In keeping with its new platform strategy, Intel is putting plans in place to leap ahead along with its channel partners in India. “The challenge for us in 2006 is not just to validate the basic chipset, but also the various building blocks of a PC including the motherboard and software. This is in keeping with our platformization strategy where the PC will be offered as a total solution,” explained Rajesh Gupta, Director (Sales), South Asia, Intel India.

Rajesh also said that channels had a tough time in 2005 since they were under pressure due to the market shift towards branded products. “The pressure is on the channels to reduce time to market.” 

Intel in turn tweaked its marketing and channel strategy last year to do more technology training for metros and skill-oriented training for tier-two cities. 

The company invested close to $16 million in helping channels with promotional activities last year. Rajesh added that Intel is focused on providing solution-selling skills to channels. 

“The business model is changing. Channels need to offer a complete solution instead of just a box. We want to create solution selling skills in the broader channels.”

With the shift in focus from product selling to solution selling, Intel is keen to encourage solutions such as broadband bundles for consumers which would include high-speed connection, software, content and the PC as a total solution. 

Plans are also afoot to help channels explore opportunities in selling laptops. Right now, a negligible percentage of Genuine Intel dealers (GIDs)-around 4-5% are into mobile products. The company is keen to build on this base. 

The year 2006 will see Intel achieve many of its marketing plans. “Our task last year was to increase geographical expansion. We expanded our reach to 485 in 2005 from 100 in 2002. This year, we will execute our market development programs through targeted programs for specific segments through various means be they-PC loan melas, IT fairs and newsletters for channels,” said Rajesh.

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