Emerson: Best-in-Class Integrated Network Uptime Solutions Provider…

 

Emerson Network Power is a global leader and an established name in providing “Business Critical Continuity” solution. From the technology perspective, the company is always after introducing most of the innovative technologies in the market. Afew latest technologies introduced by the company in the market are Adaptive Architecture, a variety of offerings in the rack solutions space, innovative cooling and power solutions. From the distribution point of view, the company considers channel as the most important assets and are responsible for driving a great chunk of our business. Therefore, the company spends a lot of time and resources in improving its methodologies to communicate with its channel partners. And finally, from the HR perspective, Emerson always endeavours to excel in the space of best employers. 

 

Emerson has a wide category of products and a large variety as well to address each requirement of the verticals. Depending upon Business’s Criticality Index, the company offers High 9 availability solutions to SOHO/ IT/BPO/Banking/Government verticals. In the UPS space, which is flagship for the company, Emerson has an entire range from 600 VA to 4800 kVA products, catering to verticals like Datacenters, Server Rooms, Telecommunications, Industrial Process & Motion Automation, Banking, Insurance & Financial Services, InfoCom, Wi-Fi Hot Spots, Medical Imaging Equipment, Satellite Uplinking & Earth Stations, Fire Alarm Systems, Security Systems, Software Technology Parks, etc.

 

In the Datacenter Adaptive Architecture space, the company provides the complete solution for the Datacenter. Sandeep says, “Our experts first understand the scope of the Datacenter, post which we do site study. After this, we design the solution and then install it and hand it over to the customer.” Besides, Emerson provides Static Transfer Switches (STSs), Power Distribution Units (PDUs), Web Site Monitoring Solutions, Battery Monitoring Solutions, Precision Air Conditioners (PACs), DC Power Systems, Automatic Transfer Switches (ATSs), Racks & Enclosure Systems, TVSS – Surge Suppression Systems, etc.

 

As per IDC’s “India Quarterly UPS Market Review” for JFM”’07, Emerson Network Power was ranked as India’s number one (#1) online UPS manufacturer. Sandeep adds,’“We are the market leaders in the enterprise segment and one of the fastest growing companies in the SOHO segment in the power solution space. The fact that Emerson has far surpassed the industry growth rate reflects the confidence of customers, partners and employees in us. We are committed to providing world-class services to our customers using innovation as key driver.”

 

Recently, Emerson beefed up its operations in the SME space by way of some SME-specific announcements. Sandeep maintains, “The Indian SME market is a goldmine waiting to be tapped. The market is estimated to be worth Rs.900 crore. 54 per cent of the IT spend in the country comes from the flourishing small- and mid-sized enterprise segment which is growing at 20 per cent per annum. According to IDC, there are about 1.7 million organizations that can be classified as SMBs or Small Office Home Office (SOHO) set-ups. These organizations spend in the region of Rs.3,400 crore on IT products and services. We see tremendous potential in this segment.” He adds, “We at Emerson observe that in the SME segment the awareness of business continuity solutions is growing at a very fast pace and SMEs are fast realizing the importance of Business Critical Continuity solutions. SMEs in India are, however, extremely price-conscious. Power conditioning equipments along with UPSs have to be designed bearing this factor in mind.”

 

Emerson recognizes that most of the SMEs are present in tier II & III cities and these cities are fast becoming global hubs in terms of R&D, ITeS and BPO, Retail and Manufacturing. Given the criticality of operations undertaken in these sectors, there is an increasing need for comprehensive Business Critical Continuity solutions. Even with respect to the SOHO segment, these cities have been displaying an upward spiral in terms of growth in both consumption and technology adoption.

 

As part of this “reach out” plan formulated specifically for B- and C-class cities, Emerson tries to interface closely with all potential segments, forging stronger business relationships with partners and also networks closely with various influencers such as architects, infrastructure consultants and electrical contractors getting them to become part of the company’s “Uptime Solution Value Network” Concept. 

 

Emerson Network has a strong nationwide presence through its distributors and business partners. With the Ingram Micro partnership, the company has tried to leverage its positioning in the IT distribution area and extrapolate its strengths into a much wider base of Systems Integrators and finally the end-customer. In addition, the company has a strong network of 55 Business Partners and resellers across India, servicing 17 cities across the country.  

 

Going forward, Emerson is forging strategic partnerships with those systems integrators and VARs under the Ingram fold, who have the wherewithal to emerge as strategic partners to the company. Apart from Ingram Micro, Emerson’s larger business partners are Accutech, SNA Power, Offcom, Sinewave, Frontier, etc.

 

Emerson has a very vertical focussed marketing strategy. Having pioneered the concept of Network Uptime Solutions at a time when vendors were still moving with the product- centric approach, Emerson coined the concept of Network Uptime Solutions and in the process also reorganized its business to create “Champions” of Network Uptime Solutions. In this manner, it has put in place a vibrant team of “Network Uptime Solutions” evangelists who truly understand the customer’s uptime needs and propose Total Cost of Ownership and budget-bound solutions to customers. Customers, in turn, appreciate the special expertise and differentiation accorded to their unique situation and specific business strategy. Having said so, the company has organized its product head groups to support the customer facing solution specialist for that particular vertical. The company has created three such operating groups catering to Telecom Solutions, IT & Software Solutions and finally Industry Solutions. This allows the company to effectively configure a “bundle” of products (UPS, Surge, DC, Switch, PAC, Service) solutions for verticals, increase customer satisfaction through “ownership” of customer/segment, increase involvement of employees through an “enrolled” rather than enforced alignment, and the organization can actively track developments in different segments, identify emerging opportunities in the markets and products, and address them.

 

In order to support the huge installed base in the country, Emerson has a strong nationwide presence through its d istributors and business partners. Emerson addresses its customers and offers different levels of support to its customers. As part of its promise to ensure 99.9-per cent uptime of the customers’ critical applications, the company’s post-sales programmes cover full service for all Emerson products. A typical after-sales package is a 7x24 round-the-clock service, which includes a mobile service van on call that carries critical spares, standby batteries and UPS, and expert engineers who promise a guaranteed response time of 2 hours. With 20 offices and 55-plus dedicated business partners, Emerson’s service Infrastructure is the best in the country.

 

Sandeep adds, “To further strengthen our commitment to serve our customers better, we have a customer assistance cell or a call centre located at the outskirts of Mumbai. We have outsourced the process to an external agency, which not only helps us in taking inbound but also outbound calls.”

 

Finally…

With the entire range of air and power solution products including AC Power (UPS), Connectivity Solution, DC Power for Telecom, Embedded power, Inbound Power, Integrated Cabinet Solutions, Outside Plant, Precision Cooling all supported by world-class Site Monitoring & Services, Emerson has emerged as the global leader in enabling Business Critical Continuity.

 

The company has donned the tag of network uptime solutions provider because of its concerted efforts for the last five years. Further, with its swashbuckling barge into the SOHO space, it has consolidated its industry presence. Emerson has become the only vendor in the Indian market to offer complete spectrum of air and power solutions across large enterprises, SMEs and SOHO. So being the leader in its segment, Emerson’s goal is to introduce new technologies and products to the market. Investment is an ongoing process and we keep on exploring opportunities in the Indian market.

 

Sandeep quips, “Innovation has been our key strength, we adopt aggressive marketing strategy and our backbone is our committed channel partners and our employees.”