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HP Rolls out an Expansive Marketing Campaign /08

india’s first IT magazine for sme business VOLUME 01







HP: SMEs Need Storage solution not technology


RS. 25/-



IBM: Invest more in IBM Technologies and Reap High Benefits



Tikona: Buck the trend to create a niche


FAT IS OUT High cost of power tariff and exorbitant cost/rental of the real-estate has made every technology innovation to be green by design. When it comes to computer display products, the same thing is happening. /26


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Belkin Launches Consumer offer ‘Oye Lucky Lucky Oye’


india’s first IT magazine for sme business VOLUME 01







RS. 25/-


Digilink: We Closely Understand the Evolving Needs Of the SMBs



Dell: Nothing Succeeds like Success



IRIS: Greatest Value is to Trust Human Beings




Toshiba Netbook NB250 Series


The country has been facing an extremely rough weather in the southern coast. Along with thunderstorm, it is raining heavily. There is also the same for the India’s largest hardware company – HP. The channel association of Chennai and Kerala are at loggerheads with the company over its changing distribution policy. The confrontation is still persisting. Neither party is ready to come to a solution. The last mail received on 14th of August from SNEHAM does not paint good picture of the relationship. The letter says the company has fixed up a territory for the Re-distributing Stockiest or RD/subdistributors and restricted the partners to buy from their designated partners. As per HP, restriction of area is done by the RDs depending on their working relationships and capability, where as the partners need freedom to buy from any RD and all BTL activities should be driven by the vendor, not the RD. There are two ways to look at it. One way, it is good for the market that there wouldn’t be any under cutting of margin and the price will be same all across. Secondly, the restriction of partner to a single RD can create road block for either of them if they do not enjoy good relationship. It is a case of capitalism verses socialism. But better of the two is the latter one, which at least gives a path for the market to grow. If one partner behaves arrogantly there is choice, whereas, in the earlier the partners do not have any alternative way. Good thing about the RD strategy is that the fly by night people or default pay master will be knocked down. In the past also, major vendors have shifted from ND to RD strategy because of the advantage of RD that is better understanding of the market and have been doing well since then. Today, when the market is expanding, RD strategy is even better but there should be understanding between the partners and the vendors. The vendors should handle the case subtly and gradually than making it a blanket rule of the game all of a sudden. However, things are not changed as yet, reconciliation is possible, if there is a clear cut market road map. Both the parties should sit down together and discuss about the issues and bring out a consensus as to how to take the business forward.

TOSHIBA NB250 SERIES netbooks offers an enhanced feature set with a long battery life of up to 8 hours. The netbook series has a 10.1 inch Clear Super View LED backlight display, plus the latest Intel Atom processor N455, which delivers power efficiency improvements. The netbook is fully compliant to the ROHS directives and meets the rigorous requirements of the EnergyStar 5.0 standard. This helps our consumers and business to reduce their carbon footprint. SPECIFICATIONS The netbook is powered by Genuine Windows 7 Starter 32-bit OS, 6Cell battery, Integrated VGA Camera and Multi-card Readers. FINAL WORDING It really solves all application needs including mail messaging and to some extend video communication. Plus it comes with 1 year Domestic warranty and upgradable to International Limited Warranty, which gives a worry free use. OVERALL RATING


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india’s first IT magazine for sme business

Publisher: Sanjib Mohapatra Editor: Sanjay Mohapatra Executive Editor: Smruti Chaudhury Copy Editor: Neil D’Souza Design and Development: Ravi Kumar Visualizer: Manas Ranjan Lead Visualizer: DPR Choudhary MARKETING Senior Manager: M Raj Executive- Marketing: Rajat Kumar Circulation and Printing: Panchanan Bhoi SALES CONTACTS Delhi 6/101, Kaushalya Park, Hauz Khas New Delhi-110016 Phone: 91-11-46151993 / 9313891660 E-mail: Bangalore Subrat S 136/9, Ground Floor, Eden Crest Apartment Grape Garden, Ejipura Vivek Nagar PS Bengalore-560047 Phone: 9886107294 Mumbai Hemal Shah B/14, Neel Ashish 92, J.P.road, Andheri (West) Mumbai - 400058 Phone: 9819597604 Chennai Thaga Pandian No-27, Rajan Street, Kodambakam Chennai - 24 Phone: 044-43066990 Kolkata S Subhendu BC-286, Laxmi Apartment, Kestopur

Thin is in Fat is out

Kolkata-700101 Phone: 9674804389


High cost of power tariff and exorbitant cost/rental of the real-estate has made every technology innovation to be green by design. When it comes to computer display products, the same thing is happening.

EDITORIAL OFFICE Delhi: 6/102, Kaushalya Park, New Delhi110016, Phone: 91-11-41055458 Bangalore 136/ 9, Ground Floor, Eden Crest Apartment, Grape Garden, Ejipura


HP  /22 SMEs Need Storage solution not technology

We Closely Understand the Evolving Needs Of the SMBs

Tikona  /35

IBM  /32

Buck the trend to create a niche

Invest more in IBM Technologies and Reap High Benefits

Dell  /38 Nothing Succeeds like Success

PARTNER CORNER IRIS  /18 Greatest Value is to Trust Human Beings


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SME CHAT Digilink  /20

Vivek Nagar PS Bengalore-560047 Printed, Published and Owned by Sanjib Mohapatra Place of Publication: 6/101-102, Kaushalya Park, Hauz Khas New Delhi-110016

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Okhla Industrial Area, Phase-2, New Delhi 110020, India. tion can be reproduced without the prior written permission from the publisher. Subscription: Rs.250 (12 issues) All payments favouring: Accent Info Media Pvt. Ltd.


8/20/2010 10:29:28 PM

How can your client’s business get up to speed on IT when you’re ‘up to your neck’ in business?


ow can you have confidence that an external IT supplier can provide the kind of support you insist upon? For over 20 years DLink have provided end-to-end Networking solutions to help businesses as they grow and expand. As designer, manufacturer and servicer of Networking products we have consistently earned their trust in supplying highest quality products at the most c o m p e t i t i v e p r i c e s . Fr o m network ing, wireless and security solutions to service level agreements, finance and on-going support no other Networking company is more focused to deliver better individual solutions than D-Link.

D-Link End-to-End Networking solutions make any practice run perfect

100% Channel Focus ‘End-to-End’ Networking Solutions Functionality, Security & Performance Best ‘Pre-sales’ and ‘Post-sales’ support Backed by D-Link Life Time Warranty*


artners are working with D-Link to offer the best in class solutions for their customers. In the past year, D-Link has been busy rounding out its router and switch offerings, ideal for the small, medium and large enterprise markets. * For more details visit

D-Link (India) Limited

Jasmine, Madhusudan Kalelkar Marg, Bandra (E), Mumbai-400051 For more details SMS ‘D-LINK’ to 56767 or email:

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HP Rolls out an Expansive Marketing Campaign In order to drive channel partners’ business growth and accelerate demand for HP LaserJet printers in the market, HP IPG has launched a unique integrated marketing campaign named as ‘Demand

More’. The campaign, started on 28th July 2010 is focused on the valuable SMB segment in India who demands more out of their printers in terms of productivity, efficiency and cost-savings. This

new integrated marketing campaign enables HP channel partners with unparalleled opportunities, cuttingedge printing solutions and special channel programs. With the launch of the company’s

latest campaign ‘Demand More’, HP is investing in the market place and offering power packed and matchless combination of printing products and solutions that drive productivity and increase efficiency for business, delivering on HP’s promise of innovation, cost savings and reliability. HP India is conducting channel meets and special engagement programs for managed final tier partners across 35 cities. The company is working closely with its channel partners to increase awareness about the HP printing advantage through various means which include: advertising, providing attractive POP/POS material at last 3 feet including shop gates; conducting special trainings programs for partners to update them on the latest HP LaserJet technology; and roadshows that gives channel partners an opportunity to explore new possibilities that HP’s LaserJet portfolio creates for customers and hence drive more business. “With the launch of ‘Demand More’ campaign we are co-operating with our channel partners to offer an unrivalled opportunity to our SMB customers. This will help them accelerate their growth”, said V Krishnan, GM-Marketing, IPG, HP India.

ZyXEL ADSL2+ Router Granted a Carbon Footprint Label ZyXEL Wireless ADSL2+ Router has been granted a carbon footprint label by Environmental Protection Administration (EPA) in Taiwan. ZyXEL is among the first group of Taiwan companies to achieve this distinction, and is also the first networking equipment maker to receive this honor. Before the label system was even introduced, ZyXEL had already started a carbon emission calculation of its products, including each stage of a product’s lifecycle from raw material, manufacturing, delivering, consumer usage, discarding, and then to recycling. By learning the true numbers through viewing the carbon footprint calculations, the consumer will thoroughly understand the environmental impact they are causing, by using the electronic products and comprehend their responsibility in helping to reduce the carbon footprint.


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CISCO PROMOTES N-ROUTERS AMONGST THE CUSTOMERS Cisco expressed its strong focus on raising the bar on Wireless-N technology adoption in India by driving awareness of the more powerful basic wireless router, Linksys WRT160N. Cisco is promoting its latest 300Mbps router amongst its customers to harness the best of speed and bandwidth of Wireless-N. That offers to consumers is advanced wireless technology for multiple devices connectivity at home, faster internet access, files sharing and wireless printing. Not only this, it offers immaculate experience to consumers for media-intensive activities like gaming, video and Voice-over-IP phone calls to name a few. The WRT160N comes with a shiny finish, alluring curves and slim profile which refreshes and revamp the industrial design on Cisco’s router models. These products were created to fit in virtually any home. This Wireless-N Routers feature an enhanced RangePlus internal antenna technology which adds to the aesthetic design of the routers without compromising on performance or reliability. Cisco has also launched a limited period offer for WRT160N router. On purchase of every WRT160N entitles customers to a limited-edition Cisco Branded Travel Bag, valued at Rs 1499/-. Additionally, Cisco is running a promotional offer for its partners. They can now choose to enjoy a unit of WRT160N router free for every purchase of five units of the router, or a limited edition Cisco Branded Travel Bag priced Rs 1499/- on a purchase of two units of WRT160N router.

Lenovo Showcased its new Brand (Fun) on Wheels Lenovo kicked off “Fun-on-Wheels”, an innovative way to showcase its feature rich Notebooks/ Desktops to the customers. A mobile van with Lenovo’s new ‘FUN’ brand positioning will showcase Lenovo’s latest range of flagship consumer products, across key vicinities in Bangalore and Hyderabad during this month. Consumers can even view Lenovo’s latest TV commercials and select product videos, enabling them better relate to Lenovo’s FUN proposition. To propagate the concept of ‘FUN’ amongst consumers, Lenovo will organize various contests based on the concept of FUN, thereby offering the audience an opportunity to win exciting goodies. An MC will travel with Lenovo’s “Fun-on-Wheels” and engage the audience in interactive sessions on the theme ‘What’s your Idea of Fun?’ Alex Li, Vice President, HSB (Home and SMB), Lenovo India, said “The primary objective of this campaign is to engage with our consumers at a closer level and deepen brand connect. This campaign will provide consumers a ‘touch and feel’ of Lenovo’s new range of products”.


“The impact of the global economic recession is now well behind us and the IT hardware industry in India is once again on a revival path. ” RAVI AGGARWAL PRESIDENT, MAIT

GlacialTech launches Siberia GlacialTech launches the most attractive double fan CPU cooler known as Siberia. Siberia enables a cost effective and useful way to keep the processor cool. When running resource hungry applications, the double Fan turn up the RPM to the Top fan: PWM 800~1400; Bottom fan: 1300 and manage the heat dissipation most effectively. As a total thermal solution provider, GlacialTech is committed to bringing increased value to customers in a quiet working environment. Siberia is the ultimate light weight CPU cooler to enhance efficiency for any system.

