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Dell to change marketing strategy in May

DELL WILL transform from direct marketing to a go-to-market channel strategy effective in May. Ng Tian Beng, vice president and managing director of Dell Corporation (Thailand), said the change in strategy was in response to the complexity of the information-technology market.

Virtualisation and server consolidation are the new challenges. The firm therefore will shift from direct marketing and distribute its products and solutions via business or channel partners and provide end-to-end solutions.

"We have a strategy to deliver technology solutions that enable people everywhere to grow, thrive and reach their full potential with efficiency, simplicity and affordability," Ng said.

Anothai Wettayakorn, managing director of Dell Corporation (Thailand), said the firm had three distribution channels: Dell-led, partner-led and distributor-led.

With the first channel, the Dell team will work together with business to provide end-to-end solutions to support large and strategic accounts.

The partner-led channel allows business partners to enter the market without the Dell team and distribute the company's products and solutions to support commercial and high-potential accounts.

The third channel allows distributors to provide its products to consumers, and business partners will be responsible for 100 per cent of stock and sales.

Dell still provides direct marketing for global contracts.

"We believe that new business and channel strategy will allow us to [acquire] many more business partners. The new distribution model will be effective in May, which is the same time as in other countries in the region," Anothai said.

He added that channel transactions already accounted for around half of its business, and it expected revenue from channel transaction to pass 90 per cent after the transition.

For the consumer market, the firm will also offer the new Dell Venue Pro 7 tablet, which is run on the Windows environment, in the second |quarter.

Market-research company International Data Corp has forecast that the overall IT market this year will grow by 7.5 per cent, and Dell expects its revenue growth to match that figure.

The Thai unit has appointed Thaneth Angkasirisan as new country manager after Ekaraj Panjavinin resigned last month.


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