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HOW STUFF WORKS / INDUSTRY

AWA To Compete With Specialist Channel

By David Richards | Wednesday | 15/03/2006

Electronics services group AWA is looking to cash in on the home entertainment automation and computer convergence market by teaming up with vendors to deliver installation and integration service into the home.

The move could have a major impact on both CEDIA member ans the specialist installer and reseller who is currently generating revenue from this market. To facilitate the new service AWA has bought Telefix Sales from CVC Private Equity in a a move that shifts AWA's focus from corporate to consumer markets.

AWA already has relationships with many home technology vendors including Apple, HP, Samsung, and Cisco who also own Kiss and Linksys, as well as the likes of Kodak and Telstra. It is these vendors that want AWA to service their customers claims AWA Chairman John Dougall who is an experienced technology executive and the former Managing Director of Data General.

He believes that the convergence market is set to take off and that both consumers and vendors are looking for a national organisation who can deliver a one stop solution into the home fand businessw or the installation and ongoing management of technology devices spanning both vision and audio devices to media servers, networking and wireless."This is an important step for AWA as we continue to develop a complete range of technical services for our customers," said AWA MD Mark Rainbird. "Since we acquired the AWA business in late 2004, we have noticed the lack of credible national technical service operators addressing the in-home consumer electronics market, and Telefix brings us this capability." AWA , an unlisted Australian public company, will use Telefix's technical skills and national network to attack the home market for both traditional and networked home entertainment products.

A big advantage for AWA is that they are IT literate and use to vendor certifation programs and training as they currently service the enterprise and medium business market for IT services. Recently they worked directly with Samsung in the roll out of a major installation for Samsung where the vendors gear including plasma and LCD screens along with audio systems were installed int Hyundi dealerships across Australia. Said Dougall "This is a growth business for AWA. We already have the skill set spanning warranty, product support and installation and we can deliver a national network immediatly".

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