Socomec UPS India wants to be one among the Top Three UPS Companies

By VARINDIA - 2010-02-18

Socomec UPS India wants to be one among the Top Three UPS Companies

Briefly tell us about Socomec’s presence in India?
Socomec UPS India has 14 offices and customer service centres across Chennai, Bangalore, Mumbai, Delhi, Hyderabad, Coimbatore, Pune, Kolkata, Madurai, Cochin, Chandigarh, Indore, Ahmedabad and Aurangabad to support its sales and service function. We have an 11% market share in the Indian UPS market.

How do you position in the Indian market vis-a-vis the competition?
Socomec is well-positioned vis-à-vis power players like APC, Emerson, Eaton Powerware and Delta Energy systems in the three-phase UPS systems range. Socomec has now tied up with Redington India and new business partners across India for channel business. This initiative will put Socomec in a strong position for lower kVA and single-phase UPS systems.

How do you plan to tap the Indian market?
The UPS market in India is categorized into organized and unorganized sections at the first stage and then as per the ratings of UPS the level of competition is different for different sections. Socomec has been present in India for three years now and is very strong in the higher kVA units market. We are now entering the lower kVA market with a strong focus and Redington tie-up is the result of the same. Our entry into the Channel space is in two phases. In the first phase, we will enter the channel market with single-phase and three-phase online UPS up to 60kVA. In the second phase, we will come with the Line interactive range of UPS. We are very confident of entering the channel market with our experience in Indian UPS market and best technology products. We have a global brand and best-in-class products already well tested in the Indian market. So, we will definitely beat the competition from both the sectors.

Kindly share your recent tie-ups?
We have tied up with Redington India and 14 business partners for distribution and channel business. We will have 24 Business Partners by the end of this year.  We will cater to upcountry markets in the country with the help of these business partners and our Distribution Partner Redington, which has a huge strength of Value Added Resellers. What is the purpose behind such kind of alliances? We will create a reach through the large IT Reseller networks associated with Redington. As Redington’s presence is across the country, availability of Socomec’s products will be easy and fast to our customers. Business partners will be exclusive for Socomec’s products and their past experience and expertise in power business will strengthen us in verticals not covered by the IT Channel network.

What are your expectations from your partners?
We expect our partners to grow with us in our business and look for a long-term association.

What is your channel strategy?
We have tied up with Redington very recently as our national distributor. We will be targeting IT System Integrators through Redington to place Socomec’s three-phase products. We build our single-phase business through the vast VAR network associated with RIL. Our business partners will work in verticals which are not covered by the IT channel network to sell our entire UPS product range.

How do you want to empower the channel partners?
We are a technology company and we will empower our partners with technical competency through training programmes to offer our solutions to customers. We will have trainings based on sales, product and technology sessions. We have planned certification programmes, demo programmes, products sales schemes, marketing support and sales incentives for our partners. The schemes will come at regular frequency for the motivation of business partners and their sales teams.

What are the growth opportunities for you in India?
We recently tied up with Redington India for the Channel sales of three phase UPS up to 60kVA and single-phase UPS from 1 to 10kVA. This will give us an immense opportunity to penetrate into the UPS channel market with presence in the A, B, C & D class cities. We will target the new and upcoming segments with our best technology products.

What are the challenges before you and how do you plan to overcome them?
We are coming up with new products in the existing market and we will make ourselves strong and grow by giving best technology solutions and cost saving to the customers. We have launched Green Power UPS systems in India to help the customers in saving their operational cost and keeping up their business critical continuity. What is your business goal for 2009-10? Socomec India wants to be one among the top three UPS companies in India. The company has recently set up its fully-owned subsidiary in India to take a hard grip of its marketing, distribution and retailing processes. Socomec India expects to increase its yearly turnover to Rs.200 crore by 2011.


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