SOAMI BHATIA
Director - Signtel Communications Pvt. Ltd.

Brand Perception

For any brand to be successful, it is crucial that it understands the market dynamics pretty well before they venture into such a domain. Data driven insights give an updated information on the market scenario with respect to the market shares of various brands - who is doing well, who is not and who has exited the domain completely and why. For e.g. the exit of to major global brand from the EPABX globally has opened up tremendous opportunities in that sector. On the other hand, the Make in India campaign of the government has restricted the foreign brands in India to an extent and again created opportunities for the indigenous brands. All these put together helped Signtel Communications in defining the go-to-market strategy.

The company is very clear about the market segments that it needs to work on rather than just jumping on the bandwagon and trying for areas/ segments that are already being served well by others. For example, the strategy which Signtel Communications is working on the SIGNTEL Analog Landline phones is to reach out to the institutional channel partners only and that too with a clear mandate of "Partner Profitability" which is the pain point of partners for a long time. To ensure the desired reach, the company has appointed Inflow Technologies Ltd., a leading IT Distributor firm in India as the National and SAARC distributor to complement in the Signtel Communications'efforts.

Standing Out From The Crowd

SIGNTEL is a brand that is dedicated to bring high quality communication products under the mandate of "Make in India" to bring good quality products at a reasonable price point. The distinct. feature of it is that it leverages the conventional TDM Technology/features and integrates them with the latest IP/SIP Platforms to create a hybrid product offering that not only suit the requirements of SMB and mid-market customers, but ensures that it is within their budgets as well.

Unique Value Proposition

Signtel Communication's distinct value proposition is to ensure that the partners make decent profits when they sell any SIGNTEL product and this is the key driving factor. To ensure this the company restricts the number of partners in every city and ensures that all large projects are registered and supported well by the OEM and the distributor together. Besides, it also takes feedback from partners and tries to implement the solutions possible within a definite period of time.

Digital Technology Propelling Growth

No product/brand can survive without the most crucial aspect of Research and Development (R&D). When a product is launched in the market, it is done with certain insights by their internal teams. However, post launch, the actual customer/partner feedback comes in regarding the technical/feature sets that the actual customer is looking for and this is where R&D plays a role to change and adapt in line with the customer's needs and expectations Fast response and deployment of the new technical and feature changes in the right kind of time frame and with the right kind of costing will ensure the competitiveness of a particular product/brand.