Techaisle Blog

Complex PC Reseller Landscape

There are 30,288 channel partners in India, out of which 24,850 are PC resellers. As per Techaisle research, volume resellers account for 12 percent of all resellers but they constitute 47 percent of PC shipments. 50.2 percent of the PCs sold by these volume resellers go to the SMB segment. On the other hand, micro-resellers account for 16 percent of reseller PC shipments but constitute 50 percent of reseller universe. Their main customers are the consumers, nevertheless 28 percent of their shipments also go to the SMBs. India is a country where dealers are evolving from a mono-brand approach to a competing multi-vendor offerings, where low margin in hardware sales is driving dealers towards value-added services and a creation of a more skilled dealer channel. India is also a country where mall-like culture is sprouting to embrace the consumer segment and small businesses and selling is focused on price conscious provisioning of PC devices. Techaisle Channel Research also shows that there are many stages in the value chain before a PC reaches the end customer affecting the price structure. With additional presence of 6,340 system builders, India channel landscape is not only complex but constantly evolving.

Winning Streak

In the last 2 years, Dell has established itself as a leader in the Consumer PC market and is now trying to extend the same winning streak to the SMB market. But was it a stroke of luck, its own strategy that worked or the fault of others? Stroke of luck does not play into a market which is still considered nascent and growing. Dell has been winning due to equal measure of its own efforts and missteps of others. This winning position is for Dell to lose and others, namely HP to regain.

Let us break it down. Dell started its winning streak with the consumer segment. Initially rejected by Redington and Ingram, Dell motivated and signed up with Supertron to make them their National Distributor. Supertron with no presence beyond the Eastern Region quickly became a useful crutch for Dell to expand and establish itself in the India market. With the success of Supertron, Dell also picked up Global as a Distributor. With an explosive growth in consumer notebooks, Dell began establishing regional distributors for reach and market penetration. Their goal - to sell 5 notebooks for every 0.75 desktops.

During the growth phase of Dell in India, HP began to falter for a variety of reasons. Redington, a trusted partner for HP, which had initially rejected Dell’s offer now chose to drop HP and partner with Dell; albeit for some products only.

Targeting SMBs

To address the SMB market in India, Dell developed a “Direct-to-Dealers” strategy. It is a two pronged strategy where Dell deals directly with end-tier of channel partners for Tier 2 and 3 cities bypassing the distributors. However, for the Tier 1 cities, Dell follows the traditional route of selling through distributors. Dell itself does not stock and sell with channel partners but sells on a back-to-back basis. Targeting low-end products for SMBs, Dell is also using the retail channel to sell Vostros, a PC specially created for SMBs. This is key since traditionally vendors have shied away from selling commercial SKUs through predominantly consumer channels. Needless to say, Dell has recognized that the small businesses, especially less than 20 employee size companies use retail channel for their PC purchases. For its lower mid-market customers, Dell is encouraging its channel partners to sell on a solution based approach.

New strategies always tend to bring teething problems. With limited experience in dealing directly with the VAR/Dealer channels, signs of frustration are becoming visible, not yet within Dell but among the channels. Account managers are pushing channels to “pick-up vendor mandatory stocks” even if the inventory is not sold out. At the same time, channels mention that Dell does not provide any price protection nor does it yet understand the buying cycles in India which is different than many of the mature markets.  In lieu of price protection, Dell has designed a rebate program for its channel partners and empowers them with white papers and training programs to help them achieve better profitability.

Even if channels show some negative sentiments, there may be positives to Dell’s PartnerDirect program, such as provisioning of single point of contact for SMBs to reach channel partners.

Targeting the SMB Market of Tomorrow

Dell is trying to not only target today’s SMB but also keep in sight the Future SMB. Besides a distribution channel strategy, Dell is trying to focus on Cloud and Mobility for the SMB market. This itself is a great strategy but is yet lacking on execution. Vendors such as HP may have a much better chance of executing on the Cloud and Mobility front. Both these solution areas require extensive and experienced channel partners. Dell is in the early stages of partner development and majority of them are focused on basic building block products such as PCs and Servers. HP on the other hand has the capability to analyze its partner network and segregate them by expertise levels, creating partnerships among them to design a coherent and executable Cloud and Mobility strategy. On the flipside, since Dell’s channel ecosystem is relatively new, it has a rare opportunity to build a long-term program based on learnings from its own missteps and partner feedback.

Although Cloud Computing in India is on the rise, there is more hype than substance, and there are more free services being used than paid. With a limited bandwidth and internet speeds, it may not be long before cloud services get delivered over wireless. Because of a heavy adoption of Smart phones and other mobile devices, the march towards mobility in India cannot be stopped. However, SMBs mostly want integrated solutions to limit complexity and therefore seek channel partners that are capable of delivering cloud and mobility solutions integrated. Unfortunately, very few channel partners currently do so – especially for Dell. Those that do are financially out of reach of a typical SMB customer. And this is making SMBs unsure of overall benefits of Cloud and Mobility and desire to spend. Dell has to identify channel partners that could be ramped up and focused on delivering Cloud based solutions that have higher relevancy to SMBs.

Dell may be winning at this stage but its competitors are hot on its heels.

Tavishi Agrawal, US
Gitika Bajaj, India
Techaisle

Today Huawei announced an Android based tablet with impressive specs. A little thicker but lighter than the iPad, the newly announced tablet beats the current iPad2 in sheer hardware specs. While Apple stubbornly continues it’s policy of controlling every aspect of device development and marketing, Google is allowing ODMs to accelerate the pace of device development and developing the software to keep pace with these developments. We have seen this before – with the PC market. While Apple kept pushing the envelope on PCs, they failed to take advantage of the growing demand for PCs. That void was ultimately filled by Microsoft who took on the role of a fast follower and successfully created the eco-system around DOS, Windows and Intel based PCs. As the tablet market grows globally, is Apple doomed to repeat the mistakes of the past?

