Axis to in­crease fo­cus on tier-2 cities

CRN - - CONTENTS - — Amit Singh

IP sur­veil­lance provider Axis Com­mu­ni­ca­tions is plan­ning to pen­e­trate deeper into tier-2 cities with a fo­cus on SMBs. The com­pany in­tends to pur­sue an ag­gres­sive chan­nel strat­egy in or­der to boost its cov­er­age and small sys­tem sales, which means a sur­veil­lance set-up of less than 16 cam­eras.

Said Sud­hin­dra Holla, Coun­try Man­ager, Axis, “We are see­ing mas­sive de­mand from SMBs for an IP sur­veil­lance set-up of less than 16 cam­eras. This is partly driven by a govern­ment dik­tat, partly by se­cu­rity con­cerns and the tran­si­tion from ana­log to IP. Our small sys­tem port­fo­lio, which caters to SMB cus­tomers, to­day con­trib­utes 30 per­cent to our In­dia rev­enue though Axis has a limited pres­ence in tier-2 cities.”

The com­pany’s strat­egy for 2014 is to in­crease its fo­cus on tier-2 lo­ca­tions so as to even­tu­ally grow its SMB busi­ness by 50 per­cent. Axis plans to pen­e­trate deeper into tier-2 cities such as Jaipur, Chandigarh, Luc­know, Thiruvananthapuram, Luc­know and Patna, and in­tends to in­crease its reg­is­tered part­ner base from 1,600 to 2,000 within the next six months. “The ma­jor thrust will be to mo­ti­vate part­ners to trans­act more,” ex­plained Holla. “We have 320 ac­tive part­ners who trans­act at least once a year and about 65 part­ners who buy on a monthly ba­sis. We want to in­crease our ac­tive part­ner base to more than 1,000.”

Axis is tar­get­ing SMBs with its M se­ries of net­work cam­eras sup­ported by the Axis Cam­era Com­pan­ion soft­ware so­lu­tion which en­ables plug-and-play in­stal­la­tion of upto 16 cam­eras with au­to­mated IP con­fig­u­ra­tion.

Be­cause many of the op­por­tu­ni­ties in tier-2 cities are led by con­sul­tants, Axis is tar­get­ing these con­sul­tants and will align them with its part­ners. “Con­sul­tants are in­volved in the de­ci­sion-mak­ing for most of the medium and large projects in tier-2 cities,” Holla ex­plained. “Ed­u­cat­ing them in the de­sign of IP sur­veil­lance so­lu­tions is there­fore a good idea. We have en­rolled about 20 con­sul­tants and are train­ing them in var­i­ous prod­ucts from Axis.”


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