Altec plans to increase its market share in audio solutions

Altec Lansing, the US-based audio company is planning to get
more aggressive in the Indian market. The company started its India operations
two and half year ago when it appointed Trifin Information Technology as the
distributor for North and East and Zeta for West and South. Today, it has more
than 25 audio products in the country and some more are expected to hit the
market by Sept-ember 2004.

According to Anthony J Wilkinson, VP, Sales and Busi-ness
Development-Asia Paci-fic, Altec Lansing, "We have identified India as
one of the major market for audio players and with our rich heritage we would
like to explore the PC market and the upcoming DVD, CDs, MP3 and the home
theatre segment in this country." He also pointed out that the com-pany has
grown by 80 percent in India on a year-to-year basis and this kind of growth is
also expected this fiscal. This growth Anthony feels will be possible because
the Indian market today is gett-ing more and more digital and the next couple of
years would see immense penetration of entertainment in the IT industry.

Nitin Aggarwal, Director, Trifin Information Technology said,
"Altec has some of the finest audio products and this fiscal they will be
introducing more variety where the customers will have varied choice to choose
from. The beauty of Altec is that they have products from the entry-level to the
premium segment and we have seen substantial growth in the last two
quarters."

The company is planning to organize road shows in the country,
which would give more visibility to its brand. "We want to be the number
one audio player in the Indian market and I feel that by 2005, we would achieve
that feat," Anthony added. According to Altec, Creative today has the
highest market share in India and the company is hopeful of uproo-ting them from
this position this fiscal.

Nitin pointed out that Trifin has 150 dedicated partners in the
North selling Altec's produ-cts and this number is also exp-ected to increase
substantially over the next six months. "We are also launching a promo-tional
campaign for the part-ners which would excite them to do more business and this
in turn would help Altec to reach the Numero Uno position in the country,"
Nitin said.

CyberMedia News

New Delhi