Axis to increase focus on tier-2 cities
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.”