Kingston has eyes for Apple VARs

Vendor launches consumer-focused push and is keen to expand its Apple-focused VAR base

Kingston Technology is looking to court Apple resellers as it launches its first
dedicated retail push in the UK.

The memory and flash vendor has unveiled a host of consumer-focused initiatives and products, including new packaging and a consumer-focused microsite, with links to product demos and video tutorials.

Ann Keefe, Kingston regional director for the UK and Ireland, said: “We have always been very business-oriented and that won’t change, but we are looking to become more consumer friendly, and get our products out to a wider audience. It is the next logical step for the business.”

The vendor initially unveiled its consumer offerings at the Currys flagship store in Birmingham last month, but it took the wraps off its Apple-dedicated range at Apple Premium partner Cancom’s Edinburgh store last weekend.

“We want resellers to know we are capable of delivering something that is palatable to consumers and are confident of success with our Apple range,” added Keefe.

Kingston is offering resellers extras such as MDF support and ongoing sales support. It will also provide them with dummy packaging for their store, and direct new customers to their web sites as a Kingston Approved Partner.