HP Rolls out an Integrated Partner Programme The industry’s first solutions-based program, HP AllianceONE Partner Program delivers integrated software, servers, storage and networking technology collaboration to the partners. This framework, coupled with HP’s blueprint for the data center of the future – HP Converged Infrastructure – enables alliance partners to significantly extend market reach and improve selling success. This program offers three tiers based on a partner’s innovation, integration and investment of time and resources. And, under this programme, the company provides a wide range of sales, marketing and business benefits at no cost to partners including increased visibility with a listing on the HP AllianceONE partner program website.

Fortinet Strengthens its Web Application Firewall Family Fortinet launches two new appliances for its FortiWeb family of web application firewalls – the FortiWeb-1000C, designed for mid-to-large enterprises, and FortiWeb-3000C, for high-end enterprises, application service and cloud-based service providers. Each appliance is equipped with the new FortiWeb 4.0 MR1 firmware that is designed to provide maximum protection for web applications containing sensitive data subject to Payment Card Industry (PCI) guidelines. The new web application firewalls will also blunt potentially crippling attacks such as SQL injection and cross-site scripting, and help prevent security breaches.


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Kaspersky launches Internet Security & Anti-Virus 2011


Kaspersky Internet Security 2011 and Kaspersky Anti-Virus 2011 incorporate a full range of new and improved technologies, many of which are unique to Kaspersky Lab products. Both products include improved proactive protection from new, as yet unknown threats based on scanning for typical threat symptoms. Importantly, all the main modules are updateable, which means that should completely new types of threats emerge, the products’ features can be updated without having to reinstall the solution from scratch. The Products are priced as Rs.899 and Rs.499 respectively for Kaspersky Internet Security and Kaspersky Anti-Virus.

Mark Hurd, the global CEO of HP, resigned after an investigation found he had a personal relationship with a contractor who received numerous inappropriate payments from the company. HP initiated the investigation on June 29 after the contractor Mark Hurd, the made a claim of sexual harassment. The woman, who HP declined global CEO of HP to identify, worked on marketing tasks for two years, as per the reports published in various media. The probe found violations of HP’s standards of business conduct, though it didn’t find violations of the harassment policy. Hurd will get a severance payment of $12.2 million, plus other benefits that include a prorated vesting settlement of 330,177 restricted HP shares. He received $30.3 million in compensation in 2009 and $42.4 million the year before. Hurd, who took over as CEO after Carly Fiorina stepped down in 2005, used acquisitions to expand in businesses that generate wider profit margins. Hurd’s biggest deal came in 2008 with the $13.2 billion takeover of Electronic Data Systems Corp., a provider of computer services. This year, Hurd acquired 3Com Corp., stepping up competition with Cisco Systems Inc. in networking equipment, as well as the smart-phone maker Palm Inc.

Ingram Micro to distribute Buffalo products Buffalo appoints Ingram Micro as its national distributor for India. Effective immediately, Buffalo’s entire range of award winning products will now be available through Ingram Micro’s extensive partner network consisting of 13000 partners spread across 36 cities in India. “As the leading technology distributor in India and around the globe, Ingram Micro has all the requisite expertise and experience to help us build a strong footprint for our products in India,’ said Hidetoshi Yamaguchi, Senior Managing Director, Member of the Board, Buffalo Inc. “We have chalked out an aggressive marketing program with Ingram to leverage on their channel relationships and create a strong channel pull and end customers connect for our offerings,” he added. “Buffalo’s range of consumer NAS, Storage and Wireless Networking solutions is highly regarded for their innovation, reliability, performance and build quality and as such represent a natural fit into our expanding portfolio of products and solutions targeted at the individual, home/small office and entry level enterprise customers,” said Jaishankar Krishnan, Managing Director, Ingram Micro India Ltd.

ASUS launches Gold Partners Program ASUS launches AGP Program (ASUS Gold Partners) for its System Business that includes Notebooks and the Eee Family of products - Eee PC, EeeTop and EeeBox. The ASUS AGP initiative aims to fortify the relationship with Channel Partners by helping them derive maximum benefits. This special program allows resellers to increase their exposure thereby gaining a competitive advantage and also increases their focus on End-User Sell-out of ASUS System products. Once enrolled in this unique program – Channel partners become eligible to buy “Exclusive AGP Models” from ASUS Distributors apart from general channel models besides also

avail demo discounts and are assured of higher upfront margins. As a part of the ASUS Gold Partner program, AGP’s will be eligible to buy ‘Exclusive AGP Models’ from ASUS Distis apart from general channel models. AGP’s will have a chance to showcase its flagship models like the ASUS Eee PC 1008P Karim Rashid in netbooks or the ASUS G51j 3D in notebooks, besides they can also claim a one-time demo discount for these models. ASUS will invest in their marketing activities to ensure brand building and the AGP’s can also obtain full rebates on their “In-House Branding” expenses for ASUS’ system products.

MRO-TEK celebrated Silver Jubilee MRO-TEK celebrated its 25 years of operation in the Indian networking industry. Attended by former president of India, the event highlighted the success of the company. Speaking to the gathering former President of India, A. P. J. Abdul Kalam, emphasized on the innovation and creativity of the country, which has enabled the country to be a knowledge centre. Chairman and Managing Director S. Narayanan said ““From the beginning, our focus has been in networking and our endeavour has been to sustain high-tech innovation, aimed at developing customer-built products that suit Indian conditions at affordable prices.”

Adata Launches eSATA+USB 2.0 COMBO USB Designed to outperform conventional USB 2.0 USB drives with enhanced data transfer speed, the Adata N909 adopts the 4-channnel technology that sets to boost data transfer rates up to 90MB/s and 50 MB/s in sequential read/write performance respectively. Apart from using in eSATA+USB 2.0 combo port, N909 supports the easy plug-and-play on compatible platforms and is also backward compatible with USB 2.0 port. In addition, the combo interface also provides an access for charging via the USB interface.


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Netgear Launches Push2TV at ICC 2010


NETGEAR showcases its latest consumer Gizmos Push2TV, which works with Intel’s patented WiDi technology. Showcased in ICC concerence 2010, the Push2TV is an easy-to-use TV adapter for Intel Wireless Display Technology. It enables one to view whatever is displayed on your laptop screen onto your HDTV, wirelessly. After the successful worldwide launch, now this exciting and unique innovative product is also available in India. Netgear also displayed WNDR3700, the ultimate networking machine, along with their other latest N Routers / Access Points, and a lot more. Atul Jain, Country Manager (India & SAARC), Netgear Technologies India, said, “We had showcased the live demo of the Push2TV. People were upbeat about the new WiDi technology and also enquired about the availability of the products. Netgear product portfolio caters to home, SOHO, SMB and SME’s and this solution summit will enable more people to partner Netgear”.

Belkin has designed a unique programme called ‘Oye Lucky Lucky Oye’ to reward its consumers. Valid from 21st July to 31st August, 2010, this massive online and outdoor campaign will offer the consumers a chance to win prizes like mobile phones, camera’s, Reebok watches and even a car on purchase of Belkin products. They need to just buy the product and fill in the details on the website . They can instantly know what they have won and the gift reaches to them within 15 days. The luckiest consumer gets a Car. Mohit Anand, Managing Director, India Sub continent, Belkin India, said, “This special offer has been designed to benefit our consumers with every purchase of Belkin product. We invite our customers to participate in this attractive offer and give us an opportunity to show our appreciation to them.” He also added “This enormous promotion is running with 10,000 resell partners across the country, so the chances of winning gifts are very high.”



Sameer Garde becomes the new Director for Dell APJServices Sales and Marketing 4,750




101,827 Servers


Source: MAIT


Desktop PCs

-15% 119,591


65% 2,508,564



Sandeep Ramani joins Hip Street as Country Manager for India operations. Hip Street is one of the leading Digital Accessories brands in Canada and US.

Prabodh Vyas joins Digilink as DirectorSales & Marketing. Before DIGILINK he was Managing Director of GIGABYTE Technology India Ltd. and prior to that he was Director Sales of D-Link India Ltd. and looking after the Sales, Marketing and Customer Support activities of D-Link.


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CYBERSTAR AND BPE SHAKE HANDS Best Power Equipment (BPE) has appointed Cyberstar Infocom as its national distributor. BPE range of ‘Fully Digital’ UPS solutions, with in built energy saving applications, are designed to address the specific power requirements for both home and enterprise environments and are available in 500VA, 800KVA and 4800KVA ranges. Amitansu, Managing Director of BPE said, “Cyberstar Infocom is an ideal partner for BPE. With its wide product portfolio, strong network presence across tier 1, 2 & 3 cities, professional management and even stronger channel reputation, the company is ideally positioned to provide us with strong product placement advantage and strong channel pull for our product lines” Suresh Kandukuri, Sales Director Cyberstar Infocom said, “BPE products reflect the company’s strong technology prowess, innovation and customer service orientation and fit perfectly into our rapidly expanding portfolio of offerings to the IT channels. We are bullish about this partnership and look forward to expanding footprint and business opportunity for both BPE and Cyberstar.” “The SMBs and large enterprise can increase their output with this product at an affordable cost and better efficiency. We are confident of this product and acceptance by the enterprises, having a unique positioning in the UPS market,” he added.

DIGEST WD Q4 REVENUE TOUCHES $2.4 BN Western Digital Corp reported revenue of $2.4 billion and sales of 47.7million hard drive unit shipments in Q4 2010. The quarterly results included $27 million of expense related to litigation settlements. In the year-ago quarter, the company posted revenue of $1.9 billion, shipped 40.0 million hard drives, and reported net income and earnings per share of $196 million and $0.86, respectively.

SEAGATE UNVEILS HYBRID DRIVE FOR NOTEBOOKS Seagate has rolled out industry’s first hybrid HDD in the Indian market. Cobining both HDD and SDD, Momentus XT is the fastest drive in 2.5-inch formfactor. Targetted at the OEMs, VARs and system builders in India, it coombines SSD-like performance with the massive capacity

SAR Group launches a service Division

TTSL Launches Photon Wi-Fi Pocket Router

SAR Group’s offshoot World Ace is all set to offer after sales service provider for Mobile phones, Consumer Electronics & IT products. World Ace would be one of the players in the organized sector for repair of mobile phones of all models and manufacturers. Other than mobile phones it will provide cost effective after sales service with minimum turnaround time for IT peripherals & Consumer electronics. World Ace has been launched with 300 centers across India, which would be increased to 500; also the company is determined to have 23 owned Service locations by the end of the current fiscal. World Ace centers are staffed with technically qualified personnel, who have been further trained on the manufacturing and software’s, and would serve to enhance the life of mobile handsets even under extreme usage conditions.

Tata Teleservices launches a revolutionary new access device—Tata Photon Wi-Fi Pocket Router—which enables multiple users and devices to share wireless Internet access and stay connected on the go. The Tata Photon Wi-Fi Router allows broadband Internet access speeds up to 3.1 Mbps (downlink) and 1.8 Mbps (uplink). Tata Photon Wi-Fi Pocket Router is supported with an in-built battery for 2.5 hours of seamless operation and sports a RJ45 Ethernet port for local area network (LAN) support. This feature allows you to even simply plug the device into your laptop or desktop and get connected instantly. This new product will be especially relevant in the context of today’s fast-evolving and changing products, most of which are Wi-Fi-enabled.

and much lower cost of HDDs. The Momentus XT drive features Adaptive Memory – a groundbreaking new technology from Seagate that learns and optimizes the drive’s performance to each user by moving frequently used information into the flash memory for faster access.

TRANSCEND STOREJET 25D2-W – IS NOW MAC COMPATIBLE According to Gordon Wu, Regional Head – SAARC, Transcend, “The compact StoreJet 25D2-W portable hard drive is stylish, rugged and ultra-portable. Its shiny gloss-white lacquer finish resembles the classic Apple style, making it look good with any Mac computer, including MacBooks, iMacs, MacBook Mini, etc. With full certification for use with all Mac systems, the StoreJet 25D2-W bears the “Compatible with Mac OS X” logo that gives Mac users extra peace of mind. Thanks to its trendy design and multi-platform compatibility, both Windows and Mac users now have a fantastic choice for storing and carrying their data with style.

