Microsoft to add 1,500 partners by December

GURGAON, INDIA: Despite the economic slowdown, Microsoft's Entertainment and Devices Division (EDD) has done well, claimed Ashim Mathur, National Marketing Manager—Entertainment and Devices Division, Microsoft.

The company has made several positive changes to their Interactive Entertainment Business (IEB) and now is able to offer their flagship product Xbox at Rs 10,000 lower than the launch price in 2006, as well as offering India-specific warranties.

“The IEB division mainly large format retail (LFR) driven. LFRs have been responsible for changing the perception of gaming in India. Earlier, parents were not keen on buying consoles for the their children, but the in-store try-before-you-buy concept in LFRs, is helping to change the mindset. With the introduction of 'Arcade' gaming, we are seeing second consoles being sold more and more,” explained Mathur.

On the other hand, the hardware division of the company or the Specialized Devices and Applications (SDA) group, which includes keyboard, mice, webcams and headsets, is a through and through channel-driven business.

Outlining various aspirations that the company has for this division, Mathur said, “We are showcasing our various new products by conducting partner meets, trainings and demonstrations. We want mice and keyboards to be looked upon as accessories and not peripherals. In order to change such a perception, we must first educate the channel. We are also hoping to conduct roadshows in the near future. As far as hardware is concerned, LFRs do give us a platform to display them, but 90 to 95 percent of business is done through channels.”

He also added that the Microsoft hopes to add another 1,500 partners to their network by the end of December.

Currently, there are around 4,500 on the company's roll. “We provide our channel with best products, services and provide them with a warranty of three years. Our 16 service centers cater to the entire country. Apart from that, we provide them with training and we often has promotions and schemes for dealers. Besides, our sales support makes regular visits to partners in metros and even upcountry locations. Channel partners are the face of Microsoft's hardware business and they are absolutely critical to us,” Mathur elaborated.

Microsoft's hardware sales is done through SES Technologies, their national distributor. The company plans start its expansion procedure by the end of July and will have finalized on the partners by December.

Talking about the slowdown, Mathur quipped, “The October-November-December (OND) quarter was not the best of times. While there is no denying that the slowdown has had an impact on business, but April onwards business has been climbing towards normalcy. Last month (May) was fantastic.”