ASUSTek hosts local partners at Gitex

Localisation is the way forward for ASUSTek as it hosts local distribution partners and key personnel on its stand at the show

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By  Mark Sutton Published  October 20, 2003

Localisation is the key for ASUSTek Middle East at Gitex this year. The company, one of the first Taiwanese components manufacturers to open offices in the Middle East, is looking to build relations between local partners and its staff through its presence at the show.

Over one hundred master dealers from around the region are expected at the show to meet senior staff from ASUS headquarters as well as to meet the authorised distributors for each country.

"We have been talking about localisation since day one when we started our operations in the Middle East," says Yasir Alka'ar, regional operations manager for ASUS Middle East.

"We are acting like a sponsor-every partner will have his own representative in the booth, to take care of his country visitors, so ASUS will not have much direct interaction with the visitors. he says. "They can come to the booth, and meet the partners from their country, if they need help they can speak to the product managers, or the sales manager in charge of the country, but the partner is the local king, he is in charge of his country."

"I don't care too much about how big the booth is, or distributing free gifts, we have passed that level a long time back, and now we are in the stage of supporting localisation," Alka'ar adds.

ASUS is also launching a number of new products at the show this year. A new line of VGA cards based on ATI graphics processors will be released. The company already has nVidia based cards, but the addition of ATI is intended to roll out the product line.

"We have samples [of the ATI cards] in Gitex for the first time, we have been holding this launch over from Computex, to demonstrate our support for Gitex more," Alka'ar says.

The company is also debuting its ASUS Digimatrix, a multimedia home applicance and some new networking products.

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