Nuance Communications to re-launch brand in the Middle East

Move part of broader plan to strengthen company’s channel reach

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Nuance Communications to re-launch brand in the Middle East The company expected to unveil the Nuance brand to channel partners and end-users during GITEX Technology Week, says Kumar.
By  Manda Banda Published  July 24, 2011

Speech and document imaging solutions vendor, Nuance Communications has revealed that it's planning to re-launch its brand in the Middle East. The plan is part of a broader initiative to raise brand awareness and increase the company's channel footprint in the Middle East region.

The move, states the company, is in line with the strategy to strengthen its channel network in the Middle East region. To this end, the vendor says that it's looking to appoint two more distributors in addition to current partner Arab Canadian Computer Company (ACCC).

Anil Kumar, regional director, Nuance Middle East and Balkans, said preparations for the re-launch have reach advanced stages with the company expected to unveil the Nuance brand to channel partners and end-users during GITEX technology week in October.

Kumar added that apart from the brand re-launch, the company is also readying a number of channel initiatives that aim to build and provide better support to the tradition resellers and retailers in the Middle East. "Despite the potential that our solutions have in the market, brand recognition and penetration is still low," he noted. "We have recognised this and that's why we want to work with distributors to reaffirm ourselves and commit to the region. We are also looking at improving our overall support and service to channel partners and end-users in the Middle East."

According to Kumar, the company is looking at building a channel programme which will be adopted to suit the market dynamics of the various countries in the region. In addition, he said Nuance Communications through its distribution partners will offer dealer training, demand generation activities and other joint marketing schemes that will help partners to sell Nuance products and solutions in the market. "We are delighted with the awareness the brand enjoys in the Middle East healthcare sector," he said. "We would like to extend this to other sectors as well."

Kumar pointed out that the company would like to replicate the success in the healthcare sector to other verticals like education, financial, media, government, travel and hospitality, utilities and contact centre industries.

Nuance Communications has been in an acquisitive mode of late and recently, the vendor acquired Equitrac Corporation. The acquisition extended Nuance's document imaging portfolio by adding Equitrac's print management products.

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