How it began; future directions
HEXUS: What’s
the background with Sapphire? How did it all come around?
KD: Well 15 years ago, I ran a distributor
called
Athlon Micro. They were the master ATI distributor in North America.
Then, when ATI changed their business model to go after the ASIC market
and have board partners, it made perfect sense to start up this new
business. Over time we have built a tremendous relationship
with
ATI. I care about this relationship and the mutual
trust we
have built up, too.
HEXUS: We've talked weaknesses but what's the biggest threat you
face?
KD: A lot of people think it is other
people coming in
to the AIB market but I don't think it is. Everything is down
to
the people; without them a company is nothing. I am not worried about
whether I sell ATI or NVIDIA, it comes down to the
relationship
with the customers and staff. For example, Brian Skelton, our former
Global Marketing Director, was friendly and a great
asset to
this company. He will be greatly missed. [Sadly, Brian died in May 2004 -
Ed]
HEXUS: So
what’s next?
KD: I am making a shift from being an
AIB partner
to being a multimedia company. I want to sell more products which
overlap with consumer lifestyle. We have the channel, relationships and
brand so it makes sense to move into a new market. I want people to
trust the brand and associate with it correctly.
HEXUS: What’s the story with PCPartner, how do they fit in to all of
this?
KD: When we started this company, we
didn't want
to have our own factory. Instead we decided to do contract
manufacturing, so we worked with PCPartner to that level - now
they are a silent partner to Sapphire.
HEXUS: What are long term goals?
KD: Well, to grow the business. As I said
earlier I
want to go after the multimedia area. We want a brand which sells
products. Our success is down to the relationships, people and brand.
HEXUS: Thank
you KD for your time, it’s been interesting.
KD: No problem.
