Source IT targets partners and shoppers with i-mate

Source IT is utilising both Gitex and its sister show, Computer Shopper, to take a two pronged approach aiming to recruit channel partners at the show and move some volumes of product at the Shopper.

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By  Andy Tillett Published  September 27, 2005

Source IT is utilising both Gitex and its sister show, Computer Shopper, to take a two pronged approach aiming to recruit channel partners at the show and move some volumes of product at the Shopper. “Once you get the shoppers out of the way it helps for Gitex, and it makes sense for us to be on the i-mate stand as this is the most prominent of the brands we work with. Also, working with the major retailers that we do it is important to be at the shopper too, as our objective is to move stock for our retailers,” says Ahmed Al-Azzawi, director at Source IT. The distributor is using Gitex as a platform to widen its channel and break into the lesser know regions at the show, a tactic that it has tried and tested before. Azzawi says that Source IT has a strong focus on retail, particular in the more developed markets of the GCC, but needs to increase its visibility in the areas of the Middle East where large retail outlets are not yet embraced. “We are looking for the boosting the presence in the Levant in particular. We need more resellers, as visibility is so critical in this business. We need resellers to provide backup, so that if one doesn’t sell well in a month, there are other resellers to fall back on, who can do the volume,” comments Azzawi. Source IT says it believes in a give and take attitude to the resellers it works with, by doing the stocking and delivery as well as helping to sell the stock out, rather than placing targets on distributors. Azzawi says that by treating itself as responsible for the stock until it is finally sold out, Source IT gives the resellers a comfort factor and helps encourage them in the rapidly developing marketplace. “There are more distributors and different types of distributors, such as the mobile phone shops, which are also retailers and distributors at the same time. We saw the market for a truly converged product between a laptop and a mobile phone two years ago. We have this niche in the market now, but it is rapidly closing up as PDAs become commodity products. The competition is fierce but we are not worried, we know we have got what it takes to stay one step ahead,” concludes Azzawi.

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