Oki strengthens Saudi channel

Printer vendor Oki has added Al Shoaibi Group to its Saudi distribution line-up. Al Shoabi will act as Oki’s master distributor in Saudi, and assist Oki in building up a dealer channel in the Kingdom.

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By  Alex Malouf Published  November 29, 2004

Printer vendor Oki has added Al Shoaibi Group to its Saudi distribution line-up. Al Shoaibi will act as Oki’s master distributor in Saudi, and assist Oki in building up a dealer channel in the Kingdom. “We are looking to make our products more visible in the market through this agreement with Al Shoaibi,” explained David Malloch, Oki country manager, Saudi Arabia. “Our present distributors, Nasco and Jeraisy, focus on the corporate market but we need more presence in the open market, in the IT souks across the Saudi Kingdom. Oki wins awards for its products everywhere and yet the average Saudi consumer would struggle to find them.” “We are looking to build a dealer channel, with the support of Al Shoaibi. In order to achieve this we have to improve the availability of inventory in-country. By creating a master distributor whose prime aim is to hold sufficient level of inventory we make it easier for existing distributors and sub-distributors to pick up inventory quickly. The other benefit is that we make it easier to create a reseller channel. Al Shoaibi is a committed master distributor that sees the creation of a proper channel in Saudi as an important part of the distribution business,” he added. Al Shoaibi has warehouse facilities in the capital Riyadh, as well as in Jeddah and the Eastern provinces. Oki and Shoaibi will continue to review demand and extend distribution facilities as and when necessary. “Al Shoaibi’s network covers 90% of the demand in the Kingdom. If demand grows beyond that, Al Shoaibi will establish other warehouses elsewhere. But addressing the rest of the Kingdom is probably better met through a dealer channel than direct distribution.” Oki’s long-term aim is to build a channel-to-market comprising of dedicated resellers who will push the vendor’s range of solutions. With a promise of healthy margins and a comprehensive partner programme, Malloch is confident that Oki can tempt dealers to sign on the dotted line. “We are looking for dealers who recognize they can make more money by selling our products than the alternatives. We are going to try and find a small number of good dealers in each territory, work with them and then build upon that. If dealers are interested then they should contact me and get onboard.”

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