Genicom tightens its channel

Genicom tightens its channel

Network printer vendor Genicom is looking to revitalise its Australian channel by appointing a dedicated distribution layer to market its range through a broader base of resellers.

As part of the reorganisation, Alstom IT and Sealcorp will become national distributors for the full range of Genicom products, while Daisytek and new distributor Seacroft will distribute printer consumables.

"In terms of a channel strategy, there wasn't one," said Genicom Asia-Pacific general manager Richard Watson. Previously, the printer manufacturer has been dealing directly with a growing and unstructured range of distributors and resellers, and this has stretched its capacity to provide what Watson believes is a satisfactory level of support.

"We don't have enough of the right calibre resellers, and we want to gain more of those system integrators that own their customer's network," said Watson. They are outbound sales oriented and targeting the medium-to-large enterprises. Watson said that the previous distribution model saw Genicom dealing with 15 distributors and around 300 resellers. "We are now looking to form partnerships with distributors and resellers rather than be reactive to the market," he added.

Some of the former direct-dealing resellers will be "Premier Partners" and, although Watson says Genitech will continue to support them, they will deal with the distributors.

Sealcorp general manager Chris Spring indi-cated that they were pleased to have a new distribution arrangement with GenicomGreat opportunityAlstom IT chief executive Laurie Sellers confirmed that the company would be holding stocks of Genicom product and described the new arrangement as a great opportunity for a lot of its reseller customers. "It seems Genicom is comfortable with the efforts we have been making and recognises the relationships we have with the resellers [they want]," he said.

As for Watson, he said that the key to Genicom's new distribution strategy is focus, and all he wants is for more resellers to be aware of their options and what he claimed are better margins, lower TCO and products that are easier to work with.

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