Audio technology company, Feonics, reorganises to channel model

Hull-based Feonic Technology has decided to take the channel route to bolster its growth – with the announcement that it will have an all-new channel distribution strategy.

The partner programme will reward partners with joint sales, marketing programmes, and product training, to keep end-users up to scratch on how to use Feonic. Feonic will offer accreditation to its preferred resellers depending on experience and the reach of their coverage.

Feonic’s kit includes its F1 Series audio drives, which can be used for in home cinemas up to commercial usage, and Whispering Window, an audio technology that retailers use to add audio to window displays or retail touchscreens. Feonic also talks up its SoundBug2, a mini portable wireless stereo speaker intended for personal use in the home.

Managing director, Brian Smith, said that although the company traditionally sold direct and through a select number of resellers, the channel strategy will become the primary route to market. “Our channel partners will therefore be critical to our growth strategy,” Smith said, “so we will carefully select partners who have in-depth knowledge of the audio visual market, or a proven track record within specific industry sectors”.

In Europe, Feonic intends to concentrate on the UK market, while it will also focus on USA, Canda, South Africa, and Australian territories. It will be keeping its eye out for partners that specialise in audio visual, retail, hospitality, education, healthcare, architectural, and digital marketing.