Onelan wants IT VARs to push digital signage

UK-based digital-signage vendor Onelan is looking to recruit up to 50 IT resellers to help it expand.

Founded in 1988, Onelan originally developed fibre-distributed data interface products, but in 2001 it began focusing on the distribution and layout of multimedia over IP networks. Onelan’s flagship product is its Net Top Box digital signage media player.

David Dalzell, managing director of Onelan, told CRN: “We focused on the retail market, but it is very crowded, so we now focus on digital signage for foyers and reception areas. Last year we had 140 resellers buy from us, but only five of these were IT VARs. The rest were AV [audiovisual] resellers. Digital signage is seen by some end-users as an AV product because it incorporates a display screen, while others view it as an IT product. We need to make sure we have resellers from both camps.”

Dalzell wants a maximum of 50 IT VARs on board, but does not feel many IT VARs realise the potential opportunity that digital signage offers.

“IT resellers need very little training to sell our product,” Dalzell said. “If a VAR wanted to dip its toe in the water with digital signage then our solution is about as easy as it gets.

“The smarter IT VARs realise that digital signage isn’t completely alien, it is just a system on a network. Instead of working with PC vendors, the VARs will have to form relationships with display vendors.”

According to Dalzell, education is emerging as a new market for digital signage. “Interactive whiteboards have been the backbone of education VARs’ business for the past few years, but now many are looking for an alternative and schools are beginning to request digital-signage solutions,” he said.

Simon Chidsey, managing director of AV VAR Accurate, said: “We sell Onelan’s Net Top Box and a digital signage system from Xativa. Digital signage is in its infancy in education, but it is a good opportunity.”

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