 Mumbai: Acer India has provided over 500 Acer handheld computers to Dr Reddy's Laboratories as part of a larger project to promote front-end sales force automation for the Indian pharma multinational's marketing representatives (MRs). The handhelds will house sales force automation software from the 'solutions group' of TVS Electronics Ltd. This will enable marketing representatives to access topical and relevant information on new formulations from headquarters, check stock availability, submit daily reports from the field and provide market and competitor intelligence anytime, anyplace. The first phase of the project is in Andhra Pradesh. The solutions group of TVS Electronics conducted training and counselling sessions for MRs on the handheld and application functionality. In addition, they participated in implementation and support for the software application running on the Acer handheld. "Acer's line of handhelds are designed to enhance business and personal development, blending performance with mobility," says S Rajendran, general manager, sales and marketing, (consumer product group) Acer India (Pvt) Ltd. "We are also considering other verticals such as pharmaceuticals, retail and FMCG where handhelds can enhance the business decision-making capabilities of marketing representatives." Phaneendra Kumar of Solutions Group, TVSE, explains, "Small form computing devices are appropriate for integrating customer facing mobile field force with the enterprise as they are wearable, easy to use and have adequate storage and computing power. Solutions built around them are aimed at enhancing relationship and sales productivity at the customer interaction points and are fundamental to a CRM journey. Participating in this landmark initiative at Dr Reddy's has been a great experience indeed." Established in 1984, Dr Reddy's Laboratories (NYSE: RDY) is an emerging global pharmaceutical company with proven basic research capabilities in the areas of cancer, diabetes, cardiovascular, inflammation and bacterial infection. The company is vertically integrated with a presence across the pharmaceutical value chain. It produces finished dosage forms, active pharmaceutical ingredients and biotechnology products and markets them globally, with focus on India, US, Europe and Russia.
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