Microsoft Corporation is tying up with lesser known Indian personal computer assemblers to help them improve margins through value added service offerings.

As a part of this strategy, Microsoft will help the partners with after-sales support for the customers for hardware as well as software, offer training to the customers as well as help the partners tap the home and small business customers.

This programme will be available for personal computers from the 20 hardware partners on Windows XP platform.

 "We have realised that there are some factors that limit the growth potential of companies. We expect to address these issues," said Ananth Lazarus, group manager, small and medium business, Microsoft India.

As a part of this strategy, Microsoft would work out joint brand promotion and development activities with the hardware vendors. It will also train the hardware vendors on new technologies. Microsoft is also setting up a centralised call centre for these firms.

"Marketing, brand promotion, after sales services are the areas where the smaller brands lag behind the big brands. We want to help smaller companies come to the big league by providing these services to the customers," he said.

As per the programme called 'assurance circle', customers will be entitled to a plethora of value added services including 3 free support incidents per personal computer, one free tune-up service for the computer, computer ramp-up kits as well as a 12 hour instructor lead training.

In order to help the partners generate demand and sales leads for their Windows XP PCs, Microsoft will run marketing programs comprising of a mix of print advertisements, road shows and promotions.

The assurance circle programme is available on personal computers from companies such as Alphabetics Computer Services, Allied Digital Services, Connoisseur Electronics, CCS Infotech, Green Vision amongst others.