Creative names ME boss

George Ng has been named as the general manager for the Middle East by Singaporean soundcard and peripheral giant Creative.

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By  Andy Tillett Published  September 20, 2005

George Ng has been named as the regional manager for the Middle East by Singaporean soundcard and peripheral giant Creative. Ng will step into an expanded role as the general manger of the company’s Middle East office, which is in the process of being set up, in addition to his current position as the head of marketing for the Asia Pacific region. Ng’s management area will be the Middle East including Iran and he will also be head of marketing for the territories of the Middle East, Africa and part of the Mediterranean. Ng says one of Creative’s focus points in the Middle East will be the training of its Channel partners. “The office will provide more training to our channel, alongside training days and seminars, on the products and the way we market and use them. We also want to close the gap between retail channels. We will be doing a lot of work in store, on products and displays,” said Ng. Creative’s strategy in the region will mainly be on retail, and the vendor is hoping to add a number of retail chain stores across the region to its portfolio. Presently, Creative products are distributed by Ashley and Trigon across the Middle East, but the vendor says that it will be firmly heading towards the retail sector with new appointments, to reflect the current state of the market. “I originally submitted a proposal to set up an office here four years ago,” continued George NG. “Every time we were about to finalise there were problems, mainly political, within the region that held us back. We have been getting closer to the market and the response to Creative has been fantastic in the region. When we set up our regional hub in Jebel Ali the product flow grew by three times in as many months.” Creative estimates its share of the worldwide soundcard market at over 70%, and the company surpassed the US$1bn turnover point in June this year. The vendor has also moved into the digital device market with its creative Zen MP3 player range, and released its new XFI audio processors. Creative claims that it has a 26% quantative market share for personal audio products in the UAE. It bases this on independent audits carried out by market researcher GFK.

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