09.01.2009 — Sony’s new focus on the custom market extends across the breadth of its offerings, which include new products to sales and technical support to a brand new distribution model designed to ensure product availability and fast delivery for integrators.

Sony’s commitment will be visible to attendees at CEDIA Expo 2009 in Atlanta. Not only will attendees see a gigantic new exhibit booth, but there will be a major announcement at 5 p.m. on September 10 regarding a slew of new vendor partnerships with custom-oriented manufacturers.

Sony also is partnering with a prominent distribution company to establish five distribution centers across the country designed to serve only the installation specialty channel. These centers will have inventoried product ready and waiting for CE pros. The inventory can’t be “raided” by specialty retail chains and dealers will be less susceptible to shortages, forcing them to wait for pallet shipments from the factory.

The bottom line for every integrator who orders product: he needs the product delivered on time for installation. For many manufacturers who sell direct to dealers, it can be a challenge to deliver product on a timely basis due to the necessary lead times for ordering. Over the years, that dilemma gave rise to increasing use of distributors, who could guarantee having product in inventory, albeit unprotected (anyone can buy it) and at a higher price.

Sony’s new custom-oriented distribution model brings together the best of both worlds, according to Neal Manowitz, director for the Sony Home Audio and Video division.

“We will be using a similar mechanism used by distributors, but maintaining the relationship with our dealers,” he says.

The new fulfillment program is not the only news from Sony at the CEDIA Expo. Sony will also announce a new service and support program for CE pros, a new Advance Exchange warranty policy, and new partnerships with vendors.

Click here or visit http://www.sony.com/built-in if you're an existing Sony dealer or are interested in becoming an official authorized integrator.

This article is presented by Sony.