The state of flux in the local distribution channel continues unabated, with LG Electronics the latest vendor to make a move in appointing ChannelWare to distribute its full range of products.
But although it has access to the full product range, relative newcomer ChannelWare says it will adopt a cautious approach to distributing LG, concentrating primarily on optical drives and screens for the time being.
It says this is its strategy to capitalise on the brand an further grow it into the market.
"We will be focused on rolling out the optical (CD-ROM and DVD-ROM) drives and the professional range of LCD screens in the 17-inch to 22-inch categories," says Damian Nelson, LG product manager at ChannelWare.
The reason for this is two-fold, he adds. Firstly, the MB Technologies distributor wants to start smaller to guarantee the success for the brand. Secondly, it plans on creating maximum awareness for LG products and ChannelWare by getting the necessary support infrastructure in place before distributing other products.
"While LG Electronics already has a strong local market presence, we need to establish the company within ChannelWare and to our reseller partners," says Nelson. "However, using the brand power of both these companies, we feel that LG Electronics has a comfortable fit inside our organisation."
Shane Kennedy, national sales manager for IT at LG, says the appointment of Channelware marks a new, aggressive strategy for the company in South Africa.
"This partnership with an MB Technologies group company also addresses the value needs that dealers and solutions providers require from a distributor," says Kennedy."This is a market we have not considered for many years, but now with ChannelWare we feel the time is right to enter the channel aggressively."