Geneva launches new channel strategy

BANGALORE, INDIA:  Geneva Software Technologies Ltd today announced the launch of its new channel strategy to create a "Sustainable distribution network with Assured Revenue Model for Geneva E2C.

Rajeev Saxena, senior vice president - Marketing and Sales, Geneva Software Technologies Ltd said that, "Geneva E2C is a product which requires concept to be promoted. Right now our focus is to create a 'Sustainable distribution network with Assured Revenue Model to ensure effective communication about the product and create a recurring and sustainable base of SMS business. We follow a two tier model, involving value added Distributors, as well as, retailers, System integrators and Direct sales partners to maximize reach and profitability."

The key focus of the "Sustainable distribution network with Assured Revenue Model is to build the value chain to ensure continuous revenue stream while developing the network. The first step is to put a wide and engaged network in place. Between October 2008 and March 2009 Geneva Software plans to continue with the Assured Revenue Model to stabilize and ensure profitability to the trade partners. The focus for the FY 2009-2010 will be to further build the network based on the learning of this year.

By March 2009, Geneva Software expects to have:

• 24 Distributors across India
• 25 Retailers attached to each distributor
• 5 System integrators in each city
• 25 DSP in each city (primarily for SMS back up)

Channel strategy:

At the Tier Level 1 Geneva Software will engage distributors to ensure logistical continuity. The existing network of the distributors will be a major facilitator in reaching out to a larger target group. Geneva Software looking at 2 phases in engaging distributors. By Q2 of 2008-2009 Geneva expects to expand to 24 cities and by Q1 of 2009-2010 to 36 cities including all major B and C cities. The prerequisites for selecting a distributor is its strong presence in software or telecom segment with a good channel network and who may be willing to share and start 25-30 Channel on Appointment. The major role of the Distributor would be to ensure Logistical Continuity, act as a bridge between market and the company and take up the role of an ombudsman in Geneva Software for channels.

At the Tier Level 2 Geneva Software plans to engage retailers, system integrators and direct sales partners to ensure better reach and visibility.

Retailers are involved to create brand and product visibility through their outlet and help end customer know about Geneva Software and Geneva E2C. Since Geneva E2C requires concept to be promoted, Retail outlets provide that window to showcase and inform the prospective customers about the features of the product at a low cost. Retailers at High visibility / footfall areas may provide returns at least cost. Geneva Software plans to engage 25-30 retailers by Q2 of 2008-2009 and 75-100 in all metros and 25-30 in all major B and C cities by Q1 2009-2010. Geneva Software will provide all Sales Kit and POS displays to the retailers. The retailer name will appear on Geneva website for customer to contact.