Avsys introduces own brand in UK first

Networking vendor Avsys has chosen to launch its own branded products first in the UK, in a bid to broaden its reach into the SME and mail-order market.

The Taiwanese vendor, that to date has only sold its products through OEM agreements, has teamed up with communications and networking distributor IMC in an exclusive deal to promote its own branded network cards, hubs and switches.

Chang-Jung Wang, president and chief executive of Avsys, told PC Dealer that the move into the UK was not to test the market, but will be the initial stage of a wider launch that will extend into Europe.

'Our OEM agreements will go on accounting for the majority of our business, but we now have our own brand and channel through which we will concentrate on high-end products,' said Wang.

He added that he believed the company would be able to take advantage of the current economic climate. 'Customers of Bay, 3Com and Cisco are becoming more cost-conscious and are therefore looking for cheaper products,' he said.

'However, we are expecting a tough battle because enterprise products are the core business for these companies and they won't give it up easily.'

Neil Wright, marketing manager at IMC, admitted it was after a difficult market. 'To an extent, it is a commoditised market - there are some big brands in there - but we have quality, inexpensive products that are very easy to use.