'Cabling solutions offer SIs a window to other integration opportunities'

With a responsibility to spearhead the network connectivity solutions
business of Avaya, Prasanna Kumar is currently busy scouting for the right kind
of systems integrators. However, he is quick to point out that the company would
engage with only those partners who can offer value-proposition to
end-customers, in sync with Avaya’s vision.

What connectivity solutions does Avaya offer?

SYSTIMAX is the branding for the entire range of connectivity solutions. Under
SYSTIMAX, we manufacture and distribute the entire end-to-end solutions, both in
copper and fiber. This includes CAT5e and CAT6-compliant products in copper and
Multi-mode and Single-mode products in fiber.

We also have some new innovative solutions, like the VisiPatch, which use a
unique ‘reverse’ patch cord, is CAT6-compliant and also gives a neat
cordless appearance to the telecommunication closet.

Then we have iPatch, an intelligent patch panel solution, InstaPatch, which
provides a faster and multiple fiber connectivity, LazrSPEED 550 fiber, which is
OM3-compliant and supports 10 Gbps for 550 meters and TeraSPEED fiber, which is
single mode and is designed to handle new and emerging applications and supports
the entire frequency spectrum from 1265 nm to 1625 nm.

But now with CommScope acquiring SYSTIMAX, how would it
affect Avaya’s business in the country?

On a macro level, most of the things would remain unchanged, including the
channel structure, programs and policies. What may change is the name to
probably CommScope Solutions India. One outcome of this acquisition would be
that even CommScope products may become available in the country.

What is your business model in the country?

We have a 100% ‘indirect’ channel-based business model. Currently, we
have three distributors in the country–Ingram Micro, Tech Pacific and
Redington. We also have Network Solutions as a VAR (value-added reseller) in the
country. Though we have all the top three national distys with us, it doesn’t
mean that any systems integrator is our partner.

We are very particular about the SI partner that we engage
with. We have a program called SYSTIMAX First and we identify key SIs under this
program who share the same kind of passion and enthusiasm that we have for
selling connectivity solutions.

What are the salient features of this program?

Under the SYSTIMAX First program, we have two levels of accreditation. These
are authorized business partner (ABP) and prestige business partner (PBP). Once
we identify a key SI, he is given an ABP status. After he has proved his
capabilities and demonstrated his performance in terms of growth and commitment,
the SI is considered for promotion to enjoy PBP status.

Currently, we have two PBPs: Network Solutions and
Sigma-Byte. Apart from these PBPs, we have identified about 60-70 ABPs across
the country. Of these, nearly 30 are already working with us actively, on a
daily basis.

We always carry value proposition to our customers. Quality
and performance are paramount to us. Any business partner who qualifies to be a
part of Avaya’s channel, has to share and take forward the same kind of
value-proposition to the end-customers.

What kind of qualities and credentials Avaya look in its
partners?

One of the most important parameters that Avaya’s partners have to fulfill
is that they have to have cabling as one of their core businesses. We don’t
look forward to partners who say ‘I also do cabling’, instead we are
interested in partners who say ‘I do cabling’.

Also, our prospective partners need to have enough and
well-trained manpower, who are adept at technicalities of various connectivity
solutions. In this regard, we also offer specific training programs in different
areas related to designing, engineering, implementation and maintenance of Avaya’s
solutions, to our partners.

How do you rate the maturity level among partners and
customers, as far as selling or adopting cabling solutions are concerned?

From what we see, customers’ maturity level and awareness about cabling
solutions have grown manifolds today than what it was say, 10 years ago. Today’s
customers are not willing to buy a connectivity solution just because a vendor
is saying. We find our customers looking forward to the best-in-class product,
in terms of quality, performance, warranty support and lastly, price.

Why do you a think an SI should also consider cabling
solutions as an attractive source of business?

Cabling solutions offer an SI a window to all other kind of integration
opportunities. First thing that a customer today needs to put in place is
cabling, before he goes ahead with bringing in PCs, servers and other IT
infrastructure.

So if an integrator begins by talking to customers about
cabling solutions, it opens up for him a host of other integration opportunities
as well. Also he can offer consultancy services in the network connectivity
domain.

How has the business been for Avaya in terms of growth?

Business has been pretty good for Avaya. On a year-on-year basis, we have
growing at a rate of 38%. We are looking at a growth upwards of 40% in our
current financial year (Oct to Sept).

GOLDIE