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Kingston targets assemblers with new distributors

Kingston targets assemblers with new distributors

A month ago, the vendor released a product line that would take it into the generic memory market. Today, Kingston Technology says it has the three distributors that will help the launch its assault.

Kingston has appointed Tech Pacific, TodayTech and Synnex to sell its non-proprietary memory line, ValueRAM, under Master Distributor Simms International. Simms will act as a virtual warehouse for the vendor, supplying the new appointments from stock shipped directly from Kingston's manufacturing facilities in Taiwan.

According to Keith Hamilton, Australiasian marketing manager, the vendor has been "pleasantly surprised" by the market's reaction to Kingston's decision to move into standards-based memory modules.

Hamilton claims that because of Kingston's reputation as a vendor of high-quality proprietary memory, the biggest challenge will be to convince the market it has a competitively priced offering to other manufacturers of "white-box memory".

The ValueRAM range is sold by module specification - including Rambus RIMM, DDR and SDRAM modules - rather than system manufacturer and model number specifications.

Hamilton says Kingston is aggressively targeting system integrators/builders and white-box assemblers through the reseller bases these distributors have in the market.


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