Reseller News

Insite, Ultra fit like 'hand in glove'

Christchurch-based Insite Technology has agreed to acquire the brand and business assets of fellow computer assembler Ultra Computer Company Ltd to establish an Auckland presence.

Insite general manager Jan Paterson says Ultra will be run as a division or branch from July 1, and says there is a good fit between the two firms.

“We both mostly supply to the reseller market, we’re both aiming at the quality part of the market, we both assemble notebooks, desktops and servers and not everyone does all three, and we’re both ISO [International Organisation for Standardisation] accredited and Intel Premium Providers.”

Paterson says Insite wants to keep the Ultra name, and has acquired its Auckland staff and office.

While Insite (a division of Renaissance) already does business nationally, she says Ultra reaches a strong customer base there and in North Island regions.

Ultra director John Gould agrees there are strong synergies between the firms. “We think it’s a real hand in glove situation.” he says, adding that each has been in business for 14 years. He says close to 90% of Ultra’s end customers are in Auckland and the North Island, while Insite is “almostly exactly the opposite”.

Neither Paterson nor Gould would disclose what the deal was worth Gould will continue to lead Ultra's Auckland operation on contract, while Insite says Ultra director Mark Forbes Is expected to take up a role at Snapper Network Distributors, of which he is a director.