use Netcore Cloud’s marketing technology (MarTech) to connect with their audiences through channels such as push notifications, emails, and SMS. In 2022 alone, the platform facilitated over a trillion communications between brands and their customers.

Since its launch in 1997, Netcore Cloud has witnessed the rapid evolution of the MarTech industry, with brands integrating platforms like Facebook, Instagram, and WhatsApp into their campaigns. In response, MarTech providers have developed customer engagement platforms where companies can deliver, manage, and track communications all in one place.

In line with these developments, Netcore Cloud has evolved its services for a market that is expected to be worth around $514 billion globally by 2027. To prevent data bottlenecks, the company moved to a hybrid cloud configuration with burst capacity for customer engagement applications, while also consolidating its customer experience, data analysis, and personalization applications under a single customer experience and engagement (CEE) platform.

In developing its CEE platform, a priority for Netcore Cloud was to optimize operations and increase development speed. Swayam Behera, vice president of software engineering at Netcore Cloud says, “The MarTech industry is highly competitive, and customers expect new value-adding services regularly. To meet these demands, we aimed to give the platform a robust technical backbone that could constantly evolve and deliver reliable services.”

According to Behera, Netcore Cloud chose Amazon Web Services (AWS) to support its CEE platform because of its stellar reputation among MarTech companies in India. “We selected AWS because of the volume of cloud-native services that could support our development roadmap for years to come,” he explains. The move to AWS means that Netcore Cloud can leverage a wide range of cloud-native tools and services for the continued development of its customer engagement platform.

Netcore Cloud accelerated its migration to AWS by signing up for the AWS Migration Acceleration Program (MAP). Behera explains, “MAP’s methodology for assessing the migration readiness of on-premises systems and identifying the MAP tools to move the systems to the cloud helped us migrate hundreds of databases that support the CEE platform over to AWS.” Over a hundred Netcore Cloud IT staff were trained by the AWS Training and Certification team from June to December 2022, sharpening their skills in running an AWS infrastructure. “We focused on migrating the workloads running in our US data center before moving on to our facility in Mumbai,” adds Behera.

With AWS’s support, Netcore Cloud migrated the databases in its US facility to Amazon Relational Database Service (Amazon RDS) for databases with Amazon Elastic Compute Cloud Service (Amazon EC2) Auto Scaling to support its applications. The company also adopted Amazon Simple Storage Service (Amazon S3) storage classes for long-term data archiving. The migration of the US data center to AWS took approximately a year. “AWS has a great suite of services that were ideal for our migration,” Behera says. “The AWS Migration Acceleration Program helped us complete the migration efficiently and effectively.”

Netcore Cloud uses AWS managed services, including AWS Fargate, a serverless service that automatically runs and scales containers. It also uses AWS Lambda functions to direct mobile app and web traffic and speed up deployment processes. In addition, Netcore Cloud uses Amazon EventBridge extensively to choreograph the event workflow between numerous microservices. By running these services, its software engineers have been able to fast-track development. For example, they recently integrated WhatsApp with the CEE platform’s customer engagement application in half the expected time. Says Behera, “Critical integrations with WhatsApp could have taken three months before going all-in on AWS. But with the right tools, we can complete the integration—with zero defects—in 45 days.”