Customer distribution

Our customers are, almost without exception, technical buyers. They are IT professionals and organisations with high standards for quality, performance and reliability, and very little patience for a supplier who guesses.

Distribution by region

Region	Share	Principal markets	Notes
Southeast Asia	38%	Vietnam, Thailand, Malaysia, Singapore, Indonesia, the Philippines	Our largest region and the one with a dedicated desk. Mostly system integrators serving telecoms operators, banks and government agencies.
Mainland China	19%	Guangdong, Shanghai, Beijing, Sichuan	Handled through the Shenzhen desk. Predominantly hosting providers and hardware resellers buying components in volume.
South Asia	14%	India, Bangladesh, Sri Lanka, Pakistan	Price-sensitive, high volume, and extremely sensitive to documentation errors. We work with customs brokers our customers nominate.
Europe	12%	Germany, Netherlands, Poland, United Kingdom	Mainly buyers of end-of-life and hard-to-source components that the authorised channel there no longer carries.
Middle East	9%	United Arab Emirates, Saudi Arabia, Qatar	Growing steadily. Data centre build-outs consuming accelerators, adapters and enterprise storage.
North America	5%	United States, Canada	A small but rising share, concentrated in AI infrastructure buyers looking for allocation outside their domestic channel.
Australia and NZ	3%	Australia, New Zealand	Established accounts rather than new business, mostly in hosting and managed service providers.

Who they are

• System integrators building and delivering infrastructure to end customers, who need a supply chain that will not make them miss a go-live date.
• Hosting and cloud providers expanding fleets, buying the same drives and adapters repeatedly and caring about firmware consistency more than price.
• Corporate IT departments expanding or maintaining an installed estate, often needing previous-generation parts the authorised channel has dropped.
• Resellers and distributors in markets where our line card fills a gap in what they can source locally.
• AI infrastructure buyers, the newest group, buying accelerators, high-capacity memory and fast storage in concentrated bursts.

What they have in common

Nobody buying from us is shopping purely on unit price. What comes up in almost every conversation is the gap between a quoted lead time and an actual arrival, and the cost of that gap when a project has a contractual date attached to it.

That is the problem we are built to solve, and it is why we hold stock rather than broker it.