Barco gears itself up to lead India’s transformation journey

Constant innovation is what keeps Barco always on its toes and stay ahead of the pack. It continues with the same spree, year over year by bringing in products and solutions which can resolve customer’s existing challenges while keeping in consideration futuristic technology and scalability.  Rajiv Bhalla, Managing Director - Barco India 

in a chat with VARINDIA throws more light on this aspect - 

Barco is synonymous with ‘Innovation’, be it in terms of products, business model, or partnerships. The company has always believed in enabling bright outcomes for customers with its innovative, country-specific solutions. It has always focused on helping government and private sector customers accelerate their digital transformation journey with its enterprise-grade products & solutions. 

Speaking about how 2020 is going to be an exciting year for Barco, Rajiv Bhalla, Managing Director - Barco India says that the company is aimed to become and be perceived as the partner of choice for networked visualization display for multiple applications, from control rooms in smart cities to projectors in the digital cinema industry and collaboration tools in the enterprise sector. “We will also be strengthening our partnerships with industry players and the government whilst developing the ecosystem, in addition to fostering greater customer intimacy. We also plan to strengthen our distributor and partner network to exponentially enhance our footprint,” he says. 

He further continues, “Globally, India is one of the top markets for us and the second biggest market, in terms of business functions, after Belgium. With increased focus on “Make in India”, we have seen a sustained, double-digit growth in our revenue in the last two years. During this time frame, we have won many prestigious projects in Enterprise as well as Government sectors. We have always given paramount importance on post-sales service which has resulted in expanding the list of satisfied Barco customers year by year.”

Opportunities galore for Barco in different verticals

Barco is focusing on widening the scope of its offerings in the visualization industry, enterprise segment, healthcare space and the smart city project. From the corporate standpoint, it sees that workplaces would be drastically evolved – from traditional offices and rooms it will make way for huddle rooms. From the government viewpoint, Barco expects a lot of traction in smart cities and other projects of importance. 

“Barco has been an active player in the Smart Cities domain, and we would continue to partner with Government in its efforts to digitalize and revolutionize collaboration,” says Rajiv.

In the healthcare vertical, Barco is aiming on revolutionizing the delivery of services by connecting skilled professionals at every patient touch point. It brings to healthcare providers a network of medical imaging solutions that facilitate an integrated picture, supporting more informed decisions. 

For the enterprise and entertainment verticals, most of Barco’s consumers hail from the upwardly mobile cities while in healthcare segment, Barco is aiming to reach across India through its innovative solutions.

In terms of its penetration, there are Barco sales representatives available across all the major metros of the country. It also has a good geographical presence in Tier 1 cities with the support of its distribution partners. With a strong reseller base spread across the country, Barco is today present in many Tier 2 and Tier 3 cities as well. In 2020 especially, Barco expects a lot of business to come from Tier 2 and Tier 3 cities, especially government business from Government e-Marketplace.

Channel strategy for 2020

Channel has always been of paramount importance for Barco. The channel partner is the one who takes Barco’s technology to the end customer. Hence, it is very crucial for a partner to understand the real pain of the customer and position the right set of product/solution to address the customer’s pain. Barco’s partner certification programs are known to be comprehensive and best in class when it comes to getting a competitive edge in the industry. 

“We have always valued the relationship with our partners and resellers which we want to grow and fathom on pillars of trust and reliability which is why we give a lot of importance on consistent engagement with our partners so that, their problems and concerns are addressed in real time,” contends Rajiv. “Our strategy has always been to strengthen and comfort our partner base and to ensure them that Barco is there to complete them rather than compete with them.” 

For 2020, Barco would be focusing on adding more channel partners to strengthen Barco India’s business. Barco has designed a partner program for its partners to promote Barco products and services, augment their expertise and resources, and enhance the satisfaction of Barco's end-users. It would also invest in the training and certification of its partners apart from marketing support programs.