BA Systems forays into low-price router market

BA Systems forays into low-price router market

The company offers enterprise routers at cheaper price, says B. Jagadish, director marketing of BA Systems

Tuesday, August 14, 2007

CIOL: Who are your competitors in this segment?
Jagadish: In fact, Cisco Systems has a market share of over 90 percent, while Juniper Networks, Nortel, Tasman, Huawei and 3Com are the other major players in this segment. We have just made an entry into the market and hope to capture a 10 percent market share by 2010.

CIOL: How do you plan to tackle your competitors?
Jagadish: The BA Systems' EN product series represents the next generation of integrated routing platforms. EN series is the first ever routing platform that leverages the combination of optimized hardware with tested, interoperable, and modular high-performance operating system - BOS, thereby affording significant CAPEX savings. The BA Systems products are deployed in mission-critical networks at high profile customers including a leading National Telco, banks, stock brokers, MSPs and BPOs. BA Systems strategically partners with channels including Systems Integrators and Service Providers to go-to-market. The company provides partners with level-3 technical support, training and feature customization for partners/customers.

CIOL: Who are your present customers and whom are you targeting?
Jagadish: Our product is affordable, off the shelf components. We have started production in May 2006 and already installed the product at the Taj Group, ITC, STPIs and Co-operative Banks. We also have corporate clients like Fortune Financials, Bosco Steel, BNA BPO and Divya Systems. The company is also tapping on the railways, airlines, telecom and defence sectors in 2008 as they are all based on tenders.

CIOL: What kind of marketing and sales support does the company provide?
Jagadish: Our support base for the customers will be out of India and already started a toll fee line that will be attended by us starting next January. Presently we provide technical support to our customers that make it unique unlike others and have no plans to outsource the after sales support. We provide technical support to our customers to handle them faster and understand their needs better. Presently it is 12x5 and once the volumes built up it will be 24x7. The company has also marketing offices in Bangalore, Chennai and Delhi. Besides we will have full-fledged offices in Mumbai and Kolkata, Ahmedabad, Hyderabad by October 2007.

CIOL: How is the feedback from existing customers?
Jagadish: The feedback has been phenomenally good. It is because of our modular operating system, inherit features, rollback graceful restart, route tracking, SLA monitoring tool are the major empowerment our customers experienced. What we offer is end-to-end solutions including the real time WAN management. In fact, we have moved away from offering a product to a total solution.

©CIOL Bureau

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