To be fair the two situations while similar are not exactly the same. When the PC market took off, Apple did not have a dominant share like they do with the tablet market today. In other words, it wasn’t Apple’s market to lose like it is now. That said, the growth rate of the tablet market is far greater than the growth rate of the PC market so the risk of not
being able to satisfy that demand is very real. As market demand expands companies such as Samsung, LG, HTC and traditional PC makers will attempt to satisfy that demand with a flurry of products. As market demand expands, the one size fit all strategy currently followed by Apple will not be effective. While nobody expects Apple to sit still, Apple will need to accelerate product development and manufacturing but it is unlikely that any one company will be able to satisfy that demand. This opens the door for alternatives and especially for Microsoft who is well poised to take advantage of this growth starting with
the release of Windows 8 in 2012. This begs the question – will Apple be relegated to a minority status as the market grows around it?

Another difference between the PC market and the tablet market is the dominance Apple has in the apps space. But is that dominance overstated as the world moves to Cloud/web based applications? Sure there will be a lock-in effects for some types of applications – those that use specific hardware features but we expect the vast majority of applications to be platform neutral at least in terms of their consumption. The popular game Angry birds is a good case in point which started out as an iPad application but is now available to
users of the Chrome browser as a web app. If the vast majority of applications are in fact web apps then how will Apple (or for that matter Microsoft and Google) continue to gain leverage so that new consumers for tablets will choose the iPad over other alternatives. That leverage could come from new, better hardware and from expanding the product portfolio. Both of those things are happening outside the Apple universe right now.

Abhijeet Rane
Techaisle

Techaisle's recently completed channel surveys show that Cloud, Mobility, and Managed Services Solutions together are beginning to change the SMB channel landscape as these solutions are revolutionizing IT utilization by SMBs. However, only 14% of channels are currently offering all three services to SMBs. The new paradigm would be the “3-in-1” Channels offering Mobility, Cloud, and Managed Services as a single offering.

Our research shows that SMBs want mostly integrated solutions to limit complexity and therefore seek partners that are capable of such deliverables. However, very few partners currently do so as they are all camped in either one or two solution corners and few seem to embrace a holistic solution view – and this is making SMBs unsure of overall benefits and desire to spend.

We feel that it is important for broad product/solution vendors to rapidly evaluate all their partners, seek and cluster partners based on where they are with regards to capabilities of delivering complete solutions and introduce programs to support development.

Resellers should look at their core skills, financial support and asses if they are capable of developing a market accepted value proposition encompassing all three key areas or seek collaborative relationships with other partners in areas they are weak. Here, vendors can also help in partnerships.

So far, Managed Services has been the most important offering and implementing Mobility Solutions is a new line of business for SMB Channel Partners.

Survey data shows that VARs are quite proactive in initiating discussions with their SMB customers for Cloud Solutions. Nevertheless, 31% of the VARs mention that vendors are pushing them to offer more Cloud Computing Solutions.

Channel partners that are able to deliver a suite of services that cut across Mobility, Cloud and Managed services will find SMBs that are willing to listen to them. The march towards Mobility and Cloud cannot be stopped. The only course for channel partners and vendors is to find the optimal intersection of the three. These “3-in-1” partners will define the next channel landscape.

In-depth analysis is covered in Techaisle’s report titled “Channel View- Trends & Challenges in offering SMB Mobility, Cloud, & Managed Services Solutions.”

Tavishi Agrawal
Techaisle

There is a continuum from smartphones to notebooks, with a variety of sizes and operating systems. The market will continue to be in a state of flux for several years before showing any signs of stable continuum.

• Widespread adoption of cloud-based apps as well as VDI will make the OS and form factor comparatively less important

 

• Apple will continue to have the “cool” factor in its favor, especially for those using non-office apps

 

• While most vendors have not been able to match Apple’s cost/price advantage (which continues to exist despite its cool factor). However, this will change as Nokia (along with new vendors from low cost economies) begin to manufacture mobile devices in large numbers at low prices

 

• Android developers have had the flexibility of implementing their own versions of Android (in order to distinguish themselves) although this is like to become less of a factor in the future but that itself becomes a problem of consistency and uniformity

 

• Apple’s advantage in terms of no. of apps will soon diminish due to several factors:
  
  
  • Of the hundreds of 1000s of apps, only a few hundred bring in majority of revenues. Most Apple ISVs are part-time developers or unprofitable and will disappear from the market
  
  
  • The vast number of Windows-based apps developers will quickly adapt their apps to Windows mobile, diminishing Apple’s apps advantage and give businesses more relevant business-related apps
  
  
  • While currently, the focus is on horizontal apps, vendors will find it increasingly important to develop vertical apps  to expand the user base and obtain higher margins
  
  
  

 

• Businesses will need to support multiple devices/mobile operating systems – making remote mobile device management an expanding market. Telcos, hosting companies and channel partners will play an important role in enabling that support

 

• Additionally, synching up different devices will also become more important and VDI will help in achieving that objective

It is too early to project future shares of various device forms and mobile operating systems as the market will continue to be in a state of flux in the next few years. We cannot write off Microsoft Mobile or Nokia. They will helped due to their vast size and resources, deep commitment and large number of users/developers.

On the other hand, Android developers/devices are a varied lot, with each having a low share of the market. WebOS (Palm, now owned by HP) has some promise but it is unlikely to regain its glory days of late 90s. RIM is the most at risk due to the proliferation of new devices and mobile operating systems

Although smartphones have the potential of increasing their employee productivity, it will happen only for those employees who are smart enough themselves.

Anurag Agrawal
Techaisle