With acute power shortages becoming more frequent and ever-increasing demand being placed on the state-run utility providers, enterprises in India are trying hard to maintain business continuity and ensure their IT investments operate smoothly. Power protection vendor, Emerson Network Power, addresses the most basic ingredient of business continuity – electricity.
Emerson Network Power is one of the eight competency divisions of Emerson, globally representing some 33 per cent of the total business revenue base, which in FY08 stood at US$24.8 billion.
Emerson Network Power is the global leader in enabling Business-Critical Continuity from grid to chip for telecommunication networks, data centers, healthcare and industrial facilities.
Emerson Network Power provides innovative solutions and expertise in areas including AC and DC power and precision cooling systems, embedded computing and power, integrated racks and enclosures, power switching and controls, monitoring, and connectivity. All solutions are supported globally by local Emerson Network Power service technicians.
Emerson Network Power (India) Private Ltd. (formerly Tata Liebert Ltd.), a wholly- owned subsidiary of Emerson Electric, USA, has detailed its vision for a channel strategy that it hopes will enhance its position in the Indian market.
Emerson Network has launched channel programmes that include education, training and tools to help channel partners build sales momentum in the market. The sales and technical training offerings are designed to help channel partners serve the needs of the specific customers who often lack in-house technical expertise and, therefore, may rely heavily on channel partners to design, implement and support their power solutions.
Speaking on Emerson's go-to-market strategy, Ankesh Kumar, Senior Manager – Channel Products, Emerson Network Power (India) Private Ltd., said, "In order to ensure an increased adoption across all the targeted verticals, Emerosn has recently come up with 10 pointers campaign. Here, we educate customers on the benefits of investing in online UPS.
Emerson has also launched many promotional schemes and benefits for the partners to engage them in online UPS sales. We are also looking to work with the individual SIs to scale up these efforts further. Going by the last few years’ trends, our main focus of attention is to target the small group of entrepreneurs apart from small and medium enterprises. Vertical-wise, we would concentrate more on the government, education, healthcare and telecom. We perceive a good amount of growth coming from the smaller cities too.
Emerson India has launched “Monsoon Magic” offer for its channel partners across India. The scheme is applicable on the sale of Emerson’s ITON series, LIEBERT GXT MT SERIES, Super 400 D series and Powerbank UPS systems.
“The scheme is aimed at driving partners to push the sale of UPS systems and create a profitable proposition for themselves with a well-planned purchase pattern for Emerson products,” says Ankesh.
As part of this scheme, channel partners can buy Emerson UPS systems and earn points. The partners can then exchange the points against prizes. For the convenience of its channel partners, Emerson Network Power has kept two different options for each point slab. Partners can select any one of the options based on their preference.
Commenting on the scheme, Mandeep Gupta, Country Manager – Channel Business, Emerson Network Power India, said, "The purpose behind the launch of this scheme is to motivate our channel partners to plan a profitable purchase cycle for Emerson’s UPS systems and drive them to reach out to as many end-users. This scheme is an extension of our constant endeavour to delight, satisfy and encourage our partners to overachieve their targets.”
Emerson Network Power announced the launch of “Uninterrupted Prizes Supply” offer for its channel partners across India. The scheme is applicable on the sale of Emerson's Liebert GXT MT series UPS systems.
“The scheme is aimed at driving partners to push the sale of UPS systems and create a profitable proposition for themselves with a well-planned purchase pattern for Emerson products,” says Ankesh.
As part of this scheme, channel partners could buy Liebert GXT MT series UPS systems and earn points. The partners could then exchange the points against prizes. The prizes included television sets, cordless phones and microwaves.
This scheme was valid from April 6 to July 4.
Emerson promises to continue its entire engagement programme and also focus on increasing and doing more business with Network Solution Partners (NSPs). The company started a new initiative to develop industry-specific solutions and partner expertise with its newly-formed network solution partner (NSP) network.” The new initiative is a subset of our NSP programme, and a part of our new strategy to shift away from products to solutions selling.”
“With these partners, we will be able tap into the B- and C-class cities, Emerson will also expand in upcountry market and has focussed VAR programmes to increase its reach deeper in the market,” adds Ankesh.
Headquartered in Thane (MH), Emerson Network Power India has an extensive network of offices across India with more than 1,300 sales and service personnel deployed for prompt and quality service. Emerson’s reach in the market is further augmented by the presence of more than 1,100 resellers across India. The Emerson Design Engineering Centre at Pune (Maharashtra) is engaged in product development and engineering solutions for various Emerson divisions worldwide.
What sets Emerson apart from its competitors are the company’s products, channel policy and go-to-market strategy. Ankesh says, “Our channel policy and go-to-market strategy are very unique in the industry. We have people who ensure there should not be any conflict of interest or any account management issues. “Also, when we appoint partners, we have long-term plans for them and we are the only company in this industry who have enjoyed loyalty of its partners for more than a decade and this has helped in the growth of their as well as our business, significantly,” adds Ankesh.
Emerson sets out Channel Initiatives
