Interaction - Sudhindra Holla, Director, India, Axis Communications

Axis Communications works in the field of network video surveillance. Sudhindra Holla, Director, India & SAARC, Axis Communications talks to us about channel strategies.

Give an overview of Axis channel strategy for 2023-24

Sudhindra Holla - The Axis business model is centred around working with our channel partners to go deep and go wide. We look from a wide geographic lens to strengthen our foothold across multiple markets. Our strategy is to go deep with our channel partners catering to different geographies and for them to go wide with their distribution partners delivering across segments. We have witnessed immense success reaching out to remote channel partners in tier one and two cities. In the current industry landscape, we are seeing high demands for deeply integrated solutions across segments such as commercial, critical infrastructure, manufacturing, government, safe and smart cities, transportation, and data centres. The demand is not just for the cameras but for a host of integrated technology solutions that enable enhanced productivity and analysis. Such a complex ecosystem requires deep domain expertise, and hence we strengthen the solution knowledge of our channel partners with consistent skilling and training. With access to a range of specialist knowledge and training, we solve customer challenges and seize opportunities previously out of reach. We know that we're stronger together, and by joining efforts, we innovate within this unique system of competencies.

How are you enabling partners through engagements, activities and upskilling programmes?

Sudhindra Holla - We are training our solution partners with deep knowledge of Axis products and offerings along with solution-specific software. We are very consistent in our education and marketing efforts to educate our channel partners and run demand creation and lead generation events to empower them in their sales pitches. We have a specialized program called the ACS specialist, our end-to-end specialist program. The AXIS Camera Station enables partners to expand the offering beyond surveillance and build integrated solutions including audio, visitor management, analytics and more. Additionally, we also focus on assisting them with understanding of how to use supporting tools, to effectively design, install and maintain the solution. We have identified a list of partners we feel can be audio and end-to-end specialists among our channel bases. We work closely with our distribution to reach out to our channel partners for disseminating knowledge on the entire Axis gamut. With the constantly evolving landscape, we have also introduced a new initiative, Axis-On-Air, to holistically enable our partners with niche skill sets this year. We welcome leaders and subject matter experts from our headquarters to deliver niche industry and segment-specific webinars and impart knowledge on our emerging product categories and toolsets. This empowers the partners to deliver right consultation and elevate the overall customer experience.

What are the key challenges? Give an overview of your GTM strategy

Sudhindra Holla - Enterprise channel partnerships have witnessed a drastic transformation aligning with shifting customer needs and preferences, evolving business models, and intensified competition for strategic alliances. As a result, the relationship between partners and vendors has become more collaborative, global, and focused on creating long-term value and trust for all parties involved. One of the key challenges impacting the industry at large is global uncertainty making its ripples known everywhere – consumers increasingly demand the delivery of service faster than ever before. With customers moving towards a utility-based consumption model, partners will be expected to upgrade and offer professional services to maximize value. Thus, businesses must empower their partner ecosystem with the right skills and training to cater to the industry's requirements. 

Additionally, with more competition in the market, distributors are more focused on value-added services they can offer across the sales cycle from the demand generation phase. Axis Communications Academy provides a full range of training services. In fact, it is the only global professional certification within the video surveillance industry. Education and skill-building are potent tools to unleash our channel ecosystem's potential. It not only maximizes opportunity but also assists our partners to stay abreast of the latest developments in the market. 

What are your key focus areas for 2023 and channel expansion plans?

Sudhindra Holla - This year we are focused on strengthening our position as a leading integrated solutions provider in the market by expanding our reach across India through distribution channels. Channel partners are essential to our operations and educating them will be our top priority. We will continue to offer in-depth training through our Academy offerings. We have witnessed success in our expansion strategy to Tier 2 and 3 cities, and we will continue to activate more partners to increase our reach and customer base. Additionally, as mentioned previously, we are focusing on strengthening our community of audio partners and end-to-end solution specialists through extensive training and programs. Channel partnerships are a powerful tool for driving business success, and companies nurturing these relationships can gain a significant advantage over their competitors. In 2023, business leaders must ensure prioritizing customer and partner experience in a way that will enhance the overall ecosystem.

Read more from Dr Archana Verma here 

Read products news here