Believe it or not it is time to push hard the bottom of growth and receive gratification soon in multiple times. These is a positive intent from the government sector to make it happen. The government desire is really high now to take the country to a high double digit growth and the play for the infrastructure players is believably quite large.
It is all written on the walls that the Indian infrastructure sector in a growth track. The government is very desirous of such and pushing it hard like never before. The good part of this government is that they are open to the private sector to participate. Security being the core of all infrastructure, it is certainly getting much impetus.
Rajeev Samantha, Regional Sales Director, South Asia, Tyco Security, says, “In terms of security, for last five years, there has been a sea change in the mindset of the people. From a ‘good to have’, it has become a ‘must have’.”
This has enabled all the security vendors to put up good numbers but Tyco Security, to be specific, is growing stronger and faster than others in the last five years. The customers are demanding a unified and integrated solution now. They want more out of their exiting set ups. That is where the companies like Tyco Security sees a bigger role for themselves because their expertise lies in unified and integrated security solution and offers the customers more from less.
“If a channel partner has worked hard to build a project for us, there is no way we will allow anybody else to work on it. If there is a possibility of multiple partners to work on it, there is a clear guideline around that.”
Regional Sales Director
In the initial days when the company was new to the market, it had its share of struggle but once the value proposition was well communicated to the customers, the company’s struggle evaporated. It went from strength to strength. Today, Tyco Security has reference customers in all industry verticals – be it Oil & Gas, large enterprises, city surveillances, railways, police, hospitals, airports, and a lot many sectors. He explains, “Why the customers are speaking about us? It is not only because we offer integrated unified solution but also we have unique solutions for each of these vertical industries.”
There was a time when the competition was big, but now Tyco matches them in revenue and customer base. And it has come within a very short span of time.
“What we are doing against the competition? Actually nothing! Competition are playing to their strengths, so also we are playing to our strength. Only difference is that we have better story and better value proposition to tell. Because of this, the customers appreciate us more,” Rajeev maintained. “The biggest value proposition for the customers is that we do not provide point solutions. Our offerings are tightly integrated with each other. So when you buy an intrusion system or an access control or a video solution from us, you can use it as a point solution, at the same time if you want to integrate them as a solution, you need not have to do additional customization. These products are plug n play. The other beauty is that all products are integrated with third party standard protocols. Therefore, when you buy Tyco Security solutions, you do not have to worry about your investment, it is very safe.”
However, Tyco Security has a clear cut focus area from investment point of view. First of all, it is transportation industry – be it air transport, land, railways and metros – where the company is investing heavily. He added, “This vertical industry is also heavily funded by the government and large enterprises, hence we see it is an area of good play for us. Other area which is enjoying investment and mindshare is the defense related sectors, we have a good role to play there too. The third areas where Tyco is focusing is the police and courts modernization, which are getting big attention from the government sectors as well.”
Last but not the least is the Power and Oil & Gas sector, which does not offer cyclical demand though but is quite critical from infrastructure investment point of view.
Historically Tyco Security is very strong in large enterprises; where the company is the leader among the security brands. Rajeev emphasized, “The biggest advantage of Tyco solutions is that we are able to address the smallest of smalls and the biggest of the biggies. That is how our complete solution pans out.”
Tyco Security sees a large play for the channel partners in the SME space. This is a space which is really spread out and the number is really large. However, their needs are no different to that of the large enterprises. He maintains, “Reaching out to so many customers in SME market is simply impossible for an entity like ours. Thanks to our extended arms (partners), we are able to reach out to the huge population of SMEs. We have a very structured partner enablement programme to address this market.”
Tyco Security presently works with around 40 active partners, who are covering the complete south Asia geography. They are free to offer feedback and based on that feedback, the company takes adequate steps for course correction. This has of course resulted in increased loyalty towards Tyco Security.
“We believe in open communication. Our channel policy is very well defined. If a channel partner has worked hard to build a project for us, there is no way we will allow anybody else to work on it. If there is a possibility of multiple partners to work on it, there is clear guideline around that. We follow those guidelines and communicate that beforehand to our partners. Because of that we are able to contain all the partners. From pricing, credit and privileges point of view, we treat all the partners equally,” added Rajeev.
The biggest component for the success of any company is its support mechanism. As per Rajeev Tyco Security from the day one has ensured support for the customers. The company has invested in its support infrastructure. It has taken care to enable its partners so that they can ably handle the service calls.
All in all, if you need something in entirety, you can get it from Tyco. You need something as a component, you can get it from Tyco. And if you need to make it a solution, the products can seamless integrate with each other and emerge as a solution. On top of that these products are future ready.
He said, “We are growing multiple times than the industry CAGR growth in last five years, which is a positive sign. If you look at the industry growth in CAGR terms, it has been more or less flat, although a little better in last two years. We are clear from day one that we have a huge strength in our stack and we can bring that strength to our customers and make them feel more safe and satisfied.”
But having said that Rajeev also acknowledges the fact that the challenges would always remain as one cannot change certain things in the life. So what best you can do is to manage those elements which are under your control and getting better prepared for the eventualities.
Rajeev maintains, “We were better prepared in the past and we are better prepared now. Because of this we are experiencing high double digit growth for us every year for last five years. How would we sustain that in the future, even when the market is looking more positive? We have more to offer now. We have remained in synch with how the technology changes have happened. For example, Tyco is one of those rare companies which offers the ability to use mobile phone to manage the security solutions at home and in office. You can download an application of access control solution from Tyco on your mobile phone and do all policy changes and management from the phone not bothering yourself to go to your desktop that is placed in your office. That is the flexibility and ability that Tyco is bringing to the customers.”
Rajeev concludes, “I do believe, as the market is changing, Tyco’s faster adaptability to the market changes, allows us to remain in the leadership position or be on the top of the customers’ recall. As a leader of the group, I personally believe that the Prime Minister’s initiative is very close to our thought process.”
The company is absolutely gung-ho about that. Much before the ‘Make in India’ initiative, Tyco Security had its manufacturing up and running in India for a limited set of products. But the campaign coming in, the company is pondering over how to increase the manufacturing base and minimize the time to market.