SVS Mani: "Our success is directly proportional to the support we receive from our partners"

What are the recent developments in Acer in terms of channels?
We gave our partners a lifetime opportunity to witness London Olympics and experience the world-class computing infrastructure at the pavilion. The company also regularly designs programs to engage with the partners and the most recent partner engagement program was the Accelerated Sellout Offer that ensured partners enjoy maximum profitability on their sellout. We have drawn out of the urban locations and expanded our horizon to reach out and expand our network across the country to explore the virgin territories untouched by the IT hardware companies. With the right product mix, we aim to touch 1,200 towns by the end of the year.

How was Acer's performance in the last financial year in terms of channels?

Acer follows an indirect business model. Our success is directly proportional to the support we receive from our partners, with exception to a few tender requirements. Our partners contribute over 85% to our existing business.

What are the various channel plans for the partners?

Acer engage the partners by conducting regular partner meets, schemes and offers. Acer has put in place a strategy to boost up its sales, drive its business deeper, and touch geographies across the country in 2012. Acer Galleries through the 'Acer Outreach' program targeted at the expansion of consumer business that has found tremendous success in the tier-2 and -3 towns. Through the Outreach program, we will be increasing our footprints to the tier-2 and -2 towns across the country. We have witnessed a distinct change in the purchasing pattern of customers in the local markets. Understanding the market scenario, we would like to offer our customers Acer's varied product offerings at the time of decision making. 'Acer Select' program is another partner engagement program that targets the commercial segment.

What are the advantages a channel partner can get being a partner of Acer?

Acer has always maintained a close integrated relationship with its partners across the country. Our association with our partners is based on mutual respect and with each step forward, we ensure they gain maximum benefits. We strongly believe in our partners' growth along with the company's. We are in sync with our partner's individual growth plan and as we grow from strength to strength, we ensure our partners also benefit simultaneously. To help our partners upend their skill set and knowledge, we have reinvented our training module. Our training enables our partners to understand their power to guide and offer more to their customers by identifying and recommending appropriate products from Acer's wide array of offerings. Apart from regular schemes and offers that are a value-add, such training programs enable our partners to be well-equipped in the marketplace. At Acer, we have always encouraged our channel partners and collaborated with them to provide customers with fresh technologies and quality service. Offering an unrivaled product portfolio and the best partner programs, Acer empowers its partners to exploit opportunities faster than their competitors. We share a very healthy rapport with our partners, a perfect mix of fun and business that ensures that every partner gets due opportunity to put forth their plans and suggestions without feeling overburdened.

Please explain your channel certification (Gold, Silver, etc)

Currently, Acer does not have any such channel certification process.

How many partners are you planning to add this fiscal? What type of partners will they be?

Acer has aggressive business plans to ramp up its operations in various geographies through its 'Outreach' program. The company is planning to add an additional 1,500 galleries to its network across the country by the end of this year and will touch 1,200 towns.

Explain your vision on the tier-2 and tier-3 market?

With the changing IT landscape, the consumer buying behavior has also undergone a dramatic change. With only 6% of IT penetration in India we are positive that IT has the scope to gain significant acceptance in smaller towns. We believe that by 2013, more than 50% of IT consumption would be from the C- and D-class towns. Acer is currently developing a strong channel network to address the tier-2 and -3 markets. Tagged as the 'Outreach' program, Acer has aggressively expanded its footprints and increased presence by opening 4,000 plus galleries in more than 800 towns.

What are the top three industry sectors Acer is performing well in and what are the three sectors the company is planning to concentrate more on?

Government, Education (higher and K12) and BFSI are the top three industry verticals for Acer and we will continue to leverage our presence and strengths in these sectors. To our credit, we have bagged and executed several large government, education and corporate orders from across the country. Moving ahead we would look to consolidate our presence in the corporate space.

Explain your channel presence in India?

We have consciously worked on structuring our partner network across the country. We are working on improvising our shortcomings and adding on to our strengths. We are focusing on the eastern market and intend to strengthen our presence in that particular market. We have realigned our redistribution network and strengthened our partner base to address the ever growing need of the customers. At present, we aim to expand our retail presence and would look at doubling the number by the end of this year.

Interviewed by:
B Swaminathan
(swaminathanb@cybermedia.co.in)