Maxtor is expecting a marked improvement in its local market share following the appointment of Tech Pacific as a volume distributor for its full range of enhanced IDE drives.
Phillip Adams, Maxtor's local director, said penetration into the local OEM market has been below expectation under the existing distribution model, which relied solely on niche Victorian player BBF after a disagreement with Edge Technology last year.
Although BBF has proven to be a "good, solid distributor" for the brand, according to Adams, it is "smallish" and Tech Pac is "the jewel in the crown".
Maxtor is now targeting "18-20 per cent" of the local market through Tech Pac's huge reseller base, which includes over 1200 Genuine Intel Dealers, he said.
"There is a lot of demand for our products but without a volume distributor we haven't been able to service it effectively," Adams added. "We had a falling out with Edge Technology last year which left a hole in our volume channel and we suffered a dip in sales as a result.
"We don't believe in a crowded distributor channel and only want the one volume distributor, so we are thrilled to have them as a distribution partner to plug that hole."Adams said that as a "specialist volume distributor", Tech Pac will be able to support the local OEM channel with things such as "credit and a good inventory".
Adams ex- pects Tech Pac to elevate Max-tor's presence in local OEM channels and said that it will be clearly targeting these and other "white-box assemblers". A sizeable order was placed last week and will be available next week with Tech Pac stocking 5400rpm drives from 7.5GB to 60GB and 7200rpm drives from 10GB to 40GB, he said.
"It is not a Mickey Mouse order. It's indicative of a distributor that is very serious about the products," Adams added. "We are supplying them with the level of stock that will allow them to achieve their goals."The deal was attractive to Tech Pacific because it has an exclusive on it which allows it to differentiate in the marketplace, Adams said. The products are not sold on price, he added, so he doesn't envisage any changes under the new arrangement.