About Us

Expert at reaching and supporting the technology and communications markets in Australia and New Zealand.

"Formed in 1987 as a result of a management buyout of the audio and film divisions of Rank Electronics, this entrepreneurial Australian company handles some of the world's most innovative and smartest electronics in the technically thirsty Australian and New Zealand markets. Our customers enthusiastically endorse new technology frequently well in advance of many other countries. Amber Technology provides the bridge between state-of-the-art manufacturers and customers who need the best available.

With a national network of offices in major capital cities, supported by 205 dealers and service agents nation-wide, Amber provides an efficient distribution and support system across a territory larger than the USA with just one tenth of the population. This wealthy, intelligent and demanding audience expects the best the world has to offer.

Amber provides confident access and support to:

• Broadcast - television, radio and telecommunications.
• Education - colleges and universities.
• Government - Defence and blue-chip corporate authorities.

Amber has out-of-the-ordinary expertise in professional audio, sound recording and sound re-inforcement products. The company has also broadened its operating product portfolio with top end consumer hi-fi and audio-visual systems.

As the multi-media revolution continues to gain pace, Amber is exceptionally well positioned to serve the needs of our customers and suppliers in an era of rapidly evolving market requirements and technology.

In depth engineering strength and customer support

As a distribution organisation, three factors are absolutely vital to the way we operate as a successful team with represented brands and our customer base:

• Superior technical support.
• Responsive, open communications.
• Quality people.

""""Amber Technology's people really do make the difference. The sales staff are known to their peers throughout their industry, while the operational support staff are exceptionally efficient in office support, warehousing, logistics, finance and a major tenet of the enterprise -premier technical support.

The result is a formidable support team which takes pride in understanding the product thoroughly so as to give timely and astute advice to customers. Comprehensive knowledge of the product and its productive applications is the key.

Australian and New Zealand customers are very conscious of being long distances from overseas suppliers and factories, and therefore demand a strong local support capability before fully endorsing a product. Amber achieves this level of support by maintaining a high ratio of technical staff, in excess of 30%, in the technical support area. Amber Technology's policy is to take advantage of factory training for support staff wherever possible and to maintain open communication with the technical/engineering staff of suppliers so that strong working relationships are established.

Comprehensive technical resources, documentation and records are scrupulously maintained as part of our ability to instantly respond to customers' support needs. In summary this means we can truly say: "no one will look after your technical needs better".

Broadcasting Innovation

Whether it is radio station automation that allows fail-safe 24-hour on-air operation, or cutting-edge digital on-line video systems, Amber is there selling and supporting broadcasters around Australia and New Zealand. We have the contacts. We know the current state of every station and broadcaster and can provide focused marketing to match broadcasters' needs for new products, for technology updates or simply refining a studio's productivity with smarter products.

Australia is a leader in broadcasting standards producing many programs for worldwide sales and distribution. It is fertile ground for switched-on technology suppliers and an environment of real innovation in broadcasting techniques.

Again we offer considerable technical support so that confident relationships are formed with our clients' engineering staff.

Just-in-time, and other modern business practice

""""Amber employs computer controlled warehousing and inventory control that optimises our half a million cubic feet central warehouse and logistics system. We maintain over 3,500 individual products and 12,500 component and spare part lines in our system. Linked to a seamless distribution order delivery system with premier air and road freight companies, we can provide our customer base with reliable next-day-delivery. Automatically stock levels are monitored and flagged as trend movements initiate re-order on our overseas principals, so that a balance between inventory holding costs and availability is maintained at peak efficiency. The result is keen pricing for our customers and maximum market penetration for our suppliers.

Quality procedures are in place throughout the entire enterprise to ensure wastage is constantly eliminated and service is focused where it should be.... on our customers.

We listen intently to the markets for Professional Audio, Multimedia and Audio-Visual.

Clearly audio is undergoing a renaissance as it is incorporated into the next stage of PC and Client/Server technologies that are now emerging, not to mention Home Theatre in the consumer market and voice synthesis for machine control. Just some of the exciting areas in which we keep a watchful presence.

The traditional segments of professional audio in recording, music and live sound re-inforcement are not overlooked by Amber.

They form a comfortable part of our product and expertise portfolio. As such we have positive industry-wide relationships with studios, independent producers, audio engineers and hi-fi professionals. We intend to maintain our presence as a major, responsive supplier to the Australian and New Zealand professional audio-visual markets.

Today's Consumer Products distributor.

As the differences between consumer products technology and professional equipment begin to blur, Amber Technology intends to offer distribution expertise and support in consumer niche markets to our overseas principals.

With consumer product, the secret to success is a good dealer network and good local technical support. Amber's network of dealers and service agents supported by our own regional offices provides the ideal distribution structure. So we will confidently provide responsive distribution and support to consumer products today and tomorrow.