We’re well positioned to deliver value to India's burgeoning smart cities initiative: Prem Rodrigues, Siemon

By Nandita Singh

The combination of growing cloud and colocation services, demand for intelligent buildings and Indian government initiatives like smart cities are driving Siemon’s business in India, says Prem Rodrigues, Director of Sales & Marketing-Middle East, India & SAARC at Siemon, a network cabling solutions company, in an interview with Voice&Data.

Voice&Data: Please elaborate on how is Siemon positioned in the India market? What is its current focus?

Prem Rodrigues: Siemon's current focus is providing high quality, high performance IT copper and fiber cabling, cable management systems and services to Enterprise, Colocation and Cloud Data Centers, Internet Service Providers as well as Local Area Networks and Intelligent Buildings. Siemon's elaborate solution portfolio consists of its WheelHouse Advanced Data Center solutions including category 6A and higher shielded and unshielded copper cabling systems, end-to-end single-mode and multi-mode fiber cabling solutions, a complete range of innovative data center cabinets and power distribution units, independently tested high speed interconnect cable assemblies, V-Built preterminated and pre-kitted data center solutions, EagleEye Automated Infrastructure Management solution as well as comprehensive data center design services.

Siemon's ConvergeIT cabling solution for intelligent buildings combines advanced copper and fiber cabling technology to create a unified zone cabling system that converges critical data, voice, video and low-voltage building systems providing significant cost savings and sustainability over the life of the facility. Siemon's patented jack contact design improves support of IP Power Over Ethernet (PoE) applications by preventing damage when unmating under PoE load. In addition, its shielded category 6A and 7A cabling systems provide excellent thermal properties to dissipate the heat generated in cable bundles when running PoE applications. This reduces the need to shorten cable channels when operating 60W PoE applications in environments up to 60 degrees C providing maximum design flexibility and performance.

Our business in India is growing at a steady pace year on year. Large portion of our business is generated from our Global customers like HSBC, Barclays, Ford, Johnson & Johnson, etc. In addition, we also serve many global and regional customers across government, manufacturing, IT/ITeS, pharmaceuticals, finance and healthcare verticals.

Voice&Data: In what ways, Siemon solution portfolio future proofs customer’s business?

Prem Rodrigues: Siemon's leadership in R&D engineering and advanced manufacturing has provided its customers with high performance, long-lasting and eco-friendly cabling systems that form the foundation of their IT networks. Product specific benefits include high density for both vertical space savings and real estate footprint reduction. Siemon Innovative Data Center cabinets optimize air flow for improved thermal efficiency and cooling cost reduction. Its VersaPOD data center cabinet features Zero-U space that allows patching and power distribution units to be shared between bayed cabinets resulting in significant material cost savings and stranded power reduction. Siemon's ConvergeIT Intelligent cabling enables remote diagnostics reducing technician site visits and improving service levels.

Because Siemon Cabling Systems are designed to exceed TIA and ISO industry standards requirements, Siemon customers experience a longer life cycle and reduced waste as the cabling will typically support multiple generations of Ethernet networking applications. Siemon’s vertical integration of product design and manufacturing applies statistical processes to achieve 6 Sigma quality.

Voice&Data: Please elaborate on the key innovations that have come out of Siemon in the market?

Prem Rodrigues: Siemon invests a significant portion of its revenues in R&D. As a result, Siemon has been first-to-market with the highest performing IT cabling systems. Siemon offers its customers a warranty with network applications assurance and advance compliance to industry standards. For example, Siemon was first to market with Category 6, 6A and 7A compliant cabling system far ahead of any competitor. Other Siemon innovations include first-to-market Industrial/Ruggedized Ethernet Connectivity and a push-pull RJ-45 Ethernet connector and LC fiber connector (BladePatch). Its Category 7/7A and Industrial Ethernet connector interfaces were adopted by industry standards. Additional Siemon innovations include: Z-MAX - the highest performing and fastest to install twisted-pair copper cabling system, LightBow mechanical splice fiber connector and LightStack ultra high density plug and play fiber system as well as its VersaPOD Data Center cabinet with Zero-U patching and cable management for improving air flow and optimizing space and cost within the data center. Siemon's R&D investment and new product introductions have differentiated Siemon from its competitors, taking the emphasis away from low price and commoditization and has allowed Siemon to expand its customer base and satisfy the evolving IT needs of its global customers. Siemon will continue to invest in new product development and innovation and will sustain its technology leadership position.

Voice&Data: What trends in India market are driving your business in India?

Prem Rodrigues: Major enterprises including web giants such as Amazon, Google, Microsoft and NTT are investing heavily developing their Data Centre infrastructures. The growth of IT in India is therefore now being driven two fold – both in the data centre and intelligent building marketplace. The combination of growing cloud and colocation services, demand for intelligent buildings and Indian government initiatives like Smart Cities are ideal drivers for Siemon’s business in India.

With a full range of WheelHouse Advanced Data Centre Solutions for any size data centre and complete ConvergeIT Cabling Solutions for Intelligent Buildings, Siemon’s comprehensive product portfolio supports any network infrastructure need—from the office and the telecommunications rack, to the data centre and the cloud. We are, therefore, well positioned to significantly drive business across all of India’s expanding IT sectors. Siemon believes pent up demand for Data Centers will create strong growth opportunities for years to come. Siemon is already a leader in the Intelligent Building segment and Siemon's expertise, product solutions and partnerships with local value added resellers (VARs) make Siemon well positioned to deliver value to India's burgeoning Smart Cities initiative.

Voice&Data: What are the partner relationships you have in place and are building to leverage the data center and intelligent building market in India?

Prem Rodrigues: Siemon has various global partner relationships. For example, Siemon is a partner within the Cisco Digital Ceiling Community which aims to extend the benefits of the Internet of Things (IoT) throughout facilities via multiple converged building networks. Siemon also has a selective channel partner strategy. We work with some leading partners globally and regionally (India). We work with partners who share a common goal and are able to work with us on a long-term in delivering a unique proposition to our customers.

Voice&Data: What are your strengths in the India market and how are you leveraging it? Pl elaborate on your India set up.

Prem Rodrigues: Siemon was founded 113 years ago with the commitment to deliver Quality, Service, Innovation and Value to our customers every day. A culture or continual improvement and customer satisfaction have enabled Siemon to successfully adapt to market changes and deliver added value to our channels and our customers.

Today Siemon is more than a manufacturer. In addition to developing and manufacturing best in class product solutions, Siemon offers innovative differentiating services and programs.

Siemon's technology leadership and innovation has been one of the important strengths of the organization. The innovation has helped us achieve key differentiating products and solutions in Data Centers and Intelligent Buildings. Our unique selling propositions of our products and solutions will help strengthen our position in India as we believe our customers will see great value in our offerings. We are strategically headquartered in Hyderabad and have our presence in Delhi, Mumbai, Bengaluru and Chennai. Siemon presence is in over 100 countries with Global Headquarter at Watertown, USA and manufacturing locations in the USA, China, Mexico and Czech Republic. Additional warehouse locations in India, Brazil and Hong Kong, combined with a global network of distributors and installer partners, help ensure best in class local service worldwide.