Printer push key for Dell

Dell is working with its Middle East partner Key Information Technology to put the emphasis on its range of printers at this year's Gitex event

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By  Matthew Wade Published  September 27, 2005

Dell is working with its Middle East partner Key Information Technology to put the emphasis on its range of printers at this year's Gitex event. Didier Benbattouche, marketing director for Dell EMEA, tells the Gitex Times that the company is keen to use its brand strength and position in the market to really make a play for a bigger share of the region's printer market. “We've been in Gitex from the beginning and we're one of the biggest players in this market. The show is both an opportunity for us to meet with our old partners and make new ones. Recently, we entered the market with our range of printers and Gitex is a great stage for us to showcase ourselves,” Benbattouche says. “We are now a manufacturer and provider of printers in the region. We have the whole range of models; we're working with three different technologies - we have inkjet, laser and multifunction printers in colour and in black and white,” he adds. Even though Dell is a relatively new player in the printer market, Benbattouche reckons that the firm is already recognised as a key printer player. “That is proved by the fact that we've sold over 10 million printers so far worldwide,” he claims. “I'm very confident about the Middle East market. Each of our printers here have won awards and the media and the entire IT fraternity have received our products very well.”

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