10 Channel Advocates: James Chu, ViewSonic
“They are truly unique,” she said. “Their culture sets the tone.”
Advocate Accolade: Plans 70 percent increase in channel marketing and related activities this year
You might say that close channel ties are ingrained in ViewSonic’s culture, from the top down.
It’s no accident that the company’s channel chief, Chris Franey, happens to be president of ViewSonic Americas. Or that he reports directly to Chu.
Wendy Linsky, vice president of peripherals at Tech Data, said there is no doubt that Chu has created a culture that views partners as strategic, not as an afterthought. This despite the fact that the Walnut, Calif., vendor generates the majority of its sales in one of the most competitive markets out there: monitors.
“They’ve not lost sight of the channel as their viable partner,” said Linsky. “They are very open to ideas.”
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At Chu’s behest, ViewSonic took action last year to thwart price erosion, adding a warranty and services program and launching a minimum advertised price policy in November. It’s also willing to take risks: Linsky said ViewSonic was one of the first vendors to show serious support for the distributor’s burgeoning digital environments specialized business unit.