TSC Auto ID expands channel focus as RFID opens new opportunities

The AIDC market is creating new opportunities for technology partners as organisations explore solutions across barcode printing, RFID and related applications. For TSC Auto ID Technology, expanding channel relationships is becoming an important part of reaching more customers and verticals.

Speaking to DQ Channels, Deepti Verma, Territory Sales Deputy Director, TSC Auto ID Technology, said the company attended a SIRT event to increase exposure for its portfolio and develop relationships with partners that have wider market reach.

“Our basic motive to attend this is to have a good exposure for our portfolio within this industry.”

Verma said TSC Auto ID is already established in India with an existing channel network, but sees opportunities to add more channels through associations such as SIRT. The company is looking to use these relationships to reach partners with greater bandwidth and create additional opportunities across the market.

RFID opens opportunities across multiple verticals

Verma identified RFID as an important area of opportunity as technology adoption continues to grow. She said RFID is being used across several verticals, including jewellery, warehousing and retail, creating opportunities for system integrators and other partners connected to these markets.

“RFID is actually a next generation technology.”

According to Verma, the system integrators associated with SIRT are connected with a wider set of partners, which can help TSC Auto ID expand the reach of its RFID-related solutions. She sees this wider network as an opportunity for all parties to generate additional business.

For the company, the objective is therefore not simply greater exposure but also stronger channel engagement and access to verticals where its solutions can address existing requirements.

Partner training remains a key part of the channel strategy

Verma highlighted training as one of the areas where TSC Auto ID has focused on supporting its partners. She said the company has been providing sales and technical training to the channel and has established an academy in Mumbai to support this effort.

“They are delivering sales training, technical training right from the beginning.”

According to Verma, the academy has been operating for around a year and the company plans to continue conducting training programmes each year. These can include both small and larger sessions depending on requirements.

She believes continuous knowledge-sharing can support the channel by helping partners build capability while creating opportunities for sustained revenue and profitability.

“We are not keeping our knowledge.”

This approach is positioned as an ongoing effort rather than a one-time enablement activity, with the company continuing to work on future training initiatives.

Product innovation remains part of the channel proposition

Verma also highlighted TSC Auto ID's focus on product development and new features as another part of its approach to the market. She said the company is not focused simply on manufacturing products and selling them but on continuing to develop its portfolio.

“TSC is a complete innovative company. We are not just make a product and sell it off.”

She cited the company's ribbon capacity as one example. According to Verma, while barcode printers previously used 74-metre ribbons, TSC Auto ID introduced printers using 300-metre ribbons, reducing the frequency with which users need to change ribbons during operations.

She also pointed to the company's range of printer resolutions, from 200 to 300 and 600, allowing customers to select according to their requirements.

“As per demand, we are evolving, we are inventing new and new things into the market.”

For channel partners, the combination of an expanding portfolio, RFID opportunities and continued technical and sales training provides multiple areas through which they can engage customers. Verma's comments also underline TSC Auto ID's focus on widening its partner network while strengthening the capabilities of existing and new channels.

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