Edge Technology

Edge Technology

Edge Technology

BASED: Alexandria, NSW

BRANCH OFFICES: NSW, VIC, QLD, SA, WA, TASPEOPLE: 200REVENUE: $240 millionBRANDS: KTX, Samsung, Phillips, Maxtor, Epson, AMD, Intel, Mitsumi, Honeywell, Daewoo, Brother, LinksysEdge Technology is the largest Australian-owned distributor and has a wide network of branch offices that extend not just across Australia, but also internationally.

Traditionally, Edge has focused on the smaller reseller who has targeted the home and small business markets. However, according to Emily Ballantyne, Edge Technology's general manager, the company is going through something of a transformation as it attempts to expand its value-added capabilities.

"While we're still focused on distribution, we're expanding our model to include more services and we're also focusing on selling fully-assembled, tested and preloaded PCs rather than just distributing the parts," Ballantyne said. As a result, Edge is selling more into larger retailers as well as bigger resellers targeting the medium and larger enterprises.

"Our basic strategy is to diversify. Everyone in this industry realises the traditional corner computer shop market is not as buoyant as it once was so that's why we're doing things like targeting the big retail chains and department stores as well as the higher end of the market."

"Pure distribution margins are decreasing so we're looking at tapping additional revenue streams by providing more services."

The biggest differentiator for Edge, according to Ballantyne, is its strong network of regional offices, which can be found in Newcastle, Melbourne, Brisbane, Adelaide, Perth, Townsville and Hobart.

As well as each branch having its own warehousing facilities, offices are equipped with local assembly capabilities and repairs and services centres with skilled technicians.

"Through this national warehousing network we can provide our customer with a very personalised service and support capability," Ballantyne said.

"We provide a face-to-face local service in all the areas we cover and that's just about all of Australia," she said.

It also helps ensure the timeliest delivery of stock, Ballantyne said.

"The fact that we keep stock in all our branches means that compared to our competitors, stock can be delivered on the same day if necessary or resellers can even come and pick it up from us. We even deliver the products ourselves in our own vans."

In terms of value-add, Edge provides build-to-order capabilities for its KTX brand of PCs, however its services ambitions stretch much further.

According to Ballantyne, Edge will soon have Intel Authorised Solution Provider status and will then be looking to provide networking services and solutions through its resellers.

"If our partners don't have the technical staff to do it themselves we can help them with setting up customer networks, Internet access and so on."

Edge also has its own on-site warranty program and rather than shipping boxes back to the vendor for repairs is looking to act as a service centre for its vendors.

"We are already doing it for Daewoo and Samsung and are talking to a number of other suppliers with an eye to doing repairs for them as well."

While Edge's Web site is presently restricted to providing product information and support, by early next year resellers will be able to place orders online and check account statuses and so on.

There will also be a special section of the site dedicated to its Premium KTX resellers which will give them access to information about special pricing and promotions.

(02) 9353 9200

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