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Toshiba turns to channel to drive audio-visual sales

Alex Scroxton

Electronics and computing giant Toshiba has turned to the channel to help it push its b2b audio-visual product lines for the first time, as part of a wider drive to increase the scope of its channel solution set.

The firm launched its first b2b products at ISE in Amsterdam a couple of months ago, and has already reported a good amount of early interest, according to UK and Nordics sales director Liam La Cumbre.

La Cumbre, who was brought in 12 months ago to begin to grow a channel sales organisation for the AV unit, has already signed up distie Midwich and a brace of other partners, and has ambitions to continue to grow that side of the business in the coming months.

“We wanted to start to build good, strong relationships with specialists,” he explained. “We’re not trying to go broadline, we have very specialist products.”

Despite the more specialist nature of some of its AV lines, La Cumbre said that Toshiba saw opportunities for partners of its more established segments – such as desktop PCs or POS equipment – to lever AV moving forward.

“Toshiba has a long heritage in b2b and our other business units were also very pleased to see us come into the space,” La Cumbre told MicroScope. “We want to develop relationships that make us part of a wider solution rather than a box-shifting exercise.”

Midwich divisional director Lee Baker said the firm had a strong line-up that “ticks most of the boxes” for AV dealers.

“They genuinely have a strong line-up from commercial TV through to high definition professional monitors,” he said.


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