ABACUS LAUNCHES OF GEFORCE GTX 460 SERIES Abacus Peripherals, the brand owner of Zion memory module and national distributor of Sparkle graphic cards and Biostar motherboards, launches Sparkle GeForce GTX 460 Series Graphics Cards. As a deadly weapon of the Fermi Family, SPARKLE GeForce GTX460 series graphics cards provide the best performance being the world’s most economical enthusiast level graphic card, it brings a new level of DirectX 11 performance to mainstream PC enthusiasts and gamers around the world. With this new Graphic Card, Abacus Peripherals wants to literally give consumers the keys to the new GF104 architecture. To expose and showcase the new level of interactivity and realism that this architecture enables. Applications so compelling that consumer will spend hours playing. The GeForce GTX460 Series - SXX460768D5NM would be priced at Rs-13500/-

SHREE SAGARMATHA OPENS BRANCH OFFICE IN LUCKNOW Shree Sagarmatha, Delhi based distributor for IT products, is all set to open a new branch office at Lucknow. This is to happen after the successful operation in Guwahati and Bhubaneswar. The new office will take care of sales and support of the organization. Ajay Kumar Kedia, Director, Shree Sagarmatha, said, “U.P is one of the largest states in India. We see a great potential for this Branch. Our major aim to open this branch is to provide better services on TechCom products in U.P.


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All Kerala IT Dealers Assocations Protesting against HP’s New sales policy All Kerala IT Dealers Assocations has been protesting against the HP’s new sales policy for last 20 days. As per an official letter to SME Channels, Jyothi Sankar, State Gen. Secretary, (All Kerala IT Dealers Assocations) AKITDA, says, “Till this date HP is not come out with a workable solution. If HP thinks that they can do what ever they want without considering the channel community, we will prove it wrong.” The letter says: “The relation between channel and vendor is that of mutual trust and support. HP had violated this trust by introducing a new telecom and FMCG partner in to the eco system and un stabilized the equilibrium.” “They had cheated their own partner through whom they are selling for years on a fine morning withouteven settling their dues. We were clear that this move was a planned one. HP had identified Telecom as their new sales channel. A lot of shops had to be closed once the change in credit policy takes place.”

GIGABYTE LAUNCHES A UNIQUE CHANNEL PROGRAMME GIGABYTE TECHNOLOGY launches “The 5 Million Salebration Program” for its channel partners. Under this program channel partners who purchase motherboards from GIGABYTE premium partners or authorized distributors stand to win exciting & attractive prizes. Effective from 1st July to 30th September 2010, this scheme is in line with GIGABYTE’s 2 tier channel structure program for its value and premium partners. This program co-incides with GIGABYTE India reaching 5 MILLION installed base of their motherboards in India.

Websense appoints iValue InfoSolutions as its National VAD iValue InfoSolutions has signed up with Websense as its national Value Added Distributor for India. Websense protects approximately 40 million employees at more than 40,000 organizations worldwide, including leading Indian companies across vertical. Websense Triton is the first and only solution to combine industryleading Web security, email security and data loss prevention security technologies into a single unified architecture. The TRITON solution delivers increased content security and cost savings helping organizations achieve a significant return on their security investments while enabling them to leverage all the benefits of Web 2.0. Websense security solutions help organizations block malicious code, prevent the loss of confidential information, and enforce Internet use and security policies.

Polycom and Microsoft shake hands Polycom has signed a multi-year, strategic global agreement with Microsoft to deliver integrated end-to-end unified communications (UC) and to improve customers’ business productivity. Under the agreement, Polycom plans to develop and market standards-based UC solutions – encompassing software, hardware, networking and services – that span the enterprise, SMB, and government markets; and will enable customers to improve business productivity and reduce travel, telecom and IT operating costs. Boththe companies share a vision for business productivity solutions built on standards-based platforms that work with the tools and applications people know and use. The agreement is a major step towards streamlining communications across messaging, video and voice with connected applications and devices.


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“WE CLOSELY UNDERSTAND THE EVOLVING NEEDS OF THE SMBs“ From the networking industry stand point, if there is any company which is strong in Passive products, has a team to understand the Active solutions market and is supported by large manufacturing and RMA facility, there will none in the industry except DIGILINK. DIGILINK is the only company which has everything in-house. They have already proved their mettle in the SCS market and ready to take on challenges in the active networking market. SME channels spoke to Prabodh Vyas, who has joined hands with his old friends at DIGILINK as the Director-Sales & Marketing, to understand their strategy. Excerpt.

What is the current scenario of structured cabling market and where does DIGILINK stand in the race? In CY 2009, the SCS end user market size was around Rs. 1200 crore. Today, according to IDC, DIGILINK is the No. 2 brand in the Indian Structured Cabling Systems (SCSs) segment. DIGILINK is the undisputed industry leader in providing the entire end-to-end range of structured cabling solutions for enterprises, small and medium business. Today, DIGILINK accounts for 20% of the market share in the SCS marketplace, giving the DIGILINK Brand a premier position in the domestic market. “PC Quest Users Choice Awards 2009” ranked DIGILINK as No.1 in India’s Most Wanted IT Brands for Structured Cabling for the last six years. In a channel survey done by CRN, DIGILINK has also been recognized as the “Channel Champion” in Network Cabling 2009. It further received the award for “Best Structured Cabling Brand 2010” by DQ Channel.

What initiatives you are taking to tap the networking solution business in the Indian market? We have planned a twofold sale strategy. One strong point we already posses is our reach of SME and SOHO customers through our current regional distribution Channel. We have empowered them with world class Pre Sales training on our products as well as the latest technological trends. Secondly we now have strategic National System Integrators and have identified a list of corporate and institutional customers. As our USP, we continue getting recognition as a one stop shop for end to end solution for IT infrastructure. In addition to ongoing product development initiative we will have three new focus areas Solution for Data Center, Product Range suitable for FTTH solution and few unique offerings for Fiber solutions in Tactical environment. DIGILINK consistently adopts a 360o degree approach to address all types of channels, across markets, covering global, regional and small SIs and resellers.

From the vertical perspective we will be targeting: 1. Datacenters 2. Manufacturing 3. BFSI 4. PSU 5. Education 6. Govt. 7. Infrastructure Tell us about your recently launched DIGISOL brand for active networking? We have in-house networking products manufacturing capabilities in Passive as well as in Active range of products, with our own R&D set-up. We are one of the only companies in the country with such a strong brand presence and infrastructure. To make use of our set up and to leverage these strengths, now we have entered into the Active networking market with distinct brand DIGISOL. We are using our own infrastructure in the process of developing a wide-range of Active net-


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where total sum of Rs. 2 crore can be won. How has been the performance of ‘Zip Zap Zoom 3’ scheme? We have launched year end channel reward program “Zip Zap Zoom 3”. The program was designed for DIGILINK Value Added Resellers and System Integrators. We got excellent response to this scheme and more than 1000 partners register for the scheme. We will be taking qualified partners for a Europe trip. Last year DIGILINK launched Zip Zap Zoom 1 and 2 schemes. Channel partners showed immense enthusiasm and approximately 300 partners qualified under these schemes and won for themselves an all paid trip to Malaysia, Genting Bangkok/Pattaya and Kerela. These trips were arranged in the month of July 2009 and February 2010.


working products under the DIGISOL brand. The active networking products under the DIGISOL brand are Switching, Wireless, Broadband Routing and Converged Communications Solutions. How unique is DIGILINK product basket? We have aligned ourselves for focused approach in few areas like Intelligent Patch Panels, Larger Fiber Business in LAN/WAN and also in FTTH. In addition, we plan to add a whole lot of higher end products including high density 48 Port Patch panels, Residential Equipment cabinets and many more… Our indigenous Development team has created new patented products about which it would be inappropriate to detail further. The three USP’s we have to keep us ahead of competition are; 1) Our Local R&D 2) Our Local Manufacturing 3) Our Strong after Sales and Service support What kind of channel engagement programme are you planning?

We have always been a Channel driven company and our endeavor is to always improvise on our Channel policies and make them best suited for our partners. We ensure healthy margins for them and also introduce new products with newer applications to increase the scope of growth for the Channels. These new products and solutions enable our partners to value add and hence can demand more margins from the customers. Our Empower Partner Program has shown great results. Now we aim to build up on the program by launching schemes for the registered partners. One of the highlights of the program is the training on latest technology in Information Transport System Industry, which is provided to the partners along with demonstrations of products. We are launching partner networking programme “Network 160” for our resellers and dealers in 160 A, B, C & D class cities across the country. Network 160 is aimed to promote the DIGILINK and DIGISOL range of networking products. We are also launching special monsoon scheme “Kismat Connection” for Dealers and Resellers. Kismat Connection is a scratch card scheme,

Tell us about your post Sales Support. DIGILINK’s high quality and reputable after-saleservices are strategically built to deliver customer satisfaction. We offer first-rate integrated service and support through its special service division, DIGICARE, which consists of 51 RMA centres across the country, DIGICARE Technical Assistance Centre (DTAC) and Direct Service Department (DSD). DIGICARE has evolved most efficient, skilled and professional state of service infrastructure. DIGICARE has Unique Web based RMA Online System “iSMART” to Monitor the service activity, online repair status update, Automated Email and SMS alerts Facility and Warranty Tracking. DIGICARE has exceptional Repair Yield of 98% local repairs and 96% Cases are closed in 7 working Days. How important is the SMB market for DIGILINK? SMB is one of the most talked about three letter acronyms in India as SMBs spending power and desirability to invest in IT & Communication/ networking infrastructure is on the rise with the booming economy. We have always been a strong player in the SMB market and have always been very focused on this space. We are also the most recognized brand in this segment. We understand our customer’s needs better and hence are rolling out more products relevant to them and their business applications. We have recently introduced a number of products for the SMBs. We closely understand the evolving needs of the SMBs and enhance & strengthen the SMB solution component. We are running a separate campaign for addressing this segment through the direct and indirect channels.


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SOLUTION NOT TECHNOLOGY Storage solution is also an essential component to enable the business of the SMEs. They find it difficult to acquire the expensive technologies but good companies like HP understand the issues and try to act as one stop solutions provider than technology vendor. BY SMRUTI CHOUDHURY

FACTS ABOUT Year of Operation in India


November 1989

India Headquarters



Key People


Prakash Krishnamoorthy, Country Head, HP StorageWorks

Direct presence in India


15 locations

Number of partners



Key products


Disk Storage Systems, Disc Backup systems ; NAS Systems, Tape Storage and Media , Storage Networking, Storage Blades , Storage Software


: country/us/en/prodserv/ storage.html


nterprise storage market has been growing from the day of its invention. Basically today’s economy is thriving on strength of data. Information has become a key to the growth of every company. Enterprises find by managing information in their life cycle is actually impacting their business performance. So along with data storage, backup, archiving and disaster recovery are the key concern of all the enterprises. Earlier, enterprise storage used to be adopted by large enterprises for their business continuity but later on it become mandatory for a lot of regulatory compliances. Even today, the small or medium enterprises or business find it useful to invest on enterprise storage not only for the compliances but also they find these are the business enablers. They understand to participate in various global projects and to be competitive with their counterparts; they need to have storage infrastructure, which can respond to their calls. To invest in enterprise storage may have more Capex

but it surely enhances productivity and brings down the Opex in long run. That is precisely the reason why these days people are talking about networked storage for the home users because in today’s affluent-class households one finds more than one PC being used, photographs, music and movies are being shared by individual members of the family from their personal PCs. So to have different silos of technology for individual member is pretty costly affair, therefore they are investing in a single networked storage – may be a NAS box, which helps everybody to pull data from remotely through internet. Given this scenario, enterprise storage, is growing rapidly. The overall growth in the demand of storage solutions has made many organizations to be very large entities. In their growth cycle, SMEs have a greater role. Needless to say their names, but HP India’s storage division has in particular become a very large organization within HP. Along with the large enterprises; the company is also sensitive about the SME needs from the stor-


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WHAT ARE THE ENABLEMENT PROGRAMMES AT HP? HP runs several channel programmes running through the year to empower them to provide optimum solutions to their customers. They are different for different product lines and solutions. For example, HP Road Runner program, Storage Gold Partner Program, ESS Software Elite, Partner AllianceOne, HP Channel Efficiency Program, etc. to help partner improve their skill set and sell more. HP has embarked on a new initiative to train and enable partners to become Data Centre specialists with SMBs considering investments in data centers. Under its Smart Office programme, HP has launched products specially priced for SMBs; announced financing options and revamped its service initiative under a new name called Total Care. The new initiatives are designed in keeping with the changing needs of the SMB users. “Thank God it’s SAN Day” is the training umbrella created to educate the partner sales force in areas of storage technology with a focus on the fast growing SAN market. The product specialists introduce new technologies to partners and how to address all aspects of the solution such as connectivity, online, backup, backup automation and storage management. This happens in metro locations on a quarterly basis, each time with a new theme. With the storage market fast gaining momentum, HP trains it Channel Community to equip them to meet the needs of the customers by understanding business issues and configuring storage solutions to address the challenges.

