New IP-PABX systems to lift National Panasonic market share

  • Business
  • Friday, 08 Aug 2003


NATIONAL Panasonic (M) Sdn Bhd (NPM) expects its market share for telephone systems in the country to grow from 35% to 40% by year-end with the launch of its two new hybrid Internet protocol private automated branch exchange (IP-PABX) systems, said associate director business systems division Jimmy Yaw. 

“Besides generating sales for the company, the new systems would be able to help increase the sales of our private branch exchange (PBX) systems,” he said at the launch of the company's two hybrid IP-PABX systems, the KX-TDA100ML and KX-TDA200ML, in Petaling Jaya yesterday. 

Yaw said the company would be spending “a few hundred thousand” ringgit on advertising and promotions to create more awareness of its new systems but its main marketing strategy would be to use the direct approach and through customer relationship management. 

National Panasonic (M) Sdn Bhd managing director Jiro Tomotani testing the company's newly launched hybrid IP-PABX system in Petaling Jaya Thursday.

He said the systems, which would be custom-made for individual customers, would enable users to achieve an average cost savings of 30% to 50% in call charges. 

He added that although initial investments would be required for the system, users might be able to recoup their investment costs within a few months to a year. 

Its managing director Jiro Tomotani said the company's target customers comprise offices, banks and small and medium-sized industries.  

Panasonic Communications Co Japan general manager Seimi Michinaka said the new systems had been launched in other countries like Germany in the beginning of the year where total sales in the PABX system had grown by more than 30% compared with 2002.  

He said currently an average of 500 to 600 telephone systems were sold by NPM monthly but expects this to gradually increase to 1,000 systems per month in the next one to two years.  

The hybrid IP-PABX system merges PABX functions and reliability with IP technology as well as converts telephone voice signals to IP packets using a voice-over-internet protocol (VoIP) gateway.  

The system allows the interconnection of multiple PABX locations to build a large and effectively seamless virtual telephone system, resulting in reduction of communication costs.  

NPM's KX-TDA100ML offers 64 extension lines while the KX-TDA200ML has 128 extension lines.  

The company has also come up with a new range of digital proprietary telephones to support its two new systems. 

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