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Intemec upping its sights for Australian rugged market

Plenty of opportunity in vertical markets, but the vendor has identified the need to simplify the go-to-market for channel partners to capitalise on the opportunities

Rugged computing vendor, Intemec, has outlined a channel-oriented strategy to increase its own footprint in the market.

The US-based vendor offers a range of ultra-rugged and rugged mobile solutions. Through distributor partner, Avnet, it has seen a number of growth opportunities in verticals such as manufacturing and distribution, field service, asset management and healthcare, its managing director, Tony Repaci, said.

As a result, Intemec is increasing its channel engagement to capitalise on those opportunities and is taking steps to find additional efficiencies in its own supply chain.

It is also running events and conferences to engage with a partner’s engineers and software teams.

“We don’t have any plans to change our channel model, we’re happy with it, and we’re not looking to increase our reseller community dramatically,” Repaci said. “What we do want to do is get more information out to the reseller network and increase our engagement with those partners.”

Rival vendor, Panasonic, and its partner, Sterling IT, recently teamed up to launch a configuration centre to customise rugged notebooks.

By contrast, Intemec is narrowing down the potential number of skews its products can take.

Intemec vice-president of global product development, Phil Danner, said the decision was part of the vendor’s effort to streamline the supply chain for resellers and eliminate confusion in the channel.

“We want to be the easiest to work with – we felt we were offering too many options to partners, and, from a stock management perspective, carrying just a few options allow partners to service the channel easier,” Danner said.

Intemec recently launched an ultra-rugged handheld computer, tested to survive drops of 6m, and a rugged computer with built-in radio technology, capable of withstanding 5m falls. The vendor is limiting the number of configurations to two.

Nominations for the 2012 ARN IT Industry Awards open on Tuesday, June 12.

More about: Avnet, Avnet Technology Solutions, etwork, Panasonic, Sterling
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