ViewSonic has unveiled a new partner program that arms authorized resellers with exclusive access to its latest digital signage and Professional Series products, in a move the company says will make its channel more competitive against major online retailers.

With the launch of the new program, which ViewSonic has dubbed its ProSeries Authorized Reseller Program, ViewSonic's Professional Series products, along with its large format displays, ePosters, ProSeries projectors and digital signage offerings, will be available only to ViewSonic authorized resellers.

According to Marty Lash, senior manager of national channel marketing at ViewSonic, the program will help resellers compete more aggressively against large, online retailers also selling ViewSonic products, as they will have exclusive access to new ProSeries and digital signage products, as well as product discounts and promotions not available to unauthorized dealers.

[Related: ViewSonic: Retreat From 'Chaotic' Tablet Market Good News For Partners]

"Now that we have the ability to limit these [ProSeries] products to VARs and integrators, we can provide a little more aggressive pricing, so obviously their cost of acquisition is lower, and of course along with that is higher profits," Lash told CRN. "[VARs] don't have to be worried about one of their customers going on the Internet and shopping for price. So, they can sell a little bit more comfortably ... and know that they aren’t going to be undercut."

Lash said he anticipates most ViewSonic resellers will be eager to jump on board, as it offers them access to "protected products," or products they know are exclusive to the ProSeries program and can't be found by customers anywhere else.

"When I use the word 'protected product,' their eyes light up," Lash said of the channel. "I mean, this is what people in the channel are looking for because they have to be able to sell products profitability, and everybody is struggling to compete with the Internet."

Jeff Volpe, president of ViewSonic, agreed with Lash that the new ProSeries Authorized Reseller Program will help its channel partners fight back against the competition and maintain a profitable business.

"We are consistently listening to the needs of our channel partners and looking for ways to best support them. ViewSonic offers strategically thought out programs around the specific needs of our VARs in vertical markets, with focused benefits most appropriate for them," Volpe said in an emailed statement to CRN. "We are proud to announce the addition of our new ProSeries Authorized Reseller Program under our larger award-winning Finch Club program to ensure our signage and professional series projector partners have the tools to broaden sales while increasing their profit margins."

NEXT: Promos For Partners

Apart from gaining a competitive edge with exclusive access to ViewSonic ProSeries products, participating authorized resellers also receive promotions, such as free shipping, five-year warranties and instant rebates.

To participate in the new ProSeries Authorized Reseller Program, resellers can apply on ViewSonic's website. They must also be existing members of ViewSonic's broader Finch Club partner program and have an "established" call center sales team to support lead generation and pro-active selling, ViewSonic said.

The ProSeries Authorized Reseller Program represents one of several reseller authorization programs offered by ViewSonic, such as its Certified ProAV program, which is specific to digital signage, along with programs specifically targeted at education and government verticals.

PUBLISHED OCT. 3, 2012