Al Jammaz added to Acer channel line-up

Hardware vendor Acer is preparing to step up its assault on the Saudi SMB sector after signing a distribution agreement with Al Jammaz. The in-country outfit is permitted to go after commercial accounts with a particular focus on small and medium-sized businesses.

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By  GITEX Times staff Published  April 19, 2007

Hardware vendor Acer is preparing to step up its assault on the Saudi SMB sector after signing a distribution agreement with Al Jammaz. The in-country outfit is permitted to go after commercial accounts with a particular focus on small and medium-sized businesses. The addition of Al Jammaz to Acer’s ranks — alongside other in-country distributors such as BDL — comes at a time when Acer has been building up its internal structure in Saudi. Former South Africa-based commercial manager Shashank Sharma was drafted in to replace outgoing Saudi country manager Sunil Nair late last year, while the company has now officially confirmed the appointment of Basem Salaymeh as head of retail channel sales and Karim Hammad to front commercial sales. “Acer’s decision to partner with Al Jammaz was an easy one to make,” claimed Hammad. “Al Jammaz has an established track record of success in the Saudi commercial space. Its IT sales business in the Kingdom is well-established and we intend to tap into that enormous resource base of existing Al Jammaz customers.” Despite the strong unit growth that Acer has enjoyed in the Kingdom, Asim Al Jammaz, VP at Al Jammaz, believes there is still plenty of scope to strengthen both Acer’s reputation and also its market position. “Our technology brands speak for themselves, and we believe that the Acer brand is one which has yet to fully realise its potential here in Saudi Arabia,” he said. Acer, which makes global annual sales of more than US$9.7 billion, employs around a dozen staff in Saudi and claims to be the largest laptop vendor in KSA based on IDC figures. During the past year Al Jammaz has worked tirelessly to boost its product portfolio across a number of different market segments. Memory specialist Kingston recently appointed Al Jammaz as its first in-country distribution partner. “We needed to be present with a local distribution partner because this is what the market has recommended,” said Middle East business development manager Antoine Harb. “We had people complaining about stock availability because with our other distributors the product is being shipped from Dubai. We hope that business will increase now that we have added a local presence.” Kingston divides its business into four key segments including branded memory, value RAM memory, digital media, and OEM sales. In Saudi, the company has awarded Al Jammaz the rights to its branded memory and value RAM portfolio, but not its digital media products. “We didn’t sign them for those products because we felt that it didn’t have the expertise in that business,” said Harb, who added that the hunt has now begun for a specialist distributor to stock its digital media range. Al Jammaz has made significant strides in its quest to become a value-added distributor in the last couple of years, signing a slew of agreements with big name vendors such as Cisco, Sun and APC to boost its portfolio.

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