eSys goes retail for its eCube brand

Components distributor eSys launches its own range of IT accessories under the brand name eCube and boosts its channel-to-market as it forays into the world of retail.

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By  Alex Malouf Published  August 3, 2004

Global components distributor eSys has launched its eCube brand of IT accessories across the Middle East. The move comes about as eSys looks to diversify from its core distribution activities and cater to what it claims is growing demand for products such as Flash memory used with digital devices. “There is potential to carve out a niche for a product-line that is designed for the specific needs of the regional end-users,” said Pavan Gupta general manager at eSys Technologies Middle East. “As a distributor, the launch of eCube is a natural progression. We have garnered excellent market knowledge and can predict demand for technologies fairly accurately. Our successful foray into PC manufacturing in Asia has given us the technological edge to produce the eCube product line.” The distributor is currently in the process of building a retail channel to sell its range of eCube products. eSys will work with several existing channel partners who are looking to diversify into new areas of business, but eSys will also add to its eCube channel with partners more suited to selling to the market segments which the distributor is targeting — individual buyers, SOHO customers and end-user corporate travelers. “For eSys, this will be the first foray into direct contact with the retail channel and the intricacies of such an effort,” added Gupta. “It is one of the strategies that the company has adopted and I firmly believe that such a challenge will ensure the growth of eSys.” For partners concerned that eSys may be cannibalising its existing components business, Gupta is adamant that sales of its existing components business will not clash with its eCube offerings. “If you look at our entire portfolio, the eCube range is not present in any form, from any of the vendors whose products we distribute,” noted Gupta. “Instead of cannibalising existing trade, the eCube portfolio adds to it. Our long term channel partners, who would like to enlarge their offerings with eCube products, will be assured of a technologically superior product with all the benefits of our existing relationship.”

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