Sapphire gets active in retail

Active IT Distribution, the Jebel-Ali based components outfit set up by ex-Almasa marketing chief Parvez Ahmed earlier this year, is stepping up its coverage of the retail channel as it looks to increase the market share of senior vendor partner Sapphire.

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By  Administrator Published  June 2, 2007

Active IT Distribution, the Jebel-Ali based components outfit set up by ex-Almasa marketing chief Parvez Ahmed earlier this year, is stepping up its coverage of the retail channel as it looks to increase the market share of senior vendor partner Sapphire.

The distributor has created a retail-focused team to specifically develop the VGA and mainboard vendor's brand within the high-end gaming customer segment.

"We have started a separate division for retail inside Active and have seen very good success with power retailers like Sharaf DG, Jacky's and RadioShack," revealed Ahmed (pictured). "Our target is to sell 3,000-plus units through the power retail and normal retail segment this year. We are planning a lot of branding exercises in computer malls and with key partners."

Parvez added: "The main challenge we are facing is the lack of awareness from the consumer when differentiating high-end cards from ‘economical' VGA cards. The good thing is that with ATI now part of AMD we have more marketing muscle to use."

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