Dell confirms one-tier channel model - PC Retail

Dell confirms one-tier channel model

Distributors not in vendor's plans
Author:
Publish date:
7_CPW_InStore_CouchLaptop.jpg

Dell has confirmed that it will be relying on a single-tier model to manage its relationship with the channel.

"Our strategy is going to be a simple approach – a one tier model," said Dell's general manager of its EMEA channel group. "The Dell business model lends itself to that. When we ent out to the channel and asked them what they wanted, there was very strong feedback that they wanted a direct relationship with Dell."

However, some distributors are doubtful of the strategy. Speaking to CRN, Bell Micro's president, Graeme Watt said: "Some resellers have embraced Dell, but there are still quite a few that will not touch it out of principle. However, by not going through distribution, Dell could lose out because it is not able to offer the portfolio of products and solutions to resellers that distribution can."

Related