A handy guide to all the information you need on the finalists for the PCR Awards 2011.

PCR Awards Finalists

Frontline Category

Independent Retailer

34 years after launching, Sweethaven caters for
customers across the local area. The firm’s
reputation for excellent service and value has
enabled it to expand to a new larger retail store that
also incorporates B2B and education specialist areas.

Pudsey Computers has two retail stores in Leeds
and also specialises in supplying and supporting
approximately 50 local primary schools. It is a family
business and has just celebrated its 20th year.

Deep Blue Logic’s business strategy has been
straightforward from day one – quite simply,
‘quality’. Whether it’s helping a customer choose the
right computer system or installing a new office
network, the customer needs to be assured the
correct systems and procedures are in place to deal
with their needs effectively and transparently.

Moortek was established in 2003 on the edge of
Dartmoor National Park, and claims to be the oldest
Acer Experience Centre in the UK. An avid supporter
of buying groups and independent trade associations,
the retailer prides itself on being independent,
impartial, always listening to the customer.

This store has been operating for 25 years, and has
recent moved to new larger premises in Trowbridge.
Founded by husband and wife team Peter and Lyn
Scott, the store claims to be one of the longest
established computer retailers in the country.

The team at Drum Brae Solutions have been providing
good honest support for clients since 2007. They
supply and support all kinds of IT related products and
services, with a focus on delivering a complete

Established in 1991 the firm prides itself in delivering
the finest quality products from reputable partners in
the channel. Soft Sell’s honest and diligent approach
to business means that it has gained the trust of
both clients and suppliers.

SW Computers was founded by Stephen Parkinson in
2002, starting life as a small IT repair and retail shop
in Redruth, Cornwall. Now almost ten years on SWC
offers a range of IT solutions for businesses from a
high-tech innovation centre in Pool, Cornwall.

Retail Chain

The US tech retail giant landed on UK shores last
year, and made a bold statement of intent from the
off. With a strong focus on customer service carried
over from the US operation, the huge Best Buy UK
stores have achieved a lot of success in their short
time on the UK retail landscape.

As the UK’s largest PC and technology retailer, PC
World often leads the pack when it comes to key
product campaigns, such as the launch of the Apple
iPad last year. PC World continues to provide
customers with quality service and a wide range of
consumer electronics, facing every challenge in an
increasingly crowded market.

From humble beginnings as a local battery service in
1993, Comet spread beyond the boundaries of Hull
and established itself across the nation with over
250 stores throughout the UK, plus a formidable
online presence.

Enabling customers to buy great value computers
without the fear factor has been a winner for John
Lewis, with market share growing again in 2010.
Honest, impartial advice is cited as helping cement
its position in the consumer electronic sector.

The ultra-competitive supermarket chain made
further strides into the PC/IT sector over the last 12
months – much to specialists’ chagrin. That drive
looks set to continue throughout 2011, with the firm
taking full advantage of new consumer electronics
trends such as tablets, smartphones, and 3D TVs.

Store Manager

Peter Jones (London)
As department manager for electricals in Peter
Jones, Andy Hayes has delivered company leading
results in the computing category. His drive,
enthusiasm and salesmanship is reflected not only in
a phenomenal like-for-like performance, but also in
the leadership of his team.

Comet (Cardiff/Bridgend/Haverfordwest)
Over the past 12 months Steve Griffiths has been
manager in three stores –Haverfordwest, Cardiff
and now Bridgend. He is very supportive of new
product launches in all categories, and has a keen
focus on staff training.

Currys (Brixton)
Andy Noble is the store manager of Currys in
Brixton. He is credited for being keen to help, and
quick to respond to any requests, even if it does
mean arriving in store before 6.00 am to completely
change a product display.

Tec7 (Guildford)
Mark is credited for strong investment in bespoke
POS in key areas, in and outside of the store. With
dedicated areas set up for specific vendors on
various occasions, especially through peak trading
times, he has helped the store’s success, and has a
strong focus on keeping staff motivated.

