With its national distributors, Emerson Network Power has set up a robust distribution and reseller channel network in India which account for a significant part of Emerson’s business and growth. With a view to reaching out to upcountry markets the vendor is working with its national distributors Ingram Micro, Inflow Technologies and neoteric infomatique ltd as they have a good partner network with representatives in Tier 2,Tier 3 as well as Tier 4 markets which are important to Emerson, says Sanjay Zadoo, – Country Manager Channel at Emerson Network Power (India) Private Ltd., In an exclusive interaction with Channel Axis, he talks at length about the company’s channel initiatives and development plans in India.
Channel Axis: What technologies, products and solutions will drive Emerson Network Power’s business growth in India this year?
Sanjay Zadoo: India is a significant region for Emerson Network Power in terms of growth. In the last few years our priority has been to align all our solutions and products with the business goals of our customers. Accordingly, we remain committed to keep our innovation engine running and transform into a one-stop solution provider for businesses to protect and optimize their critical infrastructure. Looking at the current scenario of the market, every industry now realizes the power of technology and IT solutions in ensuring business continuity and growth. Datacenters have become conduit to not only holding visibility into customer data but have also become key growth driver for businesses. As both SMB’s and large business are striving to work towards being technology – ready, this has resulted in generation of large quantities of data and thus the need for DCIM arises. Accordingly, we have channeled our marketing machinery focus on cooperative banks and the retail sector in tier II and III cities. Gradually we are also planning to increase our outreach program to smaller manufacturing segments like auto ancillary hubs.
One of the sectors where demand for data management solutions is expected to rise tremendously is the Telecom industry. The demand for such solutions is expected to increase many fold as the industry aligns with the ‘Digital India’ initiative as well as with the issuances of new license for Payment Banks. Apart from the telecom industry, the government sector will lead to an increased demand of DCIM. With the main agenda of the current government being long term development of India into a digitally enabled economy, we are seeing the emergence of blueprints for smart cities and e-governance solutions.
Channel Axis: What does it take to be a market leader in the DCIM space?
Sanjay Zadoo: Though building automation systems, electrical power monitoring systems, IT network management and security systems are all critical to monitor performances at local level, DCIM integrates all these local and independent systems into one dashboard providing a holistic view of the data center. Organizations will thus increasingly become reliant on vendors like Emerson who can offer flexibility, reliability and a holistic insight into power management as well as data center infrastructure management.
Increasing efficiencies, reducing costs and maintaining availability are top priorities for today’s next generation data center administrators and operators. Companies will look towards vendors providing Data Center Infrastructure Management (DCIM) which offers real time insight into power, space and cooling of their datacenters thereby reducing risk and increasing efficiency. In keeping with the current market needs, our DCIM Strategy includes the Trellis platform /solution, which is one our best DCIM innovations leveraging the entire breadth of our full offering from asset, power, cooling design and management solution to embedded server firmware and management capabilities. Emerson Network Power understands the demand for this and has been consistently innovating and researching new technologies that can deliver real value to datacenters fulfilling the above requirements. Coming out with products and solutions that deliver along the above lines is something is a step in the right direction towards becoming a trusted market leader in this space.
Channel Axis: Where do Upcountry markets in India stand in your scheme of things?
Sanjay Zadoo: Upcountry markets have started assuming a larger role for Emerson Network Power in India as these markets are experiencing the emergence of various start-ups. Businesses are constantly working towards becoming energy efficient and reducing operational cost while looking for options to achieve them. Our smart solutions are cost-effective and can be assembled on the data site, and thus making it ideal for SMB’s and SME’s.
Another challenge faced by SMB’s and SME’s is the constant struggle to meet the power scarcity faced in upcountry markets with India being a power deficient nation. It is thus imperative to have cost-effective green technology solutions to deal with unstable power supply and demand scenarios. This has led to a considerable market opportunity for Emerson and its channel partners in the upcountry markets. We have recognized this trend and are focusing at targeting our smart solutions at SME’s and SMB’s in the upcountry markets.
Channel Axis: What has been you approach when it comes to tapping the SMB market? What role do you visualize for channel partners to target the SMB arena?
Sanjay Zadoo: At Emerson Network Power we are running various on-ground programs to reach as many start-ups, SMBs and SMEs, as we can in upcountry markets. This includes regular road shows and activation events planned for various markets. Additionally, we by ensuring that our channel partners are trained about latest technologies, they move up the value chain to become trusted solution providers which not only helps them sell more products but also helps them handle customer queries. Along with standard roadshows and training programmes for our channel partners, incentive/ reward focused programmes will continue to be initiated to promote Emerson network power’s new products. The major challenge for vendors in these markets is ensuring their pervasive reach and to provide service support to our customers in a timely manner. We are focusing and spending time as well as money to increase our reach to support our customers. Our commitment remains towards meeting the originally set deadline to make sure their business is not affected.
