3 Step IT Annual Report 2018 - Page 18



INSIGHT
INTO ASIA
“With a small team surrounded by opportunity, we had to make
hard choices about where to focus. Now we are growing,
delivering consistent results, and planning with confidence.”
Vikas Vig
PICKING OPPORTUNITIES
Business in Malaysia and Singapore enjoyed
a hugely successful 2018. With additional
sales people recruited, both countries grew. In
Malaysia, business was up by a respectable 33%,
while in Singapore, there was a dramatic 215%
increase in revenue. Two relatively small teams,
with highly motivated sales people, enjoyed
some major successes. Large bids take time to
win, so the challenge now is to deliver marketbeating outperformance consistently.
Merck is a science and technology company
driven by a passion for research and discovery,
developing high-quality products for a better life.
Part of a global company, with around 52,000
employees in 66 countries, Merck has been
active in Malaysia since 1989.
The performance we delivered last year gives us
the confidence to invest, and we are developing
a plan to grow in 2019, to improve the way we
cover the market and serve our customers.
Initially we have three priorities:
First, the Asian focus on price points to a sweet
spot: Apple* buyers see the value in a premium
product, and our business financing Apple
devices is growing. We see a second sweet
spot in educational institutions, where device
tracking is more of a problem, and the value of
our service is clear.
The average commercial transaction has been
for around 50-100 devices, while the typical
public sector transaction measures thousands
of devices. This year new business will continue
to come from a mixture of many small and a
few large transactions. Public sector contracts
will add a more predictable business flow, as
device deliveries take place over two to three
years. With many transactions to fund, and as
our banking relationships develop, we want to
accelerate the loan approval process to delight
customers with speedy decisions that beat their
expectations.
Most of our business has come through IT
channel partners. Adding value to the channel
partner to deliver a better service together, this
relationship is good for both parties. We want
to develop our channel network selectively, and
add complementary IT vendor relationships so
we cover the market more completely.
Many customers work only through their
channel partner, keeping us at arm’s length.
Where a direct relationship is possible we have
begun to revisit the customer as the end of their
planned lifecycle approaches. This can be good
for the channel partner too, as they may get a
repeat order.
The Asian business mentality has a focus on price
rather than value. Customers need educating on
the value of our services: the trouble-free asset
register, the importance of tracking devices, the
security of our data destruction. Education takes
time, so we need to change the balance between
large and small deals.
We outgrew our Asian markets last year. These
plans should see us outperform again in 2019.
“WE USE THE 3 STEP IT ASSET MANAGEMENT PORTAL
TO MANAGE DEVICES. IT IS A TRANSPARENT APPROACH,
WE MANAGE OUR INFORMATION – LIKE THE USER NAME
– AND THIS IS THE BASIS FOR INDIVIDUAL ASSET
INFORMATION AND FOR REPORTS ON DEVICES IN
GENERAL. IT IS QUICK AND CONVENIENT: ALL THE
INFORMATION IS JUST A LOGIN AWAY, WHICH SAVES
A LOT OF TIME.”
MR. TEH ENG SENG
IT END USER SERVICES APAC AND COUNTRY IT HEAD
* Apple is a trademark of Apple Inc.,
registered in the U.S. and other countries.
17
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