Apple has tweaked its indirect channel strategy by rewarding directly sourcing dealers for value-based sales, not just for the volume they ship.
Apple has extended its Alliance Programme to resellers that buy through distribution - those that have won marketing funds previously available only to direct dealers.
Jon Molyneux, Apple UK country manager, said the scheme is intended to push resellers into publishing, digital media, education and enterprise markets. 'Our channel is crucial in helping us achieve this and therefore our strategy must be to encourage and reward those resellers that are actively making inroads into our target markets.'
Apple introduced a three per cent reseller discount for payment within seven days and for selling only Apple CPUs. One source at an Apple reseller said: 'Apple is offering a reward for building its own market, not vertical markets. It introduced a loyalty bonus to stop dealers selling clones.'
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