Andrews TV (Colchester)
Paul Longran has demonstrated exceptional
customer service and a dedication to quality within
every aspect of the business. This stems from having
a small but carefully run team who will all go above
and beyond what may be called the normal
expectations of a customer.

Selfridges (London)
Michael has been department manager for
Selfridges’ Tec Zone department for five years.
Previously serving in the police, he has high
expectations of himself and his staff. This comes
from the type of calibre the store is, but also the
standard he sets himself and expects from his staff.

ASK (Tottenham Court Road)
George has been managing one of the biggest and
well respected independent retailers of the consumer
electronics industry for over ten years now.

Online Retailer

One of the world’s leading online retailers, Amazon
continues to dominate the e-tail landscape, offering
a wide range of consumer electronics and
computing products, encompassing both hardware
and software.

Another strong player in the online retail market,
Play.com lists over seven million products, including
an impressive variety under its electronics and
computing categories. As the company endeavours
to further refine its customers’ shopping experience,
the firm recently introduced a complete redesign of
its website, improving the browsing process and
shopping basket system.

Dabs.com is part of the Dabs Group of companies,
originally founded in 1987 by entrepreneur David
Atherton in partnership with a writer called Bruce
Smith (the name ‘Dabs’ comes from the combined
initials of their two names). In April 2006, the Dabs
Group was sold and dabs.com became a wholly-
owned subsidiary of British Telecommunications
(BT). It stocks a wide range of hardware and
software covering a wide area of the industry.

Morecomputers.com is all about excellent customer
service. For the past five years, it achieved six out of
six for customer service in the PC Pro Service and
Reliability Survey, with 79.82 per cent ‘very satisfied’
this year – winning Morecomputers.com Highly
Recommended status for the third time. The site
offers 100,000 products and no nonsense or hidden
charges. It’s this honest approach that has seen
Morecomputers.com grow almost entirely through
word-of-mouth from returning customers.

As the name implies, Overclockers UK has dedicated
itself to servicing the high performance and
enthusiast end of the market. It has built a reputation
for consistently being one of the first to stock the
latest components.
With thanks to Infinite Field Marketing.


Being on top of the increasingly challenging
small/medium business market in a tough year is
testimony to Aindale’s success. Driving proactive
and dynamic services, a series of innovative brand
and product campaigns, coupled with a highly
skilled and trained team, excellent vendor
relationships and an unsurpassed channel
reputation, means that 26 year-old Aindale is a true
value added reseller 2011 success story.

K3 Panacea is one of the UK’s leading providers of IT
business solutions and services. It designs,
implements and supports integrated IT business
solutions for small to medium enterprises
throughout the UK. K3 Panacea’s flexible managed
services provide customers with a smarter way to
manage their IT, reducing costs whilst increasing
reliability and performance. It provides tailored
solutions, ranging from traditional IT support to
selective managed services for both infrastructure
and business critical applications.

The Support Store specialises in delivering cost-
effective Information Technology support solutions
to small and medium sized businesses based in
London and the South East. Founded in 2000, the
firm prides itself on ‘being able to provide just the
right amount of IT products and services just when
you need them and at a price you can afford.’

Founding Stem Computer Systems 1993, Carl and
Maureen Marshall’s sole aim was to deliver the
quality of advice and service they would like to
receive themselves. A policy which, along with
keeping ahead of current technology, has resulted in
a stable and improving IT sales and support
business. Following Maureen’s enforced retirement
in late 2010 due to illness, the family based business
continues with their daughter, Anna, taking a very
active role in making sure that the company
continues in the same direction.

Service and Support

The past year has been tough for small businesses
and Geeks-on-Wheels has continued to provide a
cost-effective, consistent and dependable IT
support service. One area it has really been pushing
is within the cloud arena where there are large cost
savings to be made. It migrated its Microsoft
Exchange environment there early last year and in
June, following a selection of successful SME
migrations from Exchange and other environments,
became an Authorized Google Apps reseller.

2010 was a great year for Utopia Computers, not
least because the firm won a PCR Award back in
March. Utopia set itself a goal of refurbishing its
store, which is almost complete. The refurbishment
was to bring the store up to date, whilst expanding
its workshop area. This financial year has been
Utopia’s best yet, while the store has gained
Microsoft Registered Refurbished status, with Bit
Defender also announcing Utopia as Scotland’s best
retailer of its internet security software.

