Pioneer launches BTO website

Local builder Pioneer Computers has launched a new website that lets resellers build systems in real-time similar to online capabilities offered by Acer Computer and Dell.

Using the site, resellers can obtain live quotations on Pioneer’s DreamBook notebook and servers and a range of PCs in form factors such as the LCD PC, Mini PC, entertainment and media centre PC.

Jeff Li, managing director at Pioneer, said the builder spent eight months designing and implementing the $70,000 website and it was similar to Dell’s BTO capability, but targeted at the reseller channel.

It also features a “dealer section” which lets resellers compare the recommended retail price (RRP) and reseller pricing side-by-side to determine their profit margin.

Resellers could send the RRP version of a quotation directly to customers, saving time and prospects could nominate which reseller they want to purchase from and the quotation would be forwarded to the reseller, the company said.

Pioneer touts reseller margins of between 10 and 15 percent for its DreamBook mid-range notebook models (more than $1000 to $2500) and up to 20 percent on its high-end models ($2500 upwards).

Li said the price comparison feature made it easier for resellers to compete with Dell. “We watch Dell’s pricing and change [ours] accordingly. Within one hour we can match Dell’s price,” he said.

Pioneer has one staff member who looks at Dell’s pricing everyday, Li said.

The website has been in operation for the past 10 days and 500 resellers were actively using it, he said.

Pioneer also wants resellers to sign up and be part of a “where to buy” section and receive sales leads and be part of its Premium Reseller Program.

Over the next 18 months, the company would introduce a real-time service module and an e-commerce capability featuring fingerprint technology provided by its bank Westpac, Li said.