SEMCO increases its IT products portfolio

Kevin Jeong is the new MD

Increasing its IT products category, Samsung Electro Mechanics
Pte Ltd (SEMCO) has introduced new range of keyboards and mice–four in the
keyboard category and four in mice respectively and also one-inch FDD. But these
products will be available in the month of July only.

SEMCO, a part of Samsung Singapore, has also got its new MD in
Kevin Jeong, who joined the Delhi liaison office recently and has been attached
with Indian business for more than seven years now.

Established in India seven years ago, SEMCO has four product
lines–optical pick up, IT products (keyboard and mice), audio and visual
components and chip components.

Jeong said, "Earlier, our main focus was on chip component
from which we later shifted. But now, we will again concentrate on this product
line as we see a huge potential in the mobile phone market here. We foresee a
huge potential in this segment and this will be our core competence." He
informed that product wise, 70 percent sale was in mobile and 30 percent in AV
and IT products. And going by this it only shows the kind of importance mobile
market has gained.

"We want to add value through technology and earn benefits
from market with edge over others," he further added.

Discussing about its focus, Jeong replied, "Our main focus
will be on the cellular market and secondly on the Cable Access System. We will
see that 40 percent of our concentration should be on the new business.

"As far as the IT products are concerned", he said,
"SIs were our main targets which compri-sed 60 percent of the market."

But this year it’s looking at simplifying products; target
mass market and fewer prod-ucts without confusing the mar-ket. And earn value
through quality and after sales service. Again re-focus on SIs and branded
segment like HCL, Wipro etc, since branded segment is expected to grow by around
45 percent in 2004 as compared to 37 percent in 2003.

On the SI front it plans to retain and consolidate its position
and maintain growth rate of around 20 percent. And this they want to do through
promotional schemes to motivate the second tier, advertisement campaign targets
towards end-users plus second tier, organize dealers meet, launch new products
and keep pace with the market. And lastly restructure service center working to
make it simpler and accountable to the customer.

As for the branded market it is currently exploring modalities
to add value for the clients through offering value propositions in terms of
quality, logistics and after sales support.

Plans are also in the pipeline to start targeting some of the
SAARC countries namely Pakistan, Bangladesh and Sri-Lanka.

Karma Negi

New Delhi