Neoteric to distribute Umax speakers

Umax Technologies, the company specialized in design and distribution of a
full line of imaging and computer pro-ducts, is now launching a range of
mid-range and entry level speakers for both com-puter and consumer electro-nics
(CE) market.

The speakers are being introduced in India and other countries
simultaneously. This is not for the first time Umax is launching speakers. About
four or five years ago Umax had launched computer spea-kers, but did not market
them successfully.

However, the company looks determined about its success this time at least
here in India with Neoteric as its distributor. Neoteric, which has been an
official represen-tative for Umax in India, is confident that the speakers will
sell well in India because of the competitive pricing and excellent product
quality.

Currently, it is introducing four models of 2.1 speakers in the market
operating price (MOP) range of Rs 900 to Rs 1,500, and one model of 5.1 speaker
at a MOP of Rs 5,800.

Neoteric is already distribu-ting Philips brand of speakers mainly focused
towards the CE market. "Umax speakers will complete the speaker offering
from Neoteric while catering to the computer market," said Anish Kurup,
Business Mana-ger for Umax products at Neoteric.

"The speakers being laun-ched are designed with wooden casings for
better performance. It looks good and different, it is aggressively priced and
hence it is suitable for the CE market as well," added Anish.

All the speakers are rated with both RMS and PMPO wattage for the better
under-standing of the customers. "We have tried to follow the benchmark of
Philips in packa-ging the products because of the long-time experience that
Philips has," said Anish.

The company will be introducing the entry-level 2.0 model some time in the
next quarter. The reason an entry-level model is not being introduced first is
because of the thin margin vendor and channels earn on these models.

The speakers will be initially sold through Neoteric's Umax star partner
network, and at a later stage it will try and get focused partners to sell these
speakers. There are also plans to sell the speakers through CE channel. When
asked about the possible competition within Neoteric for the two brands ie
Philip and Umax, Anish said, "Both brands are positioned differently to
target a different set of customers. Selling Umax speakers in the CE channel
market may not be the prime focus."

Nelson Johny

Mumbai