The deal was made because Sun wants to grow its share of the Intel and AMD server market.
It introduced this range of servers several years ago to compete against HP and IBM for a slice of the Windows and Linux based market, where its current market share is relatively small.
Sun’s other distributor, iTX will continue to carry the full range of Sun products and also its volume products in Australia.
“Express Data will officially start trading our solutions from 1st February, at which point the company will be in a position to take orders and begin deploying Sun solutions,” said Sam Srinivasan, director Partner Sales, Sun Microsystems A/NZ.
“Sun’s relationship with Express Data will provide us with more resources to engage with the channel in Australia.
“Sun offers a wide variety of benefits to resellers including rebates and sales incentives which will be extended to the ED channel,” he added.
Sun’s volume products include its x86 product range, storage, Chip Multithreading (CMT) Sparc systems and software products.
Sun chose Express Data because it was impressed with the company’s credentials and their understanding of their customer’s demands for solutions in this space.
It also invests in staff product training and can deliver value-add services.
“It was these attributes that were key in securing the alliance,” said Srinivasan.
“With the success of Sun’s move into entry-level solutions based on Intel and AMD platforms as well as the increased demand for our CMT and storage products, Sun has appointed Express Data to focus purely on the volume market.
“We were looking for an organisation to align with that could provide a long-term alliance, access to unique channel partners and help expand our market coverage,” he added.
Sun moved into the volume market in 2006 supporting Windows, Linux, VMware and Solaris 10.
According to David Peach, vendor channel manager for Express Data, forming strategic alliances with strong brands is key to its business strategy.
“We had been looking for quite some time for a premium brand to partner with in this space and Sun provided us with a strong brand, complementary hardware and software products, and a long-term relationship that matched our own business goals,” he said.
Express Data’s full agency marketing model was also attractive to Sun.
Futhermore, Express Data did not carry a competitive product line in the volume space and already had existing relationships with key channel players such as Microsoft, Symantec and Cisco.
Speaking about the partnership, Greg Newman general manager of iTX said while the volume product segment is only a small part of its Channel Development Business for Sun, iTX has grown rapidly in this segment.
“Sun’s decision to expand its reach in this market should result in a significant lift in our revenues,” he said.
Express Data to deliver Sun Microsystems’ volume offerings
By Jenny Eagle on Jan 20, 2009 5:00AM
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