Ingram ponders UK Choice
Distributor may roll out new channel programme in Europe, depending on results in US
Ingram Micro has not ruled out introducing its new channel programme, Choice Advantage, in the UK, following the success of its initial roll-out in the US.
The programme, which offers various levels of pricing and service, was opened up to 800 US VARs in June. The distributor is now rolling it out to 20,000 resellers across the country.
Choice Advantage offers three levels of support and pricing: Independent Choice offers the lowest product prices but very little service, Active Choice has higher prices but more services and Professional Choice gives the highest prices and the most services.
A representative of Ingram told CRN last week: "This programme is US-only for the time being. We will look at its results in the US and are not ruling out bringing it to Europe."
Greg Carlow, managing director of reseller Repton Computers, was cautious about the scheme. "You will sign up for one level but then people will want different pricing for different deals and it will all fall apart," he said.
Carlow claimed the scheme is an attempt by broadline distribution to bolster margin. "[Broadliners] are trying to add value not everybody wants," he said. "They need to look at where distribution models need changing and operate on a lower margin."
Mike Lawrence, managing director of reseller Bentpenny, claimed broadliners in the UK lack the resources to offer this type of service. "Services are definitely an area where broadliners need to invest," he said.
But Kevin Murai, president of Ingram Micro, said at the scheme's launch: "We are taking the initiative to drive investment and positive change in the market, and are focusing on overall value in the channel."