Midwich AV division to offer specialist care

Distributor Midwich has launched a division for high-end audiovisual (AV) products that need high-margin, value-added services to be offered around the sale.

Written by Nick Booth

CRN, 28 Mar 2008

Its Hi-Technology unit will include 3D displays, 46in to 103in specialist displays, weatherproof, inter-
active, touchscreen and hybrid display solutions, digital signage, digital video globes and high-specification projectors.

Four specialist sales staff, with 45 years of combined experience in the industry, have been drafted into the division from elsewhere in the firm.

The move is aimed at giving specialist AV resellers the support they need, explained Darren Lewitt, Midwich’s divisional director. “There has always been a high-end of technology that needs more sales support. This brings them all under one division.”

Hi-Technology recently had its inaugural open day to showcase the Philips 3G TV to 30 resellers. “The 3D display typifies the type of product this division will sell,” said Lewitt. “It has a wow factor, but it also needs after-sales effort because it calls for highly specialised content creation.”

Neil Colquhoun, Panasonic’s European sales manager, said: “We need people with greater experience and knowledge. It is great news that Midwich has brought them together into one team.”