D-Link Partnering with Several New Vendors to Expand Operations via Co-branding

D-Link Partnering with Several New Vendors to Expand Operations via Co-branding

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Mr. Tushar Sighat, Executive Director & CEO , D-Link (India) Limited

Information technology (IT) sector continues to be a key focus area in the Indian economy, as it has significantly contributed to the economic transformation of the country. The role of IT in the nation building process is indispensable and government’s key roll outs like Digital India, Smart Cities, etc continue to affirm the role of IT in nation’s progress. In fact these recent initiatives have created a surge in adoption of technology and networking segment is specifically looking bullish.In a recent rendezvous with NCN editor, D-Link (India) Limited Executive Director & CEO, Mr. Tushar Sighat, shared some insights on the company’s revenue growth, development approach, alliance business, increased focus on IP surveillance segment, support infrastructure, distribution network and road-map for 2017. D-Link, a leading global networking brand, with three decades of legacy has been instrumental in enabling Indians connect to the Internet. Since its foray into the Indian market in 1995, D-Link has become synonymous with the Internet revolution. After all D-Link was an early entrant in broadband segment in India with the very first broadband modem. Today, D-Link implements and supports unified network solutions that integrate capabilities in switching, wireless, broadband, storage, IP Surveillance, cloudbased network management and Structured Cabling. In terms of revenue, the company has grown by leaps & bounds with significant rise in profitability. “Our company has grown from a Rs. 100 Cr company to Rs. 700 Cr organization. Now while we are charting plan for the next 3 years, we are also consolidating & streamlining our strengths, strategies and business verticals. We have divided our target market into two verticals: The first is consumers, SOHO and SMB vertical and the second is enterprise and telecom vertical,” said Mr. Sighat while talking about company’s revenue & strategy. He further elaborated, “In end-consumer space, online, Large Format Retail stores, traditional channel, etc continue to help us reach out to the target customers, whereas for Enterprise segment, we address our customers through system integrators (SIs). Also enterprise users needs high end solutions, specialized trade knowledge and expertise and attention on a larger scale. We also closely work with telecom service providers who need to provide networking products to the end users.” While D-Link is the indisputable leader in Consumer, SOHO/ SMB space, it is also highly focused on large enterprise segment. Today D-Link India is well equipped to meet the networking requirements of modern enterprise’s mission-critical infrastructure.In recent times, D-Link has forged alliances that further diversified & strengthened its enterprise solution offerings. Commenting on the tie-ups, Mr. Sighat said, “We are entering into several new alliances and tying up with many new vendors via co-branding to expand our operations. Recently, we tied up with Skardin a set-top box vendor. D-Link has also entered into a business alliance with MOXA – a pioneer and reliable provider of industrial networking, computing and automation solutions. D-Link-MOXA strategic alliance is aimed towards providing comprehensive industrial networking solutions. In the coming time, there are going to be many more strategic alliances, as we look forward to expanding our solution offerings.”D-Link’s strengths include world-class quality, fastest response time, highly competitive prices, and top-class customer service. Principles of D-Link corporate policy is to introduce convenience, reliability and savings to SOHO / workgroup / enterprise networking. As a result, D-Link delivers highperformance solutions that reflect the commitment of a team aimed at building connectivity for people and meeting people’s demands for easier communication with a fair investment. To design valuable, high-quality, userfriendly products for different kinds of users. D-Link invests substantial amounts in R&D. Tushar elaborates, “We have a wide and established support network for Consumer, SME, SMB and Large Enterprise and that differentiates us from other providers. We invest a lot into R&D which is one of our key strengths. We do business in a responsible way and maintain credibility. Service is our main forte. Unlike many Chinese brands that are flooding the market, we make the customer experience the best. We follow all the compliance standards and take extra efforts keeping long-term sustainability in mind.”D-Link has made huge investments in developing a state-of-the art service support infrastructure in India. Today, D-Link reaches out to its customers in 150+ cities through its own D-Link Service Centers (DSC), which is supported by its wide network of D-Link Service Partners (DSP) and Partner Courier Pickup (PCP). Further, D-Link offers ‘Service at your door-step’ for Broadband, Wireless and 3G Lifestyle products with D-Link Direct Service (DDS). Further Advance Replacement Next Business Day Warranty (AR-NBD) by D-Link is a premium support program designed exclusively for enterprise customers, wherein it offers hassle free quick resolution through a dedicated tech support team, along with advance replacement facility to customer location at zero additional cost. It is indeed D-Link’s unique service support model that has enabled it to sustain our customer base & also retain our leadership position in networking technology domain.In recent times, D-Link has enhanced its focus on IP Surveillance segment. D-Link has been in the forefront in promoting IP-based Surveillance technology, and is working closely for various surveillance projects with its business associates/ partners/ system integrators present across the country. Sharing his views on their IP Surveillance business strategy Mr. Sighat said, “Regarding surveillance segment which is rapidly growing, our focus will be mainly on technology side. We will soon be launching costeffective Camera with focus SOHO segments and high-end cams for offices, campuses, colleges, etc. Our focus will be ‘surveillance beyond camera,’ which includes PoE Switches, Structured Cabling, etc. So we are essentially focusing on complete IP network.” When it comes to distribution, D-Link has a strong network with a healthy mix of National distributors, Business distributors & Channel partners. At present, D-Link has 4 National Distributors, 80+ Business Distributors, over 15000+ reseller partners & 2000+ System Integrators catering to the networking needs of customers present across the length & breadth of the country. D-Link’s strong business ethics & channel focus makes it one of the most preferred networking brands amongst partners & resellers.“We are a partneroriented company and channel is an integral part of our planning and growth strategies. Our new alliances and expansion are expected to open more opportunities for partners to grow. This will help them face the market challenges confidently and optimize on the opportunities. We educate and guide our partners to adapt to new conditions, as today technology as well customer preferences are changing very fast. To sum it up, I would say our partners are an integral part of our business ecosystem & shall continue to be so,” said Mr. Sighat.D-Link India success can also be attributed to teamwork, and its focus on developing a cohesive human resource development approach. Talking about manpower management, Mr. Sighat exclaimed, “If our employee has an additional skills, we give them opportunity to exercise them in such a manner that it is beneficial to the company as well as the individual. Appreciation & Reward are other key drivers for employee management. We can proudly say that our employee attrition rate is the lowest, and most of our employees have been working with us for several years. Since 2011, we have been doing annual management review and it has been very successful.”The growth story of D-Link especially in the last five years has been remarkable. “D-Link believes in sustainability where we maintain steady growth. We always plan 2 years ahead regarding the expected technologies and innovations, as well consumer trends. In other words, we are futureready. We want to continuously maintain healthy growth rate in a sustainable manner. We are happy with how customers are taking us. We continue to invest in R&D heavily to bring out the best innovations to the end users,” said Mr. Sighat while talking about company’s future plans.D-Link devices give confidence to the users. The brand delivers products that are standards-based, rightly priced, reliable and stylish. D-Link puts emphasis on corporate governance as well. D-Link has been consistently recognized with many awards for product excellence and product design.

