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Vertex Techno Solutions: Customer connect

Anup Varier and Yogesh Gupta | Nov. 19, 2013
A unique model of growing with its customer has kept Vertex Techno Solutions in Bangalore in business

Anil Kesavan and Bijoy Nair , directors of Vertex Techno Solutions started the company in 1993 as a sub-distributor for the HP-HCL partnership that sold the OEMs printers. Twenty years later the company enjoys the status of being HPs platinum partner in its printing and personal business. Today, Vertex is part of a select group of IT infrastructure solution providers who are solely dedicated to the HP portfolio. But Vertex wasnt always about solutions and services.

During its initial years, Vertex focused on selling consumer technology products and was involved with major OEMs till the end of 1999. It was at the same time that the HP-Compaq merger was completed and we moved from sub distribution to becoming an end-customer focused product reseller, says Kesavan.

It carried on with that model for a good part of the next decade after which, in 2008, it moved to becoming a value added reseller and a technology solution provider. Sharp focus on the niche that they operated in helped Vertex sail through the rough waters of the dotcom burst. At the time, it concentrated its efforts on the box pushing business and sold desktops, and the new and emerging product of the time called laptops. Today, we partner with HP and focus more on the enterprise business with virtualization and consolidation solutions, says Nair.

SMB Push
When it made the shift from being product resellers to a technology solution provider in 2008, it observed that not only were desktops and laptops being commoditized but so were enterprise products like servers. So, instead of talking about the hardware Nair made sure that he highlighted the solutions that were being offered along with it. Thats how virtualization and consolidation came into the picture, says Nair.

They may not have been the first off the block in the solutions space, but were smart enough to channel their energy in a direction that would help them gain on their competitors. We saw that the market was nearly saturated in terms of the enterprise business. So we quickly focused our attention on the SMB sector, says Nair. This was a decision that paid rich dividends.

A lot of its SMB customers, who had just 30 employees, today employ more than 500 professionals. But the commitment, flexibility, and transparency displayed by Kesavan, Nair, and their team built credibility with these customers and made sure that Vertex remained their partner even in the face of competing offers from other larger players. This model of growth along with its customers wasnt merely stroke of luck though. Team Vertex invested enough time and effort in understanding the financial health of its prospective customers and analyzing their ability to pay. But once they took on a project they stuck it out with the customers in good times and bad.


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