"We’re No.2 in the UAE," says Dell

Consumer preferences dictate consolidation trends, says Gareth Williams, GM, Dell Computer, FZ-LLC. Dell is displaying its products at the Emirates Computers Stand in Hall 4.

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By  Vijaya George Published  October 14, 2001

Dell, currently holding the number one position in the global PC market, will exhibit its products at the stands of its regional partners, Emirates Computers and Key Information Technology, at GITEX 2001. It will also have a presence at other stands including Microsoft, Intel, ASP Gulf, Red Hat and Sakhr Software.
Gareth Williams, GM Dell Computer, FZ-LLC. justifies Dell’s decision to share a stand with its partners instead of having one to itself. “We have achieved record results each quarter through working closely with our partners and it is in line with our strategy for the region-working with partners to achieve consistent results,” he says.
Although it has looked like Dell has been keeping a low profile in the Middle East market, it isn’t really so. IDC figures for Q2 FY02 show that the company reigns as No 2 in the UAE with 9% market share and a yearly growth of 52.9%. Currently, the leading PC market share holder in the region is Compaq. But with the impending merger between HP and Compaq, one is not so sure of what future PC trends in the region will be.
Asked what he thinks of the merger, Mr. Williams shrugs away the proposed acquisition as “an extension of the consolidation that has been occurring in our industry for several years. This consolidation trend has been forced by expressed customer preference for quality products based on industry standards (including server and storage products) coupled with great service, offered at a low cost.”
Irrespective of the merger, Dell will “continue executing our current strategy of offering customers a high-quality range of products combined with great service for a low price. This strategy enables us to take market share profitability and continue growing 2 to 3 times faster than the market,” he explains.
With regard to Dell's future strategy in the Middle East market, he stresses that it will be lined with ‘continued growth and development’.
“We are extending the fundamental advantages inherent in our customer-focused build-to-order business model. We are continually investing with our partners to deliver the benefits of our business model to existing and new customers and we will continue our aggressive approach to growing our market share through providing the best products, service, and support, at the best prices, working in tight partnership with our partners across the region,” he says.

Dell is at the Emirates Computers Stand - D4-1

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