ECS to revitalizing India channel strategy

With an aim to increase its profitability coming from the Indian region, Taiwan-based Elitegroup Computer Systems (ECS), a motherboard and graphic card focused company, is looking forward to revitalize its channel strategy in the Indian region. As part of this initiative, the company is looking at having a national distributor pushing its latest range of motherboards and VGA graphic cards in the Indian region.

“At present, we are working with SES to distribute our motherboards in India at a national level. However, we firmly believe that we have enough product models for motherboards as well as VGA cards to be sold with the help of two national distributors. So we are looking at another national distributor in India which can look at motherboards as well as VGA cards,” informed, Ken Cheng, Manager—Sales Division, Channel Business Division, Mainboard, Add-on card and System Products BU, ECS.

At present, the company's motherboards are being sold with the help of SES Technologies and it is working closely with more than 300 channel partners spread across the country. With this new distributor coming into picture, this figure is likely to go further up. “We are looking at a national distributor which can understand our products in a better way and position our products in the high-end segment. We would surely be increasing the overall channel base within India as well,” he added.

Talking about the size of the Indian market, Cheng said that on an average, the company is selling more than 70,000 motherboards on a monthly basis and it is looking forward to selling close to one million motherboards per year. “We are looking at considerable growth coming from the vastness of the Indian market and this is the reason why we are going in for another distributor now. Moreover, in order to make sure that both our distributors work in a perfect manner, we would be giving them different product models,” he explained.

India office plans

In order to make sure that its products get an increased level of interaction with its channel base as well as end-customers, ECS is looking at having its own office in India soon. “Yes, for us, customers are very important and we want to give this message that we would be doing our best in terms of making sure that our end-customers as well as the channel gets better service and support. This is probably one of the areas where we can differentiate from our competition. We are planning to have our own office by the end of this year,” he informed.

Showcasing some of the latest technology in the motherboard and graphic cards segment, ECS has launched an array of motherboards and VGA graphic cards at Computex 2008.