ON Semiconductor: banking heavily on channel network

ON Semiconductor, a
premier supplier of high performance, energy-efficient silicon
solutions for green electronics, considers India to be a fast-growing
and an exciting market. The company focuses on its customers and help
them succeed with its expertise and capabilities, providing high
performance, energy efficient silicon solutions.

The company continues to
strengthen its local resources through its channel partners,
especially on the technical side, in order to provide the
best-in-class pre-sales and post-sales engineering support to its
customers. And in order to optimize its market reach, it has an
effective channel network that complements its own resources to serve
the customers. As part of its go-to-market strategy for the Indian
market, ON Semiconductor has identified focus segments, and then
established technical services and solutions such as seminars,
reference designs, etc, around those main applications. Some of the
key segments in India are power management, eg smart meters and power
line communication, uninterrupted power supply (UPS), inverters,
automotive, telecommunications, and LED lighting. Sharing the
company's channel focus for the Indian market, MK Mak, VP-Sales,
Korea and South Asia, ON Semiconductor, said, “In order to extend
our reach to the market and customers effectively, we engage with our
channel partners very closely. We also believe in quality over
quantity. We ensure that our channel partners establish their own
technical expertise so that they can provide the same level of
engineering support to our customers as ON Semiconductor can directly
offer.”

Although the company
refused to divulge the number of partners, it insisted on the quality
of customer service and technical support that its channel partners
can offer. It believes in listening to its customers and work with
those channel partners, who can foster customer intimacy. In order to
strengthen its
presence in the marketplace, ON Semiconductor has several programs in
place like for example, it offers a technical certification program
that ensures the quality of field applications engineers (FAEs)
provided by its channel partners. This program involves a series of
tests from knowledge in basic theory to hands-on demonstration of
their technical capabilities at the workbench level. “I do not
think that we can simply make use of incentives to motivate our
channel partners. There are indeed strategic reasons for our channel
partners to engage with us as well in order for them to provide more
complete product offerings to their end-customers, especially with
the broad and deep technologies and solutions that ON Semiconductor
offers,” added Mak. The company also believes
that since it is in the business world, profit and margin are some of
the key motivators. As always, there are other dimensions such as the
growth opportunities through the richness of its portfolio that also
draw the interests of the channel partners to work closely and grow
with On Semiconductor. Mak asserted, “We are
committed to support our customers in India as they grow vigorously
at home and globally. Their successes will be ours. In order to
accomplish this mission, we will continue to strengthen our own
resources, as well as our channel networks' for broader and deeper
market penetration.”