Hardware giant adopts new distribution model to strengthen European market presence

Sony Europe has moved 3,000 accounts from its personal displays range over to an indirect distribution model to increase its market share in the sector.

Most of Sony’s personal displays have traditionally been sold through its direct salesforce. But, from this month, Sony’s personal displays will be available only through authorised Sony distributors.

Dave Bennett, general manager, channel sales Europe at Sony, said: “In the UK we had a mix of 65 per cent direct, 35 per cent indirect. Across Europe, Sony’s share of the personal displays market is 1.9 per cent. This is not a level that Sony likes to play at. The new distribution model should help us increase our market share.”

Bennett said Sony aims to increase market share to three per cent by April 2007, then raise it to five per cent.

Asked if Sony will appoint new distributors to handle the personal displays, Bennett said: “Most are already in place. About 95 per cent of our distributors across Europe were already [distributing] our storage products.”

Sony’s authorised UK distributors are Ingram, Computer 2000, Micro Peripherals, Computer Connections, Ideal Hardware and Northamber.

“There were a lot of logistical costs involved in getting our products to retail stores,” Bennett said. “By using distributors we can reduce costs which will benefit resellers.”

Alex Tatham, director of commercial products at Ideal Hardware, said: “We are a very happy Sony optical and tape distributor, and are looking forward to being a display distributor as well. Sony makes excellent displays that satisfy the top end of the market. I’m looking forward to offering their line to our resellers.”

Simon Jackson, sales director at rival vendor NEC Display Solutions, said: “Using distribution has proved very successful for us. We embrace the indirect model completely. I think there is still room in the distribution market for another display vendor.”