Omega drops $1m investment on Darwin

Omega drops $1m investment on Darwin

PC assembler and wholesaler, Omega, has committed more than $1 million to establishing a full service assembly and distribution office in the Northern Territory capital of Darwin.

Omega, which primarily assembles its personal computers and servers in its Melbourne head office, has been servicing Darwin via stock held in Adelaide since 1997.

Omega general manager, Barry Donaghey, said sales reps from Omega’s Adelaide office made regular trips to Darwin in the past and built up a strong and loyal support base among resellers in the area.

“Our prime motivation is to now provide better customer service to them,” Donaghey said.

Omega’s Darwin office will carry a full range of stock, offer technical support and technical sales consultants, full warranty services and full manufacturing facilities to assemble, integrate and test computers.

Having staff located in the territory also allows Omega to offer credit, as it would have a better view of the market to evaluate risk, he said.

The Darwin office will be established with four full-time and several casual staff, but Omega expects to employ between 15-20 once the facility is running at full speed.

Donaghey said Omega’s Darwin-based business partners had a lot to be excited about. Omega would directly ship some components from Asia to Darwin to save on freight costs, which would lead to faster turnaround times and cheaper prices.

“Freight is an expensive component of this business, particularly for freight-sensitive items such as monitors and computer cases,” Donaghey said.

“Shipping to Sydney and Melbourne takes an extra week – only to send it back north again. We can pass on considerable savings to our Darwin customers.”

The Darwin office will be able to assemble, test and deliver PC’s in 24-48 hours. And while high-end servers will require further configuration and testing than the average PC, Omega now has the necessary technical skill on the ground in Darwin to also build servers there.

Omega would only have to battle one incumbent distributor in Darwin, Donaghey said, but Omega’s wider range of products (such as monitors) and its high-level technical certification as a Microsoft and Intel OEM should win it considerable market share.

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