Leo Systems and FIC combine operations for the Middle East

Leo Systems, a part of the FIC Group, is to combine its management with FIC in the Middle East to create operational synergies

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By  Mark Sutton Published  September 21, 2003

Leo Systems has announced an administrative merger with parent company First International Computer Group (FIC) in the Middle East. Leo is wholly-owned by FIC, but was previously operating separately from FIC. The decision has now been taken to merge operations for the two companies' Middle East operations.

The Leo brand will continue to exist, and it will also retain its existing partners, customers and offices, while the company pursues synergies through driving both brands in parallel. FIC is specifically aiming to integrate services, support and business infrastructure for the merged companies, and to create a joint sales and marketing approach to help strengthen the Leo brand in the region.

Hassan Ashi, managing director of FIC, who is responsible for both Leo and FIC said that the move will not create too much disruption. "The integration would not cause any major changes. We are consolidating the two teams to improve our channel support, to better market the brand and to enhance our customer service," he explained.

Ashi was previously manager of Leo Systems Middle East before taking over the FIC group. As a group the company has already expanded aggressively in the region, with its Everex brand becoming one of the leading locally assembled PC brands. Ashi now plans further expansion of the group, including establishing business in Lebanon and Qatar, which will be facilitated by having merged operations.

Leo partners responded enthusiastically to the news. Saeed Madhoun, marketing manager of Jeraisy Computers, Leo's major partner in Saudi Arabia, commented: "We know Hassan Ashi from a long time as a partner and as an IT professional with a long experience in the Middle East market. We at Jeraisy value very much the relationship with FIC group and we think of them as our strategic partners and we are also expecting a lot from Mr Ashi in order to further enhance this relationship."

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