Atempo Builds U.S. Presence Through Channel

In Europe, where its brand is already a well-known name in data storage solutions, Atempo Inc. employs a 70-30 channel-direct distribution model to reach some 2,300 customers.

But in North America, where the company is a virtual unknown, the vendor intends to deploy a near-100 percent channel model to establish a presence on the back of the “trusted advisor role” VARs play in the U.S. market, said John Meaney, Atempo’s vice president and general manager of North America and Asia operations.

The relationship between U.S. resellers and customers is unique and suited to building credibility for new technology trying to grab traction in the marketplace, Meaney said.

“They bring value and credibility to the equation,” he said. “They add a lot more than just a solution to the hardware and software they sell. They are truly trusted by their customers to bring the most advanced solution to the table. And tying into that can only help a company whose name isn’t as well known here.”

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The Paris-based company has signed two distributors—Condre Storage Inc. this week and Bell Microproducts Inc. in late September—and expects to build an NFL city approach—”a single, major reseller in every major metro market,” Meaney said.

Resellers in the Atempo Select Partner program will earn 30-35 percent margins and, because the solution is underdistributed, a lack of competition should mean rich profits, Meaney said.

Project registration will guarantee partners a minimum 25 point margin, he said. Market development funds and rebate programs are also included in the program.

Meaney said the reseller intends to keep its solution underdistributed, to keep competing resellers from driving down their own margins.

Data storage solutions have traditionally been moved through horizontal channels, he said, but the sector is moving toward a vertical sales model, especially in the media and broadcast industry, where Apple Computer Inc. has made inroads, and the security and compliance sector, both of which Atempo intends to cultivate with VARs specializing in those sectors.