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NanoPoint has a host of offering for the Indian consumers. The
company has appointed Tirupati Enterprises as its national distributor for the
Tagan range of power supply units (PSUs). According to Ivan Tsai feels,
educating Indian customers about the importance of performance-oriented PSUs
would help the company maximize its opportunities in the country
What is your channel network in India?
NanoPoint was founded in April 2004, as a subsidiary of MaxPoint GmbH in
Germany. We are a leading manufacturer of high-end power supply units (PSU),
mobile and data storage enclosures, PC accessories and peripherals like mouse,
adaptors, keyboards, NAS, etc.
We have recently appointed Kolkata-based Tirupati Enterprises as an
exclusive national distributor for our Tagan range of high-end PSUs. We are now
working on identifying a suitable distributor for our Icybox range of external
storage solutions.
As we firm-up distribution arrangements across all our products lines, we
will then, with close support of distributors, embark upon channel and end-user
to ensure premium positioning for all our product lines in India.
Does signing up Tirupati Enterprises mean that you will be focusing
largely on the eastern market? Do you plan to appoint other distributors?
We chose Tirupati based on its core strengths. It is very strong in the
gaming, graphic workstations, PC enthusiasts communities in India. Also, the
company has very good technical base, strong orientation towards customer
service and good experience in handling power supply products.
Tirupati has significant presence across all major markets in India. It would
help promote our Tagan range of PSUs across all key market segments and
geographies in India.
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Ivan Tsai Product Head-Tagan, NanoPoint |
How do you go about empowering your channel about selling PSUs?
We educate our channel partners as to how demand for high-end PSUs can be
created for PC enthusiasts, gaming, graphic workstations and mini-servers user
markets, while positioning Tagan as the brand of choice in these communities. We
will be working closely with Tirupati in identifying and cultivating a select
group of channel partners who will actively participate with us in our market
development activities.
Additionally, we have already announced aggressive pricing, support and
market development initiatives for Tagan in the channel.
What new activities can the channel expect from you?
We plan to rollout regular channel training programs and innovative market
communications to help the channel position our products more efficiently in
2008. We would also participate in large IT exhibitions frequented by resellers
across regions so as to build strong brand recall in this community.
What are your business strategies for this fiscal?
Our first focus is to build strong brand awareness for Tagan in India. In
addition to building a strong demand for high-end power supplies in PC
enthusiast, graphic workstation user, mini-server user and gamer communities,
we will also be undertaking a number of brand differentiation activities,
primarily driven through structured PR campaigns, from time to time.
Who are the core customer clientele you are targeting? And who are your
immediate competitors?
For our high-end power supplies, we primarily focus on PC enthusiasts,
gaming graphic workstation and mini server users. We want to educate consumers
about the basic difference between standard PSUs and high-end premium PSUs. By
doing so, we believe consumers will demand performance-oriented PSUs that
deliver true power, higher-energy efficiency and controlled DC output to key
system components including graphic card, CPU, etc. We are looking at the whole
gamut of customers from enterprise, SMB to SOHO and even enthusiasts.
As far as competing with other brands is concerned, we believe Coolermaster
and Antec have had a headstart on us in India but we believe our wider product
portfolio, technology strength and stronger distribution model should help us
set-up leadership positions within a short span of time in India.
So far your products were aimed at the metro customers. Do you propose to
continue this focus or will you target B and C-class cities also?
Initially, we will focus our energies on making our products easily
available in the key markets across India. Once that is done optimally, we will
look at expanding our reach in tier-2 and 3 markets as well. Tirupati will be
the exclusive distributor for Tagan range of PSUs in India. We are however,
looking for a strong distributor for our Icybox external storage solutions.
What are your plans over the next few years? What new initiatives are you
planning to take to position your brand well in the market?
Our key challenge is to help consumers understand the quality difference
between standard PSUs and high-end premium PSUs like Tagan. Once we educate
them, they will understand the importance of performance oriented PSUs that
deliver true power, higher energy efficiency and controlled DC output to key
system components including graphic card, CPU, etc.
Tagan is a globally renowned brand that is a 'must buy' for all PC
enthusiasts, graphic system users, mini-server user and gamers across the world.
We will make our Indian customers aware about this through innovative marketing
campaigns and events. With active support from our distributors, we also plan to
deliver a strong support infrastructure that will cover RMA and product service
capabilities to both our channel partners and end-consumers.
Brief us about your product portfolio.
We have recently launched our Tagan range of PSUs for the gaming, graphic
workstation, PC enthusiast and mini server markets. Tagan has three product
series: 2-Force II, PipeRock and soon to launched PipeRock_ESA product lines.
Also, our product line includes RaidSonic (Icybox): External enclosure,
mobile rack and data storage, KeySonic: Keyboard, mice, speaker and other input
device, A-plus: Computer chassis and I-Shuttle: State-of-art computer
peripherals.
How are your products different from those available in the market?
For starters, our products deliver true power wattage. This is certified
internally at our state-of-art manufacturing lines and externally by respected
third party agencies.
In addition, we hold more than 20 patents on innovative technology
innovations that deliver high-power utilization, lesser heat dissipation and
improved DC output control to system components. These qualities help
differentiate Tagan from poor quality, standard PSUs available in the market
today.
Charu Khera
(charuk@cybermedia.co.in) Page(s) 1
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