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.
The Australian integrator will offer Kingston ValueRam as the first choice to its customers, unless otherwise directed by the client.
"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.
Keith Hamilton, Kingston's marketing manager for Australasia, said, "We are targeting tier-one and tier-three SIs, so the quality is there but the price tag isn't."
ValueRAM has ramped up significantly since it was first introduced in Australia four to five months ago, and according to Hamilton it now represents about 12 to 14 per cent of Kingston's overall sales. "It probably would have represented more if we had focused less on Rambus and more on DDR," he said.