Empa looks local

Empa has earmarked Egypt and Iran as suitable locations to launch dedicated in-country operations as the regional distributor continues its quest to get closer to genuine second-tier resellers across the Middle East.

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By  Andy Tillett Published  May 31, 2005

Empa has earmarked Egypt and Iran as suitable locations to launch dedicated in-country operations in as the regional distributor continues its quest to get closer to genuine second-tier resellers across the Middle East. Empa already operates in these markets using sales staff on the ground and leveraging its centralised logistics in Jebel Ali, but now believes dedicated offices and local stocking points will lay the foundations for sustained business growth in two of the most dynamic Middle East IT markets. The distributor already has Ola Eldib and Maryam Mohammadi on board as country managers for Egypt and Iran respectively. “The market [in Egypt] is ready for us now. What we have to think about is our local stock and although it is something we are delaying a little bit, we are going to establish an operation. We are selling enough products to warrant establishing an office, but we just need to sort out the formalities,” said Eldib. Empa currently claims to supply some 25 resellers in Egypt from its Jebel Ali hub including local assemblers producing approximately 500,000 units per annum. With locally assembled PC’s still accounting for the lion’s share of the market in Egypt, Empa sees strong sales potential in the market. Empa has been working in Iran for the last year and Mohammadi believes the time is right to make a long-term commitment to the market: “In Iran I feel that we have nearly everything in place and can now arrange to have a local office. Empa is growing in terms of sales and reseller breadth and we are building the right channels.” Major distributors operating in the Middle East are ramping up in-country operations in key markets. This move allows them to move closer to genuine in-country second tier resellers and also helps erode the role of sub-distributors and re-exporters adding no real value. Vendors are also keen to see authorised distributors move in-country as it typically means better support, service and local stock availability for resellers.

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