HTC steps up Middle East marketing drive

Taiwanese handset producer unveils plan to ramp up its presence in the Middle East.

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By  Roger Field Published  October 24, 2007

Taiwan's HTC is continuing its expansion drive in the MEA region after setting up operations in Dubai's Airport Free Zone in March this year.

The next wave of expansion will hinge upon the colossal Saudi Arabian market where the company is looking to open a marketing and tech info services office in Riyadh early next year.

The company will stage its first "highly Arabised" marketing campaign in Jeddah this month where it hopes to promote its portfolio of smartphones and PDA devices with Arabic interfaces at the CommTel ICT expo this month.

"Month by month we are looking to increase our market share in the region," said Kevin Chen, HTC's general manager for the Middle East, Africa and CIS.

He also noted the MEA region accounts for 10% of HTC's global business with Saudi Arabia generating 50% of its revenues in the GCC region.

HTC is also considering expanding into Egypt with a similar office in Cairo as well as Istanbul in Turkey within the next two years and is also eyeing an additional office in Johannesburg to house its growing marketing and customer support teams.

"It's difficult to say which one of these moves we will make first but as a lot of it depends on the local legal regulations in each country. Obviously all of these locations are important to us and we hope to open in each of these countries at the same time but we will make each move as soon as we can," added Chen.

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