LifeSize terminates AV distributors

Touchline Video and Medium brush off vendor's axe and eye new VC partnerships

LifeSize is moving away from its core audiovisual (AV) routes to market, with long-standing partners Touchline Video and Medium set to leave the vendor's distribution line-up.

The two will remain in place until 12 and 15 October respectively, at which point LifeSize will move to a three-strong line-up of Zycko, Tempura Communications and newly appointed Avnet Technology Solutions.

The vendor has claimed that it wishes to make more of its place in the Microsoft-interoperable ecosystem and realign its distribution channels accordingly. Meanwhile both Touchline and Medium have indicated that they will be bringing on new video franchises soon.

Barry Cross, managing director of Touchline, claimed he has long felt that LifeSize does not "value the UK AV channel". The distribution shake-up will get a frosty reception from AV channel players, he said.

"LifeSize has been happy to ask for the help and investment of AV integrators and solution providers, and to reap the rewards, but now it has decided this does not fit its future vision, it is just as happy to leave them behind with no obvious supply route," said Cross.

He explained that Touchline has had "issues with the LifeSize business model for several months" and has some new vendor partnerships lined up for the very near future. The vendor's move towards volume distribution channels was a well-trodden path, he added.

"We have seen this scenario play out before - the heavy lifting of the first four to five years is completed successfully and decisions are then taken for the next four to five years - the only surprise was in the timing," he said. "All the main brands in our sector have anticipated the need for broadline distribution before the market - the products and, most importantly, the channel, are ready for it."

Business as usual
Both Medium and Touchline have stressed that it is "business as usual" until their contracts are up, and that all commitments to LifeSize and its channel will be fully honoured.

Terry French, head of VC at Medium, said: "Our LifeSize contract continues until 15 October and until then it is business as usual. I'd like to reassure our professional partners that they will continue to get the support they require. All warranty provision will be maintained and honoured."

Georges Millet (pictured), EMEA channels and alliance director at the vendor, explained that LifeSize is cultivating new routes to market and requires different skills from its distribution partners.

"The video communications industry has fundamentally changed in recent years to become an integrated part of a much bigger unified communications portfolio, and LifeSize is changing alongside this," he said. "We are recruiting new partners who share our vision for the future, and who totally understand the needs and benefits of video communications, so that we can continue our successful growth.

"Being Microsoft-qualified, we need to work with partners who have this capability to ensure we deliver the best possible solutions to customers."

All change
The LifeSize distribution set-up in the UK has witnessed an eventful year, with TDAzlan opting to part ways with the vendor in March. Later that month, the video manufacturer stressed that it was happy with its remaining pool of four distributors.

But last week LifeSize and Avnet announced that they had inked a partnership. Simon Welch, product marketing director at TDAzlan, indicated his firm had no regrets over its parting with the video vendor.

"When we resigned our LifeSize relationship, we did that specifically because we did not see the growth opportunity with a relatively fringe player," he added. "We are seeing huge growth with Cisco Telepresence."