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Autodesk aiming at SMB market in India

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CIOL Bureau
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BANGALORE, INDIA: Design software solutions provider Autodesk plans to take digital prototype technology to the tier B and C cities and tap the SMB market in India.

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Talking to CyberMedia News, Ajay Advani, head - Manufacturing Solutions, Autodesk India and SAARC, said: “India is a very significant market us. The addressable market in India is over $100 million. We want to reach the tier B and C cities and tap the SMB market. We just do not want to be metro players. We want to democratize our technology.”

Autodesk addresses four vertical manufacturing, infrastructure, AEC (architectural, engineering and construction) and, media and entertainment. In manufacturing the market it addresses are industrial machinery, plant and process, automotive and consumer durables. “Automotive is a huge market for us. We are hoping to add defense in the gambit,” he added.

Advani also said that the company wants to take Digital Prototype to the masses just like it did with AutoCAD.

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Expansion through channel partners

Explaining its expansion strategy in India, he said, “We are partnering with a lot of channel partners in tier B and C cities. We are also investing in them so that we not only reach customers but also be able to serve them better.”

“In serving large accounts in India we are also giving special focus through dedicated managers so that we can address the design needs of the customers,” added Advani.

He said that the number of channel partners increased to 30 from 17 partners last year. The company is adopting a three-fold strategy to help SMBs adopt Autodesk’s product. “First we want to improve the quality of the channel both in terms of sales and technical. We encourage customer subscription –- an annual maintenance contract. Training options are provided to the customers to help them to adopt the product. Third, channel adoption and productivity workshop are conducted for free in various cities. We showcase our products and invite and expose them to the whole gamut of Autodesk products and help them guide how to use the product so they get the best ROI.”

“Adoption of technology in India is very good compared to other market. The Indians are early adopters of technology. They are not afraid of it. That is a positive mindset,” he added.

Advani further said that the company has expanded its team and infrastructure in last two years. It now has four offices and 50 employees in India. “We are looking at further expanding our team in India,” he said.