'In the days to come, our area of focus will remain on LCD monitors.'

With a 19-year experience in peripherals segment, Pankaj Sharma took on his

present role as the head of IT and channel sales at Sharp Business Systems, a

joint venture between Sharp and L&T. In fact, fresh out of Roorkee

University with a degree in electrical engineering, Pankaj Sharma had joined

L&T in 1981. He handled the distribution of HP and other peripheral brands

at L&T. At Sharp, Pankaj is responsible for increasing focus on a range of

products especially LCD monitors as well as enhancing Sharp’s visibility. DQCI

caught up with him to discuss Sharp´s plans for the Indian market.

What is Sharp’s current area of focus?



Right now we are focusing on our core competence, which is LCD monitors. We
recently concluded a mega-event in Mumbai showcasing products and applications

for the same. We are also selling notebooks and printers, but only to a focussed

market, because of our limited product portfolio. Our multi-function devices or

MFDs are also doing well in the market.

We are looking at marketing our network-enabled high-end digital printers

aggressively. It is a product that will compete with market leaders. In the days

to come our area of focus will remain LCD monitors but we will increase the

thrust on high-end lasers and MFDs.

What measures are you taking to help the channel evolve as you grow?



The market for LCD monitors and high-end printers are user and

utility-related. What it implies is that we have to create a pull for these

products in the market first. As we understand the channel, they are better off

selling pull-products rather than push-products.

We are undertaking exercises to ensure that a pull for both product

categories is generated. On the LCD monitor front, awareness is coming from

other quarters too. The worldwide trend of shifting from CRT to LCD is now being

felt in India too.

Once LCD monitors touch the price bracket of Rs 25,000-30,000, the market

will grow. And once that happens we will see volumes moving through the channel.

The price barrier makes stocking and selling an expensive proposition and the

current volume in the channel don´t justify the same. And to take the channel

with us we have to seed the market and create a pull for the product.

What kind of resellers are you looking for?



We are looking for typical IT resellers. Selling LCD monitors is not much

different from selling CRT monitors. It is just a matter of time and you will

see LCD monitors replacing CRT monitors. Also resellers are expected to be

credible and have financial strength. Once the inquiries start coming in, the

reseller should be able to stock and sell.

Which boxed products are you offering to the channel currently?



We have bubble jet printers and flatbed color copiers that are in the boxed

category of products. At Rs 30,000, the copier is one of its kind in the market.

We have seen substantial volumes move in government departments like

secretariats and also in the corporate sector for the CEO´s desk. The product

has found immense utility for exporters too.

What efforts are you taking to enhance Sharp’s visibility?



There is always room for improvement on an aspect like this. Our strong

presence in the fax and the copier space gives us a considerable mind share.

Also in the LCD space, resellers realize that we are amongst the strongest

players.

Evidently there are a lot of things one wants to do, but we have to look at

constraints, like how much market share are we aiming for. As our products get

accepted in the market, we will do more for the channel as well.

Are you contemplating setting up manufacturing facilities for monitors in

India?



We have no plans of setting up a manufacturing facility here in India. Any

manufacturing plant for LCD monitors has to be equipped to handle markets beyond

the local one. And creating infrastructure for a global market here in India is

difficult.

How well are you geared up to handle competition in the LCD monitor space

from rivals who distinctly enjoy the first-mover advantage?



Technically speaking we offer a superior product as compared to the

competition. Most of the features that we offer are not there in any competing

products. They are competing solely on price. And once the market begins to grow

there will be room for everyone.

As of now, the market for LCDs is quite small, but even if a ten-percent

conversion from CRTs takes place, that in itself will make it a big market. But

the key players are expected to be very few.

How vast is your distribution network?



We primarily sell LCD monitors directly. However, ESys and Nebula also sell

a few of them. For our printers Salora and Nebula are the distributors. Unless a

good demand exist in the market it does not make sense to appoint a

national-level distributor.

How do you address the warranty issues that confront you?



We handle all warranty issues directly through our 20 offices spread across

the country. If and when we feel the need we will start building our service

network and appoint service providers. On the printer front, Salora is also

offering service.

The channel feels that training provided by vendors is inadequate. What

efforts do you put in to train partners?



This may not be true for printers, which are electro-mechanical devices that

the channel is quite comfortable with. Incidentally we have organized training

for Salora at 16 locations. This year we are also planning customer-oriented

training sessions.

As far as LCD monitors go, the channel always demands training. But one has

to see how much can be absorbed and how much can be done. Too much service of

the product is not quite possible at the reseller site because of the nature of

the product. However we are ensuring fast redressal of complaints.

What is your strategy for addressing B and C-class towns?



Our focus on B and C-class towns has been clear from day one. Barring a few

cities in the east, we have partner presence in all the major B and C-class

towns. And our effort to reach out to these cities has reaped results. In the

printer business we have received better response from smaller towns of the

country. And our effort to tap this market will continue.

SYLVESTER LOBO and MOHIT CHHABRA in New Delhi