PC Pal is a growing, UK-wide network of
professional, qualified and experienced PC
engineers offering a personal service at the
customer’s home or workplace. The engineers are
branded, uniformed, fully equipped and trustworthy.
They also work hard to smash the culture of poor
customer service and unscrupulous business
practices and speak in a jargon-free way.

Doctor PC was created seven years ago in order to
help residential and business users. The firm quickly
realised that there was nowhere for these users to get
help at a price they could afford, without
compromising on quality. Doctor PC believes that the
one man business deserves just as much valued
support as a multinational corporation – the only
difference is that there are more clients with more
needs. By focusing on quality and valuing its client
base – which is nearly 2,000 strong across Dorset,
Southampton and the Isle of Wight – Doctor PC has
managed to create brand loyalty and November 2010
saw it beat all turnover records to date.

Bear IT supplies, installs and supports IT
infrastructure (Microsoft and Apple Macintosh), for
SMEs all over the UK. Its diverse client base makes it
well placed to offer well rounded support utilizing
the wide range of skills within the team. The firm
says its vision is to be ‘the preferred local partner for
complete outsourced I.T solutions.’ 

Distribution Category

Sales Team

Westcoast currently has two retail sales teams,
covering independents and majors. Both teams work
closely with their customers, providing them with the
best possible service, pricing, and product availability.
The teams strive to deliver the best category
management and end-to-end solution in the industry.

VIP is the UK’s largest graphics card distributor, with
a 35 per cent market share for Nvidia. VIP is also the
largest distributor in the UK for ASUS components
and consistently maintains its number one spot
quarter-on-quarter. Since becoming a Master
Distributor for AMD, VIP has increased its market
share for AMD CPUs by 20 per cent.

As a leading distributor of enterprise computing
products, software and services, Avnet Technology
Solutions connects its Business Partners to more
customers and more solutions. Its customers include
independent software vendors (ISVs), original
equipment manufacturers (OEMs), system builders,
system integrators, and value-added resellers.

EntaTech’s sales team consists of over 35 individuals,
each managing their own customer accounts,
maintaining and building strong relationships on a daily
basis with their customers. The team approaches sales
with an innovative attitude, substantial knowledge and
constant focus on providing customers with the
products, services and support they need.

Widely regarded for its high level of service,
dedication to ensuring the best for their customers
and market knowledge, the Interactive Ideas sales
team has played a key role in driving the growth the
company has seen over the past few years.

Micro-P is a trade-only, IT and technology
distributor. Celebrating its 31st year of trading, Micro-
P continues to adapt to changing markets, providing
its customers with the chance to diversify and utilise
new and converging market opportunities.

In Gem’s almost 30-year history, the one constant
has been in its genuine, honest and dedicated
approach to managing a vast array of customers.
Gem always strives to offer product and sales
service differentiation, as well as maintaining the
highest level of professionalism, which are essential
in building trust and loyalty.

Marketing and PR

CU’s unique marketing model delivers successful
and cutting-edge campaigns via digital, print, retail
events and social media. The firm targets dealers
and consumers, as well as the wider channel, to
generate demand in our products and brands.

The Westcoast marketing team consists of the
marketing manager, three account managers and
three marketing executives, and is always looking to
develop and expand its team. Westcoast has
developed and maintained a strong marketing
strategy for its customers.

In 2010 EntaTech’s marketing team was expanded in
order to satisfy customer, vendor and internal
requirements. It is responsible for ensuring effective
and creative marketing campaigns are implemented,
and customers are the number one priority.

The marketing and PR team at Ingram Micro pride
themselves on responding to direct customer
feedback to improve the effectiveness of all
activities, and to provide free re-usable customer
collateral and branded end-user marketing.

Centerprise is celebrating over 25 years in business,
finding strength from focusing on high quality and
performance. Distributing a wide range of computer
components, systems, servers and peripherals, CI
can now also offer a range of value added services.

