Recent conversations with representatives from small independent resellers and national retail chains have suggested that something very exciting is starting to take shape in the Australian IT channel. As the variety of home convergence products being made available by an increasing number of vendors wanting to play in that space grows, some resellers are putting the pieces of the jigsaw together and selling the digital dream to the early adopter market.
Leading Edge Computers has urged all of its 134 independent resellers to follow the example being set by the mass merchants in tackling this emerging market head-on. But the opportunity is there for the little guys to go one better than the fine example being set by Harvey Norman, Dick Smith et al. While the mass merchants have more space and resources to showcase products, it is the local resellers who can provide the installation and support services capable of transforming the home convergence market from a niche playground for the tech savvy to something with much broader appeal.
While home convergence technologies are still in their infancy, there are already plenty of selling opportunities for resellers willing to showcase this equipment in a way that makes it easy to understand and desirable. Creating need, rather than simply fulfilling it, while adding value to the customer shopping experience would seem like a good way of doing business to me. Surely it is this proactive way of thinking and operating that gives a business, no matter what its size, a competitive edge over its rivals.
As with any emerging market there are sure to be lots of twists and turns along the way, but it seems to me that the digital revolution could well be driven from the bottom up. What do you think?