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.

2015 State of The IT Channel Survey : IT'S TIME!!! Fill in this year's State of the IT Channel Survey and be in the running to win great prizes. CLICK HERE

Join the ARN newsletter!

Error: Please check your email address.

More about BuffaloBuffaloBuffaloDicker DataecruitEMC CorporationIngram MicroIngram MicroIomegaNAS

ARN Directory | Distributors relevant to this article

ARN Directory | Vendors relevant to this article

Show Comments
 

Latest News

09:58AM
CenturyLink inks an agreement with NextDC
09:29AM
HP unveils new networking solutions to support mobility
09:09AM
Interactive Intelligence launches PureCloud services from AWS' Sydney datacentre
09:06AM
Acer launches new SMB portal
More News
28 Apr
D-Link IP Surveillance Training and Certification
28 Apr
ESET Launch: Perth
28 Apr
Why are we still making corporate videos?
28 Apr
Modern Customer Service Summit
View all events