Empa gains more memory

Empa has added Infineon Technologies to its product portfolio and launched the memory vendor’s latest Aeneon memory modules in the Middle East. Empa will exclusively distribute the full range of Infineon memory products to the Middle East, North Africa and CIS markets.

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By  Andy Tillett Published  July 24, 2005

Empa has added Infineon Technologies to its product portfolio and launched the memory vendor’s latest Aeneon memory modules in the Middle East. Empa will exclusively distribute the full range of Infineon memory products to the Middle East, North Africa and CIS markets. “We will be supplying to thirty countries in the region. The initial reaction from the market has been very positive, particularly in the UAE, although we see Saudi Arabia and Egypt as key markets too. Memory is the component we are driving most at present,” said Savas Yucedag, VP at Empa Middle East. The Aeneon memory range is the first line of products the vendor has introduced aimed at the price sensitive segment of the market. This is a segment where Empa is keen to offer more products, particularly to target the Egyptian market, where it is hoping to set up a local office soon. Infineon, which hails from Germany and has a strong presence worldwide, says the Middle East was the only gap in coverage on its map. “We were looking for a strong distributor with a good presence in the region, and were instantly attracted to Empa because of its ties to Intel. They have a very good name in the market here and we are sure that we can be mutually successful with the Infineon brand,” said Wolfgang Shex, senior director business development and marketing at Infineon. “We want to move towards the OEM market more, and in particular with our new Aeneon range, we are targeting white box manufacturers, which we see as a market with large potential in this region.” Aeneon products were introduced to other regions in December 2004 and Infineon claims to have sold over two million Aeneon memory modules worldwide since. In June this year it launched the second generation of this product, the DDR2. “I have been working with Infineon products for a while, and I am looking forward to seeing the Aeneon products come to this region. The markets I work in have reacted very well to Infineon so far,” said Ali Attar Bashi, managing director at Computer Time Trading, an Empa reseller based in both Dubai and Baghdad, Iraq. The partnership between Empa and Infineon is in its fledgling stages and no sales targets have yet been agreed, but Shex is confident that Infineon products can gain a sizeable market share as the brand becomes more established. “We want to grow to a significant size, around 25% to 30% of the market, but it will take time, and we are still new in the region. Empa is invaluable to us, because of its local knowledge,” said Shex. “Now that we have brought Infineon to the region we are heavily focused on the marketing of the brand, we have already started with e-mails blasts and marketing calls. We will be working hand in hand with Infineon to give its products the best marketing,” added Yucedag.

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