Sapphire signs Aussie distributor

The partnership is being viewed as a natural progression for the distributor that already has a relationship with XFX, manufacturer of NVidia graphics cards. By signing Sapphire, Multimedia Technology anticipates continued expansion as it offers the two foremost graphics card vendors to the Australian channel.

“The market is cyclical so Multimedia Technology has both sides of the camp covered. XFX does NVidia and ATI does Sappire, so it makes sense for us to partner with both as it guarantees we can supply the best product to accommodate the massive demand in the graphics market,” said Mark Eichler, marketing manager, Multimedia Technology.

Multimedia Technology’s range of graphics cards include Matrox, Leadtek and XFX. The distributor prides itself on the strength and longevity of its partner relationships. According to Eichler, the task of signing a vendor involves a great deal of forethought and research.

“We add vendors when we see reach and a place in the market for a long-term relationship, we’re in it for the long haul,” he said. “It’s all researched and thought about vigorously to ensure our partnerships are fruitful.”

Multimedia Technology claimed Sapphire will capitalise on the distributor’s strength in Australia and its existing partners will gain the backing of a major vendor.

“We communicate very closely with partners, they understand this agreement will bring people to the door,” said Eichler.