Microworld Revamps Distribution


5 Aug 2011
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In a bid to be among the top three antivirus players in India, Microworld is revamping its distribution strategy.

It is demarcating its strategies for SOHOs and small businesses (SBs), for SMBs and large enterprises. While it will continue to work with SIs for large enterprise accounts, it will appoint 12 RDs across India for the SMB segment, and 5-6 sub-distributors per state for SOHOs and SBs.

Explained Sunil Kriplani, VP, Global Sales & Marketing, Microworld, “So far SOHOs and SBs contributed 70 percent, SMBs 20 percent and enterprises 10 percent to our overall revenue. Going forward we want to SOHO and SBs to contribute 50 percent of the overall revenues, and SMB and enterprise to contribute the balance 50 percent. Also, India contributed around 20-22 percent of our revenue in the last fiscal; we want to increase that to 30-35 percent.”

The total addressable antivirus market in India is pegged at Rs 1,000 crore, of which the SOHO and retail segment is estimated at Rs 200 crore and the corporate and SMB segments at around Rs 800 crore. “At present our antivirus brand eScan has a market share of around 6-7 percent; we are looking to acquire 10-12 percent share by the end of 2012 and become one of the top three antivirus companies,” Kriplani stated.

Microworld is building a vertical-specific sales team to cater to customers in the BFSI, government and telecom segments. “We are also upping the number of people in our enterprise sales team. In addition, the company has developed an annual training calendar for SMB and SOHO partners,” informed Kriplani.

The company also wants to leverage the LFR market. It also plans to increase its marketing budget. “We will continue to advertise with the broadcast medium for the consumer segment. For SMBs and corporates, we will develop a connect with the CXO community,” averred Kriplani.

source : crn
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