Pana­sonic SSD seeks 25 per­cent growth


The Sys­tem Sales Di­vi­sion (SSD) of Pana­sonic is tar­get­ing growth of 25 per­cent to ` 600 crore in the cur­rent fis­cal, up from ` 480 crore in FY2012-13. The com­pany is bank­ing on SMBs that ac­count for 65 per­cent of the rev­enue and is ex­pect­ing this to rise to 75 per­cent in the cur­rent fis­cal.

For this, it is ex­e­cut­ing a prod­uct ex­pan­sion strat­egy, with a so­lu­tions fo­cus and pen­e­tra­tion in tier-2 and -3 mar­kets.

Said Toru Hasegawa, Di­vi­sional MD, SSD, Pana­sonic In­dia, “Though mar­ket con­di­tions are not likely to im­prove soon, we have put in place a strat­egy that will help us grow much above the mar­ket growth rate. The ma­jor fo­cus ar­eas for us will in­clude dis­play pan­els, pro­jec­tors, and com­mu­ni­ca­tion sys­tems with spe­cific em­pha­sis on SMBs.”

The com­pany ex­pects 30 per­cent of its rev­enue from large screen dis­play pan­els and pro­jec­tors, 25 per­cent from com­mu­ni­ca­tion sys­tems, 33 per­cent from pro­fes­sional AV cam­eras and the rest from se­cu­rity cam­eras, SSDs and Tough­books— its range of rugged com­put­ers.

Hasegawa in­formed that Pana­sonic is see­ing in­creas­ing de­mand for 85-inch to 100-inch and higher dis­play pan­els for sig­nage and video walls. “We en­hanced our 55-inch to 150-inch LED and plasma panel range in H22013, and will en­hance our line up of large screen dis­play pan­els with slim bezel in H22014.”

On the pro­jec­tor front, the com­pany sees de­mand from cor­po­rate houses and event com­pa­nies. It ex­panded its pro­jec­tor range by launch­ing ul­tra-short throw, short throw and por­ta­ble ranges of sin­gle-chip pro­jec­tors in H22013. “We see de­mand for por­ta­ble pro­jec­tors in­creas­ing from cor­po­rate houses.

“We have a part­ner base with 50 RDs to tap up­coun­try mar­kets, and with more sales re­sources we will help cre­ate de­mand for our part­ners” TORU HASEGAWA Di­vi­sional MD, SSD Pana­sonic In­dia

For events we are fo­cused on pro­jec­tors above 20,000 lu­mens,” added Hasegawa.

Com­mu­ni­ca­tion sys­tems is an­other area Pana­sonic is bet­ting on. The com­pany re­cently in­tro­duced an IP-en­abled PBX of­fer­ing, KX NS300, tar­get­ing the SOHO and SMB cus­tomers. “With IP pen­e­tra­tion steadily gain­ing in the 2-100 ex­ten­sion seg­ment, we are look­ing at in­creas­ing our mar­ket share in this seg­ment from the ex­ist­ing 12 per­cent to 22 per­cent in the next fis­cal. We are tar­get­ing the hos­pi­tal­ity, BFSI, real es­tate and BPOs,” he said.

On the chan­nel front Pana­sonic plans to fur­ther en­able its 600+ part­ners for a so­lu­tion-cen­tric ap­proach. This will be achieved through a se­ries of train­ing events. “In 2013, we or­ga­nized 120 cus­tomer and part­ner events, and will dou­ble the num­ber in 2014,” Hasegawa said.

Pana­sonic is also in­creas­ing its feet on the ground for end cus­tomer con­nect. It cur­rently has eight sales man­agers which it will in­crease to 17 dur­ing 2014. “We al­ready have a part­ner base with 50 RDs to tap up­coun­try mar­kets, and with more sales re­sources, we will help cre­ate de­mand for our part­ners to ful­fill,” ex­plained Hasegawa.

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