Storage hardware vendor, Maxtor, is on a reseller recruitment drive to boost sales of its branded hard drives.
The company, which has previously focused on the OEM market, wants to increase market awareness of its branded product range, including the new Shared Storage and OneTouch II external hard drives.
Maxtor vice-president of world sales of branded products group, James K. Welsh, said branded products now contributed 10 per cent of its $US4.1 billion revenues. He attributed the growth to strong demand from consumers as multimedia data storage needs escalated.
Welsh said the vendor was now on the lookout for niche resellers to push into new markets. He highlighted corporate, education and government sectors as key industries.
The plug and play backup products were a particularly good fit for the education sector with its growing demand for student storage on desktop and especially laptops, Welsh said.
Country manager, Craig Davis, said approaching resellers with existing relationships in these sectors would involve a targeted approach.
As a result, Maxtor would be customising its partner programs over the coming months to cater to each of these specific verticals, he said.
Other initiatives to promote recruitment would include product promotions from the vendor's global marketing department and attendance at local niche events.
"For example we will be attending the upcoming Brisbane photography exhibition and talking with users and the channel," he said.
Strategic bundling of Maxtor products with other vendors was also a possibility and a strategy that had been successfully deployed before, Davis said. Davis said prospective resellers would be supported by Maxtor through presales, evaluation products and access to its VIP Web portal knowledge base. Very Important Partner access was tiered and depended on the relationship established with Maxtor, he said.
Maxtor distributes its branded product through ACA Pacific, while its OEM hard drives are distributed via Ingram Micro, eSys Integrated and Achieva.
In terms of its overall market strategy, Maxtor sees the growing convergence trend as a major impetus for both its branded products and its core OEM storage business.
It was one of the first vendors to supply components for digital video recorders (DVR) and saw this market as having huge potential, Davis said.
"We were early pioneers with the TiVo DVR," Welsh added.