As a part of the strategy to strengthen its SMB business, Dell India has roped in Neoteric Infomatique as its second national distributor. The company already has Iris Computers as a national distributor.
“We have had Iris as our national distributor for some time to fulfill back-to-back orders. Neoteric will play a similar role,” said Neeraj Singh, Head, Commercial Channel Operations, Dell India. “Having a second distributor allows us to target a larger base of partners, many of them exclusive to both.”
When asked if Dell is planning to adopt a stock-and-sell model with the appointment of Neoteric, Singh said, “Our focus so far has really been on the mid-market where the back-to-back model serves us well. From a partner perspective, those that merely resell will obviously not benefit from this model. However, value-added resellers and solution providers have obviously welcomed it because they no longer have to store inventory or be constantly reminded by our sales team about how much stock they have to pick up from us. They can focus solely on generating leads and business development, and that prospect is appealing for most of them.”
However, he also added that the company will continue to evaluate options that will allow them to grow their SMB business profitably. “Whichever model we adopt in future, we will adhere to our tenets of limited distribution, limited number of partners and a deeper and more fulfilling relationship with each of these partners,” added Singh.
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