There is a huge potential for partners in selling lower rating UPS

Socomec has set itself a target of achieving a revenue of Rs 200 crore by
2011. Sangwan explains how the company proposes to do this

A year ago, Socomec forayed into the consumer UPS segment. Being a
relatively new entrant, how have you progressed in this space?

Although Socomec was a late entrant to consumer UPS segment, we have done a
sizeable business this year, wherein we gained reach to this market through
Redington and our business partners (BPs). Also, our technically strong product,
supported by right price strategy helped us in gaining sizeable marketshare.

Our approach is to increase the marketshare and counter competition through
empowering and enabling the channel, to sell Socomec products. We have clearly
defined the processes that will enable partners with in-depth understanding of
our world-class and energy-efficient solutions.

What is Socomec's distribution and channel strategy?

Socomec has two-tier distribution strategy, where Redington India is our tier-1
partner and national distributor. At tier-2, we have two channel categories. We
have business partners with core UPS background and at present we have 15 BPs
across India.

We are closely working with them in terms of technical training, lead
generations, improving soft skills and giving certifications. Our BPs are now
well-equipped to sell our entire range of UPS systems.

Along with these partners, we are also working with IT resellers and SIs to
place our lower rating UPS system. There is a huge potential in this space, as
all these partners work in different segments, like education, BFSI, government,
etc. We are already working with these partners in metro cities and with
Redington to identify and develop such partners in B and C-class cities.
Exclusive sales trainings are already under way, for select sales teams of
select SIs to empower them for selling Socomec systems.

How do you convince and converge new partners in your network?

Major concern of partner community is profit, timely fulfillment of
commitments made by vendor, and after-sales service. Socomec provides an
opportunity to partners, to make healthy margins with its latest technology
power solutions and prices in tune with the market needs. We empower and enable
the partners to sell our entire range of UPS systems, by educating them through
technical training, supporting the partners with joint calls in key accounts and
higher KVA requirement.

We also have a well-organized service network in place across country, so
partner is assured of after-sales support.

What growth opportunities does Socomec create for its partners?

We believe in 'Partner First Always' policy. We provide great opportunity
for growth to our partners, as there is no limitation on product ratings and
solutions offered to partners for sales. This opens up the entire UPS market
available to a partner in his territory. Power solutions from Socomec, enables
partners to create and address new business opportunities from medium and large
enterprises.

We provide specialized power solutions specifically for different market
verticals, such as pharmaceuticals, textile, IT, retail, etc and availability of
these solutions to partners provides them an opportunity for growth in all these
verticals.

Socomec's forte is three-phase UPS. How do you rate the company's
performance so far?

Socomec is now placed among top three UPS vendors in three-phase products in
India. We have performed well during last two years and majority of the IT
majors are now using Socomec products. We have also penetrated in most of the
growing market segments this year.

Socomec has also added entry-level UPS. How has it worked for the company?

Entry-level products were launched to increase penetration of Socomec, into
IT reseller segment and to offer complete product basket to the market. It has
helped us to reach segments like education, BFSI and government, where Socomec's
presence was low due to non-availability. Now, entry-level products have
enhanced brand visibility of Socomec in market.

What are the initiatives that Socomec has taken on green products?

Given the present context, with soaring energy costs and urgent
environmental issues, the customers are looking for new cost-effective,
efficient and adaptable technical solutions. Socomec, with 40 years of
specialist experience, is one of the first manufacturers to undertake an active
approach to improve the energy efficiency of UPS systems. We are among the
pioneers to sign the European Commission's 'code of conduct', covering UPS
equipment. The purpose of this charter is to make sustainable reductions in
energy consumption, while maximizing the output efficiency of the UPS system.

We have introduced Green UPS up to 200KVA in the Indian market this year, as
a commitment towards greener technology.

How is Socomec progressing towards achieving the turnover target of Rs 200
crore by 2011?

We are growing steadily in Indian market and are quite confident of crossing
the turnover mark of Rs 200 crore by 2011. To fuel our growth, we are coming up
with new products and have increased our product basket as well. We are
gradually increasing our reach in all pockets across India through Redington and
our partners across country, which will boost our growth.

N Vasudevan

vasudevann@cybermedia.co.in