Feeds

Microsoft's Bauer gets a suntan with The Register

Get out of consumer business, he says

  • alert
  • submit to reddit

5 things you didn’t know about cloud backup

Thomas Bauer, Microsoft regional OEM director for EMEA, took time out from the Integrator Forum Europe 2000 in Monte Carlo to tell Linda Harrison why system builders need to quit the consumer market, and about the vendor's plans for its tier II OEMs.

Dump your consumer sales and get into the business market if you want to survive.

That's the opinion of Thomas Bauer, Microsoft regional OEM director for EMEA, who recommends get big, get specialised, or get out of consumer sales.

He believes: "It's black and white - get out of the consumer business. Only the big system builders, or those who have developed targeted PC packages, will survive in this market."

According to Bauer, it is system builders like Tiny and Time, who have developed PC packages aimed at different groups such as students or Internet users, that have got this market sussed. "But if a system builder is just a shipper of mass units on the consumer side, I don't think they will survive," he said.

Bauer believes that big companies like Tiny and Dixons have got the market sewn up to a certain extent because they have done their marketing so well that consumers automatically think of these names when they decide to buy a PC.

The opportunities lie in the business to business sector - "The system builders' strength has always been that they could add services to the PC - and in this area they really can make a profit. They need to look to extend their business with services such as networking, Web integration and IT support," he said.

Regarding tier II system builders, the vendor's plans to sell direct to these OEMs - revealed here yesterday - will start as early as June. The scheme will let OEMs shipping at least 3000 units per year choose to buy either through distribution or direct from Microsoft. According to Bauer, this will be a worldwide scheme.

"It is linked to the fact that we want to get as close a relationship with this level of system builder as we can. We need to have an account manager relationship with them," he said.

"We doubt our distributors we have in place are able to do that - they are very diversified in what they do."

System builders taking up the offer will get the opportunity of joint marketing programmes and Microsoft will share support costs.

But there are "no plans at the moment" to expand this scheme to smaller OEMs - Microsoft will still rely on distributors such as Ideal Hardware and Datrontech to ship software to tier IIIs.

"We need the distributors - they are very important partners to us. But it is important that we have a closer relationship with system builders," said Bauer. ®

5 things you didn’t know about cloud backup

More from The Register

next story
BBC: We're going to slip CODING into kids' TV
Pureed-carrot-in-ice cream C++ surprise
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
Twitter: La la la, we have not heard of any NUDE JLaw, Upton SELFIES
If there are any on our site it is not our fault as we are not a PUBLISHER
Facebook, Google and Instagram 'worse than drugs' says Miley Cyrus
Italian boffins agree with popette's theory that haters are the real wrecking balls
Sit tight, fanbois. Apple's '$400' wearable release slips into early 2015
Sources: time to put in plenty of clock-watching for' iWatch
Facebook to let stalkers unearth buried posts with mobe search
Prepare to HAUNT your pal's back catalogue
Ex-IBM CEO John Akers dies at 79
An era disrupted by the advent of the PC
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?