Chips gets even more bits

Melbourne-based Chips & Bits has been appointed as distributor for 3dfx Interactive and Swann Communications. Under the two separate agreements, it will distribute 3dfx Interactive's full range of 3D video and multimedia products, and Swann Communications' modems and data communications hardware.

Chips & Bits is US-based 3dfx Interactive's second distributor in Australia, its first distributor is another Victorian company, InnoVision Technologies. "While 3dfx is maintaining its contract with InnoVision, they needed a second distributor who has offices Australia-wide to enable them to penetrate the Australian marketplace," said Scott Carlile, business unit manager at Chips.

In the multimedia product space, Chips also distributes Diamond's video and multimedia solutions. "While Diamond's products are aimed at the consumer graphics market, 3dfx's products target the 3D PC gaming market," Carlile said.

Unlike its arrangement with 3dfx, Chips is Swann Communications' exclusive distributor. Headquartered in Melbourne, Swann has traditionally sold through large retailers such as Harvey Norman, Dick Smith Electronics and Tandy. "Like 3dfx, Swann has appointed us as its distributor to gain a more effective penetration into the Australian market," said Carlile.

Both 3dfx Interactive and Swann Communications will provide Chips with product training and marketing and technical support.

Established in 1989 primarily to distribute memory components and processors, Chips & Bits is today a broad-based hardware peripherals distributor with an Australia-wide sales team, 5000 resellers and warehousing facilities in Melbourne, Sydney and Perth.

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