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Ingram looks to convert clone PC makers

Ingram looks to convert clone PC makers

With Ingram Micro and its affiliate Electronic Resources Australia (ERA) still reeling from the shock loss of their Intel distribution rights, Ingram officials last week attempted to resurrect the ship by revealing a renewed push into the small and medium business (SMB) market.

Speaking to ARN last week, John Kinny, the director of Business Development at Ingram Micro confirmed that Intel's stance on the suspension it handed down to ERA late last month, has not changed.

"We'll just have to plug along without them for the time being," Kinny admitted.

"There is the chance that will win our way back into their hearts if we are lucky"Kinny agreed that the fall-out from the ERA debacle has had some effect on ERA's reseller base, adding that many have expressed their reservations over ERA's future.

"Sure there has been an impact on some of ERA's resellers because their Intel supplier can no longer offer products.

"They [ERA] definitely have been adversely affected by the suspension and many customers have been asking the tough questions about the future and their approach to the channel," Kinny said.

However, Intel's loss could prove to be Ingram's game, according to Kinny, as the global distributor primes itself for an all-out assault on untouched areas of the market.

"I don't think the Intel incident has taken the steam out us or ERA. In fact, it has made us even more determined to fight back. We have taken our licks and are determined to go out and quickly secure new market segments."

By new segments, Kinny is referring to non-brand PC makers and OEM customers. He claimed that at least 40 to 50 per cent of the players serve the Australian small to medium business market with non-branded PCs.

According to Kinny, Ingram thinks its newly acquired vendor partnerships with Compaq and IBM will give the distributor a good chance of convincing these clone makers to consider dealing with recognised PC brands.

"We are not after government tenders where price is the big issue.

"This is a huge opportunity for Ingram to press our cause in the OEM and non-branded PC market and we intend to educate these organisations on the benefits of forging relationships with recognised brand names," Kinny explained.


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