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National Supplement - UPS

ABHISHEK ANGADNew Delhi, May 31

The electricity crisis in India is not a new topic and every now and then we hear about this problem. Recently, there was a mild storm in Delhi and NCR

and there was a grapevine that there has been some prob-lem with the grids and there are frequent power-cuts at night. Indian businesses or consumers need power backup and there has been a wide demand of UPS systems as an important power backup product.

Many businesses in sectors like hospitality, IT, health-care, manufacturing need huge computing resources on which they run mission critical applications. Experts say that even if the utility power scenario improves in India; it will still not be able to fulfill 100% power requirements of these industries. Even at the consumer level the demand seems to grow.

Talking about the trend in India many companies feel that growth of Indian UPS industry was just around 5-10% largely due to the bad economic situations. Also the impact of elections on the UPS supplies, where most of the work and orders were on hold, cannot be negated. The market size was also estimated to be around in between `3,700 crore to `5,000 crore.

There has been a substantial change in the demand patterns and the recent trends are reduction of rapidly increasing cost and increase in the reliability, efficiency, scalability and flexibility of IT infrastructure.

The Power GameThere has been a substantial change in the demand patterns of UPS and the recent trends are—reduction of rapidly increasing

cost and increase in the reliability, efficiency, scalability and flexibility of IT infrastructure

Gurudutt M, head, Mid Market and Enterprise Chan-nel Business, Schenider Electric says, “There has been a profound shift in the UPS market towards Modular UPS systems and high efficient transformer-less UPS. With the increase in demand of LEED (Leadership in Energy and Environmental Design) certification of buildings, the transformer-less UPS systems with unity input and output power factors has become a standard these days.”

Companies such as Delta focuses on online UPS prod-

ucts and hold a market share of near about 10%. Recently, Delta has been announced among the top 5 UPS players in India.

Suhas Joshi, vice president, Delta Power Solutions says, “Delta offers the entire range of Online UPS Solutions from 1 kVA to 4000 kVA that is entry to high end level. For the high end high capacity range, Direct sales are being undertaken. 1kVA to 30kVA are available through the channel route. The focus is more on the SME, corporate industrial and government segments for our UPS busi-

ness. Currently we have a current strength of more than 70 power business partners for UPS with several power resellers under them.”

Other companies such as Uniline are also betting big this year. The company is targeting `150 crore from FY15.

For BPEE last year the market was quite growing. Demands have come from mostly all segments, primarily banking, medical, govt projects, retails etc. The current fiscal is expected to have growth in some new segments, like reality, railways, defence, etc.

Socomec says that it is very strong in IT, ITES & Data center business and have many installations with all leading players of the industry. According the company, in recent years there is a positive growth in the sales in BFSI &Healthcare segments.

Olivier Tremouille, Managing Director says, “As the demand from the industrial segment is increasing, we started manufacturing our UPS locally in our existing Gurgaon facility to meet our customer demands. Certainly increasing market share in Industrial segment will be our prime focus for this year.”

Cyber Power has set up business in India in Apr 2013. Within the Last one year’s span it has expanded their business presence approximately 125++ cities across the country via their B2B and B2C Product Lines.

It has picked up some big deals in the Enterprise Verti-cal through ND’s Strong Channel Networ and has grown strongly for Q1 this year, in terms of Order booking and expects expecting the same growth further.

V E N D O R C H A N N E L S T R A T E G I E SGURUDUTT M, HEAD OF MID MARKET AND ENTERPRISE CHANNEL BUSINESS, SCHNEIDER ELECTRIC

contribute around 36% of the total revenue of the UPS industry in India.

Investment patterns We are hopeful that customers in the sectors mentioned

above will surely look at investing in UPS because of positive business sentiment and the likely growth that is to follow. While governments too will strive to provide uninterrupted supply, it not very likely that it will be achieved in the near future because of the sheer scale and diversity of businesses. So we are hoping to see a sizeable increase in UPS spending across few key industries.

Barriers The major challenges the market is facing are the low-cost

imports from China and Taiwan, as well as increasing raw-material prices.

Channel focus, incentive plans.

We have a structured program for channel partners at various levels which is competency based, we start from partnership levels with plug and play products.

