Card player learns new trick

Graphics card manufacturer Sapphire is using Gitex as a springboard to heighten brand awareness of its products. Sapphire is a well-established brand in central Europe and the USA and adapting to the Middle East market has required a shift in focus.

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By  Simon Duddy Published  October 20, 2003

Graphics card manufacturer Sapphire is using Gitex as a springboard to heighten brand awareness of its products. Sapphire is a well-established brand in central Europe and the USA and adapting to the Middle East market has required a considerable shift in focus.

Daniel Forster, Sapphire marketing manager EMEA , says "We have toned down our graphics card boxes. Designs featuring aliens are popular in Europe but not in the Middle East so we made more obvious designs with easily recognisable specifications. We have also developed an ATi 9200LT all-in-oneder graphics card specifically for the price conscious Middle East market." B1-52

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