Leader Computer Systems has announced plans to make a play in the Media Center Edition (MCE) PC market.
The SA-based whitebox builder and distributor has pointed to high price-tags and lack of aesthetics for the market's slow performance to date. To combat this, it will launch a new range of Leader-branded MCE PCs designed to resemble Hi-Fi equipment.
"The MCE market has been slow to get started due to large price differences between Media Center and standard PCs," Leader director, Theo Kristoris, said. "There is huge potential for whitebox builders that are fast to market with aggressive price points."
To better compete with branded vendors, the company was also soon to launch its own Dell-inspired online configurator, allowing resellers to upgrade PC systems online, he said.
"Using our system, resellers can attract customers with a low initial price then make extra margin on upgrading its features," Kristoris said.
"Resellers will also be able to rebrand the configurator and use it as a sales tool."
While vendors like HP and Acer were aggressively marketing product in this space, being a whitebox builder and distributor had its own advantages, he said.
"We can go to market with newer technology a lot quicker than tier-ones," Kristoris said.
"We also provide local marketing support and don't sell direct."
The distributor's recently formed relationship with consumer electronics vendor Humax - which is due to release an LCD TV/monitor with built-in personal video recorder (PVR) - would complement its MCE push, he said.
"Humax has allowed us to build relationships with a number of mass merchants in Australia," Kristoris said. "That will allow us to eventually roll out our MCE strategy nationally."
If all went well, Leader expected to boost its systems sales by a minimum of 20 per cent during the next year, he said.