Empa picks up Kingston rights

Regional distributor Empa has fleshed out its components offerings after penning a deal with US memory maker Kingston. Empa has Egyptian and Saudi rights to Kingston’s ValueRam branded memory products.

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By  Alex Malouf Published  December 23, 2004

Regional distributor Empa has fleshed out its components offerings after penning a deal with US memory maker Kingston. Empa has Egyptian and Saudi rights to Kingston’s ValueRam branded memory products. “Kingston is a renowned high-end brand and demand for the vendor’s memory products is high,” said Armagan Demir, vice president for sales and marketing at Empa. “We are well established in the Saudi and Egyptian markets where Kingston has been looking for a distribution partner, so the tie-up made sense to both of us.” Demir claims that with the high number of PC assemblers in operation across the two countries, Empa will have a ready audience to sell to. “Kingston ValueRam memory is designed with server and desktop builders in mind, and is also preferred for upgrading. With an annual total addressable market of 500,000 PCs in Egypt, 80% of them made locally, we have high expectations.” Empa will carry the whole range of Kingston ValueRam products, including desktop, notebook, and server memory modules. The distributor also carries Kingmax memory products but according to Demir the two vendors complement each other well. “Kingston is the best in the business, and our positioning of the two brands is based on their core competencies, so there will be no channel conflict.” Speaking only a month ago, Empa’s new sales manager Sinan Kender said that the distributor would be expanding its product portfolio, and Demir confirmed that Empa is talking to several more vendors as it looks to go from strength to strength.

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