Geared for regional growth

Vipul Vohra, business manager, Middle East and Africa at Matrix Comsec, talks about how the company is steadily building a solid channel eco-system and why partners in the region need to come on board.

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Geared for regional growth
By  Manda Banda Published  May 22, 2012

Vipul Vohra, business manager, Middle East and Africa at Matrix Comsec, talks about how the company is steadily building a solid channel eco-system and why partners in the region need to come on board.

Channel: Talk us through Matrix Comsec’s channel strategy and how the company is building its business in the Middle East region?

VIPUL VOHRA: Matrix has been operational in the Middle East region for quite a long time now covering markets that include Iran, Syria, Yemen, Iraq, Egypt, Sudan, Jordan, Qatar, UAE, Turkey and the Kingdom of Saudi Arabia. Matrix go to market strategy is through its two-tier channel network only.

Channel: What vision do you have for Matrix’ telecom, security, VoIP and networking business in the region?

VIPUL VOHRA: Middle East countries are promising on the telecom and security front. VoIP technology is facing the winds of regulation and no vendor has a choice but to wait till the regulations become more relaxed. The UAE’s TRA last year revealed three provisions for introducing VoIP services. These are: as an end-to-end voice service, as an additional feature to a connectivity service or in any other format that the licensee wishes to provide. Hopefully, more such relaxations would stage an ideal VoIP market across the region.

Channel: What growth prospects are you looking at in the channel and what value proposition will you be offering partners in the Middle East?

VIPUL VOHRA: Matrix channel partners not only add business value but also share an equal responsibility to developing Matrix as the preferred brand in their region. The same is true about the growth opportunities offered from Matrix to its channel. From Matrix’ perspective, we intend to deliver a smooth processing cycle, on-time sales and technical support along with good profit margins and incentives.

Channel: What countries are you targeting in the Middle East region this year and why?

VIPUL VOHRA: We currently are active in Jordan, Qatar, KSA, Turkey and the UAE. We are making efforts to strengthen our presence in Morocco, Tunisia, Egypt, Iraq and Sudan. Also as mentioned, we want to quickly develop our logistics hub in Dubai as this will speed up our growth in neighbouring countries.

Channel: What channel programme does Matrix Comsec offer partners in the Middle East and how has this programme been tiered?

VIPUL VOHRA: Matrix has a special network development programme in place for partners. This includes nourishing the channel with initial market development funds (MDF), creating networking opportunities for partners via regional tradeshows, partner meets and expos, regular technical and sales trainings, supportive promotional items, regular advertisements and online media marketing. Products are also made available for sample testing, certified for regional certifications and developed to match the operational telecom standards and regulations in each country. Our support team is branched to offering dedicated support to partners from demo product testing to post-sales.

Channel: What pre-sales and post-sales support, and services are you offering channel partners in the Middle East?

VIPUL VOHRA: Our regional business development executives offer both-pre and post-sales support to our distribution network. Pre-sales include solution designing, on-site demos, on-time product delivery processing and networking. Our after sales support includes the multi-tier technical support with three years of product warranty and active spares availability.

Channel: Who do you consider to be your main rivals in the Middle East?

VIPUL VOHRA: Matrix business domain stretches wide across telecom and IT security offerings. With a multi-product portfolio, Matrix is not in direct competition with most companies. To mention, for the business communication device domain, NEC and Panasonic do offer good competition to our portfolio offerings.

Channel: Looking ahead, where do you see growth coming from for Matrix Comsec in the Middle East market?

VIPUL VOHRA: We are looking forward to having good market revenue from the hospitality solutions, security and surveillance units and the wireless domain. These markets are already showing good returns and are promising.

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