ZyXEL, based in Taiwan and with over 2 decades of worldwide presence, is one of the leading suppliers of networking products for various deployment requirements. ZyXEL’s product strategy is based on practicality, value, interoperability with current & future technology standards and systems, and the ability to improve customers’ lives. From the creation of the world’s first integrated voice/fax modem to the world’s first telco-grade IPv6 end-to-end solution, ZyXEL has been at the forefront of the Information Age since the debut of the Internet. In an interaction with NCN Magazine, Gary Chen, GM–APAC Division and Emerging Markets; and Gopal Joshi, VP-Sales, ZyXEL Technology India Pvt Ltd , share their company’s India strategy, plans and goals.
Regarding the ZyXEL’s broader business strategy, Mr Gary Comments, “India is a growing market with unlimited opportunities and to tap these opportunities we are reorganizing our channel structure and redefining our market strategy to meet the changing and specific needs of the Indian market. Our main focus will be on commercial business segments such as government, telecom providers, education, railways, etc where our networking solutions are needed to connect and cover large areas. Then we are also focusing on SOHO, SMB and consumer segments. We are reorganizing our manpower in such a way that it will meet the diverse needs of the customers in different regions of India in an effective manner. The other issues we are focusing to address include the pricing, different taxation rules in different states and the competition. We have comprehensive solutions compared to our competitors and that is our main advantage. We are arranging more face to face training programs with our channel partners since relationships are very important in India for a company to be successful.”
From gateways, routers, switches, security solutions, central office equipment to digital home-enabled solutions, ZyXEL is proven to offer exceptional reliability and quality across its entire product range.
About ZyXEL’s target segments and business strategy, Mr Joshi elaborates, “We divide our business strategy in India into 3 parts: First, the government projects, the second private telecom service providers & enterprises and the third SOHO, SMB and consumer market segment. Regarding the government’s Smart Cities initiative, our main focus is on providing networking IT infrastructure such as developing the command & control infrastructure from where the activities like electricity & water supply, traffic management, etc need to be managed. The solutions in these environments are often hybrid solutions, where LCDs are provided by other vendor, servers by someone else, and ZyXEL will provide the networking products. About our progress with government projects, we have already implemented our solutions in Gandhinagar, Gujarat Via one of our partners few more are in process under Smart Cities initiative. Our other main focus is big telecom providers like MTNL, BSNL, etc, and we have already supplied equipment to BSNL for their networking needs in North and East India. Today telecom operators are looking for all-through-one-point solutions where several services like data, voice, video, cloud etc all could be transmitted through one box. Tata is already using our solutions and BSNL and MTNL want to shift in thatdirection.
ZyXEL offers wide-ranging solutions featuring not only the state-of-the-art broadband technologies but also digital application-driven engineering specifications, which enable telecom and Internet service providers to offer value-added digital services to their customers to make their lives better and efficient. Business customers can benefit from strengthened collaboration and communication efficiency as well as employee productivity gains through the performance-intensive integrated network architectures equipped with ZyXEL’s exceptional commercial networking solutions. Home users can enjoy a variety of high-definition multimedia applications through in-home connectivity powered by Internet-based digital solutions. All these possibilities can be realized with Internet-bonded accessibility and connectivity made available seamlessly.
Speaking on the importance of supply channel and the education of partners, Mr Joshi asserts, “We are doing most projects through our channel partners. We are directly dealing only with those projects related to Smart Cities and the governments, where the governments want supplies should be made directly by the OEM, not by the partner or third party. When it comes to dealing with channel, we guide our partners how to define and install the solutions that best suit the customer according to his business needs, activity and size. Different projects need different types of manpower, technology support and implementation. Next, our solutions are not one time install-and-leave type; they need ongoing monitoring and support. We are reorganizing our complete partner network by adding more new partners as well as realigning the earlier partners in line with the new channel policy. Today, our policy is that each and every partner should be able to handle and promote all our solutions and product portfolio. In the last 3 months, we have added 12 new RDs and 200 other partners including resellers and mid-size Sis across India and add more in the coming months. We have already conducted 3 training programs at our conference room where all products are available. Depending upon the partner’s profile, we give training sometimes at our head office, and sometimes at partner’s premises, if a partner could gather about 30 secondary partners. During these programs, we focus on having interactive sessions where partners could ask us questions and we could also ask the partners some questions so that we can know the actual requirements of the partners and also the market conditions. Such interactions will also make the channel events more engaging and lively.”
ZyXEL considers partners as key to their business success. In collaboration with their valuable partners across a variety of regions, ZyXEL aims to offer better services to their customers with efficiency and responsiveness. To maintain their competitive advantage and market leadership, ZyXEL has taken across-the-board reengineering initiatives such as a customer-centric business model redefinition, sales and support efficiency streamlining, modernization of product lifecycle management processes, and the implementation of ‘service excellence’ mechanism. ZyXEL is committed to staying ahead of the networking trends and providing the best solutions and services for their customers. ZyXEL offers replacement warranty on its products, and the customer need not wait for rrepairing; his defective product is just replaced with a new one.
Regarding their manpower strategy for India, Mr Gopal Joshi adds, “We are following the strategy of decentralizing the overall business so that the business and customer needs of the each region can be effectively dealt with. Accordingly, we are recruiting manpower in all the cities like Kolkata, Jaipur, Chandigarh, Hyderabad, Mumbai, Chennai, etc. In each place, we want the teams to take care of business needs of that region or location.”
ZyXEL is driven by the spirit of innovation and a firm commitment to its partners and customers which permeates every level of their organization to meet the needs of a rapidly transforming networking industry. ZyXEL’s proactive approach has led the company to develop solutions that allow small- and medium-sized businesses to enjoy the same connectivity as large corporations – products with extensive compatibility, network interoperability, and performance optimization – as well as a range of devices which help to make smart homes a reality.
On future plans, Mr Joshi concludes, “In the next 3 months, we want to reorganize and stabilize our operational network and procedures. And we want to fill all gaps and set right the shaky areas and make our setup strong and dynamic. Currently, we have over 20% YoY growth rate and first we will focus on maintaining that. Our product-lines are different and we have few potential competitors. ZyXEL is the only company that can provide media independent complete solutions, whereas most others provide only partial solutions. ZyXEL can provide exact and complete wireless or wired networking solutions. We want to be at No. 3 or 4 among the providers in the networking area, and at No 1 in some segments.”
Backed by long-standing technology leadership and the pioneering initiatives, ZyXEL ensures their customers receive benefits solidified with four core competences: Technological expertise, global experience and product performance and local-touch services. ZyXEL prides itself on products and solutions built with leading-edge technology. Their uncompromising investment in R&D has enabled them to maximize their expertise of advanced technologies and develop application-specific requirements for customized products. With over 20 years of experience with the world’s major telecommunication service providers and over 400,000 enterprise customers, ZyXEL’s global experience and success allows them to deliver benefits such as shorter time-to-market directly adoptable by customers. High quality and reliability are two essential criteria driving all of their products and solutions. In partnership with worldwide business and service partners, ZyXEL offers sophisticated resources and human services throughout all their contact points.