AV distributor PSCo displays IT channel ambitions

Displays distributor aims to forge ties with 250 IT resellers as convergence between two disciplines intensifies

Technical audio-visual (AV) distributor PSCo is branching out into the IT channel in response to continued convergence between the two sectors.

The Reading-based LG, Samsung, NEC and Sharp partner is looking to forge ties with 250 IT resellers in 2014 by positioning itself as a specialist with deeper expertise than bigger rivals such as Midwich, Medion, Micro-P, Steljes and Maverick.

PSCo divides itself into three divisions: PSCo Technical Distribution; Nearly New Audio Visual; and PSCo Rental. It currently trades with about 600 specialist AV resellers but - barring a relationship with SCC - hasn't targeted the IT channel previously.

However, with AV gear such as videowalls now largely running on IP networks, IT resellers are increasingly being called upon to provide AV but often lack in-house skills, said PSCo sales director Richard Bovingdon.

"Our sales force is not vast compared with the traditional players but where we are strong is the depth of our technical knowledge," said Bovingdon, who recently joined PSCo from Exertis Micro-P.

"We want to raise our profile in the IT channel, and there's no reason why we shouldn't look to engage 250 IT resellers in the next year. If they want something bespoke and specialist, and not off-the-shelf, they should come to us."

Bovingdon said that PSCo, whose core verticals are retail, broadcast and corporate, will aim to take the pain out of AV for IT resellers struggling to deal with support and warranty issues on their own.

"We are not a traditional AV distributor with a box-shifter mentality," he said.

"Our assessment centre (pictured) is probably the only place in the UK resellers can take their customers to look at an NEC videowall next to an LG or Samsung videowall. It's almost a try-before-you-buy environment, and customers love it.

High-definition LEDs will take off in 2014, Bovingdon predicted, but resellers looking to offer the technology could face issues engaging directly with the Chinese manufacturers. After evaluating the options, PSCo has struck up a partnership with Unilumin in this area and is offering a full service wrap around the Shenzhen-based vendor's wares.

Iain Campbell, divisional director of True Colours, the technical AV division of Midwich, said his firm had been running training courses to help IT resellers move into AV for several years.

"The convergence of AV and It has already happened, so PSco may be late to market unless they have a different proposition customers find interesting," he said.