Computer manufacturer Optima announces CE product division

 

Computer manufacturer Optima Technology Solutions is set to broaden its product and retail horizons with the creation of a consumer electronics division. From Q4 this year, the whitebox supplier will offer products across three areas - displays, mobile entertainment and home entertainment.

The new division adds a second string to Optima's bow as part of its diversification strategy. Announcing the CE division at its partner conference today, Optima's executive chairman Cornel Ung said the three-pronged strategy - to manufacture computing, consumer electronics and communications - was poising the company for growth.

"With our proven expertise in integrating leading edge technology into innovative products that are supported by a nationwide supply and service network, we are confident we can effectively penetrate this market," said Ung.

From launch, Optima will offer three different LCD and plasma displays. Later in the year it will add DLP projectors. The LCD products will range from 23-inch to 32-inch models, while the plasma displays will range from 42-inch, with a 50-inch model expected at Christmas or shortly afterwards.

The first product from the mobile entertainment range will be available from next week. The 256MB capacity A120 MP3 player - priced at $149 - will be available from next week.

Further mobile products, including a 'jukebox' hard disk music player and a portable LCD display DVD player, will be in stock before Christmas.

The third product area - home entertainment - will kick off in November with the launch of a DVD-RW recorder, expanding to include home theatre systems in Q1 next year. The home theatre range will offer integrated and standalone products, such as amplifiers and tuners.

The products are being designed and manufactured by Optima's research and development team in partnership with its manufacturing team overseas, said CE division national sales head David McGill.

Because Optima was using existing manufacturing relationships and its established back end logistics, McGill refuted the suggestion that a move into CE was a big change for the computer manufacturer. "The underlying business principles and logistics are very similar. It's very easy for Optima to deliver this."

Optima will add about a dozen new staff to support the division, including product managers, product engineers and account representatives, said McGill. Optima was cross-training its computer sales reps to allow them to service existing customers with CE products, he added. McGill also retains responsibility for Optima's consumer PC sales.

Adding a CE division, and the planned Communications division, would enable Optima to offer end-to-end capabilities to supply product, service and integration into the home market, said McGill. Optima will introduce communications products and solutions within 12-18 months, he said.

Marketing would also be crucial, he added. "Because we're in a new product range, we want to make sure we target the right customers."

While Optima's current partners will all be given access to the new CE products, it is still finalising its channel line up and strategy for metropolitan regions, said McGill. The manufacturer was in talks with potential retail partners, he confirmed.

The move into CE places the computer manufacturer squarely in mass merchant retail territory. Its current mass merchant retail partners for its PC range currently are Dick Smith, Retravision, Leading Edge and Good Guys.

Optima's 200 existing dealers, including 120 Leading Edge stores, were adequately serving regional areas, said McGill:  "We're not looking for any more regional guys." The metro partner line up will be finalised over the next six to eight weeks, he added.

 

 

 

 

 

 


 
 
 
Top Stories
Frugality as a service: the Amazon story
Behind the scenes, Amazon Web Services is one lean machine.
 
Negotiating with the cloud email megavendors
[Blog post] Lessons from Woolworths’ mammoth migration.
 
Qld govt to move up to 149k staff onto Office 365
Australia's largest deployment, outside of the universities.
 
 
Sign up to receive iTnews email bulletins
   FOLLOW US...

Latest VideosSee all videos »

