Spe­cial­ized e-tail

Mum­bai-based Prime ABGB has started a unique on­line store that only sells solid state drives

CRN - - COVER STORY - — Ram­das S

PrimeABGB, the Mum­bai-based dis­trib­u­tor of high-end com­po­nents and pe­riph­er­als, has cre­ated a unique on­line sales model. “Two years back, we faced a set­back when our at­tempts to ex­pand our dis­tri­bu­tion busi­ness across In­dia did not work out be­cause we could not con­vince chan­nels to sell high-mar­gin push-prod­ucts such as SSDs,” ex­plains Gulbir Bha­tia, Man­ag­ing Di­rec­tor, PrimeABGB.

That’s when the com­pany de­cided to ven­ture into on­line re­tail. Since the SSD mar­ket is pro­jected to ac­count for 40 per­cent of all ship­ments of all hard drives by 2016, Prime chose to set up OnlySSD.com, a spe­cial­ized web­site sell­ing only solid state prod­ucts. Re­calls Bha­tia, “We started off with just one or­der a week, but to­day we are av­er­ag­ing at least 10 on­line or­ders a day. Ini­tially tech en­thu­si­asts bought our prod­ucts, but over a pe­riod of time we have seen an in­crease in busi­ness cus­tomers as well.”

Bha­tia says that the site to­day gets 50,000 unique vis­i­tors a month and in the cur­rent fis­cal, this busi­ness will earn ` 5 crore of its to­tal rev­enue of ` 30 crore.

Prime re­al­izes that with SSDs be­com­ing main­stream larger play­ers Flip­kart and Snapdeal will also jump into the fray. “Soon you will see all these e-tail­ers sell­ing en­try-level prod­ucts. In an­tic­i­pa­tion of this, we have started sell­ing en­ter­prise SSD prod­ucts. We have also started a ser­vice where cus­tomers can call up our team for ad­vice and con­sult­ing on the best SSD prod­uct to suit their re­quire­ments. Dif­fer­ent types of SSD prod­ucts are re­quired depend­ing on the ap­pli­ca­tion, work­load and other fac­tors.”

To­day, OnlySSD.com sells over 100 dif­fer­ent mod­els rang­ing from 32 GB to 2 TB, and across a wide range of in­ter­faces such as mSATA, SAS, PCI Ex­press, SATA and DIMM at prices rang­ing from ` 2,500 to ` 2,50,000.

To in­crease cus­tomer traf­fic, PrimeABGB is in­vest­ing back its prof­its in mar­ket­ing. The com­pany has even hired a PR agency whose main job is to en­sure that Prime’s prod­uct line is re­viewed in the lo­cal me­dia, and that aware­ness is cre­ated for such niche tech­nolo­gies.

The site gets 50,000 unique vis­i­tors a month, and is clock­ing ` 40 lakh in rev­enue per month. Rev­enues from OnlySSD.com will be ` 5 crore in the cur­rent fis­cal

GULBIR BHA­TIA MD, PrimeABGB

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