Alexander RODIONOV: “OCS begins to form a team to work with vendors of the market microelectronics”Gennady Belas | 13.10.2020
Aleksandr Rodionov
the Director of the Department components of the OCS Distribution
Interview
The questions of the chief editor of IT News Gennady balasa meet Alexander Rodionov, the Director of the Department components of the OCS Distribution, and Eugene
Belobragin, head of the microelectronics of the company.
Your company entered the new market. What were the first steps?
A. R.: We are in the process of building a team to work on the microelectronics market. The portfolio of OCS is the Distribution vendors and with the IT-range, and microelectronics, is taking care of them
the Department components. It is therefore logical that a new group is formed of employees of this Department. It will include product managers, engineers, and managers for business development. In
the structure of OCS has a large back office and sales team that is already actively involved in the process. There is also a regional structure with offices in 26 cities of Russia. The regional business units to a new
the direction will be connected colleagues from engineering departments, and Department components. The head of the microelectronic group is Eugene Belobragin.
What part of the product of the Russian microelectronics market sold by vendors directly, and which – through local distributors?
E. B.: We in the Russian market intend to compete with local and perhaps global distributors. If to speak about the market of electronic components and microelectronics, according to
my data, directly vendors sold a very small part components. Although the growth of direct supplies is actually observed, however the share of local and global
distributors continue to account for a large part of the market.
Eugene Belobragin
How are things going with the gray market of microelectronics in Russia?
A. R.: I would define first the term “grey market”. In the classic sense is when it comes to supplies through the official channel accredited to work in this
the geographical space. Talking about grey market, my feeling is, its share of microelectronics reaches 50-60%. Here are quite alarming situation.
The microelectronics market is markedly different from the IT market composition of companies – buyers. Of your partners that you work in IT distribution, what portion will be ready to buy
microelectronics?
A. R.: We have already for three to four years supply of microelectronics for the Russian manufacturers. It is large and medium-sized national companies such as Aquarius, DEPO, “kraftvey”, ICL,
Yadro and others. They make servers, computers and in connection with the General trend of import substitution begin to produce some items for them – motherboard, power supplies, others
components. Accordingly, our task is to provide them with microelectronics to such assemblies. In addition, such components we buy and integrators.
What is the current state of the Department’s components and how it is planned to increase it to sell in addition to components and even microelectronics?
A. R.: We started very carefully and we select a team of commandos in this matter. I think that before the end of the year the number of employees may increase to around 15 people.
With any of the vendors already working with ITdepartments OCS, – Intel, AMD and others – you will seek to expand distribution and
for devices of microelectronics? How much time can go into these negotiations?
A. R.: With some vendors such expansion needs to be done. For example, we work with Intel across the entire product range. The same condition is with Samsung, Micron, “Phoenix-contact” and more
several Chinese and Taiwanese vendors smaller. With such vendors as Panasonic and Microchip, we are now negotiating the extension of the terms. With Microchip we have almost
half of their range. With TE Connectivity (formerly TYCO) while negotiating. The first impression of our work in a new direction we have already established partners belong to this
very positive.
How much time it might take to negotiate with the companies that you want to add to your distribyuterskiy portfolio?
A. R.: Eugene each week is updating our product range by Taiwanese companies, it takes very little time. But if we talk about global vendors, such as Microchip,
negotiations can take much longer.
E. B.: At the moment we are already working with a YIC company from Taiwan which produces GPS-GLONASS receivers, quartz components and antennas for all bands. Also started with
JB Capacitors company, which produces electrolytic and film capacitors, etc. Have a blueprint of cooperation with manufacturers of antennas, LCD displays and other products. I will not
to speak, with whom we’re still negotiating, but these companies are few.
You plan to slowly develop a new direction, expanding the pool of partners, or to you the task to quickly increase your share of this market?
A. R.: the challenge Before us is to form a team and try to force a new segment. We have no plans to dramatically increase market share. Not the first time we are entering new markets,
and computer and server components, we often had the startup modes, and usually we act gently, without fuss, adequately assessing the opportunities. We understand that no purchase is ready
the team would not have been able to dramatically increase its share in this market. But we have no such plans, we strongly welcome the to gain market share toxic methods, as we understand that it may
to lead to a breach of the market balance between the major players. We come to this market for the long haul, not the sprint task set, we – stayers. So we go the other way: build everything from
zero and act in the first scenario, slowly.
What types of devices microelectronics you will focus in the distribution?
A. R.: We are traditionally strong on the market of operational and flash memory refers to computer components. The same strong starting position we have and the memory chips.
E. B.: In General, we are planning to go from the demands of the market and create a portfolio of products that will most effectively meet those needs. I would say this:
a particular focus, for example, only besprovodka or only the MCU is probably not going to do – plan to gradually collect the full brand portfolio, and full portfolio
areas that will fulfill the needs of customers from the market of electronic components.
A. R.: I Can add that the theme of components for wireless communication, we also care as well as microcontrollers and microchips, and we are moving in this direction. Obviously, subject of electromechanics
will also be focal, as we in the engineering Department there are already vendors in this direction and a cadre of very competent staff. In addition, projects on FPGA in the form of cards, as
an independent topic already exists in our company along with the Intel-Altera. In principle, the FPGA in the format of chips too, I want to try myself.
Who will do the marketing and will be a separate program on microelectronics?
A. R.: Certainly, we will develop such a program. As in every business, be it enterprise or retail products, microelectronics would be a dedicated structure. Yes, we will
to use the power of marketing and PR divisions of the OCS, but the strategy we have extra.
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