Computer 2000 is building something special,
providing resellers with tightly-focused support in
growing markets, underpinned by the best services,
logistics, finance and marketing.

Gem Creative is Gem’s in-house creative and PR
agency, producing bespoke marketing solutions for
partners. Working collaboratively with suppliers and
customers, Gem Creative produces sophisticated
and bespoke marketing collateral that can create
flexible retail solutions to help maximise product sell
through in-store whilst supporting the wider
divisions within the Gem Group.

2010 was a great year for Target Components, with
the business having grown over the previous two
years and with the company now having access to
9,000 lines and counting.

Specialist Distributor

Midwich has assembled a remarkable breadth and
depth of AV and IT technology solutions and made
an enormous investment in staff, training, customer
support and events.

Interactive Ideas provides channel-to-market for
technology products, working with a select number
of vendors to offer a proactive sales and marketing
style backed by excellent logistics proven.

Realtime Distribution has created a unique position
for itself in the UK market for enthusiast PC gaming
components and peripherals due to the strength of
its product portfolio. The firm is an exclusive
distributor for some of the biggest and most
important names in PC gaming.

Micro-P is a trade-only, IT and technology
distributor. Celebrating its 31st year of trading, Micro-
P continues to adapt to changing markets, providing
its customers with the chance to diversify and utilise
new and converging market opportunities.

Koch Media has been working in the software
category for over 15 years, specialising in the retail
and reseller sectors. The firm is known as a brand
builder, having brought products to the UK market,
such as Nero, Mr Site and Kaspersky.

KMS Components knows how important it is for a
distributor to provide a product and service that
adds value to its customers –and claims that it does
this above and beyond that offered by its
competition. It is this PCR Awards nomination, says
KMS, that underlines the fact that the company is
exceeding its customers’ expectations.

Meroncourt has always been customer-focused and
even as the company continues to grow and add
new vendors, its business ethics remain the same –
service and quality, together with the personal
service expected from its sales team.

CCI Distribution specialises in bringing the world’s
leading technology to the UK reseller market and is
committed to helping vendors grow their brand
awareness and reputation within the UK market. The
firm is a niche player in the distribution of storage and
peripherals and leads in optical devices distribution.

Distributor of the Year

EntaTech celebrated its 20th year in business in 2010
and in the past year alone has maintained its number
one ranking for Microsoft Windows, has continued
to expand its product portfolio to ensure customers
can benefit from new and exclusive suppliers,
excellent margin opportunities and receive effective
support, all of which keeps EntaTech ahead of their

Westcoast is 25 years old, sustaining strong growth
and is still 100 per cent privately British owned. In
2009 the firm saw overall sales growth of 15 per
cent and this continued in 2010. There has been
significant growth in the retail business division of
12.1 per cent year on year, as the focus has been
primarily on developing and educating its base of
loyal customers.

VIP celebrated its 20th anniversary in November 2010,
marking steady and significant growth for the
company which is now one of the UK’s leading
independent, specialist distributors. For the year ended
June 2010 the VIP Group reported a profit of £177m,
an increase of 11 per cent on the previous year.

In Gem’s almost 30-year history, the one constant
has been in its genuine, honest and dedicated
approach to managing a vast array of customers.
Gem always strives to offer product and sales
service differentiation, as well as maintaining the
highest level of professionalism, which are essential
in building trust and loyalty.

With a people-led philosophy, Ingram Micro delivers
a level of personal service, supported by an
advanced worldwide logistics service and extended
technical pre-sales capabilities. From commerce
solutions and competitive pricing to enhanced
credit facilities to support smaller organisations, the
largest IT wholesaler in the world claims it does
more than anyone to support the channel.

Computer 2000’s strategic focus is delivering
tangible programmes and tools to support both High
Street chains and independent retailers. For the
company, the retail market is a major investment; it is
delivering retailers the vast range of products,
extensive credit lines, sales support, industry leading
logistics and intelligent marketing needed for them to
secure growth and profitability. The systems, online
tools and logistics capabilities are already in place. 

