Billion Electric Company, a Taiwanese-based manufacturer of ISDN
products, is making an official foray into India after tying up with Brij Infotech as
their national distributor. Initially, Brij will distribute Billion’s Bipac PCI and
ISDN PC cards, a mini USB TA128 modem, and TA128+PBX 4 analog port router.
"We are testing the waters right now. Once we are convinced that
the Indian market is ready, we will extend the product range to encompass all of
Billion’s products," says Sandeep Agarwal, Director, Brij Infotech, explaining
the marketing strategy.
Brij has conducted in-depth tests on Billion’s products and the
products have been submitted to the Telecom Electronics Center. The products have been
found sturdy and functioned well in the humid Indian weather.
To move the products effectively in the market, Brij is putting up a
new channel network in place. Currently it is a regional distributor for Zyxel and
Rockwell Smart, with the latter being its indigenous brand. But with Billion, Brij will go
national and will appoint regional distributors and resellers.
Sandeep says that they will use the new network to push their own
brand, Rockwell Smart as well. "Till date we were distributing Rockwell only in the
western region. But now that we are going national, we will utilize the new channel
network to push Rockwell too," he states.
Talking about their channel strategy Sandeep says, "We will offer
our channel partners the best margins possible. This means that we will protect the
interests of all the tiers in the network."