The moves made by AVG to share online revenue rewarding those resellers that have introduced a customer to the vendor is one that could have some legs across other sectors.
With software increasingly sold via the web there has been a need for an approach that involves the channel even when they are not directly responsible for a sale.
The AVG option seems to be to hand 20% margin on additional products that users buy after they have brought the core product from a reseller. That system should not be too difficult to manage given that resellers will have an incentive to register deals.
Once the reseller hits £100 in rewards that money is available to be drawn down and as a bonus for getting users on-board it is one that will come as a welcome source of additional money for dealers of any size.
If the AVG approach is right then what will happen next is a degree of mimicry as rivals choose to adopt it. We will all keep a close eye on that because the adaptation by other vendors of the approach is the sincerest form of flaterry that this shared online revenue model is one worth having.
This was first published in May 2011