To: Mohan Marette who wrote (83973 ) 12/6/1998 8:31:00 PM From: VICTORIA GATE, MD Respond to of 176387
December 07, 1998, Issue: 1426 Section: Small Business -- Competing Against Direct -------------------------------------------------------------------------------- Compaq Throws SMBs A Direct Initiative -- Channel Vendor's new plan poses challenge for small and midsize Business VARs David Myron, Small Business Editor After more than a year of industry confusion regarding Compaq Computer Corp.'s interest in selling direct, the company delivered its first direct initiative earlier this month. And, as we have covered recently, it is a game plan specifically aimed at the small and midsize business (SMB) market. Although the plan has the power of ink behind it, VARs remain unsure what it will mean to their businesses. Should resellers be concerned that Compaq is abandoning the channel? Perhaps this latest development has arisen out of the failure of channel assembly at Compaq. Many staunch channel assembly supporters at the company are ruefully shaking their heads at the painful discovery that channel assembly, once considered the plan to beat Dell Computer Corp., is in dire straits. The latest announcement indicates that the final nail in the channel assembly coffin has been hammered in-at Compaq, anyway. Instead of working with distributors to improve channel assembly, originally designed to decrease the frequency that a box is opened for configuration, Compaq has taken to the adage, "If you can't beat 'em, join 'em." The direct initiative is expected to generate a sizable chunk of Compaq's overall revenue-nearly 20 percent. That drops the company's channel-based revenue down to approximately 80 percent, a substantial fall from the 98 percent mark last year. Those percentages are helpful when determining Compaq's focus moving forward, but they don't reveal the full scope of the long-term plan. It's possible the company can still generate or even surpass the same channel-based revenue as last year. In a roundtable meeting with VARBusiness editors, Compaq executives were asked if the channel-based revenue next year is expected to at least equal that of this year's. The executives declined to answer. The company's reticence may indicate a glum future for Compaq resellers, but, ironically, many of them are keeping their cool. VAR Susan Berlin, corporate sales representative at ComputerLand of Hauppauge in Hauppauge, N.Y., says, "Regardless of what Compaq will do, channel sales will remain." Berlin says her company hasn't been successful in the small-business arena, so she could use Compaq's help. Instead, her company focuses primarily on Fortune 1000 customers. She attributes the failure in the small-business marketplace to its sudden emergence. Because the small-business marketplace is new to resellers, claims Berlin, there hasn't been enough time to gain from the learning curve. However, Michael Choo, president of CD Business Systems Inc., a Buffalo, N.Y., Compaq reseller, says he is reaching the SMB market. And the vendor's move into that space is not welcome. "It's going to hurt us, but there is nothing we can do about it," says Choo. "Even though we can get a commission, any time [vendors] go direct, it's not a good thing." Compaq's SMB Offerings In going direct to SMBs, Compaq realized it needs to provide customers with service and support packages. Hence, the release of Compaq CarePAQ, which includes value-priced services for business-critical computing environments with a single point of contact for computing service and support. Compaq CarePAQ services also include warranty extensions, on-site hardware services, installation and start-up services, as well as software support, which provides application support for more than 200 business software applications. For additional support, Compaq CarePAQ offers customers technical support 24/7. To help launch the direct distribution model, the company is pushing a new product line directed at the SMB market: the Prosignia family of desktops, notebooks and servers. Perhaps the most notable aspect of the company's offerings is not the hardware, but the service offerings and bundled applications. The company's service offerings, packaged as Compaq Online Services, provide Internet-based productivity tools on all of the Compaq Prosignia desktops and notebooks. With the Prosignia family, Compaq offers on-demand access to several online services with centralized registration and installation. Compaq Online Services include a bevy of small-business applications. The company's online.commerce service provides turnkey electronic commerce capabilities to SMBs. This enables small businesses to create and manage a Web-based store in 24 hours with built-in order processing and billing starting at $30 per month. Small businesses looking for instant, secure and trackable delivery of digital business files over the Internet can utilize online.delivery. This offers two services from UPS and one service from Compaq through a technology relationship with e-Parcel. Service prices range from $1 to $7 per delivery, depending on the file size and premium options selected. The company's online.briefcase is an out-of-the-office, solution, similar to remote access, that enables users to access their PC information from any computer on the Internet with prices starting at $10 per month. Basic Internet access and Web hosting is provided by online.connectivity, which is available for $20 per month. Prices for data protection at a secure off-site data center start at $10 per month. SMB VARs profit through residual income based on selling those services. In the company's online.library, a combination of electronic books and training software are made available to small businesses. On the Compaq Prosignia desktops and Prosignia notebooks, customers have access to a suite of six computer-based training guides for the most popular business software applications. According to one of Compaq's published reports, the Compaq Online Services' return on investment (ROI) for the average small to midsize business in North America could approach $30,000 per year. The most significant return, more than $13,000 per year, is expected to come from online.commerce. The second-highest ROI is expected to come from online.delivery, which should provide VARs' customers with more than a $9,000 savings per year. The third-highest ROI is expected to come from online.briefcase, which can save the average SMB customer as much as $3,670. Following closely behind is online.backup, which is expected to save the average SMB customer $3,665 annually. Reaction Roundup Regarding Compaq's direct initiative, Ken Thoreson, managing partner at Acumen Team, a consultancy based in Minneapolis, says, "It's a serious blow to the VAR channel, but it's another competitive function that VARs have to look at. If they are going to survive and grow, they have to keep looking for the additional higher value market niches." He also says that to stave off encroachment from direct vendors "VARs need to make sure they have a high-level relationship with their customers. From the sales management perspective, that means an effective continuous campaign to be in front of clients." "Most clients today are looking for an easy way to do business that saves time and effort," says Thoreson. "If a local VAR can create a sales model that makes it easy for customers to do business with them, customers will flock to that VAR." One of the ways VARs can achieve that is to be flexible, which is what Thoreson claims gives VARs the ability to stay afloat amidst the increasing competition from vendors. -Quick Scan Compaq Computer Corp. Houston, Texas (800) 345-1518, www.compaq.com --- Sidebar- VAR Survival Tips - Take advantage of the leverage that Compaq brings. - Continually look at where higher service-based margins are. - Maintain a higher level of relationships with customers by having an effective continuous campaign that attracts them. - Provide clients with an easy way to do business that saves time and effort. - Stay flexible. Copyright ® 1998 CMP Media Inc.