Elonex eyes Middle East market

UK-based assembler Elonex is on the lookout for Middle East distribution partners willing and able to provide a route-to-market for its cutting edge home entertainment PC line-up.

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By  Stuart Wilson Published  October 12, 2004

UK-based assembler Elonex is on the lookout for Middle East distribution partners willing and able to provide a route-to-market for its cutting edge home entertainment PC line-up. “We’re looking for distributors all over the Middle East,” explained Demetre Cheras, business development director at Elonex. “We are already talking to one Dubai-based distributor. At the same time we are filtering potential partners to make sure that we select the right ones.” Elonex is looking to build channels for its latest fully integrated large screen media PC. The Elonex Lumina SL3000 is being billed as a complete home entertainment server. Available with a 32” screen, Elonex plans to bring to market 37”, 42” and even a gigantic 47” model. Sporting a brushed aluminium finish the latest product offering includes wireless connectivity, TV tuners, high-end components specification, wireless peripherals, Windows XP Professional with Media Centre 2005 extensions and is available as a wall mounted or floor mounted unit. The Lumina SL3000 will be available in December with a provisional price of US$3,900. “We want to make this product available very quickly and do not want to wait a year before launching it in the market. Elonex is a strong brand with excellent concepts for the digital home. But we need partners that can do marketing and support as well. That is paramount because levels of support have the potential to make or break the product’s success,” added Cheras. 200-strong Elonex claims to be one of the few companies still designing and manufacturing its own PC models. With the bulk of its own staff based in the UK, Elonex is looking at channel recruitment in emerging markets as a primary driver of business growth.

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