Borwise brand born

The Tunisian assembly landscape is set for a radical shake-up according to local start-up assembler Borwise. The company will launch desktop and laptop production next month promising Tunisian customers A-brand quality at aggressive price points.

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By  Alex Malouf Published  January 12, 2005

The Tunisian assembly landscape is set for a radical shake-up according to local start-up Borwise. The company will launch desktop and laptop production next month promising Tunisian customers A-brand quality at aggressive price points. “There are four assembly lines in Tunisia but all of them face after-sales issues. Their components are not high-grade,” explained Moalla Ghazi, president of Borwise. “We want to build products that compete with international brands, use top-rate components and are affordable. We may be more expensive than our local competitors but we are higher quality, and still cost less than branded PCs.” Ghazi claims that the Tunisian IT market is currently experiencing a boom period, helped in part by government support for local PC initiatives. “The total addressable desktop PC market in Tunisia last year was estimated to be 110,000 units, and consumer ownership is around the 3% mark. The authorities are aiming to push that number up to 12% over the next few years through tax relief for local assemblers and special credit rates for end-users.” Borwise will initially manufacture 5,000 desktops and a smaller number of laptops per year. Plans are also in place for LCD monitor production, with room for expansion as sales grow. “We are targeting both consumers and corporates with products priced accordingly. Another segment being targeted is companies looking to upgrade PCs bought three or four years ago. The opportunities are there and we intend to take them,” concluded Ghazi.

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