Vendor Category

Software Publisher

BullGuard pushed the envelope in 2010, launching
advanced technology to everyday users. During
2010 BullGuard launched a mobile security product
for smartphones, along with Internet Security 10,
Antivirus 10and Backup 10.

In addition to providing the world’s most popular free
anti-virus software, AVG offers a paid anti-virus
solution for consumers and a full internet security
suite, along with high performing solutions for
businesses. AVG 2011 Business Editiongives business
owners the protection they need in a way that suits the
realities of running a small or medium sized business.

Panda Security has various product lines for companies
and home users, covering security software, perimeter
appliances and managed services. All of these solutions
are backed up by UK-based technical support, from an
expert team of professionals.

Sage UK is a leading provider of business software
and services, supplying more than 850,000
customers in the UK. Sage has been helping
businesses of all sizes manage their finances, people,
customers and suppliers since 1981, from start-ups
to large companies. Its software ranges from
accounts, payroll and HR to forecasting, customer
relationship management and help for start-ups.

The 2011 Norton products, Norton AntiVirusand
Norton Internet Security 2011, released in
September, is the only suite to achieve a 100 per
cent score test in a new third-party test from Dennis
Labs. Advancing the Norton commitment to
releasing only the fastest and lightest security
products, the 2011 titles have been carefully
engineered to exceed already industry-leading
performance and protection benchmarks.

On the back of the successful launch of Windows 7
in 2009, 2010 was a year where Microsoft continued
to expand its product range and really moved into
the cloud. With the successful launches of Office
2010, Office 365 and Microsoft Kinect, 2010 was a
remarkable year for the company.

Activision’s Call of Duty: Black Opsmade
entertainment history when it launched in
November 2010 as it shattered theatrical box office,
book and video game sales records.

Hardware Manufacturer

2010 was a big year for Hannspree in the UK. It gained
a number of new, high profile retail partners, including
Xtravision, Electrocity, DID Electrical, The Carphone
Warehouse, Selfridges, Harrods and Ideal Shopping. In
addition, the company opened its first European
flagship store in the Westfield Centre, London.

Asus is a true innovator, with a passion for being the
first to market and delivering a quality product every
time. With such products in 2010 as the P6X58D-E
and the Sabretooth X58, Asus has consistently
delivered and has grown its market share
successfully, whilst maintaining a premium brand
and above par customer service.

Acer has successfully grown over the years and has
achieved the goal of breaking the barriers between
people and technology. Globally, Acer ranks as the
second largest PC brand in the world. Acer is proud
to be a Worldwide Partner of the Olympic
Movement, including the Vancouver 2010 Olympic
Winter and London 2012 Olympic Games.

Over the past year Samsung has enjoyed a strong 12
months, in which it has strengthened relationships
with retail partners and distributors, and has grown
market share in both the notebook and netbook
segments, and has achieved particular success with
the Galaxy Tab.

Dell listens to customers’ feedback to provide
products that enable people to create and share
experiences, and pursue their passions through
technology. Whatever the requirements, Dell has a
reliable, easy-to-use product which meets that need –
fromits Streak tablet to Inspiron and XPS laptops, to
the ultimate gaming system with its Alienware brand.

This year, AMD ushered in a new era of computing
with the launch of the AMD Fusion Accelerated
Processing Units (APUs), which are set to create new
vivid digital experiences for the consumer, while
enabling PC manufacturers to create new notebooks
with sleek designs and batteries that last all day.

As the world’s largest chip maker, Intel has been at
the heart of the industry for decades, and its
products have had seismic effects. This year sees the
debut of its Second Generation Core processors,
which have the capacity to redefine the industry.
Hardware Manufacturer

Gadget of the Year

Credited with reinvigorating the tablet category and
having clocked up over eight million sales since its
launch, the iPad was certainly one of the success
stories of 2010. With a second generation device in
the pipeline and an extensive software and media
portfolio, Apple has pioneered a new category of
consumer electronics.

Initially thought to be fighting an uphill battle against
Apple’s iPad, the Kindle has been a huge success.
Amazon was able to carve out a vertical niche for
the Kindle by playing to its strengths, emphasising its
low cost point, extensive content portfolio and the
benefits its e-ink screen.

