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Persistence pays for Force

Persistence pays for Force

Accessories distributor, Force Technology International, has found the last piece to its puzzle by landing sole accessories-only distribution rights for Nokia across Australia.

Handset distributors Brightpoint, Roadhound Electronics and Tech Pacific will continue to have distribution rights to Nokia accessories.

Co-director of Force Technology, Jake Minear, admitted he had been after the Nokia contract for some time.

“We have been working towards this relationship for many years,” he said. “Nokia has been very successful in Australia, it has good channels to market and we wanted to show that we could add value to its model.

“Concentrating purely on accessories means we can give the products the focus they need. We also have a proven track record over many years with customers they deal with.

“For servicing our customers, this is a piece [of the jigsaw] that’s been missing for some time.”

Force already has existing relationships with mobile operators Telstra, Optus, Vodafone, Hutchison and Virgin and is a preferred supplier for mass merchants Dick Smith and Tandy.

It also has two of its own accessory brands — Force Wireless And Data, which is aimed at business customers, and Extreme For Mobile, targeting the youth market. Minear is confident the Nokia range will slot in nicely alongside its current stock.

“The relationship between after market and branded products has always been a difficult one but a large proportion of resellers still have a requirement for products at a price point that genuine manufacturers can’t reach,” he said.

WA-based Force, which was founded in 1992, claims to be the largest accessories-only distributor in the country. It also has offices in NSW, Victoria, Queensland and SA.

Minear was unwilling to discuss targets for Nokia accessories until transitional arrangements between Cellnet and Nokia had been finalised but said he expected it to contribute significantly to future growth.

Force is currently building a customised head office and distribution centre in Belmont, WA, which is expected to open its doors in November. The site will combine 15,000 cubic metres of warehousing with 1200 square metres of office space.


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