Digi-Link has strong links with channels
 Network cabling has been added to the Channel Champions study for the first time this year. Digi-Link emerged the winner based on its sheer distribution depth (product availability), channel relationship management and price-performance advantage.
AMP Tyco came second followed by Systimax. Both these brands are positioned at the high-end of the market with focused distribution and targeted customer strategy. Digi-Link is positioned as a value brand aimed at SMBs.
According to respondents, Tyco has better market coverage than Systimax since the latter is primarily focused on tier-1 cities and is not stocked by distributors in tier-2 cities. Digi-Link, riding on D-Link’s regional distribution network, is available even in tier-4 cities.
Service and support parameter wasn’t considered in this ranking as according to respondents, it is not a critical criterion when it comes to structured cabling. All vendors today provide performance warranty for as long as 20-25 years. Also, cables being a passive component, the most common post-sales calls include damage due to fire, or physical damage at the customer’s end, which aren’t covered under standard warranty terms.
Price-performance
While Systimax and Tyco are both perceived to be at the high-end of technology, it’s Systimax which is ranked higher on product features and performance. However, the moment one talks about price-performance it’s Digi-Link that leads the way with nearly 40 percent lower per-port cost than Systimax and 20 percent lower cost than Tyco, thus making it the preferred brand among SMB and mid-market customers. It also cashes in on its networking brand by providing discounts on the total bill of material of cabling and networking products together, according to respondents.
Product availability
Digi-Link has the widest availability followed by AMP Tyco and Systimax. With a regional distribution network, it is available even in tier-4 cities. Tyco is available only in tier-1 and tier-2 cities. Respondents in tier-3 cities said that even for a big order they have to wait for 7-10 days for the distributor to deliver Tyco products. Systimax’s market coverage is the least as it received marginal votes from smaller cities.
Marketing & branding
On the brand pull aspect, the competing vendors have their own strengths. Digi-Link is recognized as a value brand and has strong pull among SMB customers.
Tyco and Systimax enjoy strong customer pull among mid-size and large enterprises. Both brands are focused on global accounts and IT-mature verticals such as BFSI, telecom, IT & ITeS. Systimax is preferred in data centers solutions due to its better performance specs.
On the marketing and lead generation front, it’s Tyco that takes the cake. According to many of its partners polled, the company has a robust lead generation mechanism with a higher conversion ratio. In fact, many partners said that they receive an average 6-7 leads a month with a conversion rate of 70 percent.
The company provides end-to-end support from solutions architecting to pricing support on all sizeable deals. Systimax is low on marketing and polled third on this criterion.
Training & certification
AMP Tyco is rated high in terms of its training and certification programs. According to respondents, the vendor conducts comprehensive training programs in tier-1 cities every six months, and once annually in tier-2 cities for even non-authorized partners. Tyco’s certification is more valued by partners because it has a stronger pre-sales module than its peers, an essential in planning and architecting large structured cabling deployments.
Digi-Link conducts training courses for registered resellers in over 60 cities, and has a certification program. Systimax conducts certification training but doesn’t have training programs for non-partners.
Channel relationship
Overall, Digi-Link was rated as a more channel-friendly brand. With physical branch presence in more cities, it’s more accessible to channels, and its account managers communicate regularly with channels.
While Tyco manages channel relationships in tier-1 cities well, respondents from smaller cities said that they don’t know whom to approach at the company in case of any issue.
Both Tyco and Systimax have channel policies and programs largely favoring accredited partners.
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