“We will introduce a suite of products and third party applications to help partners offer an end-to-end product design solution”

Autodesk is banking heavily on product life cycle management (PLM) to increase its revenues in India. Abel Tan has been guiding Autodesk’s distributors and resellers network, guiding to focus on verticals like defense, government and statutory bodies for PLM solutions. He reveals to DQCI that in addition to the quarterly partner training sessions, Autodesk will also roll out other incentive
package sat regular intervals. 

Abel Tan,  Channels Director, Autodesk, South Asia Pacific

Autodesk has been talking about product life-cycle management (PLM) and how it has great plans for it in India. What is this PLM strategy?

In the current business environment where it is necessary to stay profitable and competitive, companies have to increase productivity in a time-sensitive environment. With non-stop technological advances, integration of these developments is imperative.

It is in this competitive environment that Autodesk has introduced the PLM strategy, which is aimed at expanding the value of digital design data. It extends the use of the data throughout the value chain and product lifecycle. 

The PLM strategy will help our customers and their extended network of enterprise partners to truly leverage, as well as maximize, the potential of their design data both upstream and downstream.

Do you think PLM will click in India? 

We view India as a huge emerging market, with enormous potential for the company’s PLM vision. China and India are the two fastest growing markets in the world.  These two countries together account for the major portion of our APac revenue and will continue to be an integral part of our revenue stream in this region.  

Which segments are you targeting for PLM?

More and more Indian manufacturing and infrastructure industries have begun to recognize the importance of these solutions in product designing. AutoDesk’s PLM strategy is targeted at three main segments that our business operates in, i.e.

manufacturing, architectural, and engineering and construction infrastructure industry.

How are you percolating Autodesk’s PLM strategy down your channel network?

Given the vast market potential and customer base to be tapped in India, our partners have an intrinsic part of our PLM vision. Currently, we operate through Tech Pacific and a network of about 44 resellers. They would be the key factor in explaining to the end-customers about the benefits of the strategy, distribution as well as provide after-sales support for products. 

And what benefits will the channel enjoy for selling these solutions?

Since they are our link to end-customers, our partners will gain significantly from this strategy. We will have a suite of Autodesk products as well as third party applications.  This will help the channel offer a complete end-to-end product design solution for any industry. In addition, they will also be able to provide a vision for customer on the return of investment on using Autodesk’s PLM solutions.s

Which different segments will Autodesk focus on this year? 

We have introduced a range of digital design solutions to meet the needs of specific industry verticals, like building design, manufacturing and infrastructure management. These include Autodesk Streamline, Buzzsaw and the latest versions of digital design solutions. 

In what other ways are you equipping partners to enhance their training sales?

We know that the key to achieving revenue and marketshare growth is by keeping partners and end-users happy.  To meet this goal we roll out promotional programs, incentive packages and end-user programs at regular intervals.  We also organize training programs for channel partners once every quarter, which helps them update their product knowledge and technology skills.

We will continue to drive our business through accredited channel partners. We will continue to be on the lookout for quality resellers, both in the volume as well as the value space. 

We will work with our channels to ensure that they articulate our strategic vision to our customers and continue to provide value to them. Our channels will also support us in all our marketing activities.

Partners will play an integral role in the PLM explaining it to customers, besides distributing and providing after-sales support 

SUNILA PAUL