HOW DO YOU THINK IT IS FARING IN THE SME MARKET? Virtualization has tremendous business benefits as it aggregates storage that is available and utilize it for the business requirements of an enterprise. Storage Virtualization play a bigger role in maximizing data center performance and reducing costs. For any organization to realize the full benefits of virtualization, server virtualization along with storage virtualization is a must. Today HP Storage technology allows customers to virtualise storage both in Fibre Channel and IP, achieve Virtualization inside an array and across heterogeneous arrays. We see adoption by more mid-sized companies that do not have large storage requirements. From an interesting concept few years ago, storage virtualization has become a very tried and true enterprise capability that many of our customers will acquire in due course of time. HP has introduced a new set of products and services under its TotalCare program designed to fill out its portfolio of SMB-focused solutions and help partners deliver end-to-end storage, virtualization, remote access and consolidation solutions.

age stand point. The company having its close understanding of the SMEs because of its high connect rate through other product lines also knows that they need the cutting edge technology like Virtualization, deduplication and tiered storage, etc. like their counterparts in a demystified format. Therefore, the company provides industry-leading technology, services, programs and collaborations that increase efficiencies across the organizations. The company also understands the pain point of the SMEs that is finance. Therefore, HP Financial Services, the company’s leasing and life cycle asset management services division, offers SMBs a wide range of total financing solutions. By unifying messaging, collaboration and telephony technology, SMBs can capitalize on mobile devices and the flexibility of interactive online work environments. HP solutions drive connectivity and productivity for SMB employees, partners and clients. Prakash Krishnamoorthy, Country Head, HP StorageWorks, HP India, says, “HP StorageWorks is addressing the SMB market by investing in go-tomarket, leveraging the strength of channel partners in mid-market, and expanding the number of sales professionals to support channel partners reaching the SMBs. In fact, we have seen a quantum leap in the number of engagements for integrated offerings with SMBs last year. The storage market opportunity, particularly in the SMB space, is strong.” Really, HP StorageWorks is intensifying its focus on the SMB segment to cash in on the growing opportunity in the storage solutions market in the country. In the storage segment, HP has over 1,000 customers and more than 200 channel partners in the country to reach out to customers in tier II and III cities. He adds, “We work with our channel partners to deliver a complete solution stack rather than a product approach alone. To enable this, we brought the first-of-its-kind triangulation model that brought together channel partners, ISVs and vendors. Today, we operate with more than 150 ISVs in the country.” Enablement is the key to the partner strategy at HP. The company enables partners in various programmes. Very recently, the company has introduced the new HP AllianceONE Partner Program for hardware and software vendors, original equipment manufacturers and systems integrators.

Finally… Besides the engagement, HP also runs a lot of user education programme. In terms of after-sales service the company goes to market in many ways. Customers can opt to receive HP after-sales services directly or through its channel partners.


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FAT IS OUT High cost of power tariff and exorbitant cost/rental of the realestate has made every technology innovation to be green by design. When it comes to computer display products, the same thing is happening. The objective is to give a cool and swanky ambiance to the individual work spaces. BY SANJAY MOHAPATRA


fter reigning for a long time fat CRT monitors in the market has almost been out of the market and TFT LCD and extreme thin LED monitors market are gaining great progress. Actually, the display manufacturers have stopped manufacturing the CRT monitors but there are a huge number of installations of the same. It will take some time to replace these devices. But it is for sure that the new purchases are absolutely going for TFT LCD

and LED monitors are just beginning to make an inroad. The pricing of the display products are going southward and for that matter the entire PC pricing is going down. So monitor market is nobody’s game these days. Given this situation, it is the price of the products driving the vendor’s market share and the competition is between the technologies TFT LCD and LED to outperform each other. Of course there sales pitches to the monitor sales including whether it has speaker and camera

inbuilt into it or not, whether it is wall mountable or not, etc. But partner should understand the differences between the both the technologies and accordingly push it for a better margin. In fact, both the monitors are almost same in terms of looks and feel because both are LCD monitors to the front. The screen remains the same except the backlighting. For LCD the back lighting is Cold Cathode Fluorescent Lamps (CCFL) where as for LED monitors the back lighting is Light Emitting Diodes. The throwing of light creates quality


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of picture in the monitor, so before pushing any monitor they should understand what the user work environment is? Accordingly they can suggest any monitor if the pricing is not concerned as LED pricing is little higher than LCDs. But from the perspective of contrast, color accuracy, viewing angles, longevity and over all savings on power consumption, LED monitors are advantageous from the other one. Commenting on the LED market future, R. Manikandan, Business Group Marketing Head, Business Solutions, LGEIL, says, “LED is a new category and is showing good response. LG is the only player so far to have actively launched the complete range of LED models with SKU’s in 18.5”, 20”, 22” and very shortly 23” also. However with time the category is bound to grow as the customers become more aware and the technology gains wider acceptance.” He added, “LG LED monitors are one of the lowest in terms of power consumption in the industry.” LG LED monitors sport a contrast ratio of 5 5000000:1(DCR) as opposed to 50,000:1 (DCR) in LCD monitors of comparable size. Coupled with 5 ms response time, which drastically reduces flicker and breakage in moving images, the user is sure to have an overall better viewing experience. But Gautam Ghosh, Country Manager-Indian Region, ViewSonic Technologies India Pvt. Ltd., says, “Though market is just picking up for LED monitors, it will be too early to comment on the LED market. But, ViewSonic is the first one to launch LED monitor in India and has revolutionized the way monitors are being used in the country. LED technology is not only environment friendly due to there being no mercury used during manufacture, it also helps in large power saving as it consumes up to 40% less power than a LED less LCD monitor of similar size.” He added, “LCD displays have come a long

way and manufacturers have now started to look beyond aesthetics to packing their products with value added technologies and features. The latest industry trends include16:9 wide viewing angles, 50,000:1 or higher dynamic contrast ratios, resolutions supporting full-HD view, display interfaces such as HDMI, DVI, inbuilt webcams, speakers, faster response times (1m) and wide viewing angles (170 plus).” Gautam maintained, “Another significant change that was visible in LCDs last year was the


gradual phase-out of 15 or 16 inch screen size as the standard or entry level monitor. 17 inch was in high demand even though popularity of 19 inch and other bigger screens increased rapidly. In fact, as wide screens went on to become more prevalent, the newer trend in this segment started shifting towards odd sizes such as 15.6 inch and 18.5 inch and higher.” Mukesh Gupta, Sr. Director, TPV Technology Group, adds, “Trend wise, ‘GREEN’ is the latest trend. LED Monitors are the Buzz with a lot of focus on low power consumption.” However, LCD is the trend now. LG has a complete line-up starting from entry level 15.6 to high ends. LG is considered a premium brand and is dominant player in the category with superior products and excellent after sale service which reflects in our healthy market shares. As per Mr. Gupta, AOC has the widest range of LCD Monitors in India, with a product for every user. AOC positions itself as a display innovator, pioneering innovations in display technology. They have more than 20 monitor product families selling PAN India spreading from 15.6” to 24” wide segments, and catering to both LED & CCFL LCD Range. The company believed to have sold 47 Million monitors worldwide in 2009 alone. He claims that AOC reliability is superior compared to other. In India, AOC has sold around 20 Lakh monitors since 2006. Kobian sells the display products under Mercury brand. Sushmita Das, Country Manager, Kobian Pte Ltd., Says, “Mercurty PerfectView LCD & LED series are high quality products with specifications meeting customer expectations. Mercury designs and brings product with the basic idea of ‘Making Technology affordable’ , thus Mercury LCD range is a quality product backed with 3-year onsite warranty and priced very affordably. The company has just unveiled a 16” LED Monitor in India and the 18.5” is to hit the market in next few weeks. And in the LCD range the Mercury brand has a range of products starting from 15.6”W till 22”W. ViewSonic believes in offering value to customer. They offer the widest range of product categories such as Value Series, Extreme Series, Graphic Series & Professional Series Monitors range. The monitor ranges from 15” to 28”. As per Gautam, ViewSonic pioneered in getting widescreen monitors in the country offering multiple usage benefits for our customers. Very recently the company has launched VX2739wm – the world’s first 27” Full HD monitor with a blazing fast 1ms response time. With HDMI, DVI and VGA for video connectivity and a 4-port USB


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hub, the VX2739wm offers the diverse connectivity options consumers demand. ViewSonic also has 3D ready LCD Monitor – VX2268WM. Similarly in the LED monitors range they offer 16’ and 19’ sizes products and soon will launch full range of LED monitors in India. The company has more than 40sub-category monitor models with different screen sizes. All of the ViewSonic displays are ENERGY STAR compliant, and all displays released since July of 2008 feature a power-saving Eco Mode that will offer up to 56 percent energy savings. Over 30 displays of ViewSonic have also received EPEAT Silver Certification which is given to products that reduce toxic materials and waste, are mercuryfree, and feature reduced energy consumption. That was all about technology and various vendors’ positioning each of the technologies. From the market perspective, monitor market almost goes hand in hand with the Desktop PC market and little more than that because of the replacement market. But these days, as the computing technology is evolving so fast replacement market of monitors is not also looking so attractive. The Desktop PC market has touched 5,525,992 units in 2009-10, a growth of 5% over the last year. Similarly, server market has touched 101,827. And, the monitor market hovers around that figure or little bitter than that. It is 5,754,091 units, a growth of 5% over last year.


