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By K R Nambiar, CRN, Feb. 22 2008, 1100 hrs
Dell India which is still trying to get its channel strategy right in the country, has roped in Bangalore based Sogo Computers as its Master Franchisee. Under this new business model Sogo will act as a regional distributor and direct retail partner for Dell Computers.
Confirming the news, Sogo’s head honcho G Jayamuni Rao said, “Dell is one of the biggest technology brands globally, and through our multiple retail outlets and branches across the state of Karnataka, we plan to sell their entire range of products.”
Dell shifted from the ‘direct only’ model last year by announcing a channel initiative. However, initial attempts by Dell to woo some of the system integrators had mixed results.
Sogo Computers, unarguably the largest IT channel partner in Karnataka in terms of spread and reach is in the process of restructuring its retail division. Its strategy hinges on moving from multi-brand stores to unibrand stores. Earlier in January, the company revamped its Indiranagar (a posh residential locality in Bangalore) store to an exclusive Lenovo store.
It is also understood that Sogo will appoint affiliates across Karnataka to sell Dell products and the unofficial plans are to ship Dell through at least 200 of Sogo’s estimated 1000 partners in the state.
“It is a bit early to comment about the success factors. Dell as a brand has a definite brand pull, we are just making it more accessible to customers and partners in the state,” added Rao. |