Micron eyes international market

Dubai-based Micron Computer hopes to transform its iTech PC brand into a genuine regional brand colossus during 2005 and beyond. With Intel Premier Provider (IPP) status in the bag, Micron is now on the lookout for channel partners to help it build international reach.

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By  Andy Tillett Published  May 31, 2005

Dubai-based Micron Computer hopes to transform its iTech PC brand into a genuine regional brand colossus during 2005 and beyond. With Intel Premier Provider (IPP) status in the bag, Micron is now on the lookout for channel partners to help it build international reach. “Since Micron gained IPP status, we have successfully grown the iTech brand and strengthened our reach into key market segments such as corporates and education,” said Shajahan Hamid, managing director at Micron Computer. “We have co-operated closely with Intel and have already implemented iTech PCs as part of large projects in Dubai,” continued Hamid. “We are now working on major bids in Kuwait, Yemen and Oman as well.” Micron’s international ambition extends far beyond the GCC according to business development manager Navaseelan Vavaratnam. He claims that Micron has already signed up distribution partners in Ethiopia, the Maldives, Nepal and Zimbabwe as part of an ongoing quest to create channels-to-market in a dozen new countries by the year-end. “All prospective distributors have to give us a market study, explaining their channel strategy and projecting how much, in terms of sales revenue, they can meet per quarter. We have set targets of between US$100,000 and US$200,000 per quarter to begin with,” explained Navaseelan. “It is very difficult to bring a new product and brand into a new country. We are offering services and quality products at the best price. Once we have a presence in a country we will support our distributors through media campaigns and road shows,” he added. iTech is also ramping up its production capacity to support its long-term growth objectives. According to Hamid, Micron currently assembles between 400 and 800 PCs per month in addition to the specific orders it receives for large projects. The company currently has an assembly facility in Dubai but also intends to open a plant in Jebel Ali within the next two months that will take its production capacity up to 250 units per day. While desktop PCs remain the mainstay of local assemblers’ Middle East operations, many are testing the water in the notebook and server space. Micron is no exception. “We produce notebooks but the numbers are small compared to desktops,” admits Hamid. “We are negotiating with ODM partners that can supply us with barebone notebooks and hope to finalise the deal at Computex in Taiwan.” “Micron also assembles servers and this is a growing business. People are starting to understand that we can produce a quality Intel-based industry standard server on a par with an A-brand vendor. They are now starting to accept the iTech brand,” he concluded.

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