Mr. Sanket Kulkarni, VP – Channels (India & SAARC)sanket kulkarni

“Partner engagement is an ongoing process at D-Link as we are committed towards channel. In 2017, our focus will be to reach out to customers in smaller pockets of the country like C & D class cities, as they hold huge potential. In addition to our existing distribution set-up, we are also looking at building a network of Value Added Distributors (VAD) who can further enhance our market reach. So while we continue to leverage on our present distribution base, our VAD will seamlessly meet customer requirements through our new innovative product line.”

Mr. Rohit Purushottam,VP – Enterprise Mr. Rohit Purushottam

One of the key business initiatives since mid-2015 has to been to expand our presence in Enterprise egment. In 2017, Enterprise segment will be a crucial revenue center for the organization. Some of our alliances & existing product offerings allow us to meet the complex networking needs of Enterprises. At present, we are focusing on FTTH and Datacenter Solution, and would also look at extending solutions across diverse segments of industry at later stage, as the Internet and unified products gain momentum. Our motto is to maintain quality products that support uninterrupted & smooth functioning of business.

Mr. Anoop Jarial,VP – Product MarketingAnoop Jarial, VP – Product Marketing D-Link

“We have a healthy mix of traditional marketing as well as the new age marketing strategies. So while online engagement is crucial, we also reach out to partners/ end-customers through roadshows, partner meets, consumer expos, print campaigns etc. We formulate promotional campaigns with technology as an enabler. So new age social media  platforms like Facebook/ Twitter allow us to converse directly with our customers, get firsthand feedback, and understand their expectations. This way, we continue to reach out to a wider & desired audience.”

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