Rank 74 – Apcom Computers Ltd

CEO: Deepak Mirza
Year of Start-up: 1986
Area of Operation: Distribution of LAN/WAN networking products and modems
Address: 79 Chamiers Road, Chennai – 600 028
Tel.: 044-432 3558
Fax: 044-434 7051
Web Site: www.apcomgroup.com

Apcom, it was the year of Dax. Selling over one lakh Dax Internet modems, it has
emerged as the #2 brand with 14.54 percent market share. This is no small an
achievement by any standard, especially when there is a fiery gray market and a
multitude of players. Dax modems with revenues worth Rs 22.8 crore have been the
single largest contributor to its topline of Rs 57.13 crore.

Value-add to the distribution process and its responsiveness to channel

Perception of a regional player

SOHO segment for networking

Dropping margins in distribution

Apcom has been positioning itself as a networking OEM
supplier since 1988. While its business development channel is geared for
promoting products, brand management, and relation management with its
principals, the sales channel concentrates on selling and supporting all
products sold to distributors, dealers, OEMs, SIs, and VARs. It does not sell
directly to end-users. It has distribution tie-ups with Compex, Eicon, Perle
Specialix, and Nordx/CDT. To address the changing e-business requirement of
distribution, it has implemented an intranet facility and is in the process of
setting up an extranet too.

The success story of its new range of Dax modems would be replicated to its
Dax range of Ethernet products and AMR modem cards this year. And all this is
expected to bring it revenues worth Rs 40 crore in the current year from the Dax
portfolio. It may be mentioned here that NICs accounted for Rs 10.40 crore of
revenues in 1999-00, with hubs, routers, and switches together pooling for Rs
15.52 crore. With all these products in its kitty, it aims at crossing the Rs 75
crore-mark in fiscal 2000.

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