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Hypertec shows hyperactivity

Hypertec shows hyperactivity

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Recently acquired PC memory manufacturer Hypertec has appointed a new managing director, Andy Molnar, who will be responsible for moving Hypertec into new regions and markets.

Molnar will take the reins from Colin Lillywhite, who has left to "pursue other opportunities", according to a Hypertec statement.

Molnar will start at the beginning of November and will be responsible for the Australian, New Zealand and Asian operations of Denmark-based Memory Card Technology (MCT), which acquired Hypertec three months ago.

"My objective is to grow Hypertec in the region while continuing to provide the same high-quality technology and service that customers have come to expect from Hypertec," Molnar said.

Molnar will reside over Hypertec as it prepares to launch several strategic initiatives in the Asia-Pacific region in what Lars Marcher, vice president of sales and marketing for MCT, described as a three-pronged strategy.

According to Marcher, Hypertec will firstly build on its existing strengths in the memory market, relying on relationships MCT has with companies outside of the region to expand its presence and partnerships locally.

This includes Hypertec increasing its memory manufacturing capabilities in Australia, said Marcher.

Explaining that 50 per cent of the memory market relies on OEM partnerships, Marcher also wants Hypertec to build strong ties with OEMs, something currently lacking in the company's strategy.

Hypertec will then seek to expand into other market segments; in particular, moving outside the IT industry and canvassing industries such as motoring, credit cards and security to use its memory products.

Marcher envisages Hypertec's market expansion will also include forging new retail alliances with companies such as Harvey Norman and Retravision, among others. Hypertec will release new products, such as compact flash cards, to fit into these markets.

Most significantly, Hypertec will take MCT into Asia, depending on its strong presence in Australia and its existing six offices in the Asia-Pacific region.

"Australia is a perfect hop into Asia but many other companies have made the mistake of not acknowledging the differences in the region. There is huge potential there if you do it right," said Marcher.

Hypertec will facilitate its expansion through several new appointments, investments and the establishment of new channel partners.

Marcher is predicting the newly focused Hypertec will soon account for 50 per cent of MCT's business, which itself is growing at 60 per cent year on year.

"We really want to shift gears here so it was important that we made management changes that could drive those changes," explained Marcher.


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