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Exide by any other name

Exide by any other name

According to Neil Hardiman, gen-eral manager of BTR Power Systems, power support systems sales and service are set to grow by at least 20 per cent this year, and the IT channel could be a major beneficiary.

BTR Power Systems, the amalgam of Hawker Energy and Exide Electronics, will expose the former Exide IT channel to telecommunication customers and integrators previously dealing with Hawker for power supply products. Exide products are currently distributed in the IT channel by Prion, Q*Soft and Edge.

Although BTR acquired Exide Electronics last year, a legal hitch currently prevents BTR Power Systems using the Exide brand on its power support products. So BTR Power Systems will sell products manufactured and previously known as Exide, but without the Exide branding.

Michael Mallia, sales and marketing manager at Exide, said: "Our customers are increasingly seeking to outsource their power support and service needs to guarantee complete power protection. By using a combination of account managers, distributors and system integrators, they are able to choose what best suits their power protection requirements."

The Australian operation of BTR Power Systems is the first to combine the power supply side [Hawker] with the battery and UPS side [Exide], and Hardiman believes this will lead to sales opportunities for both. "The telecommunications and industrial markets serviced by the former Hawker Energy will provide more UPS prospects, and the Exide range adds considerable strength to our products range," he said.


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