The viability of resellers has once again been affirmed with Fujitsu PC choosing a channel-only distribution model for its new line of LifeBook notebooks in Australia.
Fujitsu PC Australia came into existence this week, adding another vendor to the already competitive notebook market. Backed by Fujitsu in Japan, the company will operate as a separate business division to Fujitsu Australia.
"The reason for doing so is that Fujitsu Australia is mainly into services," explained channel sales manager Adrian Mead. "The company launched the LifeBook earlier this year, but that is not its core business -- hence the creation of this business."
Fujitsu Australia will provide the warranty on the new notebooks and will act as the division's service centre. It will also form part of Fujitsu PC's channel and will continue to sell the LifeBook to its enterprise and corporate customer base, according to Fujitsu PC. Other than that, the two will act as sister companies with very little association in Australia.
The company has appointed IT Wholesale and Digiland to distribute the new LifeBook notebooks to resellers. According to Mead, the channel model provides a better route to the Australian market.
"We want distributors that are selective with their products. Both IT Wholesale and Digiland select who they choose to partner with and we felt they could give us some focus. In turn, we can give them our commitment to the channel."
With worldwide sales still on the rise, notebooks remain the bright spot in the lacklustre PC market. But that has not left the sector immune to the problems that have become inherent in a competitive marketplace. Mead believes Fujitsu PC will be able to help its channel by providing higher-end products with attractive margins.
"It is definitely still the main issue in the market," he said. "There are not many notebook vendors that can provide margin. We are not interested in having the cheapest notebook on the market or dumping product into the channel."