Ex-Promate sales chief launches kiosk venture

Khalid Abuayyash aiming to partner with IT retailers in several GCC markets

Tags: KuwaitPromate Electronics CompanyQatarSaudi Arabia
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Ex-Promate sales chief launches kiosk venture Khalid Abuayyash insists Extreme Customization will help retailers meet the needs of customers that increasingly want their devices personalised. (ITP Images)
By  Andrew Seymour Published  May 23, 2010

Promate's former sales director for the Middle East, Khalid Abuayyash, is embarking on a new venture that he claims will make IT retailers money.

Abuayyash recently left the PC accessories vendor to launch Extreme Customization, a company that provides kiosks allowing gadget users to customise their devices with any design they want.   

He says the firm aims to exploit the growing relation between technology and fashion by giving customers the chance to personalise their mobile phones, laptops and cameras. Extreme Customization offers a service where printing is carried out on a special plastic film, which means the ink does not run and the design is reversible. It can also engrave mobile devices and customise laptop cases.

Abuayyash, who founded Jordanian computer store Fun Directory prior to his time at Promate, is now speaking to retailers in key GCC markets about introducing the kiosks in store.

"We are in the final stages of talking to one retailer in Kuwait which is very interested and hopefully that retailer will launch," said Abuayyash. "We have another interested partner in Qatar, but nothing serious yet, and we are also looking for partners in Saudi Arabia."

He claims the concept has the potential to become a "real margin maker" for retailers due to the relatively low overheads involved.

"There is no cost to the retailer except the space," explained Abuayyash. "We provide a revenue sharing model with a minimum guaranteed to the retailer. No matter how much business they do, that minimum is guaranteed for them and above that there is a percentage. The machinery, the know-how and everything else is all done by us, so the retailer does not have to invest. In the space that we'll occupy I am almost certain that it will give them more margin than any other space they are occupying with accessories."

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