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Having announced a channel stratification program, S Srinivasan feels that
even partners in the smaller cities can be a part of it. The program has been
created to cater to the performance of partners based on the geography they are
in, to bring parity in the reward process
Throw some light on the new channel stratification programs that Numeric
Power Systems has introduced for its active partners.
We receive 12-13 percent of our revenue through our channel. For the past
several years, we have been having a very active channel that contributes a good
amount to our business.
In order to leverage them and have a combined growth, we have come out with
channel stratification programs where we would be listing our partners in the
platinum, gold and silver categories, according to their performance,
irrespective of which tier base they belong to.
On what basis is the stratification done?
The stratification is completely based on performance. We will assess
partners and list them in a particular category, and they will be reimbursed
accordingly. Even a channel partner from a tier-3 city can be listed as platinum
partner, and he would be duly rewarded. After identifying the right partner, we
would sign a win-win contract with them. The result for this stratification
program has been really encouraging, as nearly 600 partners have been signed for
this program.
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S Srinivasan
Executive Director-Sales and Marketing
Numeric Power Systems |
What are the other programs going on for the channel?
Numeric constantly motivates its partners. It has not been a seasonal
performer, and unlike other vendors, we offer regular programs.
Apart from this strategic program, Numeric is holding a channel-related
program called 'sell and gain', where every month, offshore trips would be
offered to the winner. We constantly assess the partner contribution and reward
them with various exciting gifts.
Last year, we provided overseas trips to 15 of our partners, and around 100
partners received gold coins for their performance.
How many active partners does Numeric have? Do you revamp the channel base
regularly to filter the non-active partners?
Numeric is set to expand its active channel base from 1,200 to 2,000 by this
year-end. We already have 1,500 to 1,800 partners, of which around 1,200 are
very active.
Our channel has been doing a phenomenal job for us and we want to continue
growing by increasing our channel base, as Numeric is growing by
80 percent YoY. As we are growing, the channel base is also set to grow and we
are expecting around 2,000 active partners by this year-end, which will take our
channel partner count to around 2,800. Our channel base is strong and a
non-active partner cannot hinder its growth, as it keeps on growing.
How do you ensure partner loyalty?
With our regular channel programs, we are able to make our channels very
much active. We ensure our fundamental offerings are strong, and only after that
we seek any expansions.
After three years of hard work and dedication, we have been able to add value
to our services and we are providing the same to our channels. With our
transparency and service network, we have been able to retain our partners to a
great extent and are marching in the right direction.
We always get into a mode of long run, which gives us growth in every quarter
and most probably every month, which is a sign of phenomenal business happening.
Throw some light on the training programs that Numeric offer to its
channel.
We feel, training should be a continuous process, if not an occasional one.
Educating partners builds huge confidence in partners. This has reaped good
business for Numeric.
How do you propose to strengthen your service centers?
Service centers are the backbone of Numeric, as they have a good reach. We
have 205 centers located in almost all cities across India.
Which region contributes more to the growth of single-phase UPS market?
Single-phase UPS has a huge market and it will continue to grow, as more
investments are flowing in for the product from all verticals. Every region
contributes equally to its growth across the country and we can't black list
even a single region.
Most of Numeric's business comes through banking segments. Which other
verticals are major contributors to your revenue?
Banks are our core area of deployment, and government too is not a less
contributor to our business as we do get more offers from various e-governance
and e-seva projects. Apart from this, we cater our services to various
educational institutions and hospitals.
Has the channel contribution to Numeric's business increased?
Contribution of channels in Numeric is approximately 10-12 percent to the
total revenue. Though the percentage looks smaller, the amount of business and
volume they do is greater, and for the current year, we are looking for 15-18
percent growth. Even a small increase in percentage would be contributing to a
great extent.
Numeric was set to launch its inverter this quarter. But it did not. Why?
Initially there were a few hiccups when we launched it but now we are
revisiting the product portfolio, and we would be able to cater to all segments
in the near future.
How do you see the competition in the market?
The market is huge and we are facing a lot of competition existing in the
UPS market. The lead price is soaring like gold every day and the manufactured
batteries are not complying with proper standard, and many such incidents have
been reported. Genuinity and quality are taking Numeric ahead of others.
What are the plans for Numeric on the road ahead?
We are planning to come out with new programs and festival offers and we
will increase the channel partner list and their service revenue.
Sethuraman NR
sethuramannr@cybermedia.co.in Page(s) 1
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