Unveiled at IFA, the Samsung Galaxy Tab was one of
the first Android tablet devices to hit the market after
the launch of the iPad. However, the device saw
over half a million sales in its first month of
availability and after three months had passed the
one million sales mark.

The pioneering device for consumer electronics
specialist Hannspree, the Hannspad represents a
new strategic direction for its creator. The self-
designed and built touch panel, coupled with the
custom Android user interface, places Hannspree in
a position to push much further in to the tablet

Praised by reviewers for its speedy route calculations
and real-time updates, the TomTom Go Live 1000 is
clearly designed for the professional user. The
navigation software has been upgraded to give clear
instructions and forward warning of traffic issues,
while the mount and screen have also been

Sony took the photography sector by surprise when
it unveiled the NEX-5, a high-definition professional
level camera, encased in an ultra-compact body.
The device features lens-based image steadying and
interchangeable lenses to successfully create a
middle ground between DSLRs and compact

Specialist Vendor

StartTech.com’s tagline and mission of ‘hard-to-find
made easy’ helps computer resellers and
professionals who need to quickly source hard-to-
find parts such as I/O cards, adapters, switches,
components and cables. The company’s broad
offering of over 2,000 products in 43 categories
provides resellers with the confidence of knowing
they can source all the ‘odds and sods’ they need.

Kingston has the unique position of being the
world’s independent memory leader. It is dedicated
to delivering the best memory solutions to business
and consumer markets, whilst constantly striving to
be at the cutting edge of memory technology.

Synology produces network-attached storage
appliances for the SoHo and SMB/SME. The primary
purpose of the Synology product is to expand or
supplement the storage needs of the user, using the
Network Attached Storage structure. Along with
expanding storage, the Synology server is capable of
performing data back-up purposes, as well as
multimedia streaming, or it can behave as a print

Brother is committed to providing our channel
partners with the right products and promotions,
combined with an unprecedented level of relevant
market insight and data. Its long-term partnership
approach provides resellers with the tools they need
to seek out the demand in the market and support
their customers as their needs grow.

TomTom is the world’s leading provider of location
and navigation solutions. Over 45m people daily use
its solutions, be it in the form of dedicated portable
navigation devices (PNDs), in-dash car systems or
tracking and tracing solutions for fleet management.

SanDisk Corporation is the global leader in flash
memory cards, from research, manufacturing and
product design, to consumer branding and retail

Campaign of the Year

Developed by Absolute Sync, the Come and Play
campaign did an excellent job of showcasing
Comet’s consumer electronics portfolio as well as
introducing the element of fun to technology sales.
The ads showed Comet employees demonstrating
new products with visually exciting results.

Much of this campaign centred around the new
time saving features of the operating system, which
was masterfully covered in the ‘Really?’ ad
campaign. The advertisements featured people
tripping on stairs, ignoring spouses and dropping
phones in to urinals, topped off with the tagline ‘It’s
time for a phone that saves us from our phone’.

The Sponsors of Tomorrow campaign highlighted
the role that Intel has played in the current
generation of technology, as well as setting the
scene for the future. The ads featured things like a
‘rockstar welcome’ for USB inventor Ajay Bhatt, an
emotionally sensitive robot and a processor that’s
too small to see.

Taking place at the London Film Museum, along with
a variety of private briefings conducted in private
pods on the London Eye, the Ingram Micro
Showcase brought a range of resellers and retailers
together to discuss business, attend seminars, and
of course, be recognised at its dedicated awards.

Running with the tagline ‘There’s a soldier in all of
us’, the Black Opsadvertising campaign made a
clever play on the open nature of online gaming.
The ad shows cooks, office clerks, doctors and
builders involved in a heavy fire fight, as well as
featuring cameos from Jimmy Kimmel and Kobe

Highlighting the smaller footprint, ease of use and
low resource usage of Titanium, Trend Micro
created a multi-platform campaign to highlight the
benefits of its cloud-based security solution.
The Microsoft UK team pick up the Grand Prix award
at 2010’s event.

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