Globalization in India is happening at a rapid pace, and the visual collaboration and large format display market in India is poised for growth.
The company that makes meetings easier, helps distributed teams work together, and unleashes creativity with a highly visual interface, Prysm was formed by Amit Jain and Roger Hajjar in 2005. Prysm developed and patented a unique Laser Phosphor Display that freed companies from limitations on the amount of content they could use to communicate visually. Globalization in India is happening at a rapid pace, and the visual collaboration and large format display market in India is poised for growth. Keeping this in mind, Prysm recently announces India Distribution deal with Inflow Technologies for proprietary LPD 6K Series to male its display systems available to users across india. We at ITNewsBuzz have got a chance to interact with GB Kumar, Vice-President, Asia-Pacific, Prysm Inc & Byju Pillai, CEO, Inflow Technologies on Prysm’s expansion plans in India. Edited excerpts….
GB Kumar, Vice-President, Asia-Pacific, Prysm Inc
ITNewsBuzz: How are you differentiating Prysm from other display solution providers.
GB Kumar: Prysm offers large format displays that are based on our Laser Phosphor Display (LPD)technologywith visual collaboration solution. The display size varies from 190’, 135’, 98’, 85’ and 65’ inches diagonal. These displays offer high resolutionof4k to 6K. LPD is a patent technology of Prysm and the company has more than 300 patents issued to it. The display technology along with our visual collaboration which is a cloud-based solution, offers the best experiencefor board rooms, customer innovation centers, experience centers as well as command and control centers.
This is a growing market in India as Indian countries are increasingly becoming global in terms of their business nature and with global Fortune 1000 companies increasing their significant presence in India – be it from the Sales and Marketing perspective or with respect to theirengineering centers, R&D centers as well as their own design establishments.
ITNewsBuzz: Indian market is already dominated by LEDs and LCDs, so here you are introducing your new technology with your own patents. Do you think it’s challenging for you?
GB Kumar: If you look at LCD as a technology, it’s a very good solutionfor near distance viewing. The technology offers displays that are mostly used indoors and are good solutions up to sizes of 85’ and 98’ inches. The challenge is when the display size exceeds 98 inches – how to ensure experience, transportation of displays as well as making sure that the image that comes in is immersive in nature. That is where Prysm LPD technology becomes very relevant.
LPD offers uniformity of the image, it offers 4K to 6K resolution, its offers 178 degrees of true viewing angle and the colors are actually breathtaking due to high contrast ratio. Not only this, the modular design also helps speed display integration and permits installation in a variety of locations. The durable front screen – made of a specialty coated polycarbonate layer – is rolled into a cylinder to ease handling during transport. Thanks to this feature, integrators can negotiate tight corners and enter through standard doors and passenger elevators during set-up – something that is nearly impossible for traditional large-format displays.
ITNewsBuzz: How do you plan to make this display solution available for the users?
GB Kumar: So far, we have been selling our LPD with visual collaboration solution through an ecosystem of 20 channelpartners. These channel partners are very active in the metros -Mumbai, Delhi, Bangalore, Chennai and Hyderabad, the key cities where we have been operating in.
Moving forward, Inflow Technologies will be our sole distributer for India and SAARC countries. With Inflow Technologies coming into picture, we will have a much broader reach in the market. The value added distribution adds unique strengths in terms of selling solutions not just in primary cities mentioned but also a much wider reach in the market. That is the strength that I see out of this relationship.
ITNewsBuzz: What kind of customers do we have in India and any particular challenge that you are facing in Indian market?
GB Kumar: If you look at the existing customers, the majority of our customers today are the Fortune 1000 companies who have significant base in India and Indian MNCs and conglomerates who have global presence. These companies are the natural consumers of Prysm technology because collaboration is a key to their success and the foundation of the organization’s competitive advantage.
