D-Link India’s Renewed Focus


5 Aug 2011
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D-Link India is betting big on product vertical technologies such as IP security, surveillance, Internet security (firewalls and UTM), 3G and networking for India. The verticals are in sync with D-Link’s target customers.

The company is also focusing on Boxee—D-Link’s media player that enables customers to watch videos on TV. “We have currently introduced this product across India through our partners. This will also be made available through retail outlets in the country. We have also tied up with online shopping portals and are working out various campaigns through print, online etc. to promote this product aggressively,” said Tushar Sighat, CEO, D-Link.

The company has plans to embed IP cameras in i-Phone and i-Pads thus allowing users to monitor their homes from anywhere in the world. “These products are our differentiator. These products not only offer quality assurance, but also scope to partners to upsell and cross sell products and solutions,” remarked Sighat.

Similarly, D-Link would leverage its dominance in structured cabling, networks, surveillance, routers and firewalls to address specific needs of the SMB segment. It would approach the mid-market and large enterprises with its offerings in structured cabling, managed switches and firewalls. Each product will have a separate product head, its own strategy and own investment. The business heads would be combination of both—internal and external. “We are also building the channel around these verticals,” said he.

The company has already appointed Vikas Pinjarkar, VP, Structured Cabling. It would announce many such appointments in the near future. While Sighat would be in charge of overall execution, Gary Yang, Managing Director, would work behind the scene and frame strategies.

Meanwhile, D-Link has started participating in surveillance projects. Sighat said, “We are in discussion with the Maharashtra government for the IP surveillance project. We would announce more developments in the IP PBX, storage, surveillance and 3G this quarter.”

D-Link is also in the process of streamlining its channel. Admitting that there is still a lot of confusion among brands (post the de-merger) because of historical reasons, D-Link is looking to improve its 1:1 relationship with partners.

“Our strategy is in place. A dedicated channel team would work with partners on the run-rate products, and another team would work with SIs. We are conducting more road-shows, seminars, besides opening new business opportunities for partners,” Sighat said.

Plans are afoot to offer better margins to partners. “We are streamlining our backend, and introducing more schemes to protect MOP and partner profitability,” he said.

source : crn
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