eSys creates new low cost PC category

Fast growing IT components distribution firm eSys is pulling out all the stops at Gitex this week to promote its low cost PC range.

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By  Gitex Times Staff Published  September 25, 2005

Fast growing IT components distribution firm eSys is pulling out all the stops at Gitex this week to promote its low cost PC range. The range of eSys PCs will create an entirely new category of low cost machines that will help drive the overall expansion of the Middle East personal computer market, according to the company. “There has been a steady increase in the PC penetration rates in the Middle East, especially because of the rapid growth the region has been witnessing and due to the e-government initiatives and digitisation efforts of the government,” says Pavan Gupta, general manager at eSys Technologies Middle East. “This has created a huge demand for low cost PCs from consumers who are looking for value for money options and we aim to target this segment with eSys PCs. Gitex Dubai gives us an excellent opportunity to reach out to our target audience, considering the popularity and scope of the event,” he adds. eSys reckons that its own brand PC range offers lower prices than global brands without compromising on quality and performance. The PCs combine high flexibility and reliability and are designed to meet specific customer requirements in both corporate and home environments, according to the hardware company. eSys has established a manufacturing facility at Jebel Ali Free Zone in the United Arab Emirates capable of producing up to 30,000 PCs a month. As well as producing eSys PCs, the facility also accepts orders from buyers wishing to outsource their own manufacturing requirements. These white box PCs, available with either Windows or the Linux open source operating systems, can then be branded with the buyer’s name. eSys introduced the concept of assembly lines for high quality, competitively priced PCs in several international markets in 2002, carving out a market niche between expensive branded PCs and local assemblers. The company claims to be the first to introduce low cost complete multimedia PCs available at just over US$200. While eSys is making a big noise about its PC production prowess, it is not losing sight of its core components distribution business. As a major partner for the giants of the global hard drive business, eSys is showcasing the latest components on offer from Seagate, Western Digital and Maxtor at this week’s show. Last year, eSys not only used Gitex to debut its PC line, but also to announce its approach to the fledgling Iraqi market, which the company is targeting by replicating its Middle East model of appointing a limited number of strategic partners that serve a wider reseller base. “Iraq is set to be the largest market for IT components in the region,” says Gupta. “The strict embargo on the inflow of IT technology in the pre-war era has created a market scenario, where cutting-edge technologies are a necessity.”

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