Brightpoint and Sierra Wireless ink deal

Sierra Wireless, which has only recently established a dedicated Middle East office, concedes that it is a latecomer to the region, but it believes this will not prevent it from getting a strong foothold within the region’s growing wireless market

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By  Andy Tillett Published  April 26, 2005

Sierra Wireless has appointed its long-term global distribution partner Brightpoint to sell and market its new product-range in the Middle East. Under the terms of the contract, Brightpoint will oversee the distribution of the vendor’s products in nine Middle East countries, including the GCC region. “We’ve discovered a strong growth in internet and mobile subscriptions and notebook computer sales in this area. These are the three key drivers that indicate to us that this market is moving towards a wireless environment, ” says Simon Richards, general manager, Middle East and North Africa (MENA) at Sierra Wireless. Sierra Wireless, which has only recently established a dedicated Middle East office, concedes that it is a latecomer to the region, but it believes this will not prevent it from getting a strong foothold within the region’s growing wireless market. “It’s not surprising that Sierra Wireless has opened up an office here [Middle East]. When you look at the opportunities [available] in this region, it is an area where you can receive and dispatch goods quickly. We have strong ties with network operators, and we work with them on a weekly basis. We are very strong in this area, ” says Scott Archibald, vice president of sales Brightpoint. Furthermore, Sierra Wireless is looking for more distributors in addition to Brightpoint, to serve the burgeoning Kingdom of Saudi Arabia (KSA) market. “Ideally we are looking for partners [that] are able to bring the convergence of cellular telephony and the wireless data IT market together. They can have a cellular background and want to get into data or the other way around,” says Richards. “Any partner would be able to become a member of the channel connections programme, where they can get training online or face to face, marketing development, technical support; a full range from a channel programme,” he notes.

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