Quantum wages ad war on Imation

More handbags at dawn

Quantum, rendered impotent by the courts to stop Imation from selling its third party DLTtape media, is now trying advertising to persuade the public to not buy its rival's products.

Quantum launched a marketing campaign yesterday which "encourages end-users to look for the DLTtape logo when buying DLTtape media to ensure compatibility, performance and interchangeability."

Last month, Imation secured the right to sell its Black Watch cartridges for use with DLTtape drives. The Black Watch cartridges, are not certified by Quantum, and so cannot bear a DLTtape logo - the highlight of Quantum's marketing campaign.

Imation is undaunted, and in its press release makes much mention of how the media is 'Imation certified' - if you want something doing properly, do it yourself.

The moves are part of a tit for tat spat between the two companies. Earlier, Imation slapped a lawsuit on Quantum for violations of the Sherman Antitrust Act. In turn, Quantum filed a court order to stop Imation from selling its unqualified tape media for use in DLTtape drives, which was denied, although Imation is obliged to pay royalties on the media to Quantum, the brand owner.

Quantum's ad campaign, "When failure is not an option", presents an SDLTtape cartridge as the hero in various situations where product reliability, etc., are crucial. ®

Related Links

Quantum's Ad Campaign Press Release
Imation's Black Watch Product Brochure
Imation's Black Watch Press Release

Related Story

Quantum 1: Imation 1
Quantum counter-sues Imation
Imation sues Quantum for Antitrust

Sponsored: Designing and building an open ITOA architecture