Supertron is exclusive national disti of E-Smart

DQW Bureau
16 Feb 2006

based Super­tron electronics has tied up with Singa­pore based E-smart Techno­logies
Pvt Ltd to become the exclusive national distributor for their video
conferencing equipments. Being in the market for the last two months Supertron,
which is still in developmental stage of tapping the market for their latest
product category is highly convinced of the immense opportunity that lies ahead
in this particular business division as the concept of video conferen­cing has
finally arrived in India.

Though the concept has
existed in India for the last five years, it has finally come into the forefront
now where people have started to feel its importance and efficiency. Earlier
video conferencing was done through ISDN connec­tion, which was fairly costly.
But the advent of IP has enabled cheaper video con­ferencing through leased
lines or broadband connections. The affordability factor has certainly worked
out in its favor. “The same also hap­pened in case of the equip­ments.
Earlier video conferen­cing tools used to cost around Rs five lakhs onwards.
But now they are available in the range of Rs two to three lakh,” said,
Debasis Roy, Head — Direct Sales, Supertron Electronics.

Today such equipments are
gaining popularity in various market and indus­trial segments. “The esti­mated
video conferencing market in India is roughly around Rs 300 crore. And it is
expected to move up in leaps and bound in the coming years,” informed Roy.

The market segments, which
would be highly benefited with video con­feren­cing, are government,
educational and research institutes, corporate, hos­pital and medical
institutes and the hospitality sector. “This particular concept could really
help these industries in today's technical scenario and at the same time, it
is both cost and time saving,” pointed out Roy.

“Companies can cut down
traveling costs of their employees and also save time by installing these equip­ments,
thereby recovering their investment and installation cost within a year or two.
And the shelf life of the equipments is much higher. Therefore, its benefits are
immense” he explains further.

With e-governance coming up
at a fast pace, this business seems to be immensely lucrative. “It will help
in having regular interactions with the state headquarters and the respective
district headquarters or even the blocks. In fact the West Bengal government is
one of the forerunners in installing such equipments and they are looking
forward to do it in a wider manner. Similarly it is highly useful for distant
learning programs or even the medical sector,” he further added.

E-Smart video conferencing
equipments have products range that suits all kinds of requirements and pocket
size. The product categories include the desktop end point or videophone, which
is essentially an IP phone with a LCD screen facilitating a one to one meeting.
The models' cost range starts from Rs 40,000 onwards. The boardroom style
equipments come with speakers and a camera that pans (rotate) 360 degrees and
can easily cover a conference room of more than 1500 sq. ft. and accommodate
more than 15 people attending a conference. The panning of the camera could be
controlled from both the ends through remote controls. These comprehensive
units' price starts from Rs 2.5 lakh.

The next product category is
the Multi Party Units that facilitate video conferencing for multiple stations.
“We will be able to cater to all the market segments with our wide spectrum of
products,” said Roy. Supertron is currently appointing the channel partners
for their new product range to be sold across the country.

“This is the very initial
stage of the new venture and we are into setting up the network for us” said V
K Bhandari, MD, Supertron Electronics. “This is a very niche product and
requires proper technical know-how. Therefore, we are looking for those types of
value added resellers who are more into technical sales and towards corporate
and large accounts selling” he informed further. The company plans to provide
all the required support to its partners for the new venture. “This is a
highly prospective business opportunity and we are looking for good partners to
grow together,” he said further.

E-smart Technologies is a
part of the E-smart Holdings, a US $ 100 million company having their operations
in seven Asian countries including India. Currently E-smart is on the process of
tying up with a large service providing company having their set-up across
India, as their support partner to provide the warranty supports. “It is in
the finalization stage and hence forth the entire support part will be taken
care by them. We have started off with Kolkata and Bangalore, also Delhi to some
extent and we have so far received very good response and enquiries as well,”
informed Bhandari.

Supertron, highly confidant
of the E-smart products and their aggressive pricing plans to capture about 5
percent market by this calendar year. “We are not looking for volume
initially, but this is a bottom line business for us” said Bhandari who has
already appointed specialized manpower in all the regional hubs to handle this
particular project. But the initial task for the company is to educate the
customers as well as, the partners. “This is still at the concept selling
stage. Just like a PC was about ten years back. But now PC sells like a
commodity. Therefore, we have to educate people first. But we are confidant of
our product and it is sure to control our position in the next six months,”
concluded Roy.

Read the Next Article