Channel Axis: What channel initiatives has Emerson Network Power taken for its channel partners in 2015?
Sanjay Zadoo: Our channel partners are a crucial part of our business and thus we take initiatives to keep them motivated through various schemes we introduce on Emerson products on monthly, quarterly and half yearly sales programs. Most recently, we launched the Avocent Thunder incentive program in association with PAYBACK to incentivize partners for sales of uninterruptible power supply (UPS- up to 20 kVA), Avocent® datacenter infrastructure management (DCIM) and rack data unit (RDU).
We have also introduced various other schemes for our UPS products such as the ‘Knock out! Punch’ wherein partners can either collect points on purchasing Emerson’s UPS products We also arrange road shows in various cities for channel partners as it provides an opportunity to engage with them.We extend our technical support to channel partners throughout the product cycle and strive to promote a solutions approach among partners so they can up-sell and create value for their business. In short, our aim is to help elaborate on a partner’s skills, and scale them up to become a solution provider of choice and not just a product channel.
Channel Axis: For the Indian channel what are the business opportunities and potential for the solutions being offered by Emerson Network Power?
Sanjay Zadoo: The UPS market in India provides vast opportunities for both large, branded vendors, like Emerson Network Power, and small, unorganized players. One key transition that we have observed over the years is that customers are looking for quality after-sales service and newer power efficient systems that unorganized players fall short on. Most competing brands do not have all the products under one umbrella, so they have to involve a third party to procure products. This is where we differentiate, because we bundle UPS products with TVSS, PDUs. Various IT services such as data centers, servers, and electronic & medical equipment need a high level of uninterrupted power supply.
Additionally companies are also increasingly trying to maintain a data base of their customers, so that they can provide them with better services. However, most companies work with a limited IT infrastructure and with perhaps two to three servers two to three servers. Since most SMB’s and SME’s lack the capacity to invest in huge datacenters due to space constraints, they are on a constant lookout smart solutions which can help them save and manage data without having to build new datacenter space. As estimated by Gartner research, the Indian data center infrastructure market, including server storage and network equipment, will see a 5.4 percent increase to $2.03 billion in 2015.
The above two scenarios represent a major opportunity to channel partners and companies like Emerson Network Power.
Channel Axis: How has Emerson tiered its distribution and reseller channel in terms of coverage in the Tier II, tier III and tier IV markets in India?
Sanjay Zadoo: Our primary go to market strategy has always been through the channel. Initially, we reached out to prospective clients across the country to understand their needs and accordingly work with partners to address these needs, be it with datacenter infrastructure management or zeroing down on the right UPS solutions for their IT infrastructure. In a bid to reach out to upcountry markets we are working with our national distributers Ingram Micro, Inflow Technologies and neoteric infomatique ltd as they have a good partner network with representatives in Tier 2,Tier 3 as well as Tier 4 markets which are important to us.
With our national distributors, we have managed to set up a robust distribution and reseller channel network and this help us reach out to our customers in Tier 2, Tier3 and Tier 4 cities. Apart from the above, we also offer our partners opportunities of enhancing their returns by continuously tweaking our policies for their benefit. What has elicited positive response from partners is the tie-up with PAYBACK so that our VARs and NSPs can now redeem their reward points from over 50 leading PAYBACK partner brands.
Channel Axis: What about your pre and post-sales support. What is your strategy to extend your services to Upcountry markets?
Sanjay Zadoo: Emerson Network Power believes in providing quality products and this is why we extend our pre and post sales services as well as our technical support to our channel partners throughout the product cycle. To resolve customer issues, Emerson Network Power offers state-of-the-art service capabilities for all our locations in the country including Tier 2 and Tier 3 cities that are located upcountry. Our ultra-care 24×7 service support from the Emerson Network Power set-up at more than 50 locations across India has a battery of more than 100 well trained service engineers who can address any client challenges. In addition we also have a toll free phone service which is available on duty 24×7 for our channel partners. Our focus is on delivering network-reliability programs backed by the largest global services organization in the industry. Emerson encompasses engineering, installation, project management and total on-site operations management, preventive maintenance and energy-consumption monitoring.
Interviewed by Deepak Singh. He is the editor at channelaxis.com. He can be reached at firstname.lastname@example.org