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Altech adds ECS to motherboard line-up

Altech adds ECS to motherboard line-up

Taiwanese vendor fills value gap in distributor's offering

Altech has continued to fill out its product offering after announcing a partnership with motherboard vendor, ECS.

The vendor joins Gigabyte, DFI and another newcomer, Foxconn in the distributor's motherboard stable.

Altech marketing manager, Kevin Hartin, said the ECS range filled the value niche, and was therefore complementary to the other vendor's product lines.

"Gigabyte and DFI cater to high-end enthusiasts whereas Foxconn offers a mainstream product," Hartin said. "ECS is the last motherboard vendor we're bringing on for now."

He said ECS decided to form a partnership with Altech based on the scale of operations, geographic coverage and product catalogue it offered.

"Bundles are a fundamental sales tool, but we like to be more creative than that with the way we position the products we represent too," Hartin said. "We've got a good network of small resellers and systems builders, which is our point of differentiation for hardware vendors such as ECS."

ECS motherboards were previously represented locally by Protac.

Protac managing director, Gary Jeng, said the 12-year partnership had ended due to new management and a shift in focus for the vendor.

"The ECS range mainly benefits OEMs in China. Its focus is at the low and middle end, which has limited value for the Australian channel. People just buy PCs at the low end here. Motherboard vendors need to appeal to the enthusiasts," Jeng said.

Jeng also highlighted Protac's recent partnership with rival motherboard vendor, Biostar, as a reason the partnership with ECS was terminated.

"Biostar offer a full range of motherboards from low to high end. It is a good replacement for ECS for us," he said.

Hartin said that more new vendors would be brought on board in the coming months.

"With the motherboard line rounded out, we're looking at broadening our product offering into some areas that are quite different for us," he said.

"We've set ourselves aggressive growth targets, so we need to keep bringing the good products on board to meet them."


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