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Content For 3D Projectors Is Limited In India: Epson
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The projector segment still has room for deeper penetration.
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Wednesday, July 11, 2012:
Epson entered the projector business in the Indian market in 1990 and since then, the brand has been an ever-present fixture in the segment. It has laid its platform to ensure that the booming potential in India can be tapped and sectors like education and small-business are utilised to its optimum. With over 17 models of projectors available in the country, Epson feels the Indian market is still two to three years behind from being reckoned as a major projector market across the world. EFYTimes spoke to Harish A K, senior business manager for visual instrument, Epson India, as he shared his insights on the segment and also talked about Epson's strategy for the Indian market.
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Tell us all about Epson's projector business. Where is the manufacturing done and since when have you been present in this segment?
We have been in the projector business for more than two decades and recognised as the market leaders of projectors around the world. Earlier we used to manufacture the projectors in Japan but over the last five years our production is being done in China. The projectors are product tested rigorously under all conditions so as to ensure the products will sustain in varied markets for a longer period.
Tell us about your range of projectors and their price range?
Epson has five projector ranges and 17 models in India. The price range starts from Rs 34,000 and goes as high as Rs 10 lakh. The range comprises entry-level basic projectors, LCD projectors, 3D projectors, etc.
What is the size of the projector segment in the country and what is your share in it?
The recorded market figure for projectors last year was 2 lakh units and we expect the figure to be close to 2.5 lakh units this year. Currently, we have 12 per cent market share in the business and we are looking at taking it up to 18 per cent by the end of 2013.
Epson recently launched its LED 3D projectors in the country, how has the response been to the products?
Response to the four models of LED 3D projectors launched by Epson in March this year has been phenomenal and we believe the country is maturing in terms of understanding the importance when it comes to buying these interactive devices.
Which segment is the highest selling and who is your targeted consumer?
Epson in the country is primarily focused toward the educational segment which contributes around 60 per cent to our business. Also, around 37 per cent of our sales come from the enterprise segment. Our focus on the home segment is still minimal at 3 per cent considering the consumer segment in projectors is still a couple of years from evolving and being recognised as a major contributor to Epson's business.
How is Epson's region-wise sales distribution in the country? Which region is at the top?
In India, our highest selling region is the West, second comes South, then we have East, which is gradually emerging as a market for us, and finally North because of the fact that public funding is hard to come by in the education segment for these products. The biggest challenge for manufacturers like us is the fact that the content available for 3D-variant projectors is not of the highest quality and is limited.
What is your marketing strategy for these projectors and how much do you invest annually in marketing?
We have dedicated our activities towards the targeted base via below the line (BTL) activities, channel partner engagement programs, TV commercials, etc. We spend around Rs 30 million as part of our marketing budget every year but looking at the market sentiments right now, this year we will be investing a tad less.
How many channel partners do you have in the country and how actively are you involved with them to ensure efficient operation takes place?
Epson has 100 channel partners in the country and we believe that they are the vital cog behind the overall growth of the brand in the country. We organise product events for channel partners twice a year and other engagement programs to motivate and commend their efforts.
Aadeetya S, EFYTIMES News Network
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