In the AV world, system integrators (SIs) and distributors both play crucial roles – but should they be played by the same company?
Let’s dive into why mixing these roles creates more harm than good, and how it affects trust, pricing, and long-term collaboration.
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Integrator vs. Distributor: Two Very Different Missions
System Integrators (SIs) focus on solving problems. They consult, design, install, and support AV systems tailored to the unique needs of their clients. Every project is a partnership.
Distributors, in contrast, work behind the scenes – sourcing, stocking, and supplying AV products to integrators. Their value lies in scale, logistics, and neutrality.
But not all distributors are the same. There are two key types,
- Value Added Distributors (VADs): These distributors go beyond basic supply. They add value for SIs by creating bundled solutions, incorporating software, and building pre-packaged offerings that are easier to position and sell. VADs often run end-customer marketing and business development campaigns – but they always execute deals through their SI partners, never directly.
- Stock & Sell Distributors: These are focused primarily on logistics – sourcing, warehousing, and fulfilling orders. Their role is critical in maintaining availability and consistency in the supply chain.
Each plays a distinct and important role. When a single company tries to act as both an SI and a distributor, it creates ethical concerns – like unfair advantages, bias in pricing, or competing with their own clients.
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Conflict of Interest: Friend or Foe?
Imagine being a system integrator who suddenly becomes a distributor. You’re now selling to other SIs – your own competitors – while still chasing the same end customers.
This creates a dangerous imbalance. You’re no longer a neutral supplier; you’re now a player on both sides of the field. How can other integrators trust that you’re not favoring your own projects, giving yourself better pricing, or withholding stock?
The truth is: they can’t – and that trust, once lost, is hard to win back.
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Mixed Signals to Customers
For clients, this dual role can be confusing. Are you their trusted AV consultant or just another product seller?
This blurred identity dilutes your value proposition. Clients want a partner focused on their needs – not one balancing their interests against internal distribution margins or side deals.
What starts as a growth move can quickly become a brand risk.
So, What’s the Smarter Path?
Stay in your lane and thrive in it!
System integrators excel because they understand their clients intimately and deliver tailored solutions.
Distributors, meanwhile, power the ecosystem through fairness, neutrality, and reach. That’s where their true strength lies.
Final Thoughts!
In the AV world, clarity of role is not just professional – it’s ethical. When integrators try to be distributors, they compromise not only relationships but the entire supply chain’s balance.
To build a healthier AV ecosystem, each player must focus on what they do best. Let SIs innovate and solve. Let distributors support and scale.
In the end, focus wins. When every player plays their part, the entire AV industry performs better and that’s how the industry moves forward – together.
Our Commitment to Ethics
A&T is a highly ethical organization and among the earliest signatories to the CII Code of Ethics. We are deeply committed to fair and transparent conduct with all stakeholders—be it employees, OEM partners, technology providers, or channel partners. We do not discriminate. We have even stepped away from deals to uphold our principles and support our partners. Because to us, long-term relationships matter more than short-term wins.
To all the AV professionals reading this!
Do you believe the industry should draw a firmer line between integration and distribution? Or is there a middle ground we’re missing?
We’d love to hear your perspective. Drop your thoughts at [[email protected]] with a subject line of “SI vs Distributor – My Take”
