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Kaspersky has planned a 2-pronged strategy to address the Indian market. It has revamped its distribution network and rolled out a well-defined partner program. The company has discontinued its distribution relationship with Zoom Technologies. It has appointed Sakri IT Solutions as a distributor for the consumer segment, and Commguard Security, iValue Solutions, Sea Infonet and eCaps India for the enterprise.
Explained Jagannath Patnaik, Director, Channel Sales, Kaspersky, “We wanted dedicated distributors who would focus on our products and solutions. Today, our addressable opportunity in India is Rs 2,000 crore. Although we are growing at a CAGR of 30-35 percent YOY, we have tapped just 10 percent of the opportunity. We are number one in retail in the US, India and Europe. We are number one in the enterprise segment in some parts of EMEA and countries like Bangladesh, Nepal and Sri Lanka. Globally, we are number four after Symantec, Trend Micro and McAfee. We have an ambitious target for 2014—we want to be world number one.”
Kaspersky clocked $6 million in revenue in the last six months with an average monthly sales of 1.2 lakh boxes. “Our revenue for the first six months of 2010 is equal to the revenue we earned over the last couple of years. With the new distribution structure and focused channel strategy we are confident of doubling this figure.”
Added Patnaik, “Kaspersky has 12 Platinum partners who are large and mid-size systems integrators catering to enterprise customers, 100 Gold partners who are sub-distributors, and 300 Silver partners who resell Kaspersky products. We want to double the number of our Platinum and Gold partners by end-2011.” The company is also increasing the revenue commitment for Platinum and Gold partners. Said Patnaik, “A Mumbai-based Gold partner has to do `5 crore worth of Kaspersky business in a quarter. Commitments vary according to the geography and the size of the partner company.”
Kaspersky has also started its Channel Connect Program. Mainly aimed at its Platinum partners and distributors, the program intends to connect the distributors and the Platinum partners with its Gold and Silver partners. “Since the Platinum partners have four Kaspersky-accredited sales and technical people, it becomes easier for them to talk about the certification program and process,” said Patnaik.
In order to curb the malpractices which have been rampant with Kaspersky products, Patnaik said the company has taken several measures. “The message is clear to the entire channel—Kaspersky is no longer a brand without ownership. We, in agreement with our top partners, have come out with a strict policy on the rules of engagement.”
The company has earmarked $4 million for marketing activities in 2011. “Of this, 50 percent would be spent on broadcast, the rest would be distributed between channel programs and print,” Patnaik informed.
Explained Jagannath Patnaik, Director, Channel Sales, Kaspersky, “We wanted dedicated distributors who would focus on our products and solutions. Today, our addressable opportunity in India is Rs 2,000 crore. Although we are growing at a CAGR of 30-35 percent YOY, we have tapped just 10 percent of the opportunity. We are number one in retail in the US, India and Europe. We are number one in the enterprise segment in some parts of EMEA and countries like Bangladesh, Nepal and Sri Lanka. Globally, we are number four after Symantec, Trend Micro and McAfee. We have an ambitious target for 2014—we want to be world number one.”
Kaspersky clocked $6 million in revenue in the last six months with an average monthly sales of 1.2 lakh boxes. “Our revenue for the first six months of 2010 is equal to the revenue we earned over the last couple of years. With the new distribution structure and focused channel strategy we are confident of doubling this figure.”
Added Patnaik, “Kaspersky has 12 Platinum partners who are large and mid-size systems integrators catering to enterprise customers, 100 Gold partners who are sub-distributors, and 300 Silver partners who resell Kaspersky products. We want to double the number of our Platinum and Gold partners by end-2011.” The company is also increasing the revenue commitment for Platinum and Gold partners. Said Patnaik, “A Mumbai-based Gold partner has to do `5 crore worth of Kaspersky business in a quarter. Commitments vary according to the geography and the size of the partner company.”
Kaspersky has also started its Channel Connect Program. Mainly aimed at its Platinum partners and distributors, the program intends to connect the distributors and the Platinum partners with its Gold and Silver partners. “Since the Platinum partners have four Kaspersky-accredited sales and technical people, it becomes easier for them to talk about the certification program and process,” said Patnaik.
In order to curb the malpractices which have been rampant with Kaspersky products, Patnaik said the company has taken several measures. “The message is clear to the entire channel—Kaspersky is no longer a brand without ownership. We, in agreement with our top partners, have come out with a strict policy on the rules of engagement.”
The company has earmarked $4 million for marketing activities in 2011. “Of this, 50 percent would be spent on broadcast, the rest would be distributed between channel programs and print,” Patnaik informed.