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Impressed by the huge potential of the Indian market,
Taiwan-based A-Data Technology and Malaysia's PenDrive are looking forward to
establishing a distribution model in the Indian region. "India holds huge
potential for a company like ours. We will be entering this market with a
distribution-focused strategy and are looking for national or region player with
a good technology background," informed Mark Chen, Deputy Manager-Marketing
Planning, A-Data
Technology.
Opting to go for the distribution-based channel model, both
these companies are targeting the Indian market for its sheer size. With the
activity in the Indian market fast moving beyond the metros, suddenly targeting
the Indian region has
become an essential part of
the strategy for a lot of Asian vendors.
Expanding its footing in a phased manner, A-Data is looking
at putting in place dealers and system integration partners as well. "We
know that India is a special market. A lot of our products would need proper
localization. So we need to have right kind of partners in distribution and
systems integration to do this," Chen added.
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| MARK CHEN: Entering
Indian market with a distribution-focused strategy and seeking national or
region player with good technology background |
Thinking on similar lines, PenDrive, a subsidiary of Index
Diversified, is also looking at having its distribution focused India strategy
in place. "We have done pretty well in Malaysia and are partnering with
companies like Nikon, HP, Canon and Kodak. India is a huge market for our
products, so we would be looking at having a distribution focused approach to
target this geography," explained, CH Low, MD-Index Diversified
Sdn Bhd.
Targeting different marketing segments in the country in a
phased manner, PenDrive is looking at putting four different channels in place.
"Initially, we are looking at a national distributor who can distribute our
USB flash drives, flash memory cards and other digital data storage products.
Moving forward we would like to have four channels in – IT, photo, mobile and
stationary segments-within the country," Low added.
Presently, the company has two distributors in IT and one
each in photo, mobile and stationary within the Malaysian region. It is also
planning to take its products to Middle East and African regions as well.
With the government of India encouraging the push of IT deep
into the non-metro cities, the number of PCs and mobiles being sold in the
region are reaching newer heights day-by-day. Besides this, the creation of an
overall IT ecosystem is attracting companies like A-Data or PenDrive to venture
into this market.
"India is one of the fastest growing markets now, we
simply cannot ignore this geography. We want to be here to create a brand image
for ourselves. And today, there are right conditions for us to position our
brand in this region. This is possible because of the overall IT ecosystem being
formed in this region," informed Low.
"India is already a big name in terms of software. We
have good hardware capabilities in Taiwan, so now a lot of Taiwanese companies
look up to India to get the overall advantage. Moving forward a good ecosystem
of hardware and software would be developed in this
region," added Chen.
Moved by the India advantage, A-Data is already contemplating
to have its own India operations soon. "We understand that you need to be
closer to your customers, so as we focus towards this geography, we need to have
our own presence. In fact, we are looking for the right kind of people to have
our own office in this region," Chen added.
A-Data has products like DRAM module, flash disk and flash card. PenDrive's
portfolio includes USB flash drives, flash memory cards and other digital
storage products.
ZIA ASKARI
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