Express Data has become only the second member of colour printer developer Tektronix's distributor team, which also includes Australia's largest distributor, Tech Pacific.
In a bid to consolidate its 30 per cent share in the potentially dominant colour printing market, Tektronix has plans to develop its channel strategy even further, according to national sales and marketing manager David Bates.
This will include a national broadening of its reseller base through Data Express contacts. One of the attractions of Express Data for Tektronix was its willingness to utilise these relationships to "recruit people who sell monochrome printers and convert them to colour," says Tektronix's marketing manager Neale Gallagher.
Express Data hopes to begin this process by focusing exclusively on Tektronix's product range and promoting what general manager Ross Cochrane believes is an "inexpensive colour printer line". Cochrane envisages that Tektronix printers in the three to 20 thousand dollar mid range will take advantage of the waning monochrome market, a vulnerability which is accentuated by the plummeting prices of colour printers.