Lexmark distributor adds new brands

Strikes a deal to distribute power protection systems from Infosec UPS to dealers in the Middle East, Levant, Iraq and Cyprus

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By  Andrew Seymour Published  January 26, 2009

Middle East Lexmark distributor Medmark has taken the first steps towards bulking up its product portfolio by signing three new brands.

The Bahrain-based outfit last week struck a deal to distribute power protection systems from Infosec UPS to dealers in the Middle East, Levant, Iraq and Cyprus. Infosec has been selling through a one-tier channel from its Dubai office up to now, but the deal with Medmark means the distributor will handle relations with resellers.

George Saliba, sales manager at Medmark, believes there is a huge opportunity for UPS sales in markets such as Levant and Iraq where penetration still remains relatively low.

“We need to develop the market and inform our dealers that we have this product — and we’ll also be offering training because this is a high-end technology. It is not something dealers can buy and sell directly,” said Saliba.

Medmark has also signed up Source Technologies, a vendor that offers cheque printing solutions, and is on the verge of forming a partnership with office automation firm GEHA, which specialises in interactive whiteboards and has an established presence in Europe.

Saliba insists that the addition of the new trio won’t result in a reduced focus on Lexmark, which the company has distributed for 13 years after being set up for that purpose. “Our strategy this year is to push and develop the business with the three brands in addition to Lexmark — this is not a move away from Lexmark,” stressed Saliba. “This will actually benefit them because it means we will now able to push for more projects and solutions.”

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