Under the terms of the deal, Midwich, which specialises in AV, digital imaging, computing, displays, printing, consumables and peripherals, will sell 3M’s flagship products – the 15in MicroTouch M150 and 17in M170 LCD monitors – to its UK VARs. The deal will extend to both commercial and consumer markets.
Speaking to CRN, Lee Baker, divisional manager at Midwich, said: “A big part of our display strategy centres on digital signage and value-add. The market is very aggressive and often people look for the cheapest price. Although we do offer branded products, part of our remit is to pick more specialist products, such as 3M.
“Touch-screen technology is being used a lot more, and is popular with both the consumer and corporate customers,” he said.
Baker added that 3M already has a significant presence in the gaming and gambling space, as well as the retail market. However, the partnership with Midwich will also help 3M widen its presence in markets such as home automation, education and the corporate space, he said.
“It’s a specialist product and not a lot of distributors sell 3M,” Baker said. “This means VARs can make good margins by selling the entire solution rather than just the screen.”
He added that although all of Midwich’s sales teams will sell and market 3M products, it has set up a Fast Force sales team that will recruit VARs on behalf of 3M. The distributor also has a Projects team which looks after larger projects.
Jason Mitchell, UK and Ireland sales manager at 3M, welcomed the partnership.
In a statement he said: “Midwich is renowned for its customer-focused approach to distribution. We are confident that, with our ongoing support, the sales and marketing teams will be a great success in generating opportunities for our touch-monitor products in emerging markets.” C
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