D-Link scales industry verticals through structured cabling

Monday, 18 November 2013 01:27 - - {{hitsCtrl.values.hits}}

By Sarah Hannan In September, D-Link marked its business expansions in Sri Lanka by carrying out channel activations in Colombo, Kandy, Galle, Matara and Jaffna. Attending the milestone event D-Link Regional Country Manager Bishwajit Sutradhar, in his recent visit to Colombo, joined Daily FT for a brief talk on the company’s plans and newest additions to their product lines. Speaking about the company’s worldwide presence, Sutradhar said: “Our company operates in over 110 countries out of which 78 of it

hold branch operations. In Sri Lanka, our marketing strategy is completely based on channel partners who are enthusiastic about creating business opportunities to their resellers.” D-Link’s consumers vary from small to large customers from home based solutions to industry vertical vendors. To cater to the consumer demand, D-Link recently launched its very own structured cabling solutions. “There is a growing demand in network and switching solutions for apartment complexes, commercial towers, hospitality and medical industry sectors where technology and the devices used day to day by them are evolving. We at D-Link are constantly modifying our systems, solutions and components to match the needs of future IT infrastructures,” Sutradhar stated. Competitive advantage When asked whether D-Link is looking at partnering or being the main supplier for leading telecom companies in Sri Lanka Sutradhar stated: “The Internet is in our hands and Sri Lanka has been leaps ahead when it comes to embracing new technology. The Lankan consumer is knowledgeable and they know exactly what they need to purchase and what specifications match their requirements. “Considering the market segment for lifestyle products D-Link is focusing on introducing 3G routers that can be used in homes, these routers are sleek and attractive in design. Rather than approaching the big companies we have faith in our channel partners to market our products to the consumer. However when it comes to structured cabling we will have to break in to the market to attract the leading telecom companies bt then again they will always reach us through our channel partners to purchase or networking and switching solutions.” One-stop-shop According to Sutradhar, D-Link is a one-stop-shop for connectivity components be it for a home or for a massive real estate project. “We have all the necessary accessories from routers, cables, switching centre solutions and structured cabling which we offer our consumers at competitive prices. Rather than selling bits and pieces we focus on selling complete solutions with after sale service and a technical team that can be reached online through email or chat. In India we have a technical team that visits the customer to troubleshoot or replace the devices within the warrantee period.” D-Link will also look at expansions to enterprise solution providers and partner up with them to reach higher levels of consumer segments. In an attempt to enhance its technical teams’ and channel partners’ technical knowledge, the company will conduct workshops which will also produce certified technical support teams. Wrapping up the discussion, Sutradhar reiterated that Sri Lanka has a well organised IT market segment which has a group of individuals who understands latest technology, and D-Link is set to bring out the best in them and in return make it a profitable venture for their channel partners.