MMD To Give Philips To Monitor Biz


5 Aug 2011
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Multimedia Displays (MMD) has embarked on an aggressive strategy to revitalize the Philips range of monitors and is aiming for the top three slot in two years. MMD—a wholly-owned company of TPV Technology, the parent company of the AOC brand—was set up in 2009 through an agreement with Philips to globally market and sell the latter’s range of monitors, digital signage displays and All-In-One (AIO) PCs.

Since January 2011, the company has put in place a regional distribution network comprising Roop Technologies for west, Technocrat for east, Nook Micro Distribution (the newly-formed micro-distribution arm of Redington India) for south, and Global Infonet for north.

“Having put in place strong regional distributors (RDs), we are already seeing strong market traction. In the first operational quarter (Q12010) we have shipped 32,000 units and are expecting 50 percent QoQ growth over the next three quarters to reach a market share of 6-7 percent. This will put us in the top five list of brands,” said Gautam Ghosh, Country Director, MMD India.

Quoting IDC research, he said the standalone monitor market averages around 3,50,000 units a month. “The top four brands—Samsung, LG, AOC and Acer—control 75-80 percent of this market, so it’s going to be tough for any new player to capture share. However, with the strong brand equity Philips enjoys in the consumer space, our aim is to be among the top three players within two years.”

MMD recently concluded a 4-city channel meet to activate new partners. “We activated 500 partners through this campaign,” Ghosh informed. “We will follow this up with a series of multi-city channel activation programs.”

The company has priced its range at par with Samsung and LG, but promises better margins to channels. “We have defined tier-2 distribution wherein the RDs will sell directly to retailers and system builders. This will guarantee higher margins,” said Ghosh. “Beginning next quarter we will roll out a partner program to incentivize resellers.”

MMD will pay equal attention to the commercial segment, and plans to put in place a team by Q3 to tap corporate demand. MMD’s portfolio ranges from 15-inch to 27-inch LED and LCD displays. It will soon introduce 3D displays.

The company intends to create a strong USP around warranty by offering 4-year onsite support compared to the 3-year provided by competitors. For this MMD has partnered with Intarvo Technologies and Cadensworth India (Redington’s new services arm).

MMD’s initial focus is the monitor market. The roll-out of its digital signage and AIOs will happen subsequently. Informed Ghosh, “We will launch digital signage by November, and AIOs next year after studying the market potential.”

source : crn
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