Gartner says indirect sales to dominate PC shipments by 2012

In mature markets, the direct channel comes second to retailer store fronts, with a sales volume of less than 10 percent of the segment.

While retailers with actual store fronts are also the dominant channel for consumer PCs, and Gartner predicts that future growth during the next four years will be fueled by steady home market growth in both mature and emerging markets.

SMBs prefer a combination of both the direct and indirect sales channel when purchasing PCs, although the smaller the business the more buyers prefer the indirect channel, including VAR and DMR (in the US.) channel, due to price, availability and pre- and post-sales support.

In some countries, a face-to-face business relationship is critical to the sales process, which would greatly increase the cost of sales for manufacturers if they didn't leverage third-party channels.

"The distribution of PCs has always been a complex logistics exercise, and during the last two years, the channel has been particularly volatile with a declining average selling price (ASP), increased channels to market, consolidation and the introduction of new brands and technologies to the market," said Bova

"Building a robust and comprehensive GTM strategy is critical to the overall success of a PC manufacturer.

"Also a one-size-fits-all product or channel strategy will not deliver the flexibility or responsiveness customers are looking for in today's market."

In the current economic climate, meeting the customer where they want to buy, with the products they are interested in, must receive the highest level of attention by PC manufacturers.