Sanket Kulkarni, VP – Channel Sales (India & SAARC), D-Link India, shares the company’s channel strategies for 2019
Key highlights 2018 and opportunities for 2019
I can certainly term 2018 as an action-packed year wherein we ventured into new territories and continued with our zeal to innovate. In 2018, D-Link expand its product portfolio by venturing into CCTV segment and positioning ourselves as a prominent solution player in the surveillance segment. Today, D-Link has an extensive CCTV solution ranging from 1MP to 8MP cameras, DVR, DVR Enclosures, power supply, and CCTV cables among other offerings. Our solution centric approach has enabled us to garner adequate market share and penetrate into deeper pockets of the country.
Furthermore, D-Link continued to lead the networking segment in India with its end-to-end networking solution. Our unmanaged and smart managed switches are one of the most preferred in the SMB segment and contributed significantly to our revenue. We are a trusted brand in WLAN segment with considerable market share. D-Link is also a prominent player in structured cabling segment. Overall, our growth in 2018 has been organic, and we look forward to continue with this momentum.
On the product front, our emphasis on innovation has led to introduction of many interesting products in the consumer space. At the recently concluded Consumer Electronic show (CES), D-Link announced a host of devices like new range of Smart Home series, 5G gateway, and mesh enabled EXO series router with McAfee protection.
With all these innovations in consumer space and our business approach, we have opened a plethora of opportunity for channel partners. Government’s emphasis on digital economy with projects like Digital India, Smart City, digitisation of Railways, etc., has further broadened the spectrum for the networking segment. Hence, we are very enthusiastic about the opportunities ahead and look forward to engaging closely with our channel partners in reaching out to customers.
Top tech trends for channel community
Advent of new age content rich media like Netflix, Amazon videos and other digital formats are driving demand for high-end routers. The present-day media hungry audience is constantly looking for high speed secure connectivity. As a result, new trend in wireless technology like whole home mesh Wi-Fi is gaining high precedence. Unlike traditional routers, mesh routers ensure there is strong wireless signal throughout the premise, resulting in uninterrupted work and entertainment. D-Link introduced COVR series of router based on mesh technology last year, and we are in the process of expanding our offerings in this segment.
Internet of Things is another flavour of the season, which is bound to change the outlook of Smart Homes in the days to come. Also, given the number of existing internet connected devices, IoT will act as an obvious extension for today’s connected world. Last but not the least, with growing incidences of crime and untoward incidents, security remains a key concern for most of us. Customers today are keenly looking for economical home security solution. Devices likes Wi-Fi Home Camera (D-Link DCS-P6000LH) are being widely deployed and are in huge demand.
Channel directions for partners With D-Link’s foray into CCTV segment, we have diversified our product portfolio. Our partners now have the opportunity to tap into CCTV market segment and expand their business offering. CCTV as a segment holds immense potential, with reports suggesting CCTV market in India is likely to grow at a CAGR of more than 12 per cent from 2018-2023. We, at D-Link, are extremely focused on CCTV business and confident of tapping substantial market share in the next couple of years.
Overall, the ICT industry is buzzing with opportunities. Government and enterprise digitalisation initiatives are driving growth in networking segment. Also, the adoption of wireless technology is on a rise with more and more people getting connected digitally. All this presents tremendous opportunities for ICT vendors and partners to grow. However, it is also crucial to note that technology is constantly evolving with new innovations coming-in at regular interval. Our team of engineers at D-Link thrive on innovation and are constantly working towards bringing out products that are future ready. It is imperative for everyone involved in ICT business to upgrade and adapt to the changing market dynamics.
Partners must update themselves on latest technology trends, enhance their skill set, and most importantly, focus on customer engagement. In my opinion, these are some of the key factors that will help drive business. As a channel-centric organisation, we do conduct training programs and webinars to help partners stay abreast with new trends in the networking segment.