New multinational distributor Achieva Technology has barged its way into the Australian market, taking over from Tech Pacific as a distributor of Seagate's hard drives.
Channel identity Stephen Lee, who helped establish Electronic Resources of Australia (ERA), will head up the local operation of the Singapore-based distributor.
Lee told ARN that the company is ready to make an all-out assault on the volume desktop market, commencing with the Seagate hard disk range. He anticipates turning over $40 million in Achieva's first year in Australia.
The Australian operation started up in Sydney last month and is expected to have a Melbourne office operating by the end of the year, and one in Brisbane in early 1999.
As well as Seagate drives, Achieva Australia will also distribute Austek motherboard products, and is prepared to extend its range to include vendors it has distribution arrangements with in Singapore.
Lee is already making arrangements with Tech Pacific to provide resellers with the option of dealing with Achieva for any outstanding Seagate warranty return authorisations.
According to Lee, Achieva will be focusing its attention on the local assemblers including "tier 4 corner shop retailer builders".
Reaction to the appointment from Seagate's other established distributor, Agate, was predictable and unflustered. Managing director Hugh Evans said he expects the newcomer to operate mostly in the low end of the market.
"It's a tough business and since we started distributing Seagate in 1991, we have seen several other distributors come and go, leaving warranty problems behind them," he said.