E-tail and B2B site bponline has branched out to become an Apple reseller, bridging the divide between the PC and Mac worlds.
The site, owned by Queensland-based reseller Byte Power, was launched mid-last year, offering consumables, peripherals and networking products to end users as well as integrating the company's catalogue service and call centre. It is these latter services that helped bponline settle the reseller relationship with Apple.
"We will be the only company with a national product catalogue," said bponline general manager Martin Bicknell. "I think that's why Apple are quite keen to work with us."
Bicknell is more than familiar with Apple's product range from his days with the mail order business Mac Warehouse. The deal is also a positive one in a market which has largely written off e-commerce initiatives.
"We've been around for 18 months -- that's quite a feat in the current market," Bicknell said.
The company will partner with KH Distribution. "As we sell via the Web, catalogue and call centre and with our customer base located nationally it makes more sense for us to use a distribution partner that will direct ship anywhere," Bicknell said, adding the business would consider holding stock only if demand deemed it necessary.
"Holding stock costs money and my aim is to keep overheads low, which will enable us to be very competitive."
Apple corporate affairs manager Myrna Van Pelt said Apple was "delighted" with the appointment. "They have a unique advantage in that they are dealing with a strong, entrenched PC-user database so they are addressing a section of the market to which we have limited access."
The new arrangement will work in parallel with Apple's market, Van Pelt said, since the company's user base is different to that of the vendor's other resellers.
"We need to diversify aggressively and expand our business and I think this is a good direction for Apple."