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Synnex to focus on system builders

Synnex to focus on system builders

AUSTRALIAN newcomer Synnex has finally revealed three of the brands it will distribute in New Zealand, and promises to announce two more next month.

The company becomes the third distributor for Logitech and Western Digital, and will also stock its own memory brand, Lemel.

Both Logitech and Western Digital are already distributed by Ingram Micro and only recently added second representatives in the country.

Logitech appointed Softprint in July, while Westan, another Australian-based newcomer, became Western Digital’s second distributor when it started up here in May.

Neither firm is particularly concerned over Synnex’s entry.

Softprint general manager Bruce Millar says there is little overlap between the markets covered by Softprint and Synnex.

“Synnex focuses more on supplying OEM [original equipment manufacturer] products. We are stronger in the retail space,” he says.

Paul Dixon of Westan says there is enough room in the market for both companies.

“We will focus on providing good service, good pricing and a good model. We have already created a good customer base in a short time,” he says.

Synnex country manager Richard Harri says the company will stand out by focusing on the system builder sector.

New Zealand has a significantly lower percentage of locally assembled PCs than Australia, says Harri, adding Synnex has proven systems in place to support system builders.

“Our focus will be to concentrate our efforts on helping local system builders access the key components they require when they need them and at a competitive price,” he says.

Meanwhile all Harri is saying about the other two brands Synnex will take on is that they are significant.

Industry sources, including a Synnex rival, point to one of the two being Intel.

Intel lost its second distributor when Ingram Micro and Tech Pacific merged last year.

Synnex and Intel have a close relationship in Australia where the distributor operates an Intel microsite on its website. Intel would also fit in with Synnex’s plan to focus on the system builder market.

Harri would not comment on such speculation and Intel did not respond for comment by deadline.

Synnex started trading on Monday, September 12. It has received its first shipment of goods and is opening accounts for resellers.

It has 13 staff onboard, and Harri aims to grow this to 20 by the end of the year.


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