Edimax bids to become market leader with VIP

Networking vendor signs official distribution deal as it targets UK marketplace

Networking vendor Edimax Technology is to use VIP Computer Centre as its official distributor in the UK.

The Taiwan-based manufacturer designs, develops, makes and markets a wide range of network products, from low-end network access cards to high-end wireless projector services.

Though networking vendors and system builders are not natural bedfellows, this vendor has ambitions that could make it a valuable ally in what is becoming a very tough market, according to Mark Lynch, VIP’s network product manager.

Edimax has ambitions to become a known brand and has the budget to bankroll it, Lynch told CRN.
“Most networking manufacturers are content with making products and keeping quiet,” he said.

“But the good thing about Edimax is that it does not want to get into that game of selling on price. It wants to take on and compete with Netgear. It wants to build up its reputation until it becomes a recognisable brand that people ask for.”

The attraction of this strategy, he explained, is that it gives the reseller and system builder more of a chance to make some money.

“If there is a good strong brand out there that people are asking for, they are less likely to be price conscious. It would be good to have another strong networking brand on the market, with a good two-tier price structure,” he said.

Edimax should be applauded for creating a bit of excitement in the market, which certainly needs an injection of energy at the moment, said Lynch.

“It is refreshing. It is helping people in their fight to make some money and it could create a bit of a buzz,” he added.

According to the distributor, the vendor is likely to bankroll a variety of different channel pushes that could benefit the reseller.

“It is likely to explore all avenues, from what I understand. There could be end-user advertising, promotions to resellers, point-of-sale support materials ­ all of which could create a buzz for the reseller,” said Lynch.

According to Simon Higgins, Edimax’s sales manager, VIP will have a part to play too.

“It is vital to work with a distributor that has strong channel relationships,” he said.

“We are happy that VIP Computers, with its product knowledge and passion for customer services, will make Edimax products available to a much wider market in the UK.”