The major vendors in this market are Korean manufacturing duo - Samsung, LG, Taiwan brands including AOC, Benq, Acer, besides, ViewSonic, Mercury, NEC, Dell, Lenovo, etc. These are the companies, which are controlling the market. When Lenovo, Dell and Acer, sell the display products along with their PCs and server, other brands do not have any fixed OEM strategy. They are being used by most of the OEMs. The common between all the brands is that all rely on channel heavily for marketing and selling of their products. From the brand perspective, compared to the Indian market, the Asia/Pacific excluding Japan (APEJ) display market throws a slightly different picture and it says the market in India will be more competitive in the coming times. In 2009, the sales of display market had touched a figure around 61 million units. Out of which brands like Lenovo, Samsung, HP, AOC, LG, and Acer had taken the major share. But some of the brands which had done exceptionally well were Lenovo and HP, though in India, they are not the brands to reckon with at all. As per the studies of IDC, the top six vendors in APEJ in 2H09 were Lenovo, Samsung, HP, AOC, LG, and Acer, where as in 1H09, Samsung was the number one brand followed by Lenovo, AOC, LG, HP and Acer. The Top 6 vendors captured around 62.15% of overall PC monitor sales in the APEJ region last year. Indian monitor market is around 6% of the APEJ market, which is not bad at present. The country has already emerged from the market slowdown; it means this year onwards the market will grow more than 5%. The logic is very simple. Apart from the natural progress of desktop PCs, there is a replacement market and there are markets for the thin PCs from NComputing, HP and other vendors. This market is not being taken seriously or come under the calculation. But there is an apprehension all time that the growth of netbooks, Notebooks and AIO monitors, PC market will cannibalize the monitor market. Manikandan of LG says, “Netbooks have gained prominence in the last years owing to attractive price point & had actually helped increasing the user base. Netbooks are likely to create a new market for additional display demand since they are available in smaller screen sizes. We expect Netbooks to help expand market as their usage expands.” He adds, “LG products offer the customers higher value with microscopic picture quality and better viewing experience coupled with excellent after sales service. The products offer some of the lowest power ratings for the category resulting in cost savings for the customer. The products are

POINTS KEEP IN MIND WHILE SELLING THE MONITORS l Ask for the users’ need l Check if s/he requires a large form factor display as it has more margin l Encourage them to buy a better product with high contrast ratio l Persuade the buyers to go for LED monitors as it is thinner and takes less power though the upfront cost is littler higher.

better in terms of features, specifications, design & quality. The new LED models further have reenforced LG’s cutting edge technology and technical dominance in this category.” Favoring the cannibalization of notebooks or netbooks on monitors, Gautam says, “The cannibalizing is happening more in the Channel segment ( B2C) where in more and more SOHO or individual users are going in for more NetBooks | Note Books. ViewSonic has taken a step forward to consolidate its position in B2C or Enterprise segment where the cannibalization has not been taken place at all due to data security and various other reasons.” Taking a neutral stand, Mukesh Gupta says, “Well, there is no denying that the share of notebooks is increasing at a very steep rate amongst PC’s, and it will continue to increase. But with our growing economy, there is ample scope for desktops currently. Besides all the vendors are now entering into a multiple product line. AOC is also ventured form Monitors only to LCD TV’s and All in One PC’s.” On the other hand, Sushmita says against the cannibalization, maintains, “No, I do not think the Netbook and AiO market is affecting the standalone display market. The market segment for AiO is very different – it caters to people who are looking at style and concise products. The display market has a huge base and thus remains unaltered with such products.” When the consensus is that monitor market is actually growing not being ruffled by the growth of so called competing products, the margin on these products are decreasing every day, which is creating a major problem for the dealers to push them into the market. LG being the largest player believes in pushing products onto its channel partners by taking


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PC monitor market in Asia/Pacific excluding Japan (APEJ) region totaled 31.6 million units in 2H 09, representing an increase of 7.1 percent over 1H 09, and 15.3% over 2H 08, according to IDC’s Asia/Pacific Quarterly PC Monitor Tracker.

a holistic view of the business of growth through partnership. Manikandan added, “We ensure best practices of correct product mix & even billing cycle within calendar month in given geographies. Through strict control on MOP we ensure that our trade partners retain the correct margins and enjoy profitable business while offering competitive prices to end customers. The high demand and appeal of LG products form the end consumer ensures that there is no stock pile up and dead inventory at the channel partner’s end.” Kobian rides on its aggressive pricing and good market prediction. Although the margin on these products is very less, the company tries to strike a balance with a combination of various size models. Sushmita adds, “In addition we offer some unique models wherein the partners are able to get a better margin than others. Over and above promotional schemes are run every month with the highest focus on Display products.” ViewSonic on the other hand believes on its technology to push its products in the market than only price. Apart from their OEM engagements, all these vendors rely upon the channel market to distribute their products. Of course some of them have brand outlets. In particular Samsung and LG are investing heavily on brand shops and pushing these products in the retail and CE channels. Since these two companies have a great connect rate with the consumers, they find it easy to push computing products through retails. But, Acer is another company, which has been pretty successful in its retail strategy. Apart from the aforesaid brands, Samsung is another brand which has a major share in the Indian PC display market. The company’s LCD monitor range comprises seven models across its Mysteco, Lavendar and Konect Plus series in the

screen sizes between 15.6” to 23”, priced between Rs. 5600/- to Rs. 16000/-. Dell is also promoting its LCD monitors big time. Dell seems to be doing all good things in the country and in the display market also the company believes to bring in some changes. Along with the focus on the channel market, all the companies bring out channel programmes under which they incentivize the partners. For example, ViewSonic has regular Finch club programs, resellers schemes, distributor incentives, Bonus trips to various scenic locations, Branding/

shop-in-shop concepts, Motivational tools which includes - Exclusivity Regionwise/ product wise to partners and many other incentive programs for partners. The company has a 3 tier channel strategy i.e. from distributors to ViewSonic Authorized Master Dealers and eventually to Resellers and System Integrators. Gautam adds, “Through our distributors ViewSonic promotes its latest in technology product line across India. At ViewSonic we have 2000 plus Channel partners throughout the country and out of which 500 Master dealers (Golden & Silver Finch members).” Kobian runs promotional schemes with gifts varying from vouchers, electronic gadgets, TVs and overseas trips. Sushmita adds, “We ensure that our partners benefit from Mercury business.”



So, the verdict of the market is that PC display medium is shifting towards LED though the current dominance is of LCD. There is a forecast by the vendors that by the end of 2011, the Indian desktop display market will switch to LED than LCD. Already the OEMs of mobile computers including Netbooks and Notebooks have shifted to LED pannel. By default the products are comming with the devices. And, the price difference of the products are not much visible. Rather the customers feeling happy to have the LED panel notebook even at a little higher cost. As far as desktop display is concerned, LED price for this purpose is certainly go down. Secondly, the vendors and the industry is loudly talking about the ultra thin and 40% power savings feature of LED vis-à-vis its sibling, which is creating a good momentum in the market in terms of creating awarreness. Secondly, as far as the size is concerned, below 18.5” is going to be passe very soon. So the forecast of the industry is that for next five-year, 18.5” will be the mainstream size for monitors in the country.


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“INVEST MORE IN IBM TECHNOLOGIES AND REAP HIGH BENEFITS” Asia Pacific’s enterprise software market revenue is forecasted to reach $22.1 billion in 2010, posting a 10.2 per cent growth, according to Gartner. IBM has been thriving on the success of its unified collaboration, information management and application middleware growth in the market. Anil Menon - Vice-President - Software Group Channels - IBM India/South Asia, spoke to SME Channels about the company’s strategy. Excerpt.

Why is there a change in strategy at IBM in terms of its software sales? Could you tell something about the antecedent of the software sales strategy in India? Software plays a crucial role in the smarter planet initiatives. Much of the demand for software is being created by new stimulus investments and the need to automate and modernize virtually every system today such as electronic medical records, fraud detection, energy management through smart grids, etc. IBM has been on this path for the past few years. We have been developing and acquiring these capabilities to round out our portfolio to address these client needs. Today, we are better positioned than any other vendor to help leverage these new opportunities and deliver the right technologies needed for this transformation. This represents new growth opportunities for IBM.

By creating two umbrella organizations, Software Solutions Group and Software Middleware Group, we more closely align our industry and analytics growth plays, as well as our core middleware capabilities, to provide the necessary focus across our broad portfolio and accelerate our strategy. The organizational change represents the evolution of our business over the past decade. In that time, we’ve tripled our profits, grown our revenue by almost $10 billion and increased our presence around the world. Our software portfolio has grown tremendously and now requires a more structured alignment to maximize its value for us and our customers. What kind of partner base is IBM targeting, are they the channel partners and the SIs? Business Partners are key to IBM’s success in the marketplace, and we continue to invest in new

resources that help ensure their success. With new initiatives, we are now providing our partners with the same training and resources we provide our IBM sales team. That is why our partners see us as providing the best opportunity and rewards for those who invest in our software portfolio to better serve clients, tap new markets, and sell into new industries. We, at IBM, provide benefits and tools to help the resellers to quickly build a profitable business with us. All partners need to join the IBM PartnerWorld program as members. IBM PartnerWorld helps partners to succeed in the marketplace and strengthens IBM’s relationship with partners. The Business Partners who invest the most in IBM’s technologies receive high level of benefits and resources. How many partners do you expect to have by end of 2010?


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It is really not numbers game anymore. We are also not interested in signing with every partner in the country. We would want every partner who works with us to be highly profitable. What is your geographic spread? IBM embarked on a geo expansion initiative a few years back. We have an unmatched spread across the region. Today, n  IBM has offices in 22 cities and presence in 200 towns and cities in India, either directly or via one of its 2,500 business partners. n  IBM expanded into another 14 new tier two Indian markets in 2007 and 2008 and continues to expand it’s presence in 2009 n  India is home to IBM’s largest global delivery teams across Infrastructure, Applications, Consulting, and Business Process Outsourcing. n  IBM is the biggest multinational (MNC) software exporter in India, according to Software Technology Parks of India (STPI), a government body that facilitates IT growth in India


Tell us about empowerment programmes also? In today’s economic environment, IBM’s customers are demanding an even greater return on their software system investments. They are looking

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for smarter implementations, better resource deployment and they want to work with experts who understand their business. Recognizing this, IBM has fundamentally changed the way it looks at selling its software services to customers and at its eco-system of business partners. First, they have introduced the IBM Software Value Plus skills initiative. Under this initiative, partners can choose which products across the IBM software portfolio to become certified and authorized to sell based on their business model and industries served such as healthcare, banking and financial markets, retail, government, telecommunications, chemical and petroleum and energy and utilities among others. Second, while all software resellers can benefit from IBM’s diverse and rich software offering, IBM is making sure that it can provide support to those with the greatest commitment to its software portfolio and joint customers through a value added “Growth Through Skills” initiative. Business Partners are key to IBM’s success in the marketplace, and we continue to invest in new resources that help ensure their success. With this new initiative, we are now providing our partners with the same training and resources we provide our IBM sales team. That is why our partners see us as providing the best opportunity and rewards for those who invest in our software portfolio to better serve clients, tap new markets, and sell into new industries. IBM is expanding its commitment to increase marketing investments for all IBM Business Partners serving mid-sized companies including a new cross-IBM solutions development team to create a suite of integrated, cross-IBM solution building blocks around areas such as data protection, business analytics and dynamic infrastructure; a $130 million (USD) investment in marketing and demand generation programs including a significant expansion in co-marketing programs to help partners design their own lead generation campaigns; and increased support of local partners through Territory Business Partner Representatives to drive opportunities, develop solutions, maximize co-marketing activities and focus on client satisfaction. What are the financial benefits of the partners by going into this partner programme? From a partner perspective, the partner programs provide improved margins, stronger co-selling relationships and increased credibility in the marketplace. Partners will now clearly be able to leverage the investments they have made in developing technical and sales skills around IBM’s product portfolios, effectively leveling the playing

field by competing for business based on value versus price. Does IBM promote an IBM hardware & software strategy or software as a separate strategy? The company’s business model is built to support two principal goals: helping clients succeed in delivering business value by becoming more innovative, efficient and competitive through the use of business insight and information technology (IT) solutions; and, providing long-term value to shareholders. The business model has been developed over time through strategic investments in capabilities and technologies that have the best long-term growth and profitability prospects based on the value they deliver to clients. The company’s strategy is to focus on the high-growth, high-value segments of the IT industry. The company’s global capabilities include services, software, hardware, fundamental research and financing. The broad mix of businesses and capabilities are combined to provide business insight and solutions for the company’s clients. The business model is flexible, and allows for periodic change and rebalancing. The company has exited commoditizing businesses like personal computers and hard disk drives, and strengthened its position through strategic investments and acquisitions in emerging higher value segments like service oriented architecture (SOA) and Information on Demand. In addition, the company has transformed itself into a globally integrated enterprise which has improved overall productivity and is driving investment and participation in the world’s fastest growing markets. As a result, the company is a higher performing enterprise today than it was several years ago. The business model, supported by the company’s long-term financial model, enables the company to deliver consistently strong earnings, cash flows and returns on invested capital in changing economic environments. How do you focus on brand promotion and marketing while going to the Mid tier customers? IBM in India too has an increasing focus on the SMB or the midmarket segment. This market is estimated to grow double digit for the next three years. IBM along with its partners has developed a set of solutions to help SME’s grow. IBM plans to work hand-in-hand with local ISVs to provide new and existing clients with additional valueadded solutions that are specifically tailored to the local market. Our geo-expansion strategy and focus clearly


cements our commitment to grow client value – big or small. What is your strategy to provide software as a service using cloud or hosted model? Cloud has become a priority for many businesses in both the private and public sector, as it has been found to reduce IT operating costs and save energy. Large enterprises want our help to capitalize on what this model offers in a way that is safe, reliable and efficient for business. However many companies and government agencies have been reluctant in accepting cloud computing because of concerns such as the security of data, reliability of service and regulatory compliance. Our main strategy currently in the industry is to first address these issues by introducing services like, private cloud services which allows companies to build cloud computing infrastructures within their own data centers and test the cloud applications before sending them to production in their enterprises. Similarly, top-down view of all IT resources within a cloud-based location. With the IBM Smart Analytics Cloud, we focus on transforming traditional business intelligence and analytic environments into a self service knowledge dissemination solution for the enterprise. IBM’s goal is to provide the skills, tools and technology to build or provide cloud services to achieve business results for our clients.


