Global tape drive manufacturer Tecmar Technologies has set up shop in Australia with the intention of servicing the Asia-Pacific region from its Sydney office.
Traditionally, Tecmar has relied on its channel to establish a position in certain geographical locations, in this instance Australian reseller Channel Connections represented the manufacturer in Australia until Tecmar decided to take over the support role itself. "We wanted to provide more technical and sales support. With a local office we can execute warranties and the like more efficiently," explained Patrick Featherstone, managing director of Tecmar in Australia, New Zealand and Asia.
However, this is far from the end of Tecmar's channel dependency with Tecmar searching for distributors and committed resellers and retailers to push its DAT and DITTO drives into the Australian market.
"These types of products are relevant to organisations across the board. Backup technology is an inexpensive insurance policy," said Featherstone, who sees the market gradually opening up and providing resellers with margins of between 11 and 16 per cent.
"The market is very strong now. It flattened out for a while there because the price of a tape drive was not in line with the decreasing prices of PCs and servers. But they have reached a price point that makes sense and because of Y2K issues everyone is keen to back up their data," said Featherstone of the opportunities available to the channel.
Geared towards the Windows NT market, Tecmar requires no particular expertise from its channel, just commitment. "We don't have an authorised reseller program. Instead we want partners who make the effort to educate themselves and their users about our products," said Featherstone.
This includes being able to tout what Featherstone claims is Tecmar's unique tape drives. "Most companies fail to verify the process of backing up their data because it takes too long. So when they need to use that data they sometimes find it has been corrupted. With Tecmar's Travan NS drives we use technology called read well write which backs data up in real time," explained Featherstone.
Tecmar will contribute to the channel's education and sales campaigns with joint marketing initiatives. The manufacturer will also provide its channel with leads from its end-user database.http://www.tecmar.com