Logicom and Intel launch ‘Made in UAE’ concept

Local assemblers invited to produce low-cost, high-quality Centrino notebooks and take on A-brands as components distributor Logicom launches 'Made in UAE' concept.

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By  Stuart Wilson Published  February 15, 2004

Regional distributor Logicom, working alongside Intel, is gearing up to give Dubai-based assemblers both the products and the skills they need to produce aggressively priced Centrino notebooks. Logicom expects its ‘Made in UAE’ initiative to allow assemblers to undercut the prices of traditional OEM notebook market leaders by 20%. Logicom will use its reseller day on February 18th to unveil the scheme to almost 300 resellers and train them up on building Centrino notebooks. “Dubai is the second location where Logicom is piloting the Centrino project, following the successful launch of the project in Lebanon in the early summer of 2003,” says Omiros Pissarides, assistant general manager at Logicom Dubai. “We feel that Intel customers in GCC have the tools and the know-how to integrate solutions successfully, and Logicom has a strong presence and a team ready to support our channel in every way. The availability of all the components in the market will ensure that our customers will not only lead in price but also in time-to-market, flexibility and spare parts availability.” Logicom has lined up a star-studded array of products for the ‘Made in UAE’ initiative including Intel’s latest Pentium M processor, Calexico wireless card, Kingston Technology memory, Seagate hard drives and a reputable chassis from FIC. Logicom’s reseller day, to be held at the Sheraton Creek Hotel in Dubai, brings together resellers, Logicom sales and product managers as well as offering vendor presentations. Explains Pissarides: “We expect to receive feedback on how we can improve our offering to the channel and what are the issues the channel faces. We can also showcase the latest products of our vendors and explain the latest developments and product roadmaps.” Given soaring demand for notebooks in Middle East markets, assemblers would be wise to take advantage of the training being offered. But intense competition already exists amongst A-brand vendors in the notebook space resulting in severe pricing pressure. Achieving the stated goal of 20% price advantage may be difficult for local assemblers to achieve. They also have to take on the brand equity of A-brand vendors and persuade customers that choosing a local name does not mean scrimping on quality.

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