Challenges Egg Him On

Lexmark was a little-known MNC in the country until PG Kamath was
appointed at the helm. From a one-man show in July 2002, Lexmark today has moved
to three offices with double-digit manpower. Kamath’s obsession is that
partners make money with Lexmark products.

Tall and trendy, with a trademark beard, that’s PG Kamath for you, the
country’s first GM at Lexmark, the printing solutions company established in
1991 as a spin-off of IBM. Before Kamath took over, Lexmark was a little-known
MNC operating from Chennai. The first job that Kamath did was to establish
company headquarters in the commercial capital of India.

The next move was to open an office in the political capital which Kamath has
already done. Along with the geographical expansion came the streamlining of
supplies through Ingram Micro and hardware through Savex. "The objective is
to keep the supplies going as our visibility and marketing drive increases
demand for our products," points out Kamath with his customary baritone.

PG KAMATH EYE-CATCHING ACTION Takes up the country’s top job at Lexmark in July 2002 Sets up HQ in Mumbai besides offices in Delhi and Chennai Message to partners: “Margin is Lexmark’s USP” Architect of Ingram’s Showcase and Rendezvous 2002

VISION FOR PARTNERS

Kamath wants to present Lexmark to partners as a differentiator with respect to
printing technology and reliability of products. The Lexmark vision for partners
is that they make money out of its products. "Margin is our USP," says
Kamath, "We are not going to appoint partners recklessly to ensure that
their margins remain intact. It is our obsession that partners make money."

This should sound sweet music to the channel community which otherwise finds
vendors appointing partners right, left and center! But in the same breath,
Kamath adds that he wants to increase partners from the current 70-80 to about
300 in the next six to 12 months!

The immediate priority of Kamath is to drive sales among corporates. He is
confident that more and more corporates will go for Lexmark products because
these are designed in a modular form and additional hardware can be added
seamlessly with the growth of organizations.

"We do not want capital investments of corporates to go waste. Lexmark
designs products in such a manner, that modules can be added to the original
equipment," points out Kamath. This approach should gell well with the
Indian mindset which does not think of easily junking any hardware!

TECHNOLOGICAL PROWESS

If in Ingram Micro, Kamath successfully built up a country-wide channel
network for the distribution of products of a large number of principals, the
challenge at Lexmark is two-fold. First, he has to convince partners on the
technological prowess of Lexmark; second, convey a strong message to end-users
that Lemark products are a safe bet for the long-term.

Kamath takes pride in saying that he is a hardcore marketing person which he
is. His marketing abilities should make other printer vendors in the country to
sit up and watch as he gradually spreads the word about Lexmark’s
technological superiority across the length and breadth of the country, assuring
partners that his primary concern for them is that they make money.

When partners are assured that their interests are taken care of and not left
to the market forces, Kamath can be rest assured that partners would the job for
him and Lexmark with 100% effort. And that is exactly what Kamath wants, nothing
more nothing less!