Ricoh turns to Northamber
Ricoh wants to recuit 100 VARs by the end of the year
Ricoh has signed a distribution agreement with Northamber to help it reach its target of recruiting 100 IT VARS by the end of the year (CRN, 23 October).
Historically, Ricoh’s route to market has been through its stable of copier dealers, but the vendor has been tasked with growing its share of the UK printer market and claimed IT VARs are essential in helping it increase printer sales.
Chas Moloney, associate director, marketing, at Ricoh, told CRN: “Northamber had a gap in its portfolio for one more printer vendor and we were looking for a distributor, so it is a good match. Northamber will be involved recruiting resellers; it is very much a partnership between us and Northamber.
“Ricoh has made it difficult for IT VARs to obtain Ricoh printers so the signing of Northamber should address this and make us easier to do business with for the IT channel.”
Henry Matthews, managing director at Northamber, said: “There is no doubt that print offers some fantastic opportunities for the IT channel, but it is still a tough market to crack. Ricoh has demonstrated its intent to establish itself as a major player in this market and we are confident that its track record will help to distinguish Ricoh from the competition.”
Louella Fernandes, principal analyst at Quocirca, said: “Northamber has relationships with thousands of IT resellers, which should help Rioch extend its potential well beyond the copier market. However, it will need to make sure its offering is compelling enough to displace incumbent suppliers who have a stronger brand awareness in the office printing space.
“Ricoh also needs to offer channel support, such as the total cost of ownership tools and supplies management services that are offered by many of its competitors.”
Martin Ebbage, sales director at rival printer vendor Oki, said: “It takes years of development and activity to get a viable reseller channel established. Ricoh has a good name in the market, but it will have to work on its proposition to the channel. It is a crowded market and it will come down to the strength of Ricoh’s products and its channel offering.”