'A Channel Partner Program is very important for a Brand to build an Effective Sales Structure'

Rajesh Gupta, Director & Country Manager- India, Sales, Micron Technology, India

Headquartered in Boise, Idaho, Micron Technology has reported a net income of $2.7 billion on revenue of $21.4 billion during its 2020 fiscal year (FY), which ended September 3, 2020. The company’s memory and storage solutions which  includes technologies like artificial intelligence, 5G, machine learning and autonomous vehicles bring disruptive trends  in key market segments like mobile, data center, client, consumer, industrial, graphics, automotive and networking. The year 2020 has shown many unprecedented times, to cope up with the situation Micron has introduced a number of initiatives to manage the tough times together with their channel partners. For Micron it is important to work with distributors to plan the stock coverage as the partial lockdowns and disruptions across different regions in the country. With more emphasis on inventory planning and focus on specific products, SKUs keep the rapid growth of WFH environment. On this backdrop, Rajesh Gupta, Director & Country Manager- India Sales, Micron Technology, India has shared his views.

Kindly, brief about Micron's channel structure in India. 

As the only company with a portfolio of DRAM, NAND and 3D XPoint technologies, Micron is ideally positioned to benefit from the secular data growth that drives cloud, enterprise and networking markets. Micron's business in India is carried out by distributors and is organized into two broad categories: industrial and commercial. Industrial distribution focused on Industrial Electronics, Automotive sector, Networking, Surveillance and a wide variety of embedded segments covering ODMs, EMS and IDHs throughout India. Micron is a leading consumer product, including SSDs and DRAM branded as ‘Critical’ by Micron. For the 'Crucial' branded consumer products, we are building a large network of resellers, VARs and device integrators across all four regions and multiple cities in India. Resellers and VAR/SI have a commendable job of making Essential branded goods widely available through retail outlets and e-commerce markets. For Micron branded Industrial electronics products we have wide coverage via an Industrial distribution network.

What is the initiative Micron has taken to protect the interests of its channel partners during pandemic?

Many initiatives are work in progress to manage the present tough time together. There was high emphasis on inventory planning, focus on specific products and SKUs keeping the rapid growth of WFH environment. It is important to work with distributors to plan the stock coverage as the partial lockdowns and disruptions across different regions in the country. We have stayed connected with multiple tiers of our channel during the pandemic and continued with our promotions including a very exhaustive Diwali festival promotion to keep channel partners engaged and motivated.  

What is your GTM for the channel ecosystem?

Micron has completed almost two years of presence in India and during the period channel coverage has grown rapidly. Working with our commercial distributors the Crucial branded DRAM SSDs are now available across all states and major cities in India for Consumers. Similarly, Micron Industrial products are now reaching to more embedded solution developers and integrators at major Industrial clusters. We also have a good presence on the e-commerce platforms. Micron has a well-established Value-Added Reseller (VAR) and System Integrator (SI) partner network in all regions of India. Our VAR/SI channel partner network focuses on solution selling covering SMEs, Data Centers as well as Enterprise customers. Micron also has an industry leading portfolio of Gaming products with both Gaming DRAM brand called ‘Ballistix’ and NVMe SSDs and are developing a channel of gaming focused channel partner networks also. Our endeavor is to continue to work with our distribution and reseller channel partners to expand our coverage further and make our products available widely and consistently across India. 

Why is the Partner Program important for every organization to drive the business? 

Micron has an exhaustive portfolio of memory and storage products for both Consumer and Industrial business segments. Each of the segments has a complex set up of customers that are located widely across the country and have a varied ecosystem of supply chain that often requires familiarity as well as understanding of that specific business area. In order to provide adequate and effective supply coverage along with pre & post-sales support a good brand will require engagements with channel partners with relevant experience and coverage of that specific business segment. That is why a channel partner program is very important for a brand to build an effective sales structure. This further allows the brand to train and equip a specific segment focused partner channel to deliver better service to customers. 

When you design the Partner Program what are the key features you take into consideration? 

As mentioned above, first and foremost it is important to identify the segment of focus, next identify partners who have demonstrated strengths in that segment and are keen to develop further. It is also important to see the market segment or geographic area coverage requirement and how the channel network and program drive the desired results. Consistency of business is another important factor for consideration in a partner program.