“HP not only innovates but also defines market in India”

The new year bring a new go-to-market channel strategy for HP. Since the channel is fast evolving, HP wants to re-invent its strategies to keep pace with the changing business environment. Going ahead, HP wants to focus on complete solution and not just devices. The growth for HP is now fuelled by growing segment of SOHOs, microbusinesses and SMBs. Rajkumar Rishi, director, consumer channel, PPS, HP India in a tete-a-tete with DQ Channels reveals his channel strategies this new year

What is the highlight of your channel strategy for 2013?

The optimized PPS structure makes HP a stronger partner and easier to do business with. We have streamlined our channel partner engagemnet processes to give partners an improved experience, we are also investing in programs, people and resources to equip our partners and help them drive profitable growth in a rapidly changing marketplace.

Can you tell us what makes HP stand out?

HP is the market leader world-wide and also in India. HP firmly believes in innovation. HP was the first to introduce Windows 8 in its devices. Innovation is our USP. Our printer business is also very innovative. We have a printer to fill in every customer need. HP not only innovates but also defines market in India. It was our initiative to increase the penetration of personal systems and printers in smaller cities. Also, sub-distribution is one area which was hugely promoted by HP. HP Total Care and HP Planet Partner program are two of our leading partner oriented programs.

What are your strategic priorities now?

Currently, we are focusing on a sustained profitable growth. and to build a scalable channel structure. Also, we are determined to consolidate sub-distribution channel. In future, our channel focus areas will be to focus on best-in-class retail experience; geographic expansion; diverse channel pipes and channel profitability.

Tell us something about your retail presence.

Our branded stores, which are called ‘HP World’ are doing very well. We have presence in almost 200 plus cities. This year, we plan to add 30 more outlets mainly in tier-2 and tier-3 cities. We are focusing a lot on retail through key multi-brand outlets and LFRs as well. Also we plan to focus on consistent product offererings throughout the country.

What is your go-to-market strategy?

We have planned very aggressively for channel expansion this year. We plan to expand our presence in more than 1,000 cities and touch more than 4,000 retailers. Also we have diverse channel pipes and we strive to maintain a balance amongst all. We have a robust network of 10,000 partners. HP always strives to empower its channel partners.

Does e-commerce interest you as channel?

Yes, we will focus extensively on e-commerce. In coming times, e-commerce will be an important channel and we will push this channel as aggressively as any other. We are also helping the partners, who are opening their online stores and making our presence felt there. We have a robust training program for partners for such endeavors. We are carefully creating content for visibility of our products online.

Ekta Saxena

(ektasa@cybermedia.co.in)