Compaq Computer Corp is shifting further towards the direct sales model so successfully implemented by its rival Dell Computer Corp. After a stealthy and gradual shift from its traditional third party reseller sales model over the last year, reports suggest that Compaq is now ready to make an official announcement on Friday. It has already begun manufacturing machines on a direct, build-to-order basis, and on Wednesday said it would use that model for its newly launched Presario line of consumer machines in the US. DEC has an extensive services and support business, and the likelihood of Compaq continuing exclusively with its channel approach looks increasingly doubtful. A Dell spokesman said the company’s sales model was continually changing and was therefore not a static target. Dell claims it is still the only supplier with a pure direct model for OEMs, and says it would be extremely difficult for Compaq to maintain two ways of getting its products to market.
