Sun Microsystems, offering double its normal discounts to Silicon Graphics? customers who jump ship by upgrading to Ultra workstations, says it has SGI firmly in its sights.
It is targeting a new marketing campaign at SGI?s high-end graphics workstation users, claiming that within a year, it will control more than 50% of the workstation visual computing arena.
That niche market is SGI?s backyard, and estimated to be worth about $65 million. Chris Sarfas, Sun?s product marketing manager claimed: ?Sun has the largest workstation marketshare, although traditionally, the high-end has been dominated by SGI. We?re aiming to undercut them and... increase in choice... by providing high performance machines at lower cost.?
The campaign kicked off with a direct mail brochure to SGI customers, offering double the normal discounts until June 16, reducing the cost of a workstation by around #3,600.
Chris Calvert, SGI?s marketing director questioned Sun?s performance claims. ?Analysts with Dataquest say other companies are going to have to go the way of SGI if they are to meet customer demands for more performance.
'It is not enough to ramp up the clock speed, and only by designing a new architecture can suppliers meet user demands. We gained revenue and unit marketshare last year, and the demand for our newly-architected systems, introduced in January, is huge, both from our customers and many others.?
On Sun?s marketing tactics, he said: ?It?s rather crude and insulting to customers to believe they buy just on price. Selling off the back of barrow won?t enamour a supplier to customers - but maybe it fits the persona.?
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