MID plans to offer above average warranties

Micro International Distribution (MID) plans to differentiate itself from the region’s plethora of system assemblers at this year’s Gitex Saudi Arabia by offering an above average warranty package.

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By  the Gitex Times Staff Published  April 13, 2005

Micro International Distribution (MID) plans to differentiate itself from the region’s plethora of system assemblers at this year’s Gitex Saudi Arabia by offering an above average warranty package. The Jebel Ali-based assembler, which is responsible for the Fortex brand, has targeted the Kingdom and Egypt as two hugely important PC markets in the region and says that its success will ultimately depend on being able to offer sound support packages. “We plan to introduce two year warranties for notebooks and desktop PCs, and three year warranties for servers. This will allow us to compete with companies like HP, which offer a high level of support to customers in the region,” says Anupam Goel, sales & marketing director, MID. “We’re not just looking for retailers at the show, we want companies that can act as service providers as well as sell boxes. This will enable us to build up our brand in these key markets. The Saudi and Egyptian markets represent around 500,000 PC sales per year and give us a great chance to build up our volumes,” he adds. MID also plans to introduce 24 hours, seven days a week telephone support for its customers. It is currently in talks with a local call centre. The firm, which started life as a distributor of components and peripherals back in 1994, will also use Gitex Saudi Arabia to promote its Fortex line of notebooks. As an Intel-Inside partner, MID uses Centrino technology in its notebooks and promises that visitors to its stand will be impressed by the lightweight and feature-packed models. “We are relatively new to the market in Saudi Arabia and it will be important to touch base with existing resellers and recruit new ones at the show,” says Syed Anwar, Intel product manager for MID. “Fortex is an established brand in the region, with a ten-year history of success in terms of quality of components and reliability. We will be looking to leverage this as well as the Intel partnership to boost market share in the Kingdom of Saudi Arabia,” he adds.

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