Motherboard manufacturer DFI is looking for new opportunities within the Australian and New Zealand markets, targeting systems integrators and distributors to help maintain its worldwide market share.
The Taiwan-based company has been a player in the motherboard market for more than 10 years, with production facilities in both Taiwan and China. In Australia, its presence has been tied to Melbourne-based distributor Magnafield. According to DFI's Australian representative, Jeff Chen, Magnafield will remain the company's primary partner, but DFI is now looking at expanding its channel in Australia and New Zealand.
"We are looking for new opportunities in Australia, and we are targeting distributors and large systems integrators as our primary focus," Chen said.
Of particular interest to the company are systems integrators that sell to government agencies and the Education Department. Chen explained the local market is becoming increasingly important to the company.
"DFI products are very popular in both Europe and the US, but in the past the market size of Australia and New Zealand has meant the area has not received a lot of attention," he said.
The company offers a complete product line of advanced motherboards and has also developed products on applied computing platform (ACP) for kiosk and server applications. It is currently trying to increase its profile in the local market, first within the channel and later this year with consumers.
DFI is currently ranked in the top five or six motherboard manufacturers, according to Chen.
"We want to stay in that position but to do that we must continue to gain market share. As a world manufacturer, you cannot afford to miss any market."
And with the establishment of Chen as DFI's Australian representative, the company hopes to increase efficiencies to the channel. He feels his technical background will help the company provide better levels of service and support to resellers.
"I know all the technical aspects of the products," he said. "So it is easy for distributors to contact me directly because I know the problems. They don't have to refer back to Taiwan where a query from Australia would have less importance than, say, a question from the US. To me, service is always top priority."
Photograph: DFI's Australian Representative Jeff Chen (02) 9586 4724.