DMSL has claimed a 'phenomenal take-up' among resellers for its latest scheme that routes calls from IT end-users to VARs in their local area.

The BT distributor said 260 VARs have already signed up to FixITlocal, which is designed to allow local resellers to compete with PC World's TechGuys and the Carphone Warehouse's Geek Squad.

As an incentive, DMSL is offering free membership until 2008, after which VARs must pay £10 a month. To take part in the scheme, resellers must also become a Confidence Assured Member of the Professional Computing Association (PCA), which is free until January and half price during 2008.

In return, DMSL will market the concept to its database of 700,000 customers and assemble exclusive product bundles in partnership with broadliner Northamber.

John Carter, managing director at DMSL, said: 'I have never had such an instant response to a recruitment campaign.

'We reckon we can get about 1,000 resellers on board by the end of the year,' he said.

However, one reseller has contacted CRN to complain that the scheme would lock them into a 12-month contract on BT's network, which DMSL is using to automatically direct the calls from the end-users to their nearest reseller.

Carter admitted this was true, but said: 'For £10 a month, this scheme is going to produce extra sales and services calls for resellers. What more could they want?

'The line rental will be an extra £10 a month, but they would have to get it from somewhere.'

The FixITlocal initiative officially goes live next month.

Mike Gammie, IT services development manager at VAR Misco, which launched a similar service, Home Installs, in April this year (CRN, 3 April), said: 'We have had pretty good take-up so far, but there are quite a lot of people in this market all of a sudden.'

Can you FixIT?

*Members have calls from SMEs and consumers in their locality routed directly to them.
*DMSL will back up the service by sending regular e-shots to its database of 700,000 homes and companies.
*Resellers must pay £10 to register, but membership is free until 2008.
*Resellers must also become a Confidence Assured Member of the PCA, which will also be free until January and is available at half price for 2008.