Mr. Richard Tan, MD & Director, ADATA Technology India Pvt Ltd

Mr. Richard Tan, MD & Director, ADATA Technology India Pvt Ltd

1.How channel ecosystem can benefit by reselling and pushing best in class memory brands today?
DRAM Modules or Memory as it is popularly known in the channel fraternity is still one of the important PC component and still gives channel ample opportunity to earn high margins. An industry observation in the last couple of quarters is that the PC segment – especially the Gaming PC segment is once again picking up. Secondly in Gaming PCs the requirement on DRAM modules is slightly higher as compared to the general PCs. The minimum configuration that the users are nowadays going in for Gaming PCs are 4GB and above. Also the ASP (Average Selling Price) of these is much better that gives higher margins.

Richard Tan  MD,ADATA Technology,India2.What are some of your key focus areas when it comes to pushing your products in the memory segment?
ADATA as a brand in DRAM modules is pretty strong in Kerala, Gujarat, West Bengal, Bihar and NCR region. These areas put together account for almost 45% of revenue from DRAM segment. In rest of the regions though ADATA is presence is significant but so are competitive brands as well.

3.Where are the big opportunities in this space? How closely do you work with your channel ecosystem in India?
As mentioned the big opportunities are in the gaming segment.

4.What are some of the big challenges that you see in this space today?
One of the biggest challenge for a successful DRAM brand is availability of modules through GRAY or parallel channels. This though may not be too bad for a brand as its availability only shows its popularity – but the distributor business bleeds a lot because of this. Secondly, after sales support suffers because of this – as most of the SKUs do not carry global warranty and because of which the end customer suffers.

5.How can these challenges be converted into opportunities?
A channel partner needs to keep pace with the changing business and technology needs. On must be ready to adapt to changing to business dynamics accordingly. Keeping abreast on the technology front definitely helps to overcome the challenges faced. To serve this segment a partner must be ready to learn and unlearn about the technology and provide solutions rather than just the products. The best way to serve the customers would be to be able to assemble a whole PC rather than selling components.

6.Please share some of the innovations that you as a company are bringing in the Indian market today?
ADATA has always been at the forefront in bringing out new technology. Last year ADATA was the first to introduce DDR4 technology worldwide, in the recently concluded Computex in Taipei – Taiwan we have created a world record of overclocking ADATA Z2 DDR4 3400 MHz DRAM modules to a whopping 4034MHz. We work very closely with leading motherboard vendors in bringing out the latest technology that is available on a wide range of motherboard platforms. We can easily boast of being the leading DRAM manufacturer whose DRAMs are tested and certified to be working on the widest range of boards.

7.What are some of the big advantages that you bring for your end customers, as well as your partners today?
When a customer buys ADATA DRAM – he not only gets the best quality product that are rigoursly tested but also have equally well supported after sales and service support spread across throughout India through our service centres.