ViewSonic makes Metra move

ViewSonic has signalled its intention to reclaim a dominant position in the Egyptian CRT and LCD monitor space with the appointment of Metra Computers as its in-country distribution partner.

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By  Stuart Wilson Published  May 29, 2005

ViewSonic has signalled its intention to reclaim a dominant position in the Egyptian CRT and LCD monitor space with the appointment of Metra computers as its in-country distribution partner. Metra is the sole in-country distribution partner in Egypt for ViewSonic and will carry the full range of the vendor’s product portfolio. ViewSonic believes that this element of exclusivity will produce a strong partnership. Metra also currently distributes Samsung’s range of monitor products. Ian Gobey, sales director Middle East and Africa (MEA) at ViewSonic, said: “Metra is a very strong operation in Egypt and this is an excellent opportunity for ViewSonic. Primarily, we are working with Metra on LCD monitors but the distribution deal also gives us the chance to pursue tactical opportunities in the CRT space.” ViewSonic is keen to rebuild its CRT market share in Egypt. The company previously sold 7,000 CRT units a month and held an estimated 60% market share in the country. Gobey believes that the appointment of Metra will allow ViewSonic to position itself as a leading vendor once again. ViewSonic has tweaked its channel model to assist in-country distribution partners across the Middle East, including Metra in Egypt. The company now drop ships both CRT and LCD monitors direct from its production facilities to the warehouses of authorised distributors. ViewSonic has also created a set of monitor models with specification and pricing uniquely suited to the requirements of the volume distribution channel. “Egypt is a very important market for ViewSonic,” concludes Gobey. “Traditionally it has been one of our largest markets in the Middle East, and although we fell off slightly during the last two to three years, we are now well positioned to come back strongly.”

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