“Cur­rently more than 65% of our busi­ness hap­pens out­side the met­ros”

Vipul Modi, VP, Mar­ket­ing & Sales, Aba­cus Pe­riph­er­als

DQ Channels - - Vendor Speak - ANUSHRUTI SINGH/ (anushrutis@cy­ber­me­dia.co.in) More on the web: Read more de­tails about Aba­cus Pe­riph­er­als at www.dqchan­nels.com

What is Zion RAM chan­nel struc­ture and on what cri­te­ria you cat­e­go­rize your part­ners?

In a bid to in­crease the reach of our prod­ucts, ZION RAM has a very clear chan­nel struc­ture. We con­sider our chan­nel part­ners as an im­por­tant part of our growth, as they do con­trib­ute to our brand image. Since, In­dia is a large coun­try where dealer and con­sumer be­hav­iour varies sig­nif­i­cantly, we have mod­i­fied our chan­nel struc­ture to suit each mar­ket type. In some zones we have the depth struc­ture where we only bill to se­lected vol­ume part­ners and in other ar­eas, we fol­low the breadth struc­ture where we do broad billing to more num­ber. Cur­rently we are cater­ing to more than 3000 re­tail, and re­selling coun­ters across In­dia. We cat­e­go­rize our base into fol­low­ing cat­e­gories – Au­tho­rized Dis­trib­u­tors (Large Vol­ume Buy­ers), Au­tho­rized Deal­ers – (Mid Vol­ume Buy­ers), Au­tho­rized Re­tail­ers & Sys­tem In­te­gra­tors (Small Buy­ers), Au­tho­rized On­line Part­ners (Deal­ers fo­cus­ing on on­line sales) and OEM part­ners.

How many chan­nel part­ners you have in In­dia and what are the schemes you are of­fer­ing them?

We have more than 3000 chan­nel part­ners in our ZION fam­ily. We of­fer sev­eral chan­nel-friendly, multi-tiered scheme to in­cen­tivize and re­ward the part­ner com­mu­nity for their sig­nif­i­cant con­tri­bu­tion to our busi­ness. These scheme acts as an ad­di­tional in­cen­tive to part­ners as it is our con­scious ef­fort to help part­ners in achiev­ing the re­wards be­yond the usual prof­its through these scheme. Our schemes keep vary­ing from sea­son to sea­son based on our ob­jec­tives.

What are the key tech trends for the chan­nels to look over next few years?

We be­lieve that the mar­ket is grad­u­ally con­sol­i­dat­ing at its 2 ex­tremes – The Ex­treme High end and Ex­treme low end. Both need at­ten­tion. The high end will drive de­mand for VR, ex­treme En­ter­tain­ment ma­chines as well as Servers whereas the low end will drive de­mand of the Thin PCs and zero clients.

Who are your com­peti­tors? How do you dif­fer­en­ti­ate your­selves from your com­peti­tors?

Our main com­peti­tors are mainly MNC brands based out of Tai­wan who op­er­ate glob­ally. Our main dif­fer­ence lies in the fact that we are an In­dian brand. We un­der­stand our cus­tomers bet­ter than any of our com­pe­ti­tion. Hence we are the most awarded, con­sis­tently avail­able brand in In­dia with com­plete range of prod­ucts avail­able at all times un­like our com­pe­ti­tion. We are so con­fi­dent of our prod­uct qual­ity that we have chal­lenged our­selves with the ZION Qual­ity Chal­lenge. Here, we of­fer a sil­ver coin against ev­ery RAM mod­ule that comes in as faulty along with in­stant re­place­ment. Since, there is no Grey ZION in the mar­ket, we do not ask our cus­tomers for pur­chase proofs like our com­pe­ti­tion. This gives our buy­ers a high de­gree of peace of mind which our com­pe­ti­tion can never of­fer! Tell us about your mar­ket share and ge­o­graph­i­cal ex­pan­sion es­pe­cially in Tier II and Tier III cities. Our ma­jor share comes from the T2 and T3 mar­kets in In­dia. We had re­alised that the real po­ten­tial lies out­side T1 mar­kets pretty early. Cur­rently more than 65% of our busi­ness hap­pens out­side the met­ros. As far as mar­ket share is con­cerned, we do be­lieve we are the ma­jor share holder in these mar­kets since it’s re­ally dif­fi­cult to re­ally es­ti­mate the mar­ket in these ar­eas due to grey chan­nels and in­flu­ence of big­ger cities.

What’s your plan for FY 2017. FY 2017-2018 is a crit­i­cal year for us. We are look­ing at a growth of more than 30% since we will be con­sol­i­dat­ing our server port­fo­lio as well as work­ing more closely with our OEM part­ners.

What is ‘Zion RAM Qual­ity Chal­lenge’. I think this is one ques­tion without which an in­ter­view can’t be com­pleted, and am glad you asked me this one. It’s a one of a kind qual­ity chal­lenge which we of­fer to all ZION pa­trons. Since our in­cep­tion, we pride our­selves in of­fer­ing the high­est qual­ity mem­ory mod­ules to our cus­tomers. What bet­ter way to mar­ket it than take up the chal­lenge our­selves.

We have de­ployed state of the art assem­bly line as well as QC pro­cesses for man­u­fac­tur­ing ZION. For each faulty RAM that we get, we of­fer a sil­ver coin along with the re­place­ment promptly. Each faulty RAM gives us an op­por­tu­nity to learn fur­ther and im­prove our­selves. I am re­ally glad to say that some of our cus­tomers have been wait­ing for a sil­ver coin for years!

ZION has re­cently launched the 16GB DDR4 mod­ule for high in­ten­sity PC users, how is the prod­uct re­sponse so far.

The re­sponse has been fairly muted. Con­tent plays a sig­nif­i­cant role in driv­ing sales of high end. But we are con­fi­dent that by the end of the cur­rent quar­ter, sales should pick up ex­po­nen­tially.

How are you strength­en­ing e-sports in In­dia, what are the plans in this field. e-Sport is re­ally in its in­cep­tion in In­dia, but we are see­ing phe­nom­e­nal in­ter­est in e-Sports from the youth to­day. To de­velop this, we are work­ing very closely with gamers di­rectly. We try to un­der­stand their pain points and of­fer so­lu­tions to the best of our abil­i­ties. Zerah ‘Angela’ Gon­salves has been ap­pointed as our brand as­so­ciate. In ad­di­tion, we have been par­tic­i­pat­ing in lots of gam­ing ac­tiv­i­ties like Xtreme Gam­ing League, Clan­wars, Mangima and col­lege gam­ing fes­ti­vals like Techno In­dia in Kolkata, Tech­nex in IIT BHU, Tech­no­vanza at S.M Shetty in Mum­bai to name a few.

Our ma­jor share comes from the T2 and T3 mar­kets in In­dia. We had re­alised that the real po­ten­tial lies out­side T1 mar­kets pretty early

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