New branding sees Seagate aim high while Maxtor goes low

Seagate's and Maxtor's bare drives will service two distinct market segments following a revamp of the companies branding strategy.

The planning has been months in the making following its acquisition of then rival Maxtor for US$1.9 billion last December.

Under the new strategy, Seagate's bare drives - its Barracuda and Momentus products which are installed in desktop and notebook PCs, will be sold as higher-end products, while Maxtor's DiamondMax and forthcoming MobileMax, which target the desktop and notebook market respectively, will be aimed at the lower end.

"We have priced Maxtor products at the lowest possible price so we can reach a broader section of the market," said Kevin. "The volume-based customers want the best possible price and who don't need the bells and whistles."

The strategy means Seagate disk drives will be typified with leading technology and rich product sets, such as its full disk encryption technology. These products will also have the larger storage capacities. Presently, this will see a maximum of 750GB at 7200rpm for the Barracuda, and 160GB for the 5400rpm Momentus drives.

In comparison, the Maxtor range, which includes the existing DiamondMax and forthcoming MobileMax will be more like the no frills variety of products. These will feature smaller storage capacities -- the DiamondMax tops out at 320GB for its 7200rpm drives and 80GB for its 5400rpm MobileMax drives.

Maxtor drives will eventually sport some of the snazzy features incorporated in Seagate products, but these will trickle down to Maxtor after the technology becomes common and no longer a stand out feature on the Seagate products, Lee said.

Additionally, Seagate drives will feature a five-year warranty, while Maxtor will feature three years.

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