Asus Scripting Success in Smartphones with Great Channel Engagement

Spotlight on Telecom Channels: An Interaction with ASUS | TelecomDrive.com

When it comes to sale of Smartphones in India – channel partners either in the form of online or offline partners– play an integral role in determining the winners.

Peter Chang, Regional Head - South Asia & Country Manager - ASUS India interacts with Zia Askari from TelecomDrive.com about the way ASUS is engaging with the channel community and how it is becoming a differentiating factor in its success.

Asus is doing extremely good in terms of making its presence felt within the telecom channel community. What is the secret of your success here in India?

India is an extremely important market for us in terms of opportunities and growth prospects.

We wish to make our smartphones available at the choice of channel partners for the consumers, both offline as well as online. With this as the objective, we have ensured availability of our products across leading e-commerce portals, retail outlets and ASUS Exclusive Stores throughout the country.

ASUS has the widest range of smartphones because we desire to provide the perfect model that fits each individual's specific needs in terms of features and price. This stands true not just for smartphones but the entire ASUS product range. Further considering our extensive product portfolio, training our channel partners to best explain our products and assist the end consumer in their decision-making process, has become a priority investment.

For us, it is about establishing a mutually beneficial relationship with our channel partners to further our reach.

What is your strategy for deep engagement with the channel partners?

We are extremely sensitive to the needs of our channel partners with an approach of very high customer centricity. The bed rock of our channel engagement is long term win-win relationship with our channel partners. Our partners enjoy our dedicated support to ensure mutual growth in business and we are very committed to give our existing partners a chance to grow along with us in addressing new business opportunities.

We are system driven, which ensures smooth and transparent operations between us and our channel partners. Our policies and actions always ensure that any significant interest of our existing channel partners is well protected.

How big is your channel network in India today?  What are your plans to expand this?

Asus is present across all cities and key districts in India through its distributors. Asus is further rapidly expanding distribution in districts and towns which are hitherto not covered by distribution. Currently, all major smartphone selling outlets stock and sell Asus products. Our endeavor is to constantly increase our shop presence as well as shop share.

How do you motivate a channel partner to work with Asus on a long term basis?

We strongly believe in long term relationships. We have internal programs that provide reward and recognition to our channel partners for their contribution towards the business goals. We also keep continuous engagement through various formats of channel meets that keep our channel partners appraised of our business plans.

What kind of training and support is being provided by Asus to make sure that channel partners are always abreast with latest information on mobile technologies?

Asus provides technologically innovative and differentiated products. Hence, we have a very strong training program covering both effective content and effective training process. This is an ongoing program which covers both classroom and on job training. Further, we also ensure that our channel partners and sales teams are equipped with thorough product knowledge and hands on experience before the product is launched in the market. During these training sessions, new technologies are also introduced and explained in great detail.

A lot of channel partners try to move towards providing services and support around smartphones - how can Asus help them?

We are open to our Channel Partners venturing in to affiliated services or businesses towards smartphones. Some of our distribution partners also run our franchised service centres. This becomes an additional independent business opportunity for them.

What are some of the challenges that you face while expanding your channel reach in India?

With our brand strength and very strong product portfolio well suited for the Indian consumer, we have so far received very good acceptance from our channel partners who have also maintained their dedication and long term commitment to our mutual business.