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Best Data Brings Back Diamond Multimedia Brand

Best Data officially introduced its first Diamond Multimedia-branded products at RetailVision, held here earlier this month.

The company purchased the Diamond Multimedia name and inventory from SONICblue in late August and used the show to launch five modem SKUs under the Diamond SupraMax brand name.

RJ Theodore, general manager of Diamond Multimedia, said that despite the fact that the Diamond name has been out of the retail channel for two years, it still registers with consumers.

The financial terms of the deal were not disclosed.

Theodore said the agreement is a boon for Best Data, which markets analog and broadband modems under its own brand name, because there is still a lot of life left in the 56K category.

“The 56K business is flat to slightly declining, but we feel it has bottomed out so sales should now be pretty steady,” he said, adding the addition of a well-known brand should help his company grab business left by companies that end up getting out of this business.

The initial line consists of four basic 56K analog modems and a new model dubbed the Internet Sharing Modem. The latter unit features two 56K modems combined in a router-like device that allows two PCs to access the Internet simultaneously through a dial-up modem at 56K speeds, said Theodore. The product also comes with a firewall to protect the systems from Internet viruses.

Theodore said Best Data will continue shipping analog modem product under the Best Data brand, but may port some models over to the Diamond line.