BASED: Mt Waverly, VIC



REVENUE: $121 million.

BRANDS: HP, Epson, IBM, NEC, GES, Hitachi The core business of Digiland is championing the cause of the smaller reseller, according to managing director Laurie Carmichael.

"We very much have a time-and-place model based on giving resellers fast efficient access to product at competitive prices," Carmichael said.

"Our aim is to make it easier for resellers to do business with us. We now have warehouse facilities in each state," he said.

"Another thing we're looking at is putting vans out on the road to increase our time-and-place capabilities."

"We're very focused on being customer oriented because it's almost impossible to distinguish yourself as a wholesaler based on the products you have, because there are multiple wholesalers who all have access to the same products."

Digiland is run as two separate divisions. Its consumer business carries volume products from Hewlett-Packard, Epson and IBM and targets smaller retailers and resellers as well as anyone selling into that consumer space. The commercial division concentrates on server products and high-end lasers from HP and NEC and is more of a "solutions sell", according to Carmichael.

Digiland is also seeking to differentiate itself in the market through the incentive programs it runs for its resellers. "Resellers that hit certain milestones in turn-over can expect volume rebates and other incentives. We not only have our own incentives, but we typically team up with our vendors and at any one time might have 10 different marketing programs in place," he said.

In fact, according to Inform's Channel Trends survey, Digiland is very highly regarded for its marketing, being voted third top marketer behind the big spending Tech Pacific and Express Data.

According to Carmichael, Digiland is aggressively encouraging its resellers to do business with it electronically. It is currently doing $1 million per month online, with the immediate aim to get that online business to represent 25 per cent of its revenue.

While it does consider itself strictly time and place, Digiland is offering build-to-order and configure-to-order capabilities on its whitebox PCs, servers and notebooks, offered by its Singapore parent company GES. It also runs a call centre out of Melbourne, which handles both pre- and post-sales technical support.

Digiland's future focus, according to Carmichael, will be "more of the same", with a strengthening of its commercial business. It also aims to expand its geographic coverage and will open a Perth office in October, Carmichael said.

1300 652 005

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