With a view to expanding its share of the "$120 to 140 million" local modem market from the "less than 5 per cent" it owns at the moment to "over 30 per cent", 3Com last week released an aggressive new price list for its range of V.90 56Kbps modems.
Ignoring currency fluctuations to produce price reductions of up to 11 per cent, 3Com's executive managing director, Australia and New Zealand, Gerhard Rumpff, stated that in the past 3Com had "missed the boat" when it came to modems in Australia. Being six times larger than the second placed competitor on a global scale, it is a market segment in which 3Com's attention has been long overdue.
"We expect solid migration to V.90, which gives us a great opportunity to gain improved market share. On the back of that move to V.90 modems, we feel we can get a tremendous number of people to move to our latest 56Kbps modems," said Rumpff.
The launch of 3Com's new Sportster 56Kbps modems and Winmodems will be supported by the biggest ever marketing and advertising campaign undertaken by the organisation in Australia. In conjunction with joint promotional ventures with channel partners and service providers, the campaign will be aimed at raising awareness of the 3Com brand amongst both users and resellers.
"There is a lot of life in analog modems as the market moves to 56Kbps. Our research shows that the market should grow to $200 million by the year 2002," said Rumpff.
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