Today, digital seems to be the central theme for all innovation, across industries and we saw everybody getting hitched on to the digitization bandwagon. However, to be digital leaders in imaging solutions, companies must understand the entire ‘ecosystem’ (including requirement, timely availability and distribution processes), they are serving. Only then can the business models from the analog world be updated to anticipate the digital universe that is evolving every day
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“we give our channel partners the required freedom to interact with customers and understand their demands and pain points.”
Vivek Naidu
Vice President
Information Management
Kodak Alaris India
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Kodak Alaris started its journey in the year 1990 when the discipline of digitization was coming in and people learnt the method of converting paper documents into digital images. This paved the way for Kodak Alaris to become a name to be reckoned with and gain prominence as one of the leading player in the Information Management domain in India. India is a very strategic and important market for Kodak Alaris. One of company’s key business objectives is to redefine the information management space across enterprises in India. Company’s current strategy includes participating aggressively in the ECM (enterprise content management) market where technology and digitization has taken off in a big way. Kodak Alaris looks at the government vertical as an important vertical for them in terms of growth. With organizations generating huge amounts of data, they are increasingly looking out for solutions to manage this data efficiently. So, Kodak sees potential in every sector including IT, ITeS, BFSI, healthcare, logistics and retail. According to Vivek Naidu, Vice President, Information Management, Kodak Alaris India, “As an active participant in the Indian IT industry for well over two decades now, we see the best period coming now. Records that have taken years to get digitized, are now being actively used in G2C(Government to Citizen)) services, and it is a matter of privilege for us, that our technologies will be used actively in this exercise to make the Digital India movement a reality.”
Choosing the right mix of partners
Selecting the right channel partner is crucial to building an effective and robust channel strategy. Apart from this Kodak Alaris also believes in creating the right mix of partners so that they can communicate, enable and engage with our customers to foster growth. We maintain an open communication with them that helps in garnering feedback from not only partners but also end- consumers. Below are some of the parameters that Kodak Alaris keep in mind while choosing its partners:
- Having a relevant customer base
- Skilled at sales and technical expertise
- Financially sound and reliable trading history
- One who believes in having a good training and development model and structure
- Recognized brand and major player
- Acknowledged to be “Best in class”
Channel Initiatives for 2016
Channel forms a very important part of Kodak Alaris’s business in India. One of the company’s strategies that it had designed to empower the channel community this year is the ‘Kodak Alaris Information Management Partnership Yatra 2016’. The Yatra, a pan India initiative, which is in its second installment this year, commenced in Colombo, Srilanka and will now traverse through 13 cities in India. The objective of the program is to engage with partners across the country, provide training, and share the Kodak Alaris’ strategy and knowledge on the wide range of its scanning and software solutions available in the market.
Think about the end destination – the customer
Channels work when the company, the partner and, most importantly, the customer get a win. To facilitate a positive customer experience, Kodak Alaris train its partners in thinking about the customer first. Shedding more light on this, Vivek Naidu excerpts, “We are enabling our channel partners to speak directly to the customers and explain the system benefits and thereby be the “face” of Kodak Alaris.”
Finally…
Kodak Alaris’ all channel training activities are veered towards thinking about the customer. This paved the way for them to become a name to be reckoned with and gain prominence as one of the leading player in the Information Management domain in India.
