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The IP telephony market is hotting up in India. With the recent announcement made by the government, allowing for a single infrastructure for office and external PBX, lot of players are eyeing a bigger pie of the expanding enterprise telephony market and one of them is Israel-based Tadiran Telecom.
Tadiran recently launched its Coral IPx Office in India, part of the Coral family of products, is an all-in-one server for voice and data traffic. Zeev Aviv, vice president (Sales & Marketing), Tadiran Telecom, had recently come to India. He spoke to Shashwat Chaturvedi from CyberMedia News on the company’s go-to-market strategy for India.
Excerpts:
 How is the converged communication solution market for enterprise shaping up globally?
A very interesting and favorable trend is emerging in the global market. The numbers of PCM/TDM lines are coming down gradually and the number of IP lines are picking up. As per trends detected by International Analysts like Gartner, IDC, the predictions are that in the next two years, IP lines shall take up 70 per cent of the total PBX business and out of this 70 per cent, SIP shall form up to 40 per cent of the business.
How is the market scenario in India?
India is an important target market for Tadiran and out of the 40 countries that we are present in we identify India as one of top five focus markets in the world along with Israel, US, China and Russia. With reference to prices and competition from all the dominant International market players like Siemens, Alcatel, Avaya, Nortel, Cisco, etc., the market scenario in India is very dynamic and competitive. We are witnessing shifts in trends in Indian market with all telecom players focusing more on value added services. With our solutions that are available across all vertical segments, we feel that we are in a strong position to take advantage of this interesting trend. We also feel that VOIP (voice over Internet protocol) shall become a significant requirement here with tariff barriers, etc. coming down and Internet services becoming more popular.
How do you intend to compete with well-entrenched players in the field such as Cisco and Siemens?
Tadiran has been operating in the Indian market for the last 12 years and we have a significant presence in India with some of leading organizations like Indian President’s House, Parliament House, IIT Mumbai, NTPC, Indian Railways, Indian Defense and corporate houses like Pidilite, Jindal Steels, etc using our solutions. We have been able to compete against the best in the past and with our renewed focus and approach, we see no reason of not doing the same now.
India is a very price sensitive market, what is the strategy that you are employing to increase your market share?
As mentioned above, we have performed very well in the Indian market in the past and see no reason for any change now. Our differentiator in the past has been that we have been able to offer solutions to our existing and new customers at the fastest pace. Our strategy has allowed us to retain our customers, as we have been able to offer new customized, interesting solutions to our customers. We also offer backward compatibility to our products with new solutions like SIP capability, integrated DECT wireless capability and so on which means that we offer our customers, protection on their initial investment. This has allowed us to keep our customers happy and satisfied and focus on new vertical segments. Our new solutions allow us to approach new market segments like the SME and corporate where we have not been traditionally strong in India.
(C) CyberMedia News
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