PMA Newsline Australia: Internet commerce..The Burning Question ...but what is the answer?

Peter Rose Comments

This issue of Photo and Imaging features a range of industry opinions about internet trading and parallel importing.

In the last six months attendees at PMA State meetings have been raising this issue as the most pressing for their business.

Some of the facts are:

1) It is very difficult to convince consumers that online trading is not good for them.

2) Price is key in their thinking, and any argument against is seen as “self serving”

3) To mount a publicity campaign presents a great risk in alerting the rest of the market to the perceived “benefits” of buying on line.

4) Industry advisers have said the industry has little chance of reducing the GST free import figure from the current $1000 figure to our proposed $500.  

5) The Australian Govt is philosophically committed to “Free Trade” and is therefore unlikely to assist with anything that will be seen to hinder this.

6) Over 20 percent of the population ALWAYS buy on lower price.

Comments made in Photo Information Council (PIC) meetings and in recent PMA Sate meetings in NSW and Victoria included:

“The problem is not with legitimate online Australian-based companies, it is the offshore traders who appear to have a significant price advantage.”

“The argument that buying locally gives you access to superior after-sales service appears to be incorrect based on comments from users of overseas suppliers.”

The responses to the problem again came from the above meetings:

• Have access to an Australian “branded” website that allows internet shoppers to see you are an alternative to buying overseas.
• Continue to sell your “specialty” points of difference.
• Promote heavily to your established customer base. They buy from you because they like what you do (or where you are located).
• Gerry Harvey believes he does not need online trading (his last statement said he believed the potential represented less than 2 percent of his sales).
• JB HiFi, one of Australia’s leading retailers, has also avoided getting into that business.

However…the industry will be continuing to pursue the longer-term strategy of lobbying through the Council Of Small Business Of Australia (COSBOA) to try and point out to Government the implications to all importers, retailers and service providers if the trend to buying offshore continues to grow.

Sydney…It’s your turn!
The next annual PMA Australia Imaging Technology Show is at the Sydney Convention & Exhibition Centre from Friday to Sunday, June 26 – 28 next year.

The popular DIMA Emerging Technology Conference will be held on Thursday June 25, the day preceding the exhibition opening.

This will be the third annual show for PMA and the first one it has held in Sydney since PMA entered into its collaborative management arrangement with the Photo Imaging Council. John Bourne, a well-known industry figure, will manage the exhibition and conference side of the event. Long-term Australian show director Paul Curtis has retired, but has been retained as a consultant by the new show management team. (Paul retains his role of PICA executive director until December this year.)

The 2007 Melbourne show broke new ground with the introduction of retailer buying offices while in Brisbane this year we introduced a new registration system to involve individual retailers and their customers directly with the exhibition.

For our 2009 event we will be again looking at new ways to stimulate the imaging market and ensure a maximum attendance by all retailers, professionals and consumers. Our educational conference sessions benefit both retailers and suppliers alike, and plans are under way to help develop new markets for all attendees.

The PMA’s Emerging Technology and Print Technology Conferences will be heavily promoted as we look to strengthen the growing relationships with the graphic artist, advertising and wide-format print community.

Professional programs will also feature an AIPP conference programs and the judging of the AIPP Professional Photography of the Year Awards.

Details on the show are available at your website: www.pmaaustralia.com

Hope to see you at the PMA Industry Xmas functions!

Peter Rose,
Director of Australian Activities,
Photo Marketing Association International