Basic and Advanced Interfaces for the Indian SMB

by Sonal Desai    Apr 12, 2007

To be released in the next two months, the interfaces would complement Netgear’s existing interface, which the company claims is a notch above its competition. The two new interfaces would be a part of the company’s product offerings.

Sanjay Kumar, product line manager, discloses that the basic interface would allow a fresher an ease of use, and the advanced version would enable existing users configure additional features on their platform.

The interfaces are a part of the company’s strategy to target the SMB segment here, and Kumar is in India to train channel partners.

Kumar says that it is difficult to assess how customers navigate. They chiefly look at technology that is convenient to use, easy to deploy and whose features complement the company’s IT infrastructure. The audience is also not homogenous. They are people with different skills and capabilities and therefore, there are different levels at which configuration is done.

The interfaces would be developed in-house. Netgear would also use skills of other technology vendors for the same. “But the IP is ours.” Kumar refuses comment on further details.

On its India roadmap, country manager (India and Saarc), Atul Jain states that the company would focus on the BFSI (banks and insurance), education, government and retail sectors. It already has the ICICI Bank and a leading Pune university as its customers.

On the marketing strategy, he comments, the company would not adopt a direct to market approach, but would acquire clients through its partners. He says, “Many of our partners are working with the government. At present, several of our partners are system integrators for the Kendriya Bhandars, Super Bazaars, nodal agencies, electricity boards, etc. We would leverage on their expertise to penetrate the government.”

The company claims that better warranty, swap-out (24 hours) and customer satisfaction (testimonials) would provide it an edge over competition in these sectors.

It plans to take fully layered 2 and smart switches to the government.

Kerman H. Rana, director, sales, informs that besides growth in these verticals, the company would also look at horizontal growth. It has introduced eight products in India. “We would continue to innovate and introduce more products in the Indian market. We see a huge scope in the security, wireless and switching sectors.”

Quoting figures from a survey Kumar maintains, the wireless segment is growing at a rate of 40 per cent year on year, and we want to leverage this opportunity. Switching is also a fast growing segment and smart switches will redefine needs in the SMB segment.

Netgear is also planning to recruit a dedicated sales force for the Indian SMB, that would target the wired and the wireless segments, Rana stresses.

“SMBs want fast growth and scalable solutions. They do not have big IT budgets. At times a lot of advanced applications are deployed but the organization does not have the wherewithal to deal with these complex environments. Our products provide better control of networks, reduce complexity, are easy to deploy, help growth and also lower the total cost of ownership. We bring enterprise class features packaged in an affordable packet,” conclude Kumar and Rana.