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Wireless in enterprise is still a niche market. It is considered to be unsecure and unreliable vis-à-vis its sibling wired connection. But the flexibility and mobility are some of the advantages have wooed many enterprises to adopt it. BY SANJAY MOHAPATRA

FACTS ABOUT Year of Operation



Key People


Prakash Bajpai, Founder, MD & CEO, Heramb Ranade, Chief Marketing Officer, Tarun Kumar, CTO, Rakesh Khurmi, Financial Controller

Number of Employees


More than 5300

Direct presence in India


33 cities



Secured Wireless Broadband for Homes & Offices




n the enterprise market, networking means wired. It is primarily for the reason of security and reliability. Another point is the enterprises use desktop as primary solutions for computing and wired connection goes well with those devices. For wireless, there has to be an extra wireless access card with in PC, which normally does not come as default. Today’s market trend shows that notebook adoption is increasing in the enterprise space and wireless stands a better chance in the situation. As far as the security and reliability concerns are there, the wireless equipment vendors are taking extra care in making these devices extremely secure and reliable. This is precisely why wireless connectivity is moving ahead in the enterprises. Besides the products, it takes a lot of things to take any product to the heart for the customers. First and foremost is creating a change in the attitude of the customers by offering quality and reliability, secondly, offering right pricing and support. So at every stage there is a requirement of innovation. If the market is already there, to add another product is not a big deal but if there is no

market and create a market for any product is a great challenge. Time and again it is seen that by going against the trend with better solutions can create a trend in itself. When In 1530, Copernicus said Earth rotates around the Sun, it was not accepted by the people but he created a trend at that point of time. Similarly, Tikona Digital Networks, the young but dynamic company under the leadership of Prakash Bajpai, is going to create a trend in the market for wireless networking. The technology the company uses for wireless broadband is 4G OFDM, MIMO and other technologies such as smart antenna and beam steering that are superior to the 2G & 3G technologies when it comes to fixed home broadband applications. DSL is the wireline alternative that can do the same job but is prohibitively expensive and very slow to deploy, no wonder very little new investments are being done using DSL. Tikona’s network is capable of providing a fixed wireline broadband experience on a wireless platform with improved security standards. The company offers WPA 2 security encryption and antivirus bundled with the solution.


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Founded in 2008, Tikona Digital Networks, an “All India” Internet Service Provider (Class A ISP) is engaged in building the next generation wireless broadband services for home and enterprise customers. The first commercial service of its brand Tikona Wi-Bro commenced in Mumbai in March 2009. Tikona Wi-Bro service is available in 30 cities including the top ten cities of India viz: Mumbai, Pune, Delhi, Chennai, Hyderabad, Bangalore, Kolkata, Indore, Ahmedabad and Surat and plans to reach out to 150 cities in the next one year. The company has been backed by investors like Goldman Sachs, Indivision India partners and Oak India Investments with a capital investment of Rs.500 crore. The services of the company started with using free spectrum of 5.8GHz and 2.4GHz to cater to the to the consumers but as far as enterprises were concerned it had to go with a incensed spectrum and this year the company participated in BWA auction process and bagged 20MHz for 5 circles India including Uttar Pradesh (East), Uttar Pradesh (West), Gujarat, Himachal Pradesh and Rajasthan. Heramb Ranade, Chief Marketing Officer for Tikona Digital Networks, says, “Tikona Digital Networks has become the fastest growing broadband player in its first year of commercial launch. With the win of BWA auctions in 5 circles, the company has secured an access to 30% of India’s urban population.” With the license in hand, Tikona Digital has rolled out services for the enterprises with an initiative called Direct to Office (DTO). The advantage of Tikona Digital Networks is that it is the only service provider that caters specially to the wireless broadband needs of homes and office segments. Heramb adds, “Our competitors primarily focus on voice and not broadband as their rider business. Tikona Digital Networks has captured the space of ‘Secured Wireless Broadband’ using 4G OFDM & MIMO technologies. This innovative technology and network architecture has given us a first mover advantage in the country. We have deployed the highest level of security measures such as WPA2 advanced encryption, 802.1X authentication, MAC level binding and a unique combination of user id and password giving complete freedom from risks of self installed Wi-Fi devices. Additionally, we are the only company that offers a default anti-virus solution for PC security.” The company already has a subscriber base nearing 2 lacs and plans to target 5 lacs during this year and the service network will be expanded to 50 cities across India, which will be extended to another 100 towns in next one year. Tikona Digital Networks caters to home



PLEASE TELL US ABOUT DTO AND THE POTENTIAL YOU SEE IN THIS MARKET? In today’s competitive market, Enterprises need internet to keep their businesses running 24x7, business transactions suffer if Internet connectivity is down even for a short time. Tikona Enterprise Solutions recognizes this importance of Internet and its applications in businesses today and hence provides solutions to suit the needs of enterprise customers. Our Direct to Office (DTO) Internet offers leading edge ‘Internet Leased Line plus’ service that provides a host of intelligent features such as Load Balancing, Assign Speed by user group, Secured Office Wi-Fi, Secured Outdoor Campus Wi-Fi and Dedicated Bandwidth with SLAs.

HOW THE SERVICE IS PRICED VIS-À-VIS COMPETITION? The pricing strategy of Tikona Digital Networks is at par with the national Telco Broadband players. The one time entry cost for home customers is as low as Rs 500 and monthly plans start at Rs. 300 and go up to Rs. 3500 depending on usage requirements. For the SMB broadband segment, plans start from a monthly rental of Rs. 850/- with a one time installation charge of Rs. 800. Enterprise solutions are customized as per business needs and priced competitively.

NAME A FEW OF YOUR MAJOR CUSTOMERS? Our home customer base is nearing 2 lacs which is spread across the top 30 cities of India. Our recently launched enterprise business caters to customers from varied industry segments such as education, hospitality, ITES, realty, BFSI, media & entertainment, transport & logistics, FMCG and automobile.


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and enterprise segments under its brand name Tikona Wi-Bro & Tikona Enterprise Solutions respectively. In the home category, subscribers are offered 2 Mbps speed on all plans, a unique bill control feature and all home solution to connect multiple PCs wirelessly. In the enterprise category, we have recently launched ‘Direct To Office’ (DTO) Internet that offers premium and managed Internet Leased Line plus services with path breaking features that are customizable for the enterprise, something that is being introduced for the first time in India, possibly worldwide. The company has a very strong back end system designed specially to cater to data services. This robust back-end system has been deployed by company’s experienced and talented in-house team with the help of our integration and technology partners. This system comprises functionally rich customer centric applications like CRM (with multiple touch points) for efficient customer service, promotions, product definition catalogs, acquisitions and customer retentions. The Web based customer self service for customer registration, query management, bill presentment and payments is also there. The company has also deployed proven OSS solutions (service fulfill-

ment) that enable reduced time to market for launching new services and facilitating seamless service fulfillment. A comprehensive Telecom specific Business Analytics solution has also been deployed enabling tapping revenue generating opportunities and reduce revenue leakage. All these infrastructural deployment ensure quality of service is ensured to the customers. It being a young company, Tikona Digital Networks follows a push strategy wherein customers are contacted by its sales executives. To support them Below the Line activations and to create brand awareness, Above the Line campaigns are undertaken across India consisting of a strategic media mix of print, outdoor and radio. The company provides ‘Live Demo’ in India. This tool enables customers to experience Tikona services at their doorstep. Heramb adds, “We have a well trained and technically sound sales team in place that personally caters to individual needs of our customers, requirement based solutions. We also have qualified & skilled engineers who are ready to address any customer concerns at their home/offices.” As far as the ground level go to market is concerned, the company do engage channel partners


in its strategy. They are the best in the telecom business belonging to the data/voice segment, System integrators or OA partner fraternity. Tikona Digital Networks empowers them with innovative products, sound and competitive margins, excellent product training and strong field support. With a huge market potential waiting to be tapped, it makes a win win strategy for both the company and the channel partner to join hands and be present in the market with lucrative offers for the customers.

Finally… It’s just been a year in operation and Tikona has already made substantial progress in its revenue. The company is rapidly acquiring customers and is today the fastest growing private broadband company in the country, which means its monthly addition of subscribers is highest among private operators. When Tikona is adding 20,000 net customers every month, the next highest private operator adds around 12,000 to14, 000 net customers in the same period and the industry ARPU for Broadband are in the Rs 500 range. So it can be well imagined what can be the turnover of the company after one year.


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SUCCEEDS LIKE SUCCESS There is no denying the fact that Dell is a major player in the enterprise storage space globally. With its exponential growth in the PCs and servers in India, it is easy now to enhance its storage connect rate. BY NEIL D’SOUZA

FACTS ABOUT Year of Operation in India



Key people


Ravi Bhardwaj, GM, SMB, Dell India and Satyen Vyas, Director, Advanced Systems Group, SMb, Dell India

Direct presence in India


5 offices

Number of partners


10 million SMB customers worldwide. Partner-Direct had 50,000 registered partners globally. In AsiaPacific Japan region, the Partner-Direct program today has 4859 registered partners across 13 countries

Key products


PowerVault, EqualLogic and Dell/EMC




nterprise storage industry in India is very dynamic. The exponential growth in the data is compelling CIOs and CEOs of the companies to evaluate advancement of technology to lay a long-term roadmap for their organization, which is affordable and flexible enough to adapt to any business change. In this scenario, Dell India brings a great option for them. The company has elevated itself into providing Data Storage Solutions to its customers and provides apt storage infrastructure based on the current and the future business growth of the customer. Satyen Vyas, Director, Advanced Systems Group, SMB, Dell India, says, “Dell’s design philosophy is what makes it stand out from its competitors. Dell’s solutions are open, capable and affordable.” “By open we mean, our solutions, though may be based on unique Dell technology, are flexible and don’t involve any lock in’s. Capable means our solutions have innovative functionality that meets customer needs. Affordable means our solutions

can be acquired and managed within customer’s financial reality and this reflects Dell’s pragmatic DNA,” he added. The approach of the company in terms of solving customer problems is also what makes Dell stand out. As per Satyen, the company, does not offer standardized products to the customers, rather the solution is tailor made to suit their needs. Dell primarily has three brands in their storage portfolio – Power vault, Equallogic and the Dell/ EMC range. The Power vault range provides a high value easy to use solutions for direct attached and networked storage as well as data protection solutions. They are best suited to customers having limited IT budget, modest need for additional data protection features, predominately running a mix of Windows and Linux applications and whose current storage environment resides mostly inside their servers. EqualLogic is the best in Class storage for virtualized environments in an all inclusive package. It is best suited for customers building a new project


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DO YOU ENGAGE THE PARTNERS FOR SMES OR DO IT DIRECTLY? Dell is committed to listening to its customers and partners and we work closely with the channel through our teams to make sure the smooth implementation of various channel schemes. We have employed various means to reach out to our partners and have tried to gather feedback & suggestion from them. We have gone ahead and committed ourselves to a lot of initiatives that our partners wanted us to invest our resources on. The changes made to our Partner Portal is a case in point wherein we have taken these ideas and implemented to make the Partner Portal more user friendly and have included a lot of tools our partners would find useful. Dell is educating and certifying partners to be able to better engage with SMBs in India. Dell has launched the PartnerDirect program to create value for resellers to reach out to more customers. The PartnerDirect program has helped us make the Dell brand available to the SMB segment which does a significant part of its business through the channel. We have taken many initiatives to boost the bottom-line of our partners, starting from proper training on our products to coming up with rebates and incentive programs. In the SMB space, we have shared accounts as well as opportunities with our partners and are going together after those opportunities.

