In a bid to build brand awareness and increase the presence of Cyrix processors in Australia, National Semiconductor announced last week that it will establish a local office in Melbourne.
Heading the Cyrix presence will be John Bevilacqua as regional sales manager, and he is gearing up for an attack on the Australian processor market. "We won't be holding anything back," said Bevilacqua. "We'll be investing a lot of money to stimulate the marketplace."
Bevilacqua's initial mission will be to build brand awareness of the Cyrix processors and to support National Semiconductor's efforts to increase Cyrix's presence in the Australian retail PC market.
Last week, at least one major retailer was gaining publicity for selling sub-$1000 PCs reportedly based on Cyrix processors.
"Increasing market share in Australia really requires local knowledge and local support," said Bevilacqua. "We think opening an office here is going to have a positive effect on Cyrix in Australia."
"The Australian PC market is the second largest in Asia after China," said Martin Kidgell, National Semiconductor's vice president and managing director Asia-Pacific. "As such, it presents an excellent opportunity for us."
With two current distributors, Alepine Peripherals and Westan, Bevilacqua says National will also maintain the direct-to-customer area of its business.
Rob Kester, product manager for Westan, said that opening an office in Australia will add better support to the channel. "If its direct sales get them into customers that distributors can't, then it's all good for brand recognition and this will mean benefits for the channel down the track."
Kester was confident about the Cyrix prospects. "By opening a sales office in Australia it will open up the market," he said.
"They'll definitely get the brand recognition and market share they're after."
Although Bevilacqua was reluctant to reveal sales forecasts or market share goals, Kidgell claimed: "We have established a strong position in the sub-$1000 PC market in the US and intend to emulate that in Australia."