Sharaf bags iriver rights

UAE-based Sharaf Electronics, part of the Sharaf Group, has picked up distribution rights for Korean vendor Reigncom’s range of iriver digital devices across the entire Middle East and Africa region.

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By  Stuart Wilson Published  January 9, 2006

UAE-based Sharaf Electronics, part of the Sharaf Group, has picked up distribution rights for Korean vendor Reigncom’s range of iriver digital devices across the entire Middle East and Africa region. “We are pleased to forge this strategic alliance with a prestigious brand like iriver, the leading innovator in digital entertainment,” said Sharafuddin Sharaf of Sharaf Electronics. “Sharaf Electronics intends to leverage the UAE’s position as a technology hub and an international centre for innovation and excellence by implementing an aggressive long-term marketing strategy to promote iriver in the UAE and across the entire region. With such diverse and superior products at great value we are confident that iriver will be well received in the region,” he added. Kebin Lee, iriver’s director of international marketing, added: “We are delighted to enter the huge markets of the Middle East and Africa through this significant tie-up with Sharaf Electronics, which is part of a reputed business group in the UAE. iriver has identified this region as a key growth area, and in Sharaf Electronics, we have found a regional partner who could help us tap into the vast potential that exists for entertainment devices.” “We have ambitious plans for the brand and aim to target the youth or the segment of society which is fast becoming known as ‘Generation X’ across the Middle East. iriver’s diverse range of products have been designed to complement lifestyles and enhance the ever popular digital experience,” he added. Sharaf Electronics hopes to make a big impact in the market with iriver’s compact feature-packed U10, a multimedia digital device with a 2.2” colour display and a direct click interface, enabling users to play music, videos, games or even listen to the radio.

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