For long, there has been a dichotomy the way Indian IT publications have been catering to the needs of ‘IT channels’ and ‘Institutional Buyers’. There is a good number of IT publications, which either wholly focuses on ‘IT Channels’ or on ‘Institutional Buyers’. To some extent, they’ve succeeded in their quests.
But, here is the felony. A classical channel magazine, at best, can and does connect IT Vendors with their distributors, and VARs. But, where would this grand mobilization get larger business pastures? Certainly, these ‘lush green business savannas’ exist in the environs crafted by lakhs of institutional buyers (including burgeoning SMBs) whose IT spends run in billions of Rupees. Most of the Channel magazines work in closed environments where they seldom think about helping the ‘IT Channels’ getting business out of ‘institutional buyers’ stocks.
Similarly, some publications focus on ‘Institutional Buyers’ only. They do talk about IT Vendors and the products and solutions they provide, but again, they miss the ‘channel aspect’ of the business dynamics in which most of products and solutions are transacted around. It’s to remind that through IT channels alone, more than 90 per cent of products and solutions reach out to corporate-buyers’ premises. So, there was a definitive lack of a platform that could have facilitated a handshake between ‘IT Channels’ on the one hand, and ‘institutional buyers’ on the other.
Here ‘Digital Edge’ Magazine is a concerted effort towards dismantling the nasty stereotype. In May 2004, Md. Qaisar Alam, India’s one of the top IT journalists, took the initiative of coming out with ‘Digital Edge’ Magazine that would truly connect IT Vendors, VARs (Value Added Resellers) and Institutional Buyers’. Instantly, the monthly magazine captured the imagination of the Indian IT industry. The magazine became a focal point for the handshakes between ‘IT industry’ and ‘Institutional Buyers’. Today, the magazine with its circulation strength of 27,000 copies, reaches out to every relevant geographical swathes of the country.
Also, as the Web Platform has become a potent citadel for information dissemination, the publication has come out with its Website (http://www.digitaledge-india.com/). While, provisions have been made for sending daily e-newsletters under ‘Digital Edge News Service’ (DENS) division to thousands of subscribers in the country and abroad. Digital Edge deeply aspires to contributing to the cause of the Indian IT industry that has given the nation a distinct prestige, and a utilitarian International prowess.
We hope that Digital Edge Magazine (Print as well as Online Version) backed by ‘DENS’ provides a highly effective trio that would indeed bring ‘IT Channels’ and ‘Institutional Buyers’ on to a common platform where meaningful business decisions could be executed!
Yes, We Can!
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