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New distributor enters market

New distributor enters market

NEW entry to the market, Digitalblue, is keen to promote the Altec Lansing Technologies brand within the local channel.

As sole chief distributor, Digitalblue was set up around five weeks ago to administer Altec through sub-distributors BDT Melco and AKA Technology, according to Jamie Cox, managing director for Digitalblue.

“We’re a new company,” Cox says. “We came over for a conference in October, a Harvey Norman conference, and were surprised at how ahead the retail market was here and how competitive it was.”

While the aggressive retail market appeals to Cox, it will be a challenge to boost Altec’s presence here as the vendor has less than 5% marketshare in New Zealand compared to 41% in the US and 36% in Australia.

“The market is quite diverse here and competitive. We didn’t realise how competitive it actually is. There are stores like Warehouse Stationery which are on the fringe of techno-logy,” Cox adds.

Digitalblue, as the agent for electronics and personal technology products throughout New Zealand, will initially focus its sales efforts on Altec Lansing’s Series 100, Versatile, Value, Enhanced and Concert Series multimedia speakers, with other powered audio products to follow.

“Digitalblue has the channel resources to capitalise on the huge upswing in use of personal entertainment devices among the Kiwis,” says Cox.


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