Adaptability, Speed and Communication - The Ingredients for Success and Longevity in the IT sector

During her 28 years with Kingston, Ann has had plenty of time to work out why the company, which is a global leader in memory and storage solutions, continues to be so successful, and it’s not just because the quality of its products put it in the number one market share spot year after year. 

“We’ve been adaptable and open to change, and that’s allowed us to move with the times,” Ann says. “The technology landscape has changed enormously and the greatest impact in the last twenty years has been eCommerce. So, we have had to be dynamic to meet the evolving expectations of online customers because we no longer just serve businesses, we serve consumers too.”

What was once a very focused B2B operation is now multi-faceted with customers coming from organisations of every size, tech consumers looking for the right components to meet their gaming, AR/VR and high performance PC needs, and a huge network of channel partners. Kingston supplies top-tier data centres, cloud providers and PC manufacturers as well as companies developing the next trends in smart devices.

“But despite this expansion into new and burgeoning sectors, we still put people at the heart of our success,” explains Ann Keefe. “We’re like a family and our enthusiasm for being accountable to our customers and partners means we are able to build long-term relationships that are valued.”

We’re more than a part

As a regional director, part of Ann’s role is to oversee the channel in the UK and Ireland, and she cites Kingston’s strong local team as a key differentiator. “It’s less usual now amongst global manufacturers to have a team on the ground in key countries, but partners love it,” she says. “They want someone they can talk to, and they want a fast response. 

“In the memory sector prices go up and down very quickly and stock fluctuates so our partners are looking to us for fast turnaround quotes that can give them an edge in the market. We can respond within a couple of hours and because stock is already in our warehouse in the UK we can make delivery equally quickly. In fact, more than 90% of the orders we get ship on the day the order is received. While this is a significant achievement, with the influence of eCommerce it has become a service that channel buyers expect and we have to constantly raise our game to meet those expectations.” 

Kingston Technology remains highly committed to the channel and invests time and effort to nurture relationships with its partners. Its recent ‘We’re more than a part, we’re a partner’ initiative reflects the company’s determination to reinforce its core values. Face to face meetings remain important but the convenience and efficiency of Teams collaboration has meant more interaction at different levels. 

“We are not driven by targets, but by constantly improving the service that we give to the channel,” continues Ann. “Apart from our business development managers making in-person visits, we also encourage partners to engage with our internal sales team and our channel marketing team. We want to talk to them about deals and promotions and how they can plan their stock holdings or get their business managers to learn more by joining our training programmes. For us these are relationships that we’re building for the long-term and they matter.”

The technology power behind the brand

Kingston Technology has not achieved its success as a technology powerhouse over the past 37 years without producing world-class products. It has manufacturing facilities across the globe including 63 state-of-the-art surface mount technology lines producing over seventeen million customised modules of DRAM/Flash and SSD products every month. 

The company also understands the power of data. It has invested heavily in software applications that allow it to track fluctuations in the marketplace and in its own customers’ purchase history and behaviours. 

“The past few years have been challenging for everyone in the IT sector, not least because of supply chain problems. Success or failure depends on making the careful balance between knowing what our customers will want, and when, and how we’ll meet that demand against a backdrop of shortages. Our systems are set up to help us forecast and ensure we have availability of stock when it is needed.” Ann Keefe said.

The UK team also works closely with Kingston’s operations in other parts of the world, allowing it to stay abreast of global changes and events and take advantage of opportunities. Kingston, as it says itself is ‘Everywhere’. There are 18 regional offices around the world, working together with a distribution network in more than 175 locations. 

“The network means we can always be there for customers and maintain visibility across EMEA, which makes us more efficient. Information is power,” continues Ann. “It is in our DNA to support our loyal partners, and the way we do that is through communication. If we know what’s happening, and what they will need, we can make sure to deliver it.”

The Evolving Landscape 

Despite the challenges facing the IT sector, including supply chain issues and economic uncertainties, Kingston Technology remains well-positioned to navigate the road ahead. Ann Keefe acknowledges the industry's current slowdown, particularly in the B2B space, but emphasises the importance of close collaboration with partners during these times.

"Trust is a crucial element, especially when times and conditions are uncertain," Ann states. "We pride ourselves on being open and transparent with our partners. Our longevity is built on understanding our customers' needs and how they operate their businesses."

One area of opportunity for the channel lies in system upgrades. As businesses look to optimise their existing infrastructure, Kingston can provide reliable and compatible memory and storage solutions as part of an upgrade and actively promotes this. It encourages partners to work with customers to upgrade where appropriate, rather than replacing entire systems. This has proven successful, allowing enterprises to save money without compromising on performance. The company's "Ask an Expert" service is frequently deployed to help with making those decisions, offering direct access to technical and other expertise for partners and customers alike.

Looking to the future, Ann sees compliance and regulation as positive forces shaping the tech channel's professionalism. "We live in a world governed more closely by regulation today, and this has gradually made sales organisations of storage, memory, and other components much more professional," she explains. "It's a good thing. For meeting stringent security requirements, for validating expertise and to ensure customers get the best possible service and systems they can rely on. We must be the most professional we can be."

The success of Kingston’s operations in the UK and EMEA are reflected in its impressive metrics. In 2023, the company saw a 29% growth in units sold across all products in the UK and Ireland. This growth, coupled with its number one market share position, underscores the company's commitment to excellence and its ability to adapt to changing market conditions.

Navigating The Road Ahead

“Our next goal is to encourage new customers, and one area that we are actively growing is our data centre and server business, working closely with partners who are already selling to data centres,” explains Ann. “We will also continue to nurture the alliances we have formed globally and locally. We work with them on shows and events to elevate our products and show them in context, bringing them to new audiences. We also align our products with theirs from a technical perspective, testing to ensure guaranteed compatibility. 

As Kingston Technology looks to the future, its adaptability, customer-centric approach, and commitment to nurturing long-term relationships with partners, customers and other manufacturers positions it as a trusted leader in the memory and storage solutions industry. With almost 40 years under its belt, the company can fall back on its extensive experience to withstand the challenges and act on the opportunities to come.