We believe that this part of the segment will undoubtedly continue to grow because India is becoming the country of choice for the Fortune 1000 companies to have their design houses, R&D and engineering centers coming out of India. Similarly, if you look at the Indian conglomerates, they are becoming increasingly global. But what is more interesting is that, if you look at India’s own consumption especially in Smart Cities – Prysm is the best solution for Command and Control Centers.
If you look at some of the Indian companies today, they have very large premium looking boardrooms with rosewood furniture and other amenities but when it comes to the screens and collaboration solutions – they would likely have one55 inch screen which is at a 25 feet distance. This set-up does not really make add value for making meaningful decisions. This is where, Prysm can offer best-in-class solutions and I see tremendous potential in this.
ITNewsBuzz: The next wave of business growth is coming from Tier 2 & 3 cities in India. So, what are your plans to tap those markets?
GB Kumar: I agree that the next wave of growth is coming from the Tier 2 and 3 cities and that’s a very important market. If we look at the Smart City initiatives, we are talking about 100 cities extending beyond the metros. That’s where you see the strength of Inflow Technologies on one side and the strength of Prysm on the other side.
With Prysm, we bring the technology which can enable collaboration between any device, any place, any display and even in a thin bandwidth environment – something that is required via a cloud-based visual collaboration solution. Inflow brings the strength of 1400+ channel partners and these channel partners have the reach in the deepest regions of the country. This is very contrasting to the 20 channel partners with a concentration on key metros that we have been operating in so far.
So, the strength of Inflow in terms of the pre-sales solution and the engineering strength and the strength of the channel partner ecosystem will give us the ability to address the market requirements not just in the Tier-1 cities but Tier-2 and Tier-3 cities as well.
ITNewsBuzz: Finally, what would be your message for the channel partners?
GB Kumar: When we met with our channel partners six months ago, they said that there are two key things that Prysm needs to prioritize. We have a great product, very differentiated and amazing solution. But they said that firstly, what is required is partner logistics, which is a natural ask from any channel partner and they need credit and flexible ways in which they can do business. They want INR billing, US dollar billing, they want to be able to buy spares, they want to be able to have implementations done by a third party, so these were asks from our channel partners. Now, these things are actually made possible with the relationship that we have established with Inflow Technologies.
Byju Pillai, CEO, Inflow Technologies
ITNewsBuzz: What is your plan to bring your partnership with Prysm ahead?
Byju Pillai: Inflow is a value added distribution companyfocused on IT infrastructure space which includes Unified Communication & Collaboration. We believe in addition to the OEM relationships that we have today, the association with Prysm will be very interesting. It doesn’t cannibalize the existing relationship but adds to the range that we have.
We believe that Prysm is the product that needs to be showcased. We need to do POCs, we need to have engineering talent on the field to take to the customers. And, we believe that out of the 1400+total partners that we have,about 150+ partners operate in the UCC space and more are coming into the UCC space because of the convergence that is happening from the networking and cyber security side.
This unique product is thriving on that.Inflow also has over 100+ odd engineers in both pre-sales and post-sales and to help partners and OEMS. We also help them get trained and certified so that they can help the partners in the field.
ITNewsBuzz: What will be your marketing strategy for 2018 and beyond?
Byju Pillai: From Inflow Technology perspective and UCC space, currently it is 7% of our300 million dollar business and we want to grow this business to a 10%. We are growing at about 26-30%. So, UCC is an important part of that growth strategy and in UCC – and Prysm will play a very important part.
In terms of our go-to-market, the way Inflow operates with the OEMs and put a go-to-market together, review it every month/quarter and fine tuning it to achieve our numbers. We will adopt a similar process with Prysm, where there is already a plan in place.
The immediate idea would be to categorize partners into 2-3 categories across Tier-1 and Tier-2 cities and go after that and use the engineering talent at the back to tackle that.
One more issue that we see is that partners need a lot of hand-holding in terms of supply chain costs, movement of material from US, etc. to other business parts of the world and in India.They also need dollar billing which we will be able to help them from Singapore offices. There is also a need for financial and credit value services – which is also provided by us; in addition to engineering. This forms our entire go-to market proposition.