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.