Mindware touts strength of value added portfolio

IT distributor Mindware believes a range of new value added services it is providing for vendors Microsoft and Symantec holds the key to its growth aspirations in 2007. The UAE-based outfit has its sights set on exceeding the US$190m sales it registered last year.

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By  Andrew Seymour Published  June 4, 2007

IT distributor Mindware believes a range of new value added services it is providing for vendors Microsoft and Symantec holds the key to its growth aspirations in 2007. The UAE-based outfit has its sights set on exceeding the US$190m sales it registered last year. Mindware claims to have developed a range of strategies that will enable its partners to maximise market reach and grow sales of specific products, adding that its expanded suite of distribution services is designed to give vendors access to a proper “merchandising mix.” Taiseer Mohammed, retail and customer product manager at Mindware, commented: “Our existing VAD services include a whole range of networked services such as pre-sales consultancy, marketing, service implementation and after-sales support, which have facilitated market penetration and profitability for our partners and our company.” “The expanded VAD package for Microsoft and Symantec products is based on our present services yet it is specifically designed to provide us with an edge over competitors carrying the same brands,” added Mohammed. Mindware will introduce and train its merchandisers on the “Focused Marketing Mix” concept, enabling them to build a stronger relationship with key vendors. It also vows to ensure there is sufficient inventory of the specific products, while taking into consideration factors such as product lifecycle, demand pull and profitability. “Our focus on distribution services has enabled us to provide answers to the complex needs of our partners and strengthened our relationships with them,” insisted Mohammed. “In return, our partners are able to give optimum customer service and exceed sales targets. This comprehensive and effective distribution network and our regional offices in KSA, Lebanon and Egypt have established our leading position in the Middle East market.” He continued: “With our delivery system in place, we are taking another proactive step by launching the Focused Merchandising Mix concept here in the UAE for our partners and will eventually implement it across the region.” Mindware serves more than 4,500 resellers throughout the Middle East and North Africa region, and distributes a range of hardware, software and storage brands including CA, Citrix, Dell and Kingston.

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