Western Digital is a leading provider of data storage solutions & products that create environments for data to thrive. Everywhere data lives, from advanced data centers to mobile sensors to personal devices, Western Digital’s industry-leading solutions deliver the possibilities of data. Their data-centric solutions are comprised of the WD, Western Digital, G-Technology, and SanDisk brands. Western Digital recently forayed into the consumer wireless charging segment, launching cutting-edge chargers for Qi-compatible devices — SanDisk Ixpand Wireless Charger Sync and SanDisk Ixpand Wireless Charger 15W with/ without adapter.
During a conversation with NCN Magazine, Mr. Khalid Wani, Senior Director – Sales, India, Western Digital; and Mr. Jaganathan Chelliah, Senior Director – Marketing, India & MEA, Western Digital, shared their opinions on how SanDisk Ixpand Wireless Chargers help to increase the comfort and productivity of the users.
How are Western Digital’s New Consumer Products Expected to Make a Difference
The SanDisk Ixpand Wireless Charger Sync is Western Digital’s first wireless charger that comes bundled with the dual functionality of wireless charging and automatic data storage and backup for Qi-Compatible gadgets. With innovative technology, it reimagines the capabilities of the traditional charger while opening a world free from the hassles of wired charging and manual back-ups of data.
Commenting on their new launches, Mr. Khalid Wani states, “With the SanDisk Ixpand Wireless Charger range, our goal is to offer a convenient solution that fits with people’s everyday habits. Our flagship product portfolio has three models, each designed to cater to different consumer requirements across price-points – SanDisk Ixpand Wireless Charger Sync is the world’s first charger to offer charging plus automatic data backup. SanDisk Ixpand Wireless Charger 15W with adapter and SanDisk Ixpand Wireless Charger pad ensure high speed and effortless charging. We leveraged our expertise in storage technology to elevate consumer experience. These products are OS agnostic and cater to multiple devices across different operating systems. We also offer software support with SanDisk Wireless Charger App that helps you manage your data.”
Speaking on their foray into the charging segment, Mr. Jaganathan Chelliah reveals, “The wireless charging segment is ripe with a good percentage of smartphones and smart gadgets supporting wireless charging options. Additionally, more and more manufacturers are getting on board with the ubiquitous Qi wireless charging standard. Brands are using it as a strong differentiator for their products as it offers a better user experience. Considering the widespread adoption, consumers are looking for good quality and reliable wireless chargers.”
Special Features of the SanDisk Ixpand Wireless Chargers
The new Ixpand Wireless Charger Sync is also a simple way for consumers to back up their data while charging their phones.
Regarding the new products, Mr. Khalid Wani opines, “We are thrilled to foray into a new category of devices. We have a legacy of developing innovative, reliable solutions that help solve real problems for consumers. Offering consumers additional options when it comes to preserving their valued photos and videos is a top priority, the new Ixpand Wireless Charger Sync is a simple way for consumers to back up their data while charging their phones, which takes away the ‘chore’ of backing up. We expanded the line up to include a standard wireless charger as well, for those who are looking for a fast, reliable charger from a trusted brand. We’re also thrilled to say that we’ve received an overwhelming response from the consumers for our SanDisk Wireless Changers.”
Regarding how they want to position and take their new products to the consumers, Mr. Jaganathan Chelliah posits, “As a consumer-centric brand, we understand that the most important value proposition that users are looking for in this category is convenience. Therefore, we have built a comprehensive and integrated marketing campaign to communicate the benefits and different use-case scenarios of the SanDisk Ixpand Wireless Charger range to educate consumers about an easy and clutter-free charging experience. We are using digital video-led campaigns under this theme, supported by an array of influencer-led marketing initiatives. We have also leveraged social media platforms such as Instagram to create awareness. We are running a print campaign with premium, lifestyle, and technology magazines to provide information about our wireless chargers. Our campaign is meant to empower users with the knowledge to make the right decision while buying a wireless charger.”
Western Digital, a leader in data infrastructure, is driving the innovation needed to help customers capture, preserve, access and transform an ever-increasing diversity of data. Considering the fast-paced lifestyle of consumers Western Digital always seeks new, efficient and quick solutions.
Western Digital’s Channel and Distribution Strategy and Festive Schemes for these Products
Western Digital is a channel and partner centric company that continues to innovate and introduce products and solutions to make consumers’ lives convenient and to give opportunity to its channel partners.
Talking about their channel and distribution policy for these new products, Mr. Khalid Wani, expresses, “We have adopted a three-tier distribution policy to ensure maximum penetration for our wireless chargers. These products are available on all big etail platforms. SanDisk Ixpand Wireless Chargers are available on LFR such as Croma and Purvika. These are also available in over 15 cities and across 1000 retailers. We will expand to the next 25 identified cities in the second phase. As part of our strategy, we have also come up with a special rewards program for the festive season wherein we encourage our sub-distributors and Tier-1 retailers to advocate this category and offer it as a bundle with smartphones. Western Digital is a channel partner-centric company. We conducted various virtual training programs for partners to help them navigate through unprecedented business-related dynamics. These trainings are undertaken to educate them about the market trends and leverage those to their benefits. We have attractive reward programs for our channel partners. To help them with the new digital reality, we created digital toolkits that give them product collaterals and sales generation assets which they can use on their social and digital media channels to create demand.”
Regarding their initiatives to support partners, festive season schemes, and marketing strategy, Mr. Jaganathan Chelliah adds, “For us our partner ecosystem is critical. We are continually driving various initiatives to empower them to service the end customer better. Recently, we organized a virtual launch event for the channel partner community to familiarize them with SanDisk Ixpand Wireless Chargers. We also run various education and training programs for our partners to equip them with the right knowledge and market trends. We are taking three important actions to help the entire partner and retail ecosystem while ensuring that the users have a memorable and exciting festive season with Western Digital. We are increasing our brand visibility through a robust digital advertising campaign focused on IPL and T20 World Cup. A solid advertising campaign in the relevant print and outdoor media will support this. We are also helping our partners to secure maximum sales across both SanDisk and Western Digital product portfolios. We have introduced the ‘Buy, Share & Win’ contest. From October 03, 2021, until March 31, 2022, consumers will stand a chance to win a Nissan Datsun Redi Go car every 15 days on purchase of select SanDisk and Western Digital products. We are also running a focused incentive program for our channel partners called SanDisk ‘League of Heroes’ Rewards program, created for recognizing and rewarding the best-performing channel partners in the consumer segment. The program consists of rewards, booster rewards, and medallions to help our partners earn exciting prizes. We closely monitor market trends and the needs of consumers to create innovative solutions that empower them to share their world. Today, we are capturing more photos and videos than ever, and at Western Digital, we are well placed to provide a variety of solutions that meet evolving consumer needs.”