Dell to go through distribution

Dell to go through distribution

The vendor is in discussions with Australian distributors to release printer range within six months

Dell has revealed it is in detailed discussions with Australian distributors to release its printer portfolio through the channel within the next six months.

Dell president of SMB for South Pacific, Amit Midha, was in Sydney to attend the Forbes Global CEO conference. He told ARN Dell's printer range would be the first to go through distribution, but added that a final contract had not been signed.

“Distributors play a big role in getting our products in the hands of customers,” he said. “For the printer market we will announce something sooner than other products…sooner than six months. There will be one distributor.

“Distribution is part of us becoming number one in the Australian consumer business.”

Although Dell has signed with Ingram Micro in the US and Simms International in New Zealand, it has traditionally avoided distributors in the Australian market. Ingram Micro marketing director, Grant Cleary, said it hadn't been approached by Dell for its printer products.

The move comes after Dell consolidated its retail channel and stopped using shopping centre kiosks to sell directly to end users. It dropped all but one retailer, JB Hi-Fi, in July of this year.

While Midha said Dell’s entire product range could be offered through distributors, he stipulated it would depend on detailed evaluation first.

“We are open to discussions, but the economics have to hold true,” he said.

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Tags DellIngram MicroSimms Internationaljb hi-fi


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