Change of guard at Creative Middle East

Creative Labs has promoted Alfred Lim to fill the position opened up by outgoing regional boss Jordan Lee

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By  Julian Pletts Published  April 22, 2009

Creative Labs has promoted Alfred Lim to fill the position opened up by outgoing regional boss Jordan Lee.

Lim has been working at Creative Middle East for over two years in a sales role and has been with the company for five years in total. Although his new title will be sales manager, Lim is responsible for managing Creative’s eight-strong Middle East team based at Dubai Silicon Oasis.

“In this region, whilst Jordan was here, I was also handling the major markets like the UAE and Saudi, and now that he has decided to return to Creative Singapore then naturally I took up the responsibility he had,” explained Lim.

Lim says that in reflection of a slowdown in the MP3 player market over the last year, the firm is shifting its focus away from digital music players to headsets and earphones, a move that has already been communicated to partners.

Although he foresees strong growth in those product categories this year, Lim suggests that the impact of financial crisis means that the company is expecting to see modest overall growth in its Middle East business for the remainder of its current fiscal year.

During Lee’s time in charge Creative worked hard to expand its channel presence and announced earlier in the year that it was looking to build a channel in Oman and Qatar. However, Lim admits that little has been achieved in this direction and that he would be taking on this task.

“That is still our focus, unfortunately there have not been much developments,” said Lim. “We have to mention that there is growth in Qatar and we are still looking for growth in those two countries.”

Despite the affects of the financial crisis on consumer spending power, Lim is adamant that the Middle East still exhibits great potential for solid revenue growth in the IT business.

“There should be growth in FY10, there should be growth of at least 10% to 15%, whereas in other part of the world like Europe and the US we are looking at a much leaner year, in the Middle East there is still a lot of potential,” concluded Lim.

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