We do have specialized channel programs for High Power Partner (3 Phase UPS Solutions for IT & Non IT applications), Elite Business Network partners (Solutions business upto 40 Kva), Elite Datacenter partner (To be able to design, execute and maintain small medium data centers). We do run incen-tive Programs for all the categories mentioned below.

UPS market, market trends and size (revenue) In the financial year 2013-14, the growth of Indian UPS

industry was just over 5% with total size of the market projecting around `5,100 crore. The recent trends in the market are reduction of rapidly increasing cost and enhance the reliability, efficiency, scalability and flexibility of IT infrastructure.

There has been a profound shift in the UPS market towards Modular UPS systems and high efficient transformer-less UPS. With the increase in demand of LEED (Leadership in Energy and Environmental Design) certification of buildings, the transformer-less UPS systems with unity input and out-put power factors has become a standard these days.

On the company’s current market, demand verticals, outlook.

Some of the key verticals that will continue to fuel UPS demand would be Healthcare, BFSI and Hospitality. Consid-ering that India is a power deficit nation, we are anticipating that the demand will only go up in the coming few years as economic activity too will pick up.

Driving factorsGrowth in the BFSI and Government sector plays an

important role in boosting the UPS market. Both sectors

Focus this year is increasing specialized partners in Tier 2/3 cities as part of our geo expansion.

We do business with 5000 partners through our national

distributors focus for this year to increase the specialized partners in Tier 2 / 3 locations, keeping our overall partner base.

OLIVER TREMOUILLE, MANAGING DIRECTOR, SOCOMEC INDIA

the globe. Business continuity is a crucial aspect for critical applications like modern data centre infrastructures, banking and ITES etc., availability must be ensured 24/7/365 to avoid data losses and downtime of company operations; hence customers look for fail- safe UPS solutions using the most advanced expertise and cutting-edge technologies.

Investment patterns. Though UPS purchase being considered as capital pur-

chase, now a days customer realizes the significance of UPS and they go for it when they have critical applications in place.

Barriers

In recent years depreciation of Indian rupee against US dollar or Euro’s was major concern in the market as it is directly affecting the pricing strategy. Although price plays a key factor for decision makers, it’s necessary now to show the customer the value of their investment or Return on the investment which calls for innovative products or solu-tions.

Channel focus, incentive program for partners Our Channel thinking is always of focused and empowered

partnerships built on trust and transparency and driving value thru this value delivery chain. We have separate chan-nel partner Rewards & Recognition programme where we take care of our partners’ profitability and growth with Socomec. At present we have 45 Business Partners and more than 50 active VARs across India. The prime focus this year is to continue extending the reach of our sales and services to new geographies and new customer segments thereby expanding our foot prints in the Small & Medium Enterprise sector.

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V E N D O R C H A N N E L S T R A T E G I E SARUN GHOSH, MD, CYBERPOWER

Investment patterns The Upward trend in the Indian market is expected to

continue, with consistent growth projected over the com-ing 2-3 years as a result of steady demand from various end user sectors. The computerization initiatives taken by the central and state government, besides the public sector undertaking, are amoung the major factors driving the UPS market. The SME segment is also showing a positive growth trend and will fuel the demand for UPS systems in the coming years.

IT/ITeS is an important segment which is now spread-ing across Tier II & III class cities in the country. This is creating a major demand for the enterprise range of UPS systems. The major application in this segment is for data centers, which comprises a core operation. The growth of this sector is also likely to continue in the future.

The BFSI sector is another important segment that has been investing heavily in IT infrastructure to provide better service to end users and also to comply with the various government regulations. Apart from private and nationalized banks, the cooperative banks have also started investing substantially in their IT infrastructure to provide better service.

For Entry level UPS, which contributes to 25% of the Overall UPS market size, house hold and SOHO seg-ments are biggest consumers, Indian consumers are no longer just price conscious, they have become values conscious too. Considering the critical role of UPS in a workstation, consumers do not want trade-off quality with price. Today’s consumer is really aware of his needs,

UPS market, market trends and size (revenue) The increasing power deficit, the low and erratic qual-

ity of power supply, and the unanticipated power cuts throughout the country are driving the growth of the backup power industry in India, of which, UPS systems are a major constituent. The Indian UPS market is highly competitive, fragmented, and fast growing, with both mul-tinational and Indian suppliers competing for space.

