New distributors fight for Philips business

New distributors fight for Philips business

Monitor vendor Philips this week named Computer Hardware of Australia (CHA) and Westan Computer as its two new national distributors following its decision to dump Vantage Point Technology earlier this year and establish a number of direct relationships with resellers.

CHA and Westan Computer now join Z-Tek as national distributors for Philips' entire range.

"The appointment of these two companies completes Philips' channel mix strategy for the Australian market," said Philips' business unit manager Jacqui Begbie.

She said Philips would continue to fully support Z-Tek, its existing national distributor.

"We are confident that they [Z-Tek], in conjunction with our established network of local resellers, will continue to grow the demand for Philips Monitors," she said.

However, given the size and reach of both CHA and Westan, Z-Tek may well fall by the wayside in the battle for marketshare.

Westan's managing director Victor Tan said overlapping of business was "inevitable". "Somewhere there will be some overlap," he said. "The issue is to grow the cake, rather than fight over the existing share."

In accordance with its business policy, Philips will maintain its existing direct relationships with a handful of resellers. Tan said that association wouldn't affect Westan, recognising Philips had to do what is best for its business.

Z-Tek refused to comment.

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