With a proven heritage of stability, performance and value, TP-Link has curated a portfolio of products that meet the networking needs of all individuals. Now, as the connected lifestyle continues to evolve, the company is expanding today to exceed the demands of tomorrow. Mr. Bill Ye, Country Manager & Director, TP-Link India in a Candid Chat shares company’s channel strategy and vision for 2017. Excerpts from the interview –
What positioning would you give to TP link in the India market?
Since TP-Link Introduction to Indian Market, TP-Link has worked towards building its brand presence across Indian Market through our product and reliable support towards stakeholders, after incorporating trust among Indian Market for nearly decade, we are happy to announce that TP-Link is among Top Networking vendor in India market and World’s No.1 WLAN product manufacturer.
Do you think there is competition from local or other brands? How do you strategize to fight it?
Competition is inevitable; if there is no competition market tends to get dual. Competition is something which gives rise to new technology and new innovation. TP-Link in India do have competition from local and other brands, but we are happy to announce that we hold trump-card over other brands such as brand trust among customers, support to partners, strong marketing team and in-house manufacturing; which directly helps us to control product quality and give best to our customers at reasonable rate.
What role do channel partners play in establishing the TP link brand in India?
Channel played a key role supporting us on our mission to have the up-growth in acceptance of TP-Link as trustworthy Brand and to have the good mind share of consumers. Our new Product Launches, Brand Awareness, Product marketing, Trade Exhibition Participations gave channel a big boost and confidence to stay with TP-LINK and new Partners to join and sell TP-Link. TP-Link has an array of future proof Products and scalable technology which gave partner a Roadmap, to be aligned with TP-Link.
India is focusing on make in India. TP link manufacturers in china. Any plans for India?
We congratulate Indian Government and applause their Digital India Initiative, this will help both company and government to grow hand in hand while benefiting the customers on long term path. TP-Link holds its HQ in China but yes we are exploring the opportunity to establish manufacturing unit in India and once we see ray of light in this process we will surely update you on it.
What does your brand do for green technologies in switches?
TP-Link Switches can save up to 80% of the power consumption, making it an eco-friendly solution for your home or office network.
This new generation of Switch features the latest innovative energy-efficient technologies that can greatly expand your network capacity with much less power.
It automatically adjusts power consumption according to the link status and cable length to limit the carbon footprint of network.
The switches automatically detect the link status of each port and reduce the power consumption of ports that are idle, resulting in up to an 80% reduction in power use.
How do you motivate your India channel partners?
We at TP-Link believe in providing our channel partners with best we got, be it product or support they required. Whichever product TP-Link launches in India we make sure we promote it on good scale so that its easier for our partners to sell the product further. Schemes and offers are introduced from time to time according to market requirement and status. TP-Link also arranges dealers meet every now and then for our partners to get knowledge on latest product from TP-Link and benefit from it. We as per our plan focused on to build-up robust channel Infrastructure. We are having very strong channel base in the areas where we have been focusing in since our inception. We don’t go in any manner only to increase these numbers. We believe that our channel partnership should be more profitable in business and they should have an overall good growth into that particular segment. We take care of partner’s profitability and margins. We provide all kind of support to them. To boost our penetration, now we are focusing on additional cities apart from metros and A class cities. We are focused on adding more man power and align our product, price and all the strategies in place for smooth execution of our set goal. We will be also educating these partners and insure that they are growing with us.
What plans do you have for India? New products or new strategies – to grow the market?
You will be seeing TP-Link’s focus on maintaining MOP in the market, so that our customers and partners receive product at justified rate. Would also like to add that TP-Link will be emphasizing on stock management, which will make sure that TP-Link’s products in demand always flow in market and our partners have all the products they need. We can understand how a partner faces a problem when there is demand but no product. We don’t want our partners to go through this phase
We make sure that TP-Link’s partners get easy sell whenever they are pitching out our product to consumer, how you ask? We make sure to be closer to consumer with continuous Investment in branding which result in customer knowing Wi-Fi, uses of Wi-Fi and how our products can help them in their day to day life. This invariably leads to demand. Not to forget, we make sure that our partners are promoted prominently across channel magazines and our official Facebook page, which gives customer trust on our partner and bonds our relation with our partners.
You will also be seeing many new products from TP-Link which will focus on speed and reliability, all new AC standard routers as well as many new accessories and IOT Products are in pipeline for India market.
Brief on New Logo?
Over the past 20 years, TP-Link’s R&D team has consistently evolved to meet the needs of our tens of millions of customers. Now, we’re embarking on a new journey to meet the needs of today’s connected lifestyles.
As our product portfolio continues to grow, it is time for our brand to follow suit.
Customers today are overwhelmed with a fast-paced, ever-changing technology landscape. They need greater performance to keep up, but are confused by increasing claims about features and functions. We saw an opportunity to simplify in a way that would empower customer productivity and achievement. The new identity and packaging are meant to build on the reliability of TP-Link in a way that is smart, progressive and human. We believe this new look and feel will help TP-Link take the step from networking homes to connecting consumer lifestyles.