Dawson to channel Panasonic growth

Dawson to channel Panasonic growth

Panasonic is promising much improved lines of communication with its resellers after the appointment of Peter Dawson as manager of channel sales.

Dawson heads a national team of 17 staff charged with increasing channel sales of Panasonic Business Systems (PBS) products in Australia. This vast array of products covers everything from printers and notebooks to telephone systems and projectors.

About 80 per cent of PBS business goes through the channel but Dawson is looking to increase that percentage and volume substantially.

For some high-volume product lines – including DVD burners, small fax machines and low-end colour printers – Dawson said this would mean gaining wide penetration through its distribution partnership with Synnex. For more specialised products, such as high-end audio-visual, Panasonic has a limited number of value-added resellers and will look to grow volume through its existing partners.

“What we’re looking to do is not necessarily to increase channel representation but certainly to increase the volume of business,” Dawson said.

“Panasonic needs to do more business through the channel partners we have and set up a channel for new products in a way that gives us the right geographical and industry segment representation.

“Business processes need to be improved so it becomes easier for channel partners to deal with us.”

Dawson said Panasonic had recently undergone a major restructuring in an attempt to make it perform to its full potential.

For more on this appointment, see this week's issue of ARN

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