MGE’s channel charge

MGE is looking to shake up the uninterruptible power supply (UPS) vendor landscape as it embarks on an ambitious channel recruitment drive during 2005. Backed up by a comprehensive partner programme, MGE hopes to have 2,000 partners on board across the Middle East, Africa and Pakistan by the year-end.

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By  Stuart Wilson Published  February 7, 2005

MGE is looking to shake up the Middle East uninterruptible power supply (UPS) vendor landscape as it embarks on an ambitious channel recruitment drive during 2005. Backed up by a comprehensive partner programme packed full of perks and practical selling advice, MGE hopes to have 2,000 partners on board across the Middle East, Africa and Pakistan by the year-end. The company currently has some 450 resellers signed up in the region. With a presence in more than 100 countries around the world, 2004 sales of Euro528m and more than 3,000 staff, MGE is looking to capture significant market share in the UPS sector. The global UPS market was worth US$5.6bn in 2004 according to research houses with compound annual growth rates of between 5% and 6% expected in 2005 and beyond. “MGE is a world leader in providing high quality power solutions,” said Mohammad Suri, general manager at MGE UPS Systems Middle East. “The main product is UPS systems, but we also have other accessory products that complement this core offering.” MGE revamped its channel partner programme at the beginning of 2005 and also launched an ‘Escape to Egypt’ promotion offering top performing resellers the opportunity to win an all expenses paid trip to Egypt to attend the MGE VIP Conference later this year. Rahul Sikka, distribution manager Middle East Africa and South CIS, explained the importance of channel development to MGE: “Every effort is being made to encourage the channel to sell more and more MGE, be it through point-of-sales displays, demonstration units at reduced prices or access to free technical support. MGE is making sure that the channel has all the information it needs to close a sale.” “We are working indirect in this region and no direct sales are carried out by MGE,” explains Sikka. “MGE Turkey is the only exception to this as it has a services arm and direct sales capability. But even there, they also work with distributors and pull in reseller resources. What we have in Dubai is the capacity to provide pre-sales and post-sales support to partners where necessary.” MGE is already making inroads into the nascent Iraqi market for UPS systems. The company already has a contract employee based in Iraq working on sales opportunities with large accounts including government ministries. The vendor is also on the verge of appointing an in-country MGE distributor in Iraq according to Sikka.

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