Optoma hopeful about the market in 2021

Optoma, a dominant player in the home AV segment world-wide, plans to spread its wings further and is eyeing on interactive flat panel category other than projectors. In DLP (Digital Light Processing) Projection technology, Optoma dominates the market share and is No.1 DLP Projector brand in world.

While talking with VARINDIA, Optoma Head, Vijay Sharma spilled the commercial beans about the company's further plans and much more. Let's take a look at the excerpts from the chat. 

Range of products Optoma eyeing for Indian market 

Optoma plans to take a high leap further than pro AV sector. It further wishes to emerge as a strong player in Indian market.

“We have a wide range of products for education and pro AV sector thanks to Coretronics, our parent company. For last one year we have been dominating the home AV segment world-wide. Now with this trend we want to continue, and make sure that we emerge strong with our home AV product line up in India. Other than projectors, we see huge opportunity in the interactive flat panel category and that is something we are going to introduce in first half of 2021. Going forward, we will focus on projectors and interactive flat panels this year,” says Vijay.

GTM strategy

A ‘go to market strategy’ aka GTM strategy varies for different market segment. For education segment the approach is much different from home segment.

“The strategy varies from vertical to vertical. For example, our home segment is very specific to customers or the partners who have the experience zones. Whereas the education segment has a different approach where we have the model of our national distributor then the regional distributor and then the educational system integrator across India. And if we talk about the new product line-up which is the interactive flat panel then it is a B2B product line-up which goes from the national distributor to the customers directly, without any regional integration in between,” reveals Vijay.

Optoma’s USP

USP is a next step towards progress. It makes a brand different from its competition. Optoma believes in brining forth the latest technology in the global market. 

“The USP is bringing the latest technology in the world market. We have always been the first movers in the industry by introducing new products. We recently launched a 4K laser TV which is a consumer product integrated with smart features which allows the consumer the flexibility in terms of installation as well as watching content without any external set up. We also have launched industry’s first 4k gaming projector, which is a growing segment in India. Optoma has introduced a 240hz refresh rate 4k laser projector in this segment to enhance gaming experience. Optoma is also the leading player in smart features with the Amazon Alexa enabled and Google Assist,” explains Vijay. 

Channel policies & future of Optoma

The major part of what channel has to do is to make sure that they are able to sell their products, and make money by selling the products. The channel policies are very clear and transparent and they are strict on it and that is one of the reasons that Optoma has taken position as a dominant player in the 4k home segment space.

“We are quite hopeful about the government initiatives in the projectors space, the way they are investing. We are hopeful to see the trend which was there in 2020 in the home segment; it will continue in the 2021 and will grow further. Secondly, the education segment, which was completely shut down in 2020, it will open and grow in 2021 and then the government segment, where the investment is coming through digitization of education, so I am quite hopeful about the market in 2021,” concludes Vijay.