Neoteric Infomatique laid low last year as it focused its energies on consolidating its business and fine-tuning its processes. The company segmented its brands into various solutions verticals like systems integration, internal storage, external storage, digital imaging, digital video, digital pre-press and photo retail. This verticalization was Neoteric's bid to differentiate itself as a value-added distributor, rather than just a fulfillment agency.

There was also quite a bit of manpower rearrangement as the company appointed business heads for each of the above verticals. These people decided the product and the brand mix for that category, came up with market development proposals and implemented the same as well created awareness for the brands among partners and end-users.

In January, Neoteric invested Rs 1 crore into an ERP implementation from Sweden-based IFS. The distribution house is endeavoring to adhere to global best practices, which is why it did not customize the ERP package to suit it requirements. Instead the organization reinvented itself to adapt the processes as defined in the ERP. There were some glitches initially and the company is still trying to get its people to fall in line with the new defined system.

The company currently has tie-ups with 18 vendors of which it tied up with four in 2004-05. These include Adobe, Wacom, LaCie and BenQ. Adobe is the first software company that it has partnered with and the alliance was aimed at providing a comprehensive pre-press solution to partners who sell to printers, publishers, image setters and print processors.

With BenQ, Neoteric joined the league of IT distributors who also sell mobile phones. BenQ was earlier distributed through Agrani. Neoteric has put in place a new set of telecom channel partners who could sell this brand.

Apple was one of the fast-moving brands for the company and this business grew by almost 100% in 04-05, largely due to the growing popularity of the iPod.

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