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A decade on, Axiom continues to look for new opportunities in which to lead and grow its business.

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By  Administrator Published  July 3, 2007

Axiom Telecom's signing of an exclusive supply and distribution agreement with mobile satellite services provider Inmarsat in Dubai last month offers a glimpse of the company's broadening areas of interest.

"We are always looking to grow the business," comments Faisal Al Bannai, founder and CEO of Axiom Telecom. "We are constantly looking for new opportunities and new businesses to introduce into the region," he adds.

Inmarsat's Samer Halawi is full of praises and filled with confidence in the ability of Axiom to act as a global distributor of forthcoming Inmarsat handheld satellite phones, and this is emphasised by the exclusive nature of the agreement. "The agreement is a milestone for Inmarsat as it represents the first exclusive collaboration of its kind for Inmarsat on a global level and with a Middle East based company," Samer Halawi says.

"The global nature of this agreement is not daunting to us," asserts Al Bannai. "The only place we do not ship to is the moon, but I am sure we will when the demand exists," he quips.

Business has indeed been brisk for Axiom Telecom, with the company's revenues now exceeding US$1 billion annually. The core business itself is constantly evolving and changing as time goes on, requiring new skill sets to be adopted and introduced. Where internal expertise is unavailable, Faisal and Axiom turns to the support offered by entering value adding strategic partnerships.

"We are forming strategic alliances and creating more relationships," explains Al Bannai. "For example, we recently announced a deal with Skywards [the Emirates and Sri Lankan airlines loyalty programme provider] and are always looking to add extra value to customers," he adds.

The deal with Skywards is bold in its nature, looking to appeal across two separate industries that share an overlapping customer profile. Through the partnership, which commenced in June, a series of promotions are being rolled out at Axiom stores across the region. The first promotion allows customers the chance to earn 120,000; 80,000; or 40,000 Skywards Miles upon the purchase of selected Sony Ericsson handsets from Axiom stores, earning them an immediate free flight.

‘The maintenance of customer loyalty is of utmost importance. My role now is in finding more interesting deals to bring to the region," Al Faisal comments.

At the beginning of the year South Korean electronics company LG Electronics appointed Axiom Telecom as a key distribution partner for its mobile phones in the Middle East and other strategic markets.

Under the terms of the agreement, Axiom will distribute LG Electronics' wide range of mobile handsets and accessories in the Middle East and provide after-sales services.

LG Electronics sold mobile handsets worth US$185 million in Middle East and Africa in 2005 and is aiming for ambitious sales growth for its improved range in 2007. The company plans to double global sales volumes, profit and shareholder benefits by 2010 and its Blue Ocean strategy focuses on products offering the maximum growth potential, market share and profit generation. Blue Ocean products will generate around 30% of sales and 50% of profits by 2010.

Thus the faith being shown by major international companies such as Inmarsat and LG that partnerships with Axiom Telecom will help boost their businesses is a strong vote of confidence in the company. Other such agreements are set to be established over time.

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