AVI eager to light up reseller channel

UAE-based AVI Electronics has declared ambitions to expand its channel base

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By  Andrew Seymour Published  September 3, 2008

UAE-based AVI Electronics has declared ambitions to expand its channel base after claiming to have created one of the region’s ‘leading’ distribution specialists in lamp projectors since launching two years ago.

Although soaring demand has resulted in a steady run-rate business for the Middle East projector segment, the market for lamps doesn’t enjoy the same fluency since end-users rarely hold spares and resellers are reluctant to tie up cash stocking a relatively expensive and low-turning consumable.

AVI, however, insists it has worked to overcome these challenges by quickly securing its supplier base in order to deliver the product ex-stock and in volume to its customers.

“Our aim was to deliver fast, ex-stock supply anywhere in the region at the lowest possible price to a wide network of reseller partners,” explained Avinash Dowlwani, managing director at AVI. “The channel needs to have a one-stop shop for lamp supplies — a company that holds stock across a broad range of manufacturers and models, and that is what we offer.”

AVI says its suppliers encompass the full spectrum of projector hardware vendors, including Sharp, Sanyo, Optoma, NEC and Projection Design. Dowlwani insists the company is now working towards establishing a faster method to supply the channel that it believes will help reinforce its position in the market.

“At present we are addressing 85% of orders ex-stock, with delivery within 72 hours. The business model requires this to be 90% order-filled based on the models we carry and 48 hours delivery, with a 24-hour blue chip service targeting anywhere in the region,” said Dowlwani.

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