Powerware gears up for summer with Extended Back-up UPS

Shipra Arora / New Delhi

In a bid to strengthen its presence in the Indian market, Powerware India, the 100 percent subsidiary of the US-based Powerware Corporation, has decided to expand its channel network in the country. The company is also ramping up its positioning in the up to 1 KV UPS category with the launch of extended battery models. With this, Powerware will be able to offer UPS systems with up to two hours of back-up in this category.

On the channel front, the company presently operates through a network of around 30 power solution partners (PSPs). It is now planning to add another 25 partners, taking the total number to 55 by the second quarter of FY 2004-2005. However, Deepak Sharma, managing director, Powerware India, did not comment on the number of resellers (who work under the PSPs) who will be added consequent to the expansion of the PSP network.

On the product front, Powerware has launched three variants of extended battery UPS models in India. The three variants of PW 5150 Eb are for the 500 VA, 700 VA and 1 KV power ratings. The models are priced at Rs 4,000 for 500 VA, Rs 7,000 for 700 VA and Rs 10,000 for the 1 KV model. The new models are targeted to strengthen Powerware’s presence in the small office/home office (SOHO) and small and medium enterprises (SME) markets. According to Sharma, the new offerings are designed to meet the power protection needs of the SME market as well as protect small workstations and SOHO equipment, including PCs, Web servers and electrical equipment. In addition to this, Powerware will target large organisations with non-centralised power solutions. The Extended Backup UPS has been launched keeping in mind prevailing power conditions, with long power outages. Powerware is especially depending on the surge in demand during the upcoming summer and monsoon season to drive sales.

The company’s earlier offerings—the normal battery models, in the (up to) 1 KV category provide a back-up of only half an hour. The new launches provide a big technological leap over the existing models with provision for up to two hours of back-up with an almost 30 percent price premium. This will also give the company a distinct edge in the highly competitive lower end of the UPS market.

Though the company is not planning to discard its normal battery models and will continue to sell them alongside extended battery models, there will be an extensive push to market extended battery models in the next four to five months. “Our focus across the range of products is on the higher end. Hence, even within the bottom end of the market—up to 1 KVA systems, the concentration will be on the higher side of business,” Sharma said.