Excerpts
CT: Emerson Network Power has emerged from a UPS company to packaged power solution provider over the year, how has been the transition phase?
Kumar:We have evolved from the legacy of a product-based business during our Tata-Liebert days. Instead of UPS company, Emerson Network Power’s transition can be summed up as a company which protects and optimizes critical infrastructure, with services that maximize availability, capacity, and efficiency for businesses. Historically, Emerson Network Power has been known globally for its grid-to-chip power solutions enabling enterprises of all sizes and applications to sustain their critical business operations. From DCIM to UPS solutions, power equipments to monitoring solutions, we have gradually rolled down our cost effective solutions across the gamut of home and commercial applications. We will be adding and upgrading our solutions in sync with demand areas and specific applications.
CT: What has been the key channel initiatives Emerson network Power has taken in last six months?
Kumar: Seeing the huge growth potential coming from Tier II and Tier III cities, Emerson Network Power embarked on a multi-city roadshow, InfraNxt, to build a stronger awareness about the products and services as well as educate SMEs, CIOs and channel partners on the efficient business solutions that we offer. As emerging markets are doing better than metros and due to a large number of SMEs burgeoning in these cities, we visit our channel partners more often and impart them special training and skill development to help them offer better know how and consulting on our wide range of products.
In order to address the growing need for UPS systems and to widen our channel network we announced neoteric infomatique as a distributor for India. To distribute our UPS product portfolio and DCIM products in Bangladesh, we appointed Computer Source as our distributor in the country.
CT: Are there any unique initiatives that Emerson Network Power is using to incentive partners?
Kumar:Emerson is extremely proactive when it comes to taking care of the priorities and needs of channel partners. We make sure to introduce timely initiatives to ensure the long-term growth and profitability of our partners. We recently unveiled our unique incentive program ‘Rainbow Dazzle’ for our channel partners in India. This program in one-of-its-kind in India where we have partnered with PAYBACK, empowering our VARs and NSPs with the opportunity to select their rewards from over 50 PAYBACK partner brands.
CT: What were the reasons when Emerson Network Power chose PAYBACK as a partner?
Kumar:We always ask our partners for feedback after the conclusion of each incentive program and based on their recent feedback we decided to opt for PAYBACK. Our partners provided us insights on their expectations in terms of what the benefits should ideally be and the proposition by PAYBACK suited the needs ideally.
CT: What are the emerging opportunities for the partners of the Emerson Network Power?
Kumar:The Union budget has brought a lot of optimism for IT companies. This, in turn, will translate into exciting opportunities for channel partners. For instance, allocation of funds to create solar power projects across states and implementation of Green Energy Corridor Project will help boost power generation from renewable energy sources. This will be a good opportunity for our channel partners dealing in solar UPS systems as well as other power equipments as there will be a huge demand to satiate the market’s needs.
Apart from the positive budget, we are witnessing a renewed vigour in ITeS segment , data center space, eGovernance projects, infrastructure as well as education sectors. Increased spending’s from these sectors will offer big business opportunities to our channel partners.
CT :Online marketplace has been becoming critical for every IT vendors as part of its GTM, how Emerson Network Power looks at online marketplace as its growth engine?
Kumar:We understand the new wave of online market and eCommerce demand primarily for Home/SOHO segment and are tying up with some leading players to accomplish that within our defined guidelines. We also see a few partners who have already got on board with Online Marketing & Sales Initiatives and we are promoting this to other partners under the MDF (Market Development Fund) program.
CT: Online marketplace is changing the dynamics of the traditional IT distribution. What is your view?
Kumar:Yes, it has already started impacting and changing industry dynamics. We see a gradual rise in demand/ transactions for IT Components and Accessories through various eCommerce website and it is slowly growing towards the end products segment. The aggressive plan of companies like Amazon and Flipkart is going to change the game; however, partners and distributors can still co-exist as this will affect product line which is commoditised. The online market for our products is yet to evolve as they are primarily sold to solution providers and system integrators.
CT: The new government budget has given a lot of thrust on smart cities projects. Can you throw some light on Emerson Network Power’s plans to capture this market?
Kumar: The new government’s proposal of building 100 smart cities is line with its dream of India being a developed country by 2020. When it comes to building a smart city, there are a lot of key services such as telecommunication, transportation, healthcare, public safety etc, which needs to be taken care of. Given all the facilities should be running round the clock, players like Emerson Network Power assume a critical role.
Our wide range of products and solutions optimize critical infrastructure to maximize availability and efficiency. Not only business continuity, Emerson Network Power’s solutions enable remote monitoring and real-time update mechanisms which help gather data and analyse it for use in shaping further policies and projects.
CT: Could you update us on Emerson Network Power’s performance in the last fiscal? What are the growth areas for Emerson Network Power in next one year?
Kumar:We are going to continually focus on meeting the huge demands from tier II and III cities as well as the large number of SMEs which are increasingly becoming technology ready. The Indian SME market has a huge growth potential and are completely aware of the challenges they face when it comes to IT adoption and realize the urgent need to solve them. We believe that these SMEs will require innovative and custom products for their IT infrastructure and will be the biggest growth driver in the upcoming year.
CT What has been the innovations being made in the UPS product, what are the key requirements for SMBs and enterprise customers?
Kumar:The key differentiator from the conventional solutions available in the market is ‘Intelligence’. We are coming up with intelligent solutions for SMBs as well as enterprise customers that value better control and the TCO that comes with it, which is exactly what they are looking for. Our remote monitoring solutions and advanced analytics are highly efficient and can deliver measurable load, environmental and performance improvements.
Through our UPS products we’re making sure that SMBs and enterprises alike have high operational returns which will more than pay for the incremental investment in most situations through lower power usage, fewer maintenance visits, and an overall longer site equipment life.