Workz makes its debut at Gitex 2005

Being the first Gitex, and the largest trade show at which Workz has exhibited, the company is viewing it as an educational experience.

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By  Tawanda Chihota Published  September 25, 2005

This year’s Gitex is the first for the distributor Workz Middle East. The company came into being just three months ago, changing its name from Brightpoint Middle East in July, a name it had licensed from its previous owners, Brightpoint Inc. of the US. However, even under its previous incarnation, it had never exhibited at the region’s largest IT show, and VP sales Scott Archibald is positive about the opportunities the event will bring. “We’ve seen additional focus on channels, on end-to-end supply chain offerings. Gitex offers a lot of new opportunities for new partners.” Workz is hoping to find a range of possible new customers at the event. “We’re basically here looking for manufacturers, those who are looking for a partner and are happy with the Workz business model,” says Archibald. Clients in the region include Sierra Wireless and Tellular. “We’re basically offering an end-to-end supply chain solution. We can do warehousing, fulfilment, bringing in bulk, we can pack it anyway you want, if you want it in cardboard we can do it. We can use our channels to place it in the market if you want, or develop channels for you. If it requires aftermarket services we can do that well,” says Archibald. Workz has previously been a regularly attendee at GSM telecoms conferences, and had a stand at the GSM MENA conference in Dubai earlier in the month. “With GSM it’s a chance to catch up, a good opportunity to relax with customers rather than the usual business approach.” Archibald recognises that Gitex is a little different. “It’s obviously a lot bigger, but it also has a much broader coverage.” Being the first Gitex, and the largest trade show at which Workz has exhibited, Archibald is viewing it as an educational experience. “It’s very much a learning curve.” Fortunately for Workz, its stand is within the Dubai Airport Free Zone Authority exhibit, so it expects to benefit from the through-flow of traffic. Workz has brought over representatives from some of its customers, including Tellular and Axtech, a manufacturer of rechargeable battery packs for portable devices and accessories for two-way radios. Workz also has some promotions organised with local distributor Quality Computers, Archibald reveals. Archibald is philosophical in his approach to Gitex. “We are going to use it to take a step back, hold our head up and have a look around. We want to find out if we should be here.”

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