Tandberg Data is launching a 'back to basics' European channel strategy, scaling back distribution and becoming more focused on its automated storage range.
Last month Tandberg appointed Gary Preston, formerly of Overland Storage, to spearhead its "aggressive" new strategy, which will see distributor levels cut back in the components sector and VAR levels increased in tape automation.
"We are trying to rationalise our numbers of components distributors so we can identify those that need help, reducing fighting between rivals and increasing the focus of Tandberg products in the market," said Gary Preston, sales director at Tandberg EMEA.
Preston added that Tandberg will be looking for more partners. "But there's no golden figure we're trying to reach," he said.
Tandberg divides its partners into three sections: gold, silver and storage. Levels of information, support and pricing strategies are different for each section.
"The cut-backs are part of a 'back to basics' strategy, with a new focus on good old-fashioned service. We will focus on our existing partners and ensure margins are healthy enough to attract new partners," Preston added.
Dean Lock, solutions manager at Origin Storage Solutions, an integrator of Tandberg products, told CRN that he believes automated data storage products are the way forward.
"The channel is moving towards automated tape back-up and will, I think, replace component storage within five to 10 years. Tandberg is wise in concentrating on automation. It's going down the right path and aiming for the right market," Lock said.
He added that he feels confident about Origin's business relationship with Tandberg.
"Our relationship with Tandberg has run smoothly, and we feel positive about the future. Tandberg works with us and keeps us up to date on its technical road map," Lock said.
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