Alladin seeks to strengthen positioning as security software distributor

MUMBAI, INDIA: Mumbai-based Alladin Multimedia is looking at adding more security and utilities vendors to its product portfolio.

Symantec acquired PC Tools, which sells PC utilities software designed to boost the security and privacy of Windows-based computers, in Aug 2008.

At that time, Symantec had stated that the Australian entity would continue to offer products under the PC Tools brand and will maintain separate operations within Symantec's consumer business unit and serve customers through its existing channel.

“Till date we have been assured that the status quo will remain as it is now and we will be the distributors for PC Tools in the country. But we want to ensure that we have more brands for anti-virus and utilities with us, so that in case there is a change in their distribution model in the future, we will be able to gear up for it better,” said Zakir Hussain, Director, Aladdin Multimedia.

Traditionally, Symantec sells its products through its national distributors like Ingram Micro and Redington India in India. Hussain expects that Symantec might announce its distribution plans for PC Tools in August 2009, which is when the company announced upgrades and new versions to its software.

When contacted, the PR agency for Symantec informed that the strategies for PC Tools in India were currently being debated internally and no decisions had been taken yet.

Last year, Alladin was appointed as the exclusive distributor for the brand. “Since then we have been increasing the brand’s reach by phases. In the first phase we made it available in all large format retail outlets like Croma, Next, Staples, Vijay Sales etc.

In the next phase we appointed around 10 regional distributors and are now working with them to have sub-distributors below them,” informed Rajeev Warrier, MD, Aladdin Multimedia. The company has been promoting the value for money proposition that PC Tools offers to retail customers with a three user pack available for Rs 500.

While waiting to get an official word if the distribution model will change, Aladdin has already started negotiating with four different security and utilities vendors who are planning to enter the Indian market.

“There is a huge market for utilities in India, but hardly any off the shelf products available. This is the vacuum we are trying to fill,” he added.

“We have added brands like Neobyte already and will work with our existing distribution channel to take this to market,” added Warrier.