The channel partner can get maximum advantage from us
You are shifting focus from a manufacturing-centric company to a distribution-centric company. What is the reason behind this change and why do you want to do it?
Manufacturing of landline phones has always been our core business and will continue to be so in the future. But going forward, we see a big opportunity in the distribution of IT peripherals segment and we firmly believe that this segment is still in its nascent stage and has the opportunity to grow further in the near future. Additionally, today with retail partners of over 25,000 covering 3,600 towns, we feel that we have the capability to serve our customers more efficiently and make the products available in the least possible time.
How will you go about it?
Today, we already have partners like Apple, RIM, Transcend, Logitech, Casio, Sanyo, Polycom and we plan to increase it to around 15–18 in the next 6–9 months. We have aggressive plans to partner all major companies in the IT peripherals segment.
How would you ensure success for your partners?
Bharti Teletech Limited is emerging as a distribution powerhouse in India. With over 800 Town Distributors, 25,000 Retailers network and 29 warehouses spanning across the length and breadth of the country, Bharti Teletech Limited today is one of the largest distribution companies in India.
The list of various Alliance Partners of Bharti Teletech Limited comprises of big names like Blackberry, Apple, ASUS, Polycom, Logitech, Transcend, Samsung, Panasonic, Sanyo, Aastra, and Huawei. The wide range of products distributed by Bharti Teletech Limited involve Smart Phones, Flash Memory Products (Memory Card, USB Flash Drive), Lifestyle Products (Digital Photo Frame, Digital Camera, Mp3/Mp4 Players), Audio-Video Conferencing Solutions, Multimedia Projectors, LCD/ Plasma Panel, VOIP/ SIP phones, 3G Modems, Business Process Group Products, Webcam, Universal Remote, Keyboard, Mouse, PC Headsets, etc.
Bharti Teletech's innate ability to deal with a diverse ways of products that demand an effective sales and distribution network was proven with the way all products have been accepted in the Indian market. The efforts of Bharti Teletech Team supported by a robust web-based Supply chain management system which is the backbone of the organization. It becomes amply clear that all major players who have allied with us have reposed great confidence and faith in Bharti Teletech's ability to drive their businesses to altogether new levels. It has always been Bharti Teletech's endeavour to leverage its distribution strengths to the maximum and become a catalyst for growth for all its partners.
What are the growth opportunities for channel partners?
The channel partner can get maximum advantage from us owning to our association with many brands that are mentioned below:
· Blackbberry mobile phones and accessories
· Apple for distributing the Apple iPhone
· Transcend for their entire range of products
· Polycom for audio and video conferencing products
· Sanyo for their entire range of Cameras and Multi Media Projectors
· Logitech for their Home Entertainment products
· Panasonic for the Panaboards, Projectors and Plasmas
· Aastra Telecom for VoIP / SIP / IPBX
· Samsung for Mp3/Mp4 Players
What are your major plans for the year 2009?
Going forward, our major plans can be summarized as mentioned below:
· Our main aim is “to become India’s finest Sales & Distribution Company by 2012”
· Attract the best of Principal Partners (Brands and Companies)
· Focus on brand (Beetel) business in select product segments
What is the market share you are targeting? What is your current market share?
Currently, we enjoy a market share of about 50 per cent of the market size in fixed-line phone segment. We are targeting more than 60 per cent by the end of this year.
What are the growth opportunities for you?
The Indian fixed phone market is witnessing a paradigm shift from basic phones to the CLI (Caller Line Identification) and cordless phone segments. The key driver for the success of the CLI Segment include availability of new and exciting features like polyphonic ringtones, FM radio, 2-way speakerphone, large screen displays and colour screens. In the cordless segment, the emphasis is on 2.4GHz digital technology with a focus on additional features like 3-way call conference, phone book memory and sleek & slim aesthetics. In fact, the cordless segment is growing by 20 per cent. At Bharti Teletech, we are also planning to tap the two-line phone segments.
What are the challenges before you and how do you plan to overcome them?
The biggest challenge for this industry is the stagnancy in growth of the fixed-line telephony segment. With the increased adoption of mobile telephony, there are fewer landline telephony additions. Additionally, the low involvement of customers while purchasing fixed-line phones is yet another issue for the industry, which needs to be addressed and we as a company are working towards that direction to introduce innovative and feature-rich phones.
This segment offers multiple opportunities for growth of the fixed-line segment which includes increase in Internet and broadband penetration along with convergence of technology. Currently, it is estimated that out of the total 13 million Internet subscribers in the country, the current broadband penetration in India stands merely at 6.5 million. So, here lies a big opportunity for us as a player in this segment.
Additionally, with the increased purchasing power of the customer, the SOHO and SMB segments and the replacement market offer extensive growth potential for feature-rich phones, including cordless and CLI phones. Moreover, we also foresee strong demands from the export market in the near future, especially from the emerging markets.