1. BACKGROUND

Status: One of the longest-standing specialist storage distributors in the UK, Hammer remains today one of the few to focus solely on the data storage market. As a result of this single-minded approach, its technical knowledge and commitment to customer service are second to none in providing data storage solutions for businesses of all sizes.

Founded: 1991

Publicly Traded: Private company

Vision: To build on its established position as a leading storage distributor based on technical expertise and service quality. Its goal is to provide "real solutions via workable, integrated systems and a personal, professional approach".

Key Markets: Hammer develops storage solutions for all markets. It has developed specific expertise in a number of key sectors, including the public sector (in particular, healthcare and education), professional services, broadcast, audio/video, CCTV/security and manufacturing.

Delivery: Distribution is 100% channel-based.

Partners: Hammer works closely with world-class vendors and market-leading resellers and integrators, in each case as a dedicated storage solutions provider.

Offices: Headquartered in Basingstoke, with a further office in Manchester

Employees: 80+

Web address: www.hammerplc.com

2. THE MARKET

The 1990s witnessed huge advances in the development of data storage technologies and this continues today with the growth, for example, in storage area networks (SANs), storage resource management (SRM) and virtualisation. At the same time, the huge growth in information, much of it mission-critical, has pushed data management to the top of the IT agenda for large and small companies alike, with all eyes constantly on the need to show real and deliverable return on investment.

Hammer's focus has always been on storage. Since its inception in 1991, Hammer has been at the forefront in helping organisations manage their increasingly important and complex data storage requirements. Today, its professional services and consultancy support helps resellers gain that competitive edge when it comes to selling complex storage solutions.

"In taking a broad approach to the IT market, many distributors struggle to excel in offering true value-added service for customers across their entire product portfolio," says managing director, James Ward. "By contrast, we believe strongly that in concentrating both our efforts and skills purely on storage, this allows us to be experts in our chosen field."

Operating for the most part within well-defined and targeted UK markets, the company is currently expanding its European customer base, in particular in France, Germany and Scandinavia.

3. THE HAMMER DIFFERENCE: SERVICE AND INNOVATION

Hammer's continued success has been based on a total commitment to customer service, through a combination of unrivalled technical expertise and service support.

Most companies express a commitment to customer service, so how is Hammer different? "From day one," confirms Ward, "we have taken a highly practical and pragmatic approach to meeting the demands of our customers. With fully trained storage experts, we provide the most technologically advanced products and solutions from the world's leading manufacturers, supported by high quality and cost-effective professional services.

"At the same time, customer service to us means providing support which is flexible, professional and personal." In practice, this means that Hammer has dedicated account managers working with a no-voicemail policy; it provides 24 hour returns material authorities (RMAs), proactive marketing support, flexible credit terms and reseller training - both on-site and at its Basingstoke-based training facilities. Hammer also offers customers a demonstration facility which enables the replication of specific environments, to support the selection and implementation of the most suitable solution.

The company has established an enviable reputation as a leading innovator. "In being first to market, we ensure we are not only aware of market potential but also fully conversant with all aspects of new products, technologies and applications," says Ward. "As a result, our customers are able to maximise profit potential."

Similarly, Hammer's proactive stance in building new markets and offering the latest technologies has been key to ensuring it stays ahead of the competition. In order to maintain this position of pre-eminence, Hammer continues to invest significantly in research to understand both the market and the changing demands of customers, to ensure it offers the right solutions according to need.

Hammer has over 80 employees and its service commitment is reflected in its high number of service and technical staff. A high level of training support is provided and Hammer staff typically combine strong skills and an entrepreneurial spirit with a full commitment to the company's practical customer service approach.

4. KEY PRODUCTS

Hammer is one of the longest-standing specialist storage distributors in the UK, with a business philosophy built around a total commitment to customer service.

To date, Hammer’s success can be mostly attributed to its customer focus and partnerships, dedication to storage, innovation and knowledge, thorough understanding of emerging technologies and market forces, and its complete end-to-end storage offering.

By working with leading manufacturers, Hammer provides the best products and solutions in each sector of the data storage market. Its goal in each case is to be the number one storage solutions provider - Hammer is the largest distributor in either Europe or the UK for the majority of its product lines.

As a dedicated storage solutions provider, Hammer offers unbiased advice on all storage-related products and has the expertise and experience to build, integrate, install and maintain solutions at both an enterprise and SME level.

Dedicated to providing professional, accurate advice and unrivalled service to its customers, Hammer works closely with its partners to help maximise their storage business.

Hammer has two strategic groups - each with a complete team of account managers, technicians, product and market specialists together with extensive stock-holding and full Hammer support:

•  Storage Products: focused on the whole spectrum of storage-related products (from fast-moving through to high-end storage products), the highly-trained staff, extensive stockholding and strong product portfolio aid a professional and efficient service;

•  Storage Solutions: providing tailored and off-the-shelf business solutions encompassing NAS, RAID, servers, SAN and tape together with professional services and consultancy support across a wide range of vertical markets.