Irish specialist distributor guns for AV sector


1 April 2005

A former sales director of a UK specialist AV (audio-visual) distributor has set a new independent distribution company in Dublin to target the Irish resellers of high end AV technologies.

Dubliner Daryl Brennan, who has worked in the UK for the past 15 years, most recently as sales and marketing director for Steljes, has established Fusion Technologies in a bid to target what he says are new and emerging channels in the growing audio-visual market.

Speaking to Channels, Brennan said that there were a limited number of alternative vehicles to market for AV vendors in Ireland. Distributors like Sharptext and Osmosis have built up a strong presence in the market, but he said Fusion Technologies would position itself as a local, trade-only distributor focused more on providing higher levels of technology configuration and integration support. 




Fusion’s portfolio includes automation and control systems, interactive writing boards, multi-media projectors, flat panels and audio equipment. Partner brands include Fujitsu-Siemens, Samsung, InFocus, SMART Technologies and ViTY Technologies.

‘AV has always been positioned as a kind of “black art”, but in reality as soon as the traditional AV guys start talking to IT people their eyes glaze over,’ said Brennan.  The convergence of IT and AV technologies means that there is far more to think about than just installation, and training needs to be given on automation technologies. ‘There is a fantastic margin opportunity in proper integration rather than being a box shifter.’

‘The fulfilment channels don’t understand the higher value of integration services. Our programmes are geared more around technical support and integration, although there will be a strong logistics element,’ said Brennan.  The logistics business will be supported by a partnership with Finglas specialist logistics firm, Sandford Group.

Fusion will also provide a channel programme encompassing external and internal sales, marketing, technical and integration support.


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