APC aims for 5,000 resellers by 2007

Product availability is a critical issue, which every vendor
is focusing on. The second core concern is reaching out to smaller markets in
the country. And the channel is the only option available for vendors to achieve
both these objectives in a vast country like India.

Understanding this well, American Power Conversion (India) is
nearly doubling its channel network in the country. "Last year, we had only
2,500 active partners in our network. This year, we increased it up to 4,000 and
our target is to cross 5,000 by next year," said Pankaj Sharma, Country GM,
APC India, who is also responsible for the SAARC business.

PANKAJ SHARMA Expanding the partner base through sustained channel campaigns

According to Sharma, the company was able to increase the
active reseller base only through sustained channel campaigns and specialized
programs. "The active channel engagement through training and
certification, and working closely with partners helped us to register a
significant growth in business over the last year. The transactional business
registered a new high at APC India," he said. The company has three-set of
partners called Authorized Partner, Authorized Silver Partner and Authorized
Gold Partner.

Over the last year, the company carried out many activities
for the channels, which included a 15-city training program on regular basis,
field evangelizing, call center support, rewarding the partners, increase the
penetration in upcountry markets, product innovation and offerings, among
others. "We do not just sell products with partners. Instead we work
closely and update them on all the latest developments in the company and
industry, thereby creating and showing value in business," Sharma
mentioned.

APC's 300-city service network with 500 service points is
an added advantage to it. "Presently, we are selling in 300 cities and want
to reach every constituency in the country. We are adding partners only to show
value in business (opportunities across the country, including untapped areas)
and not to create competition among them in the market," he elaborated.

APC has three divisions namely enterprise, mid-market and
transactional channels in business. "We give due focus to all the three
businesses and channels play a key role in all these areas," pointed out
Sharma.

The company has also recently got into accessories business and is in
expansion mode here. "The accessories business needs high visibility and
retail initiative from the channel side. Presently, we have only limited
partners here and want to scale up the operations as the market is opening
up," he said. APC has wide range of products such as power ready notebook
cases, laptop stands, travel enhancements, surge protectors, notebook batteries
and adaptors etc.

S GOPIKRISHNA