Optima resellers face direct sales, outsourcing dilemma

Optima resellers face direct sales, outsourcing dilemma

Optima Computer Technology's Australian resellers have been put on notice by the PC manufacturer to restructure their business to fit with the organisation's bold five-year plan which involves a combination of direct selling and outsourcing.

Speaking to ARN last week, Optima's managing director, Cornel Ung, said the key to Optima's expansion efforts is a return to the metropolitan-based retail market which the organisation deserted when price competition from small assemblers got too hot.

Optima's plans will see many of its regional resellers transformed into "fulfilment centres" to facilitate the organisation's direct sales model, according to Ung. Over the next 12 months Optima will finalise plans to sell its PCs over the organisation's Web site ( while a chain of metropolitan showrooms will also be established.

The other key element to the expansion plan is Optima's program for working with the outsourcing companies.

"We are already working with some of the multinationals as a sub-contracted supplier to outsourcing partners as a PC vendor as opposed to a solution provider."

Ung said that, depending on the requirements for the outsourced project, Optima, through its channel partners, may be called on to provide installation and maintenance services, especially through its regional network of resellers.

Meanwhile, those metropolitan resellers which don't fit into Optima's retail strategy will be expected to become specialist vertical resellers operating in markets such as CAD/CAM and desktop publishing.

"Any Optima reseller in the metropolitan area will need to be adding value to our product in specialist market segments," Ung said.

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