Oki aims for specialist channel

Oki aims for specialist channel

Alloys International and OKI have signed a new deal that will see the distributor push its full range of digital printing products.

OKI managing director, Stead Denton, said the partnership would give the vendor the opportunity to grow awareness and sales of its printing application software, alongside its hardware offerings.

Commenting on the deal further, OKI marketing director, Jeremy De Silva, said it had been lacking a distributor which offered a specialist focus on the printing market.

"We didn't have a distributor who focused solely on peripherals," he said. "Our existing distributors - Tech Pacific and IT Wholesale - distribute everything. We wanted someone who is specialist in this market."

De Silva said Oki was won over by Alloy's dedicated reseller display areas, which it used to demonstrate products from each of its vendor partners.

"We have a lot of printers with unique, special functions that need to be demonstrated," he said. "For example, point-of-sale signage and labelling, or our software applications for the graphic arts market."

For its part, the Oki deal brought a unique set of complementary printing devices to its product portfolio that would help to boost its overall sales growth, Alloys marketing manager, Tarni Elder, said.

Alloys would establish OKI showrooms for reseller training and sales at its Melbourne, Sydney and Brisbane locations, Elder said.

The distributor has also assigned a dedicated product manager for the Oki range, she said.

Alongside retaining relationships with its existing broad-based distributors, De Silva said the vendor would also maintain direct contact with its traditional office equipment reseller channel.

"We have a lot of direct relationships with VARs in the automotive and pharmaceutical markets for our dot matrix products which will continue to deal directly with," he said.

De Silva said Oki expected to see sales of its colour printing products boosted by 15-20 per cent as a direct result of the new deal.

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