I'll have a microwave oven and two PCs

Americans call it “commoditizing” – the phenomenon by which a computer turns into a consumer good, made by anyone willing and able and sold in non-specialised stores. This trend has reached us, too: the leading producers and importers are getting ready to sell their PCs through office supplies and home appliance retailers.
Analysts estimate the number of computers sold in Romania next year will be lower than in 2003. Coincidentally or not, 2004 is an electoral year and history has proven such times are not very good for the entire Romanian IT industry.
Subsequently, IT equipment importers and dealers in Romania alike thought of preparing for the hard times to come by choosing some of the most unexpected distribution channels.
Flamingo Computers, Romania’s largest IT equipment dealer and retailer started selling computer parts, but also its own brand of desktops and laptops through office supplies and stationery retailer Diverta, held by RTC, several months ago. Diverta is, after all, “hosting” equipment made by other brands, such as Hewlett-Packard, IBM, Microsoft or Intel, in its IT corner.
Rival Best Computers has turned to electronics and home appliances retailer Flanco. Flanco is run by Marius Ghenea, one of the Flamingo Computers founders and general manager of that company until late 2001.
“In line with the proven models of this industry in Europe, Flanco is now offering a wide a range of products and services. Besides the traditional white and black goods, we have already included IT&C products, especially computers, displays and printers, in our product catalogues. We’re planning on releasing a new PC brand on the market over the next few months to be sold throughout the entire Flanco network,” Marius Ghenea, Flanco International general manager told Ziarul Financiar.
Flanco is working with several domestic suppliers and PC assemblers to get the computers it sells through its network. The list includes KTech, Sistec and Def besides Best Computers.
Is the computer turning into a white good like refrigerators or washing machines? Maybe, considering Flanco sells more than 1,000 PCs every month. “We’re planning to bring IT&C sales up to at least 12% of our total business, which is heading towards 100 million euros in 2003,” Ghenea added.
Flamingo Computers has 34 stores across the country and ended 2002 with $63.7 million turnover. Best Computers retails through five stores and posted $9.5 million turnover last year.
iuliana.susanu@zf.ro