Matrix Telecom focuses on International Business, targets growth of 100 Crores

By VARINDIA - 2010-02-17

Matrix Telecom focuses on International Business, targets growth of 100 Crores

Brief us about the inception and evolution of Matrix Telecom Solutions?
Initially, when the company began its operations, the telecom market was unstructured. At that time, the telecom product manufacturing in the enterprise telephony business was still in the budding stage. As they focused on the market in Metros, Matrix Telecom slowly shifted its focus to two and three-tier cities and manufactured a wide range of products that priced according to the demands of this smaller market and it worked. The first few products were PBX systems for offices and residences. Gradually Matrix expanded its product range and marketing networks, pioneering many unique technologies and features in its products.

Today the company offers more than 40 telecom products like SOHO/SME/ENTERPRISE PBX, Hospitality PBX, PLCC EPAX, IP phones, VoIP ATA, VoIP Gateways, IP PBX, GSM/CDMA FCTS, GSM/CDMA Gateways Voice Messaging Products etc. All these products are designed at Matrix’s independent R&D centre at Vadodara. The company is consistently introducing technologically innovative products to stay competititive, and R&D plays an important role. Further, Matrix markets its products through its 500 + channel partners all across India and overseas. With excellent technology support, foresight and understanding of the ever changing market requirements, Matrix has developed a wide variety of communication solutions that are both user and business friendly. Thus Matrix has gained the trust and admiration from users representing the entire spectrum of industries. No wonder, Matrix has won awards for the Best PBX and Key Phone System Company.

What is the turnover of the company?
The turnover of Matrix Telecom for the year 2008-2009 was Rs 58 Crore.

How many overseas locations you have presence and how do you operate in those countries?
We have distributors in South Asia, Middle East, Africa, North America, South America, Europe and Australia. Matrix products are popular in few South European countries like Italy, Spain, Portugal and Greece and are making their mark in the East and the West European countries too. Business developments in the overseas are taken care of by our Business Heads located in the Middle East, Dubai and Munich. We work very closely with our channel partners and share a complementary, non-overlapping and long-term relationship with our partners. Our marketing team regularly provides assistance to the channel partners in terms of marketing tools, advertisements, marketing training etc. Thus, Matrix ensures that the products serve the communication needs, faster and longer.

What are the solutions and product range you have?
Matrix is one of the rare PBX companies offering complete basket of voice-products. In addition to the PBX portfolio, Matrix also offers VoIP Gateways, GSM Gateways and Voice Messaging products. This makes Matrix a single-stop shop for any organization in need of a voice solution. Matrix PBXs can interface with all telecom networks like outgoing POTS, Wireless (GSM/CDMA), Digital (ISDN BRI, PRI, T1/E1) and the new-generation VoIP. Matrix products are suitable for Corporate Offices, Branch Offices, Factories and Warehouses, Hospital, Hotels-Motels, Call Centers and Residences. Thus Matrix would like to offer more value to its customers at less cost. The company intends to boost the market with the latest products and solution offerings that are technologically advanced and have an edge over its competitors.
A wide range of more than 40 telecom products starting from 4 to 512 lines, which includes:
VoIP Products
GSM Products
Universal Gateways
Voice Messaging Products
Telephones
Enterprise PBX
SMB PBX
Hospitality PBX
PLCC Switches
Communication Security Products
I would also like to share that Matrix will soon launch new products in the Security domain. We hope to launch our Access Control and Time attendance system by the end of July 2009.

What is the USP of your products?
Matrix understands the needs of the local markets and offers a wide range of products with features and benefits far beyond those offered by its competitors.
All-Integrated Products (No Add-On Costs)
Value-for-Money Proposition
Prompt and Efficient After-Sales
Dependable Performance
Entire Product Portfolio (PBXs, IP Phones/ Gateways, GSM Gateways)
Strong R&D
Extensive Channel Network (500+ Partners)

How do you stand vis-à-vis the competition like Avaya, Cisco, and Juniper or even some Japanese brands?
Matrix offers competitive products to customers which are feature rich and reliable. The products with integrated features are a value for money offered to customers with no hidden costs.

How competitive are you from the pricing stand point?
Matrix is strongly oriented towards ground-up product development. Our strategy is very simple – offer more value to our customers at less cost. Our products are packed with productivity enhancing applications that offer cost effective business solution. Matrix believes in providing highest value for each rupee the customer spends. It does not believe that customers need to pay just for brands or tags. PBX and Gateway products are not some fancy personal gadgets but they are hardcore telephony infrastructure solutions. Naturally, customers pay higher attention to many concrete attributes like technology, flexibility, functions, reliability and cost. Thus Matrix products score over competition when compared on these attributes.

What is your go to market activities?
Matrix intends to enter the market with the latest products and solutions offerings that are technologically advanced and have an edge over its competitors. Matrix intends to increase its presence by strengthening its distribution channels. The company supports the channel partners in terms of technical training, sales and marketing, customer support etc.

The marketing team at Matrix strongly believes in value-based marketing and strong networking. A special customer care cell provides prompt and professional response to the customers. Matrix products are backed by an extensive network of channel partners that includes Distributors, Dealers and Resellers. Matrix has its own marketing and sales staff in all major cities to support the channel partners in marketing, sales and technical support. Thus Matrix ensures that the products serve the growing communication needs, faster and longer.

How many channel partners have you been associated with?
Matrix markets its products under the brand name of Matrix through its 500+ Channel partners all across India and overseas. Our Channel partners include distributors, dealers and resellers who are located in almost every city and town giving us reach in the market. We also have our channel network in countries of Europe, Asia, America, Australia and Africa.

Do you work with service providers directly?
Yes, we do work with service providers like Airtel, Vodafone, Reliance and Tata in the Indian market.

You have R&D and manufacturing at Vadodara, can you update us about some of the present activities or capabilities and your focus on R&D?
All Matrix products are indigenously designed, with around 30% of its human resources dedicated to the development of new products; Matrix R&D is the foundation of its growth and sustenance. The R&D team designs products conforming to relevant international standards and makes substantial investment in R&D tools and equipment to stay abreast with the latest technological changes. The company is consistently introducing technologically innovative products to stay competitive; its R&D division plays an important role in achieving this. The Best Professional Electronics Company award won by Matrix, exemplifies the excellence and efficiency of Matrix’s R&D.

As Wimax and 3G are already there, what is your preparedness to address these two technologies?

Matrix will continue to focus on Customer Premises Equipments. Our product road map shows more products in this domain. In this financial year we are planning to introduce products like 3G Routers and Video Phones based on 3G SIM cards.

What kind of growth are you eyeing at for this year?
Matrix Telecom aspires to be one of the fore-runners in the IP-telephony revolution in the country. Its future plans are to expand its base and reach in domestic and international market, there by getting a stronghold in the IP telephony domain. We foresee and accentuate innovation as the crux to deliverance of impeccable value and service to our customers in all our endeavors. Our mission for this financial year is to achieve an overall sales of 100 crore. For this financial year the area of growth and thrust shall be International Business which is expected to grow by 150%.


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