Reliability, Quality and Value, all made available through a wide distribution network, is the formula for success in the growing UPS market in India. Customers are more focused and demand the latest technologies. They are increasingly looking for product with higher backup time, space optimization, lowest MTTR (mean time to repair) and also remote monitoring for critical applica-tions. UPS market has stepped into “intelligent integrated infrastructure“ solutions. This Intelligent solutions alerts users in case of any uncertainty occurs in the product. UPS market has also focused on increasing efficiency resulting in saving power and environment.

A UPS system is not just about backup power during contingencies, but is also about the quality of power. UPS systems also serve as power regulators, which prevent the undesirable effects of power anomalies and ensure that a constant amount of electrical power is supplied. Many electrical devices associated electronic that are connected to the UPS systems, are usually mission critical in nature and cannot be shut down unexpectedly. The upward trend in the Indian UPS market is expected to continue, with consistent growth projected over the coming 2-3 years as a result of steady demand from various end user sectors in the Commercial and Residential sectors.

There are close to 300 organized suppliers of UPS systems in India. As per the Market survey India’s UPS Market was $ 528.5 Million in 2011-12 and projected to reach @ $828.2 Million by 2017 -18. We see that Power Related products are the trend to lead the new channel market. So We aim to cover 20% from the Branded prod-uct Market & 10% from local Product Market

The demand for UPS system going up has significantly led to a drop in prices. There are many upcoming prod-ucts and market is flooding with variety of products for different applications.

On the company’s current market, demand verticals, outlook

After spreading our wings through more than 55 coun-tries worldwide, we CyberPower Systems established our business setup in India in Apr 2013. Within the Last one year’s span we have expanded our business presence approximately 125++ cities across the country via our B2B and B2C Product Lines. Presently we have approximately 1500+ Channel partners.

UPS system is not just about backup power during contingencies, but is also about the quality of power. UPS systems also serve as power regulators, which prevent the undesirable effects of power anomalies and ensure that a constant amount of electrical power is supplied. Associated electronic and electrical devices connected to the UPS systems are mission critical in nature and can-not be shut down unexpectedly. The Indian UPS market was estimated to be worth between US 800 million in 2014-15. It is showing an upward trend and projected to exhibit robust growth after flat growth rates of preceding years. This is result of steady demand from verticals like Government and Infrastructure, information Technology and IT Enabled services, Banking, Financial Services and Insurances (BFSI), Telecom, Power Oil and Gas etc. The computerization initiatives taken by the Central and state governments, besides the public sector undertakings, are among the major factors driving the UPS market. The SME segment is also showing a positive growth trend and will fuel the demand for UPS systems in the coming years. IT/ITes is an important segment which is now spread-ing across Tier II & Tier III Class cities in the country. This is creating a major demand for the enterprise range of UPS Systems. The major application in this segment is datacenters which comprises a core operation. The BFSI sector is another important segment that has been investing heavily in IT infrastructure to provide better service to end users and also to comply with the various government regulations.

We have picked up some big deals in the Enterprise Vertical & through our ND’s Strong Channel Network we have grown strongly for Q1 this year, in terms of Order booking, expecting the same growth further.

Driving factorsThe Indian power sector is facing an acute shortage,

where the peak and non-peak electrical shortfalls were approximately between 9-10 per cent. Inadequate power generator, issues with land acquisition for new power plants, fuel shortage, and high transmission and distribu-tion losses are some of the contributors to this situation. The increasing power deficit, the low and erratic qual-ity of power supply and the unanticipated power cuts throughout the country are driving the growth of the backup power industry in India, of which UPS systems are major constituent. The scares of frequent Power cuts has compelled homes, organizations and industries to depend more and more on power back-up devices. UPS has become a need-base product today and people have started buying UPS and Inverters anticipating power cuts as nothing before.

the importance of the good quality and reliable power backup., and so values proposition. The Perception and the complete brand quality plays an important role in the Investment decision.

