Metra Computer Group FZCO

Managing Director: NY Prasad

Tags: BahrainChannel Middle East Power List 2010Metra Computer GroupUnited Arab Emirates
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Metra Computer Group FZCO Managing Director: NY Prasad
By  Jonas Published  March 28, 2010 Channel Middle East Logo

Contact: +971 4 317 0800
Headcount: 900
Active Accounts: 3,000
Regional Offices: Bahrain, Egypt, Iraq, Jordan, Kuwait, Qatar, Saudi Arabia, UAE
Key Brands: Acer, Cisco, Dell, D-Link, HP, Intel, Microsoft, Samsung, Western Digital
Ownership: Metra Computer Group is a privately-owned company founded in Egypt
2009 Sales:
2008 Sales: US$471m (Verified)
(Distribution revenues only. Figures do not include PC assembly sales)

What measures have you taken to ensure your company remains competitive?

We have looked at increasing speed to market and operational efficiencies - taking as much cost out of the system as possible in terms of the supply chain. We have been as lean as possible in terms of our inventory management and tried to have a little more control over our receivables in the market.

While we have tried to increase our leverage in terms of the revenue, we have also tried to take some cost out of the system when it comes to OPEX as a percentage of revenue. The fundamentals of distribution are largely about scale of operation, efficiency and how to control working capital and cash. I think operational efficiency is the key to riding out this slowdown period in the Middle East before things come back.

What are your main strategic plans when it comes to developing the business in 2010?

Consolidate on what we started last year. 2010 will be the first full year of having the complete portfolio of products that we brought on board in 2009, so that’s a key initiative for us. Another key objective for us is to maintain profitable growth and we are definitely looking at opportunities in and outside of the UAE to maintain our momentum. One of the strategic things we are working on is the value business. Right now we only have a value branded portfolio in Egypt, but we are going to look at taking that into select markets and expanding the value portfolio across the region.

Company focus

The experienced NY Prasad has been overseeing Metra’s Gulf business for more than a year now and his tenure has coincided with the company reinforcing its position as a true one-stop-shop for the retail and reseller channels. The dominance that Metra enjoys in its native Egypt, where it is a partner of brands such as HP and Cisco, coupled with the strength of its in-country operations in the GCC, has ensured the company has been able to post top line growth in a largely depressed market.

Channel Middle East Verdict

Metra is among the fastest growing distributors in this year’s Power List and when you look back at the raft of agreements it has either signed or extended in the past year it is not difficult to understand why. The addition of regional contracts with HP IPG and Acer, plus Samsung monitors and HP PSG in selected countries, has given further weight to an already impressive A-brand portfolio. The big question is whether the broadliner can maintain the sort of lofty growth rates it has now become used to.

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