ABM boosts Apple at GITEX

APPLE’S INDEPENDENT marketing company in the Middle East, Arab Business Machine (ABM) has returned to GITEX with its biggest stand to date and a host of new products showcasing the Apple brand.

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By  Aaron Greenwood Published  November 20, 2006

APPLE’S INDEPENDENT marketing company in the Middle East, Arab Business Machine (ABM) has returned to GITEX with its biggest stand to date and a host of new products showcasing the Apple brand. While Apple has enjoyed a massive revival of fortunes in recent years with products including the iconic iPod and MacBook, the Middle East has remained a relatively minor market for the company compared to other worldwide. With the launch of new iPod accessories including the innovative MyBlu solution - which synchs an iPod to any mobile phone via Bluetooth technology - in addition to new MacBook and Mac Pro PCs at GITEX, ABM is aiming to boost Apple's position in the regional consumer electronics and IT space. "GITEX provides us with an ideal opportunity to enhance Apple's image and boost consumer awareness of the company's product range in the Middle East," said Joe Sfier, ABM marketing manager. "We also plan to meet with our existing channel partners over the course of the week." Sfier was enthusiastic about Apple's recently revitalised iPod range, which includes new Video 80GB, shuffle and updated nano models. "We are demonstrating the full range of iPods and accessories on the stand and we are inviting all visitors to GITEX to drop by and get a hands-on feel for them," he said. Sfier described MyBlu as an exciting innovation that allows users to link their iPod to their mobile phone to make and receive calls and listen to music on the go. ABM is also presenting software demonstrations on its GITEX stand, including iLife 06 and Final Cut Pro. A host of third-party solutions are also being showcased, including those developed by Wacom, Sonnett, Aquasoft and Sonic WALL. SAE Institute, the world's largest audio engineering, animation and film institute is sharing space on ABM's stand, with the company providing two Mac Pros installed with the latest version of Final Cut Pro and Logic Pro music production software, for workshop demonstrations. SAE will be running regular 15-minute demos showcasing the two applications, with trained staff explaining the benefits of both technologies.

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