Netgear appoints two distributors for KSA

Distribution outfits Redington and Empa have been awarded the rights to sell Netgear products in Saudi Arabia

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By  Andrew Seymour Published  April 12, 2009

Distribution outfits Redington and Empa have been awarded the rights to sell Netgear products in Saudi Arabia.

The pair will be tasked with developing the Netgear brand within the Saudi channel and marketing its range of networking and storage hardware to IT providers.

Redington is understood to be tasked with distributing Netgear’s SMB products to resellers and systems integrators, leaving Empa to focus on the retail sector.

Redington has an extensive presence in Saudi Arabia, where it boasts established offices in the three main regions, while Empa continues to ramp up its local infrastructure and services as it looks to make the kingdom a greater part of its business.

Ramkumar B., general manager of Redington’s value business, confirmed the tie-up with Netgear and said it completes a gap in the distributor’s product basket.

“We do not have any brand which caters to the SMB market for networking and storage,” he explained. “More than 55% of our business comes from the SMB channel and we want to strengthen our coverage of these partners by adding Netgear to our portfolio.”

Redington plans to aggressively market Netgear solutions through a mixture of brand awareness campaigns and reseller education.

“We will organise regular training sessions in our offices in Riyadh, Jeddah and Khobar,” promised Ramkumar. “Apart from that, we intend to conduct product roadshows and lots of promotions to induce the channel to take to Netgear offerings. The SMB channel is very active in the Western region and we intend to focus a lot there.”

Netgear products in Saudi Arabia have traditionally been carried by Khobar-based Al-Rammah IT Distribution. However, it is currently unclear what the double appointment of Redington and Empa means for Al-Rammah and its future role in Netgear’s channel.

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