Tough storage sell ahead for Tandberg

Tough storage sell ahead for Tandberg

Yes it's true! Any salesperson who earns a living selling storage to resellers and customers will admit, at some stage, that storage and tape backup is the most boring technology concept in the world.

But it only takes one disaster, according to Kim Nielsen, Tandberg Data's country manager Australia and new Zealand, to soon get the attention of customers.

That's one of the tactics Tandberg will be bringing to the market now that it has established a Sydney office to service existing distributors, which include T-Data, Advance Pacific Peripherals and Peridata, and a band of new resellers.

Selling storage solutions in Australia certainly will be a tough assignment for Nielsen, considering Tandberg's competition comes from the likes of Quantum, Seagate and Exabyte to name a few.

Nielsen claimed that Tandberg will focus heavily on ways to improve time to market and brand recognition to compete with larger competitors.

"In Australia we need distribution and second-tier channel partners in order to get more feet on the ground and bolster our brand recognition amongst customers," Nielsen said.

"It is no secret that Tandberg has not been good at marketing its range of storage products; however, Tandberg does hold OEM agreements with the likes of Compaq for its SLR 5 drive series."

To address this brand recognition dilemma, Nielsen developed an authorised reseller program last month that offers resellers and customers access to technical support. Tandberg's Web site ( is also being revamped to provide daily product updates and lead generation capabilities for resellers.

Tandberg Data

Phone: (02) 9956 7733

Fax: (02) 9929 2699

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