Imago lips sealed on new deal

Resellers and end users won't know source of new videoconferencing cameras

Distributor Imago has announced an OEM agreement with a Chinese camera manufacturer but has refused to reveal the name of its new partner, claiming its identity is confidential.

Imago is to sell the videoconferencing cameras under its own Diamond branding. But according to an email sent on behalf of Imago to CRN, the OEM arrangement is under non-disclosure. “We cannot release the name of the manufacturer,” it said.

Georges Millet, EMEA channels and alliance director at vendor LifeSize, said it was probably the first time he had heard of a distributor refusing to reveal the vendor’s identity in such an agreement.

“I cannot comment on why Imago might do that. But we live in an era where it is critical to be able to track down the supply chain. Not being ready to divulge the name of your supplier seems odd,” he said.

However, Millet added that the videoconferencing market has become more competitive recently, with many suppliers promoting lower-cost offerings. Few vendors have been able to achieve that, he said.

Adrian Studd, unified communications business manager at distributor Avnet [pictured], said that whether a distributor can “own-label” a product without revealing the manufacturer will depend on a number of factors, in-cluding the product and price point.

“They will dictate the extent to which a trusted brand name is re-quired. The business partners will decide if this is a viable approach,” he said.

Studd added that distributors need to deliver value to their business partners and supplier partners in a way that achieves differentiation.

“We do this in a number of ways, including investing in programmes that help partners to achieve their business goals. In the case of Avnet, it is methodology and resources that [we] would want to protect,” he said.

Imago was contacted for further explanation but had not responded when CRN went to press.