Schneider APC On Channel Expansion Mode

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The Company is shifting its focus and strengthening its position end to end energy management through better channel reach...

Under the parental guidance of Schneider Electric, American Power Conversion (APC) has shifted its emphasis from being a supplier of power management equipment to becoming part of an end to end energy management company.  At a product level APC is synonymous with power back up products and technologies, claims a lead in hot aisle/cold aisle containment and has a global footprint. The company is planning to shift its gears from power and control to energy management. New offerings under the Schneider portfolio also includes BMS, Electrical distribution etc.


Shifting gear demands more fuel and energy so the company is equipping its partners and preparing them to take up new challenges. At present, APC is working with 6000 channel partners across country in 270 cities including penetration in B and C class cities. Out of this, 2000 partners actively bill every month. Also APCs service network spans across 300 cities.


Highlighting the partners ecosystem,

Gaurav Burman, Director, Transaction Business, APC India Pvt Ltd by Schneider Electric, Our channel partners are categorized into A (1-6 units a month), B (7-50 units a month) and C (50-200 units a month). If monthly billings are more than 25 units a month, we even invest in their training programs, incentive schemes etc. APCs focus as an organization is to grow our business in association with the channel.


The company is planning to increase its channel partner base in 400 cities including tier 2 and 3 cities. The increase in partner count will be from 6000 partners to 10,000 partners along with the active reseller base which is expected to grow to 3500.


As part of their ongoing strategy to strengthen channel relationship, APC recently rolled out a Channel Partner Programme (CPP) to reach out to over 3000 partners across 40 cities in India. This is an intensive, country wide partner training and channel landscaping initiative to enable our partners to

differentiate themselves in the market place as we have always believed that a well trained, knowledgeable partner will deliver better value to the customer.


APC has also introduced Partner Online Destination (POD) to connect with its partner base on a regular basis. The portal has new product information, sales tools, downloadable brochures and training programs in the form of live webinars with industry experts, award-winning Data Center University online courses, instructor-led classroom training and updates on emerging trends and technologies.


Talking on criteria for choosing partners, expectations from partners, Gaurav added, We grade partners as per the product portfolio they can handle and their competitiveness in the business. The more they advance, the more they profit. You can see snapshot of our landscaping program where the partner can start at a basic Registered Partner Level and upgrade to Elite partnership.