Emitac picks up Acer distribution rights

Emitac Distribution has taken a giant step in its quest to become a genuine multi-vendor distribution powerhouse in the Middle East. Emitac has struck a deal with Acer to distribute the vendor’s commercial product line-up in Jordan and the GCC, with the exception of Saudi Arabia.

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By  Stuart Wilson Published  May 25, 2005

Emitac Distribution has taken a giant step in its quest to become a genuine multi-vendor distribution powerhouse in the Middle East. Emitac has struck a deal with Acer to distribute the vendor’s commercial product line-up, including notebooks, PCs, servers and selected monitors in Jordan and the GCC, with the exception of Saudi Arabia. The latest move follows hot-on-the-heels of Emitac’s recent distribution tie-up with Microsoft covering Qatar, Bahrain and Kuwait. Emitac, a committed and long-term distribution partner for HP in the region, believes that the addition of Acer to its portfolio is a significant and positive step in its long-term strategy. “To offer resellers a quality service vendors require a blend of distributors and at the same time distributors require a blend of vendors,” said Amer Khreino, general manager at Emitac Distribution. “The total distribution experience that our customers receive will be enriched by having Acer products alongside HP in the future.” Acer is working hard to broaden its distribution channel in the Middle East while simultaneously implementing a policy of segmentation and specific focus that avoids the pitfalls associated with over-distribution. Emitac provides valuable local touch in markets such as Bahrain, Qatar and even specific cities such as Abu Dhabi where Acer sees a clear opportunity to expand its commercial channel-to-market. Sunil Kumar, regional sales manager Gulf at Acer Middle East, explained: “We expand our distributor and channel breadth with minimal overlap by clearly identifying the markets, segments and accounts that are being targeted. There is always some overlap but it is minimal and at the end of the day our selling point is that partners will make money selling Acer.” Krishna Murthy, general manager at Acer Middle East, added: “We focused initially on retail distribution and in the last two years have expanded into the commercial space with Aptec and Tech Data. The direction from Acer headquarters is to follow a broadband distribution strategy where every major player in the market carries Acer products.” The clarity of vision displayed by both sides involved in this deal is underlined by Emitac's recent investment in building up a regional footprint of operations. “Emitac has already made significant investments in the countries where we will represent Acer,” said Vijay Saraf, sales and marketing director at Emitac. “We have put in sales and support operations, stocking points where necessary and will continue to invest in even more new markets such as Kuwait.” Philip Ashkar, sales and marketing manager at Acer Middle East, added: “This is a move in line with our growth strategy. When we look at what Emitac can do for Acer in markets such as Kuwait, Qatar and even the UAE, I believe it is a win-win proposition. The Acer and Emitac team can work together to recruit SMB and corporate-focused channel partners.” “When we look at our channel model, we work with multiple distributors that may sell the same products but all offer an individual set of value-adds — it could be geographical presence, logistics, credit or just having people on the ground,” he concluded. With joint promotions already planned to build up Acer's server channel in the UAE and Qatar, both sides appear committed to making this deal a success. “Resellers will continue to receive the best service from Emitac and we will work closely with Acer to fill specific gaps in specific markets,” concluded Khreino.

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