The distribution business is a tough one at the best of times. Margins are tight, vendors stray over the line and compete with their partners, and the resellers one step down the chain have a whole other set of challenges to overcome.

Itec COO Ryan Miles says the company realised about five years ago that the products it was selling were becoming commoditised, that the resellers had become very brand-focussed (usually on one brand) and that, coupled with vendors coming in directly, meant bad news for the long term. So Itec decided to change its strategy and its approach.