Cassa has signed an exclusive distribution agreement with ASUS for the vendor’s new line of servers.
The release of the ASUS servers, which will target SMBs and decentralised government agencies, is the hardware company’s latest product expansion.
“ASUS was originally known for motherboards and video cards and we’ve since moved into the notebook and PDA sphere,” ASUS sales account manager, Chiang Lim, said. “Now we are moving into server solutions and are expanding our line into coolers, chassis, power supplies and mobile phones.”
The agreement with Cassa is an extension of an existing relationship, which was extended due to Cassa’s national warehousing capability and expertise in networking and servers, Lim said.
Cassa managing director, Chris Hill, said the growth of the relationship from its side was a natural progression.
“We have distributed ASUS’ full range of products since 1996 and as they grow their range, we grow with them,” he said.
The exclusive nature of the deal, Lim said, reflected ASUS’ faith that Cassa was capable of delivering the desired level of service and support.
“We’ve dealt with Cassa for many years and they are one of our most loyal channel partners,” Lim said.
“With the plans they have for the Australian marketplace, it made sense to continue the relationship.”
Hill said Cassa’s acquisition by Cellnet in July last year, had provided added impetus to grow its server offering.
“We’ve been distributing barebones servers for 18 months, but with Cellnet’s support and infrastructure we have been able to broaden our product range,” he said.
The deal also opened up the market for Cassa to potential new dealers that might have stayed away from the whitebox server business because they did not have the required technical structure, Hill said.
Lim admitted ASUS was a new kid on the server block but said it would surprise other vendors with its new product line and support services.
He said the company was in discussion with distributors, including Cassa, to deliver its expanding line of products in Australia. No timeframe was set for the release of new product lines — including chassis, coolers and mobile phones.