Distributor Maverick has developed a tailored online ordering system that allows resellers to input specific technology details for projector screens.

The Screen Expert asks a range of questions about what users want to pay or their specific screen requirements. The technology is the third addition to Maverick's range of real-time 'experts', which also includes portals for ordering cables and audio mixers.

"Screen Expert resolves the difficulties often experienced when purchasing screens by searching for specific criteria. The market is a margin-growth area," said David Weatherhead, screen business manager at Maverick.

The company also said it plans to license the Screen Expert system to resellers, allowing them to develop similar tools for their online sales.

"Later, we want to pass the Screen Expert on to resellers as a portal to sell screens through. It would be fully customisable, but based on our version of the programme," Weatherhead said.

Resellers can use the portal to reduce complexity and save time, he added.

Weatherhead also claimed the system acts as an educational tool because it explains technical terminology throughout the ordering process.

Colin Messenger, senior business consultant at analyst firm Decision Tree Consulting, said Maverick's Screen Expert initiative is a good move.

"If it's quicker and easier for the channel, then it's definitely a benefit. It also allows for good decision making," he said.

"A portal for resellers to customise orders is also a good idea. For a fairly large reseller it will work well, but it has to be updated constantly, otherwise people won't use it."

james_sherwood@vnu.co.uk