Information Technology

Gartner Glossary

Direct Channel

This is a channel through which hardware, software and peripherals are sold by the manufacturer directly to the end user:
• Direct sales force — This is a channel through which products move directly from the manufacturer or vendor to the end user, usually by a professionally trained field sales force.
• Direct fax/phone/Web — This is a channel through which manufacturers sell their own products directly to end users through the use of the telephone, Web, fax, fax back and mail, including e-mail and catalog.
• Direct retail — These are storefront operations owned and managed by the vendor, typically a manufacturer of computer systems. Direct stores are more common in Europe and Japan than in other parts of the world. Sales through direct stores are not reported separately by Gartner’s worldwide services. They are grouped under direct sales force or one of the indirect channels.

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