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Dell gets aggressive in the national SMB space gaining 2 percent marketshare

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DQW Bureau
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Adopting an aggressive market strategy
across consumer verticals, href="https://www.dqweek.com/dell-bags-no-1-slot-in-the-notebook-segment-idc">Dell
is now keen on focusing on the href="https://www.dqweek.com/dell-introduces-revamped-partner-direct-portal">SMB
segment and hence, it has designed its product portfolio and
business
line accordingly. Speaking about the company's achievements in this
fiscal, Ravi Bharadwaj, GM-SMB, Dell India said, “We have grown
10-times faster than the overall market. As of Q4, we have emerged as
the market leader in the laptop space across all the segments.”

As part of the SMB approach, Dell had
long back restructured its team into four distinct divisions-SMB,
end-user, public segment and enterprises with the SMB team now making
aggressive moves. “We have launched products targeted particularly
for the SMB segment. With the Vostro range and the IP SAN storage
technology, Dell has undertaken an expansion of the distribution
strategy launching the Partner Direct commercial channel program
(PDCCP) for the channel community and training our partners before
they enter into business,” added Bharadwaj.

With the success of the PDCCP across
200 cities, covering more than 150 dedicated channel partners, the
company has built-up an effective distribution base across the
nation. However, now the company is not keen on adding more
partners. It is looking forward to consolidating its channel base
with its existing set of partners.

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The company has declared that in a
recent study by AMI Partners and IDC, it has been estimated that 1/3
of the global SMBs are located in the APAC region and more than 500
million new business ventures will pop up in the coming five years.
With most of these potential SMBs coming in from the fast growing
economies in BRIC countries, Indian SMB hardware spending is
estimated at $3.25 billion. “It is clear that the SMB segment is
going to contribute majorly to the economy and Dell is keen on
tapping this market segment. We have already been successful in the
end-user space along with the enterprise vertical and now, we want to
focus on the SMB segment,” said Bharadwaj.

Dell had previously laid down its
global marketing strategy before the advent of the slowdown, where
the company mentioned its priorities to be mobility, enterprise, SMB,
tapping emerging markets and the end-user vertical. “In our
approach to emerge as the leader in the SMB segment, we are not only
focusing on building up our products as well as channel base, but we
are offering complete solutions to our consumers to evolve into a
solution provider company,” concluded Bharadwaj. In this approach,
the company has set up dedicated teams for remote assistance besides
its customer care unit and is converging its portfolio to offer
holistic solutions ranging from cabling and deployment of hardware to
software solutions and support.

The company has claimed that in the
recent figures revealed by IDC, Dell has gained 2 percent marketshare
and has shifted from #5 position to #3. Also, the company said that
while the SMB had a negative growth at 11.5 percent, Dell has grown
by 20 percent in the same space.

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