Gateway serves up rebadged ALR server line

Gateway serves up rebadged ALR server line

Gateway 2000 has launched its entrance into the server market with rebadged models from its recently acquired subsidiary Advanced Logic Research (ALR).

The launch in the US caused considerable discontent among ALR's reseller channel, which sells the same boxes under the ALR name.

Rob Lee, managing director of ALR's Australian distributor, Adecs Australia, said he would be surprised if local resellers of ALR felt threatened by Gateway.

Extra value

"Generally our resellers in the server area are doing a lot of additional integration, services, support and maintenance and they really see that as separating them from a direct sales organisation," he said.

The RRP of a server alone from Gateway compared to that of an ALR reseller inclusive of services would probably be about equal, Lee said.

Gateway's marketing strategy for the server line is focused on price positioning - comparing its entry level server (starting at $5999 RRP) to Compaq's Proliant 800, RRP starting at $8100.

"For too long now vendors have had high margins on their servers to support low margins on their desktops," said Peter Lees, managing director of Gateway 2000, Australia and New Zealand.

Direct still best

Lees was keen to put speculation to rest about the company's involvement with the channel, insisting Gateway 2000 finds the direct model the best model and will not be pursuing individual resellers or ALR's resellers to resell its products.

It will, however, be using integrators and VARs in the form of "partners" to carry out services and support the implementation of its servers. One partner Gateway 2000 was prepared to announce was Digital Multi Vendor Services.

"Just because Gateway doesn't sell through resellers doesn't mean we don't partner aggressively," Lees said. "Some customers may want to work through resellers and we'll support them and partner," he said.

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