Dell's customer-centric approach allows them stay market leader in the Indian PC market since long time. Their prime focus remains on customers' technology needs, both in the consumer and commercial space to deliver a complete end-to-end Dell Client Solutions experience. This includes creating a robust range of products to be the ultimate productivity companion for customers. Based on these core principles, Dell has gear up again to rule the pc market in 2020 as well. Anand Subramanya, Director, Product Marketing, CSB, Dell Technologies reveals his business plan with Telecom Today in a recent interaction.
Q: How do you see the brand's overall business growth in CY 2019?
A: As per the recent IDC data for Q4 in 2019, Dell Technologies has globally maintained the third position during both Q4 and overall 2019 with a market share of 19.8% and has observed steady growth in the mid-market segment.
Q: What will be your channel strategy to drive substantial growth in Year 2020?
A: We are witnessing growth in the market because partners have gradually realized that consumers are interested in purchasing the products that suit their requirements. Today, partners are aggressively promoting the products and have understood that consumers are finding value and immense potential in premium products. With the advent in technology and massive internet penetration, consumers have become more aware and hence partners today, showcase the products for users to touch and feel before purchasing them. We have trained personnel to look into consumer queries and educate them on the latest innovations. Online promotion is also an imperative for Dell to communicate and further engage with the users. For the gaming enthusiasts, we are working towards creating an inclusive and holistic ecosystem by providing them not only with cutting-edge technology, but also with relevant platforms to connect with the gaming community through initiatives like Gamers connect, Dell Futurist programs etc.
Q: What will be your key focused product line in the year 2020?
A: For a home consumer, who seeks performance and versatility for every day computing we have Inspiron range of notebooks & the 2-in-1's. For Customer who needs the latest and the best in technology, we have the XPS range which is the state of art laptop offering the best in class experience. For performance and Gaming needs, we have Alienware & G series laptops which comes with the wide range of options to address different types of gaming needs. We also came up with PCs targeted towards the enterprise segment in various form factors, whether it was the slim and premium notebook i.e. the Latitude 7400 2-in-1 or the latest Zero footprint Optiplex 7070 desktop. We understand that every individual demands a certain set of portfolio according to their needs and hence, post taking a targeted approach and consumer feedback we aim to provide the ultimate solutions across all the verticals ranging from the premium to the affordable ones.
Q: How do you take care of product availability across Indian market?
A: Dell India embarked on this journey a few years ago and today, we are found in all corners of the country. We are proud to be accessible for all customers, whether they are first time buyers, small business or budding gamers. Currently, we are present in 1,000 cities and towns in India. We are looking to increase our presence in 300 more cities and towns. Today, we have 670 Dell exclusive stores and are present at large format retail and Multi brand outlets. In addition to this, Dell went direct in 2018 that allows our customers to customise and buy directly from us online and in 2019, our Small business segment was also launched on dell.co.in
