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U.S. memory vendor doubles down in Canada

With help from the channel and new product releases, the company will further extend its reach

While this U.S.-based memory module and flash memory company already does business in Canada, Paul Jones, CEO of Patriot Memory, wants to double his company’s Canadian market share by the end of this year with help from channel partners and new product releases.

Patriot Memory, a Fremont, Calif.-based company, sells its products through distribution channels in North America, Europe, Asia-Pacific, Middle East, Africa and Latin America. In Canada, the company distributes its products through distributors, Tech Data and Supercom, in addition to other retail shops, e-tailers and OEMs (original equipment manufacturers). The company sells NAND flash memory products, DRAM solutions for PCs and PC applications and also SSD (solid state drive) products.

Jones said for Patriot Memory, the Canadian market is a very important part of the business. Although the company has no sales offices in Canada, it does have Toronto-based company, Three Sixty Management, helping out with its marketing and brand representation.

“From a North American aspect, our Canadian market share is in the double digit number and growing,” Jones said. “Most of our sales come from the U.S. and we want more market share in Canada. We hope to increase our market share in Canada by the end of the year to double (it).”

Jones says he’s satisfied with the amount of Patriot Memory product representation in the country now, noting that the company’s products are currently in several hundred locations across the country.

For its branded DRAM products, Jones said the company has both integration and upgrade customers. When it comes to servicing the needs of end-users, Jones says Patriot Memory relies on its channel partners to make the sales. Whereas for integration sales, the company will sell to companies like Dell.

The company has various products coming down the pipeline, with its new 128GB USB product shipping this month.

“This is a portable drive and you can carry around motion video or large storage files,” Jones said. “It’s like carrying a hard drive in your pocket and the retail price will be US$499.”

For the channel, Patriot Memory offers various incentives such as volume rebates for partners to take advantage of.

Partners can also earn up to 30 per cent margins on Patriot Memory’s USB drives, Jones added.

Right now, Jones’ goals for Canada include continuing to develop more strategic, long-term partnerships with channel partners to increase the company’s market share. Longer-term goals include having a technical office in Canada to help get Patriot Memory’s products out quicker to market as the company’s Canadian presence grows.