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Acer goes national with Ingram Micro

Acer goes national with Ingram Micro

PC vendor, Acer Computer, has signed an agreement which will see broadbased distributor, Ingram Micro, distribute its products nationally from August 1.

Ingram Micro will become the vendor’s first Australian distributor to carry Acer’s entire range – both commercial and retail personal computers, notebooks, handhelds, monitors, peripherals, servers and storage products.

Acer channel sales manager, Greg Mikaelian, said Ingram was the first national distributor for the PC vendor in Australia, with the exception of former distributor CHA.

Acer has ambitions to be the number one PC vendor in Australia and Mikaelian sees national distribution as an important step in that direction.

“It’s been a good few months – we sign one of the largest retailers [Harvey Norman] and now one of the largest distributors,” he said.

With the new agreement in place, Mikaelian said his first priority was to train Ingram Micro staff and ensure the distributor was well-armed to assault the market with Acer products. Between now and the end of the year, he would also undertake to review Acer’s distribution relationships with existing distributors Alloys International, Digiland, Express Online, HiTech Distribution and Cellnet/IT Wholesale.

“We will eventually have to make some tough decisions on who we will keep on board,” he said. “By the end of the year I should be able to assess what impact this decision has had. There will obviously be some fall-out.”

Both Ingram Micro and Acer claim the partnership will create a genuine rival to both price-leading whitebox manufacturers and direct selling PC vendor Dell.

Ingram Micro managing director, Steve Rust, said Acer’s innovative product development, mass product configuration and fast product delivery would provide Ingram’s resellers with “a powerful weapon against the channel-unfriendly Dell”.

“It’s not just about price,” Mikaelian said. “Acer’s build-to-order capacity offers a lot of flexibility for a branded solution. We also have a faster turnaround than Dell.”

Mikaelian said some customised models would be drop-shipped, but popular models would be stocked in Ingram Micro’s Sydney warehouse.

Other broadbased national distributors had been considered by the vendor, Mikaelian said, but Ingram Micro had the right mix of systems and components distribution to fit Acer’s needs.

“We also have a long history with Ingram Micro worldwide – that played an important part,” he said.


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