MID introduces online build-to-order offering

The Middle East is ready to embrace online ordering. That’s the message from the MID team this week.

  • E-Mail
By  Stuart Wilson Published  September 26, 2005

The Middle East is ready to embrace online ordering. That’s the message from the MID team this week. MID — the UAE company behind the Fortex brand — is launching a fully-fledged e-commerce website, allowing customers to configure built-to-order PCs over the internet. MID is not alone in looking to give users configuration flexibility. ExpressionPC, the AMD-based PC brand built by Sky Electronics, is also looking to harness the power of the web to provide partners with the freedom to specify the components they want. “The market is now ready for this,” says Anupam Goel, sales & marketing director at MID. “This will allow users to pick the key components that they want in their Fortex PC. We believe that MID has the scale, business mix and experience to become one of the first vendors to employ this type of model in the region.” MID already offers advanced post-sales service systems, including online support and 24 hour telephone help lines. Goel claims that this level of service, coupled with a smooth online ordering engine, creates a ‘win-win’ situation for customers of all sizes in the Middle East. While online ordering remains embryonic in the Middle East, increased internet penetration and specific payment options tailored to the requirements of local buyers, could kickstart an e-commerce revolution during the next 12 months. “Customers are starting to feel more comfortable about online purchasing,” says Goel. “Someone had to be the first company to start offering this type of service in the Middle East and there is no reason why that company should not be MID,” he adds. Promoting the Fortex brand is a top priority for MID during this week’s Gitex and the company has lined up some special promotion prices for its wide range of desktop and notebook PCs. With an increasing number of PC assemblers setting up operations in the UAE, and Jebel Ali emerging as a regional stocking hub for IT components vendors, the foundations have been laid for the emergence of build-to-order local PC assemblers. “We can create a just-in-time delivery system with our key vendor partners,” explains Goel. “As a build-to-order PC assembler, Fortex will also leverage the strength of MID’s existing distribution business and offer buyers unparalleled flexibility and service when it comes to building the PCs that they want,” he adds. Even A-brand vendors such as Dell, which have carved out a reputation as build-to-order PC powerhouses in other parts of the world, have yet to launch these services in the Middle East region. The team at MID have decided that the time is right to make their move, and hope to grab significant first-mover advantage as e-commerce and build-to-order comes of age in the Middle East.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code