Focus creates brand awareness

Focus Softnet says it will outdo its past performance at this year's Gitex.

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By  Eliot Beer Published  September 25, 2005

In its tenth year at Gitex, software development company Focus Softnet, has decided this year’s participation should outdo that of previous years. In addition to displaying its enterprise and academic solutions, Focus is showcasing its small business solutions at Gitex Shopper through its channel partners. “We have been participating in Gitex since 1996 and the response each year has been better than the previous years. Through Gitex, we are able to create awareness throughout the GCC and raise our profile not only in the UAE, but also in Saudi Arabia, Kuwait, Oman and Qatar. At least 8-10% of our annual total turnover is generated from Gitex each year,” says Ali Hyder, CEO of Focus Softnet. Focus, which develops ERP and CRM solutions for the mid-market, targets markets in India, the Middle East and Far East and delivers ERP applications to over 1500 customers in UAE and over 2500 customers in the Middle East. High-profile customers such as Air Arabia, United Flexible Packaging, Jebel Ali Glass and Containers, and Seven Seas Trading rely on the solutions for their financials, inventory and warehousing, sales and distribution, human resources, fixed assets, and production planning. Apart from ERP solutions for businesses, Focus also caters to the educational sector with its Academic Records Management System (ARMS), which covers entire administration modules for academic institutes. ARMS has been successfully implemented at the Petroleum Institute of ADNOC, the Emirates Institute of Banking and Finance, and the British University of Dubai. Products such as Focus RT, Focus 6, ARMS and Streamline e-CRM are in the spotlight. “We use the latest technologies to develop our products and customise them by offering regional-specific features, which reduce the time of implementation. Localising the software makes it as easy as plug and play for the users,” explains Hyder. The exhibition will also see the launch of Focus’ point-of-sale (POS) products, designed specifically for supermarket operations with complete back-office accounting. According to Hyder, Focus Softnet sees the trade show as a strong platform from which to raise its profile, position and brand image. “We are promoting and selling this product through our channel partners at a very special Gitex price — 25% less than the regular market price,” Hyder says.

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