R&M serves local connectivity needs with its high performance solutions

Gaurav Ahluwalia
Managing Director 
R&M India

Brand Positioning vs. Marketing Tactics    

R&M is a leading provider of connectivity solutions for high-quality communication networks since 1964. The solutions are compelling in their ability to deliver excellent availability and effective network operations in the sectors of LAN, Public and Datacenters.

We have an annual revision process of our strategy and roll it out in so called ‘strategic programs” which are revised monthly. The core values of the R&M brand are quality, innovation, customer focus and customer service. In its target markets, R&M enjoys very different levels of brand awareness in different categories. It is rated highly for trustworthiness (quality, professionalism, reliability, competence) and for customer focus.

In India, most of the companies are using online platforms like LinkedIn, Newsletters and Social Media to reach their target audience. Apart from the online platforms, participating in events helps in personally interacting with the customers irrespective of large, medium and start-ups. 

R&M follows a 360-degree marketing approach to succeed in the India market.

Product innovations at R&M

The trend towards higher-performance connectivity was confirmed in the R&M 2017 financial year -

•    New local data networks are currently being planned primarily for the use of 10 Gigabit Ethernet. Slower solutions are gradually dying out. Copper cabling with Cat. 6A/Class EA or Passive Optical LAN (POLAN) is bringing the transmission capacity required for the future into today’s offices. More and more functions for smart buildings are also being incorporated into data networks. These include Power over Ethernet to supply end devices with power and LED lighting, for intelligent building demands, surveillance and much more. R&M provides high-end and mid-range solutions here. 

•    The data center market is breaking record after record. The hyperscale data center sector is experiencing particularly colossal growth. Hyperscale providers are already working with transmission capacities of over 100 Gbit/s and are aiming for 200 or 400 Gbit/s. Data centers of this magnitude require automated monitoring, using systems such as R&MinteliPhy.

•    Carriers are increasingly investing in the FTTX rollout. They are looking for compact, flexible, scalable, and cost-effective cabling solutions for public networks, in order to achieve their aim of blanket fiber optic networks in manageable steps. The R&M range meets these customer requirements. 

R&D driving Growth

Aside other factors, innovation is one important cornerstone for a sustainable growth of R&M. Developing future proof products that suits our customer needs and being always upfront with the newest technologies is vital for our customers. R&M spends a reasonable amount of its expenditures for R&D and will continue doing so and increasing the global development footprint for a better understanding of the local needs.