Hypertec trims high-end memory price tags

Hypertec has slashed the price of its memory by almost a third in a bid to target the high-end server and workstation market.

The Hungerford memory manufacturer has cut the price of its PC100 specification memory by up to 28 per cent. The memory is used in workstations from vendors including Compaq, Hewlett Packard and IBM.

David Evans, chief executive of Hypertech, said: 'We want to be aggressive in the high-end market and we also want to buck the popular perception that memory prices are rising again.'

'The price cut reflects us seeing economies of scale and will enable the channel to supply a more cost-effective solution. We believe our resellers will now be able to supply twice as much for the same price as the competition.'

Alan Stanley, UK managing director of memory distributor Dane-Elec, was unperturbed by the price cuts. 'It's about time Hypertec caught up,' he said. 'It must have been selling memory at too high a price in the first place.'

In a separate move, Datrontech Memory Corporation (DMC), the joint venture owned 49 per cent by Datrontech and 51 per cent by Memory Corporation, has struck a distribution and development deal with Toshiba for memory products in Europe. David Savage, chief executive of Memory, said it provides Toshiba with a route into the OEM market, while DMC gains access to Toshiba's Flash memory technology, the most lucrative and fastest growing sector.

Stanley said: 'DMC is doing well in a difficult market, but we've had an agreement with Toshiba for 18 months for DRam and have recently signed an alliance with Hitachi for Flash, which is more cutting edge than Toshiba.'