XMedia offers PC building blocks to home user market

The home computing retail market in the UAE has another player with opening of XMedia in Sharjah’s Sahara Centre mall.

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By  Guy Mathew Published  September 12, 2002

The home computing retail market in the UAE has another player with opening of XMedia in Sharjah’s Sahara Centre mall. The venture is a spin off from Iranian distributor Ashley and the company said it brings a new concept to the market.

Its main feature is that it does not sell complete PCs from recognised brands, but offers all the components of a PC separately so that customers can choose the precise specification of their machine.

“Most computer stores make no distinction between work and home computing products. Customers are forced to make do with the limited options available, unaware of the wide range of products that are specifically designed for home use,” said Ahmed Farahani, general manager of Ashley.

“It is this gap that XMedia wants to fill. You can walk into XMedia, select hardware and software, add accessories of your choice and build your PC from scratch,” he added.

Farahani explained that the store would employ staff that are able to explain to customers how various components affect different aspects of performance. Assessing the customers’ needs will be a significant part of the role. Farahani explained that once the order has been completed customers can expect their bespoke PC to be ready within 24 hours. “We want to offer a one stop shop for the home computer user,” he explained.

“We will offer better service and of course make better margins,” he concluded.

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