Amkette
inside out
Ne Pro w duc t
AMKETTE Ultra Portable Flash TV AMKETTE ultra portable multimedia player - Flash TV - enables users to playback their Internet downloaded movies, pictures and music from the USB hard drives, flash drives or memory cards, in high resolution output of 720P directly on their HD television. The new multimedia player from AMKETTE connects to a user’s TV or home theater and plays digital movies, music and photos and also the text files stored in the USB portable drives. The Flash TV offers high resolution image, audio and video playback complete with a remote control. It is ultra compact almost size of a wallet and can be carried with your while on the move. It takes almost all video formats including MPEG 1, MPEG-2 (AVI/VOB), MPEG-4 (AVI/DiVX 3-6x/XviD), DVD (VOB, MPEG), DAT and MPG, RM / RMVB, etc. Priced at Rs. 2,995, this unique media player comes with one year warranty.
“Every product line that Amkette has is to provide a tangible benefit to make the e-life easier” —Rajiv Bapna, Director, Amkette
80000 sq feet area, a large part of which houses central logistics and support functionality of the company. Another specialty of Amkette is that it does a lot of customization around customers’ requirement. Bapna says, “We are the only company which provides flash drives embedded with customers’ software. For example, in Flash TV products, we customize the solution for a variety of customers in terms of adding their logo and making them look and feel as per their requirement.” In its journey of 26 years, the company has evolved in three phases. In the first phase, the company has brought out Amkette-branded floppy discs, which was a pioneering step in the Indian manufacturing at that point of time. Later on, CDs, DVDs, Printer Supplies, Peripherals, Storage Accessories and a variety of Computer Care Products were added. Similarly, 7-8 years ago, Amkette again diversified into peripherals and launched wireless keyboard, mouse, USB drives, e-cartridges, etc. In the last phase, in September 2009, Amkette entered into third phage of growth and added two major categories including all important media player - FlashTV. And, in this phase, Amkette appears to be very aggressive - making a lot of investment in brand building. Bapna says, “Today, a big confluence is happening among television, computer, wireless, and storage products and Amkette is trying to be in between these major technological changes.” A 100% channel driven company, Amkette has always been focusing on the home, SoHo and SME market, through the channel partners and the objective is to make the digital life of the con-
sumers easier. Bapna adds, “Every product line that Amkette has is to provide a tangible benefit to make the e-life easier.” Vouching for quality of products, Bapna says, “We have been highly successful in launching a number of products in last three months, which are priced 50% less than what is offered by the international companies and the products are no way inferior to any international brand.” As per him Amkette stands neck to neck or at times better than the global manufacturer in terms of quality. Going forward in 2010, Amkette will add a lot of variants in its existing range of products. Support being the critical issue for the consumers, Amkette handles the support part through its own set of people. “Our objective is to provide best service to the consumers so that they become happy dealing with us. Secondly, Channel partners do not have to bother about customer service.” he adds. Nearly 20 locations, the company has support centres. Out of Amkette’s 500 distributors, 400 deal in storage products and 45 partners handle lifestyle products, which the company intends to increase to 90 in next 12 months.
Finally… Given the products’ strength and channel support, combined with the company’s philosophy of “business with pleasure”, Amkette is gunning for a growth of 50% this fiscal. This is just the beginning of a great company but they needs to go a long way from here as Amkette needs to challange international brands in oversease market, which have so far been tormenting them in their own den.
sme channels 29 april 2010