Bluechip earmarks VAR relationships in diversification

Bluechip earmarks VAR relationships in diversification

Bluechip Infotech is eyeing new markets and customers as its looks to diversify out of its declining traditional PC business.

The NSW-based distributor will explore new product lines in addition to targeting small VARs, according to sales director, Ron Jarvis.

"There is a lot of consolidation going on with our traditional retail resellers, so we're starting a more concerted effort in the small business VAR market," he said. "These are focused on businesses with 5-40 staff, procuring hardware and providing services."

Jarvis said Bluechip was putting a business development manager in each state to manage relationships with these small VARs. All positions are scheduled to be filled within two months.

If all went to plan, he predicted Bluechip could increase its reseller base by 50 per cent by the end of the year. The introduction of new product lines would also be a key focus in its strategy this year.

"The traditional PC market is in decline and we're always on the lookout for other peripherals or connecting products to carry," Jarvis said.

One vendor picked up at the end of last year was Chinese smart-phone builder, E-Ten.

Jarvis said Bluechip was on the verge of announcing two additional vendor relationships with products that complemented the E-Ten range.

"Smart phones are bringing us into the mobile telecommunications market, which is somewhere we haven't played before," he said. "It's a very exciting technology. During the Commonwealth Games, Telstra was using E-Ten devices to demonstrate live digital video feeds from Channel 9."

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