Milind Tamhane, VP, ITS Sales, Digilink on plans to establish Digilink as a global brand…

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Milind Tamhane, Vice President - ITS Sales, Digilink in an exclusive interview with IT VAR News throws light on its offering in the networking solution domain and Digilinks strategy to target this market. Following are the excerpts of the interaction -

IT VAR News: Considering the current scenario, what are your views on the networking solution business?
Milind Tamhane: One of the most eminent growth drivers for the Structured Cabling (SC) market is data centre consolidation. This is expected to drive the acceptance of fibre-based solutions and 10G solutions in the market. Additionally, newer paths such as triple plays, FTTH, extensions of SC to the residential domain and Giga-ready homes are bearing out to be the key growth drivers.

The cabling market has also spurred due to the penetration of bandwidth and the usage of its application. Technologies that have acted as channels of success are virtualisation, on-demand applications, VoIP and high p

erformance computing.

The IT industry is witnessing an increase in the demand from the infrastructure sector and government entities that are emerging as heavy investors. Both these segments are growing at a rate of over 20 percent, higher than over all IT market. This signals lucrative prospects for the SC market. In addition to these sectors, segments such as hospitality, healthcare and education are showing demand for Structured Cabling Systems (SCS).

In a nutshell we can say that the key drivers in SCS in last couple of years have been demand for data centers and network virtualization, penetration of internet in rural India and use of converged triple play (V/V/D) network over same physical network infrastructure. Apart from these factors growing SOHO / SMB segment and growth in enterprise, education and government infrastructure are also playing an important role in the demand for SCS.

ITVN: What all products, services and solutions ar

e you offering? What are products that you are focusing on in 2010?
MT: Our product range includes the following:
1. Copper

a. E 400 Cat 5e+: These cables and components are all optimized for channel Performance till 400 MHz.
b. G 600 Cat 6: These cables and components are all optimized for channel Performance at till 600 MHz.
c. TG 500 Cat 6+: These cables and components are all optimized for channel performance at 10 Gbps till 500 MHz.
d. TG800 Cat 6(A): These cables and components are all optimized for channel performance at 10 Gbps till 800 MHz.

2. Fiber

a. OP2: This includes range of 50m/62.5m Multimode fiber cables, patch assemblies, panels, adaptors& connectors. These cables and components are optimized for Channel performance at 500 MHz.
b. OP3: This includes range of 50m Multimode fiber cables, patch assemblies, panels, adaptors and connectors. These cables and components are opt

imized for channel performance at 800 MHz.
c. OP∞: This includes single mode fiber cables, patch assemblies, panels, adaptors and connectors. These cables and components are optimized for unlimited channel performance.

3. DATA Center Solutions

a. Trunk cable assemblies
b. MPO connectors
c. Fiber management solutions
d. High density aluminum Die Cast Patch Panels

4. Residential Cabling Solutions

a. Cables specially designed for Residential Applications
b. Face plates matching home decor/
c. Data Connectors suitable for elite Electrical brand offerings
d. Customized IMT faceplates

5. IPLMS

This year our focus is on developing products suitable for data center, FTTH deployments and 10G over Copper. We would also be working on products for internet ready homes.
ITVN: What is your current channel strength and how many branches do you hav

e all over India?

MT: We reach out to our customers with our nationwide network of 24 distributors, six national system integrators (NSI), more than 200 empower value system integrators (EVS), 1000 empower value added re-sellers (EVAR) and 5000 empower reseller (ER). We have 17 offices across India. ITVN: What are the segments that you are targeting for your products?

MT: The vertical which we will be targeting include datacenters, manufacturing, BFSI, PSU, Education, Government and Infrastructure. ITVN: What are your networking solution offerings for SMBs and enterprises?

MT: We have aligned ourselves for focused approach in few areas like Intelligent Patch Panels, Bigger Fiber Business in LAN/WAN and also in FTTH. In addition we plan to add whole lot of higher end products including high density 48P Patch panels. Our indigenous development team has created few new patented products on which right now I cant divulge details. ITVN:

What initiatives are you taking to tap the networking solution market?

MT: Our Empower Partner Program has shown great results. Now we aim to build up on this program by launching schemes for our registered partners. One of the highlights of this program is the training on latest technology in Information Transport System Industry, which is provided to the partners along with demonstrations of products.

We have just completed 45 city road shows FITS 09, in which these training were conducted. FITS 09 also helped us in creating mind share with our SIs over new technologies coming in to passive network.

We also recently launched channel reward program Zip Zap Zoom 3. The program is designed for DIGILINK Value Added Resellers and System Integrators and will run till June 30, 2010. This scheme is available through authorized Digilink distributors and Empower Resellers.

Last year Digilink launched Zip Zap Zoom 1 and 2 schemes. The

channel partners showed immense enthusiasm towards it. Approximately 300 partners qualified under these schemes and won an all paid trip to Malaysia, Genting Bangkok/Pattaya and Kerela. These trips were arranged in the month of July 2009 and February 2010.

ITVN: What is the company\\\'s strategy to take on competition from other players?

MT: Anchored by an extensive marketing and distribution network, Digilink has emerged as a prominent player in the structured cabling category in India. Well-conceived branding strategies, coupled with a business framework that delivers value, quality and efficacy are instrumental to our success in a market flooded with competition. Integral to our business model, is a wide-spreading marketing and distribution network that ensures deeper market penetration.

Digilink has consistently adopts a 360 degree approach to address all types of channels across markets, covering global, regional and small SIs and rese

llers.

We impart rigorous training to our sales and channel partners to enhance brand positioning and visibility in the competitive marketplace. Investment into trainings is seen as a significant business enabler tool for the company. Multi-city events, road shows, DCCE Trainings, distributor meets, EVSI meets and sponsored events are conducted on regular intervals. A meticulous and perceptive marketing plan including public relations, corporate stories and guest articles has succeeded in establishing the Digilinks individual brand identity. Our marketing team is working towards the objective of building a strong corporate image that enables business association to further endorse and promote the brand.

ITVN: Is the company looking forward to expand its channel base?

MT: Channel expansion within India is a continuous process, but at present we are looking to establish Digilink as a global brand. We already have a good channel distribut

ion network in countries like Sri-Lanka, UAE and Bangladesh. In the future we will look into capturing other global markets. ITVN: What are the new challenges being faced by your channel partners?

MT: Most of the end users still consider cost as their primary consideration despite of the fact that small compromise on performance of physical layer will jeopardize the entire network in long run. Our partners face this as the challenge in convincing the end users.

ITVN: Are you planning to focus on B and C class cities?

MT: With our strong network of territory distributors, dealers and resellers spread across the country we are able to penetrate in most of the B&C class cities. We regularly introduce different channel incentive schemes for our channel partners on time to time basis. We support our channel partners with strong advertisement campaigns and publicity material. Apart from his we regularly conduct Technical Trainings, Se