Empa signs Hynix RAM deal

Computer parts distributor EMPA Middle East has signed a deal to distribute Hynix RAM throughout the region. For Dubai-based EMPA, the agreement means it can now supply PC factories with all core computer components.

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By  Patrick Phelvin Published  October 22, 2003

Computer parts distributor EMPA Middle East has signed a deal to distribute Hynix RAM throughout the region. For Dubai-based EMPA, the agreement means it can now supply PC factories with all core computer components.

The company, which has just acquired 7600 square metre premises in Jebel Ali Free Zone, acts as channel partner for MSI motherboards, Fujitsu drives and Intel CPUs, so the deal with Korean chip manufacturer Hynix completes the firm’s product portfolio.

“Hynix does not enjoy the market share in the region that it should do. That is about to change,” says EMPA’s general manager Rahb Hamidaddin.

“We have a lot of work to do in this region, particularly in terms of education. Hynix manufactures high-end chips and the Middle East is all about price competition. I believe people will understand soon that in terms of performance and service Hynix is extremely competitive. We expect to see fast growth through an aggressive sales strategy,” adds Hamidaddin.

EMPA says it will now concentrate on increasing market share for its partners as well as expanding into new countries. The company is about to open new branch offices in Jeddah, Saudi Arabia and Cairo, Egypt.

Driven mainly from its Intel distribution deal, EMPA has seen profits of US$40million in the first three quarters of 2003 on a year-end target of US$60million. The company target for 2004 is US$100million.

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