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Direct sellers on the march, IDC predicts

Direct sellers on the march, IDC predicts

"Resellers must focus on adding value to the buyer and seller relationships by providing, among other things, financing options and responsibility for outstanding funds and asset management," according to IDC Australia's senior PC analyst, Bernie Esner.

Speaking at yesterday's IDC Directions conference in Sydney, Esner said the PC industry should pay more attention to social changes in Australia, including education levels, workforce patterns and income, and their impact on major retailers.

He cited the success of build-to-order manufacturers as evidence the indirect channel needs to examine its practices.

"PC dealers still represent the majority of all PC shipments. On a year on year percentage change, this is decreasing and is under threat from all sides of the spectrum as vendors seek to utilise channels to reach new buyers or better service existing customers," he said.

As a result, Esner said the channel could not survive on current margins.

"The indirect channel is not going away. However, direct sales, direct marketing and telemarketing are the new rules of marketing PCs, software and new product categories like PDAs, information devices or appliances."


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