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The company has operated in the home markets for around two years, but has not been proactive in promoting itself. According to Peter Griffin, Elsa's recently appointed marketing manager for the UK, it is "one of the best kept secrets in the IT industry".
"Two years is a relatively short period of time to establish a brand. We have taken the steady approach because we didn't want to try and run before we could walk," said Griffin.
"If you throw large amounts of money at the market, you have to be able to satisfy the demand or the investment is wasted," he added.
The company has not previously undertaken a brand-building exercise, Griffin stated, adding it had "reached a plateau". It is also planning to launch a series of accreditation schemes later this year.
Griffin revealed its distribution partners - Computer 2000, Ingram Micro, Ideal Hardware and Force 2 - already had an existing programme to support SMEs, retail and the corporate space. "Through them, we plan to open dialogue with dealers to find out what they want," he said.
Over the next 12 months, the vendor expects to have between 150 and 200 dealers on board that are competent in selling graphics cards, but could also sell other products in the range, such as data communication devices and consumer electronics products.