MTC reaches out to the reseller channel

Memory Technology Middle East’s (MTC) new general manager for sales and marketing is looking to make her mark in the channel after recently moving to the region. She’s under no illusions about the size of the task ahead.

Tags: MTC (Memory Technology ME LLC)Samsung CorporationUnited Arab Emirates
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MTC reaches out to the reseller channel Maria Lien believes resellers should expand into multiple sectors to ensure they are not over-reliant on one particular revenue stream.
By  Andrew Seymour Published  September 6, 2010

Memory Technology Middle East’s (MTC) new general manager for sales and marketing is looking to make her mark in the channel after recently moving to the region. She’s under no illusions about the size of the task ahead.

Maria Lien has only been with MTC for three months, but she’s already become accustomed to the fast-paced life of the Middle East distribution sector.

One of her first tasks has been to start the process of expanding MTC’s team, so that the distributor can begin to meet its ambitious growth plans for the region after the challenges that the sector has faced during the last 12 months or so.

Sales strength

Lien admits that MTC’s sales force is currently under-strength due to some “restructuring” that occurred last year, but insists she is looking forward to altering that in the months ahead.

Her sales team presently consists of three executives who have been working with the Jebel Ali-based distributor for at least five years, and she is keen to combine their market experience with some fresh blood.

“I am currently recruiting two sales assistants and another two junior sales people, and the intention is to train those four new people so that they can help our current senior sales manager to develop the business together,” she explained. “If I look at the operational side then that will give me a total of seven people with a strong desire to be successful in the market.”

MTC is a major regional supplier of memory products from the likes of Hynix, Micron and Samsung. It also manufactures and distributes two brands of its own — GENX and Xtreme — and these have become a major part of its identity during the last few years, particularly given the expansion of those lines.

The GENX range consists of digital lifestyle accessories, while Xtreme is more focused on the mobile accessories space.

With the company intending to launch its own range of LCD TVs to supplement a portfolio that already contains an array of audio devices and digital products, the immediate aim is to develop a strong network of sub-distribution and reseller partners.

Lien insists there are no boundaries as far as geography is concerned. “In terms of market and business development, countries like Saudi Arabia, Iran, Iraq and Egypt are very important to us, of course,” she says.

“But we are also looking into emerging markets like Afghanistan, the CIS countries and Russia. The African markets are also very exciting because not everybody is able to create a market share and build domestic awareness. That is why I am thinking about the ways that MTC can strengthen its market share and build a good brand name in order to serve long-term partners. My mission is to bring good quality and reliable products to serve to consumers and also to build a long-term partnership with clients in various markets.”

Lien is hopeful that MTC’s ever-expanding product basket will make it a compelling source for the channel going forward, bearing in mind resellers need to maximise their revenue streams.

“Nobody can survive nowadays by being in only one or two sectors,” she says. “To be successful, customers have got to understand their capabilities and look at how they can penetrate new markets to develop more business.”

Long-term approach

Having lived in Taiwan, Japan, China and more recently the UK, Lien is confident that it won’t take her long to settle into the Middle East way of life.

And she is adamant that the qualities that helped her foster long-lasting channel relationships in other markets will prove to be equally as effective here.

“I want to assure all our partners that I will always look after their interests,” she says. “And if they have any demands or requests about products, they can feel free to tell me. I am here to serve them because we are here together to build a business partnership, and that means it should be a long-term friendship,” insists Lien.

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