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Emerson Network Power India plans to leverage its partner network to sell two new product lines—Optimize IT racks and In-Pulse industrial inverters.
A server rack with a UPS device, a power strip and an integrated monitoring device, Optimize IT is aimed at providing complete physical infrastructure for a data center. “A single Optimize IT rack can accommodate data centre infrastructure equivalent to 700 sq ft of space in less than 100 sq ft form factor,” said Mandeep Gupta, Country Manager, Channel Business, Emerson India. “It not only integrates server space, power and cooling, but also includes advanced monitoring capabilities that help data centre managers keep a track of cooling, humidity levels, power consumption and other key IT metrics.”
Optimize IT comes with an integrated camera that can photograph people accessing the rack and e-mail it to the data center administrator, thereby aiding remote monitoring. “The solution is ideal for small and mid-market customers, especially retail chains and bank branches,” said Gupta. “We look at it as a concept with great potential, an environment-friendly data centre solution. It saves space and energy.”
Speaking about the go-to-market strategy for Optimize IT, Gupta said that the company is working with its distributor Ingram Micro to make the product readily available to its network of solution partners. Emerson expects the product to fetch at least Rs 50 crore in revenues in the first year. “We believe this product has a huge potential and this is a conservative estimate of the business we will do,” he said.
Emerson will also launch a new range of industrial inverters, In-Pulse, in December. “In-Pulse has a capacity of 30kVA and is targeted to replace high-capacity power generators,” said Gupta.
The inverter offers an alternative to cumbersome DG sets that industries use for high-capacity power back-up. It has the capacity of an industrial generator set and requires no manual intervention.
According to Gupta, the go-to-market strategy for In-Pulse is 100 percent channel-centric. Emerson is looking at its existing set of vertical-focused enterprise partners to sell this product. This product category, according to Gupta, has lucrative service revenue opportunities for partners. “We estimate the market for this product to be around Rs 2,000 crore annually. Not many companies have been addressing the industrial inverter segment. The companies that do, offer solutions with limited capacity and cannot address higher capacity needs,” said Gupta.
While discussing about the overall trend in the UPS market, Gupta offered that the demand in the lower range (2-3kVA) has been good, while 5-20kVA has generally languished. “A lot of capex decisions were delayed, so demand in the high capacity UPS segment was negatively impacted. But we are seeing demand pick up slowly.” |