X-bit labs

Interview: OCZ Reveals New PSU Market Strategy (page 2)

Category: Editorial

by Anna Filatova , Ilya Gavrichenkov

[ 06/14/2007 | 09:19 AM ]

X-bit labs: The acquisition of PCP&C has obviously aroused a lot of questions about OCZ’s upcoming branding strategies. Could you please tell us if OCZ is going to retain both brands or if the new PSU solutions will be from now on coming out under a single/joint brand name?

Alex Mei: A key goal of the acquisition is to improve our total offering both in range and quality to consumers. We are not making any changes to the PC Power and Cooling line of existing products, and actually infusing the R&D department with more resources so that Doug, in his new role of CTO, will be able to focus on the development of next generation solutions. Doug is the CTO of entire power management division, and is also now working on the OCZ lineup of PSUs. In the future both the PC Power and Cooling and the OCZ lineup of PSU’s will both continue and together will address the entire range. The OCZ PSU’s will target mainstream, gamers, modders, entry enthusiasts, and system builders. The PC Power & Cooling solutions are ideal for upgrading Dell systems, enthusiasts, servers, commercial, and mission critical applications.

X-bit labs: How is OCZ going to use its well-established distribution channel for the benefit of the newly acquired PCP&C? How will the PCP&C products sell through OCZ distribution channel?

Alex Mei: OCZ has an existing global distribution channel that makes it possible for consumers to access the latest memory, cooling, and power management solutions worldwide. PC Power and Cooling products will be made available through this channel making it easier for consumers to obtain the latest and greatest products worldwide at time of introduction. Previously customers in Asia and Europe did not have any regional outlets in which to purchase the product, and actually were importing them in single unit quantities from the US. 

X-bit labs: Therefore there is another question that a lot of users are asking these days: PCP&C is not selling in Europe. Will this situation change? And from this prospective wouldn’t it have made more sense for OCZ Technology to have chosen a company with the already established European distribution?

Alex Mei: The key vision that we share with PC Power and Cooling is that if we make the best product on the market and back it up with the best support then consumers, wherever they may be, will find the offering attractive. One of the reasons why the acquisition made so much sense was because it was a win-win situation for both the two companies and consumers. PC Power & Cooling makes the best PSU’s in the world, and would benefit from OCZ’s global channel and resources, allowing consumers worldwide better access to the technology. By opening up PC Power & Cooling products to Europe the products are both easier to buy and made more affordable.

X-bit labs: Does PCP&C have its own production facility?

Bob Roark: We have existing lines here in San Diego in which we do all of our testing and we even have the ability to customize solutions for very specific customer applications. It is in the facility that all PSU’s are designed and tested, and customization allows us to service commercial customers or configure the ultimate PSU for our customer’s unique requirements.

X-bit labs: What is going to happen to PCP&C PSU warranty? Will OCZ Technology keep fulfilling the warranty obligations on the current PCP&C products?

Bob Roark: All warranties will be honored, and there will be no changes to the policy. The only difference is that there is now a larger customer service network available to our customers both in terms of phone and online support worldwide.