A work of ART

Almasa Group subsidiary ART International will launch own brand desktop and notebook PCs across the Middle East and Africa in the next few weeks after finalising its channel strategy.

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By  Alex Malouf Published  July 1, 2004

ART International Technology (ART), a member of the Almasa Group, is in the final stages of preparing its channel structure for its new PC brand. The distributor’s new PC assembly unit is concluding talks with distributors across the Middle East and Africa before the official launch of ART PCs and notebooks in mid-July. “We have agreed terms with distributors in several countries including Iraq, Morocco and Egypt. We also have a distributor for the eastern provinces in Saudi Arabia. We are waiting to put the final touches in place with distributors in a few more countries such as Yemen, Algeria and Nigeria before we unveil our range of PCs in mid-July,” said Yasser Shaheen, PC and notebook division manager at ART. ART’s range of PCs includes both low and mid-range value offerings. ART’s assembly line in Dubai will initially churn out 2,500 PCs per month — 2,000 desktops and 500 laptops. ART reckons that value for money and rapid customer service will make it stand out from the vendor crowd. “We will compete with other brands, particularly multinational brands, on price and by convincing customers that our PCs are top quality,” added Shaheen. “We are planning to have service centres in each and every distributor territory. Distributors will have to keep items in stock to rapidly replace PCs which may be faulty. We even have a hotline for customers to call and receive a fast, efficient service.” Almasa has moved to develop its own PC brand after receiving customer enquiries for assembled PCs and has already received orders ahead of the official launch. ART has big plans for its PC business and intends to ramp up production to 5,000 PCs a month in 2005.

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