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“We are looking for a distributor for our Icybox external storage solutions”

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DQC Bureau
New Update

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

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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.

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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.

Ivan Tsai Product Head-Tagan, NanoPoint

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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.

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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.

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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.

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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.

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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)

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