WHAT IS YOUR EMPOWERMENT STRATEGY TO THE CHANNEL PARTNERS? Dell constantly engages with channel partners through various initiatives, which are focused on the empowerment of our partners. We are investing heavily in building skill-sets of relevant partners, including sending key partners to Kuala Lumpur in Malaysia for a 3 day intensive training program on Storage. Equallogic demo program is currently on wherein the product is discounted heavily to encourage partners to purchase the demo Units. We are aligning instructor led classroom training programs and extending online courses to cover more relevant areas. More instructor-led trainings are planned for other partners for their pre-sale reps. Incentive plans are being aligned accordingly with much higher incentives for both the partner organization and partner sales representatives for selling enterprise solutions. To enable partners, Dell is offering to partners a combination of web-based and instructor led training for sales and technical people. These are high quality training. In addition, we offer attractive demo unit discount and the know-how for our partner to build a virtualized infrastructure solution showcase.


or revamping their existing storage strategy, running a mix of Windows and Linux applications, looking for automated management, view virtualization as strategic and pervasive and are interested in scale-out architecture and iSCSI. The Dell/EMC range offer highly available, scalable, tiered storage solutions. It is best suited for a customer looking for tunable configuration, views virtualization as practical for the right applications, has a variety of applications and looking for platform agnostic solutions. Dell works very closely with EMC to develop relevant solutions for the specific customers. The strong storage portfolio of Dell and EMC as well as the well-integrated teams and relationships on the ground between the two companies help us to take an industry leadership position in the market. As far as SME segment is concerned, Dell understands the importance of this market. The company like others sees tremendous opportunity in the SMB segment but believes it knows this segment better than anyone else. As one of our top five global business priorities, we are committed to addressing the pain points of the small and medium businesses and have a range of SMB specific products and solutions. Our ability to speak to them in a language they understand, with products they need and can afford without compromising on key demands of security and data protection, demonstrates the value we bring to the table as a true partner. As they focus on running their business, what we do best is to help them optimize their people and money resources to get the best returns on their IT investment. Dell sees India as one of its key markets and is committed to reaching out to its Indian customers. This is among the fastest growing segments and the company is investing significant resources to address this market. With dedicated SMB specific offerings, not just for products and solutions but also for the service and support, Dell remains committed to offering simplified IT solutions that free up time and money to foster growth and innovation in the SMB segment.

Finally‌ Apart from the products, Dell also focusses on providing customers complete range of consulting services, which includes application modernization services, cloud services & configuration & deployment services. The company helps SMB customers to design & deploy their IT Infrastructure. In this journey, Dell also banks on the channel partners. Currently, the channel countribution is arround 30% but going forward it will surely be a bigger pie. And, its share of 7% in the SMB space will be much higher


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GREATEST VALUE IS TO TRUST HUMAN BEINGS At a time, when the industry is talking about distributors should add value at their level, Iris Computers prefers to stay as a specialist logistic partner and help the dealers close their deals 24/7. BY SANJAY MOHAPATRA

FACTS ABOUT Year of Operation in India


September 1996

India Headquarters



Key People

Sanjiv Krishen, Chairman Kamini Talwar, Director Som Arya, Director

Direct presence in India


30 locations






IBM, HP, Lenovo, Microsoft, APC, LG, Raritan, Polycom, Canon, Dell, HCL, Iris PC, Belkin, Adata, Smart Guard :


tarted in September 1996, Iris Computers has come a long way in the IT distribution space. That year the company was able to garner a turnover of Rs. 5crore but since then there was no looking back. Iris has touched Rs.800 cores of turnover last year and is eyeing at closing this year at Rs.1000 crores. In fact the group has already touched a turnover of Rs.1000 crore (combined turnover of Iris computers, Iris United Technologies and Domain 2000). The growth of the company has been fairly well. After 14 years, the company has been dealing with 2200 resellers. They have staff strength of 250 employees and present all over the country with more than 30 offices. The IT distribution company not only has one company but has two other sister concerns named as Domain 2000 and Iris Unified Technologies to complement the operations. Based out of Singapore, Domain 2000 supplies PCs to the Indian customers who are exempted from paying duties on PC importing. Sanjiv Krishen, Chairman, Iris Computers Ltd., “We thought it would be a few transitions to happen through this company but surprisingly we are doing Rs.100 crores business from Domain. All the education institutions and software companies are buying big time and we fulfill those requirements.” The other one is Iris Unified Technologies, a Rs.25 crore company. It is the software and train-

ing company helping Iris on each of its product lines. Through this company, Iris provides service to all the machines that distribute. On the other hand, the flagship company, Iris Computers has been growing very fast in terms of a top line as well as bottom line. It has a very health portfolio of products. The company distributes IBM, HP, Lenovo, Microsoft, APC, LG, Raritan, Polycom, Canon, Dell, HCL, Iris PC, Belkin, Adata, Smart Guard, etc. When the distribution market or box pushing business is known to be very dull one Iris seems to be enjoying the business and its share is growing faster? The company has been getting awards from the vendors like Lenovo and IBM as best distributor. Why it is happening? The price is same all across! The product is same! The specification is also same! Sanjiv said, “Our goal is to become most responsive distributor. We are open from 9 in the morning till 9 in the evening and 7 days a week. This is the value that helps the partners,” he added. The company has learnt to be open for twelve hours from an interesting incident. Sanjiv said, “Long back, in the month of December, one person walked into our office at around 7 o’clock, in the evening and asked for 31 computers on credit. He said that these machines are supposed to be installed at Bank of America, Kolkata. It was of course a very serious problem for us because we did not know the person at all, nor was he ready to pay us upfront. We trusted that person and


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INTERVIEW WHY HAVE YOU BEEN APPRECIATED BY THE VENDORS? Vendors appreciate and accolade us because we are available to them whenever they want us to be. We go out of the way from normal delivery process to help them. For example, we had Microsoft days. Microsoft gave us a target to bill 50 partners in a day. So we had set up a war room in our conference hall and got our sales team and Microsoft people together and sold 180 partners instead of 50. We go to the extent of working with partners closely and ensuring them to get business. So they feel happy in dealing with us.


IS IT A STANDALONE CASE WITH MICROSOFT? No it is happening with all the vendors. In IBM, they have run rate servers. They offer a target of 150 units for all the distributors but we are doing 300-400 units per month.

CAN YOU GIVE US A MIX OF YOUR BUSINESS? Lenovo and HP are two top brands for us. Both the companies contribute 25% each to our business. IBM contributes 10%, Microsoft 10%, Dell contributes 10% and rest of the brands share 20% to our business.

confirmed the order from the bank that it was genuine and supplied the machines.” He added, “From that day, we decided to open our office when dealers need us - even at 2 o’clock mid night. It is very easy to open the warehouse but it is difficult to get the orders. This is the culture we are running in Iris. We want to make the things possible for dealers rather than stopping things. We do not want to be that much system driven which blocks the business.” Apart from always available attitude, the company believes in ‘trusting people’. Sanjiv says, “We take finance details from all the dealers before giving any credit but there are people whom you will never give Rs.5 lakhs credit but they bring in Rs.50 lakhs or above value orders. In that case, we look on the eyes of the person if he looks genuine we give them credit.” Another great value for Iris is availability of products. The company carries stock to the value of Rs.60 crores every time. The company has built a strong reputation that Iris has stock.

Finally... Iris helps the customers by going out of the way of the normal practice. By doing so, Iris not only helps the customers but indirectly helps itself. The ideology is to to help dealers and principals

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RT OUTSOURCING ASSUMES A NEW AVATAR - INTARVO Change is always the rule of the game. If you do not change according to the market dynamics, the growth gets impeded. BY SANJAY MOHAPATRA


T Outsourcing Services, the Delhi headquartered IT company, which was predominantly into after sales service, is moving into new territories. The company has innovated within and built capabilities. With this the company changes its name to inTarvo. ‘inTarvo’ stands for its core ideology of Delivering Value (inT+arvo=Integration + Value). With the change in identity, the company also has shifted to a new premise at at Noida. The premise spanning across 122,000 sq ft floor area houses the state-of-art facility for integrated support solutions for IT, CE, Telecom & Electronic Security business. inTarvo now provides end-to-end Lifecycle Management solutions including Installation & Commissioning ,Technical Helpdesk, Service centers, Repair & Refurbishment, Technical Training, Infrastructure Management Services and e-waste recycling. Pravin Jain, Chairman, inTarvo Technologies Limited, said “We have been a trusted name for most of the fortune 500 technology brands for their service needs. With our consolidation strategy we are more committed towards improving customer satisfaction levels. inTarvo will consistently deliver value in Integrated Lifecycle Management services through integrated offerings. Our excellence in mastering the end-to-end aspects of this process is the key to our ability to deliver consistent value to our clients’ brands and to their customers.” Today, inTarvo is the India’s largest and fastest growing provider of Integrated Lifecycle Manage-

ment services. The company services brands like HP, IBM, Acer, Lenovo, Toshiba, Western Digital in the IT segment. Similarly, in the Telecom space the customers are Ericsson, Nokia Siemens Networks, Sony Ericsson, Micromax, Huawei, ZTE, Samsung, Avaya, etc. In the security and automation space, Honeywell, Johnson Controls, Zicom, Chubb Alba, Diebold, etc. are its customers. The company has also announced a series of endeavors for its future growth. They have announced a new professional management. The team comprises experts from IT, Telecom and Electronics Security industry. The company is backed by some of the high profile PE firms. For example NEA, the leading venture capital firm had invested around Rs.75 crore in September 2009. Before that in 2007, the company had received an investment of Rs.31 crore from Sonoma Management Partners. Moving with the trend in the industry the company has forayed into e-waste management services. It is about managing of electronic waste for efficient, responsible and sustainable waste recycling solutions to meet the challenges of environmental compliance and human healthy while conserving Earth’s resources. Similarly, the company has developed capability to offer remote infrastructure management services. inTarvo combines technology expertise, evolved process frameworks, state-of-art infrastructure and flexible delivery models to offer a comprehensive suite of IT Infrastructure Management Services to global enterprises. Electronic Security installation & maintenance services are another area


“OUR EXCELLENCE IN MASTERING THE ENDTO-END ASPECTS OF THIS PROCESS IS THE KEY TO OUR ABILITY TO DELIVER CONSISTENT VALUE TO OUR CLIENTS’ BRANDS AND TO THEIR CUSTOMERS.” where the company is investing heavily. inTarvo has a dedicated PAN India team of professionals to support OEM’s in design, installation and maintenance of electronics security products like CCTV systems, Access Control, Intrusion alarm, BMS, VDP, Fire Alarm Systems. inTarvo’s technical expertise comes from its accumulated experience in managing field services and depot services as well as installation support services for Fortune500 companies for over 15 years. inTarvo is present in 200+ cities with 400+ centres and has over 3500+ technicallyskilled employees on its payroll. The company has also expanded its footprints to overseas locations including Sri Lanka, Bangladesh, Middle East & Singapore. inTarvo has been winning Deloitte Technology Fast 500 Asia Pacific & Fast 50 India Ranking consecutively for 3 years in a row (2007 to 2009). The company has acquired most of the certification for Quality Management, Environment Management, Occupational Health & Safety Management, and Information Security Management.

