Interview
programmes. For us these are relationships that we’re building for the long-term and they matter.”
The technology power behind the brand Kingston Technology has not achieved its success as a technology powerhouse over the past 37 years without producing world-class products. It has manufacturing facilities across the globe including 63 state-of-the-art surface mount technology lines producing over seventeen million customised modules of DRAM/Flash and SSD products every month. Te company also understands the power
of data. It has invested heavily in soſtware applications that allow it to track fluctuations in the marketplace and in its own customers’ purchase history and behaviours. “Te past few years have been challenging for
everyone in the IT sector, not least because of supply chain problems. Success or failure depends on making the careful balance between knowing what our customers will want, and when, and how we’ll meet that demand against a backdrop of shortages. Our systems are set up to help us forecast and ensure we have availability of stock when it is needed.” Ann Keefe said. Te UK team also works closely with Kingston’s operations
in other parts of the world, allowing it to stay abreast of global changes and events and take advantage of opportunities. Kingston, as it says itself is ‘Everywhere’. Tere are 18 regional offices around the world, working together with a distribution network in more than 175 locations. “Te network means we can always be there for customers
and maintain visibility across EMEA, which makes us more efficient. Information is power,” continues Ann. “It is in our DNA to support our loyal partners, and the way we do that is through communication. If we know what’s happening, and what they will need, we can make sure to deliver it.”
The evolving landscape Despite the challenges facing the IT sector, including supply chain issues and economic uncertainties, Kingston Technology remains well-positioned to navigate the road ahead. Ann Keefe acknowledges the industry’s current slowdown, particularly in the B2B space, but emphasises the importance of close collaboration with partners during these times. “Trust is a crucial element, especially when times and
conditions are uncertain,” Ann states. “We pride ourselves on being open and transparent with our partners. Our longevity is built on understanding our customers’ needs and how they operate their businesses.” One area of opportunity for the channel lies in system upgrades.
As businesses look to optimise their existing infrastructure, Kingston can provide reliable and compatible memory and storage solutions as part of an upgrade and actively promotes this. It encourages partners to work with customers to upgrade where appropriate, rather than
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replacing entire systems. Tis has proven successful, allowing enterprises to save money without compromising on performance. Te company’s “Ask an Expert” service is frequently deployed to help with making those decisions, offering direct access to technical and other expertise for partners and customers alike. Looking to the future, Ann sees compliance and regulation as
positive forces shaping the tech channel’s professionalism. “We live in a world governed more closely by regulation today, and this has gradually made sales organisations of storage, memory, and other components much more professional,” she explains. “It’s a good thing. For meeting stringent security requirements, for validating expertise and to ensure customers get the best possible service and systems they can rely on. We must be the most professional we can be.” Te success of Kingston’s operations in the UK and EMEA are
reflected in its impressive metrics. In 2023, the company saw a 29% growth in units sold across all products in the UK and Ireland. Tis growth, coupled with its number one market share position, underscores the company’s commitment to excellence and its ability to adapt to changing market conditions.
Navigating the road ahead “Our next goal is to encourage new customers, and one area that we are actively growing is our data centre and server business, working closely with partners who are already selling to data centres,” explains Ann. “We will also continue to nurture the alliances we have formed globally and locally. We work with them on shows and events to elevate our products and show them in context, bringing them to new audiences. We also align our products with theirs from a technical perspective, testing to ensure guaranteed compatibility. As Kingston Technology looks to the future, its adaptability,
customer-centric approach, and commitment to nurturing long-term relationships with partners, customers and other manufacturers positions it as a trusted leader in the memory and storage solutions industry. With almost 40 years under its belt, the company can fall back on its extensive experience to withstand the challenges and act on the opportunities to come.
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