By Telecom Lead Team: Edimax started
manufacturing wireless technology products in 2002 under its trademark name.
Earlier, it was offering the technology to the Tier-1 wireless technology
manufacturer. Presently, the company is active in both wireline and wireless
technology business. Edimax recently launched several products in India that
includes Edimax 3G-6218n router and its IP camers range. Eric Yang,
country manager, Edimax India, talks about the company’s future plans for
India.
What is the big focus area for Edimax in India?
The main focus
of the company will be to create niche in the market for our products through a
dedicated channel. The company is focusing to accelerate business both in terms
of volume and market share in India. This year, stress will be upon making
company a Tier-1 brand in the Indian telecom market with the prices of Tier-2
range. The company is aiming to cover almost 20 percent networking market in
India by 2014.
Presently, we
run our business through channel business partners and to achieve our target,
the company is involved in talks with big service providers and enterprises.
What are the opportunities in the networking market space in India?
There is a big potential for the wireless networking in Indian market, as the
market is in its nascent stage. Networking is still growing in India with the
Government’s initiatives to provide better broadband connectivity. The launch
of new technology, like 3G and LTE will provide the much needed boost in the
networking industry. We have products for LTE technology, and we will
launch them in Indian market once the providers roll-out LTE this year.
What is your marketing strategy in India?
Edimax is
targeting only the SOHO segment with entry level products like routers, 3G,
Wireless Client, SOHO switch etc. The company has recently launched its range
of IP cameras and the reception is very promising. Our go to market strategy
has been built around the visibility and presence in the channel and end-user
awareness campaigns. We are establishing our company in India with a step-by-step
approach, which includes branding and marketing. Manpower resources are also in
place to take care of the routine interaction with channel
partners. Edimax has enterprise specific products and for India market the
company is manufacturing products as per the demand.
How has
the company’s performance in the year of 2011?
Edimax has
over Rs 400 crore SOHO business globally. Edimax has business in 70 countries
across the globe. Edimax has a strong grip in matured markets such as United
Kindom, Germany, Israel and Middle East. The company is running its business
under a joint-venture in Middle East region. Edimax is growing at the rate 25
percent quarter to quarter, mainly in South-east Asia.
What kind of growth are you looking at from India?
The key drivers to the company’s growth will be involvement with channel
partners and launching affordable technology products in India for end-users.
Branding and right market approach will also play a very important role in our
future growth. Recently, one of the major ISPs approached Edimax to offer
bundle offer, which includes its IP products. We have invested in the green
technology also, and with new green policy in India, the company expects good
uptake of its products in future.
Share some details about your channel structure in India?
Presently, we
have a base of our 50 Elite Partners” and around 250 Resellers who are
consistently promoting Edimax vast range of products. Neoteric
infomatique ltd is the national distributors of our products. The distribution
structure was particularly designed to capitalize as we grow in channel
strength and knowledge of partners in each region.
Edimax ensures
maximum support and benefit to its channel partners through regular interaction
with on One-To-One basis.
By
Danish Khan
[email protected]
