Kingston ValueRAMs into white-box market

Kingston ValueRAMs into white-box market

Kingston Technology is wooing Australia's systems integrators to use its ValueRAM products in white-box systems, with Award One Technology one of the first to standardise its server memory using the brand.

Award One specialises in developing and integrating application-specific systems and servers for government, education, ISP and commercial markets. The Australian integrator will offer Kingston ValueRam as the first choice to its customers, unless otherwise directed by the client. It also offers Kingston's proprietary memory to its high-end customers that have branded machines.

"We found other generic memory for the SI market was too unreliable and while some offered limited warranties, you never knew if the supplier was going to be around the following year to honour it," said John Taylor, Award One's managing director and founder.

Kingston introduced ValueRAM as an alternative to the comparatively high cost of Kingston's proprietary memory.

"Although ValueRAM is more expensive than some of the industry standard memory available, we offer a product quality they cannot match," said Keith Hamilton, Kingston's marketing manager for Australasia. "We are targeting tier-one and tier-three SIs, so the quality is there but the price tag isn't. That's why companies like Award One, which are focused on quality but also need to keep their costs down, find ValueRAM attractive."

Hamilton said Kingston would remain loyal to its channel partners. "I know there have been problems with some of these SIs who have gone out and worked with brokered brands, then all of a sudden the broker goes out and sells it to another company for less than what they're buying it for. We certainly wouldn't do that. Those guys are only focused on price; we focus on quality then price."

ValueRAM has ramped up significantly since it was first introduced in Australia four to five months ago, according to Hamilton. "It has exceeded our expectations. It now represents about 12 to 14 per cent of our overall sales. It probably would have represented more if we had focused less on Rambus and more on DDR," he said.

"DDR is definitely going to be the flavour next year. Intel has just released its latest 845 chip set which supports DDR and we expect a huge take-up in Q1, 2002," Hamilton said.

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