Vipin Tuteja,
Executive Director, Marketing & International Business,
Xerox India
What has been Xerox's go-to-market approach?
Xerox's strength over the years has been as a technology innovator having ushered multiple technology revolutions in the Indian imaging and printing industry. Our focus for 2010 has been on providing better value proposition to our customers by broadening the solution offering and focussing on all segments.
Another focus area for Xerox India is our channel partners. Channel partners are our extended team and they are the interface between our offerings and our customers. They are the face of the company. We, at Xerox, India have always shared a great rapport and relationship with our partners. The growth has been mutual; we have grown and expanded in India and have helped them grow in their businesses.
How do you see the Indian market and the competition today?
Xerox is committed to the Indian market. India offers all the right characteristics in terms of business opportunity, growth and a market that can be an engine of growth for Xerox. In India, Xerox is leading in various segments in the document management industry and is a leader in the digital printing industry. With the recent Innovation Hub in Chennai, Xerox is committed to carve a significant growth opportunity in India and other emerging markets.
What makes you successful amongst the channel community?
We have over 500 Xerox partners nationally who are a mix of Xerox Premium partners, Value Added Resellers and Sub-Distributors. These are the channels that sell Xerox products to consumers at SOHO, SMBs and also in Enterprises. However, depending on a case-to-case basis, Xerox provides direct pre-sales/post-sales support to channel partners to deliver maximum benefits to customers. Over the next few years, Xerox India will continue to expand the partner base pan India, particularly in places which are still not adequately covered.
As part of our partner engagement model, we ensure that our channel partners are well trained. Xerox provides adequate support to channel partners in terms of training - online learning support, marketing support, collateral support, co-activities and events, regular meetings and updates from channel team and pre- and, as mentioned earlier, post-sales support, etc. Our partner loyalty programme ensures that they are rewarded well on achieving their targets.
