Toshiba on the hunt for resellers at DBC

Toshiba used the recent Digital Business Channel (DBC) MEA event in Fujeirah, UAE, to cultivate its links with the reseller community and drive its recently added corporate ‘Tecra’ notebook portfolio to the market.

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By  Andy Tillett Published  December 4, 2005

Toshiba used the recent Digital Business Channel (DBC) MEA event in Fujeirah to cultivate its links with the reseller community and drive its recently added corporate ‘Tecra’ notebook portfolio to the market. The electronics goods vendor was hoping to pick up a host of new resellers to carry its corporate portfolio, added to the region six months ago. “We are floating around the number two or number three position for our notebooks in most markets of the Middle East. Our consumer offering does very well, but the SMB sector has been growing fast. We have concentrated very hard on developing the business in the commercial sector over the last six months,” said Santosh Varghese, regional sales and marketing manager computer systems division, Toshiba Middle East. Varghese also explained that due to the perception of Toshiba as a consumer brand, the company needs to choose resellers which can actively drive its offering to the marketplace, as the distribution channel remains the key go to market model for Toshiba in the region. “The initial reaction to the commercial notebooks was kind of confused. We need to build up the business and strike a balance, and for that maturity we need to get the resellers to be actively driving our products to people. We are trying to draw a balance, and so far we, managed to get 30% of our products into the SMB sector,” continued Varghese. Although the DBC event was highly commended by Toshiba, and the show yielded many leads for the vendor’s operations in Africa, Varghese said that representation from some of the larger resellers in the GCC was lacking.

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