NEC builds on partner drive in Middle East AV market

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NEC Display Solutions is instructing its distributors to ensure they are able to answer the demands of its revamped channel structure following the initial stages of an aggressive campaign to recruit partners and consolidate its LCD, plasma and projector ranges.

As the company looks to strengthen its position in the market, NEC Display Solutions expects its main distribution partners to commit to improving their knowledge and ability with regards to its offering. "The biggest challenge that we now face is to make sure that our channel partners are correctly trained," said Middle East general manager Ian Gobey. "We are running seminars around the region with our business partners to make sure they are well versed and we are putting a lot of resources into the market to do that training. We won't just do it once, it is a continual process," he asserted.

The vendor also pointed out that it is keen to avoid a repeat of previous practices by its distributors when they have circumvented channel partners by doing business directly with the end-user.

Earlier this year, the vendor announced plans to bring in line the divisions of its core display technologies and also revealed that it was the look-out for distribution partners with the infrastructure and holistic skill sets to be able to handle its entire product line. The process to install a single business model across the three main technology groups is still underway and the company says potential partners will be required to have a level of competence in the AV business and a solid service ethic with regards to support and value- add.

Gobey also wants NEC's new breed of distributors to dedicate time and resources to educating its channel partners, an aspect that he feels has been sorely lacking in the display channel until now. "Things have evolved in a way that doesn't reflect the strategic direction of the company so what we need to do is make sure that we train the distributors and also that they take that information correctly to the reseller and make sure they are properly taught what NEC products are all about," he said.

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