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Pradeep Joshi, country manager,
Allied Telesyn./vnd/media/post_attachments/fc0354287c4fdb21ea79e3bef2e41b9892eddcda62f5983c3c47500345b76b94.gif)
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The US-based
Allied Telesyn International Corp. made its foray into the Indian market almost three
years ago, finding a partner in Tata Elxsi. The company opened its liaison office in Delhi
in 1997. Currently, Allied Telesyn products are distributed actively by Chipcom India and
Allied Digital Services. And, it is in the look out for a major distributor having a
nation-wide network. The recently appointed country manager,
heights. In an interview with NC
George, he unveils Allied
Telesyn’s India strategy. Excerpts ...
Though Allied Telesyn has
been operating in India for the last three years, it is yet to become a familiar name in
the networking industry. How are you going to give the company a face-lift?
We are putting in place a
two-pronged approach to overcome this lacuna. First, we want to create awareness about us
among systems integrators through personal interaction, and through media among end users.
This way, I believe, a pull situation can be created. End users are not aware of the
product range of our company and the channels from where they can source our products
readily. Second, we have plans to leverage on the strength of our
distributors—Chipcom India in Delhi and Allied Digital Services in Mumbai.
We are also looking for a
nation-wide distributor to reach out to the end users in a large way. The process of
selecting a company is already on and a final decision on this count will be taken before
June this year.
Who are the systems integrators sourcing
Allied Telesyn products?
At present, we have systems
integrators like CMC, HCL Infosys, IBM, NIIT, Network Solutions, Tata Infotech, and Wipro
who source our products. However, NIIT is a user too.
What is your strength?
We are not leaders in technology
for sure. Our strength lies in adopting technology, simplifying the same, and make it
affordable to end users. In the product range, though we have a range of products like
switches, hubs, media converters, transceivers, and LAN adapters, our strength lies in
switches and hubs.
But the company is perceived somewhat in
the league of small networking companies in India ...
We need to change that image. Due
to low visibility, we have been equated with some Taiwanese companies. I differ here. We
are an American company and the US companies are preferred everywhere in the world due to
the quality of their products especially in IT and the networking segment. We have a plus
point: With good quality, we sell our products at an affordable price.
We basically would like to
position ourselves with 3Com which has a lot of products in our range. However, we have an
edge over that company in terms of price, which will make networks cheaper. We believe in
"value for money" of our customers.
What is your business target in terms of
mind share and market share?
I am sure that within the
next two years, we will be in the league of the "big five" networking products
vendors as our products are suitable to the needs of the Indian market. In terms of
turnover, in the current calendar year, we target Rs 10 crore and, by 2000, we are hopeful
of doubling it.