IRIS facilitates IBM's Runrate business

IRIS, that has been IBM's distributor since long is becoming the highest seller of the premium stock and sell or promo ‘Runrate' volume server business of IBM in India.

The ‘Stock and Sell' model is based on selling large number of devices stocked and sold at a fixed rate. IBM calls this ‘Runrate' where 400-500 servers are sold at a fixed price fetching them Rs 4-5 crore per month. The process of selling is much easier as the price is non-negotiable both in terms of volume and pricing.

"IBM wants to push its volume server business since the advantage to the end customer is more," says Sameer Chaudhary, senior VP, sales, IRIS Computers. He said, "As there is large number of ready stock at one place, a SI or a dealer can come and pick up as many servers from IRIS's warehouse and supply it to the end consumers swiftly. The ready stock gives fast paced transaction, security and surety." 

For IBM the Runrate business is an important since it pulls in a lot of marketing activities around these servers for their availability which creates much required buzz regarding the brand.