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BTR lays reseller confusion to rest

BTR lays reseller confusion to rest

BTR Power Systems, formerly Exide Electronics, is losing uninterruptible power supply (UPS) business, and general manager Neil Hardiman couldn't be happier.

Since it absorbed Exide Electronics earlier this year, BTR has dealt with a few legacies such as potential channel conflict, branding issues and some business re-engineering requirements. A case in point is that Compaq OEMs BTR's power supply units.

This, according to Hardiman, caused initial confusion among BTR's Australian resellers. He said that of the 50 per cent of UPS sales that were made on an OEM basis, most were through Compaq. However, conflicts arose when competing BTR resellers offered Exide product in competition with the Compaq equipment.

But now, it seems, if BTR "loses" the UPS component of a sale to a reseller selling Compaq, that's fine, according to Hardiman. This is because BTR is about to invest around $200,000 on a campaign to brand its products as "PowerWare" and "BTR Power Systems - Power to the people."

Hardiman explained that BTR is there to support its channels - both the OEM and third-party IT, and there have been instances where some resellers have preferred the Compaq brand. With recognition for the support role it plays for Compaq UPS, BTR's channel sales focus no longer includes a significantly competitive position with its OEM partner.

Compaq's product manager for enterprise options, Jan Grassick, said he has been happy with the level of support provided by BTR, and that Compaq's UPS business had increased by more than 50 per cent over the last six months.


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