HTC breaks into mass merchants with Synnex deal

HTC has signed on Synnex as its second distributor in Australia, extending an existing regional partnership between the two companies.

Under the agreement, Synnex will distribute a range of selected HTC smartphones to its reseller and mass merchant retailer base.

Anthony Petts, sales and marketing director for HTC Australia and New Zealand, told CRN that the partnership extends HTC's retail footprint beyond mobile phone retailers to mass merchants.

"Traditionally we've been in mobile phone retailers and Synnex has a lot of exposure in the broader retail space.

"Synnex allows us to broaden our reach," he said.

Synnex Australia CEO, Kee Ong, told CRN that the deal "extends our relationship in the region".

"We have a very good partnership with [HTC]," he said.

Ong also said that the partnership fits into the communication line of the distributor's three-C strategy - Computers, Communications and Consumer electronics.

Synnex joins Brightpoint in HTC's local distributor ranks, and will distribute a select range of handsets. Ong said the "models are unique to the channel.

"Because of convergence, the IT reseller has some exposure in offering smartphones to their client base. And apart from selling telco plans, retailers can sell HTC handsets off the plan," he said.

Initially, Synnex won't carry HTC accessories, and service and support will continue to go through HTC and the service provider.

"But for resellers, if they have any service enquiries they're always welcome to contact Synnex," he said.

As for further phone agreements, Ong said "never say never."