Empa brings Asus on board

Regional distributor Empa has strengthened its product portfolio after inking a deal with Asus to carry its notebook and PDA range in the Eastern Gulf region.

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By  Alex Malouf Published  January 25, 2005

Regional distributor Empa has strengthened its product portfolio after inking a deal with Asus to carry its notebook and PDA range in the Eastern Gulf region. “We have knowledge and experience of the notebook business from distributing in other territories, but we wanted a big-name brand for the GCC,” explained Armagan Demir, VP for sales and marketing at Empa. “One of our strengths is the GCC market, and it made sense to add an A-brand vendor for this territory.” Empa boasts a strong presence in components distribution and will be looking to build a solid channel for Asus’ finished goods. Asus too is looking to translate its brand equity as a components vendor into demand for its finished goods. “We have already seen our business benefit from this deal. In the UAE alone we are now working with 30 companies that we didn’t have relations with previously. It is a different type of business that we would like to expand the company into,” added Demir. Asus dominates the Taiwanese notebook market — where it also operates as a contract assembler for prestigious high-end notebook brands — but has so far found the Middle East a tougher nut to crack. Demir is confident that the Empa-Asus partnership will reap rewards and open up opportunities for both companies. “Asus’ market penetration is not as high as it could be, despite the quality of their products. Empa can make it a success story for them and we are aiming to take a sizable chunk of the GCC’s laptop and PDA market. With mobility in vogue, we believe the two products will prove very successful,” concluded Demir. Empa claims that the total addressable market (TAM) for notebooks in the Eastern Gulf region currently stands at 30,000 units per month.

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