Almasa bags Borwise deal

Dubai-based Almasa IT Distribution has once again underlined its regional channel reach after striking a deal to supply PC components to Tunisian assembler Borwise.

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By  Stuart Wilson Published  April 25, 2005

Dubai-based Almasa IT Distribution has once again underlined its regional channel reach after striking a deal to supply PC components to Tunisian assembler Borwise. Almasa will supply components from major vendors including hard drives from Maxtor, VGA cards from Galaxy as well as motherboards and chassis from Foxconn. Commenting on the agreement, Moalla Ghazi, president at Borwise, explained: “We want to build products that compete with international brands, using top-rate components, whilst maintaining an affordable price tag. We may be slightly more expensive than our local competitors in Tunisia but we offer higher quality laptops and desktops which still cost less than branded PCs.” Borwise launched its assembly operation last month and is committed to providing quality notebooks and desktops at aggressive price points. The total addressable PC market in Tunisia in 2004 was estimated at 110,000 units according to the two companies with PC penetration currently hovering around the 3% mark. Borwise currently has a production capacity of 30,000 units per annum with plans in place to expand its product portfolio to include Borwise LCD monitors in addition to desktops and notebooks. Ebrahim Kojouri, deputy managing director at Almasa, added: “With all of Almasa IT Distribution’s experience in the industry and local markets, we are pleased to have formed this relationship with Borwise. Our reputation of only distributing high quality brands and products will assist Borwise in providing competitive products.”

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