Commitment = Competitive Edge

Singapore-based Strontium Technology is
one of the leading PC and flash memory producers with revenues close to
$200 million,
and has operations spread in the US, Australia, New Zealand, South-East
Asia, India, Taiwan and
Latin American markets. Founded in 2002, the company is led and
promoted by Vivian Singh and Anshuman
Gupta, who have an expertise in international management, operations
and finance. The company's
core competency lies in DRAM and flash products. Its product
portfolio carries all types of DRAM, SSD, external HDD and flash
products that include USB flash drives, micro SD and SD cards.
Strontium's unique value proposition is majorly brand quality at a
competitive price and consistent availability throughout all the
regional markets. The company offers life-time warranty on all its
DRAM products with a minimum replacement time, and provides service
throughout the country.

CHANNEL STRUCTURE

Affirming that the channel is key to
their success in the Indian market and thereby speaking over the
channel-centric initiatives, Ajay Kogta, Country Manager-Indian
Subcontinent, Strontium Technology said, "We are very fair to
our partners and always try to maximize their profitability. This helps
us get their loyalty towards
our brand. To help our partners in sales, our sales resources are not
only helping them but are also giving confidence of providing regular
support," he said. The company operates through Global Infonet,
which is a national distributor. "We are also working with
regional distributors to have better geographical coverage. Actually
we have one to two RDs in every major IT hub of India depending on
the market size. The company is regularly expanding Strontium's reach
to new segments and to new regions. Indian market is quite
significant and very wide; therefore channel expansion is an on-going
exercise. For tier-1, we will limit our expansion however, for tier-2
and tier-3 we will continue to expand in all verticals," said
Kogta.

BUSINESS STRATEGIES

Strontium is targeting the IT vertical
for DRAM and flash products. "Since, there is a huge potential,
we are targeting IT, mobile, stationery and camera segments. As the
Indian market is very important to us, there is a huge consumer base
and
lots of potential which we want to explore. If the government
sponsored schools and colleges also start adopting PCs, I think it
will open up another large market. Similarly, the government offices
and rural users are the impending market. Till today, we do not see
enough penetration of PC in the households of small towns and cities,
this is an additional budding market," added Kogta. As
Strontium's target audience is youth, therefore this year, it plans
to do more end-customer activities targeted around this segment. "For
educating customers we will target schools and college going students
and explain them about our quality. Also this year we will be going
to organize road shows, participation in IT trade shows, and channel
meets to educate channel partners about the company," quoted
Kogta.

PARTNER NETWORK

The company is targeting more than 100
tier-2 partners and over 2000 tier-3 partners for the DRAM products
range. "For 2011 our main focus will be tier-2 and tier-3
cities. We are consolidating our tier-1 partners now and it would be
limited to only committed partners who give priority to our products
in their business. It will continue to be a combination of ND and
RDs," commented Kogta. The company will focus on
grooming its existing partners signaling a mode of consolidation
rather than adding new partners. "Our focus will be more on
flash products this year like SSD, USB and flash cards. We have been
able to successfully win loyalty of our partners as we are very
transparent in our approach. We are expanding tier-3 partners through
our sales resources which indirectly is facilitating the sales of our
tier-1 and tier-2 partners. This is a win-win situation for all. Our
quality assurance together with after sales support is complementing
all our channel activities," informed Kogta. Kogta said that,
the company offers quality products and will continue to give better
value for money for its customers. "Our value proposition
provides customers with highly favourable support and advantages that
directly strengthen our customer's market positions and product
offerings. At Strontium, we place utmost
importance and emphasis in providing the best of value to customers in
a highly competitive market
environment. Our competitive edge lies in our commitment," he
added. Strontium said that, it will continue
to work tirelessly to make itself valuable to partners and consumers.