GIDs to assemble notebooks, WLANs

NEW DELHI: In pursuance of its strategy to help Genuine Intel Dealers (GIDs)

keep pace with technology, Intel's latest initiative has been to enable them to

assemble notebooks and WLAN. There is tremendous scope for both the

technologies. While the notebook penetration in the country stands at a poor

three per cent, WLAN is an emerging technology, which is slated to take off in a

big way by 2005.

Assembled notebooks are targeted at a very niche market. "We are not

necessarily providing a cheaper alternative as much as offering a good

technology deal," says R K Amar Babu, GM, Channels, South Asia. A number of

GIDs have developed very close relationship in the corporate segment and there

is a potential market for GIDs here, particularly since a lot of notebook

purchase occurs through repeat orders. There are around 20 GIDs who have

qualified for the program of assembling notebooks. In the WLAN space, Intel

offers most of the products like access points, wireless cards and antennas as

building blocks and have trained a handful GIDs to offer the solution to

corporate customers.

Both these programs are part of Intel's initiative to help GIDs move up the

value chain. With shrinking margins in the channels business, partners are

forced to learn newer technologies and provide differentiated services to

customers. The key today for being a successful GID is the ability to keep

abreast with technology and capitalize on existing relationship with customers

by offering customized technology solutions. Intel's channel strategy has been a

major factor for its success in the country. IDC estimates put the contribution

from channels to be 60 per cent of Intel's revenue.

Earlier, Intel had launched another technology initiative called "Build

your server" program wherein 150 GIDs were trained and certified to build a

server using the latest technology and configuring it best suited to the needs

of the customer.

Intel also has another set of premium partners called "Premium

Providers" who stand at the highest end of the channel pyramid. These are a

select group of 50 partners who have qualified Intel's stringent technology

programs. These partners are allowed the use of the Intel logo and are privy to

a number of special support programs.

Another new focus area of Intel is the emerging markets, which are the Tier 2

and 3 cities. Currently the consumption from the top eight cities constitutes

about 60 per cent with the smaller cities contributing as much as 40 per cent.

With PC penetration increasing, these markets are expected to contribute

significantly to Intel's revenue. Intel's strategy for these markets would be to

use local languages and local medium to educate the market in collaboration with

its local partners.