“Without partners, impossible to reach customers”

“Without partners, impossible to reach customers”

ADATA had a mixed 2015 as it increased the marketshare in quite a few categories. The company plans to further enhance its presence in India. Chris Chang, MD at ADATA Technology India shares more insights on the company's plans and positioning in India.

Q) Can you summarise overall performance of your company in 2015?

A) Year 2015 has been a mix bag for ADATA India, wherein in some product categories we were able to make good inroads and capture market share but on other hand, some key product segments due to market dynamics we lost quite a few percentage in that. For example SSD, that has now been becoming a mainstream product, we with a range of products and solutions were able to make good inroads. But in DRAM modules segment which has been a mainstay product for us, due to shrinking PC segment we have faced challenge. But in this similar segment – with Gaming industry slowly picking up, we were able to gain foothold quite a bit, although the market size is still in its nascent stage.

Q) What makes consumers or partners to trust your brand?

A) First of all it is the product quality, followed by product warranty. We believe in providing the best of quality so that a customer who selects ADATA is rest assured of product and has a pleasant experience using it. Warranty is still a major factor for any brand to be successful in India in most of the electronics, IT, peripherals and other such segments. We have been on par with most of the leading brands in providing or even bettering warranty on products for the customers.

Q) What's your opinion about Government of India's 'Make-in-India' program?

A) This is absolutely a good example from the government to revitalize the manufacturing and bring in growth in economy. Since this process has just been initiated – according to us, it will take a couple of quarters for it to have an impact on the economy as whole. But full marks to the Govt. of India for coming out with this initiative.

Q) What kind of regulatory changes should happen to improve the business ecosystem in the country?

A) The government should work to make things move faster and reduce the number of approvals required for any business to start. GST is another area, which should be rolled out as per schedule.

Q) How does the channel help you to reach out to your potential customers?

A) Channel has always been an integral part of ADATA right from the early days. Having said that, we have always worked very closely with our partners and have been focused on the development of channels, be it through schemes, product promotions, marketing activities etc. We believe that without channel partners it is almost impossible to reach out the length and breadth of this country.

Q) What are your assurances for providing excellent service support to your customer?

A) We are committed to India market as we see this as a market full of growth. We are the first and the only flash memory company that has invested in setting up the office way back in 2012 in India. Apart from the IT storage products, we have also introduced LED lighting – which we believe is on the cusp of booming. To provide the customers, excellent after-sales service we have been revamping our RMA and after-sales service.

Q) What's your roadmap or strategy for the year 2016?

A) The roadmap for 2016 is to further strengthen our channel base, introduce new products, and further enhance our focus on SSDs. Besides, we will focus on increasing profitability.

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