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Proxima Corp. Delivers Breakthrough Industry-Leading UMAP Pricing Policy

With the Adoption of UMAP Policy, Proxima Strengthens Its Commitment to Resellers
SAN DIEGO -- April 26, 1999 -- With the advent of the Internet and e-commerce, the environment model upon which most VAR and channel-based resellers base their business has changed dramatically.  Proxima Corp., a global leader in the multimedia projection industry, has taken the lead in addressing these changes with the announcement of its UMAP (Unilateral Minimum Advertised Price) policy. UMAP is a program that establishes the minimum price for which selected Proxima products may be advertised.

Minimum advertised pricing programs are widely used by leading high technology companies in other industries; Proxima is the first multimedia projector company to adopt a program of this kind. "E-commerce, coupled with existing competitive pressures, inspired us to design a plan that will best help us maintain our commitment to our resellers," said Ron Gillies, vice president of sales. Proxima strives to provide the best support programs to its VARS and channel partners.  This includes many ground-breaking components, including the unique "Spend it Your Way" incentive program, comprehensive incentive programs, and an aggressive demo program.

Proxima understands the value that reseller partners bring to the company's success and the rewards necessary for their partners to achieve success. UMAP was adopted in part with the goal of supporting Proxima's resellers by maintaining channel health, without the resellers having to reduce the services they provide their customers in order to compete.

Providing more for VARS and channel partners -- and for their customers

By setting a minimum advertised price, Proxima enables its partners to maintain the high level of programs and service that customers deserve. While some customers make their purchase decision based on the cost of a projector alone, most prefer to take many other factors into consideration when making a purchase -- price being one of them.

Other why-to-buy factors include the length and types of warranties that are available, the personalized attention, the customer support, and the value-added programs that are offered by most resellers. Proxima's UMAP program allows its resellers to maintain their valuable services in order to maintain competitiveness.

"Our channel partners and VARS provide top-of-the-line customer support and technical service, often at no additional cost to the buyer," says Gillies. "UMAP allows a projector buyer to make a more informed purchase decision based on multiple criteria."

Each of Proxima's VARS and channel partners continue to set the actual end-user price for the projector they sell. UMAP only affects the advertised price. The UMAP policy goes into effect April 30, 1999, and it is likely to set the standard for the industry.

UMAP Policies and Procedures -- Respecting the True Value-Added Model

Proxima will monitor the established UMAP procedures, and adherence to the program. Appropriate action will be taken for those resellers who do not comply. "UMAP benefits everyone," said Gillies. "It helps maintain Proxima's high reputation and brand-value, and it ensures that customers continue to be treated with the care they deserve."

About Proxima Corp.

Proxima's reputation as a leader in the multimedia projector industry is due as much to the company's high-level customer commitment as to its outstanding projectors and accessories. Proxima offers the unsurpassed "Customer Care" program includes free technical support, hours that work with customers' schedules, personalized assistance and online tech support.

Additionally, Proxima's intuitive Web site features the Projector Selector, which enables users to choose the projector that is right for their specific situation. The Web site also includes testimonials and case studies from Proxima customers, as well as application stories that offer unique and unusual ways presenters have used their Proxima multimedia projectors to add impact to their presentations.

Founded in 1982, Proxima is a wholly owned subsidiary of Ask Proxima ASA of Norway (Oslo:ASK). Proxima is committed to delivering the right product to satisfy customer needs, at the right price. Proxima develops, markets and sells world-class presentation solutions to benefit corporate enterprises, work groups, mobile professionals, trainers, and professional public speakers.

Proxima's award-winning multimedia projectors include ultraportable, desktop and fixed-installation professional projectors, which increase the efficiency and productivity of business meetings, on-the-road electronic presentations, training and interactive work group sessions. Proxima's Web site is located at www.proxima.com.


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CONTACT:

Proxima Corp.
Kim Gallagher, 619/638-2854
kgallagher@proxima.com

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