Client Success

Dynamic Equities moves to Google Apps for Work with Persistent

MediaAgility was acquired by Persistent in May 2022 and its capabilities form the foundation for Persistent’s Google Business Unit. As a Google Cloud Partner and a strategic IT Transformation services provider, the Google Business Unit is focused on delivering transformational services with cloud-native solutions that enable businesses to stay relevant and benefit from the public cloud platform capabilities. 

Dynamic Equities is a financial services company dealing in commodities and equity in India. The aim of the company is to make trading simple and easier. Dynamic Equities broking activities are transacted throughout India’s leading exchanges like the NSE, BSE, NCDEX, MCX, MCX-SX and NSEL across 17 locations all over India. Arbitrage constitutes one of the core pillars of company’s business. Dynamic Equities does arbitrage in stocks, commodities, futures, options and currencies.

The problem

Dynamic Equities earlier relied on Netcore Services backed by Linux based servers. The major reason for Dynamic Equities to switch to a new mailing solution was huge chunks of email spam. The IT management team at the company was investing heavily in spam control solutions. Additionally, there were email delivery issues which resulted in loss of important data which is not an acceptable Scope of business for a financial services company. With all these persistent issues Dynamic Equities decided to move to a new mailing and collaboration solution and decided to migrate to Google Apps for Work.

The solution

Google Apps for Work is a cloud-based productivity suite that enables seamless collaboration and allows users to stay connected anytime, from any device. Google Apps has Gmail for Business as its mailing solution and helps to reduce infrastructure costs as it eliminates the need to maintain a server.

Google Apps is embedded with a cloud-based office tool – Google Docs, hence there is no need to spend additionally on license cost to procure office suite for employees. Google Apps also offers real time collaboration, which allows multiple employees to work on a document simultaneously. Another benefit of Google Apps is that it lets you stay connected all the time, not only from your PC but from a smartphone or a tablet. Google Apps helps in increasing work efficiency and has a 99.5% uptime. Spam policies were implemented to make sure unwanted emails, junk and spam were not received. Domains and email addresses sending the spam mails were blocked. By shifting to Google Apps, Dynamic Equities was able to counter the other flaws of the previous system like delivery failure of emails.


MediaAgility (now part of Persistent Systems) successfully migrated 140 employees of Dynamic Equities from Netcore Service to Google Apps for Work. The entire deployment was completed in 2 days. Dynamic Equities signed up for the services on Friday and by Friday night, our Google Apps certified deployment engineers had started with the process of migration. Google Apps accounts for all users were set up followed by data migration to align the deployment as per client’s expectation. To avoid mail service downtime and loss of mails during transition, we had set up dual delivery by enabling an intermediate alias before making the final switch to Google. MediaAgility successfully transitioned Dynamic Equities from Netcore to Google Apps for Work within the decided time frame. The biggest challenge during deployment was Change Management, right communication at right time, with the employees and making them understand the reason for change was extremely important and thus, we provided communication templates to be shared with all employees at Dynamic Equities.

A planned scope of deliverables offered minimal resistance at a user’s level and ensured a successful deployment executed by MediaAgility

Mr. Irshad Alam
Change management

We have provided Google Apps functional training sessions as part of change management program and another remote admin training session to the IT team to make them comfortable with hands on experience with e-governance. Compliance and policy management was conveyed to the IT team. “Our IT team is now free from the hassles of managing spam control and investing heavily in email infrastructure,” says Mr Irshad Alam, Manager IT, Dynamic Equities Pvt Ltd.

About Google Apps

Google Apps is an enterprise-ready suite of applications that includes Gmail (mailing solution), Google Calendar (shared calendaring), Google Docs (online document and spreadsheet hosting), Google Sites (team site creation and publishing), and Google Hangouts (easy, secure sharing of video content).

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