ViewSonic poised to launch Middle East channel scheme

Audiovisual vendor ViewSonic has revealed that it is preparing to launch its first ever reseller programme in the Middle East. The firm recently went live with its “Go Partner” initiative in Europe and now plans to introduce the scheme to the Gulf once it has made a series of tweaks to account for market differences.

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By  Andrew Seymour Published  November 27, 2006

Audiovisual vendor ViewSonic has revealed that it is preparing to launch its first ever reseller channel programme in the Middle East. The company recently went live with its “Go Partner” initiative in Europe and now plans to introduce the scheme to the Gulf once it has completed a series of tweaks to account for market differences. Speaking exclusively to Channel Middle East, regional director Aaron Fright confirmed resellers would be able to learn more about membership to the programme in early 2007. “We are going to do it at the beginning of next year,” he said. “What we are looking to do is galvanise the reseller community by rolling out the programme that we’ve just rolled out across Europe and Russia. In Asia and the US we have something called the Finch club — we used to have that in Europe, but we’ve refined that and tried to finetune it a little bit to make it more attractive to resellers and add more value.” Up until now, ViewSonic has only operated a scheme for its distribution partners so the creation of a reseller programme is set to represent its first attempt to address the first tier channel with a dedicated initiative. Fright says partners which qualify for the accreditation scheme will be privy to a host of benefits including special promotions, additional product information and even early access to some product lines. In Europe, the Go Partner programme is divided into three categories — Business, Enterprise and Premiere — with partners receiving such perks as a monthly newsletter and online demo products at a subsidised rate. Fright says he is now ‘adapting’ the scheme so that it can be replicated in the Middle East. “You have to take into account that business thresholds of a reseller in Western Europe may not reflect a reseller in this region or certain products that a reseller can qualify for may not be appropriate here,” he said. “And even within that, a reseller programme within one market here may need to be a little bit different to another market here.” The modified version of the scheme that ViewSonic rolls out in the Middle East will also be closely aligned with the current set-up it has in place for distribution partners, according to Fright. “Viewsonic will be managing the programme, but we will be managing it in accordance with the current distribution accreditation programme,” he explained. “It is critical that everything is linked so that there is a connection between what the distributors do and what the resellers do. Obviously we monitor sales into the channel, but we also have to monitor sales out of the channel so it’s critical that we continue to have that linkage between reseller and distributor,” added Fright. ViewSonic’s Middle East business is lumped in with its European arm, which recorded a US$3.4m profit on sales up 26% year-on-year to US$19.8m during the three months to the end of September. That growth was largely due to soaring demand for LCD monitor and LCD TV screens with the Middle East cited as one of its fastest growing territories.

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