Gone are the days of companies selling a technology product to small companies and vanishing. Today, it is about providing a full solution and support to solve a company’s business problem.
This is the latest strategy that global major Hewlett Packard (HP) has chalked out in India to tap the huge small and medium-size business (SMBs) segment.
For example, if a SMB does not want to invest upfront in printing infrastructure, HP offers it partner-led ‘managed print services.’
This allows them to pay on a per page or usage basis. Even on personal systems’ side, HP offers the laptops, desktops and workstations to SMBs, said Gupreet Brar, Director, SMB and Channel, Personal Systems Group, HP India.
HP has renewed its focus on the 8 million-strong SME market in India and it has announced a range of products targeted at this segment.
These include HP Z1 workstation, HP Folio notebook and HP Hotspot- all-in-one printer with a built-in hotspot.
These products meet the specific needs of SMBs who want cost-effective solutions that are easy and simple to use, he told Business Line .
SMB customers today expect customised solutions, which can cater to their requirements and they also expect the same level of ‘sophisticated’ solutions that large companies deploy.
“We listen to their problems and requirements of SMBs and then recommend them a product, service or a solution, which is customised as per their needs,” Brar said.
Industry clusters
The IT giant is also looking at various industry clusters to tap SMBs. It showcased its products and solutions to benefit the diamond manufacturing industry in Surat, which is the world’s biggest diamond cutting and polishing centre.
HP engaged with diamond manufacturing players in that city and highlighted the value of investing in technology designed specially for them.
“We interacted with small companies to raise awareness about how using the right technology can accelerate their business growth.
“We also told them that without technology, it will be difficult to face global challenges and grab business opportunities,” said Brar.
HP also did a similar exercise to tap automotive companies in Chennai, which is a major cluster in the automobile sector.
Smaller cities
Having spread its wings in tier I and II cities, HP is expanding its base in tier III and tier IV towns that have a large number of small companies in various sectors.
For this, it will seek the help of channel partners, he said.