Memory manufacturer Dataram has appointed distributor Tecksel to help extend its reach across Australia.
Tecksel will warehouse and distribute the full range of Dataram products including PC, notebook, and server memory. It is the first time the distributor has dealt in memory, but director Niels Kofahl is confident the products will prove very successful for the company.
"Dataram has a very focused team and a very high-class product, which will make the difference," he said. "When we looked at it in the beginning it was very difficult to see how memory would fit into our product range. But one of our main products is networking and servers need memory. It was the same when we took on the printer range, and that has worked extremely well."
Dataram began looking for broader distribution partners around seven months ago, said Andy Molnar, Asia-Pacific regional director for the company.
"Through Tecksel, Dataram will have access to a broader range of resellers with an organisation that has unsurpassed levels of expertise in customer service and distribution."
Kofahl also believes the company will be able to expand Dataram's reach among Australian resellers.
"Most of their customers are not known to us," he said. "Some of course will be common, but the great majority of our customers will be new to their products."
Keen to avoid conflict between customer bases, Dataram has expanded its support network in recent months, with its Sydney office the hub for the Asia-Pacific region through its sales and support centre.
"We still have several partner distributors that cater for their own end of the market," Molnar said. "With distribution, you have to avoid any conflict, be it vertical or geographic -- with this relationship, there aren't any."
Kofahl believes it is that sort of attitude that bodes well for the fledgling partnership. "You can't be good at everything. Vendors are good at manufacturing and supporting relationships and with distribution they can leave it to someone who can do it better."