Buffalo expands into channel, aims to recruit 150 partners

Consumer and enterprise tech vendor goes beyond retail channel to extend market reach

Japanese hardware manufacturer, Buffalo, is giving its Australian operation a shot in the arm with the announcement of a new channel partner strategy.

Buffalo is planning to recruit up to 150 new Australian channel partners in the next 12 months to carry out its renewed focus into the channel.

Newly appointed Buffalo Australia national business manager, Boris Shen, said the company already has about 150 partners locally and it was aiming for a total of 300 partners by the end of the year.

“The reason for this recruitment drive is Buffalo in Australia is renowned for its consumer products, but on a global level for six consecutive years, we have been ranked number one for SMB NAS solutions,” he said.

Shen said Buffalo’s headquarters in Japan recently decided that the company’s strengths lay in SMBs and this is where it should focus, leading to the current recruitment drive in regions such as Australia.

“Our traditional sales avenue is retail channel, so right now we’re really expanding into the channel and system integrator market,” he said.

When asked what types of partners Buffalo is looking at recruiting in Australia, Shen saïd those that are “educated in the system integrators market”.

“We’re not looking at partners that are just ‘box shippers,’ where they just buy a product and ship it out,” he said.

“We want partners to understand the value of backup solutions, and how to install and deploy these units.”

Before coming to Buffalo, Shen was the business manager for storage vendor, Iomega, which was eventually acquired by EMC .

“For two-and-a-half years, I looked over the retail and channel business strategy at Iomega, working with distributors such as Dicker Data and Ingram Micro,” he said.

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