APC edges out Emerson
 We have introduced the UPS category for the first time in the Channel Champions survey. Resellers polled their favorite vendors across different UPS technology segments starting from 1 KVA to 20 KVA systems. All three brands—APC, Emerson and Numeric—which made it to the final list have products across all segments.
The gap in positive association scores between these three brands was really wafer-thin. While APC and Numeric are strong in the entry-level and mid-end UPS segment, Emerson clearly rules the mid- to high-end space.
In the end, it was APC that won the crown due to its higher positive association scores on three parameters: marketing and branding, product availability, and price-performance. However, APC scored the lowest in warranty support and channel relationship.
Emerson was preferred by corporate resellers and solutions providers, though it got very few votes from retailers. This suggests that the company’s ITON UPS for the home isn’t finding many takers in the channel. However, its strong association in this segment pushed it ahead of Numeric in the overall rankings.
Numeric did well on post-sales support and channel relationships. However, the company lacks channel penetration in the east and in the tier-3 and tier-4 cities of the north. Numeric suffers because of this as its products are not readily available in several northern cities. We found a very small number of resellers in the east selling its products. In the west and south it enjoys greater positive association with channels compared to APC.
Price-performance
APC leads in this criterion followed by Emerson and Numeric. While Emerson is considered better in terms of product features and performance in the higher range of UPS, APC has a better price-performance in the entry-level to mid-level UPS systems. Respondents said that despite a 10 percent price differential between APC and Numeric, customers prefer APC due to a better performance perception.
Product availability
APC wins comprehensively as it is readily available with distributors across all cities that polled for this category. Emerson doesn’t have the market coverage of APC, but, just like APC and Numeric, its mid- to high-end products are easily available within one or two days from the distributor on a back-to-back basis. Numeric lacks channel penetration in the east and in the tier-3 and tier-4 cities in the north.
Marketing & branding
APC ranked ahead of Numeric and Emerson. APC enjoys brand awareness and customer pull across all customer segments, while Emerson enjoys better pull among corporates. Numeric’s brand pull is limited to the home, SOHO and SMB segments, but among corporates it lacks brand pull.
APC is seen as more aggressive in channel marketing, and does more customer promotions than any other brand. The vendor circulates a monthly magazine for partners with the latest technology updates and news about product offerings and schemes. It also advertises regularly in local media even in tier-3 cities.
Numeric ranks second as it organizes channel events in some southern tier-2 and tier-3 cities. However, there is a lack of any kind of channel event or marketing activity in the north and east. Respondents were critical of Emerson as the company doesn’t do any marketing promotions but believes that its brand pull will generate business.
Service & support
Emerson, followed by Numeric, came ahead of APC on service and support. Emerson led because it sells mostly to enterprises and has excellent onsite support with next business day turnaround and a good advanced replacement policy. Its pre-sales support was rated the best.
Numeric too has excellent post-sales support in the west and south where it has field engineers in all major cities.
Respondents across all regions voted APC’s support the lowest. Turnaround time for repair ranged anywhere between 4-5 days even in tier-1 and tier-2 cities. Even in enterprise accounts, several respondents said that they had stopped pushing APC due to long RMA turnaround time.
Channel relationships
APC suffered on this parameter primarily because of warranty issues which created a lot of dissatisfaction among partners. A consistent complaint against APC was its delay in paying rebates.
Numeric topped this important criterion because its channel managers are regarded as friendlier and more accessible. Its escalation mechanism is also prompt.
Emerson came second in channel relationship management. It’s prompt to revert on enquiries.
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