Game on for McAfee and Softprint
- 27 October, 2004 21:00
AS the dust settles on the retail battlefield following the local launch of gaming titles Rome Total War and Doom 3, Softprint Interactive is turning its game play to the internet security space.
The company is the exclusive local distributor for gaming vendor Activision and is now also a retail distributor for McAfee’s consumer security range.
After launching these large Activision titles, Softprint is now turning its attention to the McAfee range and the upcoming release of the vendor’s 2005 suite.
National sales manager Bruce Millar says Softprint approached McAfee to take on the range as it felt the brand lacked focus in the New Zealand retail sector, which is dominated by Symantec and Trend Micro.
The company aims to apply the same sales and marketing expertise it used to build the Activision brand in the country to increase McAfee’s retail presence.
“In New Zealand McAfee is number three in the market, but worldwide it is number two. This is definitely an opportunity for us and when we take on a brand, we really drive it,” says Millar.
Softprint is planning an aggressive marketing campaign with McAfee in the lead up to Christmas, but Millar is not revealing any details as yet.
“These will be bundled deals that are exclusive to us. We [are] planning strong promotions that will put McAfee back on the shelves,” he says.
He says the company took on McAfee as it wanted to add an internet security product to its portfolio of offerings, which in addition to Activision games, includes educational and productivity software by The Learning Company, Broderbund, Dataworks and QVS.
The company is also responsible for managing sales and marketing activities for peripherals vendor Logitech, but does not distribute the brand, which is handled by Tech Pacific.
In addition to the large retailer chains, Millar also wants to attract resellers that deal in the consumer and small business space.
“We already have a few resellers on board, but would like to increase that with McAfee.”
But will Softprint’s entry unleash a “total war” with other McAfee distributors Tech Pacific and Renaissance?
Vivian Larsen, sales and marketing director of Tech Pacific is aware of Softprint’s appointment, but did not express any concerns about it.
Mark Dasent, general manager of Renaissance Brands, is also aware of the appointment, but says his company focuses mainly on the brand’s corporate offerings where it is having great successes with McAfee’s ASaP managed security service.
McAfee Australia and New Zealand regional director Gavin Struthers says Softprint was appointed as a specialist retail distributor based on its experience in representing major vendors that require focused sales and marketing support in the New Zealand retail channel.
“Softprint will be driving sales of the McAfee products aggressively with both channel incentive programmes and end user promotions.”