Trigon becomes first Xerox UAE products distributor

Appointment marks shift in go-to-market strategy for Xerox Emirates

Tags: Trigon ComputersUnited Arab EmiratesXerox Emirates L.L.C.
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Trigon becomes first Xerox UAE products distributor Arun Chawla has added Xerox products to Trigon’s portfolio of IT brands. (ITP Images)
By  Andrew Seymour Published  May 11, 2010

A recent overhaul of Xerox Emirates' sales strategy to initiate more business through the channel has led to Trigon becoming its first authorised products distributor.

Xerox Emirates has traditionally served as the printer giant's lone sales conduit in the UAE, but revealed last month that it would begin seeking partnerships in a bid to grow market share and improve end-user coverage.

Andrew Hurt, general manager at Xerox Emirates, believes Trigon is the perfect foil as it sets out on a journey to woo channel companies.

"Their experience and presence across the channel, retail and corporate segments complement our existing strategy and they will be an invaluable partner to attaining our vision of being considered for every single business process and document management opportunity in the market," said Hurt.

Xerox claims its long-term strategy is to engage with partners and capitalise on opportunities in key vertical sectors. It recently hired Prateek Dayal from HP as its inaugural channels and alliances director, and he will serve as a point of contact for incoming partners.

Under Xerox's channel development plan, new partners will be recruited to add to the existing network that the company has throughout the UAE. The channel's job will be to focus on generating incremental equipment and consumables sales, and enter into new managed print services contracts and possible services strategy expansion.

For peripherals distributor Trigon, meanwhile, the partnership serves up a chance to offer its customer base access to another brand.

"Over the years, we have developed very strong alliances with prestigious brands, as well as powerful retailers and corporate clients, and because of this Trigon has been widely known in the market for providing quality IT products and reliable services," said Arun Chawala,  COO at the distributor.  

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