Committing to memory

Committing to memory

PC memory prices may have plummeted in the last 12 months, but there are still good margins to be made in the high end of town, and memory manufacturer Dataram has launched a new partner program to help resellers capitalise on the market opportunities.

The program is aimed at garnering loyalty among resellers, a factor that becomes increasingly important in a tough economic climate and one which can be difficult in a market where OEM memory is king.

"We are looking for a preferred partnership from our resellers, and to achieve that status we need to prove ourselves every day," said Andy Molnar, Dataram Australia's managing director.

"It is a philosophy that resellers are not used to hearing from an OEM. As Hypertec, MCT and now Dataram our core business has always been about partnership and value-adds. Our reason for existing is to empower the channel to drive greater margins in business."

As the channel scrambles for business in a sluggish market and the threat from direct-to-market vendors looms ever larger, resellers are being increasingly left out of the loop. Dataram is offering incentives such as special pricing facilities, marketing rebate programs and warranty replacement offers to resellers that show loyalty to the manufacturer.

"With so much uncertainty in the market and the constant fear of direct marketing from the vendors they deal with, resellers are justifiably feeling threatened," Molnar said. "If your business is focused on services, consider us a third-party supplier with a credible server line to make some margin. It is a great opportunity from a vendor at a time when others are threatening your business."

Molnar was also keen to emphasise Dataram's expanded product offerings into the server market. "We want to go to our partners and tell them that there is good news; there is still margin to be maintained in the memory market."

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