The great data centre opportunity on Australia's doorstep
The great data centre opportunity on Australia's doorstep
Scott Noteboom, CEO of LitBit speaking at The Australian Data Centre Strategy Summit 2014 in the Gold Coast, Queensland, Australia. http://bit.ly/1qpxVfV Scott Noteboom is a data centre engineer who led builds for Apple and Yahoo in the earliest days of the cloud, and who now eyes Asia as the next big opportunity. Read more: http://www.itnews.com.au/News/372482,how-do-we-serve-three-billion-new-internet-users.aspx#ixzz2yNLmMG5C
Interview: Karl Maftoum, CIO, ACMA
Interview: Karl Maftoum, CIO, ACMA
To COTS or not to COTS? iTnews asks Karl Maftoum, CIO of the ACMA, at the CIO Strategy Summit.
Susan Sly: What is the Role of the CIO?
Susan Sly: What is the Role of the CIO?
AEMO chief information officer Susan Sly calls for more collaboration among Australia's technology leaders at the CIO Strategy Summit.
Meet the 2014 Finance CIO of the Year
Meet the 2014 Finance CIO of the Year
Credit Union Australia's David Gee awarded Finance CIO of the Year at the iTnews Benchmark Awards.
Meet the 2014 Retail CIO of the Year
Meet the 2014 Retail CIO of the Year
Damon Rees named Retail CIO of the Year at the iTnews Benchmark Awards for his work at Woolworths.
Robyn Elliott named the 2014 Utilities CIO of the Year
Robyn Elliott named the 2014 Utilities CIO of the Year
Acting Foxtel CIO David Marks accepts an iTnews Benchmark Award on behalf of Robyn Elliott.
Meet the 2014 Industrial CIO of the Year
Meet the 2014 Industrial CIO of the Year
Sanjay Mehta named Industrial CIO of the Year at the iTnews Benchmark Awards for his work at ConocoPhillips.
Meet the 2014 Healthcare CIO of the Year
Meet the 2014 Healthcare CIO of the Year
Greg Wells named Healthcare CIO of the Year at the iTnews Benchmark Awards for his work at NSW Health.
Meet the 2014 Education CIO of the Year
Meet the 2014 Education CIO of the Year
William Confalonieri named Healthcare CIO of the Year at the iTnews Benchmark Awards for his work at Deakin University.
Meet the 2014 Government CIO of the Year
Meet the 2014 Government CIO of the Year
David Johnson named Government CIO of the Year at the iTnews Benchmark Awards for his work at the Queensland Police Service.
Q and A: Coalition Broadband Policy
Q and A: Coalition Broadband Policy
Malcolm Turnbull and Tony Abbott discuss the Coalition's broadband policy with the press.
AFP scalps hacker 'leader' inside Australia's IT ranks.
AFP scalps hacker 'leader' inside Australia's IT ranks.
The Australian Federal Police have arrested a Sydney-based IT security professional for hacking a government website.
NBN Petition Delivered To Turnbull's Office
NBN Petition Delivered To Turnbull's Office
UTS CIO: IT teams of the future
UTS CIO: IT teams of the future
UTS CIO Chrissy Burns talks data.
New UTS Building: the IT within
New UTS Building: the IT within
The IT behind tomorrow's universities.
iTnews' NBN Panel
iTnews' NBN Panel
Is your enterprise NBN-ready?
Introducing iTnews Labs
Introducing iTnews Labs
See a timelapse of the iTnews labs being unboxed, set up and switched on! iTnews will produce independent testing of the latest enterprise software to hit the market after installing a purpose-built test lab in Sydney. Watch the installation of two DL380p servers, two HP StoreVirtual 4330 storage arrays and two HP ProCurve 2920 switches.
The True Cost of BYOD
The True Cost of BYOD
iTnews' Brett Winterford gives attendees of the first 'Touch Tomorrow' event in Brisbane a brief look at his research into enterprise mobility. What are the use cases and how can they be quantified? What price should you expect to pay for securing mobile access to corporate applications? What's coming around the corner?
Ghost clouds
Ghost clouds
ACMA chair Chris Chapman says there is uncertainty over whether certain classes of cloud service providers are caught by regulations.
Was the Snowden leak inevitable?
Was the Snowden leak inevitable?
Privacy experts David Vaile (UNSW Cyberspace Law and Policy Centre) and Craig Scroggie (CEO, NextDC) claim they were not surprised by the Snowden leaks about the NSA's PRISM program.
Latest Comments
Polls
Which bank is most likely to suffer an RBS-style meltdown?





   |   View results
ANZ
  20%
 
Bankwest
  9%
 
CommBank
  11%
 
National Australia Bank
  17%
 
Suncorp
  24%
 
Westpac
  19%
TOTAL VOTES: 1440

Vote