Logicom eager to expand Linksys partnership

Components and networking distributor Logicom has declared ambitions to scale its relationship with Linksys following the pair’s first 12 months of partnership in the Middle East. Linksys recently endorsed the alliance by awarding Logicom the title of “New Partner of the Year” for 2006.

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By  Andrew Seymour Published  March 8, 2007

Components and networking distributor Logicom has declared ambitions to scale its relationship with Linksys following the pair’s first 12 months of partnership in the Middle East. Linksys recently endorsed the alliance by awarding Logicom the title of “New Partner of the Year” for 2006. Although Logicom declines to reveal the exact level of business it has done with Linksys in the Middle East during the last year, it claims to have “exceeded” the vendor’s expectations. Nicholas Argyrides, managing director at Logicom Dubai, insists its coverage of markets such as Lebanon, Jordan and Saudi Arabia, as well as the UAE, has played a key role in the company hitting its targets. “In addition, having Linksys as the only retail and SOHO brand in Logicom Dubai’s product portfolio — unlike competitors which carry two to three brands that directly compete with Linksys — gave us the necessary focus to understand exactly what we had to do to grow the business,” commented Argyrides. “Our policy of staying close to Cisco/Linksys and not carrying competing brands has meant no internal competition with other brands and hence an immediate leveraging of our customer base,” he added. With a continued spike in areas such as wireless technologies and VoIP, Logicom is now keen to expand the relationship with Linksys further. “Adding new territories in our Linksys contract will definitely help us grow the business,” said Argyrides. “Countries such as Pakistan will be key to our expansion plans. Moreover, there are what we call ‘products of special attention’ which are the products where we see strong demand and potential.” He continued: “Bundling these goods with other SKUs or offering solutions which include several key products could prove to be a wise strategy in terms of taking our Linksys business to the next level.”

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