Axis Communications rides high on channel strategies

By Sikta Samantaray - 2 March, 2012

In order to penetrate and increase its marketshare in India through channel expansion, Axis Communications has aggressive plans to enter the tier-2 and -3 markets. It will also tap India's large base of SMBs to grow its business.

"We will continue to grow our channel base as well as strengthen relationships with our existing channel partners to make our products available and accessible to these customers. We wish to maintain the momentum in the coming quarters. Therefore, we are investing in terms of awareness, technology transfer, training and educating the partners to achieve the estimated growth," said Sudhindra Holla, country manager, Axis Communications India.
Currently, the company has close to 1,000 channel partners in India and 45,000 worldwide. "Our main focus is to spread geographically across industries. For this, we are expanding our footprint in all the key verticals and geographies in which we were not present before," said Holla. Axis focuses on all major sectors like hospitality, transportation, gems and jewellery, city surveillance, critical infrastructure, banking, education and retail. Axis is particularly strong in the transportation and retail segments, wherein the company has successfully undertaken many large deployments across the world. Axis is also working on some solutions, which would enable system integrators and users to install their existing cameras in a much easier way.

"With increasing investments by the government in sectors projects such as airports, seaports, metros and other greenfield projects, the infrastructure sector looks quite promising. In the wake of this strong growth potential, one of the main target markets for Axis would be critical infrastructure, perimeter surveillance," said Holla. Therefore, the company is working towards increasing its channel presence aggressively in next 2-3 years. Additionally, it is focusing on ramping up its support infrastructure and continue to invest in developing solution-oriented, segment specific channels.

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