Vendor ViewSonic is looking to make significant cuts to its UK projector distribution channel.

The manufacturer’s projectors are currently distributed by Maverick, Imago, Ingram, Northamber and Micro Peripherals.

Dan Moore, newly appointed UK audiovisual (AV) business manager at ViewSonic, told CRN: “I’m identifying the correct channel strategy for ViewSonic. I feel that we currently have too many distributors on board for our projectors.”

Moore added that he might cut the number of distributors to two, but would want only a maximum of three.

“All the distributors are aware of my intentions,” he said. “I’m going to give our current distributors a fair crack of the whip. I’ll give them three months to prove a good level of commitment and focus.”

Moore added that ViewSonic is looking to recruit additional direct resellers. Currently, Computacenter is its only direct VAR.

Maverick told CRN that it is working to ensure it is a part of ViewSonic’s future plans.

Jon Sidwick, managing director of Maverick, said: “We feel that ViewSonic presents our VARs with a strong margin opportunity, and as a growing brand it is not over saturated. As with any vendor, the tendency to chase multiple distribution partners to achieve brand share very quickly eventually becomes problematic.”

Ian Vickerage, managing director of Imago, said: “Having the number of distributors that ViewSonic has is ridiculous, given the fact that it has a fairly small market share. Bigger vendors have fewer distributors than ViewSonic.”

laura_hailstone@vnu.co.uk