Barriers A major challenge faced by Indian UPS market is the

import of cheaper systems, local brand with poor quality products, competition from unorganized sectors, fluctuat-ing commodity prices etc. Increasing raw material prices, an increase in battery prices, and the higher cost of man-power have all resulted in shrinking UPS market margins. Now-a-days the companies have become organized and aggressively pushing their products at a reasonable price and with advance technology. As a result, small compa-nies will be unable to cope up with this situation and will lose ground. As a growing market, India is our main focus of attention. The main advantage is we have our own manufacturing plant with our own separate design, R&D and implementation teams. If there is a demand for a new design, we can get that ready within 20 days. These

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UPS market, market trends and size (revenue)India is a power deficient market and it has huge busi-

ness potential especially in the tier-2I and tier-3 cities and towns. There are robust change in the demand from those areas from both consumers and enterprises. The key change in last few years we see in the market now is that customers are lookingfor full power solutions with high quality efficient product and after-sales service that many other brands fail to deliver. According to Frost & Sullivan report the total Indian UPS market was estimated at $528.5 million in 2010-11 and is expected to witness a CAGR of 6.6 percent and touch $828.2 million by 2017-18.

On the company’s current market, demand verticals, outlook.

Socomec is very strong in IT, ITES & Data center business and have many installations with all leading players of the industry. But in recent years there is a positive growth of our sales in Industry, BFSI & healthcare segments. As the demand from the industrial segment is increasing, we started manufacturing our UPS locally in our existing Gurgaon facility to meet our customer demands. Certainly increasing market share in Industrial segment will be our prime focus for this year.

Driving factorsThe power condition in India is not stable and the qual-

ity of power supply is not as good as we see in other part of

factors place us a notch above the rest in the market. There are already a few but well-established players in the power solutions market who have been here for quite a long time and being a recent entrant how CyberPower is going to make inroads into market.

Channel focus, incentive plans We follow the traditional way of distribution. We

have very strong Channel Partners Network. On the channel and customers front, we have already started our efforts to spread our reach to Tier II & Tier III chan-nel with our BTL/Canopy Activity, Scheme for Partners and end customers. Every month we come with Primary and secondary Scheme for Partners and we are getting very good outcome with these schemes. We arrange regular extensive trainings and Demo’s to educate the Our partners which is our key touch points to reach to customers. Also our Service Network is one of the strong point to ensure the customer about reliability of our services.Ingram micro, Redington, Supertron are our national distributors and through regional distributor the products are available with the retailers. In the past 1 year, we had put a lot of efforts develop our business channel & we have expanded our business presence in approximately 120++ cities across the country via our B2B and B2C segment. Presently we have 1500+ Channel partners thro’ our ND’s and we welcome the more chan-nel partners join us to multiple and expand our and their business through our wide range of Product Basket.

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V E N D O R C H A N N E L S T R A T E G I E S

SUHAS JOSHI, VP, DELTA POWER SOLUTIONS

AMITANSU SATPATHY, DIRECTOR, BEST POWER EQUIPPMENTS INDIA

RK BANSAL, MD, UNILINE

UPS market, market trends and size (revenue)

Indian economy is growing at 5%. However, UPS market is growing by about 6 -8% approx. India is growing day after day across all the verticals and so are the power requirements. Manufactur-ing, textile, banking, industries and IT these are the major verticals that are highly dependent on the power back-up. Even if the utility power scenario improves in India; it will still not be able to fulfil 100% power requirements of these industries. Hence UPS industries prospects will remain bright and it will further grow along with these verticals.

On the company’s current market, demand ver-ticals, Outlook

The Power back up market in India is about `3,700 crores comprising of off-line and online UPS. Delta focuses on online UPS products and hold a market share of near about 10%. Recently, Delta has been announced among the top 5 UPS players in India.

Delta offers the entire range of Online UPS Solutions from 1 kVA to 4000 kVA that is entry to high end level. For the high end high capacity range, direct sales are being undertaken. 1kVA to 30kVA are available through the channel route. The focus is more on the SME, corporate industrial and government segments for our UPS business. Currently we have a current strength of more than 70 power business partners for UPS with several power resellers under them.

Driving Factors The UPS business is broadly categorized into

three verticals namely- Enterprise, Government and Institutional business and Channels & dis-tribution which address the segments like IT, Telecommunications, Industry, OEM’s, BFSI, Hospitality and many more. With about 17% of demand-supply gap in power generation, the power backup sector is crucial for business con-tinuity in all of the above verticals. The largest and the fastest growing vertical happens to be IT which is fuelled by the evolution of data centers deploying more number of servers due to growing e-commerce, IT enabled services, BPO and KPO services. Besides datacenters small to medium IT

set ups in corporate, banks, government projects will continue to make IT vertical grow further. The demand in the Industrial vertical is more or less stabilized and with any more growth in power market the demand will rise.

