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Exclusive Interview

Please share your vision for the Indian telecom solutions sector and your strategy.

As we all know, telecom service providers are going through a rough and challenging phase. But, fortunately for Matrix, we are a CPE company and, therefore, somewhat (if not totally) insulated from the adverse market conditions.

The addressable market of telecom CPE market for Matrix is Rs 1000 crore. It is rare to see any new player entering this market. On the contrary, quite a few large MNCs have withdrawn from the market, leaving some room for the remaining players.

Presently,  it is almost impossible for  an organization to shift its entire unified communication to VoIP. Please comment.

I disagree. Most organizations have sturdy IP networks. Unified communication servers or pure IP PBX are widely deployed. Many of our competitors offer IP desktop terminals and paired soft clients on mobiles and PC/laptops. Matrix also offers a wide range of gateways to bridge these servers with the PSTN. From this perspective, I see no challenges in designing, deploying and using 100-percent end-to-end VoIP unified communication system for any organization. Matrix UCS even offers multi-level toll-bypass security control to meet legal requirements prevalent in India and a few other countries.

Please comment on your plans to steer the company to newer heights.

In telecom, we are consolidating server UCS, embedded UCS, higher density gateways, and terminals. Matrix is also very active in the physical security space. We have launched very exciting solutions in time-attendance, access control, and IP video surveillance domains.

In the domestic market, our plan is to go deeper by reaching out to different industry verticals. Matrix also exports its products to more than 40 countries. This year, we want to invest more in international business development by strengthening existing markets and capturing new markets.

On Matrix’s plans and strategy in FY21

Product differentiation is the primary business strategy of Matrix. Our design, marketing, and sales strategies also revolve around differentiation.

Our go-to market strategy is to reach out to organizations and businesses in the target market to meet their IP telephony, access control, time-attendance and video surveillance needs at optimized costs. We promote our products through trade fairs, exhibitions, road-shows, and advertisements. Matrix always operates through a well-defined and trained channel network, consisting of consultants, resellers, system integrators, and distributors.

On financials as sales turnover, net profit, and growth.

Last year, our net revenue was Rs 135 crore. This year, we plan to achieve Rs 170 crore.

More than 40 percent of your company is dedicated to the development of new products. Please elaborate.

We are on a mission to prove engineers in India can research, design, and manufacture world-class technology products. We cannot be successful in this mission without investing sufficient resources in R&D. Matrix R&D is recognized by the Department of Scientific Research (DSIR), Government of India. All Matrix products are indigenously designed, we are not dependent on any foreign partner for technology or knowhow.

Many congratulations on being awarded the TEC certification. Please comment on what it means for your business.

Being a truly and 100-percent Indian R&D and manufacturing company, it was natural for Matrix to engage with TEC and collaborate in all forums. It was important for us to be the first-to-get a Matrix product certified under TEC’s newly launched Mandatory Testing and Certification of Telecom Equipment (MCTCTE).

On what differentiates Matrix from competition.

Value differentiation is the prime business strategy for Matrix. We work hard to create differentiation in everything we do – product design, manufacturing, marketing and sales, and support. With this, we also ensure that enhanced security is delivered to the end customers. Matrix is a brand that stands for substance in terms of technology, depth, genuineness, and going beyond the mere outer façade and offering more values in all areas. This is what differentiates Matrix from its competitors.

In fact, our team’s dedication has won us many awards The Dun & Bradstreet Business Excellence Award 2019, The Best Electronics Company at GESIA Annual Awards 2019, Excellence in Telecom & Connectivity Solutions at Rail Analysis & Excellence Summit 2020 are some of the recent ones.

India is still 3–4 years away from 5G rollout. Please comment on Matrix’ 5G activities in India currently.

5G and future PSTN networks are primarily focused on harnessing new-generation wireless technologies to increase throughput while optimizing bandwidth and power. Matrix is a customer premises equipment (CPE) company. Our products are universal and network agnostic. Matrix UCS and gateways support all PSTN interfaces in the same cabinet – 4G/3G/2G, PRI, T1/E1/PRI, analog CO Lines, E&M, and radio interface.