Although direct-selling PC-maker Dell is not yet saying when it will implement the channel programme it unveiled in the US this week, it appears it may have started recruiting local resellers already.
At a recent industry event, I heard a credible account that a reseller that was about to end its long-term relationship with one of the larger PC vendors in order to hook up with Dell.
Unfortunately the source would not reveal any names, and Dell isn’t saying anything either.
Its Sydney-based communications manager Paul McKeon says that while Dell has announced a global strategy to expand its reach into retail and to look at value added resellers, to his knowledge, there is no news on that front in New Zealand.
He does confirm that the company has long-standing relationships with local IT systems integrators and with a number of software companies who recommend Dell as the preferred hardware for their offerings, but says these cannot be regarded as resellers in the traditional sense.
So although the account I heard at the event remains unconfirmed, it is still sounds credible.
What is also interesting is that Dell reportedly asked the reseller to supply it with the details of its customer list - apparently a condition of the partnering agreement.
This sounds very worrying. Why would any reseller wish to divulge such sensitive information to a company it has no relationship with and which has no reputation for working with channel partners?
It is a little like sharing your bank card PIN with someone you have just started dating (Never a great idea - trust me!).
The trouble is that Dell is only just testing the channel waters. It has not yet proved to itself and potential partners that it really wants to commit to a channel model or that this would actually suit it.
Cosying up to the channel might make sense to Dell now, but there is no guarantee that it will not return to its direct-selling roots, this time armed with customer lists of its former resellers.
While it is too soon to say what kind of channel partner Dell would make, I would certainly exercise caution when it comes to sharing customer details.
Oh, and if you have been contacted by Dell to become a reseller, we’d love to here from you. Drop us a line here.