The state of the market
HC: How has the macroeconomic environment affected Cooler Master?
MR: Cooler Master is a ‘wholly owned' company that is not at the mercy of the global stock markets. As such we are in a strong position to trade successfully and even increase our market share in this environment. Our product line up is stronger than ever and we are taking a powerful leadership position on pricing, while - at the same time - making sure that we increase the diversity of our marketing programmes for the channel.
HC: Specifically how is the market for enthusiast products holding up?
MR: According to the most recent statement I've seen from Estzer Morvay at IDC, only two areas of the market are truly buoyant. The most obvious is the market for smaller netbook/notebook products and Cooler Master is ideally positioned to take advantage of that with Choiix.
The second area that has proven to be resilient to the economy is the market for high-end systems, typically with a chassis volume of more than 30 litres. Gamers, enthusiasts and professional users who have a clear need for power, cannot compromise. They need the power they need. This is great news for the channel as our Choiix products and high-end chassis and PSUs all offer solid margin opportunities.
HC: Do you have any views on how next year will look for the UK tech channel?
MR: Companies without a strong manufacturing base, innovative design and solid capital reserves will experience unpleasantness. On the other hand, this is a Ying-Yang business and companies like Cooler Master are working hard to recruit resellers and system integrators that want to supply customers with the products they need at margins that make sense.
