Creative poised to expand Saudi channel

Components and digital device vendor Creative appears poised to expand its channel in Saudi Arabia, appointing a second distributor to work alongside existing partner AIM.

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By  Andy Tillett Published  March 15, 2006

Components and digital device vendor Creative appears poised to expand its channel in Saudi Arabia, appointing a second distributor to work alongside existing partner AIM. The Creative team is preparing to fly to the Kingdom for a three-day visit during which the new distribution deal could be finalised. George Ng, general manager at Creative Labs Middle East explained that while its current distributor, AIM, is performing strongly the company feels the time is right to expand the scope and reach of its in-country routes-to-market even further. “For components AIM does a very good job and they have been in the market a long time. They are an excellent partner and have spent a lot of time working on the portfolio, but there is a limit to that they can do,” said Ng. “What we don’t do with partners is say ‘if you cannot perform I will chop you’. I do not believe in that principle; I believe in win-win situations. I work together with a company up to the point where it cannot handle my expectations anymore and then I ask them for their blessing to let me look for someone else in the channel,” added Ng. Creative has invested a great deal of money on the ground in the Middle East and is particularly keen to develop the region’s largest markets such as Saudi Arabia and Iran as the vendor pushes its consumer digital device offerings — the fastest growing area of its product portfolio. “I think we can safely say that we are not switching partners. Usually most companies say that Saudi is big enough for three partners. We are comfortable that there is market potential for us to increase the business if we have more than one partner,” concluded Leonard Yap, associate marketing manager at Creative Middle East.

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