BBF finds new motherboard supplier

BBF finds new motherboard supplier

BBF has joined Magnafield as the second distributor of DFI Motherboards in the Australia/New Zealand region, filling a gap in BBF's product line after a recent disagreement with Gigabyte Motherboards.

BBF's Michael Muscat was excited by the new deal, considering the quality of the DFI product, its current branding position and the commercial advantages the vendor offers its channel.

"We have been sampling DFI product for a bit over a month," he said. "We have also been buying some product and assembling it into our PCs. The set-up of the boards was trouble-free. There were no complications at all and that gives us an air of confidence."

Muscat said DFI was fairly new to the market, which meant it was easy for BBF to connect its name to the product without any baggage from the vendor's past channel history. But at the same time, DFI has shown a commitment to advertising and marketing to the channel, and is keen to help the vendor raise that presence.

"DFI also has an excellent warranty and service policy which allows us to service our customers better," he said.

The need for a new motherboard partner came after a recent disagreement between BBF and its supplier of eight years, Gigabyte {see ARN 21st March issue}. BBF argues the disagreement came about due to Gigabyte having inflated expectations of Australia's market size and appointing too many distributors.

Kevin Chiou, account manager for the AU and NZ market for Gigabyte Technology, said he understands BBF's bitterness over he split but argues it came about after BBF began distributing product in New Zealand, contrary to the vendor's guidelines.

"I don't think it is BBF's business to be involved in Gigabyte's policies and direction," Chiou told ARN in response to comments made by Muscat about Gigabyte. "Tell them to tell Intel or Microsoft what to do."

In a recent e-mail sent to the distributor, which ARN saw a copy of, Chiou stated: "Fair warning was given and now Gigabyte will have to take action to protect our [New Zealand] partners. Gigabyte hereby notifies BBF 30 days in advance of termination of direct business relationships."

BBF's Muscat said he was quite happy to work alongside fellow distributor Magnafield in promoting the DFI product, confident the fall-out with Gigabyte will actually lead to positive partnerships with its new vendor and distribution peer.

"Unlike other motherboard brands being offered in the market place DFI has a policy of having limited distributors in each country," he said. "This gives us the confidence in being able to promote and more importantly support the products we sell. No questions asked."Photograph: BBF managing director Michael Muscat

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