Quantum makes branded entry in India

After years of being an OEM supplier of tape-based storage products, Quantum has finally executed a global strategy to present itself as a brand. The company is re-introducing its complete range of tape- and disk-based storage solutions under the Quantum brand for the first time for India.

"The decision to introduce branded storage tape drives was purely on the request of our Indian channel, who wanted to sell the full line of Quantum branded products starting from the entry-level models," says Alex Tan, Director, APac - Sales & Marketing, Quantum Corporation, Singapore.

"The branding exercise will give Quantum more opportunities and increase penetration in the market. This will also give our authorized distributors and resellers the opportunity to provide one-stop shop to meet customers' critical technology and business needs," he adds.

Quantum will sell the branded drives through its existing channel for storage systems under the recently launched Quantum Alliance program. The Quantum Alliance program launched in APac in October 2002, provides channel partners a single comprehensive program for lead generation, online training, technology and marketing information, sales discounts and incentives and technical support.

In India, Ingram Micro will remain the national distributor for Quantum branded products.

Emil Korbylarz, the newly appointed MD will be responsible for growing Quantum's branded presence in the region through execution of channel strategy. According to him, the announcement is a testament to Quantum's commitment of further strengthening channel partnerships in India.

NELSON JOHNY

MUMBAI