Vinson Kurian

Thiruvananthapuram, Aug 5

Distribution network is the lifeline for FMCG companies and it is no wonder that many of them are increasingly deploying IT tools to streamline their outward logistics.

FieldMax, a last-mile automation tool for sales and distribution, is one such on offer from Experion Technologies, based in Technopark here.


A simple mobile phone with a GPRS connection is all what it takes to “empower the field staff to connect with the enterprise in real time,” says Mr Binu Jacob, CEO, and Mr Tom Thomas, Assistant Manager-Sales and Marketing, Experion Technologies.

FieldMax is an easy-to-learn and easy-to-use application for even non-IT savvy people, they told Business Line.

The high data accuracy avoids the error-prone paper-based process involved in order picking, collections, stock-updating and filling sales returns.

FieldMax also acts as pocket Management Information System (MIS) module.

Armed with a powerful search facility, the application supports 10,000 product categories, Mr Thomas said. FieldMax is a cost-effective alternative to personal digital assistants (PDAs) featuring a custom-built application.

It scores over the costlier PDA solution on at least three fronts – total cost of ownership (of up to $500), low application compliance and high deployment time.

FieldMax mobile application facilitates regular software updates, and facilitates migration/update to new mobile phone platforms like BlackBerry, Android or Windows.

The name FieldMax has been derived from the axiom, ‘field productivity maximised,' which is the company's raison d'etre, according to Mr Jacob.


Customers in Kerala, which include Thomson Pipes, Manjilas Rice Mill and KKR Group of Companies (manufacturers of Nirapara Rice), have reported better retail fulfilment and faster sales cycle.

For them, the streamlined ordering, inventory management and collections have translated into improved cash flows.

Experion is planning to launch FieldMax in other States in stages, Mr Jacob said.

(This article was published in the Business Line print edition dated August 6, 2010)
XThese are links to The Hindu Business Line suggested by Outbrain, which may or may not be relevant to the other content on this page. You can read Outbrain's privacy and cookie policy here.