Why has Dell chosen another broadliner to bring its distributor numbers to five in the UK&I? Sarah Shields, executive director and general manager, Dell UK, says it is about giving partners a choice. Dell sees the large numbers of potential resellers in the UK, and although it appointed Ingram Micro a year or so ago, feels it has to get more coverage.
It also has Hammer, Exertis and Getech in the region, but each has its own expertise, and adds lot of value, she says. The experience of running two big global distributors alongside each other has already been tried in the Nordics, says newly appointed executive director, EMEA Broadline Distribution, Ralf Jordan, and there is a role for smaller firms as well: “There is always room for local heroes,” he says.
He had been running Dell’s client solutions business for EMEA emerging market, but says this expanded two-tier model is right for the UK, though may not be for other countries in Europe. With an updated channel programme, Dell wants more resellers capable of selling into the SMB space, and is looking for growth in channels, although Sarah Shields could not give any target numbers.
Dell now has a much wider portfolio than when it started selling through channels seven years ago. Martin Boyce, Tech Data's sales director, says that the divisions of the distributor, including Azlan and CAD specialist Datech, will also have a part to play in this, so it is not just about selling PCs and servers: “Customers want a choice in where and how to buy.”