Start-up vendor of input/output products Initio has lashed out at market leader Adaptec, accusing it of indecent pricing strategies.
A US ad campaign, which is due to appear in the UK, features a fist clutching torn-out hair, with the words: 'Escape their grip; for too long Adaptec has had you by the short hairs, charging you prices that border on the obscene.'
To combat Adaptec, the US-based firm is looking to recruit two or three storage distributors in the UK. It has already signed Leeds-based Var Dan Computer Solutions to bring on OEM deals.
Rob Robinson, Initio sales and marketing director and former Adaptec employee, said: 'Adaptec may be an easy sale, but there is no margin in it. It's taking money from your pockets. Our products are as good as Adaptec's and remove some of the margin it builds into its products.'
But Frank Salmon, MD of storage distributor CMS Peripherals, was pessimistic about the company's chances. 'It will be very difficult for them because Adaptec is strong. Buslogic has made a lot out of its position. Initio would do very well to make any impact at all.'
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