Intuit targets Middle East enterprises

Master partner claims that budget software is stealing market share from larger rivals; says enterprises are increasing questioning whether they need to invest in premium brands

Tags: Intuit Technology
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Intuit targets Middle East enterprises
By  Ben Furfie Published  October 26, 2011

Value enterprise publisher Intuit is stealing market share from its more established rivals, as businesses in the region look to cut unnecessary costs, its master partner in the MENA region has claimed.

Speaking about the state of the market, managing director of TransNational Computer Middle East, Vijendra Singh said that every week, more and more companies in the region are switching to Intuit-based solutions.

"More and more people are becoming price sensitive," he revealed. "Even some of the biggest companies in the market are looking at their bottom line and asking ‘do we really need this premium brand?'. The focus these days isn't necessarily on the price through, it's on the value of the brand. The brand itself is well known, but its products maybe aren't.

"However, when potential customers realise that one-third of all US SMEs run their businesses on Intuit's QuickBooks software, they begin to appreciate the value of the software," he added. "We're finding that the numbers of people switching over to the software is more of a testament to its success than any claims we could ever make about how good it is," he adds.

However, the company isn't settling back and letting the software sell itself. "We currently have 16 partners across the 16 countries we operate in. It isn't a deliberate decision to have exclusive partners, but we feel that if people are less focused on competition, they can focus more on delivering a quality service.

"However, they know that as there are no exclusive arrangements, that they have to continually be competitive on pricing, so that prevents situations where you have high prices and poor service."

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