Dell’s Direct Approach Spawns Local Imitator

On the flip side of Ingram Micro’s distribution model is Dell Computer Corp., which has drawn headlines and high stock valuations for its direct-sales model.

It also has imitators.

Irvine-based Storagenow.com Inc. today launches its store doing online direct sales of enterprise computer storage products.

But while Ingram Micro works exclusively through the resellers and retailers who influence four-fifths of computer purchasing decisions and Dell deals directly with customers that are generally large organizations, Storagenow.com hopes to serve both sides without alienating either.

People buying from Storagenow.com can configure made-to-order storage products from the company’s Web site. Resellers will have the same opportunity but will receive a discount from the end-user’s price for both the product and service.

Jonathan Gaw covers technology and electronic commerce for The Times. He can be reached at (714) 966-7818 and at jonathan.gaw@latimes.com.