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.

CHANNEL CHOICE: Vote Now for your favourite in the three categories: Vendor, Distributor and Reseller. Voting closes August 8.

More about BuffaloBuffaloBuffalo AustraliaDicker DataecruitEMCIngram MicroIngram Micro AustraliaIomegaNAS

ARN Directory | Distributors relevant to this article

ARN Directory | Vendors relevant to this article

Comments

Comments are now closed

 

Latest News

01:58PM
Intel appoints new director of Cloud policy and government affairs
11:17AM
EXCLUSIVE: Dave Rosenberg appointed new Westcon A/NZ managing director
12:19PM
Citrix and Fujitsu eye A/NZ mobility market together
11:58AM
Achieva promises it won’t step on resellers’ heels in becoming a value-added dis...
More News
25 Jul
Dell Connected Security: Listen to what the experts have to say about security
29 Jul
SplunkLive!; Canberra
05 Aug
Systems Technology Day - Build Your Own Private Cloud
06 Aug
Oracle Employee Experience Journey Mapping Workshops
View all events