Across the globe, firms and business houses put the very idea of IT investments in abeyance—waiting for the right moment to come when the dark clouds of recession got dissipated. With the receding intensity of recessionary flux, decision-makers including CIOs (Chief Information Officers) brought-back the idea from the deep freeze, and a new thaw got generated. Now, with the economy firmly back to its normalcy, funds are being earmarked by business houses, either for installing the desired IT infrastructure for the first time or up-scaling the existing set-ups. But, for establishing any meaningful IT infrastructure, the need for credible data-centre automatically crops-up. Infrastructural pieces including servers, storage, networking, enterprise apps and security appliances get their rightful deployments at these data- centres. However, in such exercise, the requirement of reliable and rugged ‘structured cabling’ products becomes necessary.

Virtualization based data-centres

The advent of cloud computing and virtualization-centric ‘data-centre topology’ deeply seeks the intervention by reliable, and heavy duty ‘structured cabling systems’. Virtualization based data-centres so profusely make use of the magic of software that the overall data traffic increases manifold, necessitating the deployment of high-quality and reliable structured cabling systems. Even when sophisticated servers, state-of-the-art storage, top rung networking products are installed at today’s data centres, the desired ‘throughput’ and efficiency of the IT infrastructure can’t be realized without tenacious ‘structured cabling’ products. No doubt, structured cablings are the ‘lymph-nodes & arteries’ of IT infrastructure. The rightful intervention of structured cabling systems is not confined to the immediate environs of data centres (backbone cabling) alone, rather, the entire working-floors where PCs and various IT peripherals are deployed (horizontal cabling) feel the effect of quality ‘structured cabling’ products. Like many other developed countries, Indian market, too, is showing good appetite for structured cabling systems.
In an interaction with Digital Edge, Mohit Anand, Managing Director, Indian Sub Continent, Belkin, says “The very market size of structured cabling products in India stands at $207 million (At vendors’ prices!). This market segment has seen a consistent 40 per cent growth (Year-On-Year). Even during the global recessionary environment, the structured cabling market in India had experienced a growth rate of 40 per cent”. “Sky is the limit for the business of ‘structured cabling’ systems in India”, adds Anand. Of late, the Indian IT market has been frequented by players like Tyco Electronics, Digilink, Systimax Solutions, ADC India Communications, Siemon, Molex, TVSICS, Dax Networks, Panduit and Belden which offer structured cabling products & solutions.

Enters Belkin

Ever since Mohit Anand had joined the sub-continental operations, the US-based Belkin has notched-up an amazing brand recognition in the challenging Indian market. Today, Belkin has become one of the top IT players offering ‘wireless networking’ and ‘life-style’ products in the country. In fact, in wireless networking product category, Belkin has taken over some of the established brands in the country. Having established itself, it is the time for Belkin for undergoing the natural process of product diversification. For the company, India is turning into a promised-land. As the nation is preparing for venturing into the next phase of growth and development, the positive economic outlook is encouraging firms and business houses going for substantial IT spendings. That IT is increasingly seen not only as a business enabler, but a tool which satisfies the ever changing expectations of customers on the vital realm of services delivered.
Naturally, the relevance of ‘structured cabling’ gets further accentuated. This has convinced Belkin into introducing a decent range of structured cabling products and systems in the country. “Some 27 years ago, Belkin started its operations as a chaste cabling company. So, the very concept of ‘cabling’ is in Belkin’s DNA. Today, when we’ve introduced structured cabling systems, we feel extremely proud of our subterranean legacy”, says Anand.
In the first go, Belkin has launched a good product portfolio including bulk cables (CAT5e Bulk Patch Cable, CAT5e Stranded Bulk Cable, CAT6 Stranded Bulk Cable, and CAT6 Solid Bulk Cable); keystone jack; couplers; and patch-panels (including fiber patch-panel). “Quality-wise, Belkin products can handle harshest of IT applications. Businesses and enterprises can trust the strength and smartness of Belkin’s passive networking products”, says Anand. The timing of Belkin’s passive networking products appear to be fantastic as India is witnessing mushrooming growth of data-centres and allied IT infrastructure. Anand aspires to notch up a minimum of 7-8 per cent market share in structured cabling category (in 12-18 months time) in the country.

Vertical-Specific Marketing

One of the most glaring attributes of the India is the emergence of millions of SMB (small and medium business) entities in the country (not to talk of growth and development of large enterprises which number in thousands). A good chunk of these millions SMBs have got structured business formats requiring integrated IT infrastructure. This reality brings a plethora of ‘data-centre opportunities’ for Belkin which has got nicer portfolio of structured cabling products. “We’ve planned our operational paradigm in such a way that we focus on happening verticals including education, healthcare, govt., automobile, telecom, and IT/BPO. At Belkin, we’ve formed vertical-specific sales & marketing squads which cater to the upcoming opportunities around structured cabling products and solutions”, says Anand.
Prior to launching the structured cabling products in India, Belkin has been maintaining hybrid distribution model where regional players were also engaged generously. Working with an array of regional distributors, Belkin could get a wide network of channel partners. “I’ve been very particular about enhancing the reach of our products in the country. Today, I can proudly say that our products have got wider presence even in the remotest corners of the nation”, says Anand. By the time, Belkin introduced its structured cabling products, the company already commanded a wide network of distributors and channel partners—more than 700 dealers in 100 cities. But, here Anand took yet another bold distribution step when he roped in ‘Iris Computers’ as its national distributor for structured cabling products and systems.

Bold decision

Delhi-based Iris Computers has earned a distinct sobriquet of being the most agile IT distributor which delivers products at the shortest notice. Headed by India’s one of the most respectable entrepreneurs and a perfect gentleman in Sanjiv Krishen, Iris Computers is widely known for its strong foothold in the alleys of medium to large corporate buyers. “We’ve engaged Iris Computers for distributing Belkin’s structured cabling products as the company (Iris Computers) has earned a unique distinction for catering to, perhaps, the largest number of institutional buyers”, says Anand. “We expect that Iris Computers would help us reach numerous business verticals spread across the nation”, adds he.
Talking to Digital Edge, Sanjiv Krishen, Chairman, Iris Computers, says, “Belkin offers highly sophisticated structured cabling products. As we distribute data-centre related paraphernalia including servers and storage, offering structured cabling products & systems makes a great sense for us. We’re very happy by striking this relationship with Belkin”. Interestingly, Anand kick-started his career with Iris computers. In a way, Anand is a disciple of Sanjiv Krishen. Under the astute guidance of Chairman Krishen, Anand learnt the art of IT distribution; which he used in his subsequent career advance. Heading respective organizations, today, the ‘mentor’ and the ‘disciple’ have struck a distribution alliance. What a lovely spectacles of mutual respect in trust in each others professional efficiency!
One important aspect of Belkin’s operations around structured cabling is the mobilization of SI partners. “These products go into turnkey IT projects. We look at these product line-ups from the solution perspective, and accordingly encourage our partners for taking up challenging projects”, says Anand.
This has been proved beyond doubt that selling solutions gather better rewards for partners. “I’m keen to see our partners seeling more and more solutions around Belkin products. This would certainly add to the overall prifit margins of our channel partners. yes, we work with Tier-I SI partners, but personally, I feel our resellers should also try to offer solutions around our products”, views Anand. He says that his partner ecosystem has the will and means to move up the value chain and earn laurels, both personally as well as for. Belkin.