EMPA launch Spika

Regional VAD EMPA is branching out to launch its very own exclusive brand name Spika in the Middle East market, starting with a range of USB flash drives.

  • E-Mail
By  Paul Barthram Published  January 28, 2004

More renowned for its distribution of brands such as Intel and Fujitsu, regional value added distributor EMPA, is branching out this year from its established portfolio to launch its very own brand for the Middle East market. The new brand Spika —the Latin name for star — will make its first foray into the Middle East channel with an original Korean manufactured USB flash drive to be launched this February. Spika has been in development for a year but EMPA believes now is the right time to enter into the market with the growth of USB flash products. “We’d already done our market research before launching the USB flash because we knew it was a booming market. There are a lot of competitors in this market, but we pride ourselves on the quality of the product,” says Savas Yucedag, sales and marketing manager, EMPA. Though not the cheapest Flash Drive in the market, Yucedag insists the quality of the brand will make up for any price premium and give it an edge over the competition. “In terms of quality, competitors can not compete with the standard we get for paying for Korean production. Plus the product comes directly from the OEM whereas our competitors will usually buy the memory chip, and have another [intermediary] company manufacture the product. This is not the case with Spika, and this delivers a product of very high quality,” reassures Yucedag. According to Yucedag, the channel strategy for the product is not to sell it solely to the IT retail resellers, but expand the distribution of the product to other popular retail outlets. “End users are already familiar with the reseller channel, but IT products are everywhere now. The Spika USB Flash could and should be seen in other retail outlets such as mobile phone and duty free shops,” says Yucedag. USB Flash Drives have provided a boom for resellers in the Middle East channel, with margins of 20% on some brands. EMPA would not be drawn on the margin for the Spika product but suggests channel partners would be happy with the results. EMPA is already rolling out training and marketing plans to create partner awareness on the product, which it sees as a template for further Spika branded product in the future. “Yes, we’d like to make it into a big brand name. We see this as a long term investment,” concludes Yucedag.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code