Logicom Dubai LLC
Demetris Demetriou, GM
Tel: +971 4 507 8888
Active accounts: 2,500
Regional offices: UAE, Oman, Qatar, Kuwait, Bahrain, Saudi Arabia, Lebanon, Jordan.
Key brands: Cisco, HP, Intel, Microsoft, Kingston, Adobe.
Ownership: Logicom is a publically listed company on the Cyprus stock market.
2011 sales: $335m
2010 sales: $305m
What were the company’s milestones in 2011?
Our main focus in 2011 was to enhance our customer reach both locally and regionally through an enriched product array. Last year, we reported the highest turnover and profitability since the establishment of the company in Dubai.
What are your strategic plans for the rest of 2012?
We will continue our expansion in the region by cementing our physical presence in Oman, Qatar, Kuwait and Bahrain. We will also start our operations in Iraq soon.
What is the most pressing distribution issue at the moment?
The pressure vendors are putting on all disties for more sales is creating fierce competition which is driving the channel margins downwards.
Has the Middle East distribution sector recovered from the recession?
The distribution sector is showing positive signs after the crisis of 2008 however, other geopolitical issues in the Middle East are creating a negative impact on the business. We see more maturity in the market and a more pro-active approach from distributors and partners.
Verdict: Logicom has continued to augment its distribution business with the company touting its value-added distribution business unit offerings. With stability slowly returning to the regional channel over the last two quarters, Logicom is taking steps to diversify its business, expand into the Iraq market and continue to grow the value-add business as well.