Bluechip nets Edimax deal

Bluechip Infotech has become Edimax's first Australian distributor

Bluechip Infotech has become the first official Australian distributor for Taiwanese networking vendor, Edimax.

Bluechip Infotech managing director, Johnson Hsiung, said he had spent the past year looking for a networking vendor to replace its relationship with ZyXel. The distributor parted company with ZyXel after it failed to establish a local branch.

“Edimax is a wireless and networking company that has established an Australian presence and which began as an OEM manufacturer before deciding to enter the branded market,” Hsiung said. “They have proven they are committed to this market.”

Edimax’s products are targeted at the home and small business markets and include 802.11 wireless networking routers, USB adapters, switches, media converters and video servers for projectors. Hsiung expected to start stocking product from next week.

Edimax local managing director, Greg Jan, said it had decided to start investing in the Australian market and wanted a distributor to assist with building brand awareness. Edimax opened its Melbourne office about three months ago.

The vendor also sells its wares across Europe and the US.

“We had agents in Australia before but they weren’t doing so well,” Jan said. “We looked at working with Ingram Micro and Synnex, but you need to have marketshare before you can work with a large distributor.

“Bluechip is a medium-sized player and gives us the advantage of a sales team that will be more proactively involved in pushing sales. They also have good coverage across Australia, which makes it easy for us to promote our brand, and work in our target market.”

While recognising that its networking rivals, such as Netgear and D-Link, were already well-entrenched in the local market, Jan was confident it could win marketshare and pointed out that the home and small business networking markets across the US and European were even more crowded.

“Our strategy is to provide a reliable and good product at a lower price,” he said.

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