Finally… inTarvo has today touched a turnover of Rs.200 Crores, but with the growth strategy already in place, the think-tank forecasts it to be Rs.500 Crores in coming 2 years.


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ASUS Bamboo Collection notebook – U43Jc blends the wonders of natural design with cutting edge notebook computing and stylish mobility. A follow-up to the first Bamboo

Series launched in 2008, the new U Series Bamboo Collection reconciles users’ need for

EPSON’S INTELLIGENT, interactive ultra short throw projector - EB-450wi - allows teachers and business presenters to conveniently turn any standard whiteboard or smooth wall into an interactive learning and presentation area. This innovative tool delivers a cost-effective solution for presenters to easily use its interactive capabilities and eliminates the need to purchase and install cumbersome dedicated interactive whiteboards. The project features a digital infrared pen that allows users to write with “virtual ink” on the projected area, manipulate interactive onscreen objects and features, or use it as a computer mouse. The interactive projector can be mounted as close as 2.8-inches away from the wall to accommodate smaller classrooms or meetings rooms, and can project a 60-inch diagonal image with the lens only 18-inches away. Epson’s proprietary 3LCD technology offers full-time colour projection with three separate LCD panels (Red, Green and Blue). The projector also offers Simplified Network Monitoring and Control and Multiple Connectivity Options. It also comes with integrated 10-watt speakers and extended Lamp Life up to 3,500 hours in economy mode.

FEATURES n Brightness / Contrast: Up to 2,500 lm

/ 2,000:1 n Screen size (projection distance): 59

computing power and connectivity. ASUS has put a lot of technology into the U43Jc notebook. It’s exclusive Super Hybrid

to 97” [0.465 to 0.766 m] / 74” screen

Engine (SHE), which monitors processing

[0.585 m]

loads and delivers just the right level of

n Native Resolution: 1280 x 800 (WXGA) n Lamp Life: 2,500 hours (normal mode)

/ 3,500 hours (Eco mode)

power, works alongside NVIDIA Optimus technology to conserve energy and hence extend battery life. Whenever possible, more


energy-demanding graphics are turned off to

Rs 1, 86,000

conserve power, prolonging battery life.


It also features Syncables technology

Tushad Talati, 12th Floor, The Millenia, Tower A, No. 1, Murphy Road, Ulsoor, Bangalore - 560008 email: Tushad@, phone: 080-3051 5000 website:

that enables effortless syncing with a


to the range, reflecting the move toward

plethora of devices, including desktop PCs, other notebooks, smartphones and digital cameras. USB 3.0 is another new addition

ever-faster data transfers.

n Product: ASUS U43Jc Bamboo Series Notebook Cost: Rs. 61,999 Contacts: Alex Huang Tel.: (91) 22 – 67668800 / 18002090365 Email: Website:


Products.indd 44

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RAZER ORCA GAMING and Music Headphones is a perfect headphone for the avid gamers. This stylish pair of headphones features a comfortable ergonomic design with quality sound and an ultra sleek look and painted in venomous green color. Razer unites the music enthusiast with the hardcore gamer to bring you the coolest pair of headphones to hit the streets. Equipped with a plug and switch cable, the Razer Orca provides a quick and convenient solution for seamlessly switching between gaming and listening to music. The Razer Orca comes with a shorter, standard braided cable for listening to music on the go, but also includes a braided 2 meter extension cable for a quick transition to desktop gaming. With enhanced drivers crafted to optimize both in game action and the thumping bass of your favorite artists, the Razer Orca excels in providing a dualpurpose solution for gamers and music lovers. Crafted for a secure yet lightweight feel, the circumaural design provides a comfortable fit for hours on end, letting you keep your style on lock in all situations whether it’s in front of your gaming rig or jamming out to your MP3 player. n Product: Razer Orca Headphones, Price: Rs. 3,599 Contact: Fiona Ng,



ULTRA PORTABLE 3.5G ROUTER D-LINK MYPOCKET 3.5G HSDPA Router (DIR-457) is a mobile, pocket-sized router that offers download speeds of up to 3.6Mbps when using an UMTS/HSDPA SIM card. The slim design of this router along with its built-in rechargeable battery provides users with portable convenience. It offers immediate 3G network access and sharing via Wi-Fi with up to 16 clients by simply pushing the “On” button at the top of the device. The myPocket Router is essentially designed for frequent travelers and for all those demanding high speed wireless internet connection anywhere, anytime. With so many different services and technologies dependent on the Internet, this little device allows users to create a wireless connection regardless of their location. With a built-in microSD slot sharing of files between Wi-Fi enabled devices is easy and its rechargeable battery allows for increased mobility. Further it can be used in one of two different modes, as either a USB modem or Wi-Fi router and provides flexible coverage with multiple frequency support.” n Product: D-Link myPocket 3.5G HSDPA Router (DIR457), Price: Rs.10, 800, Warranty: 1 year Contact: Ms. Divya Shetty, Email: Tel No: +91-22-2659 5700





TARGETED AT THE mid-tier market, Cyberoam CR500ia UTM appliance offers Extensible Security Architecture (ESA), Application Layer 7 Management, 3G/WiMAX support, security for HTTPS/SSL traffic, Instant Messaging Archiving & Control, Next-Gen UI and “IPv6 Ready” Gold Logo certification. It delivers high ROI with breakthrough speed and throughput values. Such a high performance to price ratio is realized through Cyberoam’s enhanced multi-core architecture that ensures parallel processing of multiple network sessions. This enables the appliance to maintain a predictable degree of performance while dealing with unknown future threats, thereby providing higher levels of security. In addition, integrated Active-Active High Availability feature provides efficient, continuous access to business-critical applications, minimizing single point of failure. CR500ia UTM offers a complete package of Security, Connectivity and Productivity (S-C-P) for enterprises which yields best-of-the-breed solutions over a single interface, resulting in a complete dependable shield. On top of it, the unique Layer 8 technology treats the user as the 8th layer in the network stack, penetrating through all Cyberoam security modules to ensure complete visibility and control over user activity in the network. It also adds speed to the enterprise security set-up. n Product: CR500ia Price: Rs. 6.70 lacs (including appliance + 1yr Total Value Subscription) Contact: Sumith Satheesan, Head – Presales, Cyberoam, India Tel No: +91 – 9819331998 Email: Website:


Products.indd 45

8/20/2010 10:24:36 PM




Country Manager - India & SAARC, Astaro &


CEO, Astaro (Right)

“Before our direct presence here, our products were being implemented by Indian customers including ISRO, Akshardham Temples, Four Seasons Hotel, Mumbai, and many more.”

ASTARO TO INTENSIFY OPERATIONS IN INDIA AFTER CREATING a niche in the European UTM security market, Astaro is now eyeing at India very seriously. This is precisely the reason why very quickly, Astaro global CEO, Jan Hichert, visited in India to take a stock of the market. His purpose of visit was to make commitment to the market that Astaro is here to stay and help enterprises in terms of their adoption of right security solution. He also reiterated his commitment to the development of channel, adding resources and enhancing focus on the vertical market. Speaking to SME Channels, Jan said, “From the Astaro perspective, we see India a huge market. Before our direct presence here, our products were being implemented by Indian customers including ISRO, Akshardham Temples, Four Seasons Hotel, Mumbai, and many more. It is not for the sake of UTM they had implemented, but our quality and technology had compelled them to do so”. Astaro prides itself of its German-quality standards on its products as well as its support. Apart from the fact that Astaro is the only UTM that provides customers 3 different ways to deploy the

Astaro security solution (hardware, software and VMware for the cloud), its web and email security has dual anti-virus protection for stronger perimeter security. Sunil Sapra Country Manager - India & SAARC, Astaro, said, “I am glad for the support extended from Astaro Headquarters and partners in India. I am passionate about making Astaro India a very significant and trusted network security brand in India.” Astaro UTMs come under ASG series of appliances where the company provides solutions from a 10 concurrent user environment up to 10,000 concurrent users through a single appliance. And the customers can add upto 10 ASG appliances in an active- active mode; ASG can be a great fit even for almost every large enterprise in India. Jan Hichert added, “Astaro provides the same features and functionality in the software version too. You can install Astaro software on any machine and get the complete UTM functionalities. With Astaro you don’t need to install any O/S. You can install Astaro software on a bare metal.”

He maintained, “Our security subscriptions also gives SMEs the flexibility to exercise a buyas-you-need attitude, providing full scalability and expectations for growth, fully considering the ROI standards of growing companies. Since Astaro’s base software called Essential Firewall comes free of charge, SMEs are already able to meet ROI requirements. From there, they can grow with the security subscriptions as they need depending on their network infrastructure.” Astaro latest innovation called Remote Ethernet Device (RED) is a huge differentiator. It is the first security gateway requiring no local setup. Its complete configuration is done centrally via an Astaro Security Gateway located at your main office and automatically distributed to the RED appliances. Installing the RED in the branches requires no local IT knowledge and reduces the TCO by more than 80% because there are no maintenance and no recurring costs for the branch offices. It makes the administrator’s life simple by having only one global security policy required. Besides, the company has also added the capability by adding Astaro Security Gateway Version 8 to the portfolio. This major release comes with several new features and general improvements, providing SMB as well as enterprises with comprehensive protection. While Unified Threat Management has been the option of choice for the SMB sector for some time, Astaro’s partners have observed an increasing demand from enterprises for integrated security solutions. Astaro India has a dedicated distributor here in India by the name RAH Infotech. And the company has its dedicated support mechanism. The customers and partners can also solicit support from the company through its dedicated 24 X 7 phone line, email and web service.


Guest in town.indd 46

8/20/2010 10:24:19 PM

Warranty reassurance for customers, profit opportunities for you. Claim up to 19% margin with Dell Vostro™ Service Cards! The customizable, professional quality of Dell Vostro™ notebooks and desktops commands a rewarding market amongst small businesses. Now, with the launch of Service Cards tailored to every model across the range, you can expect to achieve even better reward for your efforts. The new Service Cards offer exceptional 24/7 warranty cover. So you have an enhanced offering, your customers have the incentive of greater efficiency through less downtime and more uptime; and you have no hassle, because Dell take care of the servicing and back-end processing.

New Vostro™ Service Cards make you up to 19% on desktops, 14% on notebooks • Easy processing • Specific service offer and product associated with each card • 1 and 2 year options add flexibility

To buy Dell Service cards, contact our national distributor

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Dell Service Card ad.indd 1

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RNI No.: DEL ENG / 2010 / 3192

Data of Posting: 19 & 20 of Every Month

Postal Reg. No.: DL-SW-1/4145/10-12

Dilighting You Always




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Specific solutions for specific business needs. l Laser All-in-One Print, Scan, Copy, with fax & network options l Auto Duplex Printing, Copying & faxing l Approx 10 secs first copy-out print time l Toner & Energy saver mode l Speed and Performance with unique Printing System & technologies l Color Scan to Email/file/PDF/OCR/USB Memory etc. l Up to 100 department ID management l Energy efficient & Eco-friendly Call Canon at 1800 180 3366 / 39010101 or log on to or e-mail at

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