Silicon Power Computer & Communications Inc., founded in 2003, with presence in more than 100 countries, is one of the prominent manufacturers of flash memory cards, USB flash drives, card readers, DRAM modules, solid state disks and portable HDDs. Headquartered in Taipei, Silicon Power has established branches throughout the world including India, Netherlands, Japan, Russia, Mainland China and other emerging markets.
Richard Tan (APEC Head) , Silicon Power, clarifies, “Indian market already knows our brand existence well. Many dealers and customers are already aware of our brand. We will place our brand at par with bigger brands in memory business, but our price will be more aggressive compared to other brands. Our aim is to give the customer, quality-satisfaction at the most affordable prices. We are not targeting any specific market share at present, but we intend aiming at No 3 position initially and then move upwards.”
In 2006, Silicon Power received Taiwan Rising Star Award for their foreign business achievement. In 2008, they won 17th National Outstanding Small & Medium Enterprise Award for their outstanding progress. With superior quality and innovative designs, their products stood out in several competitions and were awarded Taiwan Excellence and COMPUTEX Design & Innovation Awards in 2009, 2010 and 2011.
Richard shares, “Our main focus will be to penetrate South India market at first. Currently we have tied up with 2 distributors in the South region. We already have partnership with Inspan and we plan to have one more distributor for the South if required. For Delhi and North, we have Sunstrike as partner. We are planning to add one more partner to join us to take care of Delhi market since it is a huge market. For Calcutta and east, we are expecting one partner and for the west we have one. Soon we will have distributors to cover the entire India. In Bangalore, we are developing a service center which will be ready by the end of 2014. We will have a database that will cover all the dealers in India to solve their problems. So far we are giving training to our Service and Marketing team to bring in more prospects to introduce our branded products to Indian consumers. Apart from the traditional channel our intention is to establish the online market, like Flipkart, Amazon, etc.”
Silicon Power provides solutions for individualized, unique and personal digital storage devices. With the mission to create unprecedented experience for users, Silicon Power endeavors to deliver a full range of high quality products with innovative designs, distinctly unique features supported by comprehensive after-sales-services to create and fulfill users individual memory needs.
Service plays an important part in ensuring success and any brand in IT industry, particularly in India. In this regard, Richard shares, “As I have said, soon we will have distributors in all the major cities in India. They can collect all the service calls and forward them to the Bangalore service center and there they will send immediate replacements to needy to their doors. We will think of third party associations next year because by that we would have established well in the Indian market. We have very good RMA plan for future. But for the time being our Bangalore service center will meet the service needs.”
The SP brand understands that memory and flash cards are more than just data storage products. They should be attractive to the eye and easy to grab and carry. Thus Silicon Power provides their customers personal data storage products with versatile designs that represent best colors, esthetics, functions and the extra services.
It is the partners who bring business to a company; in turn it is brand with good USPs and that supports the partner that wins in the competition. With profit margins narrowing in memory products business, how partners can make good profit from a particular brand also matters? In this regard, Richard asserts, “We have a very wide range of USB pen drives and we have metallic drives which most Indian consumers prefer. Our models are water proof and are easy to carry and handle. Regarding partner’s profitability we price our products in such a way that our partners will get decent margins. Also we will give them volume-based rebates to boost their business. Regarding the size of our team, we have only a moderately sized staff at present, but once registration formalities are over, we will recruit more people for our local office and expand.” Silicon Power’s brand positioning is based on what the users need exactly. Silicon Power strives to meet the choices of different users by providing a wide range of products.
