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IC Intracom returns to DISTREE XXL

by Stuart Wilson, Wednesday 10 November 2010

IC Intracom will make its fifth annual appearance at DISTREE XXL 2011. The company will participate as a Gold Sponsor at EMEA’s premier channel event as it looks to continue the strong EMEA growth for its networking and computer peripherals product lines, which are distributed under the Intellinet and Manhattan brand names respectively.

Michael Thiel, CEO at IC Intracom, said: “IC Intracom is returning for its fifth year at DISTREE XXL. As the parent company for the Intellinet and Manhattan brands, we have seen a tremendous impact from this event for our networking and computer peripherals product lines in the EMEA markets.”

IC Intracom claims that the success of its channel strategy is based on a clear commitment to not over-distribute its Manhattan and Intellinet products. “We fully understand the channel and the impact that too many distributors can have on a territory. We want to protect our partners while preserving margins,” explained Thiel.

The vendor will use DISTREE XXL to meet current partners to show them IC Intracom’s latest products and also to discuss channel programmes. With more than 1,000 delegates from 80-plus countries in EMEA, DISTREE XXL gathers together the region’s leading distributor, retailer and e-tailer executives in one place at one time.

“We would also like to meet other successful distributors in specific territories, where both of our companies can drive incremental growth,” continued Thiel. “We are growing quickly in EMEA, and we need to continue our plan to add the right distribution partners. We will focus on increasing our brand awareness and revenue, while at the same time making sure that this is a profitable endeavour for everyone involved up and down the channel.”

“Different distributors are motivated by different factors, but we believe that there are some eternal channel truths. The first being that a strong partnership breeds success. One of the keys to a strong partnership is making sure that the time and money invested by the entire channel delivers the desired revenue and margin expectations,” explained Thiel.

“Secondly, channel partnerships are supported by strong channel programmes. Whether it is specific to the Intellinet or Manhattan brands or to the distributor themselves, we have to have programmes that deliver the desired results to reach everyone’s objectives,” he added.

IC Intracom recently introduced the new Intellinet channel partner programme (CPP). This programme is designed to make it much easier for the channel to assist in brand awareness efforts, and to drive revenue volume with a new special pricing authorisation (SPA) programme for major deals.

“We also create channel programmes specific to markets and distributors,” added Thiel. “We are currently in the middle of a worldwide wireless networking promotion where we built programmes specific to the distributor and their space. The advantage, obviously, is that a concerted effort from both partners drives understanding, ownership and a deep desire to succeed.”

The Intellinet CPP provides marketing support, product training and cost discounts for large deals and opportunities. IC Intracom also provides marketing support materials for Manhattan including advertisements, brochures, web banners, retail racks, and shelf design software.

“Over the past year, we have greatly enhanced our distribution channel base in the EMEA. The last DISTREE XXL event brought us face-to-face with many successful companies. We were able to start a dialogue that led to the formation of some strong, and we hope long-term, partnerships,” commented Thiel.

Both Intellinet and Manhattan are growing at a rate that far exceeds the average growth for the EMEA markets, according to IC Intracom.

“We see this continuing in 2011 as the channel recognises that it is rewarding for them to do business with a manufacturer who is committed to a value proposition that they do not over-distribute their brands and that they build very successful and profitable relationships with their partners,” concluded Thiel.


Top distributors, retailers and e-tailers from across the EMEA region are invited to attend DISTREE XXL 2011, the premier event for the regional ICT and CE channel, from February 8-11th in Monaco.

DISTREE XXL gathers 400-plus senior executives from EMEA’s Information Communications Technologies (ICT) & Consumer Electronics (CE) volume distribution channel.

During the course of the three-day event, delegates take part in thousands of pre-scheduled one-on-one meetings with hundreds of vendors. Each year, hundreds of new distribution agreements are struck across EMEA as a result of business relationships initiated at DISTREE XXL.

DISTREE XXL 2011 will also build on successful initiatives launched at last year’s sold out event including a regional awards ceremony. The ‘EMEA Channel Academy: 2011 Awards’ will include more than a dozen awards handed out to vendors and distributors from across the region. www.distree.com/xxl

Follow the build-up to DISTREE XXL 2011 www.twitter.com/distreexxl

For more information on attending DISTREE XXL 2011 please contact fhemraj@distree.com

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