Investment patterns Government vertical will see faster growth as

accounts of many projects initiated in the field of education, infrastructure etc. Government is investing a lot in the infrastructure, roadways, like DMRC projects etc.

Channel focus, incentive program for partners Today the technological, regulatory and com-

petitive dynamic market forces govern the busi-ness decisions and the change process in any organization. Agility has been a core value for Delta’s Global Corporate Mission, which is to identify emerging trends and act quickly to capture new opportunities. Like every company, Delta has a distribu-tion strategy for its product lines as per the market need and its segmentation. This helps us to bring the transition or change in a lot easier manner and without any major roadblocks. This very factor has fuelled Delta’s growth in India. Delta regularly organizes technical training for its partner’s month on month basis to upgrade

the technical skills of the service team of the channel partners.

Apart from a strong sales and service support, we provide quite competitive margins to our deal-ers. We encourage our partners to have a services revenue model too, which proves to be a quite lucrative option. Most of our channel partners are growing at a phenomenal speed at par with the company’s growth.

Currently we have more than 70 business part-ners in India. Delta aims to reach out to maximum number of people through its marketing strate-gies. As a part of the strategy we organize regular seminars and events for the customers as well as channel partners. This gives us an opportunity to understand the market trend and come up with innovative ideas and solutions.

To motivate channel partners, Delta regularly announces channel incentive schemes and part-ner meets at regions.

UPS market, market trends and size (rev-enue)The UPS market in growing by 20% per year. Recently the UPS market has shifted from line interactive UPS to online UPS. LI UPSs are now going mostly in Govt. Projects only as the desktop PC sales is having a negative growth. The total market size for UPS is approximately `3,000 crore

On the company’s current market, demand verticals, outlook

Last year the market was quite growing. Demands have come from mostly all segments, primarily banking, medical, govt projects, retails etc. The current fiscal is expected to have growth in some new segments, like real-ity, Railways, Defence etc.

Driving factorsIndustrial and personal growth as well as

increased buying from different Govt. organi-zations is major driving factors for this market. SMEs are also playing a big role in the market growth.

Investment patterns. . Our customers are investing safely observing

the market conditions. Every customer is there-fore searching for value-for-money product.

BarriersSteep hike in US Dollar prices have caused

a big market hindrance due to increased raw material cost.

Uniline, in its recently conducted annual meet, the company decided to increase its business by 50% this year, after a minimal 10% growth last year. The company targets `150 crore in the year 2013-14 and in the next 100 days the target is set at `40 crore.

The company is holding an offsite meet-ing in Faridabad working towards the mes-sage ‘Think Big, Act Fast’. The main focus remains on getting deals from state level enterprises, PSUs as well as getting a pie from power infrastructure deals of various e¬-government projects.

The company also aims at stepping¬ up its reach in 16+ cities of India and set up regional offices to tackle operational issues.

The company recently held an outreach program with The DQ Week in some cities and apprised partners of the multiple prod-ucts. It explained its UPS business as well as introduced some of its partners who bore testimony of the product. The company held outreach program in cities like Jaipur, Chandigarh and Lucknow.

Uniline is planning to increase its active set of partners by four folds. Currently, the company operates with 200 partners, out of which only 45 are active and it is this num-ber the company is planning to step-up.

The company is also bringing in special channel policies this year where here will be no direct selling and will be 100% chan-nel driven.

Recently, the company has deployed around 23,000 UPS in Madhya Pradesh for its panchayat offices. This was the deal

d o n e along with Acer. On challenges front fluc-tuating dollar value hampers their business. If the company quotes high prices they lose order and if they quote fewer prices they lose money. Unethical trade practice is a big challenge and the company is putting checks in places to curb this problem.

Channel focus, incentive program for partners We focus more on technical selling rather than

box-selling, we work together with our partners by providing them proper technical support and providing them customized solutions. We always ensure a minimum 4-7% margin to our partners. Quarterly and Annual incentive schemes are designed to promote the channel business. We have more than 1000 active partners in all parts of India who cater to various segments and geographical areas. We are always open to add more partners in various verticals and geographical areas specially TIER-II and TIER-II Cities.

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Defining growth parameters forTomorrow’s distribution business

AUGUST 2014