D-Link ties up with several malls for retail business


D-Link India is now training its eyes on the retail market for reaching out to its customers. It has tied up with several malls and retail chains to display and sell its products. These include Tata's Croma, Hypercity in Mumbai, Spencers in Chennai etc and with the retail segment poised to take off in a big way, D-Link will also increase its branding through this conduit.

According to Retail Biz, an Economic Times publication, the total quantum of private spending in India is over Rs 15 lakh crore and the discretionary spending after taking out expenditure on healthcare, education, transportation and housing is almost Rs 10 lakh crore giving an idea about the size of the retail market in India. D-Link too has sniffed blood in this means to the market and is trying to capture as much shelf space in as many retail outlets as is possible.

The retail boom in India has made almost all IT vendors sit up and take notice. Now, it is considering using the retail channel for selling its IP PBX systems. The company believes that this technology is ideal for the Indian environment, especially in the price sensitive SMB segment. It has already introduced an IP PBX for offices with 25 users.

The company is training its mid-size system and network integrators partners to sell it to their existing clients. While admitting that IP PBX machines are 20 to 25 percent more expensive than the traditional EPBX products, Sighat claimed that the former is more scalable. “Also with the increasing penetration of the Internet, it is natural that companies would like to leverage on IP for their voice and data transmissions,” he noted.

D-Link will try and get the SMB customers to adopt this technology, because this segment is straddled with several issues related to investment, RoI and upgradation.Conventional voice networks within any organization do not support mobility. So a user is chained to the analog handset, which could hamper productivity.

An IP PBX allows software phones to be installed on any IP-supporting mobile computing device, which the user can carry all the time, thereby allowing connectivity to the enterprise's voice network continuously. Also, IP phones are priced around Rs 1,500, which is not an expensive buy for an enterprise.

This is why D-Link has even introduced a station gateway, which can take voice packets from one EPBX and then route it out through several IP phones by a simple connection. “This is for those companies which do not want to throw away their legacy EPBX systems, but want to graduate to IP telephony at the same time,” noted Sighat.

Also, according to some market reports, when the IP telephony has been implemen­ted, users have reported a 37 percent reduction in move/add/change costs associated with the physical hardware of EPBX, a 23 percent reduction in toll, a 10 percent reduction in maintenance costs, and the ease of administration has enabled a 30 percent reduction in staff.