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April 25,
2007
BEGANTO AND BUDDE MARKETING
JOIN FOR EDS WORKSHOP PANEL
Managing NBOs in a Global Marketplace and a Long Tail
World will be the topic of discussion during the Electronic
Distribution Show and Conference in Las Vegas, where
industry participants will have the opportunity for discussing
their experiences and practices in sampling, demand creation,
and tracking new business opportunities with POS specialist
Mike Budde of Budde Marketing and online design win tracking
solutions provider Sunil Grover of Beganto. The
session will be held on Tuesday May 15th at 1 PM in the
Paris Hotel’s Versailles Ballroom. Previously
announced panelists from a component manufacturer and
one of its substantial distributors have had to withdraw,
but the program will go on nonetheless.
The Long Tail is the term applied when the total
volume of low popularity items exceeds the volume
of high popularity items, and reflects the importance
in the electronics OEM of catalog distribution and its
co-existence with traditional component distributors
offering in depth inventory and technical support as
well as with factory-direct OEM sales. The
phrase is generally credited to Chris Anderson, whose
2004 Wired magazine article described the effects
of the long tail on current and future business models. As
summarized on Wikipedia.com, Anderson’s thesis
it that products in low demand or with low sales
volume can collectively make up a market share that rivals
or exceeds the big sellers, particularly in large brick-and-mortar
and Internet enterprises.
“You have to understand
the phenomenon to tap into it effectively,” Beganto’s
Grover says, “and one focus of our panel
will be to analyze the phenomenon in terms of business
models in the electronic distribution channel. The
Beganto model, with its closed loop feedback mechanism
for sample tracking throughout the supply chain,
is one such model. The EDS program provides
an opportunity to review it in contrast to other
options. ”
“As the old saying teaches, nothing happens until
somebody sells something,” says Mike Budde, “and
when they do, they want to get paid for creating the
sale, even if the point of specification, the point of
purchase, and the point of manufacture are in different
territories or even different continents. That’s
what put POS (Point of Sale) reporting and tracking design
wins to the point of manufacture on the two sides of
the same coin.”
Behind the program is the widespread industry recognition
of the importance of managing demand creation,
with all participants agreeing that the industry needs
to be in dialogue at all levels about the kinds of platforms
needed to facilitate communication throughout the supply
chain and throughout the world. This entails recognizing
that distributors like Digi-Key have different roles
from distributors like Avnet, and that manufacturers
have to be on top of the customers distributors cover
and customers they cover themselves.
Karen Prince-Ferron, Distribution Manager of Panasonic
Industrial, is expected to represent her company on the
panel, and a senior Digi-Key participant will be announced.
The one-hour discussion will include questions from and
dialogue with those in attendance. Admission to the workshop
program is free, but access to the venue in the Versailles
Ballroom is limited to those with EDS badges. More information
is available from Sunil Grover at Beganto, Inc., 4800 Patrick Henry Drive,Santa Clara, CA 95054, USA,Phone: 1-510-722-6000, Fax: 408-492-1772, email sales(at) beganto.com, or from Mike
Budde at Budde Marketing Systems, 13231 W. 143rd St.,
# 102, Homer Glen, IL 60491, 708 301 2111, fax 708 301
2138, email marketing (at) buddemarketing.com
About Beganto:
Beganto, Inc. (www.beganto.com)
provides the electronics industry a sophisticated web-based
system that gets industry participants needed information
for selecting, sampling, sourcing, and tracking products
through the supply chain. BeON™, the Beganto Open Network, welcomes engineers, buyers, distributors, and manufacturers’ representatives as members at no charge, and lets them enjoy the full features of the system. Component manufacturers become members of BeON™ through paid use of Design Winner™,
which facilitates tracking component opportunities from sampling
to the point of design win. The privately held company has
its headquarters in Fremont, California, and offices in Seattle,
India and Japan.
April 25, 2007
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