ATI takes express route to market

ATI takes express route to market

Allied Telesyn International has expanded its coverage through distributor Express Data. In addition to the range of transceivers it already carries, Express Data will now stock all other ATI products, excluding NIC.

"They've been doing our transceiver products for about five years and have been very successful with that," said ATI's general manager Steve McLoughlin, who had approached Express Data (then Com Tech) last year and asked whether they would take on the range.

At that time the distributor declined due to its commitment to Bay Networks. "So they knew who we were, they knew what the product was, and once they initiated this new arrangement where they would take on other products besides Bay Networks', they came to us."

Express Data product manager Paul O'Connell said while his company is continuing to stock products from Cisco and Bay Networks, the ATI hub and switch products will increase the options for resellers. "They are very, very competitively priced compared to other vendors, but feature-wise they are equal," he said.

McLoughlin sees the ATI products as creating new market opportunities at sites where cost is a primary issue. "You've got Bay Networks really at the top-end of enterprise products and you've got us, which represents a much more cost effective solution. So we allow them to put together a more cost effective solution for customers. For example, in education, cost is always an issue, so it allows them to compete in those markets where they haven't been able to put Bay products in before."

McLoughlin, who stepped into the helm at ATI following the recent resignation of Vic Whitely, is also seeking to move the company away from direct sales relationships with resellers. "I've never been a big fan of that, because I don't like muddying the waters. What we generally tend to do is work with our distributors, and tell them we have these relationships, but determine how we can integrate them into our business channel. I'm very happy to work with these people directly, but I tend to try and then put it through one of our distributors."

O'Connell said in addition to the ATI products, Express Data has also recently taken on a range of DAT drivers and other storage products from Hewlett-Packard's OEM partner Lynx.

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