Lovely jubbly efficiencies

Many businesses and consumers have used Dell, turning the founder and his company into 'multi-miwlionaires'. But is the experience as good as the hype?

The Dell boys of this world continually tell us that if customers use its direct model and bypass the channel they will not be plonkers.

Why? Because, says Dell, they will be dealing with a highly efficient organisation that will get customised product to them in a timely fashion and at a lower cost than their channel rivals, which they love to portray as Boysie-like car dealers.

And with very little differentiation between the products Dell sells and those of its rivals, why wouldn't customers flock to use such a good service?

But while the perception of Dell is good, the reality is often quite different. Despite changing the face of IT procurement, the company can't replicate the unique proposition of the channel, which is why it tends to use the channel when it needs to (although it would never admit it) and ignores it when it doesn't.

So, imagine what would happen if a reseller could compete on the same efficiencies as Dell and had low or no inventory to manage, but could differentiate its offering by providing the value-added consultancy service and support, all from one supplier.

Hewlett Packard's (HP's) Top Configurator programme looks set to give its reseller partners just such a weapon.

Allowing resellers to configure products through an online service, via its distributors, HP will allow resellers and distributors to remove cost in holding inventory. HP will ship kit directly.

With fewer choke points, the programme aims to increase efficiency in HP's supply chain. The service has been rolled out in Europe and looks likely to go live in the UK around July.

As Dell (boy) would say, cushty.