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Content is king

Beta Distribution has set up a new business to help dealers capitalise on the convergence of AV and IT and develop longer-lasting customer relationships

Nigel Morris, Marketing Director, Beta Distribution
Nigel Morris, Marketing Director, Beta Distribution

Headed up by Joel Chimoindes, Beta Digital Media Solutions (Beta DMS) provides resellers with a one-stopshop for digital content solutions from vendors such as Smart Technologies, Sapphire, B Tech, Edis, Philips, Canon, Signalive, InFocus and Panasonic.

In addition to supplying AV products that have been part of Beta’s line-up for many years, Beta DMS provides experts who can assess customer requirements, create content, install and network screens, roll out the deployment and manage ongoing content changes on a dealer’s behalf.

Beta Distribution Marketing Director Nigel Morris says this is one of the new company’s key selling points. “Supplying digital signage content packages is a service-oriented business and dealers operating in this space need additional support and that’s just what we are geared up to provide. Dealers only have to find the opportunity and we will do the rest,” he said.

Morris adds that if dealers look around they will find plenty of scope within their existing customer base for additional sales and a recurrent revenue stream. “If you have a customer with a poster on the wall, then ask the question, why are they not communicating that information on a screen, which will also give them the flexibility to change the messaging as often as they wish,” he said.

Beta DMS can also help end users make better use of their existing digital displays. “How many times have you walked into a building and seen a screen that’s blank or says ‘no network connection’? Simply supplying the screen isn’t enough, providing the content is also key,” explained Morris. “Beta Digital Media Solutions has a comprehensive content service that turns your customers’ blank screens into dynamic, engaging displays. It’s too good an opportunity to pass up.”

Because screens and content are provided on a lease, with one monthly fee to pay, the cost of entry for end users is low. This, says Morris, makes it an easier sale for all concerned. “It’s an easy entry for the reseller and an easy decision for the end-user to make; they can be up and running for an outlay of tens of pounds as opposed to thousands of pounds,” he said.

For dealers already used to selling solutions and MPS, the Beta DMS proposition works in a similar way. Subscription packages are comprehensive, simple to sell and offer significant margin opportunity and recurring monthly revenue.

Beta DMS will conduct a customer survey to determine the customer’s requirements and give the dealer a price based on the solution specified and one content refresh per month. “It’s as easy as that. And if customers require further content refreshes we will do those at a competitive rate, too, presenting an even greater margin opportunity,” explained Morris

Nor, he adds, should resellers worry about having to protect their customer base. “We don’t have a direct sales arm; we are a strictly trade-only distributor. Three-quarters of the deliveries we make are direct to our customers’ customers, which is quite a staggering statistic and one which, I believe, speaks volumes about the levels of trust we have engendered in our reseller customers.”

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