Sony has pulled together its AV and IT sales teams under former national sales manager, David Hargreaves.
A 21-year veteran of the vendor, Hargreaves will continue to report to local managing director, Carl Rose, and has already begun a revamp of its sales channels.
"The key thing we've been saying for many years is that AV and IT products have converged and what was traditionally just consumer product can now be sold into other channels," he said. "We've made some real inroads into the hospitality industry, for example, with flat screen TVs in hotels."
Sony's retail, distribution and direct sales teams will all now report to Hargreaves.
"When you have sales teams separated in the building they don't always communicate with each other," he said. "Now that it's under me, I can manage all three areas and get them aligned through communication and understanding what each other's plans are."
Under the new sales model, the teams would work together to ensure the most appropriate teams handled each sales opportunity, he said.