Comtronix adds Albatron

Iranian channel powerhouse Comtronix has secured an exclusive distribution agreement with fast-growing components vendor Albatron. Covering the GCC, CIS and Iran, Comtronix is confident that its extensive channel reach will enable it to secure 20% market share.

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By  Stuart Wilson Published  February 12, 2005

Iranian channel powerhouse Comtronix has secured an exclusive distribution agreement with fast-growing components vendor Albatron. Covering the GCC, CIS and Iran, Comtronix is confident that its extensive channel reach will enable it to secure 20% market share in the motherboard and VGA card segments. Calvin Lim, sales director at Albatron’s international sales division, explained the reasons behind its latest appointment: “There are two factors that make an ideal distribution partner for Albatron: reputation in the target markets and the ability to provide excellent after-sales service. Comtronix also has very strong finances.” Comtronix — the architect behind a five-company Middle East distribution consortium based in Dubai — has strong credentials as an organisation capable of providing post-sales service and RMA facilities. J. Jafarinejad, marketing and technical director at Comtronix, said: “We already have a network of service centres up and running in the target markets and have years of experience of delivering RMA to customers.” With over one million PCs sold per annum in Iran, Comtronix has set itself an ambitious target of securing 20% of the market. With established names such as Gigabyte, MSI and Asus already in the market, Comtronix plans to target new partners currently purchasing no name or B-brand components. “We have an entry level penetration strategy to take market share from vendors that are not well-distributed or well-marketed,” said Lim. “It all boils down to price points and the brand image. We have a long-term strategy that recognises these factors and allows us to develop Albatron’s position in the market.” Comtronix will use its extensive channel reach in target markets such as Iran to find new accounts not currently served by A-brand component vendors. Hossein Gharavi Ram, business development director at Comtronix, said: “Our policy is to create a customer base across the Middle East for Albatron. Within our first target market, we are serving more than 600 resellers and cover all the provinces as well as Tehran. The quality of the Albatron products will help to drive sales. It is a relatively young vendor that sources the very best components for its products.” Comtronix is working hard to streamline routes-to-market in Iran through its distribution consortium. Because of restrictions in importing certain products to Iran, a complex supply chain has become established in the market involving multiple touch points. Jafarinejad explained: “It all goes back to when importing into Iran was extremely difficult. Before, you had one company specializing in shipping the product to Iran, one company clearing it at the point of entry, another company moving it to a major city and then another company moving it on to resellers.” “This complex structure still exists and we are looking to change it. Many of the companies importing and moving the product still exist but have no technical knowledge or marketing skills,” he added. Iran is still a challenging market to sell into. Comtronix remains something of a rarity in the Middle East channel inasmuch as it is prepared to highlight its experience, expertise and channel reach in one of the most dynamic markets in the region.

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