Dell reaffirms channel strategy

In the wake of changes to its distribution arrangements elsewhere in the world, PC vendor Dell has reaffirmed its commitment to the channel in the Middle East.

  • E-Mail
By  Michele Howe Published  October 3, 2007

In the wake of changes to its distribution arrangements elsewhere in the world, PC vendor Dell has reaffirmed its commitment to the channel in the Middle East.

Although Dell is departing from its famed direct sales model in other markets, Dave Brooke, marketing manager at Dell Middle East, said the firm has no plans to change its distribution arrangements in the region.

"In the Middle East, we are an indirect organisation. We sell 100% of our products through channel. I don't think you will see significant shifts in strategy moving forward. We are indirect here and will remain indirect certainly into the foreseeable future," Brooke told ITP.net.

"There is a very healthy channel [in the Middle East] and as such we feel that within this market we have traditionally been indirect and it has served us well as a business so there is no reason to change that," he added.

Dell's channel partners in the region include Emirates Computers and Asbis, which it appointed in August this year.

In a shift away from its previous direct sales model, Dell unveiled plans at the start of the year to begin selling more through retail stores.

It announced last week a distribution agreement with China's largest electronics retail chain Gome.

It already holds similar agreements with retail giants Wal-Mart in the US and Carphone Warehouse in the UK.

"The direct business remains a very significant part of Dell globally, but what you are seeing is the extension of the route to market through more indirect channels and routes in established direct countries from Dell," Brooke went on to say.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code