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InFocus changes distie structure

InFocus changes distie structure

WHILE digital projection vendor InFocus is forging a fresh relationship with a new distributor in New Zealand, it is preparing to part ways with another.

The company has appointed Ingram Micro as the exclusive representative of its ASK Proxima range, while Hasler New Zealand’s role as distributor will cease at the end of September. Tech Pacific’s status as distributor for the main InFocus product set remains unchanged.

Both InFocus and Hasler, which inherited the range when it acquired B&H, say the split is amicable and resulted from an ongoing relationship not suiting either firm’s future strategy.

Hasler managing director Graeme Markwick says increased competition in the projector market reduced its returns from the range and acting as a distributor no longer suited the company’s business model.

“We are focusing on two main suppliers (Sanyo and Mitsubishi) as our business approach is changing as we move toward offering digital projectors as part of a total AV offering that combines hardware, management software and services.”

Meanwhile, InFocus country manager for Australia and New Zealand, Lee Whincup, says Ingram Micro will add incremental coverage to the range, while creating market share for the ASK Proxima line, which is an amalgamation of two brands the company acquired over recent years.

“ASK Proxima is usually sold down different channels [than the main InFocus range] and we believe with its history of serving slightly different channels, Ingram Micro will build value around the brand. It also gives them a nice exclusive to go to their customers with.”

Although it has access to the entire InFocus range, Ingram Micro does not plan to go head to head with Tech Pacific with these products and will focus on developing its exclusive ASK Proxima agency, says managing director John Dunbar.

The changes to InFocus’ distribution in New Zealand follows a less than amicable split with former Australian distributor Electroboard in March, and comes as the company is expected to announce a return to profitability with the release of its global financial results for the second quarter. It had still shown a net loss of $US4.4 million in the first quarter.


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